[High-tech LED reporter / Zhao Hui] In the past 2013, LED lighting started quickly, and the transformation speed of many traditional lighting enterprises began to accelerate, and LED lighting companies also began to seek the market positioning of the market segment, while increasing the channel. Investment in construction. At the 2013 High-tech LED Conference held from November 25th to 26th, many industry insiders said that the status of LED lighting as mainstream lighting has been established, and the channel competition is more intense.
The mainstream status of LED lighting is gradually established
“The total size of LEDs in China this year is 263.8 billion yuan, up 28% year-on-year. It is expected that in the next five years, LED applications will enter a period of slow growth in addition to indoor and outdoor, automotive lighting and special lighting.†Dr. Zhang Xiaofei, CEO of Gaogong LED, said China's export lighting will account for about 70% of the global market, and most of the foreign LED lighting will be OEM by Chinese companies.
Dr. Zhang Xiaofei said that the penetration rate of LED lighting will exceed 60% in 2015. At the end of 2018, LED lighting production accounted for 80% of total lighting output. Traditional lighting companies are slow to transform into LEDs, and forming strategic alliances with packaging companies is the way out. The proportion of ED lighting companies will exceed that of traditional lighting. The future is a world where traditional lighting has shifted to coexist with LED lighting. Therefore, next year is very important. The market share of lighting and traditional lighting enterprises is still greater. The LED lighting and packaging companies that have already listed will have certain advantages in lighting. This advantage includes capital and talents.
With the introduction of national support policies on green lighting, a number of LED lighting promotion programs have been launched throughout the country. It also drove a rapid increase in the penetration rate of LED lighting.
"The status of LED as the mainstream lighting has been determined, the outdoor is basically 100% LED application, the new commercial lighting project is basically LED, 90% of the new products are LED." G20-LED Summit member company - Sunlight Lighting (600261. SH) General Manager Guan Yong said at the 2013 High-Tech LED Conference that it is not discussing how much LEDs will be used, but how much time is left for traditional products.
G20-LED Summit member company - Qin Shang Optoelectronics deputy general manager Zhu Bingzhong also said that this year's diligent performance is also increasing revenue and profit, starting in the third quarter, a lot of growth. Next year, there should be a lot of growth opportunities.
In the past two years, companies including Mulinsen, Qinshang Optoelectronics, and Changfang Lighting have benefited from the rapid development of LED lighting, and their performance has also increased year by year.
“China's lighting market has a capacity of nearly 240 billion. Through years of market cultivation, the market has begun to accept LED lamps and light source products. LEDs are increasing year by year, mainly for indoor and outdoor lighting.†Lin Jiliang, general manager of Mulinsen Lighting Division, believes that China's lighting market There is no monopoly brand with a market share of 5%, especially in the areas of commercial lighting and industrial lighting.
Channel competition
In the lighting market, the saying goes: The channel is the best in the world. In the era of LED lighting, the competition for channels is equally fierce. In the past two years, companies including Qinshang Optoelectronics, Mulinsen, Guoxing Optoelectronics, and Zhouming Technology have accelerated the construction of channels.
On November 21, Qinshang Optoelectronics announced that the company plans to invest 40.395 million yuan to set up regional marketing management centers in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Hefei, Zhengzhou, Shenyang and Xi'an to build a nationwide marketing management platform. .
Zhu Bingzhong said that diligent investment in channel construction is great, but income will increase. The report for the third quarter of this year is relatively good, the traditional advantage of diligence, the number of engineering orders is relatively good, which is also the traditional advantage for some time to come. In terms of channels, we will gradually increase investment.
“2014 is a truly hands-on year. The number of LED-based companies will reach its peak, and the total number of LED industry companies will reach its peak. The market competition will start to be fierce. Some enterprises will be integrated and withdrawn. The situation of the provincial and first-tier cities in the circulation field will be clearer, but the third- and fourth-tier cities and county-level markets still have opportunities to enter, and companies are starting to find their own market segments.†Dr. Zhang Xiaofei believes that in 2015, the industry The integration is very fierce, the channel construction will be more cruel, and the overall market layout is basically completed. In 2017, who is the leader, leading, and winning year. In 2018, the market has reached a balance between supply and demand. The market is in a fine-tuning state, but the market size of the integrated lighting industry has begun to shrink, and a new round of reshuffle is about to begin.
When talking about channel construction, Guan Yong said that the looting of dealer resources has become more intense. There are three very obvious modes in the Chinese market. There are cooperation, upstream and downstream cooperation, self-built mode, and how many countries are open. Specialty store. More is that the upstream industry enters the downstream channel, and the intensity of supply chain integration is very obvious.
Guan Yong believes that the competition for dealers is actually related to the share of different types of dealers in the channel. In order to succeed in the channel transformation, enterprises must finally understand their core competitiveness.
In the channel construction, the e-commerce channel has gradually been valued by many enterprises. This year's double eleven, a number of LED lighting e-commerce have achieved a lot of sales.
“Lighting manufacturers need to start dual engines in the e-commerce era. Some companies have closed stores in big cities. The previous practice is not suitable for the current era. This is a challenge for traditional lighting, and an opportunity for LED lighting. The most important thing is Start the dual engine, shop under the business plus online, and do it together, so that you can compete better." Lin Yifeng, chairman of Zhouming Technology, the first brand of lighting e-commerce in Shanghai this year, said at the 2013 High-tech LED Conference. The layout of Chau Ming's entire network enhances brand influence and market coverage. Through a series of online publicity, it promotes the first brand strategy of Chau Ming Hanyuan online.
He Wenming, Chairman of Wanbang Optoelectronics: LED development is inseparable from technology, and technology is an important factor supporting LED development. Today's LEDs are popular, and technology is developing to make performance more stable. If we can make a product with high light efficiency and high stability, and the price is acceptable, the brand thus established can continue.
Lu Weidong, general manager of Yuanhui Optoelectronics China, said that each company has its own positioning and choose the channel that suits you. This requires carefulness and not to rush. The channel is king, but you should use the product to speak. In the early stage, you can seize the market, but if the quality of the product is not good, you will soon lose your life.
“In the past two years, Yuanhui has adjusted the corporate strategy according to the positioning of the company. In the engineering channel, the survival of the fittest is carried out, and some products that meet the design requirements are made in the design.†Lu Weidong said that in terms of e-commerce, Yuanhui is also exploring Since traditional lighting has occupied most of the channel channels, LED lighting companies have encountered many problems in channel development, such as insufficient quality distributor resources and slow channel expansion.
Lu Weidong believes that for enterprises, how to make products well, from product diversification, combination, to the dealers and customers with the highest cost performance. Yuanhui's current project is done through engineering dealers. These engineering dealers are profitable. It also hopes that you can give him a rich product line. This is a challenge for the company.
Lin Linliang, who is very strong in channel expansion, said that the channel has become more and more aware of its own shortcomings.
"Mu Linsen started the domestic channel in April last year. We have done a lot of research, analysis and research on the domestic channel model, and then think about how to do it better." Lin Jiliang told the "High-tech LED" reporter that last year There are already 22 first-level agents, and the core distributors and distributors underneath, the total of the country, up to more than 1,000, with terminal image display, display board display. This year, Mulinsen will invest a lot in the channel. Guo Xing Optoelectronics Xu Zhenfeng said that since last year, he has been doing domestic channels and doing channels for one year. He really loves and hates domestic channels.
"The channel still depends on what market to do, whether to do engineering, or to do big circulation. First, do your market segment well and find the right position." Xu Zhenfeng believes that if you do low prices, you will definitely die.
The mainstream status of LED lighting is gradually established
“The total size of LEDs in China this year is 263.8 billion yuan, up 28% year-on-year. It is expected that in the next five years, LED applications will enter a period of slow growth in addition to indoor and outdoor, automotive lighting and special lighting.†Dr. Zhang Xiaofei, CEO of Gaogong LED, said China's export lighting will account for about 70% of the global market, and most of the foreign LED lighting will be OEM by Chinese companies.
(Daogong LED CEO Dr. Zhang Xiaofei)
Dr. Zhang Xiaofei said that the penetration rate of LED lighting will exceed 60% in 2015. At the end of 2018, LED lighting production accounted for 80% of total lighting output. Traditional lighting companies are slow to transform into LEDs, and forming strategic alliances with packaging companies is the way out. The proportion of ED lighting companies will exceed that of traditional lighting. The future is a world where traditional lighting has shifted to coexist with LED lighting. Therefore, next year is very important. The market share of lighting and traditional lighting enterprises is still greater. The LED lighting and packaging companies that have already listed will have certain advantages in lighting. This advantage includes capital and talents.
With the introduction of national support policies on green lighting, a number of LED lighting promotion programs have been launched throughout the country. It also drove a rapid increase in the penetration rate of LED lighting.
"The status of LED as the mainstream lighting has been determined, the outdoor is basically 100% LED application, the new commercial lighting project is basically LED, 90% of the new products are LED." G20-LED Summit member company - Sunlight Lighting (600261. SH) General Manager Guan Yong said at the 2013 High-Tech LED Conference that it is not discussing how much LEDs will be used, but how much time is left for traditional products.
(Sunlight Lighting General Manager Guan Yong)
G20-LED Summit member company - Qin Shang Optoelectronics deputy general manager Zhu Bingzhong also said that this year's diligent performance is also increasing revenue and profit, starting in the third quarter, a lot of growth. Next year, there should be a lot of growth opportunities.
In the past two years, companies including Mulinsen, Qinshang Optoelectronics, and Changfang Lighting have benefited from the rapid development of LED lighting, and their performance has also increased year by year.
“China's lighting market has a capacity of nearly 240 billion. Through years of market cultivation, the market has begun to accept LED lamps and light source products. LEDs are increasing year by year, mainly for indoor and outdoor lighting.†Lin Jiliang, general manager of Mulinsen Lighting Division, believes that China's lighting market There is no monopoly brand with a market share of 5%, especially in the areas of commercial lighting and industrial lighting.
Channel competition
In the lighting market, the saying goes: The channel is the best in the world. In the era of LED lighting, the competition for channels is equally fierce. In the past two years, companies including Qinshang Optoelectronics, Mulinsen, Guoxing Optoelectronics, and Zhouming Technology have accelerated the construction of channels.
On November 21, Qinshang Optoelectronics announced that the company plans to invest 40.395 million yuan to set up regional marketing management centers in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Hefei, Zhengzhou, Shenyang and Xi'an to build a nationwide marketing management platform. .
Zhu Bingzhong said that diligent investment in channel construction is great, but income will increase. The report for the third quarter of this year is relatively good, the traditional advantage of diligence, the number of engineering orders is relatively good, which is also the traditional advantage for some time to come. In terms of channels, we will gradually increase investment.
“2014 is a truly hands-on year. The number of LED-based companies will reach its peak, and the total number of LED industry companies will reach its peak. The market competition will start to be fierce. Some enterprises will be integrated and withdrawn. The situation of the provincial and first-tier cities in the circulation field will be clearer, but the third- and fourth-tier cities and county-level markets still have opportunities to enter, and companies are starting to find their own market segments.†Dr. Zhang Xiaofei believes that in 2015, the industry The integration is very fierce, the channel construction will be more cruel, and the overall market layout is basically completed. In 2017, who is the leader, leading, and winning year. In 2018, the market has reached a balance between supply and demand. The market is in a fine-tuning state, but the market size of the integrated lighting industry has begun to shrink, and a new round of reshuffle is about to begin.
When talking about channel construction, Guan Yong said that the looting of dealer resources has become more intense. There are three very obvious modes in the Chinese market. There are cooperation, upstream and downstream cooperation, self-built mode, and how many countries are open. Specialty store. More is that the upstream industry enters the downstream channel, and the intensity of supply chain integration is very obvious.
Guan Yong believes that the competition for dealers is actually related to the share of different types of dealers in the channel. In order to succeed in the channel transformation, enterprises must finally understand their core competitiveness.
In the channel construction, the e-commerce channel has gradually been valued by many enterprises. This year's double eleven, a number of LED lighting e-commerce have achieved a lot of sales.
“Lighting manufacturers need to start dual engines in the e-commerce era. Some companies have closed stores in big cities. The previous practice is not suitable for the current era. This is a challenge for traditional lighting, and an opportunity for LED lighting. The most important thing is Start the dual engine, shop under the business plus online, and do it together, so that you can compete better." Lin Yifeng, chairman of Zhouming Technology, the first brand of lighting e-commerce in Shanghai this year, said at the 2013 High-tech LED Conference. The layout of Chau Ming's entire network enhances brand influence and market coverage. Through a series of online publicity, it promotes the first brand strategy of Chau Ming Hanyuan online.
He Wenming, Chairman of Wanbang Optoelectronics: LED development is inseparable from technology, and technology is an important factor supporting LED development. Today's LEDs are popular, and technology is developing to make performance more stable. If we can make a product with high light efficiency and high stability, and the price is acceptable, the brand thus established can continue.
Lu Weidong, general manager of Yuanhui Optoelectronics China, said that each company has its own positioning and choose the channel that suits you. This requires carefulness and not to rush. The channel is king, but you should use the product to speak. In the early stage, you can seize the market, but if the quality of the product is not good, you will soon lose your life.
“In the past two years, Yuanhui has adjusted the corporate strategy according to the positioning of the company. In the engineering channel, the survival of the fittest is carried out, and some products that meet the design requirements are made in the design.†Lu Weidong said that in terms of e-commerce, Yuanhui is also exploring Since traditional lighting has occupied most of the channel channels, LED lighting companies have encountered many problems in channel development, such as insufficient quality distributor resources and slow channel expansion.
Lu Weidong believes that for enterprises, how to make products well, from product diversification, combination, to the dealers and customers with the highest cost performance. Yuanhui's current project is done through engineering dealers. These engineering dealers are profitable. It also hopes that you can give him a rich product line. This is a challenge for the company.
Lin Linliang, who is very strong in channel expansion, said that the channel has become more and more aware of its own shortcomings.
"Mu Linsen started the domestic channel in April last year. We have done a lot of research, analysis and research on the domestic channel model, and then think about how to do it better." Lin Jiliang told the "High-tech LED" reporter that last year There are already 22 first-level agents, and the core distributors and distributors underneath, the total of the country, up to more than 1,000, with terminal image display, display board display. This year, Mulinsen will invest a lot in the channel. Guo Xing Optoelectronics Xu Zhenfeng said that since last year, he has been doing domestic channels and doing channels for one year. He really loves and hates domestic channels.
"The channel still depends on what market to do, whether to do engineering, or to do big circulation. First, do your market segment well and find the right position." Xu Zhenfeng believes that if you do low prices, you will definitely die.
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