[Source: LED Engineering's "LED lighting channel" 2013 the fourth period (total of 40) reporter / Xiongyu Heng] Many traditional lighting companies like to use "walking on two legs" to interpret their own development ideas when transforming LED lighting, that is, insisting on the common development of traditional light source products and LED light source products, but the research and development of LED light source products is still only a supporting role, only As a complement to the existing product line.
Xinteli Lighting Appliance Co., Ltd. (hereinafter referred to as Xinteli) is a special case. This traditional lighting company, which started as a high-end lighting company, began to transform LED lighting in 2009. In the process of transformation, Xinteli completely stopped the research and development of traditional light source lighting fixtures, and placed the focus of development on LED home lighting and LED professional lighting. The transformation attitude is very firm.
"LED becomes the mainstream trend of future lighting is irreversible." Sun Yue, chairman of Xinteli, believes that “the iron is still hard to be hit. If lighting companies want to gain a place in the future LED lighting field, they must focus on LED product quality and R&D, product line planning and sales channel construction from now on. Waiting for basic work, hard work and internal strength."
"Lighting Channels": New Teli started with traditional lanterns and has a high reputation and brand influence in the industry. It is understood that your company has a firm attitude when transforming LED lighting. May I ask Xin Teli to follow the principles when doing LED lighting?
Sun Yue: First of all, adhere to the original, take the product differentiation route. The homogenization of LED lighting products is serious. The market expects differentiated products to appear. In order to meet the market demand, Xinteli always adheres to the path of differentiation and strives to provide personalized LED lighting products for the market.
We have established long-term design and development strategic partnerships with European professional design agencies, and become the leading production base of the world's leading brand lighting manufacturers (Germany, Spain, Italy, etc.) in the Asia-Pacific region, developing and manufacturing the brand ODM products for the global market. .
At the National LED Good Product Selection Event held by Gaogong LED in 2012, more than 300 national lighting industry CEOs voted in the audience. Finally, one of our Halo series of LED lighting products won the 2012 Lighting Chandelier Golden Globe Award. This also reflects the recognition and support of the original design of the new Teli.
Second, adhere to quality first, and build word of mouth. LED lighting belongs to optoelectronic technology products. The production technical requirements and maintenance costs are very high. LED chips, heat dissipation technology and drive technology form an overall quality assurance system. If there is a problem in any part, the quality cannot be guaranteed.
Xinteli has established partnerships with LED chip companies such as Puri, Sharp, Cree and Citizen to adopt their high-quality and high-efficiency LED chips.
In 2010, we invested heavily in the establishment of optoelectronics laboratory to ensure the accuracy of various photoelectric parameters of LED lighting products; in May 2012, Xinteli established a high-quality LED driver power R & D team to establish nearly 3,000 square meters of domestic advanced The LED driver power supply production workshop completely solved the problem of low cost performance, unqualified quality and long delivery time of the LED driver power supply purchased by New Terri.
Finally, we develop products based on market demand. New Terri's LED professional lighting development has two directions:
First, stock market demand. It is the product developed by 1:1 to replace the existing traditional light source commercial products, such as LED bulbs and lamps.
Second, incremental market demand. According to the parameters requirements of the national architectural lighting design specification, the development and production of LED professional lighting products can meet the lighting technical requirements stipulated by the state, and the appearance and effect design meet the actual scene requirements. For example, our newly developed bean gallbladder lamp can be rotated 360 degrees, integrating decoration and lighting, and can be adjusted according to the actual scene, avoiding the problem that the traditional light source is not strong in direction and lack of flexibility.
"Lighting Channels": Generally, companies that do lighting do not get involved in LED lighting, and LED lighting companies rarely pay attention to lighting. For Xin Teli, will it be more advantageous when doing lighting projects that require lighting and LED lighting?
Sun Yue: Usually, traditional lighting companies rarely get involved in the field of LED commercial lighting, and traditional commercial lighting companies can not provide customized lighting products. Taking hotel lighting as an example, the lighting of the lobby, guest rooms and public areas is an important part of hotel lighting. It is necessary to use both lighting lighting and LED commercial lighting products.
Traditionally, the purchaser needs to find multiple suppliers to supply him at the same time. This multiple supply method is difficult to coordinate in price discounts and post-maintenance. Especially in the aspect of post-maintenance, for example, there are problems in the LED lighting of public areas, and it is necessary to provide manufacturers of LED lighting to repair; and there are problems in custom lighting products, and it is necessary to provide manufacturers of lighting to repair, the process is cumbersome and the maintenance cost is high.
Xinteli adheres to the "full business" development model, which is the advantage of our engineering projects. We have been insisting on hotel lighting room lights and customized products for many years. Traditional business photos have always been an area we are not involved in. Lighting in many public areas of engineering projects is done by other commercial brands.
But now we have entered the LED professional lighting field and completely solved this problem. Our LED lighting products cover the entire commercial lighting field, plus lighting products, we can provide customers with overall lighting solutions. It can provide all the high-quality lamps needed for lighting, and there are discounts on the purchase of the whole product. The procurement cost is low, and the professional maintenance in the later stage can save the lighting maintenance cost of the hotel.
"Lighting Channels": Nowadays, many export-oriented enterprises have begun to switch to domestic sales. It is very important to do domestic sales channels. New Terri has been deeply cultivating in the field of traditional lighting for many years, and the channels should have been precipitated. What is the current channel layout of Xinteli? how is it?
Sun Yue: The layout of Xinteli in domestic channels can be summarized as retail + engineering + group customers. The terminal retail channel mainly promotes lighting and LED professional lighting; the company headquarters engineering business team cooperates with local franchisees to undertake related lighting engineering projects; the group customers are some chain enterprises and high-end clubs, providing them with personalized lighting solutions and lighting. product.
At present, we have carried out active work in various large and medium-sized cities across the country to improve channel construction. At present, there are nearly 200 franchise stores in the home lighting channel. The LED professional lighting channel has nearly 100 franchise stores, mainly distributed in the first- and second-tier cities in the country. It has already completed the work of the national layout and has begun to form a huge influence outside the industry. In some cities where LED lighting is relatively mature, we are also actively building a distribution network.
“Full business model” is the sword for our development project. We now need to integrate the capabilities of the national franchisees. With the cooperation of the company's engineering team, we will carry out engineering channel expansion and engineering business development in the local area, encourage and support franchisees to undertake local projects. Model project, establish influence and accumulate reputation.
Group customers often have the advantage of large purchase volume and single product purchase. By utilizing the influence of group customers in the country, they can quickly form brand influence and seize the market. For example, we have undertaken many projects such as restaurant chains and clothing brand stores. New Terri plays only the role of lighting supplier, no additional marketing promotion, but the brand influence of this group customer model is huge. , can improve their brand image.
Reporter's Note: At present, Xintel Lighting has made great progress in the field of LED lighting. Whether it is LED lighting or LED commercial lighting, it has everything in the showroom of Xinteli. The LED product line can be said to be the most complete in domestic lighting enterprises. As a quality benchmarking enterprise in China's lighting industry, Xinteli Lighting will take a new step in the domestic LED lighting market with a new attitude.
