On Monday, the international lighting exhibition in Frankfurt, Germany, entered the second day. Entrepreneurs from China are still most willing to visit foreign brand exhibition halls. This is because in their own museums, the product design of their peers is similar, but only in foreign brands. The exhibition hall can see the latest design trends in the world. The European lighting brand is a huge space for controlling the profits of the international industrial chain from both the original design and the technology. Today's Focus: Design to double the value added of the product. Invited observer: Wu Yulin, president of Foshan Lighting Association, observed the first day of the observation, let me see the different impressions of foreign leading lighting companies. This is not to say that foreign brands have money to be good at making appearances, but that people's designs really can wake you up and make you excited. There are many lighting brands in the Frankfurt exhibition. In addition to the new modern brands, many brands such as Europe have developed for at least a few decades or even hundreds of years. Today's exhibition found that the most important factor in the inheritance of this brand is design. It is better to talk about the personality at the very least in appearance. Even for ordinary conventional products, foreign brands always highlight their own personality in design. In the China Pavilion, the recognizability of this design is not high, many of them are placed there, and merchants come to understand Chinese culture and directly bargain. We found that their product design has a strong continuity, and according to the actual application into their own brand characteristics, so it is also a conventional product such as downlights, ceiling spotlights, etc., their design is different; not according to which style of the market is good Selling, rushing to produce similar or identical products, will only lead to product homogenization. A German customer told me, “Why do you do the same thing as others, that kind of work is too worthless.†Perhaps the Western culture is like this, not seeking the same but seeking differences, even more extreme. The reason why the top is not to see the sales of Philips, Osram, Bega and other lighting giants, they are recognized as the top brands in the industry. I have carefully visited their pavilion. In fact, they can be top-notch not by selling products. For example, Philips displays its latest design of OLED chandeliers, which can change color and flashing lighting bulbs according to the rhythm of music. Osram's latest modular lighting technology design can be based on daily students. The fatigue state adjusts the latest intelligent systems for lighting and more. Their products and designs have always maintained a leading position in the world and in the industry, which has brought great influence to their brand image. The monotony of China Pavilion products must face up to the gap. Creatives can be seen everywhere in foreign product design, which is a touch for many Chinese business owners. What impressed us most is the brand Artemide, which sells products from general commercial lighting, including spotlights, ceiling lights, track lights, to home lighting products such as desk lamps, wall lamps, floor lamps, etc. And then to the decorative lighting of various functions, its creative design makes people linger and sigh, each product has the name of each designer. I saw a table lamp in a lighting store in Germany. The cheapest one was 350 euros, and the most expensive one was over 1000 euros. I asked him carefully about the ex-factory price of the OEM Chinese manufacturer: less than 200 euros. Such large profits are earned by foreign brands. Compared to the monotony of the Chinese Pavilion products, the European Pavilion has a lot of creative designs, such as spotlights that can blow bubbles; egg-shaped tumbler lamps that can be discolored and intelligently controlled; and silicones that can be in contact with people in light contact... From the creative design of a single product, or from the atmosphere of the overall lighting, some brands in the China Pavilion have done a good job, but the overall gap is still too big. Design is the soul of a brand. Chinese lighting companies used to open the international market with cost control and cheap prices. However, there is a big gap between the original design and the international level. Faced with this gap, there will be changes.