一盏灯的产业突围，拼多多打开中山灯饰品牌新通路

21世纪经济报道05-11

沿着中山市小榄工业大道驶入绩东二社区，连片的工业园区间卡车往来不息。就在这片嘈杂中，一座现代化园区尤为醒目。这里是粤深·湾区智谷，也是中山市首宗通过集体土地转国有、招引合作企业推动的“工改”项目。如今，园区内已汇聚一批智能制造、智能家居、光电与半导体等领域的企业，成为当地产业升级的一处缩影。　　其中，灯具品牌童视界的新工厂刚刚投产。这个成立仅两年的品牌，其AI护眼灯产品已快速跃居品类头部。在童视界...

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Brand","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PDD":1.97,"PDDL":0.6,"KPDD":0.6},"content_text":"沿着中山市小榄工业大道驶入绩东二社区，连片的工业园区间卡车往来不息。就在这片嘈杂中，一座现代化园区尤为醒目。这里是粤深·湾区智谷，也是中山市首宗通过集体土地转国有、招引合作企业推动的“工改”项目。如今，园区内已汇聚一批智能制造、智能家居、光电与半导体等领域的企业，成为当地产业升级的一处缩影。　　其中，灯具品牌童视界的新工厂刚刚投产。这个成立仅两年的品牌，其AI护眼灯产品已快速跃居品类头部。在童视界创始人薛雪看来，这离不开中山深厚的产业基础，也源于对差异化竞争的清醒认识，“中山有4万家做灯的厂商，没有核心优势，很难脱颖而出。”　　“要买灯，到古镇”——这句流传多年的俗语，印证了中山灯饰产业的昔日辉煌。以古镇镇为例，不到50平方公里的土地上曾集聚超过3万家经营主体，灯饰销量一度占据国内市场的70%。如今，中山已形成以古镇为中心，覆盖周边三市十一镇、年产值超千亿元的灯饰产业集群。　　然而，产业链齐全的背后，大量中小企业仍停留在作坊式生产阶段，同质化竞争导致企业利润微薄。为此，中山市将“村镇低效工业园改造”作为突破口，旨在提升土地效益，既做强做优灯饰等传统优势产业链，也为本土企业增资扩产和承接湾区优质资源腾出空间。粤深·湾区智谷正是这一路径下的代表性园区。　　在政策之外，市场与渠道的演变同样在无声地改变产业逻辑。尤其随着电商平台的深入渗透，不少企业开始借此重新理解用户、定义产品，智能化、健康化的创新让产业逐步跳出同质化竞争的循环，一盏灯的身价也从“论斤卖”开始转变。以童视界为例，品牌自2023年下半年入驻拼多多以来，月销售额已稳定在30—40万元，客单价维持在700—1000元，退货率低于3%。拼多多等平台逐渐成为不少中山企业拓展市场、构建品牌的新阵地。线上渠道正与本地供应链形成新的共振，为这片产业带注入可延续的活力。　　品牌寻求渠道革命　　走进位于古镇镇的中山市宜视照明科技有限公司的生产车间，机械臂与传送带的节奏取代了往日密集的人工作业。在这个光源制造厂里，球泡、筒灯、吸顶灯等产品依次成型。　　工厂负责人李雄伟看着订单，神色却并不轻松。眼下，中东地缘冲突推高了石油价格，下游塑料涨价的预期让客户急着备货，紧随其后的6—8月是传统装修淡季，眼下的忙碌未必持久。　　更深层的压力则是订单结构的变化。宜视照明除了做自有品牌的光源产品外，富余的产能还用来承接贴牌代工业务和出口贸易，外贸单虽量大但利润稀薄。如今线上各渠道要求外观各异，小批量、多品种的定制化需求成为常态。　　“最大的变化就是客单价一年一年在下降。”李雄伟感受到做低质竞争的同行，几乎都慢慢被淘汰了，“一个50人的工厂变成20人，到最后20人也撑不住，只有关门歇业”。　　在这样的环境下，李雄伟的选择是“苦练基本功”。近年公司投入约800万元进行自动化改造，人力缩减至原来三分之一，产能反提升约60%。“自动化的核心不是应对疫情，而是应对成本与品质。”李雄伟说，“它能实现两件事：标准化的效率，标准化的质量。而这在今天就是竞争力。”　　宜视照明的路径，折射出中山大量中小工厂的共同处境，活下去不仅需要订单，更需要一场向精益制造与管理要效益的“内功修炼”。而在这轮洗牌中率先站稳脚步的企业，也开始跳出单一生产角色，向品牌、技术与渠道同步发力。　　与宜视照明合作的箭牌照明品牌，成立于2007年，总部位于中山，其成长史几乎是中国灯饰行业变迁的缩影。　　箭牌照明产品负责人玉茗提到四个正在发生的产业变化：从传统光源到LED、全光谱乃至智能照明的技术迭代；中山灯饰产业带整体数字化提速，头部品牌优势凸显；渠道模式向线上线下一体、电商与跨境融合演进；而消费需求则从基础照明升级为对健康、护眼、智能与美学的综合追求。　　这些变化层层推动，技术进步打开了产品创新的可能，新兴渠道将新需求无限放大，消费市场反过来倒逼整个产业链向上突围。　　箭牌长期深耕传统电商渠道，早期凭借“大而全”的产品梯队，做到了行业前十。然而，2022年左右，受房地产市场影响，公司销售遇到瓶颈。　　“我们以前基本上都是50%、100%，甚至200%的增长，但那一年几乎是零增长。”箭牌电商负责人沉香回忆，这次危机成为转型的导火索。公司痛定思痛，决定放弃过去“别人卖什么，我们卖什么”的老路，转而以用户需求为核心，向“健康光”方向升级。　　正是在寻找新出路的阶段，拼多多进入了箭牌照明的视野。“我们需要一条新增长曲线，第一步是进驻拼多多，并同步推动产品升级。”沉香说，箭牌照明入驻拼多多后，首批上线自主研发的第一代健康光产品。　　而运营团队将拼多多店铺进行垂直化布局，一家专做吸顶灯，另一家聚焦风扇灯，还有按奶油风、轻奢风等风格划分的专营店。这套“多店铺、垂直化”的打法，既让箭牌实现了精简运营，也缩短了消费决策链路，让箭牌在入驻半年内就从单店拓展到四五个盈利店铺，并在一年半内将店铺规模扩大到近20家。　　一个意料之外的增长来自过去难以触达的偏远地区。以往，发往西藏、甘肃等地的物流成本高昂，而得益于拼多多“电商西进”扶持政策，商家只需将货品送至平台指定的中转仓，后续由平台统筹配送。“一个一米长的吸顶灯，从中山到甘肃，运费要四五十元。但在平台扶持下，运费已降到十元左右。这帮助我们真正打开了西部市场，让好产品也能走向更广的区域。”沉香表示。　　这也映照出产业升级的另一面，产业带升级不只是产品价值提高、技术迭代，也包括渠道下沉和基础设施的完善。当一件好产品能够以合理的成本触达更广阔的市场，品牌就有了真正的生长空间。　　目前，箭牌照明超过95%的产品已实现国内包邮。甘肃、青海、内蒙古等西部地区成为箭牌照明的重要潜力市场，订单量呈现年均30%以上的高速增长。 拼多多成为箭牌照明重要的线上渠道。　　看到“冰山以下”的用户需求　　如果说箭牌照明代表了传统品牌在平台上的转型路径，那么童视界提供了一个从技术创新出发、自建工厂并直接在拼多多跑通高客单价的年轻品牌样本。　　薛雪是江西人，自称“小镇做题家”。2017年底，他与几位合伙人共同创立朗赫科技，也就是“童视界”的品牌母公司。公司早期业务横跨智慧城市、智能家居等多个领域，最后决定聚焦单品。　　“我们跑了一圈珠三角、长三角的工厂，发现中山做护眼灯的工厂一年四季出货不停，老板忙得没空搭理我们，这说明需求是真的旺。”薛雪和团队调研了多个赛道，最终锚定了照明行业。　　这个判断背后是一个被很多人忽视的趋势：对儿童近视的焦虑与对健康生活的追求，正推动“光健康”的消费升级。薛雪介绍，在行业多数停留在“无蓝光、无频闪”基础防护时，童视界联合成都爱尔眼科研究所成立“爱眼光学研究院”，联合研发养护级全光谱，还与美国普瑞共研“原生红光”灯珠，补足有益红光波段，让灯具能舒缓眼疲劳，养护视力。　　2022年，团队在中山自建了近万平方米工厂，实现从研发到制造的全链路掌控。2023年下半年，童视界入驻拼多多。目前，店铺月销售额稳定在30万—40万元，退货率低于3%，是一个远低于行业平均水平的数字。　　“一盏大路灯重15公斤，如果退货率高，我们根本扛不住运费成本，所以必须把质量做到极致。”薛雪解释，愿意花千元买一盏灯的用户，对品质和品牌往往更为敏感。关键在于，企业能否在平台上精准地找到用户，并用产品说服他们。　　为此，童视界有一套朴素的需求洞察方法：不看好评，专看差评。“所有平台、包括竞争对手的差评，我们都会整理分析。”薛雪说。 童视界品牌产品被打包发往全国。　　同样还有箭牌照明。“用户的需求像一座冰山。冰山上面的已经被大家看到了，但还需要看到冰山以下的部分。我们相信，只要能解决客户真正的需求，他们一定会为我们的产品买单。”沉香说，团队会借助行业数据软件，将售前售后问题分类，从中寻找尚未被满足的需求。　　正是这种思路，催生了AI智能全光谱护眼吸顶灯等差异化产品，产品上线便成为拼多多爆款。“以前我们的上新节奏很快，常常是一股脑把产品推给客户去选。”玉茗坦言，“现在节奏反而慢了，因为要把大量时间花在前期的用户调研上。我们先确认客户有某个需求，再针对性开发方案去满足它，一切都围绕用户体验展开。”　　这一转型过程也离不开平台的助力。沉香举例说，在拼多多运营人员的建议下，团队对一度低迷的光源品类进行了优化。“以前光源只是顺带卖，一天销售额才100元左右。调整后不到三个月，现在日均销售额能达到三四万元。”　　效率的对比是明显的。“过去，一个全新产品从上市到稳定起量，至少需要半年到一年。”玉茗对比道，“但在拼多多，借助前期的精准调研和平台的测款机制，爆款的成长周期被大大缩短。”　　2025年，箭牌照明品牌线上整体销售额突破3亿元，拼多多渠道贡献超5000万元销售额，日均订单量超2000单。沉香对于拼多多渠道充满信心：“5000万元只是第一阶段。拼多多的增长空间非常大，消费市场在升级，我们的产品也在升级。这条路，我们会一直走下去。”　　类似的故事正在中山产业带批量发生。　　分野由此展开：一部分工厂继续做规模化代工，另一部分则是借助新技术、新渠道闯出品牌的新玩家。从数据来看，过去五年，古镇镇GDP年均增长8.6%。2025年古镇镇工业投资增长4.5%，达到2020年的3.7倍，其中工业技改投资大幅增长61.5%，超过86%的规上企业已实现数字化转型。　　中山灯饰产业的下一个十年，无疑属于那些真正懂光、懂人、懂场景的品牌。而像拼多多这样的平台，正以数据洞察、高效的供需链接与低成本的试错机制，为产业革命持续提速。（文章来源：21世纪经济报道）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":1,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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