The 'transformation' of LED lighting industry in 2015 must face three major 'challenges'

At present, the production mode, sales mode, operation mode and service mode of LED lighting industry are gradually breaking the traditional shackles, coupled with the emergence of new technologies, new modes and new concepts. the transformation of the entire industry is imminent. Transformation needs to move the whole body. In recent years, with the emergence of new products and technologies such as LED light source, OLED technology and intelligent home, it is also the attack of business models such as e-commerce concept, online to offline, Internet concept and new channel model. These new things and new ideas all reflect an imminent trend transformation. this is also a topic that lighting manufacturers cannot bypass at present. To this end, in recent years, the lighting industry has seen a lot of excitement: either a comprehensive transformation of LED, or optimization of channels, or adding new technologies, or seeking new capital, and behind this excitement, it also exposes many phenomena in the lighting industry: vicious price war, bankruptcy, capital mergers and acquisitions, industry reshuffle, etc. This year's Guangya Exhibition, on the transformation, Op lighting's attitude and ideas triggered extensive exploration in the industry. Ding Long, CEO of Opal lighting China, and Huang Zhijian, general manager of commercial lighting, mentioned the topic of transformation many times during the media group interview. Op said: at present, the transformation of the lighting industry mainly faces three major challenges: first, the so-called LED transformation does not refer to the simple product transformation, but the corresponding transformation in the production system and management system; Second, the downstream information of the industry is updated slowly, and the second-and third-tier markets are slower to accept new thinking, which makes the local dealers' business transformation relatively lagging behind; Third, the simple trading relationship between dealers and customers will be transformed into a full service relationship. Ding Long, CEO of Opal lighting China, further said that the so-called transformation of the industry at present is only the upgrading of products on the surface and has not yet penetrated into the genes of the enterprise. Therefore, the enterprise needs to realize the transformation. it is necessary to achieve transgenosis first, and the company must move the whole body. Transformation has become a new normal. If in the past few years, traditional lighting enterprises with professional Channel resources were thinking about whether to transform LED, then, in the face of the current development trend of LED, the time given to enterprises to think no longer exists. In the era of traditional lighting, the industry has developed to a quite mature stage. Traditional strong brands such as Foshan Lighting, sunshine, Opal, NVC and other brand enterprises have already taken a step on the road of LED transformation. An industry person boldly predicted that the future of the lighting industry is not product technology, but extremely in place services and solutions. The technology and quality of products will be generally homogeneous one day in the future, and enterprises and distributors will not be able to win by simply selling products. Therefore, providing customers with lighting solutions and services will be the new competitive focus of the industry and the new way out for enterprises. Therefore, the transformation of lighting enterprises should be system-oriented and then product-oriented, and Opal lighting is well aware of this. In the traditional lighting period, Opal lighting is a golden signboard that has withstood the test of the market. It is understood that op lighting's sales in various channels have been steadily increasing in recent years, thanks to its efforts in LED transformation in recent years. According to Ding Long, CEO of Opal lighting in China, making changes closer to consumers from products, services and other aspects is the direction and goal of Opal lighting's further efforts. For example, home lighting products conform to the needs of consumers and change to intelligence, stylization and diversification; For example, the establishment and improvement of more perfect service platform systems such as easy lamp replacement and community access. The so-called transformation is by no means that an enterprise simply realizes full LED in its products, but before LED transformation, the Enterprise must first do a good job in bone marrow regeneration and blood replacement, and first transform the entire system of the enterprise. then the product can follow. It is understood that most lighting enterprises make a mistake in transforming products first and then adjusting the system structure of enterprises. The latter transformation mode will inevitably lead enterprises into many passive positions. Concept transformation, service transformation and platform transformation are the right path for the transformation of enterprises and merchants in the current industry, and are also the new normal for the transformation of the lighting industry. perhaps the customized and one-to-one channel service forms have more advantages than the traditional channel forms such as large circulation, retail and wholesale. From this point of view, to increase the viscosity with users and directly enter the user group, lighting enterprises should make more efforts in this direction in the future.