A set of 2000 yuan Philips into high-end home lighting
A set of nearly 2,000 yuan of lamps, Philips has to position its LED lights as high-end home lighting, but this does not prevent Philips from preempting this prospective energy-saving lighting home market
This LED product accounts for almost half of the resources invested last year. Zhang Zhifeng said. As the Senior Business Development Manager of Philips, he manages the sales of more than 250 products in the Lighting and Home Division. Throughout 2008, most of his energy was heavily biased towards a light that was not even used for lighting. But Philips wants to use it to enter high-end home lighting
It is called LivingColors, which is a compact circular lamp. It costs about 1999 yuan and has four red, blue and green LED light sources. It can be configured with 16 million colors to create a dreamy home atmosphere. What color is good memories? What color is love? What color is the lazy Sunday? The promotional film of Philips official website clearly tells you that this is not a common lighting, but a fashionable plaything.
LEDs (light-emitting diodes) have been hailed as a new generation of technology after gas-emitting instead of tungsten filaments have become mainstream. Oliver Piccolin, General Manager of Philips Lighting Greater China, puts the application and layout of LEDs at the forefront when explaining the future of Philips to CBN Weekly.
Although there are various technical advantages, in the Chinese market last year, the price of ordinary commercial LED lamps was about 2,000 yuan, while the price of the same illumination energy-saving lamps was around 100 yuan.
At present, LED lamps are not alternative to existing lamps. He Gang, Philips Business Development Manager, told CBN Weekly.
Philips has its own routine. They have always claimed to be lighting experts who want to take advantage of LED's cold light source and powerful shaping capabilities, making them the first to win in the high-end home market. In the high-end market, the price disadvantage of LEDs may be ignored.
As far as the light source is concerned, the lighting effect of the same wattage LED Lamp and the energy saving lamp is not much different. However, under the same lighting effect, the power consumption of LEDs is 18% of incandescent lamps and 88% of energy-saving lamps.
In mid-2006, with the maturity of LED technology, Philips used the characteristics of long life and pure color of LED to start to occupy commercial neon lights. In the commercial field, the performance of lamps is almost the only indicator, life, luminous efficiency and cost performance. Do not take a little bit of opportunism.
However, Philips, which is the only one in the field of commercial lighting, has been stuck in the home lighting market. Before the third quarter of 2008, the number of products in Philips homes only stayed at around 100. The domestic lighting company Op has only 40 or 50 new products in 2008.
In February 2007, Philips announced the acquisition of PLI, the first lighting manufacturer in Europe. PLI has a large team of designers in Belgium, and there are more than 10,000 alternative designs available.
The compact LivingColors product was born. Under the designer's shape, it uses color and styling flexibility to tell a question about lifestyle, not perfect but fashion. Previously, there was no hot LED product in the home lighting field.
On October 18, 2007, LivingColors was listed on the countdown, and Forrest held a new product planning meeting in its office in Jiading, Shanghai. The meeting was extremely heated. He knew that this was because everyone had no mature experience to follow.
In the face of a product that has no similar functions and positioning in the domestic market, should it be tying up with other products in the lighting city, or should it be opened separately? Is it a new team to operate, or is it expected to be the original dealer?
The hardest part is to let consumers accept ideas and create a non-rigid demand. Zhang Zhifeng said. For the next two months, Philips is investigating the market pricing for this product. In the end, Philips launched a remote version of the 1999 yuan, and developed a manual version of 799 yuan to popularize the concept and define the product features.
We are not planning to take the largest sales channel in the lighting city, because the customers who go there have basically decided to use ceiling lamps or wall lamps. Zhang Zhifeng said.
They believe that consumers who have a cold on the novelty lifestyle will be interested in a $1999 LED lamp that can create a magical atmosphere, and these people will appear in the fashion home.
For Philips, which is longer than consumer electronics, the fashion home product channel is a bit strange. Philips does not mean to add new dealers, but sends its own sales team to negotiate with the store. Sales in consumer electronics products give them enough game capital. After the contract was signed, it still allowed the original dealers to take over, and hoped that these professional lighting manufacturers could provide better after-sales service.
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