Guansheng Lighting Zeng Guangquan: Must choose the brand (Figure)


Brand influence is competitiveness. In China, many companies have been striving for scale and diversification in order to enhance their competitiveness. Guansheng has enhanced its competitiveness by establishing a brand image in many aspects, and has achieved real success. Perhaps, through a deep understanding of Guansheng's growth footprint, we will realize a truth in enterprise development: brand is the inevitable choice for enterprises to become bigger and stronger.


Market out of the foot

In the face of Zeng Guangquan, you can use two words to describe it, that is, simple and persistent.

It is hard to imagine the hardships of Zeng Guangquan’s entrepreneurship in the past. At that time, Zeng Guangquan's factory consisted of only eight employees including himself. He was a boss, a worker, a technician, and a salesman. The most important part of his daily work, in addition to maintaining normal production work, is to carry out lamp-to-store sales in Shenzhen and Zhuhai. When others don't know the product, he compares the lamp with the T8. If others don't believe in the quality of his product, he asks others to come to his factory to see the sample for experiment. When we heard these stories again today, we can really feel the passion and dedication of him at that time. In the face of Zeng Guangquan, the author seems to see a burning fire in his heart, a passionate burning fire.

Zeng Guangquan recalled that in the mid-1990s, when the T8 fluorescent tube was widely used, he successfully developed a new generation of fluorescent tubes. At that time, the fluorescent tube was named "mini fluorescent tube" because it looks finer and lighter. Higher, more efficient, and once the market has been popular, it has also brought considerable benefits to Guansheng.

When I asked, the T4 and T5 fluorescent tubes were developed in 1996 for more than ten years. Looking back at these more than ten years, I was most impressed by you when Zeng Guangquan thought about it. Breaking out: "This question, I often chat with my friends around me. The most troublesome problem at that time was not how much it cost to build a factory, or how much to invest, not the problem of technical maturity, but our With the products that I produced, I couldn’t find the buyer’s problem. Now everyone knows that T4 and T5 have obvious advantages in terms of light efficiency and performance, but at that time, no one at all knew the market, so they can only hold The lamp went to the terminal store and went door-to-door to sell it. In this way, the market piece by piece was run out with its own legs."

Zeng Guangquan, a technical professional, started this first step in his life with this stupid way. Zeng Guangquan said that he is more like the process of this kind of entrepreneurship. Just because he likes it, his heart is always full of passion. Now, for the success of his career and how much he makes, he does not value it. He values ​​the sense of accomplishment in his heart. Combining the experience of self-satisfaction for many years, he believes that there must be a tireless professionalism in the process of starting points. Don't rely on others, do what you like, and everyone should find a way to go.

Doing the best is the only expert

In this way, the market was ran out step by step, but new problems appeared again.

Because the new products are obviously superior to the T8 products in terms of light efficiency and performance, and the appearance is exquisite, the applications are widely involved in the fields of home and business, decoration, etc., and similar counterfeit products appear in the market soon. The quality of counterfeit products is second to none. Filled up, the price dropped to the freezing point, and the expansion of the market is obviously their own early efforts to make a wedding dress for others.

It is conceivable how complicated Zeng Guangquan’s mood was at that time. How to get rid of counterfeit products, is it a step in the field, or is it another way? These two questions are in front of him. At that time, among the eight people who had co-founded with Zeng Guangquan, there are still four people remaining in the company. The little girl at the time was already a mother. According to their memories, at that time, everyone did not understand the market. When the situation came out, everyone was at a loss. At that time, Zeng Guangquan was not eating well and was restless. Seeing his worried face, everyone worried about him. However, after a few days of deliberation, Zeng Guangquan began to consider the new strategy of the market. Under the premise of stabilizing the market, the agency system was implemented in 2000, and he began to pay attention to the overseas market. In 2001, he received the first batch. Overseas orders from Hong Kong. Next, they participated in the Hong Kong Expo and the Ancient Town Expo every year, and they stopped in a year. Today, we can see the dense pushpins on the world map of his office, where the pin is where their products are. This includes developed regions and countries such as Europe, America, Japan, and South Korea. On the domestic map, we also saw that the areas other than the southwestern region were also studded with pushpins, and the various colors of the pushpins were used to distinguish different levels.

In the course of the interview, we learned that Guansheng has only been T4 and T5 in the product line for more than ten years since its establishment, and has not expanded to other product lines. This is also a special case in the ancient town and even the whole country. Because we all know that although the product line is singular, it is easy to make the products more professional, but the simplification of the products also allows us to see the simplification of the company's profit points. If T4 and T5 are substitutes for T8, then there will be substitutes for T4 and T5 in the next few years. How can companies guarantee the follow-up work of product replacement and stabilize the company's production profit?

For this question, Zeng Guangquan did not answer directly. He smiled and said very secretly, you come with me! He took us to a place called the product experience room. At the moment of opening the door, we saw a variety of lamps arranged in a variety of rooms, varying in length and variety. Next, he introduced the use of various lamps one by one. At this time, we suddenly realized that this full house of lamps is not a simple lamp that we imagine to replace T8 products, they can already be involved in various fields such as home, business and decoration.

Zeng Guangquan said that there are people in the industry who often say that to be bigger and stronger, to do a century-old store, I dare not say that I have to be a century-old brand, but the development of enterprises must have a long-term vision. We only do T4 and T5 for more than ten years. Why not diversify product development? Because I have seen the benefits and vision of this light, I don't think that everything is done, as long as a product is done exclusively, I believe it can be done for a lifetime.


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