Company news

He has spent 23 years writing the legend of lighting national brand going to the world

He has spent 23 years writing the legend of lighting national brand going to the world

In Yudu, Ganzhou, Jiangxi Province, the starting point of the Long March, the red spirit of inheritance and inspiration, a group of aggressive, willing to work hard entrepreneurs, Chen Aihua's father is one of them. In the 1980s, Chen aihua's father, a former engineer and retail owner, was one of the local 10,000-yuan households.

It can be said that the reform and opening up created this generation of entrepreneurs, they have the same advantages: a keen sense of smell for reform and opening up, entrepreneurship has extraordinary courage, for the cause has an extraordinary spirit of hardship.

And the entrepreneurial factors of his parents have been handed down to the younger generation. Chen Aihua's debut was also very early. He took over the wholesale business of his parents and started passenger transport after 1991.

In the Spring Festival of 1992, Chen Aihua drove the passenger car to send the migrant workers to zhongshan ancient town, this is his first time to the town, even he did not think that this would be the place where his future career took off. Chen aihua recalled that his first impression of the ancient town was nothing but a barren area. Even the ancient town's earliest landmark, the ancient town station, had not yet been built.

It was also in 1992 that Chen Aihua really connected with the lighting industry.

When his father was stocking up in Ganzhou, he found a portable charging lamp, so he took a few and sold them in a retail store. As expected, the portable rechargeable lamp is doing well in the market.

After several twists and turns, Chen Aihua found the phone of the manufacturer of this lamp and successfully ordered the first batch of goods, a total of 10 boxes. Chen aihua still clearly remembers that at that time, this portable charging lamp cost 24.5 yuan /, a box of 10 charging lights. No sooner had the goods been put on display in the store than a merchant from another county in Ganzhou took five cases and sold them for 28.50 yuan each. In this way, Chen Aihua discovered the huge business opportunities hidden in the lighting industry, without hesitation into it.

"In order to raise more than 100,000 yuan in start-up funds, I sold the bus to raise 50,000 yuan and borrowed another 50,000 yuan. In 1995, he led several brothers to start wujinjiaodian wholesale trade in Jiangxi province." Chen aihua said that in order to learn more about the products of lamps and lanterns, he kept searching for manufacturers, and visited Guangdong and ancient towns more and more often. As the proportion of lamps sold in his stores grew, Chen aihua conceived the idea of opening a factory to produce lamps on his own.

In 1998, Chen Aihua came to Zhongshan Ancient Town again with a clear entrepreneurial intention. At that time, it was six years after he first came to the town. At that time, the town had undergone earth-shaking changes and various lighting factories were flourishing. Chen Aihua and his brothers and sisters in this piece of entrepreneurship in the hot land together founded the Octe lighting, became one of the earliest to the ancient town to open factories.

With the guzhen lighting industry entering the development boom period, At that time, The main production of ballast, energy saving lamps, lamp plate, bracket and other products, under the efforts of Chen Aihua and his brothers and sisters, soon won the round of tuyere brought by the bonuses.

In 2000, Mr. Aucot bought 10 acres of land in Henglan, a town next to the old town; In 2002 and 2003, the sales of Okte exceeded 200 million yuan. Later, it became one of the first ancient town brands to win the title of "Famous Brand of Guangdong Province". However, these "highlights" are just the beginning of octe lighting's ambitious ambitions.

With the deepening of reform and opening up, China joined the WORLD Trade Organization in 2001, which provides Opportunities for Chinese enterprises to compete in the world. In November 2002, the party's 16th National Congress report also clearly pointed out: "to form a group of strong multinational enterprises and well-known brands." Subsequently, the country gradually began to encourage Chinese enterprises to carry out independent innovation and establish their own brands, and Chinese enterprises' export sales also ushered in the spring.

2003 is a very important year in the development process of Octe lighting. This year, Okot not only made clear the concept of creating its own brand, but also successfully launched the first shot in the export market with the brand of "AKT Okot Lighting".

At that time, the domestic lighting market has been a red sea, energy-saving lamps because of the variety of products, cheap prices, in the market acceptance and utilization of increasing, but because of the low threshold to enter the energy-saving lamps market, the product quality is uneven. In response, Okete quickly adjusted its product positioning, moving to the middle and high-end market, and building a high premium, high quality brand by improving the quality of its products. This strategic decision also laid the foundation for Okete to become a strong brand in Nigeria.

Indeed, at that time, it was a very challenging thing to break out of the tight circle in the lighting market with many foreign brands and go to the world.

"It is by accident and by necessity that Okot Lighting is the leader in this segment of the Nigerian market." At the time, one of Mr Okete's clients in Nigeria was losing money because of poor management and could not pay back his debts. He wanted Mr Chen to take over his assets and sales channels in Nigeria, Mr Chen recalls. Did not expect, this lets already be in illume bound gradually stand firm the Ao Kete, walked on independent brand to cross the first way that gives foreign market.

Shortly after the takeover, Okete frequently received large orders from Nigeria, then Chen Aihua again "increased", and sent a team to develop the local market, not only the container shipments doubled, 2004 Okete also opened a branch factory and trading company in West Africa Nigeria, to achieve national brand localization.

In the end, okot lighting's outstanding performance in Nigeria has not only supported the rapid growth of the enterprise, but also created a unique brand development path.

Jiangxi Okete Lighting Technology Co., LTD

In 2010, As an entrepreneur returning to Jiangxi, Chen Aihua returned to Yudu, Ganzhou, Jiangxi to establish a wholly-owned subsidiary -- Jiangxi Aokete Lighting Technology Co., LTD. After the establishment of jiangxi branch, the development of Okte in the overseas market ushered in "acceleration", in the Middle East market again sounded the horn of victory, and gradually launched a new round of attack to the United States and other markets.

Ten years after China's entry into wto, it has been a golden decade with the best and fastest development in China. Octor riding on this east wind, continue to expand the strategic territory in the international market, so that many lighting enterprises.

Looking back on the century's rise and decline of China's lighting industry, although there are tens of thousands of enterprises in China's lighting industry, the paths of major enterprises out of the overseas are endless, including through exhibition marketing, international competitions, overseas investment, overseas factories, overseas mergers and acquisitions and other modes, but the enterprises can be counted on one hand as classic cases of the industry.

In addition to mulinsen's acquisition of Lundvance to continue to work together to create a story, Okete has become the no.1 brand in Nigeria through national brand localization, and it is also one of the few successful examples in the long journey of lighting national brand to the world.

Today, the West African market, mainly Nigeria, accounts for 70% of the total revenue of Okte Lighting, and AKT brand awareness and market share in 13 West African countries are more than domestic and foreign lighting giants.

Octor has achieved good results in the export sector by copying the successful model of Chinese brand localization to other overseas markets. In addition to Nigeria, where the brand is strongest, Ocote has offices in Dubai, Bangladesh, Vietnam, Saudi Arabia, Spain and other places. At the same time, in North America, Europe, the Middle East and other places also adhere to the independent brand AKT operation.

Speaking of the domestic market, Chen Aihua said, "Although octe focused its development on operating in the foreign market a few years ago, it did not ignore the domestic market.

From 2006 to 2012, Aukete has made full efforts to deeply cultivate the domestic market, set up marketing offices in all provinces, developed provincial general agents, and extended the channels to city, county and township distribution points, and the sales channels have been preliminatively opened.

At present, Okot has decided to dig deep into the domestic market for the second time and cultivate "AKT Okot" into a strong domestic brand. In order to better carry out the new deployment and alleviate the shortage of capacity, okot has once again established a new factory. "At present, the new 60-acre Ocote Industrial Park in Henglan has been put into production. This is the fourth time for Ocote to move and expand its factory." Chen aihua said.

Oort Industrial Park in Henglan

As an enterprise witnessing the historical changes of the lighting industry, the growth history of Octe is also a microcosm of the development of the industry. In Chen Aihua's view, if an enterprise wants to become bigger and stronger, it must keep pace with The Times. Although Octe has come to the fore in the era of energy-saving lamps, it cannot wait for the technological transformation and upgrading of the industry.

The idea of adhering to the "quality of light up the world", Mr Walcott YingShiErBian, for those routes, through constant technological innovation, product category from expanding into the production of electronic energy-saving lamps energy-saving lamps, absorb dome light, fluorescent tubes, energy-saving electronic support of energy conservation, fire emergency lights, grille lamp, canister light, shoot the light, electrical wall switch, ten series of products such as LED lighting lamps and lanterns, Tens of thousands of species.

In addition, a provincial-level R&D center has been established and certified, and an engineering department led by a master of electronics from Tsinghua University has been set up to control the quality of products developed by Octor. Because of the accumulated scientific research strength in the development, so that Okte has enough confidence, in the increasingly fierce competition in the lighting industry with ease.

Towering trees, not born by chance; Wood show in the forest, there must be very.

After more than 20 years of precipitation, From a small factory with more than a dozen people, Aucot has grown into a medium and large scale enterprise with annual sales of more than 600 million, more than 200 acres of land around the world, a professional team with more than 1200 people and thousands of customers at home and abroad. It has registered and sold its own brand in more than 10 countries. It has also opened the development of multiple business divisions, trying to make efforts in outdoor lighting, educational lighting, commercial lighting and other fields in domestic channels, and actively preparing to build business, engineering, fire emergency, hotel lighting business divisions.

In Chen Aihua's view, the development of an enterprise is like a tree, from a sapling into a towering tree, and then to the shade of green trees, as long as there is enough nutrients, the growth rate will be doubly.

With the success of the "AKT Orcott Lighting" brand in the international market, Orcott also opened the way to capitalization. Chen Aihua understated, listed is a strategic project of enterprise development, can promote the high quality, high speed development of enterprises. At present, the company has completed the stock reform before the listing, but no matter what the result is, it will be viewed with a normal mind, because for Aucot, the most important thing for listing is to sort out and standardize the enterprise.

Chen Aihua's feelings for the lighting industry are always revealed inadvertently in conversation. In sigh time flies, the lighting entrepreneur also smiled to the author frankly, in fact, he has long been lighting this career as a dream to chase.

With the rise of China's economic aggregate, the increase of residents' income, the change of consumption concept, the expansion of the world influence of Chinese brands, but also for the second deep penetration of the domestic market has added confidence. Today, Okot is in a school of its own in the international market, and Chen aihua hopes to cultivate "AKT Okot" into a strong domestic brand, with domestic sales reaching the top 10 in China.

PREVIOUS：We're always on the road NEXT：Nothing