[Interview] Yashen: After more than 20 years of accumulation, the company's chairman, Jiangsu Jinshi Lighting Group Co., Ltd. Yin Jinxing, in recent years, focusing on the development prospects of the green lighting industry, various capitals have poured into the emerging market area of ​​LED lighting, And launched a fierce competition. At the moment when many companies are striving to add and expand their business scope, Yashang Lighting is doing the opposite, aiming at the outdoor and public lighting market, constantly developing and technology precipitation, and expanding the foundation of the company while expanding. His own strength. Today, Azerbaijan is influential in the industry. In order to further understand and understand Azerbaijan, this month, we walked into Azerbaijan and explored the development story behind it. The quality of the ambition seeks Auxiliary lighting professional outdoor and public lighting, the main products are lighting; lighting appliances; light source. The products are widely used in urban outdoor landscape lighting, large venues, roads, tunnels, buildings, parks, factories, bridges, plazas, outdoor billboards and other outdoor and public places. Mr. Yin said that there are many categories in the lighting industry, such as Home lighting, commercial lighting, outdoor lighting, etc. And our brand positioning is to be a professional outdoor and public lighting brand. Therefore, in the past 30 years, we have only done this category, and we have made efforts to turn Yasin Lighting into an international brand of outdoor lighting. Every year, many customers come to the factory to visit the factory. For the enterprise, this is an honor and trust. In the process of communicating with customers, the customer praised the complete production line owned by Azerbaijan and recommended to enter the civilian market to create benefits. Why refused this kindness, Yin added that Azerbaijan’s awareness of the brand is far greater than the pursuit of profit. Over the years, he insisted on doing outdoor, using the spirit of the craftsman to watch the product continuously improve and constantly improve, and finally, after passing the high standards, Yasushi has become the pride of many users. The outside world believes that the company repeatedly mentions the spirit of the craftsman, but it is a marketing strategy called emotional marketing. General Yin stressed that in the process of fulfilling and persisting in the spirit of the craftsman, on the whole, there is nothing more difficult than expected. Our products are to be the best in this industry. Including the raw materials we use are imported from international famous companies such as Philips and Cree, and use the best materials to produce our products to ensure that the quality of the products produced meets the quality requirements. It is no exaggeration to say that the quality standards of Azerbaijan are our passports based on the industry to expand the market. He pointed out that all products of Azerbaijan have strict quality control checks. The product is a weapon to open the door of the market, and it is also one of the magic weapons for the success of the show. In the view of Yin Zong, if you want to gain a foothold in the increasingly mature LED market, in addition to changing the development strategy and seeking transformation, the more important thing is the quality of the products. At present, the advantages of Azerbaijan in heat dissipation, waterproofing, and light distribution are very obvious. For example, they have first-class light distribution curve test, waterproof and dustproof, high and low temperature test center, computer aided design center, which are the characteristics of Yasushi's lighting manufacturing base. In addition, the comprehensive electric parameter testing center and the HID automatic production line imported from the United States have become the basis for the Asian electric appliance manufacturing base and the light source manufacturing base to be comparable to international counterparts. The pursuit of quality makes Yin Zong proud of the company's products. Whenever he mentions this, he is always proud to say that no matter how the market environment changes, the company insists on paying attention to quality product quality. Because of this, the company's sales have been climbing. In-depth understanding of the industry Although Yin is very optimistic about the LED prospects, in his view, LED is a very energy-saving product, with significant features such as small size, good light color and long life, which will definitely promote the comprehensive development of the lighting market. . But he also expressed concern about the market: he believes that standards play an important role in regulating products, processes, development, and markets. On the one hand, we can give you a clear and unified method, terminology, etc., such as what standard and what kind of equipment to test which performance of LED, etc., everyone has a unified standard will not cause confusion. On the other hand, it can give the market a threshold and regulate market behavior. It will not drive some inferior products to the market because of disorderly competition and pure interests. However, in the past one or two years, the LED market has experienced explosive growth, and the standard formulation has lagged behind. He said that the lack of standards has always been a bottleneck restricting the development of the LED industry. It is imperative that the state should introduce relevant policies and regulations as soon as possible to make corresponding regulations on the LED market. It is also hoped that companies in the industry will act together to regulate their behavior and truly make this market bigger. The support for the revised standards should be further expanded in terms of the scope of support. In fact, AZ is often involved in the development of standards related to the lighting industry, such as "Performance Requirements for LED Lamps for Road Lighting" and "Energy Efficiency Limits and Energy Efficiency Ratings for Ballasts for Metal Halide Lamps". Today, Azerbaijan has turned into a pioneer through the revision of standards. The standard may not necessarily be in the world, but the standard must be a weapon to break down various technical trade barriers. Innovating and promoting transformation and development in the tradition of inheritance For more than 20 years since its establishment, Yasushi Lighting has faced some setbacks and difficulties, but the main reason for standing still is relying on the team that unites as one and wholeheartedly works for Azerbaijan. In the management of the company, there are many talents trained by Azerbaijan. They are proficient in the industry, technology, brand, production and technology. They are all young and strong, and they are not only able to stand on their own, but also constantly promote the company's performance with innovative development ideas. The key to Yasushi Lighting's achievement today is innovation. Yasushi Lighting focuses on technological innovation, management innovation, marketing innovation and service innovation. In order to give full play to the advantages of innovation, Yashang Lighting has also established an enterprise technology center. It has been rated as the Jiangsu Enterprise Technology Center and has independently developed a number of products with more than 100 national patents. Talking about the core competitiveness of enterprise development, Yin concluded that the core competitiveness that is most difficult to replicate is the mechanism for manufacturing talents and upgrading technological innovation. Everything is forewarned, and Ayutth is far-sighted and is trying to portray the blueprint for future development. From the product point of view, the new product development is mainly LED, but the old HID products will not be abandoned at once, because we still have a lot of customers will still purchase HID lamps, which, in other companies' view, may Increase the cost of our transformation. In fact, this is our advantage, because there is tradition, the market will not lose; because there is a market, so we introduce new LED products, landing is easy. My requirement for the company is that the development focuses on LED luminaires, but traditional products also need to meet customer needs as much as possible. Yin always said. Without abandoning tradition and innovating, the transformation of Azerbaijan is also quietly changing. Although the transformation is facing a break-in, it is gratifying to maintain sustained and steady growth in terms of the development of these years. Do not take the heavy responsibility: optimize promotion, quality service For enterprises, high-quality products and perfect after-sales service can better guarantee the brand awareness and reputation. In the LED industry, if the quality of the products is poor, then as a dealer or an engineer, after they sell or install the products, they will encounter a large number of complaints or returns, which will not only damage their reputation, but also endanger the production enterprises. Brand trust. In the industry, the number of corporate failures caused by such problems is too numerous to enumerate. From a fine point of view, inferior products have many problems and hidden dangers in terms of light source, light efficiency, driving power supply, and heat sink. Poor after-sales service, not dare to provide long-term quality assurance is a fatal factor dragging down the enterprise. Based on this, Yin said that for the long-term development of the company and the interests of distributors and engineering companies following Azerbaijan, Yasushi pays attention to service and has a very perfect pre-sales and after-sales service system to meet the needs of different consumption levels. Responsible for yourself is a commitment to everyone's trust. He admits that we must stand on the customer's point of view and strive to satisfy customers from all aspects, mainly from providing high-quality lighting products, convenient purchasing channels, and good pre-sales and after-sales services, and strive to fulfill our customers' needs. Commitment; provide one-stop service for consumers, start from researching the needs of customers, install individual needs through R&D department, develop products they need, then produce, and then provide finished products through the sales network of Azerbaijan, followed by after-sales service . The perfect one-stop service enables our products and brands to be quickly recognized by everyone. For a long time, Yasushi has been paying great attention to the shaping and promotion of corporate brands. Today, as the Internet has become the most important media, Yin is full of confidence in branding through the Internet. With the e-commerce boom, Yashen will take advantage of the high-quality products, rapid response, mature service system and comprehensive solutions to further expand the market at home and abroad through various forms such as exhibitions and e-commerce. The brand image and the strategic layout of globalization. In 2016, Yashi Lighting will continue to give full play to its advantages, make products, and continue to innovate products, produce products that consumers like, and become a brand that consumers trust.
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