Achieving Sustained Growth Amid Adversity: What Did Jedver Do Right?
Jedver Achieves Breakthrough Growth in 2024 Amid Challenges, Setting Its Sights on a 30% Growth Target for 2025
In 2024, a year marked by both challenges and opportunities, transformation and innovation, Jedver has managed to achieve remarkable double-digit growth despite a sluggish market and intense industry competition. As external companies entered the whole-house lighting market, Jedver not only survived but thrived, establishing a multi-brand collaborative development model with Jedver, STEP (Hardware), WOWLUX, and VOXAURA, as well as advancing both domestic and international businesses simultaneously. The company has also set an ambitious 30% growth target for 2025.
Founded 18 years ago, Jedver has maintained a strong development momentum, even as the industry shifts to a more saturated market. Despite this, the company continues to demonstrate remarkable vitality and growth potential. So, what is the secret behind Jedver’s ability to navigate market cycles and achieve steady growth?
Focusing on Internal Strengths for High-Quality Development
In the face of a complex and uncertain external environment, a company’s survival and competitiveness increasingly depend on its internal management capabilities. This includes strengthening foundational management systems and improving execution power, with corporate culture serving as the efficient and stable soft power that underpins these efforts.
Wei Yongjun, Chairman of STEP Group, emphasized the importance of upholding the core value of "Agility and Integrity, Co-creating the Future" in corporate culture construction. In 2025, the group plans to standardize a customer-centric corporate culture as the behavioral and linguistic benchmark for all departments, refine KPI assessments, and implement incentive and promotion mechanisms to foster a value-creator-driven corporate culture. Organizational adjustments will continue in line with this vision.
The group also focuses on talent development, leveraging both external recruitment and internal incubation to increase talent density. It has established a professional, international R&D team across power sources, lighting, and smart control systems, with over 200 patents and certifications. Additionally, the group has standardized management processes and strengthened its execution system, which is vital for improving internal operational efficiency and enhancing organizational cohesion.
Sharp Market Insight and Strategic Vision
In recent years, the home industry has shifted toward smarter, more connected living environments driven by new-generation consumer demands for quality living. Jedver, recognizing this shift early on, has focused on the whole-house lighting solution and smart home sectors. The company has built a multi-brand matrix that includes Jedver, WOWLUX, and VOXAURA, along with a dual-drive business model that balances large client ODM with brand growth.
Liu Yang, the founder of Jedver, revealed that both domestic and international channel businesses performed well in 2024. The company launched its new brand WOWLUX, which pioneered the "No main light" concept, focusing on intelligent, healthy lighting technology and offering tailored smart home lighting system solutions.
WOWLUX introduced a comprehensive smart lighting solution for seven key areas of the home, integrating lighting, switches, smart screens, and advanced control technologies. The system can be remotely controlled through Jedver’s private cloud app, offering users long-distance intelligent control for enhanced comfort and convenience.
Expanding into Domestic and International Markets
Jedver has embraced channel innovation as the home lighting industry undergoes a major transformation. The company has evolved from a single-cabinet lighting brand to a comprehensive product offering, elevating the value and range of custom home lighting products. Liu Yang emphasized that WOWLUX aims to partner with over 30 leading home decor companies across China and set up more than 90 sales service centers nationwide by 2025.
Notably, in 2024, Jedver became the vice-chairman of the Whole-House Decoration Committee of the Guangdong Custom Home Association. This move further underscores the company’s commitment to embracing industry convergence trends and expanding its collaboration with home improvement channels, achieving significant business growth.
Simultaneously, Jedver has expanded internationally, with VOXAURA in Germany contributing to the company’s global business. The company is also planning to build an office building and warehouse center in Germany and aims to expand into Southeast Asia, the Middle East, Africa, and South America, solidifying its global presence.
Leveraging Advanced Technology to Build Strong Product Power
Product innovation is the core of competitive strength, and Jedver has focused on intelligent lighting for years. It has introduced innovative products such as the Cabinet and Wardrobe Light and WOWLUX Smart Lighting. The company creatively connects cabinet lighting with whole-house lighting to offer consumers personalized and intelligent living experiences.
Jedver also launched the Star-link 2.0, a whole-house smart control system that addresses common issues like device connectivity, slow transmission, and system stability. The system seamlessly integrates with Huawei and Apple devices. Furthermore, the company has invested heavily in IT and digital transformation, establishing itself as a digital factory and enhancing overall quality control systems across its operations.
In terms of product diversification, Jedver has consistently adhered to the principles of environmental protection, energy efficiency, smarter solutions, user-friendliness, and aesthetic appeal. In 2025, Jedver plans to launch a series of high-quality, aesthetically pleasing products tailored to the aesthetic preferences of both domestic and international markets. The company will also showcase its new products at the 2025 KBIS (Kitchen & Bath Industry Show) in the United States, marking a significant milestone for its brand.
While we cannot control external changes, Jedver’s experience shows us that embracing change and excelling in what we do best will yield results over time.
With the goal of "moving forward with light and embracing the new," Jedver is set to lead the next era of home lighting.
