Consciousness can be divided into sensory consciousness and ideology, ideology is conceptual form, and it is the concentrated expression of human thought; as a specific social organization, enterprise also has consciousness, that is, enterprise consciousness; industry composed of enterprises and merchant groups, The industry is equally conscious.
Over the years, under the tide of individual consciousness to promote group consciousness, the awareness of the lighting industry has been continuously improved from the primary to the advanced, especially in recent years, the speed of the industry's transition from product awareness, channel awareness to service awareness and brand awareness has accelerated significantly. Individuals' new consciousness is constantly being introduced and innovated. Groups and industries are deeply affected and continuously upgraded and developed. Therefore, these individuals who are first to be individuals (individuals and enterprises), especially their consciousness, are deeply remembered. And often mentioned. Jihao Lighting is also one of them. It has achieved the second take-off in the three engineering consciousness of product, image and service.
In 2003, Jihao was the first in the industry to “smoke the Korean styleâ€, and then “Korean style†swept the industry. In 2004, Jihao could be said to be the first in the industry to truly unify the spokesperson and brand perfectly, systematically and effectively. Local companies that carry out packaging and dissemination promotion; Jihao industry has taken the lead in opening 800 service hotlines for consumers...
A few days ago, the reporter exchanged face-to-face with Hu Fangjing, the general manager of Jihao, and felt the "Jihao consciousness."
Product awareness
First scraping "Korean style"
Reporter: The industry has already compared the “Korean style†with Jihao. When you first took the “Korean style†in 2003, did you think that “Korean style†would be popular in the domestic market? How did this consciousness come about?
Hu Fangjing: At that time, Jihao mainly produced the lantern style. I felt that the style of the lanterns in the domestic market was relatively simple and there was no new idea, so I always thought about how to break this situation. In 2002, I deliberately visited Korea. I first experienced the "Korean style". My eyes were bright and I was deeply attracted by this simple style. My consciousness came from my heart and told me that this kind of "Korean style" is simple. The decoration style is very in line with the oriental aesthetic concept. In the domestic single-style lighting, it will definitely give people a fresh feeling. It is definitely recognized by domestic household consumers and will definitely be popular in the domestic market. After returning to China, we immediately conducted an in-depth study of the market, and the results of the survey were consistent with my consciousness. So we quickly launched the Korean style lighting products, and opened up the lighting Korean style segmentation market is always true, the products have been favored by consumers as soon as they are listed, and we have since transformed from lanterns to simple style lamps.
Reporter: How long does it take for the Korean TV to become popular in the domestic market?
Hu Fangjing: After we launched the “Korean styleâ€, there were many followers. It should have been popular in 2004 and reached its climax in 2005.
Reporter: What is the current status of the “Korean style†market?
Hu Fangjing: In the second half of 2005, it began to stabilize. In 2006, a considerable number of followers have already withdrawn. This does not mean that the “Korean style†market has shrunk, but the result of fierce market competition. This is any market segment from the beginning, The inevitable process of development to maturity.
Reporter: I heard that Jihao made adjustments on the product line this year?
Hu Fangjing: Products are one of the main competitiveness of enterprises, so we must always maintain a forward-looking product awareness, which must be synchronized with market demand. This year we have added production lines for ceiling lamps and crystal lamps, and also established three major business units: Korean wind glass lamps, crystal lamps and ceiling lamps, which constitute the three major product systems.
Brand awareness
Brand endorsement organic unity
Reporter: Looking back at the lighting industry in 2004, I can't avoid Jihao. That year, Jihao chose Hong Kong star Zhou Haimei as the brand spokesperson and became the focus of the industry. Please tell us how the Jihao brand and the spokesperson combined with the system promotion?
Hu Fangjing: We hired brand spokespersons not to cause a sensational effect for speculation, but part of our branding project that year, and also a reflection of our brand awareness. In the selection of spokespersons, we conducted in-depth investigations and careful screening, and finally chose Zhou Haimei because her graceful and gentle temperament fits well with the personality of Jihao brand. Her influence is in the family of 25 to 50 years old. This is basically the same as the consumer level of our products. In the promotion, we effectively achieve the organic unification of the brand and the spokesperson, and promote the all-round publicity of the merchants and consumers in the city, and use the media, activities and other means to promote. It can be said that Jihao is the first local enterprise in the industry to truly unify the spokesperson and brand, systematically and effectively carry out packaging and communication promotion.
Reporter: You mentioned that the spokesperson is only part of the brand project of the year. What are the other parts?
Hu Fangjing: There are also image engineering and service engineering.
Reporter: Will you also speak for spokespersons in the future?
Hu Fangjing: It depends on the development needs of enterprises and brands in the future. We will not simply ask the stars for the face image of the company.
Service awareness
Be the first to open the terminal hotline
Reporter: The service project in 2004 is also a project for Jihao to realize the second take-off. What is the content of this project?
Hu Fangjing: In 2004, Jihao opened the 800 service hotline and directly faced consumers. At the time, there was no local company dare to do so. This not only reflects our confidence in product quality, but also reflects our advanced service awareness. In addition, we also have two customer service specialists in each region. The front and back services are doing a good job.
Pragmatic consciousness
Dealers will hold low-key
Reporter: On August 8th, the National Distributors Conference of Jihao will be held soon. What is the theme and content of this conference?
Hu Fangjing: The theme is “pragmatic innovation, harmony and win-winâ€. In addition to the dealer conference, there is also an important content, which is the promotion of the Jihao Crystal Light.
Reporter: How big is the scale?
Hu Fangjing: Not big, only invited more than 200 core dealers with conditional crystal lamps to participate.
Reporter: This is different from the practice of some high-profile dealer conferences. It also seems to be different from the "high-profile" performance of Jihao in 2004.
Hu Fangjing: Yes. Our conference has three purposes. One is to let dealers understand the current stage and future strategic thinking of Jihao; the second is to provide a communication platform and opportunity for everyone; the third is to hope that the new products will be recognized by the merchants. The purpose of the business to attend the meeting is also very pragmatic, nothing more than hope that we can bring them good products, good price, good ideas. If Jihao's performance in 2004 was "high-profile", then the current "low-key" reflects that our mentality is more rational and mature, and the consciousness is more pragmatic.
Future consciousness
Jihao positioning and future
Reporter: Successful companies have an accurate positioning. What is the positioning of Jihao?
Hu Fangjing: A home lighting company that focuses on high-end lighting products.
Reporter: How is Jihao planned in the next few years?
Hu Fangjing: The first is the expansion of the product line. Now we have 3 big blocks: Korean style, ceiling light, crystal light. In the future, Hyundai Electric and other household products divisions will be established. Within the company, the operation mechanism of the business department is implemented, and unified management and independent accounting are implemented. Give greater play to the subjective initiative of employees and enable employees to grow together with the company. Reporter: Does Jihao's market strategy have any major adjustments?
Hu Fangjing: We will adopt the principle of centralized delivery, increase support for key markets and core customers, and establish 8-10 revolutionary bases nationwide to support 300 core terminals.
Reporter's notes
Hu Fangjing impression
Before contacting Hu Fangjing, a friend in the industry told the author: Hu Fangjing is a rather courageous and powerful boss. Just right, the author just likes to deal with people with personality.
Hu Fangjing is completely a "red fire", informal image of Wenzhou people. Anyone who is in contact with him during the communication time, even in a short period of time, will feel his "fast": he speaks faster, straightforward, goes straight to the topic, does not drag the water, and has no enthusiasm in the unwelcome; Anyone in the conversation will feel strongly the style of his resolute, pragmatic and decisive work. His experience may best reflect his "fast" personality: before he founded Jihao, he worked as a lighting dealer. When I arrived at the ancient town, I found that there were very few good lighting products in the ancient town. The responsibility was suddenly raised, and I immediately decided to set up a factory to produce good products. Therefore, he decided to go straight to Zhongshan and founded Jihao.
From his "quick" personality, the author is not difficult to understand the "Jihao consciousness" that is ahead of the group and has a group effect.
1
Over the years, under the tide of individual consciousness to promote group consciousness, the awareness of the lighting industry has been continuously improved from the primary to the advanced, especially in recent years, the speed of the industry's transition from product awareness, channel awareness to service awareness and brand awareness has accelerated significantly. Individuals' new consciousness is constantly being introduced and innovated. Groups and industries are deeply affected and continuously upgraded and developed. Therefore, these individuals who are first to be individuals (individuals and enterprises), especially their consciousness, are deeply remembered. And often mentioned. Jihao Lighting is also one of them. It has achieved the second take-off in the three engineering consciousness of product, image and service.
In 2003, Jihao was the first in the industry to “smoke the Korean styleâ€, and then “Korean style†swept the industry. In 2004, Jihao could be said to be the first in the industry to truly unify the spokesperson and brand perfectly, systematically and effectively. Local companies that carry out packaging and dissemination promotion; Jihao industry has taken the lead in opening 800 service hotlines for consumers...
A few days ago, the reporter exchanged face-to-face with Hu Fangjing, the general manager of Jihao, and felt the "Jihao consciousness."
Product awareness
First scraping "Korean style"
Reporter: The industry has already compared the “Korean style†with Jihao. When you first took the “Korean style†in 2003, did you think that “Korean style†would be popular in the domestic market? How did this consciousness come about?
Hu Fangjing: At that time, Jihao mainly produced the lantern style. I felt that the style of the lanterns in the domestic market was relatively simple and there was no new idea, so I always thought about how to break this situation. In 2002, I deliberately visited Korea. I first experienced the "Korean style". My eyes were bright and I was deeply attracted by this simple style. My consciousness came from my heart and told me that this kind of "Korean style" is simple. The decoration style is very in line with the oriental aesthetic concept. In the domestic single-style lighting, it will definitely give people a fresh feeling. It is definitely recognized by domestic household consumers and will definitely be popular in the domestic market. After returning to China, we immediately conducted an in-depth study of the market, and the results of the survey were consistent with my consciousness. So we quickly launched the Korean style lighting products, and opened up the lighting Korean style segmentation market is always true, the products have been favored by consumers as soon as they are listed, and we have since transformed from lanterns to simple style lamps.
Reporter: How long does it take for the Korean TV to become popular in the domestic market?
Hu Fangjing: After we launched the “Korean styleâ€, there were many followers. It should have been popular in 2004 and reached its climax in 2005.
Reporter: What is the current status of the “Korean style†market?
Hu Fangjing: In the second half of 2005, it began to stabilize. In 2006, a considerable number of followers have already withdrawn. This does not mean that the “Korean style†market has shrunk, but the result of fierce market competition. This is any market segment from the beginning, The inevitable process of development to maturity.
Reporter: I heard that Jihao made adjustments on the product line this year?
Hu Fangjing: Products are one of the main competitiveness of enterprises, so we must always maintain a forward-looking product awareness, which must be synchronized with market demand. This year we have added production lines for ceiling lamps and crystal lamps, and also established three major business units: Korean wind glass lamps, crystal lamps and ceiling lamps, which constitute the three major product systems.
Brand awareness
Brand endorsement organic unity
Reporter: Looking back at the lighting industry in 2004, I can't avoid Jihao. That year, Jihao chose Hong Kong star Zhou Haimei as the brand spokesperson and became the focus of the industry. Please tell us how the Jihao brand and the spokesperson combined with the system promotion?
Hu Fangjing: We hired brand spokespersons not to cause a sensational effect for speculation, but part of our branding project that year, and also a reflection of our brand awareness. In the selection of spokespersons, we conducted in-depth investigations and careful screening, and finally chose Zhou Haimei because her graceful and gentle temperament fits well with the personality of Jihao brand. Her influence is in the family of 25 to 50 years old. This is basically the same as the consumer level of our products. In the promotion, we effectively achieve the organic unification of the brand and the spokesperson, and promote the all-round publicity of the merchants and consumers in the city, and use the media, activities and other means to promote. It can be said that Jihao is the first local enterprise in the industry to truly unify the spokesperson and brand, systematically and effectively carry out packaging and communication promotion.
Reporter: You mentioned that the spokesperson is only part of the brand project of the year. What are the other parts?
Hu Fangjing: There are also image engineering and service engineering.
Reporter: Will you also speak for spokespersons in the future?
Hu Fangjing: It depends on the development needs of enterprises and brands in the future. We will not simply ask the stars for the face image of the company.
Service awareness
Be the first to open the terminal hotline
Reporter: The service project in 2004 is also a project for Jihao to realize the second take-off. What is the content of this project?
Hu Fangjing: In 2004, Jihao opened the 800 service hotline and directly faced consumers. At the time, there was no local company dare to do so. This not only reflects our confidence in product quality, but also reflects our advanced service awareness. In addition, we also have two customer service specialists in each region. The front and back services are doing a good job.
Pragmatic consciousness
Dealers will hold low-key
Reporter: On August 8th, the National Distributors Conference of Jihao will be held soon. What is the theme and content of this conference?
Hu Fangjing: The theme is “pragmatic innovation, harmony and win-winâ€. In addition to the dealer conference, there is also an important content, which is the promotion of the Jihao Crystal Light.
Reporter: How big is the scale?
Hu Fangjing: Not big, only invited more than 200 core dealers with conditional crystal lamps to participate.
Reporter: This is different from the practice of some high-profile dealer conferences. It also seems to be different from the "high-profile" performance of Jihao in 2004.
Hu Fangjing: Yes. Our conference has three purposes. One is to let dealers understand the current stage and future strategic thinking of Jihao; the second is to provide a communication platform and opportunity for everyone; the third is to hope that the new products will be recognized by the merchants. The purpose of the business to attend the meeting is also very pragmatic, nothing more than hope that we can bring them good products, good price, good ideas. If Jihao's performance in 2004 was "high-profile", then the current "low-key" reflects that our mentality is more rational and mature, and the consciousness is more pragmatic.
Future consciousness
Jihao positioning and future
Reporter: Successful companies have an accurate positioning. What is the positioning of Jihao?
Hu Fangjing: A home lighting company that focuses on high-end lighting products.
Reporter: How is Jihao planned in the next few years?
Hu Fangjing: The first is the expansion of the product line. Now we have 3 big blocks: Korean style, ceiling light, crystal light. In the future, Hyundai Electric and other household products divisions will be established. Within the company, the operation mechanism of the business department is implemented, and unified management and independent accounting are implemented. Give greater play to the subjective initiative of employees and enable employees to grow together with the company. Reporter: Does Jihao's market strategy have any major adjustments?
Hu Fangjing: We will adopt the principle of centralized delivery, increase support for key markets and core customers, and establish 8-10 revolutionary bases nationwide to support 300 core terminals.
Reporter's notes
Hu Fangjing impression
Before contacting Hu Fangjing, a friend in the industry told the author: Hu Fangjing is a rather courageous and powerful boss. Just right, the author just likes to deal with people with personality.
Hu Fangjing is completely a "red fire", informal image of Wenzhou people. Anyone who is in contact with him during the communication time, even in a short period of time, will feel his "fast": he speaks faster, straightforward, goes straight to the topic, does not drag the water, and has no enthusiasm in the unwelcome; Anyone in the conversation will feel strongly the style of his resolute, pragmatic and decisive work. His experience may best reflect his "fast" personality: before he founded Jihao, he worked as a lighting dealer. When I arrived at the ancient town, I found that there were very few good lighting products in the ancient town. The responsibility was suddenly raised, and I immediately decided to set up a factory to produce good products. Therefore, he decided to go straight to Zhongshan and founded Jihao.
From his "quick" personality, the author is not difficult to understand the "Jihao consciousness" that is ahead of the group and has a group effect.
1
Asia Leader Import & Export Co., Ltd. , http://www.nbflashlight.com