Wu Changjiang: The Olympics is the best marketing platform
Resume of Wu Changjiang: President of NVC Lighting Holdings Co., Ltd., founded NVC Lighting Co., Ltd. in 1998, has won the top ten outstanding figures in the lighting industry, 2006 national advanced individuals in the building decoration industry, the top ten entrepreneurial innovations in 2007, and the outstanding private enterprises in 2007. Home and other honors.
Impact in 2007: On August 1, 2007, NVC signed a three-year strategic cooperation agreement with the GE in Shanghai. This is the cooperation between Chinese and foreign lighting giants. In October 2007, NVC's first overseas flagship store opened in Malaysia. This is an innovative first step for Chinese lighting brands and even the entire Chinese lighting industry. According to the assessment of relevant US authorities, NVC's brand value has increased from tens of millions of dollars in early 2006 to more than 400 million dollars.
Co-opetition and development will be a constant theme in the global market environment in recent years. The development of any industry will experience a process from disorder to order, to maturity, and finally to oligarchy. The lighting industry is still in the transitional stage of disorderly competition to orderly competition. It is in a stage of comprehensive integration. Enterprises that do well will become stronger and stronger, and enterprises that are doing poorly will become more and more difficult to survive and even die. The change of the business environment of the enterprise is first swept from the outside (the city tastes channels, opponents), and the strong brands occupy the best channel resources and supply resources. At the same time, the speed of channel self-integration is also accelerating. The idyllic state of life in the industry will be completely changed.
2008 is a key year for the transformation of the lighting industry, and the Chinese lighting market is full of tremendous development opportunities. At the same time, the vast number of lighting companies are also facing severe market challenges. I think the main market trends will have the following points: First, with the continuous involvement of foreign capital, corporate mergers and acquisitions are becoming more and more common. Enterprises use the influence within the industry to integrate mergers and acquisitions with their peers. Second, the acceleration of resource integration, including Vertical integration of upstream and downstream enterprises, horizontal integration between industry and industry, complementary product integration, deep channel integration, integration of invisible and explicit channel resources, comprehensive integration of industrial bases, etc. The actions of enterprises in the promotion of independent brands in overseas markets will be more and more important; fourth, the international giants will accelerate the integration of the market by local enterprises; fifth, the brand building will become more and more powerful, and they will march from professional brands to mass brands; It is a channel that is further refined and further penetrated into the third- and fourth-tier cities.
2008 is the year of the Olympics. The Olympic Games can be said to be the best marketing platform. For lighting companies, this is the best opportunity to showcase themselves. For Chinese lighting companies, it is an opportunity for a national brand to rise. In the just-concluded Beijing Olympics lighting project bidding, NVC received more than 40 million yuan worth of Olympic lighting project orders, including the Olympic Center, Olympic Village, Olympic National Convention Center and other key projects, and The National Convention Center's four-star, five-star hotel, workers' gymnasium, and the Paralympic Center are the most successful lighting companies with the largest number of projects, the largest amount of products, and the widest range of products.
In China, through years of accumulation, the NVC brand monopoly model has become a channel template for industry terminals. Following the development of the first and second line markets, in 2008, NVC will complete the further upgrading of the channel through the deepening of the provincial capital, the strengthening of the secondary city, and the expansion of the third and fourth grade markets. At present, NVC is a leading domestic lighting company with more than 30 operation centers, more than 2,000 brand stores and more than 1,500 dealers in the country.
Overseas, following the establishment of the brand flagship store in Malaysia, in 2008, NVC also plans to establish a number of brand stores in the Philippines, Thailand, Vietnam, Indonesia, India, United Arab Emirates, Israel, Australia and other countries to enhance NVC and even Chinese products. Product image and brand image in foreign countries. In addition to relying on the storefront display of brand stores to retail and develop wholesale networks, NVC's business staff will also develop and improve various channels, such as designers, electricians, decoration companies, modern building materials supermarkets, engineering, brands. Chains, government procurement and other channels. Only when we have the channel, we have the market, and we have the stage to showcase Chinese products, Chinese companies and Chinese brands.
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