Fought in energy-saving lamps

August 2009 dealer of the General Assembly over the past six months earlier, dimming master layout of the overall market fairly well, has signed more than 120 agents, stationed in the main areas of China. The brand is a bit turned out to taste, the creation of less than two years, the introduction of new products, there are thousands of categories. Chen Jun village, determined to build its own brand, he in fact has a number of lighting companies, including IKEA, GE, Osram OEM or ODM15 do, the profits are not too high.

"Crisis in the organic", that is so popular with Chen Jun village. Side of the financial crisis led to decline in exports, OEM orders fell; side of the world's surging wave of energy saving business opportunities. Then in 2008, with many years of technical capacity, production capacity, he decided to make a transition in its own brand, the establishment of the master lighting dimmer Technology (Shanghai) Co., Ltd., with himself as chairman. However, he is challenging every step, people issues, funding issues, service capacity issues, each piece is very difficult.

Large domestic business

Lighting market in China can be "chaos" to describe here contains two meanings: one is still in financial crisis, weak exports; the second is the lighting industry is very dispersed, can be described as Vanguard contention. Chen Jun village by saying, lighting industry, the three largest companies: Philips, NVC, Op, their combined market share of only 3%, that is, this area is extremely decentralized, lack of integration, no brand has the absolute appeal. This is the last century 80's clothing and home appliance industry is very similar.

A popular saying in the past the industry: energy saving lamps, energy-saving money is not festival. Take it as a good energy-saving lamps are exported, such as Chen Jun Estate Beverly founded a decade ago, has been developed in the market for the products and services. There was a time, domestic sales of energy-saving lamps of poor quality, with a mix of 15 to 20 yuan a kilogram of raw materials, energy-saving halogen lamps flour shoddy, which is an order of three or four hundred dollars per kilogram color fluorescence powder as raw material compared to the regular energy-saving lamps, the quality gap between the great and often did not take much broken.

Currently, the domestic energy-saving lamps less than 30% penetration rate, not to the United States, Japan and other developed countries, half the battle. Chen Jun Village In the United States calculated that an account, the United States per capita household energy-saving lamps with a 15, if the Chinese use per capita is calculated from 5 to 10, then the next 5 years, there are dozens of energy-saving lamps billion needs. Thus, the domestic traditional lighting companies in the energy transformation, however, has invested heavily in the end when we can do a lot of energy-efficient lighting products, there are still controversial.

Chen Jun Village is in this background, decided to create a master dimmer to do the domestic market. "By 2012, dozens of countries worldwide and regional incandescent exit, overseas demand is relatively large, but it is a perfectly competitive business environment, a certain degree of transparency of prices, is puerile. Fast in this industry dry for 20 years, I can fully appreciate and can not stay in the bloody sweat of the 'world factory' model, to have its own brand, channel, development of products that meet the needs of the domestic market. "Chen Jun village self-confidence to find more correct business model, tremendous business opportunities in the face of reality as a huge competitive pressure and market competition order is not yet standardized, dimming master need to build competitive differentiation, and take the line of the scale requires a lot of money, but also a lot of understanding of the domestic market, high end talent.

Established patterns of differences

Many people must want to know, rely on the village in Guatemala Chen Jun won the world? He generally talk about the first master of the objectives set dimming of his intention to 2012, that is, the height of the world's incandescent exit came, in the Chinese mainland to establish an agent 300, a total of about 3,000 outlets, recently launched in Jiangxi Province, 3.0 billion investment in "green light high-tech industrial park", when the production capacity to meet the huge demand for domestic and overseas market. 50% of sales revenue will come from the domestic market, 30% of commercial lighting, 20% were government and industrial sectors.

Further ambitious goals, but also rely on real people, financial, market to be realized. Village of Chen Jun, in the industry working for almost 20 years, he is no shortage of technology, have a service team of overseas markets, but also with a certain production capacity. August 2009, launched the world's first master dimmer dimmable energy saving lamps, according to him, this is their early years to have a technology now used for own-brand products. Application of energy-saving lamp dimming technology is energy-saving lamps in the boutique, so than the average efficiency of 20% energy saving lamps can be, and have a good artistic effect, prices expensive, energy-saving lamps may be three times higher than the average. However, dimming master general energy-saving lamps have a certain price competitiveness, the price more expensive than the current market, slightly lower energy-saving lamps and light efficiency is very good.

In fact, the dimming of a selected village of Chen Jun differential positioning, in determining the brand name, he had ever thought of using "energy-saving master" and other names, but in the end that "dimming master" the future is more appropriate location. Because, when the real saving time comes, saving only the most basic functions and consumer demands, "dimming in order to reflect the uniqueness of the brand, scream loud." On this basis, the overall proposed master dimmer lighting concept: allow users in the shortest time the most competitive prices and services. Found in the village Chen Jun, China now has a whole bathroom, the whole kitchen, full appliance concept, except an overall lighting, he thought it was the opportunity to leave the master dimmer, but time is limited.

Seize this opportunity requires a strong design capabilities and service capabilities. Master has its own dimmer design and technical team, to meet the development trend of products, improve service through the supply chain integration capabilities, from order to the user terminal is installed, try to reduce this time to a minimum. Consolidation in the industry, the investment of 3.0 billion, covering 3,000 acres of green lighting tech Industrial Park in Jiangxi Province has been launched, which is an integrated energy-saving lamps, green lighting, LED, metal halide light source integrated industrial park recovery , in the planning, energy saving lamp production capacity of up to 1 billion per year, annual turnover of 16.8 billion. Right now, in order to accelerate the pace of the layout, Chen Jun and Capital Market Village to consider, first of all cooperation with the PE, after docking to recruit top talent, and strengthen the core technical barriers and enhance service capabilities.