As Hu Jin, director of marketing planning for Sunshine Lighting Co., which has won the bid for the national energy conservation subsidy project for three consecutive years, said, “This is a benchmark event for LED products to open the terminal market, but it will not have a significant impact on the market share of traditional lighting in the short term. The winning bid is only the pre-action, and more important is how to promote sales and how the target tasks will be carried out after winning the bid."
From traditional lighting to LED lighting
A detailed analysis is not difficult to find. Compared with more than 6,000 LED application companies in China, there are not many LED companies participating in the bidding, accounting for only 1/60. Most of the financial subsidies are still used in ordinary energy-saving lamps. On the promotion, because in comparison, ordinary energy-saving lamps have an absolute advantage in price, according to the current price difference of LED several times, there is still a certain distance from entering the ordinary people's home.
It can be seen that even if the policy has already been exerted, it is still unrealistic to reduce the terminal price of LED lighting through energy-saving subsidies. How can LED enterprises use this “policy force†to promote their internal development in order to be prosperous? Looking for vitality in the industrial transformation?
When it comes to transformation, of course, it is inseparable from the lighting products themselves. With the continuous maturity of intelligent lighting technology, LED lights have already put on a posture that fully penetrates into modern social life, but looking at it, its popularity is not ideal. The reason is that the product price is too high, on the other hand, it is characterized by unstable quality.
As is known to all, unlike traditional lighting, LED lighting has very different ideas and patterns. Its raw materials and processes are extremely complex, the demand for information is high, and it requires a stronger logistics system. These are just a lot of traditions. The soft underbelly of lighting: On the one hand, due to the lagging management thinking of traditional lighting companies, the frequent flow of LED lighting talents directly leads to the instability of the R&D team; on the other hand, LED lighting itself faces technical and management problems. So many companies can only choose the OEM (OEM) model, although this model can help companies quickly cut into LED lighting, but this "sprint" will inevitably face the drawbacks of lack of stamina.
According to the investigation of the reporter, the production status of LED lighting products of companies such as Shell, Foshan Lighting and NVC Lighting is suspicious; and NVC Lighting, which has been looking for people to work before March, was once caused by changes in the top management. More importantly, the traditional lighting has continuously compressed the cost of foundry, and it has also caused the products to fall into the “quality gateâ€, including many brands such as Philips, Osram and Op.
In this way, OEM is to some extent a culprit that leads to unstable product quality and high price. It has become a stumbling block on the road of lighting enterprise transformation, and spends a lot of money to hire high-tech developers and set up their own R&D team. It has become a top priority for the successful transformation of traditional lighting.
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