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Recently, Guangdong NVC Optoelectronics Technology Co., Ltd. and the General Consumer (GE) Consumer and Industrial Products Group officially signed a strategic cooperation agreement in Shanghai. NVC will act as the general agent for the sales channels of GE light sources and electrical products in China (excluding Hong Kong, Macau and Taiwan).
GE is the most respected leader in the global lighting industry. NVC is the leading brand in China's lighting industry. They sat together and smiled and signed the words "combined", which became the focus of attention inside and outside the industry.
Why did GE choose NVC?
Undoubtedly, in the 21st century, we have lived in the brand era. As far as lighting products are concerned, people are paying attention to the companies and brands behind them when they buy “brightâ€. In developed cities, many consumers are also concerned about whether the products they purchase have obtained “double environmental certificationâ€. In the United States, when 89% of people purchase goods, they will also check whether the company that produced the goods has obtained SA8000 certification (Certificate of International Standards for Corporate Social Responsibility). From this perspective to explore the trajectory of NVC development, it is not difficult to find that in the past few years, NVC Lighting and the head Wu Changjiang have done a good job and are also a high-profile brand, and they often strive to build market weight. The "NVC NVC Lighting" (independent brand) is fully committed to building a NVC brand-like franchise network that is as dense as "Tianwang". Some researchers have summarized the complexities of the domestic lighting market as "Chinese riddles." The earliest Wenzhou enterprises used the "industrial revolution" to crack, and then Zhongshan enterprises used the "quality revolution" to crack. Now it is NVC's "brand marketing revolution" to uncover the mystery. NVC is in Huizhou, Guangdong. At that time, there were more than 3,000 lighting companies in the Pearl River Delta region. The so-called "R&D" of these small enterprises is to copy the products that are sold well in the market; the so-called "brands" are those brands that are loud and easy to OEM and produce. It is rare to see lighting companies with their own brands. NVC's remarkable point is that from the first day, Wu Changjiang set the development goal to "create a world brand and compete for the industry first."
Observing the lighting industry at home and abroad, quite a few companies are eager for quick success, what to make money, and rarely to work hard to make a brand. The problem is that international lighting predators GE, Philips, Panasonic, etc. have come across the sea, and the competition of foreign brands in the local lighting companies in China will inevitably become a dispute between independent brands and marketing channels. NVC policy makers are well aware that they must build their core competencies as soon as possible.
There are two main points: First, recruit talents from the industry. The heads of NVC use the three magic weapons of “wealth drive, glorious dreams, and personality charm†to gather a research and development center consisting of 61 professional top talents; the alliance of Fudan University Electric Light Source Research Institute, Harbin Institute of Technology and other domestic authorities, around The three major product categories of lamps, light sources and electrical appliances, as well as the attributes of “fashion, health, energy saving and environmental protectionâ€, strive to create “NVC NVC Lighting†(independent brand) as the core of the “NVC seriesâ€. The second is to open the industry first, innovative marketing model, the NVC brand from the "like" to "fish" out, like selling wine into their own brand stores to monopoly, in one fell swoop has a smooth channel dominated the right to speak .
Relying on market competitive advantage and brand influence, NVC has maintained sales growth of more than 80% in recent years, four times the average growth rate of the industry. Annual sales have increased rapidly from the initial 2 million yuan to 1.5 billion in 2006. This is the current "top of the domestic" lighting industry.
R & D first - obsessive brand - innovation channel - industrial park expansion: NVC turned around with a beautiful turn, won the respect of domestic and foreign counterparts.
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