Jishan Optoelectronics--Leader of LED Intelligent Lighting

[Text / reporter Li Shuiwen] Nanjing Jishan Optoelectronics Technology Co., Ltd. (hereinafter referred to as Jishan Optoelectronics) was established in 2000, initially mainly for communication equipment and power supply. Since 2006, the company has transformed the lighting industry from the field of communication. In the transformation, Jishan has successfully combined communication technology and LED lighting to successfully develop intelligent lighting systems. Jishan Optoelectronics integrates energy saving, technical energy saving and management energy saving of LED equipment, automatically manages lighting equipment and other electrical equipment, and enables LEDs and related equipment to be illuminated on demand through preset lighting strategies combined with sensor sensing capabilities. Eliminate invalid lighting to achieve energy savings.

Jishan Optoelectronics' intelligent lighting system can control the light source to be turned on and off in different time periods through the network; it can also dim, so that the lighting has recognition, learning and analysis capabilities; and, taking into account the user's experience, does not change The original traditional control function, even if the network is interrupted, the sensor is out of order, the lighting device can be illuminated by manual operation or according to a preset scheme. This technology truly realizes the intelligentization of lighting, thus changing the single, rigid and backward lighting mode of traditional lighting, leading humans into the lighting era of “energy saving, environmental protection and technology”.

In just three years, Jishan Optoelectronics has created an amazing performance of nearly 300 million yuan in the field of lighting. The sales volume in the domestic market accounts for 60%, and the foreign market reaches 40%, which has attracted the attention of domestic and foreign industry professionals. This issue of "Lighting Market" reporter visited Jishan Optoelectronics, and interviewed General Manager Mr. Cai Jiayou, to bring you wonderful reports.

Cai Jiayou, general manager of Nanjing Jishan Photoelectric

"Lighting Market": In the past three years, Jishan Optoelectronics' sales have achieved an annual output value of nearly 300 million yuan. Can you tell us about this achievement, and what is Jishan Optoelectronics relying on?

Cai Jiayou : Jishan Optoelectronics has always relied on the “core technology and innovation” of products to integrate existing resources and platforms. The products are sold to a wide range of international markets. Moreover, we have high-tech talents and fine team management. Maximize resources and employee value. Thus, in such a short period of three years, such excellent performance has been achieved.

"Lighting Market": What is the market positioning of Jishan Photoelectric Lighting Products?

Cai Jiayou : Jishan Optoelectronics' products mainly focus on industrial lighting and commercial lighting, and give the products intelligent genes. The products are positioned at the middle and high end, and meet the needs of customers with the advantages of high quality and high reliability.

"Lighting Market": We know that the current sales in overseas markets account for more than 30% of the company's total sales. What is the experience of opening up overseas markets and helping Jishan Optoelectronics?

Cai Jiayou : Through cooperation with overseas markets, Jishan Company recognizes its own problems and deficiencies in product, management, marketing and other aspects, strives to improve and innovate, and actively integrates with the international market. In this experience, let us know more: Only high-quality, high-tech products can survive in the global market, and at the same time, Jishan Optoelectronics will stand at the height of the global market and eventually become an international famous brand.

"Lighting Market": How is Jishan Optoelectronics laid out in the domestic market? What is the marketing strategy?

Cai Jiayou : At present, Jishan Optoelectronics products are mainly divided into two major blocks in the domestic market: the first one is to provide core technology materials such as power supply and phosphor to some large domestic LED enterprises; the second one is to provide intelligent lighting to customers. Application products to solve practical lighting solutions for customers.

Jishan's sales channels are mainly based on engineering projects, and we have served many large and domestic customers at home and abroad. Such as: Schneider Logistics Center, Samsung Electronics, AO Smith, Nanjing Yangtze River Bridge, Blue Bay Coffee Chain and so on.

Our marketing strategy mainly has two aspects: 1. In terms of foreign trade, we directly develop customers through foreign subsidiaries of Jishan; through OEMs and e-commerce platforms at home and abroad, we look for OEM partners and develop foreign agents. 2. Domestic trade, engineering channel sales model and Jishan EMC sales strategy.

Jiangsu Governor Li Xueyong, Nanjing Municipal Party Committee Secretary Yang Weize visited Jishan

"Lighting Market": What measures does Jishan Optoelectronics have in the research and development and innovation of LED lighting products?

Cai Jiayou: Jishan Optoelectronics core technology products are mainly divided into three major blocks:

1. Light source and phosphor core technology. Jishan has its own core technology in brackets, phosphors, silica gel and packaging technology, and has obtained many international and domestic invention patents.

2. Power supply. Jishan's power supply has obtained two invention patents, and the main components are made of high-temperature, long-life materials imported from Japan to ensure reliable operation of the power supply. Its 100W tunnel light has been working continuously for more than 25,000 hours in the Shihuang Tunnel in Chongqing since November 2008.

3. Intelligent lighting. We are the first company in China to integrate elements of Internet of Things, communication technology, automatic control, and video into LED lighting. The new lighting mode of manual, automatic, and network control will drive the transformation of the lighting industry.

"Lighting Market": In your opinion, what is the difference between the domestic and international lighting market? Such as market demand, development strategies and so on.

Cai Jiayou: First of all, in foreign markets, especially some developed countries, their awareness of energy conservation and environmental protection is much higher than domestic ones. The demand for such products in foreign markets is far greater than domestic; secondly, customers in foreign markets are more valued. Product quality, as long as the product is excellent, does not require human relations, public relations and other means; Finally, foreign customers are highly credible, and funds are quickly returned.

In terms of foreign marketing strategies, Jishan has its own direct subsidiaries in many countries and regions in the United States, South Africa, the United Kingdom, Germany, Australia, etc., and directly cooperates with local engineering companies or some key local customers to jointly develop marketing strategies. .

"Lighting Market": Opening a specialty store is an important way for domestic enterprises to build brands. Does Jishan Optoelectronics have any plans in the domestic market? How do you view the current retail status of the domestic LED lighting market?

Cai Jiayou: There are many examples of many traditional lighting companies that have succeeded in expanding their markets and promoting their brands through specialty stores. In recent years, a large number of LED companies have followed such a path, but the marketing model of LED products and traditional lighting products is still different. Jishan Optoelectronics' marketing model and product positioning have its own unique characteristics. According to the current situation of the domestic lighting market, we will not consider building a specialty store in the domestic market.

Most of the current LED lighting products are used in the public domain. Although it is slowly applied in home decoration, it still takes several years for LED high-quality products to enter the ordinary consumer family. After all, LED products need further breakthrough in price and technology.

Jishan Optoelectronics won the award for the first "Carnival" innovation technology

"Lighting Market": The capital market has always been one of the most important financing channels for domestic LED lighting companies. As Jishan Optoelectronics, what is the plan for the capital market?

Cai Jiayou : Jishan Optoelectronics started financing in 2011. By June 2012, the strategic investor “Shanghai Detong” was introduced to regulate the corporate governance structure. The current listing counseling period is coming to an end and is scheduled to be officially listed before 2014.

"Lighting Market": The homogenization of inferior products and products of domestic LED application companies is very serious. Do you have any opinions and suggestions?

Cai Jiayou : Jishan Optoelectronics adheres to the "high-quality, high-tech" product line, and is determined not to sacrifice its own quality in exchange for profits, and will not participate in the market's disorderly price war.

Recently, the LED industry is chaotic, the market development is not order, low-end, inferior products flood the market and disrupt the market. I hope that the government or relevant departments can introduce industry standards, eliminate a group of unqualified enterprises, and conduct long-term supervision at the same time. Moreover, the media in the lighting industry should be guided and publicized, so that more enterprises and businesses can recognize product quality and technology. The importance of resolutely eliminating the production and sale of inferior products.

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