[High-tech LED reporter Li Jingyu] " The goal this year is to increase the revenue of LED lighting products to 1 billion yuan." Wang Shizhen, general manager of NVC Lighting, recently held a project called "Low Carbon" by NVC Lighting Shenzhen Operations Center. The LED Lighting Design, Application and Innovation Forum for Lighting and Energy Conservation is the first to mention this year's goals.
This figure is equivalent to four times the revenue of NVC Lighting's LED lighting in 2012. According to Wang Zhenyu, NVC’s overall LED sales last year was 250 million yuan, accounting for about 10% of the company’s total revenue. He revealed that in the first five months of this year, NVC LED sales have exceeded 500 million yuan.
Although it is still difficult to judge whether the above-mentioned sales of 500 million yuan of sales have reached the hands of the terminal owners and consumers or dealer inventory, but NVC can break through the one billion yuan mark in LED lighting revenue at the end of this year. Its revenue growth rate will reach a staggering 300% year-on-year. In contrast, LED lighting companies such as Mulinsen this year's revenue growth rate is only maintained at no less than 30% of the target.
Such a radical revenue target must have a corresponding channel digest system.
After experiencing a series of storms such as “acquisitionâ€, “changing coaches†and “channel cleaningâ€, NVC was pushed to an embarrassing situation, and its control over traditional distribution channels was relatively weak.
Since last year, lighting designers' attention and discussion on LEDs is an obvious market signal, indicating that the market position of LED lighting has risen to a relatively mature stage. Since the entry of Dehao Runda, NVC Lighting has also accelerated the pace of LED transformation. At the forum site on the same day, NVC Lighting launched 18 new LED products.
NVC regards the expansion of invisible channels as a “crisis†breakthrough and increases the penetration into the designer field.
Lighting designers often play the role of “middleman†in the connection of Party A, Party B and materials. They are a barrier to entry for lighting materials to enter the project. According to relevant data, almost 60% of the lighting products, especially the sales of engineering lamps, are dominated by the designer team in the invisible channel, so they are also the focus of lighting manufacturers.
The reporter learned that the forum was chosen to be held in Shenzhen because of the large number of engineering decoration companies, the concentration of Shangchao source and the rich resources of designers. The invisible channel market is huge and the radiation range is wide. NVC's invisible channel market in Shenzhen is clearly targeted. The purpose is to seize more invisible channel resources and establish a dominant position in the industry competition.
In the course of the forum, many designers also reminded the industry from their own perspective. Xiao Jie, who designed the lighting design of Wodian, analyzed the phenomenon that the interior decoration and the lighting design were out of touch. He urged everyone to face up to this problem and learn from them.
Li Nong, director of the Urban Lighting Planning and Design Institute of Beijing University of Technology, said from the example of urban landscape lighting: "The proportion of LED light source will gradually increase, but it is difficult to completely replace the high-power single-lamp light source. LED as a floodlight or floodlight Lamp replacement is limited to small and medium power products.†He predicts that LEDs will not completely replace traditional lighting for a long time to come. He warned LED companies to be targeted in the development of LED expansion plans, not blind expansion.
[Note: This article is from the original work of Gaogong LED reporter. Please reprint the agreement in advance. For legal reprint, please refer to: Gaogong LED copyright maintenance - "anti-infringement action" statement, whether it will be reprinted as illegal, this website will be investigated for law responsibility! 】
This figure is equivalent to four times the revenue of NVC Lighting's LED lighting in 2012. According to Wang Zhenyu, NVC’s overall LED sales last year was 250 million yuan, accounting for about 10% of the company’s total revenue. He revealed that in the first five months of this year, NVC LED sales have exceeded 500 million yuan.
Although it is still difficult to judge whether the above-mentioned sales of 500 million yuan of sales have reached the hands of the terminal owners and consumers or dealer inventory, but NVC can break through the one billion yuan mark in LED lighting revenue at the end of this year. Its revenue growth rate will reach a staggering 300% year-on-year. In contrast, LED lighting companies such as Mulinsen this year's revenue growth rate is only maintained at no less than 30% of the target.
Such a radical revenue target must have a corresponding channel digest system.
After experiencing a series of storms such as “acquisitionâ€, “changing coaches†and “channel cleaningâ€, NVC was pushed to an embarrassing situation, and its control over traditional distribution channels was relatively weak.
Since last year, lighting designers' attention and discussion on LEDs is an obvious market signal, indicating that the market position of LED lighting has risen to a relatively mature stage. Since the entry of Dehao Runda, NVC Lighting has also accelerated the pace of LED transformation. At the forum site on the same day, NVC Lighting launched 18 new LED products.
NVC regards the expansion of invisible channels as a “crisis†breakthrough and increases the penetration into the designer field.
Lighting designers often play the role of “middleman†in the connection of Party A, Party B and materials. They are a barrier to entry for lighting materials to enter the project. According to relevant data, almost 60% of the lighting products, especially the sales of engineering lamps, are dominated by the designer team in the invisible channel, so they are also the focus of lighting manufacturers.
The reporter learned that the forum was chosen to be held in Shenzhen because of the large number of engineering decoration companies, the concentration of Shangchao source and the rich resources of designers. The invisible channel market is huge and the radiation range is wide. NVC's invisible channel market in Shenzhen is clearly targeted. The purpose is to seize more invisible channel resources and establish a dominant position in the industry competition.
In the course of the forum, many designers also reminded the industry from their own perspective. Xiao Jie, who designed the lighting design of Wodian, analyzed the phenomenon that the interior decoration and the lighting design were out of touch. He urged everyone to face up to this problem and learn from them.
Li Nong, director of the Urban Lighting Planning and Design Institute of Beijing University of Technology, said from the example of urban landscape lighting: "The proportion of LED light source will gradually increase, but it is difficult to completely replace the high-power single-lamp light source. LED as a floodlight or floodlight Lamp replacement is limited to small and medium power products.†He predicts that LEDs will not completely replace traditional lighting for a long time to come. He warned LED companies to be targeted in the development of LED expansion plans, not blind expansion.
[Note: This article is from the original work of Gaogong LED reporter. Please reprint the agreement in advance. For legal reprint, please refer to: Gaogong LED copyright maintenance - "anti-infringement action" statement, whether it will be reprinted as illegal, this website will be investigated for law responsibility! 】
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