When we use a notebook, mobile phone, or TV display product, perhaps at least one product screen is produced from BOE. It is understood that among the global manufacturers of liquid crystal products, BOE is the second only to LG and Samsung; as a national high-tech enterprise, BOE has a certain right to speak in the price field. In 2002, BOE officially established BOE Optical Technology Co., Ltd. to enter the lighting industry. Why does BOE enter the lighting industry? Compared with lighting companies, what are the advantages of BOE? After entering the lighting industry for more than ten years, what is the positioning of BOE today? During the Guangzhou International Lighting Exhibition in 2014, China Lighting Network took these problems and went to the booth of BOE Optical Technology Co., Ltd. to interview the marketing of the Environmental Lighting Division. Zhao Zhiyong, Vice Minister of the Department. Zhao Zhiyong, deputy director of the marketing department of BOE Environmental Lighting Division, may be puzzled by the interview with China Lighting Network. Since the LCD product field has been so successful, why not continue to expand the LCD market, but enter the new field of lighting? ? Zhao Zhiyong said a little common sense to answer: the liquid crystal itself is not luminous, need other light sources to illuminate the liquid crystal, and through the illumination of other light sources, can see the color, animation and other changes in the liquid crystal. Therefore, to do liquid crystal products, and then to do the backlight of the LCD, it is said that the same industry chain. Moreover, BOE also has the technology to do lighting. Thus, in 2007, BOE established BOE Optical Technology Co., Ltd., which mainly produces two types of products: backlights for LCD products such as TVs, tablets, and mobile phones, as well as LED lighting. Zhao Zhiyong said: LED lighting business mainly focuses on two directions: engineering field, namely B2B market, such as office buildings, schools, hospitals, etc.; civilian market, namely B2C market, home lighting, etc., such as ceiling lamps, dining chandeliers, etc. BOE can provide a full range of products to customers. BOE understands that consumers are focused on the LCD market and are involved in the field of lighting. BOE is confident in this change. Zhao Zhiyong believes that compared with other companies in the industry, BOE has three major advantages: product design and R&D capabilities are strong. The team is more concerned with electrical parameters, so it can develop products that are more in line with consumer demand. In the fields of optics, electrical appliances, power supplies and solutions, BOE has achieved great results. Second, most of the members of the BOE Optical Technology team have more than 10 years of experience in electronics and circuits, and they also know more about lighting. Therefore, from the perspective of channel construction or brand building, in the process, BOE understands the needs of consumers. Third, BOE's ability to organize the supply chain is also obvious to all. From production management to supply chain integration and platform construction, BOE has extensive management experience. Therefore, the ability to design R&D, channel construction, supply chain integration and management can be said to be the core competition of our BOE Optical Technology. Zhao Zhiyong said. It is reported that BOE Optical Technology has established three strongholds: Beijing Sales Center, Shanghai Office, and Guangzhou Office. In terms of channel construction, it has basically covered North China, East China and South China. At present, BOE Optical Technology is focusing on the domestic market and also testing the hydropower market. Four well-made plastic brands BOE has always attached importance to brand building. From product development to quality monitoring to complete service, BOE has a complete management system. Do the quality well, do the brand well, do the price well, and do the service well. This is the concept of BOE's lighting project and a requirement of the Group for BOE. Zhao Zhiyong said. This time, attending the Guangzhou International Lighting Exhibition, BOE has shown its advantages very well: First, the products on display, from design to mold to processing, are all created by BOE, and more than 90 are the world's first; Second, the customer experience, from energy saving, chip power, color temperature, etc., whether there is harm, whether it is matched with the surrounding decorations, and even the control method, are all considered by BOE. This is to serve the light environment of our family. There are three areas in the BOE booth, which are the home show, the customer experience area and the engineering product area. It is reported that in August this year, BOE will officially launch three series of furniture products, namely the recreation series, inspired by beluga whales and dolphins; the series of rhymes, inspired by jellyfish; the family series, inspired by petals. Through these three series, BOE hopes that lighting products can also become a kind of art, and it can be in harmony with the family atmosphere, and will not be overwhelming. The customer experience area is arranged with the display of specialty stores and OLED products. The entire exhibition hall of more than 300 square meters is a replica of a standard BOE store. In the engineering product area, BOE chose a different display method than other companies to lightly explain and explain. how to say? Through the description of the program, you can see the characteristics and advantages of BOE products, where they can be used; what improvements can be brought to you after use, and present the final solution to customers. Dedicated to being a leader in the OLED industry It has been observed that the form of display in this form of BOE is indeed novel, and visitors are constantly coming. The booth with the most crowds is the exhibition area of ​​OLED, and the voices of the explanation staff are somewhat hoarse. Zhao Zhiyong is very optimistic about OLED products. BOE main LCD, we also do backlighting. The future display is also good, lighting is good, the market must be the OLED market. Zhao Zhiyong is so sure to say this, he has his own confidence. It is understood that from the perspective of displaying OLED, there are currently only two production lines in the world, one in Samsung, which is already in quantitative production; the other in BOE, starting trial production at the end of 2013. If China is a chaser from the perspective of LED or LCD, then from the perspective of OLED, China is already the world leader; and the leader of the leader is our BOE, we are very proud. Zhao Zhiyong said with great confidence. He believes that the display market in the next two years will gradually transform into the display of OLED; after five years, whether it is home lighting or office lighting, it is likely to be an OLED product. At present, BOE Optical Technology also focuses on two series of LED and OLED products. In the future, from the perspective of OLED, we are confident that the OLED lighting market will be bigger and bigger, and eventually become the leader of the OLED industry. Zhao Zhiyong said affirmatively.
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