Midea Lighting successfully transforms cost-effective products to break through the LED market

On September 6th, Midea Lighting's 2014 National Operator Communication Conference was successfully held in Jiangxi's Guiya Factory. He Wei, General Manager of Midea Lighting, Cui Jianfeng, General Manager of Midea Lighting, and Li Sanlong, Minister of Lighting Domestic Marketing, and Departments People attended the meeting and gathered together with nearly 100 operators from all over the country. In the morning, the operators visited the energy-saving lamp production line and LED production line of the Guiya factory. Under the detailed introduction of the staff, the operators fully understood the production process and process of the US lighting energy-saving lamps and LED bulbs. Then, in the meeting room of the Guiya factory, Cui Jianfeng, the general manager of the Guiya factory, introduced the development history and current situation of the factory in detail for the participants, and announced the full-scale production planning of LED products. Wang Huaqiao, the head of the product department, gave a detailed introduction on the new products and key products in the near future, and explained the product promotion plan and policy in September. Subsequently, the licensing ceremony of Midea Lighting Products Advisory Committee was held. The general manager of the United States, He Wei, awarded a letter of appointment to each of the specially appointed operators. Finally, He Wei did the work guidance for the near future and explained to the participants that the lighting of the United States could not be rushed and the development plan should be stable and stable. Transforming LEDs and Creating Cost-Effective Products In 2014, LED development momentum has been moving from rapid to moderate, but its application range has become more and more complete, and the competitiveness and cost performance of each series of products have reached a high level. It is understood that the proportion of LED products of many large enterprises in the lighting industry has reached more than 50% this year. As a giant in the home appliance industry, Midea has many advantages, but it is still striving for stability in the field of lighting. He Wei, general manager of Midea Lighting, said that Midea started late in the field of lighting, and the best stage at the current stage is the Group's manufacturing advantage. Midea can stand out in the fierce price wars of the home appliance industry a few years ago, relying on a powerful weapon of high cost performance. Midea Lighting officially entered the LED field at the end of 2013. In this period from scratch, Midea Lighting continued to develop new products with its superior manufacturing and management capabilities, building a self-made production line for LED products, and quickly pushing products. To the market, to June of this year, the proportion of LED products of Midea Lighting has reached 37.6. He Wei also said that he chose to hold this meeting at the Guiya factory, mainly to let operators visit the production line of American lighting self-made LEDs. They saw the strong manufacturing power of the United States and increased their confidence in the lighting of the United States. At the meeting, Wang Huaqiao, head of the product department, introduced that in the recently launched products, the focus is mainly on the circulation products such as bulbs, T8 tubes, T5 brackets, and ceiling lamps. Brainstorming and setting up a product committee At the meeting, the agenda of the product advisory committee was highly regarded. It is reported that Midea Lighting's first product advisory committee consists of general manager He Wei, product manager Wang Huaqiao, domestic marketing department director Li Sanlong, product development department head Sheng Guoqiang, OEM department head Yan Yongfeng, and from Zhejiang, Chengdu, Shenzhen, The heads of operation centers in eight regions including Hunan, Henan, Suzhou, Jiangxi, and Anhui are designed to better understand the product line and improve the company's product line through the sales operators. Market response speed. It is understood that after the establishment of the product committee, operators will be able to participate more in the company's decision-making on product development, development, market pricing, and promotion strategies. He Wei said that although lighting has a lot to do with home appliances, there are also big differences between the two. It can be said that Midea's experience in the field of lighting is far from enough, especially in the field of LEDs. The product types are too many and too complicated, and the speed of change is too fast. If you want to learn and explore for yourself, it will not only take time and effort, but also may not catch up. The pace of change. Operators are at the forefront of the market. They not only have a good understanding of the products, but also have a keen insight into the needs of the market. This is a very good resource and we should use it fully. He Wei believes that product planning and development is a very big pressure for many companies. However, the participation of operators can enable enterprises to market products more effectively and accurately. Promoting brand advantage and expanding the positioning of distribution channels are crucial to the development of each company. As a company with a high reputation in home appliances, Midea's brand awareness naturally contributes to its development in the field of lighting. How to use the beautiful brand advantage? He Wei believes that in order to combine the users of the lighting industry to play the beauty of the brand advantage, we must first position the beauty lighting products in the home-oriented brand, that is, circulation-type consumer goods. He Wei said that the construction of any channel not only requires time and energy, but also requires patience to gradually establish, but also to match the pace of enterprise product development and improvement. At present, the main task of Midea Lighting is to achieve the best in the home retail channel that can be combined with the Group. In the second half of the planning of the lighting in the second half of the year, the proportion of LED lighting products is 50. This is undoubtedly a big challenge for the beauty that started in the LED field. It is understood that in 2014, Midea Lighting completed the sales model transformation, and through the channel integration, completed the construction of nearly 30 operation centers nationwide, and the operators directly faced the distributors to better serve each distributor, thus breaking the channel pattern. bottleneck. He Wei told the author that there are already many new products in the United States that have been introduced to the market. In the third quarter, Midea Lighting will increase the intensity of channel promotion. On the one hand, enterprises will rapidly increase the speed of product development and production. On the other hand, focus on the light source and circulation products to carry out some promotion meetings, product training, promotion policies and other activities to shorten the sales cycle. He has accumulated a lot of money and made a solid foundation to promote the end of the conference. He Wei gave guidance to the participants for his recent work. He repeatedly stressed that at present we must adhere to a pragmatic attitude, do a good job in every plan, and lay a solid foundation, do not need to be rushed. More can not be chaotic. He said that in recent years, many lighting companies have come to a dead end. From an objective point of view, these enterprises are not killed by their competitors, but because of internal problems. Enterprises with long-term planning will not be killed by immediate pressure. There are hundreds of billions of dollars in this industry, and our goal is to do just a few billion. In fact, the market competition is not so big, it is the most important to do yourself well. At the same time, He Wei said that the most important goal of the company in the next three years of development is to lay a solid foundation. In the LED field, Midea is positioned as a downstream product, and will also strengthen our technological advantages through strategic cooperation with upstream companies. Through self-made production lines, we will solve product quality control, improve product cost performance, and firmly grasp downstream products. We don't want to fight unprepared. The market and channels must match the development speed of the products, so our development must have a rhythm, and the foundation will be played as solid as possible. In 2014, the LED industry has gradually entered a period of calmness. This is also the most crucial development period for emerging companies. In this period, Midea will definitely have the opportunity to stand out. Postscript In this meeting, the author learned that many operators have greatly improved their confidence in the US LED products by visiting the US-made LED production line. At the same time, the author also found that many operators are proud of being able to represent beauty products. Liu Mingxian, chairman of Midea Lighting's Shandong Operations Center, said that confidence in the United States is not only due to its brand awareness, but also to the recognition of the development ideas and personality charm of the general lighting manager He Wei. The author also believes that the development of the United States under the guidance of its leaders' pragmatic progress will inevitably move forward steadily and establish a more full and beautiful image in the lighting industry.

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General specifications

Base speed: ON/OFF Non-slip feet: 4pcs

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Technical specifications

Power: 60W Frequency: 50/60 Hz

Voltage: 220-240V Cord length: 1 m

Design specifications

Material body: HIPS

Surface finishing: injected color

Cord storage: Yes

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