Philips Jiangsu general representative! Shanghai Yaming has been the top seller in China for 15 years! He attributed it to "good luck"...
Source: Date:2022-05-23 13:56:00
In the LED lighting industry, there are such a group of people who witness the ups and downs of China's lighting industry; They infiltrated into the corner of the lighting market; They affect every bit of the lighting industry, and they are one of the important forces driving the lighting industry forward - Lighting dealers.
After two years, China (hardware) power supply channel alliance and grand Lighting Industry Research Institute jointly launched the "2022 China lighting industry top 100 dealers selection activity"! In this issue, Daling has an exclusive dialogue with fan Shicai, the candidate of "top 100 dealers" in China's lighting industry in 2022 and the chairman of Jiangsu mingjiahui electric appliance, to open his "lighting story"!
△Fan Shicai, chairman of Jiangsu mingjiahui electric appliance
"Until I found the business opportunity,
I just started acting for Philips and Shanghai Yaming. "
Fan Shicai, from Taizhou, Jiangsu Province, started out in the clothing business. By chance, he saw an excellent opportunity to transform from traditional enamel cover industrial lamps to aluminum plate reflection industrial lamps, so he opened a factory in 1989 and began to specialize in industrial lighting.
Fan Shicai said: "In the past, the enamel reflector was hung in the factory like a washbasin, and then a self ballasted mercury lamp or incandescent lamp was installed under it. Its color rendering was poor and its efficiency was low. Later, it was found that the aluminum oxide surface had good light reflection characteristics, that is, the high-purity aluminum plate was cold stretched and embossed to form a block plate lampshade through the mold, and the mercury and sodium double light sources with different color temperatures were built in. With the light mixing effect of different color temperatures, the advantages and disadvantages of each other were complemented to achieve a bright Color property improvement; The function of the block plate is to change the light reflection path and avoid repeated reflection, so as to improve efficiency and reasonable light distribution. This has opened the era of block plate mixed light industrial lighting in China's industrial lighting in the last century. "
At the beginning of its establishment, the factory reached cooperation with Beijing Electric Research Institute and Shanghai Electric Research Institute, introduced advanced technology of block plate industrial lighting from abroad, and made efforts in product research and development, production and manufacturing and market direct sales. At that time, block plate mixed light high ceiling lamps and adjustable light distribution grid fluorescent lighting lamps were launched in the market.
△Jiangsu mingjiahui Electric Appliance Co., Ltd
In the middle and late period of reform and opening up, civil lighting took the lead in starting. At that time, the fluorescent lamp with simple support from the original single reflector appeared, and it rapidly developed into many later products such as embedded grille lamp, three defense lamp, barrel lamp, decorative flower lamp and emergency lamp. In the same period, industrial lighting products such as high ceiling lights, flood lights, road lights, courtyard lights and explosion-proof lights have just started.
In the era of no mobile phone and no network, fan Shicai and his team opened up the channel between the factory and the market terminal by relying on "two legs".
Fan Shicai recalled: "at that time, we sold very well in industrial plants, commercial offices, factory roads and outdoor flood lighting. Through the product selection of the Design Institute, the design institute recommended our products on the drawings, and followed the project promotion in the first time along with the drawings. Generally, the product selection of drawing paper is easy to be recognized. In the age of asymmetric information, business is very easy to do."
Life cannot always be smooth sailing. From 1989 to 1998, the lighting industry ushered in several important changes: in 1993, a large number of lamp cities represented by Zou District lamp city rose; In 1995, the rise of mobile phones greatly broke the information barrier; By 1998, the township enterprises had caught up with the joint-stock system reform, which made the traditional sales model change. The openness and transparency of industry information made the whole lighting market undergo earth shaking changes in the orderly competition.
Fan Shicai said: "in the past, we produced and sold our own products, and we lived a better life. But with the lamp city and the mobile phone, the entire industry environment has changed, and it is difficult to do business. From 1998 to 2002, we adhered to the enterprise direct sales business model. Until I found business opportunities, I began to act as an agent for Philips and Shanghai Yaming."
"The funds accumulated in the engineering field,
All will be put into the warehouse of wholesale circulation. "
After the shareholding system reform of township enterprises nationwide in 1998, fan Shicai turned to become a shareholder to participate in the operation and turned his eyes to the field of commercial circulation. In 2003, fan Shicai founded "Jiangsu mingjiahui Electric Appliance Co., Ltd." in Zou District Lighting City, Changzhou, Jiangsu Province. Later, through acting as Philips and Shanghai Yaming, mingjiahui quickly became famous in the lighting market of Jiangsu Province.
At this time, the lighting industry is catching up with the transformation from traditional gas discharge lamps to LEDs. The industry defines 2003 as the "first year" of the industry transformation.
In 2003, mingjiahui acted as the agent of Shanghai Yaming, and spent three years to become the national sales champion of Shanghai Yaming, and became the agent of Shanghai Yaming in Jiangsu; In 2005, mingjiahui acted as an agent for Philips. At the beginning, it was acting as an agent for its industrial lighting (professional lighting appliances and lamps); By 2014, mingjiahui was authorized to act as the agent of Philips' full range of products and became its operator in Jiangsu Province.
△Wang Yun (left), senior vice president of xinnuofei global and President of Northeast Asia region, presented the "2020 outstanding contribution award" to mingjiahui,
Fan Shicai, chairman of Jiangsu mingjiahui Electric Appliance Co., Ltd., received the award on behalf of him.
In 2019, mingjiahui won the "Best Partner Award in industrial industry" by xinnuofei / Philips; In 2020, mingjiahui won the "outstanding contribution award" of xinnuofei / Philips; From 2007 to 2021, mingjiahui became the "national champion in sales of Shanghai Yaming Lighting Co., Ltd." for 15 consecutive years.
After more than 30 years in the lighting industry, fan Shicai's greatest impact comes from "change". He said: "the industry market changes too fast! When I entered industrial lighting, led did not appear; in 2008, gas discharge lamps and energy-saving fluorescent lamps were still used, and now the LED has been overcapacity... However, we should not be afraid of changes. We can find opportunities by following the direction of industry development."
At the beginning of the transformation from traditional lighting to LED lighting, fan Shicai was worried that the price of LED lighting products was too high. Later, he found that led lighting has a long life, saves power, has good color rendering and is constantly updated. Compared with traditional lighting, it has better cost performance. This makes him very confident about the development direction of the industry. From 2015 to 2016, fan Shicai also acted as the agent of Huapu Yongming, becoming the Changzhou agent of its street lamp module and the LED driving power supply of Shenzhen maoshuo. He is committed to serving the first-line manufacturers and meeting all the needs of production support.
Looking back on the whole entrepreneurial process, fan Shicai believes that "concept" is very important. When describing the founding experience of mingjiahui, he said: "when I was engaged in commercial circulation, I wanted to do wholesale circulation. The initial idea was to use capital as inventory and let every household take goods from me. On this thought, I decided to put all the funds accumulated in the engineering field into the warehouse of wholesale circulation."
△Exhibition hall of Jiangsu mingjiahui Electric Appliance Co., Ltd"Yes, all the funds are invested!" Fan Shicai said with a smile: "I think that wholesale circulation requires a lot of capital. If you want to be big, you must win by volume, have more customers, and have a large sales volume. It is different from doing retail and engineering. At present, our warehouse is about 5000 square meters, and our own operating capital is more than 100 million. The annual sales volume is 250 million yuan."
"In the future, we will understand the profession, have ideas and attach importance to service
'knowledge-based' dealers will stand out. "
At present, the channel business of mingjiahui is mainly divided into three parts: first, circulation and wholesale, mainly for secondary distribution stores and engineering merchants; Second, direct selling of self owned terminal projects; Third, e-commerce background services. Now, as the reservoir type storage logistics with the most complete variety and larger scale in Jiangsu Province of Shanghai Yaming and Philips, mingjiahui has been relied on as the main source supplier by its regional lighting engineering and commercial retail customers.
Although he has already made a breakthrough in the Jiangsu market, fan Shicai still keeps the passion of continuous learning and forge ahead, and pays close attention to the dynamics of the lighting industry.
?? About the future of the industry. He said that the development of LED lighting industry has not only mature product technology, but also complete and complete basic supporting division of labor and cooperation. The position of each market segment has been settled, and it is difficult for many enterprises to make new breakthroughs. However, the emergence of intelligent lighting will certainly bring new opportunities to this industry.
Intelligent lighting needs to be popularized with concepts, specialties and services to meet all the individual needs of customers. In the learning mode of "turning pharmacies into hospitals", it emphasizes not only selling drugs, but also "pathological diagnosis, prescribing, surgery and rehabilitation treatment", so as to win customers with services. In the future, the trend of intelligent lighting will be towards engineering. In addition, solar energy is also a popular track in the industry.
△Mingjiahui undertook the lighting project of Taizhou sports park,
The products and services cover the lighting and intelligent control system of the stadium's competition lighting, safety lighting, spectator lighting.
?? About the impact of e-commerce. He said that the current market share of physical stores is still larger than that of e-commerce. This is mainly because e-commerce has a low sales threshold and low capital investment requirements. In addition, its virtual economy mode makes fast money and is very changeable, while physical stores need heavy investment, team building, talent accumulation, warehousing and logistics, pre-sales, in-sales and after-sales services. In particular, face-to-face experience is easy to win the trust of customers, and the overall situation is relatively stable. Therefore, standard products sell well in the field of e-commerce, but for personalized demand products, physical stores are dominant. Intelligent lighting that emphasizes service and experience also brings new opportunities for physical stores.
?? About the market reshuffle. He said that in the future, among the young dealers, the "knowledge-based" dealers who understand the profession, have ideas and attach importance to service will stand out in the market. At present, it is not easy to do business when customers come to the door. In order to "break new ground", dealers need to find projects in the market to approach customers. Project projects must require professional support and help customers. Therefore, "knowledge-based" dealers must have the opportunity to rise in the future business tide.
"My personal experience is that if you want to be bigger and stronger, you should first stress integrity, second, have ideas, and third, have capital investment. Among them, integrity to customers is the most basic." In addition to his experience in the shopping mall, fan Shicai's love for the lighting industry lies in the fact that it is full of strong human feelings: "the lighting industry is still very interesting. I have made many friends here, and we will grow together!"
"I think I'm lucky. I can seize every opportunity." Today, fan Shicai still maintains a modest and cautious heart and continues his own lighting entrepreneurial journey.
![[top 500 highlights] fan Shicai of Zou District: if you have high brand loyalty, the manufacturer will support me!](/upfile/202208/2022081037633145.jpg)
