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Interview with Kang Mingsheng Marketing Center Yan Zhiguo: Be practical, be honest
The lighting of the 21st century is the world of LEDs. According to statistics, in 2005 China's LED lighting market capacity was only 144 million US dollars, but only 10 years later, in 2015, the domestic LED market capacity increased to 4.57 billion US dollars, accounting for 46.5% of the lighting market. In the more than ten years of rapid development of the LED lighting industry, Kang Mingsheng is a name that cannot be ignored. In 2004, Kang Mingsheng was established in Shenzhen and started the journey of the lighting industry. The products are sold well both at home and abroad. In 2015, the new three board innovation layer was launched. In 2016, Kang Mingsheng's revenue exceeded 1 billion yuan, ranking first among the three listed mobile lighting companies. . In 2017, Kang Mingsheng was recognized as the global mobile emergency lighting pilot enterprise by Shenzhen Industry Association. Kang Mingsheng is able to gain a leading position in the field of mobile lighting, and is inseparable from the marketing excellence. Yan Zhiguo, general manager of Kang Mingsheng's marketing, said that lighting is a big market, and enterprises are like a lot of people, but they really have to break out in the market and must be more attentive than ordinary companies. Talking about the lighting market, the potential of necessities is huge. In 2015, after the completion of the listing, Kang Mingsheng's positioning is more clear, and it is to be the leader in the field of mobile lighting in the special lighting industry. Specific to the product, Kang Mingsheng mainly produces portable lights, headlights and lanterns, suitable for outdoor travel, industrial and agricultural production of lamps, and even in various emergency rescue mobile lighting products. However, Kang Ming has been less involved in the exchange of desk lamps at home and in the rechargeable desk lamps that are popular among students. Yan Zhiguo believes that table lamps have a very large market as a necessity. The huge demand for the main work and home scenes is very large for Kang Mingsheng to expand. For example, in the case of Yan Zhiguo, in the case of a five-star hotel in an underdeveloped country or a region that can be powered off 20 times a day, charging emergency lighting products become a necessity. Even in the first-tier cities such as Beijing, Guangzhou, and Guangzhou, there is a possibility of power outages in some areas during the summer peak season. Just like an umbrella, you can't use it many times a year, but you definitely need to prepare one. Yan Zhiguo describes the importance of charging lighting products as a spare. Speaking of the series of table lamps, Yan Zhiguo said that Kang Mingsheng's consistent strategy for research and development and production of products is to update the appearance and ensure the quality. Kang Mingsheng has an efficient design team that can quickly design products that meet the latest needs of users based on market feedback. Kang Mingsheng's accumulated production experience in the past 13 years guarantees the product's experience and safety. Talking about channel expansion, online and offline need to cooperate Recently, new retail has become a hot spot in the marketing industry, and the related issues of how the Internet and traditional channels are integrated have become the thinking questions of the marketing departments of various companies. Yan Zhiguo believes that the network exists as a sales channel and can radiate to different groups of people offline. In addition, the online store is still an important feedback platform. Using the Internet to obtain first-hand evaluations of products by users and mutual exemplification with traditional research will accelerate the development and improvement of various products of Kangming. Offline services are still highly valued. Kang Ming will invest 60 million to update the image of each counter and improve the product trial experience. In addition, the offline will support the after-sales link of Kang Mingsheng online mall. Kang Mingsheng's 500,000 terminal stores, such as a capillary-like service network, are sufficient to support the quality of service promised to online customers. Only cheap prices are not enough, and good products and services must be available. According to Yan Zhiguo, in the past, many online stores used low prices to attract customers, and they did a hammer sale. They ignored the after-sales service, but now this is unsustainable. With the improvement of living standards, lighting products can't stop at this level. Kang Mingsheng has invested more and more in online shopping malls, but the offline channels still have an absolute advantage. Kang Mingsheng has more than 50 general agents, more than 2,000 prefecture-level and county-level second-level agents in the country, covering more than 500,000 terminal stores, and sales networks such as capillaries are spread all over the country. It is worth mentioning that in the border areas of Tibet and Yunnan, the sales performance is not much different from some mainland provinces. Yan Zhiguo explained that the developed industries and agriculture in the inland and coastal provinces require special lighting products such as headlights and miner's lamps. The tourism industry in Bentham is developed and the demand for the private sector is equally strong. Talking about customer relations and treating each other with sincerity. Kang Mingsheng's 13 years of rapid development is also a 13 years of progress with customers at home and abroad. Yan Zhiguo said that Kang Mingsheng is a grassroots enterprise, and the company's growth is inseparable from good customer relationships. Like many middle and high-level managers of Kang Mingsheng, Yan Zhiguo is also doing it from the bottom. Working in Kang Mingsheng for 11 years, Yan Zhiguo started from a small salesman and has a deep friendship with many customers. Sincerity is the most important. Yan Zhiguo concluded that the key to establishing a good cooperative relationship with many dealer customers is to return to the trust between people. Kang Mingsheng's new employees received training and learned that the first company principle is to be honest and do things seriously. Kang Mingsheng's core competitiveness is derived from this, and it is this principle that Kang Mingsheng can establish a stable dealer channel for many years, and can also expand to various regions with different political, economic and cultural environments. There is no obvious off-season and peak season in this industry, but in every region and every time, the nuances of user needs continue to exist, we all need to understand. When doing strict foreign trade, Yan Zhiguo found that the parity of Chinese consumers is already a high price that some indeveloped countries cannot afford; and the mobile lighting products used in bars and villas, such as outdoor lighting furniture, are rare in China. However, in developed countries such as Europe and the United States, it is just the need of many families. Yan Zhiguo said that Kang Mingsheng's marketing team will continue to innovate in marketing methods with the company's business expansion, and obtain a larger territory in the domestic and overseas markets.