At the center of Shilihe Home Building Materials Street, the orange appearance of Collier International Lighting Port is particularly eye-catching. In just two years, she has grown into a well-known professional lighting professional in Beijing.
Positioning “five-star†and paying attention to the management of lighting brands, Gaoli International Lighting Port has been in business for two years, and its high-end concept has subverted the traditional business model of Beijing lighting market.
He Wei, the general manager of Gaoli International Lighting Port, has become one of the top ten influential figures of Beijing professional brands by virtue of the well-built Gaoli International Lighting Port.
Planning to enter Beijing to lock up the subversion of the city lights market pattern
“Before the opening of Colliers International Lighting Port, there were few lighting markets in Beijing to actively advertise. But after the arrival of Gaoli International Lighting Port, the entire Beijing lighting market began to focus on brand marketing.†In what words, “High The international lighting port has subverted the pattern of the entire Beijing lighting market, so it has become a "Beijing-loving consumer brand" in just one year.
From the time of participating in the planning of the site selection in Beijing five years ago, it was this vain and whispering Jiangsu man who liked to do practical things. He pushed the high-power international lighting port to the top and realized his rhetoric: "The next two years, high The international lighting port must be the highest in Beijing, and the scale lamps are sold frequently."
It is understood that Colliers International Lighting Port is subordinate to Jiangsu Gaoli International Group Co., Ltd.
In 2002, Colliers International Group aimed at the Beijing market and actively organized research in the north. After some investigations, it was found that the comprehensive home store in Beijing has become saturated, and the brand awareness of the professional lighting market is in the end. Gaoli International Group decided to enter the lighting distribution industry in Beijing.
Industry influence fills the gap in high-end lighting market in Beijing
Beijing's lighting and lighting industry has developed earlier, and the number of professional lighting manufacturers who have tasted lighting and lighting has been among the best in all major cities in the country.
According to incomplete statistics, there are nearly 10 professional lighting markets in Beijing, and there are more than 20 lighting and sales halls in the building materials market. If the small and medium-sized building materials market in the suburbs of Tongzhou, Shunyi and Changping is included, there are about 50 markets in the city, and nearly 20,000 people in the lighting and lighting industry.
Before 2005, the lighting market in Beijing was even more prosperous. There was even a phenomenon in which the lighting market opened a fire and sold a shed.
Colliers International Lighting Port entered the Beijing market under such a background. He Wei recalled that Gaoli International Lighting Port decided to enter Beijing, which was the pale behind the prosperity of the lighting market in Beijing at that time. Although the lighting circulation industry in Beijing was booming, there was no representative high-end lighting. Therefore, Colliers International Lighting Port decided to take the lead in creating an unprecedented high-end professional lighting in the capital. The Changshili River lighting market is changing.
Just like a stone wrinkling a river of spring water, the emergence of Colliers International Lighting Port suddenly made the pioneers of the Beijing lighting market focus on creating image and brand effect, and some lighting markets have been upgraded.
From the Shilihe building materials street alone, you can feel the changes in the Beijing lighting market. The earliest street lamp in this street sings - Shilihe Lighting City, just a small road from Colliers International Lighting Harbor. The market mainly sells mid-range lamps, but since the “side of the couch†has appeared in the high-power international lighting port, it has actively invested heavily in renovating, renovating the external facade, and partially transforming the second floor, intending to create an independent high-end store, Colliers International Lighting Harbor competed.
This year's newly opened Huangjia Lighting Art Living Museum opened the store behind the Gaoli International Lighting Harbor. From the first day of the trial operation, this market is aimed at the ultra-high-end market. There are many Swarovski crystal lamps in the store.
It can be said that the emergence of Colliers International Lighting Port has made Shilihe Building Materials Street also the most densely populated area in the Beijing lighting market.
Establish a brand to form a good reputation
Today's Colliers International Lighting Port is on the road of internationalization and branding.
The image and positioning of the store is so clear, thanks to the brand strategy that Colliers International has always adhered to. He Wei said that our goal is: Let the consumers in Beijing think of buying lights, the first thing that comes to mind is the high-light international lighting port; if you want to buy a reliable, brand-name lamp, the first thing you think of is Gaoli International Lighting Port.
How do you say what you are saying, now consumers in Beijing are buying lights first to think of Gaoli International Lighting Port, and the popularity of Gaoli International Lighting Port in Beijing has been done; domestic and international famous brands are willing to settle in Beijing Gaoli International Lighting Port, Gao Li The international lighting port is also called in the country.
In Guzhen Town, Guangdong Province, it is said that 80% of the lamps in the world are from the town. The lighting manufacturers in the past have attached great importance to “outside ordersâ€. Due to factors such as purchasing power, they rarely cooperate with domestic distributors. However, Gaoli International Lighting Hong Kong merchants said that as long as the name of Beijing Gaoli is mentioned, the lighting manufacturers in Guzhen will immediately be willing to license their products to them, and they will be willing to sell valuable new products without worry. There will be a slow sales situation.
Striving for stability and making high-end stores
Experts in the home furnishing industry in Beijing have praised the high-end international lighting port and the professional road of branding. Zhou Jixian, president of the Beijing Market Association, commented on Gaoli International Lighting Port: "As soon as you enter the Beijing market, the starting point is high, the products are rich, the management is strict, and the market is quickly recognized after a short period of time." Zhou Jixian said that in the Beijing lighting market, Collier International Lighting Port is a brand-new high-end, professional lighting sold often compared with traditional stores, from the environment, service, cultural atmosphere has a unique advantage.
Since the contact with Colliers International Lighting Port, Zhou Jixian has been paying attention to her growth. “There has never been a big ups and downs in his business, and he has been maintaining a steady and progressive trend. He is committed to making great efforts in the Beijing lighting market and establishing for the industry. Demonstration, model."
Liu Chen, Secretary-General of the Beijing Industry Association Home Industry Branch, commented that Collier International Lighting Port “has a good market operation, clear positioning of high-end products, standardized layout in the shopping mall, focus on display experience, and successfully subdivided the Beijing lighting market, and will be high-end, professional lighting. The market is making a big deal."
Management strategy "goodness" boss pushes new system
He Hao, who has created the brand of Gaoli International Lighting Port, has a low-key behavior and is unwilling to talk more about his achievements. However, the shopping environment of Colliers International Lighting Port is obvious to all and is highly respected by the industry. The industry has given the “five-star†evaluation of Colliers International Lighting Port.
Merchants who did not understand the renovation and decoration of the shopping malls also realized the economic benefits of the environment and positioning of the shopping malls. They raised the thumb for this young "little handsome".
The merchants all said that the "goodness" boss has a heart attack. Although the smile is welcoming and never imposes his own opinions, he can always be convinced by humorous and humorous words in the time of Kung Fu Tea. Listen to his command.
At the beginning of the system of Gaoli International Lighting Co., Ltd., which was ready to implement the “first payout†and “one month of unrestricted return and exchange†system, it caused many dissatisfaction among merchants. According to the industry practice at the time, the cycle of returning and replacing the lighting city was about 3 days to 7 days.
In order to convince the merchants, He Wei began to “striking the heart†one by one, and applied for the “advance payment†reserve fund from the group. When the consumer returned the goods, the shopping mall would advance the payment first. This made Gaoli International Lighting Harbor gain good reputation and sales performance straight. rise. Merchants who have tasted the sweetness are not only willing to take the initiative to bear the responsibility for compensation, but also spend a lot of effort to invest hundreds of thousands or even millions of yuan to renovate the storefront to adapt to the development of the overall brand of Colliers International Lighting Port.
Iron fist subverts the Beijing lighting market
Don't be so gentle in management. When it comes to testing merchants' qualifications and eliminating merchants' speculations, they are resolute.
According to the requirements of Colliers International Lighting Port, all participating merchants must have the agency certification issued by the manufacturer. At present, most of the shops operating in Colliers International Lighting Port are the first-level agents of each brand, without the certification of the manufacturer. Retail retail.
The operation status of Colliers International Lighting Port has become more and more abundant. The merchants have won the gold medal due to the brand effect of Colliers International Lighting Port. With the ensuing, the “sport transfer fee†of Gaoli International Lighting Port has risen.
He Wei told reporters that in Gaoli International Lighting Port, the high transfer fee of the booth is absolutely not allowed, otherwise these costs will be distributed to the sales of lamps and then passed on to consumers. Although many brands value the high-power international lighting port, they try their best to squeeze into the store, but the high-priced transfer booth does not work in the high-light international lighting port.
"In principle, the transfer of booths is free of charge. It only takes into account the large loss of the decoration of the merchants. From the human condition, the merchants are allowed to collect the symbolic compensation fees for the booths. However, if the price increases and the consumer rights are harmed, the shopping mall will never sit still. "When he talked about the protection of consumer rights, he said that he would never be unambiguous. "It is necessary to break the unreasonable unspoken rules of 'high transfer fees.' If we do not comply with the rules of the store, we will unconditionally withdraw the shops."
The speed of the characters is meticulous and meticulous
Every day during the day, the first thing that goes to work is to go inside and outside the mall to inspect the fire, safety, health, and business order inside and outside the venue; every night, he always comes to the store to check the post. Check for night safety. The staff commented that he said that although he is not a "workaholic", he is very dedicated and always works hard for his work.
Since the beginning of this year, He Wei has started to “shuffle†the merchants. For those merchants whose quality is not good enough and the after-sales service is not in place, they are determined to “eliminate the lastâ€, in order to let consumers shop at Collier International Lighting Port. No worries. At present, six brands are about to be “cleaned up†out of the lighting port. Since its opening more than a year ago, Colliers International Lighting Port has not filed a complaint and created a zero complaint record.
"Goodness" is meticulous and considerate to employees
On the day of the interview, He Wei was a little tired, and the dark clothes were slightly dusty. After all, the head of the big lighting city was commanding the logistics personnel to transfer the warehouse materials. He is unequivocal in his work, always loves to “make a piece together†with his employees. In the back, the staff secretly called him “a good bossâ€.
In the eyes of employees, this general manager is also their "logistics minister". He considers the life of the staff as the leader. Each dormitory is equipped with TV, air conditioning, internet, and has basketball training room, table tennis room and other sports facilities. .
Employees evaluate "healthy bosses", who are humorous, never pass on their own stress and troubles to employees, and when employees encounter things that they can't figure out, they want to make people laugh. The reporter learned that although he was only in his thirties, he was called "the old man" by the small merchants in the lighting port because he was kind.
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