Not long ago, the World Brand Laboratory officially released the "Fortune 500 Asian Brand" rankings in 2023. Through the brand influence formula, the 500 brands with the strongest brand influence in Asia have been evaluated;The laboratory also adopts another set of "income now". Through the comprehensive assessment of "E (annual business income) * BI (brand added value) * S (brand strength)", China has the most valuable brand in China.
Not long ago, the World Brand Laboratory officially released the "Fortune 500 Asian Brand" rankings in 2023. Through the brand influence formula, the 500 brands with the strongest brand influence in Asia have been evaluated;The laboratory also adopts another set of "income now". Through the comprehensive assessment of "E (annual business income) * BI (brand added value) * S (brand strength)", China has the most valuable brand in China.
In these two lists, there is the same name -Tinseng Lighting.
In fact, the investment circle is not unfamiliar with the Lighting of Tinses.Founded in Huizhou, Guangdong in 1998, after 25 years of wind and rain baptism, Tinses Lighting rose from a small factory to a giant in the lighting industry.In recent years, even in the environment of waves, Rysen Lighting still stood up and wrote a good business counterattack case.
A dispute over many years ago:
How to find the original point of growth
When an industry develops to a certain degree, it will always reach a fork: price war, or value war?
In recent years, the use of price weapons to seize the market has become one of the important means of many lighting companies. The success formula they believe is that "the volume is larger than the peers, the price is lower than the peers, and the cost is better than the peers."
Without exception, Dinglix Lighting also reached the fork a few years ago.Lin Liangqi, CEO CEO, recalled that at the time, there were also struggles and disputes inside.But in the end, the second way was selected, because they firmly believed that the brand should be an anchor point for the value of corporate competition and created a systematic competitiveness around it.
More importantly, the sluggish and chaotic market gives Rysen Lighting to have the opportunity to take the lead in becoming an industry leader brand.Any brand that can sit in this position is bound to enter a high -speed fast track.
For this reason, the management of Dancel Lighting is the first to focus on the corporate image. -In 2021, Ryos Lighting took the initiative to upgrade the brand, and proposed the core value of the four major brands of "technology, health, wisdom, and quality" and "using lighting technologyThe brand claim that changes life "has launched a comprehensive brand VI upgrade.
"At that time, the behavior of Dancestick Lighting was difficult to be understood by the industry -the most effective price war and channels made the profitable, and they had to do the" industry leadership brand that could not see the effect in front of you.There are many different voices inside and partners.
Time has verified everything.Looking back at the enterprises that were on the price war at the time, all of them were trapped in the quagmire -three years of the epidemic, and more than 200 large -scale lighting companies closed down.Today, the industry is still in the price war and internal consumption. In the first half of 2023, 42 small and medium -sized lighting companies fell down.
At the moment, insist on making a good brand and a high -value anchor point, it has risen to be a well -deserved leading brand in the Chinese lighting industry, from brand value to turnover, to industry evaluation and consumer reputation.leading position.
As Wallen Buffett said, excellent brands can help companies build extensive customer loyalty, create sustainable competitive advantages, and bring long -term stable returns to shareholders.This is exactly the choice of Trunnel Lighting, and time will also verify the correctness of this choice.
First -hand technology, one -handed channel
Create a business history counterattack case
A company has always begun to solve new problems in the new era.
"Since Edison invented the first light bulb, we turned on the era of electrification; in the days of the sun tube, Tinses became the first in the industry.Where to break the game? "This is the most important issue at the first annual meeting of the new management in the first annual meeting of Tinseng Lighting.
Soon, Noses Lighting got the answer: leading the industrys lighting technology.For more than 20 years of entrepreneurial roads, Renxi Lighting has continuously invested in resources and established a domestic first -class R & D system.Not only did the electronic light source experts, lamp experts and design teams at home and abroad as consultants, they also hired in -depth cooperation with leading LED lighting in the field of LED lighting with the Chinese Academy of Sciences, Tongji University, Fudan University, and Nanchang University.
Lin Liangqi has also made it clear: "Dunston pays special attention to product research and development. We currently have three or four hundred R & D personnel, and R & D investment accounts for 5.5%-6%of revenue, which is quite high in the lighting industry."
More importantly, the R & D of Denov Lighting is not a closed door to build a car, but is committed to cooperating and cooperation.The most representative scene appeared in January 2023 -Rysen Lighting officially became the "China Aerospace Business Partner", and launched the first and the China Aerospace Lighting Technology Laboratory in the industry, which will become their research and development space level.The base of spectrals and lighting technology can also release aerospace lighting technology to the application scenarios of millions of households.
Technological innovation supports the chassis of a company, and channel innovation is the path to open a new perspective.
"The status quo of the company is the result of the implementation of the past strategy. When we formulate a new industry leadership brand strategy, we must face the adjustment of the organizational structure and the change of the past business model." Lin Liangqi gave a journey of strategic landing.
Under the guidelines of the new vision, Dinglness Lighting "cultivated internal skills first", divided the organizational system into front desk, Zhongtai and background, and reorganized a big stagnation: enhance the central stage, increase the companys ability to schedule and cooperate in collaborative operations;Simplify the front desk and integrate the original team of the original division into three sales segments of large retail, large circulation, and large projects to avoid waste and repetitive resource waste caused by excessive verticalization.
Under the overall screen of large retail, online is mainly responsible for the reach of young users and the sales of single items. With the help of DTC (directly facing consumer) model, you can completely focus on young users.The offline stores are mainly responsible for service and experience, and actively transform into service centers and experience centers.This plan accelerates the integration of online and offline channels and avoids the dilemma of "e -commerce and dealers fighting".
The results are obvious -online, Tinses Lighting won the five major platform lighting brand list champions including the Double Eleventh E -commerce Platform, 2022 JD.com, Tmall, and Suning Tesco, and 2023 618Lighting category sales champions; offline, at the spring and autumn group purchase conferences this year, the number of dealers increased by 20%year -on -year, and the transfer efficiency increased by 37%year -on -year.
The update and upgrading of offline channels laid the foundation for the "entering the next era" for Duncie lighting.This year, Denost Lighting focused on the strategic focus on the "whole house light environment" project. This new concept is based on intelligent technology and "main lights+no main lights".And design sense, so as to achieve a reasonable and effective application of healthy light.
Lightning Lighting simultaneously launched 40 full -house light environment experience stores this year, and set up 1,000 scenario experience areas. Such channel vitality is in the industry.Thanks to offline channels, the whole house light environment has become one of the most important growth points in Renissem lighting this year. The smart lighting business of the whole house has increased by nearly 30%year -on -year.
In the field of large circulation, Duncie Lighting also saw the potential increase in the sinking market.It is expected that due to the rapid infiltration of lighting products in the hardware market, the growth rate of the hardware market in the next three years will be 7.6%, and the overall scale will account for more than 10%of the general lighting market.
As a result, Noshi Lighting entered the track and established more than 100,000 outlets in 300 cities, which opened up the service and repairs needs of consumers last mile.Data show that the revenue of Tinses Lighting Hardware Circulation has increased by 38%year-on-year from January to August 2023.It can be seen that this layout not only improves the consumers ability to reach the consumer of Tinses, but also successfully created a new business increase.
The two -layer foundation of technology and channels allows Rysen Lighting to turn on its own engineering lighting 2.0 era.
Since the acceleration of Chinas urbanization process in 2008, landmark buildings from various places, especially stadium facilities, have sprung up, and have also brought spring in the lighting engineering market.
In fact, Dancel Lighting was originally from a lighting project. The Beijing Olympic Games, Beijing Winter Olympics, Wuhan World Military Games, Shanghai World Expo, Guangzhou Asian Games, Hangzhou G20 Summit, Hangzhou Asian Games and many other large national activities, all of themIt is inseparable from the Dancel Lighting.
However, the lighting engineering itself has the characteristics of complexity and segmentation. The needs of different scenarios are different, and the docking personnel and business models are also large.In response to the new trend, Renxi Lighting segmented the traditional large -pack engineering lighting, focusing on the four major sections of hotel lighting, commercial lighting, public lighting, and special lighting, and siege the city on the national engineering lighting map.
For 30 years in the immersion industry, Pi Wei, the head of the Renxi Lighting Project, said: "The new brand positioning and the subdivided lighting engineering sector are complementary. Engineers and designers must consider the performance of the product, the level of the plan, and environmental protection of the plan.The ability of levels and services can only shoulder the heavy responsibility of national projects.
In the past three years, the results have been obvious to all: In the field of commercial lighting, Tinses Lighting has become the first choice of cooperative brands for the top 100 real estate brands in the country; in the field of hotel lighting, the wine management company of flagship products Chopin has intercontinental hotels, Banyan, Banyan, BanyanZhuang and other; the classroom LED blackboard lamp, which has won the "corporate standard leader", has been widely used in nearly 100 large and middle schools across the country.Customized lighting schemes; in the field of special lighting, there are thousands of industrial users.
In the first three quarters of 2023, Ryos Lighting has undertaken 280 projects, including major projects such as Xichang Aerospace Park, Donghai City East Casino District, Quanzhou City, and Kunming Changshui International Airport Lighting Energy Energy Energy Saving Project.
Behind the eye -catching results, the two core advantages of Tinses lighting are inseparable.
The first is the service ability of the channel.The existence of the operation center can provide one -to -one near -one service for engineering projects and provide customized solutions.Taking the Hangzhou Asian Games just closed as an example, from the year to 2023, 223 supporting lighting projects of the Hangzhou Asian Games participating in the Hangzhou Asian Games involved in Rysen Lighting have achieved the "face -to -face" service of the local project and achieved conventional products.Delivery within 3 days, and the urgently needs to be delivered in real time.
The second is the ecological nursery in various segments.Nostel Lighting has always promoted the construction of the industrys ecological layout with brand potential energy, and established a strategic partnership system in the industry. Through future design growth plans, integration of star search awards, and Zhu Rong prizesIn the design circle of deepening a single field.For example, the Renxi Lighting and ID+C cooperated to set up a hotel designer club to fully empower hotel designers.
It is not difficult to find that with the weak growth of the industrial dividend, Trunnel Lighting has taken the initiative to seize the "model growth dividends and operating growth dividends" through the reconstruction of the front, middle and background, and the reorganization of business models, which makes them in consumers in consumersCognitive and business effects are outstanding.
According to the survey report of senior brand consulting agencies, Midi quantitative consumer survey reports, the cognitive cognitive degree of Troutie is ranked first in the industry.Judging from the actual results, although the industrys overall sales in the first half of 2023 decreased by about 7%year -on -year, Ninemark Lighting still maintained a double -digit growth, showing a strong brand dominance.
Thinking of the second growth curve
The 25 -year journey of Dancel Lighting has witnessed the era of Chinese local enterprises from barbaric growth to commercial civilization.
The Japanese Strategic Consultations father, former Research, has proposed that the ability of a company to be reflected in its hidden hedging of future risks and the future layout of visible to the future.As early as the time when the lighting market was still limited to brutal growth, Tinseng Lighting took the lead in proposing the concept of commercial lighting, innovatively introduced the "brand monopoly" model, and walked at the forefront of the industry and activated the first growth line of the enterprise.
But the Trun Touncing did not stop the exploration.This year, Denost Lighting once again actively sought change and opportunities, and planned a plan for its own and the second growth curve of its own and the entire industry -announced the official construction of the ESG governance system.
ESG, the governance of the environment, society, and corporate, was first proposed by the United Nations Global Contract in 2004.Today, as the importance of soft power continues to increase, ESG is regarded as the "second financial report" of the enterprise, occupying a more important position.Obviously, building a comprehensive and scientific ESG development system has become an indispensable development path of new modern enterprises.
However, it is not necessary to ignore that at this stage, ESG development is facing the lack of uniform ESG information disclosure and rating standards; ESG information collection and accounting are difficult, and the quality of ESG information disclosure is not high; ESG rating results are large; ESG investment strategy is yet to be promoted, etc.challenge.The reason why such a "difference" appears depends on whether the ESG is regarded as "intangible assets" or "a report that must be disclosed".
Against this background, Dingsen Lighting looks forward to the value of the ESG system -ESG is not only a scoring standard, but also a set of "enterprisesHow to build a manual of future competitiveness ".
In order to build a scientific three -dimensional ESG governance system, Denost Lighting invites Pwi -Pacific Tao, which has a well -built Pacific Road in the field of ESG evaluation and planning, and builds an ESG system from vision to target to key issues.Through the awareness of ESG risks and opportunities, as well as identification, evaluation, sorting and confirmation of enterprises, industry and social issues, a clear ESG management goal was formulated, and a clear and clear ESG practice commitment was made in 2025.
It can be found that the ESG system of Tinses Lighting can be described as full of effort:
In the past, the standards for domestic enterprises to formulate ESG system references were uneven, and the ESG management system of Ninx Lighting refers to the guidelines of (GRI), (SASB) and (TCFD).Development targets (SDGS), and also take into account the relevant requirements of the European Union (CSRD) and ISSB sustainable disclosure standards.Such a wide -caliber and high standards ensure that no matter which standard in the future becomes the mainstream, the future corporate value of Rysen Lighting can meet the long -term sustainable development standards.
At the same time, the ESG system of Denost Lighting is extremely high, especially in terms of information transparency, which proves that it is determined to do ESG -Troutin Lighting this time clearly disclosed the carbon emission data since 2021.And the quantitative goal of carbon emissions density in 2025.In contrast, according to relevant statistics, Chinese A -share listed companies disclosed only 14.1%and 7%, respectively.
More importantly, Noses did not blindly follow international experience, but fully investigated the six major interests of the China Lighting industry. It made corresponding plans for the current status and future trends of the industry.The phenomenon of the two peels of the strategy, through the risk of ESG and opportunities, formulates a clear ESG management goal for issues of enterprises, industries, and even society.
Building a comprehensive and three -dimensional ESG system is by no means easy. Among them, the human, material, financial resources, and energy invested occupy the opportunity cost that enterprises can originally used for commercial expansion.However, according to Li Haibo, director of the ESG Management Committee, at that time, the corporate decision -making layer had no hesitation and objection to start ESG: "Obviously, building a comprehensive scientific ESG development system is a must -have development of a new type of modern enterprise."
The ESG Management Committee is a functional agency specially deployed after the ESG system is launched after starting the ESG system. It is responsible for establishing a cross -function ESG topic group for important issues to guide and support the advancement of the group work.It is also rare for other domestic and mature industries to develop, which shows that Trump Lighting uses ESG to create a second growth curve.
ESG, as a global recognized and developed concept of governance for nearly 20 years, can inject stronger development momentum, operating vitality and future potential for enterprises.And the ESG system of Ninx Lighting, and another layer of intention: as the continuation of the "industry leadership brand" strategy, the Dancel Lighting sets the ESG vision as "Lighting and sustainable future with healthy lighting technology, becoming the leading of ESG industry ESG leadership leadership leadership", This allows us to see the essence of its ESG system -if the first growth curve is to seize the current leaders status, then the second growth curve is undoubtedly to ensure the future leader status.
Revelation
Dunston Lighting todays achievements, because they understand where they are "where they are", and use the governance mode of front, middle and background to deal with the current market environment and development trends, successfully consolidate their first growth curveAt the same time, they have not stopped exploring the "where to go", welcome the future through the governance model of the ESG system, and lay out their second growth curve in advance.
Faced with the current turning and fluctuations, the leading brand strategy of Dancel Lighting has accumulated enough development momentum for it.
The implementation path of the 10 billion target is also clearly visible.Faced with future challenges and opportunities, the bilateral growth strategy of Dancel Lighting also allows the outside world to see their ability and potential.

Related tags： news