The Lighting Demand Is Upgrading, What Is The Future Of The Light Supplier?

- Mar 28, 2019-

The famous phrase widely quoted by the light people, the famous architect Le Corbusier's "the atmosphere is born in light, the space is in the light, the architecture is in the light", and the world famous lighting brand Germany ERCO in Frankfurt in 2018 The phrase "Light is the fourth dimension of architecture" and the phrase that my partner Xu Qinghui particularly liked during the lecture: "Light is the fourth building material of space." Recently, well-known lighting designer Wang Yanzhi sent a message from the Hilton design director Tony in the circle of friends: If architecture and interior are the first and second rounds of space planning, then lighting is the third round of planning for space. An owner's design director puts lighting and architecture and interiors at a level from a spatial planning perspective.


These are not just the self-lifting of the light people, but the importance of the lights can not be ignored. It is only now that this cognition has not been popularized to the extent that all people are used to it.


This and the lighting industry itself are not professional enough. Not every practitioner can use language and action to interpret the professional relationship with the user. To a certain extent, it is also related to the professional, especially the famous lighting designer who is not keen on preaching. It seems that many people tend to maintain the "high-end" attributes of "lighting design."


I have always had a different view on this.


The logic is simple: the rise and fall of an industry is directly related to the public's demand for the products and services it provides. The strength of demand is determined to a certain extent by the user's perception of the importance of such products and services, and user demand directly affects the lighting procurement budget: high recognition - strong demand - high budget, low approval - weak demand - low budget.


From the point of view of making a big cake, the work of the ministry is worth every effort of our lighting practitioners. Therefore, in the past few years, the core work we have done is to promote the awareness of the importance of lighting with the popularization of professional lighting knowledge, and to provide professional theoretical and factual basis for this. This process is like standing on the edge of the lake and throwing stones into the water, letting it wave up and spread out in circles, affecting the lighting industry, the general lighting industry circle and users.


The principle of water wave layer propagation: The cognition of the importance of light comes from the industry first, then spreads to the general illumination circle, and finally reaches the user. In the process of communication, each of us can zoom in on it.


From the perspective of the development of the entire industry in recent years, this approach is effective.


First, more and more lighting manufacturers and lighting designers have joined the “throwing stone” campaign to popularize and train a wide range of professional knowledge for channel vendors and designers.


First, because of the recognition of the importance of lighting, more and more cross-border channel providers have joined the lighting industry chain, adding a service to the original service range, such as smart audio and video service providers, indoors. Decoration company, etc.


First, the information transmitted from the user end indicates that there are more and more people who have a need for professional lighting design and a comfortable light environment.


Of course, it should be noted that it is not the cognitive upgrade that decisively affects the user's consumption upgrade of the lighting. The decisive factor in consumption upgrade or grading is undoubtedly economic income, and cognitive upgrading is exerted on this basis.


From the perspective of economic development and income level improvement, I tried to sum up. People’s demand for lighting has gone through the following stages. Each stage corresponds to how the role of industrial technology and industry is to build its own core. There are some changes in competitiveness:


Lighting demand development stage and core advantages map: The common attributes of the 1-3 stage are product-oriented, which is “product decision demand”. In the 4-5 stage, the industry will face a huge change and become demand-oriented. Demand determines services and products, and services will become more important competitive factors than production and channels.


Lighting demand-oriented market development chart: The original circulation and engineering dichotomy market will be formed by a large number of small and medium-sized projects with professional lighting requirements, forming a monolithic dispersion that will build a competitive advantage with “service + product”. In a huge market, service-oriented light merchants are expected to gain a share in this market, as well as opportunities for new consumer-grade lighting brands.


From the perspective of the entire lighting industry, at present, LED technology has basically solved most of the technical problems in product quality (high index, full spectrum, no stroboscopic, special optics, dimming, etc.), now the distance is really The popularity of lighting intelligence applications may take several years (mainly limited by whether smart technology is smart enough and the price is close to the people), but the era of demand for lighting design has arrived.


At this stage, both the "lighting problem-solving design" and the "ingenious lighting design" are both blown out. Especially the former belongs to a market that has been gradually awakened but cannot be fully satisfied. The ability to provide professional services to customers is the most important thing in the lighting industry chain.


For channel merchants who directly face customers, whether they are traditional lighting or lighting channel sellers, or new smart service providers or other roles, they should build their own competitiveness in lighting design services by improving professional service capabilities. Take advantage of this market opportunity to complete the transformation from distribution to service and achieve business growth.