Lighting companies need to prepare for a protracted war


As a key Lighting company based in the Pearl River Delta, Guoxing Optoelectronics and Foshan Lighting debuted at the Beijing Lighting Exhibition and won a lot of color. Guoxing Optoelectronics, which has been transformed from traditional lighting companies, has not released any new products at this Beijing Lighting Exhibition. However, the steady and steady growth strategy of the company has always kept Guoxing Optoelectronics in the leading position in the lighting industry. Wang Yulei, general manager of the sales department of Guoxing Photoelectric Lighting Division, has been engaged in the lighting industry for more than ten years. He is a very talkative, calm and thoughtful person. When he was interviewed by China Lighting Network, he was humorous and cheerful and easygoing. I was very impressed. Regarding the future development of the lighting industry, he believes that the lighting industry will remain a highly fragmented market situation in the next 5 to 10 years, which means that Guoxing Optoelectronics must prepare for a prolonged war in the lighting industry. .
Engineering lighting achieves mainstream value For National Star Optoelectronics, engineering channels are an important means and tools to break through the bottleneck of the lighting industry chain. The expansion of Guoxing Optoelectronics in engineering lighting channels mainly includes two aspects: one is the lighting of landscape engineering and the other is commercial lighting, which together constitute the vanguard of Guoxing Optoelectronics in the channel of engineering lighting. Wang Yulei, the sales manager of Guoxing Optoelectronics, admitted that the revenue share of engineering lighting channels accounts for a large proportion of the overall marketing revenue of Guoxing Optoelectronics. He introduced that in 2013, Guoxing Optoelectronics had tens of millions of yuan in engineering lighting channels, and this year Guoxing Optoelectronics' total income was more than one billion.
In Wang Yulei's view, if you simply rely on Guoxing Optoelectronics to do engineering lighting, the power is still far from enough. It is necessary to use the power of dealer partners to jointly meet market barriers, so that the engineering lighting of Guoxing Optoelectronics can shine in the lighting market. bright. For the expectation of Guoxing Optoelectronics in the LED market, Wang Yulei said that the retail channel of LED lighting has not really entered the rising channel, and the profit is still the engineering lighting. Based on such a market trend judgment, Guoxing Optoelectronics combines engineering lighting and channels into one, so that the resource power of engineering lighting can form a good resource matching and complementing with the channel, and at the same time, rely on dealer cooperation. The power of partners drives their joint efforts in the lighting market.
Wang Yulei believes that compared with the LED lighting market in the south, the application of LED products in the north does not seem to pay much attention to it. Relatively speaking, the southern market is better to do. For example, the Yangtze River Delta and the Pearl River Delta are the places where the LED lighting products sales network is relatively sound. . However, the LED lighting market in the north still has great potential for mining.
Striving for stability and realizing the new value of LED Guoxing Optoelectronics is a lighting enterprise with a history of more than 40 years and transformed from a state-owned enterprise. In the process of development, it has formed a unique characteristic attribute of the company: steady and cautious, prudent and realistic. This is also an important factor for Guoxing Optoelectronics to be a leading company in the lighting industry for a long time. Wang Yulei, general manager of the sales department of Guoxing Photoelectric Lighting Division, summed up the business philosophy of Guoxing Optoelectronics: the first is relatively stable, the decision is more cautious, including the development and expansion, the foundation is relatively solid; the second is more practical, more practical It is also more practical to be a man. In terms of the mainland, Guoxing Optoelectronics is one of the earliest companies to invest in LED. The investment in semiconductor technology research is very large, because LED is a technology-leading industry, and Guoxing Optoelectronics is a technology-oriented enterprise.
Guoxing Optoelectronics has been doing very well in terms of chips and devices, especially high-power chips above 0.5W, which are widely praised by manufacturers in the packaging field. Guoxing Optoelectronics' chip and device development and production gradually matured after its successful transition to LED. Wang Yulei is full of confidence in Guoxing Optoelectronics' patent advantage in chips and devices. He said: From its patent technology, In the industry, it should be the first position. From the technical advantage of the chip, there are several relatively large factories in China. Compared with the returning teams from the United States, they all throw olive branches to the national star. I hope we can Go buy it. However, the competition in the lighting industry is too fierce now, and some sales are more than 200 million yuan. Some companies hope that Guoxing Optoelectronics will acquire the company due to the pressure of funds and the lack of technology, including some downstream lighting application companies. Both will make acquisitions. Lighting companies must not only go faster but also go long.
In the field of lighting circulation, the competition in the market is fierce. In the field of lighting, Guoxing Optoelectronics has to face the competition of domestic first-class lighting manufacturers, but also the competition of traditional lighting manufacturers, and the competition of emerging LED companies. Wang Yulei pointed out that not only Guoxing Optoelectronics faces this severe competition in the lighting industry. The entire lighting business community has been tested for its large capital and technology. In order to actively respond to the challenges brought about by such a severe competitive situation in the lighting industry, Guoxing Optoelectronics reorganized its large and comprehensive lighting product production and marketing model, and established the commercial lighting as the leader, with outdoor lighting and light source as the two wings. Lighting product architecture.
When talking with reporters, when asked about the significance of Guoxing Optoelectronics' production capacity reaching 1000 KK, Wang Yulei solemnly said: What does productivity mean, indicating that the development of this industry is very rapid, Guoxing Optoelectronics as a stable The cautious company will not rush to expand, which just indicates that the industry continues to develop, and the status of Guoxing Optoelectronics is still there. In addition, Wang Yulei also said that Guoxing Optoelectronics has developed rapidly in the market of devices, LED screens and backlights, including the market channel focusing on the white light market and becoming the most prominent advantage of Guoxing Optoelectronics. Guoxing Optoelectronics has achieved the leading position in the market segment by LED lighting. In the field of midstream packaging and lighting applications, the best domestic enterprises have only achieved market share of 5-10. Guoxing Optoelectronics is currently maintaining such a business. Level. Although the price of National Star's lighting products is about 10 higher than other companies, it is still very popular among customers, indicating that its quality has won the full trust of the market. In addition, outdoor lighting, as the traditional strength of National Star Optoelectronics, is also a golden key to its opening.
The traditional lighting of the products displayed by Guoxing Optoelectronics at the Beijing Lighting Exhibition will continue to play an important role in the future development of the lighting industry. Wang Yulei’s face shows a smile, which seems to have a lot of vision for this unchanging topic. He said: The lighting industry is a very boring industry. It is difficult for the industry to have a sudden change. This means that in a long period of time, at least in 5 to 10 years, it is still a highly fragmented market. We must do a good job. The preparation for a protracted war, because the main battlefield of LED is in lighting, the highly dispersed market means full competition, and each producer is unlikely to achieve high profits.
In the upstream field, Guoxing Optoelectronics mainly produces semiconductor chips. High-power chips have been put into production successfully, and will be extended in terms of medium power and low power. Secondly, the midstream package is the traditional strength of Guoxing Optoelectronics. It is the goose that Guoxing Optoelectronics will produce golden eggs. It gathers the technology of the front end of Guoxing Optoelectronics, and it also provides an important tool for the enterprise market. Wang Yulei is more optimistic about the situation of the domestic lighting market. He believes that traditional lighting will continue to play its advantages, because traditional lighting has turned very fast, and this has played a collateral effect, thus promoting the development of the entire lighting industry.

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