Zhen Mingli (1868.HK) is a lighting manufacturer of traditional lighting and situational lighting. It has been in the lighting market for 30 years. There are 4,700 customers in the world, and they have also explored the LED industry for 6 to 7 years. Currently, they produce 600-700 million bulbs per month, 20% of which are about LED products, and even help OEMs. LEDinside had the opportunity to interview Mr. Zheng Jianwen, the general manager of Taiwan, to talk about Zhen Mingli’s LED argon bath in the LED market.
Other manufacturers are works of art, and genuine products are products.
General Manager Zheng pointed out that Zhen Mingli's positioning in the LED market is to clearly understand his role as a traditional lighting manufacturer to enter the LED industry factory, customers are traditional lighting channel manufacturers. For the customer, LED lighting only replaces the traditional decorative light source with LED, so the sales strategy and market positioning will be different from the LED manufacturers.
At present, LED manufacturers are mostly technology-oriented. Under the focus on LED characteristics and huge R&D expenses, the sales strategy will be different from the traditional lighting distributors. Therefore, it is clear that it is necessary to find an intersection between traditional lighting and high-tech LEDs, and combine past advantages with future trends.
General Manager Zheng stressed that LED products cannot be sold as artworks. LEDs only emphasize environmental protection and energy conservation. They cannot fully cut into traditional lighting. The current market is often viewed by customers. The price of LED lamps is high, and the LED industry is vying for it at this stage. It is the consumer of the top market of the pyramid. And Zhen Mingli believes that as long as the product quality is done well, the consumers at the top of the pyramid will actively go down and look for products in the middle price. However, it is difficult for consumers in the middle and lower classes of the pyramid to purchase products at the top of the pyramid. Therefore, Ming Mingli clearly pointed out that her market is located in the lower middle class of the pyramid, allowing the above consumers to take the initiative to find true and bright, and the real bright business actively develops the market under the pyramid.
Figure-1 Zhen Mingli Market Positioning
A wide range of LED lighting products, Wanjian Qifa strategy is conducive to expanding market acceptance
The marketing strategy of Zhen Mingli is very different from that of LED manufacturers. General Manager Zheng believes that good products do not need to go through too much marketing packaging, and the products that can be accepted in the market are the so-called good products. What is the product that the market can accept? Taking LED lamps as an example, the LED company has invested a large amount of RD manpower and funds to make bright and dazzling LED lamps, but the final function is still the use of lamps. However, the price gap is too large for traditional lamps, and consumers are still unacceptable. Therefore, Zhen Mingli believes that it is a so-called good product that can achieve a balance between price and function.
If the product can be sold in the market, it does not require operational skills, and it needs to return to the essence of the product itself. Therefore, Zhen Mingli will not consider the problem of brightness. If the product needs to be cooled or has many functions to be added, Zhen Mingli will not do it. The products made by RD, the sales side will decide whether or not to sell.
One is the product that the business proposes to develop. The business is going to investigate the brightness and price on the market. If it can only be 10 yuan, let RD discuss it. If RD says it needs 12 yuan, it depends on whether the customer can accept it. The solution is very good? N can save 10 yuan, 9 yuan or less, go back and see RD can use the N-like way to achieve the customer's expected product price, and the other is the product that RD proposes to market marketing information. Assist in the birth of the product.
At present, Zhen Mingli is divided into two blocks in the LED product line, RGB landscape lighting and white lighting. And the product line is very extensive and complete, from LED street lights, wall washers to LED Christmas lights, everything is available. The broad advantage of the product line is that due to the fierce competition in traditional lighting prices, it is necessary to use some LED products to open the market with the price of traditional lighting, and to use some of the higher-margin products to make up for the losses of other products. This is also the threshold for competition between the huge channel and the scale of the economy.
LED people don't understand lighting, people who do lighting don't understand LED
He pointed out that the LED characteristics are inevitably brightness, and describe the traditional and LED is two circles, repelling and attracting, which leads to people who do not understand lighting, LED lighting people do not understand LED. The former pursues brightness, and the latter believes that the price will not catch up with the LED. What Zhen Mingli is doing is to find the area where the two circles overlap. Both factors are advantages and disadvantages, and therefore the power saving, environmental protection, and price are summarized. An important factor in consumer purchases.
The LED market is facing a hard-to-hard market. Although there are many things to adjust, the traditional path will become larger. The traditional lighting of Philips and Osram itself is also very large. Therefore, two products are synchronized, and a large market is optimistic. And knowing the direction of lighting, then LED, LED is not only energy-saving to move.
He said that Zhen Mingli has entered the LED lighting from the traditional factory and found that the guests are all traditional access guests. The customers will provide some information, which is true and clear, but for the big technology manufacturers, they will not mix The needs of these traditional lighting customers. Users of lighting landscapes are more knowledgeable about these needs than those who produce LEDs. These customers will not worry about the price, they will reflect the price to the terminal.
Therefore, the growth of Zhen Mingli thanks to these people, and found that there is a large market undeveloped, so decided to make this piece, cut the market in half, half is RGB LED, half is white LED lighting. Under this premise, through a series of methods, the model will be opened in 6 months, spending tens of millions of RMB, and the series of complete styles will be opened, and they will grow up with customers.
Self-made dishes are fried by themselves, and the self-sufficiency rate of components is as high as 80%.
In fact, for the real Ming Li, it is also expected to enter the LED market from traditional lighting manufacturers. In the past, LED manufacturers did not have huge capacity to support the demand for LEDs, so that Ming Mingli would like to jump down. The LED market is always self-packaging LEDs, but LEDs are not sold externally, mainly because they are used by themselves. In the case of a large economic scale, Zhen Mingli has been able to self-sufficiency, and even the peripheral components such as wires, PCBs, and molds are all produced by themselves. LEDinside estimates that the self-sufficiency rate of Zhen Mingli components is as high as 80% or more. As for the progress of LED chips concerned, Zhenmingli upstream epitaxial wafer factory will officially test production in Jiangmen Heshan in October 2008. At the end of 2007, more than ten MOCVD machines were ordered from the equipment factory. In the future, the monthly output is about 12 million pieces, which is cut into more than 400 million pieces according to their own needs. However, even with such a large scale, the number of self-produced LED chips is far less than their own needs.
Zhen Mingli's LED factory in China
Looking ahead to the market, commercial lighting will have a chance to rise quickly
He also mentioned that the speed of Europe and the United States will be relatively fast, especially in Europe, because the United States is not very environmentally friendly and looks forward to a better market in the future.
In terms of indoor space lighting, Zhen Mingli also began to focus on the secondary replacement market. The MR series of LED lighting products are ready, although the current volume is still not enlarged, but it will be used as a stepping stone to open the general indoor LED lighting. In the near future, Zhen Mingli has also made progress in commercial lighting, and the demand for LEDs in the new cases and the commercial decoration sector has increased.
General Manager Zheng believes that commercial lighting will be a relatively fast replacement area in LED lighting. It is expected that there will be a large number of opportunities in two years, and it is pointed out that space lighting (the market for secondary replacement is huge), commercial lighting (decoration, new The construction case) The design of each home is different. This involves many technical problems. It should be more popular after 5 years, and commercial space lighting is easier to make money.
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