Event Review: Opvaco Green Collaboration Establishes Environmental Community Model
The reason why we choose Op Lighting as our partner is mainly because of the high recognition and reputation of Oup brand among consumers, its products are energy-saving and environmentally friendly, and the quality and safety are reliable. And the concept of healthy green home life advocated by Op Lighting is what we value. The person in charge of the Vanke Purchasing Department told reporters that Vanke has invested heavily in the renovation of the business sector, and its influence is also the biggest. We need professional and powerful lighting companies to jointly promote the development of the decoration room market. Op Lighting is such a company. It is understood that the professional lighting designer of Op Art will directly participate in the decoration process of Vanke's decoration room, providing scientific lighting design for the living room, bedroom, kitchen, bathroom, dining room, balcony and entrance.
As a company that has won the bid for the national green high-efficiency lighting project for two consecutive years, Op Lighting products have significant advantages in energy saving and environmental protection. Opto's T5 thin tube fluorescent tube saves 33% of the power consumption compared with the traditional tube, and has the characteristics of saving manufacturing materials and low mercury. Opto's 360-degree comprehensive energy-saving concept starts with every detail, and all-round scientific and reasonable lighting design, light source, lampshade and electronic ballast are all energy-saving features.
The cooperation between Op and Vanke has set a model for the construction of energy-saving and environment-friendly communities, which has brought new choices to modern healthy, harmonious and environmentally friendly home life, and opened up a new idea for building an environment-friendly and resource-saving society. (People's Network)
Initiating Thinking: A New Way for Integrating Enterprises to Integrate Lighting Industry
In August of this year, Op Lighting and Vanke officially signed the Vanke Centralized Strategic Partnership Agreement. According to the agreement between the two parties, Vanke will use Op's home lighting products in its renovated real estate. Due to the position of Vanke and Opus in the real estate and lighting industry, the cooperation between the two is particularly eye-catching in the lighting and real estate industries.
Lighting is one of the necessities of real estate decoration. Due to the close relationship with the real estate industry, the cooperation with real estate companies has been paid special attention by lighting companies. In addition, when consumers purchase lighting products, most of them will buy ceramic tiles, furniture, home appliances, flooring and other products. These industries have become the associated enterprises for lighting companies to integrate resources. The integration with related companies can bring considerable benefits, and at the same time facilitate the brand promotion of enterprises.
Affiliated enterprise resources have a wide range of meanings
Affiliated companies are companies that use their own channels to bring direct or indirect sales to themselves. Regarding the relationship between related companies, Yao Xiaohong, president of Xingbang Industry, made an image metaphor: just put someone else's radish in his own basket. The related enterprises here do not refer to the upstream and downstream enterprises related to the lighting manufacturing industry chain, but specifically to the production channels related to the decoration and decoration, which are relatively close to the lighting enterprises in the sales channels, and the consumers need to purchase at the same time. Lighting, ceramics, furniture, home appliances, air conditioners, flooring, fabrics, etc. are all related companies. A real estate company that can directly purchase products is also an associated company of lighting and other enterprises.
At present, the form of resource integration among enterprises in the lighting industry is mainly: First, cooperate with real estate companies to supply products to them. Second, cooperate with related companies, joint sales in the terminal, such as cooperation with furniture and home appliance companies. The main contents of the cooperation are: forming a strategic partnership with the real estate company and providing products to them; cooperating with enterprises such as furniture and home appliances to carry out joint sales at the terminal.
Well-known enterprises are dominant in resource integration
At present, in the lighting industry, enterprises that integrate resources with related enterprises are only a small number of leading enterprises or well-known enterprises, such as Op, NVC, Honeywell Langen and so on. This is because the integration of affiliated enterprise resources requires the two parties to have the same status in their respective industries. The consideration criteria are basically only those enterprises that are in the leading position in their respective industries. Or compare the top-notch single-category companies in a single product. Other companies are more difficult to gain favor from other industry companies in the integration of related enterprise resources. Of course, if you are trying to find a related company that has the same status as your own brand, or if you have a higher product quality, but the brand awareness is low, you can also actively promote yourself and marry other well-known related companies to achieve the brand. And the leap-forward development of sales.
A lot of benefits of affiliated enterprise resource integration
Reduce marketing costs
Direct cooperation with real estate companies can bring stable sales to lighting companies. Although the price of the products supplied is lower than the market price, the cost of marketing is directly reduced due to the reduction of intermediate links, and the purchase volume of real estate enterprises is stable, especially for well-known real estate enterprises. The purchase volume is stable and the quantity is large.
Can take advantage of their respective channels
Lighting companies cooperate with related enterprises such as furniture and home appliances, and can effectively utilize the channel resources of the partners to achieve sales or indirect sales at their terminals. This is equivalent to adding storefronts for lighting companies in different terminals.
Helps increase brand awareness
Cooperation with well-known real estate companies will have a positive impact on the brand awareness of lighting companies. The cooperation with related companies will also promote and enhance the brand awareness of lighting companies in the joint promotion and other activities with the influence of the other party's brand.
Achieve win-win or win-win situation
Lighting companies and real estate companies can reduce the cost of sales and purchases to both sides, thus achieving profit growth. And based on the needs of long-term cooperation, both parties will strive to maintain the quality of their products, which will benefit both parties' long-term development.
The cooperation between lighting companies and related companies can effectively utilize the channel advantages and brand influence of the other party, which will lead to a win-win situation and a win-win situation.
Link lighting industry typical affiliated enterprise resource integration case
A, Op and Vanke
At present, there are many cases in the lighting industry to carry out resource integration with related companies, such as the aforementioned strategic cooperation between Op and Vanke. It is understood that according to the agreement between the two parties, Vanke will use Op's home lighting products in its renovated real estate. Op professional lighting designers will directly participate in the renovation process of Vanke's renovated rooms, providing scientific lighting design for Vanke Real Estate's living room, bedroom, kitchen, bathroom, dining room, balcony and entrance.
B. Honeywell Langen and Guangzhou Yuexiu City Construction
On August 23 this year, under the competition of many brands, Honeywell Lang successfully won the bid for the three major projects of Guangzhou Yuexiu Group Urban Construction Real Estate Company Cuicheng Garden, Lingnan Bay and Jiangnan Xinyuan, and became Yuexiu Urban Construction Real Estate 2009- The only supplier of lamps in 2010.
C, NVC and Dongpeng ceramics, etc.
On April 23 this year, NVC Lighting and Dongpeng Ceramics, Ou Pai Kitchen Cabinet, Nature Floor, Red Apple Furniture and Midea Air Conditioning 6 companies jointly held a press conference of the Champions League in the Great Hall of the People in Beijing to jointly announce the establishment of the domestic The first home industry champion league. It is reported that the six companies will jointly cooperate in brand marketing and customer service in the future to carry out cross-border cooperation in the home industry.
D, Jin Dalai and Dynasty furniture
Earlier integration of resources with related companies began many years ago. It is understood that from the end of 2002, the well-known domestic furniture manufacturer Dynasty Furniture has developed a series of shallow walnut furniture, which needs to be equipped with simple and elegant lighting, and began to cooperate with Zhongshan Jindalai Lighting. (Guzhen Lighting Zhang Guoan)
Reporter's analysis: Oprah's hidden blue channel battle
In a modern art gallery in Huaihai West Road, Shanghai, the space is wide, the projector shines on the white wall with a gorgeous abstract color, a bunch of green laser lights with music flashing, rotating, or wrapped in silver The performer of the body cuts and opens with his hand.
This is more like a modern art performance, because no one would believe that the organizer is a private lighting company from Zhongshan, Guangdong. Most of the participants are architects. Like Guangdong Op Lighting Co., Ltd. (hereinafter referred to as Op Lighting), the new exploration behavior in hidden channels is becoming a trend in the lighting industry.
Promote in hidden channels
In the fierce and full-fledged lighting industry, the number of traditional channels is no longer fresh, as long as we continue to work hard, and the current focus of competition is on the development of hidden channels. In the lighting industry, designers are inseparable links in engineering sales. Lighting products cannot be marked on the design drawings and can only indicate technical specifications. Usually, many companies will promote lighting products through designers, and put their best products and products with technical thresholds into the designer's drawings and design schemes. This is the way in which industrial product sales have been promoted. The hidden channel in the narrow sense is this group of designers, find their own partners and expand their business. Ou Pu project sales director Tang Naibin introduced that Op is currently divided into four channels: hardware distribution channels, business channels, professional market channels, project sales channels. The hidden channels are concentrated in Tang Naibin here.
Opening up new hidden channels is a new point of profit growth. In the lighting industry, domestic companies have developed designer channels earlier with NVC lighting. Yue Qiang, chairman of Shenzhen NVC Lighting Co., Ltd. said in an interview that sales directly from hidden channels accounted for 10% of total sales. Philips has been on the road to Intel (0, 0.00, 0.00%) in the lighting industry since its inception. As a comprehensive lighting company, Philips has mastered many core light sources and electronic technologies in the industrial chain of lighting sources, lighting electronics and lighting fixtures, and recommended light sources, ballasts and capacitors to many domestic companies with better cooperation prices. The lighting manufacturer, this move is the reason why Philips is now the first in the market. Domestic companies such as Op, NVC, and Sanxiong Aurora are trying to develop such a way from lighting manufacturing to integrated lighting research and development, production and sales.
Convince the designer
The first part of Op Lighting's hidden channels is industry partners, such as banks, telecommunications, real estate companies. For example, we have cooperated with Vanke since 2004; the second is the more professional group in the market including decoration workers and hydropower installers. . They also contracted and contracted, to some extent, instead of the final consumer to make decisions. We are part of their business. Tang Naibin introduced. These two pieces are doing well, and partly because of the high coverage of the Opus Lighting dominant channel, resulting in high market visibility. At present, Op Lighting has more than 7,000 sales outlets across the country. In each area, there is a leaflet on how to keep in touch with local plumbers and installers in the manual of the store sales staff. Collective purchases will have points rewards.
Relatively speaking, Op's relatively weak lighting is the development of the designer team, such as home improvement companies, tooling companies, design institutes, especially the weak design department of the design institute. Designers used to think that we are good at home lighting, more for the civilian sector, and little about our commercial lighting and engineering products. Tang Naibin said that Oupu Lighting began a hidden channel pilot in several cities in East China in the second half of 2005, mainly to establish and build Ou Pu's professional image in professional channels, and provide product support for hidden channels. In 2006, the nationwide hidden channel development was launched. Through third-party industry associations and architectural design companies, Op Lighting has extensive contacts with designers and organizes various events, such as organizing designer clubs, fraternities, small special events, organizing designer seminars, industry promotion seminars for industry hotspots, and The summit forum brings together designers to strengthen contact and interaction.
The development of hidden channels can not bring immediate benefits. Unlike the construction of channels such as retail and large customers, the benefits will be quickly seen, and the profits will be more difficult to count. Wang Yaohai, chairman of Op Lighting, believes that the invisible channel will bring a huge boost to the sales and brand influence of a company.
However, the hidden channel has been done for four years, and the effect is not particularly obvious. After Wang Yaohai reflected on it, the reason was that Op Lighting was attached to the original channels and teams, and no special team was set up to develop invisible channels. The home improvement designer and architect are a small, artistic group, and the method is naturally innovative. The services provided to them are mainly appropriate suggestions and a complete set of lighting design solutions and related supporting services, but also moderate, the designer group is very independent, and the church is said to have the opposite effect. Tang Naibin said. Therefore, in addition to holding designer exchange meetings and placing invisible channel media advertisements, it is a new attempt for Op Lighting to invite professional planning companies and run a fashion new product launch conference. Op Lighting has established a stealth channel promotion project, which has a small designer channel promotion in each region every month. Every year, the lighting designer training for the decoration designers is carried out nationwide.
Reporter's observation: challenge the bottom line of designing Lele
If you want to use technology or art to influence designers, you must come up with the corresponding products. An expert in the lighting industry believes that the previous hidden channel efforts of Op Lighting are not obvious and the product line is not unique enough. In the domestic lighting industry, follow-up plagiarism and homogenization competition have always existed. When Opal Lighting tried to do commercial lighting in 2005, it also used spotlights, downlights, and ceiling lights like the mainstream of the market. The problem is that latecomers obviously cannot compete with first-come first-comers and high-market sharers.
Therefore, this has also stimulated the unique product line widening and diversification of applications. In the fierce market competition, lighting products have gradually been given more concepts such as light and space, as well as the concept of industrial systems. One of the most commonly used words in 2009 by Wang Yaohai, Chairman of Op Lighting, is the systematic lighting solution. He also emphasized how to provide lighting for the Expo's private enterprises. Both commercial lighting and home lighting are a systematic project. In addition, the word system also matches the designer's pursuit. Op Lighting is now focusing on value-added services and application solutions for professional users of hidden channels.
In conjunction with this, there is also a strategic shift between the Opus family and the business. In 2008, Op Lighting asked a large consulting company to develop a strategic plan to balance the ratio of home lighting to commercial lighting, and to double the current commercial lighting range. To this end, Op Lighting has established a sales team led by professional managers from the top 500 companies. In 2009, the department responsible for marketing marketing was moved from Zhongshan, Zhongshan to Shanghai.
Of course, the industry’s doubts about hidden channels have never stopped. As designers or architects, they should be neutral and stand away from commercial edification. It is only in the current wave of commercialization and commercialization of art that art monopoly is obviously impossible. Wang Yaohai also admitted that there are still many irregularities in the current design and construction industry.
In addition, home lighting companies focus on home improvement companies such as home improvement companies, engineers, design institutes and building materials. There are also plans to make direct contact with the furniture, ceramics and home textile industries, cross-industry exchanges and cooperation, and expand market coverage.
Regrettably, the key components of many current lighting products are still from international giants such as Philips. This is also the competition between the technical standards of the enterprise and the hidden channels of China. It is the competition that truly reflects the strength of the enterprise. The three major international brands in the lighting industry, GE, Philips, and Osram, are standard manufacturers of some products to shield competitors. When competitors plagiarize, it constantly improves its standards. Typical, such as Philips' continuous improvement of energy-saving lamp standards in previous years, has made it impossible for many domestic manufacturing companies to copy. OPEC is currently developing commercial lighting. The challenge is to continue to work on core technologies and standards. (China Business News Guo Fei)
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