Absen Lighting Li Haitao Talks about the Confusion and Way Out in Transformation

Recently, the 17th Guangzhou International Lighting Exhibition was held in the Canton Fair Complex. In the brand hall, as a LED lighting professional OEM/ODM integration service provider, facing the global lighting industry, Abbeson Lighting, carrying the latest R & D and new upgrades of more than 60 The LED lighting products compete with international lighting brands such as Osram, Philips and GE.

During the exhibition, Absen Lighting has launched the latest batch of products, taking LED bulbs as an example. Its high visibility, high luminous efficiency, large 160 degree lighting angle, easy and simple replacement design, green materials, healthy light and long life Such characteristics, coupled with the "one-day sample delivery, seven days delivery," the rapid service, so that this series of new products at the time of its launch was widely acclaimed.

A good company needs to have a clear position on itself. In Abbeyson's view, the market is large, but the company's ability is relatively limited, a company can not do everything, and the results of doing everything will often make companies fall into a no-win situation. Each company has its own advantages and characteristics. The decision makers of enterprises need to make strategic positioning based on their own competitive advantages and the external market environment.

The quality control system with high quality and high performance as the core is the long-term competitive advantage and resource of Absen. The 11 years of LED industry experience and Abbey's in-depth understanding of LED is a wealth of Absen Lighting. . Mr. Li Haitao, Executive Vice President of Absen (hereinafter referred to as Mr. Li) mentioned: “The current choice of LED lighting OEM/ODM positioning is based on Abbey Lighting's clear understanding of their own, and the accurate grasp of the external environment and do Out of the decision. Prior to this positioning, Absen Lighting made a lot of research and demonstration on the direction and strategy of development."

In the process of communicating with President Li, Abbeson Lighting can strongly feel that “Quality is always the lifeline of the company”. In the 11-year LED display experience, Absen created a set of effective Product control system, this system has a significant role in promoting the development of the Abbeson Lighting Division, coupled with Abbey strong sense of quality and performance, in the production of lighting products, Abby lighting is more than adequate. “We cannot ignore the product quality that is the basis of the company and carry out simple branding. Such a brand has no vitality and cannot be sustained. Many people do not even understand the concept of the brand, thinking that only Apple, Philips, Panasonic, etc. Is a brand, in fact, otherwise, the concept of the brand is very extensive, OEM/ODM can also accumulate and shape the brand. Our position does not necessarily mean we do not shape the brand,” Li told reporters.

In the face of confusion, it is necessary to spare no effort to meet changes and challenges. "Absen lighting has encountered many difficulties and confusions in the transition from the field of LED display to LED lighting," General Li said frankly, "Of course, this difficulty is not just about Ai. The problem that Bisen faces is that many of the same companies as Absen will encounter when they transition."

The LED industry is a new industry and a high-tech industry. The ultra-high speed development of the LED industry is only a thing that only happened in these two years. This rapid development rate has caused many companies to have different levels of development and management issues. Although there are similarities between the LED display and the LED lighting, there is also a place where it can be used as a reference, but obviously it is impossible for all to directly copy. Mr. Li did not shyly mention: "The confusion caused by the start of the lighting at Absen was not enough to understand the lighting, which led to some detours and experienced some setbacks. Therefore, Facing the difficulties, Absen lighting only faced changes. We did not leave ourselves behind. We must adjust actively and face difficulties."

Accumulate "building a team, building processes, and laying the foundation"

“After encountering these puzzles, Absen Lighting began to strengthen the construction of the technical team.” Li Haitao said, “Absenal Lighting now has more than 40 R&D teams, and this team is still growing.” To become bigger and stronger, we must have a good team and a strong team.

Abbeson Lighting not only established a research and development team, but also focused on the technical problems that are currently difficult to solve, grouping the teams in a targeted manner, grouping thermal management, optics, electronic engineering, structure, and industrial design into systematic functions. The intelligent development of LED interior lighting, Absen lighting has also been doing technical reserves. In addition, in addition to the technical team, the lighting team's core high-level team, quality management team, manufacturing team, and marketing team are also constantly improving.

"LED lighting belongs to the emerging high-tech industry, and technology and products are rapidly replaced," said Mr. Li. For example, "In a traditional industry, the life cycle of a product may be two years, but an LED lighting product can only be developed. Maintain a half-year or shorter period of time.” Technology continues to advance rapidly, so companies must be very close and efficient in cooperation from R&D to production, and the team must also be able to keep up with the rapid development of LED technology. These are the challenges that LED companies need to face. ”

To ensure the team's efficient operation and close cooperation, we must have a reasonable and efficient system and processes in order to ensure the efficient operation of the team. This is also the inevitable result of the growth and development of the company. Proceduralization, standardization, and specialization should be started from the details. Enterprises should also shift from extensive to attention to details, pay attention to details, behave as large as the company's rules and regulations, and be as small as a form, report format, size, and color. . This is the so-called "build process" and requires great patience and perseverance.

At present, Ai Besen Lighting has, after various efforts, begun to cooperate with domestic and international representative large factories. From a long-term perspective, Absen Lighting needs to continue to lay a solid foundation and develop its “basic skills”. "If you want to build a high-rise building with dozens of floors, then you need to build a very deep foundation. If you just want to build a house, you almost do not need to hit the ground." If the company has a relatively high-level goal, it must do a good job of basic skills and lay a good foundation. This principle is the same." The so-called "foundation" construction of enterprises is decentralized and complicated. It also includes team building and process management. This is the two major components of the infrastructure that Ebison Lighting valued. If these two parts are laid on a solid and solid foundation, then Abibson lighting can ensure high-speed development in one stage and it needs to reach the next stage. Changes and adjustments are a business trend that must be faced.

Efficient and pragmatic service "Send sample one day, seven days delivery"

In longer production and service practices, Absenal Lighting recognizes that customer service, rapid delivery, and stable shipments are very important. When Absen Lighting just entered the field of LED lighting, every order received was almost urgent orders, customers would be very tight in the delivery cycle, which is both buyers and customers troubled, but also Abbeson lighting The pressure lies. While perfecting the process and building a team, Absen Lighting gradually improved its ability to “send samples quickly” and “swift delivery”, taking the customers’ most urgent needs as their own needs. “Absenal Lighting is the first in the LED industry to implement the 'one-day sample delivery, seven-day delivery' to improve the company's service quality, enhance customer satisfaction, and to enhance the overall competitiveness of Abbey Lighting.” Mr. Li proud of Say.

Absen lighting products are divided into main product line and auxiliary product line. All lighting products under the main product line can be sampled in one day. Each product is equipped with a certain number of samples that can meet the needs and can be ordered according to the actual needs of customers. . For the main spot lighting products, all available "seven days delivery." At present, the company has a spot of lighting products include LED fluorescent lamps, LED downlights, LED bulbs, LED flood light, LED panel lights. At the same time, the company will gradually increase the types and quantities of spot products based on analysis of sales data over a period of time.

“Absenson Lighting is the second time to participate in the Guangzhou International Lighting Fair. The comparison of the two-year situation feels that this year's LED industry is more intelligent and digital.” Mr. Li continued, “The members of the technical group were very clear. In addition, President Li also emphasized that from this exhibition, it can be seen that more traditional lighting companies have begun to transition to LED lighting, and these passively transformed enterprises are facing more embarrassing situation in the LED industry, even No way to start. In this exhibition, we can see that almost all companies are doing LED; this phenomenon gives us more confidence, but also feel pressure.