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(wù)員楊麗娟身價(jià)達(dá)到 30 億的故事刷屏朋友圈。對(duì)于一般食客而言，提到海底撈，首先想到的是它的“變態(tài)服務(wù)”，一家會(huì)為你美甲、送你零食，還總擔(dān)心你一個(gè)人吃火鍋太悲慘的火鍋店。所以，楊麗娟從一個(gè)服務(wù)員逆襲成人生贏家的傳奇，與其說這是一個(gè)勵(lì)志故事，不如說它折射的是海底撈成功的獨(dú)特管理理念。

　　按 2017 年的營(yíng)收計(jì)算，海底撈在中國(guó)和全球的中式餐飲市場(chǎng)中均排名第一，同時(shí)也是增長(zhǎng)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(yàn)，建立了一傳十，十傳百的口碑。正是這樣一種看似簡(jiǎn)單卻又難以復(fù)制的“定制化”服務(wù)精神，讓海底撈成功上市。

　　所以，中國(guó)餐飲行業(yè)都在學(xué)習(xí)海底撈，在渠道扁平化的快速消費(fèi)時(shí)代，每一個(gè)行業(yè)的企業(yè)都在學(xué)習(xí)海底撈的“定制化”理念。而在中國(guó)當(dāng)下競(jìng)爭(zhēng)激烈的城市景觀照明行業(yè)， 對(duì)企業(yè)的“定制化”能力提出了更為苛刻的要求。

　　質(zhì)量，是定制化的前提

　　近年來，在利好政策以及國(guó)民需求雙重因素的催化下，景觀照明呈現(xiàn)爆發(fā)式增長(zhǎng)，據(jù)統(tǒng)計(jì) 2017 年全球景觀亮化市場(chǎng)達(dá)到 2,750 億元，其中中國(guó)市場(chǎng)規(guī)模達(dá)到 680 億元， 同比增長(zhǎng)近 22%，中國(guó)已然成為全球最大的景觀亮化市場(chǎng)。與此同時(shí)，景觀照明行業(yè)的繁榮帶來了景觀照明燈具市場(chǎng)的快速增長(zhǎng)和更加白熱化的競(jìng)爭(zhēng)。一直以來景觀照明工程帶著體量大、利潤(rùn)高的標(biāo)簽成為生產(chǎn)企業(yè)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(zhuǎn)變，對(duì)燈具產(chǎn)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(fā)布的《全國(guó) 50 家雙甲工程景觀產(chǎn)品選擇標(biāo)準(zhǔn)及建議》的調(diào)研報(bào)告中，此項(xiàng)訴求也得到了印證。據(jù)調(diào)查數(shù)據(jù)顯示，全國(guó)幾十家優(yōu)秀工程設(shè)計(jì)單位對(duì)進(jìn)入采購(gòu)名錄的供應(yīng)商的選擇條件順序依次是：質(zhì)量、品牌、價(jià)格、售后服務(wù)、貨期、付款周期。由此可見，工程設(shè)計(jì)公司對(duì)進(jìn)入采購(gòu)名錄的供應(yīng)商考慮的最主要因素不是“品牌和價(jià)格”，而是“質(zhì)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(shù)裝飾和美化環(huán)境的功能，同時(shí)需要長(zhǎng)遠(yuǎn)考慮后期的維護(hù)和運(yùn)營(yíng)，所以景觀照明產(chǎn)品對(duì)于質(zhì)量有更為嚴(yán)格的標(biāo)準(zhǔn)。 另一方面，現(xiàn)在建筑與燈具的結(jié)合越來越受重視，建筑師為了更好地表達(dá)建筑，可能會(huì)要求在建設(shè)的時(shí)候就把燈具植入到建筑上去。對(duì)此，安徽普羅斯環(huán)境工程有限公司副總經(jīng)理 / 設(shè)計(jì)總監(jiān)管紅認(rèn)為：“這就對(duì)燈具的質(zhì)量和品牌提出了更高的要求，燈具的質(zhì)保期可能要提高到 10 年，甚至 20 年以上。所以在實(shí)施前期選擇產(chǎn)品的時(shí)候，必然會(huì)先考慮品牌廠商，從而在產(chǎn)品質(zhì)量上對(duì)實(shí)施的工程提供可靠的保障”。

　　快速反應(yīng)，是定制化的核心

　　眾所周知，工期緊、任務(wù)重、要求高是中國(guó)景觀照明工程行業(yè)的常態(tài)。據(jù)了解，廈門金磚五國(guó)期間，將近 20 個(gè)億的項(xiàng)目規(guī)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(xiàng)目從設(shè)計(jì)施工到最后調(diào)試只有將近 2 個(gè)多月的工期。這些要求給設(shè)計(jì)施工單位帶來了前所未有的考驗(yàn)，更讓許多產(chǎn)品供應(yīng)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(yīng)的能力以及靈活多變的應(yīng)急機(jī)制成為合作伙伴一項(xiàng)不容忽略的隱形條件。

　　對(duì)此，深圳市文業(yè)照明實(shí)業(yè)有限公司總經(jīng)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(gè)項(xiàng)目最后呈現(xiàn)的效果就是一次品牌里程碑的建立，所以對(duì)于產(chǎn)品供應(yīng)商的選擇就十分嚴(yán)謹(jǐn)，更加看重合作伙伴的可持續(xù)性、配合度、快速反應(yīng)能力以及綜合保障能力。

烏鎮(zhèn)互聯(lián)網(wǎng)國(guó)際會(huì)展中心

　　現(xiàn)代景觀燈具的迭變

　　豪爾賽科技集團(tuán)股份有限公司董事長(zhǎng)戴寶林也表示相同的觀點(diǎn)，他指出，產(chǎn)品供應(yīng)商跟工程公司之間的關(guān)系已經(jīng)上升到協(xié)同作戰(zhàn)的高度了。整個(gè)行業(yè)發(fā)展很快，設(shè)計(jì)師、產(chǎn)品供應(yīng)商、工程公司都是產(chǎn)業(yè)鏈的一份子，要相互補(bǔ)臺(tái)，要彼此想著對(duì)方，這樣照明行業(yè)才能持續(xù)健康地發(fā)展。

　　一步一景，是定制化的靈魂

　　簡(jiǎn)而言之，無論是工程設(shè)計(jì)單位，還是業(yè)主部門，對(duì)產(chǎn)品的外觀設(shè)計(jì)、安裝便利性、售后服務(wù)、性價(jià)比、非標(biāo)定制能力、訂單交期準(zhǔn)時(shí)等方面都提出更高的要求。對(duì)此，作為眾多景觀照明產(chǎn)品供應(yīng)商之一，羅萊迪思的答案是：深入市場(chǎng)一線去幫助用戶解決實(shí)際的問題。

　　羅萊迪思市場(chǎng)總監(jiān)胡杰給我們舉了一個(gè)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(qū)。由于石老人地理位置特殊，給亮化方案帶來了巨大的挑戰(zhàn)，浙江城建規(guī)劃設(shè)計(jì)院有限公司院長(zhǎng)沈葳及其團(tuán)隊(duì)在經(jīng)過多方考核，最終確定石老人亮化方案：從遠(yuǎn)距離進(jìn)行精準(zhǔn)投射，將其均勻打亮。為了展現(xiàn)夜色中海邊奇石的傳奇色彩，經(jīng)過嚴(yán)格的產(chǎn)品篩選以及對(duì)比。最后，具有 300 米遠(yuǎn)距離精準(zhǔn)投射以及任意組合特點(diǎn)的羅萊迪思魔方 3.0，用極小角度保證強(qiáng)大的中心光強(qiáng)，通過在海岸邊進(jìn)行立桿投射的方式，用四個(gè)燈桿從不同位置進(jìn)行投射，并在每個(gè)燈桿上安裝 5 組燈具進(jìn)行遠(yuǎn)距離投射，將石老人均勻打亮，實(shí)現(xiàn)用光語言講述海邊故事的動(dòng)人場(chǎng)景。

　　另一方面，當(dāng)前景觀照明項(xiàng)目的情況是先有建筑，后有亮化。對(duì)此，深圳市名家匯科技股份有限公司設(shè)計(jì)院執(zhí)行院長(zhǎng)王丹青表示，要在現(xiàn)有的建筑上加裝燈具產(chǎn)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(zhǔn)，避免因?yàn)檫h(yuǎn)距投射、偏光產(chǎn)生炫光。這就對(duì)燈具生產(chǎn)企業(yè)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(shè)計(jì)總監(jiān)戴赫男對(duì)產(chǎn)品供應(yīng)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(jié)合能更緊密;二是常規(guī)產(chǎn)品能做得更靈活，比如生產(chǎn)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(yīng)未來市場(chǎng)的需求。

世界媽祖文化論壇中心全景

　　一般人認(rèn)為是服務(wù)鑄就了海底撈品牌的基礎(chǔ)，使得海底撈如今獨(dú)樹一幟，并如此成功。但是，我們注意到，在服務(wù)之外，海底撈也在研發(fā)廚房自動(dòng)化和后廚應(yīng)用自動(dòng)化的智能設(shè)備和技術(shù)。換句話說，海底撈在實(shí)現(xiàn)機(jī)械的工作交給機(jī)器去做，讓服務(wù)員聚焦在以人為核心的服務(wù)上。海底撈在努力將細(xì)致入微的服務(wù)建立在更合理、更科學(xué)、更智能的服務(wù)流程基礎(chǔ)之上。

　　胡杰表示：如果這種企業(yè)發(fā)展思維理念放在羅萊迪思身上，就是不斷地革自己的命。

　　進(jìn)無止盡，是定制化的未來

　　在《全國(guó) 50 家雙甲工程景觀產(chǎn)品選擇標(biāo)準(zhǔn)及建議》的調(diào)研報(bào)告中，對(duì)羅萊迪思產(chǎn)品的建議包括：第一希望廠商對(duì)產(chǎn)品要求高一點(diǎn)，提升燈具的光學(xué)性能 ; 二是期待產(chǎn)品能夠更加多元化與多樣化 ; 三是希望廠商加強(qiáng)出貨周期、新品的推薦應(yīng)當(dāng)及時(shí)，以及服務(wù)到位。

　　而剛剛在上海發(fā)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(chǎn)品都有不同程度的迭代和創(chuàng)新。魔方 4.0 以重新定義色彩為主題，涵蓋 7 大系列，98 款產(chǎn)品，采用五合一進(jìn)口光源，其獨(dú)有的控光設(shè)計(jì)和控制設(shè)計(jì)重新定義了魔方第一代色彩庫，超高的光效， 點(diǎn)亮純粹之光創(chuàng)造豐富的情景模式，感受真實(shí)，讓光源于自然歸于自然，探索出全場(chǎng)景應(yīng)用解決方案。構(gòu)建出覆蓋建筑、橋梁、山體、公園、廟宇、臺(tái)階、園林、庭院等全景應(yīng)用體系， 為空間創(chuàng)造更多可能。

　　從杭州 G20 到青島上合峰會(huì)，從米蘭世博會(huì)中國(guó)館到美國(guó)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(diǎn)亮一座城”，還是“一步一景，進(jìn)無止盡”，魔方系列從產(chǎn)品技術(shù)的迭代到應(yīng)用場(chǎng)景的創(chuàng)新，都在實(shí)現(xiàn)羅萊迪思堅(jiān)持幫助客戶解決問題的理念。

　　這個(gè)理念，不關(guān)乎企業(yè)實(shí)力、不關(guān)乎資金的投入，只要你足夠?qū)I(yè)化，那么一家企業(yè)的優(yōu)勢(shì)就會(huì)真正地體現(xiàn)出來，小而美與大而全的企業(yè)擁有同樣的機(jī)遇。如同海底撈的企業(yè)文化是餐飲業(yè)的一枝獨(dú)秀，羅萊迪思這種看似簡(jiǎn)單卻難以復(fù)制的理念，也正在為品牌帶來廣闊的成長(zhǎng)空間，并同時(shí)激蕩著景觀照明燈具市場(chǎng)的積極變化和發(fā)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.