Interview with Huang Yuchuan, general manager of Shenzhen Laidiya Lighting Co., Ltd.

LED lighting is highly praised by the government and enterprises for its features of energy saving, environmental protection, high brightness and long life, and it also promotes LED lighting to develop at a geometric speed. However, LED lighting in China has also exposed many problems in the development process. The war, technical barriers, difficulties in channel expansion, etc. were put on the agenda. What is the core competitiveness of LED lighting? What is the future direction of LED lighting? LED lighting how to achieve channel breakthrough? And so on, this reporter interviewed Huang Yuchuan, general manager of Shenzhen Laidiya Lighting Co., Ltd., where we saw the development trend of the industry.

Reporter: At present, the quality of LED lighting products is uneven and the prices vary widely. The entire LED lighting industry has fallen into a dispute. What is your opinion on the current LED lighting industry?

Huang Yuchuan: LED lighting is recognized as an energy-saving product at this stage. Under the background of the country's efforts to promote energy conservation and emission reduction, the vigorous development of the industry is inevitable. At present, the LED lighting industry is still in the stage of rapid transition from the introduction period to the rapid growth. Most market demands are not really formed. It is not advisable for a few companies to use price wars to seize market share in the future before the rapid development period. However, if a large number of application lightings are reduced in price and the prices of upstream supply companies are high, it will inevitably cause serious quality risks and bring great risks to the companies themselves and even the entire industry. LED lighting companies must establish their own way through the integration of resources in the upstream supply chain, increasing R&D efforts, innovating business models, adopting technological breakthroughs, and using new materials as the only means to reduce product prices. Looking at the market situation this year, the market competition in the LED lighting industry has intensified and the real industry shuffling has only just begun. Although the LED lighting industry has gradually grown from chaos to maturity, I firmly believe that there will be many brand companies with a strong sense of social responsibility like Lediya lighting out to promote the healthy development of the LED lighting industry.

Reporter: With the improvement of awareness of LED lighting and the strong support of policies, LED lighting has become the “Sweet Spot” in the eyes of many investors. This has also accelerated the flow of funds, technology, and talent into the LED lighting industry. How do you see this phenomenon?

Huang Yuchuan: Many investors choose to enter the LED lighting field to prove the development potential of the industry, and only the industry capital that is full of opportunities will be invariably entered. At the same time a large number of funds, personnel, etc. into the field of LED lighting will also aggravate the industry's competition, and accelerate the industry's reshuffle process; LED lighting is a special industry industry and professional properties are a very special industry, the company's internal cultivation requirements Very high, whoever first completes the process of self-cultivation will win the opportunity, and this is by no means a success. LaiDiya Lighting relied on the packaging advantages of the company’s Hongli Optoelectronics and its own R&D technology to fight off the patent barriers of foreign giants in the US and Europe markets for nearly 10 years, and it only started to lay out the domestic market last year.

Reporter: What do you think are the current ills of LED lighting companies? How is Ledia Lighting doing its own job?

Huang Yuchuan: At present, the biggest drawback of LED lighting companies is "quick success," and many companies lack the awareness of branding. They all hope to earn "quick money" when the LED lighting is hot and lacks a standard system, which in turn makes some companies unwilling to invest in R&D. What is considered is not how to achieve technological breakthroughs, but rather means of reducing production costs, which is unfavorable to the entire LED lighting industry.

Laidiya Lighting has been focusing on the field of LED commercial lighting, sticking to the differentiation of the brand; relying on the headquarters of the light source technology and capital market support, systematically introducing and nurturing various types of professionals; increasing research and testing equipment, deployment and scientific research The university's cooperation with industry, universities and research institutes has continuously increased the continuous investment in product research and development and marketing expenses; it has successively won the favor and respect of domestic and foreign customers and lighting industry giants. In order to cooperate with the vigorous development of the domestic market, we will move into a new industrial park by the end of the year and the production capacity will be greatly increased.

Reporter: At present, the exterior design of LED lighting is basically born out of traditional lighting and duplicated in traditional lighting. This limits the advantages of LED lighting. How do you think LED lighting will realize the appearance of "subversive design" and thus better? Take advantage of LED lighting?

Huang Yuchuan: Most LED lighting designs only take into account the replacement of traditional lighting, and do not integrate LED as a new type of light source technology into the overall lighting to carry out innovative designs. The design basically continues traditional lighting; this limits the advantages of LED lighting. . I personally think that LED lighting design should be considered from the aesthetics of the appearance, light-shaped light efficiency, heat dissipation structure, electrical specifications, economical and convenient installation and safety considerations, not just replacing traditional lighting from LED light sources, truly detailed and detailed Delicate, in order to achieve harmony between man and light. After two years of dedicated research and development, Lediy Lighting's launch of the bulbs uses the industry's leading 3014 high-efficiency patch, built-in fins and chimney convection heat, 100MΩ insulation shell protection, appearance, structure The cost-effectiveness of quality, safety and safety is very high.

Reporter: Intelligentization is one of the development directions of the future lighting industry. What do you think the future of LED lighting will be intelligent? And how to achieve better intelligence? What efforts have Madeleine Lighting made in this regard?

Huang Yuchuan: I personally believe that "intelligent demand" is the future direction of development, and intelligent control of light needs to be achieved through induction. Intelligent lighting is not only changing the luminous body, but also integrating various modern technologies such as communications, sensing, cloud computing, and the Internet of Things. At present, many companies want to use intelligent to enhance the added value of products, Lediya lighting is no exception, after years of serious research, Lederiya lighting a new generation of intelligent products have been developed, this high-end technology new products, can be intelligent Simulate the 24-hour solar cycle and human body sensing to meet the needs of different groups and environments. ‖

Reporter: Although LED lighting is currently very hot in upstream companies, in the terminal market, consumers are still very calm about LED lighting. How can LED lighting companies solve the current consumer market's wait-and-see attitude or skepticism?

Huang Yuchuan: Looking at the economic development of developed countries in Europe and the United States and the development of LED lighting, the level of consumption in the domestic market has already made LED lighting into millions of households. However, due to the special stage in the domestic LED lighting industry, The background of the global energy-saving emission reduction, in order to make the potential consumer demand into a real consumer demand is actually a relatively systematic problem: First of all, governments at all levels and the media should make correct guidance to the entire LED industry and the general public. Education (such as the promotion of the benchmarking system of the National Development and Reform Commission, and the Guangdong provincial government's promotion of LED lighting product implementation announcements are obviously beneficial to the market); secondly, the breakthrough in the entire LED upstream and downstream industry chain technology will bring a linear decline in costs; Need to adhere to the brand line of LED lighting manufacturers and merchants jointly for the market, consumers continue to guide and promote; for the LED lighting industry, the government, media, manufacturers and businesses is like the car's four wheels, one can not be benign The operation. We are very pleased to see that the government, media and many manufacturers and merchants are actively injecting new vitality into the healthy development of the industry. It is believed that the LED lighting companies that adhere to the brand operation will soon usher in their own spring.

Reporter: Difficulties in channel development have always been a challenge for the development of LED lighting. What do you think LED lighting companies should adopt in channel layout? What is the current channel layout of Ledia Lighting?

Huang Yuchuan: I personally think that the domestic LED lighting market is now a war-torn and crowded situation. This is an era without heroes but requires heroes; therefore, those enterprises and entrepreneurs with farsighted vision need to clearly position their brands, and then Focusing on one segment of the sector where it is best for the market to meticulously cultivate the market, and creating a differentiated marketing system to innovate the business model that is suitable for the continuous development of the LED lighting industry is the king of corporate success. Laidiya Lighting has been focusing on the field of LED commercial lighting. With strong R&D capabilities and nearly 10 years of operating experience in the European and American markets, it has been testing the domestic market for the first two years. Following the successful listing of the head office Hongli Optoelectronics in 2011, it has accelerated domestic The layout and development of the channels; The preliminarily completed construction of monopoly outlets in domestic large and medium-sized cities such as Beijing, Jiangsu, Guangdong, and Fujian, and the expansion of the channel's vertical and horizontal expansion through the innovative business model in 2012 under the premise of solidifying the original outlets. At the same time, Ledia Lighting will continue to cooperate with designers and engineering companies in order to achieve diversified development of channels and further deepen brand promotion and channel penetration.

Reporter: In the field of lighting engineering, where do you think the core competitiveness of LED lighting companies should be represented? Compared with other LED companies, what do you think of the advantages in this area? What are the representative projects that Ledia Lighting has completed?

Huang Yuchuan: Providing a differentiated integrated solution is the core competitiveness of LED lighting companies in the field of lighting engineering. This includes providing customers with early-stage design solutions, mid-term construction guidance, and later-stage project maintenance, thus providing customers with a one-stop solution for the project. The biggest difference between Ledia Lighting and other LED lighting companies is that we have always focused on the field of LED commercial lighting and are committed to the realization of the harmony between the “commercial space” and the “light” so as to enhance the value of “LED merchants use light”. In recent years, it not only won awards in domestic and European and American markets for large-scale projects, including well-known projects such as Beijing Water Cube Indoor Lighting, Guangzhou Metro Engineering Asian Games Demonstration Project, Huizhou Daya Bay Hotel, Shenzhen Longgang Hilton Hotel, Hong Kong HSBC Bank, and Norwegian Pharmaceutical Factory. And our professionalism and focus in the field of LED commercial lighting has always been famous in the industry, won the "China's top ten LED lighting applications", "China Top Ten LED companies" and other awards. Looking ahead to tomorrow, Ledia Lighting will surely take pride in the peak of LED lighting.