[Source: Gaogong LED 's " LED Lighting Channel" magazine January issue / Tang Zikai]
A reporter once asked Liu Chuanzhi, what made Lenovo so successful? Liu Chuanzhi replied: Actually, there is no embarrassment to do things. It is like many years ago, when you called the Beijing Railway Station, you have to fight all the time, so you can get in (because it will always be busy), but the premise is that the phone number cannot be wrong. This conversation is very simple, but it shows a truth. After the right direction, it is persistence.
Shenzhen Green Semiconductor Lighting Co., Ltd. (hereinafter referred to as “Green Lightingâ€) is such a well-defined LED lighting company. Due to the long-term intensive cultivation of LED office panel lights and clothing lighting, in a short period of time, it has already embarked on a road of steady development, and seized the two subdivision lighting markets of office and clothing. The first opportunity.
Positioning panel light
The reporter visited many LED lighting companies and found that the exhibition hall is full of different kinds of LED lighting products. The concept is very simple: as long as there are orders in the market, what lighting products are done. It seems that I want to wipe out the LED lighting industry at the outbreak of the market. It is precisely because of this greed and lack of clear positioning that most companies face a situation where orders are scattered, continuous and batch orders are few and far between.
In this regard, Chen Baodong, general manager of Green Lighting, said, “To do LED lighting, you must first locate. If the positioning is clear, your brand will soon be accepted by the market.â€
In fact, many companies in the market have developed rapidly due to their clear positioning. Hanyuan is positioned in the e-commerce market, and the sales scale is very large. When Maoshuo first deployed the LED market, it was positioned as a high-power LED power supply, and obtained a number of stable large customers; Yajiang Lighting in the lighting field was positioned in the stage lighting. The field has become the leading brand in this segment.
It is the value of the market segment. In 2009, Chen Baodong re-adjusted the enterprise, from the original exploration, to the key assault, locking the LED office panel light market. The precise positioning has made the green lighting products quickly recognized by the market. In recent years, the sales of green lighting has increased by 100%, from 25 million yuan in 2009 to 100 million yuan in 2011, and won in foreign markets. Multiple stable large customers. "According to preliminary statistics, although the growth in 2012 has slowed down, our sales have also exceeded 150 million yuan." Chen Baodong said.
At present, green lighting is a large-scale LED panel light manufacturing enterprise in China, and has also taken the lead in formulating domestic LED panel light standards. According to the statistics of China's LED indoor lighting export competitiveness in the first half of 2012, the research and development and sales of green lighting panel lights ranked first in the country. The Russian Pavilion of the Shanghai World Expo, the Xidan Office Building of the State Grid Corporation, and the largest investment project since Shenzhen City was established – Huaxing Optoelectronics Project all use green lighting products.
Dual brand strategy
LED lighting is mainly divided into commercial lighting, home lighting, outdoor lighting, lighting and so on. Commercial lighting is generally divided into office, food, clothing, supermarkets, hotels and other lighting. In each field, the requirements for light efficiency, color temperature, and color rendering index of LED lighting products are different.
According to data from the High-tech LED Industry Research Institute, in 2015, the global LED lighting output value will reach 150 billion yuan, of which commercial lighting will account for 50%, about 75 billion yuan. Chen Baodong said that in the market of 75 billion yuan, clothing lighting has a 60% share, while office lighting accounts for about 20%. Whoever seized the opportunity of the two major markets of clothing lighting and office lighting has established its position in the LED lighting market.
In the field of office lighting, due to the early entry time of green lighting, the development of green lighting office flat panel lights has been relatively mature. The sales of LED office flat panel lights have also been rapidly improved, and the color rendering index can reach above 70Ra, and the light is softer and more comfortable. Moreover, green lighting office panel lights have a high market share.
"The light from the metal halide lamp will make the clothes discolored due to the high temperature, and the eyes are not very comfortable. Especially for high-end clothing stores, professional lighting is needed to shape the experience environment." Chen Baodong said that due to the current market for clothing lighting The trend of segmentation is not obvious, which is an opportunity for green lighting to focus on developing this market.
“The next focus of the company will focus on creating a clothing lighting brand and opening up domestic markets as well as overseas emerging markets and development channels.†Chen Baodong said that at present, Green Lighting has formed two major brands: First, “green lighting†for office lighting. The brand is mainly based on flat-panel lamps; the first is the “Xi Bai-Yian†brand for clothing lighting, which was established in September 2011.
With the research and development genes of 37 national patents, Xibainian has developed corresponding lighting products for the clothing market environment. The color rendering index of the daring lamp can reach 80Ra, and the spotlight can achieve more than 80Ra, which makes the light look softer and increases the beauty of the clothing. With the improvement of technology, the price of LED clothing lighting has also decreased. "Now for the LED lighting in the field of clothing, our price is lower than that of the metal halide lamp." Chen Baodong said that due to the two-wheel drive of the "green lighting" and "Xi Bai Nian" brands, when the price drops, The market has already shaken hands.
Establish LED store
In people's minds, LED lamps are the “luxury goods†in the lighting market. In sales, they are often displayed in the lighting market and in a corner of large commercial supermarkets. According to industry insiders, they must go to the specialty store, and must cross a few major hurdles such as single product line, high price, lack of professional talent, lack of brand, and unclear product positioning. Although there are thousands of LED lighting manufacturers in the country, there are only a few merchants specializing in LED products in the market terminals. It is difficult for LED stores to form a climate in the market.
However, LED lighting products are inseparable from the specialty stores in terms of sales volume, brand image creation, consumer attraction, corporate culture promotion, product display and promotion.
When the industry is entangled in the problem of LED open stores, the pace of green lighting stores has quietly opened. At present, the company has established four LED clothing stores in Beijing, Chengdu, Hangzhou and Urumqi, and has been recognized by dealers.
Chen Baodong said that due to the clear positioning, investors are also very active in expanding the channels of green lighting. In 2013, Green Lighting will conduct a second round of financing, mainly for the expansion of sales channels, including the construction of specialty stores, as well as the decoration of stores and image display for dealers. With sufficient financial support and a good copy mode, Chen Baodong plans to build 30 LED stores nationwide by the end of March 2013. In addition, it is expected that by the end of June, Green Lighting will complete the participation of 108 dealers.
In the field of office lighting, green lighting has also developed a number of overseas distributors. This year, it will promote channels for emerging markets and domestic markets. "LED panel lights are mainly for overseas markets, accounting for 90% of the company's sales, ranking first in the national export of LED panel lights for four consecutive years." Chen Baodong revealed that in 2013, the company will focus on developing countries such as Russia and India. LED lighting market.
In the next few years, with the development of the commercial economy and the launch of the office lighting market, green lighting will also usher in a new round of growth. According to the investor's plan, green lighting will achieve 100% annual growth. Chen Baodong said that in recent years, the company has achieved its goal, and with the successful deployment of the channel this year, LED lighting sales are expected to reach 200 million yuan.
A reporter once asked Liu Chuanzhi, what made Lenovo so successful? Liu Chuanzhi replied: Actually, there is no embarrassment to do things. It is like many years ago, when you called the Beijing Railway Station, you have to fight all the time, so you can get in (because it will always be busy), but the premise is that the phone number cannot be wrong. This conversation is very simple, but it shows a truth. After the right direction, it is persistence.
Shenzhen Green Semiconductor Lighting Co., Ltd. (hereinafter referred to as “Green Lightingâ€) is such a well-defined LED lighting company. Due to the long-term intensive cultivation of LED office panel lights and clothing lighting, in a short period of time, it has already embarked on a road of steady development, and seized the two subdivision lighting markets of office and clothing. The first opportunity.
Positioning panel light
The reporter visited many LED lighting companies and found that the exhibition hall is full of different kinds of LED lighting products. The concept is very simple: as long as there are orders in the market, what lighting products are done. It seems that I want to wipe out the LED lighting industry at the outbreak of the market. It is precisely because of this greed and lack of clear positioning that most companies face a situation where orders are scattered, continuous and batch orders are few and far between.
In this regard, Chen Baodong, general manager of Green Lighting, said, “To do LED lighting, you must first locate. If the positioning is clear, your brand will soon be accepted by the market.â€
In fact, many companies in the market have developed rapidly due to their clear positioning. Hanyuan is positioned in the e-commerce market, and the sales scale is very large. When Maoshuo first deployed the LED market, it was positioned as a high-power LED power supply, and obtained a number of stable large customers; Yajiang Lighting in the lighting field was positioned in the stage lighting. The field has become the leading brand in this segment.
It is the value of the market segment. In 2009, Chen Baodong re-adjusted the enterprise, from the original exploration, to the key assault, locking the LED office panel light market. The precise positioning has made the green lighting products quickly recognized by the market. In recent years, the sales of green lighting has increased by 100%, from 25 million yuan in 2009 to 100 million yuan in 2011, and won in foreign markets. Multiple stable large customers. "According to preliminary statistics, although the growth in 2012 has slowed down, our sales have also exceeded 150 million yuan." Chen Baodong said.
At present, green lighting is a large-scale LED panel light manufacturing enterprise in China, and has also taken the lead in formulating domestic LED panel light standards. According to the statistics of China's LED indoor lighting export competitiveness in the first half of 2012, the research and development and sales of green lighting panel lights ranked first in the country. The Russian Pavilion of the Shanghai World Expo, the Xidan Office Building of the State Grid Corporation, and the largest investment project since Shenzhen City was established – Huaxing Optoelectronics Project all use green lighting products.
Dual brand strategy
LED lighting is mainly divided into commercial lighting, home lighting, outdoor lighting, lighting and so on. Commercial lighting is generally divided into office, food, clothing, supermarkets, hotels and other lighting. In each field, the requirements for light efficiency, color temperature, and color rendering index of LED lighting products are different.
According to data from the High-tech LED Industry Research Institute, in 2015, the global LED lighting output value will reach 150 billion yuan, of which commercial lighting will account for 50%, about 75 billion yuan. Chen Baodong said that in the market of 75 billion yuan, clothing lighting has a 60% share, while office lighting accounts for about 20%. Whoever seized the opportunity of the two major markets of clothing lighting and office lighting has established its position in the LED lighting market.
In the field of office lighting, due to the early entry time of green lighting, the development of green lighting office flat panel lights has been relatively mature. The sales of LED office flat panel lights have also been rapidly improved, and the color rendering index can reach above 70Ra, and the light is softer and more comfortable. Moreover, green lighting office panel lights have a high market share.
"The light from the metal halide lamp will make the clothes discolored due to the high temperature, and the eyes are not very comfortable. Especially for high-end clothing stores, professional lighting is needed to shape the experience environment." Chen Baodong said that due to the current market for clothing lighting The trend of segmentation is not obvious, which is an opportunity for green lighting to focus on developing this market.
“The next focus of the company will focus on creating a clothing lighting brand and opening up domestic markets as well as overseas emerging markets and development channels.†Chen Baodong said that at present, Green Lighting has formed two major brands: First, “green lighting†for office lighting. The brand is mainly based on flat-panel lamps; the first is the “Xi Bai-Yian†brand for clothing lighting, which was established in September 2011.
With the research and development genes of 37 national patents, Xibainian has developed corresponding lighting products for the clothing market environment. The color rendering index of the daring lamp can reach 80Ra, and the spotlight can achieve more than 80Ra, which makes the light look softer and increases the beauty of the clothing. With the improvement of technology, the price of LED clothing lighting has also decreased. "Now for the LED lighting in the field of clothing, our price is lower than that of the metal halide lamp." Chen Baodong said that due to the two-wheel drive of the "green lighting" and "Xi Bai Nian" brands, when the price drops, The market has already shaken hands.
Establish LED store
In people's minds, LED lamps are the “luxury goods†in the lighting market. In sales, they are often displayed in the lighting market and in a corner of large commercial supermarkets. According to industry insiders, they must go to the specialty store, and must cross a few major hurdles such as single product line, high price, lack of professional talent, lack of brand, and unclear product positioning. Although there are thousands of LED lighting manufacturers in the country, there are only a few merchants specializing in LED products in the market terminals. It is difficult for LED stores to form a climate in the market.
However, LED lighting products are inseparable from the specialty stores in terms of sales volume, brand image creation, consumer attraction, corporate culture promotion, product display and promotion.
When the industry is entangled in the problem of LED open stores, the pace of green lighting stores has quietly opened. At present, the company has established four LED clothing stores in Beijing, Chengdu, Hangzhou and Urumqi, and has been recognized by dealers.
Chen Baodong said that due to the clear positioning, investors are also very active in expanding the channels of green lighting. In 2013, Green Lighting will conduct a second round of financing, mainly for the expansion of sales channels, including the construction of specialty stores, as well as the decoration of stores and image display for dealers. With sufficient financial support and a good copy mode, Chen Baodong plans to build 30 LED stores nationwide by the end of March 2013. In addition, it is expected that by the end of June, Green Lighting will complete the participation of 108 dealers.
In the field of office lighting, green lighting has also developed a number of overseas distributors. This year, it will promote channels for emerging markets and domestic markets. "LED panel lights are mainly for overseas markets, accounting for 90% of the company's sales, ranking first in the national export of LED panel lights for four consecutive years." Chen Baodong revealed that in 2013, the company will focus on developing countries such as Russia and India. LED lighting market.
In the next few years, with the development of the commercial economy and the launch of the office lighting market, green lighting will also usher in a new round of growth. According to the investor's plan, green lighting will achieve 100% annual growth. Chen Baodong said that in recent years, the company has achieved its goal, and with the successful deployment of the channel this year, LED lighting sales are expected to reach 200 million yuan.
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