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LED products test water real estate market
With the regulation of the real estate market, the lighting industry has been affected as much as other building materials and home furnishing industries. On the other hand, with the advancement of fine decoration and the testing of LED products in the real estate field, the lighting industry has also seen many opportunities, but also faces more new challenges. Although the cost of LED products is relatively high, the improvement of the decoration grade of the house can play a role of four or two, which can be used as a small selling point in the sale of houses. The purchasing model forced the sales model to change. A large number of building materials and household products that do not need to be purchased in the era of rough houses are now required to be uniformly purchased by developers, including lighting products. For scattered and personalized products, we all purchase through tendering. For large and versatile building materials, we generally use strategic partners to purchase. The procurement model of lighting products is in the stage of transition from bidding procurement to strategic partners. Similar to other parts procurement, developers pay more attention to three aspects of lighting products: quality, price, installation and after-sales. Because lighting products have a problem of installation and commissioning and post-maintenance, it is very important that the manufacturer's services can keep up. The manager of the public relations department of an electric appliance company said that the market is forcing the lighting enterprises to carry out transformation and upgrading. We are pursuing a transformation in the sales model, gradually expanding the field of real estate engineering procurement from all previous storefront sales models. In the field of real estate engineering procurement, affordable housing is our current strategic focus. Due to the high cost control requirements of the affordable housing, we mainly introduce some cost-effective lighting products. According to reports, to do electrician to do electrical appliances, since 2009 began to enter the LED industry, through this energy-saving new light source products into the entire lighting industry chain, in the real estate engineering market has been quite successful. Coincidentally, the penetration of the real estate engineering market has become the consensus of lighting companies. The Marketing Manager of the Marketing Center of Nanjing Han Company told the reporter that the company has already cooperated with the developer, but it is still far from enough. The next step will continue to increase cooperation. At present, our cooperation with developers is some scattered projects obtained through bidding. We have not yet carried out long-term strategic cooperation with real estate developers. Next, we also want to seek strategic cooperation with developers, especially some large developers. . But the broad prospects correspond to the shift in sales patterns is product upgrades. Energy-saving and intelligent are the development direction of future lighting products. In order to cope with the changes in the market, we have made great efforts in product upgrades, such as the development of LED products and intelligent control of nodes. LED products are much better than traditional lighting products in terms of energy efficiency and service life. Although they have not yet adopted LED products, they have always been very concerned. In the communication with the developers, they found that they are more cautious about the use of LED products. The first factor is of course the price issue. The price of LED products is several times or even ten times that of other lighting products. Then there is the problem of stability and applicability of LED products. In the initial stage, LED products are more concerned with outdoor lighting. LED products that are specifically suitable for indoor lighting are still less in variety and style. Zhang Baoqing also admitted to the reporter that there has been no reason to adopt LED products. In addition to the well-known price factors, the selection of LED products is also an important factor. For example, at present, we are exposed to LED products, there are more downlights and spotlights, and indoor LED products are less. I believe many developers have the same feelings as us. But at the same time, it is also believed that as a third-generation light source, LED products are definitely the future development trend. The penetration of LED products in the real estate market has been very obvious. Our brother company has just built a villa lighting project. The entire villa area of ​​several hundred thousand square meters adopts LED lighting. The effect is very good. The developers and owners are also very satisfied. Yan Jiandong, assistant general manager of Purchasing Department of Jiangsu Xincheng Real Estate Co., Ltd. told reporters that the first factor to consider when purchasing lighting products is product quality, followed by price. The price of LED products is still relatively high, and the procurement is relatively small, accounting for about 10 of the total purchases. It is mainly used in high-end projects, and in addition to some large public buildings undertaken by the company. It is understood that in the public buildings we built, the proportion of LED products used has reached more than 50, mainly considering the energy-saving effect of LED products in the process of use. As the market demand expands, the price of LED products should gradually decline, and we will consider the use of LED products in large areas. Wang Caizhi, assistant manager of the Group Purchasing Department of Sunshine Real Estate Group Co., Ltd., believes that although the LED products have higher costs, they can play a role in the improvement of the decoration level of the house, which can be used as a small selling point in the sale of houses. Of course, due to cost considerations, our LED products are currently used in some high-end projects, and the procurement ratio accounts for about 20 of the total lighting products. A manager of LED lighting business told reporters that public buildings are the main application areas of indoor LED lighting. In the residential sector, the use of LED products is mainly concentrated in high-end residential buildings such as villas, and the price competitiveness of LED products in the ordinary residential sector is obviously insufficient. Considering the cost factor, developers are less likely to adopt LED products. But as the price of LED products continues to fall, this situation has begun to improve. In the long run, with the continuous improvement of product performance and the sharp drop in cost, LED lighting will occupy an important position in the future market including the real estate engineering market.