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A traditional manufacturing enterprise with an area of ​​54 mu and less than 500 employees has an annual output value of more than 300 million yuan, an average yield of nearly 6 million yuan, and a per capita output value of more than 600,000 yuan.
The name of this company is Yuyao Yaohua Lighting Co., Ltd., which was once praised by the industry as one of the highest lighting companies in the country. In the first half of this year, under the unfavorable international situation of the weak European and American markets, Yaohua, which has almost 100% of its exports, achieved sales and profits of 32% and 43% respectively.
In the fiercely competitive lighting industry, Yaohua is like a rising star. Where is its core competitiveness? What are the secrets to success?
Hire a foreign gunner to overcome the European market
At the beginning of this century, Yaohua's market was only in the Middle East and Southeast Asia, with an annual export of only over 1 million US dollars. Although there are occasional orders from Europe, due to the differences in market management concepts between the East and the West, Yaohua lamps have never been able to enter the mainstream market.
In 2001, Yaohua set up a branch office in Paris, France, and hired two local salesmen to develop the European market. It often relied on only two French gunmen. The Yaohua Lighting France branch opened a strong European market fortress and exported annually. Nearly 10 million US dollars.
Yaohua, who tasted the sweetness, set up offices in Sweden, Russia, Italy and other countries as well as North America and the Middle East, and established a company controlled by Yaohua in Germany.
In 2004, Yaohua acquired a leading Italian lighting company and received one of the world's most advanced lighting production lines.
The joining of international talents has greatly improved Yaohua's international market competitiveness. At present, the French branch has become the European marketing center of Yaohua Lighting, and the joining of many Italian technicians has shortened the distance from the world's top production processes.
Borrowing foreign brain to develop new products
Can we set up R&D institutions in the sales place to make the design more in line with the trend of Europe and the United States, and then win the favor of local consumers? The French lighting distributor, the recommendation of Yaohua Lighting's French branch Roger, and the chairman of Yaohua Lighting Co., Ltd. Hua’s ideas coincide.
To this end, Yaohua established product research and development institutions in Sweden and Israel, as the company's outdoor lighting design center in Europe and the Middle East, and hired several local professional designers.
Currently, these two overseas R&D institutions are able to develop a garden fixture that meets the needs of local consumers every quarter. Not only that, but they also collected the latest international trends and product information for Yaohua, which inspired domestic designers.
Under the joint efforts of Chinese and foreign designers, Yaohua has launched 10 new styles every month, which makes the company's products seize the opportunity in the competition.
Driven by foreign design, Yaohua embarked on the road of specialization and quality. At present, although the company's export products are 25%-30% higher than the domestic counterparts, they still sell well in the international market.
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