Recently, Coohom, and OML, a leader in the linear lighting industry, held a strategic partnership ceremony in Zhongshan City, Guangdong Province. This collaboration will focus on comprehensive digital transformation, creating a robust end-to-end service system, and pioneering innovative marketing strategies across various channels. It aims to set a new standard in the digital transformation of the lighting and decor industry.
Song Te, Senior Expert in Coohom’s Whole-House Intelligent Solutions (Right)
OML, which began its journey with a simple light strip 19 years ago, has now emerged as an innovator and leader in the linear lighting category. OML also expands its reach into office, commercial, educational, and public building lighting. As a versatile enterprise encompassing LED lighting R&D, design, production, sales, and service, OML has an extensive presence across 32 provinces, municipalities, and autonomous regions in China, boasting over 3000 service bases and 21 permanent offices.
OML’s long-term market engagement has led to a wealth of experience in various projects. It has now become successful servers for many famous projects like the Shanghai World Expo Bund, the National Museum of China, the Boao Forum for Asia, and the Hangzhou Dream Town.
OML has been at the forefront of the industry, from introducing the concept of “linear lighting” to establishing the first brand store specializing in linear lighting products. In response to the evolving market and competitive landscape, OML is accelerating its shift from a “product-centric” to a “solution-centric” company, emphasizing service, innovation, and comprehensive solutions.
Feng Xiao of OML highlighted the need for a more immersive sales experience, integrating product displays, applications, experiential scenarios, and real-time lighting simulations. Coohom has been chosen as OML’s foundational digital operating system to cater to its diverse customer base.
Feng Xiao stated, “The future of sales scenarios should not be limited to mere product displays. Instead, they should integrate product demonstrations, applications, immersive experiences, along with real-time lighting simulations and design presentations. This approach provides customers with the most direct experience, ultimately leading to successful marketing transactions.” He emphasized the need for a ‘technological support’ to serve their diverse customer base, identifying Coohom as OML’s chosen platform for foundational digital operations.
Following the collaboration, the concept of ‘All-Staff Marketing’ began to spread across OML. Whether it’s the guides in stores or the employees in the nationwide sales system, everyone is focusing on building foundational design skills based on Coohom. With the support of Coohom’s Koolight smart lighting solution, OML’s in-store sales guides are gradually growing into in-store designers.
“At present, the lighting industry is in the period of transformation, and the speed of change remains high. So lighting companies should build a design marketing ‘moat’.” Song added that tools are just the starting point; enhancing terminal design capabilities is key. The partnership with Coohom will bring a ‘what you see is what you get’ design experience and lighting solutions that combine aesthetic appeal with design efficiency to OML’s designers and consumers.
As a comprehensive digital operating system for the lighting industry, Coohom has always played the role of a “contributor” in driving the intelligent transformation of lighting companies. This year, Coohom’s Lighting Spark project is particularly focused on enhancing the design, operational, and marketing capabilities of lighting companies, ultimately accelerating the intelligent transformation of brand enterprises/stores. Today, Coohom is becoming the first choice for an increasing number of lighting companies in their journey towards intelligent transformation. Over 65% of the top 100 lighting companies in China have already formed deep partnerships with Coohom.
OML’s next step in digital transformation involves leveraging cloud design, AI, and other technologies to enhance in-store marketing and user experiences, forging a path of digital transformation through collaborative efforts.
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