After many foreign brands have experienced the "Chinese characteristics" market operation in the Chinese lighting market, how to get rid of the "foreign brands" and become the focus of attention in the industry, TCP as a strong international brand of light source electrical appliances, in the Chinese market It has also experienced more than three years of ups and downs. In 2007, what is the current status of TCP's Chinese market development? In the past six months, what measures have been implemented to meet the realization of the target tasks? What kind of market action will TCP have in the next six months or longer? In this issue, the light source person specially invited ELLIS YAN, President of TCP Global, to face the future of energy saving business!
Sales proudly North America policy to bring new machines
Reporter: ELLIS, hello, we know that TCP's sales volume has ranked first in the North American market for many years. Why did it enter the Chinese market in 2004? Is American money not a better earner?
ELLIS: Oh! Before answering your question, I would like to briefly introduce the reasons for the rapid development of TCP in the North American market. As early as 10 years ago, the US government encountered an economic crisis. Its root cause is energy. As the most developed country in the world, The dependence on energy is the highest. In order to promote the public's awareness of energy conservation, the US government has introduced a lot of measures on energy conservation, including even subsidizing some funds from the government to encourage the people of the whole society to use energy-saving light sources. TCP is like this. In the background, it has grown rapidly into a light source enterprise with an annual output value of more than 2 billion. Now the Chinese government has made energy conservation and consumption reduction a top priority. They are also busy promoting environmental awareness in the whole society. Therefore, TCP brings us mature operational experience and thousands of energy-saving products in the US market.
20% of companies control 80% of the market
Reporter: As far as the current form is concerned, what kind of status do you think the Chinese light source market is in? What is the current status of TCP market development in China?
ELLIS: In my opinion, China's energy-saving lamp market has experienced a process from start to development, from development to flooding, from flooding to shuffling. Then, in the future, 20% of enterprises will eventually control 80% of the market. In the past few years, due to the low-grade garbage quality energy-saving lamps flooding the market, the people have already had the idea that “energy-saving lamps do not save moneyâ€, and the arrival of TCP aims to change the consumption habits of Chinese people! With the use of energy-saving lamps that are truly energy-efficient, in fact, the current situation of TCP in the world is very good. Our largest strategic partners, Wal-Mart and Home Depot in the United States have already extended their reach to China, opening stores in China this year. The plans are more than 100, and our TCP as a partner of their energy-saving lamp products will use the radiation of these retail channel networks to quickly spread to all parts of the country and directly face the end consumers. In addition, the Three Gorges Project is so popular. The worldwide project has also thrown an olive branch to TCP.
Reporter: In the process of your development, have you encountered some more challenging problems? How did you solve it?
ELLIS: Yes, in the past few years, the development of TCP has been restricted by some factors, such as: the quality of energy-saving lamps is very good, but there is no good market share performance, etc., but the ups and downs of this market also make TCP We have honed ourselves in the awakening. We have been rethinking the development of TCP from the aspects of business philosophy, product strategy and foreign cooperation, adjusting the strategic planning of TCP, and formulating work targets suitable for the Chinese market. For example, in October of last year, taking into account the special circumstances of the Chinese market, the “green energy-saving series†products launched by TCP have been soaring in the market, reaching a monthly sales volume of about 5 million. In this year's dealer conference on May 18th, TCP once again launched the “New King Seriesâ€. Its product quality is completely in line with foreign countries. It has a strong selling point in packaging, body shape and appearance. Our dealers are seeing it. After the product, I like it very much!
Demand comes from the development of terminal energy saving
Reporter: As you can see, your confidence in China's market is very good. As for the current status of China's light source market, what do you think will be the development trend of China's light source market in the next six months or longer? For example: What are the new development trends in product development and market channel development?
ELLIS: First of all, China is currently the fastest growing economy in the world and one of the most dynamic countries. Its rapid growth will inevitably lead to the vigorous development of China's lighting industry. It is certain that energy-saving lamps are the most market-oriented. Potential products, in my opinion, the future energy-saving light source market will tend to the following three points: 1. The energy-saving trend is further strengthened. This can be seen from the relevant national policies and the practices of certain provinces, such as: Hainan Province was the first to propose the cancellation of incandescent lamps in public places in China, all of which were replaced with energy-saving lamps. 2. High-quality energy-saving light sources will gradually dominate. After experiencing the "energy saving and not saving money" experience, the Chinese people are changing their requirements for energy-saving products and are turning to good products. They are willing to invest in a good energy-saving light source at one time. 3, spiral energy-saving lamps will greatly occupy the market share of U-shaped energy-saving lamps. This point is based on our experience in the United States and the feedback from the current Chinese domestic market. This trend is beginning to be obvious, because spiral energy-saving lamps have the highest luminous efficacy and the appearance is the most similar to incandescent lamps. The best choice of lights, this demand comes from the terminal, no one can change.
Reporter: What dynamics and planning will TCP have in the next six months or longer?
ELLIS: In the face of this “golden cycle†in the energy-saving lamp market, we will implement it according to the goals set at the dealer meeting on May 18 this year. Specifically, we will basically make the TCP brand in the Chinese market within three years. Products "see, get, buy." In order to achieve this goal, our sales department has developed detailed sales planning, brand building planning, channel construction planning, team building planning, etc. All of these plans are centered around Get, think, buy, and do, we want the Chinese people to use real good products. At the same time, good products must be the most durable and most cost-effective, which is the key to our long-term leadership in the US market. . Well, in China, we hope that this concept will enable TCP to quickly become a world brand in an industry.
Reporter: In order to ensure the rapid development of TCP in the Chinese market, TCP employees went to the front line. They created a lot of miracles for TCP around the clock. They are the cutest people in the company. With this opportunity, what are your messages? they said?
ELLIS: I am grateful to the staff. Under the leadership of our Chinese marketing director Wang Qingsheng, these young people are doing very well. They are also very talented. Every time they see their constant innovation in their work. With development, and their daring to challenge difficulties and dare to challenge themselves, I feel very happy inside. I am willing to lead them to grow together with TCP and shoulder the heavy responsibility of promoting China's "green lighting" business. Thank you very much for this. The understanding and support of my work in the past few years also expressed my gratitude to the frontline staff for their working spirit. I wish you all good health and family happiness, and make greater progress in the days to come! At the same time, thank you for your attention and support from our media. I wish your newspaper and website will be better and better.
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