Leviton China market ushered in a new general manager, Mr. Deng Ziwen. In the electrical industry, everyone is very familiar with him. From 1983, he entered the lighting construction industry. In 1996, he became a famous American. The lighting control company CEO, in his career, along the way, has achieved great results. In 2003, he entered Qisheng Asia. In 2005, he was sent to Qisheng China's Shanghai headquarters. In more than two years, Mr. Deng and his team worked together to make Qisheng China have a revolutionary transformation. It is also Mr. Deng’s success in the industry that has attracted the attention of Li Wei Teng’s top US officials, inviting him to join the company as the vice president and general manager of Leviton China, becoming the first player in the Chinese market. .
Broad space
The interview was also conducted from the comparison of the two companies. Mr. Deng commented that the two companies have profound cultural backgrounds and are very good companies. The two strategies and developments are very similar. The difference is that Qisheng is headquartered in Australia, entering China early and with a high degree of localization. Li Wei Teng reflects American culture. It only takes a few years to enter the Chinese market. It is like a newborn baby. It needs a process of learning and growing. The baby must first undergo an audiovisual process before he can grow up. China must also undergo a process of observation and exploration. Due to the high degree of integration of the wisdom of the two peoples, Leviton will certainly succeed.
He further elaborated: Leviton has a history of more than 100 years in the United States, and its switches, panels and other products account for more than 50% of the US market share. In the past ten years, Leviton has continuously increased its product line, such as Weak electricity products, lighting control products, etc., have successfully achieved diversified development within the industry.
Leviton's business in China can be divided into two major parts: First, production operation and R&D. The factory under the responsibility of Mr. Ling Anshou has more than 3,000 employees in Dongguan. It was built in 2002 and transferred the US production line. The production cost is reduced, and the annual output is several hundred million yuan. All of them are sold back to the Americas for 06 years. The second production base is built in Nanjing. It shares the production load of a part of the Dongguan plant. There are more than 1,000 employees. The current production capacity is far from saturated. There is a lot of room for growth. What is important is that Nanjing production base has domestic sales rights. This is a very important strategy. This shows that US management executives are paying more and more attention to China--this is a huge and attractive market;
The second is to manage China's market and marketing as well as product development. This piece is under the responsibility of Mr. Deng and reports directly to the US Chief Operating Officer. Due to years of work accumulation, he is very familiar with the Chinese market, and is familiar with many places in China. He has also been to Gansu and other places in the northwest, and he is also very familiar with China's national conditions. During the interview, he lived and worked in China and Hong Kong for a long time, often citing the construction of socialism with Chinese characteristics to explain his business strategy.
He said that in a short period of time, China has rapidly developed from a large agricultural country to a highly developed modern country with a highly developed communications industry. From a global perspective, the most widely used communication equipment such as mobile phones is in China, and the place with the most broadband applications is China. At the same time, this is a fast-changing city often in the United States, a company's products can be sold for 20 years, but in China, we must use the US high-tech capabilities, combined with local characteristics, in order to adapt to the rapidly changing Chinese market, obviously Wei Teng has already prepared for this, and there are more than 100 R&D engineers in Dongguan.
Aspirations
It is a very challenging task to make a local company that is not well-known in China, a highly competitive market. Before Mr. Deng decided to work at LEVITON, friends in the industry said that the risk was too great, but he welcomed Difficult, resolutely assumed this responsibility.
After more than three weeks in office, Mr. Deng visited all the offices and met with more than 30 sales people. They met one by one. After in-depth communication, the employees were filled with ardent hopes for the new leaders. He believes that Leviton has a very large development space in China, no matter which product line, lighting control, wiring products or lamp holders. Also, the quality of the staff is not bad, but there is not enough training, and their direction and goals are not clear.
He believes that the Leviton China market is only temporarily in the darkness before dawn. In the past, Li Weiteng was not successful because there were insufficient products, organizational structure and market development. Just do a good job in these three aspects and make a good product portfolio. It is easy to achieve the goal by training personnel, trying to open up the market, and having a suitable strategy. He saw that the company has broad potential and a good foundation. As long as the appropriate efforts are made, the wisdom of employees and their own experience are integrated. LEVITON China will have a very rapid development.
Of course, the work he undertakes is also facing enormous challenges. Although the company has a strong back office, there is a lot of work to be done at the front desk:
First, all manufacturers are facing the pressure of rising copper prices. Leviton's products and market positioning can only go to the high-end. The wiring should be based on six types of systems and optical fibers. It is necessary to actively seek breakthroughs in some high-end projects;
Second, as one of the top five brands in the United States, Leviton, the current domestic development is far from achieving this goal. Home wiring and home wiring boxes are widely used abroad, and many of the best-selling products in the US market have not yet been introduced. These are the opportunities for Leviton in the Chinese market;
Third, the sales network, personnel structure, and products must make certain adjustments;
Fourth, increase cooperation with experts in the media and industry. In the interview, he volunteered to ask the media what resources are available, and said that in the future, Leviton will be close to the senior expert associations in the industry. Cooperation, and like the United States, actively participate in the formulation of industry standards.
Fifth, it is necessary to further strengthen product sales and skill training for sales personnel and distributors.
Sixth, the main focus is on three product lines: the early sales in the Chinese market were dominated by weak electricity products, which was due to the same standards for weak electricity in the United States and China. Wiring products have a certain reputation in the country and will continue to increase efforts.
The strong electrical equipment in the United States is 110V. It is necessary to go through the conversion to enter the domestic market. The Chinese market must increase investment in research and development of high-voltage products such as switches and sockets. This is the core product of Leviton. The sales of high-power products have gone up, in order to give full play to the production capacity of Witten's two production bases in China.
The development and sales of light control systems, such product lines, not only have some production equipment in China, but also a full range of products, from a single dimmer to a large lighting system, intelligent light control, etc. The future of the company.
At the end of the interview, he stressed that the most important thing is not products, but talents. His main goal in Leviton is to train local Chinese, cultivate good talents, and build a competent Chinese sales force. Establish a strong service and technical team. This is the real success.
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