News Background: The 2008 Beijing Olympic Games is in sight, and the lighting design related to the Olympic project is also settled. The Olympic engineering lighting is undoubtedly a major review of the lighting market brand. The major brands have got a few cakes. I am afraid that as a company in this industry, I know it well. The Olympic Games, a sports event that carries the dream of the Chinese nation for centuries, is also dreaming with the upcoming Beijing. Then, as a lighting brand involved in the Olympic project, I am afraid that it is not a few cups from the Olympics itself, but more likely to be the huge business opportunities hidden behind the Olympics. This is the deepening of the lighting market in the post-Olympic era. The Olympic engineering lighting absorbs the essence of lighting design in the current era, and it will inevitably undergo a qualitative revolution in the lighting market product style. Beijing landscape lighting design and indoor lighting design will inevitably become the vane of urban construction and engineering lighting.
Dou Linping: Olympic National Lighting National Brand Xian Guowei
Since the birth of the Olympic Games, it has carried many dreams of human beings. After Beijing successfully bid for the Olympic Games, it has brought unlimited business opportunities to China's sports lighting market. Mr. Dou Linping, as a research expert in the field of lighting, disclosed in an exclusive interview with Huizhou reporters in Huizhou. Many little-known behind stories.
Mr. Dou Linping said that the lighting of the Olympic stadium is mainly composed of two parts, one is the lighting design of the venue and the other is the lighting of the landscape architecture. There is a clear difference between the two. Regardless of the number of sports events integrated in the stadium, it is necessary to meet the requirements of the relevant international individual sports organizations, the International Sports Federation, and the International Olympic Committee for venue lighting, otherwise the stadium will not pass the acceptance.
As the main building of the Olympic Games, what principles should be followed in the lighting of the Olympic venues? Mr. Dou said that the architects of the nest, Demeron and Herzog, in the initial planning, in addition to considering the effects of daytime construction, It also provides an idea of ​​the effect of night lighting, that is, how to use light to express the architectural language, to embody the nighttime expression of the building, to reflect the Chinese culture with light, and to welcome friends from all over the world with a warm and friendly attitude. For example, the use of light to fully highlight the Chinese-style red wall, the use of light and shadow to highlight the effect of building silhouettes, this is the best testimony of the use of lamps and light to highlight the ancient Chinese culture. Therefore, the Bird's Nest focuses on the principle of facade lighting design, using rich light to illuminate the stadium from the inside out, shaping the silhouette of the outer steel beams and pillars, producing a strong visual effect, making the building day or night. Both will produce a completely different look. For example, for top effect lighting, the luminaire is mounted inside the roof and at the top of the façade to create a full-light effect. The second is to follow the principle consistent with the overall plan, there is a strict standard between the brightness zones, and the two zones have a smooth transition.
Then, how does the Olympic venue lighting reflect the concept of energy saving and green Olympics? Dou Linping further said that in terms of energy saving, the first part is design and the design is divided into lighting design and system design. For example, the lighting design schemes provided by brands such as PIHILIPS, GE, Thorne and Panasonic have certain energy-saving awareness; the second part is products: mainly reflected in the lighting effect and luminous effect; the third part is the control system, lighting control system. The size of the light can be adjusted to protect the luminaire and extend the life of the luminaire.
However, there is a problem that may be of concern to many people. Many lighting companies have reported on participating in a variety of Olympic engineering lighting. So what is the proportion of national brands? Frankly speaking, most of the Olympic venue lighting products come from foreign top products, such as PHILIPS. , GE, etc., the proportion of domestic lighting brands is about 20%, which is unimaginable in the past, which first stems from the geographical advantage, but on the other hand reflects the rise of national brands. So what are the gaps between domestic and foreign brands? This is divided into two parts. For the manufacturers of stadium lighting, the world-renowned lighting brands are still the protagonists, occupying an important position. However, the night scene lighting of the venue, beautifying such lamps, the Chinese lighting brand can still meet the requirements.
As far as the current gap is concerned, it should still be relatively large. The domestic is mainly reflected in three aspects: First, the lamps themselves, reflectors and light distribution of lamps, domestic brands are still difficult to meet international standards; second, there are some gaps in light source, light efficiency, power and life; third is design Horizontal gaps, such as the placement of aiming points. Domestic lighting has its own design, less imitation, and the process level is slightly rough and not fine enough. Considering the appearance of many shapes, consider the lighting effect is small. These are all domestic lighting manufacturers to be improved.
At present, stadium lighting is designed in strict accordance with international design and testing standards, and high-definition television broadcasting requirements, otherwise the International Olympic Committee will not pass and accept. Of course, in the process, we also considered the opening ceremony lighting. The lighting requirements of the opening ceremony are relatively high. At present, our standard can not meet the requirements of the opening ceremony, but this has nothing to do with the stadium lighting itself, and does not affect the broadcast of the event. Like this special need, it may be necessary to add some temporary lighting at the opening ceremony to create a visual effect.
For a huge project such as the Bird's Nest Olympic venue, will the maintenance of the stadium lighting be activated in the future? The total cost of the entire electrical building of the Bird's Nest Olympic Stadium is 119 million. It should be said that it accounts for a considerable proportion of the entire building. The maintenance of the stadium lighting, it should be said that the management plan is definitely synchronized. It mainly adopts the horse-track management mode and monitors the lighting control system at the same time, so that the running time of the entire stadium lighting can be accurately grasped, and other emergencies such as leakage can be found in time.
Wu Changjiang: The Olympics is the best marketing platform
2008 is a key year for the transformation of the lighting industry, and the Chinese lighting market is full of tremendous development opportunities. At the same time, the vast number of lighting companies are also facing severe market challenges. The change of the business environment of the enterprise is first swept from the outside (the city tastes channels, opponents), and the strong brands occupy the best channel resources and supply resources. At the same time, the speed of channel self-integration is also accelerating. The idyllic state of life in the industry will be completely changed.
If the time is back to August 1, 2007, NVC signed a three-year strategic cooperation agreement with the GE in Shanghai, which is a cooperation between Chinese and foreign lighting giants. In October 2007, NVC's first overseas flagship store opened in Malaysia. This is an innovative first step for Chinese lighting brands and even the entire Chinese lighting industry. According to the assessment of relevant US authorities, NVC's brand value has increased from tens of millions of dollars in early 2006 to more than 400 million dollars.
Co-opetition and development will be a constant theme in the global market environment in recent years. The development of any industry will experience a process from disorder to order, to maturity, and finally to oligarchy.
The lighting industry is still in the transitional stage of disorderly competition to orderly competition. It is in a stage of comprehensive integration. Enterprises that do well will become stronger and stronger, and enterprises that are doing poorly will become more and more difficult to survive and even die.
2008 is a key year for the transformation of the lighting industry, and the Chinese lighting market is full of tremendous development opportunities. At the same time, the vast number of lighting companies are also facing severe market challenges. I think the main market trends will have the following points: First, with the continuous involvement of foreign capital, corporate mergers and acquisitions are becoming more and more common. Enterprises use the influence within the industry to integrate mergers and acquisitions with their peers. Second, the acceleration of resource integration, including Vertical integration of upstream and downstream enterprises, horizontal integration between industry and industry, complementary product integration, deep channel integration, integration of invisible and explicit channel resources, comprehensive integration of industrial bases, etc. The actions of enterprises in the promotion of independent brands in overseas markets will be more and more important; fourth, the international giants will accelerate the integration of the market by local enterprises; fifth, the brand building will become more and more powerful, and they will march from professional brands to mass brands; It is a channel that is further refined and further penetrated into the third- and fourth-tier cities.
2008 is the year of the Olympics. The Olympic Games can be said to be the best marketing platform. For lighting companies, this is the best opportunity to showcase themselves. For Chinese lighting companies, it is an opportunity for a national brand to rise. In the bidding for various lighting projects in the Beijing Olympics, NVC received orders for Olympic lighting projects worth more than 40 million yuan. The winning projects included key projects such as the Olympic Center, the Olympic Village, and the Olympic National Convention Center, as well as the National Convention Center. The four-star, five-star hotel, workers' gymnasium, and the Paralympic Center are among the lighting companies with the largest number of projects, the largest amount, and the widest range of products.
In China, through years of accumulation, the NVC brand monopoly model has become a channel template for industry terminals. Following the development of the first and second-tier markets, in 2008, NVC will complete the further upgrading of the channel through the deepening of the provincial capital, the strengthening of the secondary cities, and the expansion of the third- and fourth-tier markets. At present, NVC is a leading domestic lighting company with more than 30 operation centers, more than 2,000 brand stores and more than 1,500 dealers in the country. Overseas, following the establishment of the brand flagship store in Malaysia, in 2008, NVC also plans to establish a number of brand stores in the Philippines, Thailand, Vietnam, Indonesia, India, United Arab Emirates, Israel, Australia and other countries to enhance NVC and even Chinese products. Product image and brand image in foreign countries.
In addition to relying on the storefront display of brand stores to retail and develop wholesale networks, NVC's business staff will also develop and improve various channels, such as designers, electricians, decoration companies, modern building materials supermarkets, engineering, brands. Chains, government procurement and other channels. Only when we have the channel, we have the market, and we have the stage to showcase Chinese products, Chinese companies and Chinese brands.
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