According to Shellett's 2011 Financial Express, the company's total operating income and total profit increased by 34.29% and 57.70% respectively over the same period of 2010, and the total net profit increased by 81%, while the increase in operating profit was as high as 200.65%. Compared with the same period of last year, the indicators have increased to varying degrees.
At the meeting, Xue Laite Chairman Chai Guosheng told the "High-tech LED" that in 2012 the company will invest nearly 100 million yuan to enter the domestic terminal sales market, and plans to achieve sales revenue of 3.1 billion yuan by 2015. Compared with the company's 2011 revenue of 469 million yuan, the scale increased by 5.6 times. At the same time, Shell Wright sponsored the Chinese Fencing Team to test water sports marketing and promote its brand to the world.
As one of the few listed companies in the lighting industry in China, due to lack of understanding of the market in the past and insufficient understanding of the brand, Shellett has always lacked the attention and penetration of the domestic terminal market.
An insider of Shelley said that Snowlight has been our main product for 20 years. “Just our packaging is still relatively backward. Our products are mainly for the OEM of top foreign brands. Therefore, in the past, we have been targeting foreign markets and neglecting the domestic market, so that we missed the domestic development momentum during the critical period and were domestically Other brands have taken the lead."
According to the reporter's understanding, Shellett began to try to do the domestic market in 2008, mainly based on engineering. In 2010, the company began to take the layout of engineering plus distribution channels through large-scale investment in the country. However, at the dealer level, Snow Wright chose to take the hardware store as the mainstay. On the one hand, it is limited to the professional level of the staff of Shell, and on the other hand, the domestic competition is too intense. At the same time, the hardware store is relatively low-priced compared to the lighting store, regardless of the product price and image. It is inconsistent with the well-known brand image of the company listed in Shell, and with the development of Shell, the hardware store channel has been limited.
According to the plan of the Snowlight Annual Report, in 2015, the company expects to achieve sales revenue of 3.1 billion yuan. Such a high goal means that Shellett must take a unique path.
However, the reality is a bit embarrassing. "High-tech LED" reporter randomly interviewed a number of dealers who came from other places at the snow-covered investment conference. They all said that the current brand awareness of the company in the terminal market is too small, but the product price is Foreign brands are almost the same. “Products can be sold, but they cannot sell.â€
Chen Caihong, general manager of Beijing Huayi Ruijing Lighting, told reporters that she had come to see the product line of Shell. At present, I only see the energy-saving lamp production line. I don’t see it like the LED product production line. I don’t know if the Snowlight LED product is produced by itself or OEM. “And the price of energy-saving lamps is too high, and the price of 12W energy-saving lamps is similar to that of OSRAM energy-saving lamps.â€
A snowlet agent from Chongqing also told reporters that he did not order the product this time. He has been doing the snowlight energy-saving lamp, but the home lighting and LED products have not yet considered the purchase. "Snowlite LED desk lamp 880 yuan, the price is too high, the market will take time."
Insiders of Xuelaite revealed that "High-tech LED" revealed that in the future, the layout of outlets in the first- and second-tier cities will be dominated by traditional dealers, while the township layout will still be dominated by hardware stores.
According to the plan, follow-up will be launched in 15 key cities or markets in China, including Beijing, Shanghai, Hangzhou, Guangzhou, Shenzhen, Changzhou, Fuzhou, Shenyang, Linyi, Zhengzhou, Shijiazhuang, Chengdu, Xi'an and Wuhan. Changsha, etc.
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