LED lighting to recuperate the real estate market

With the regulation of the real estate market, the lighting industry has been affected as much as other building materials and household industries. On the other hand, with the promotion of refined decoration and LED products testing in the real estate field, the lighting industry also has many opportunities, but also faces more new challenges.

Purchasing model is forcing a change in sales model Zhang Baoqing, director of cost procurement at Beijing Guangyao Dongfang Group, told reporters that sophisticated decoration has become a common practice in the industry. The most direct result of this approach is that a large number of Building materials and household products that do not need to be purchased now require developers to purchase products, including lighting products.

Zhang Baoqing told reporters that for scattered and personalized products, we all purchase through tenders, and for bulk, general-purpose building materials products, we generally use strategic partners for procurement. The procurement model of lighting products happens to be in the stage of transition from tender procurement to strategic partners. Similar to procurement of other parts, for lighting products, developers are most concerned about three aspects: quality, price, installation and after-sales. “Because of the problems of installation, debugging and post-maintenance of lighting products, it is very important for the manufacturer’s services to keep up.”

Chen Yun, manager of Hangzhou Hongyan Electric Co., Ltd.'s public relations department, said that the market is forcing lighting companies to upgrade. “We are seeking to transform our sales model, from all previous storefront sales models, and gradually expand the procurement of real estate projects. In the field of real estate engineering procurement, the protection of housing is our current strategic focus. As the protection of the cost control requirements of housing Gao, we mainly introduce some cost-effective lighting products."

According to Chen Hao, Hongyan Electronics, which started as an electrician, has been involved in the LED industry since 2009. Through this new type of energy-saving light source products, it has entered the entire lighting industry chain, and it has made considerable gains in the real estate engineering market.

Coincidentally, the penetration of the real estate engineering market has become the consensus of lighting companies.

Zuo Huaimin, marketing manager of Marketing Center of Nanjing Henderson Technology Co., Ltd., told reporters that the company has started cooperation with developers, but it is still far from enough. The next step will continue to increase cooperation. “At present, our cooperation with developers are scattered projects obtained through tendering. We have not yet developed long-term strategic cooperation with real estate developers. Next we also want to seek strategic cooperation with developers, especially some large developers. relationship."

The cost is the bottleneck of LED but the prospect is broad and the sales model changes corresponds to the product upgrade.

Chen Hao believes that energy conservation and intelligence are the future direction of lighting products. "In response to changes in the market, we have made great efforts in product upgrades, such as the development of LED products, intelligent control of nodes, etc."

Zhang Baoqing also believes that 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.

Zuo Huaimin told reporters that in the communication with the developers, they found that they are more cautious about the use of LED products. The primary factor is of course the price issue. The price of LED products is several times or even more than ten times that of other lighting products. Then there is the issue of stability and applicability of LED products. "Maybe at the initial stage, LED products are more concerned with outdoor lighting, LED products specifically for indoor lighting, and their types and styles are less."

Zhang Baoqing also admitted to reporters that he had not adopted LED products. Besides the well-known price factors, the availability of a small selection of LED products is also an important factor. “For example, LED products that we have come into contact with today have more downlights and spotlights, and there are fewer indoor LED products. I believe many developers share the same feelings with us.”

At the same time, Zuo Huaimin also believes that as the third generation of light sources, LED products are certainly the future development trend. The penetration of LED products in the real estate market is already very obvious. “One of our brother companies has just built a villa lighting project. The entire villa area of ​​hundreds of thousands of square meters uses LED lighting. The effect is very good. Developers and owners are very satisfied. ."

Assistant Director of the Purchasing Department of Jiangsu Newtown Real Estate Co., Ltd. Jiandong Jian told reporters that the first factor in the purchase of lighting products must be product quality, followed by price. The price of LED products is still high, and the procurement is relatively small, accounting for about 10% of the total purchases. It is mainly used in high-end projects, and it is also the large-scale public buildings that the company has built.

According to Miao Jiandong, “The proportion of LED products used in our public buildings has exceeded 50%, which is mainly due to the energy-saving effect of LED products in use. With the expansion of market demand, the price of LED products It should gradually decline, and we will consider large-scale adoption of LED products."

Wang Caizhi, assistant manager of Group Purchasing Department of Sunshine Real Estate Group Co., Ltd., believes that although the cost of LED products is relatively high, the improvement of the quality of home furnishings can play a role of “a couple of things”, and can be used as a “selling point” in the sale of homes. ". "Of course, for 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 product purchases."

Wu Jingdong, LED Lighting Division of Shenzhen Topband Co., Ltd., told reporters that, for the moment, 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 residences such as villas, and the price competitiveness of LED products in the general residential sector is obviously insufficient. Taking into account the cost factor, developers use less LED products. However, with the continuous decline in the price of LED products, this situation has begun to improve. In the long run, with the continuous improvement of product performance and cost reduction, LED lighting will occupy an important position in the future market, including the real estate engineering market.