High-tech LED annual inventory (two): 2012 lights are top ten keywords

[Photo/High-tech LED Zhou Jianhua] The ancient town in 2012 can be said to be the most complicated year in which the lights have settled in ten years. From the relevant data released by the government, from the long-term reports of professional media, from the transformation trend of traditional lighting and lighting companies, from the sales champions of finished parts stores, etc., it can be seen that 2012 is destined to be the true illuminating of traditional lighting A glorious year, even a lot of changes worthy of attention.

1 , traditional lighting to new light source lighting applications
Keywords: LED boom
"China's lighting capital", as the name suggests, the proportion of traditional lighting is quite large. The emergence of new light sources will inevitably become the biggest growth point for the upgrade of lights. Around the towns around the ancient town: Xiaolan Town, Jiangmen City, Banfu Town and even Shenwan Town have also laid a high-profile new light source industry this year. The Zhongshan Municipal Government also intends to guide and integrate these five townships into industrial belts with a Gushen Highway, integrate the resources of the township, build a LED industrial belt, and foster emerging industrial clusters.

According to official data, as of the end of June 2012, there were 15,465 lighting fixtures and related industries in Guzhen, including 3,531 lighting finished products production industries. At present, the output value of LED lighting fixtures is about 10 billion yuan, accounting for the proportion of the total output value of Guzhen lighting industry. More than 46%.
The ancient town plans to produce 40 billion yuan of annual sales value of lighting and lighting by 2015. It has a complete lighting e-commerce platform, with annual sales of the network accounting for more than 10% of annual sales.

2 , fierce competition leads to sluggish sales
Keywords: down 30%

At the end of 2012, many traditional lighting stores in the famous lighting towns of the country posted advertisements for renting, and after more than two years of high-pressure housing policies, the original hot home lighting companies also encountered sales bottlenecks. Even if the sales volume is in a rapidly rising stage, because of the serious homogenization, the price war is hot, and other rigid costs such as labor, rent, logistics, etc. continue to increase, and the reshuffle is extremely fierce.

"From the logistics data, it can be seen that Zhongshan Lighting's domestic sales should have dropped by 30% year-on-year this year." Foshan Jianzhong, chairman of Zhongshan Qinyue Logistics, told the high-tech reporter that he also reminded that this year's reshuffle is even worse. Companies must pay special attention to the security risks of the capital chain. According to the reporter's visit to several other lighting professional logistics and transportation companies, the person in charge unanimously stated that the number of new customers (distributors and enterprises) has increased this year, but the average transportation volume of individual customers has been declining.

3, the light fair encounters the brand bottleneck
Keywords: exhibition confusion
In 2012, the 11th Light Expo was the most questioned in history. According to figures released by the Organizing Committee of the Light Expo, there were 614 exhibitors in this year, including more than 350 LED exhibitors, accounting for 59% of the number of exhibitors, a substantial increase from the previous quarter. However, the reporter found on the scene that most of the third- and fourth-line brands in the LED field, and even the accessory manufacturers are in the same Taiwanese market. There are only a handful of first- and second-line brands. Even Zhongshan’s old lighting companies such as Shengqiu, Kaiyuan and Xinteli are missing. .

In fact, compared with the horizontal comparison of exhibiting companies in the past five years, the quantity may not change much, but the quality has dropped significantly. The 10th Light Expo was held. The current exhibitors are still local enterprises, and the number of brand enterprises outside the town and abroad is limited.

This year's Light Expo, exhibitors in Zhongshan City still accounted for 76.2%. Among the high-support ratios of this local enterprise, such well-known local brands as Mulinsen, Taiteng Lighting, Honeywell Langen, Pinshang Lighting, and Ou Dier have not “payed the bill”.

4 , excessive price wars give birth to inferior products
Keywords: "bad money" effect
The reporter visited the three major light sources, electronics and hardware accessories cities in Guzhen. It was found that the sales target of accessories in 2012 has been “extended” from the finished products of the surrounding townships to the assembly orders of the terminal merchants. Assembly has always been synonymous with the application field of lighting and lighting industry, but in the LED era, assembly represents the “three no” manufacturers with no scale production, no marketing system and no brand concept.

Ubiquitous price war

 
Because of the "three noes", the assembly factory can only use the price as the main chip, which leads to the chaos of the LED market terminal. The market has already appeared 0.3 watts of 1 watts of light bulbs, and the 3 watts of downlights add up to less than 1 Tiles, some engineers and consumers only stare at the price, light effects and warranty are naturally ignored. Businesses are like the flowers in the fog, and the brand companies are also encountering channels.

Listed companies also won the store in Guzhen, participating in the price war of accessories



Behind the hot LED is the homogeneity caused by the blind pursuit of the industry in the industrial zone, and the price war is hot.

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