-- Interview with Auman Technology Lighting Liu Pingwen / Reporter Lu Ben Auman Technology Liu Ping has a point of view that the author agrees very much. He said that branding is a long-term accumulation process. Maybe today it doesn't have much effect, but today's job is to accumulate work for tomorrow's success. Today, the conversation with Liu Ping is also from the topic of brand.
The Expo will stimulate the dream of entrepreneurship. If the success of Auman Technology is due to the conflict between China's rapid economic growth and energy tensions, the country's large demand for energy-saving products will provide a good space for the growth of Auman. So, it is better to say that Auman’s complete planning and high starting point from the beginning of the establishment laid a solid foundation for Auman’s benign and rapid development. Liu Ping told the author that Auman’s creation was very accidental. In October 2004, Liu Ping and his When several entrepreneurial partners visited the long-established Guzhen Light Fair, they felt that there was a huge business opportunity when they saw these luxurious and energy-efficient LED lighting products. Although Liu Ping did not know what LEDs were at the time, the huge impact of the domestic electricity shortage on the domestic economy in 2004 made Liu Ping feel sensitive to energy conservation and consumption reduction. He believes that the birth of LEDs will be able to The situation has eased.
So he and his partners hit it off and started the research work in the market. After research, they suddenly realized that you are waiting for you - LED! Now recalling this past event, Liu Ping’s inner joy is beyond words. He said that at the time, only knowing that power saving was the last word was determined by the national environment. He was very excited when he knew that these products could save up to 75%. Because a large number of outdoor lighting projects in the country required replacement products, the market has certain potential for development.
Just do it! And the location was chosen in "China's Dengdu Ancient Town." In November 2004, Liu Ping and his partners began planning the company's founding, buying factories and purchasing equipment. Liu Ping emphasized that at the time, the quality of LED products on the market was mixed, the market competition was disorderly, and the product brand was chaotic. Therefore, at the beginning of the company's establishment, Liu Ping and his partners reached an agreement, or do not do, to do high-quality, brand-name products.
Good brands need long-term accumulation Liu Ping feels that the brand and quality complement each other and are indispensable. While ensuring quality, we must pay attention to brand promotion. In March 2005, Auman products participated in the Beijing International Lighting Exhibition. Exhibitors have also become an important way to promote the Auman brand. In Liu Ping’s words: “Brand promotion is not a one-off event. It is a long-term process. The so-called advertising campaign is about the effect of a brand radiation. It takes a long time. When we take it for granted, we will consciously understand the advertisement. Content and advertising products, even try to buy their products. This is why Auman participates in the Fair every year. The dealer sees Auman in the first year, and Auman in the second year, the third year. Auman is still exhibiting. At this time, customers will think that Auman is definitely more powerful, and even began to understand Auman, they began to believe that Auman has the strength and ability to make quality products. Therefore, attending the exhibition is also Our strategic plan for branding."
In addition, cooperation with the media is also an important brand operation direction for Auman. Choose the right media to cooperate, and choose media that can really do business for the company and achieve promotion, such as Guzhen Lighting.
Good quality requires good talent product quality and brand in Liu Ping's eyes, like twin sisters. If you want to have good performance in the market, these two aspects must be two-pronged. Therefore, Auman also attaches great importance to the control of product quality while emphasizing the brand.
First of all, at the beginning of the creation of Auman, its product positioning is high-end products. Auman's products have a solemn commitment: "The product does not contain copper-clad aluminum, no recycling materials." There are too many products on the market that use copper-clad aluminum as raw materials. Raw materials such as PVC, light bulbs and copper wire are important guarantees for product quality. If copper-clad aluminum and other materials are used instead, the quality of the products will inevitably decline. The so-called brand, that is, the brand is the brand, it must have strict quality assurance.
Second, good products must be produced by highly qualified employees. Auman has made "focus on talents, use talents, and retain talents" as a key task. Liu Ping told the author that people have a basic need for life security. When he feels that life and work environment are comfortable, and the company management is very human and he has the right to speak, he will definitely be enthusiastic about his work. It is also based on this consideration that Auman has a variety of communication channels for employees. Employees can directly call or interview, and they can complain directly to the company's employee mailbox. Every month, Auman focuses on solving the problems that employees generally reflect. For example, all 18 dormitories in this year were air-conditioned. In the first two days, the weather turned cold and the dormitories were all equipped with water heaters. For the problem of eating that is generally reflected by employees, Auman Technology directly sets up a canteen in the company, and can enjoy five dishes and one soup for only 2.5 yuan per meal. Every month's commendation meeting, outstanding employees can get different levels of rewards and so on.
Impression of the characters: At the end of the interview, Liu Ping said: "The power of corporate culture to contribute to an enterprise is infinite. How to build and improve corporate culture and promote the healthy development of enterprises is a very important task. The development of modern enterprises, Brand promotion and quality control are the indispensable elements, and the formation of these factors determines that modern enterprises must solve the problem of “using the right people and retaining people.†Interchanging positions and thinking, thinking about the real needs of the other party, the answer Naturally there will be.†The process of making a brand over the years has brought Liu Ping’s understanding of brand casting into the height of corporate culture...
The Expo will stimulate the dream of entrepreneurship. If the success of Auman Technology is due to the conflict between China's rapid economic growth and energy tensions, the country's large demand for energy-saving products will provide a good space for the growth of Auman. So, it is better to say that Auman’s complete planning and high starting point from the beginning of the establishment laid a solid foundation for Auman’s benign and rapid development. Liu Ping told the author that Auman’s creation was very accidental. In October 2004, Liu Ping and his When several entrepreneurial partners visited the long-established Guzhen Light Fair, they felt that there was a huge business opportunity when they saw these luxurious and energy-efficient LED lighting products. Although Liu Ping did not know what LEDs were at the time, the huge impact of the domestic electricity shortage on the domestic economy in 2004 made Liu Ping feel sensitive to energy conservation and consumption reduction. He believes that the birth of LEDs will be able to The situation has eased.
So he and his partners hit it off and started the research work in the market. After research, they suddenly realized that you are waiting for you - LED! Now recalling this past event, Liu Ping’s inner joy is beyond words. He said that at the time, only knowing that power saving was the last word was determined by the national environment. He was very excited when he knew that these products could save up to 75%. Because a large number of outdoor lighting projects in the country required replacement products, the market has certain potential for development.
Just do it! And the location was chosen in "China's Dengdu Ancient Town." In November 2004, Liu Ping and his partners began planning the company's founding, buying factories and purchasing equipment. Liu Ping emphasized that at the time, the quality of LED products on the market was mixed, the market competition was disorderly, and the product brand was chaotic. Therefore, at the beginning of the company's establishment, Liu Ping and his partners reached an agreement, or do not do, to do high-quality, brand-name products.
Good brands need long-term accumulation Liu Ping feels that the brand and quality complement each other and are indispensable. While ensuring quality, we must pay attention to brand promotion. In March 2005, Auman products participated in the Beijing International Lighting Exhibition. Exhibitors have also become an important way to promote the Auman brand. In Liu Ping’s words: “Brand promotion is not a one-off event. It is a long-term process. The so-called advertising campaign is about the effect of a brand radiation. It takes a long time. When we take it for granted, we will consciously understand the advertisement. Content and advertising products, even try to buy their products. This is why Auman participates in the Fair every year. The dealer sees Auman in the first year, and Auman in the second year, the third year. Auman is still exhibiting. At this time, customers will think that Auman is definitely more powerful, and even began to understand Auman, they began to believe that Auman has the strength and ability to make quality products. Therefore, attending the exhibition is also Our strategic plan for branding."
In addition, cooperation with the media is also an important brand operation direction for Auman. Choose the right media to cooperate, and choose media that can really do business for the company and achieve promotion, such as Guzhen Lighting.
Good quality requires good talent product quality and brand in Liu Ping's eyes, like twin sisters. If you want to have good performance in the market, these two aspects must be two-pronged. Therefore, Auman also attaches great importance to the control of product quality while emphasizing the brand.
First of all, at the beginning of the creation of Auman, its product positioning is high-end products. Auman's products have a solemn commitment: "The product does not contain copper-clad aluminum, no recycling materials." There are too many products on the market that use copper-clad aluminum as raw materials. Raw materials such as PVC, light bulbs and copper wire are important guarantees for product quality. If copper-clad aluminum and other materials are used instead, the quality of the products will inevitably decline. The so-called brand, that is, the brand is the brand, it must have strict quality assurance.
Second, good products must be produced by highly qualified employees. Auman has made "focus on talents, use talents, and retain talents" as a key task. Liu Ping told the author that people have a basic need for life security. When he feels that life and work environment are comfortable, and the company management is very human and he has the right to speak, he will definitely be enthusiastic about his work. It is also based on this consideration that Auman has a variety of communication channels for employees. Employees can directly call or interview, and they can complain directly to the company's employee mailbox. Every month, Auman focuses on solving the problems that employees generally reflect. For example, all 18 dormitories in this year were air-conditioned. In the first two days, the weather turned cold and the dormitories were all equipped with water heaters. For the problem of eating that is generally reflected by employees, Auman Technology directly sets up a canteen in the company, and can enjoy five dishes and one soup for only 2.5 yuan per meal. Every month's commendation meeting, outstanding employees can get different levels of rewards and so on.
Impression of the characters: At the end of the interview, Liu Ping said: "The power of corporate culture to contribute to an enterprise is infinite. How to build and improve corporate culture and promote the healthy development of enterprises is a very important task. The development of modern enterprises, Brand promotion and quality control are the indispensable elements, and the formation of these factors determines that modern enterprises must solve the problem of “using the right people and retaining people.†Interchanging positions and thinking, thinking about the real needs of the other party, the answer Naturally there will be.†The process of making a brand over the years has brought Liu Ping’s understanding of brand casting into the height of corporate culture...
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