Zhejiang Sunshine Group Co., Ltd., which already owns the four national brand name laurels, is seeking to change its own brand sales share from the current 20%, after 60 years of expansion to 60%. Yesterday, Wu Feng, deputy general manager of Sunshine Group, said: Brand strategy is the company's new core strategy.
In the domestic lighting industry, Sunshine has achieved the perfect combination of products and brands. It combines China's well-known trademarks, China's famous brand products, China's export brand and national inspection-free products with four national brand honors. Sunshine's brand value is 1.418 billion yuan. It has been selected as one of China's 500 most valuable brands for three consecutive years.
However, the Sunlight decision-making layer also has hidden concerns: Although it acquires a large amount of wealth by means of OEM, its own brand sales account for only 20% of the total sales of the company.
The influence of sunlight on the global stage must be enhanced. Wu Feng said that the company has developed a five-year plan to expand international brands, and established an overseas branch to build a sales network of the company's own brand international market. According to the plan, this year and next year is the foundation year for Sunshine's own brand building. In July this year, Sunshine will set up a branch in Europe, and establishment of production enterprises in countries and regions such as the Middle East and North Africa will also be included in the plan.
At present, Sunshine English brand YANKON has been registered with Sunshine Emblem, and the group has also tried to form a joint venture with major companies such as ABB in Switzerland and a joint venture with Philips in the Netherlands and Bilus in South Korea. In order to evade barriers such as anti-dumping, in recent years, Sunshine has successively established production bases in Southeast Asian countries such as India and Vietnam. In order to occupy the United States, the world's largest energy-saving lamp market, Sunshine changed its previous OEM production and invested 2.98 million in March this year. The dollar established Sunshine America.
Wu Feng said: After the establishment of overseas branches, we have taken the initiative to deal directly with supermarkets and downstream companies. At the same time, we can win bidding projects from the US government and power companies.
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