Guan Yong, a graduate of Fudan University's light source and lighting engineering department, has served as project manager, production manager, engineering technology manager and manufacturing manager of Philips Yaming Lighting Co., Ltd.. Since 2007, he has led Zhejiang Sunshine Lighting Co., Ltd. to realize it again and again. The leap. The idea of ​​the most healthy, beautiful and efficient light in the sun-natural world is pushed forward in the domestic market.
For Sunshine to increase the domestic market share from LED products, Guan Yong explained this: As a traditional lighting company turned into LED, in the process of cautious exploration and cognition, we have always combined traditional lighting technology with LED technology is ours. Pursuit, and has achieved gains. Sunshine's products were listed among the three national ministries and commissions, and the general manager picked up a well-designed LED light.
In the Xiamen station of the high-tech LED industry research, Dr. Zhang Xiaofei, CEO of Gaogong LED, and Guan Yong, general manager of Zhejiang Sunshine Lighting Co., Ltd. started a dialogue....
Zhang Xiaofei: The high- tech LED industry research believes that within three years, LED lighting can replace traditional lighting by 30% , and up to 50% within 3-5 years . In the next five years, the LED lighting market will gradually mature, and it is also the most critical five years for the transformation of traditional lighting into LED lighting . I want to know how the forecasting speed of sunlight from traditional lighting to LED field is?
Guan Yong: Sunshine Group is now fully committed to the research and development, production, and marketing of LED products. Since 2007, Sunshine Lighting has placed the domestic market as one of the priorities for future development. In the domestic market, Sunlight Lighting chose to use LED lighting products as a breakthrough. Sunlight Lighting requires LED sales this year to be 5%, and in 2013 it can reach 25%. As a listed company, we must seize the market opportunity, but we must not rush to seek success, we cannot transform for transformation, we must fully grasp the objective laws of the market. Transformation does not mean turning around. Adjustment does not mean turning around. It is necessary to guide the industry to develop in a healthy direction in development.
Zhang Xiaofei: Has Sunshine extended the leading edge in the traditional lighting field to the development of LED in the process of turning the traditional industry into the LED industry ? What confusions have you encountered in this process?
Guan Yong: Yes. We are indeed moving forward in exploration. A place where there are difficulties in the possession of talents. Energy-saving lamps for traditional lighting are a combination of electric vacuum and electronic technology, and have accumulated a large number of talents and technical experience for many years. However, the production of LED lighting products involves multiple links, such as heat dissipation, light distribution, materials, electronics, etc., as well as design, LED lamps can be designed with more space, we must also break through the inherent models of traditional lighting, with new The idea is to design LED products and upgrade to improve the concept of light distribution.
Each of these aspects requires very professional talents to ensure the quality of all aspects of the product. Due to the rapid development of the LED lighting industry, the talents of the entire industry are still relatively lacking. This time, the choice to establish a base in Xiamen mainly has the consideration of easy introduction of talents.
Zhang Xiaofei: What is the strategic planning layout of solar lighting in the LED field?
Guan Yong: This should be said in three aspects. From the industry, our focus is on application and packaging. We will use the "Turnkeysolution" integrated module solution. Including intelligent design and so on.
In terms of production, an LED production base with an area of ​​300 mu has been established in Xiamen, which will mainly serve foreign markets. Our domestic and foreign market sales strategies are separate and take different models. It is also planning to cooperate with Korean companies to build LED product development laboratories and light environment simulation laboratories. Last year, it also acquired a 30% stake in Japan's LIREN, based on LIREN's experience in LED packaging and Japanese channels.
Sunshine is expected to invest a total of 1 billion yuan in LED lighting projects. There are already more than 2 billion initial investments. In addition, the company plans to further expand the industrial chain, carry out strategic cooperation between upstream and downstream, and make appropriate investments according to project needs.
In terms of market network, we use LED new products, new applications, and new opportunities to expand the domestic and international markets.
Zhang Xiaofei: The energy efficiency of traditional light sources is low, and the space for technological upgrading is not large. Sunshine put forward the pursuit of "combining traditional lighting technology with LED technology", then how will sunlight implement LED technology?
Guan Yong: The company will strengthen the research and development capabilities of LED lighting source and lighting technology, design and develop LED products that meet market demand, accelerate the introduction of advanced production equipment and production technology, and promote the industrial upgrading of the sun.
We will not only focus on application research and application module development, but also provide consumers with cost-effective, safe and reliable complete LED product solutions. Sunshine also invests in product design, and employs design institutes and industrial designers as sunshine. LED lighting research and development of new products.
Traditional lamps are more of a lighting function, but LED products can do more than traditional lighting products. It can give designers a lot of space, the group deliberately hired European designers to shape the product, and then to meet the functionality of the product. Bring a new fashion design style to the LED lighting market.
Zhang Xiaofei: What progress has Sunshine made in the LED field?
Guan Yong: In mid-November last year, in the project bidding for the semiconductor lighting product application demonstration project initiated by the Ministry of Housing and Urban-Rural Development and the Ministry of Transport of the National Development and Reform Commission, there were about a hundred sample lots participating in the test. Finally, it was safe, There are probably more than 20 qualified products and all three aspects of EMC testing. The Sunshine involved the above three types of products, all of which were shortlisted. This is a good affirmation for us.
In the foreign market network, because the LED market in Europe, the United States, Vietnam and India has been launched, we have achieved very good results in the markets of these countries with our own foreign brands!
Zhang Xiaofei: What are the current LED products launched by Sunshine ? What are the key products?
Guan Yong: In the course of more than 30 years of development, we believe that we have accumulated a core ability - this is the trajectory we can grasp the development of a lighting product, we can very clearly recognize that we want to put a It is very important that the lighting products do what they have in the competition. As long as we have the ability to find these elements and essences, I believe that no matter what products are made, just like we do lighting products, we can continue to be competitive like LEDs.
At present, Sunshine has launched LED outdoor street lights, LED energy-saving lamps, LED spotlights, LED panel lights, LED downlights, and sunlight-lighted European version of LED indoor art lamps. These lighting products are all internationally utilized by Sunshine Lighting for so many years. A new generation of LED lighting products developed by the advantages of the company. These products were favored by dealers during last year's dealer cooperation summit and LED new product launch conference, and attracted a large number of customers during the recent Beijing International Lighting Exhibition.
Zhang Xiaofei: Other traditional lighting companies have also been transformed. They also have the advantage of sales channels, so where is the core competitiveness of Sunshine for competition?
Guan Yong: In the lighting industry, Sunshine is a company with more than 30 years of experience, just like China's reform and opening up time. In the past 30 years, the sun has created many firsts. We are equally confident to maintain and strive for more first in LED development.
First of all, Sunshine LED new products have various forms and wide coverage, mainly involving road lighting, landscape lighting, commercial lighting, indoor lighting, etc., and have high luminous efficiency, low power consumption, long service life, strong safety and reliability, and environmental protection. Advantage. In the same industry, it is also maintaining the leading level like energy-saving lamps.
Secondly, in terms of sales channels, Sunshine currently has more than 3,000 distributors and more than 1,500 specialty stores nationwide. The channels have been subdivided into traditional channels, hardware channels, engineering channels, large project channels, designer channels, and every year. Increase product sales at a multiplying rate.
In addition, we have invested in a 500-acre industrial park in Jiangxi, focusing on serving large customers. Of course, not only in China, we have production bases. We have also expanded our production bases and markets overseas. We have set up factories covering hundreds of acres in India and Vietnam. This year we acquired a lighting company in Jiangsu. Expand the market to South America. These are our strengths.
Zhang Xiaofei: Does Sunshine already have a strategic cooperation enterprise? What are the requirements for the object of strategic cooperation? Are you also considering working with some domestic suppliers?
Guan Yong: We are always looking for. We pay more attention to technical exchanges and cooperation, and hope that both parties will give full play to their respective advantages in the industry. For example, in LED lighting, the cost of chips and packages is close to 50%, and directly affects the performance of the finished product. Then if there is deep cooperation, you can optimize the chip as needed.
We are also looking for quality domestic suppliers. The competition of enterprises is actually the competition between supply chains. A high-quality value chain can achieve optimal configuration, save costs and increase profits.
Zhang Xiaofei: Will the sales channels and promotion strategies in the LED field be different? Is it to follow the dealer model or consider building a specialty store like the United States?
Guan Yong: In China, dealers' molds and contractors are our mainstream channels. The first channel is based on the dealer model. We plan to launch one or two scenarios based on scenario display in China. flagship store.
The second is the engineering channel. It is also our important sales channel. The proportion of indoor LED products for individual purchases and sales is not very large. The domestic LED lamps replace the original indoor lamps market, which is still mainly based on engineering transformation, especially for shops, hotels and other places with long lighting time. These places are easier to recover costs through energy saving, and can achieve profitability without problems in life. These locations will be easier to try to use LED indoor lighting products driven by the benefits.
Zhang Xiaofei: Sunshine has been doing foreign trade for so many years. Is there a particularly strict requirement for the quality of the products? In a sense, can it also be transformed into the advantage of doing domestic trade?
Guan Yong: Yes. Needless to say, the exported lamps have strict standards and certification systems in terms of reliability, quality assurance, and safety. The EU has CE, GS, ROHS and other certifications for lighting imports, and the United States has UL, energy star standards.
This has very high requirements for us in technology, quality, talent, raw materials, equipment and management. We have invested heavily in equipment and product testing in production.
For us to lay a good foundation in the domestic market, we are more confident to expand the new LED product market, and better promote the market penetration of LED lighting products!
Zhang Xiaofei: The domestically recognized Sunshine brand is dominated by “OEM , energy-saving lamp production and exportâ€. The company’s overseas market revenue last year still accounted for a high proportion of 63.41% . It can be said that Sunshine's brand building in China still needs to be strengthened, so how will Sunshine promote its influence in China?
Guan Yong: Sunshine will have a two-pronged approach in production and sales. In terms of production, we will adjust the product structure and diversify our products. In terms of sales, we will work more with design institutes and designers to create LED-inspired LED markets from the full use of LED control and aesthetics.
Accelerate the development from the traditional lighting industry to the emerging LED lighting industry, from a simple production-oriented enterprise to a production-oriented enterprise. In China, for the coverage of marketing channels, we will work more broadly and deeply in the market segmentation of different products. Of course, we will also find some professional media to help us strengthen the brand.
For Sunshine to increase the domestic market share from LED products, Guan Yong explained this: As a traditional lighting company turned into LED, in the process of cautious exploration and cognition, we have always combined traditional lighting technology with LED technology is ours. Pursuit, and has achieved gains. Sunshine's products were listed among the three national ministries and commissions, and the general manager picked up a well-designed LED light.
In the Xiamen station of the high-tech LED industry research, Dr. Zhang Xiaofei, CEO of Gaogong LED, and Guan Yong, general manager of Zhejiang Sunshine Lighting Co., Ltd. started a dialogue....
Zhang Xiaofei: The high- tech LED industry research believes that within three years, LED lighting can replace traditional lighting by 30% , and up to 50% within 3-5 years . In the next five years, the LED lighting market will gradually mature, and it is also the most critical five years for the transformation of traditional lighting into LED lighting . I want to know how the forecasting speed of sunlight from traditional lighting to LED field is?
Guan Yong: Sunshine Group is now fully committed to the research and development, production, and marketing of LED products. Since 2007, Sunshine Lighting has placed the domestic market as one of the priorities for future development. In the domestic market, Sunlight Lighting chose to use LED lighting products as a breakthrough. Sunlight Lighting requires LED sales this year to be 5%, and in 2013 it can reach 25%. As a listed company, we must seize the market opportunity, but we must not rush to seek success, we cannot transform for transformation, we must fully grasp the objective laws of the market. Transformation does not mean turning around. Adjustment does not mean turning around. It is necessary to guide the industry to develop in a healthy direction in development.
Zhang Xiaofei: Has Sunshine extended the leading edge in the traditional lighting field to the development of LED in the process of turning the traditional industry into the LED industry ? What confusions have you encountered in this process?
Guan Yong: Yes. We are indeed moving forward in exploration. A place where there are difficulties in the possession of talents. Energy-saving lamps for traditional lighting are a combination of electric vacuum and electronic technology, and have accumulated a large number of talents and technical experience for many years. However, the production of LED lighting products involves multiple links, such as heat dissipation, light distribution, materials, electronics, etc., as well as design, LED lamps can be designed with more space, we must also break through the inherent models of traditional lighting, with new The idea is to design LED products and upgrade to improve the concept of light distribution.
Each of these aspects requires very professional talents to ensure the quality of all aspects of the product. Due to the rapid development of the LED lighting industry, the talents of the entire industry are still relatively lacking. This time, the choice to establish a base in Xiamen mainly has the consideration of easy introduction of talents.
Zhang Xiaofei: What is the strategic planning layout of solar lighting in the LED field?
Guan Yong: This should be said in three aspects. From the industry, our focus is on application and packaging. We will use the "Turnkeysolution" integrated module solution. Including intelligent design and so on.
In terms of production, an LED production base with an area of ​​300 mu has been established in Xiamen, which will mainly serve foreign markets. Our domestic and foreign market sales strategies are separate and take different models. It is also planning to cooperate with Korean companies to build LED product development laboratories and light environment simulation laboratories. Last year, it also acquired a 30% stake in Japan's LIREN, based on LIREN's experience in LED packaging and Japanese channels.
Sunshine is expected to invest a total of 1 billion yuan in LED lighting projects. There are already more than 2 billion initial investments. In addition, the company plans to further expand the industrial chain, carry out strategic cooperation between upstream and downstream, and make appropriate investments according to project needs.
In terms of market network, we use LED new products, new applications, and new opportunities to expand the domestic and international markets.
Zhang Xiaofei: The energy efficiency of traditional light sources is low, and the space for technological upgrading is not large. Sunshine put forward the pursuit of "combining traditional lighting technology with LED technology", then how will sunlight implement LED technology?
Guan Yong: The company will strengthen the research and development capabilities of LED lighting source and lighting technology, design and develop LED products that meet market demand, accelerate the introduction of advanced production equipment and production technology, and promote the industrial upgrading of the sun.
We will not only focus on application research and application module development, but also provide consumers with cost-effective, safe and reliable complete LED product solutions. Sunshine also invests in product design, and employs design institutes and industrial designers as sunshine. LED lighting research and development of new products.
Traditional lamps are more of a lighting function, but LED products can do more than traditional lighting products. It can give designers a lot of space, the group deliberately hired European designers to shape the product, and then to meet the functionality of the product. Bring a new fashion design style to the LED lighting market.
Zhang Xiaofei: What progress has Sunshine made in the LED field?
Guan Yong: In mid-November last year, in the project bidding for the semiconductor lighting product application demonstration project initiated by the Ministry of Housing and Urban-Rural Development and the Ministry of Transport of the National Development and Reform Commission, there were about a hundred sample lots participating in the test. Finally, it was safe, There are probably more than 20 qualified products and all three aspects of EMC testing. The Sunshine involved the above three types of products, all of which were shortlisted. This is a good affirmation for us.
In the foreign market network, because the LED market in Europe, the United States, Vietnam and India has been launched, we have achieved very good results in the markets of these countries with our own foreign brands!
Zhang Xiaofei: What are the current LED products launched by Sunshine ? What are the key products?
Guan Yong: In the course of more than 30 years of development, we believe that we have accumulated a core ability - this is the trajectory we can grasp the development of a lighting product, we can very clearly recognize that we want to put a It is very important that the lighting products do what they have in the competition. As long as we have the ability to find these elements and essences, I believe that no matter what products are made, just like we do lighting products, we can continue to be competitive like LEDs.
At present, Sunshine has launched LED outdoor street lights, LED energy-saving lamps, LED spotlights, LED panel lights, LED downlights, and sunlight-lighted European version of LED indoor art lamps. These lighting products are all internationally utilized by Sunshine Lighting for so many years. A new generation of LED lighting products developed by the advantages of the company. These products were favored by dealers during last year's dealer cooperation summit and LED new product launch conference, and attracted a large number of customers during the recent Beijing International Lighting Exhibition.
Zhang Xiaofei: Other traditional lighting companies have also been transformed. They also have the advantage of sales channels, so where is the core competitiveness of Sunshine for competition?
Guan Yong: In the lighting industry, Sunshine is a company with more than 30 years of experience, just like China's reform and opening up time. In the past 30 years, the sun has created many firsts. We are equally confident to maintain and strive for more first in LED development.
First of all, Sunshine LED new products have various forms and wide coverage, mainly involving road lighting, landscape lighting, commercial lighting, indoor lighting, etc., and have high luminous efficiency, low power consumption, long service life, strong safety and reliability, and environmental protection. Advantage. In the same industry, it is also maintaining the leading level like energy-saving lamps.
Secondly, in terms of sales channels, Sunshine currently has more than 3,000 distributors and more than 1,500 specialty stores nationwide. The channels have been subdivided into traditional channels, hardware channels, engineering channels, large project channels, designer channels, and every year. Increase product sales at a multiplying rate.
In addition, we have invested in a 500-acre industrial park in Jiangxi, focusing on serving large customers. Of course, not only in China, we have production bases. We have also expanded our production bases and markets overseas. We have set up factories covering hundreds of acres in India and Vietnam. This year we acquired a lighting company in Jiangsu. Expand the market to South America. These are our strengths.
Zhang Xiaofei: Does Sunshine already have a strategic cooperation enterprise? What are the requirements for the object of strategic cooperation? Are you also considering working with some domestic suppliers?
Guan Yong: We are always looking for. We pay more attention to technical exchanges and cooperation, and hope that both parties will give full play to their respective advantages in the industry. For example, in LED lighting, the cost of chips and packages is close to 50%, and directly affects the performance of the finished product. Then if there is deep cooperation, you can optimize the chip as needed.
We are also looking for quality domestic suppliers. The competition of enterprises is actually the competition between supply chains. A high-quality value chain can achieve optimal configuration, save costs and increase profits.
Zhang Xiaofei: Will the sales channels and promotion strategies in the LED field be different? Is it to follow the dealer model or consider building a specialty store like the United States?
Guan Yong: In China, dealers' molds and contractors are our mainstream channels. The first channel is based on the dealer model. We plan to launch one or two scenarios based on scenario display in China. flagship store.
The second is the engineering channel. It is also our important sales channel. The proportion of indoor LED products for individual purchases and sales is not very large. The domestic LED lamps replace the original indoor lamps market, which is still mainly based on engineering transformation, especially for shops, hotels and other places with long lighting time. These places are easier to recover costs through energy saving, and can achieve profitability without problems in life. These locations will be easier to try to use LED indoor lighting products driven by the benefits.
Zhang Xiaofei: Sunshine has been doing foreign trade for so many years. Is there a particularly strict requirement for the quality of the products? In a sense, can it also be transformed into the advantage of doing domestic trade?
Guan Yong: Yes. Needless to say, the exported lamps have strict standards and certification systems in terms of reliability, quality assurance, and safety. The EU has CE, GS, ROHS and other certifications for lighting imports, and the United States has UL, energy star standards.
This has very high requirements for us in technology, quality, talent, raw materials, equipment and management. We have invested heavily in equipment and product testing in production.
For us to lay a good foundation in the domestic market, we are more confident to expand the new LED product market, and better promote the market penetration of LED lighting products!
Zhang Xiaofei: The domestically recognized Sunshine brand is dominated by “OEM , energy-saving lamp production and exportâ€. The company’s overseas market revenue last year still accounted for a high proportion of 63.41% . It can be said that Sunshine's brand building in China still needs to be strengthened, so how will Sunshine promote its influence in China?
Guan Yong: Sunshine will have a two-pronged approach in production and sales. In terms of production, we will adjust the product structure and diversify our products. In terms of sales, we will work more with design institutes and designers to create LED-inspired LED markets from the full use of LED control and aesthetics.
Accelerate the development from the traditional lighting industry to the emerging LED lighting industry, from a simple production-oriented enterprise to a production-oriented enterprise. In China, for the coverage of marketing channels, we will work more broadly and deeply in the market segmentation of different products. Of course, we will also find some professional media to help us strengthen the brand.
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