He Rongbiao: The "goods" brand of China's lighting industry


The editors have found that the history of civilization in China has been opened for five thousand years. It is not difficult to find that it is also a vast history of thought. A creative point of view can be written as an article; a connotative question can be written into a paper; a valuable subject can be written into a book; a thoughtful idea can accomplish a career.

In today's Chinese lighting industry, there are also a group of outstanding entrepreneurs with ideas. They are using their own ideas and ideas to fight for the same cause. They often do high-profile work, but they are also low-key people, constantly using their own standards of work, simple behavior, silently affect other people in the industry. In order to expand the influence and let more people understand their ideas, from this issue, "Guzhen Lighting" grandly launched the "Lao of the Tea House" column, which is a collection of incisive thoughts in one place, and feels the charm of the thinker in the tea fragrance.

Note: This version of the speech is the author's personal opinion, does not represent the newspaper's president, Chang Rongsen Electric (China) Co., Ltd. President He Rongbiao


The true meaning of the brand is actually a sentence: three words, one for quality, one for character, one for taste.

What is the difference between brand and non-brand? What is the difference between a strong brand and a weak brand? How is the gap between the excellent brand strategy and the mediocre brand strategy formed? This is a problem that almost all brand managers will have in their minds. It is undeniable that the future marketing is the war of the brand - the competition between brands and each other. Having a market is more important than owning a factory, and the only way to own a market is to have a dominant brand.

China's lighting industry has experienced decades of development. How can we build a dominant brand or a superior brand in today's increasingly homogenized competition? Where is the ultimate weapon for creating a dominant brand or a superior brand? I have been thinking about this for the past two years.

Before establishing Jonson Lighting, I have been engaged in the production of home appliances. In the process of cooperating with many manufacturers, I have witnessed the growth of today's famous brands such as Galanz, Gree, Midea, Kelon, etc., and with Liang Qingde and He Xiang. The entrepreneurs such as Zhu Jianghong and the entrepreneurs in the entrepreneurial process of cooperation, slowly understand the true meaning of brand growth.

Putting aside all the technical terms, I personally think that the true meaning of the brand is actually a sentence: three words, one for quality, one for character, and one for taste. Quality is the foundation, including product quality, employee quality, etc. This is the reason why Qiaosen Lighting has been low-key for many years. Enterprises are focusing on product quality, internal management, and employee quality improvement.

Character is the key, mainly including the corporate reputation, the boss's personality, etc., whether the boss has said that the words can be honored, whether the company promised things can be honored, whether the company really established a vendor-integrated interest alliance. The circle of lighting industry is very small, and the words and deeds of enterprises and entrepreneurs are very popular.

Taste refers to whether the terminal image, brand display, product differentiation, etc. can reflect the brand positioning, and whether the external performance can be consistent with the internal content, this is the direction that the brand pursues.

A brand with quality does not necessarily have a character or taste. A brand with the same character does not necessarily have the quality and taste, but the three are a trinity and an integral part. The three words of the article are used in the brand of the Chinese lighting industry. How many brands can really achieve the integration of the three? The global financial turmoil has given all brands in the lighting industry a chance to re-examine, hoping that more lighting brands will have excellent quality, excellent character and noble taste.

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