"Any industry can make money as long as it can do a good job, the premise is that it must be a leader in this field and make products refined." Tian Jin, chairman of Guangdong Kinglight Electric Co., Ltd., is completely unaffected by the current export confidence. The impact of China's overall weak foreign trade situation.
This company just went public in early 2014. For more than a decade, it has been focusing on the research and development, production and sales of rechargeable backup lighting fixtures and rechargeable AC and DC fans. Its products are sold in more than 70 countries and regions around the world.
"There are very few large-scale enterprises in China's lighting industry. Generally, the products will be very complicated after the annual sales reach several billion yuan. But I think that if enterprises want to achieve longer-term development, they should still pay attention to subdivided fields. Make a certain type of product to the extreme. Therefore, our company has been focusing on rechargeable lighting products for more than ten years, based on specialization to enhance competitiveness and ensure world-class Chinese quality. "Tian Chou told reporters in an interview.
At present, China's manufacturing industry is in an "embarrassing" situation. The survival of manufacturing enterprises is facing many practical difficulties. Many entrepreneurs have begun to focus on more fields in order to achieve more "easy" benefits, but Tian Chou obviously did not. Intended.
"I have always believed that in a country as large as China, manufacturing is the foundation of economic development. Without manufacturing as the foundation, the development of the service industry has no root." Tian Chou said, "What Chinese manufacturing companies need most now is Confidence, we must stick to our duty and resist temptation. This complex can support the development of China's manufacturing industry, and it is also the fundamental driving force for the development of the enterprise itself. In fact, I believe that there are risks when a company is big, and it will never be focused on small dead."
The so-called "complex" is the "essence" of Kinglight focusing on products and manufacturing. "For export, how to sell is secondary, the root cause is what you sell." Tian Chou said.
To gain a firm foothold in "what to sell", Kinglight's self-requirement is "know more about products than customers." For more than ten years, Kinglight has insisted on independent innovation research and development, in-depth understanding of market demand on the front line, and created a quick response team that can realize the entire process of order-design-purchasing-production-packaging. The "Golden Signboard" of King Wright.
In terms of customer selection, Tian Chou said that the current foreign trade situation in China has filled many export companies with a sense of anxiety and can't wait to capture more customers and orders without making any selection of customer quality. This is actually an immature performance. .
Putian Chou believes that Chinese exporters must not rely on only one or two markets or one or two large customers, because it is easy to be caught off guard by changes in the external environment; at the same time, we must pay attention to nurturing customers and growing with high-quality customers. "I often emphasize that only products that guarantee customers can make money are good products. The thing that exporters need to do is to make customers more confident in your products."
"China's export manufacturers must have a contractual spirit. If they promise to sell exclusive or agency rights to some customers through contracts or other forms, then they must not break this contract and sell it to other customers in the same market. Although this will temporarily lose Some customers, however, will be respected by customers and have a positive impact on brand image. "Tian Chou added.
Ministry of Commerce of the People's Republic of China Business Video Network
Focus on its own market segmented industry——Interview with Tian Chou, chairman of Guangdong Kinglight Electric Co., Ltd.