On July 14, Yiguang Group announced that Wu Zhengxuan and Wang Bingbing no longer held any positions and officially left the Everlight Group. Wu Zhengyi was the general manager of Yiguang Lighting Management (Shanghai) Co., Ltd., and was replaced by Li Jiannan, the director of Everlight's Greater China Lighting Business Division, and Wang Bingbing was replaced by Su Huizhen.
The personnel change was only a year and four months after Wu Zhengyi officially took office.
The news spread, the industry was stunned, and they all speculated about the reasons. The reporter noted that Wu Zhengyi, who has always been good at making a high profile on Sina Weibo, has rarely appeared since late June, and has not responded to the departure of Yiguang Group and Wu Zhengyi.
The reporter contacted Wu Zhengxuan on this matter, Wu Zhengyi responded in a low-key manner. "It is not convenient to say now, wait a while."
Although the reason is unknown, the departure of Wu Zhengyi and his marketing team has undoubtedly added many variables to Yiguang Lighting, which is still in the channel expansion stage.
On March 5, 2013, Yiguang Lighting Management (Shanghai) Co., Ltd. was formally established. Since then, Everlight Group has entered the main business of the mainland LED lighting market. After Wu Zhengyi took office, he began to gradually deepen into the hinterland and launched a carpet-style channel construction nationwide. According to the previous publicity data of Yiguang Lighting, more than one year, Yiguang Lighting has developed 21 provincial-level agents, more than 800 agents and more than 3,000 distributors in China.
Wu Zhengyi has been carrying out the "chariot-style" strategy he has always admired in the channel construction of Yiguang Lighting. In 2004, Wu Zhengyi took over Taiwan Qianli Lighting Co., Ltd. Since then, he has served as a marketing planning officer for lighting companies such as NVC Lighting and Jiamei Times, and has always adopted this approach. However, this "chariot" style of play has not been recognized by the market. Taiwan’s Qianli Lighting has invested more than 20 million yuan, and the company has finally lost money.
Is the light behind the promotion of Everlight's channels the same fate as Taiwan's Qianli Lighting?
Recently, Gaogong LED reporters conducted a survey of more than 10 provinces across the country and found that the market did not seem to buy a lot of measures for Yiguang Lighting.
“Yiguang Lighting’s way of making money for marketing is very good in the early stage, but the overall sales volume is not optimistic. It has only made some surface articles in channel expansion and network maintenance, and has not made a big breakthrough. A brand operator in Changsha told Gaogong LED station reporter that Yiguang Lighting entered the Hunan market and continued the style of the market. At the dealer conference, it also attracted nearly 100 dealers to sign on-site, but A large number of dealers did not cooperate in the follow-up.
In terms of product prices, Yiguang Lighting relies on the cost control advantages of its mid-stream and downstream industries, and its price can be lower than other peers, but its brand awareness and market awareness are not high in the market. .
In addition to the fact that the actual progress of the channel is not smooth, Wu Zhengyi and the Everlight Group's breakup may be due to various reasons.
A person who has been engaged in marketing consulting services for lighting companies for a long time said that it is certain that Yiguang Lighting invested nearly 100 million yuan in channel laying, but the profit is definitely a loss, and Ye Haofu gave Wu Zhengyi a lot of time. The board of directors of Everlight Group will certainly feel quite dissatisfied with this high investment and low return. Wu Zhengyi has consistently adhered to the high-investment "chariot" style of play, which will naturally disagree with the board of directors of Everlight Group, so Wu Zhengxuan's departure is no longer normal.
In addition, Wu Zhengyi is not a full-time job for Yiguang Lighting. The two parties signed the agreement may be only a short-term cooperation agreement. Wu Zhengyi's own Boos Enterprise Management Co., Ltd. has not only one LED lighting company, but also has several channel lighting operations.
The above-mentioned industry insiders admit that there are very few cases in which the consulting company intervenes in the enterprise management operation of LED lighting, so that the successful cooperation in other industries in the country is less than 10%. Obviously, this mode of operation is relative to the overall environment. Said not mature.
For Wu Zhengyi, there is no Yiguang Lighting, he still has the next home, but for Yiguang Lighting, the loss is not just a billion but the opportunity. As for Li Jiannan's succession, it will remain to be seen whether the follow-up market strategy of Yiguang Lighting will change. However, with the dealer system of “Jianghu Yiqi†Yiguang Lighting, there is still considerable variation in whether Li Jiannan can still operate normally after taking over. After replacing the channel trader, Yiguang Lighting obviously will not continue the previous strategy of holding high and high, but for dealers, once the channel strategy of the company has changed, it is difficult to maintain the original heat and energy. .
Obviously, for the follow-up channel development and product sales, Yiguang Lighting will return to the stage of how to enhance the competitiveness of the product market.
“In the market similar products, the price of Yiguang Lighting’s products is medium to low, but there is still a gap compared with the products with better quality. In addition, since Yiguang Lighting has only been in Henan for one year, customers are facing Everlight. The products are not well understood and need dealers to recommend them.†A distributor of Yiguang Lighting in Henan Province admitted to the Gaogong LED station reporter.
In addition, the shortage of Yiguang Lighting's product line is also a shortcoming that restricts its development of the market. A dealer in Jiangxi Guangguang Lighting told reporters that the current products of Yiguang Lighting can not meet the market in Nanchang. Although there are product updates this year, the speed is too slow, and Yiguang Lighting is mainly based on agents, in terms of price and quality. There is no such thing as a hierarchy, and the differences between products are not large.
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