Zhejiang sunshine three steps to implement the brand strategy"

In the strong competitors in the global market, is moving towards the global recovery in the process of Chinese green lighting enterprises, how to enhance the value of its own brand, the transformation from "products era" to "brand era"? Zhejiang sunshine, as the world's largest manufacturing enterprises of energy-saving lamps, its energy-saving lamp technology and world-class brand production line are also be roughly the same, independent research and development for many years, is with great sense of responsibility and the spirit of Innovation out of a Pioneer Road in vigorously expand the international market, to create a national brand. For China's green lighting enterprises how to shape the "international" brand, "semiconductor lighting" magazine special visit to the executive vice president of China Lighting Association, Zhejiang sunshine chairman Chen Senjie.

2008 years ago, Zhejiang sunshine is mainly to do OEM, to do oem. Three years ago, chairman Chen Senjie put forward, others brand to live, it is not a long-term solution, "sunshine" has come to the show's own brand, even from scratch requires a new breakthrough, or is the biggest foreign trade business would give up.

Now, through the efforts of the past few years, the increase in the international market of independent brand development, "sunshine" the implementation of the three step plan, the first step, we are going to play their own brand, but also try to cooperate with some international famous companies, for example, a joint venture with PHILPS to manufacture products with PHILPS, sun homogeneous products in the global energy saving lamp purchaser in the eyes of the idea;

The second step, the implementation of brand alliance, and Holland PHILPS, General Electric of the United States, Switzerland ABB company, Toshiba Japan, Korea Guobi Lu Si electric light source companies in-depth cooperation, thus to improve the visibility of the sun in the international market, expand the influence in the international market of the sun.

The third point, vigorously develop their own brand marketing efforts, in the world's more than and 30 countries have registered their own unique product trademark "YANKON", the establishment of a manufacturing hub for the sun's own brand groups. Over the past few years, "sunshine" in India, Vietnam, Southeast Asian countries have also established a production base in the Vietnamese market, the sun has accounted for half of the market share of energy-saving lamps market.

In March 2008, in order to occupy the United States, the world's largest energy-saving lamp market, "sunshine" to change the previous OEM production, investment in the establishment of the u.s.. After the establishment of overseas branches, we can say that the master of the initiative, you can directly deal with the supermarket, downstream companies; at the same time, you can also win the U.S. government and power companies bidding.

In 2010, the export volume of exports with the Sunshine brand has accounted for 35% of the total export volume. In my opinion, it will not be long before the sun brand will be able to stand firm in the international market and become an international brand.

Chen Senjie, chairman of the board said that in 2008 exports less than one hundred million, but today, in 2010 the total revenue has reached $2 billion 500 million. Sunshine from 1975 to 1979 began to do international business, in 1984 to do energy-saving lamps, to now do LED lights, "sunshine" can be said to have gone through an extraordinary way, 30 years of development, can be said to be a microcosm of the 30 years of reform and opening up Chinese.

Now, the "sunshine" products have been exported to Europe, the United States, the Middle East, Southeast Asia, Hong Kong, Macao and other countries and regions, almost got the energy saving lamp products all the way to the international market. Now Europe and many developed countries attach great importance to energy-saving lighting products, energy-saving lamp sales situation in Latin America, the Asia Pacific region is also very good, exports of the EU market continues to expand; the sun in Vietnam, the United States, Brazil and other places to set up trade institutions and bonded warehouse, high ability to resist trade risk in India, Delhi Vietnam has also set up an area of several acres of the factory.

Chen Senjie, chairman of the view that the enterprise bigger and stronger, but also fully aware of the responsibility of the enterprise to the country, the responsibility for the future of China's green lighting industry to upgrade the full responsibility. As for future development, I hope the "YANKON" brand sales to a higher level, we strive to 2010 is 2 billion, 2018 total revenues reached up to 10 billion yuan, 6 billion yuan to do its own brand.

Chen also talked about an experience: once, there is a well-known large enterprises overseas several times to come "sunshine", requires the joint venture, we all declined; and then put forward to all product underwriting "sunshine", which for many people is perhaps a very attractive thing, but we still declined. Because "to take, first, their products once the other monopoly, the original customer relationship sales will be cut off, once they stop underwriting, enterprises will suddenly cornered into trouble. This situation is common in the fierce market competition, we must have a clear understanding of the.