[Source: Gaogong LED's "LED Lighting Channel" magazine, issue 5 (total issue 41)]
As the saying goes: "Good horse with a good saddle", good brand naturally with good business. So who is a good brand?
In April, we visited a number of well-known LED lighting companies in Zhongshan. Based on the principles of fairness, justice and excellence, we interpreted “good products†from various aspects such as market research, R&D projects, design opening, price system and marketing policies.
From the centralized procurement of government-led outdoor lighting to the wide range of applications of LED indoor lighting, the market trend of LED lighting terminals is increasingly obvious. At the beginning of this year, the six ministries and commissions jointly issued the "Semiconductor Lighting Energy Conservation Industry Plan". The plan requires that the domestic LED output value will be close to 450 billion yuan in 2015, and the penetration rate will reach 20%. LED indoor lighting development is expected to catch up with the policy.
According to the reporter's understanding, this year's indoor LED lighting application promotion target in Guangdong Province alone reached 2 million baht. The huge market potential of LED lighting has set off a boom in enterprise terminal channel construction.
"The domestic LED lighting market has become increasingly mature. If the enterprise does not participate in the construction of the terminal channel, and the lighting pattern will be formed, the later development will be very passive." Hua Ming Optoelectronics business manager Shang Mingjie said.
Subsequently, the "LED Lighting Channel" reporter learned about the new Terri, Sanxiong Aurora, Auman Technology and other enterprises on the field, everyone is the terminal channel construction as the focus of this year's work, the development of agents and dealers become the first problem to be solved.
In the terminal market, the enthusiasm of dealers for acting LED lighting is also rising. Some dealers said, "Traditional lighting prices are transparent, LED lighting is currently the most popular. However, due to dealers' limitations, how to identify product quality and how to choose a brand, we need to build a professional platform to sort out for us." This language tells the most urgent needs of dealers.
Through the national tour of Gaogong LED, it is found that 95% of dealers have begun to test the sale of LED lighting. However, dealers face the industry's lack of brands and the mixed industry of products, and they will appear blind in the choice of agent brands.
Even for large stores with more than a thousand square meters of traditional lighting, the sales of LED light sources account for no more than 10%. It is normal to sell LEDs in a way that the dealers do not understand and distrust the dealers to adopt multi-brand and bulk cargo operations. There is no trustworthy brand, no good product, which has become the main problem for companies to find quality agents and distributors.
Dr. Zhang Xiaofei, CEO of Gaogong LED, pointed out: "Enterprises are concerned about the terminal channel has become a trend. For enterprises to use good products to open the market, it is especially important to establish a brand. It is impossible to make the lack of good products in the channel become a serious injury to the development of LED lighting."
What is a good product? How to identify good products? The reporter visited Zhongshan Huayi Lighting, Xinteli, Auman Technology and many other companies to listen to their views on products.
Huayi Lighting: Launched an independent LED lighting brand
Text|Reporter Xiong Yuheng
It is true that the domestic LED industry lacks brands, but the domestic LED industry has never lacked good products, but good products are highly competitive due to their high prices, especially in the lighting terminal market with “price theory success or failureâ€. Therefore, good product marketing channels are currently limited to export or engineering, and there is a lot of resistance in the terminal wholesale and retail market. It is also difficult to establish a brand.
Taking Huayi as an example, I believe many people know that Huayi has made great achievements in the field of traditional lighting. However, few people know that Huayi has been working in the field of LED lighting for many years. In terms of overseas market expansion, Huayi has even gone a lot. LED business front.
Since 2006, Huayi has undertaken several LED lighting projects in Macao and other places. In recent years, Huayi has successfully expanded its overseas channels. In 2012, Huayi LED lighting exports amounted to nearly 200 million yuan. And like Huayi, because of the chaos in the domestic market, lighting companies that are close to exploring overseas markets are not uncommon in the entire LED industry.
At present, the domestic LED lighting market is maturing, and many export-oriented enterprises have begun to switch to the domestic market. If the enterprise is not actively participating in the construction of the terminal channel, and the lighting pattern will be formed, the later development will be very passive. The reporter learned that Huayi will actively expand its domestic channels this year and launch its own LED lighting brand “Huayi Lightingâ€.
There is a very strange phenomenon in the terminal market, such as NVC, Op, Sunshine, Buddha Photo and other companies selling large stores, selling products are also based on traditional lighting, involving less LED lighting, which may involve corporate sales strategy The problem.
Traditional lighting is mainly retail, and LED lighting is also based on engineering. Traditional lighting companies, including Huayi, hope to open up a new sales network for their LED lighting, instead of simply replacing the upgrades. This is also the reason why the proportion of LED lighting sales in traditional lighting stores is low. As the civilian market expands, this pattern will soon be broken.
For dealers, the lack of brands makes them more blind to the selection of agency brands. In fact, the entire LED industry has never lacked good products.
For companies that strive for long-term development, quality and brand need to go up to have a way out. If there is a clear product positioning and a reasonable sales strategy, the market is just around the corner, and it is also true for dealers.
New Terri: Good products win in innovation
Text|Reporter Xiong Yuheng
At present, the homogenization of products in the LED lighting industry is serious, and plagiarism imitators are emerging one after another. At the same time, in some commercial projects or high-end club lighting renovation, those with innovative design are often favored by owners and designers, so the market expects differentiated products. What is certain is that taking the road of differentiation should be the tireless pursuit of enterprises.
Xinteli started from traditional lighting and began to transform LED lighting in 2009. At the beginning of the transformation, the company adhered to the path of differentiation and provided personalized lighting products for the market. For example, the traditional lamp strip products are mostly packaged with 3528 or 5050 chips. The new Teli lamp strips use 3014 and 4014 chips, which need to be customized to the manufacturer.
In addition, in order to create a personalized product, Xinteli has also developed related equipment, which also makes its lamps very distinctive, and there are rare cottage products on the market. Last year, in the national LED good product evaluation held by Gaogong LED, a new LED lighting product of New Terri won the Golden Ball Award in the LED chandelier, which also reflected the recognition and support of the original design of the new Teli.
In addition to innovation, Xinteli believes that there are two points to be needed to make a good product:
First, the high-end chip guarantees light efficiency. Many merchants advertise their products using Cree or Osram's chips, and the price is very high. In fact, the chips of well-known chip manufacturers will also be divided into high and low end. Xinteli bypassed the agent and directly cooperated with the original factories such as Cree and Citizen to provide customized products and services for Xinteli, which guaranteed the quality and light efficiency of the chips from the source.
Second, perfect industry support. At present, many products circulating in the market are assembled by merchants or enterprises through the purchase of accessories, and lack of perfect industrial chain support, which also leads to inevitable omission of product quality control. Xinteli has its own hardware processing factory, drive power production workshop and optoelectronic laboratory, which are self-completed from mold opening to power supply to finished product.
This is the principle that Xinteli is good at making products. I believe this is equally applicable to other companies. In the context of a product with a high degree of homogenization of products, if companies make their products stand out, they need to balance or choose between the above conditions.
Auman Technology: Safe is the best text|Reporter Xiong Yuheng
Since March last year, the domestic LED light strip market has begun to appear high-pressure light strips. This product has quickly replaced the low-voltage strips with its ultra-low price and convenient use, but the safety hazards brought by this product cannot be ignored. .
Auman Technology started as a light belt and has been working in the field of light strips for nearly 10 years since 2004. The emergence of high-pressure lamp strips can be seen as a product derived from market demand, and its biggest advantage is that the price is very low. At present, the 3528 high-pressure lamp belt can achieve 3 yuan per meter, or even 2 yuan, while the 5050 high-pressure lamp belt can achieve 5 yuan per meter.
Because there is no power supply, the high-voltage lamp can be directly connected to the 220V power supply. It is very convenient to install and use, but it is also because of this, the high-voltage lamp belt is prone to electric shock. Therefore, the sale of such a light strip is limited to the domestic market. The foreign market does not value the price very much, but the safety requirements are very high, which makes it difficult to open the foreign market.
At the same time, because of the large market demand, many companies have swarmed. In order to minimize the cost, many merchants choose to use their raw materials and never bring more security risks.
Auman Technology's lamp belt core wire uses pure copper wire, and the market uses aluminum wire and alloy wire. The outsourcing wire used is all environmentally friendly, and many companies use environmentally friendly or even recycled materials; Large, high level of protection; the board uses solid copper plates, and many companies use hollow boards, solid boards have better heat dissipation and higher safety factor.
Good products can't just look at price and performance, the most important thing is to consider security.
As the main business of Auman, the development focus of Auman this year will be on the development of the light belt channel, and develop about 80-100 provincial-level agents and municipal-level agents. In June of this year, Auman will also launch a new "creative light strip" that can be used to pattern the emitted light and intelligently control it using tools such as mobile phones, Bluetooth, and tablets.
As the saying goes: "Good horse with a good saddle", good brand naturally with good business. So who is a good brand?
In April, we visited a number of well-known LED lighting companies in Zhongshan. Based on the principles of fairness, justice and excellence, we interpreted “good products†from various aspects such as market research, R&D projects, design opening, price system and marketing policies.
From the centralized procurement of government-led outdoor lighting to the wide range of applications of LED indoor lighting, the market trend of LED lighting terminals is increasingly obvious. At the beginning of this year, the six ministries and commissions jointly issued the "Semiconductor Lighting Energy Conservation Industry Plan". The plan requires that the domestic LED output value will be close to 450 billion yuan in 2015, and the penetration rate will reach 20%. LED indoor lighting development is expected to catch up with the policy.
According to the reporter's understanding, this year's indoor LED lighting application promotion target in Guangdong Province alone reached 2 million baht. The huge market potential of LED lighting has set off a boom in enterprise terminal channel construction.
"The domestic LED lighting market has become increasingly mature. If the enterprise does not participate in the construction of the terminal channel, and the lighting pattern will be formed, the later development will be very passive." Hua Ming Optoelectronics business manager Shang Mingjie said.
Subsequently, the "LED Lighting Channel" reporter learned about the new Terri, Sanxiong Aurora, Auman Technology and other enterprises on the field, everyone is the terminal channel construction as the focus of this year's work, the development of agents and dealers become the first problem to be solved.
In the terminal market, the enthusiasm of dealers for acting LED lighting is also rising. Some dealers said, "Traditional lighting prices are transparent, LED lighting is currently the most popular. However, due to dealers' limitations, how to identify product quality and how to choose a brand, we need to build a professional platform to sort out for us." This language tells the most urgent needs of dealers.
Through the national tour of Gaogong LED, it is found that 95% of dealers have begun to test the sale of LED lighting. However, dealers face the industry's lack of brands and the mixed industry of products, and they will appear blind in the choice of agent brands.
Even for large stores with more than a thousand square meters of traditional lighting, the sales of LED light sources account for no more than 10%. It is normal to sell LEDs in a way that the dealers do not understand and distrust the dealers to adopt multi-brand and bulk cargo operations. There is no trustworthy brand, no good product, which has become the main problem for companies to find quality agents and distributors.
Dr. Zhang Xiaofei, CEO of Gaogong LED, pointed out: "Enterprises are concerned about the terminal channel has become a trend. For enterprises to use good products to open the market, it is especially important to establish a brand. It is impossible to make the lack of good products in the channel become a serious injury to the development of LED lighting."
What is a good product? How to identify good products? The reporter visited Zhongshan Huayi Lighting, Xinteli, Auman Technology and many other companies to listen to their views on products.
Huayi Lighting: Launched an independent LED lighting brand
Text|Reporter Xiong Yuheng
It is true that the domestic LED industry lacks brands, but the domestic LED industry has never lacked good products, but good products are highly competitive due to their high prices, especially in the lighting terminal market with “price theory success or failureâ€. Therefore, good product marketing channels are currently limited to export or engineering, and there is a lot of resistance in the terminal wholesale and retail market. It is also difficult to establish a brand.
Taking Huayi as an example, I believe many people know that Huayi has made great achievements in the field of traditional lighting. However, few people know that Huayi has been working in the field of LED lighting for many years. In terms of overseas market expansion, Huayi has even gone a lot. LED business front.
Since 2006, Huayi has undertaken several LED lighting projects in Macao and other places. In recent years, Huayi has successfully expanded its overseas channels. In 2012, Huayi LED lighting exports amounted to nearly 200 million yuan. And like Huayi, because of the chaos in the domestic market, lighting companies that are close to exploring overseas markets are not uncommon in the entire LED industry.
At present, the domestic LED lighting market is maturing, and many export-oriented enterprises have begun to switch to the domestic market. If the enterprise is not actively participating in the construction of the terminal channel, and the lighting pattern will be formed, the later development will be very passive. The reporter learned that Huayi will actively expand its domestic channels this year and launch its own LED lighting brand “Huayi Lightingâ€.
There is a very strange phenomenon in the terminal market, such as NVC, Op, Sunshine, Buddha Photo and other companies selling large stores, selling products are also based on traditional lighting, involving less LED lighting, which may involve corporate sales strategy The problem.
Traditional lighting is mainly retail, and LED lighting is also based on engineering. Traditional lighting companies, including Huayi, hope to open up a new sales network for their LED lighting, instead of simply replacing the upgrades. This is also the reason why the proportion of LED lighting sales in traditional lighting stores is low. As the civilian market expands, this pattern will soon be broken.
For dealers, the lack of brands makes them more blind to the selection of agency brands. In fact, the entire LED industry has never lacked good products.
For companies that strive for long-term development, quality and brand need to go up to have a way out. If there is a clear product positioning and a reasonable sales strategy, the market is just around the corner, and it is also true for dealers.
New Terri: Good products win in innovation
Text|Reporter Xiong Yuheng
At present, the homogenization of products in the LED lighting industry is serious, and plagiarism imitators are emerging one after another. At the same time, in some commercial projects or high-end club lighting renovation, those with innovative design are often favored by owners and designers, so the market expects differentiated products. What is certain is that taking the road of differentiation should be the tireless pursuit of enterprises.
Xinteli started from traditional lighting and began to transform LED lighting in 2009. At the beginning of the transformation, the company adhered to the path of differentiation and provided personalized lighting products for the market. For example, the traditional lamp strip products are mostly packaged with 3528 or 5050 chips. The new Teli lamp strips use 3014 and 4014 chips, which need to be customized to the manufacturer.
In addition, in order to create a personalized product, Xinteli has also developed related equipment, which also makes its lamps very distinctive, and there are rare cottage products on the market. Last year, in the national LED good product evaluation held by Gaogong LED, a new LED lighting product of New Terri won the Golden Ball Award in the LED chandelier, which also reflected the recognition and support of the original design of the new Teli.
In addition to innovation, Xinteli believes that there are two points to be needed to make a good product:
First, the high-end chip guarantees light efficiency. Many merchants advertise their products using Cree or Osram's chips, and the price is very high. In fact, the chips of well-known chip manufacturers will also be divided into high and low end. Xinteli bypassed the agent and directly cooperated with the original factories such as Cree and Citizen to provide customized products and services for Xinteli, which guaranteed the quality and light efficiency of the chips from the source.
Second, perfect industry support. At present, many products circulating in the market are assembled by merchants or enterprises through the purchase of accessories, and lack of perfect industrial chain support, which also leads to inevitable omission of product quality control. Xinteli has its own hardware processing factory, drive power production workshop and optoelectronic laboratory, which are self-completed from mold opening to power supply to finished product.
This is the principle that Xinteli is good at making products. I believe this is equally applicable to other companies. In the context of a product with a high degree of homogenization of products, if companies make their products stand out, they need to balance or choose between the above conditions.
Auman Technology: Safe is the best text|Reporter Xiong Yuheng
Since March last year, the domestic LED light strip market has begun to appear high-pressure light strips. This product has quickly replaced the low-voltage strips with its ultra-low price and convenient use, but the safety hazards brought by this product cannot be ignored. .
Auman Technology started as a light belt and has been working in the field of light strips for nearly 10 years since 2004. The emergence of high-pressure lamp strips can be seen as a product derived from market demand, and its biggest advantage is that the price is very low. At present, the 3528 high-pressure lamp belt can achieve 3 yuan per meter, or even 2 yuan, while the 5050 high-pressure lamp belt can achieve 5 yuan per meter.
Because there is no power supply, the high-voltage lamp can be directly connected to the 220V power supply. It is very convenient to install and use, but it is also because of this, the high-voltage lamp belt is prone to electric shock. Therefore, the sale of such a light strip is limited to the domestic market. The foreign market does not value the price very much, but the safety requirements are very high, which makes it difficult to open the foreign market.
At the same time, because of the large market demand, many companies have swarmed. In order to minimize the cost, many merchants choose to use their raw materials and never bring more security risks.
Auman Technology's lamp belt core wire uses pure copper wire, and the market uses aluminum wire and alloy wire. The outsourcing wire used is all environmentally friendly, and many companies use environmentally friendly or even recycled materials; Large, high level of protection; the board uses solid copper plates, and many companies use hollow boards, solid boards have better heat dissipation and higher safety factor.
Good products can't just look at price and performance, the most important thing is to consider security.
As the main business of Auman, the development focus of Auman this year will be on the development of the light belt channel, and develop about 80-100 provincial-level agents and municipal-level agents. In June of this year, Auman will also launch a new "creative light strip" that can be used to pattern the emitted light and intelligently control it using tools such as mobile phones, Bluetooth, and tablets.
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