[Wen|High-tech LED lighting channel reporter Zhou Jianhua] The channels are intensively cultivated, the production capacity continues to increase, and the categories are more abundant. This is an overview of the marketing strategy of this year's Mulinsen lighting products. At present, the Mulinsen headquarters is providing marketing personnel for each county-level distributor to achieve rapid growth in sales and branding operations.
Mulinsen has been committed to LED general-purpose lighting, and believes that the greatest value of circulation companies is to benefit LEDs from the general public with the best price/performance ratio. Its "only market price has no cost price" has gradually become a strategic principle in the field of circulation, and the industry has evaluated it from "price butcher" to "value definer".
So, how do channel dealers feel about the rapid development of Mulinsen lighting? Can Mulinsen become the mainstream brand of the new generation channel and realize the strategic goal of sprinting the total revenue of 10 billion yuan?
Determined to move the scale to win "Mulinsen's total revenue in 2012 reached 1.8 billion yuan, total revenue in 2013 was nearly 2.8 billion yuan, and still maintain a rapid growth of 30-40% in the next few years." Converged nationwide on June 7 this year At the ceremony of “Sen's Journey--Millions of Rich Projects†at nearly 3,000 merchants, Sun Qinghuan, chairman of Mulinsen Lighting, delivered an opening speech. He said: Mulinsen will be the most cost-effective product with unparalleled industry advantages. And invite partners to change history and create miracles.
In the domestic lighting industry, and even in the LED industry at the peak of the terminal outbreak, there is still no oligarch in the actual sense of sales exceeding 10 billion yuan. According to the proportion of international industry habits, the oligarch means that the market share of a single brand exceeds 10%. In 2013, the domestic sales volume is close to 270 billion yuan, and the best sales can only be about 60-70 billion, only close to 3%. The strong brand space of the terminal and the fierce competition of the second and third-tier enterprises can be imagined.
The positioning of the popular civilian products, household popularization, that is, all the people can afford the products of the wood Linsen lighting, which determines that it will have the terminal to the most digestible large-capacity consumer groups, will have a good chance to become in the LED industry chain The first batch of "dark horses" that broke the annual output value of 10 billion yuan.
In the past three years, we can see from the footprint of Mu Linsen's vertical and horizontal expansion: extending the industrial chain, from packaging to finished products, from light sources to lamps, and involved in brackets, aluminum substrates, etc., undoubtedly, its vision is to establish a global LED light source. Manufacturing base, providing the most cost-effective LED products and creating an integrated service platform.
"Mu Linsen has no secrets. We are to maximize the scale, make every detail very thorough, and carry it out to the end." Lin Jiliang said that Mu Linsen has strict control over the light source and variety of lamps, aiming at the least economical variety. Do the biggest scale.
Lin Jilin, general manager of Mulinsen Lighting Marketing, said that Mulinsen should maximize the volume of the lamp beads. This is based on several aspects: First, the variety control of the light source is very strict; Second, in the packaging scheme will cooperate with the upstream chip manufacturers, from the chip end to cooperate with the downstream lamps to do the corresponding design; Third, the brackets, molds, etc. are all from Mulinsen Developed by yourself.
In recent years, the company's production capacity has been expanding. From 112.4 years of annual capacity packaging products to 20.9 billion pieces in 2013, the production capacity has become the world's largest packaging company. Since the beginning of this year, Mulinsen is still expanding its production capacity and increasing the investment in lighting products to meet the needs of the market.
In fact, the use of Mulinsen's lighting strategy is more embodies the "scale blue ocean strategy" on the principle of simple economics - single product cut-in, extreme scale, stability, low price, rapid spread, channel sinking, and preemption of terminals.
When the category is about to become the mainstream of the industry and at the critical point of breakthrough in cost performance, then Mu Linsen will find a new balance point from the scale cost and performance stability, and quickly spread through the channels of painstaking management, in a short time. It can widen the distance from the original competitors and seize market share.
According to reports, Mulinsen has an unwritten rule: the monthly production capacity of a single variety is less than 100 KK, and in principle it is not produced. Through large-scale expansion, it can lead the entire industry to use highly integrated, highly unified varieties to make the market operate more efficiently. "Mu Linsen's expansion is divided into one expansion of 100 KK, a secondary expansion of 500 KK, and three expansions of about 1000 KK. At present, we have more than 1000 KK in monthly display, flexible lamp strips and lighting." Lin Jiliang added. .
At present, LED bulbs and lamps have been able to stabilize at more than one million sets per month, and Mulinsen Lighting will also push the boat. When the “Sen Journey†3000 merchants arrive, the series of new products such as ceiling lamps and kitchen lights will be launched. And the original classic bulbs and tubes are upgraded with “quality improvement without priceâ€.
"This year's manufacturer's lamp, the quality of the bulb is better than the original, and the competitiveness is enhanced. I feel that the manufacturer is going up in quality. I am very looking forward to the 'Double 80' series, I believe this will attract more distribution and consumer recognition. This brand.†Jiangxi Nanchang Mulinsen agent Huang Chufu said.
According to research reports from high-tech LED stations, merchants believe that the products of Mulinsen Lighting account for 87% of the local price-performance advantages, 9% of the price-performance ratio, and 4% of the current comparison.
“In March of this year, Mulinsen launched the 'Double 80' lamp in Chengdu and sold it to the store. No significant price cuts. The price of bulbs and ceiling lamps has dropped by about 5%. The quality of the products is very guaranteed, and the repair rate is less than 10,000. One of the points." Jiang Chengliang, general manager of Chengdu Honghui Lighting Co., Ltd., who cooperated with Mu Linsen in 2012, said that at the beginning of this year, he expanded the store area of ​​Liangligang to two floors, and the display area of ​​Mulinsen also expanded.
Counterattack channel "Cock wire" crescendo <br> <br> Sen to an integrated service platform to build ten billion lighting companies in addition to the most critical points "to make a balance between low price and high quality," more to do in the channel Kung Fu.
“Distributors have a very high recognition of Mulinsen, the price is cheap, and the quality is the best at the same price. Mulinsen is already doing the development of the deepest dealers, the goal is to move the brand to every corner of the country. Dealer to Mulinsen Trust is higher than other brands. It is still necessary to strengthen the brand and product superiority.†Liu Mingxian, chairman of Shandong Linyi Shilin Lighting, summarized the evaluation of the Mulinsen brand by Shandong merchants: “Peach and Li do not say, the next self-sufficiencyâ€.
According to the research report of the senior workers stationed in the station, when asked about “Mullin’s sales in the next few years reached 10 billion yuan and became the first-line brand of distribution channelsâ€, 81% of the merchants expressed confidence and 12% of the merchants indicated that they have to be observed. 7% of merchants expressed lack of confidence.
And two years ago, this channel trust was a "unexpected" vision for Mulinsen lighting.
In 2012, Mu Linsen first entered the domestic distribution channel, and established 22 first-level agents in the same year. In the second year, although the number doubled, the first batch of 22 screens were only less than one-third.
At that time, the situation of channel competition was also extremely hot. The performances of Buddha Photo, Everlight, Changfang, Sunshine, and Kesi Baili were eye-catching. Even Guoxing Optoelectronics, Zhou Ming, Zhong Ming, Qin Shang, Te You Shi, etc. were originally non-circulating. The strength of the field companies also vigorously expand the domestic market. However, many dealers often do not just represent a brand, nor do they have absolute loyalty to a new brand.
The construction of the brand must have a brand of persistence. Mulinsen began to be a domestic finished product brand in 2012, and most of its dealers are second- and third-tier merchants in the original traditional lighting era. In the past, such businesses were unfamiliar with the modern management system, and the marketing system was also close to the “local tyrants†approach. Mulinsen has to help him to strengthen the cooperation between suppliers and dealers by how to help him and help him to become stronger and bigger.
It is only the first season of the “Mu Linsen Chuangfu Timesâ€, which was implemented this year. In the spring, the land was held in less than half a year, and 32 dealer conferences were held across the country, achieving an impressive result of the order amount of 200 million yuan. And successfully implemented the "light tube channel campaign."
More than 40 first-level agents established by Mulinsen in 2013, only 10% were replaced in 2014. At present, there are more than 6,000 distributors with long-term cooperation, and retail outlets are even more 10,000. In the first quarter of this year, revenues increased by at least 50% compared with the same period. The finished product of its own brand has no suspense in completing the established tasks in domestic channel sales.
The results of Mulinsen’s channel campaigns are directly proportional to the penetration of LED terminals, and have experienced solid ground from the big waves. It is not difficult to see from the strategy of the Mulinsen channel that it first raises visibility from domestic hardware channels and then upgrades step by step. With the market terminal, enterprise investment, channel cost, and R&D technology all have a relatively large improvement, the performance of channel terminals has also advanced by leaps and bounds.
Unlike the “grab†of the channel strategy last year, this year’s focus will be on “sinkingâ€. As the channel sinking work is done well, the products have formed good shipping rules in the first and second tier cities, and there is no inventory in the total generation of extrusion. The inventory of Mulinsen Lighting is now basically shipped out the same day. However, the order requirements are still not met.
Sun Shaofeng, head of the marketing department, said: "In addition to the company's dispatch of more than 400 businesses to help businesses open up the market, we have recently put a lot of automation equipment into production, ensuring that the manufacturing and warehousing management of the background is constantly improving and upgrading. Cope with a larger number of shipment plans in the future."
In the “Mori Tour†event in June, Lin Sen Lighting’s assistant to the company, Lai Rongsheng, said: “The company will support 1,000 agents in 2014 to achieve sales of over 1 million yuan; in 2015, 3,000; in 2016 Achieve 5,000. Create 5,000 millionaires in three years!"
Specifications first "national standard" is the norm <br> <br> due to positioning is to benefit the public, do FINAL CONSUMPTION largest circulation class LED products, and the past two years, also by lighting Linsen-scale production rhythmically driving down prices to the real The rapid penetration of channels and the maximization of the interests of current partners. Therefore, some people in the industry commented on Mulinsen as “price butcher†and “price destroyerâ€.
"Now the domestic market, which emerging or mature categories between the market stifling the final foothold is not price competition?" Sun Qinghuan, chairman of Mulinsen Co., Ltd. said, "light said domestic air-conditioning industry, Gree, Midea, Galanz, Kelon The price competition of products such as Chigo is very fierce. In the competition of the same comparable products, the price will eventually turn to price competition, and the price can become the advantage of the enterprise."
With a keen eye, Mulinsen took the lead in launching a cost-effective LED revolution, and the price adjustment in some strategic stages exceeded 30%, thus clearing the biggest obstacle to the entry of LED lighting products into the mass market.
Yao Mugang, a distributor of Beijing Mulinsen, said: "The most attractive reason for the agent is that the comprehensive strength of the manufacturer is relatively strong, and the image of its LED cost-effective general lighting brand has basically been shaped."
"To pursue the price blindly, it is easy to completely ignore the quality, which is equal to doing three no products. No matter whether the industry is going now or not, there is only one standard in Mulinsen, and there is always only a national standard." Sun Qinghuan, Chairman of Mulinsen Co., Ltd. Land said, "In this sense, we are making value definers."
In general, LED general-purpose lighting has four stages in the competition period: product cost competition stage (enterprise profitability, sales price), product consistency and stability, competitive manufacturing process, appearance, color temperature, indexing, life, and program stability. Sexuality, product supply competition (system coordination capability, economies of scale), system cost competition (plan design, materials, structure, procurement, manufacturing, transportation, operation management, etc.). Mulinsen Lighting is currently leading the way in the first and second stages and will lead the competition process in the third and fourth stages.
"I have a deep understanding of Mulinsen's 'only market price and no cost price'. Below three-tenths of the finished product non-performing rate, plus the advantages of complete specifications, numerous styles, high cost performance, and strong policy, I believe and this Enterprises will have a passion for creating a business together," said a Zhejiang agent who joined the Mulinsen lighting channel system in 2012.
In the LED lighting market, the singularity of Mulinsen Lighting continues to strengthen the focus on the research and development of high-tech cutting-edge products and technologies. On the occasion of the 3.15 coming of this year, Mulinsen was recommended as the “3.15†International Consumer Rights Day National Famous Enterprise. It also successfully passed the evaluation of Guangdong Provincial Standards Institute and Zhongshan Quality and Technical Supervision Bureau, and won the “AAAA Standardization Good Behaviorâ€. Enterprise certificate.
Earlier, it reached a strategic cooperation with the domestic authority, Fudan University Electric Light Source Research Institute. The two sides jointly studied the new technology of LED lighting application, and strived to further consolidate and enhance the technical advantages of Mulinsen in the LED lighting industry chain.
Mulinsen has been committed to LED general-purpose lighting, and believes that the greatest value of circulation companies is to benefit LEDs from the general public with the best price/performance ratio. Its "only market price has no cost price" has gradually become a strategic principle in the field of circulation, and the industry has evaluated it from "price butcher" to "value definer".
So, how do channel dealers feel about the rapid development of Mulinsen lighting? Can Mulinsen become the mainstream brand of the new generation channel and realize the strategic goal of sprinting the total revenue of 10 billion yuan?
Mr. Sun Qinghuan, Chairman of Mulinsen Lighting
Determined to move the scale to win "Mulinsen's total revenue in 2012 reached 1.8 billion yuan, total revenue in 2013 was nearly 2.8 billion yuan, and still maintain a rapid growth of 30-40% in the next few years." Converged nationwide on June 7 this year At the ceremony of “Sen's Journey--Millions of Rich Projects†at nearly 3,000 merchants, Sun Qinghuan, chairman of Mulinsen Lighting, delivered an opening speech. He said: Mulinsen will be the most cost-effective product with unparalleled industry advantages. And invite partners to change history and create miracles.
In the domestic lighting industry, and even in the LED industry at the peak of the terminal outbreak, there is still no oligarch in the actual sense of sales exceeding 10 billion yuan. According to the proportion of international industry habits, the oligarch means that the market share of a single brand exceeds 10%. In 2013, the domestic sales volume is close to 270 billion yuan, and the best sales can only be about 60-70 billion, only close to 3%. The strong brand space of the terminal and the fierce competition of the second and third-tier enterprises can be imagined.
The positioning of the popular civilian products, household popularization, that is, all the people can afford the products of the wood Linsen lighting, which determines that it will have the terminal to the most digestible large-capacity consumer groups, will have a good chance to become in the LED industry chain The first batch of "dark horses" that broke the annual output value of 10 billion yuan.
In the past three years, we can see from the footprint of Mu Linsen's vertical and horizontal expansion: extending the industrial chain, from packaging to finished products, from light sources to lamps, and involved in brackets, aluminum substrates, etc., undoubtedly, its vision is to establish a global LED light source. Manufacturing base, providing the most cost-effective LED products and creating an integrated service platform.
"Mu Linsen has no secrets. We are to maximize the scale, make every detail very thorough, and carry it out to the end." Lin Jiliang said that Mu Linsen has strict control over the light source and variety of lamps, aiming at the least economical variety. Do the biggest scale.
Lin Jilin, general manager of Mulinsen Lighting Marketing, said that Mulinsen should maximize the volume of the lamp beads. This is based on several aspects: First, the variety control of the light source is very strict; Second, in the packaging scheme will cooperate with the upstream chip manufacturers, from the chip end to cooperate with the downstream lamps to do the corresponding design; Third, the brackets, molds, etc. are all from Mulinsen Developed by yourself.
In recent years, the company's production capacity has been expanding. From 112.4 years of annual capacity packaging products to 20.9 billion pieces in 2013, the production capacity has become the world's largest packaging company. Since the beginning of this year, Mulinsen is still expanding its production capacity and increasing the investment in lighting products to meet the needs of the market.
In fact, the use of Mulinsen's lighting strategy is more embodies the "scale blue ocean strategy" on the principle of simple economics - single product cut-in, extreme scale, stability, low price, rapid spread, channel sinking, and preemption of terminals.
When the category is about to become the mainstream of the industry and at the critical point of breakthrough in cost performance, then Mu Linsen will find a new balance point from the scale cost and performance stability, and quickly spread through the channels of painstaking management, in a short time. It can widen the distance from the original competitors and seize market share.
Mulinsen automatic production line
According to reports, Mulinsen has an unwritten rule: the monthly production capacity of a single variety is less than 100 KK, and in principle it is not produced. Through large-scale expansion, it can lead the entire industry to use highly integrated, highly unified varieties to make the market operate more efficiently. "Mu Linsen's expansion is divided into one expansion of 100 KK, a secondary expansion of 500 KK, and three expansions of about 1000 KK. At present, we have more than 1000 KK in monthly display, flexible lamp strips and lighting." Lin Jiliang added. .
At present, LED bulbs and lamps have been able to stabilize at more than one million sets per month, and Mulinsen Lighting will also push the boat. When the “Sen Journey†3000 merchants arrive, the series of new products such as ceiling lamps and kitchen lights will be launched. And the original classic bulbs and tubes are upgraded with “quality improvement without priceâ€.
"This year's manufacturer's lamp, the quality of the bulb is better than the original, and the competitiveness is enhanced. I feel that the manufacturer is going up in quality. I am very looking forward to the 'Double 80' series, I believe this will attract more distribution and consumer recognition. This brand.†Jiangxi Nanchang Mulinsen agent Huang Chufu said.
According to research reports from high-tech LED stations, merchants believe that the products of Mulinsen Lighting account for 87% of the local price-performance advantages, 9% of the price-performance ratio, and 4% of the current comparison.
“In March of this year, Mulinsen launched the 'Double 80' lamp in Chengdu and sold it to the store. No significant price cuts. The price of bulbs and ceiling lamps has dropped by about 5%. The quality of the products is very guaranteed, and the repair rate is less than 10,000. One of the points." Jiang Chengliang, general manager of Chengdu Honghui Lighting Co., Ltd., who cooperated with Mu Linsen in 2012, said that at the beginning of this year, he expanded the store area of ​​Liangligang to two floors, and the display area of ​​Mulinsen also expanded.
Counterattack channel "Cock wire" crescendo <br> <br> Sen to an integrated service platform to build ten billion lighting companies in addition to the most critical points "to make a balance between low price and high quality," more to do in the channel Kung Fu.
“Distributors have a very high recognition of Mulinsen, the price is cheap, and the quality is the best at the same price. Mulinsen is already doing the development of the deepest dealers, the goal is to move the brand to every corner of the country. Dealer to Mulinsen Trust is higher than other brands. It is still necessary to strengthen the brand and product superiority.†Liu Mingxian, chairman of Shandong Linyi Shilin Lighting, summarized the evaluation of the Mulinsen brand by Shandong merchants: “Peach and Li do not say, the next self-sufficiencyâ€.
According to the research report of the senior workers stationed in the station, when asked about “Mullin’s sales in the next few years reached 10 billion yuan and became the first-line brand of distribution channelsâ€, 81% of the merchants expressed confidence and 12% of the merchants indicated that they have to be observed. 7% of merchants expressed lack of confidence.
And two years ago, this channel trust was a "unexpected" vision for Mulinsen lighting.
In 2012, Mu Linsen first entered the domestic distribution channel, and established 22 first-level agents in the same year. In the second year, although the number doubled, the first batch of 22 screens were only less than one-third.
At that time, the situation of channel competition was also extremely hot. The performances of Buddha Photo, Everlight, Changfang, Sunshine, and Kesi Baili were eye-catching. Even Guoxing Optoelectronics, Zhou Ming, Zhong Ming, Qin Shang, Te You Shi, etc. were originally non-circulating. The strength of the field companies also vigorously expand the domestic market. However, many dealers often do not just represent a brand, nor do they have absolute loyalty to a new brand.
The construction of the brand must have a brand of persistence. Mulinsen began to be a domestic finished product brand in 2012, and most of its dealers are second- and third-tier merchants in the original traditional lighting era. In the past, such businesses were unfamiliar with the modern management system, and the marketing system was also close to the “local tyrants†approach. Mulinsen has to help him to strengthen the cooperation between suppliers and dealers by how to help him and help him to become stronger and bigger.
It is only the first season of the “Mu Linsen Chuangfu Timesâ€, which was implemented this year. In the spring, the land was held in less than half a year, and 32 dealer conferences were held across the country, achieving an impressive result of the order amount of 200 million yuan. And successfully implemented the "light tube channel campaign."
More than 40 first-level agents established by Mulinsen in 2013, only 10% were replaced in 2014. At present, there are more than 6,000 distributors with long-term cooperation, and retail outlets are even more 10,000. In the first quarter of this year, revenues increased by at least 50% compared with the same period. The finished product of its own brand has no suspense in completing the established tasks in domestic channel sales.
The results of Mulinsen’s channel campaigns are directly proportional to the penetration of LED terminals, and have experienced solid ground from the big waves. It is not difficult to see from the strategy of the Mulinsen channel that it first raises visibility from domestic hardware channels and then upgrades step by step. With the market terminal, enterprise investment, channel cost, and R&D technology all have a relatively large improvement, the performance of channel terminals has also advanced by leaps and bounds.
Unlike the “grab†of the channel strategy last year, this year’s focus will be on “sinkingâ€. As the channel sinking work is done well, the products have formed good shipping rules in the first and second tier cities, and there is no inventory in the total generation of extrusion. The inventory of Mulinsen Lighting is now basically shipped out the same day. However, the order requirements are still not met.
Sun Shaofeng, head of the marketing department, said: "In addition to the company's dispatch of more than 400 businesses to help businesses open up the market, we have recently put a lot of automation equipment into production, ensuring that the manufacturing and warehousing management of the background is constantly improving and upgrading. Cope with a larger number of shipment plans in the future."
In the “Mori Tour†event in June, Lin Sen Lighting’s assistant to the company, Lai Rongsheng, said: “The company will support 1,000 agents in 2014 to achieve sales of over 1 million yuan; in 2015, 3,000; in 2016 Achieve 5,000. Create 5,000 millionaires in three years!"
Specifications first "national standard" is the norm <br> <br> due to positioning is to benefit the public, do FINAL CONSUMPTION largest circulation class LED products, and the past two years, also by lighting Linsen-scale production rhythmically driving down prices to the real The rapid penetration of channels and the maximization of the interests of current partners. Therefore, some people in the industry commented on Mulinsen as “price butcher†and “price destroyerâ€.
"Now the domestic market, which emerging or mature categories between the market stifling the final foothold is not price competition?" Sun Qinghuan, chairman of Mulinsen Co., Ltd. said, "light said domestic air-conditioning industry, Gree, Midea, Galanz, Kelon The price competition of products such as Chigo is very fierce. In the competition of the same comparable products, the price will eventually turn to price competition, and the price can become the advantage of the enterprise."
With a keen eye, Mulinsen took the lead in launching a cost-effective LED revolution, and the price adjustment in some strategic stages exceeded 30%, thus clearing the biggest obstacle to the entry of LED lighting products into the mass market.
Yao Mugang, a distributor of Beijing Mulinsen, said: "The most attractive reason for the agent is that the comprehensive strength of the manufacturer is relatively strong, and the image of its LED cost-effective general lighting brand has basically been shaped."
"To pursue the price blindly, it is easy to completely ignore the quality, which is equal to doing three no products. No matter whether the industry is going now or not, there is only one standard in Mulinsen, and there is always only a national standard." Sun Qinghuan, Chairman of Mulinsen Co., Ltd. Land said, "In this sense, we are making value definers."
In general, LED general-purpose lighting has four stages in the competition period: product cost competition stage (enterprise profitability, sales price), product consistency and stability, competitive manufacturing process, appearance, color temperature, indexing, life, and program stability. Sexuality, product supply competition (system coordination capability, economies of scale), system cost competition (plan design, materials, structure, procurement, manufacturing, transportation, operation management, etc.). Mulinsen Lighting is currently leading the way in the first and second stages and will lead the competition process in the third and fourth stages.
"I have a deep understanding of Mulinsen's 'only market price and no cost price'. Below three-tenths of the finished product non-performing rate, plus the advantages of complete specifications, numerous styles, high cost performance, and strong policy, I believe and this Enterprises will have a passion for creating a business together," said a Zhejiang agent who joined the Mulinsen lighting channel system in 2012.
In the LED lighting market, the singularity of Mulinsen Lighting continues to strengthen the focus on the research and development of high-tech cutting-edge products and technologies. On the occasion of the 3.15 coming of this year, Mulinsen was recommended as the “3.15†International Consumer Rights Day National Famous Enterprise. It also successfully passed the evaluation of Guangdong Provincial Standards Institute and Zhongshan Quality and Technical Supervision Bureau, and won the “AAAA Standardization Good Behaviorâ€. Enterprise certificate.
Earlier, it reached a strategic cooperation with the domestic authority, Fudan University Electric Light Source Research Institute. The two sides jointly studied the new technology of LED lighting application, and strived to further consolidate and enhance the technical advantages of Mulinsen in the LED lighting industry chain.
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