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People are looking forward to the National Day holiday, LED lighting industry is looking forward to the "China's phase-out of incandescent lights roadmap" will be officially implemented on October 1.
According to this plan, China will gradually phase out ordinary lighting incandescent lamps in stages according to the power level within 5 years, and replace them with energy-saving lighting products represented by LED lamps. This is undoubtedly a historic development opportunity for the LED lighting industry.
On the eve of the implementation of the new policy, the Securities Times reporter came to the domestic LED lighting company Changfang Lighting (300301), located in the headquarters of Shenzhen, interviewed the chairman of the company, Deng Zichang.
I am absolutely optimistic about the market prospects after the implementation of the new policy. During the interview, Deng Zichang told reporters excitedly that as far as we observe, the industry has begun to show signs of sales volume. Once the product cost can be further reduced, and the new policy is favorable, the LED lighting market will be erupted. This time may be the end of this year, or it may be the first half of next year.
Through the window of Deng Zichang's office, the reporter can clearly see that the production workshop is busy. It is understood that although Changfang Lighting completed the listing of the GEM in March this year, and the office address is far from the urban area, the fund brokerage researchers and distributors in the past six months have almost broken the company threshold.
Deng Zichang said that the current white light lighting field focused by Changfang Lighting is the most widely used LED market. The company's products include in-line, SMD LED lighting source devices and LED lighting finished lamps. SMD LED lighting source devices are mainly indoor lighting, including lamps, spotlights, downlights, etc., which is the product of the development of rectangular lighting in recent years.
To say that it is a very vivid fact, the Changfang Lighting Industrial Park was built and put into use in 2010, but in just over two years, the design capacity here has been unable to meet the market demand for rectangular products. Therefore, we urgently need to raise funds through the capital market to launch new production lines. Talking about the construction of the new factory, Deng Zichang’s excitement is beyond words.
He told reporters that the company will use super-raised funds to build new industrial parks in Huizhou to expand production capacity. The new industrial park only has a land scale of nearly five times that of the current industrial park.
Eliminate the long-distance lighting that the products are already in overload, and keep high-quality products while maintaining high-speed products. A few days ago, Weibo broke the news that Changfang Lighting held a product destruction activity inside the company.
When the reporter mentioned this issue, Deng Zichang immediately asked what the online view was. I learned that there were comments on the Internet that compared this destruction to Haier’s destruction of unqualified refrigerators. He laughed that good companies would not ignore small problems, and they all decided to eliminate them from the roots when they found small problems.
I must explain that this is due to the problem of raw materials provided by some suppliers, resulting in a batch of 3 watt LED candle lamps produced by the company in the case of high temperature and airtight conditions. Although the products can be used in the same way, even some employees said that they should not be destroyed and let them take home. However, in order to improve the quality awareness of employees and remind the suppliers, the company still decided to destroy the products. He said seriously.
The destruction activity was held on July 13th, and many suppliers were invited at the scene. They were also shocked. Deng Zichang said that with the activity, the company set up a quality monitoring team. He served as the team leader and personally grasped the product quality to prevent similar incidents from happening again.
The layout channel may be such an attitude of paying attention to and solving small problems, so that Deng Zichang began planning how to lay out the upcoming LED lighting market at the beginning of this year.
The current shortcoming of the company is that the channels are not perfect, and the establishment of channels must first establish a brand. Considering that there are too many LED lighting segments, the company decided to implement a multi-brand strategy. At present, it has three major lighting brands: Rectangular Office Lighting, Donghan Commercial Lighting and Tongyu Home Lighting, and operates independently. He said that the company's current dealers of various brands have basically covered the prefecture-level cities of the provinces.
He further revealed that he hopes to use the one-year time to make the sales channel from the prefecture-level city to the county-level city. The ultimate strategic goal is to achieve the company channel sinking to the township market by 2015 and complete the omni-channel coverage.
If the channel problem can be solved, the advantages of Changfang Lighting in product technology and price will be reflected.
Deng Zichang told reporters that compared with other manufacturers, the long-term relying on the self-produced light source and the IC driver power supply to be put into production greatly reduced the cost. For example, one of our main products, the T8 lamp, has a proxy price of only 39 yuan per piece. This kind of price-performance ratio has no competitors in the country, and with the upcoming IC driver power supply, it is expected to reduce the cost a bit.
Deng Zichang said that the company's long-term vision is not only to sell products at low prices, but also to reduce the economic cost, so that LED lighting enters the homes of millions of ordinary people and promotes energy conservation and emission reduction.
LED lighting market will grow rapidly with the wind of policy