Breaking the traditional boundaries of lighting, Philips Lighting tells you a brand new market cake

"In fact, I believe that all walks of life have such a state of the Red Sea and the Blue Ocean. When an industry matures to a certain extent, everyone has unconsciously given it a border. So it will appear that the lighting cake is so big, if I Take one more bite, you will eat less." In the view of Shen Xiaohui, general manager of the marketing department of Philips Lighting Greater China, today's concept of smart connected lighting and the corresponding promotion have broken the boundary, through cross-border integration, the whole The lighting industry chain will suddenly explode.

Today, all LED lighting practitioners are actually facing a bigger market. This is not just lighting. Many industries are making such breakthroughs, otherwise they can only face increasingly fierce competition in the industry. Horizontal competition will stimulate innovation, and innovation can make the whole industry open up new fields and make cakes bigger. This is a virtuous circle.

According to the company promised by Philips Lighting, “Light, beyond what you see” is to elaborate on this concept of crossing the boundaries of traditional lighting. If light is only to illuminate an environment, it is limited to what you see, and the value of light just illuminates this place. But the value that lighting brings to you is far from being as simple as illuminating this place. These values ​​are not found in the traditional perception of light and illumination.

"We hope that as an industry leader, we can drive the entire industry to think that with the support of existing technology, how can we better use lighting to deliver more value, not simply to light up the environment." Shen Xiaohui said.

Correct interpretation of cross-border

It is true that this year's cross-border is more and more, the most obvious to see the traditional lighting companies and IT companies are constantly moving into the LED lighting industry.

On the one hand, it is a traditional lighting company, on the other hand, it is a traditional platform for intelligent control, but more platforms are integrated into the platform with today's wireless network. These two aspects are those who need the industry to do lighting to understand the Internet, what kind of possibilities to think about lighting in the Internet thinking, and what kind of innovation can be in the model.

But for the IT industry, they also need to know more about the nature of lighting, because if everyone does not understand the basic idea of ​​lighting, they may turn the cart before the horse and only pursue the lighting control without knowing the lighting. Why is it done?

Philips Lighting has a very experienced lighting expert inside, engaged in lighting research, applications and products, in addition to these very influential experts in the lighting industry, we also have very experienced experts from the IT industry, including I also have IT Industry experience. Our excellent cross-border teams work together to examine the lighting industry from product development, product development, and product marketing. A better smart lighting industry requires integration in all areas, rather than being alone.

The current cross-border is not only a technical cross-border, because we have a deeper cooperation with Huawei, Xiaomi and China Mobile in terms of technical cross-border. Such cross-border is based on the lighting technology itself, which brings some innovation and application to the changes in the lighting effect itself.

The cross-border we would like to see is that through companies and channels other than lighting, there are more models that have not been encountered in the industry before. Nowadays, lighting is getting smarter and clearer. It has already got rid of the traditional boundaries. On the one hand, we have solved the changes in lighting technology itself. On the other hand, because Internet technology has brought many possibilities to everyone, this has more enlightenment for our lighting companies.

The openness of the platform is also very important, because smart connected lighting is a big concept. In a large scope, there are inevitably many vendors in different fields integrated. At this time, there must be an open platform.

For example, Philips Hue smart home system can access different platforms including Apple's platform, Google's platform, etc. Different hardware vendors can connect together and play their own strengths. This is especially true in outdoor smart cities, such as how street lights are interconnected with public transportation systems, which requires everyone to meet a uniform standard. Now it is connected with 2G mobile network, and then it may use narrow-band Internet. These are universal open platforms, and it is very important to keep open.

What is true smart lighting?

In recent years, market controversy surrounding smart lighting has continued. From the dimming of the earliest light source itself, to the continuous introduction of mobile terminal APP control based on mobile phones, but these have not been the end user's immediate needs.

Philips Lighting pays more attention to the interconnection between intelligent lighting platforms, connecting lighting with databases, the Internet, and the Internet of Things, so that front-end information collection can be used as a platform for applications on the back end. Of course, it includes dimming, coloring, and how to match your mood, the activities you are doing. For example, if you are watching TV, you are playing games, and whether the lighting at home matches these parts can create a better atmosphere and effect.

From a macro perspective, smart lighting is an important part of a smart city. Indoor lighting can be sensed by indoors by means of illumination, so that indoor positioning can be achieved. Through the indoor lighting, data collection can be done. By analyzing the data, the customer's consumption habits can be judged. It is possible to suggest how the mall optimizes the layout. These may be the benefits of smart connected lighting to enterprises and users.

Dimming and color grading are entry-level applications. Borrowing a dimming method is of course a real kind of intelligence, but what is the purpose of dimming after coloring? Is it for lighting purposes? Or want to dim the color to life and work environment Bring better results? Or hope to achieve data collection after dimming and color adjustment, and let the next data consumption be applied deeper to achieve the best business innovation model?

“Don’t be limited to the lighting technology itself.” In Shen Xiaohui’s view, in terms of lighting design itself, we can still pursue the energy saving of LED lighting, pay attention to light effects, etc. Of course, we must have a fixed openness and can provide interfaces. , allowing the luminaire to access the back-end data network. For example, the SIM card can be connected, and the SIM card is inserted into a mobile internet terminal, and the terminal can transmit the data detected in real time to the background.

From the lighting technology itself, from the traditional lighting to the LED lighting, this subversive iteration is actually only a few years, and the transition time of today's smart connected lighting is shorter. In the middle of this process, a lot of cross-border things and fusions emerged, and a large number of new technologies developed in the middle.

As a company with a traditional lighting industry and a new IT industry, we always insist that lighting must serve people and provide the best service for all people. After the lighting is interconnected, we hope that such lighting will be more energy efficient and more user-friendly. This is actually a question of harmony, not only the harmony of people and lighting, but also the harmony of lighting and environment, the harmony of lighting and culture.

We need a process of re-recognizing light.

The earliest traditional lighting is that we try to simulate natural light through lighting equipment, and in the absence of natural light, we create natural light to help people live. Later, in the LED era, LEDs were used as light sources, which had greater advantages in all aspects of energy-saving life. However, the pursuit of light efficiency did not change the pursuit of natural light, whether it was done with LED or in a traditional way.

We have always emphasized light efficiency. Even in the era of smart connected lighting, we have seen more opportunities for lighting to make it better serve the general public, but we still hope to use our understanding of light. Let light serve people better.

For example, how to do the hospital's lighting in the ward, we even developed a light formula, put this light formula into the ward to help patients better recovery. If you start from this dimension, maybe you don't care if my lamp is a traditional lamp or an LED lamp, or if there is no smart connection behind it, the technology will ultimately serve people.

What does Philips do in the era of smart internet?

For Philips Lighting, we have been promoting the development of intelligent lighting in China. From the product level and the application level, we are actively participating in the standard setting. We hope to enhance the understanding of intelligent lighting so that customers can recognize it. importance.

From the industry standard, today we have clear standards for all lighting applications, such as what kind of effect the final lighting needs in different industries, and what kind of lighting quality is needed.

With the rapid development of LED, we are constantly improving the standards of our products. In the control of intelligent lighting, we may be related to the control interface, platform, protocol, etc. There will be many technologies and platforms that come out of the picture. If it is short-term, it is more the most basic platform.

In the current era of blooming flowers, it is difficult for us to put such a large market in China into a unified standard in a short period of time. If there is such a unified intelligent control platform standard, it will be very helpful for the development of our market.

But we also see the reality of today's market, not only the participants in the IT industry, but also many different communication protocols in the technology itself, so we must first guarantee the final lighting effect, the final platform, As for what kind of technology to go in the middle, it still takes a while to integrate. Allow everyone to spend a lot of time and then integrate them.

In recent years, Philips Lighting has also cooperated with IT infrastructure equipment manufacturers such as China Mobile and Huawei to build an intelligent lighting ecosystem.

"When it comes to the ecological chain, I think it is a return to the original idea, the directors of each exhibition, but to cooperate with each other, as the leader of the lighting industry, we will do the best part of the lighting, and then we must ensure that we are lighting this Some external interfaces conform to standards. When open platforms and interfaces are integrated with other resources of the city, not closed systems cannot be integrated.” Shen Xiaohui, for example, we will consider how to embed smart when we are developing lamps. The chip, whether it is necessary to make improvements in the driver.

For the selection of partners, Philips Lighting also has its own unique insights.

When we reached such a cooperation, we did not follow the categories of refrigerators and air conditioners. For example, Xiaomi, we don't value its mobile phone, but Xiaomi is also intelligent. It also has its ecosystem. These two ecosystems have many parts that can be combined organically, so we have established such a cooperation. .

Moreover, we have jointly established a joint venture company. This joint venture started from the beginning of the table lamp, and then will launch a series of products such as smart light bulbs and smart ceiling lamps. Because Xiaomi is also building a system similar to smart home, we hope that these two systems can be combined, and other companies are similar. It is not excluded to seek cooperation with other home appliance companies.

In terms of smart home, Philips Hue has been launched as a smart home platform since 2014. At the beginning of the launch of Philips Hue, there were light bulbs, light strips and other light source products. Last year, Philips launched a full line of home lighting, including ceiling lamps, dining chandeliers, table lamps, and now Philips Hue has a holistic smart home range.

In office lighting, Philips Lighting's POE (Power over Ethernet) luminaires are beginning to be deployed in more and more offices and malls.

In terms of smart cities, we are doing smart street lighting renovations in the entire city in Los Angeles. The street lighting network integrates more monitoring functions at the front end of the city. Such a system has just been listed on the Chinese market. The system, called Philips CityTouch, recently optimized and introduced the Philips CityTouch flex for local Chinese demand.

Control the lights at home through the mobile phone, and go to the door to find the mobile phone to open the application to turn on the lights. In fact, these functions are not really intelligent.

"For example, the boss sent me an e-mail, and the Philips Hue Go portable magic light at home will flash red. This is not a remote control switch, so we can easily achieve it." In Shen Xiaohui's view These smart application scenarios will give practitioners some thoughts. In fact, this is the real intelligent lighting that we hope to achieve.

The cooperation between Philips Hue smart home system and online video website is a very specific example. When consumers use online video, Philips Hue's lights and lights can create a uniform color of video content, such as on TV. It is the blue sea, and the lights are all blue. If the picture is flame, it will show a red lighting atmosphere.

There is also the example of Tetris, you only need to operate the tablet, the Tetris on the wall will flip and fall, it looks very simple, in fact, it needs a lot of integration. Nowadays, smart speakers are also a hot topic. We also cooperate with some IT manufacturers that produce smart speakers. Apple has just released Home Pod, because we have a seamless connection with HomeKit, I believe that speech recognition will soon become popular. The way to call the speaker to turn you off and turn off the lights.

In Philips Lighting, whether it is a smart city, a smart space, or a smart home, we must not forget that the essence of lighting is to serve people. We hope to provide the best environment for our city today and provide the best for our residents. The lighting, this is where Philips Lighting has always insisted.

Philips Lighting in China

At present, Philips Lighting's domestic sales account for a large proportion of the distributors, whether it is home lighting or professional lighting, we mainly through dealers, because dealers have a larger coverage network.

“We believe that China is a local market.” Shen Xiaohui revealed that the lighting products produced by the Philips Lighting Chengdu factory cover such a wide range of markets from western China to Europe. The supply of professional lamps in the entire Belt and Road market is produced at the Chengdu plant.

In addition, the global lighting is now based on LED, and Philips Lighting's global LED research and development is 90% in Shanghai, so we attach importance to the Chinese market and invest in this level of lighting industry, precisely because we always think China is the second home of Philips Lighting, and at least we have been increasing our investment from the first day we started entering China until today.

"We are quite optimistic about the base of China's development talent base and application consumption. It is a good choice to do various research and development here." Shen Xiaohui said that Philips Lighting will continue to increase investment in China. China's R&D talent is very Rich, not only in Shanghai, but also in Chengdu and in inland cities, more and more talents are emerging. Moreover, China's application in its promotion has its unique advantage in population base.

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