A few days ago, Mulinsen said in an institutional survey that in the future, he will fully develop the finished product brand, and the proportion of the packaging business will decrease year by year.
Mulinsen owns the "Ledvance" brand and the "Mulinsen" brand. In terms of brand strategy, Mulinsen mainly implements brand and channel business.
According to reports, in recent years, Mulinsen has been committed to transforming from a manufacturing enterprise to a brand business. It has summed up a lot of experience when transforming into a brand enterprise, and concluded a different path from other lighting brand enterprises, that is, using different products to find matching partners and channels, and using suitable managers arranged by the company to maximize the flexibility of sales channels. Currently, the company's brand revenue accounts for 70% of total revenue.
Mu Linsen believes that the concentration of the finished product brand industry is relatively scattered. However, as urbanization accelerates and the country’s requirements for product quality increase, the threshold for technological innovation will also increase. Based on this, the finished product brand industry will become more and more concentrated in the future, and it is expected that it will concentrate on large manufacturers.
Mentioning the complementarity of channel operations and products, Mulinsen said that the company's understanding of the brand is mainly to provide high-quality products to end customers, and to share interests with all parties in the channel sales chain to form a healthy partnership.
At the same time, we will vigorously develop online sales and hire e-commerce teams with outstanding results to join the company team to provide a strong guarantee for future channel sales strategies.
On the product side, Mulin requires differentiation while maintaining its original advantages. , high value-added, high-tech products, and products that empower the brand.
Back to the industry itself, Mulinsen pointed out that the current lighting market demand is stable, and the global market has grown by more than 10%-20% every year. In recent months, demand for packaging products has grown rapidly, with many products in short supply and prices rising steadily.
In addition, Mulinsen also mentioned that Xiaomi's strategic investment projects are currently in the pre-application stage, waiting for the implementation of policies. At present, industrial collaboration between the two parties has been gradually carried out and contacted.
ANNA