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Tuning Technology Huang Xiaojun: The good times of intelligent lighting have just begun
In the wave of smart hardware startups that emerged in 2013, many companies that have done intelligent lighting have emerged, but now they are basically quiet. The Tuning Technology, founded in 2014, recently announced the completion of a new round of financing. Huang Xiaojun, the founder of Tune Technology, is a veteran of the lighting industry. He has more than 10 years of experience in the industry and invested in Xiaoe eco-chain enterprise Yeelight in the angel stage. In his view, smart lights are hit by venture capital and users are now cold-eyed, and the era of intelligent lighting is just beginning. The lighting market has not been deeply explored as a massive market of 100 billion yuan. Huang Xiaojun: At present, the global lighting market is close to 100 billion. According to LEDinside's latest "2015 Global LED Lighting Market Trends" report, the global lighting market will reach 82.1 billion US dollars (about 544.5 billion yuan) in 2015. The development of LED lighting is affecting the pattern of the world's lighting industry. The default LED in the industry will be the new standard for the future lighting market. Recently, international famous lighting companies such as Philips, Osram split and listed, and the introduction of strategic investors have shown that the global lighting industry has begun to change, and major lighting companies have shifted their focus to LED. The scale of the lighting market represented by LED is still expanding. In 2015, the LED lighting market will reach US$25.7 billion (about RMB170 billion) and the market penetration rate will be 31%. According to a report by market research firm Market Sand Markets, the global LED market is expected to reach US$56.79 billion (about 377 billion RMB) in 2018, and the compound annual growth rate will reach 18.7% from 2013 to 2018. Other market institutions predict that by 2020, LED will replace 80%-90% of the market share of the traditional lighting market. At the same time, smart lighting has also become a new trend. In 2013, the global smart lighting market was about 1.287 billion US dollars (about 8.5 billion yuan). Although the smart lighting market is currently small, the market will continue to grow in the future driven by manufacturers' active promotion and energy saving trends, reaching US$8.71 billion in 2019. (about 57.8 billion yuan). In fact, intelligent LED lighting is really a new trend. The 100-year-old established lighting companies such as Philips, Osram and GE have positioned smart wireless LEDs as the next strategic direction for the company. Chinese companies in the intelligent wireless LED lighting market ushered in new opportunities Huang Xiaojun: China's lighting industry is developing rapidly. From 2008 to 2014, the main business income of China's lighting industry increased from 159.956 billion yuan to 398.806 billion yuan, with an average annual growth rate of 16.45%. The national level attaches great importance to the promotion of LED lamps. The National Development and Reform Commission issued the "Semiconductor Lighting Energy Conservation Industry Plan" in 2013, clarifying that the output value of LED lighting in 2015 will reach 450 billion yuan, while the market share of LED lighting products will reach 20% or more, and the power consumption of 60 W and above will be eliminated. Ordinary lighting incandescent lamps. Companies related to smart lighting around 2013 generally quote this data. The domestic LED lighting industry has low maturity and market confusion. In 2009, China's lighting industry enterprises have reached more than 10,000. This market is highly fragmented, with only a few large scales, such as NVC, TCL, Foshan Lighting, Op, Sanxiong Aurora, etc. Each market share is less than 10%, and the popularity is not high. However, the market value of these companies is above 100 million. In fact, China's LED output value accounts for more than 70% of the world's output value, with the world's largest industry supply chain, and the supply chain is highly concentrated and mature. In the era of intelligent wireless LED lighting, China, the United States, Japan and other lighting industry countries are basically at the same starting line, the supply chain advantage, coupled with relatively low labor prices, Chinese companies will usher in new opportunities. The strategic limitations of the veteran giants and the lack of product and marketing capabilities of local manufacturers have also given entrepreneurs opportunities. The well-known product in this field is Philips Hue. In the past 13 years, it has tested the Chinese market. However, due to various factors such as marketing methods, product form, price, and server architecture, it is not in line with the Chinese local market, and finally opt-out (newly released products are in power). The business has not purchased it.) Companies such as OSRAM and GE will face the same problem in the future. The local lighting manufacturers have no achievements in product and marketing, and are even completely confused. At present, as long as it is voiced in marketing, it is almost the only intelligent lighting manufacturer that speaks in the market, and will soon be able to establish a brand of intelligent lighting with wide popularity in this blank market. Not all startups can do smart lights Huang Xiaojun: The solution of intelligent lighting can only be a whole solution of software and hardware. In the past, the company that made the lights made the lights and the control system company did the control. Obviously, it could not give Users bring the perfect experience. After entering the LED era, because the lights themselves have more control dimensions (previously the lights can only switch and adjust the brightness and darkness, but now can adjust the color, light and dark and switch), but this does not mean that all startups can do well Smart lights. Between 2013 and 2015, there have been a lot of smart bulbs, and even one month, there will be a product crowdfunding, and the solution is the same mobile phone + Bluetooth or WiFi. In addition to capital promotion, mainly because the single bulb solution is too mature, buy a TI chip, Shenzhen to find a bulb model, and then find an iOS to write a version of the software, you can throw it to the crowdfunding website, this is The so-called intelligent lighting. But it is clear that a bulb can not solve the light environment of a house. Over time, it can only become a toy, without actual application scenarios. A truly complete lighting experience must be to solve the lighting problem of a space. This requires: 1 must be a multi-lamp, light source combination; 2 control system requires scale networking, the entire space lighting equipment can be centrally controlled. To achieve the first point, multiple lamps and multiple light source combinations must have a lot of mold opening costs, and greatly increase the difficulty of supply chain management, which is basically not what ordinary startups can do. To achieve the second-point scale networking, WiFi and Bluetooth are not suitable for the scale networking. Only Zigbee is in line with the current requirements. At the 2016 Frankfurt exhibition, the main products exhibited at the OSRAM booth were wireless intelligent lighting products based on the Zigbee solution. Zigbee's development is much more difficult than WiFi and Bluetooth, and the advantages of the cottage manufacturers are not obvious. B-side intelligent lighting solution is a neglected market Huang Xiaojun: In the past, startups have focused on young geek users, but this part of the number of users is not much, often only buy a few bulbs. Household (especially villas) and commercial lighting solutions are a neglected market. There are currently no big players in this market. Mainly because the original smart light products and systems are completely separate from the light control, separate design, separate bidding, separate supply, and separate service. Lamp manufacturers are more traditional. In the past industry, lighting manufacturers have never been controlled by the system. Mainly for channels, rarely contact end users, no sense of intelligent lighting, do not know how to do it, do not know what the user wants, technical reserves are also independent of intelligent control. Light control manufacturers mainly promote low voltage electrical manufacturers (traditional weak current) solutions. This is mainly because of the existing characteristics of the engineering channel, the building intelligent products have not developed for a long time to show the characteristics of juvenile, the brand level is clear, the user type is fixed. In addition, because the entry threshold for product system services is not high, but the market price is very high, attracting a group of vendors and integrators who try to compete through low-cost strategies. The uneven quality of engineering and service has in turn hurt the already very strong user demand, and there has not been a well-known intelligent lighting solution provider for the B-end in the market. The solution of intelligent lighting can only be a whole solution of software and hardware. In the past, the company that made the lamp used to do the lighting and the control system company to control, obviously can not bring the perfect experience to the user, especially into the LED era. Later, because the lamp itself has more control dimensions (previously the lamp can only switch and adjust the brightness and darkness, it is now possible to adjust the color, shading and switching). Based on more than ten years of industry experience, in the general lighting market, business capabilities for tooling channels, overall lighting solution providers, and large customer and project sales are necessary. This is actually the startup of most smart lighting is not good at it. At the same time, for the promotion of new technology and new experience products, market education is also crucial for mass end customers (C-end consumers) and professional customers (such as designers), which tests the overall marketing capabilities of a company. These are also often overlooked. To put it simply, a startup wants to do this market. In addition to the basic technical realization capabilities, it must have several qualities: 1. Strong business relationship: the ultimate solution for space solutions will be the overall home, and this needs Have a very good relationship with real estate agents, design companies, decoration companies. 2. Be familiar enough to the lighting industry itself, understand the market pain points and have a mature supply chain team, otherwise you will not be able to impress the parties in the interest chain. 3. Have sufficient patience, ability, and capital education market. In fact, most of the startup teams on the market do not have these qualities, which is one of the reasons why we have few people in this market.