——Interview with Gan Caiying, General Manager of Zhejiang Chenhui Lighting Co., Ltd.
Reporter: Thank you, Mr. Gan! Please tell our readers about Chen Hui’s life experience and its main features!
Gan: Chenhui Lighting was established in 1994, formerly known as “Shaoxing County Electric Light Source Factoryâ€. After more than ten years of hard work, the company has grown from a small factory of 20 people to a modern medium-sized enterprise with more than 2,200 employees, three manufacturing bases, integrating R&D, manufacturing, trade and service.
We are led by light source and electrical products, and we have a complete product chain of more than 10 series and more than 1000 specifications from commercial lighting, fluorescent lamps, energy-saving lamps, special lamps and lamps. With the professionalism, reliability and cost-effectiveness of the products, it has won the trust and praise of customers all over the world and has become the backbone of the Chinese lighting industry. Chenhui Lighting is not only inferior to the world famous brands in fluorescent lamps for general lighting, but also in its special fields such as plant growth tubes, health care tubes, violet tubes, mosquito traps, sterilization tubes and other professional fields. The advantages can meet the special needs of different customers, especially the green lighting tubes such as T5 and T8 tricolor lamps are in the dominant position in China.
Reporter: Chen Hui used to sell in the past, but now it is both internal and external. This is a business strategy transformation of the enterprise. Excuse me, why did Chenhui do such a transformation? Why choose Shandong and Jiangsu markets as the entry point for corporate strategic transformation? What kind of support will these two markets provide for Chenhui’s strategic transformation?
Gan: This should be said to be the general trend. This "potential" is formed by two realities: one is the situation of global economic integration and the stagnation of the economies of developed countries in Europe and America; the second is the rapid development of China's economy to all walks of life including the lighting industry. A good business opportunity has come. With China's accession to the WTO and the focus of global economic development towards the Asia-Pacific region, especially the mainland China, China's economy has shown rapid development. In this historical process, China has become a global processing and manufacturing center. This particular The historical stage has undoubtedly brought good opportunities to Chinese lighting companies.
As a large-scale production-oriented enterprise, Chenhui Lighting regards the international and domestic markets as a big stage for enterprise development as early as the beginning of its business, and adopts the international and domestic strategies to implement the corresponding strategies step by step according to the regional characteristics of the world economic operation. . In the past few years, we have made certain achievements in the foreign market, and at the same time accumulated considerable resources and capabilities for the development of the domestic market. When the mainstream of the world economy shifted to the Asia-Pacific region, especially China, Chenhui also adjusted. Development strategy, both internal and external. We also hope that we can dedicate ourselves to the vast number of consumers in China to provide more and better products and services, and to fully realize the value of the national enterprise of Chenhui.
The expansion of the domestic market is of far-reaching significance for Chenhui Lighting. Taking this as an opportunity, enterprises can continuously enrich product categories, expand production scale, update technology and equipment, and gradually move toward world-class first-class enterprises to realize the corporate mission of “providing the most professional lighting electrical products and services to the worldâ€.
The Shandong and Jiangsu markets are a very important city. These two markets are located along the coast, and the economy is developing rapidly. Both ordinary consumers and dealers have high brand recognition ability, and the recognition of brands is higher than other general markets. We believe that it is a region with great development potential, so we choose these two markets as the benchmark for Chenhui domestic market to develop and maintain, and build it into a model city of Chenhui Lighting in China.
Reporter: Chen Hui people have a saying that "only the nation is the world", how can I understand the meaning of this sentence?
Gan: In the current trend of global economic integration, this sentence is particularly important! There are many ethnic groups in the world, and the culture of each nation is an integral part of world culture. In other words, it is certain that there are individual and distinctive things that have lasting vitality. Every country and every nation can only maintain its own cultural traditions and cultural characteristics, so that the world is colorful and the same is true for enterprises. From the perspective of establishing the Chenhui brand, we believe that only the national brand has distinctive characteristics. Therefore, Chenhui is the national brand first, and then the world brand. The Chenhui brand is a fusion of nationality and the world. Only in this way can Chenhui be recognized and accepted by the world.
Reporter: In what channels did Chenhui use to achieve sales when it was exported? Which countries or regions are the products sold to? What are the best sales performances?
Gan: Chenhui exports are achieved through close ties with powerful foreign importers. By participating in global exhibitions and international publicity, attract foreign customers to pay attention to Chenhui, and then understand and choose Chenhui. Chenhui Lighting's products have been sold to more than 120 countries and regions in the world, mainly to the developed regions of Europe and America.
Reporter: Chen Hui has been exporting for many years. Has it introduced some foreign cultures or other things? What is the specific performance? What are the differences between them and their counterparts in the country? How can companies narrow or eliminate these differences when they turn to the domestic market?
Gan: We have many years of experience in exporting. This is an advantage in some sense, because each country and nation has its advanced nature, and there are many things worth learning and learning from. Take our newly developed lamp, we draw on the successful experience of South Korea, and there is no similar competitive product in China. However, we cannot copy all of them. We must develop and design according to the living habits and consumption habits of our people. Therefore, enterprises need to have a full understanding of the domestic market and domestic consumers. This is especially important at the stage of enterprise transformation. In business management, we also draw on the advanced concepts of European and American companies, and combine their own realities to achieve integration. In terms of corporate strategy, we also look at the overall situation and plan for future medium- and long-term development plans for enterprises.
Reporter: The concept of “professional lightingâ€, the positioning of the market, 8 domestic fully automated production lines, and the development and launch of dozens of new products every year are these all the advantages of Chenhui’s competitive domestic lighting market? If not, what else?
Gan: I think what I just said is not the so-called advantage, or just a temporary advantage. Our real advantage is that Chenhui has a group of hardworking and dedicated employees, a group of loyal customers and our consistent adherence to the concept of “Quality First†and “All Customer Focusedâ€.
In the future, in the domestic market, we will also strive for excellence in service and be a professional consultant for our customers. This is also one of the advantages.
Reporter: Chen Hui pays more attention to the former between the social public influence and economic benefits of the brand. Does it mean that Chenhui will also build a large-scale or show as a large-scale enterprise? How will Chenhui take into account the relationship between long-term interests and short-term interests, economic benefits and social benefits?
Gan: We will not go to the show, we will not blindly imitate. The establishment of a brand has to be accumulated over a long period of time. We believe that the brand benefits and social impact of products are more important than the economic benefits of products. Chenhui Lighting is to build a century-old enterprise, and it is necessary to strive for the present in order to benefit the long-term. We are temporarily abandoning our immediate economic interests and focusing on the construction of the Chenhui brand. The purpose is to expand the influence of Chenhui brand among dealers and ordinary consumers, and strive to build our own national brand and make it bigger. Be strong. We also believe that in the process of building brand building, with the enhancement of the influence of Chenhui brand, the economic benefits of the company will gradually emerge.
Reporter: What measures does Chenhui have in supporting dealers? What are the more obvious features and advantages of these initiatives compared with similar businesses? What is the level of recognition of the dealer?
Gan: Our support for dealers is mainly reflected in four aspects: first, unified media publicity, deepen public brand awareness, and enhance brand influence; second, deepen product competitive advantage, continuously develop new products, and enhance product competitiveness. From the quality and category work; the third is to strengthen dealer services, help dealers to enhance their operational capabilities, and jointly explore new areas; Fourth, strengthen terminal services, pay attention to details, and pay attention to consumer demand. Chen Hui's policies and measures for dealers are similar to those of similar businesses. It should be said that each has its own length and has its own merits. Because each company has different actual conditions, Chenhui chooses its own way and mode according to its actual situation, and supports dealers with maximum adaptability, which can basically get their approval.
Reporter: Chenhui’s sales in 2006 will exceed 300 million. How big is the increase compared with the previous year? Where is the specific growth point of the enterprise?
Gan: Chen Hui’s total sales in 2005 was 200 million. In 2006, the target was 300 million, an increase of 50%. The main growth points are the enrichment of product lines and the development of new market areas. Second, the consolidation of existing customer relationships and the increase in orders. I believe that with the efforts of all Chenhui colleagues and the support of customers, we can achieve the goal satisfactorily.
Reporter: How advanced is the T5 low-power, T8-58W fully automatic production line that Chenhui recently put into production? What will it bring to consumers? What does it bring to Chen Hui?
Gan: The newly-produced T5 low-power and T8-58W imported automatic production line is the most advanced automatic production line of fluorescent lamps in China. The T8-58W automatic production line is the first single product line in China that only produces 58W fluorescent lamps. Our T8-58W lamp has a long size, large radiation area, high brightness, and is about 15% higher than the conventional T8 36W per watt of light output. It has been widely used in large cities for large-scale commercial tastes such as supermarkets and subways. A place with high demand. T5 series 4-13W fluorescent tube produced by T5 low-power automatic production line, small diameter (16MM), short length, mainly used in emergency lights, cabinet wall lights, etc. At the same time, in terms of mercury content, Chenhui's automatic line can use mercury to reduce the environmental pollution of mercury, which is more environmentally friendly than products using liquid mercury. The commissioning of these two production lines further enhances the product quality of Chenhui Company, and also increases our light source production capacity, with the ability to produce more than 80 million light sources per year.
Reporter: Chen Hui enjoys many awards in the Chinese lighting industry. How do you feel about this?
Gan: More honors represent a greater responsibility. I also sincerely thank the industry friends, customers, friends from all walks of life and Chen Hui's more than 2,200 employees. We will definitely make this bright career better!
Reporter: What is the domestic market development plan of Chenhui in 2006? How to achieve this plan?
Gan: Chenhui tried to enter the Shandong and Jiangsu markets in 2005. In 2006, he will do both markets. At the same time, he will enter Zhejiang, Fujian, Anhui, Jiangxi, Hebei, Liaoning, Jilin, Heilongjiang and other cities. The work plan is implemented from the marketing concept to the specific implementation of the marketing policy initiative to the evaluation and improvement of the implementation effect. To make Chenhui quickly and comprehensively occupy the domestic market, to provide better light for the Chinese consumers, to illuminate the world, and to win glory for the motherland!
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