How big is the LED segment in the era of “intensive farming�
[Source: LED Engineering magazine's "LED lighting channel" 2013 the third period (total of 39) reporter / Bear ring]
In February this year, the National Semiconductor Development and Reform Commission promulgated the "Semiconductor Lighting Energy Conservation Industry Plan" proposed that by 2015, China will completely eliminate more than 60W incandescent lamps; at the same time, promote the annual growth of LED lighting energy-saving industry output value of about 30%, to achieve in 2015 450 billion yuan. According to the plan, indoor commercial lighting products and systems will be the first category to be promoted.
Market segments
Recently, the Xibainian store located at No. 354, Shenban Road, Hangzhou City officially opened. According to Chen Baodong, general manager of Shenzhen Green Semiconductor Lighting Co., Ltd., “Xi Bai Nian†will be the first brand of LED clothing lighting in China to take the lead in the Zhejiang market in 2013. Its other brand “Green Lighting†still specializes in office lighting.
In the face of this huge market opportunity, Chen Baodong has his own understanding. "In 2013, the overall prosperity of the LED industry is expected to stabilize and rebound, and the spring of the industry will come again. The future market structure will undergo dramatic and profound changes, and in the past it relied on extensive The good days of profitable investment management will never return, and the market will enter the stage of 'intensive farming' in the future."
According to other data, in the commercial lighting market, clothing lighting accounts for 60% of the market, and office lighting has a share of about 20%.
"Whoever seized the two market opportunities of clothing lighting and office lighting, also established his position in the LED lighting market." Chen Baodong did not hide his ambitions in the field of clothing lighting and office lighting. "Apparel lighting has a market capacity of 45 billion yuan. If our company can occupy one-tenth of this, we can win a share of 4.5 billion yuan, which brings direct and considerable benefits to enterprises and distributors."
In Chen Baodong's view, it is easier and more professional to intensively work on a certain market segment than to attempt to swallow all areas. "We will not enter the lighting market of hotels and food industry. Now we only focus on the clothing and office fields. It is the essence of the company." Chen Baodong told the high-tech LED "Lighting Channels" reporter. To.
Distribution channel
From the dealer's point of view, what seems to be considered is different. In the process of gradually replacing LED lamps with traditional lamps, the general idea of ​​dealers is to satisfy customers' needs.
“What kind of products customers need, price and specifications, we will adjust the goods to help get the products.†This is the process of “Lighting Channels†reporters visiting the market, when asked what kind of LED products are mainly operated in the store, 95 % of dealers will answer this.
“First of all, it is impossible for LED manufacturers to produce lamps of various types and models; secondly, it is impossible for a single dealer to reserve all kinds of products for customers to choose. Therefore, when customers need certain products in their own stores, dealers The transfer of goods is the most direct and efficient way. It not only meets the needs of customers but also gives them a rich impression of the product line." A dealer of a listed LED company analyzed the "Lighting Channels" reporter.
"As a dealer, the most important thing is performance. If the customer wants Philips, Osram's products, even if we are not the dealer of such big-name products, but the same can be transferred to the goods; if it is the primary consideration of price factors, the corresponding We can also adjust to the products that meet their psychological expectations. This way the business can continue.†A dealer who has been in the store for 8 years admits that the mixed business model seems to be helpless, but it is profitable. One of the effective ways.
What's more, dealers don't open physical stores, just run all kinds of engineering business outside, get the order and then contact the manufacturer or directly to the market to buy lights. Although the cost of this method is low, it is not easy to be big, and the terminal image of a physical store is the ultimate development path.
Strategic layout
China's largest traditional lighting company, NVC, had a production value of 3.7 billion yuan in 2011. The industry believes that companies with an annual output value of more than 5 billion yuan or even 10 billion yuan in the field of LED lighting are not a fantasy. Therefore, the current LED companies are eager to "striking the city", in the absence of an absolute leading company in the market, each family seems to have the opportunity to stand out.
Zhang Hongbiao, research director of the High-tech LED Industry Research Institute, said: "China has entered the 'Warring States era' of LED lighting. The phenomenon of market chaos will be more prominent in the next one to two years, and the leading enterprises will gradually finalize within three years."
Enterprises need to do a good job to establish a brand image, but most dealers are more interested in pursuing economic benefits. “The image display of the product is on the one hand, but if the product is placed in the store for half a month, no one cares about the sales volume. If the product is good, we will also check whether there is still the need to continue cooperation.†A distributor in Jinhua, Zhejiang Province The business said to the "Lighting Channels" reporter.
“Products have an advantage in the same level of competition, and it is crucial to be able to obtain customer approval to bring orders. Of course, the company’s opening of a store to enhance the brand’s height is based on long-term development, but the industry’s development is changing. Unpredictable, who can laugh at the end is hard to say." The dealer said. It is not difficult to see that the docking of many companies' brand concepts and terminal sales seems to be misplaced.
"But I have to admit that LED companies focus on a certain area to develop products can always lead to more and more mature quality. Once the brand image is established, the market will be deeply rooted in the hearts of the people, and the subsequent development will be considerable. This is not difficult to understand. Why more and more LED companies set up stores in the country, the first thing is to firstly seize the channel resources." Facing the strategic layout of the company, Zhao Chen, manager of Zhuji Daoguang Lighting Co., Ltd. said.
In February this year, the National Semiconductor Development and Reform Commission promulgated the "Semiconductor Lighting Energy Conservation Industry Plan" proposed that by 2015, China will completely eliminate more than 60W incandescent lamps; at the same time, promote the annual growth of LED lighting energy-saving industry output value of about 30%, to achieve in 2015 450 billion yuan. According to the plan, indoor commercial lighting products and systems will be the first category to be promoted.
Market segments
Recently, the Xibainian store located at No. 354, Shenban Road, Hangzhou City officially opened. According to Chen Baodong, general manager of Shenzhen Green Semiconductor Lighting Co., Ltd., “Xi Bai Nian†will be the first brand of LED clothing lighting in China to take the lead in the Zhejiang market in 2013. Its other brand “Green Lighting†still specializes in office lighting.
In the face of this huge market opportunity, Chen Baodong has his own understanding. "In 2013, the overall prosperity of the LED industry is expected to stabilize and rebound, and the spring of the industry will come again. The future market structure will undergo dramatic and profound changes, and in the past it relied on extensive The good days of profitable investment management will never return, and the market will enter the stage of 'intensive farming' in the future."
According to other data, in the commercial lighting market, clothing lighting accounts for 60% of the market, and office lighting has a share of about 20%.
"Whoever seized the two market opportunities of clothing lighting and office lighting, also established his position in the LED lighting market." Chen Baodong did not hide his ambitions in the field of clothing lighting and office lighting. "Apparel lighting has a market capacity of 45 billion yuan. If our company can occupy one-tenth of this, we can win a share of 4.5 billion yuan, which brings direct and considerable benefits to enterprises and distributors."
In Chen Baodong's view, it is easier and more professional to intensively work on a certain market segment than to attempt to swallow all areas. "We will not enter the lighting market of hotels and food industry. Now we only focus on the clothing and office fields. It is the essence of the company." Chen Baodong told the high-tech LED "Lighting Channels" reporter. To.
Distribution channel
From the dealer's point of view, what seems to be considered is different. In the process of gradually replacing LED lamps with traditional lamps, the general idea of ​​dealers is to satisfy customers' needs.
“What kind of products customers need, price and specifications, we will adjust the goods to help get the products.†This is the process of “Lighting Channels†reporters visiting the market, when asked what kind of LED products are mainly operated in the store, 95 % of dealers will answer this.
“First of all, it is impossible for LED manufacturers to produce lamps of various types and models; secondly, it is impossible for a single dealer to reserve all kinds of products for customers to choose. Therefore, when customers need certain products in their own stores, dealers The transfer of goods is the most direct and efficient way. It not only meets the needs of customers but also gives them a rich impression of the product line." A dealer of a listed LED company analyzed the "Lighting Channels" reporter.
"As a dealer, the most important thing is performance. If the customer wants Philips, Osram's products, even if we are not the dealer of such big-name products, but the same can be transferred to the goods; if it is the primary consideration of price factors, the corresponding We can also adjust to the products that meet their psychological expectations. This way the business can continue.†A dealer who has been in the store for 8 years admits that the mixed business model seems to be helpless, but it is profitable. One of the effective ways.
What's more, dealers don't open physical stores, just run all kinds of engineering business outside, get the order and then contact the manufacturer or directly to the market to buy lights. Although the cost of this method is low, it is not easy to be big, and the terminal image of a physical store is the ultimate development path.
Strategic layout
China's largest traditional lighting company, NVC, had a production value of 3.7 billion yuan in 2011. The industry believes that companies with an annual output value of more than 5 billion yuan or even 10 billion yuan in the field of LED lighting are not a fantasy. Therefore, the current LED companies are eager to "striking the city", in the absence of an absolute leading company in the market, each family seems to have the opportunity to stand out.
Zhang Hongbiao, research director of the High-tech LED Industry Research Institute, said: "China has entered the 'Warring States era' of LED lighting. The phenomenon of market chaos will be more prominent in the next one to two years, and the leading enterprises will gradually finalize within three years."
Enterprises need to do a good job to establish a brand image, but most dealers are more interested in pursuing economic benefits. “The image display of the product is on the one hand, but if the product is placed in the store for half a month, no one cares about the sales volume. If the product is good, we will also check whether there is still the need to continue cooperation.†A distributor in Jinhua, Zhejiang Province The business said to the "Lighting Channels" reporter.
“Products have an advantage in the same level of competition, and it is crucial to be able to obtain customer approval to bring orders. Of course, the company’s opening of a store to enhance the brand’s height is based on long-term development, but the industry’s development is changing. Unpredictable, who can laugh at the end is hard to say." The dealer said. It is not difficult to see that the docking of many companies' brand concepts and terminal sales seems to be misplaced.
"But I have to admit that LED companies focus on a certain area to develop products can always lead to more and more mature quality. Once the brand image is established, the market will be deeply rooted in the hearts of the people, and the subsequent development will be considerable. This is not difficult to understand. Why more and more LED companies set up stores in the country, the first thing is to firstly seize the channel resources." Facing the strategic layout of the company, Zhao Chen, manager of Zhuji Daoguang Lighting Co., Ltd. said.
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