特德·康纳斯(Ted Konnerth),特斯拉总裁兼首席执行官 白鹭咨询集团

泰德·康纳斯

Life was simple when 电的 meant 120 volts or higher. High voltage was high voltage, and low voltage belonged to people who installed doorbells. Then alarm systems became popular, along with security systems and dimmers went from line voltage to electronic. Ballasts went from magnetic to electronic and motor controls began talking to PLC’s和办公室中计算机技术的爆炸导致‘premise wiring’. Throughout the steady expansion of electronics and low voltage controls, the industry became more complex, not less so. The issue of trade influences became murky; who actually installs 房屋布线 or occupancy sensors?

该行业正处于迅速分散的状态。以销售复杂的开关设备,电机控制或变速驱动器而闻名的公司正在招聘电子工程师,与电子供应商合作并定期与电子分销商会面。的定义‘electrical’和美国制造汽车的定义一样令人困惑。

As the channels fragment, the clear borders of who builds what, who sells what and who buys and installs what is in flux. The rapid growth of new alternative energy sources such as wind and solar have created a new industry virtually overnight. The design, procurement and installation of solar is a maze of conflicting sources of influence. Electrical distributors have mostly dragged their feet in transitioning to new technologies. The traditional channel 伙伴 are now being sorted into narrower identities.

照明公司现在要么是传统的,要么是LED。将LED添加到传统渠道充其量是模糊的。传统照明公司的市场路径在过去50年来没有发生太大变化。照明代表在新建筑通道中占主导地位,但仍在很大程度上处于控制之中。但是,LED技术的出现实际上引入了数百家新公司,它们都传达着更好,更快,更便宜的信息,并且都试图在美国庞大的市场中占有一席之地。照明销售代表忽略了改造市场,ESCO市场和工业市场。将这些部分退位‘partners’; the 电的 distributors.

What happens to those markets when the 电的 distributors don’加强向其工业或改建或ESCO客户推广LED照明产品吗?新生的LED公司已经步入了这个空白。 LED公司目前每天向客户销售数百万美元的设备,而这些客户根本没有传统渠道资源的代表。新进入者的创造力和效率’进入市场的方式令人惊讶且优雅。过去具有大量超额支出和秘密交易的游戏技巧’永远不会消失,但市场份额会缩小。

电子公司有不同的心态。他们专注于快速创新,通常很少考虑产品的最终用户。他们迈向更好,更快,更便宜的口号,让最终客户决定如何应用他们的产品。电气制造商承担了更多的嵌入式成本和传统关系,这自然会导致其产品开发周期变慢,而产品寿命周期变长。

It’很难推销高价产品,并期望在不久的将来它的价格将提高一倍,成本降低一半。电子产品制造商会定期与客户(主要是电子产品分销商或零售商)合作,以减轻价格下降的影响。除了纯金属制造商,其销售成本可归因于超过75%的金属(电线,连接器,导管等),其’s rare for 电的 manufacturers to regularly entertain a dialog on price erosion from their channel 伙伴.

电子学的吸收‘electrical’ is changing the game. Electrical distributors are naturally technology-averse, as are 电的 manufacturers. As an easy example, we queried 800 电的 distributor executives 60 days ago to ask them if they are currently selling LED ‘bulbs’ (another testament to cultural change, as 灯泡 have slowly replaced the more elegant term ‘lamps’). Less than 100 were selling them, of the 100, less than 10 were actually stocking them. LED is clearly the wave of the lighting future, and that future began over a year ago, yet the traditional mindset has been to promote items once there is a demand for them. LED demand is being built by the new LED companies, not the traditional manufacturers. As such, it will be some time before those LED companies will ever show up on the doorstep of 电的 distributors. In the meantime, they’ll just sell them.

The 电的 industry in large measure abdicated the 房屋布线 market to the ‘low voltage guys’CEDIA创建了国家标准以及独立的分发和安装方式,这从字面上可以看出。太阳能和风能也开始了新的分销和解决方案销售渠道。节能服务公司’s still tend to buy their products from 电的 distributors, but that channel has already begun fragmenting away from the traditional approach. ‘Energy saving’是新的前提布线。随着发行商逐渐探索如何为该市场提供服务,新进入该市场的人;专注于更快,更好和更便宜的产品将开辟新渠道并从中受益。

I’遇到了数十家制造商,从是行业标志的大型传统制造商到敏捷的小型初创公司,我深信行业发生了根本性变化,这将使当前的参与者列表‘play’在比以往更小的沙箱中。如果你’重新照明,你’尚未注意到三菱,三星,东芝,Smart和Citizen参加了Lightfair;然后你’ve already lost share. Both Asian and US electronics companies have the financial wherewithal, the staying power and the technology leadership to completely change how lighting is sold in the US. They will not enter the market 玩ing the game the same way as it’s been 玩ed. The same statement can be made in varying degrees for those manufacturers of switchgear, controls and automation. The game is on and it’s going to be exciting.