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E-commerce and smart one can not be less new ideas for LED lighting
In recent years, the domestic lighting and lighting industry has experienced rapid development, and the number of manufacturers in the upstream and downstream of the industrial chain has been expanding. As a new force in the lighting industry, LED lighting is expected to provoke future industry girders. The acceptance of the domestic market has been significantly improved, accelerating the penetration of the LED lighting market into commercial lighting, public lighting and other markets. On the other hand, in February this year, the six ministries and commissions jointly issued the “Planningâ€, and the government gradually promoted LED lighting products with mature application technologies and obvious energy-saving effects. According to relevant data, China's LED general lighting demand will reach 10 billion US dollars in 2015. As the economy continues to grow and LED penetration rate increases, China's LED general lighting demand will reach 22 billion US dollars by 2020. Fanke CEO Chen Nian said, I never know what will happen to the Internet tomorrow. Jiang Kangqi, director of Hongyan's strategic brand department, also suggested that in the future, enterprises cannot rely on a business model to go to the end. With the comprehensive and in-depth development of the Internet, domestic LED lighting companies are undergoing passive or active transformation. The LED lighting industry, which is in the channel and brand competition period, gradually merges with Internet e-commerce and smart home, and embarks on a new path of transformation. Re-recognizing the flat management of e-commerce. According to statistics, this year's dual 11LED lighting category sold a total of 450 million yuan of lighting products on the same day, compared with nearly 40% growth last year. Taking Oupu as an example, the pre-sale amount of 25 million yuan was completed on the eve of the double 11 and the total transaction amount exceeded 94 million yuan. The success of the Double Eleven has undoubtedly injected a strong booster into the e-commerce transformation of lighting companies. According to industry insiders, e-commerce logistics is gradually covering the wider four- and five-line towns, and the consumer demand in the rural market is still being released. Therefore, the market for LED lighting will be expanded several times with the help of e-commerce. In these remote areas, perhaps a leading consumer advantage over first- and second-tier cities, because of the latecomer advantage. And the more emerging markets, the easier it is to accept new products. Deng Zhengping, director of Jingdong Cloud Platform, explained: Why e-commerce is developing rapidly and can continue to grow rapidly. Because it connects the platform, the merchant and the user together. The Internet can interact directly with consumers. Rather than through the company's semi-annual report, you can know the data. The evaluation system, sales increase and decrease can be followed up in real time, and the product can be quickly improved. The Internet has changed the sales model, and lighting companies have to follow suit. Lin Jiliang, general manager of the Mulinsen Lighting Marketing Center, emphasized that the double eleven, e-commerce retail is only part of e-commerce rather than the whole picture. E-commerce is only one part of marketing. Enterprises should emphasize how to use this emerging platform to optimize the supply chain and upstream and downstream systems, standardize relevant links, and ensure the smooth communication of complete information from point to point. Lighting is actually a traditional industry that requires complex business model operations. In addition to civilian retail, there are 70 markets that are implemented through engineering. LED lighting and TV, refrigerator, mobile phone industry chain format is not the same, the channel is not the same. To truly establish a brand, you still need offline channels, which are inseparable from 020. And professional lighting solutions require brands to have certain capabilities in various fields. The model cannot change the format, the supply chain is the value chain, and the added value also provides the corresponding products. Li Jiansheng, chairman of CDH Technology, expressed this view more clearly: removing intermediate channels and flattening management to reduce costs is the meaning of e-commerce. To shorten the sales and communication links, e-commerce is a management tool and part of marketing. The intelligentization of LED lighting to open up the earth has laid a technical foundation for the intelligent development of lighting. Not only Philips, GE and other international lighting giants are scrambling to launch smart bulbs, but even Internet companies such as Xiaomi and Jingdong have begun to deploy LED smart lighting. When many outsiders wait for opportunities to capture the dividends that the LED lighting industry may bring in the future, LED lighting companies themselves are expanding their territory in an intelligent layout. Not only the entire intelligent lighting, but also the integration of smart home control through the entrance of lighting. . Li Zhijun, general manager of Yaming Lighting, pointed out that the company invested in intelligent lighting in 2012 and introduced the hardware and software of the international team to do intelligent lighting. Think about how you can turn lighting into interconnected lighting. After the realization of connected lighting, whether it is smart home or smart city, it can provide services and functions other than lighting, which can expand the whole business of lighting ten times. And this ten times comes from lighting new cross-border products and service solutions. For example, this year, Yaming tried to connect the entire streetlight and the lighting of the community into a network in Shanghai, and provided information distribution, charging management, community security, and intelligent transportation together, providing many value-added services. Wang Micheng, president of Hongyan Electric, said frankly that the products in the market about smart lighting. There are low end and high end. Dimming tuning can only be said to be a primary intelligent lighting product. The intelligent lighting that Hongyan understands is based on the smart home platform and is a branch of the smart home system. Intelligent lighting can control home appliances through smart lights. Li Jiansheng, chairman of Dinghui Technology, reminded consumers that the original intention of intelligent lighting is to make life more convenient. The so-called intelligence is that these devices can be used by people and used by people. Too much reliance on mobile phones, the cumbersome operation process is pseudo-intelligence. Some insiders have suggested that wireless protocols such as Wi-Fi, Bluetooth low energy, Zigbee or Z-wave can be used for smart lighting, which is difficult to unify. Deng Zhengping, director of Jingdong Cloud Platform, said that in the future, various platform vendors will introduce other solutions to be compatible with other protocols. At this stage, the use of wifi connection is the most advantageous in terms of user's universality. The technical threshold required by users is also low. According to the research data of relevant institutions, the penetration rate of intelligent LED lighting in the mainland market is still less than 2, and the application of the products is mainly reflected in the dimmable LED landscape lights, the tunable temperature LED street lights and their monitoring. However, the intelligent lighting in the control platform, control protocol, and light source product specifications are different, which leads to the fact that each family can only care for their own homes, and it is difficult to form an industrial chain. It is also an inevitable obstacle in the development of the industry at this stage. Some insiders said that for the current enterprises in the lighting industry, more should be insisting on making their main business bigger and stronger. After all, the space in the lighting market is very large. Only in this space is enough to have Strength to do the second field.