Jonson Lighting: LED+Linking = Transformational Leap?

[Source: "High-tech LED-lighting market" August issue Zhou Jianhua]

Entering the industry for ten years, Johnson Electric announced its LED home and "linkage channel" strategy. However, in the early stage of the transition, both the improvement of the LED home product line and the integration of the new channel model will take time to test.

Terminal: chill has not gone

"The days of home lighting companies are still sad this year. Sales in the first half of the year fell by 10 to 15% year-on-year. It is safe to say that the form is more severe than in 2011." Zhu Qiyou, director of operations of Yunnan Qiaosen Electric Marketing Co., admitted.

“The provincial capital city should be worse than the third- and fourth-tier cities. With the gradual sinking of the channels, the housing industry in the third- and fourth-tier cities started shortly, the potential is still there, and the brand penetration is not much, so the business feeling of home lighting this year is similar to last year. "The head of a bulk store that opened in Linyi City, Yunnan Province in 2010 said so.

According to the reporter's observation, the overall home lighting business has been trapped in the real estate high-pressure policy for two years. The sales volume has dropped significantly. The increase in raw material prices, labor costs and logistics costs has also tightly bound the pace of enterprises.

“If there is only one or two cities in the distribution channel, the performance of enterprises that fail to penetrate the third- and fourth-tier cities will be even worse.” Xiao Nan, director of lighting marketing at Qiaosen, said: “To put it bluntly, LED is the traditional home lighting to improve profit points and performance. New power."

Throughout the field of home lighting this year, some brands are increasing the intensity of LED channel grooming, and strive to seek a breakthrough in the industry downturn. For example, Auxo Lighting will build four channels, including: light source, home, engineering, electrician, where a large part of the light source is LED products; Guanhua Lighting will focus on promoting LED commercial photos, LED ceiling lights, etc. this year; It is used in a complete set of home fashion lighting, such as living room, dining room, bedroom, and study room.

Jonson Lighting is also unwilling to lag behind. On the occasion of the renewal ceremony of Hong Kong movie star Zeng Zhiwei, he announced to the outside world a high-profile announcement into the field of LED home lighting.

However, in the case that the chill of the terminal has not faded, and the LED home class "into the sea" is still not open, the traditional home lighting enterprises rely solely on LED products to improve the overall profitability and even achieve a gorgeous turn, apparently unable to do so.

"It is not difficult to go to LED home lighting. You can change the light source. You can also use the original channel to promote it. The price is high and the change is big. In addition to the project, the retail terminal can't push it." Gao Gong reporter visited Guangzhou. Several major lighting cities in Zhongshan found that nearly 60% of the dealerships sell home lighting products that use LED light sources, while the specialty stores that use crystal lamps, European lamps and other lighting products have almost no place for such light sources.

According to the reporter's understanding, for LED, the concept of most consumers is vague, only knowing one of them is unknown. Therefore, after many consumers have weighed, they will still choose the “familiar” energy-saving lamps, because this is more “insurance”.

LED: The plan is not as good as change

In fact, as early as the 2010 Guzhen Light Fair, the booth of Jonson Lighting has already exhibited a variety of LED commercial products. "But at that time it was only a tentative display. Because the climate of the home market was not suitable at the time, there was no mass production and no listing." Xiao Nan said.

By the beginning of 2011, the president of Jonson Lighting He Rongbiao revealed that Jonson plans to launch new LED products in 2011. After the time is ripe, the product range will be further extended to commercial lighting, landscape lighting, home lighting and other fields.

However, as we all know, the overall home lighting is to include the main products of home lighting, and to create different lighting environments through the lighting configuration according to the different scenes in the family life. Its product line is very rich, covering ceiling lamps, mirror lights, restaurant lights, bedroom lights, downlights, ceiling lights, floor lamps, table lamps, wall lamps, Yuba, energy-saving lamps and T4/T5 products. The long product line and the wide variety of products are not easy to achieve seamless integration of LED light sources.

According to insiders of Johnson Electric, more than 200 new products such as LED light source, LED ceiling light, LED downlight, and LED grille spotlight will be launched in the market. In the future, LED lighting, home lighting, and electricians will be built. Switch "Troika.

However, Zhu Qiyou, who signed the Yunnan joint-stock joint venture contract with Johnson on April 1 this year, said: "The company's LED home-mounted spotlights began to ship in three months, which is a bit of a failure to quickly meet the needs of the terminal. Market share's strategic pace."

He also pointed out that home lighting companies do not have to wait for most of the LED products to be fully marketed, and they can launch several classic and cost-effective products to attack the market first, and then gradually improve the product line. "After all, the current terminal acceptance of LED home products is less than 10%."

"Home lighting needs to be transformed in the LED field. The first and foremost problem is of course the positioning and integration of products, and the frequent changes in LED prices. These are the main reasons why Qiaosen LED products were listed in July." Xiao Nan admitted that the products in transition pressure.

“In addition, the overall home lighting companies are generally more dependent on OEMs, and the product delivery and quality control will be weaker, especially for a wide range of LED home products.” An industry source pointed out that if Johnson Electric can do most of it Independent research and development and production of products, then the R&D investment and inventory pressure in the early stage of the transformation is also very large.

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