[Photo/Reporter Zhou Jianhua] On the afternoon of March 21, the arrival of "LED Good Products" illumined the heart of the ancient capital of the Six Dynasties - Nanjing dealers. "After all, there are too many products and brands, dealers are at a loss. This time is also here. I believe that the high-tech platform is recommended, so I hope to find a long-term cooperation company." Zhang Hongmei, the person in charge of Nanjing Opto Lighting Monopoly, which sells LED indoor products in 2011, said.
Organized by Gaogong LED, the “2013 China Good Product Tour and Investment Conference†hosted by Gaogong LED's “Lighting Channel†successfully concluded, attracting nearly 200 dealers and some designers.
“Traditional lighting products are transparent in price. LED is currently the most attractive product for dealers. But in the end, how is the trend of LED technology, what is the real good LED product, how to promote LED to end consumers, etc. The professional platform is clear for us.†Yu Hairong, general manager of Nanjing Milmick Lighting Technology, gave the purpose of attending the conference and expressed the mentality of the general distributors in Nanjing.
According to the reporter's visit, the Nanjing lighting market is a bit "alternative" compared to the first two stops of Hangzhou and Changzhou. 1, no professional lighting stores, lighting lighting stores are distributed in the integrated home building materials store; 2, in the Zou District 4 hours logistics rapid distribution range, business launching LED products do not need to stock; 3, business philosophy two levels of differentiation lead to homogeneity The price of the product is also divided into two levels, so that it is difficult for the new brand to open the Nanjing market.
According to the statistics of the High-tech LED Industry Research Institute (GLII), there are about 20 large and small building materials lighting markets in Nanjing, 800 lighting enterprises, and many LED bulb brands. The main well-known brands are Dehao Runda and Chang. Fang, Myers, National Star, Qinshang, Qiyi, Shifu, Sanxiong Aurora, Lake, Langshi, Sidon, Philips, Sunshine, etc. At the same time, there are no less than one hundred low-end inferior LED bulb brand. A wide variety of brands and products are hard to choose.
In recent years, LED products have become increasingly hot in the terminal market. Many merchants also know that LED products are the future development trend. At the same time, they believe that LED products can make money, but in addition to knowing LED products "energy saving, environmental protection", other products Knowledge of technical or technical expertise is almost a blank. The reporter found that at least half of the businesses in the Nanjing market do not understand LED products, let alone the technical knowledge of LED products, such as technology, light distribution and parameters.
"At present, NVC and Oup's operation centers in Suzhou are operated in the form of large stores of several thousand square meters or more, but the penetration rate of LED light sources and sales volume is less than 10%. Do not understand, do not trust, and dare not cooperate in the long run. The majority of the choice of scattered goods." Nanjing, a lighting industry veteran concluded.
During the conference, Dr. Zhang Xiaofei, CEO of Gaogong LED, Zhang Chao, Director of Hualin Sen Lighting, East China Region, Yao Huaiju, Chairman of Weibo Lighting, Zhang Hu, Deputy General Manager of Marketing, Mao Zilai, Marketing Director of Laiwei Optoelectronics, Li Wenjing, Sales Director of Lianchuang Optoelectronics, Nanjing Xu Yan Lijian, general manager of Delight Lighting Systems, and Yan Fuchun, general manager of Nanjing Maihui Automation, and other guests discussed in depth the bottlenecks and countermeasures of LED lighting channels, the cooperation mode and practice of vendor channels, and more roundtable dialogues for dealers and designers. Answer questions. The heads of enterprises such as Weibo Lighting, Laiwei Optoelectronics, and Lianchuang Optoelectronics stated that they would give a certain fist product as a “meeting ceremony†to the participating dealers and designers, and the atmosphere at the scene once reached a climax.
LED "Industry Four Seasons" is very obvious
If you use the four seasons to describe the upper, middle and lower reaches of the current LED industry, I will make the following summary:
1. The upstream of winter: the price war of epitaxial chips continues; there are less than 30 companies left in epitaxial chip enterprises.
2, the middle of the fall: the packaging factory closed down 20%; most packaging companies turned to lighting devices.
3, spring lighting: display business closures accelerated, and transferred to the lighting; LED lights prices lower than traditional energy-saving lamps; LED downlights, LED spotlights in the Chinese market penetration rate of more than 30%; lighting companies two levels of differentiation; Sales of billion-level LED lighting companies.
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Four principles of a strong product line
There is no doubt that the channel is king, but the core of the development of enterprises and businesses is still the product line. I think the excellent product line must have four major principles, taking Laiwei Optoelectronics as an example:
1, a rich product line: put an end to the perfunctory perfunctory, the unified style of the entire line of products;
2, avant-garde product design: international design team, cutting-edge design style, scientific structural design;
3, super high cost performance: simple company structure, strong production and research and development capabilities, the basis for massive overseas orders;
4, fast shipping capacity: the regular product factory to stock a large number of goods to meet the customer's fast shipping needs.
The listed companies are strict in rules, but they are also more secure to partners. Taking the channel construction cost allocation as an example, we have done very well and believe that it is enough for the interested partners to be assured:
Take the cost of our marketing and channel construction in 2013 as an example: The estimated annual cost is 8 million RMB.
1. 30% for joint venture brand building and marketing expenses
2. For distributor channel construction and store subsidies accounted for 40% (see the company's internal documents for the subsidy policy of the store, in principle, half of the responsibility for the dealers)
3. For the office building, it is planned to set the sales quota according to the regional distributors' sales: the sales of 10 million yuan will be allocated to about 4 people in the regional area, the sales of 8 million yuan will be allocated to 3 people, and the sales will be 10,000 yuan. Staff configuration for 2 people.
We believe that only a clear and intentional policy of growing with distributors is the practice of a credible company.
Sub-category items can also be called "king"
This era is an era in which LEDs are coming and the lighting industry is changing. Opportunities are in front of everyone. The broadcast is a member of the rapid development of the sunrise industry. We firmly believe that products are not necessarily diversified, and single products are enough to seize the lighting market in the segment.
In the past few years, LED applications have been widely used, but the scope is limited to landscape indications, display signals and outdoor white lighting, while LEDs are used for indoor white lighting only 2%, and are limited to spotlight decoration. Lighting, so the market for LED panel lights will lead the new era of indoor lighting.
The "three big weapon" to shake the lighting channel
Throughout the current LED lighting industry, enterprises in the field of technology development, product innovation and other competition, but also extend the battlefield to the terminal market and terminal marketing channels, especially the huge potential of LED lighting products in the home market, making LED lighting companies The terminal channel has to be taken as the key factor determining the future growth of the enterprise. However, LED lighting is a long-term process to replace traditional lighting. The development of terminal channels requires the company to have patience, courage and strategy to continue to work hard.
However, at present, in the LED market terminal, dealers specializing in LED products are rare. With the expansion of the LED market and the rapid increase of LED brands, the competition of terminal channels in the LED market will become a problem that many LED companies must face. . I feel that only the keenly aware of this change in the future market, the use of high-end brands, large-scale production, high cost performance of the industry and other "three major tools" in the country to take the lead in inciting terminal channels.
Intelligent system and LED are the best match
At present, the phenomenon of excessive and excessive public lighting in most cities is not only a waste of a large amount of electric energy, but also aggravating the tense power situation and seriously violating the idea of ​​building a conservation-oriented society.
The energy-saving system of the automation and the speciality of the LED can adjust the energy saving rate of each lamp in the scope of public lighting management according to the needs, and can set and adjust the switching time of each lamp and the illumination at different times to save energy. And improve the life of the lamp. Such system lighting can not only control the switch of the luminaire by measuring the natural illuminance, but also improve the energy-saving efficiency while ensuring the service life of the LED luminaire.
The value direction of LED lighting systems
The emergence of LEDs has made many of the hard-to-achieve light effects of the past a reality. I think that there are two main directions for the next generation of lighting systems: one is the indoor lighting system, the color temperature of the lighting source is precise, the lighting of the lighting is precise, and the lighting design is systematically integrated (designer + system engineer. There is a digitalization, intelligent integration and systemization of next-generation LED lighting products, and digitalization of energy-saving lighting.
Organized by Gaogong LED, the “2013 China Good Product Tour and Investment Conference†hosted by Gaogong LED's “Lighting Channel†successfully concluded, attracting nearly 200 dealers and some designers.
“Traditional lighting products are transparent in price. LED is currently the most attractive product for dealers. But in the end, how is the trend of LED technology, what is the real good LED product, how to promote LED to end consumers, etc. The professional platform is clear for us.†Yu Hairong, general manager of Nanjing Milmick Lighting Technology, gave the purpose of attending the conference and expressed the mentality of the general distributors in Nanjing.
Nanjing Station Conference Site Figure 1 
Nanjing Station Conference Site 2
According to the reporter's visit, the Nanjing lighting market is a bit "alternative" compared to the first two stops of Hangzhou and Changzhou. 1, no professional lighting stores, lighting lighting stores are distributed in the integrated home building materials store; 2, in the Zou District 4 hours logistics rapid distribution range, business launching LED products do not need to stock; 3, business philosophy two levels of differentiation lead to homogeneity The price of the product is also divided into two levels, so that it is difficult for the new brand to open the Nanjing market.
According to the statistics of the High-tech LED Industry Research Institute (GLII), there are about 20 large and small building materials lighting markets in Nanjing, 800 lighting enterprises, and many LED bulb brands. The main well-known brands are Dehao Runda and Chang. Fang, Myers, National Star, Qinshang, Qiyi, Shifu, Sanxiong Aurora, Lake, Langshi, Sidon, Philips, Sunshine, etc. At the same time, there are no less than one hundred low-end inferior LED bulb brand. A wide variety of brands and products are hard to choose.
Vendors on-site to discuss cooperation and warm atmosphere
Vendors on-site to discuss cooperation, the atmosphere is warm 
Dealers look at the center of the LED business and products 
Ask for product details to record contact information
In recent years, LED products have become increasingly hot in the terminal market. Many merchants also know that LED products are the future development trend. At the same time, they believe that LED products can make money, but in addition to knowing LED products "energy saving, environmental protection", other products Knowledge of technical or technical expertise is almost a blank. The reporter found that at least half of the businesses in the Nanjing market do not understand LED products, let alone the technical knowledge of LED products, such as technology, light distribution and parameters.
"At present, NVC and Oup's operation centers in Suzhou are operated in the form of large stores of several thousand square meters or more, but the penetration rate of LED light sources and sales volume is less than 10%. Do not understand, do not trust, and dare not cooperate in the long run. The majority of the choice of scattered goods." Nanjing, a lighting industry veteran concluded.
During the conference, Dr. Zhang Xiaofei, CEO of Gaogong LED, Zhang Chao, Director of Hualin Sen Lighting, East China Region, Yao Huaiju, Chairman of Weibo Lighting, Zhang Hu, Deputy General Manager of Marketing, Mao Zilai, Marketing Director of Laiwei Optoelectronics, Li Wenjing, Sales Director of Lianchuang Optoelectronics, Nanjing Xu Yan Lijian, general manager of Delight Lighting Systems, and Yan Fuchun, general manager of Nanjing Maihui Automation, and other guests discussed in depth the bottlenecks and countermeasures of LED lighting channels, the cooperation mode and practice of vendor channels, and more roundtable dialogues for dealers and designers. Answer questions. The heads of enterprises such as Weibo Lighting, Laiwei Optoelectronics, and Lianchuang Optoelectronics stated that they would give a certain fist product as a “meeting ceremony†to the participating dealers and designers, and the atmosphere at the scene once reached a climax.
Gaogong LED CEO Zhang Xiaofei
LED "Industry Four Seasons" is very obvious
If you use the four seasons to describe the upper, middle and lower reaches of the current LED industry, I will make the following summary:
1. The upstream of winter: the price war of epitaxial chips continues; there are less than 30 companies left in epitaxial chip enterprises.
2, the middle of the fall: the packaging factory closed down 20%; most packaging companies turned to lighting devices.
3, spring lighting: display business closures accelerated, and transferred to the lighting; LED lights prices lower than traditional energy-saving lamps; LED downlights, LED spotlights in the Chinese market penetration rate of more than 30%; lighting companies two levels of differentiation; Sales of billion-level LED lighting companies.
Â
Lai Wei Optoelectronics Marketing Director Mao Zilai
Four principles of a strong product line
There is no doubt that the channel is king, but the core of the development of enterprises and businesses is still the product line. I think the excellent product line must have four major principles, taking Laiwei Optoelectronics as an example:
1, a rich product line: put an end to the perfunctory perfunctory, the unified style of the entire line of products;
2, avant-garde product design: international design team, cutting-edge design style, scientific structural design;
3, super high cost performance: simple company structure, strong production and research and development capabilities, the basis for massive overseas orders;
4, fast shipping capacity: the regular product factory to stock a large number of goods to meet the customer's fast shipping needs.
Lianchuang Optoelectronics Sales Director Li Wenjing
The listed companies are strict in rules, but they are also more secure to partners. Taking the channel construction cost allocation as an example, we have done very well and believe that it is enough for the interested partners to be assured:
Take the cost of our marketing and channel construction in 2013 as an example: The estimated annual cost is 8 million RMB.
1. 30% for joint venture brand building and marketing expenses
2. For distributor channel construction and store subsidies accounted for 40% (see the company's internal documents for the subsidy policy of the store, in principle, half of the responsibility for the dealers)
3. For the office building, it is planned to set the sales quota according to the regional distributors' sales: the sales of 10 million yuan will be allocated to about 4 people in the regional area, the sales of 8 million yuan will be allocated to 3 people, and the sales will be 10,000 yuan. Staff configuration for 2 people.
We believe that only a clear and intentional policy of growing with distributors is the practice of a credible company.
Zhang Hu, Deputy General Manager of Zhuhai Broadcasting Lighting Marketing
Sub-category items can also be called "king"
This era is an era in which LEDs are coming and the lighting industry is changing. Opportunities are in front of everyone. The broadcast is a member of the rapid development of the sunrise industry. We firmly believe that products are not necessarily diversified, and single products are enough to seize the lighting market in the segment.
In the past few years, LED applications have been widely used, but the scope is limited to landscape indications, display signals and outdoor white lighting, while LEDs are used for indoor white lighting only 2%, and are limited to spotlight decoration. Lighting, so the market for LED panel lights will lead the new era of indoor lighting.
Ms. Linsen Lighting Director of East China Region Zhang Chao
The "three big weapon" to shake the lighting channel
Throughout the current LED lighting industry, enterprises in the field of technology development, product innovation and other competition, but also extend the battlefield to the terminal market and terminal marketing channels, especially the huge potential of LED lighting products in the home market, making LED lighting companies The terminal channel has to be taken as the key factor determining the future growth of the enterprise. However, LED lighting is a long-term process to replace traditional lighting. The development of terminal channels requires the company to have patience, courage and strategy to continue to work hard.
However, at present, in the LED market terminal, dealers specializing in LED products are rare. With the expansion of the LED market and the rapid increase of LED brands, the competition of terminal channels in the LED market will become a problem that many LED companies must face. . I feel that only the keenly aware of this change in the future market, the use of high-end brands, large-scale production, high cost performance of the industry and other "three major tools" in the country to take the lead in inciting terminal channels.
Yan Fuchun, General Manager of Nanjing Maihui Automation
Intelligent system and LED are the best match
At present, the phenomenon of excessive and excessive public lighting in most cities is not only a waste of a large amount of electric energy, but also aggravating the tense power situation and seriously violating the idea of ​​building a conservation-oriented society.
The energy-saving system of the automation and the speciality of the LED can adjust the energy saving rate of each lamp in the scope of public lighting management according to the needs, and can set and adjust the switching time of each lamp and the illumination at different times to save energy. And improve the life of the lamp. Such system lighting can not only control the switch of the luminaire by measuring the natural illuminance, but also improve the energy-saving efficiency while ensuring the service life of the LED luminaire.
Yan Lijian, General Manager of Nanjing Xude Lighting System
The value direction of LED lighting systems
The emergence of LEDs has made many of the hard-to-achieve light effects of the past a reality. I think that there are two main directions for the next generation of lighting systems: one is the indoor lighting system, the color temperature of the lighting source is precise, the lighting of the lighting is precise, and the lighting design is systematically integrated (designer + system engineer. There is a digitalization, intelligent integration and systemization of next-generation LED lighting products, and digitalization of energy-saving lighting.
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