[Source: "High-tech LED - Research and Review" June issue]
“The market space for this segment of architectural lighting has been very large, and we will continue to focus on development in the next three to five years.†President of Guangzhou Audi General Lighting Co., Ltd. (hereinafter referred to as “AD Lightingâ€) Guan Xudong said to "High-tech LED".
According to statistics from the High-Tech LED Industry Research Institute (GLII), global LED lighting output is expected to reach US$50 billion by 2015, but at the same time, LED penetration in the lighting market is only 15%. Therefore, even though LED lighting has many market segments, the capacity evenly distributed to each market segment is already large enough.
Focusing on the market segment undoubtedly means cultivating one's own three-point land and making its own products. "Because of the government's promotion, LED lighting is very hot at present, but the market order is also chaotic. The market is full of different kinds of products, and the quality is even more uneven." Dr. Zhang Xiaofei, CEO of Gaogong LED, said that LED lighting has many market segments. Each market segment has a lot of space, the key is how to locate itself. If you want to do anything, the result is definitely not doing anything well.
In recent years, AD Lighting has successively won supply contracts for many well-known buildings and key projects at home and abroad, including more than 10 major Olympic building space lighting projects, more than 20 Shanghai World Expo National Pavilion architectural lighting and Guangzhou Asian Games opening venues and A number of Asian-related architectural lighting projects have become the leader in the field of architectural lighting in China.
AD lighting began to get involved in architectural lighting as early as 2002. “With 10 years of development, the company could have been involved in other lighting segments.†Guan Xudong said that the current domestic architectural lighting market is still in its infancy, the market is chaotic, and the product development and marketing model is also very shallow. Large-scale professional companies can compete with international top brand companies at the same level.
Based on this, for AD lighting, Guan Xudong chose to adhere to the strategic concept of architectural lighting in the next stage of development, establish a more professional marketing model and develop more professional lighting products.
Mirage
Zhang Xiaofei: Now the advantages of LED lighting have not been played out, but the disadvantages have been highlighted.
The simple product design concept of "changing a light source for the outer casing" has brought a lot of trouble. The current "green lighting" is a bit of "green garbage."
Guan Xudong: Now that the Chinese government is pushing the popularity of LED lighting applications with unprecedented efforts, the state has invested heavily in paying for LED application trials, which seems to be a good opportunity for the Chinese lighting industry.
However, due to the insufficient technical reserves of a large number of newly-entered enterprises, and lack of mature R&D capabilities and quality control capabilities, a large number of flooded old-fashioned transitional products and low-quality industrial waste.
In this process, the negative impact of the occurrence of bad money and good money is inevitable. It is a big challenge for companies that insist on focusing on products. Of course, this is a process of big waves.
If the LED industry has passed this wave of baptism, it can create a group of professional and responsible LED lighting companies, then the government pays the bill is also worthwhile.
Zhang Xiaofei: I have walked through more than 1,000 LED companies of all sizes and sizes. Everyone is making a transitional alternative, which is not a good phenomenon for the industry.
I have done an investment model. If the government invests 1 billion yuan, the industry will increase the investment to 20 billion yuan. Then everyone rushed up, resulting in serious homogenization, and finally everyone lost a lot. Then, I started talking about winter again (overcapacity).
Guan Xudong: The transition period of the market is inevitable, but the stimulation brought by the support funds and supporting policies of hundreds of billions or even hundreds of billions, the encouragement of the media and the enthusiasm of the local government, more and more enterprises and funds are scrambling The influx into the LED lighting industry, but without proper guidance and scientific industrial planning, so that everyone is going to do LEDs, it is still easy to mislead many companies, but also to achieve the purpose of supporting the healthy development of the industry.
For example, in the market environment of big winds and waves, enterprises have their way of survival and development. Whether it is a big ship or a small seesaw, they have plans and methods to reach the other side, but suddenly there is a "mirage" in the day, many People thought that they were coming to the shore, and they all rushed to the ground and even jumped off the sea. As a result, the illusory mirage made many people turn to death.
“The market space for this segment of architectural lighting has been very large, and we will continue to focus on development in the next three to five years.†President of Guangzhou Audi General Lighting Co., Ltd. (hereinafter referred to as “AD Lightingâ€) Guan Xudong said to "High-tech LED".
According to statistics from the High-Tech LED Industry Research Institute (GLII), global LED lighting output is expected to reach US$50 billion by 2015, but at the same time, LED penetration in the lighting market is only 15%. Therefore, even though LED lighting has many market segments, the capacity evenly distributed to each market segment is already large enough.
Focusing on the market segment undoubtedly means cultivating one's own three-point land and making its own products. "Because of the government's promotion, LED lighting is very hot at present, but the market order is also chaotic. The market is full of different kinds of products, and the quality is even more uneven." Dr. Zhang Xiaofei, CEO of Gaogong LED, said that LED lighting has many market segments. Each market segment has a lot of space, the key is how to locate itself. If you want to do anything, the result is definitely not doing anything well.
Dr. Zhang Xiaofei, Director of the Left High-tech LED Industry Research Institute, is the president of Guangzhou Audi General Lighting Co., Ltd. Guan Xu.
In recent years, AD Lighting has successively won supply contracts for many well-known buildings and key projects at home and abroad, including more than 10 major Olympic building space lighting projects, more than 20 Shanghai World Expo National Pavilion architectural lighting and Guangzhou Asian Games opening venues and A number of Asian-related architectural lighting projects have become the leader in the field of architectural lighting in China.
AD lighting began to get involved in architectural lighting as early as 2002. “With 10 years of development, the company could have been involved in other lighting segments.†Guan Xudong said that the current domestic architectural lighting market is still in its infancy, the market is chaotic, and the product development and marketing model is also very shallow. Large-scale professional companies can compete with international top brand companies at the same level.
Based on this, for AD lighting, Guan Xudong chose to adhere to the strategic concept of architectural lighting in the next stage of development, establish a more professional marketing model and develop more professional lighting products.
Mirage
Zhang Xiaofei: Now the advantages of LED lighting have not been played out, but the disadvantages have been highlighted.
The simple product design concept of "changing a light source for the outer casing" has brought a lot of trouble. The current "green lighting" is a bit of "green garbage."
Guan Xudong: Now that the Chinese government is pushing the popularity of LED lighting applications with unprecedented efforts, the state has invested heavily in paying for LED application trials, which seems to be a good opportunity for the Chinese lighting industry.
However, due to the insufficient technical reserves of a large number of newly-entered enterprises, and lack of mature R&D capabilities and quality control capabilities, a large number of flooded old-fashioned transitional products and low-quality industrial waste.
In this process, the negative impact of the occurrence of bad money and good money is inevitable. It is a big challenge for companies that insist on focusing on products. Of course, this is a process of big waves.
If the LED industry has passed this wave of baptism, it can create a group of professional and responsible LED lighting companies, then the government pays the bill is also worthwhile.
Zhang Xiaofei: I have walked through more than 1,000 LED companies of all sizes and sizes. Everyone is making a transitional alternative, which is not a good phenomenon for the industry.
I have done an investment model. If the government invests 1 billion yuan, the industry will increase the investment to 20 billion yuan. Then everyone rushed up, resulting in serious homogenization, and finally everyone lost a lot. Then, I started talking about winter again (overcapacity).
Guan Xudong: The transition period of the market is inevitable, but the stimulation brought by the support funds and supporting policies of hundreds of billions or even hundreds of billions, the encouragement of the media and the enthusiasm of the local government, more and more enterprises and funds are scrambling The influx into the LED lighting industry, but without proper guidance and scientific industrial planning, so that everyone is going to do LEDs, it is still easy to mislead many companies, but also to achieve the purpose of supporting the healthy development of the industry.
For example, in the market environment of big winds and waves, enterprises have their way of survival and development. Whether it is a big ship or a small seesaw, they have plans and methods to reach the other side, but suddenly there is a "mirage" in the day, many People thought that they were coming to the shore, and they all rushed to the ground and even jumped off the sea. As a result, the illusory mirage made many people turn to death.
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