Lighting Demand Is Escalating. What Is The Future Of The Lighting Merchants?

- Mar 19, 2019-

The famous phrase widely quoted by lighting people includes the famous architect Le Corbusier's "atmosphere is born of light, space is made of light, architecture is described by light", the phrase "light is the fourth dimension of architecture" typed by the world famous lighting brand ERCO at the Frankfurt exhibition in 2018, and the phrase that my partner Xu Qinghui liked to use in his lecture: "Light is empty". The fourth building material. Recently, renowned lighting designer Wang Yanzhi circled a passage from Tony, Hilton Design Director: 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, from the perspective of space planning, put lighting and architecture and interior into a level.


These are not just the self-esteem of lighting people, but the importance of lighting can not be ignored. But up to now, this kind of cognition has not been popularized to the extent that the whole people are accustomed to it.


This is due to the lack of professionalism of the lighting industry itself, not every practitioner can use language and action to interpret the profession to users, to a certain extent, and professional, especially famous lighting designers are not keen on preaching. It seems that many people tend to maintain the "high-end" attributes of "lighting design".


I have always held different views 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. Demand is determined to a certain extent by users'perception of the importance of such products and services, and user needs directly affect the lighting procurement budget: high identity-strong demand-high budget, low identity-weak demand-low budget.


From the point of view of making a big cake, the work of preaching is worth every light practitioner's efforts. So in recent years, the core work we have done is to promote the recognition of the importance of lighting by popularizing professional lighting knowledge, and constantly provide professional theoretical and factual basis for this. This process is like standing by the lake and throwing stones into the water, making it wave, spreading out in circles, affecting the lighting industry, Pan-lighting industry and users.


Principle of water wave circle layer propagation: For the recognition of the importance of lighting, first comes from industry, then diffuses to pan-illumination circle, and finally reaches users. In the process of transmission, each of us can magnify it.


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


First, more and more lighting manufacturers and lighting designers have joined in the "stone throwing" campaign to conduct extensive publicity and training of professional knowledge for channel providers 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 the lighting service to the original scope of service, such as intelligent audio-visual service providers, interior decoration companies and so on.


First, the information transmitted from the user shows that more and more people are in need of professional lighting design and comfortable lighting environment.


Of course, it should be noted that it is not cognitive upgrade that decisively affects the user's upgrade of lighting consumption. There is no doubt that the decisive factor of consumption upgrading or grading is economic income. Cognitive upgrading exerts influence on this basis.


From the perspective of economic development and income improvement, I try to summarize that people's demand for lighting has gone through the following stages, each of which brings some changes to the role of industrial technology and industry in how to build their core competitiveness:


Lighting Demand Development Stage and Core Advantage Map: The common attributes of Stage 1-3 are product-oriented and "product determines demand". In Stage 4-5, the industry will face a huge change. It will become demand-oriented and "demand determines service and product". Service will become a more important competitive factor than production and channel.


Market Development Map of Lighting Demand Orientation: The original market of circulation and engineering dichotomy will be formed by the emergence of a large number of small and medium-sized projects with professional lighting demand, which will form a decentralized but huge market with a competitive advantage of "service + product". Lighting companies with service capabilities are expected to gain a share in this market, and new consumer-level photos will also appear. Ming Brand Opportunities.


From the point of view of the lighting industry as a whole, we have basically solved most of the technical problems in product quality (high display finger, full spectrum, no stroboscopic, special optics, dimming and color adjustment, etc.). Now it may take several years before the application of real lighting intelligence can be popularized (mainly limited by whether intelligent technology is intelligent enough and whether the price is friendly to the people), but for the lamp. The era of demand for optical design has come.


At this stage, "problem-solving lighting design" and "ingenious lighting design" these two types of needs will blowout. Especially the former belongs to a market that has been gradually awakened but not fully satisfied. Whether to provide professional services to customers is the most important and noteworthy thing in the lighting industry chain.


For channel merchants directly facing customers, whether they are traditional lamp or lighting channel sellers, or new intelligent service providers or other roles, they should enhance their professional service capabilities, build their own competitiveness in lighting design services, seize the market opportunities, complete the transformation from distribution to service, and achieve business growth.