今年 9 月份，随着海底捞在港交所敲钟上市，在海底捞打工 17 年的服务员杨丽娟身价达到 30 亿的故事刷屏朋友圈。对于一般食客而言，提到海底捞，首先想到的是它的“变态服务”，一家会为你美甲、送你零食，还总担心你一个人吃火锅太悲惨的火锅店。所以，杨丽娟从一个服务员逆袭成人生赢家的传奇，与其说这是一个励志故事，不如说它折射的是海底捞成功的独特管理理念。
按 2017 年的营收计算，海底捞在中国和全球的中式餐饮市场中均排名第一，同时也是增长最快的中式餐饮品牌。海底捞鲜有铺天盖地的广告，但是它以超出“吃”以外的尊享顾客体验，建立了一传十，十传百的口碑。正是这样一种看似简单却又难以复制的“定制化”服务精神，让海底捞成功上市。
所以，中国餐饮行业都在学习海底捞，在渠道扁平化的快速消费时代，每一个行业的企业都在学习海底捞的“定制化”理念。而在中国当下竞争激烈的城市景观照明行业， 对企业的“定制化”能力提出了更为苛刻的要求。
质量，是定制化的前提
近年来，在利好政策以及国民需求双重因素的催化下，景观照明呈现爆发式增长，据统计 2017 年全球景观亮化市场达到 2,750 亿元，其中中国市场规模达到 680 亿元， 同比增长近 22%，中国已然成为全球最大的景观亮化市场。与此同时，景观照明行业的繁荣带来了景观照明灯具市场的快速增长和更加白热化的竞争。一直以来景观照明工程带着体量大、利润高的标签成为生产企业的香饽饽; 另一方面，城市景观照明也从单一的建筑亮化到媒体立面、文旅灯光的转变，对灯具产品的性能、安装方式、延展性也提出了更多更高的要求。
近日，在阿拉丁全媒体重磅发布的《全国 50 家双甲工程景观产品选择标准及建议》的调研报告中，此项诉求也得到了印证。据调查数据显示，全国几十家优秀工程设计单位对进入采购名录的供应商的选择条件顺序依次是：质量、品牌、价格、售后服务、货期、付款周期。由此可见，工程设计公司对进入采购名录的供应商考虑的最主要因素不是“品牌和价格”，而是“质量”!
我们知道，景观照明不同于功能照明，它既要有照明的功能，又要兼具艺术装饰和美化环境的功能，同时需要长远考虑后期的维护和运营，所以景观照明产品对于质量有更为严格的标准。 另一方面，现在建筑与灯具的结合越来越受重视，建筑师为了更好地表达建筑，可能会要求在建设的时候就把灯具植入到建筑上去。对此，安徽普罗斯环境工程有限公司副总经理 / 设计总监管红认为：“这就对灯具的质量和品牌提出了更高的要求，灯具的质保期可能要提高到 10 年，甚至 20 年以上。所以在实施前期选择产品的时候，必然会先考虑品牌厂商，从而在产品质量上对实施的工程提供可靠的保障”。
快速反应，是定制化的核心
众所周知，工期紧、任务重、要求高是中国景观照明工程行业的常态。据了解，厦门金砖五国期间，将近 20 个亿的项目规模只留给施工方短短 45 天的施工周期;深圳改革开放 40 周年项目从设计施工到最后调试只有将近 2 个多月的工期。这些要求给设计施工单位带来了前所未有的考验，更让许多产品供应商望而却步。因此，随着景观照明体量的不断攀升，拥有快速反应的能力以及灵活多变的应急机制成为合作伙伴一项不容忽略的隐形条件。
对此，深圳市文业照明实业有限公司总经理陈文斌深有感触。他表示，工程公司必须树立自己的品牌，每一个项目最后呈现的效果就是一次品牌里程碑的建立，所以对于产品供应商的选择就十分严谨，更加看重合作伙伴的可持续性、配合度、快速反应能力以及综合保障能力。
乌镇互联网国际会展中心
现代景观灯具的迭变
豪尔赛科技集团股份有限公司董事长戴宝林也表示相同的观点，他指出，产品供应商跟工程公司之间的关系已经上升到协同作战的高度了。整个行业发展很快，设计师、产品供应商、工程公司都是产业链的一份子，要相互补台，要彼此想着对方，这样照明行业才能持续健康地发展。
一步一景，是定制化的灵魂
简而言之，无论是工程设计单位，还是业主部门，对产品的外观设计、安装便利性、售后服务、性价比、非标定制能力、订单交期准时等方面都提出更高的要求。对此，作为众多景观照明产品供应商之一，罗莱迪思的答案是：深入市场一线去帮助用户解决实际的问题。
罗莱迪思市场总监胡杰给我们举了一个例子：青岛有一块海边奇石——石老人，这座高 17 米，距离海岸线 300 余米的巨石孤立在海中，一面靠海，背依城区。由于石老人地理位置特殊，给亮化方案带来了巨大的挑战，浙江城建规划设计院有限公司院长沈葳及其团队在经过多方考核，最终确定石老人亮化方案：从远距离进行精准投射，将其均匀打亮。为了展现夜色中海边奇石的传奇色彩，经过严格的产品筛选以及对比。最后，具有 300 米远距离精准投射以及任意组合特点的罗莱迪思魔方 3.0，用极小角度保证强大的中心光强，通过在海岸边进行立杆投射的方式，用四个灯杆从不同位置进行投射，并在每个灯杆上安装 5 组灯具进行远距离投射，将石老人均匀打亮，实现用光语言讲述海边故事的动人场景。
另一方面，当前景观照明项目的情况是先有建筑，后有亮化。对此，深圳市名家汇科技股份有限公司设计院执行院长王丹青表示，要在现有的建筑上加装灯具产品，既要考虑建筑外 观的美观性，保证白天建筑外立面不受加装灯具的影响，又 要保证出光角度的精准，避免因为远距投射、偏光产生炫光。这就对灯具生产企业提出了更高的要求。
而合肥市辉采照明电子工程有限公司设计总监戴赫男对产品供应商则提出了更为具体的期望：一是希望灯具在安装固件方面能更接地气，特别是跟幕墙的结合能更紧密;二是常规产品能做得更灵活，比如生产一些组装式的灯具，灯珠是一样的，但是外壳可以灵活更换，我觉得这样的灯具更能适应未来市场的需求。
世界妈祖文化论坛中心全景
一般人认为是服务铸就了海底捞品牌的基础，使得海底捞如今独树一帜，并如此成功。但是，我们注意到，在服务之外，海底捞也在研发厨房自动化和后厨应用自动化的智能设备和技术。换句话说，海底捞在实现机械的工作交给机器去做，让服务员聚焦在以人为核心的服务上。海底捞在努力将细致入微的服务建立在更合理、更科学、更智能的服务流程基础之上。
胡杰表示：如果这种企业发展思维理念放在罗莱迪思身上，就是不断地革自己的命。
进无止尽，是定制化的未来
在《全国 50 家双甲工程景观产品选择标准及建议》的调研报告中，对罗莱迪思产品的建议包括：第一希望厂商对产品要求高一点，提升灯具的光学性能 ; 二是期待产品能够更加多元化与多样化 ; 三是希望厂商加强出货周期、新品的推荐应当及时，以及服务到位。
而刚刚在上海发布的魔方 4.0，令人充满了期待。胡杰表示， 从魔方 1.0 到 2.0 到 3.0 到 4.0，每一代产品都有不同程度的迭代和创新。魔方 4.0 以重新定义色彩为主题，涵盖 7 大系列，98 款产品，采用五合一进口光源，其独有的控光设计和控制设计重新定义了魔方第一代色彩库，超高的光效， 点亮纯粹之光创造丰富的情景模式，感受真实，让光源于自然归于自然，探索出全场景应用解决方案。构建出覆盖建筑、桥梁、山体、公园、庙宇、台阶、园林、庭院等全景应用体系， 为空间创造更多可能。
从杭州 G20 到青岛上合峰会，从米兰世博会中国馆到美国波兰特市政厅，我们都能看到罗莱迪思的身影。在胡杰看来， 无论是“一款灯点亮一座城”，还是“一步一景，进无止尽”，魔方系列从产品技术的迭代到应用场景的创新，都在实现罗莱迪思坚持帮助客户解决问题的理念。
这个理念，不关乎企业实力、不关乎资金的投入，只要你足够专业化，那么一家企业的优势就会真正地体现出来，小而美与大而全的企业拥有同样的机遇。如同海底捞的企业文化是餐饮业的一枝独秀，罗莱迪思这种看似简单却难以复制的理念，也正在为品牌带来广阔的成长空间，并同时激荡着景观照明灯具市场的积极变化和发展。
This September, as Haidilao listed on the Hong Kong Stock Exchange, Yang Lijuan’s story from a waitress who has worked in Haidilao for 17 years to a shareholder with 3 billion RMB shares hit the wechat moment. For ordinary diners, when it comes to Haidilao, the first thing comes to their minds is its “abnormal service”, a hot pot shop that gives you nails and snacks, and always worries that you would be miserable to eat hot pot alone. Therefore, Yang Lijuan’s legend of turning a waitress to a winner is not so much an inspirational story as a re?ection of the successful history of Haidilao’s unique management concept.
According to the revenue in 2017, Haidilao ranks ?rst in both China and global Chinese catering markets, and is also the fastest growing Chinese catering brand. Haidolao does not have overwhelming advertisements but it has gained praise from every customer while providing its services beyond “eating”. It is such a seemingly simple but dif?cult to replicate “customized” service spirit that has enabled Haidilao to successfully list.
Therefore, China’s catering industry is learning from Haidilao and in an era of fast consumption with flat channels, enterprises in every industry are learning Haidilao’s “customization” concept. In China’s current competitive urban landscape lighting industry, the “customization” ability of enterprises seems to put forward more strict requirements.
Quality is the Premise of Customization
In recent years, under the catalysis of good policies and national demand, landscape lighting has shown an explosive growth. According to statistics, the global landscape lighting market reached 275 billion yuan in 2017, of which the size of China’s market reached 68 billion yuan, an increase of nearly 22% year on year. China has become the largest landscape lighting market in the world. At the same time, the prosperity of the landscape lighting industry has brought about the rapid growth of the landscape lighting equipment market more white-hot competition. Landscape lighting project has always been a fragrant baboon for manufacturing enterprises with large volume and high pro?t tags. On the other hand, urban landscape lighting has also changed from single building lighting to media fa?ade lighting to media fa?ade and cultural tourism lighting, which puts forward more and higher requirements for the performance, installation mode and extensibility of lighting equipment.
The appeal has also been con?rmed in the recent research report Selection Standards and Suggestions for Landscape Products of 50 Double A Projects in China published by Alighting media. According to the survey, dozens of excellent engineering design parties in China choose suppliers who are selected in the purchasing list in the order of quality, brand, price, after-sales service, delivery time and payment terms. It can be seen that the most important factor for engineering design companies to consider for supplier entering the purchasing list is not “brand and price”, but “quality”.
We know that landscape lighting is different from function lighting because it not has the function of lighting, but also artistic decoration and environment perfection. At the same time, it needs to consider the maintenance and operation of later stage. Therefore, landscape lighting products have strict standards for quality. On the other hand, more and more attention has been paid to the combination of architecture and lighting. Architects may need to insert lighting equipment into buildings in order to better express the building in early stage. In this regard, the deputy general manager and general supervisor of Anhui Plus Environmental Engineering Co., Ltd Guan Hong said:” This puts forwards higher requirements on the quality and bands of lighting equipment and the quality guarantee period of lighting equipment may be increased to 10 years, or even more than 20 years. Therefore, when choosing products in the early stage of implementation, ?rst of all, brand manufacturers must be considered, which is conducive to the implementation of the project in terms of product quality to provide a reliable guarantee.
Fast Reaction is the Core of Customization
As we all know that tight construction period, heavy tasks and high requirements is the normal status in China’s landscape lighting industry. It is reported that during Xiamen BRICS National Summit, a nearly 2 billion project only gave constructors a short construction period of 45 days and the 40’s Anniversary of Reform and Opening-up project in Shenzhen just took about two months from design and construction to final checking. These demands have given design and construction parties unprecedented test, which has deterred many product suppliers. With the continuous increase of landscape lighting volume, the ability to respond quickly and ?exible emergency response mechanism has become an invisible condition that cannot be ignored by partners.
For this, Chen Wenbin, general manager of Shenzhen Wenye Lighting Industry Co., Ltd who said that engineering companies must also establish their own brand and the ?nal effect of each project is the establishment of a brand, so the selection of product suppliers is very rigorous and they pay more attention to the sustainability, coordination, rapid response ability and comprehensive support ability of partners.
Dai Baolin, director of Hes Technology Group Corp., Ltd expresses the same idea and he points out that the relationship between product suppliers and engineering companies has risen to the height of collaborative operations. The whole industry is developing very fast, designers, product suppliers and engineering companies are all parts of the industry chain. Only if they complement each other and think about each other can the lighting industry develop in a continuous and healthy way.
View at Each Step is the Soul of Customization
In short, both engineering design party and proprietor put forward higher requirement on product appearance design, installation convenience, after-sales service, cost-effective, non-standard customization ability, and on-time delivery of orders. For this, as one of the many landscape lighting products suppliers, ROLEDS’s answer is: to go deep into the market to help users solve practical problems.
Mr. Hu Jie, marketing director of ROLEDS, gives us an example that there is a marvelous stone at the seaside in Qingdao, whose name is Stone Elder and it is 17 meters high and 300 meters away from the coastline, isolated in the sea, facing the sea and back to the urban area. Because of its special geographic location, it poses a great challenge to the night view upgrade project.Shen Wei,Dean of Zhejiang Urban Construction Planning and Design Institute, led the team through the multi-party assessment that ?nally be projected accurately from a long distance to brighten it evenly. In order to create the legendary color of the seaside stone in the night, lighting designers compared and selected in a strict way. Finally, ROLEDS Matrix 3.0, which has the characteristics of 300 meters long-distance precise projection and arbitrary combination, guarantees strong central light intensity with minimal angle. Through the way of vertical pole projection along the coast, it projects from different positions with four lighting poles and installs five sets of lighting equipment on each light pole for long distance projection to light to Stone Elder evenly and realize the narration of seaside stories in lighting language.
On the other hand, the current situation of landscape lighting projects is that there are buildings before lighting. In the regards, Wang Danqing, executive director of Shenzhen Minkave Technology Co., Ltd said that to install lighting products on existing buildings, it is necessary to consider the aesthetic appearance of the building, ensure that the fa?ade of the building during daytime is not affected by the installation of lighting equipment, ensure the accuracy of the lighting angle so as to avoid glare due to remote projection and polarization. This puts forward higher requirements for lighting equipment manufacturing enterprises.
Dai Henan, design director of Hefei Huicai Lighting Electronic Engineering Co., Ltd puts forward more specific expectations for lighting equipment suppliers. Firstly, he hoped that the ?xtures would be more practical, especially in connection with the curtain wall. Secondly, conventional products could be more ?exible, such as the production of some assembled lights, whose beads could be the same but the shell could be changeable and he thinks such lighting equipment can better meet the needs of future market.
People only know that service is the foundation of Haidilao brand which makes Haidilao unique and successful today, however, we also notice that besides services, Haidilao is also developing intelligent equipment and technology for kitchen automation and kitchen application automation. In other words, Haidilao realizes that the mechanical work is entrusted to the machine and the waiter only focused on human-centered service. That is to say, the delicate service of Haidilao is based on a more reasonable, scienti?c and intelligent service process.
Hu Jie expresses that if this idea of enterprise development thinking is put on ROLEDS, it is a constant reform.
Endless Progress is the Future of Customization
The research report of Selection Standards and Suggestions for Landscape Products of 50 Double A Projects in China gives some suggestions for ROLEDS: ?rstly, manufacturer shall have higher requirements for products and improve the optical performance of lighting equipment; secondly, to bring out more diversified products; thirdly, manufacturers shall strengthen the delivery cycle, the recommendation of new products should be timely and services in place.
The Matrix 4.0 just released in Shanghai is full of expectations. Hu Jie said that from Matrix 1.0 to 2.0 to 3.0 to 4.0, each generation of products has different degrees of iteration and innovation. Matrix 4.0 takes redefinition of color as its theme, covering 7 series and 98 products. It adopts ?ve-in- one imported light source and its unique lighting control design and control design redefine the first generation of Matrix color library with super-high light efficiency, pure light in creating abundant scenario patterns to bring sense of reality and makes light source belong to nature and explores the whole scenario application solution. It builds a panoramic application system that covers buildings, bridges, mountains, parks, temples, steps, gardens, courtyards and so on and creates more possibilities for space.
From G20 in Hangzhou to the Shanghai Summit in Qingdao, from the China Pavilion of the World Expo in Milan to the Portland Building in the United States, we can ?nd ROLEDS. In Hu Jie’s view, whether it is “Light up a city with one light” or “View at each step, endless progress”, the Matrix series are realizing ROLEDS’s insistence on helping customers solve problems from iteration of product technology to innovation of application scenarios.
This concept is not related to the strength of an enterprise, nor to the investment of funds. As long as you are professional enough, the advantages of an enterprise will be truly reflected. Small companies share the same opportunities as large ones. Just as Haidilao’s corporate culture is an ouotstanding one in the catering industry, ROLEDS’s seemingly simple but difficult to replicate concept is also bringing a broad growth space for the brand, and at the same time, it is stirring up the positive changes and development of the landscape lighting market.
