Zhen Mingli Chen Yueming: Strengthen Product Competitiveness to Lead Industry Development

2020-06-30 08:12:15

Recently, the reporter visited the headquarters of Hong Kong Zhenmingli Group, located in Gonghe Town, Heshan City, Jiangmen. The marketing director Yao Yongqiang led the reporter to visit Zhenmingli Exhibition Hall, known as the largest application simulation exhibition hall in Asia, and then the president of Zhenmingli Group China Mr. Chen Yueming accepted an exclusive interview with the reporter. President Chen put forward his own unique views on some hot issues such as lighting development trends, channel construction and product development.

Mr. Chen Yueming, President of Zhenmingli China

The white light of the four major segments of the LED application side is the key development direction

Mr. Chen introduced Zhenmingli's business mainly in chip manufacturing, LED package module products, and LED application products, and the LED application end is divided into four sections, namely LED white light, LED landscape lighting, LED decorative lights and LED Show stage lights. Mr. Chen said that the application segment that Zhen Mingli is currently developing and will focus on in the future is LED white light illumination.

The reporter learned that with the emphasis on energy saving and environmental protection in various countries, the application volume and utilization rate of LED applications, especially white LED lighting, are increasing. At present, in Europe, Japan and other regions, it is in the white light field that the government has taken the most promotional measures. The Chinese market is showing a positive trend. With the growing demand for LED from Chinese consumer groups and the government's advocacy, the Chinese LED industry will complete the leap from quantitative to qualitative change.

Now LED white light industrial lighting is mainly used in light industrial factories such as paper mills, textile mills, tobacco factories, etc. Mr. Chen said that drawing on the overseas LED lighting trends and combining with China's development trend, Zhenli holds a homeopathic development attitude. In the light industry field, LED white light can be predicted The application growth momentum is strong, and there will be a very bright operation prospect. This is also the reason why Zhenmingli chooses to develop with white light as the focus field. The research and development of Zhenmingli's high-tech process will also further promote the application process of white LED lighting.

Fit the market, master core technology, and improve the LED industry layout

Mr. Chen stated that regarding the channel construction process of Zhenmingli in the Chinese market, there are four main ways. One is the LED procurement of major national projects and the provision of overall solutions for project lighting applications; the second is to participate in the construction of local LED projects by the government. The output cooperates with the sales of module products and establishes a shareholding company; the third is the establishment of an engineering channel center under the jurisdiction of the southeast and northwest regions, which specializes in the development and maintenance of domestic engineering channels; the fourth is for the distribution channels. The sales department, product technology department, etc. provide support.

Zhenmingli possesses excellent technological advantages and strong R & D capabilities, and has obtained many international product patents so far. It is currently the only listed company in China where LED vertical integration is very successful. Not only has a 400-person R & D team, but also an engineering channel team. Through the above channels, participate in bidding and bidding to participate in more projects around the world. With the advantages of R & D manpower, technical resources and equipment, it is really Mingli's further layout of the LED industry is even more strategizing.

Increasing technical output to match product sales is one of Zhenmingli's main businesses. Through the recommendation of the local government, Zhenmingli looks for local industry-conscious and potential enterprises, and cooperates with them by providing advice and guidance, professional training of personnel, and technical docking.

Mr. Chen said that through this model, Zhenmingli expanded the LED industry and delivered talents for the LED industry.

Accompanying Secretary General Gao Konglian of the Straits Exchange Foundation and his entourage to the exhibition hall

Although the severity of the European debt crisis is far lower than the outside conjecture

Under the influence of the European debt crisis, the major global lighting markets have been affected to varying degrees. When faced with a cold market environment, orders from LED manufacturers mainly exporting in China also generally declined, especially in the European lighting market. Lower than other areas. In this continuously sluggish business environment, President Chen admitted that export orders are indeed inevitably affected, but the severity is far lower than the outside world guesses.

At present, Zhenmingli has sufficient orders at its factory in Jiangmen City. With the advent of Western festivals such as Christmas, Halloween, and New Year in the second half of the year, Zhenmingli â€™s orders in foreign markets have become warmer and have increased significantly, and the demand for European and American orders has gradually increased. .

The marketing method does not need to determine the product quality and competitiveness first

At present, the mainland LED industry is experiencing a wave of corporate failures, and mid-to-downstream small and medium-sized enterprises will be eliminated by 40%. For this status quo, President Chen proposed that enterprise development, product quality and performance must be placed first. Investing too much energy in the sales model is not beneficial, especially now that the world has entered the Internet era. Because of the wide spread of online marketing and strong growth momentum, many companies, including Zhenmingli, are aware of the huge potential of the network, investing a lot of resources, and vigorously Development of online marketing, but there is no conclusive conclusion about which marketing model to adopt, LED companies should formulate their own development path according to their actual situation.

Mr. Chen Yueming said that product development is divided into three steps:

1. Replace the old lamp. The main reason is the replacement of commercial systems. Due to the instability of global economic factors, insufficient national purchasing power, and differences in consumption habits, the mainland LED lighting market is still some distance away from the period of civilian lighting replacement.

2. The cost advantage of mass production and expansion of scale. Through technological innovation, R & D prices are converted into sales prices, and mass production is possible only after receiving sufficient orders, and mass production is the best way to reduce prices. The core competitiveness of LED companies is mainly reflected in cost control. Products with mass production cost advantages and excellent quality can enter thousands of households, so that enterprises can obtain the right to speak; by expanding the application, changing the industry pattern to improve production scale and processing The economics of efficiency improves the rational layout of the product line.

3. Design aspects of LED products. In the future, LED will be integrated into architectural and industrial design, and more personalized products in the field of lighting will be presented. With the development of LED technology and the emergence of customized products in the application field, people's habit of using traditional light will become more convenient and free.

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