Samsung LED China reshuffling Guo-qing tang will burn "three fire"
OFweek semiconductor lighting network - "I walked lightly, just as I come lightly, wave sleeves, not even a wisp of cloud will I bring away." Samsung LED China gm guo-qing tang told reporters, xu zhimo's this poem describes his mood is the most suitable.
Previously as Cree guo-qing tang, general manager of the company to China market since the samsung LED's general manager, because of its service is two great attention of the international well-known enterprise and caught the attention of the industry. The reasons for change? After came to samsung, and he will take what kind of marketing strategy?
Samsung LED a bigger platform
In South Korea have such a saying: people life cannot avoid three things: death, taxes and samsung. Samsung as the world's first, nearly 20 kinds of products market share in 429 branches in 68 countries and regions with more than 230000 employees of the aircraft carrier enterprise. In 2012, in order to strengthen the LED business competitiveness, samsung electronics announced that acquired from samsung motor have "samsung LED" company of its shares.
And in the eyes of guo-qing tang, samsung is a company "great and powerful". First of all, samsung products withstand the market test. Second, a high degree of automation, advanced management. During his visit, he said, many of the MOCVD workshop, the management level is uneven, so to speak, the samsung is a total management, the semiconductor, all workshop after thousand grade purification, very clean. In addition, the machine of the high automation level, robots have been used in MOCVD process.
And from a personal point of view, samsung is able to provide him with greater platform and wider concept. Samsung in China, he says, suzhou, kunshan, tianjin and xi 'an has many plant, but never such a large investment to invest in the market, has been kept a low profile. In the samsung wraps, he says, he can with many domestic counterparts do more work for the cause of China's green lighting.
Product strategy: power and high power in the "two wings fly together"
Samsung LEDTV with high market share in the whole world, there is no doubt for samsung LED penetration in the field of backlight played an indelible role. Guo-qing tang told reporters that at present, the samsung LEDTV has 120 million share of the market, if a TV inside with 100 LED chip, so the market foreground is immeasurably.
When it comes to specific product strategy, guo-qing tang said, in the preliminary idea is "wingers" power and high power products, power products and power products in 5630 and 3535, 2323 three main varieties "have".
Guo-qing tang told reporters that the current samsung high-power products luminous flux has reached 156 lm/w (350 ma), the street light efficiency of the whole lamp is more than 103 lm. In terms of high power, samsung will focus on development of outdoor lighting, and will carry out a full range of marketing. In HVLED and ACLED will do something, to meet market and customer requirements.
Market strategy: "please come in and go out"
Localization marketing strategy of successful use in in guo-qing tang previous work has obtained the good market effect. As samsung LED China, he, as a regional manager of the market, whether can continue to use well the localization strategy for samsung LED market development in China brings new change? As the saying goes: "a new broom sweeps clean. Took office, there will be new measures appearance?
Guo-qing tang said, can be summarized with six words is "please come in and go out". "Please come in" refers to the leaders, experts, customers, please understand, etc into the samsung, samsung; "Going out" is the samsung's products to each customer's hand, let the customer to evaluate, with customers seeking market opportunities, and seek common development.
In April, he was prepared to samsung electronics group headquarters in Beijing held a into the samsung's activities, will invite relevant leaders and experts into the samsung visit guidance, the samsung's practices in green industry in China. In addition, the guangzhou international lighting fair in June, will also be a one for the media and customers, the product promotion meeting be to let everyone know more about samsung products. In addition, also compared with domestic famous lighting manufacturer do cooperation strategy.
For this year to reach target markets, guo-qing tang said, hope I can on the basis of the original sales up and the quantity of a start, a significant difference. But the main task is to the whole market structure to play good, lay out the product to the market feedback.
Challenge: into the samsung culture
Into the new environment, what is the biggest challenge he faced?
Guo-qing tang told reporters, fast to make achievements in this field is not a simple thing, the challenge is not a little. Want to work with samsung's culture and above all, conveniently, is blended in among them and become a member, and can't think of yourself as a revolutionary. In the future, he will have some success in the industry is introduced, hoping to bring some changes.