Liang Hanfeng: If you do lighting, Philips will do energy-saving lighting.
At the Guangzhou International Lighting Fair, a CDM ceramic metal halide lamp is mapped to Philips' Chinese route. In addition to the industry-wide goal of energy conservation and environmental protection, Philips is also trying to “make its top-end commercial lighting technology to the mortal worldâ€. .
Just on New Year's Day this year, Royal Philips of the Netherlands announced the latest simplification plan: to adjust five branches to three. This multinational giant is undergoing transformation and facing the challenges of profit pressure. Its business has been in the fields of lighting products, toothbrushes, X-ray machinery, electric razors and color TVs until its global chairman and CEO Ke Cilei is determined to "slim" for Philips. ". In the long-term perspective, the prospects for lighting products and health care have been pushed to a more prominent position by Philips, which together with home appliances constitute the core of the Philips business group.
“The market is increasingly demanding more environmentally friendly lamps, and the aging society has driven the purchase of health care products to rise. These signals have created opportunities for Philips.†Time magazine described it as such. In the United States, Philips has done a lot of addition and subtraction, selling the discarded parts of semiconductors, components, mobile phones and tablets, and using funds for mergers and acquisitions of lighting products and health products companies. Globally, Philips has invested more than 10 billion euros in acquisitions over the past two years. For example, Philips Lighting acquired Lumileds in 2005, PLI in 2006, and TIR Systems in 2007. To be sure, similar steps will be staged in China.
In the industry's view, Philips has maintained a good performance in the global lighting market for a long time. In 2007, Philips Lighting's revenue reached approximately 6.1 billion euros, while Philips Lighting's sales increased 16% in the first quarter of this year. In terms of technology, Philips has also taken a favorable position in advance. It has introduced LED (light-emitting diode) lighting strategy on a large scale and mastered high-end patents, and has caught up with the era of high energy costs and high environmental awareness.
In order to drive change, the simplified Philips re-planned the management system and built an organization from the outside to the inside (rather than the traditional inside to outside) around the global market. In fact, when the core technology is still the pursuit of the goal of Chinese companies, Philips has begun to turn technology-oriented into market-oriented. According to Philips' explanation, from the action point of view, this means that Philips' sales in China will gradually expand from a narrower high-end customer base to the second and third-tier markets, and its actions in the commercial lighting market are exactly the same: On Sunday in Guangzhou, Liang Hanfeng hosted a celebration for Philips China's 8 millionth CDM ceramic metal halide lamp. Together with him, Piet Derks, the two held a torch and the future of the CDM business – the Dutchman led Philips Lighting R&D team around the world, and Liang Hanfeng, who works with him, has extensive experience in branding and sales of cross-commercial and consumer electronics.
The Pearl River Delta is one of the most important energy-saving lighting markets in China. At the Guangzhou Lighting Exhibition, the CDM energy-saving lighting system for the commercial lighting market, as a new technology product promoted by Philips, transforms different colors and brightness to visitors. It simulates the commercial lighting environment of the clothing store. Liang Hanfeng said: "In China, most of our CDMs were sold to OEMs for export to Europe and the United States, and the lighting manufacturers and our common enlightenment to the market have finally increased the sales of CDM in China in the past two or three years."
According to the data, although China has the world's largest manufacturing base for efficient lighting products, about 70% of the energy-saving lamps produced are exported – no matter from the market segment or from the total market, China is undoubtedly It is a huge energy-saving consumer market. In the field of commercial lighting, Philips said, “In 2006, the sales of key circulation industries such as gold and silver jewelry, automobiles, daily necessities and household appliances all increased by more than 20%. It has begun to shift to China,†and mall owners who follow Western business ideas are likely to produce more detailed and sophisticated demand for lighting design and energy-efficient commercial lighting products.
As Piet Derks said, the commercial lighting design needs of Chinese metropolises are not fundamentally different from those of world-class metropolises. Companies that lead commercial lighting will also take the lead in the international trend of commercial lighting design. Business thinkers believe that based on the continued rapid growth of China's economy and the growth of high-income people, coupled with the global penetration of global business and culture driven by the Internet, the segmentation of the retail market, the associated store forms and types, and people's shopping spending The patterns have all undergone profound changes. In addition to the requirements for energy conservation and control costs, they share common characteristics with Europe and the United States. According to the theory of sociologist Sombart, this trend will be from necessary consumption to luxury consumption (exceeding Any degree of consumption necessary to change. In China's metropolis, when store owners are looking for new ways to promote, like the ceramic metal halide lamps like CDMPAR38I, Philips is looking forward to becoming a forward in the broader lighting market in China.
The concepts and culture of consumption and commerce in Europe and the United States continue to be mainstreamed in China, and Philips will undoubtedly play a more important role in it, at least in the part of commercial lighting. According to the research of Philips Lighting in Europe and China, it is based on four main variables: Price class, Interior design, Product range and Selling style. The "four-corner theory" summarizes the store into four main categories: shops with cheap prices, simple merchandise display, and community service features; shops with cheaper prices, more merchandise displays, and self-service; a certain grade, more expensive Pay attention to the display and quality of goods, pay attention to the decoration of the shop, shopping is a kind of enjoyment shop; the super specialist shop with high price and high price; has a unique style and environment, and has a high level of service. Shops that offer top-notch and extravagant merchandise... These stores, especially the latter two types of lighting design, are replicating with the New York-London-Tokyo business trend into cities like Shanghai and Beijing, highlighting basic sophistication, or looking for fashion and so on. Changes between requirements, and the subtleties of it, Piet Derks, Liang Hanfeng and Philips' team
dialogue
Philips' Chinese Proposition
More and more owners are hoping to design their own stores differently from others and to differentiate themselves. They also want to create a good shopping atmosphere and guide their customers to focus on the products they feel. When the old lighting system was replaced by a new lighting system, its turnover did increase significantly.
Media reporter: Commercial lighting design has only developed in China for a short time, and even business schools or design schools have no relevant disciplines or teachers. Does Philips have to do enlightenment work in China?
Liang Hanfeng, vice president of Philips Lighting Group: If you want me to answer simply, that's for sure. But this is a gradual, long-term job. In fact, in China, Philips has a team dedicated to lighting design. This team has dozens of people working on some major projects, such as the big project in Terminal 3 of Beijing Capital Airport. Our designers and architects The owners have worked very closely together. In fact, today, we are providing lighting design solutions for 35% of the lighting engineering business.
Piet Derks, Senior Director of Global Technology at Philips Lighting HID: In the high-end retail sector, there are not many different stores around the world. We do invest a lot of resources to research owners in these areas, including end users, what are their trends in lighting demand? We work closely with high-end brands and we also work with important in-house partners. We will try to describe what they need for lighting development in the future, such as the fact that dynamic lighting is a trend and will vary with different seasons and systems. The listing of products has changed. We actually need to change the atmosphere of the entire commercial lighting.
Media reporter: Chinese and Western business customers have different understanding and sensibility of lighting. Some commentators believe that China's commercial lighting concept is still in the stage that Japan has experienced, that is, the brighter the store, the better. How to see this problem?
Liang Hanfeng: If we regard China as a unified big market, it is very complicated inside. However, if we look at high-end shopping malls in Shanghai and consider them in all aspects, they are no different from those in Tokyo, Hong Kong and New York. These customers' needs for commercial lighting are not particularly different from those of the most developed cities and customers. Global experience can be shared in China.
We can look at the civilian market in the past. We compare it in less developed places and developed places. The basic demands of users for lighting are similar, but with the improvement of social development, everyone has new requirements for lighting. The development, from the family to the merchants to the public space, people will care whether the lighting creates a good atmosphere and environment, as well as the changing design, so for the lighting industry, in addition to the energy-saving function, create for the user A better environment is also a very important goal.
I think that for the people in the lighting industry, the real competition is how you can achieve better lighting effects in a more energy-efficient way. In fact, in the past one or two decades, Philips is constantly doing this through technological innovation.
Media reporter: Some Chinese builders believe that in commercial construction/commercial decoration investment, the cost of electrical systems is 1/6 to 1/7, and the cost of input is quite large, while Philips' lighting products are actually in technology and The price is relatively high-end, how does Philips view this reaction in the market?
Piet (LLM) Derks: In the general commercial space, lighting energy consumption has accounted for 30%-40% of total building energy consumption, second only to air conditioning electricity. The heat energy emitted by the lighting source is also a major component of the air conditioning cooling load. The huge energy consumption costs will impose great operational pressure on the operators. Therefore, the construction of the commercial space lighting environment must pay attention to the high efficiency and energy saving functions of the lighting equipment. In the initial stage of planning and design, commercial buildings should introduce the concept of overall lighting energy conservation, rational selection of light sources, reasonable natural lighting, reasonable design space illumination and reasonable control and management of lighting systems.
I am a European myself. In the past ten years, Europe has clearly changed the concept of brighter and better in commercial lighting. There are two trends here: more and more owners want to design their own stores differently from others and differentiate themselves. In addition, they want to create a good shopping atmosphere and guide their customers to pay attention. Go to the goods they feel. We also have cases that show that when the old lighting system is replaced by a new lighting system, its turnover has indeed increased greatly.
Liang Hanfeng: The number from 1/6 to 1/7 has some truth. Philips has conducted research based on different projects and believes that lighting costs account for about 10% to 20% of total construction investment. But the interesting fact is that in all of your initial investments, the lighting system can be said to be the only project that can recover costs. This is energy saving. In so many years of its life cycle, it can pay you back through energy savings. Our CDM product system, after replacing the old lighting system, the cost recovery period is about half a year, while other product projects may be one to three years. The cost of other inputs, regardless of furniture or decoration, does not cost itself.
So if you do lighting, Philips does energy-efficient lighting. The most important parties have a long-term perspective. (small soup)
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