[Text/Zhongshan Station reporter Zhou Jianhua] In 2013, the sales volume of Auman safety light strips totaled 100 million meters, showing the advantages of Auman, the leader of the "safety light belt" and the opener of the "anti-vulcanization" era.
Auman technology lighting has developed rapidly. After 10 years of professional LED production and sales accumulation, it has jumped from a single category manufacturing enterprise to an LED group brand sharing industry chain resources. With the general manager Li Xiaoping's words, it is: "Since the launch in 2004, Auman has a history of ten years, and its practical and simple 30 words can be summarized. That is, good focus, good standards, good design, good materials, good craftsmanship, good quality, good culture, good team, good sales. ,good business."
"LED Lighting Channel": What are the key to the success of Auman Technology Lighting since its establishment in the past 10 years? In the past ten years, how does Auman view the channel development of the lighting industry? In the past ten years, how did Auman break out from the single product?
Li Xiaoping: In the past ten years, Auman has devoted itself to the production, research and development and sales of LED light strips, and has used the "core" to make every light strip. After ten years of innovation and development, Auman has more than 20 provincial-level logistics, 300 A number of core distributors have become recognized in the industry as "light strips".
In the past ten years, Auman has adhered to the safety and environmental protection design concept, and regards “safety†as the top priority for development. It uses a full copper core wire as a safety conductor for power transmission, and designs a veritable “safety light beltâ€. In 2008, Auman won The national standard unit of LED has become the inventor and practitioner of the safety light belt. In 2013, Auman made persistent efforts to create the unique definition of “anti-vulcanizationâ€, which made the Auman safety light belt safer nowadays. Nowadays, the safety mode of the Auman lamp belt has become the product standard adopted by many companies. The Auman safety lamp belt has become the most stable, safest and most cost-effective product benchmark in the industry.
Auman company pays great attention to the construction of corporate image and the research and development and promotion of new products, which adapts to the development trend of the current LED lighting market. In the past ten years, for China's lighting industry, it is a high-speed development, and it is also tempered and tested. The labor cost and packaging logistics cost continue to rise, the raw material price rises first, and the domestic and foreign markets are serious. There are too many facts about being frustrated and so on. To sum up the protagonist lighting companies, it is still inseparable from scale expansion, channel sinking, marketing upgrade, and awareness of social responsibility.
"LED Lighting Channel": What is the current market positioning of Auman? In the traditional lighting and LED era, many companies use celebrity endorsements as one of the ways to promote their operations. How does Auman view this phenomenon?
Li Xiaoping: At the moment, the state vigorously promotes affordable housing, low-rent housing and new rural construction. These are a market cake that cannot be underestimated. Simple and practical lighting products will be favored, and sales of mid-range affordable lighting products will soar.
In 2014, the direction of R&D and innovation of Auman products will be closer to the market, and will continue to follow the principle of “product development and asking the marketâ€, and develop more affordable and affordable products so that it can occupy the second and third levels. A deeper market, to capture more market share.
In the promotion, Auman will promote more and more in the industry media, mass media and outdoor advertising. With Liangdi Lighting hand in hand, Sun Wei endorsement, Jonson and spokesperson Zeng Zhiwei renewed, Fengguang favored Phoenix legend, and Hu Jun, Qi Ying and more and more artists step into the lighting industry, 2014 Auman will also take the star endorsement brand Shortcuts for operation.
When celebrity endorsements become the norm, this means the gradual maturity of the lighting industry brand era. 2014 Auman endorsement star will be grandly debut, so stay tuned.
"LED Lighting Channel": What are the current channel modes of Auman? What do you think of their strengths and weaknesses?
Li Xiaoping: As the saying goes, "The channel is king, the brave is the first." Auman's channels are mainly divided into: engineering (invisible) channels and circulation (distribution) channels. The customers of engineering channels are mostly governments. The shortcomings of this model are the scattered projects and long period of capital withdrawal.
Distribution channels need to use distribution, agency, franchise and other partners to achieve sales models for end-users. This model has no control over the profitability and loyalty of dealers. If there is not enough tempting investment policy, or short-term after joining. It is also common for dealers to evacuate or counterattack without realizing profitability.
In the past ten years, the number of Auman brand stores has reached more than 150. This is attributed to Auman's innovative store management model. On the one hand, it mainly develops its own brand franchise stores, which is different from the provincial-level regional agents of other brands; on the other hand, it adopts custody-style franchise instead of the autonomy adopted by other brands. Join. Its characteristic is that the franchisees only provide capital investment, and the store operation is completely handed over to the Auman team, which can not only protect the interests of the franchisees, but also ensure the effective chain operation of the Auman brand franchise stores.
"LED Lighting Channel": Regarding the advantages and disadvantages of existing channels, how does Auman adjust its strategy to form a channel advantage with its own characteristics? In terms of operations, how does Auman differentiate its product and channel strategies to enhance its brand reputation?
Li Xiaoping: In response to the above difficulties, Auman will make the following plans.
1. Segment the market, lay out the LED residential lighting market in advance, and increase the added value of the products.
2. Improve the investment promotion policy, provide a complete franchise policy from the aspects of opening decoration subsidies, product subsidies, advertising support, product training, after-sales service, etc.; strict screening and management of dealers, win-win cooperation, relying on dealer regionalism The power to open up the market.
3. Multi-channel expansion of sales network. Consolidate engineering channels, improve store distribution channels, and develop e-commerce channels. E-commerce is a brand-new channel model for LED lighting products. It is believed that the future of Auman can use this platform to open up new sales channels and occupy more market share.
4. Focus on the concept. The business philosophy of "Up to the top, the light of the universal" and "We sell a reputation rather than a product, satisfying the customer's thousand reasons" will continue throughout the development of Auman.
5. Focus on the cultivation of lighting designers. The lighting designer is a bridge that gives life and soul to the building. Auman will pay more attention to this group, and through this “bridge†to influence and persuade customers to realize the gradual expansion of the brand.
The gold cup silver cup is not as good as the consumer's reputation. The gold award silver award is not as good as the consumer's praise. After all, the product quality of the enterprise, the nearby value of the product, and the artistic and intelligent overall solution are the key factors that ultimately affect the product marketing. On the basis of doing a good job in channel construction, constantly paying attention to and meeting the needs of customers, providing corresponding solutions is the fulcrum to win consumers' favor.
Auman technology lighting has developed rapidly. After 10 years of professional LED production and sales accumulation, it has jumped from a single category manufacturing enterprise to an LED group brand sharing industry chain resources. With the general manager Li Xiaoping's words, it is: "Since the launch in 2004, Auman has a history of ten years, and its practical and simple 30 words can be summarized. That is, good focus, good standards, good design, good materials, good craftsmanship, good quality, good culture, good team, good sales. ,good business."
Ou Man Technology Lighting Manager Li Xiaoping
"LED Lighting Channel": What are the key to the success of Auman Technology Lighting since its establishment in the past 10 years? In the past ten years, how does Auman view the channel development of the lighting industry? In the past ten years, how did Auman break out from the single product?
Li Xiaoping: In the past ten years, Auman has devoted itself to the production, research and development and sales of LED light strips, and has used the "core" to make every light strip. After ten years of innovation and development, Auman has more than 20 provincial-level logistics, 300 A number of core distributors have become recognized in the industry as "light strips".
In the past ten years, Auman has adhered to the safety and environmental protection design concept, and regards “safety†as the top priority for development. It uses a full copper core wire as a safety conductor for power transmission, and designs a veritable “safety light beltâ€. In 2008, Auman won The national standard unit of LED has become the inventor and practitioner of the safety light belt. In 2013, Auman made persistent efforts to create the unique definition of “anti-vulcanizationâ€, which made the Auman safety light belt safer nowadays. Nowadays, the safety mode of the Auman lamp belt has become the product standard adopted by many companies. The Auman safety lamp belt has become the most stable, safest and most cost-effective product benchmark in the industry.
Auman company pays great attention to the construction of corporate image and the research and development and promotion of new products, which adapts to the development trend of the current LED lighting market. In the past ten years, for China's lighting industry, it is a high-speed development, and it is also tempered and tested. The labor cost and packaging logistics cost continue to rise, the raw material price rises first, and the domestic and foreign markets are serious. There are too many facts about being frustrated and so on. To sum up the protagonist lighting companies, it is still inseparable from scale expansion, channel sinking, marketing upgrade, and awareness of social responsibility.
"LED Lighting Channel": What is the current market positioning of Auman? In the traditional lighting and LED era, many companies use celebrity endorsements as one of the ways to promote their operations. How does Auman view this phenomenon?
Li Xiaoping: At the moment, the state vigorously promotes affordable housing, low-rent housing and new rural construction. These are a market cake that cannot be underestimated. Simple and practical lighting products will be favored, and sales of mid-range affordable lighting products will soar.
In 2014, the direction of R&D and innovation of Auman products will be closer to the market, and will continue to follow the principle of “product development and asking the marketâ€, and develop more affordable and affordable products so that it can occupy the second and third levels. A deeper market, to capture more market share.
In the promotion, Auman will promote more and more in the industry media, mass media and outdoor advertising. With Liangdi Lighting hand in hand, Sun Wei endorsement, Jonson and spokesperson Zeng Zhiwei renewed, Fengguang favored Phoenix legend, and Hu Jun, Qi Ying and more and more artists step into the lighting industry, 2014 Auman will also take the star endorsement brand Shortcuts for operation.
When celebrity endorsements become the norm, this means the gradual maturity of the lighting industry brand era. 2014 Auman endorsement star will be grandly debut, so stay tuned.
"LED Lighting Channel": What are the current channel modes of Auman? What do you think of their strengths and weaknesses?
Li Xiaoping: As the saying goes, "The channel is king, the brave is the first." Auman's channels are mainly divided into: engineering (invisible) channels and circulation (distribution) channels. The customers of engineering channels are mostly governments. The shortcomings of this model are the scattered projects and long period of capital withdrawal.
Distribution channels need to use distribution, agency, franchise and other partners to achieve sales models for end-users. This model has no control over the profitability and loyalty of dealers. If there is not enough tempting investment policy, or short-term after joining. It is also common for dealers to evacuate or counterattack without realizing profitability.
In the past ten years, the number of Auman brand stores has reached more than 150. This is attributed to Auman's innovative store management model. On the one hand, it mainly develops its own brand franchise stores, which is different from the provincial-level regional agents of other brands; on the other hand, it adopts custody-style franchise instead of the autonomy adopted by other brands. Join. Its characteristic is that the franchisees only provide capital investment, and the store operation is completely handed over to the Auman team, which can not only protect the interests of the franchisees, but also ensure the effective chain operation of the Auman brand franchise stores.
"LED Lighting Channel": Regarding the advantages and disadvantages of existing channels, how does Auman adjust its strategy to form a channel advantage with its own characteristics? In terms of operations, how does Auman differentiate its product and channel strategies to enhance its brand reputation?
Li Xiaoping: In response to the above difficulties, Auman will make the following plans.
1. Segment the market, lay out the LED residential lighting market in advance, and increase the added value of the products.
2. Improve the investment promotion policy, provide a complete franchise policy from the aspects of opening decoration subsidies, product subsidies, advertising support, product training, after-sales service, etc.; strict screening and management of dealers, win-win cooperation, relying on dealer regionalism The power to open up the market.
3. Multi-channel expansion of sales network. Consolidate engineering channels, improve store distribution channels, and develop e-commerce channels. E-commerce is a brand-new channel model for LED lighting products. It is believed that the future of Auman can use this platform to open up new sales channels and occupy more market share.
4. Focus on the concept. The business philosophy of "Up to the top, the light of the universal" and "We sell a reputation rather than a product, satisfying the customer's thousand reasons" will continue throughout the development of Auman.
5. Focus on the cultivation of lighting designers. The lighting designer is a bridge that gives life and soul to the building. Auman will pay more attention to this group, and through this “bridge†to influence and persuade customers to realize the gradual expansion of the brand.
The gold cup silver cup is not as good as the consumer's reputation. The gold award silver award is not as good as the consumer's praise. After all, the product quality of the enterprise, the nearby value of the product, and the artistic and intelligent overall solution are the key factors that ultimately affect the product marketing. On the basis of doing a good job in channel construction, constantly paying attention to and meeting the needs of customers, providing corresponding solutions is the fulcrum to win consumers' favor.
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