Low price is not the target LED will be the policy of rapid growth

People are looking forward to the National Day holiday, LED lighting industry is also looking forward to the formal implementation of the October 1st, China's phasing out incandescent roadmap.

According to this plan, our country will be in 5 years time, according to the size of the power phased out ordinary lighting incandescent lamp, replaced by the LED lamp as the representative of energy-saving lighting products. This is the LED lighting industry, is undoubtedly a historic opportunity for development.

On the eve of the implementation of the new policy, the reporter came to the domestic LED lighting companies located in Shenzhen rectangular lighting headquarters, interviewed the chairman of the company Deng Zichang.

Industry significant volume signs

"I am absolutely optimistic about the market prospects after the implementation of the new policy. "During the interview, Deng Zichang excitedly told reporters," we observed that the current industry has began to have signs of sales volume, once the product cost can be decreased, the new policy of good plus, will promote the LED lighting market overall outbreak. This time point may be the end of this year, may also be the first half of next year. "

Through the window of Deng Zichang's office, the reporter can clearly see the production workshop is busy. It is understood that although rectangular lighting was completed in March this year the GEM Listing office address, and far from the city, but the first half of the fund at the brokerage and come in a continuous line around the dealers almost worn out company threshold.

Deng Zichang said that the current square lighting focused on the field of white light, is the most extensive application of the LED market, the company's products include in-line, SMD LED light source and LED lighting lighting fixtures. SMD LED lighting devices for indoor lighting, comprises a lamp, lamp, downlight, rectangular lighting is in recent years to develop products.

Said a very image of the facts, rectangular lighting industrial park was built and put into use in 2010, but only more than two years, where the design capacity has been unable to meet the market demand for rectangular products. Therefore, we urgently need to raise capital through the capital market on Ma Xin's production line. "Turning to the new plant construction, Deng Zichang's excitement shows between the lines.

He told reporters that the company will use the raised funds in Huizhou new industrial park, expanding production capacity. The new industrial park project is only one phase of the scale of the current industrial park is nearly 5 times.

Eliminate defective products

Has been in the operation of the rectangular lighting, in maintaining the rapid expansion of production capacity at the same time, and can always provide high - quality products? The day before, micro-blog had claimed that the rectangular lighting within the company held a defective product destruction.

When the reporter mentioned this question, Deng Zichang immediately asked how the views of the internet. Learned that online reviews will be the destruction to Haier was smashed unqualified refrigerator, he jokes that a good company will not ignore small problems are found in the small problem is determined to eliminate from the source.

I have to explain that this is due to some suppliers to provide raw materials are problematic, resulting in the production of a group of 3 watts LED candle lamp in the case of high temperature failure risk. Although the same can use this batch of defective products, and even the staff simply don't destroy let them take home, but in order to improve the quality awareness of employees, at the same time to remind the supplier, the company still decided to destroy this batch of products. "He said solemnly.

"The destruction was held in July 13th, and a lot of suppliers were invited. Deng Zichang said that with this activity, the company set up a quality monitoring team, he served as head of the group, personally grasp the quality of products in order to prevent similar incidents from happening again.

Distribution channel

Perhaps it is this attention and solve the problem of small attitude, so Deng Zichang in the beginning of the year began planning how the layout of the upcoming LED lighting market.

The company's current short board lies in the channel is not perfect, and the establishment of the channel is to establish a brand. Taking into account the LED lighting market too much, the company decided to implement multi brand strategy. Currently has a rectangular office lighting, the Eastern Han Dynasty commercial lighting, Tong Yu home lighting three lighting brands, and independent operation. He said that the company's current brand dealers have been basically covered by the provincial level cities.

He further revealed that, hoping to use a year's time, the sales channels from the prefecture level city to do county-level cities, the ultimate strategic goal is to achieve the company's channel sink to the township market in 2015, to complete the full channel coverage.

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

Deng Zichang told reporters, compared to other manufacturers, relying on the production of rectangular light source and will soon be put into production of IC power supply, greatly reducing the cost. For example, our main products of T8 tubes, each agent price of only 39 yuan, so the price is also no competitors in the country, and with the upcoming production of IC drive power, is expected to cost will drop a big cut. "

Deng Zichang said that the company's long-term vision is not only to sell products at low prices, but also hope that by reducing the cost of the economy, making LED lighting into the tens of millions of ordinary people in the home, to promote energy-saving emission reduction.