——Interview with Le Yunhua Le Yunhua, general manager of Nanchang New Era Lighting Co., Ltd., Ningbo, Zhejiang, who came to Nanchang in 1997 due to “accidents†and is currently the general manager of Nanchang New Times Lighting Co., Ltd. The company was founded in 1997 and has a business area of ​​1,100 square meters. It is mainly engaged in Opp, Qilang, Simon, etc., retail and wholesale. There are stores in Wanshou Palace Lighting City, Xiangjiang Building Materials City, etc. More than 60 distribution outlets are located in major cities in Jiangxi.
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Entering the industry repeatedly suffered setbacks
In 1980, at the age of 18, Le Yunhua worked as a technician in a state-run chemical company in his hometown. Because of his active thinking and skill, he quickly became a deputy director. However, as the company's efficiency declined, Le Yunhua began to turn to other areas. He found that the profit margin of the lamp manufacturing industry was very large, so he proposed to produce lamps in the factory. However, half a year later, the lighting products did not produce several varieties for various reasons. The entire sales department only received orders of no more than 30,000 yuan, the funds could not be put in place, and the production and operation faced serious difficulties. Le Yunhua’s first attempt to get involved in the lighting manufacturing industry was severely frustrated.
Summarizing the reasons for the previous failure, Le Yunhua regrouped in 1986 and registered a company belonging to his own company, Beifeng District Baifeng Lighting Factory. Soon after, he discovered a business opportunity: the original Dahua Lighting Factory in Ningbo had a lot of semi-finished lamps. He bought these semi-finished lamps at a low price and assembled them in their own factories. Because of this correct judgment, it has won a relatively lucrative profit, won the market, and cultivated a group of long-term cooperative customers. The products are exported to Fujian, Jiangxi, Shanghai, Suzhou and the northwestern regions. The situation is very good.
After the success of the small test, in 1993, Le Yunhua decided to move the factory to Ningbo University, hoping to use the school's preferential policies and good environment to expand business, bigger and stronger, and create more profits, but this time it was wrong. A move: leaving the lighting base of the hometown, lost the market resources, the factory is in trouble. After several years of bleak management, in 1997, Le Yunhua heard the news that a state-owned enterprise lighting main store in Jiangxi, which had cooperated with itself for many years, was going to close down, and hundreds of thousands of goods were not recovered. Therefore, he and his wife went to Nanchang, Jiangxi to collect debts. In Nanchang, they stayed for half a year. The payment of goods was not received but cost tens of thousands of yuan and fell into an economic crisis.
Dongshan's re-emergence, Le Yunhua naturally will not sit still, and began to take half a day to observe the lighting market in Nanchang. At that time, Nanchang only had three relatively concentrated lighting commercial areas like Xiangshan North Road, Wanshou Palace and Xunzi Road. Nanchang had only 50-60 in total. Lighting shop. He found that Nanchang's lighting sales were good and had business opportunities. So he borrowed a start-up fund from his brother and rented a store of about 20 square meters in Cuihua Street near Wanshou Palace. Since then, he has opened lighting in Nanchang. The prelude.
At that time, most of the dealers were mainly wholesalers. Le Yunhua considered that there were too many people doing wholesale, so he chose the retail-based and wholesale-oriented business methods. This effect is good. The retail sales of the store on the opening day will be 2,300 yuan, and the sales in the first five days will reach 16,000 yuan. The first battle was successful, and both husband and wife confidence increased.
However, a week later, Le Yunhua found the problem: Although the sales of various lamps in the store are good, but it has not been made into a wholesale business, mainly because the wholesale price is too high. How to make the wholesale business become the embarrassment of Le Yunhua, he began to think, summarize, communicate with customers and understand the market demand. At this time, Le Yunhua found Wenzhou's lamps cheaper than Guangdong, and chose to go to Wenzhou to purchase goods. There, he shopped around and purchased a number of lighting products that had a price advantage for wholesale. He came back and called to inform the customer: the new lamps were in the store, and the price was low... In this way, not only did retail do better, Wholesale has also gone up.
Le Yunhua always has a unique approach. In the second year, he began to look for profit points. “I just started to sell Japanese-style “harmony lights†that others did not sell, which made me earn nearly 100,000 yuan. Wait until other people find such lights. When I was profitable and followed up, I quit the increasingly competitive market and turned my attention to other lamps." This strategy has been tried and tested, but in two years, his store wholesale and retail have gone hand in hand. .
Opening a new era wants to be bigger and stronger. In 1999, Nanjing developed the only professional lighting market. Changle Yunhua, the city of Wanshou Palace lighting, saw this market opportunity and grabbed the best position in the Wanshou Palace. It has a central location on the first floor of 136 square meters. In order to save money, he did his own work, from design, procurement to construction, and the results were well decorated, and the store was named "New Age Lighting."
In the first month, the sales revenue of the new era was not satisfactory: the storefront area increased by nearly seven, and the turnover did not increase at the same time. Le Yunhua began to find reasons internally, internal management and sales personnel, and increased efforts to manage inventory. This reorganization has changed the chaos of warehouse management and reduced the losses caused by human factors. After three months, sales finally improved.
After the sales have improved, how to become bigger and stronger has become a problem that Le Yunhua has to consider. “After the purchase of the ancient town, Le Yunhua found that the lamps of Oupu were good, so they bought 4 lamps, each of which was 50. When I came back to the cabinet, I was taken by a customer. He wanted to enter a batch and worried about the poor sales. Loss. I am hesitating, I promised him that if the lamps could not be sold, they could be returned to me within a certain period of time. So, every customer tried to buy one for each lamp. The next day, I received this. The customer's phone calls for an additional three for each item. It turns out that many people have ordered the four lamps from him." This customer eventually became the first distributor of the new era sales network. With the sales channel, it is natural to talk about the agency and authority issues with the manufacturers. Soon the new era has become the first agent of Op, and then successively represented Qilang, Simon and other brand lighting. In 2004, the new era entered the Nanchang Xiangjiang furniture and building materials market, often through the painstaking operation of Le Yunhua. Now, the new era lighting has more than 50 fixed distributors, the network is all over Jiangxi to face the future, Le Yunhua said. As the business model changes, it is necessary for businesses to adjust their business methods. He believes that large, comprehensive and small is the direction of the future development of the industry. He said: If you don't change yourself, others will force you to transform yourself. The success of life is not about catching a good card, but how to get a bad card.
Le Yunhua also believes that the scale of the company is getting bigger and bigger, and we must not forget to reflect individuality. When identifying distribution and agency brands, merchants must understand their suitability for the brand, understand the market demand, and understand the support of the manufacturer... A store must have a leading product, and then pull a group of scattered customers as a whole. Establish long-term partnerships. “If you don’t grasp your brand advantage and product management direction, dealers will have no tomorrow, and they will not be able to do large-scale.†(Corporate feed)
Editor: Liu Gongzhao Edition: Hong Jinhua Executive Editor: Yao Xiaohong Email:
Entering the industry repeatedly suffered setbacks
In 1980, at the age of 18, Le Yunhua worked as a technician in a state-run chemical company in his hometown. Because of his active thinking and skill, he quickly became a deputy director. However, as the company's efficiency declined, Le Yunhua began to turn to other areas. He found that the profit margin of the lamp manufacturing industry was very large, so he proposed to produce lamps in the factory. However, half a year later, the lighting products did not produce several varieties for various reasons. The entire sales department only received orders of no more than 30,000 yuan, the funds could not be put in place, and the production and operation faced serious difficulties. Le Yunhua’s first attempt to get involved in the lighting manufacturing industry was severely frustrated.
Summarizing the reasons for the previous failure, Le Yunhua regrouped in 1986 and registered a company belonging to his own company, Beifeng District Baifeng Lighting Factory. Soon after, he discovered a business opportunity: the original Dahua Lighting Factory in Ningbo had a lot of semi-finished lamps. He bought these semi-finished lamps at a low price and assembled them in their own factories. Because of this correct judgment, it has won a relatively lucrative profit, won the market, and cultivated a group of long-term cooperative customers. The products are exported to Fujian, Jiangxi, Shanghai, Suzhou and the northwestern regions. The situation is very good.
After the success of the small test, in 1993, Le Yunhua decided to move the factory to Ningbo University, hoping to use the school's preferential policies and good environment to expand business, bigger and stronger, and create more profits, but this time it was wrong. A move: leaving the lighting base of the hometown, lost the market resources, the factory is in trouble. After several years of bleak management, in 1997, Le Yunhua heard the news that a state-owned enterprise lighting main store in Jiangxi, which had cooperated with itself for many years, was going to close down, and hundreds of thousands of goods were not recovered. Therefore, he and his wife went to Nanchang, Jiangxi to collect debts. In Nanchang, they stayed for half a year. The payment of goods was not received but cost tens of thousands of yuan and fell into an economic crisis.
Dongshan's re-emergence, Le Yunhua naturally will not sit still, and began to take half a day to observe the lighting market in Nanchang. At that time, Nanchang only had three relatively concentrated lighting commercial areas like Xiangshan North Road, Wanshou Palace and Xunzi Road. Nanchang had only 50-60 in total. Lighting shop. He found that Nanchang's lighting sales were good and had business opportunities. So he borrowed a start-up fund from his brother and rented a store of about 20 square meters in Cuihua Street near Wanshou Palace. Since then, he has opened lighting in Nanchang. The prelude.
At that time, most of the dealers were mainly wholesalers. Le Yunhua considered that there were too many people doing wholesale, so he chose the retail-based and wholesale-oriented business methods. This effect is good. The retail sales of the store on the opening day will be 2,300 yuan, and the sales in the first five days will reach 16,000 yuan. The first battle was successful, and both husband and wife confidence increased.
However, a week later, Le Yunhua found the problem: Although the sales of various lamps in the store are good, but it has not been made into a wholesale business, mainly because the wholesale price is too high. How to make the wholesale business become the embarrassment of Le Yunhua, he began to think, summarize, communicate with customers and understand the market demand. At this time, Le Yunhua found Wenzhou's lamps cheaper than Guangdong, and chose to go to Wenzhou to purchase goods. There, he shopped around and purchased a number of lighting products that had a price advantage for wholesale. He came back and called to inform the customer: the new lamps were in the store, and the price was low... In this way, not only did retail do better, Wholesale has also gone up.
Le Yunhua always has a unique approach. In the second year, he began to look for profit points. “I just started to sell Japanese-style “harmony lights†that others did not sell, which made me earn nearly 100,000 yuan. Wait until other people find such lights. When I was profitable and followed up, I quit the increasingly competitive market and turned my attention to other lamps." This strategy has been tried and tested, but in two years, his store wholesale and retail have gone hand in hand. .
Opening a new era wants to be bigger and stronger. In 1999, Nanjing developed the only professional lighting market. Changle Yunhua, the city of Wanshou Palace lighting, saw this market opportunity and grabbed the best position in the Wanshou Palace. It has a central location on the first floor of 136 square meters. In order to save money, he did his own work, from design, procurement to construction, and the results were well decorated, and the store was named "New Age Lighting."
In the first month, the sales revenue of the new era was not satisfactory: the storefront area increased by nearly seven, and the turnover did not increase at the same time. Le Yunhua began to find reasons internally, internal management and sales personnel, and increased efforts to manage inventory. This reorganization has changed the chaos of warehouse management and reduced the losses caused by human factors. After three months, sales finally improved.
After the sales have improved, how to become bigger and stronger has become a problem that Le Yunhua has to consider. “After the purchase of the ancient town, Le Yunhua found that the lamps of Oupu were good, so they bought 4 lamps, each of which was 50. When I came back to the cabinet, I was taken by a customer. He wanted to enter a batch and worried about the poor sales. Loss. I am hesitating, I promised him that if the lamps could not be sold, they could be returned to me within a certain period of time. So, every customer tried to buy one for each lamp. The next day, I received this. The customer's phone calls for an additional three for each item. It turns out that many people have ordered the four lamps from him." This customer eventually became the first distributor of the new era sales network. With the sales channel, it is natural to talk about the agency and authority issues with the manufacturers. Soon the new era has become the first agent of Op, and then successively represented Qilang, Simon and other brand lighting. In 2004, the new era entered the Nanchang Xiangjiang furniture and building materials market, often through the painstaking operation of Le Yunhua. Now, the new era lighting has more than 50 fixed distributors, the network is all over Jiangxi to face the future, Le Yunhua said. As the business model changes, it is necessary for businesses to adjust their business methods. He believes that large, comprehensive and small is the direction of the future development of the industry. He said: If you don't change yourself, others will force you to transform yourself. The success of life is not about catching a good card, but how to get a bad card.
Le Yunhua also believes that the scale of the company is getting bigger and bigger, and we must not forget to reflect individuality. When identifying distribution and agency brands, merchants must understand their suitability for the brand, understand the market demand, and understand the support of the manufacturer... A store must have a leading product, and then pull a group of scattered customers as a whole. Establish long-term partnerships. “If you don’t grasp your brand advantage and product management direction, dealers will have no tomorrow, and they will not be able to do large-scale.†(Corporate feed)
Editor: Liu Gongzhao Edition: Hong Jinhua Executive Editor: Yao Xiaohong Email:
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