/PRCWT/Beijing, November 22, 2023 - Editor's Note:
The emergence of plant lamps makes the growth of traditional crops without seasonal and space restrictions, especially some special cash crops, the rapid development of plant lighting, promoting the cross-border integration of "lighting + agriculture", forming a huge emerging market. In recent years, the development of plant lighting industry continues to accelerate, data show that in 2019, the global LED plant fill light equipment market size grew from $310 million in 2015 to $1.22 billion, with a compound annual growth rate of 40.8%. It is expected that the future LED plant fill light equipment will be further applied to modern agricultural production, and the market size will reach 5.7 billion US dollars by 2024.
The development of the industry has driven the industry chain enterprises to become bigger and stronger, and many influential enterprises have emerged in the subdivision circuit of plant lighting related products, systems, and solutions. Huahaode power supply is also due to the trend, riding the express train of plant lighting all the way to various high-power power fields, and now it has developed into a specialized and special new "little giant" in the field of LED power supply, and has become one of the influential enterprises in the field of LED drive power.
How does Huahaode get on the express train of plant lighting, and where will the future development go? Recently, with these problems into Huahaode, and deputy general manager Chen Hao had an in-depth dialogue, from the market challenges and opportunities, spy Huahaode in the field of high-power LED power supply to stand out the success of the password.
1, because of the potential to seek, successful transformation
Huahaode was founded in 2011, in the early stage of its establishment, it mainly focused on the research and development and production of indoor commercial lighting power supplies in the North American market. The company developed to 2016, in the North American market, its panel lights, three lights and other indoor commercial lighting power supplies have had a good performance in the industry. 2017 is a key year for Huahaode, this year, in response to market demand, Huahaode began the first strategic transformation since its establishment, combined with market trends and company development planning, it is clear that the future development of the company will be the outdoor high-power lighting drive power. Based on this strategic judgment, the company decisively gave up the indoor commercial lighting that has achieved good results, and opened the road of self-revolution and self-innovation. By 2019, Huahaode has basically completed the research and development of outdoor high-power waterproof power supply and mastered the relevant core technologies, which provides a guarantee for the company's next development into the fast lane.
2, choose the path, peak competition
In the fierce market competition environment, choosing the track and then starting is the most sustainable way of competition. Before Huahaode clearly transferred to the field of high-power lighting, in the field of outdoor high-power lighting, especially the road lighting drive power industry has a number of influential listed companies, typical such as Moshuo, Infit, Mingwei these companies, if with these industry head enterprises head-on competition, Huahaode will not be able to play the advantages of small and medium-sized enterprises. How to avoid the competition of powerful friends is a problem that the decision-making team of Huahaode should seriously consider.
"Choose the path, peak competition" is the final decision conclusion of Huahaode management on enterprise development, but which track to choose is another problem. The choice of the track is crucial, first of all, we must be able to play their own advantages, choose the company has the technical foundation and can quickly develop products in the field, in order to quickly seize the early market dividends. Secondly, we must have a certain customer base and a stable source of orders to ensure the stable transition of the enterprise. Thirdly, the market segment is promising, guaranteeing the sustainable development of enterprises in this field in the foreseeable future.
Combined with the above three decision-making factors, in the four subdivisions of plant lighting, outdoor road lighting, industrial lighting and landscape lighting power supply, Huahaode finally chose the subdivision of plant lighting as the direction of breakthrough, forming a phased product strategy: mainly to the plant lighting market segment, road lighting, industrial lighting, landscape lighting and other subdivisions. It can be said that it is precisely because of this correct decision that has provided strong support for the next development of Huahaode.
After clarifying this strategy, Huahaode gave full play to the advantages of simple and efficient decision-making and strong execution of small and medium-sized enterprises, quickly entered the market, combined with the characteristics of market segments to rapidly develop products. And through focusing on the market strategy of serving the head enterprise, we won stable orders in exchange for the endorsement of the head enterprise customers, and rapidly improved brand awareness and credibility.
Based on Huahaode's performance in the field of plant lighting drive power supply, the company won the honor of "2021 China LED Industry plant lighting Supply Chain Top 25 Enterprises" in 2021. In 2022, Huahaode successfully entered the fourth batch of national specialized special new "little giant" enterprises of the Ministry of Industry and Information Technology and Shenzhen specialized special new small and medium-sized enterprises, which shows that Huahaode has made good achievements in the field of LED plant lighting drivers and has been recognized by the industry.
3, people-oriented, focus on the team
The key to enterprise development is the construction of talent team. Huahaode management always believes that "talent" is the perpetual motion machine for enterprise development, and attaches great importance to the cause of talent and the construction of team. At the end of 2021, Huahaode has introduced high-level talents with more than 10 years of experience in the industry to be responsible for products and markets, while introducing returned talents to be fully responsible for overseas business, including research and development and manufacturing, and introducing a number of industry veterans, which have injected fresh blood into Huahaode and brought strong impetus to the development of enterprises. At the same time, in terms of organizational structure, the functional departments of the enterprise were further improved, especially the marketing center closely related to the long-term development of the enterprise, and the configuration of the product department and the brand department was strengthened, which provided a decision-making basis for the market positioning and product direction of the product, and also provided a guarantee for the next brand upgrade plan.
4, product and brand two-wheel drive
4.1 Product Innovation
To return to the essence, the competition of enterprises is essentially the competition of products. For a technology-based enterprise, only by mastering the core technology through innovation, driving the market with technology, and emphasizing user experience can it lead the development of the enterprise. Therefore, innovation should be product-centered, solve the industry pain points, and enhance the core competitiveness of enterprises. Warhaode believes that product innovation breakthrough can start from three dimensions and be market-oriented: insight into changes in customer demand and positive response to market demand; Technology-oriented: Develop new technologies, enrich product functions, drive the market through technology, and emphasize user experience; Cost-oriented: rapid industrialization contributes to rapid market promotion, accelerates the industrialization process, reduces costs, and nurtures a larger market.
The road of innovation of Huahaode is not smooth sailing, and it has also gone through many detours. After a long period of exploration, I finally returned to the classic management to find the answer, divergent thinking, innovation-oriented, from product function innovation, application field innovation, work mode innovation, development thinking innovation and other different perspectives to find innovation space. In fact, from the perspective of management, starting from the value chain of the product, the innovation of any link can help improve the comprehensive competitiveness of the product. In 2022, Huahaode has been grinding a sword for ten years and released the world's first dual-mode intelligent drive power supply F1 series products. The original concept of "dual mode drive" was officially proposed and put into practice for the first time in the industry by the Warholt team in 2022. The concept of the concept, breaking through the traditional thinking, breaking the boundary of constant voltage source and constant current source, its core concept is to "limit method" as the design idea, to compatibility as the design goal, adhering to the road to simple philosophy, through the selective integration of functions, the constant voltage and constant current two modes of work integrated into one, with the industry's first digital display visual offline programmer, so that LED drive electricity The secondary configuration of the source product specifications becomes extremely simple.
Warhaode's innovation path has laid the market competitiveness of its products. At the same time, standing at the height of the development of the industry, Huahaode has put forward a number of original design concepts and concepts, providing a new idea for the design of high-power LED drive power supply in the industry. Its independently developed high-power LED drive power supply products have won the best award in the power supply category of the 11th Aladdin Magic Lamp Award in 2023, the 10th China LED First Award - Excellence Award, and the 5th Jiangsu Province Lighting Society Yangtze Cup Lighting Technology Award - Technology Innovation Award in 2023.
4.2 Brand Upgrade
Growing on the road, since the brand promotion plan proposed by the end of 2021, Huahaode has made great progress on the journey of brand construction, and has been identified as "Shenzhen specialized and special new small and medium-sized enterprises", national specialized and special new "little giant" enterprises, the top 25 plant lighting supply chain in China's lighting industry in 2021, and the top 20 power/intelligent control enterprises in China's lighting electrical industry Industry, 2022 annual scientific and technological innovation demonstration enterprises. In 2022, Huahaode successfully entered the "Shenzhen Famous brand", which is the true feedback of the market for Huahaode's product market share, integrity, brand awareness recognition, and it is also a new milestone in the journey of Huahaode's brand construction.
In addition, the company has also increased its participation in industry activities, including the formulation of standards, the exchange of technical forums, and the white paper on industry development.
4.3 Brand feeding
The success in the field of plant lighting drive represents the success of Huahaode's breakthrough against the trend, and also means the success of Huahaode's strategy of "choosing the way to go and competing at the wrong peak". Plant lighting drive power supply in the design and application and other general lighting drivers and there is not much essential difference. Plant lighting drives the excellent performance of this market segment, which in turn brings the market's trust in Huahaode road lighting, industrial lighting, landscape lighting, which is also the brand of plant lighting.
Huahaode "product + brand" two-wheel drive strategy has achieved initial results, I believe it will build Huahaode long-term growth road.
5. Aim high and open the global market layout
2021 is a year of special significance for Huahaode. Before that, Huahaode has been focusing on the North American market. With the steady development of the enterprise, Huahaode's market strategy is also changing due to the trend. With 2021 as a new starting point, combined with the development trend of the global lighting market and the company's strategic layout, Huahaode began to look at the global market. Opened the global market strategic layout to "continue to consolidate the North American market, actively layout the European market, focusing on the development of the domestic market" as the general outline. It has set up agents or offices in Europe, California, Florida, Moscow, Russia, Quebec, Argentina and Mumbai, India, etc. In addition to the domestic market in South China, it has set up two offices in Changzhou and Ningbo in East China, further enhancing the global business radiation capacity.
It is precisely with the global market layout, in 2022, although the overall economic environment is declining, some old customers' orders are relatively declining, but because of the increase in the two new markets in China and Europe, the overall business of Huahaode is stable and making progress, especially in the domestic market, under the premise of the domestic economic development in the "double cycle" as the background, Huahaode's domestic market is expected to achieve remarkable results Turnover in 2023 will increase by more than 25% compared to 2022.
6, "intelligent" upgrade, dream forward
The management of the company is typical after 80, from the two co-founders to the research and development director, marketing director and production person without exception, are also a group of people with dreams, eager to achieve their own life value in the LED lighting driven industry. With the steady progress of the enterprise, in order to further enhance the core competitiveness, the company decided to upgrade the manufacturing, at the end of 2022, Huahaode invested in Foshan Shunde to buy 10,000 square meters of plant as a new manufacturing base, and now some production lines officially moved into the new manufacturing base. With the production of the new base, Huahaode will form a new pattern of headquarters in Shenzhen manufacturing base in Foshan, the new production base will greatly improve the degree of automation, greatly improve the service ability of the enterprise. It also provides a guarantee for the next rapid development of the enterprise.
Postscript: When an enterprise has a clear strategy and excellent products, how to continue to evolve is the key to competition. Huahaode maintains continuous innovation, further increases the layout of domestic and foreign markets, fully demonstrates the company's product research and development advantages, quality and delivery capabilities to global customers, and constantly increases market share. It is foreseeable that with the continuous improvement of the company's market brand image and the continuous increase of market expansion, the future will usher in a new wave of performance bonus period.
A scholar can not be without perseverance, and there is a long way to go. Based on China, Hao broadcast the world, casting products with virtue, innovation with technology. "Huahaode power supply, make every lamp more stable" is not an empty slogan, but the ultimate goal of all Huahaode people to fight for, Chen Haoru said.
