[top 500 highlights] fan Shicai of Zou District: if you have high brand loyalty, the manufacturer will support me!
Source: Date:2022-08-10 10:18:32
Zou District Town, Changzhou City - ten billion level market. Perhaps people will be curious to ask: in the largest lighting market in China, who will be the largest business? Unfortunately, there has been no conclusion on this issue. The author has been rooted in the local area for many years. After in-depth investigation and repeated comparison of sales data of various companies, it is confirmed that the champion is fan Shicai, chairman of Jiangsu mingjiahui Electric Appliance Co., Ltd.
Fan Shicai, chairman of Jiangsu mingjiahui Electric Appliance Co., Ltd
1
It's a very difficult place to climb to the top
Jiangsu mingjiahui company has an annual sales of more than 200 million yuan. To be fair, this figure is not too top-notch in the whole country, nor does it seem as dazzling as the total amount of Zou district. This situation is related to two major factors:
? First of all, Zou district is characterized by a large number of powerful dealers, with hundreds of annual sales of more than 10 million. The restriction and balance effect among merchants is very obvious, and it is difficult to open the absolute gap between them;
? Secondly, the manufacturers are generally worried that the wholesale in Zou district will impact other regions, so they restrict the local agents in terms of regional division and radiation range.
2
Choose the right stage and find the right air outlet
Fan Shicai is from Taixing, Jiangsu Province. In 1989, he keenly felt that the great economic development after the reform and opening-up would usher in a large explosion of lamp demand, and resolutely invested and built Taixing lamp No. 2 factory with his friends. At that time, there was no concept of the lamp Market in all parts of the country. The direct sales mode was adopted. The products were produced and sold by the manufacturer, and the price interpretation power was vested in the manufacturer. Naturally, it was easy to make money.
After a few years, the lamp market appeared one after another.Especially in 1998, lamps and lanterns stores across the country were basically popularized. In addition, with mobile phones and networks, information can be transmitted quickly."These two things are changing our destiny," Mr. Fan said with emotion.
"It is more convenient for customers to find products, inquire and compare prices. Under the condition of high transparency, our business becomes difficult because the market is changing. How can we do without changing ourselves?"
Therefore, in 2002, he entered the market and entered Zou District lamp city.
When everyone was keen on selling cheap goods, Mr. Fan firmly took the road of branding. In 2003, he resolutely joined hands with Shanghai Yaming. In 2005, he acted as an agent of Philips and in 2016, he signed a contract with Huapu Yongming and maoshuo power. With the rapid development of lamp city in Zou district and the support of four major brands, mingjiahui has been growing rapidly and becoming a super dealer.I have to say that he caught the good opportunity and stepped on the market beat again and again.
3
Loyal to the brand and trusted by the manufacturer
Serve with heart and win the hearts of customers
There is a saying in the world: a happy marriage begins with appearance, respects talent, matches personality and lasts for a long time.This is also the way manufacturers and upstream and downstream partners get along.
When fan Shicai mentions his own cooperative manufacturers, the word "Xie" often hangs on his lips, saying frankly that "the brand enterprises are relatively standardized in market rules and operation, which well protects our wholesalers." At the same time, he said modestly, "it is because the factory has a lot of resources for us, not because of our own abilities."
It is reported that many brands will give priority to him when entering Zou district. Although the other side was sincere and had good policies, he always kept to the line and politely declined one by one. "When you see a good brand, do it. Where is your loyalty?" He asked back. It is gratifying that the cooperation with several brand enterprises is not only very successful, but also has good relationships.Of course, manufacturers feel the same way towards merchants. If the factory carries the agent around to deliver goods, we can still make friends.
"Mingjiahui" has been the national sales champion of Shanghai Yaming for 14 consecutive years; In 2020, the Philips wholesale channel ranked among the top four in the country, and the industrial lighting field of the engineering channel was the national sales leader in the past years. For example,"If you have high loyalty to Philips, the manufacturer will surely feed me back, cultivate me and support me!"
When everyone wanted to sell the products directly on the main channel of the market, he took the initiative to move the shop from the original good position to the remote corner of the market, in order to give downstream customers a "reassurance". When you receive an inquiry call, you are more cautious. Mr. Fan said with a smile,Even though I may be the largest producer in Zou District, I am definitely not the one who makes the most money, because my profit is low.
When he selects and appoints people, his loyalty ranks first. It is the most important thing to emphasize a person's devotion to duty, and the second is professional skills. There are more than 20 employees who have been in the company for more than ten years, and they are the backbone of the company.
4
There is a degree of attack and defense, and only when we are steady can we achieve a long-term goal
The famous Huineng is getting bigger and bigger. An important factor is that there has been no major decision-making error in recent years, which is related to fan Shicai's style of action.
He said that there was a degree of both offensive and defensive.
Constantly step on the brake, make progress by retreating, and stop blind expansion, otherwise you may lose miserably.The brand is in hand, and there are costs for opening and closing.
"Today's famous Huineng is inseparable from the rational and pragmatic corporate culture. We have no ambitions." A simple and plain sentence can also be regarded as the way to success. He stressed that seeking progress while maintaining stability is in line with the law of market operation and can effectively reduce the risks caused by rashness.
5
Strategic planning and long-term objectives
Recently, Mr. Wang Yun, senior vice president of xinnuofei global and President of Greater China region, met with Mr. Fan. He spoke highly of him and made a heavy commitment of full support.
Encouraged by this, Mr. Fan expressed confidence that he would make Philips Jiangsu District better in 2021. The channel will be sorted out in depth and the customer relationship maintenance will be further strengthened. He said that another important starting point in the future is in engineering. He will set up an engineering business commando team, which will work hard like a bee.At the same time, pay attention to the promotion strategy, run frequently to design institutes, graft designer resources, and strive to win more landmark projects.In addition, we will rely on our own logistics advantages to link e-commerce back-end demand and build new growth points.
Mr. Fan said that customers rely on service to maintain and cooperate for a long time.To this end, we will strengthen professional lighting services and help customers more effectively in the pre-sales, sales and after-sales links, instead of just selling lamps.The hundreds of pages of beautifully decorated lighting design schemes seen on his desk are the proof of his extreme care and technical strength. A book in hand is worth a thousand words.
"We have been training successors step by step". When the author asked for confirmation on the sensitive issue of succession and generation alternation, Mr. Fan told us, and emphasized that the second generation of the family will only be an investor, and the enterprise will be socialized and all employees will participate.
"As a commercial operation company, we are striving to build our own century old service brand while striving to achieve the agency brand."
--THANK YOU---
By Shen Yong
Editor: Li Feizhi
Editor: he Chunyan
Chief editor: Cao Lihui
Manuscript arrangement: new media center of Guzhen Lighting newspaper
![[top 500 highlights] fan Shicai of Zou District: if you have high brand loyalty, the manufacturer will support me!](/upfile/202208/2022081037633145.jpg)
