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"Relying on traditional lighting channels, even in the general background of the LED lighting market, I believe that this year's LED lighting business will still grow steadily, and the initial estimate is expected to reach 80 million." Li Zhifeng, Marketing Manager, Jiamei Lighting Marketing Center I mentioned in an exclusive interview with the reporter of "High-tech LED".
Founded in 1985, Jiamei Times Lighting Co., Ltd. (hereinafter referred to as “Jiamei Lightingâ€) has been working hard in the traditional lighting industry for 27 years. The products cover commercial lighting, home lighting, office lighting and other fields, especially in commercial lighting. In the field of spotlights, its market share is sufficient to resist the traditional lighting company NVC Lighting.
Brands and channels are the two major tools for Jiamei Lighting to seize the market. Today, Jiamei Lighting has formed a sales and service network covering all provincial capital cities and more than 80% of prefecture-level and county-level cities. It has nearly 800 specialty stores and more than 5,000 distribution outlets, ranking second only to NVC and Op. Constantly stunned, today's Jiamei brand has been deeply rooted in the hearts of the people.
In 2010, Jiamei Lighting began to enter the field of LED lighting. Based on its perfect sales channels and strong brand influence, Jiamei's revenue in the LED field has exceeded 30 million yuan in 2011. "Developing LED lighting, Jiamei Lighting has the channel and brand advantages that other LED companies can't match." Li Zhifeng is full of confidence in the future development of Jiamei.
Transformation
"High-tech LED" reporter: It is understood that Jiamei Lighting is a company that focuses on traditional lighting. What is the current proportion of LED lighting in your business composition?
Li Zhifeng: Jiamei started as a traditional lighting. Until 2010, we started to get involved in LED lighting. Therefore, our main business is still traditional lighting. But there is no doubt that LED will be the future development focus of Jiamei Lighting.
Last year, Jiamei Lighting's sales in the traditional lighting sector was close to 500 million yuan, while sales in the LED lighting sector were only about 30 million yuan. It is believed that this year, Jiamei's LED lighting business will grow substantially. In June alone, Jiamei's orders for LED engineering lighting reached 30 million yuan. It is conservatively estimated that Jiamei LED lighting sales will be more than 80 million this year. 
"High-tech LED" reporter: After years of development of traditional lighting, the market is constantly saturated, and the profit margin is constantly compressed. What is the current gross profit margin of traditional lighting fixtures?
Li Zhifeng: Since its establishment in 1985, Jiamei has adhered to the high-end line and adhered to brand building and channel development, and has established a good reputation in the industry. In terms of price, it can be said that the assembly company will pay attention to the price, and the brand enterprise cannot.
Therefore, at present, Jiamei's gross profit margin in the traditional lighting sector remains above 15%. I think that for traditional lighting companies, especially those like Jiamei, which focus on brand building and channel development, 15% of the profits are the fundamental conditions for enterprises to survive. Only in this way can they support the huge enterprises. Operating costs.
"High-tech LED" reporter: Since Jiamei Lighting regards LED as the focus of the company's future development, what is the current layout of Jiamei's LED lighting products in the terminal market?
Li Zhifeng : Jiamei chose to transform into LED lighting, and the future development focus will also be tilted towards LED lighting. At present, Jiamei relies on the existing traditional lighting channels to deliver LED lighting products to various sales outlets nationwide. Moreover, for LED lighting, Jiamei is also actively exploring its own engineering channels and designer channels, and now it has achieved initial results. 　　
[Source: "High-tech LED-lighting market" August issue Xiong Yuheng]