Theme: SouFun Light Lighting North China Region Director Gao Xiang Time: September 4, 2007 afternoon
Location: SouFun 520 meeting room
[Moderator] Today, the interview with Soufang Elite is Mr. Gao Xiang, the director of Leike Lighting North China Region, and welcomes you. Because the Leike lighting appeared in the SouFun less, many users of SouFun are not very familiar, and it is also a new black horse in the industry, so please ask Gao to introduce us to the brand.
[Gao Xiang] Rick was born in August 2002. At that time, the brand of NVC had entered the industry in advance. Our positioning is different from that of us. There is one biggest difference between NVC and NVC's high-end positioning. We are giving high-quality products to consumers. From our positioning, we can see that the quality of our products will not be worse than other old brands in the industry, but our prices are very reasonable. This brand has been established for five years, and there are four marketing operation centers in the country. The best done is Beijing.
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Gao Ke, Director of North China Region, Leike Lighting
[Moderator] Gao has just talked about the Leike brand is a cost-effective lighting. Then we will first say that the netizens are most concerned about, and now many netizens who are renovating and preparing to decorate, because the lamps are loaded at home, it is a relatively large investment. When you look at the market, the difference in lighting is too big, but it feels similar in appearance. But where is the spread?
[Gao Xiang] It is unreasonable for a brand to be completely compared with the price. It is relative and contains several aspects. First, the service provided by this brand and the added value brought by this brand of products are the most important factors determining the price of this product. Of course, the quality of the product is also the first. It is unreasonable to compare prices from products, and it is unscientific. Including Ray's, it is also a pretty good brand. Compared to its brand awareness and added, it can sell for a very high price. At present, as our products or products of other companies, we cannot compare the acceptance of consumers from the price of products. More importantly, it depends on the after-sales guarantee and after-sales service brought by this product, and the added value of cost-effective. This is the most important.
[Moderator] Lake is a Foshan brand, and the time to enter the Beijing market is not very long. What is the coverage and scale of Beijing now?
[Gao Xiang] At present, we have 30 sales outlets in the Beijing market, ranking the top two in the industry. We set up so many outlets, which is convenient for customers to set up outlets in different regions and different markets when purchasing products. At present, the sales volume in Beijing is over 15 million.
[Moderator] It is also quite high. Because I have a certain understanding of Lake before I see you, it is also through our website and other related materials. I think that Lake has a saying "use the quality assurance brand to make a strong backing for the brand road of Lake." There are many products that emphasize the importance of their quality. How does Lectra Lighting control quality in the specific production process?
[Gao Xiang] 80% of our products are from the company headquarters. The biggest difference between us and OM and OEM is that we carry out our own production and research and development, from the production process of a mold to the quality supervision personnel to carry out initial inspection, re-inspection and final inspection of each product. At the time of quality supervision, every unqualified product will go offline. The company checks the quality of the products through three stages: initial inspection, re-inspection and final inspection.
[Moderator] Is Lec from doing R&D to production completely?
[Gao Xiang] We are nothing more than 20% of the products are processed by the foundry. But unlike other companies, our foundries all have our shares, which are different from the OEM products of other manufacturers. We have already controlled from the procurement of raw materials.
[Moderator] Many of our netizens especially want to know what products of Light's lighting are available? How many products are there? What are the categories?
[Gaoxiang] For the five major categories, currently the hole lamp type is the basic lighting part and the lamp panel and bracket type; the second type is the metal lamp and spotlight, which is used as the key lighting, such as in some clothing stores and high-grade gold. Silver jewelry store, we will use the key lighting products to emphasize the atmosphere of the store; the third category is the ceiling light, mainly used in the room layout; the fourth category is the public light, such as the lamps used in the supermarket. The fifth category is our new product, called the wall lamp.
[Moderator] I heard that you introduced Lectra's commercial lighting fixtures a little more. Do you think the market is different in commercial lighting and home lighting?
[Gao Xiang] Different, the specificity is different. A small portion of commercial lighting is also illuminated with home improvement. Household lamps, like we wear clothes, may have different preferences, classical, modern, and antique, and the simplest is the lighting of ceiling lamps. Therefore, the variety and style of the flowers are different. The market for home lighting is very large, because it is a popular market, and home lighting is used everywhere. However, the use of commercial lighting is limited because it is mainly used in commercial locations.
[Moderator] Now, is the share of Lectra's commercial lighting and home lighting about a few?
[Gao Xiang] It is 7:3, or 8:2. The company's profit point is still in commercial lighting.
[Moderator] But like in the home, such as the spotlights in the bar or the lights in the cabinet, is it the same as commercial lighting?
[Gao Xiang] Right.
[Moderator] Now the furniture industry is particularly popular, I believe you have heard of it. I want to ask what is Lake's experience? Do you have your own experience hall?
[Gao Xiang] Now some manufacturers have proposed 4S stores, and Philips has now created an experience hall, using a light-creating space to create an atmosphere that allows you to reflect the use. We have not started yet. However, we have proposed some real-life model projects, which is more direct than the experience hall.
[Moderator] Because the lighting is also a major item of home decoration, and the country now has a policy of energy saving and emission reduction, from the perspective of lights, the article on power saving is very large. However, many energy-saving lamps on the market are also of particular concern to the people, that is, energy-saving lamps are not energy-saving.
[Gao Xiang] Because of the problem of light efficiency in the use of energy-saving lamps. A good energy-saving lamp is mainly composed of three-stage shot powder. Why can't we spread in the country, or there is no way to use energy-saving lamps in many rural areas. Originally, energy-saving lamps are environmentally friendly and energy-saving. This is caused by the fact that many of our companies do not put quality first.
[Moderator] The current owner has a concern that even if there is a real energy-saving lamp, its price is very high. Maybe he will convert it and say that if I spend hundreds of dollars to buy an energy-saving light bulb, if I don't use it for a long time, my loss may be very large. This may also be a problem that hinders the development of energy-saving lamps?
[Gao Xiang] Of course. If you look at the effect and effect of the use, if the energy-saving lamp is not energy-saving, it is better to use the light bulb. The main purpose of our energy-saving lamp energy conservation is to save electricity. I don't think there will be hundreds of dollars for real energy-saving lamps. At present, like 2U energy-saving lamps, from 7 watts to 15 watts, companies that do a good job at cost are 7 or 8 yuan. Most of the value of goods like Opt and Rex agents are in this price range, and they are sold for ten yuan. This product country is exempt from inspection and the quality is easily guaranteed. I suggest that when buying a product, consumers must look for a similar inspection-free or well-known brand.
[Moderator] You just said that you are buying a good brand, a good brand for national inspection. But in the field of lighting, I feel that the phenomenon of infringement of intellectual property rights is very serious. Has Rick ever met? It is the other manufacturers that counterfeit their own products. Does Rick have his own anti-counterfeiting measures?
[Gao Xiang] There are, but very few, in our company. There may be a lot of things like Reese, Op, and Home. There are now Shanghai Reishi and Shenzhen Reishi, which are all violations of intellectual property rights. However, this phenomenon exists because many government departments have a regional protection nature and are therefore difficult to handle.
[Moderator] This kind of infringement of intellectual property rights is a big fanfare. No one is in charge?
[Gao Xiang] Also someone is in charge. Individual companies are also maintaining their own rights and interests, which is only a matter of time. Only these problems have not been solved yet. I think it will be solved in the near future.
[Moderator] You are also the CEO of the active first-line market. It should also be said that it is a marketing expert in the lighting industry. You feel that after so many years of development, the lighting industry has also cultivated a number of large leading enterprises, but it has not formed a market that is as standardized and orderly as the home appliance industry. Where do you personally feel that these problems are?
[Gao Xiang] First, the current industry is not very standardized. Second, because the lighting industry does not belong to the formed industrial chain. It is now also a sunrise industry, in the process of development. It is not like the home appliance industry has reached maturity, so it will emerge several brands. We are all in the growth stage, and we need a certain period of time to transition from Chaoyang products to mature enterprises.
[Moderator] Nowadays, most lighting companies are using commercial lighting as their main direction. Whether Lake has invested more energy in this regard. How do you face the commercial market and the civilian market? Is there an overall plan?
[Gao Xiang] The company has been established for five years, and there are also many problems, and there are also places where you have advantages. The company has already defined its own development direction. The headquarters is also planning further plans for the next three years and the next five-year plan. How can Laker make his own efforts, highlight the encirclement and make himself better.
[Moderator] Can you talk about it in detail? Let us hear how Rick planned his image five years later?
[Gao Xiang] One is product planning. We will be closer to the market and close to the needs of our customers. Our product positioning is still starting from commercial lighting and starting from research and development. Make more and better products to meet the needs of consumers.
In addition, from the overall brand promotion. In 2007, a nationwide promotion campaign was officially launched, including future cooperation with the media, cooperation with industry associations, and terminal promotion. We have already started to build the brand.
Third, from a service perspective. The main construction of after-sales service, so that consumers can buy peace of mind, use with confidence.
[Moderator] I would like to ask what is the service of Leike in terms of providing services, including pre-sales service and after-sales service?
[Gao Xiang] We will conduct product knowledge training for the first-line market before the sale. Let customers meet the needs of customers and meet the needs of customers. Through the first-line shopping guides, we can understand what products consumers need and what products they use to embellish their space. The order center promptly delivers the products the customer needs to the customer. In the after-sales aspect, when the products purchased by the customers have quality problems, or if they feel unsatisfactory, we will promptly change them.
[Moderator] There is now a particularly popular industry in the field of decoration, lighting design. This may be a person who needs a lot of professional knowledge. I would like to ask if there is such a professional lighting manufacturer in Lec, whether there is a lighting design team of its own.
[Gao Xiang] Now we are already building. Although there are not many people, there are already several designers who have entered our company.
[Moderator] I mean that this design team is terminal-oriented.
[Gao Xiang] Right. It is for the terminal. By using different light sources to create a light environment, we have already started building this team.
[Moderator] Is it in Beijing?
[Gao Xiang] No, it is at the headquarters. If there are any projects on our side, our designers will come to Beijing personally to assist customers in the design of the scene.
[Moderator] In the future, Lake will be able to provide a full range of services from lighting procurement to lighting design.
[Gao Xiang] Right.
[Moderator] Statistics show that China is now the world's largest producer and exporter of lighting appliances. However, there is a recognized problem in the field of lighting in China, which is the lack of professional and technical personnel. I don't know if there is such a situation in Lake? Tell us about Lake's R&D team.
[Gao Xiang] Every enterprise will encounter the shortage of professionals, which is inevitable. We have also encountered such problems. We have encountered difficulties in ballasts and transformers. Now we have invited a technician from GM to come over and become the technical director of the ballast and transformer. We have made breakthrough progress and we are constantly making progress. Find some excellent talents from big companies. Of course, all products are constantly adjusted and finally stabilized. Because of the current transformer and ballast market, there are not many companies that have done no problem at all. Even if there are, there are very few.
[Gao Xiang] There are, but very few, in our company. There may be a lot of things like Reese, Op, and Home. There are now Shanghai Reishi and Shenzhen Reishi, which are all violations of intellectual property rights. However, this phenomenon exists because many government departments have a regional protection nature and are therefore difficult to handle.
1 2 3 Next Page
Location: SouFun 520 meeting room
[Moderator] Today, the interview with Soufang Elite is Mr. Gao Xiang, the director of Leike Lighting North China Region, and welcomes you. Because the Leike lighting appeared in the SouFun less, many users of SouFun are not very familiar, and it is also a new black horse in the industry, so please ask Gao to introduce us to the brand.
[Gao Xiang] Rick was born in August 2002. At that time, the brand of NVC had entered the industry in advance. Our positioning is different from that of us. There is one biggest difference between NVC and NVC's high-end positioning. We are giving high-quality products to consumers. From our positioning, we can see that the quality of our products will not be worse than other old brands in the industry, but our prices are very reasonable. This brand has been established for five years, and there are four marketing operation centers in the country. The best done is Beijing.
[Moderator] Gao has just talked about the Leike brand is a cost-effective lighting. Then we will first say that the netizens are most concerned about, and now many netizens who are renovating and preparing to decorate, because the lamps are loaded at home, it is a relatively large investment. When you look at the market, the difference in lighting is too big, but it feels similar in appearance. But where is the spread?
[Gao Xiang] It is unreasonable for a brand to be completely compared with the price. It is relative and contains several aspects. First, the service provided by this brand and the added value brought by this brand of products are the most important factors determining the price of this product. Of course, the quality of the product is also the first. It is unreasonable to compare prices from products, and it is unscientific. Including Ray's, it is also a pretty good brand. Compared to its brand awareness and added, it can sell for a very high price. At present, as our products or products of other companies, we cannot compare the acceptance of consumers from the price of products. More importantly, it depends on the after-sales guarantee and after-sales service brought by this product, and the added value of cost-effective. This is the most important.
[Moderator] Lake is a Foshan brand, and the time to enter the Beijing market is not very long. What is the coverage and scale of Beijing now?
[Gao Xiang] At present, we have 30 sales outlets in the Beijing market, ranking the top two in the industry. We set up so many outlets, which is convenient for customers to set up outlets in different regions and different markets when purchasing products. At present, the sales volume in Beijing is over 15 million.
[Moderator] It is also quite high. Because I have a certain understanding of Lake before I see you, it is also through our website and other related materials. I think that Lake has a saying "use the quality assurance brand to make a strong backing for the brand road of Lake." There are many products that emphasize the importance of their quality. How does Lectra Lighting control quality in the specific production process?
[Gao Xiang] 80% of our products are from the company headquarters. The biggest difference between us and OM and OEM is that we carry out our own production and research and development, from the production process of a mold to the quality supervision personnel to carry out initial inspection, re-inspection and final inspection of each product. At the time of quality supervision, every unqualified product will go offline. The company checks the quality of the products through three stages: initial inspection, re-inspection and final inspection.
[Moderator] Is Lec from doing R&D to production completely?
[Gao Xiang] We are nothing more than 20% of the products are processed by the foundry. But unlike other companies, our foundries all have our shares, which are different from the OEM products of other manufacturers. We have already controlled from the procurement of raw materials.
[Moderator] Many of our netizens especially want to know what products of Light's lighting are available? How many products are there? What are the categories?
[Gaoxiang] For the five major categories, currently the hole lamp type is the basic lighting part and the lamp panel and bracket type; the second type is the metal lamp and spotlight, which is used as the key lighting, such as in some clothing stores and high-grade gold. Silver jewelry store, we will use the key lighting products to emphasize the atmosphere of the store; the third category is the ceiling light, mainly used in the room layout; the fourth category is the public light, such as the lamps used in the supermarket. The fifth category is our new product, called the wall lamp.
[Moderator] I heard that you introduced Lectra's commercial lighting fixtures a little more. Do you think the market is different in commercial lighting and home lighting?
[Gao Xiang] Different, the specificity is different. A small portion of commercial lighting is also illuminated with home improvement. Household lamps, like we wear clothes, may have different preferences, classical, modern, and antique, and the simplest is the lighting of ceiling lamps. Therefore, the variety and style of the flowers are different. The market for home lighting is very large, because it is a popular market, and home lighting is used everywhere. However, the use of commercial lighting is limited because it is mainly used in commercial locations.
[Moderator] Now, is the share of Lectra's commercial lighting and home lighting about a few?
[Gao Xiang] It is 7:3, or 8:2. The company's profit point is still in commercial lighting.
[Moderator] But like in the home, such as the spotlights in the bar or the lights in the cabinet, is it the same as commercial lighting?
[Gao Xiang] Right.
[Moderator] Now the furniture industry is particularly popular, I believe you have heard of it. I want to ask what is Lake's experience? Do you have your own experience hall?
[Gao Xiang] Now some manufacturers have proposed 4S stores, and Philips has now created an experience hall, using a light-creating space to create an atmosphere that allows you to reflect the use. We have not started yet. However, we have proposed some real-life model projects, which is more direct than the experience hall.
[Moderator] Because the lighting is also a major item of home decoration, and the country now has a policy of energy saving and emission reduction, from the perspective of lights, the article on power saving is very large. However, many energy-saving lamps on the market are also of particular concern to the people, that is, energy-saving lamps are not energy-saving.
[Gao Xiang] Because of the problem of light efficiency in the use of energy-saving lamps. A good energy-saving lamp is mainly composed of three-stage shot powder. Why can't we spread in the country, or there is no way to use energy-saving lamps in many rural areas. Originally, energy-saving lamps are environmentally friendly and energy-saving. This is caused by the fact that many of our companies do not put quality first.
[Moderator] The current owner has a concern that even if there is a real energy-saving lamp, its price is very high. Maybe he will convert it and say that if I spend hundreds of dollars to buy an energy-saving light bulb, if I don't use it for a long time, my loss may be very large. This may also be a problem that hinders the development of energy-saving lamps?
[Gao Xiang] Of course. If you look at the effect and effect of the use, if the energy-saving lamp is not energy-saving, it is better to use the light bulb. The main purpose of our energy-saving lamp energy conservation is to save electricity. I don't think there will be hundreds of dollars for real energy-saving lamps. At present, like 2U energy-saving lamps, from 7 watts to 15 watts, companies that do a good job at cost are 7 or 8 yuan. Most of the value of goods like Opt and Rex agents are in this price range, and they are sold for ten yuan. This product country is exempt from inspection and the quality is easily guaranteed. I suggest that when buying a product, consumers must look for a similar inspection-free or well-known brand.
[Moderator] You just said that you are buying a good brand, a good brand for national inspection. But in the field of lighting, I feel that the phenomenon of infringement of intellectual property rights is very serious. Has Rick ever met? It is the other manufacturers that counterfeit their own products. Does Rick have his own anti-counterfeiting measures?
[Gao Xiang] There are, but very few, in our company. There may be a lot of things like Reese, Op, and Home. There are now Shanghai Reishi and Shenzhen Reishi, which are all violations of intellectual property rights. However, this phenomenon exists because many government departments have a regional protection nature and are therefore difficult to handle.
[Moderator] This kind of infringement of intellectual property rights is a big fanfare. No one is in charge?
[Gao Xiang] Also someone is in charge. Individual companies are also maintaining their own rights and interests, which is only a matter of time. Only these problems have not been solved yet. I think it will be solved in the near future.
[Moderator] You are also the CEO of the active first-line market. It should also be said that it is a marketing expert in the lighting industry. You feel that after so many years of development, the lighting industry has also cultivated a number of large leading enterprises, but it has not formed a market that is as standardized and orderly as the home appliance industry. Where do you personally feel that these problems are?
[Gao Xiang] First, the current industry is not very standardized. Second, because the lighting industry does not belong to the formed industrial chain. It is now also a sunrise industry, in the process of development. It is not like the home appliance industry has reached maturity, so it will emerge several brands. We are all in the growth stage, and we need a certain period of time to transition from Chaoyang products to mature enterprises.
[Moderator] Nowadays, most lighting companies are using commercial lighting as their main direction. Whether Lake has invested more energy in this regard. How do you face the commercial market and the civilian market? Is there an overall plan?
[Gao Xiang] The company has been established for five years, and there are also many problems, and there are also places where you have advantages. The company has already defined its own development direction. The headquarters is also planning further plans for the next three years and the next five-year plan. How can Laker make his own efforts, highlight the encirclement and make himself better.
[Moderator] Can you talk about it in detail? Let us hear how Rick planned his image five years later?
[Gao Xiang] One is product planning. We will be closer to the market and close to the needs of our customers. Our product positioning is still starting from commercial lighting and starting from research and development. Make more and better products to meet the needs of consumers.
In addition, from the overall brand promotion. In 2007, a nationwide promotion campaign was officially launched, including future cooperation with the media, cooperation with industry associations, and terminal promotion. We have already started to build the brand.
Third, from a service perspective. The main construction of after-sales service, so that consumers can buy peace of mind, use with confidence.
[Moderator] I would like to ask what is the service of Leike in terms of providing services, including pre-sales service and after-sales service?
[Gao Xiang] We will conduct product knowledge training for the first-line market before the sale. Let customers meet the needs of customers and meet the needs of customers. Through the first-line shopping guides, we can understand what products consumers need and what products they use to embellish their space. The order center promptly delivers the products the customer needs to the customer. In the after-sales aspect, when the products purchased by the customers have quality problems, or if they feel unsatisfactory, we will promptly change them.
[Moderator] There is now a particularly popular industry in the field of decoration, lighting design. This may be a person who needs a lot of professional knowledge. I would like to ask if there is such a professional lighting manufacturer in Lec, whether there is a lighting design team of its own.
[Gao Xiang] Now we are already building. Although there are not many people, there are already several designers who have entered our company.
[Moderator] I mean that this design team is terminal-oriented.
[Gao Xiang] Right. It is for the terminal. By using different light sources to create a light environment, we have already started building this team.
[Moderator] Is it in Beijing?
[Gao Xiang] No, it is at the headquarters. If there are any projects on our side, our designers will come to Beijing personally to assist customers in the design of the scene.
[Moderator] In the future, Lake will be able to provide a full range of services from lighting procurement to lighting design.
[Gao Xiang] Right.
[Moderator] Statistics show that China is now the world's largest producer and exporter of lighting appliances. However, there is a recognized problem in the field of lighting in China, which is the lack of professional and technical personnel. I don't know if there is such a situation in Lake? Tell us about Lake's R&D team.
[Gao Xiang] Every enterprise will encounter the shortage of professionals, which is inevitable. We have also encountered such problems. We have encountered difficulties in ballasts and transformers. Now we have invited a technician from GM to come over and become the technical director of the ballast and transformer. We have made breakthrough progress and we are constantly making progress. Find some excellent talents from big companies. Of course, all products are constantly adjusted and finally stabilized. Because of the current transformer and ballast market, there are not many companies that have done no problem at all. Even if there are, there are very few.
[Gao Xiang] There are, but very few, in our company. There may be a lot of things like Reese, Op, and Home. There are now Shanghai Reishi and Shenzhen Reishi, which are all violations of intellectual property rights. However, this phenomenon exists because many government departments have a regional protection nature and are therefore difficult to handle.
1 2 3 Next Page
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