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With the rapid development of China's lighting industry in the past 20 years, market competition has gone from disorder to order, products from popularization to specialization, and the industry is experiencing a large-scale reshuffle and survival of the fittest. With the increasingly fierce competition in the domestic lighting market, in order to win greater competitiveness and provide professional lighting services for users, more and more lighting companies have more precise positioning in product segmentation, office lighting is in the lighting industry. A typical representative that is constantly mentioned. A large number of companies such as Shifu, NVC, Beibei, Yangye Electric, and Lighting Lighting are involved in or focused on office lighting.
At present, what is the current status of China's office lighting market? In order to let the industry know more about the current situation of the office lighting market, Aladdin Lighting Network and a group of questions on office lighting on July 24, interviewed the earliest professional in the Chinese market Dr. Roland W.Koch, deputy general manager of Beisi Lighting (Guangzhou) Co., Ltd. of office lighting, and under the leadership of Wu Han, general manager of Beisi, visited the upcoming office lighting professional exhibition hall. The Aladdin Lighting Network reporter was also fortunate to be the first to visit the first professional office lighting showroom in China.
Dr.Roland W.Koch (Chinese name Roan Cook)
Aladdin Lighting Network Liu Jun: Dr. Luo An, please tell us about the concept of office lighting, the development of China?
Dr. Roland: When the office lighting was 10 years ago, people didn't pay attention to it. It was a very unremarkable city. But with the development of technology, people's office work has changed the computer paperless office to replace the traditional writing. Manual work. Usually, the lighting requirements for drawing and writing with pens are different when using computer working conditions. People gradually noticed the impact of lighting on working conditions and began to pay attention to the office lights. Under high-quality lighting conditions, people are more comfortable reading newspapers. So now people are paying more and more attention to the modern and scientific office, including lighting.
Albino Lighting Network Liu Jun: In China, people only regard office lighting as the lighting itself, not art.
Dr. Roland: Yes, very correct. In China, we need to constantly strive to meet the future development needs. Office lighting will be much better in Europe, because that (office lighting) is no longer a subjective idea, but legislation to ensure the quality of office lighting. In China, I feel that office lighting fixtures are installed too close to the ceiling because they feel that this provides a better working environment. Usually used in China is a 600X600 lamp. And everyone thinks that office lighting is very cheap, and it has been a matter of course to continue the same ideas and practices. So we need to tell people that creating good office lighting conditions is actually very cheap, you can transform the office space better.
At first people didn't pay attention to and research office lighting, so people certainly didn't spend a lot of money and energy to study its importance. But now this situation is slowly changing, or it has changed a lot. People find that as they need to spend more time in the office, they complain to the boss about the damage that the bad lights cause to the eyes and body. More and more people are paying attention to the fact that office lighting can make employees work better and make their work more enjoyable. So people began to accept the concept of office lighting, and began to invest in office lighting. In fact, creating a good office lighting environment does not cost a lot of money. I believe this market will gradually expand.
Aladdin Lighting Network Liu Jun: I want to know what kind of lighting is an office lighting fixture?
Dr. Roland: Such as chandeliers, ceiling lamps, embedded lights. In fact, of course, these lights can also be used for home lighting, but the standards used in the design will be different. Of course, these are not absolute, only these lights can be used for office lighting. The requirements for office lighting are also diverse, with different requirements for different lights, such as multi-function lights. But no one will call the 600*600 grid lamp as an office fixture.
Aladdin Lighting Network Liu Jun: What kind of lamps are there for Beixi in office lighting?
Dr. Roland: There are 5 types according to the way of lighting. Direct, indirect, semi-direct, semi-indirect, direct and indirect. Usually mixed. Indirect is more complicated and is used more in the United States. Because the light is very soft, you can't see the light source, just like the daytime, it's very bright and comfortable.
Aladdin Lighting Network Liu Jun: In China, the same office lighting, such as ceiling lamps, can only cost a few hundred yuan, but the same lamp for Bessi will cost thousands or more.
Dr. Roland: We must let people know that office lighting, you must consider the overall situation and investment, not just the lighting itself. You have to calculate what kind of lighting environment you need, and maybe your office has too much light. In fact, if you don't write or not, the office illumination does not need 800Lux, and the illumination on the table is about 400Lux, 500Lux is enough. Similarly, it is possible that people need to work in a better environment, and the illumination may need to be increased by another 50%, so you need to calculate what kind of office lighting environment you need. For example, if you take an office, according to the current Chinese-style operation mode, it is to put a light in one position according to experience. It takes about 6 ç› the same luminaires, each of which costs 200 yuan, and only needs 1200 yuan to complete. However, if you change to Bessi's luminaires, you may need only 2 office chandeliers to solve the lighting requirements and provide better lighting services. The price difference can be compensated by the quantity and lighting quality. On the other hand, in the long run, the cost savings of the two lamps are much greater than the cost of the lamps originally paid.
For a single product, it is compared to the quality, service life and price of the product. But people must understand that office lighting is not a superposition of simple lamps themselves, but a holistic solution.
Aladdin Lighting Network Liu Jun: So how do you let owners, bosses or designers accept your concept?
Dr. Roland: This is a question about education. It takes us a long, long time to educate people. We must start with designers and architects. Designers and architects usually serve the owners, but they are an important part of them. They design and decide how to operate in a better way to achieve good engineering projects, not just lighting, but all they need to decide and The link of choice. So designers and architects are the first links that need our education. They need to understand that the design company, the engineering construction company, and the final owner are convinced that they are making a good but not very expensive solution. We must let them understand that a good solution (energy saving) is to make money for the owners you serve.
Aladdin Lighting Network Liu Jun: When choosing a luminaire, which side played the most important factor?
Dr. Roland: I think money is the most important factor in China. When people make choices, more are considered from the perspective of money. Or maybe, before making a decision, you will understand a lot of relevant situations, and you will make a comparison in your heart, but at the last minute, the decision is largely due to the fact that money is working. This is not the case in Europe and America. In addition to people's requirements for lighting, there are legal constraints. In Europe, for example, the law regulates people's choices, not only from a cost perspective. So this is one of the reasons why designers are very important in Europe, because they know the requirements of government regulations on engineering projects, they will tell the owners what is good and what is not good. The owner gives the power to the designer and the architect, and the latter will assume the corresponding responsibilities. But it is very different in China, so one day China's designers and architects must be restricted by law, and they know more clearly what they must do, because there is no corresponding responsibility without law. Therefore, responsibility awareness and energy awareness are all factors that must be considered.
Aladdin Lighting Network Liu Jun: Yes. So the government plays a big role. For example, there is currently no relevant bill on energy management in China.
Dr. Roland: Energy is a big problem in China. I believe that in a very short period of time, a new energy management (savings) bill will be introduced. So now is just a matter of time
Aladdin Lighting Network Liu Jun: Does that mean that China's office lighting market does not have a large European and American space?
Dr. Roland: No.
I think China's potential office lighting market is 100 times that of Europe. But it can be said that 80% of China's office lighting quality (light environment) is very poor, and most of it is wasting too much light and electricity. People have overlooked a lot of details that can save energy, which is equivalent to throwing money out of the window. For example, in an office, there may be 200 lights at the same time during the day, although the office will have many windows that can accept natural light. In fact, as long as a small control device can solve the problem of energy waste.
In fact, there is a very embarrassing and contradictory phenomenon. People who work or work in the office actually make money for the boss, but they don't care about the waste of energy in the office, such as how much energy is wasted by how many lights are turned on. So we need to develop a good system to control office lighting without the need for other artificial controls. But unfortunately, now, not only in China, but also in the United States and Europe, when people don't need to pay for themselves, they won't care.
So we actually have a lot of solutions. People always think that the cost is very expensive, but it is not. You may start investing more money, but in one, two and three years, your return is obtained year after year. This is something everyone, including lighting and architects, needs to make their customers understand.
Aladdin Lighting Network Liu Jun: There are also a large number of companies focusing on office lighting in China. Do you know if you have any understanding?
Dr. Roland: I know that there are many so-called office lighting companies in the Chinese market, but I think that Bessi is the most professional. It can be said that in China's office lighting market, Nexus's rivals are mainly brands from Europe, but even European friends have come to Nexus to find office lighting products. In fact, many lamps are not called professional office lighting. The lamps themselves can be placed according to your requirements, you can put them anywhere, the supermarket, the machine to taste the living room, the conference room is not just the office lighting fixtures are called office lighting.
Real office lighting fixtures must study the office, study the light distribution curve of the luminaire, the illuminance of the luminaire and the structure of the luminaire. Therefore, we need to tell our customers that in the overall solution of office lighting, Nexus has no real competitor.
Aladdin Lighting Network Liu Jun: So Aladdin Lighting Network needs to tell the lighting industry that Bessi is the first choice for office lighting?
Dr. Roland: I didn't tell you this way (laughs), but if Aladdin did this, then I think it would be easier for Nexus to sell in our local market in China. However, I am also very happy that some of my peers are paying attention to office lighting. After all, if only one of us is doing office lighting, this market is difficult to develop. Just because of their participation, everyone can go together to expand the market of office lighting, so that more people pay attention to office lighting, we can occupy more market share.
Aladdin Lighting Network Liu Jun: In fact, many Chinese people still do not realize the importance of office lighting, and still have a lot of time to make people aware of this problem.
Dr. Roland: I think everyone working 8 to 10 hours a day may have little effect when they are young. But after 10 years, or older, such as 40 years old, you will obviously feel the discomfort of the eyes, headache or physical discomfort, you will seriously consider this problem.
I think the best and easiest way to tell people why they want to do office lighting? The first is to tell them that using the most professional office lighting and solution system is able to save energy by about 50%. If you didn't use this system 10 years ago, you might have spent 1 million; if you use the products and systems of Bessi, you might save 500,000.
I think China's younger generation has established a relatively correct concept in terms of environmental quality and energy conservation. This is a very good phenomenon.
Albino Lighting Network Liu Jun: Are there any landmark projects in China?
Dr. Roland: We don't do projects directly. But I know that many of our products are used in some well-known projects. For example, CCID's office space in Beijing headquarters is our office lighting fixtures, such as Jiutai New Energy Group's headquarters office building, Hyundai City, ABB, Siemens, Cisco (Cisco), Poly International and Xinjiang Mobile. Our luminaires are used in the 23-story building. There are still many cases because we don't personally participate in it. We only work with design companies and engineering companies. On the other hand, because of the energy relationship, most of them do not have ready-made pictures.
Aladdin Lighting Network Liu Jun: Do you think Led can be used as office lighting?
Dr. Roland: Maybe 10 years later, but it may not be big now. LED is a good thing, everyone is talking about it now, because of his energy saving, long life and small size, but it has many shortcomings, such as heat dissipation.
At present, large companies in the industry do not have a large area to develop LED products. It may be necessary to wait until the LED technology is further matured and developed, such as higher color rendering and higher luminous efficiency. And it has poor control in terms of light output and reflection, and has certain defects.
Take the cost, for example, if the current lamp needs 1000 yuan, someone has complained. If you use Led's light source, maybe I can make it into office lighting, but the market price may need 3,000 yuan, a full three times. So I think even the office lighting fixtures that have made LEDs are not in the market in China.
Aladdin Lighting Network Liu Jun: The color of the lighting for office lighting in China is basically monotonous white light. Can you change?
Dr. Roland: China's office lighting looks cold and looks very white. The color of the light source will be affected by the region. The color temperature of office lighting in Europe is about 4100K, and that of China is about 6000K. Southeast Asia will also choose a cold color. The office lighting alone is still more luminal. The yellow system feels like it is not suitable for use in the office at home, and the overall choice is above 4000K. The office is still better with cold light sources.
But the luminaire should not be seen as an individual, but as a whole.
The interview ended in a pleasant and relaxed atmosphere. At the end, Aladdin Lighting Network gave Dr. Roland an official invitation to the two upcoming Shanghai World Expo seminars and office lighting seminars in August, and hoped to see Nikesi in the next event. .
Dr. Roland accepted the invitation as one of the Zhujiang guests of the office lighting seminar on August 23, and will give a wonderful speech on the development of foreign office lighting and office lighting environment. Please pay attention to the Aladdin lighting network. Activity information.
Dr.Roland W.Koch took a reporter to visit the Nexus Showroom
Dr.Roland W.Koch resume:
Received a Diploma in Business Administration and a Masters degree from the University of Innsbruck in 1994, Marketing and Communications
In 1995, at the University of Hamilton in Miami, USA, studying new communication and marketing courses
In 1996, he wrote a doctoral thesis at the University of Innsbruck in Austria and received a doctorate in marketing and communication.
1997-1999 Sales manager of the brand Ariostea Brand at Iris Ceramics, responsible for sales in Austria, Germany, Switzerland
1999-2000, Regional Manager, Zumtobel Staff, Boston
2000-2001, Regional Manager and Sales Director, Zumtobel Staff, in Boston
2000-2001 Serving as the Italian Regional Manager and Sales Director of Zumtobel Staff
2002-2004 Export Manager for Southern Europe at Dumm Headquarters at Zumtobel Staff
2004-2007 Director of Export and Sales at Trevor Headquarters, Mizar, Italy, and CEO of the US region
Since 2008, he has joined Nexus Lighting (Guangzhou) Co., Ltd. as deputy general manager.
About Beisi Lighting (Guangzhou) Co., Ltd.:
It is a Sino-German cooperative enterprise specializing in the research, development and production of office lighting products. At present, the company is mainly engaged in the production of professional office lighting products, mainly chandeliers, floor lamps, wall lamps, table lamps and other products based on fashion and simple style. Introduce Germany's advanced office lighting concepts and products to China, vigorously guide, and strive to promote the development of China's office lighting industry, and strive to improve the office lighting environment in China and build the first brand of professional office lighting in China.
More company information can be found at or Aladdin Lighting () 