The transformation of LED old three male Aurora as enterprises can Recast brilliant?

Mitsuo Aurora, a veteran lighting company, with the ability to control the terminal channels, such as super project, one of the top traditional lighting market giants. How to recast the traditional lighting era, before the continuation of the brand influence, become the focus of concern to the industry itself and the auroral.

However, the road all the way, all the way song. "The difficulty encountered in transition," "instead of" three yuezhanyueyong". Now the auroral is meeting their own sunshine. "In 2014, the third Aurora LED product sales accounted for a sharp rise, the growth rate exceeded 200%, accounting for more than 50% of total sales, the company's overall performance continued to maintain two digit growth. "At the beginning of this year, chairman of Guangdong three hung lighting Aurora Limited by Share Ltd Zhang Yutao revealed to the media.

Undoubtedly, the good report card let auroral horsepower, go ahead. Recently, the Guangdong Limited by Share Ltd (hereinafter referred to as "three hung lighting Aurora Mitsuo Aurora) brand management center manager Li Quan interview, talked about the importance of brand influence on an enterprise's brand strategy, and the new three male aurora and future LED lighting market competition layout.

Three strategies help transformation

"Transformation of traditional lighting enterprises LED lighting, which is known for its difficulties and challenges. However, we believe that through our efforts and appropriate strategic adjustments, these difficulties will be solved one by one to three male Aurora continue to traditional lighting era. "Li Quan said so three male Aurora from the traditional lighting LED lighting transformation difficulties and challenges.

He said that the auroral development has experienced many changes in lighting industry: the change to electronic ballast inductance ballasts; transition from incandescent to energy-saving lamps; fluorescent lamps from T8 to T5 fluorescent lamp and other products transition period of change, and have achieved success. "Therefore, in the transformation of traditional lighting to LED lighting industry transformation, we have the same confidence. "

Li Quan told reporters that the auroral began to comprehensively promote the work of the project LED from 2010, to do a lot of preparation work at all levels, more to strengthen the construction and deployment from the team configuration, technical reserves, product management, marketing and other aspects of product line planning.

First of all, in the supply chain management, realize the rapid growth of three male Aurora sales cannot do without the support of the whole supply chain system. Therefore, in 2014, Pak will focus on enhancing the supply chain as a link, and strategic cooperation with the upstream CREE and SHARP devices such as LED supplier deeper and more smoothly, in ensuring product quality and supply base.

In addition, several production bases in Guangzhou, Panyu three male Aurora Nansha, Zhaoqing, Chongqing's continued expansion, to ensure adequate supply; through the recycling process, shorten the production cycle, faster response; to establish prediction system and the linkage of the dealer feedback mechanism of demand management more in place. Through the above supply chain management to improve the work, we can provide customers with more efficient service. Li Quan said.

Secondly, channel construction is one of the highlights of 2014 in three male aurora. In 2014, the three hung aurora will be the main focus is still on the sales of LED products to quickly upgrade the existing channel system, and in the process of absorbing the new part consistent business philosophy as the original system of channel customers.

Through the efforts of the majority of the original three male Aurora network has been successfully upgraded, add a large number of LED sales outlets. "At present, three male Aurora has more than 3000 LED stores, tens of thousands of other effective outlets, to further expand the coverage rate in small towns, single store profitability increased dramatically. Lee omni-directional author.

Third, professional services is an important manifestation of auroral brand value. In fact, the third aurora is the industry's first consultation, including the establishment of lighting design, product selection, bidding, technical support, installation and maintenance, customer service, professional services and other aspects of the claims system. In 2014, according to the characteristics and changes of LED products, the entire service system are summarized, including the design of software upgrades, material updates, staff training, improve the response speed of a series of work, the level of service has made great progress.

Great efforts in the brand

According to Li Quan introduction, three male Aurora has been increasing the brand dissemination, expand brand awareness, from the 2001 hand diving champion Xiong Ni as a product spokesperson, for the first time, "sports marketing" has been out for the development of its own brand promotion way -- by inviting celebrity endorsements, sports sponsorship of sports events and sports activity, followed by the successful implementation of their products and sports together, with world-class sports brand channel will affect the whole world.

It is understood that in three male Aurora officially enter the LED lighting industry, increase the LED lighting product development and innovation, and the success in 2007, including the National Stadium (Bird's Nest), the National Conference Center, archery hall and 15 Olympic venues lighting project. Subsequently, LED lighting products in World Expo, Shanghai three male Aurora Guangzhou Asian Games, Shandong games and other major project sites are widely used.

It is worth mentioning that in 2014 three male aurora is successful named CBA new army - Chongqing three male Aurora team. The title sponsor identity let three male Aurora was again many domestic sports fans and lighting industry attention. "In 2014, three male Aurora continue to sports as the main line of communication to the public.