今年 9 月份，隨著海底撈在港交所敲鐘上市，在海底撈打工 17 年的服務員楊麗娟身價達到 30 億的故事刷屏朋友圈。對于一般食客而言，提到海底撈，首先想到的是它的“變態服務”，一家會為你美甲、送你零食，還總擔心你一個人吃火鍋太悲慘的火鍋店。所以，楊麗娟從一個服務員逆襲成人生贏家的傳奇，與其說這是一個勵志故事，不如說它折射的是海底撈成功的獨特管理理念。
按 2017 年的營收計算，海底撈在中國和全球的中式餐飲市場中均排名第一，同時也是增長最快的中式餐飲品牌。海底撈鮮有鋪天蓋地的廣告，但是它以超出“吃”以外的尊享顧客體驗，建立了一傳十，十傳百的口碑。正是這樣一種看似簡單卻又難以復制的“定制化”服務精神，讓海底撈成功上市。
所以，中國餐飲行業都在學習海底撈，在渠道扁平化的快速消費時代，每一個行業的企業都在學習海底撈的“定制化”理念。而在中國當下競爭激烈的城市景觀照明行業， 對企業的“定制化”能力提出了更為苛刻的要求。
質量，是定制化的前提
近年來，在利好政策以及國民需求雙重因素的催化下，景觀照明呈現爆發式增長，據統計 2017 年全球景觀亮化市場達到 2,750 億元，其中中國市場規模達到 680 億元， 同比增長近 22%，中國已然成為全球最大的景觀亮化市場。與此同時，景觀照明行業的繁榮帶來了景觀照明燈具市場的快速增長和更加白熱化的競爭。一直以來景觀照明工程帶著體量大、利潤高的標簽成為生產企業的香餑餑; 另一方面，城市景觀照明也從單一的建筑亮化到媒體立面、文旅燈光的轉變，對燈具產品的性能、安裝方式、延展性也提出了更多更高的要求。
近日，在阿拉丁全媒體重磅發布的《全國 50 家雙甲工程景觀產品選擇標準及建議》的調研報告中，此項訴求也得到了印證。據調查數據顯示，全國幾十家優秀工程設計單位對進入采購名錄的供應商的選擇條件順序依次是：質量、品牌、價格、售后服務、貨期、付款周期。由此可見，工程設計公司對進入采購名錄的供應商考慮的最主要因素不是“品牌和價格”，而是“質量”!
我們知道，景觀照明不同于功能照明，它既要有照明的功能，又要兼具藝術裝飾和美化環境的功能，同時需要長遠考慮后期的維護和運營，所以景觀照明產品對于質量有更為嚴格的標準。 另一方面，現在建筑與燈具的結合越來越受重視，建筑師為了更好地表達建筑，可能會要求在建設的時候就把燈具植入到建筑上去。對此，安徽普羅斯環境工程有限公司副總經理 / 設計總監管紅認為：“這就對燈具的質量和品牌提出了更高的要求，燈具的質保期可能要提高到 10 年，甚至 20 年以上。所以在實施前期選擇產品的時候，必然會先考慮品牌廠商，從而在產品質量上對實施的工程提供可靠的保障”。
快速反應，是定制化的核心
眾所周知，工期緊、任務重、要求高是中國景觀照明工程行業的常態。據了解，廈門金磚五國期間，將近 20 個億的項目規模只留給施工方短短 45 天的施工周期;深圳改革開放 40 周年項目從設計施工到最后調試只有將近 2 個多月的工期。這些要求給設計施工單位帶來了前所未有的考驗，更讓許多產品供應商望而卻步。因此，隨著景觀照明體量的不斷攀升，擁有快速反應的能力以及靈活多變的應急機制成為合作伙伴一項不容忽略的隱形條件。
對此，深圳市文業照明實業有限公司總經理陳文斌深有感觸。他表示，工程公司必須樹立自己的品牌，每一個項目最后呈現的效果就是一次品牌里程碑的建立，所以對于產品供應商的選擇就十分嚴謹，更加看重合作伙伴的可持續性、配合度、快速反應能力以及綜合保障能力。
烏鎮互聯網國際會展中心
現代景觀燈具的迭變
豪爾賽科技集團股份有限公司董事長戴寶林也表示相同的觀點，他指出，產品供應商跟工程公司之間的關系已經上升到協同作戰的高度了。整個行業發展很快，設計師、產品供應商、工程公司都是產業鏈的一份子，要相互補臺，要彼此想著對方，這樣照明行業才能持續健康地發展。
一步一景，是定制化的靈魂
簡而言之，無論是工程設計單位，還是業主部門，對產品的外觀設計、安裝便利性、售后服務、性價比、非標定制能力、訂單交期準時等方面都提出更高的要求。對此，作為眾多景觀照明產品供應商之一，羅萊迪思的答案是：深入市場一線去幫助用戶解決實際的問題。
羅萊迪思市場總監胡杰給我們舉了一個例子：青島有一塊海邊奇石——石老人，這座高 17 米，距離海岸線 300 余米的巨石孤立在海中，一面靠海，背依城區。由于石老人地理位置特殊，給亮化方案帶來了巨大的挑戰，浙江城建規劃設計院有限公司院長沈葳及其團隊在經過多方考核，最終確定石老人亮化方案：從遠距離進行精準投射，將其均勻打亮。為了展現夜色中海邊奇石的傳奇色彩，經過嚴格的產品篩選以及對比。最后，具有 300 米遠距離精準投射以及任意組合特點的羅萊迪思魔方 3.0，用極小角度保證強大的中心光強，通過在海岸邊進行立桿投射的方式，用四個燈桿從不同位置進行投射，并在每個燈桿上安裝 5 組燈具進行遠距離投射，將石老人均勻打亮，實現用光語言講述海邊故事的動人場景。
另一方面，當前景觀照明項目的情況是先有建筑，后有亮化。對此，深圳市名家匯科技股份有限公司設計院執行院長王丹青表示，要在現有的建筑上加裝燈具產品，既要考慮建筑外 觀的美觀性，保證白天建筑外立面不受加裝燈具的影響，又 要保證出光角度的精準，避免因為遠距投射、偏光產生炫光。這就對燈具生產企業提出了更高的要求。
而合肥市輝采照明電子工程有限公司設計總監戴赫男對產品供應商則提出了更為具體的期望：一是希望燈具在安裝固件方面能更接地氣，特別是跟幕墻的結合能更緊密;二是常規產品能做得更靈活，比如生產一些組裝式的燈具，燈珠是一樣的，但是外殼可以靈活更換，我覺得這樣的燈具更能適應未來市場的需求。
世界媽祖文化論壇中心全景
一般人認為是服務鑄就了海底撈品牌的基礎，使得海底撈如今獨樹一幟，并如此成功。但是，我們注意到，在服務之外，海底撈也在研發廚房自動化和后廚應用自動化的智能設備和技術。換句話說，海底撈在實現機械的工作交給機器去做，讓服務員聚焦在以人為核心的服務上。海底撈在努力將細致入微的服務建立在更合理、更科學、更智能的服務流程基礎之上。
胡杰表示：如果這種企業發展思維理念放在羅萊迪思身上，就是不斷地革自己的命。
進無止盡，是定制化的未來
在《全國 50 家雙甲工程景觀產品選擇標準及建議》的調研報告中，對羅萊迪思產品的建議包括：第一希望廠商對產品要求高一點，提升燈具的光學性能 ; 二是期待產品能夠更加多元化與多樣化 ; 三是希望廠商加強出貨周期、新品的推薦應當及時，以及服務到位。
而剛剛在上海發布的魔方 4.0，令人充滿了期待。胡杰表示， 從魔方 1.0 到 2.0 到 3.0 到 4.0，每一代產品都有不同程度的迭代和創新。魔方 4.0 以重新定義色彩為主題，涵蓋 7 大系列，98 款產品，采用五合一進口光源，其獨有的控光設計和控制設計重新定義了魔方第一代色彩庫，超高的光效， 點亮純粹之光創造豐富的情景模式，感受真實，讓光源于自然歸于自然，探索出全場景應用解決方案。構建出覆蓋建筑、橋梁、山體、公園、廟宇、臺階、園林、庭院等全景應用體系， 為空間創造更多可能。
從杭州 G20 到青島上合峰會，從米蘭世博會中國館到美國波蘭特市政廳，我們都能看到羅萊迪思的身影。在胡杰看來， 無論是“一款燈點亮一座城”，還是“一步一景，進無止盡”，魔方系列從產品技術的迭代到應用場景的創新，都在實現羅萊迪思堅持幫助客戶解決問題的理念。
這個理念，不關乎企業實力、不關乎資金的投入，只要你足夠專業化，那么一家企業的優勢就會真正地體現出來，小而美與大而全的企業擁有同樣的機遇。如同海底撈的企業文化是餐飲業的一枝獨秀，羅萊迪思這種看似簡單卻難以復制的理念，也正在為品牌帶來廣闊的成長空間，并同時激蕩著景觀照明燈具市場的積極變化和發展。
This September, as Haidilao listed on the Hong Kong Stock Exchange, Yang Lijuan’s story from a waitress who has worked in Haidilao for 17 years to a shareholder with 3 billion RMB shares hit the wechat moment. For ordinary diners, when it comes to Haidilao, the first thing comes to their minds is its “abnormal service”, a hot pot shop that gives you nails and snacks, and always worries that you would be miserable to eat hot pot alone. Therefore, Yang Lijuan’s legend of turning a waitress to a winner is not so much an inspirational story as a re?ection of the successful history of Haidilao’s unique management concept.
According to the revenue in 2017, Haidilao ranks ?rst in both China and global Chinese catering markets, and is also the fastest growing Chinese catering brand. Haidolao does not have overwhelming advertisements but it has gained praise from every customer while providing its services beyond “eating”. It is such a seemingly simple but dif?cult to replicate “customized” service spirit that has enabled Haidilao to successfully list.
Therefore, China’s catering industry is learning from Haidilao and in an era of fast consumption with flat channels, enterprises in every industry are learning Haidilao’s “customization” concept. In China’s current competitive urban landscape lighting industry, the “customization” ability of enterprises seems to put forward more strict requirements.
Quality is the Premise of Customization
In recent years, under the catalysis of good policies and national demand, landscape lighting has shown an explosive growth. According to statistics, the global landscape lighting market reached 275 billion yuan in 2017, of which the size of China’s market reached 68 billion yuan, an increase of nearly 22% year on year. China has become the largest landscape lighting market in the world. At the same time, the prosperity of the landscape lighting industry has brought about the rapid growth of the landscape lighting equipment market more white-hot competition. Landscape lighting project has always been a fragrant baboon for manufacturing enterprises with large volume and high pro?t tags. On the other hand, urban landscape lighting has also changed from single building lighting to media fa?ade lighting to media fa?ade and cultural tourism lighting, which puts forward more and higher requirements for the performance, installation mode and extensibility of lighting equipment.
The appeal has also been con?rmed in the recent research report Selection Standards and Suggestions for Landscape Products of 50 Double A Projects in China published by Alighting media. According to the survey, dozens of excellent engineering design parties in China choose suppliers who are selected in the purchasing list in the order of quality, brand, price, after-sales service, delivery time and payment terms. It can be seen that the most important factor for engineering design companies to consider for supplier entering the purchasing list is not “brand and price”, but “quality”.
We know that landscape lighting is different from function lighting because it not has the function of lighting, but also artistic decoration and environment perfection. At the same time, it needs to consider the maintenance and operation of later stage. Therefore, landscape lighting products have strict standards for quality. On the other hand, more and more attention has been paid to the combination of architecture and lighting. Architects may need to insert lighting equipment into buildings in order to better express the building in early stage. In this regard, the deputy general manager and general supervisor of Anhui Plus Environmental Engineering Co., Ltd Guan Hong said:” This puts forwards higher requirements on the quality and bands of lighting equipment and the quality guarantee period of lighting equipment may be increased to 10 years, or even more than 20 years. Therefore, when choosing products in the early stage of implementation, ?rst of all, brand manufacturers must be considered, which is conducive to the implementation of the project in terms of product quality to provide a reliable guarantee.
Fast Reaction is the Core of Customization
As we all know that tight construction period, heavy tasks and high requirements is the normal status in China’s landscape lighting industry. It is reported that during Xiamen BRICS National Summit, a nearly 2 billion project only gave constructors a short construction period of 45 days and the 40’s Anniversary of Reform and Opening-up project in Shenzhen just took about two months from design and construction to final checking. These demands have given design and construction parties unprecedented test, which has deterred many product suppliers. With the continuous increase of landscape lighting volume, the ability to respond quickly and ?exible emergency response mechanism has become an invisible condition that cannot be ignored by partners.
For this, Chen Wenbin, general manager of Shenzhen Wenye Lighting Industry Co., Ltd who said that engineering companies must also establish their own brand and the ?nal effect of each project is the establishment of a brand, so the selection of product suppliers is very rigorous and they pay more attention to the sustainability, coordination, rapid response ability and comprehensive support ability of partners.
Dai Baolin, director of Hes Technology Group Corp., Ltd expresses the same idea and he points out that the relationship between product suppliers and engineering companies has risen to the height of collaborative operations. The whole industry is developing very fast, designers, product suppliers and engineering companies are all parts of the industry chain. Only if they complement each other and think about each other can the lighting industry develop in a continuous and healthy way.
View at Each Step is the Soul of Customization
In short, both engineering design party and proprietor put forward higher requirement on product appearance design, installation convenience, after-sales service, cost-effective, non-standard customization ability, and on-time delivery of orders. For this, as one of the many landscape lighting products suppliers, ROLEDS’s answer is: to go deep into the market to help users solve practical problems.
Mr. Hu Jie, marketing director of ROLEDS, gives us an example that there is a marvelous stone at the seaside in Qingdao, whose name is Stone Elder and it is 17 meters high and 300 meters away from the coastline, isolated in the sea, facing the sea and back to the urban area. Because of its special geographic location, it poses a great challenge to the night view upgrade project.Shen Wei,Dean of Zhejiang Urban Construction Planning and Design Institute, led the team through the multi-party assessment that ?nally be projected accurately from a long distance to brighten it evenly. In order to create the legendary color of the seaside stone in the night, lighting designers compared and selected in a strict way. Finally, ROLEDS Matrix 3.0, which has the characteristics of 300 meters long-distance precise projection and arbitrary combination, guarantees strong central light intensity with minimal angle. Through the way of vertical pole projection along the coast, it projects from different positions with four lighting poles and installs five sets of lighting equipment on each light pole for long distance projection to light to Stone Elder evenly and realize the narration of seaside stories in lighting language.
On the other hand, the current situation of landscape lighting projects is that there are buildings before lighting. In the regards, Wang Danqing, executive director of Shenzhen Minkave Technology Co., Ltd said that to install lighting products on existing buildings, it is necessary to consider the aesthetic appearance of the building, ensure that the fa?ade of the building during daytime is not affected by the installation of lighting equipment, ensure the accuracy of the lighting angle so as to avoid glare due to remote projection and polarization. This puts forward higher requirements for lighting equipment manufacturing enterprises.
Dai Henan, design director of Hefei Huicai Lighting Electronic Engineering Co., Ltd puts forward more specific expectations for lighting equipment suppliers. Firstly, he hoped that the ?xtures would be more practical, especially in connection with the curtain wall. Secondly, conventional products could be more ?exible, such as the production of some assembled lights, whose beads could be the same but the shell could be changeable and he thinks such lighting equipment can better meet the needs of future market.
People only know that service is the foundation of Haidilao brand which makes Haidilao unique and successful today, however, we also notice that besides services, Haidilao is also developing intelligent equipment and technology for kitchen automation and kitchen application automation. In other words, Haidilao realizes that the mechanical work is entrusted to the machine and the waiter only focused on human-centered service. That is to say, the delicate service of Haidilao is based on a more reasonable, scienti?c and intelligent service process.
Hu Jie expresses that if this idea of enterprise development thinking is put on ROLEDS, it is a constant reform.
Endless Progress is the Future of Customization
The research report of Selection Standards and Suggestions for Landscape Products of 50 Double A Projects in China gives some suggestions for ROLEDS: ?rstly, manufacturer shall have higher requirements for products and improve the optical performance of lighting equipment; secondly, to bring out more diversified products; thirdly, manufacturers shall strengthen the delivery cycle, the recommendation of new products should be timely and services in place.
The Matrix 4.0 just released in Shanghai is full of expectations. Hu Jie said that from Matrix 1.0 to 2.0 to 3.0 to 4.0, each generation of products has different degrees of iteration and innovation. Matrix 4.0 takes redefinition of color as its theme, covering 7 series and 98 products. It adopts ?ve-in- one imported light source and its unique lighting control design and control design redefine the first generation of Matrix color library with super-high light efficiency, pure light in creating abundant scenario patterns to bring sense of reality and makes light source belong to nature and explores the whole scenario application solution. It builds a panoramic application system that covers buildings, bridges, mountains, parks, temples, steps, gardens, courtyards and so on and creates more possibilities for space.
From G20 in Hangzhou to the Shanghai Summit in Qingdao, from the China Pavilion of the World Expo in Milan to the Portland Building in the United States, we can ?nd ROLEDS. In Hu Jie’s view, whether it is “Light up a city with one light” or “View at each step, endless progress”, the Matrix series are realizing ROLEDS’s insistence on helping customers solve problems from iteration of product technology to innovation of application scenarios.
This concept is not related to the strength of an enterprise, nor to the investment of funds. As long as you are professional enough, the advantages of an enterprise will be truly reflected. Small companies share the same opportunities as large ones. Just as Haidilao’s corporate culture is an ouotstanding one in the catering industry, ROLEDS’s seemingly simple but difficult to replicate concept is also bringing a broad growth space for the brand, and at the same time, it is stirring up the positive changes and development of the landscape lighting market.
