CLI Syler Lighting
[Foreword]:
In recent years, more and more high-end owners and users are willing to obtain high-quality lighting products and services at a higher price, which also provides a broad prospect for the expansion of high-end building outdoor lighting market capacity and lighting brand competition. And the stage.
In recent years, even if the negative impact of the global financial crisis is ruled out, China's lighting industry has been experiencing the process of shuffling. The stronger the weaker, the weaker the brand competition will become. At the same time, the central and local governments will invest nearly 10 trillion yuan to stimulate the trend of domestic demand to stimulate consumption policies. The building outdoor lighting market will also expand with the development of the market, and the suppliers of various products will also A new round of more intense market battles will begin.
In this context, CLI Syler (Foshan) Lighting Co., Ltd., which is positioned to become the first domestically produced brand in high-quality building outdoor lighting and landscape lighting, is also actively looking for ways to seize the commanding heights. At the invitation of the CLI, Aladdin Lighting Network reporter visited the Foshan headquarters on November 20.
Historical evolution, overview of the CLI
CLI factory area
Under the leadership of the relevant person in charge, we walked into the CLI in the Nanhai Luo Village factory. The factory area is 10,000 M2, which looks clean and tidy.
CLI Huadong District Sales Manager Zhou Hua is telling the author about his overall situation
Syler (Foshan) Lighting Co., Ltd., formerly known as Foshan Jiguang Lighting Co., Ltd., was founded in 1993 by Hong Kong BERKIN Group and has been in business for 15 years. In 2007, Syler moved to the Lushan Industrial Park in Foshan.
At present, Syler Lighting's products in the Chinese market consists of two parts: First, the localized CLI brand, completely independent research and development, the product line covers architectural outdoor lighting, buried lights, embedded lights, wall lights, spot lights, floodlights Outdoor lighting and landscape lighting equipment such as lights and underwater lights; second, as an agent of the Italian brand SIMES Greater China, the brand also focuses on high-end building outdoor and landscape lighting, due to its high-quality light efficiency, high Quality lighting and safety product concepts are loved by designers. SIMES and CLI local brands match and complement each other. In terms of market positioning, CLI's own product price is positioned between the top international brands and domestic first-line brands. The products of the peers are roughly the same, which is biased towards general applications, while the CLI products will meet the functions of traditional lamps. More is to customize the product according to project requirements.
CLI product application
CLI product application
Production and R&D, product quality foundation
This computer records the value of each tested CLI fixture.
Manufacturing and R&D are the only way to establish a foothold in the enterprise. Each good product needs to be carefully and thoroughly rigorously coordinated by the R&D department. Any negligence of details will have a fatal impact on the realization of high-quality products and light effects. Therefore, the production and research and development (R&D) department should be the basis for the survival of excellent companies.
According to reports, in 2007, CLI increased capital to expand R&D and engineering department and built a new metering room, IP laboratory, temperature test room and light effect room, etc., thus becoming one of the few lighting equipment providers with independent research and development capabilities. .
During the field trip that the author followed, I found two very interesting aspects:
First, there are two thick bases in the light laboratory. About 6 meters high, like a light pole test equipment, the reporters in the unknown have begun to think that it is a street light pole. Under the introduction of CLI designer Lu Jiayi, I realized that in order to test the effects of some lamps, such as wall lamps or spotlights, it is only possible to test the basic parameters such as the luminous efficiency of the lamp on a horizontal surface, but it is difficult to directly experience the effect. Therefore, the equipment will be used as an imaginary building façade, and the real lighting effect will be simulated with the naked eye;
The second is an open computer outside the CLI's lighting lab. It keeps track of the values ​​of each of the tested fixtures, including the light distribution curve of each fixture, so that the product is guaranteed. The numbers marked on each luminaire in the selection manual are accurate and true, and have a very valuable reference value for designers. According to Luo Jianhua, sales manager of CLI South China, many manufacturers' materials in the product manual are direct copies of similar lamps, which is a common phenomenon in the industry. The reason is that some of the errors due to the inaccuracy of the measuring instrument and the unscientific testing method lead to the deviation of the data, but basically it is the short-sighted behavior caused by the manufacturer to maximize the pursuit of economic benefits.
CLI showroom, luxurious lighting visual feast
I am visiting the exhibition hall accompanied by CLI related personnel.
In the CLI showroom, CLI localization products and Italian SIMES products are clearly and clearly divided. As we all know, CLI is recognized in the industry as a professional enterprise with higher ability to customize products. Most of the products it produces are considered to integrate the lighting shape and lighting effects into the building itself, while the lamp body and surface treatment withstand performance and Life expectancy such as exterior decoration imposes higher requirements on the quality of the product.
The perfect blend of products and architecture
For example, if ADC12 primary aluminum is used for die-casting of the lamp body, the life of the aluminum lamp body can be extended by a factor of three, due to oxidation due to moisture and oxygen in the air, and the temperature during ignition of the lamp. Increasing the microcurrent generated in aluminum and copper particles accelerates the oxidative corrosion process. From the point of view of the production process, using the material to remove the oxidation process and anti-oxidation chrome plating before spraying, spraying the anti-UV stable polyester powder on the surface of the lamp body can greatly improve the service life of the lamp. But at the same time, it also brings about an increase in product costs.
Due to the wide application of LED in the field of architectural landscape, CLI has also developed LED lighting series, such as LED flood light, LED underwater light and LED line light, etc., also has higher quality and better use effect.
A dazzling array of products is very addictive
Wall effect light, classic representative
Service, can also start from creative applications
In general, lighting designers, consultants, architects, engineers, project managers, contractors, developers and owners can be considered as partners of product suppliers in the field of architectural landscape lighting.
It is understood that the CLI is very focused on using various platforms to establish communication and sharing with users. In addition to the product's own lighting quality services, customized products, solution ideas and innovative application transformation of products, we also pay attention to the creative application of existing products.
A variety of light distribution systems and optical accessories allow architects and lighting designers to place fixtures and lights without any restrictions on the built environment. R&D and creativity are not only reflected in the product design itself, but also in the application process that helps designers achieve their desired results. Take the wall effect lamp as an example, (SIMES is the first in the world to propose another wall lighting method). The product development as a building façade is well utilized by the CLI in some outdoor lawns. This is ingenious. The creativity and actual results are commendable!
Of course, after 15 years of development, CLI has been committed to becoming a leading supplier of high-quality outdoor lighting equipment and landscape lighting equipment in China. It will not be smooth sailing. The economic environment, the development of the industry and the impact of competitors constitute a development. The key to the external factors is whether the CLI leadership team and the marketing team can use the spirit and determination of the product in the market development. Whether the trust of the designer and the user can be maintained at a high level.
Perhaps the real test has just begun, not only for the CLI, but for the entire industry.
[After the visit]
Due to the work, the author has contacted many outdoor lighting companies. This trip to Sylhe allows me to see some common characteristics of domestic high-end brands. In summary, the following points are mentioned:
First, the rise of brand awareness and accurate positioning are all willing to catch up with well-known foreign brands and occupy the market of high-end outdoor lighting and landscape lighting in China;
Second, quality and R&D are the key parts of enterprise development, focusing on learning and introducing advanced production processes to find and compensate for the differences between China and the West;
Third, based on engineering projects, customized lighting occupies a large proportion of domestic marketing, and there are relatively few products in the circulation field;
Fourth, pay attention to the relationship and liaison with designers, especially high-end lighting designers, architects and engineering companies, while focusing on the implementation of the designer's ideas and ideas while serving the project;
However, compared with foreign high-end brands, the shortcomings of domestic brands are also very obvious:
First, the pursuit of high-end product quality and craftsmanship is not enough. Similarly, a lawn lamp, the leader in the domestic lighting industry, in the painting process, it is necessary to go through 5-6 processes, but SIMES has to do 14 to process. A very obvious example is that taking a key to scratch the surface of SIMES's luminaires has no trace at all, which is far from being done by any brand in China. Compared with foreign brands, there are still obvious gaps in the manufacture of high-end lamps in China. This can also be clearly reflected in the price. Why do Chinese designers have concerns about using domestic lamps for the most top-notch projects? In addition to the market environment, there are reasons for the quality of the products themselves.
Second, the market environment. The development of China's lighting market environment is not healthy enough. It is currently a stage of exploration in which chaos is going to be bright. Just as China's true lighting designer group is still quite small, interior designers, architects and electrical engineers are a large group of part-time lighting designers. In addition, the overall discourse power of Chinese designers is insufficient, and the owners' awareness is weak. This has led to the emergence of good products that cannot be sold at high prices, and projects that require good products have been taken advantage of by foreign brands. Of course, the purpose of the economic man is to maximize the benefits, and the work of market cultivation is a long-term process. For a single enterprise, it is impossible to concentrate on purifying and guiding the market. Only by integrating the power of the industry can the market environment of the lighting industry be evolved.
This trip to the CLI has been very rewarding for the author. Because we have a better understanding of what architectural lighting companies represented by CLI need, how do they communicate with designers and achieve results? At the same time, we can convey the requirements of the designer group to lighting companies through designer training activities. As the first online media in the lighting industry, how to provide better and more practical services for the industry, this has a long way to go for our Aladdin lighting network team. However, one thing that can be firmly believed is that as an open, active and effective platform, Aladdin will be able to effectively integrate all aspects of resources and make due contributions to the orderly and healthy development of the lighting industry.
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