Breakthrough innovation is the vitality of lighting styles

No cell phone can sell more than 1.5 million units on the first day of the listing. However, Apple's mobile phone only uses the iPhone's series and a total of only four models of mobile phones to completely obliterate the so-called mobile brand names in the traditional concept. To be fair, Apple's products are not exceptional in terms of functionality and quality, and even some are not as good as their opponents. But it can throw away its opponents in experience and creativity. On the other hand, lighting that incorporates decoration, lighting, and experience into a single style can be replaced with new styles. It may be a bit exaggerated to describe it as "new", but it is not an exaggeration to describe it as "monthly".

The style of bruises in the plagiarism

In Lampu Ancient Town, almost all merchants will walk along the famous lighting street. There are no less than 2,000 lighting outlets gathered here, row upon row, densely packed. Some people jokingly claim that this place is a "wind vane" and "barometer" of Chinese lighting. Because of the lighting that is popular in the country, this street is sure to respond quickly to followers. Some people have summed up all kinds of chaos in the lights as four strange: 1, love the foreign name "gold-plated"; 2, do better than selling lights; 3, to sell lights better than the label; 4, better not plagiarism as OEM. Many of the town's lighting outlets posted prominently on the "peace-free, indecent" word is the best proof. Here, the so-called original spirit is merely a beautiful expectation. Many companies have started from the beginning of their development through imitation, and they have formed their own inertia regardless of thinking and production. If the company is not large-scale, it will steal copies of the products of its domestic counterparts; if the scale of the company is a little larger, they may extend their sense of touch to foreign counterparts.

There are also two ways the boss proposed to avoid being plagiarized: First, all exports, will not allow new lights to flow into the market; Second, slow the introduction of new products. In the industry, in order to prevent plagiarism, lighting companies are kept secret except for company leaders and a few people who know. “How many companies are able to do all exports? And if you don’t let the products that you produce flow into the market, you always hide. If you are on thin ice, what is the significance of producing products? Not to mention the value.” Kingston’s general manager Li Gengyong said helplessly.

Original value in craftsmanship and materials

"Since companies have invested so much in designing research and development, will the sales price of lighting necessarily include a large part of the design cost?" Ordinary consumers may have such questions. However, Jin Han lighting president Ding Xiaochun told reporters that domestic expensive original products, not expensive in design, but expensive in the process and materials. In international practice, it is commonplace to add design costs to terminal sales prices. Ding always said: "Goldhan lighting does not do this, we believe that the current market can not really accept this approach. Now, the design for lighting companies is not a tool for making money, but a survival ability." According to , Jinhan lighting through this ability to open up their own living space, through the design to attract differential groups, so that they distinguish themselves from other lighting companies, rather than through design to increase product prices.

Zhang Yalin, general manager of Pinyuan Lighting, also stated: “The difference in price between original lighting and counterfeit lighting is mainly due to differences in materials and processes rather than design.” Some consumers have high prices for some original design products. Do not understand, why do you think that the lighting patterns produced by the two manufacturers are similar, but the price is high or low? Zhang explained that for a set of lighting products, consumers not only need to look at their appearance, but also understand whether their use is coordinated, comfortable, and firm. After all, the plagiarized companies copied only the original works. In order to reduce costs, they would cut corners in the use of materials and processes as much as possible, and even reduce the structural components. This is why some of the fakes may look almost the same, but they will not be applied in the slightest.

Good team is really good

Lighting style design and development is actually not what many consumers think, just need a designer to draw a few drawings. Ai Ke Shi Dun, general manager of Li Gengyong told reporters: "Only emphasizing a designer's approach is entirely a concept of certain companies hype, because behind the design and research and development work must be the team's efforts, can not be a drawing The people will be able to complete.” In the ancient town, many lighting companies did not design R&D teams, and only one drawing staff was responsible for copying off-the-shelf lighting designs. The formal design R&D team is not only the appearance designer, but also the architects, proofing divisions, computer plotters and so on. It must be an all-round team. In the encouragement of originality and the promotion of originality, Jinhan Lighting continues to make new attempts. Last year, Jinhan Lighting Co., Ltd. absorbed the integration of talents and design talent resources from several domestic authoritative academies of fine arts such as the Central Academy of Fine Arts, Guangzhou Academy of Fine Arts, and Hong Kong Polytechnic School and overseas well-known design teams. In order to improve the quality of products, Jinhan will also divide the division of labor within the overall R&D department into more detailed products – product design department, structural department, process technology department, and even departments specializing in the study of optical color or mechanical engineering...... These departments together constitute a whole system of lighting design research and development.

Excellent style must have "double-sided adhesive" effect

There is no rule without a radius, and originality also has a degree. Many industry designers agree that if lighting companies and consumers are two independent papers, then an excellent design style will definitely play the role of "double-sided tape" - not only to express the branding of the company, but also In order to integrate the perception and creation of the trend, we must also find the most appropriate way of expression, and pass these connotations to consumers through specific lighting patterns to allow them to accept them. "Uploading" is the work of the style. "This type of living space is the largest and most likely to become a classic," said Zhang Yalin, general manager of product source lighting. It is understood that both the modern crystal lamps and the classical European and American style lamps and lanterns are both close to the target consumer's needs, and on the premise of maintaining originality, they compromise the market to some extent. For example, compared to modern lighting, classical European and American style lighting will impose stricter requirements on designers. After all, this lighting purchase group has a deeper vision and cultural details, and its product requirements and psychological expectations are even higher. The things that European and American classical lighting can learn from abroad have basically been digested by domestic companies. This is similar to men's suits. There is almost no difference between Italian-designed suits and Chinese-designed suits. This requires designers to make breakthroughs in innovation: gradually abandon the original elements that are too retro, and enhance the "retro and fashion" design. Therefore, in recent years, the concept of "post-modern, neo-classical" has become prevalent. In addition, in the complexity of the process, the selection of design elements, classical European and American lighting is also much more complex than other styles of lighting.

â–  Why link design costs are higher than plagiarism costs The original cost is much higher than the cost of plagiarism. This is well known to all lighting companies. This is why many companies are still reluctant to carry out original designs and insist on plagiarism. Then, in the process of creating a new set of lighting products, what are the costs that companies have to invest?

1, is the designer's cost. In the current lighting industry, some companies use their own internal design team to design, and some companies choose to cooperate with professional studios in the lighting design industry for lighting design.

2. In addition to the costs invested in the design team, trial production of new products is also a large part of the investment. Because trial production will not be successful at one time, it will often repeat many times. This process is long and arduous. The materials, color matching, functions, and acceptance of the product in the market must be carefully scrutinized and improved. For some products, only dozens of experiments are needed for color matching. It is understood that taking a modern crystal lamp as an example, a new set of products can only be relatively mature after six to eight months of scrutiny. During this period of time, four to five months are totally unacceptable.

3, the original product in the process design of the input is plagiarism products can not do, companies will choose when the "new" all accessories are based on style customization, but the imitation of companies in order to reduce costs, it will reduce this standard Choose the "approximate accessory" combination; the visual and tactile feel of the assembled product is definitely different.

4. A bigger risk for companies is that they have no effect after the introduction of new products. This is the risk cost. The plagiarized companies do not have this cost, and they have to see which model has been approved by the market. They can simply take over and imitate.