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Wang Shunbo, Chairman of Dengmaite (Chongqing) Brand Lighting Chain
A person, as long as he does one thing in his life, is very good. Wang Shunbo believes that in a society that is transitioning from a planned economy to a market economy, opportunities exist in large numbers. What the businessman has to do is to find an industry, grasp the general direction, and walk to the bright road.
Wang Shunbo likes to say that those who carry their lights on their backs can only see their own shadows. It is this persistence, coupled with the commercial wisdom that is farther away from others, that he started from the porter, changed his identity step by step, and accumulated wealth in a little bit. It took only 15 years to become the home lighting industry in Chongqing. The boss of the giants! His current identity is the lamp Mart (Chongqing) brand lighting chain, Chongqing Taipei Lighting Trading Co., Ltd., Capital Lighting, Hong Kong International Brand Lighting Chain Co., Ltd., Nanjing Golden Point Lighting Co., Ltd. and many other wholly-owned Chairman of the company.
Teacher goes to sea: Applicant as a porter
Wang Shunbo’s entrepreneurship began with resignation.
In 1991, Wang Shunbo, under pressure from his parents and family, came to Zhuhai, known as the gold of the earth, with a little bit of savings. He found that he was in trouble. Zhuhai did not welcome technology like him. Foreign wage earners without a strong workforce. For a while, he became a street worker who was a migrant worker from a well-respected people's teacher.
Although there is no hope of finding a job in Zhuhai, Wang Shunbo firmly believes that the opportunity will definitely patronize himself.
One day in 1991, a Taiwanese lighting company wanted to hire 20 laborers. At that time, there were more than 1,000 people enrolled, and Wang Shunbo, who was in his 20s, was one of them. He won from more than 1,000 applicants and became a porter for this company.
Perhaps because this is his first job after going to sea, perhaps the hard work of this pure manual labor gave him too deep impression, so that after more than 10 years, Wang Shunbo still remembers that experience. In the conversation with the reporter, he recalled the hard work of that time: Do you know how tired the porter is? The analogy of being an image, even if you are a young man who just got married, can make you want to miss it for a few months. Couple life!
Moved security: win the boss's trust
It is certainly not the starting point of business that Wang Shunbo wants to earn by selling his physical strength. Since it is working for lighting companies, loading and unloading, getting on the train, getting in touch with lighting products, smart and careful, he found that this Taiwan-funded enterprise is hot, which shows that the lighting industry has a good domestic market expectation. He thought that China had a group of people who got rich first, and they needed high-end lighting. According to the development trend of the market economy, such demand will be rapidly amplified.
Therefore, this porter with a college degree began to ponder, hoping to learn more about the industry and figure out some business opportunities. But the porter is always a porter. If you want to understand the situation of the whole industry in this position, it is no different from a dream. As a result, he gradually consciously contacted the security guards who were closest to the boss. At that time, the security guard was the one that Taiwanese bosses had to meet every time they came to the factory.
Unexpectedly, this move actually helped him change his life. Time and time again, he pretended to chat with the security guards in the factory about his thoughts on the lighting industry, and revealed that his true identity is a college student who resigned from the sea. Finally, the security guard accidentally mentioned in front of the boss that a teacher with a university diploma was a porter in his factory.
The teacher is a very respected profession in Taiwan. The boss feels incredible and personally meets him. The transfer also appeared: the boss opened his mouth and told him to be the leader of a production team in the workshop.
He also lived up to expectations: in a short period of time, it greatly changed the situation of management chaos at that time, and applied for a bonus for employees (the Taiwan-funded enterprises at that time did not have employee bonuses). A series of actions won the respect of the boss and employees. With his own cleverness and diligence, Wang Shunbo has been working from the porter to the factory manager in the factory.
Finally, Wang Shunbo realized his first leap in his life. Since then, he has fallen in love with the lighting industry and is familiar with every detail of the industry. More importantly, he won the trust of a non-material wealth boss in life.
Borrow chicken eggs: look at the market segment
For an ordinary wage earner, the factory manager is already a good job, but this is not the ultimate goal of Wang Shunbo. It is his ideal to share the fruits of development in the process of economic transformation.
In 1994, Wang Shunbo returned to Chongqing from Zhuhai with 5,000 yuan in cash and opened a small shop selling lighting. Out of trust, the Taiwanese boss in Zhuhai promised that he would first raise 100,000 yuan of goods to Chongqing. After the sale, it would be equivalent to lending someone else's money to make his own money. Wang Shunbo cherished this hard-won trust and thought about it again and again. He chose the store site at the most prosperous Jiefangbei.
Although it is a facade shared with others, but because the market segment is not competitive, the lamps he sells are very sophisticated high-end products. At that time, Chongqing already had a group of first-rich businessmen who were able to consume such products, but the local market basically had no goods. Therefore, in a period of time, these thousands of tens of thousands of sets of lighting products actually sold out of stock.
The business vision of working hard in the lighting industry for many years has made him see the great potential of this industry. After completing the original accumulation of the first barrel of gold, he integrated the marketing strategies and models learned in the coastal areas, and applied them innovatively to the second, third, fourth and fifth branches in Chongqing. Followed by. In 1997, Wang Shunbo’s first company, Chongqing Taipei Lighting Trading Co., Ltd., opened. He became a veritable boss and his dreams have been fulfilled for many years.
Determined to innovate: build a chain network
The person who carries the lamp on his back will always see his own shadow. Wang Shunbo began to study how to sell lights better. He wanted to create a unique lighting fixture.
At that time, the situation in the Chongqing lighting market was that the entire industry price system was chaotic, the quality of the products was mixed, and the consumers were difficult to distinguish between true and false. The scale of dealers' operation is small, and the variety and brand are single. It is difficult for consumers to concentrate on purchasing in one place, and the after-sales service is not guaranteed. This status quo makes it difficult for brand manufacturers to find a terminal sales platform suitable for their own development.
Faced with this situation, Wang Shunbo started from the price and began to launch large-scale stores, with a clear price tag. To be honest, to do business, we must treat people with sincerity and innovation. Wang Shunbo told reporters that I don't want to mark the price of the lamp as high as other people, and then look at the price of the guest, as long as there is a reasonable profit.
In April 2005, the lamp mart, covering an area of ​​more than 20,000 square meters, was launched. Service measures such as hypermarkets, supermarkets, a large number of branded lightings, clear prices, and barrier-free returns were also introduced. In actual operation, it is very difficult to make the price of the code. Perseverance, once again was applied to the operation by Wang Shunbo. He insisted on reasonable pricing principles and the implementation gradually became smoother. When the reporter interviewed on the spot, some buyers frankly said that they came to the price of Ming.
Since its opening, Light Mart has nearly 10 brand lighting chain stores, forming a brand lighting retail chain covering Chongqing, Nanjing and other cities.
Experiential marketing: selling lights is an art
For Wang Shunbo, selling lights is a business, but also an art.
Recently, he used his own understanding of the industry to create a unique light and shadow experience marketing: in his chain store, furniture and various soft and hard decorations are arranged into a real light environment display room to form a real and fashionable art. Lifestyle. At the same time, it provides decorative ornaments that match the lighting style, so that customers can maximize the satisfaction of all the dreams of building a harmonious light environment, so that the desired interior lighting decoration effect is perfectly reflected.
We are not selling lights, but selling a living environment: light blue light, can make you feel good; bright white top light, you can read easily; pink light and shadow, very suitable for couples to communicate Feelings in his own office, Wang Shunbo showed reporters a lighting with more than 60 kinds of lights.
What the customer buys is not a light, but a light, an environment. This is Wang Shunbo's latest understanding of lighting marketing. In fact, he is deepening his understanding of lighting every day.
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