The rural market for energy-saving lamps has always been a desert to be reclaimed. It was founded in 2002 by Zhongshan Ou Dier Electric Lighting Co., Ltd. Since its establishment, it has been launched nationwide with the brand of “Little Ghostsâ€. At present, the small ghosts have achieved remarkable results in the development of rural markets in Hunan, Guangxi, Jiangxi, Shandong, Shaanxi, etc. How did the small ghosts enter the rural market in just four or five years? What is the unique way to open up the rural market? What obstacles have you encountered and how to solve them?
With the above questions, this reporter interviewed Mr. Zhao Wei, the general manager of Zhongshan Ou Dier Electric Lighting Co., Ltd., let us walk into the small ghosts and enter the rural city of energy-saving lamps to sing -
Promote difficulty to verify product quality
Reporter: After the market promotion in recent years, what is the new situation in the development of energy-saving lamps in urban and rural areas?
Zhao Wei: After the guidance of the government and the continuous promotion of manufacturers in recent years, the promotion and use of domestic energy-saving lamps is continuing to rise, but the latest statistics show that the proportion of energy-saving lamps in the country is still only maintained at about 20 %. This ratio is greatly discounted in rural areas. Now everyone knows that if China replaces all lighting incandescent lamps with energy-saving lamps, we will save energy from a Three Gorges power station every year. However, at present, energy-saving lamps are facing the bottleneck stage of overall promotion. According to the situation in the frontline of our market, even some consumers who have used energy-saving lamps have switched to traditional incandescent lamps. This is a very abnormal phenomenon. It reflects that there is still a long way to go in the promotion of energy-saving lamps, whether from the government or businesses.
Reporter: Not long ago, at the meeting on the quality inspection of energy-saving lamps held in Guzhen, the leaders of relevant state departments reported that the pass rate of energy-saving lamps was less than 40%. How do you view the grim quality problems in the energy-saving lamp market?
Zhao Wei: First of all, we must admit that this is the reality we are facing now. We must face it and cannot avoid it. Secondly, as a government department and a production enterprise, we should clearly understand that we must further improve the quality of our country's energy-saving lamp products in order to make the energy-saving lamp industry. With healthy development, companies can make money in the long run, and consumers can get real benefits. Our country can achieve economical and harmonious development in the field of lighting. In other words, the overall quality of energy-saving lamps is related to the survival of our entire industry in the domestic and international markets.
The healthy development of the industry is achieved by self-discipline of each enterprise. The practice of guaranteeing low prices by sacrificing quality is suicidal behavior. We can look at the home appliance industry, especially the color TV industry. In view of the development of our energy-saving lamps, it is precisely from the very beginning that we have adhered to high standards of product quality requirements, in order to survive today, we can accumulate corporate wealth and lay a foundation for sustainable development. A solid foundation and in the course of our development, a number of energy-saving lamp manufacturers that do not pay attention to product quality have disappeared. This shows that the market has its own ability to distinguish the quality of the product. Like any other product, focusing on product quality will never stand on the opposite side of the company's interests.
Quality standards can only be unique
Reporter: At the energy-saving lamp quality inspection and notification meeting, some enterprises have proposed whether the quality standards of energy-saving lamps in the rural market can be reduced. What do you think of this statement?
Zhao Wei: This is suicide. At present, consumers' perception of energy-saving lamps is that "energy-saving lamps save electricity and save money." This is a vote of no confidence in the quality of our energy-saving lamps. The low level of consumption in the rural market is a fact. Tap the inside of the enterprise instead of sacrificing quality. For example, in order to allow farmers to eat baby milk powder more quickly, do we have two milk powder standards, one for selling rural areas and one for selling cities? Product quality, quality standards can only be unique. The principle of energy-saving lamps is no different from that of baby milk powder.
Reporter: At present, some enterprises produce some inferior and low-cost energy-saving lamps into the rural market. After taking a ticket, they will leave. How will this practice harm the rural energy-saving lamp market? How can we standardize the rural energy-saving lamp market?
Zhao Wei: The hazard is a significant hindrance to the overall development of the industry and the promotion of energy-saving lamps. Farmers are also consumers, and they know how to distinguish the quality of products. Therefore, such enterprises can only take one ticket and leave. In fact, if the quality of energy-saving lamps can be managed in the city, it can be managed in the same way in the countryside, depending on the attitude of the government. Why can agricultural products be quickly and increasingly regulated in rural areas? I believe that no matter whether it is a government function or a manufacturer, the rural or peasant must not be regarded as a special consumer group. It is considered that it is not necessary to control the quality of energy-saving lamps in the countryside too much. It is even considered that the relaxation of quality requirements can make farmers friends save energy. The use of the lamp is affordable. The attitude of the government should be unified. On the issue of quality management of energy-saving lamps, there will be no urban and rural problems.
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