As the first brand of mobile lighting, how to achieve the strategic goals of global mobile lighting leading companies, for King Delight's general manager Wang Defa, the answer to this question has been very clear.
"In the development model, through the two-wheel drive of industry and capital markets, the company will quickly integrate the mobile lighting industry; in terms of products, innovation will be used to launch more than 400 new products every year; in marketing, the domestic will adhere to the provincial model Change, improve service, broaden channels, promote family culture, and treat dealers as one family. "At Kinglight's 2017 First National Dealer Conference and National Tour Product Promotion Meeting, General Manager Wang De issued a message to be exported. And domestic first, to achieve an industry share of 30%, becoming the absolute leader in the industry.
Regarding the "industrial + capital" two-wheel drive development model that has been explored, Liu Dexiang, secretary of the board of Kinglight also emphasized that "the company will use the platform of capital to rapidly integrate the mobile lighting industry, lead the industry to upgrade, and realize the mobile lighting market at home and abroad. The strategic goal of first share. "
Two-wheel drive gradually enters the good spot and targets the domestic market
The time was pushed forward to January 2014. Kinglight was listed on the Shenzhen Stock Exchange's small and medium-sized board as the first listed company of mobile lighting. Since then, it has accelerated its expansion. Loan Co., Ltd., the establishment of a holding subsidiary --- Shenzhen Kinglight Supply Chain Co., Ltd., investment in the establishment of a wholly-owned subsidiary, Shenzhen Anbei Cordless Electric Co., Ltd., and investment in the establishment of a Hong Kong subsidiary, Kinglight International Co., Ltd. The reshuffle of the lighting industry has achieved an increase in market share.
As a professional manufacturer in the field of spare lighting and electrical appliances, Kinglight has various patents amounting to 652. Its export of spare lighting fixtures has always been at the forefront of the industry, and its products are sold in more than 100 countries and regions around the world. Although the development momentum overseas has been very rapid, Kinglight has no slack in the development of the domestic market. In June 2015, Kinglight entered the domestic market and achieved great results. It has more than 30 general agents across the country, more than 1,000 prefecture-level and county-level secondary agents, covering more than 150,000 terminal stores, and in the domestic market. Build your brand gradually.
In 2016, Kinglight continued to increase the domestic market layout, with annual sales exceeding 100 million in just two years. The Aladdin News Center is concerned that in 2010, Kinglight's export value was 399 million yuan, but the domestic sales amount was only 52 million yuan. By 2016, its domestic sales amount accounted for a significant increase in the total revenue, and export sales were 578.1 million. The domestic sales amounted to 186 million yuan, and the difference has narrowed significantly.
For Kinglight's domestic market strategy in 2017, Sun Ying, the general manager of the domestic marketing center, summarized with the words "saturation attack". He further explained: The company's main resources are invested in the channel end of the market, and it fully supports the construction of channel outlets across the country, spreading Kinglight's products to the county villages, and at the same time, "doing everything possible" in new research and development products to improve cost-effectiveness, competition Power, using the continued launch of sharp-killer products to absolutely shuffle the domestic market.
In response to the above point of view, Liu Guoyong, the sales director of the domestic marketing center agreed, "The company will use the platform advantages of listed companies and rely on the company's top ten gold medal leadership to take a saturated attack on the market and quickly seize the market and channels. To become the absolute leader of the industry, become the industry's first brand. "
It can be said that as a dark horse of mobile lighting, Kinglight is extremely active in both the capital market and the industrial field, and the two-wheel drive mode is gradually getting better.
Going against the trend
An ever-evolving enterprise needs to dare to break through the inherent model and seek for new opportunities. Kinglight is now entering such a new opportunity space. From the financial figures, Kinglight's operating performance in recent years is remarkable: from 2013 to 2016, the company achieved operating income of approximately 563 million yuan, 563 million yuan, 703 million yuan, and 733 million yuan, corresponding to the realization of attribution The net profits of shareholders of listed companies were 40.4973 million yuan, 40.875 million yuan, 42.649 million yuan and 69.041 million yuan. It is worth mentioning that, since 2016, in order to gain a larger market share, Kinglight has been adopting a "low-price competition" strategy, which has already achieved a certain effect and the company's product sales have increased.
According to Wang Defa's ideas, while continuing to develop along the path of “industrial + capital” two-wheel drive, Kinglight significantly accelerated the pace of progress in 2017, and took the opportunity to raise the sales target for the domestic market in 2017 to 300 million at a stretch. Strive for 500 million, and strive to achieve the goal of domestic sales exceeding 1 billion in 3 years, and the company as a whole to exceed 2 billion.
At the recently-launched Goldlight 2017 Cost Mobilization Conference, General Manager Wang Defa announced that "cost reduction" is one of Kinglight's core tasks in 2017. At present, the cost of domestic raw materials is rising, market competition is becoming increasingly fierce, and cost control is urgent.
In the environment where the industry situation is not optimistic, the “black horse” of Kinglight is going at full speed ...