[Moderator]: Focus reporter Wang Jianguo [Guest]: Osram Marketing Manager Chen Xufeng
The following is the interview content:
[Moderator]: Sohu saw the voice of chinaren in this industry and thought that we need to grow together with the lighting industry, so we set up a lighting channel in Sohu Focus Real Estate Network Home Channel.
[Moderator]: What is your opinion on this exhibition?
[Chen Xufeng]: Today's speech is a personal point of view. At present, we participate in this exhibition and hope to contact Shenzhen professional customers through this platform, and show our products, introduce the new products of OSRAM, including new LED spotlights and LED-backed products.
[Moderator]: This time, the customers are mainly terminal customers or channel providers and suppliers.
[Chen Xufeng]: Through this exhibition, we hope to find a cooperation channel partner in Shenzhen.
[Moderator]: In addition to the LED spotlight just mentioned, is there any new product launch?
[Chen Xufeng]: The LED products displayed this time have LED lighting products that are traditionally used as logo backlights, and have also been introduced as functional products. For example, the Dragon puck lamp can replace the halogen lamp as a commercial lighting and outdoor full color lighting system.
[Moderator]: The scale of this year's exhibition is not very large. As the largest exhibitor, you think that there are highlights and shortcomings in this exhibition.
[Chen Xufeng]: I just looked at this exhibition in a rough way. Compared with the scale of Guangzhou International Lighting Exhibition, there are still very few exhibitors, but there is also a benefit. The exhibition is in Shenzhen, because Shenzhen is the target city of LED. Let us get close to customers in Shenzhen. The scale of Guangzhou International Lighting Exhibition includes the image of Osram's own focus on the decoration of the home network. The Guangzhou Lighting Exhibition is for the whole world. The exhibition in Shenzhen allows us to get close to Shenzhen customers.
[Moderator]: There are several specific concepts in this lighting exhibition, such as solid-state lighting and solar technology. Please introduce them in these aspects.
[Chen Xufeng]: Solid-state lighting and solar technology must be the future development trend, and solar technology and solid-state lighting can be closely combined. These two are twin technologies, because with solid-state lighting, solar power will be needed. Traditional lighting solar energy is not suitable. With semiconductor technology, solar technology can be applied in large-scale applications in traditional lighting.
The traditional lighting system uses alternating current. The solar energy is generally DC power, which is generally DC. If inverter and transformer are added, the cost will be high, and the voltage amplitude is relatively large, and the performance is unstable. The use of low voltage DC, so the output of the solar cell can be well matched with LED lighting.
[Moderator]: Although this exhibition is not big, it can be said to be a special exhibition. What is the brand and positioning of OSRAM?
[Chen Xufeng]: Osram is the top two lighting companies in the world, and our traditional lighting is also very strong. We are also ranked in the top two in the LED field. We have three channels in the lighting field. The first channel is the channel for identifying lighting, which is backlit with LED. The second part is full color outdoor lighting. The third part is functional lighting. Now the customers who focus on the Focus Real Estate Network are high-end customers. Why do you say this?
At present, the LED market is quite chaotic. Unlike traditional light sources, such as the purchase of incandescent lamps at home, everyone will think of OSRAM, which means that traditional lighting will have a leading brand, but LED products do not have a brand, because there is no industry. Osram's brand is very strong, we hope to impress customers with a very unique and reliable product and establish a brand image in the industry.
[Moderator]: How is your marketing channel established and how the terminal market is promoted. There are many manufacturers who not only do engineering, but also do channels so that consumers can intuitively feel their products.
[Chen Xufeng]: At present, there are two major categories of customers in the field of identification. One is foreign high-end chain customers. For example, Wal-Mart, Shangri-La and other large companies are our customers, which is aimed at the terminal field.
The partners we are looking for include large-scale logo production companies at home and abroad, which are partners in the industry. The customers and practices of each target market are different because your questions are large and difficult to answer.
[Moderator]: Your product has heard that it is closely related to residential and real estate products. What marketing do you do in these areas?
[Chen Xufeng]: Our outdoor full color lighting system is aimed at public buildings and engineering projects. For example, in a building, the owner wants to make the building bright at night, so come to us.
[Moderator]: The LED industry is entering the market. One phenomenon is to invite celebrities to endorse. For example, please ask Fan Bingbing and Li Jiaxin. How do you think about Sogou?
[Chen Xufeng]: Each company and manufacturer has its own unique marketing strategy, which is not evaluated. I think that advertised stars and well-known companies can quickly improve their rankings. Osram is not allowed to advertise with stars, but stars are not necessarily suitable for the positioning and image of the company's products.
[Moderator]: You are a professional manager. What kind of position did professional managers develop in the lighting industry?
[Chen Xufeng]: The lighting industry is strictly speaking the traditional industry. For Osram, we have a history of more than 100 years. The company has a very well-developed management and training system. We already have a very good mechanism for product development and talent retention. At least Osram's professional managers have achieved good living conditions and space. I have not been to other companies, so I don't know the specific situation. I have been working in Osram for 7 years, so I can't express too much opinion.
[Moderator]: Thank you very much for accepting our interview today.
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