TNC Hu article: Lighting innovation for survival (Figure)

Industry reshuffle has become a hot word nowadays. The branding road has also become a consensus in the industry, revealing the essential content of the lighting industry's change and constant, and the significance lies in the understanding and discovery of the value of the industry. However, there are not many companies that have actual actions on this. Change and change, wins and losses. Hu Wen, general manager of Tianlang Electric, who was born as an art teacher, boldly proposed the idea of ​​brand reengineering. For many lighting companies that have been struggling to explore this road, the "change" of Hu's article undoubtedly provides a valuable reference.


Brand is the fulcrum of long-term development

Reporter: Not long ago, you successfully entered the 100-person lighting industry in China. It is also known as the “first person in China's steel frame switch.” It can be seen that the TNC team led by Hu has made remarkable achievements in research and development. At the time, Hu has invested heavily in the re-engineering of the TNC brand, which has aroused widespread concern in the industry. As a technology brand, TNC, as a research and development CEO, how to consider brand building?

Hu article: This time the TNC invested 4 million to start a brand building project, the confidence is great. After four years of development, TNC has achieved obvious advantages in research and development, and the channel is relatively mature, but the brand has not formed a system. It can be said that in terms of brand, we are not strong at present. In order to develop rapidly in the market and become a leading enterprise, product power, channel power and brand power are indispensable, so we have to “complement the short board”, which is also one of the infrastructure of the enterprise.

At present, most electrician companies do not have a clear brand concept for branding. If there is no shortage of advantages in research and development, it is difficult to establish a foothold in the market. At present, the electrical industry is at least eight to ten years behind the branding process of mature industries such as small household appliances.

Through this re-construction of the brand, we have learned a lot of valuable experience. Brand building is a systematic project that includes a series of ideas and methods such as brand core value, brand positioning, brand personalization, brand management and brand communication. If enterprises want to take the initiative in the future market competition, they must do a good job, which is especially important for R&D enterprises.

Reporter: Everyone knows that you are an art teacher and know how art can help you to do business. Do you bring the idea of ​​artistic creation to the management and construction of enterprises?

Hu article: I have been very fond of art since I was a child. I have been professionally educated in my school days, and I have been an art teacher for a while. These hobby experiences have made me have good control over product quality and creativity. The help is very big.

For the construction of the brand, I also regard it as an art journey. I think that TNC is like a young man between the ages of 20 and 35, young, stylish, energetic and enthusiastic. As the leading product of TNC, the steel frame switch is the most important feature of its safety and durability, which has become the core value of the TNC brand. We found a slogan for the TNC with a special meaning: "Pivot, start the world." We will use a steel frame type fulcrum to start the blue ocean world of China's electrician industry; provide a fulcrum for entrepreneurs to start a successful business world; provide a space for employees to grow and provide careers for their careers. A solid development platform! And I want to use a brand's fulcrum to launch a world of long-term development for the company and launch a world of quality life for consumers.

I am very happy that I can always find an inspiration for artistic creation, whether it is research or development or branding.


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