"The head of the willingness" talks about the way out for the electrician brand


In the past 20 years, Haoyi has always been committed to the electrical industry. From a small retailer to now it has three production industrial parks in Hunan, Zhejiang and Guangdong. From the original single-handed world to the present, there are thousands of employees, and the company has 30% per year. The growth rate has developed rapidly and is now developed into a well-known enterprise group in the industry. I deeply feel that my arrogance is like a small sapling, and I have already risen up in the domestic electrical industry. Here, I am willing to share my years of experience in operating with the industry and people to discuss the future development of China's electrical companies.

Biography:
Wang Bingyin, born in January 1964, Wenzhou, Zhejiang, went to Changsha for 22 years and worked in the electrical industry for more than 20 years. At present, there are 6 companies in Wenzhou Haoyi Electrical Appliances, Guangdong Haoyi Electrical Appliances, Hunan Haoyi Electrical Appliances and other companies.
â—Ž Motto - small step slow, steady and steady â—Ž four hearts create a great quality - the former Changsha City Mayor Tan Zhongchi (four hearts: sincerity, confidence, painstaking, patience)
â–  Multi-party constraints are difficult At present, the development of domestic electrician enterprises is constrained by many factors, especially the macro environment is constantly changing. In the future, electricians must continue to develop and face these unfavorable factors. As far as I know, there are mainly the following factors that restrict the development of electrician enterprises:
1. With the phenomenon that the price of consumer goods in China has risen too fast, China's central bank has once again increased its reserves to control the actual RMB flow in the market and achieve the goal of controlling inflation. However, at the same time, the real estate industry will be hit, and house prices and areas will be reduced. The electrician industry, which is closely related to the real estate industry, is bound to be affected.
2. The rise in prices will lead to the continuous growth of raw materials, and the products of the electrical industry will also face rising manufacturing costs, which will also lead to an increase in product prices. When the price rises, it will reduce its market competitiveness, which also brings a lot of resistance and pressure to the development of the current electrician enterprise.
3. The pressure of industry competition, China's current national policy supports entrepreneurship. But there are two concepts in entrepreneurship: the first is an innovative industry; the second is an adventurous industry. Both innovative and adventurous startups come at a price, especially for small and medium-sized companies. Due to limited capital, if you innovate or take risks at this time, you may lose your money. At the same time, because the threshold of the electrical industry is relatively low, it is relatively easy to start, which has led many companies to enter the electrical industry, such as the traditional lighting industry, low-voltage electrical appliances, and some large enterprises, do not want to come in, The companies that came in later are not their own professions, so the existence of the phenomenon of OEM has also affected the image of the overall electrical industry, and also contributed to unconventional competition.
4, the market norms are not strong enough. In particular, some OEM companies use similar or similar product names to confuse the market, and consumers often have a knowledge of the entire range of products, including formal brands, after purchasing such products. Prejudice leads to the loss of a portion of consumer resources.
â–  Internal and external interactive brands have broken through the electrical industry for more than 20 years. At present, there are more than 1,000 electrician enterprises in China. It can be said that it has entered the stage of fierce competition. At this time, if you want to improve the market competitiveness of electrician brands, Then you need to start from the following points:
1. Add new growth points. In the white-hot stage of market development, whether it can break through the original growth base and open up new growth points will be the dominant factor that directly affects the speed of enterprise development. Haoyi Electric has been looking for new growth points for more than a decade, such as developing new products. In the context of the construction of a new socialist countryside, the third- and fourth-tier markets will be the battleground for the military companies.
2. Intelligent products. This is a gradual process and a road that must be taken. The rapid development of science and technology in China, as well as consumers' demand for new intelligent products, improving the technological content of products and developing new intelligent products will be a major trend in the industry.
3. Differentiation of enterprise management. At present, the electrician industry is generally growing from small to small, almost at the beginning of the family-run and family-style production. However, this business model has been the operation mode of the 1980s and 1990s. Intensive production and refined management have replaced this old-fashioned business model at the end of the last century. The original "what kind of consumer I buy what" to buy into a "what consumer needs what I produce" strategy, the differentiation of business management is also on the agenda.
4. The brand is the core competitiveness. Looking at the large enterprises and successful enterprises in China and the world, the brand strategy is placed in an important position. With the increasingly mature consumer concept of Chinese consumers, the brand will be the preferred condition for consumers to purchase products. How to promote their brand concept to consumers and guide consumers will be an important decision in the future development strategy.
5. The most important thing for an enterprise is to be strong. Enterprises must be bigger and stronger to better cope with the challenges in the future market. In the bigger and stronger, the most important thing is to be strong. This requires enterprises to extend their own industrial chain, to achieve a special and diversified: professional pillars, multi-dimensional development. Minimize market risks and strengthen corporate risk response capabilities.
■ Haoyi's exemplary pride is full of years of operation. The above is a great deal of pride in applying the above five strategies. At present, Haoyi decided to take the core industry of the electrical industry as the long-term industrial development orientation of the company. In the brand strategy, the “Best Brand Enhancement Strategy” will be implemented. The company has launched the “Create China Famous Brand and China Famous Brand Plan”. Adopting the integrated marketing promotion strategy combining high-end media promotion and ground promotion, it is estimated that the brand promotion will be nearly 10 million yuan in the next three years, and strive to realize the “second revolution” of Haoyi brand, that is, from the well-known brands in the industry to the famous Chinese brand. The public awareness reached more than 90%. For the positioning and planning of the target market, in the next three years, the willingness to achieve domestic market coverage of 95% or more, and the expansion of sales outlets to 20,000. At the same time, we will focus on overseas and aim at the international market. We plan to set up an overseas marketing division in 2010, and use five years to achieve an overseas sales network covering more than ten countries. How to ensure that the company achieves this ambitious goal? We will rely on the "comprehensive technology manufacturing" rigid competitiveness and the "four hearts and four diligent corporate culture" soft competitiveness of the two core competitive advantages to achieve ambitious goals. In the past 20 years, the expertise of electrician professional technology has accumulated. In the future, we will increase investment in the introduction of high-tech technical talents and technology research and development, and gradually realize the technological upgrading of Haoyi electrical products in the industrial structure, and transform towards technological and intelligent direction. . “Four Hearts and Four Diligence Cultures” shape the spirit of entrepreneurial enterprise and the armed and proud marketing team.
In the light of the steady and rapid development of the electrical industry, Haoyi will accelerate the diversified development strategy. In the future, it will integrate capital resources, use brand value extension strategies, and adopt the management model of the Group Division in the fields of hydropower meters, overall ceilings, wire and cable, real estate and other industries. Development to achieve the cloning effect of the brand and the economies of scale of the enterprise.
Text / Wang Bingyin, Chairman of Haoyi Electric Group
(Text finishing / newspaper reporter in Hunan, Liu Zhilei)
(personal opinion, does not represent the position of this newspaper)
Editor: Lu Ben Edition: You Lijuan Beauty: Peng Anjun Final Review: Yao Xiaohong

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