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The Frankfurt lighting exhibition, which is known as the wind vane of the new lighting technology and the development trend of the LED lighting industry, has come to an end. However, after the end of the exhibition, the fire was not a new technology in the industry, but the two Chinese companies at the exhibition were dismantled due to the discovery of infringement.
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The patent technology is too few, the product design is homogenized, and the vicious competition has become increasingly fierce. The Frankfurt lighting exhibition, which has been hailed as the wind vane of the new lighting technology and the development trend of the LED lighting industry, has come to an end. However, after the end of the exhibition, the fire was not a new technology in the industry, but the two Chinese companies at the exhibition were dismantled due to the discovery of infringement. National brands regard Chinese businesses as high-risk groups, do not allow photographs, and even directly refuse Chinese merchants to visit their own booths. It is enough to copy in the country, don't go abroad to copy it? The shame was thrown abroad. This reflects the current lack of innovation in China's LED companies. Some even directly use other companies' patents as their own technology, plagiarism, patent specifications are even more empty talks, resulting in too few patented technologies in the lighting market, product design homogenization, The common phenomenon of vicious competition, and there is a growing trend.
The general lighting industry is surrounded by the homogenization competition. The Milan exhibition every two years is divided into lighting and architectural technology exhibitions and energy technology exhibitions. The entry threshold is extremely high, and it requires outstanding products. Originality and strong artisticity must have the characteristics of leading fashion styles, and it is called the top feast of art enjoyment. However, Chinese lighting companies have done very poorly in terms of originality, and they have been widely used. At the 2013 Milan exhibition, many Chinese companies were refused to participate because they did not meet the standards required by the exhibition. Only a few were eligible to participate in the exhibition.
The government-wide Canton Fair in the two seasons of the year is also like the foreign trade. It is difficult for the domestic audience to visit. Because the domestic plagiarism is too powerful, the products that are inadvertently designed by themselves are copied by others. Sun Rijiang, director of lighting marketing at McGraw-Blue, said.
In real life, product plagiarism and homogenization competition exist in all walks of life. The lighting industry is even more so, not only the homogenization of products, but also the brand name can not escape the homogenization, and even the LOGO fonts are similar. The products are homogenous, the technology is homogeneous, the price is homogeneous, and the channel homogenization lighting industry is shrouded in the shadow of homogenization competition.
Driven by the interests of the catalyzed enterprises to make small profits and make quick money on the edge of innovation, Sun Rijiang believes that the homogenization of ancient town lighting products is so serious because its accessories market is very large, resources are sufficient, and it can be in the parts factory. All the required accessories are collected back; in terms of technology, many lights are now assembled, so there is no technical threshold. Market demand has also spurred the era of homogenization. The huge market demand has objectively stimulated the entry of employees and promoted the growth of companies in the lighting industry. From another perspective, the huge market demand has led to the current consumer demand for volume over the quality requirements. The consumption concept of the entire consumer group is still in the stage of lighting demand, and consumers who are pursuing the requirements of light quality and lighting aesthetics are still in a very small number.
Sun Rijiang told reporters that in fact, many companies are not without innovation, but he just wants to take a ride, earn some effortless money, or touch the fish. Moreover, not every company can innovate, any innovative technology research and development has a certain risk, some programs have a large investment but ultimately do not determine success, or are not determined to be widely accepted by the market.
The driving force behind the serious plagiarism and homogenization of products in the industry is the interest. Zhongshan Qilang Lighting Co., Ltd. invested more than 14 million yuan each year for product innovation and research and development. In 2011, the company's Swan Head series lighting won the award in the UK. Subsequently, the swan headlights attracted a lot of plagiarists, and various cottage swan heads flooded the market. Therefore, in many lighting stores and stores, you can see 壹 æ示: Do not enter or do not take pictures. In the final analysis, this phenomenon is because merchants are afraid that their products will be plagiarized. In the end, they will be sold at a low price by fake fake lamps. Chen Jiashi, chairman of Jiangmen Disi Liguang Lighting Co., Ltd. said that the Chinese market is so chaotic, lighting cottage goods are everywhere in the market, and there are few original products. The biggest problem is the entrepreneur's thinking. Many people don't think about it. After making our own business bigger and stronger, we will only seek short-term profits, and we will not be able to protect innovation and patent protection and safeguard rights. Many entrepreneurs generally have no patience, leading to disorderly competition and price wars in the market, forming a vicious circle of low profits.
Wu Yulin, president of Foshan Lighting Association, said that the cottage market in the domestic market reflects the lack of patent vacancies and protection awareness of LED lighting companies in China. It comes down to the fact that the industry is far from mature, there are broad technical fields to be developed, and patents are scarce; some basic patents have not been effectively protected, and enterprises lack awareness of infringement and piracy laws.
From the technical aspect to reduce the gap with the international brand innovation is the development of Wang Dao facing homogenization of various situations, in order to avoid the last evil consequences, the lighting industry's people of insight have sought new breakthroughs: to do different products, Providing different services; doing more professional products, segmenting the market; the high-end route of products going high is actually a two-word innovation. Pan Zhenhua, general manager of Aokes Lighting Co., Ltd. said that Chinese companies are still in the primary state of LED transformation. If Chinese companies want to change this situation, first of all, products must be innovative; secondly, business models should be innovative, and technically reduced. The gap with international brands.
The concept of the Magellan LED European-style modern lamp is an innovative product in the lighting industry. Sun Rijiang said that because of the modern LED lighting products of McGraw Blue, it incorporates the European LED modern lighting design concept, highlighting the charm and fashion proposition, and strives to create a minimalist and connotative visual experience through German sheet metal and manufacturing processes. Sense, so we named the product LED European modern light. Some lighting companies are also involved in the conceptual innovation of products, such as the field of home lighting, Liang Di proposed intelligent lighting, Auster's scene lighting, Hao Hao's health lighting, etc., and put the concept into specific product development and Designed to let the product truly embody this concept.
Wu Yulin said that being able to become a top brand like Philips and Osram is not reflected in sales, but in products and designs. For example, Philips showcased its newly designed OLED chandelier, which can change color and flicker with the rhythm of music. Hong Yannan, chairman of Guangmingyuan Lighting Appliance Co., Ltd. also said that the reason why OSRAM is so successful is because she insists on innovation on the basis of quality assurance. Its R&D investment accounts for 6.5. Design is the soul of a brand. In the past, Chinese lighting companies opened up the international market by cost control and cheap prices, but there is still a big gap between the original design and the international level. If your design is more creative, user-friendly and more in line with people's conventional thinking, you can form an advantage. Sun Rijiang said. McGraw-Blue is adhering to the current high-comfort and low-energy consumption design concept in Europe. Its LED European-style modern lamp products are all independently developed and open their own molds. The principle of surface light source and point light source of traditional lighting is transformed into point light source, and the structure is ingenious, making it more in line with the needs of modern consumers. Qilang Lighting, which enjoys the reputation of Lamp King at home and abroad, spares no effort in design innovation. Every year, it takes out 3 of the revenue and over 10 million yuan for lighting design. The design team has nearly 100 domestic and foreign designers. Different countries' lighting consumption needs to develop lighting products suitable for the local market.
Innovative technology can be regarded as a true innovation, and innovation that does not contain technical content will not bring value and convenience to consumers. Li Chunhai, general manager of Zhongshan Fujia Technology Electric Co., Ltd. said. Since its inception, Fu Jia has been continuously investing in product development and innovation, and has established a relatively complete R&D system to provide strong backing support for the development of the company. In order to inject fresh blood into the R&D center, we also hired well-known domestic optoelectronic experts as R&D center consultants to develop cutting-edge technologies in the field of intelligent control, mood-lighting environment applications, etc., and cooperated with universities in South China University of Science and Technology to create production, learning and research. Physical talent strategy. Its independently developed LED light control system based on wireless sensing technology has been included in the Zhongshan Industrial Science and Technology Plan project last year, and has obtained special funds for national technology innovation and special funds for the development of LED industry in the city.
Innovation is a minority of McGonagall lighting marketing director Sun Rijiang lighting industry product homogenization can be said to be the normal state of the market, because the market demand, product homogenization only increased. Innovation belongs to a small number of people, especially in the ancient town. Because the accessories market is very perfect, the threshold of the lighting industry has become very low. Many lighting companies can purchase all the accessories and assemble them in the accessory market, so there is no need to talk about innovation. Save costs. Moreover, because of the complexity of the market, one company is going to innovate new products. However, the products that come out are not sure that they can get the demand of the market and get the recognition of consumers. This wastes the innovation of the enterprise. It also hit the innovation passion of the entire industry. Only the upstream and downstream manufacturers have a sense of innovation, and the entire industry will have real innovation. McGraw's LED European-style modern light effectively combines LED light source with European style, creating a small town-style lighting product in concept, design and core technology to create a simple and romantic lighting atmosphere for consumers. .
The scientific and technological content is the best proof. Li Chunhai, the general manager of Zhongshan Fujia Electrical Products Co., Ltd., is only a protective umbrella for the breakthrough of its own innovative technology. It is the protection of the hard work of the enterprise and raises the threshold for plagiarism. However, today's patents have become in a state of flooding. Some companies make a slight change in the appearance or material of a product, which is called a patent. There is no core technology. The protection of product patents should be reflected in the scientific and technological content. The innovation and development of one product should be the innovation of its core technology. In the research and development and innovation of Fujia, Fuzhi is mainly based on science and technology. The portable LED desk lamp launched by Fujia Electric has won the recognition of consumers because of its high technical content and design advantages. The innovation of products and the protection of patents need to promote the development of science and technology, and it is valuable to get market demand, consumer identification and purchase desire.
Innovative products can occupy the market's commanding heights. Some enterprises in the lighting industry have less investment. They always think of opportunistic tricks, talk about sets, do shackles, and are unwilling to do basic research and development. They always want to stand on the shoulders of giants and wear other people's shoes. Take your own path, equate innovation with plagiarism and sneak attack, and when others make new products, they will start to use the funds originally used for R&D investment for show-type advertising hype, truly possessing patented technology and own original products. The company is rare, the so-called new product exhibition is nothing more than wearing the old version of the new vest, the so-called high-end manufacturing, nothing more than a plagiarism imitation, resulting in a large number of homogenized products on the market. You open a home lighting store, I also follow the Kailuan lighting store, the entire street is a lighting store, whether this business will be very prosperous, we can imagine. However, if you do business on the commercial street, such as opening a hotel, the business is very good. Others find that after opening the hotel, they consciously open other supporting services, such as restaurants, bars, shops, snack shops, etc. The whole street will be prosperous.
Unrestrained plagiarism and imitation lead to product diversity, innovative dissipation and hindering the development of the industry. At the same time, the intensification of product homogenization will inevitably lead to obsession and imitation of imitation, introduction and even plagiarism. In the long run, the creativity of enterprises will gradually decline. When the cost is low and the product is a means to attract consumers' attention, the company will be mentally comfortable with the status quo and paralysis, and will also increase the pursuit of short-term interests of lighting companies.
With the development of science and technology, creative lighting products can always occupy the commanding heights in the fierce competition and lead the development of lighting.