[Channel Research] Sidon Lighting: The Forerunner of Hotel Lighting
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On the other hand, although most consumers have rigid demand for LED lighting, with the relative surplus of lighting products in the market, consumers have more choices and more rational choices.
Under such fierce competitive pressures, it is obviously not feasible for some companies with weaker strengths to adopt a "price war" and the above-mentioned large-scale enterprises.
As a result, companies have adjusted their business methods, especially those with business ideas. They are even more reluctant to struggle in the whirlpool of “low price†competition, and gradually turn to high-end, quality markets, such as specialization and customization. Etc., I hope to seize the market gap in this field by dividing the subdivision. Although this method is time consuming, the effect is remarkable, and Sidon Lighting does just that. 
Following the specialization route in 2012, at the "Global Network Business Conference", "Small and Beautiful" was officially presented as an e-commerce concept through the mouth of Ma Yun.
In essence, “small and beautiful†is from focusing on price and scale to paying attention to individualized consumer demand, product quality and diversity, and distinguishing its products from massive product competition, so as to achieve differentiated competition with other brands. The unique charm. This charm also applies to Seaton, which was founded in 2006.
"At the beginning of the company's establishment, we also experienced a period of confusion. Although it is positioned in commercial lighting, we don't know which area the product should go to." Chen Shi, executive vice president of Sidon Lighting, accepted the "LED Lighting Channel" When the reporter interviewed, he said.
When it comes to commercial lighting, people inside and outside the industry will naturally think of two brands, NVC Lighting and Seaton Lighting. Not only because Sidon’s two heads Hu Jingwen (currently Sidon’s managing director) and Du Gang (currently chairman of Sidon) are the founding shareholders of the original NVC Lighting, but more because these two brands represent There are two different successful development directions in the business field, one is diversified and large-scale operation, and the other is taking a specialized route.
In 2005, Hu Jingwen and Du Gang left NVC Lighting and set up a new portal in the following year, namely the current Sidon Lighting.
Small is the result of control, beauty is meticulously carved! Compared with the annual sales of several billions of NVC lighting, Seaton, which sold about 500 million yuan last year, is indeed "small". However, in the road of commercial lighting, Sidon has also won the recognition of the industry for its almost paranoid pursuit of specialized lamps.
At the beginning of the establishment of Sidon, the demand for lighting in the Chinese lighting market basically remained on several basic indicators such as brightness and durability. At that time, NVC Lighting was the leader in the field of mass lamp production because of its unique achievements in these fields.
However, although Sidon did not identify a very clear market segment at the time, the reluctance to take the same popular route as NVC was already confirmed. At that time, Seaton did not want to take the popular route mainly because of the following. Consider several aspects: 