[Source: LED Engineering magazine's "LED lighting channel" 2013 the third period (total of 39) reporter / Xiongyu Heng]
"With the continuous decline in prices, LED lighting has gradually shifted from policy-led to market demand, and the LED lighting market is not far behind." He Zhaojian, chairman of Foshan Jiamei Times Lighting Co., Ltd. (hereinafter referred to as Jiamei) mentioned that the development of LED industry exceeded expectations, and the wave of LED lighting promotion under the favorable policy was repeated. The LED lighting market has good prospects this year.
At the Jiamei era at the crossroads of transformation, relying on mature brands and perfect sales channels, in just two and a half years, LED lighting will be built from scratch and achieve a scale of 150 million yuan. The leader in the middle.
In the future, Jiamei will continue to increase investment in LED lighting and focus its development on commercial lighting. At the same time, in terms of channel construction, we continue to rely on engineering channels and strive to deepen the engineering channels. In conjunction with the perfect layout of designers, home lighting, electricians and specialty stores, Jiamei quickly introduced the market and promoted the continuous and rapid development of Jiamei LED lighting.
"It is expected that the output value of Jiamei LED lighting will reach a new high this year, achieving an output value of 280 million yuan." He Zhaojian mentioned.
"Lighting Channels" : When you visited Jiamei last year, your company has proposed a sales target of 80 million yuan for LED lighting products in 2012. What is the completion of the sales target? What is the proportion of LED lighting and traditional lighting?
He Zhaojian : The development speed of LED lighting industry exceeded our expectations. The development of LED lighting business in Jiamei era also exceeded our expectations. Relying on Jiamei's perfect distribution channels and major breakthroughs in engineering, last year's sales of LED lighting products in Jiamei era achieved a substantial increase, reaching 150 million yuan, an increase of 163.16%.
Jiamei started its traditional lighting and did not get involved in the LED lighting field until April 2010. Although Jiamei LED lighting business started late, its development speed is very fast. In 2011, Jiamei's LED lighting output value reached 57 million yuan, accounting for 11.4% of the company's lighting business; last year reached 150 million yuan, accounting for 35% of the company's lighting business.
"Lighting Channels" : At the beginning of 2013, the LED lighting market showed signs of recovery, and some enterprises had very full orders. How do you view the performance of the LED lighting market this year? What kind of planning does Jiamei make for these performances?
He Zhaojian : LED experienced the investment boom in 2010, and the overcapacity caused the entire LED industry to enter the shuffling stage in advance. After two years of long winter, it was not until the second half of 2012 that it gradually became rational. Along with the introduction of the national favorable policies, the wave of LED lighting promotion has been repeated. I believe that this year, LED lighting market demand will increase significantly.
Jiamei's main business lies in commercial lighting, especially in the field of spotlights. Jiamei's market share is sufficient to compete with NVC Lighting. Therefore, in Jiamei's lighting marketing composition, 80% of revenue comes from commercial lighting, including last year's 150 million output value, and most of it comes from commercial lighting. Therefore, commercial lighting will be the main direction of Jiamei's future. With the continuous decline in the price of LED lighting, LED lighting will naturally transition from policy-led to market demand, and now is the time. In the next few years, Jiamei will promote LED lighting in an all-round way. The focus of the channel is mainly on commercial lighting, with the focus on expanding engineering channels. With the improvement of consumer awareness and the continuous improvement of standards, it is not too late to expand the civilian market.
"Lighting Channels" : It is an indisputable fact that the industry has entered the era of meager profit. How can companies expand their profit margins? In today's serious product homogeneity, how can Jiamei improve its competitive advantage on the premise of ensuring development?
He Zhaojian : In general, the price drop is a double-edged sword. It promotes the popularization of LED lighting and compresses the profit margin of the company. There are only two ways for companies to improve their profitability: open source and throttling.
First of all, manufacturing must be throttled, by expanding production capacity, increasing production efficiency to reduce production costs, and making profits to manufacturing costs. Second, open channels, improve marketing channels, and increase product sales through diversified channels. The way to reduce the cost of sales of individual products, and put forward higher requirements for the company's channel layout and technological innovation.
In terms of competitive advantage, Jiamei has been working hard for 28 years in the field of lighting, and its production technology and management capabilities have been well precipitated. This is something that many new LED lighting companies do not have. At the same time, Jiamei has established a complete marketing channel throughout the country, with more than 5,000 distributors and distribution outlets, and over 3,600 product specialty stores. The product channel is very smooth.
Of course, to seize a larger market share, competition is not only experience and channels, but also technology and production. Therefore, Jiamei will invest large sums of money every year for research and development, improve product technology content, and make features through innovation to enhance product value. .
"Lighting Channels" : When traditional lighting is transforming LEDs, the change of concept is very important, and dealers as an important component of traditional lighting enterprise channels, dealer channel upgrades often determine the success or failure of enterprise transformation. What do you think for this?
He Zhaojian : Jiamei insists on walking on two legs, that is, traditional lighting and LED lighting coexist. Our development strategy for traditional lighting is to live within our means and maintain our existing operations. For LED lighting, it takes a lot of effort to fully develop.
In our marketing team, traditional lighting relies mainly on existing dealer channels, while LED lighting is dominated by newly developed engineering channels and designer channels. Therefore, at present, Jiamei's transformation of LED lighting will not have much impact on traditional channels. Only the LED home lighting market will open, and the traditional lighting companies will be urgently upgraded to the dealer channel.
Catering to the market and customer requirements, Jiamei LED lighting products cover both engineering and channel series, and cooperate with Jiamei's layout in engineering, designers, home, electrician and specialty stores to quickly bring Jiamei's LED lighting products into the market.
Last year, Jiamei LED Lighting's overseas market revenue reached 30 million yuan. This year, Jiamei will also increase its overseas market development efforts and continue to be independently operated by the overseas business division, giving them the right to operate and manage to let go of overseas markets.
"Lighting Channels" : According to the high-tech LED reporters in the terminal market, many dealers have the willingness to act as LED agents. Due to the lack of understanding of the industry, many people have gone a lot of detours in the early stage. What is Jiamei's current dealership strategy?
He Zhaojian : Jiamei started with traditional lighting, and the dealer channel can be said to be the lifeline of Jiamei. Therefore, Jiamei has always attached great importance to the construction of dealer channels, and strives to provide the best conditions for our dealers. There are three main points:
First of all, Jiamei builds and provides the most competitive products for dealers according to the market and customer needs.
Secondly, good service, establish a sound service system, provide perfect pre-sale and after-sales service for dealers, give support to dealers' engineering services, and dispatch professional business teams to help dealers develop local markets.
In the end, high credit, for those dealers who have long-term cooperation and are more recognized by Jiamei brand, Jiamei will provide sufficient credit support according to actual needs, and share the pressure of operating funds with the dealers.
"Lighting Channels" : Jiamei has been intensively cultivated for many years in the field of traditional lighting, but the time for precipitation in the field of LED lighting is not long. How do you view Jiamei's current LED lighting transformation? Where will the focus of the company's future development be placed?
He Zhaojian : In only two and a half years, Jiamei will use LED lighting from scratch and achieve a scale of 150 million yuan. In the same period of transformation, the speed is relatively fast, which is largely due to the fact that Jiamei has the advantages of brand and channel.
Jiamei's advantage lies in channels and brands, but LED lighting cannot be simply copied on the basis of traditional lighting. In addition to the existing retail “Jiamei†brand, the company has also added the “Monfina†brand, which is mainly used for engineering lighting. Since Jiamei’s LED lighting is mainly limited to engineering, it is necessary to build a strong LED lighting brand. Long-term precipitation.
At the same time, due to the engineering channel, many retail outlets of Jiamei did not have LED lighting, dealer awareness is very low, and distribution channel upgrade is very necessary. At the same time, due to poor consumer recognition, the industry lacks standards, retail channels will not have much improvement in the short term, Jiamei will actively explore engineering channels and designer channels, and strive to open the market quickly.
The focus of the company's future development will be based on commercial lighting, and the three major business units of LED lighting, home lighting and electrician will be built into a three-horse driving car that will drive Jiamei quickly. The focus of development is still in the LED lighting division. It is planned that LED lighting sales will account for more than 35% of the total sales this year, and LED lighting will become the dominant sales in the next 3-5 years.
"With the continuous decline in prices, LED lighting has gradually shifted from policy-led to market demand, and the LED lighting market is not far behind." He Zhaojian, chairman of Foshan Jiamei Times Lighting Co., Ltd. (hereinafter referred to as Jiamei) mentioned that the development of LED industry exceeded expectations, and the wave of LED lighting promotion under the favorable policy was repeated. The LED lighting market has good prospects this year.
At the Jiamei era at the crossroads of transformation, relying on mature brands and perfect sales channels, in just two and a half years, LED lighting will be built from scratch and achieve a scale of 150 million yuan. The leader in the middle.
In the future, Jiamei will continue to increase investment in LED lighting and focus its development on commercial lighting. At the same time, in terms of channel construction, we continue to rely on engineering channels and strive to deepen the engineering channels. In conjunction with the perfect layout of designers, home lighting, electricians and specialty stores, Jiamei quickly introduced the market and promoted the continuous and rapid development of Jiamei LED lighting.
"It is expected that the output value of Jiamei LED lighting will reach a new high this year, achieving an output value of 280 million yuan." He Zhaojian mentioned.
"Lighting Channels" : When you visited Jiamei last year, your company has proposed a sales target of 80 million yuan for LED lighting products in 2012. What is the completion of the sales target? What is the proportion of LED lighting and traditional lighting?
He Zhaojian : The development speed of LED lighting industry exceeded our expectations. The development of LED lighting business in Jiamei era also exceeded our expectations. Relying on Jiamei's perfect distribution channels and major breakthroughs in engineering, last year's sales of LED lighting products in Jiamei era achieved a substantial increase, reaching 150 million yuan, an increase of 163.16%.
Jiamei started its traditional lighting and did not get involved in the LED lighting field until April 2010. Although Jiamei LED lighting business started late, its development speed is very fast. In 2011, Jiamei's LED lighting output value reached 57 million yuan, accounting for 11.4% of the company's lighting business; last year reached 150 million yuan, accounting for 35% of the company's lighting business.
"Lighting Channels" : At the beginning of 2013, the LED lighting market showed signs of recovery, and some enterprises had very full orders. How do you view the performance of the LED lighting market this year? What kind of planning does Jiamei make for these performances?
He Zhaojian : LED experienced the investment boom in 2010, and the overcapacity caused the entire LED industry to enter the shuffling stage in advance. After two years of long winter, it was not until the second half of 2012 that it gradually became rational. Along with the introduction of the national favorable policies, the wave of LED lighting promotion has been repeated. I believe that this year, LED lighting market demand will increase significantly.
Jiamei's main business lies in commercial lighting, especially in the field of spotlights. Jiamei's market share is sufficient to compete with NVC Lighting. Therefore, in Jiamei's lighting marketing composition, 80% of revenue comes from commercial lighting, including last year's 150 million output value, and most of it comes from commercial lighting. Therefore, commercial lighting will be the main direction of Jiamei's future. With the continuous decline in the price of LED lighting, LED lighting will naturally transition from policy-led to market demand, and now is the time. In the next few years, Jiamei will promote LED lighting in an all-round way. The focus of the channel is mainly on commercial lighting, with the focus on expanding engineering channels. With the improvement of consumer awareness and the continuous improvement of standards, it is not too late to expand the civilian market.
"Lighting Channels" : It is an indisputable fact that the industry has entered the era of meager profit. How can companies expand their profit margins? In today's serious product homogeneity, how can Jiamei improve its competitive advantage on the premise of ensuring development?
He Zhaojian : In general, the price drop is a double-edged sword. It promotes the popularization of LED lighting and compresses the profit margin of the company. There are only two ways for companies to improve their profitability: open source and throttling.
First of all, manufacturing must be throttled, by expanding production capacity, increasing production efficiency to reduce production costs, and making profits to manufacturing costs. Second, open channels, improve marketing channels, and increase product sales through diversified channels. The way to reduce the cost of sales of individual products, and put forward higher requirements for the company's channel layout and technological innovation.
In terms of competitive advantage, Jiamei has been working hard for 28 years in the field of lighting, and its production technology and management capabilities have been well precipitated. This is something that many new LED lighting companies do not have. At the same time, Jiamei has established a complete marketing channel throughout the country, with more than 5,000 distributors and distribution outlets, and over 3,600 product specialty stores. The product channel is very smooth.
Of course, to seize a larger market share, competition is not only experience and channels, but also technology and production. Therefore, Jiamei will invest large sums of money every year for research and development, improve product technology content, and make features through innovation to enhance product value. .
"Lighting Channels" : When traditional lighting is transforming LEDs, the change of concept is very important, and dealers as an important component of traditional lighting enterprise channels, dealer channel upgrades often determine the success or failure of enterprise transformation. What do you think for this?
He Zhaojian : Jiamei insists on walking on two legs, that is, traditional lighting and LED lighting coexist. Our development strategy for traditional lighting is to live within our means and maintain our existing operations. For LED lighting, it takes a lot of effort to fully develop.
In our marketing team, traditional lighting relies mainly on existing dealer channels, while LED lighting is dominated by newly developed engineering channels and designer channels. Therefore, at present, Jiamei's transformation of LED lighting will not have much impact on traditional channels. Only the LED home lighting market will open, and the traditional lighting companies will be urgently upgraded to the dealer channel.
Catering to the market and customer requirements, Jiamei LED lighting products cover both engineering and channel series, and cooperate with Jiamei's layout in engineering, designers, home, electrician and specialty stores to quickly bring Jiamei's LED lighting products into the market.
Last year, Jiamei LED Lighting's overseas market revenue reached 30 million yuan. This year, Jiamei will also increase its overseas market development efforts and continue to be independently operated by the overseas business division, giving them the right to operate and manage to let go of overseas markets.
"Lighting Channels" : According to the high-tech LED reporters in the terminal market, many dealers have the willingness to act as LED agents. Due to the lack of understanding of the industry, many people have gone a lot of detours in the early stage. What is Jiamei's current dealership strategy?
He Zhaojian : Jiamei started with traditional lighting, and the dealer channel can be said to be the lifeline of Jiamei. Therefore, Jiamei has always attached great importance to the construction of dealer channels, and strives to provide the best conditions for our dealers. There are three main points:
First of all, Jiamei builds and provides the most competitive products for dealers according to the market and customer needs.
Secondly, good service, establish a sound service system, provide perfect pre-sale and after-sales service for dealers, give support to dealers' engineering services, and dispatch professional business teams to help dealers develop local markets.
In the end, high credit, for those dealers who have long-term cooperation and are more recognized by Jiamei brand, Jiamei will provide sufficient credit support according to actual needs, and share the pressure of operating funds with the dealers.
"Lighting Channels" : Jiamei has been intensively cultivated for many years in the field of traditional lighting, but the time for precipitation in the field of LED lighting is not long. How do you view Jiamei's current LED lighting transformation? Where will the focus of the company's future development be placed?
He Zhaojian : In only two and a half years, Jiamei will use LED lighting from scratch and achieve a scale of 150 million yuan. In the same period of transformation, the speed is relatively fast, which is largely due to the fact that Jiamei has the advantages of brand and channel.
Jiamei's advantage lies in channels and brands, but LED lighting cannot be simply copied on the basis of traditional lighting. In addition to the existing retail “Jiamei†brand, the company has also added the “Monfina†brand, which is mainly used for engineering lighting. Since Jiamei’s LED lighting is mainly limited to engineering, it is necessary to build a strong LED lighting brand. Long-term precipitation.
At the same time, due to the engineering channel, many retail outlets of Jiamei did not have LED lighting, dealer awareness is very low, and distribution channel upgrade is very necessary. At the same time, due to poor consumer recognition, the industry lacks standards, retail channels will not have much improvement in the short term, Jiamei will actively explore engineering channels and designer channels, and strive to open the market quickly.
The focus of the company's future development will be based on commercial lighting, and the three major business units of LED lighting, home lighting and electrician will be built into a three-horse driving car that will drive Jiamei quickly. The focus of development is still in the LED lighting division. It is planned that LED lighting sales will account for more than 35% of the total sales this year, and LED lighting will become the dominant sales in the next 3-5 years.
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