1 5 billion in sales "brand marketing" for effective selling domestic stationery

Business in Ninghai, Lou Fu Jun, Lou Ann is just a pair of legendary brothers. In 1988 they founded a small factory, the factory was only one injection molding machine, and today, this small plant has become a group owned 1.5 billion in assets, and boarded the top spot in Ninghai local enterprises.

By raw material prices, RMB appreciation, labor costs and other factors, many enterprises have declined this year, but the effective development of the Group remains strong momentum in the first half of the group in Ninghai region enterprises achieved a total Sell More than 700 million yuan, profit 31.17 million yuan, tax paid 34.61 million yuan, up 53.1%, respectively, 27%, 87%. What is the magic weapon for

effective group in the fierce market competition, so its capability? Lou Fu Jun, chairman of a recent interview, revealed the secrets of success of the enterprise: the high standards developed brand strategy + Marketing Network.

In the initial phase, the company has only one injection molding machine, mainly processing and other simple office box Office Supplies , Sales channels are also single, direct selling department store in Hangzhou station. After 1996, despite expanded production scale, there is a degree of primitive accumulation, but Lou's brothers realized that if you do not create their own brands, they can always do the primary processing plants, competition in the market only in passive status of orders can not take the initiative to capture the market. To this end, they registered the "effective" mark, began to create a genuine product of their own.

That the next development, brand strategy, as this enterprise into a powerful vitality. "With their own brand, all efforts will have a direction, technological innovation, industrial upgrading, also have a direct driving force," Fu Jun, said Lou, take the road of the brand is in the products, technologies and services become increasingly homogeneous situation, to seek originality and diversity, is committed to the pursuit of the ordinary Stationery Product differentiation, makes power products stand out from the stationery industry, achievement of their dreams.

Order to guarantee and improve the brand's credibility, the effective implementation of strict quality company Management System. The company's team is very clear that any omission of a small, may affect the brand image, so the raw material purchase, product design, production technology, product inspection, every aspect of after-sales service are top quality in pursuit of excellence . In Shanghai, South Korea, the effective company has established their own industrial design, graphic design and other research, the latest technology trends, focus on improving production processes and product design issues. The continuous upgrading of technology, has not only ensure effective product quality, but also directly for the company with a good a good value for money. According to incomplete statistics, from the technological transformation of the company every year for more than 15 million yuan in revenue.

Wine had to ground crying. The ultimate aim is for brand products in order to open market to obtain recognition of consumers as much as possible, therefore, capable companies to establish a sound marketing network as the other main strategic business development, while in the implementation of brand strategy, working to build efficient and effective sales network. In 1997, in Shanghai, Hangzhou, Tianjin set up three branches in over subsequent years, additional branches, to 2006, throughout the country has set up 30 branches, forming a line across all capital cities nationwide sales network . To further enhance the sales in the domestic stationery market share, effective in 2006, to "take root in China," the strategic plan, a comprehensive marketing network start 23 of the building, goal is to "National every stationery store, can be found effective product. " So far, 30 branches in the original basis, but also added 60 offices, forming a surface wider and deeper three-dimensional point distribution system. In this distribution system, the front-line sales staff to 450 people, delivery vehicles, more than 200 vehicles. In addition, effective the company is also actively develop the overseas market and the products to the world, currently in Southeast Asia, the Middle East set up a branch, the next step will be in South America, Scandinavia and the establishment of new marketing network.

Stationery brand strategy makes the force has excellent quality, complete coverage of the marketing network in the open market sales, while expanding brand awareness, the two "engines" of the healthy operation of the company for the effective ability to provide a strong boost, making power to keep at least 25% annual sales growth rate over last year, 1.1 billion in sales, sales this year expected to reach 1.5 billion. "Effective" trademark, has become the first brand of domestic stationery, business has become the largest supplier of comprehensive stationery.

Deserved as county stationery industry leading enterprises, Deli Group plans to further integrate the resources of local industry to make efforts. Lou Fu Jun said that in the future will be active with the county capable of other stationery business to start Cooperation , Using its own brand and marketing network and other advantages, through technical guidance, commissioned by OEM, product sales agency and other forms, stationery to support small and medium enterprises out of difficulties, and seek common development.

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