[Text / "High-tech LED - Lighting Market" September issue Xiong Yuheng]
When mentioning the shares of Tongfang, people will think more about their outstanding achievements in the electronic fields such as computers, multimedia, Internet of Things, digital cities, etc., and rarely will be related to the LED industry leader in the domestic industry.
However, in just two years, Tongfang completed its layout in the LED field and quickly grew into one of the few companies in the domestic LED industry with relatively complete industrial chains.
"In addition to the mid-stream package, Tongfang has initially formed a relatively complete industrial chain including upstream epitaxy and chips, downstream LED lighting, LED backlighting and LED lighting engineering." Mr. Liu Wei, General Manager of the Lighting Division of the Semiconductor and Lighting Industry Headquarters of Tongfang Co., Ltd. (hereinafter referred to as Tongfang) mentioned in an exclusive interview with Gao Gong LED reporter.
According to Tongfang’s 2011 annual report, its semiconductor industry output value has reached 1.4 billion yuan. Even this year, the overall situation of the industry is not optimistic, Tongfang still positioned its expected sales in the semiconductor industry to 2 billion yuan.
On August 17-19 this year, Gaogong LED Exhibition was grandly launched in Guangzhou Poly Exhibition Hall. Tongfang brought together three series of commercial lighting, home lighting and street lighting, and became the shining star in the entire high-tech LED exhibition.
"High-tech LED" reporter: This high-tech LED exhibition, the same party mainly exhibited those products? What are the characteristics?
Liu Wei: As the world's “first integrated professional exhibition of LEDs in the middle and lower reaches of the industryâ€, this high-tech LED exhibition attracted the participation of many heavyweight enterprises in the LED industry. The whole exhibition can be described as a brand gathering and star-studded. Tsinghua Tongfang is also the first professional exhibition to participate in the high-tech LED. In this exhibition, Tongfang mainly made a comprehensive exhibition of the company's LED lighting application products, including commercial lighting, indoor home lighting and street lighting.
Among the lighting products on display, a considerable number of products have their own patented technology and unique advantages. For example, the downlight series products we exhibited are all self-opening, patented heat dissipation design, solving the heat dissipation problem that plagues the industry, and the series of products have professional dimming system, which can easily realize the intelligent adjustment of brightness.
In addition, Tongfang's bulb lamp product series can achieve very high color rendering through the introduction of foreign advanced technology. Using the mixed light technology route, its color rendering can be more than 90, which is relatively rare in the industry.
"High-tech LED" reporter: From April to June this year, Gaogong LED made a national tour for LED lighting channels. Tongfang, as a diamond sponsor, accompanied us through 10 cities across the country. What is the effectiveness of Tongfang’s channel layout?
Liu Wei: In Tongfang's lighting business, the time is relatively long, and the experience is richer. LED landscape lighting has been around for more than ten years, occupying a relatively high market share in China. In the field of LED lighting application products, our time of intervention is still relatively short. Only two years ago, we have made various efforts in channel construction, and now we have achieved initial results.
At present, Tongfang's engineering channels have matured both in terms of project quantity and project quality, and have become an important channel for Tongfang's LED lighting promotion. Future engineering channels will also become the focus of Tongfang's attention.
In the field of civil terminals, Tongfang uses a combination of retail and e-commerce. According to the current development of LED lighting, e-commerce channels are very likely to become an important component of the terminal channel.
The e-commerce channel has a fast response speed and relatively low construction cost. The risks that enterprises need to bear are also small. At present, Tongfang is also actively trying the e-commerce channel.
In terms of retail channels, we can say that we are just getting started. As for whether Tongfang will promote our LED lighting products according to the traditional retail channel model, we are still in the process of exploration and trial.
"High-tech LED" reporter : At present, the LED lighting company's agency policy for dealers is much looser than before, and the mode of cooperation without deposits and deposits is not the same as that of traditional lighting companies.
However, even so, the road of LED lighting companies is still foggy and unable to keep the cloud open. What do you think are the reasons for this phenomenon?
Liu Wei: I think that the combination of LED and lighting is a huge change compared to traditional lighting. Since the development of traditional lighting, its technology, products, channels, and markets have been very mature, and consumer acceptance is relatively high. For dealers, even if it is necessary to pay a deposit and deposit the inventory, the risk that they have to bear is not great.
The rise of LED lighting, but in just a few years, its technical approach is quite different from the traditional lighting industry. The combination of LED and lighting will have an impact on the traditional lighting industry, including dealer channels. It may not be feasible to operate LED lighting using patterns of traditional lighting channels.
In addition, from the appearance, the current LED lighting is very hot, LED technology is developing rapidly, and the scale of production capacity is expanding very rapidly. However, the entire LED lighting market is still in the incubation period, and the market capacity has not been released. How many domestic traditional lighting companies, how many LED lighting companies, in the case of 僧 (enterprise) porridge (distributors), dealers become a fragrant, so despite corporate policy preferences, quality distribution Business is still difficult to find.
In the current industry of industry heat and cold market, the company's marketing strategy needs to be adjusted and changed accordingly. For the dealer channel, it is necessary to compress the intermediate links as much as possible to maximize the interests of the distributors, and at the same time establish a sound service system to eliminate the worries of the dealers. Only in this way can the enterprise truly cultivate and form a high-quality dealer team. 　
When mentioning the shares of Tongfang, people will think more about their outstanding achievements in the electronic fields such as computers, multimedia, Internet of Things, digital cities, etc., and rarely will be related to the LED industry leader in the domestic industry.
However, in just two years, Tongfang completed its layout in the LED field and quickly grew into one of the few companies in the domestic LED industry with relatively complete industrial chains.
"In addition to the mid-stream package, Tongfang has initially formed a relatively complete industrial chain including upstream epitaxy and chips, downstream LED lighting, LED backlighting and LED lighting engineering." Mr. Liu Wei, General Manager of the Lighting Division of the Semiconductor and Lighting Industry Headquarters of Tongfang Co., Ltd. (hereinafter referred to as Tongfang) mentioned in an exclusive interview with Gao Gong LED reporter.
According to Tongfang’s 2011 annual report, its semiconductor industry output value has reached 1.4 billion yuan. Even this year, the overall situation of the industry is not optimistic, Tongfang still positioned its expected sales in the semiconductor industry to 2 billion yuan.
On August 17-19 this year, Gaogong LED Exhibition was grandly launched in Guangzhou Poly Exhibition Hall. Tongfang brought together three series of commercial lighting, home lighting and street lighting, and became the shining star in the entire high-tech LED exhibition.
"High-tech LED" reporter: This high-tech LED exhibition, the same party mainly exhibited those products? What are the characteristics?
Liu Wei: As the world's “first integrated professional exhibition of LEDs in the middle and lower reaches of the industryâ€, this high-tech LED exhibition attracted the participation of many heavyweight enterprises in the LED industry. The whole exhibition can be described as a brand gathering and star-studded. Tsinghua Tongfang is also the first professional exhibition to participate in the high-tech LED. In this exhibition, Tongfang mainly made a comprehensive exhibition of the company's LED lighting application products, including commercial lighting, indoor home lighting and street lighting.
Among the lighting products on display, a considerable number of products have their own patented technology and unique advantages. For example, the downlight series products we exhibited are all self-opening, patented heat dissipation design, solving the heat dissipation problem that plagues the industry, and the series of products have professional dimming system, which can easily realize the intelligent adjustment of brightness.
In addition, Tongfang's bulb lamp product series can achieve very high color rendering through the introduction of foreign advanced technology. Using the mixed light technology route, its color rendering can be more than 90, which is relatively rare in the industry.
"High-tech LED" reporter: From April to June this year, Gaogong LED made a national tour for LED lighting channels. Tongfang, as a diamond sponsor, accompanied us through 10 cities across the country. What is the effectiveness of Tongfang’s channel layout?
Liu Wei: In Tongfang's lighting business, the time is relatively long, and the experience is richer. LED landscape lighting has been around for more than ten years, occupying a relatively high market share in China. In the field of LED lighting application products, our time of intervention is still relatively short. Only two years ago, we have made various efforts in channel construction, and now we have achieved initial results.
At present, Tongfang's engineering channels have matured both in terms of project quantity and project quality, and have become an important channel for Tongfang's LED lighting promotion. Future engineering channels will also become the focus of Tongfang's attention.
In the field of civil terminals, Tongfang uses a combination of retail and e-commerce. According to the current development of LED lighting, e-commerce channels are very likely to become an important component of the terminal channel.
The e-commerce channel has a fast response speed and relatively low construction cost. The risks that enterprises need to bear are also small. At present, Tongfang is also actively trying the e-commerce channel.
In terms of retail channels, we can say that we are just getting started. As for whether Tongfang will promote our LED lighting products according to the traditional retail channel model, we are still in the process of exploration and trial.
"High-tech LED" reporter : At present, the LED lighting company's agency policy for dealers is much looser than before, and the mode of cooperation without deposits and deposits is not the same as that of traditional lighting companies.
However, even so, the road of LED lighting companies is still foggy and unable to keep the cloud open. What do you think are the reasons for this phenomenon?
Liu Wei: I think that the combination of LED and lighting is a huge change compared to traditional lighting. Since the development of traditional lighting, its technology, products, channels, and markets have been very mature, and consumer acceptance is relatively high. For dealers, even if it is necessary to pay a deposit and deposit the inventory, the risk that they have to bear is not great.
The rise of LED lighting, but in just a few years, its technical approach is quite different from the traditional lighting industry. The combination of LED and lighting will have an impact on the traditional lighting industry, including dealer channels. It may not be feasible to operate LED lighting using patterns of traditional lighting channels.
In addition, from the appearance, the current LED lighting is very hot, LED technology is developing rapidly, and the scale of production capacity is expanding very rapidly. However, the entire LED lighting market is still in the incubation period, and the market capacity has not been released. How many domestic traditional lighting companies, how many LED lighting companies, in the case of 僧 (enterprise) porridge (distributors), dealers become a fragrant, so despite corporate policy preferences, quality distribution Business is still difficult to find.
In the current industry of industry heat and cold market, the company's marketing strategy needs to be adjusted and changed accordingly. For the dealer channel, it is necessary to compress the intermediate links as much as possible to maximize the interests of the distributors, and at the same time establish a sound service system to eliminate the worries of the dealers. Only in this way can the enterprise truly cultivate and form a high-quality dealer team. 　
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