Steinel (Lighting and Sensors)

Building-up and Co-ordination of Sales for Steinel GmbH

With more than 1,400 employees the Steinel Group is the European market leader for sensor controlled lighting. Under the brand of STEINEL products for private users and DIYers are sold, whereas the brand STEINEL PROFESSIONAL stands for automatic, efficient lighting control for professional applications. The aspect of energy saving as well as the use of latest LED- and sensor technology make Steinel products attractive for the Chinese market as well.

In early 2012, after a market and competition analysis in China, FE began to select suitable distributors for the contract business. Two Sales Manager of FE have been trained by Steinel in Germany and China in order to co-ordinate the operational business locally. Attended by Steinel, FE later organized seminars, customer events and an exhibition in Shanghai.

Being the Steinel Representative in China, FE is in charge of the further market expansion as well as the daily co-ordination of sales and marketing. A.o. the Steinel team of FE hereby is providing various services locally, such as:

  • contact person for sales partners and customers from contract business
  • handling project orders in all phases (initial information, acquisition, settling of prices, sampling and order processing)
  • product and application trainings for sales partners as well as organization of exhibitions and marketing events
  • active search for new construction estate projects and additional sales partners in various regions, incl. negotiations and drafting of distributor contracts
  • support in other topics, such as trademark law, product copies, product certifications, or the set up of a Chinese website

In order to strengthen the own presence in China, Steinel uses the FE Shanghai office as its local sales base.

In the meantime Steinel is represented with distributors in the most important regions of China. The industrial sales experts from FE and Steinel are taking care of a dense dealer network in the key regions of China. As a result a number of big projects have been won, such as the Beijing New Airport or for the mobile phone giant Huawei.

The co-operation with FE enables a medium sized company like ours to develop the Chinese market with limited risks and capacities. We highly appreciate the competence, strong commitment, market expertise and trustful co-operation.