I just passed the customer, the product is the "protagonist"

The lighting industry never lacks the protagonists of gossip. These protagonists can be the rise or fall of performance, or they can be changes in senior management. The lighting industry, especially lighting companies, may cause a major or minor earthquake in the industry, especially the lighting industry. Especially the mysterious “role” changes of senior executives will make the companies in the off-season performance become the focus of discussions. In personnel changes, the impact of executive changes is usually two-sided. To develop, companies need to constantly import fresh blood to activate their power. However, it is undeniable that the appointment of a new senior executive must face up to the inspection of the market, industry, customers, and even employees, and can't tolerate "talking" before they can stand firm.

In the second half of 2014, the lighting industry remained buoyant, and "studied" executives either made high-profile publicity or low-key adjustments. Among these high-profile corporate executives, Li Guangnan, the general manager of Yiguang New China, can be said to be Top executives in 2014, "The Star of Scandal." This medium-sized, handsome Taiwanese man is fluent in Mandarin and talks about “smell,” talks about products, talks about channels, and talks about the future... Aladdin’s News Center’s future style with the topic “Exclusive Secret: Silence” In the article, the future development of Yiguang, the most concerned about by the employment sector, has been deeply analyzed. Today, Aladdin’s News Center will focus on Li Jiannan himself and walk into Li Jiannan’s era of billions of light...

Talking about "smell news": Take over the mainland "hot potato" is forced helpless?

Forced? Prior to the transition of Yiguang executives, the mainland industry's name for Li Jiannan may have remained only in these three Chinese characters. However, Li Jiannan brought a thunder to the mainland industry by means of airborne. At the same time, for Li Jiannan himself, this trip to the mainland is different from his previous short-term trip to the Mainland. What is even more different is that the label on his head has undergone a substantial change. The trip to mainland China has made him Having tasted the "blushing" taste, his every move was compared and he was concerned. This authentic Taiwanese man has been adjusting himself to adapt to this unfamiliar market and environment. As he said: "I was visiting dealers. There was a lot of goggles on this road, and I had already adjusted it before I came to China (Mainland). Although the actual sprint will still feel very unpleasant, this is no way. At that time, the changes in the senior executives occurred. It was very temporary. It was an extremely swift decision for me to take over Yiguang Lighting. I was forced to go to Yangsan.

trust? Of course, what makes the outside world curious is why Li Jiannan assumed the post of general manager of Yiguang Mainland. Li Jiannan told the Aladdin News Center very plainly. Reporter: Of course, this is not the identity of Taiwanese as the outside world guesses. It may be more. From trust and expertise.

It is understood that Li Jiannan joined the Everlight Electronics Co., Ltd., which was just listed in 1997, and has been in Everlight for nearly 18 years. Yeefu, the current chairman of Everlight Electronics, is the interviewer who first entered Yiguang in Li Jiannan, and Li Jiannan has followed Yichao’s witness to the progress of Everlight. Step by step became the leader of the current Taiwan Packaging Conference. The company’s 18-year working companionship may be the relationship between affection and work that the outsider could not understand, and it became the reason why Li Jiannan was temporarily appointed “forced to get to the top of the hill” at the time when Yiguang lighting executives changed in July this year. As Li Jiannan said: “I helped him (Itao) lay the market in Taiwan and I couldn’t say it was doing very well, but at least it didn’t shame him. So compared to other people, I’m the general manager of Ye Guangguang, he’s Will feel relieved.

Talking about this trip to the mainland, Li Jiannan told reporters with a smile: “I came with a mission. He has given me several indicators, including turnover, ah, expenses, manpower, and organization. Now it is gradually Adjustments, although it may not be completely accepted by the market, the feedback from the headquarters is not bad.

Talk about "self": Yiguang has a serious partiality, the product is everything, and everything else is empty talk

Adjustment? People in the industry are not unfamiliar with Everlight. Since entering the mainland market, this has left behind the impression that “wealth and atmosphere are thick” and “channels are the mainstay”. High-budget publicity and regular entity investment invitation activities have indeed made the industry look Focus on billion light. However, it is undeniable that Everlight has made great efforts to open up channels, while the quality of products, follow-up service of the back-office services, and optimization management of the dealer system cannot be consistent with it. In this regard, Li Jiannan did not hesitate to say: “Everyone had a big problem in terms of channels before: Everlight has been making great strides forward, expanding the regions of each province, but neglecting the construction of logistics resources. Of course, each Each stage has its own development priorities for each stage, but as long as the logistic resources cannot keep up, it is isolated and empty, and now we are just trying to construct the logistics so that we can continue to fight. To this end, this one is the most difficult and most costly manpower, material, and money, and then how to apply the already exploited market. This stage is what I am doing now.

product? This piece of product quality is presumably the “pain point” of Yiguang Lighting, but fortunately it is not a “blind spot”, because Yiguang Lighting is “not bad” and certainly not lacking talents. For the current Yiguang, channels have been well-grounded. Next is the main product quality. For Li Jiannan himself, his development focus is also very clear. While maintaining the existing market, he must strengthen the product quality and strengthen the market's confidence in Yiguang's product quality. This is Li Jiannan's problem, but it is also currently large in China. Most business problems.

Whatever the case, the changes of Yiguang executives, Li Jiannan’s appointment, itself means the transformation of Yiguang’s focus in the mainland market. Such a change may be a benefit to the development of Everlight and even to the development of the industry. Things. As Li Jiannan puts it, the development of the market may be faster than the construction speed of the background before Everlight. Because of the imbalance between the two, the channels are running very fast, the company’s hard support, and the rear products cannot keep up. In this case, you only reduce your reputation and market confidence in you. So for Everlight, we have to spend a lot of effort on this aspect.

Talk about "dealer": I'm willing to listen to you. Would you like to talk about anything?

channel? Since Li Jiannan took over the position of general manager of Yiguang Lighting mainland, both the media and the industry will invariably focus on the issues with their distributors. In these lines of sight, curiosity and expectation have it, and cold-eyed bystanders also have it. However, when talking about distributors, Li Jiannan did not avoid the focus of Everlight's future channel development strategy: Yiguang Lighting invested approximately RMB 20 million in the overall market of the mainland in 2014. In 2015, Everlight will increase its focus on the mainland. The capital investment in the market, that is, the market share of investment in 2015 will greatly exceed 20 million in 2014.

committed to? During the conversation with Li Jiannan, when the author asked whether he had made a commitment to the distributor, Li Jiannan told Aladdin News Center reporter: “In the overall plan of 2015, Everlight decided to start again and invest again. We will continue to invest in the mainland market, and this is the best promise for them.As long as I continue to invest, the Everlight brand will always be, and if it is always there, my background combing and product reorganization will be slowly. Going in the right direction, I think this is the promise that distributors and operators most want to get. They don’t necessarily want to throw tens of millions down, help you build ah, promotions, and then stop. I I don't think they want to have such fluctuations. He hopes that you will continue to go in a positive direction. I believe this is more necessary for them.

Talk about "planning": the change of billion light, we are already doing...

Li Jiannan’s focus on the development of Yiguang in 2015 will shift to research and development of products. This point has revealed traces. Li Jiannan told the author that in 2015, Everlight will start from the following aspects in product planning. achieve:

1. Optimize suppliers' choices and prevent suppliers from monopolizing products: According to Aladdin News Center reporters, Everlight is currently working to optimize existing supplier resources and prevent a product from being choked by a supplier. ;

2. Increase talent development efforts: It is understood that the billion light product R&D and product department has been expanded from the previous 9 to the current 15 people. According to Yiguang's product R&D plan, this department will form a professional R&D team of 25 people. ;

3, to build a laboratory: According to the author revealed that billion light, in the first half of 2014, billion light has no related product laboratory, and has now been the test equipment architecture together, at the same time, we must also build a dedicated research and development production line;

4. Enhance communication with operators: Unlike the routines of products made by billions of people before the euphemism, Everlight has increased the degree of integration between its products and the market. It is understood that one of the most direct ways is to strengthen cooperation with operators. The communication mechanism, especially the operator who understands the product, because the operator must know what the market wants and communicates between the two to produce a product suitable for the market.

In the process of enterprise development, personnel changes are normal, because the progress or decline of the enterprise will face changes in the personnel structure. Everlight passed a signal to the industry through the change of senior executives: This billion-light lighting, which is backed by Taiwan’s largest e-billion-dollar electronics company, is adjusting its development strategy in the mainland: Channel-based development will focus on product quality. The establishment of Li Jiannan is the starting point of this development strategy. Li Jiannan is also the concrete implementer of this strategy. Therefore, Li Jiannan’s appointment in a sense is to make up for the loopholes in products, back-office, and other aspects of Everlight and establish Evergreen’s “product supremacy” development philosophy.

The author believes that the competitiveness of competition is no longer a single ability competition, but the competition of comprehensive competitiveness, the competition of system capabilities, management level competition, any one of the short-circuit board, may lead to the company being cleared out. In the era when “channels are king” has become the industry’s most talked-about topic, companies that have no intention or deliberately neglected quality, back office supply, etc., can only present their shortcomings of development in front of the world clearly. Fortunately, companies have spontaneously The beginning of adjustment and achieved results, such as billion light. The author believes that the future of lighting in 2015 will be these frustrated and timely corrected companies.