——Interview with Xu Dequn, the outstanding lighting distributor of China and the general manager of Nanjing Jindu Lighting
Xu Dequn, general manager of Nanjing Jindu Lighting. In 1997, Jindu Lighting was established. At present, the store has a business area of ​​2,000 square meters. The main agent brands are Flores, Baotian, Liangdi and Delaton. It is mainly engaged in engineering and wholesale, and has distribution outlets in Nanjing Jinqiao, Jinsheng and Changzhou. Successfully undertook lighting projects such as Nanjing Grand Sky, Lianyungang Nuclear Power Station and Qile Hotel.
Find the market entry point: brand management
In June 2002, under the recommendation of a friend, I came to Nanjing alone and entered the lighting industry for the first time. Initially, after a preliminary understanding of the Nanjing market, I found that the market competition in the lighting industry was fierce, but at the same time I found that everyone had a similar business model and brand awareness was not strong, so I decided to take the road of branding and individualized management.
Since there is no experience in opening a store, I have encountered various unexpected difficulties after opening: for example, the salesperson is a novice, the professional knowledge is shallow; the good brand agency right can not get the hand at once; the facade is located behind the second floor and so on. In response to the above situation, I first intensively trained the salespersons, using their own expertise in art, to analyze the current decoration market, so that the salesperson understands the development direction of the contemporary decoration style; according to the decoration style and age level of the home when recommending to customers The owner's concept is to guide consumers correctly, to think for customers, so that customers can buy the products they like.
Every time I went to the ancient town, I tried to find good manufacturers to exchange ideas and business theory, to create a sense of trust, get their support, and always adhere to the branding route.
According to the actual situation of my store in the back, the customers are generally tired when they transfer to my store, so I work hard in the leisure environment, so that customers can shop in a casual and relaxed environment, especially the salesperson is polite, modest and friendly to the customer. . When guiding consumption, you must have a high level of professional knowledge to convince you, and at the same time implement a unified price system in the store to make customers feel normalized.
Through three years of hard work and development, Jindu Lighting's distribution network in Nanjing has been expanding, and it has more than 1,000 square meters of exhibition space. The next step is to develop into the Shanghai market.
I would like to share my experience with you.
I feel that I have to have my own thoughts when doing anything. I must not always follow the trend of the wind. Otherwise, I will run exhausted when I follow others' ass. For the development direction of lighting dealers, I think we should take the road of brand, the road of individuality, don't imitate people, and take the road of their own characteristics.
Although I am not successful in the lighting industry compared with the old predecessors, I have summed up some experiences and lessons during the lighting business career in recent years, I hope to share with you here.
First of all, the concept must be new, the ideas are clear, and the market situation in the region is well understood, which market can enter and which market cannot enter. In the market operation, to achieve accurate positioning and outstanding style, it is necessary to seize the target consumer group.
Secondly, we must pay attention to team spirit and require employees to unite with each other so that each employee can deeply remember what unity brings to the enterprise, what benefits it brings to itself, and the inherent relationship between the fate of the company and the fate of employees. At the same time, the old staff are required to carefully coach the new employees and do a good job of “passing, helping, and bringingâ€. In the long run, it is very conducive to team building and talent training.
Once again, the store decoration style should be "new, strange, special", and it can catch the customer's eye at once. The soft decoration in the store should be exquisite and individualized. The product implements a unified price system, and the salesperson uniforms the dress. In short, we must be visualized, formalized, and personalized.
I think that the key points of the current achievements are accurate positioning, that is, taking the brand route, doing it with heart, and having team spirit.
Of course, in the course of business, difficulties are inevitable. The key is how we solve them. During the SARS period in 2003, almost 80% of the lighting in Nanjing Jinling Decoration City and the second floor were closed. I was behind, and the situation was very bad. First of all, I thought that I can't go backwards and I can only move forward. So I worked hard in the lighting of the store, and I was very successful in the inside and outside, and then went out to the door to distribute brochures in various governments, companies and communities to promote their own brands. After three months of hard work, I have weathered the difficulties and helped Jinling Decoration City to tide over the difficulties. Later, the second floor was mostly a big business, and the business was booming. From this incident, I deeply realized that if you encounter difficulties, you should not be overwhelmed by difficulties. Instead, you should do it with your heart, work hard to solve difficulties, and tomorrow will be better.
1
Xu Dequn, general manager of Nanjing Jindu Lighting. In 1997, Jindu Lighting was established. At present, the store has a business area of ​​2,000 square meters. The main agent brands are Flores, Baotian, Liangdi and Delaton. It is mainly engaged in engineering and wholesale, and has distribution outlets in Nanjing Jinqiao, Jinsheng and Changzhou. Successfully undertook lighting projects such as Nanjing Grand Sky, Lianyungang Nuclear Power Station and Qile Hotel.
Find the market entry point: brand management
In June 2002, under the recommendation of a friend, I came to Nanjing alone and entered the lighting industry for the first time. Initially, after a preliminary understanding of the Nanjing market, I found that the market competition in the lighting industry was fierce, but at the same time I found that everyone had a similar business model and brand awareness was not strong, so I decided to take the road of branding and individualized management.
Since there is no experience in opening a store, I have encountered various unexpected difficulties after opening: for example, the salesperson is a novice, the professional knowledge is shallow; the good brand agency right can not get the hand at once; the facade is located behind the second floor and so on. In response to the above situation, I first intensively trained the salespersons, using their own expertise in art, to analyze the current decoration market, so that the salesperson understands the development direction of the contemporary decoration style; according to the decoration style and age level of the home when recommending to customers The owner's concept is to guide consumers correctly, to think for customers, so that customers can buy the products they like.
Every time I went to the ancient town, I tried to find good manufacturers to exchange ideas and business theory, to create a sense of trust, get their support, and always adhere to the branding route.
According to the actual situation of my store in the back, the customers are generally tired when they transfer to my store, so I work hard in the leisure environment, so that customers can shop in a casual and relaxed environment, especially the salesperson is polite, modest and friendly to the customer. . When guiding consumption, you must have a high level of professional knowledge to convince you, and at the same time implement a unified price system in the store to make customers feel normalized.
Through three years of hard work and development, Jindu Lighting's distribution network in Nanjing has been expanding, and it has more than 1,000 square meters of exhibition space. The next step is to develop into the Shanghai market.
I would like to share my experience with you.
I feel that I have to have my own thoughts when doing anything. I must not always follow the trend of the wind. Otherwise, I will run exhausted when I follow others' ass. For the development direction of lighting dealers, I think we should take the road of brand, the road of individuality, don't imitate people, and take the road of their own characteristics.
Although I am not successful in the lighting industry compared with the old predecessors, I have summed up some experiences and lessons during the lighting business career in recent years, I hope to share with you here.
First of all, the concept must be new, the ideas are clear, and the market situation in the region is well understood, which market can enter and which market cannot enter. In the market operation, to achieve accurate positioning and outstanding style, it is necessary to seize the target consumer group.
Secondly, we must pay attention to team spirit and require employees to unite with each other so that each employee can deeply remember what unity brings to the enterprise, what benefits it brings to itself, and the inherent relationship between the fate of the company and the fate of employees. At the same time, the old staff are required to carefully coach the new employees and do a good job of “passing, helping, and bringingâ€. In the long run, it is very conducive to team building and talent training.
Once again, the store decoration style should be "new, strange, special", and it can catch the customer's eye at once. The soft decoration in the store should be exquisite and individualized. The product implements a unified price system, and the salesperson uniforms the dress. In short, we must be visualized, formalized, and personalized.
I think that the key points of the current achievements are accurate positioning, that is, taking the brand route, doing it with heart, and having team spirit.
Of course, in the course of business, difficulties are inevitable. The key is how we solve them. During the SARS period in 2003, almost 80% of the lighting in Nanjing Jinling Decoration City and the second floor were closed. I was behind, and the situation was very bad. First of all, I thought that I can't go backwards and I can only move forward. So I worked hard in the lighting of the store, and I was very successful in the inside and outside, and then went out to the door to distribute brochures in various governments, companies and communities to promote their own brands. After three months of hard work, I have weathered the difficulties and helped Jinling Decoration City to tide over the difficulties. Later, the second floor was mostly a big business, and the business was booming. From this incident, I deeply realized that if you encounter difficulties, you should not be overwhelmed by difficulties. Instead, you should do it with your heart, work hard to solve difficulties, and tomorrow will be better.
1
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