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When people from the lighting industry at home and abroad came to the ancient town, they were all amazed by the corporate billboards and tall and colorful lighting exhibition halls, and Kaiyuan Lighting is definitely one of the most attractive brands. In particular, the Kaiyuan Lighting Chain Store, located in Guzhen Lighting Plaza, has invested tens of millions and lasted for one year. The area is over 10,000 square meters. It is the largest single lighting store in Asia, plus the luxurious and rich products inside. The people who came to visit were wide-opened and lingering.
However, many people can't imagine that this is a very young company with a history of less than eight years. Compared with the enterprises with a long time in the ancient town, Kaiyuan is still only a small generation, but its scale is far more than many peers who are the same age and even older than Kaiyuan. The development speed of Kaiyuan is indeed worthy of discussion in the industry.
Positioning only in the high-end
In January 2000, Kaiyuan Lighting Co., Ltd. officially took the dream of Kaiyuan Shengshi in the most prosperous area of ​​Shili Deng Street in Guzhen. At that time, all employees and bosses of Kaiyuan were only a few dozen, and the factory building was narrow and simple to produce assembled crystal. The lamp is mainly. When Kaiyuan started, the lighting was overall at the low-end level, except for the individual products produced by Taiwanese companies. Despite its limited strength, Kaiyuan is unique in its ability to position its products at the mid to high level from the very beginning. Lin Yongxin, chairman of Kaiyuan, said that we started to work very hard because the supply chain of the entire industry is difficult to adapt. Therefore, Kaiyuan actively helps suppliers to improve production levels. In this way, Kaiyuan has driven the technical upgrade of the lighting industry.
Starting from the crystal lamp, Kaiyuan has positioned all the products developed later in the middle and high-end, and the product type can be changed, but the brand positioning must not change. Facts have proved that this strategic positioning is completely correct. Because of this correct positioning, Kaiyuan has avoided the vicious competition of low-end products, occupied the expanding high-consumption market, and the company has grown rapidly. Today, Kaiyuan has an area of ​​more than 60,000 square meters, and the new factory with an area of ​​55,000 square meters in Tongyi Industrial Park of Guzhen Town will also be put into operation at the end of the year. The existing staff reaches more than 1,500 people, and the annual sales are The rate of growth has doubled. Kaiyuan's products cover engineering lamps and civil lamps, including crystal lamps, chandeliers, ceiling lamps, wall lamps, room lamps, table lamps, floor lamps, ring lights, kitchen lamps, recessed lamps, energy-saving lamps, etc. These products belong to the 12 brands of Kaiyuan, each brand represents a different product, such as Kaiyuan represents the middle and high-end classical crystal lamps, Ayaka represents the high-end modern minimalist home lighting, and Mei Shi represents the Swarovski crystal lamps. Among them, Kaiyuan and Ayaka are the key brands currently promoted. Kaiyuan's products have been adopted in many high-end places, such as the Central Hall and West Hall of the Great Hall of the People in Beijing, Beijing Diaoyutai State Guesthouse, Hong Kong Bauhinia Hotel, Shanghai International Convention Center...The products are exported to Europe, America, Middle East, Southeast Asia, etc. Countries and regions. Li Peng, Wei Jianxing, Qian Qichen, Li Changchun and other central leaders have inspected and visited Kaiyuan, fully demonstrating the strength and influence of Kaiyuan in China.
Grade is the direction of technological innovation
At the 6th Guzhen International Lighting Fair this year, Kaiyuan won the “Guzhen Town Enterprise Technology Center†qualification granted by the Guzhen Town Government, reflecting Kaifeng’s advanced level in technology development.
Kaiyuan has strong product development and independent innovation capabilities. At least 50 new products are available every month, and now there are tens of thousands of lighting accessories.
Technological innovation depends on effective human resources. Kaiyuan pays attention to the introduction and cultivation of talents and strives to improve the overall quality of employees. Kaiyuan has more than 80 senior and middle-level technical engineers and management personnel, and more than 200 professional and technical personnel. All employees are highly trained and regularly trained for management personnel and technicians.
Product design is the highlight of technology development. In the product design process, Kaiyuan is committed to improving product quality and strives to meet the tastes of different customers. When designing lighting, Kaiyuan engineers first consider the product lighting effects, use professional light distribution design, match the product's shape, structure, materials, etc., and combine different tastes of design style, or noble and bright, or simple and elegant, or simple Clear, or flashing, perfect interpretation of light source technology and modern aesthetic art.
Under the design of quality-oriented design, Kaiyuan has launched four major featured lighting series: luxurious and luxurious, full-bodied crystal copper lamp series; simple and elegant, elegant and simple, European-style simple lighting series suitable for fashion decoration; unique shape It is a series of classical lamps that are soft, elegant and elegant, and satisfy the retro nostalgic complex. It advocates energy-saving, environmentally friendly, beautiful and practical modern home and commercial lighting series.
Franchise to expand the market
In 2003, Kaiyuan took the lead in implementing the franchise store in the country. At that time, the lighting industry was mainly based on regional agents, so it did not achieve the expected results.
At the end of 2004, Kaiyuan summed up lessons and successfully operated the first Kaiyuan store in Beijing. It quickly achieved economic benefits and subsequently opened stores in major cities such as Shanghai. So far, there are more than 80 Kaiyuan stores in Beijing, Shanghai, Hangzhou, Yantai, Chongqing, Chengdu, Guangzhou, Zhengzhou, Xi'an, Tianjin, Jinan, Hefei and other large and medium-sized cities, more than 30 Ayakar stores, with 100 Yujia dealer.
In order to maintain and strengthen the brand image, Kaiyuan started from the store's in-store decoration, product display, shopping guide service, after-sales service, job training, market supervision, brand promotion and other aspects to improve service levels. Kaiyuan requires that the area of ​​the specialty store be between 300-500 square meters, and the design and decoration according to the Kaiyuan brand VI standard. At the same time, establish a strict after-sales service system, comprehensively standardize after-sales service standards in Kaiyuan stores and distributors across the country, from the design, production, installation, maintenance to after-sales tracking, complaint handling and other aspects are professional responsible, the goal is Strive to reduce customer complaint rates. On the basis of the above, Kaiyuan uses the brand effect to attract franchisees to join, expand the chain monopoly network, share risks with franchisees, and develop together to achieve a win-win situation.
Lin Yongxin believes that the development of Kaiyuan store focuses on stability, and never blindly expands the number, and must ensure economic benefits. Therefore, Kaiyuan chooses the specialty store to strictly examine the address, the dealer's own quality, the local market conditions and other factors, and select the dealers with strength, thinking and vision to promote the dealers to continuously improve their own business level.
Kaiyuan’s new largest single lighting store in Asia is known as Kaiyuan Chain Store, first-class lighting design, five-star interior decoration, various brands and various products are displayed here, magnificent, dazzling, divided, and scattered. There is a sense. Lin Yongxin hopes that this head office will become a model for future stores in various places.
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October 20, 2023