How to smelt a good product in the LED industry?

As the saying goes: "Good horses have good saddles." So, who is a good brand? In June, we visited a number of well-known LED related companies, and based on the principles of fairness and fairness and excellence, we interpreted “good products” from market research, R&D projects, design models, price systems, and marketing policies.

Banner Optoelectronics: Winning with New Wins

Each city has its own unique symbol, such as Shanghai's "Oriental Pearl" and Guangzhou's "Little Waistline". How can the city show its own characteristics in the dark night, lighting plays an important role.

As the nightlife of the city is becoming more and more abundant, the function of the lamp has evolved from simple lighting to performance culture, contrasting atmosphere, and adjusting emotions. The urban landscape lighting came into being under this background.

Looking at the current landscape lighting market, LED is rapidly developing with its unique advantages. Many companies turn the main direction of production to LED. Take the LED light strings that are frequently used in landscape lighting, the light strings are rich in color and have various lighting angles, which are important tools for advertising and decoration.

In the field of landscape lighting, Hebei Daqi Optoelectronics Technology Co., Ltd. has always been at the forefront of its peers. Li Yaping, chairman of Daqi Optoelectronics, told reporters: "As part of the public lighting landscape lighting, the external design is good or bad, people know at a glance, a product is able to take the lead in the industry, can not be separated from the enterprise Pay attention to product innovation."

For landscape lighting, product personality is very important, whether it is the appearance of the product design, or its intelligent design, or it is very strict on its luminous efficiency. The personalized demand of landscape lighting products is destined to develop in the direction of high precision, and product customization becomes inevitable.

“Users' needs are personalized. They want unique and innovative products, which must be customized. In order to pursue profits, enterprises are generally willing to carry out mass production to reduce production costs.” Yaping told reporters.

How to resolve the contradiction between user customization requirements and enterprise mass production has become a problem for many companies.

The traditional string lights have always been line-shaped, and the flag photoelectricity has taken other paths. The products are modularly designed to produce a universal assembly module, and the pieces of light are combined into light surfaces of different geometric shapes. Compared with traditional linear products, this combination of line and face makes the product more versatile.

It is understood that the current banner has developed 12 kinds of modules, these modules can be combined into a variety of modeling products through different splicing. "This not only satisfies the customer's customized requirements, but also meets the company's mass production requirements, and can save the company a considerable amount of research and development costs." Li Yaping said that at present, the company has planned 70 or 80 different modules, and will One after another.

According to reports, the major channels currently used by banner companies are advertisers and contractors. In addition to their specific requirements on product novelty and reliability, these customers also focus on their price/performance ratio.

The modular production method has improved the product's price/performance ratio to some extent. This will undoubtedly reduce the difficulty of sales for dealers and partners to a certain extent. This may help the banner in the fierce competition in the market. Kill a bloody road.

Mitsuo Aurora: Promoting Home Lighting

Relying on the advantages of policies, the engineering channel has always been the leader in the entire LED sales system.

However, with the expansion of commercial lighting and home lighting applications, this situation may change in the near future.

According to statistics, in 2012 China's LED indoor lighting output value was 33.5 billion yuan, an increase of 80% over the same period of last year. In 2013, China's LED indoor lighting output value remained high-speed growth, reaching 55.7 billion yuan, an increase of 66% over the same period last year.

In recent years, the real estate market has continued to prosper, and the purchasing power of the Chinese people has also been continuously improved. More importantly, LED production costs have reached a relatively stable period. As an important part of indoor lighting, LED home lighting usher in the spring of development.

In this context, many LED companies will also pay attention to home lighting, hoping to make a difference in the home lighting industry, and the same is true of Sanxiong Aurora.

“After 80 and 90 years, it has become a major group of buyers. Grasping this part of consumers is our product positioning.” Wang Jun, Director of the Three-Horean Aurora Market, told reporters of “LED Lighting Channels” that they are relative to the older generation of consumers. Concerned about the price, they are more willing to choose rich colors, unique products, through the choice of products reflect their own taste. In terms of LEDs, light efficiency has always been the focus of attention. LEDs in the market generally have a light efficiency of 40-50, and the first-line brands are between 60-70. Mitsuo Aurora attaches great importance to optical design. In the laboratory, considering the cost-effectiveness of the product, it is necessary to repeatedly test the light efficiency. A 4-inch downlight with good heat dissipation and driving matching effect achieves a light efficiency of 70.

On the other hand, in the industry, light distribution is performed in the COB package. Generally, one optical design is performed. Three male and two aurora are required to be optically designed twice, and a lens is added above the COB module to enhance the heat dissipation effect of the product.

Mitsuo Aurora has made achievements in the construction of traditional channels, and has also maintained strategic partnerships with real estate leading companies such as Vanke, Evergrande and Wanda.

“We have always been adopting sound channel construction methods to sell our products. In fact, LED and traditional lamps and lanterns can coexist.” Wang Jun told reporters that in the terminal, generally will open up a separate area to sell LED products, so that once With new products introduced, consumers can know at a glance.

"In fact, before the official launch of the product, it will generally choose to try it first in some markets to allow customers to experience it for free. Once the consumer is satisfied and the dealer recognizes its price/performance ratio, the product will be produced in large quantities." Wang Jun added .

It is understood that Sanxiong Aurora will actively increase the promotion of home lighting, build and improve the terminal channels, home lighting will be an important growth point in the future.

Zhenhua Optoelectronics: main attack intelligence

Apart from the advantages of energy saving and environmental protection, LED products are very important to achieve intelligent control. With the maturity of the overall intelligent home technology, LED smart lighting as an important part of the intelligent home, more and more attention by the majority of LED companies.

Recently, reporters visited major companies and found that the intelligent production of LED has been put on the production agenda by many companies, and the LED intelligent control of the industry has become more and more intense.

Zhenhua Optoelectronics' focus on the development of this year's products is to achieve intelligent control of products, including inductive integrated smart solutions.

“Now, intelligent LED products have basically matured in terms of small modules. Bulb lamps, panel lamps, and downlights from five watts to several tens of watts can easily achieve intelligent control.” Deputy General Manager, Zhenhua Optoelectronics Zhou Guangjun told reporters that these products can use WIFI LAN or the Internet, with tablet computers, mobile phones and other tools to achieve intelligent control of single or multiple lights.

A very important feature of intelligent control is the ability to sense changes in ambient light, and to regulate light changes as the environment changes. Taking the tunnel light as an example, through infrared sensing, the vehicle can be automatically turned on when it passes by. This way is energy-efficient and environmentally friendly.

In other words, there are two different output powers in the two situations where there is no car, and there is also a high requirement for the LED power supply. For this reason, Zhenhua Solar produces a detachable power supply. It also reserves hundreds of sets of power for some large customers. If the power supply is broken, it can be replaced with new ones, which can also prevent the waste of resources.

Although smart induction lighting technology has matured in a small area, its cost is higher than that of ordinary LED lamps. According to reports, Zhenhua Optoelectronics has invested major R&D efforts and tens of millions of funds for the purchase of testing equipment to ensure that consumers can use cost-effective products.

With good products, we must also be able to leave a good channel. At the beginning of the company's establishment, it has already planned to position the product in the mid-to-high end market. How to open this market, the company has its own plan.

Zhou Guangjun told reporters that the company is currently developing an online e-commerce model. At the same time, he also admitted that the e-commerce model has a relatively low operating cost compared with the traditional channel model. However, the LED e-commerce network market is currently not standardized, and most of them depend on prices to attract consumers. Some enterprise products are shoddy and product quality is poor. This low-price competition undoubtedly brings adverse effects to the entire LED market environment.

In response to this problem, Zhou Guangjun said that the main reason is that the LED industry lacks corresponding unified standards and supervision, and ordinary consumers do not have a certain understanding of LED lamps.

At present, in addition to the online sales channel, the company also actively maintains its own original distributor channel. On the other hand, the company's direct-operated stores have also commenced, which will greatly benefit the company's product sales and brand promotion.