In recent years, along with the decorative lighting illumination industry's vigorous development, take US's group, German bold Run reached and so on to enter the illumination industry in abundance as representative's electrical appliances giant. Actually, as early as ten years ago, electrical appliances enterprises and so on TCL group,Zhongshan residential light Haier Group already stepped in the illumination industry.
The electrical appliances industry and the illumination industry in the customer, the channel as well as the technology have many common places, this is also many electrical appliances enterprises chooses enters one of illumination industry reasons. Comprehensive survey now in illumination profession active electrical appliances enterprise, some, the performance is with irresistible force strong, like US's illumination;
Some occupy takes the initiative is actually at not the warm not fire now the sales condition, like TCL illumination; Some throw the large amount of money carries on vigorously produces can the expansion, if German bold Run reaches. They have brought the brand-new idea for the illumination profession, will certainly to impel the illumination industry the promotion. case one:
TCL illumination discoloration's dark horse the TCL group is enters one of most early illumination profession electrical appliances enterprises. on June 18, 2000, the Huizhou TCL illumination electric appliance Limited company was founded officially. At that time, the entire illumination profession's marketing way and the thought were backward, no matter were the enterprise or the business, by “storekeeper” primarily.
But the domestic electrical appliances profession started from the 1980s, already underwent more than ten years development. At the beginning of the establishment,Satisfaction
the TCL illumination has been clear about “all for the dealer and the terminal user” the marketing idea, pours into the illumination profession the electrical appliances profession's managerial experience and the market operation method.
Illuminated at the national dealer congress at the beginning of 2001 TCL, the TCL illumination proposed “network brand” the strategy devised, from constructed the sales network. The advanced marketing idea and has the forward-looking strategy to devise that in addition the parent company formidable brand influence, the TCL illumination presents prestige with irresistible force in the initial 34 years not to be possible to keep off the potential.
in 2003, the TCL illumination's sales network big area has covered the county villages and towns level market, national dealer already close 600, all levels of distributors reach more than 5000, at the end of 2003, the TCL illumination's year sales volume has amounted to more than 300,000,000 Yuan. in 2004, the high-spirited TCL illumination resolved to lift up the promotion nationality brand the heavy responsibility, and has formulated one item “the bright plan”:
The upstream purchases Jiangxi expensively elegant, north the photo source purchase illuminates the lamps and lanterns, TCL takes over Foshan which the government prepares to sell to illuminate the partial stocks, simultaneously in the Baoji Chencang District circle 100 Chinese acres, establishes the TCL Baoji industrial park,hotel interior design and proposed that TCL illuminated 2004 sales volume to amount to 830,000,000 Yuan.
In order to guarantee that this plan realization, the TCL illumination has carried on massive preparing for war, the marketing team population increased enrollment to 800 people.however , the day has the mishap wind and cloud. in 2005, the TCL group will present in first next year the management to lose money, the group will reduce greatly to the TCL illumination's support dynamics.
Because the professional manager more considered that the tactical stratification plane the thing and the short-term obvious benefit, the TCL illumination has carried on the strategic contraction under the huge achievement pressure, and appeared to marketing nearsightedness behaviors and so on channel massive pile-ups of goods, many dealers withdrew from and the TCL illumination cooperation. in 2005, TCL illuminated one moved toward under the slippery road step by step.
2006~2008 years, to relax the manufacturer relations, TCL the illumination has carried on a series of transformations, strengthened to dealer's support dynamics, and in 2008 proposed that the new five year strategies, realize the year sales volume 1,800,000,000 Yuan to 2013.
But the financial crisis time to, the TCL illumination does not reach a deadlock once again. Afterward, General Manager Liao Kun leaves a post, Li Yimin takes over, although has also made some effort, but the final achievement is average, departs low-spirited. This year, TCL illumination's third General Manager Li He takes up an official post. case two:
Beautiful according to rising star which clear and bright cannot keep off is well known, the electrical appliances profession's profit already was now thin like the knife edge, even presented the profession profit negative growth. But at the same time, energy conservation illumination market fast development. Under such big background, the electrical appliances giant US's group high-sounding talk marches the illumination industry, and shouted “the illumination will be the beautiful group next 5 year major pillar industry” slogan.