European lighting factory price is China 5 times?

This Monday, the Frankfurt International Lighting Fair in Germany entered the next day. Entrepreneurs from China are most willing to visit the brand exhibition halls abroad. This is because in their own halls, the product design of their counterparts is much the same, but only in foreign brands. The exhibition hall can see the latest design trends in the world. The European lighting brand is precisely controlling the profits of the international industrial chain from the original design and technology ends.

Today's Focus: Design Doubles Product Value Added

Special observer: Wu Yulin, Chairman of Foshan Lighting Association

The first day of observation, let me see the different impressions of foreign first-class lighting companies. This is not to say that foreign brands are good at making money, but people's designs really can awaken you and make you excited. The lighting brands at the Frankfurt show are numerous. Apart from the new and modern brands, many brands such as Europe have developed for at least a few decades or even hundreds of years. Today's show found that the most important factor in the success of this brand is design.

It's rather extreme to talk about personality

At least in terms of appearance, foreign brands always highlight their own personalities in design, even if they are ordinary regular products. In the China Pavilion, the visibility of this design is not high. Many of them are placed there. Merchants come to understand Chinese culture and directly bargain.

We have found that their product designs have strong continuity and integrate their own brand features according to their actual applications. Therefore, they are also conventional products such as downlights and ceiling spotlights. Their designs are different; they are not based on the market. Selling, it competes to produce similar or identical products, which will only lead to product homogenization. A German customer told me, "Why you must do the same thing as someone else. This kind of work is too worthless." Perhaps the Western culture is like this. It is not the same but it is different and even more extreme.

The reason why the top is not to see sales

Philips, Osram, Bega and other lighting giants, they are recognized as the top brands in the industry. I visited them carefully in their exhibition hall. In fact, they can be top not reflected in the number of products sold, such as Philips's latest design of OLED chandeliers, which can change the color and flickering lighting bulbs according to different music rhythms; OSRAM's latest modular lighting technology design can be based on daily students. The state of fatigue regulates the latest intelligent systems for lighting and more. Their products and design have always maintained a world and industry leading position, which has brought great influence on their brand image.

Monotony in China Pavilion must face the gap

Creativity can be seen everywhere in the design of foreign products, which is a touch to many Chinese business owners. What impresses us most is the brand Artemide. Its products range from general commercial lighting, including spotlights, ceiling lights, and track lights, to home lighting products, such as table lamps, wall lamps, and floor lamps. , And then to a variety of functional decorative lighting, its creative design makes people linger, stunned, each product has the name of each designer.

I saw one of its lamps in a lighting shop in Germany. The cheapest was 350 euros, and the most expensive was more than 1000 euros. I asked again about its ex-factory price at the OEM's Chinese manufacturer: less than 200 euros. Such large profits are earned by foreign brands.

Compared with the monotony of the China Pavilion products, the European Pavilion has many creative designs, such as spotlights that can blow bubbles, tumbler lamps that can change color and intelligently control the shape of eggs, and silicone that can communicate with people and lights.... From the creative design of a single product or from the atmosphere of the overall lighting, there are some brands in the Chinese Pavilion doing well, but the overall gap is still too large. Design is the soul of a brand. In the past, Chinese lighting companies opened up the international market by means of cost control and cheaper prices. However, there is a big gap between the original design and the international level. Only by facing this gap will there be changes.