Wu Changjiang (General Manager of NVC Lighting)
Moderator (Huang Zebiao): Thank you very much Mr. Zhao for his wonderful speech. In the movie, "3" is a very auspicious number. Below I introduce a special guest. At the end of 1998, 33-year-old and two high school students gathered three people to collect 1 million to set up a company. After the year, his company has 33 offices across the country, established more than 600 specialty stores and cooperated with more than 20 countries and regions. This year, the number of sales reached 1,800. He operates both brands and fashion. Now, Mr. Wu Changjiang, General Manager of NVC Lighting, is welcome. (applause……)
Wu Changjiang: Hello everyone, I often talk to my staff in our company. The reason why our company is excellent is because our company pays attention to it and its opponent is weak. After several years of development, we have seen many large companies enter our industry and fight with us. I have not lost. I will make an exchange with you through this opportunity today. I will only talk about my ideas and ideas. What I am talking about may have some help for some SMEs. When we first started, we had limited resources, starting from 1 million, and the competition in this industry is very fierce. In this case, how did we get to today and have a certain impact in the industry? In fact, this is what I call an innovation. Everyone knows that a company, you want to operate, you want to win, you want to develop, but your brand is very filial, your social resources are limited, then how do you develop? The best way to achieve your goals is to innovate. I think innovation is divided into two types, one is the innovation of ideas and the other is the innovation of ideas.
When we first entered the international market, our capabilities were limited and resources were limited. So how do we set goals? First, we start from the product, work hard on the product, and find differentiation on the product. First, it is a product innovation. When product innovation has a market, customers come, buy your home appliances, this time you have to know how to solve their own capabilities how to seize business opportunities, these two are the most critical. At the beginning we met a good product, won the trust of consumers, won the city, my products are not sold, I don't worry, sell slowly, and then we consider how to solve their own problems. I remember the teacher at Fudan University. He consulted a product and wanted to apply for a patent. The boss's production capacity can only be done for a few thousand a month. He is not trying to figure out how to integrate his resources and put his own resources. Improve. In the end, he had a patent and competed in the market. When people have scale and strength, they will carry out economies of scale, prices are cheap, quality is not worse than you, and there is a market. He will certainly develop better than you. We also encountered this situation at the time, what should I do? We met in 2000 to discuss this issue. We must solve this problem this year and ensure the export of products. So in 2000, we began to focus on the production capacity. Why didn’t we find someone to help us structure at that time? I want to develop my own abilities. My understanding of "pathway" is to open the way, it will no longer hinder you, and your products will be sold. Therefore, the most important thing is to be able to "pass". If we want to pass it, we must make friends first and then deliberate. In order to open the channel, you must make friends first. If you want to make friends, you must make money for him and serve him well. He is sure to be willing to be friends with you and willing to cooperate with you. At this time, you will play your brand again.
When you have a brand yourself, your brand is very important in the continuous development of your products. Maybe our understanding of the brand is not very deep. In terms of brand promotion, brand awareness is very important. My personal understanding of the brand is the culture of the company. It (brand) represents the quality of your company's products, represents the taste of your business, and the character of your business. Only these can make people feel the vitality of your brand. We say that a company can survive for more than five years, then the company will continue to develop. If your business has been in business for decades or a hundred years, even if your name is not good, it will be a well-known brand. A well-known brand will develop very well, and if it develops in this way, it will develop very well. So, in fact, branding, I value the background of your brand. When you first started your business, your financial strength is limited, you need to be well-known for the brand. By creating your field in the past few years, you can only develop and cross-industry if you are good and strong.
I am very happy to have such an exchange with you today. Thank you. (applause……)
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