LED test water real estate market opportunities and challenges exist simultaneously
August 25 13:04:05, 2021
With the regulation of the real estate market, the lighting industry, like other downstream industries such as building materials and home furnishing industries, has been greatly affected. Although the cost of LED products is relatively high, the improvement of the level of house decoration can play a role of four or two, which can be used as a small selling point for value-added sales of houses. Moreover, in the era of the ever-decreasing market of fine decoration, various LED lighting products are also favored by some developers. In the process of uncertain real estate market and transformation and upgrading of real estate enterprises, the downstream LED lighting industry is facing potential opportunities. The procurement model has forced the sales model to change. In the era of rough houses, there is no need to purchase a large number of building materials and household products. In the era of fine decoration, this situation has changed. Real estate developers not only build buildings, but also need to purchase and install indoor homes and building materials. Lighting products are also covered. Zhang Baoqing, Director of Cost Purchasing, Beijing Guangyao Oriental Group Co., Ltd. said: For scattered and individualized products, it is generally purchased through tendering, while for large-scale, general-purpose building materials, enterprises still adopt 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. Lighting products have a problem of installation and commissioning and post-maintenance, so it is very important for the manufacturer's services to keep up. Zhang Baoqing said. Chen Hao, manager of public relations department of Hangzhou Hongyan Electric Co., Ltd., said that the market is forcing lighting companies 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 Chen Wei, Hongyan Electric, which started as an electrician, has been involved in the LED industry since 2009. Through this energy-saving new light source product, it has cut into the entire lighting industry chain and has gained a lot 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 Handerson Technology Co., Ltd. said that the company has already carried out cooperation with developers, 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. . The cost is the LED development bottleneck and the sales model changes corresponding to the product upgrade. Chen Wei believes that energy-saving and intelligent is 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. Zhang Baoqing also believes that LED products are superior to traditional lighting products in terms of energy saving and service life, and the company has been very concerned. Zuo Huaimin told the author that 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. Secondly, the stability and applicability of LED products may be in the initial stage, LED products are more concerned about outdoor lighting, LED products specifically for indoor lighting, the type and style are still less. Zhang Baoqing also admitted to the author 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, Zuo Huaimin also believes 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 become obvious. Our brother company has just built a villa lighting project. The entire villa area of ​​hundreds of thousands of 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. said 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. Yan Jiandong introduced 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. Hu Jingdong, LED Lighting Division of Shenzhen Topband Co., Ltd. said that public buildings are currently the main application areas for 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.
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