He Linhua: With the lost dream, bid farewell to lighting distribution

It is understood that before 2004, He Linhua's business has been very hot, however, after entering 2005, He Linhua's business is on the decline, so rapid decline process, what problems did He Linhua's lighting store have? Opening the lighting business dream Before 1996, most of the lighting enterprises in Nanjing belonged to state-owned enterprises. At that time, the employees of state-owned lighting enterprises required local hukou, and He Linhua was an authentic Nanjing person, so he entered a lighting company in Nanjing smoothly. During his several years working in a state-owned lighting company, he was seriously responsible for his work and was often praised by the company's leaders. Due to his work relationship, He Linhua had an in-depth understanding of the lighting industry, so he made up his mind: he made lighting fixtures. At that time, he went to Zhejiang to purchase lighting accessories, returned to his home to assemble, and then got the market to sell. He always thinks: This brilliant career has just begun, when can I make a career in the lighting industry? This belief has been buried in the heart of He Linhua. One night, he suddenly dreamed that he had a big shop and his business was hot. On the second day, He Linhua discussed with his wife, and after accumulating enough funds, he opened a shop in his dream in the Nanjing market.

By the beginning of 1996, He Linhua had accumulated a certain amount of money by assembling and selling lamps. So he opened a shop in his dream in a lighting market in Nanjing. At that time, the potential and space of the market was huge, and how much it earned was how much it earned. He seemed to feel that it was God's will to do business in the lighting industry. Because He Linhua is honest, pays attention to friends, and is kind, many businesses are taken care of by friends. Flexible experience to make quick money During the period of 1997-2003, the sales of lanterns in the Nanjing market have been very good, and dealers operating lanterns can make big money, especially in the late 1990s, consumers who bought lanterns still need to queue up for purchase and distribution. The sales profit of the business is very impressive. The operation of the lantern before 2003 was the strength of He Linhua. He attached great importance to the style of the lantern. The only drawback was that he did not pay attention to the brand image. At that time, He Linhua mainly sold all-copper lamps, traditional living room lanterns, etc. The main products came from the ancient town of Zhongshan, Guangdong. He Linhua's storefront products were updated frequently, and the latest lanterns were displayed almost every day, but for those who were not well-sold. Lantern, he immediately made special treatment. Due to the flexible form of operation, He Linhua quickly took a job. At this time, He Linhua has earned at least 2 million in operating lanterns. At that time, in addition to He Linhua's operating lamps and lamps earned a lot of money, there are Nanjing Jinuo Lighting, Jinli Famous Lighting, Renhua Electric, Shicheng Lighting, Aodaqi Lighting, Times Lighting, etc. These dealers are all doing in the Nanjing market. The old predecessors of the lamps. Management vulnerabilities "missing" 500,000 In this world, everyone is not afraid of more money, afraid of less money, and live a poor life. People who have money want to earn more money and live a happy life for their children and grandchildren.

At the end of 2003, under the introduction of a friend, He Linhua took out 500,000 yuan to register a factory in Nanjing and set up a plastic spray factory. At that time, there were about 40 employees in the plastic spray factory. All the operations and employee management in the factory were handled by him alone. Therefore, He Linhua was busy every day and often slept well at night. After more than a year of unremitting efforts, the plastic spray factory has achieved good results. At the same time, it has established a good reputation in the local area. Many customers have come to the door to do business. He Linhua is very happy. He thinks this is his ideal. miracle. In the first half of 2005, after receiving a project, he randomly sent several employees to the construction. Because the safety protection was not in place, there was an accident during construction. Three of the employees were seriously injured. At that time, he spent nearly 100,000 in the hospital. Yuan cash, even so, there are two employees who died because of the rescue, and the survivors also fell into severe disability. In response to this blow, the plastic spray factory operated by He Linhua was also forced to close. The accident in the factory caused He Linhua to lose 500,000 yuan. He Linhua believes that the accident happened because he did not manage the factory himself. He did not strengthen the construction training for the workers and lost 500,000 yuan in vain. Now he often feels sorry for this.

Quit the market

In recent years, Nanjing has expanded several building materials and lighting market. There are many lighting distributors in the market, and the competition is fierce. As consumers' awareness of lighting products continues to mature, the price of lighting products is also becoming transparent, and the operating profit of dealers is getting thinner and thinner. The market store rent is as high as 119 yuan / square meter. Month, dealers are expanding the market. At the same time, it also encountered many difficulties, such as the difficulty of collecting goods for construction, the vicious price of peers, etc., which brought great blows and pressure to many dealers. Until the first half of 2006, the business of the peers who saw the well-known brands was relatively stable. He Linhua discovered the importance of doing brand management. However, it was too late at this time. Due to the long and bleak operation, the problem of funding gap became more and more serious. He thought of Bank loans, mortgaged by their own house, but this did not happen. Later, He Linhua also cooperated with a friend to manage intelligent lighting products, and represented a well-known intelligent lighting brand in Guangdong, investing more than 100,000 yuan in one fell swoop. However, due to the lack of prosperity in the entire lighting industry this year, He Linhua’s business is relatively deserted. Coupled with restrictions and funding problems, He Linhua is not willing to accept government engineering orders (fearing that the other party will default on the payment indefinitely) and sometimes can’t do 1,000 yuan a week. The sales, but his store's expenses for a week at least 4,000 yuan. In fact, he did not have the confidence to face it, but the payment was difficult to collect, the store business was not good, more than 400,000 products were pressed in the warehouse, and the capital turnover was difficult. In desperation, He Linhua thought of giving up, although he was a bit sad, but he officially withdrew from the lighting market on November 22, 2006.

Horizon commentary

He Linhua can be said to be a typical example of traditional dealers. Its development in the lighting industry is actually a microcosm of the millions of traditional dealer groups. Many traditional dealers started in the era when lighting products are in short supply. The development of lighting industry is still in the era of product competition. At this stage, brand awareness is weak and lack of management awareness is a common problem in the whole industry. Looking at the entire lighting industry, most of the lighting company owners and dealers come from social groups with relatively low levels of knowledge. The following workers, migrant workers who started working, etc., lack of a rib in many aspects of corporate management and brand management. Despite the hot business, when the market competition became increasingly fierce and the era of profiteering became a thing of the past, everyone’s days became more and more difficult. Poorly and sadly, some enterprises and businesses have not tried their best to adjust their business ideas and keep pace with the times. However, the reasons for their bleak business are attributed to the fact that the local government has not controlled the number of enterprises and businesses, resulting in excessive market competition. Although He Linhua realized the importance of brand and management, it was too late, because his accumulated capital has been lost for many years. He reminded the enterprises and businesses to improve the management of the company and take the brand management route as early as possible. Otherwise, Cancer was not saved in the later stages.

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