Traxon Hu Guangfa: Be a well-known lighting solution provider
Gaogong LED network reporter to Tao Zengcong
As a global leader in LED lighting systems, Traxon Technologies (Traxon) is dedicated to providing precision, full-light and white-light lighting solutions to the construction, retail and entertainment industries. Traxon works hand-in-hand with its lighting control brand e:cue to make progress and keep up with the times, and is committed to providing customers with one-stop lighting solutions for cutting-edge LED technology and large-scale control applications. At the media exchange meeting of the 2010 Guangzhou International Lighting Exhibition, the reporter of Gaogong LED interviewed Mr. Hu Guangfa, the general manager of sales and marketing in the Asia Pacific region.
Mainly positioned for lighting solutions
High-tech LED: How did your company get started?
Hu Guangfa: We established Traxon in Germany in 1995. In 1997, we transferred our headquarters to Hong Kong and the production line was in South China. Later in 2002-2003, it gradually shifted from living products to the current solid-state architectural lighting. Our company is positioned as a lighting solution provider, not a product supplier. In addition to the luminaires, we also provide customers with a solution. That is to say, if you want to achieve an effect, when you pick the luminaire, the controller is coupled with you. This is a two-way discussion.
High-tech LED: Traxon is mainly based on selling lamps, or is it mainly based on selling design?
Hu Guangfa: We mainly focus on selling programs. For example, the London Bridge program is commissioned by the City of London to find a company. After they have designed it, give us the concept to see if they can give them a solution in this design concept, including lighting and control. In theory, each program is an independent program. It has not been done before. The lamps may have been made by someone, but there is only one package for the whole set, which is us. They may look for other peers because the industry has slowly become more mature and mature, and there may be several different design engineers capable of providing a type of solution.
The design of the program focuses on the firepower to close the LED
High-tech LED: Many lighting solutions are now designed according to LED characteristics. Is the lighting solution of Traxon now also designed with LEDs?
Hu Guangfa: We have incandescent lamps, but mainly use LED technology. Since the beginning of 2008, I have been using LEDs, but at that time, there were not many applications because the cost was relatively high, and secondly, the power was still relatively low. Now LED power is relatively high, and the price and function are much more advanced than before, so users feel acceptable.
High-tech LED: If you use energy-saving lamps, will it be cheaper than using LED lamps?
Hu Guangfa: This is hard to say. Energy-saving lamps do not have such a good range of application flexibility for LEDs. LEDs are a digitally controlled light source. If dimming and color adjustment are used, the different effects may be immediately displayed. If you use traditional lighting, you can switch and dim at most, debugging is troublesome, and it is not easy, and large-scale debugging is impossible. Some of our basic products are like outdoor dimming, such as the United States, Macau, Hungary, Britain, Belgium, Paris, Germany, some big countries or big cities.
High-tech LED: Generally, what is the scope of funds required for such a large project?
Hu Guangfa: This is uncertain, because the price component has three parts: the basic value of the product, the sub-value and the construction part. There are three basic costs: products, consultants and construction, and the sales of our output are mainly in these pieces.
The general price is about a few hundred thousand to several million is not fixed, there are also tens of millions of large projects. A project like Germany is a renewable energy project provided by Siemens. We provide products whose fan blades generate energy when they turn, from wind energy to electrical energy, and then from electrical energy to light energy, without external power. This idea is very strong, it was decided by the Siemens boss, this is not a million things, this project cost a hundred million, the cost of construction is also a lot.
The customer base is mainly based on engineering installation companies.
High-tech LED: Is Traxon's main customer base now a hotel or government agency?
Hu Guangfa: It may end up being the government or a larger commercial organization. But the customers we directly face are engineering installation companies, because they buy goods and provide all-round construction services. We can't send a lot of people to every country. This is not worthwhile. We give him lamps, all drawings, circuit diagrams, and control software. If he doesn't know how to operate, we can send engineers to help in the final stage. Teach you how to operate, or he sends technicians to Hong Kong for free training. After the training, he returned to the local country, he is the leader of the future maintenance team. Because the local construction party has this responsibility, the damage caused by the manual or the bad product is to find the local engineering installation company.
High-tech LED: Are you wholly-owned by Osram? Are you separated from Osram in terms of business?
Hu Guangfa: Osram is our holding company with more than half of the shares. We are a joint venture opened in March last year. The business operations of the two companies are separate. The channel management is managed together. Because the sales teams of the same company and the two teams cannot compete for one customer, we are complementary. We only focus on architectural lighting and OSRAM for conventional lighting. OSRAM may take some large dealers and large hypermarkets.
High-tech LED: Do you all use Osram's chips now? Like Osram's lamps, do you use them?
Hu Guangfa: Most of the lamps used in Osram, Osram is doing well in terms of white light source. As a solution provider, most of our services can give the best solution.
Technical research and breakthrough
High-tech LED: What advantages does Traxon have in the installation and maintenance of LED luminaires?
Hu Guangfa: We have three development centers, one development center in Germany, as a software development department. Hong Kong is responsible for the lighting part, and Germany is completely software. There is also a company that we have linked to our bills for some of the more well-known LED centers.
In terms of maintenance, for example, each window has a light fixture. We know the working state of each light fixture through the computer control system. There is one feedback PPA in each light head. This PPA can detect the temperature and working state. The working status is transmitted to the central control system. Because you are doing maintenance, the whole impact is so large. There may be thousands of lamps. If you have problems somewhere, it is very troublesome to repair. We have a development research center that studies the cooperation between lighting and software. We will combine the signal and the power supply in the future. It is originally two power lines and two signal lines. Because we change the signal line to the power line, it is equal to two lines. The cost of installation and maintenance has dropped.
However, this technique is not easy because the LED requires constant current and the voltage may change when the signal is loaded. These can meet our requirements in the laboratory, but in actual production, we still need to test step by step, because it will be troublesome if you can't do it later. We have been successful in the laboratory, how to push it step by step into the application, we need to detect step by step. Because the transportation distance in the laboratory may be one meter, three meters, seven meters, but in a large project, the distance may be hundreds of meters, after 100 meters, your signal is weakened, this is what engineers should consider. Because when the signal is weak, your software programming can completely decode the signal accurately, which is also a technical requirement.
High-tech LED: Nowadays, landscape lighting requires consistency. Is landscape consistency difficult to do?
Hu Guangfa: There are two pieces of consistency. One is whether we can control the signal output synchronously. All blues are blue, and all green is green. The second block is the color temperature. The color temperature is the hardest when you pick white light. The white light is partially yellowish and partially blue. These two technical problems are solved, and the stability and continuity are better.
High-tech LED: How do you guarantee the quality of the lamps?
Hu Guangfa: This is why we are headquartered in Hong Kong, so that we can not only go to the factory, go to the supplier to check the incoming goods, or the goods we check in, whether we meet our requirements, if the headquarters is in Germany, the whole The inspection process can be cumbersome.
Traxon's main competitive advantage
High-tech LEDs: There are many suppliers like lighting solutions. What are your main advantages compared to them?
Hu Guangfa: Our advantage is firstly that we continue to seek breakthroughs in technology, secondly in our supply chain, in the control of cost supply, and finally our software system is faster than anyone, because all are digitally controlled. Our e:cue company was doing stage lighting in the early stage. It was not traditional lighting. Traditional lighting did not understand these things. The stage lighting is fast, and synchronized with the music, there must be a quick software, not a basic switch. The traditional lighting process is only switching, dimming, and we are in turn shifting from stage lighting to lighting applications. The start is different and the platform is different. Like in Shenzhen, we are leading in the media, because our software is better.
High-tech LED: As a professional lighting solution provider, is your design idea important?
Hu Guangfa: Creativity is very important. Our internal colleagues have creative abilities and creative ideas. They can understand their design concepts when communicating with designers. Because the designer expresses out of thin air, he does not look at things from a physical perspective. He looks at things from the perspective of perceptual aesthetics. When we talk to customers, we will look for lighting designers to do consultations. This is the last thing we want. If you are not sure, we will provide you with samples, and then I will deliver the goods according to this acceptance. In order to avoid being unclear, it will be very troublesome.
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