Break through the low-cost bottleneck LED to grow rapidly through policies

People are looking forward to the National Day holiday, LED lighting industry is more looking forward to formally implemented on October 1 "China to phase out incandescent lamp road map."

According to this plan, China will phase out general-purpose incandescent lamps in stages in accordance with the power level in five years, and replace them with energy-saving lighting products represented by LED lamps. This is undoubtedly a historic development opportunity for the LED lighting industry.

On the eve of the implementation of the new policy, the reporter went to the headquarters of the domestic LED lighting company Long Fang Lighting in Shenzhen, and interviewed Chairman of the company Deng Zichang.

Industry shows signs of volume
“I am absolutely optimistic about the market prospects after the implementation of the new policy.” During the interview, Deng Zichang told reporters excitedly, “As far as we observe, the industry has begun to show signs of sales volume, once the cost of the product can fall further, and the new policy is favorable, The LED lighting market will be promoted as a whole. This time may be at the end of this year, or it may be in the first half of next year."

Through the window of Deng Zichang’s office, reporters can clearly see that the production workshop is busy. It is understood that although Longfang Lighting completed the GEM listing in March this year and the office address was far from the urban area, the fund brokerage researchers and dealers in the half-year have almost stepped out of the company's threshold.

Deng Zichang said that at present, the field of white light lighting focused on rectangular lighting is the most widely used LED market. The company's products include in-line, patch-type LED lighting source devices and LED lighting products. SMD LED lighting light source device mainly indoor lighting, including lamps, spotlights, downlights, etc., is the long-term development of rectangular lighting products.

“Saying a very vivid fact that the Long Fang Lighting Industrial Park was built and put into use in 2010, but just over two years, the design capacity here has been unable to meet the market demand for long-term products. Therefore, we urgently need to pass the capital. The market raised funds to launch a new production line.” Talking about the construction of a new plant, the excitement of Deng Zichang was full of excitement.

He told reporters that the company will use over-raised funds to build new industrial parks in Huizhou and expand production capacity. The land size of the new industrial park in the first phase of the project is nearly five times that of the current industrial park.

Eliminating defects
Already in the operation of overloaded rectangular lighting, while maintaining the rapid expansion of production capacity, can we always provide high-quality products? A few days ago, there was microblogging broke the news that rectangular lighting in the company held a product destruction activities .

When the reporter mentioned this issue, Deng Zichang immediately asked what the views of the Internet were. After learning that there were online comments comparing the destruction to Haier's destruction of substandard refrigerators in the past, he laughed that the company would not ignore the small problems. They all resolved to eliminate the root cause when they discovered a minor problem.

“I must explain that this is due to problems with the raw materials provided by some suppliers, which led to the failure of the company’s production of a batch of 3-watt LED candle lamps under high-temperature and air-tight conditions. Although these batches of products can be used as they are, even Some employees said that they should not be destroyed to allow them to take home. However, in order to raise employees' sense of quality and make reminders to suppliers, the company still decided to destroy the batch of products, he said seriously.

“Destruction activities were held on July 13th. Many suppliers were invited on site and they were also very shocked.” Deng Zichang said that with the help of this event, the company set up a quality monitoring team. He was the team leader and personally grasped the product quality. To prevent similar incidents from happening again.

Layout channel

Perhaps, it is this attitude of paying attention to and resolving minor problems that led Deng Zichang to begin planning early this year on how to lay out the LED lighting market that is about to break out.

“The current shortcomings of the company are that the channels are not perfect, but the establishment of channels must first establish a brand. Taking into account too many LED lighting market segments, the company decided to implement a multi-brand strategy. Now we have "Rectangular" office lighting, "Eastern Han Dynasty" Commercial lighting, "Tongyu" home lighting three major lighting brands, and independent operation." He said that the company's current brand dealers have basically covered the provinces and cities across the country.

He further disclosed that he hopes to use another year's time to sell the sales channels from prefecture-level cities to county-level cities. The final strategic goal is to achieve the company's channels to sink to the township market by 2015 and complete omni-channel coverage.

If you can solve the channel problem, the advantages of rectangular lighting in product technology and price will be vividly reflected.

Deng Zichang told reporters that, compared to other manufacturers, Changfang is relying on self-produced light sources and IC drive power that will soon be put into production, which has greatly reduced costs. “For example, one of our main products, the T8 lamp, has an agency price of only 39 yuan per unit. This price/performance ratio has no competitors in the country, and with the IC drive power to be put into production, it is expected to reduce the cost further. ”

Deng Zichang said that the company's long-term vision is not only to sell products at low prices, but also hopes that by reducing economic costs, LED lighting will enter the homes of thousands of ordinary people and promote energy conservation and emission reduction.