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In May, we continued to visit a number of well-known LED lighting companies in Zhongshan. Based on the principles of fairness, justice and excellence, we interpret “good products†from market research, research and development projects, design mold opening, price system and marketing policies.
Nate: Going to the power trend
Text|Reporter Xiong Yuheng
LED lighting fixtures have long been advertised for up to 50,000 hours or more, but in fact few companies can do 50,000 hours.
The main reason is that the driving power used by the luminaire causes failure. According to statistics, more than 70% of the luminaire failures are caused by the power supply, so the reliability of the power supply often determines the length of the luminaire.
Many LED companies with capital and technical advantages often set up their own power supply divisions. This will not only improve the stability and reliability of the power supply from the source, but also expand the profit margin of the products. Therefore, participation in market competition is quite beneficial.
However, in Zhongshan, for example, the number of private SMEs accounts for more than 90%. These enterprises are small in scale, have small funds, and have few power supply capacities. The power sources they use are mostly purchased in the local accessories market in Zhongshan, and the quality and stability are difficult. Guarantee.
Previously, Nate's LED lighting products also mainly took engineering channels. The power supply used was purchased from professional LED driver manufacturers. Although the quality is guaranteed, there are still problems in the stability of different batches of power supplies. This also led to a lot of manpower and financial resources in the later maintenance and replacement, and the original profitable project will eventually lose money.
For LED lighting fixtures, the importance of power supply is self-evident, and the power supply accounts for a small proportion of the total lamp cost, accounting for almost 20%-30%. But if there is a problem with the power supply, the entire lamp has to be replaced, which is quite costly for the enterprise. Therefore, for SMEs, de-powering is a good development strategy to solve the problem of power failure.
Since last year, Nate has started the development and production of power-based lamps. Now it has been able to produce a full range of power-free LEDs including bulbs, downlights, spotlights, T5 tubes, corn lamps, etc. Lighting Products. In the same period of enterprises focusing on non-powered LED lighting products, Nymet's development pace is relatively fast, and the product line is relatively comprehensive.
Compared with traditional lighting, the advantages of de-energized LED (AC-LED) lighting products are obvious. Firstly, the driving power supply is removed, which solves the problem of dead lights caused by the failure of the driving power supply, and improves the stability of the lamps. Extend the life of the lamp, and the life of the lamp is the life of the lamp.
At the same time, the size of the luminaire is reduced, which makes it easier for the lighting designer to design the lighting; secondly, it can reduce the production cost and enhance the market competitiveness of the product; and there is no need to perform DC/AC conversion, eliminating the energy consumption generated during the power conversion process. Traditional LEDs are more energy efficient.
In addition, the AC-LED street light module is more convenient to install and maintain because it avoids the AC/DC driver. The power factor can be 0.99, and the whole lamp luminous efficiency reaches 85lm/w.
At present, Namiite's non-drive technology invention patent is being applied for. Although many customers are skeptical about the stability and practicability of this product, there are still corresponding difficulties in the promotion, but the power can avoid the LED. The short life of lighting products is a fact.
Therefore, for the future development potential of de-energized LED lighting products, it is still relatively optimistic.
Shike Lighting: Sticking to the boutique photo
Text|Reporter Li Jingyu
Looking at the current LED industry, the whole market is still too impetuous, and companies are easy to follow the trend in product production – which products are good to sell, lack effective positioning and planning.
In particular, small and medium-sized LED enterprises, taking advantage of their flexibility and change, follow the market's movements to change product positioning at will, and in the short term taste the sweetness of “scented sesame seedsâ€, but they have lost the opportunity to continue to cultivate corporate brands.
It is the realization of this weakness of small and medium-sized LED enterprises. Shike Lighting has chosen to adhere to the product positioning of LED boutiques, and is mainly engaged in commercial lighting products such as spotlights.
Shike Lighting's positioning of its own products is very clear, and it is also a decision after deep analysis of the LED lighting market.
The reporter learned from the feedback from many LED companies in Shenzhen and Zhongshan that since January this year, sales of LED lighting products in the commercial and engineering fields have been on the rise.
According to the High-tech LED Industry Research Institute (GLII), the output value of China's LED indoor lighting in 2013 still maintains a high-speed growth trend, which will reach 55.7 billion yuan, a year-on-year increase of 66%. The rapid growth of LED indoor lighting output will still be mainly due to the rapid growth of the commercial lighting field.
Therefore, LED fluorescent lamps, LED spotlights and LED downlights are the main products that drive the growth of total output value. From the data, the LED commercial photo market will shine a lot this year, and it also confirms the accuracy of Shike Lighting's product positioning.
When asked about how Shike Lighting tapped the potential of the LED commercial market, Ye Chang said that he would win market share by means of quality wins. "The company's development is still based on products. Playing concepts and playing market operations are short-lived. Things, we will be specializing in products in the field of business."
“Our products have had two years of technology precipitation before they are put on the market.†Ye Chang told reporters, “Quality is a very abstract concept, and we will focus on LED light effects in our products. In the test results, all the indicators are above 80."
It is understood that Shike Lighting's LED products are based on chips from well-known brands such as Puri, Osram, Citizen, and professional light distribution design, which makes the product light color and high light efficiency.
In addition, in order to maximize the stability of the quality of the lamp bead, Shike Lighting has begun to take strict anti-static measures on the production workshop to prevent damage caused by static electricity to the lamp bead.
However, in the LED industry where the current price system is confusing, even the best products will be submerged in the massive product market if they are not effectively promoted.
Ye Chang told reporters that the most difficult part of product promotion is industry chaos, information asymmetry, and no effective dissemination.
“The dealer doesn’t know where to have a good product, and the company doesn’t know how to find the right dealer.†Ye Chang said with a little helplessness.
In response to this problem, Shike Lighting has also strengthened the promotion of corporate brands. According to Ye Chang, they are promoting products through various channels such as media, exhibition halls and exhibitions.
Ronbach: Ploughing quality soil
Text|Reporter Xiong Yuheng
At present, there are tens of thousands of large and small LED companies in Zhongshan. There are also complete lamps and accessories. So many companies are concentrated in the slaughter of Zhongshan, fighting for a very limited market share, the intensity of competition can be imagined.
If it is used in the field of engineering LED products, it may also require requirements for light efficiency, indications, certification, etc. However, ordinary consumers do not understand LED lighting, and often sell the best, are those products with very low prices, which also causes Zhongshan LED companies to use price as their weapon to participate in market competition. Find the lowest, but lower.
In order to minimize the cost, enterprises choose to work hard on the production process and raw material selection. They use inferior lamp beads, inferior power supplies, and inferior casings to make LED lighting products, and the price can be very low.
Now, 4 yuan of 3 watt LED bulbs in the Zhongshan lighting market, 2.8 yuan / meter of 3528 lights are not uncommon, and prices continue to decline.
More terrible is that today's low-price competition is not only limited to Zhongshan, but spread to the lighting terminal market across the country. No matter which place the lighting market is visited, most of the LED lamps come from Zhongshan, with low prices. The biggest selling point.
In this chaotic market, it is easy for companies to be independent. Going high-end, where is the market? No market sales? What is the performance of no sales? How does a performance company survive?
Therefore, to be a brand, the road to quality seems to be impossible in Zhongshan. Of course, like Huayi, Mulinsen, Xinteli, etc., have the influence of channels and brands.
Everyone is forced to choose the low-end route because of the pressure of survival. You don't have someone to do it because the market has demand, and this demand is still growing.
Everyone has also compressed their own gross margin space and then compressed it. The purpose is to find the market in the fierce market competition. Although the profit is weak and the living environment is difficult, at least it will not be eliminated so quickly.
The reason why Zhongshan will become the spokesperson of "inferior quality and low price" is related to the composition of Zhongshan LED enterprises. At present, more than 90% of Zhongshan's LED companies are private enterprises, with low capital and small scale. They are basically incompatible with favorable policies, and self-reliance accounts for the majority.
At the same time, due to the limitation of quality, the demand for commercial photos cannot be met. Therefore, the main customer groups of these enterprises are still in the terminal market, and the quality soil of the terminal market needs to be cultivated. According to the current situation, this time will be very long.
Different from big companies, every order of SMEs is vital to survival. Therefore, SMEs cannot give up the low-end market with higher market acceptance, and do the mid-to-high end with price and no market.
Even everyone thinks that doing high-end is to do inventory, and inventory for those small and medium-sized enterprises that are in urgent need of capital turnover, it is impossible to touch the injury, no company is willing to risk easily.
Because the quality of soil cultivation takes a long time, this low-price competition of Zhongshan can not be eliminated in the short term, and the product quality is difficult to be greatly improved.
However, in the future, the future will be the world of quality and brand. Everyone will make early arrangements for these trends, and work hard to improve their quality and establish their brand, and expand their competitive advantage.
Jiesite: Clear product positioning
Text|Reporter Li Jingyu
Due to the continuous fermentation of various "quality door" events in recent years, the low-cost and low-quality products of the horizontal LED market have received various negative evaluations, and the strategy of "changing the market with low prices" is gradually lapsed.
In this context, the quality awareness of many LED companies began to rise, releasing a positive signal to the market, and the industry's debate on LED good products has become more and more fierce.
"The concept of good products is too general. Everyone has their own benchmark. The company does a good job of products. I think the most important thing is the positioning of the products." The general manager of Jieshi has first proposed his good products for LED. The understanding of this concept.
He said that enterprises can only remedy the quality of their products if they have a clear positioning of their products.
The company is a LED application company specializing in commercial lighting. It was mainly engaged in the export market in the early stage. The high standard inspection requirements of the export market make Jeter pay special attention to the control of product quality.
"We don't want to fight price wars, and we are not good at price wars. The ex-factory price of 3W ceiling lamps can be 5 yuan. The price of matching power supplies is more than 6 yuan." Talking about the price of LED low-end market I once said that I didn't want to smash this pool of water, but focused on the high-end market that won by quality.
"To make a good product, it is very important for suppliers to choose. For example, the choice of 302 or 304 stainless steel materials is very particular, we must master the supply chain." Once said to reporters, the first level of product should be Control the quality of raw materials from the source.
It is understood that the supply of LEDs from the company is mainly from the 7070 patch of the core package of LED manufacturers, which has great advantages in lighting effect and heat dissipation design. In terms of driving, the company does not rely on external procurement, but uses its own power supply.
"The heat dissipation and power supply are the two key indicators of LED products. In order to ensure the quality of the products, we choose to do our own power supply and do the structural design of heat dissipation." I once told reporters.
From the point of view of production concept, Jeter is not like other LED application companies, it is a simple accessory procurement company, engaged in low-tech whole lamp assembly work. It does not rely entirely on external procurement, but through the research and development of key components such as power supply and heat dissipation, it opens up technical channels and improves the company's ability to resist risks.
With the foundation of quality, the follow-up nature must also have the construction of channel architecture. According to the previous level of corporate planning, the company will continue to build channels around the high-end product positioning.
According to him, the company has rented a store of more than 200 square meters in China's LED Kyushu City in Xiaolan, Zhongshan, to prepare an LED boutique experience hall as the flagship display store of the company.
“The establishment of the image display store is the first step in our channel. We will have big moves in the channel expansion in China this year. The specific plan is carefully prepared.†Zeng said.
In addition to the commercial field, the market has a keen sense of smell has also given considerable attention to this year's home lighting market. He said that thanks to the stabilization of the upstream market and the gradual maturity of downstream application technologies, LED home lighting will usher in a turning point this year. 
Zhongshan Branch (2) Exploring how to make a "good product"
[Source: Gaogong LED's "LED Lighting Channel" magazine No. 6 (Total No. 42)] Changyan said: "Good horse with a good saddle", a good brand naturally with good business. So who is a good brand?