Judging the situation and advancing with the times - "My marketing... I am fine...

Reviewing the situation and advancing with the times--"I Marketing? I am wonderful" 14 - A brief analysis of the development track of Hangzhou NVC Yu Baoer, male, 43 years old, from Hangzhou, Zhejiang, graduated from Zhejiang University with a master's degree. He has been engaged in the electrical lighting industry for 13 years and is currently the general manager of Hangzhou NVC Lighting Engineering Co., Ltd. From 1990 to 1993, he served as deputy general manager of Southwest Decorative Materials Supermarket. The annual sales performance was 300 million yuan. From 1993 to 2003, he served as the general manager of Hangzhou Huayi Lighting Co., Ltd., becoming the No. 1 in commercial lighting in Zhejiang Province; in 2003, Founded Hangzhou NVC Lighting Engineering Co., Ltd. Success Story: Costing tens of millions, at the intersection of Moganshan Road and Jiaogong Road in Hangzhou, won the right to use a new four-story independent building. The whole building has a business area of ​​more than 6,000 square meters and will be used for lighting and lighting display. The exterior wall of the building has been decorated and is expected to be officially opened early next year. China's lighting industry has experienced more than 20 years of development and has entered a stage of rapid development, but compared with other industries, the lighting industry as a whole is relatively backward. This is the case, and the lighting industry has more room for development and more business opportunities. In recent years, the lighting industry has accumulated a wider variety of resources. Various manufacturers, merchants, marketing elites, and industry media have injected various catalysts into the industry in their respective fields, giving the industry an unprecedented grand view! Here, as an "old lighting person" who has been engaged in lighting for 13 years, I am willing to share my experience and lessons in the lighting industry with my colleagues, with a view to sharing it! Husband and wife shop-→Corporate operation multi-brand operation-→Single brand operation Due to early work experience, I realized earlier that the natural “sales shop” in the lighting industry is not conducive to the development of merchants. Passive sales and anti-risk ability are basically Zero, basically rely on the day to eat. Therefore, in 1993, he entered the lighting industry and founded Hangzhou Huayi Lighting Co., Ltd., and introduced the company operation, set up the engineering department, channel department, retail department, and logistics department, established and improved various management systems, and actively launched the market. There were gains, which laid a solid foundation for later development. Since I have been paying attention to industry brands and focusing on brand building, I have accepted the idea of ​​brand strategy management earlier. Therefore, at this stage, in addition to NVC, I also represented several other domestic well-known companies. Brand. However, in the process of multi-brand operation, it gradually became confused: how to support and meet the needs of multi-brand operations with the current resources of the company? If you can't meet it, what kind of predicament will you face? After a thorough argumentation, I finally decided on the company's brand strategy direction: at the current stage, because various resources cannot match multi-brand operations, the company can't “fail”, must transform, concentrate, and concentrate on one-shot The brand adopts the nail tactics commonly used by the Red Army in the past, pooling limited resources, concentrating the superior strength, and breaking through the local market of a certain brand! In this process, the company must also accumulate various resources. When the time is ripe and the company's various resources are maximized, the company is bound to transform again and fully attack!


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