光亚展Sylvania 采访

 

记者:喜万年全球第十九家工厂落户中国,是否表明贵司在中国市场推广力度加大?

克里斯:这个厂是2011年12月投资兴建的。主要侧重绿色解决方案。包括但不仅仅限于陶瓷金卤灯,HID和 LED,不仅满足中国更是全球的需要,如拉丁美洲,南美,欧洲,印度和亚洲。

因为中国是仅次于美国的世界第二大照明市场,某种程度上,这个全球性工厂的建立也表明我们打算在中国长足发展。如同其他跨国公司一样,喜万年将在近几年里在中国建立大公司。我们对此充满信心并相信喜万年有能力成为专业的公司。

 

EditorWith regards to the 19th factory of Sylvania in China, does it mean Sylvania expands China’s market?

Krish: The new factory was signed on December, , It will focus on energy-saving and green lighting solutions, including but not limited to ceramic metal halide lamp, HID and LED lamps, which will cater to global requirements, not only for China but also for global requirement such as Latin America and South America, Europe, India, and Asia.

To some extent, the global market indicates that we want to have the major foot print in China owing to China is a second largest lighting market in the world after US. Like other established multinational companies, Sylavania is going to establish as very big company in China in coming years, what we are confident is that we have patience and believe that Sylvania strength as a professional company.

记者:中国市场是否有特定的需求,喜万年如何满足这种本土化需求?

克里斯:在我看来,中国客户与国际市场的客户大同小异。也许大家说不同的语言但是却面临相似的挑战。让我印象深刻的是中国日益全球-本土化(glocal),他们是全球化的思维,但却是本土化的做法,因此我用“ glocal ”这个词。喜万年发展中国市场,就需要按中国企业的模式而非欧洲企业操作。为满足当地需求,我们已开始组建当地团队以便更好地了解顾客需求。喜万年在全球70个国家运营,我们认识到要想成功必须要本土化。

Editor: Does the Chinese market have specific requirement? How does Sylvania meet these needs?

Krish: In my point of view, Chinese customers on the markets are more similar. They may speak different languages, but challenges are very similar. What impressed me is that Chinese are glocal-they are thinking global but they are acting local. That’s why I use the world glocal. When Sylvania in China it will be behave like Chinese companies rather than Europe companies. In order to meet the local needs, we have started to organize the local team owing to better understand for custom’s need. Sylvania operation is in seventy countries all over the world. We understand pretty well that if we succeed we have to be localization.

记者:未来喜万年侧重发展哪个领域?

克里斯:就策略方面,我们侧重几个重点领域:如连锁店是我们着重发展的一个部分,我们投入很大力度发展连锁店。其他重要领域有酒店照明、道路照明及办公室照明。在此基础上,我们也涉及商业照明和博物馆照明。就地理位置而言,我们侧重在中国的西南、上海、东北与西北。

Editor: Which area does Sylvania focus on in the future?

Krish: For the strategy, we focus on few segments. For example the chain stores, chain stores are an important segment for us, and we give really strong offer to support stores segment. Other key segments are hotel lighting, road lighting and office lighting. Based on it, we also involve in commercial lighting and museum lighting, about the geographical market, we focus on Southwest, Shanghai Northeast and northwest of China.

记者:在北京西站的改造工程中,运用贵司哪些产品?有哪些优势?

克里斯:我们在此项目中运用无极灯,使用寿命更长。由于后期维护工作的复杂性,因此产品的使用寿命长是很重要的。通过和顾客多次沟通后,我们决定使用无极灯。

Editor: In the renovation project of Beijing West Railway station, what kinds of products were used? What kind of the advantages which are superior to previous products?

Krish: We have used the induction fixture for this project. The using such products in the project for the long life, the induction lamps have long life. Due to the intricate maintained job, these kinds of products with long life are really needed. After a lot of discussions with the customer we decided to offer it with induction fixtures.

记者:喜万年未来在中国市场的战略是什么?

克里斯:今年我们的工作重点是在中国建立整个销售网络。我们相信中国的整个销售链还有很大的空间吸收专业性的产品,遗憾的是目前,中国市场的很多产品还不是很专业,销售市场充斥着很多廉价、低质量产品,因此顾客需要高质量的产品。这是我们的主要的规划,尽力提供优质产品以满足顾客需求。同时我们通过市场调查选择重点发展区域而不是全中国的市场。中国非常大,因此我们选择一些在销售室内产品方面有优势的区域。这也是我们的一个策略。针对Concord 产品,我们通过分销商和设计师完成的高端项目,通过合作伙伴促进我们品牌和产品的发展。

Editor: What’s the strategy of Sylvania in China with any measures to be put forward?

Krish: In 2012, one of our major strategies for our group is to establish whole sales chains in China. We believe thatChina’s whole sales market has a lot of space for good professional products, at present, there are not enough good professional offers available in the whole products. Whole sale market is clattered with cheap and bad quality products, so customer needs good quality products.This has been our biggest plan, because new good product are available for customers to buy off the shelf.

So whole sales are willing for Sylvania moving forward and we are already done our market search in China to select which market we will focus on, because we are not going all over China. China is very big, so we will select few geography segments which are strong in whole saleing indoors products. Of course it is part of our strategy, another strategy which is related to professional products of Sylvania-Concord, we have Chinese distributors product as well as high-end projects by designers. Through our partners we promote our brand and products.

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