In the north of China, there is a "cow", but it ran out of "the speed of the rocket". This is Niu Gensheng and his Mengniu; in the south of China, although not a "bull", it ran out of "the speed of missiles". This is Wu Changjiang and his NVC. The same as the top 100 Chinese growth companies, the same is the beginning of the turn of the century, the same is from scratch, Niu Gensheng and Wu Changjiang have written miracles in their respective fields, Mengniu and NVC have become a major phenomenon in the development of Chinese enterprises, in The industry enjoys the reputation of “North Mengniu, South NVCâ€. Perhaps, for Mengniu's success, people are already familiar with it, but little is known about the engineering-based NVC lighting. â—† Wen / Chen Yifei Silver Tiger
"Study the sea without a hardship for the boat", this sentence of Han Yu's famous scholarship, motivated many people with lofty ideals, concentrating on the book, and struggling to study. Different from the drop-off sea, the ubiquitous business sea has added a bit of danger and cruelty. In 1999, more than 3,000 lighting manufacturers were gathered in the Pearl River Delta region. NVC was even less famous at the time. However, this young company, under the leadership of young Wu Changjiang, has maintained an annual growth rate of more than 80%, sales of 15 billion from 27 million, and the number of employees increased from 10 to 3,000. In 7 years, it has become the industry leader.
Innovating the "intelligence" strategy
MIT's corporate strategy has proposed three sentences, the meaning of the old bottled new wine, from the strategic space, time and subject, the image of enterprise strategic innovation. These three sentences are, "You can't change the environment, but you can adapt to the environment"; "You can't adjust others, but you can adjust yourself"; "You can't grasp the past, but you can grasp the future." These three sentences show that in today's strategic success, enterprises can adapt to the environment and adjust themselves at all times to grasp the future and achieve stable development of enterprises.
As early as in the beginning of NVC's establishment in 1999, plagiarism, credit failure, and fraud were the true portrayal of the lighting industry at that time, and at that time NVC's registered capital was only 1 million yuan, whether it was capital strength or enterprise scale. Among the more than 3,000 lighting manufacturers in the Pearl River Delta, such as Lin, it is undoubtedly a young eagle.
However, NVC still adheres to the business philosophy of “creating a world brand and striving for the industry firstâ€. After planning and moving, it dares to face the competition in the Red Sea, dare to innovate, promote lighting products, and promote lighting culture, and persistently commit to new green lighting. Product development and the creation of a harmonious light environment, together with Harbin Institute of Technology, Fudan University Electric Light Source Research Institute and other domestic authoritative universities to carry out research and development of advanced lighting technology and national key science and technology projects, constantly promote and lead China's lighting culture and light environment construction moving forward.
When talking about why NVC is so leaps and bounds, Wu Changjiang said: "The Red Sea is not a 'smart' boat. In the cruel Red Sea, whether it is strategic innovation, product innovation, or even marketing innovation, it is inseparable. 'Chi' word."
Strategic goal - to create a world brand, to be the first in the industry
“First set goals, build factories, marketing is not moving, strategy is first.†For the long-term development of NVC, Wu Changjiang consumed 90% of his energy for NVC's development strategy. Throughout the ages, any contest is first determined by strategy to win or lose. The reason why the strategy is the primary factor in determining the outcome is because its planners are far-sighted and stand out in the high realm that others cannot. Wu Changjiang, the founder of NVC, is such a corporate strategist.
“Creating a world brand, doing the industry first, and building a well-known brand in the industry in 3 to 5 yearsâ€, at the beginning of its establishment, NVC clearly told this franchisee to this goal. Perhaps, at that time, someone had sneered at his thoughts and impulsive behaviors, and he was arrogant, but they ignored Wu Changjiang’s assets—the experience of many years of experience in the lighting industry, Gao Jingguan, international and domestic industry. The wind is full of sight. After thorough investigation and analysis, Wu Changjiang reached 7 conclusions about the domestic lighting industry at that time, which covered the status quo of the lighting industry at that time. Wu Changjiang knew about the laws and regulations, the competitive environment, and the resources he controlled. On the chest, it provides a sufficient and informative basis for the development of the NVC strategy. Based on these analyses, it has determined that NVC’s strategy of “creating a world brand, becoming the industry first, and building a well-known brand in the industry in three to five years†aims. At the same time, it also determines its own business objectives, business objectives, business planning and assurance measures, and conducts market forecasting, SWOT analysis, development steps and monitoring measures to ensure the completion of the plan around the reverse thinking of “pre-targeting and analysisâ€.
Insist on innovation, marketing "smart" wins
Innovation is the main theme of this era. Enterprises need innovation, products need innovation, management needs innovation, and of course marketing is inseparable from innovation. Indeed, the success or failure of marketing directly determines the future of the company. Wu Changjiang and his NVC in the 7 years of marketing, we can clearly see the marketing of a wise man.
Create a store model, channel "smart" wins
The strategic goal of the enterprise has been, the factory has, the product has, but how to sell the product? Some people have proposed to advertise, "boom" out of popularity, but the newly established NVC can not afford to advertise, there is no such operation in the industry. After all, lighting products are usually sold in the lighting market, and various styles of products are sold together, like a grocery store. Whether the product is sold well or not depends on the boss's "feeling" recommendation.
Wu Changjiang’s eyes are bright, so why don’t I attract the bosses? Why not try the store model in the lighting industry? Isn't the grocery store scattered and scattered? Why don't I set up the threshold for NVC in front of the grocery store? Consumers are willing to buy it, and the boss is naturally willing to recommend it. If someone is willing to play NVC, I will subsidize you with a sum of money. This idea was supported by some dealers. In July 2000, the first NVC "specialty store" was opened in Shenyang carefully.
A year later, there were more than a dozen such stores. The dealers reported that the shops with the brands were much better than the ones without the brands. Even the dealers took the initiative to find the brand of NVC. More than a dozen stores have caused such a big response in the market. If hundreds or thousands of specialty stores are opened, will the brand effect of NVC lighting be solved? The store model was confirmed and NVC began to focus on promotion.
Compared to other companies, the franchise fee can only be opened. The opposite is that NVC's store not only does not need money, but even takes the practice of sending it out. If you want to join the NVC store, NVC will take a certain form of cash subsidy according to the sales of Daxiao in the local influence, etc., after the decoration fee, let the dealer open for free. Every time a store is opened, NVC will post more than 30,000 yuan. Such excellent joining conditions have never been seen before, so the demand for joining is endless. NVC has also screened out the best quality dealers and quickly established its own channels. In 2003, NVC Lighting had more than 300 stores, and in 2004 it reached more than 600. In 2006, it exceeded 1,200.
However, the traditional form of channel plus specialty stores does not allow NVC sales to achieve higher growth. In April 2005, Wu Changjiang once again operated on sales management, integrating dozens of the largest of the country's hundreds of dealers into 35 operation centers. Its role is no longer a simple sales function, but The local logistics, capital and shipping platforms, as for other smaller dealers, are directly in contact with the operations centers in their respective regions and are no longer directly managed by NVC.
This decentralization of sales has won the support of large-scale agents, but it has caused some small and medium-sized agents to resist. In the latter's view, if you can't get goods directly from NVC, it will be closely established with NVC. Contact, it is very likely that it will lose its position in NVC's marketing system. Some local agents with large psychological gaps also called Wu Changjiang, saying that they strongly oppose this practice. At this time, Wu Changjiang showed a tough side. On the one hand, he came forward to appease these dealers, and at the dealer meeting also explained to them the benefits of this change. On the other hand, he still asked the executives to firmly complete the change. Even named "perfect storm."
In the end, these practices quickly achieved results. During the pilots in Zhejiang, Jiangsu and Shandong, NVC sales staff and operations center employees added more than 100 effective sales outlets in these three provinces within 15 days. The first batch of sales returned amounted to 10 million yuan. In the months after full implementation, monthly sales exceeded 80 million yuan, and in Wu Changjiang's plan, this new type of store marketing model will be the key to double the sales performance of NVC.
Take the lead in implementing the product recall system, and the integrity of "smart" wins
NVC's road to success is not always flat. NVC products have experienced quality accidents at the beginning of production. In 2000, a batch of products worth more than 2 million that had been sold found quality problems. How to do this? More than 2 million, for the newly started or even the funds are very nervous, NVC is undoubtedly a "catastrophe", but Wu Changjiang has taken recall measures for all problem products, the first in the lighting industry to implement a product recall system. This product recall, NVC net loss of more than 2 million yuan.
It can be said that "the teacher did not die before he died, and the hero made his tears full." This year's Spring Festival Wu Changjiang borrowed 50,000 yuan from friends to go home for the New Year, of which 30,000 yuan was returned to the raw material supplier. . In recalling the scene of the recall of the product at the time, Wu Changjiang still has a lingering fear. With a slight mistake, NVC’s dream of “creating a world brand and striving for the industry first†may be dashed at any time.
"Since you have made a mistake, you should courageously admit and correct the mistake. Wu Changjiang said that Haier Zhang Ruimin rushed to the refrigerator because of the quality of the refrigerator, and took out a world-class brand; Jiu Mu Wang Lin Congying produced The trousers are a defective product. They are not trying to dispose of the products. Instead, they are burning a batch of sub-pants worth millions of dollars in front of all the employees. This burning also burns a famous Chinese brand.
It seems that Wu Changjiang reluctantly recalled the problem product, which is a wise move. To this day, NVC's success also proves that Wu Changjiang's wise decision at that time, he recalled the problem product, but showed the company's integrity management practices, and won the trust of the society with "smart wisdom." After this incident, Wu Changjiang and his NVC, strictly control the quality, will never let the product recall repeat itself.
Heavy product re-development and cooperation, and strive to be comprehensive "smart" wins
"NVC" relies on its own strength and its own dedication, and finally create their own gold-plated signs in the industry. The "NVC" product won the national inspection-free product award in 2003, and the "NVC" trademark was also awarded the famous trademark of Guangdong Province in the same year. Passed ISO9001: 2000 international quality system certification, was rated as China's quality service reputation AAA-class enterprise, products passed 3C, TUV, CE, EMC and other domestic and international authority certification and testing, won China's entry into WTO recommended products, China's building electrical well-known brands, etc. Many honors came to NVC. But in the face of one honor after another, Wu Changjiang always said modestly, "We are standing at a new starting point 1
Indeed, honor is not the end. In product innovation, technology research and development and expansion cooperation, NVC has launched a "comprehensive 'smart' win strategy." With strong research and development strength, NVC is committed to the development of new green lighting products and the creation of a harmonious light environment. It has successively carried out advanced lighting technology and national key science and technology projects with domestic universities such as Harbin Institute of Technology and Fudan University Electric Light Source Research Institute. Research and development, constantly maintaining the passion of active innovation. From September 2005 to August 2006, NVC successfully held the "Lest Cup" Lighting Design Grand Prix, which greatly promoted the development of China's lighting design business in the direction of specialization, standardization, scientific and internationalization. .
In addition, as early as September 1, 2004, NVC officially signed a cooperation agreement with the German company Dylers to join DIALux ("DIALux" is an internationally renowned lighting design software, accounting for a proportion of the entire lighting industry in Europe. It is a plug-in program with high professionalism, wide application, advanced concept, easy to learn and use, easy to introduce data, strong system development, and accurate calculation. According to the Chinese team of Diels, NVC Lighting is the first company in the Asia Pacific region to join the DIALux plug-in. This means that the famous professional lighting calculation software - DIALux has taken the first step into China.
Strategy, "smart" wins the future
In the first half of 2006, it was said that NVC was relatively silent for half a year. But the more silent, the more people are concerned. From the end of last year to the present, NVC rarely appeared in the media. Could it be that the equity turmoil last year dampened NVC’s sharpness? Or is NVC caught in the dilemma of the capital chain and has not left? The silence of NVC and Wu Changjiang has caused the industry to have various suspicions. So, what exactly is NVC doing in 2006?
It is the dream of Wu Changjiang and his NVC to standardize the operation of the company and continuously improve sales performance. At the marketing forum of the Guzhen Light Fair in 2004, Wu Changjiang proposed that NVC should achieve annual sales of 50 billion in 2008 and reach 100 billion in 2010. At that time, even now, it seems that many people say that Wu Changjiang is boasting in the mouth of the sea. In fact, in his description of NVC's future planning and the gradual thinking, we have reason to believe that these goals are not dreams!
After the equity turmoil at the end of last year, many people expressed concern about the prospects of NVC. Some people are worried that Wu Changjiang can't raise huge sums of money and it is weak. Some people worry that some executives will leave a lot of resources and let NVC "hollow"; others worry that NVC's original suppliers or distributors are not Follow NVC again... However, NVC did not go backwards, but it still rose steadily. Because, Wu Changjiang gathered a large number of wise men who are willing to help him in the same boat and cross the Red Sea. This is the company's most valuable resource and the company's largest capital.
The Red Sea has nowhere to be "smart" for the boat! We look forward to the wisdom of Wu Changjiang, who can lead his intelligent team to successfully land on NASDAQ in the next two years and become China's first overseas lighting company listed overseas. In this way, NVC will continue to write a legendary story like "Phoenix Nirvana?".
Shenzhen Guan Chen Electronics Co., Ltd. is a High-tech enterprise that integrates R&D, design, manufacture of computer peripheral products.The products include Thunderbolt Docking Station,USB Docking Station,USB Hubs,USB Adapter, Thunderbolt Cable , SSD Enclosure , HDD Enclosure . Our company adheres to the principle and motto of Being sincere, Responsible, Practical to meet the needs of markets and customers with high quality technology and management. We commit ourselves to new product development and also stress the exploring of international markets.
Our company owns a professional production team and establishes strict quality control standard, so we can provide high quality products and service for customers. We have Grapgic designer,3D Deisnger and Electronic designer to provides professional OEM/ODM service. Our factory covers an area of 1,000-2000 spare meters, which houses 100-200 workers, so our production capacity reaches 50,000 pieces every day.With more than 10 engineers focusing on research and development, our private model attracts much among different markets. Over 100 new designed models are released per year.There are also 3 lean production lines to fullfill small quatity orders production for variety of models.
Our Thunderbolt 3 Docking Station has passed thunderbolt certified by intel and apple.Our product also all can meet with CE, RoHS, UL, FCC and other related certification.And our factory also meets legal environmental standards ensuring your order is delivered. We have a very good reputation at home and abroad. Our products are mainly exported to Europe, USA and Southeast Asia. We provide one-stop-service and promote customers achieve rapidly development. Customer comes First, Quality Ranks First, and Reasonable Price.Guanchen will be your faithful partner from China.
Usb To Hdmi Adapter,Type C Hub Adapter,4-In-1 Usb Type C Hub Adapter,Type-C To Usb 3.0 Hub Adapter
Shenzhen GuanChen Electronics Co., Ltd. , https://www.gcneotech.com