The energy-saving lamp market is sluggish or stimulates LED heating
[Source: "High-tech LED - Research and Review" July issue Hu Yanling]
Zhejiang is the largest province for exporting energy-saving lamps in China, and more than 60% of its output comes from Hangzhou.
In the past few years, thanks to the stimulation of foreign favorable policies, there are more and more energy-saving lamp manufacturers in Hangzhou, and the output is getting bigger and bigger. Among them, Lin'an Gaohong Town is China's famous "hometown of energy-saving lamps". It is one of China's three major energy-saving lamp manufacturing bases. Its output accounts for one-third of the country's total production and one-tenth of the world's total output.
However, this trend changed in 2011.
The data shows that in 2001, Hangzhou Inspection and Quarantine Bureau inspected and approved 9754 batches of export energy-saving lamps, with a value of 562 million US dollars, a year-on-year decrease of 21.3% and 10.6% respectively.
“The price fluctuation of fluorescent powder last year, coupled with the downturn in the real estate market, traditional lighting companies have left a batch of inventory products without digestion, resulting in the slowdown in the performance of most energy-saving lamps in the first half of this year.†Gao Xiao LED CEO Zhang Xiaofei said The advent of the energy-saving lamp market has stimulated everyone's confidence in LED lighting.
"Now all the traditional lighting companies have LED lighting." Yang Xiaoyan, product manager of Lidaxin Green Lighting Co., Ltd. (hereinafter referred to as "Ridaxin") told the high-tech LED reporter that traditional lighting companies realized that LED lighting is The trend of the times is being actively introduced.
Energy-saving lamp market downturn
Since March of last year, the three primary color phosphors required for energy-saving lamps have experienced a sharp rise and fall in a short period of six months: first, they have skyrocketed 10 times in 4 months, and skyrocketed from 300 yuan/kg to 3,000 yuan/kg. Since August, the market price has suddenly turned downwards. By mid-September, it has fallen to around 1,300 yuan / kg.
The rise in phosphor prices has greatly increased the production costs of energy-saving lamps companies, and most companies have experienced a decline in gross profit or even a loss. Take NVC Lighting (0 2 2 2 2 .HK) as an example. In 2011, the total gross profit of NVC Lighting decreased from 29.1% in 2010 to 25.6%. The explanation given by the company is that the T4/T5 bracket with large sales volume Affected by the price increase of major materials such as metal materials and phosphors, the gross profit margin decreased from 41.6% in 2010 to 33.1% in 2011.
The continued downturn in the real estate market has also hit the energy-saving lamp market.
Since last year, affected by the comprehensive effects of policies such as purchase restriction, credit control, and interest rate increase, the real estate market has gradually shown a situation in which both volume and transaction prices have fallen. “The economic downturn and the downturn in real estate have led to a significant drop in demand for energy-saving lamps in the market, which has directly caused a large inventory of enterprises.†Zhang Xiaofei pointed out. According to statistics from the High-Tech LED Industry Research Institute (GLII), as of the end of 2011, NVC Lighting's inventory reached US$112 million (approximately RMB 707 million), an increase of 62.62% year-on-year; Foshan Lighting (000541.SZ) stocks up to 494 million yuan, an increase of 35.08%.
"In the first half of this year, everyone is digesting inventories, and the growth rate of the energy-saving lamps market has slowed down," an industry source pointed out.
LED prices drop rapidly
At this point, some traditional lighting companies began to switch to LED lighting. In addition to the sluggish market for energy-saving lamps, the rapid decline in the cost of LED light sources has become a key factor in the determination of traditional lighting companies.
"Now 60% of domestic MOCVD is idle. With the gradual start of these idle devices, at least 50% can be reduced on the current cost basis," said Zhang Xiaofei.
As we all know, the biggest obstacle to the popularity of LED lighting to the market is the price. If the price can drop rapidly, it will inevitably push the penetration of LED lighting quickly.
According to the survey of the High-Tech LED Research Institute (GLII), in 2011, the price of LED lighting chips and devices began to decline rapidly due to the rapid decline in the price of upstream key raw materials and the successive launch of MOCVD. The data shows that the price of domestic LED lighting terminal products fell by more than 30% in 2011. According to Yang Xiaoyan, the price difference between the small wattage and the lumens of LEDs and energy-saving lamps is only 2-3 times.
However, although traditional lighting companies are beginning to show their determination to shift to LEDs, they still face many practical problems.
“What LED products do we need to do? Does the technology stand the test? Does the product have enough features? We are still groping.†A person in charge of traditional lighting companies told reporters that their biggest problem now is Do LED, but don't know which way to go.
"Now transform LED, we don't dare to be too fast, nor dare too slow. Too slow to fall behind, lose the opportunity to seize the LED lighting market, too fast and squeeze the capacity of the original energy-saving lamp market, after all, LED lighting Permeability is there." Yang Xiaoyan said that Lidaxin began to do LED lighting three years ago. In 2011, LED lighting sales accounted for less than 8%. It is expected that this figure will reach 10% this year, and the company is still steadily exploring the LED lighting market.
Some traditional lighting companies choose to keep moving forward, and some companies are optimistic about the LED trend, and choose to make great strides to seize market opportunities.
Firefly Group Co., Ltd. (hereinafter referred to as "Firefly") is a member of the Transitional Radical Party. Firefly marketing director Huang Shuhua said that last year the company's LED lighting revenue accounted for 25%, LED lighting sales this year is expected to account for about 40% of the company's performance.
Reasonably guide dealers
Although traditional lighting is inferior to LED companies in terms of LED technology and product design, the advantages of traditional lighting companies are also obvious, that is, control of sales channels.
“Resellers are firmly integrated with traditional lighting companies. Some big dealers can earn 1 billion yuan in revenue a year.†Huang Shenghua said that the interests of dealers and traditional lighting companies have been firmly tied. Once the time is ripe, traditional lighting companies can quickly open the LED lighting market with the help of the original channels.
However, the reality is somewhat out of Huang Shuhua's expectation: "The dealers also know that LED is the trend of the times. They are also choosing whether to represent the original brand of LED products, but there are more wait-and-see moods."
During the visit, the reporter also found that most of the lighting stores now have a display window for some LED products. But an interesting phenomenon is that these traditional lighting brand dealers sell not the original brand of LED products.
A dealer said that they are not sure whether the original energy-saving lamp brand can make quality LED products. They are still more on the wait-and-see stage.
"Too good, not afraid to sell, too bad, but do not want to sell." A dealer from Shenzhen said that they generally get goods to several LED manufacturers.
"In the future, the investment promotion system for LED lighting is reasonable, and enterprises are likely to quickly squeeze into the top ten LED lighting. But if it is unreasonable, it is very likely to lose the advantages of the original traditional channels." Huang Shuhua said that they will come up with a complete set. LED product system, price system and reasonable incentive system to rationally guide dealers to transition to the LED lighting market.
Zhejiang is the largest province for exporting energy-saving lamps in China, and more than 60% of its output comes from Hangzhou.
In the past few years, thanks to the stimulation of foreign favorable policies, there are more and more energy-saving lamp manufacturers in Hangzhou, and the output is getting bigger and bigger. Among them, Lin'an Gaohong Town is China's famous "hometown of energy-saving lamps". It is one of China's three major energy-saving lamp manufacturing bases. Its output accounts for one-third of the country's total production and one-tenth of the world's total output.
However, this trend changed in 2011.
The data shows that in 2001, Hangzhou Inspection and Quarantine Bureau inspected and approved 9754 batches of export energy-saving lamps, with a value of 562 million US dollars, a year-on-year decrease of 21.3% and 10.6% respectively.
“The price fluctuation of fluorescent powder last year, coupled with the downturn in the real estate market, traditional lighting companies have left a batch of inventory products without digestion, resulting in the slowdown in the performance of most energy-saving lamps in the first half of this year.†Gao Xiao LED CEO Zhang Xiaofei said The advent of the energy-saving lamp market has stimulated everyone's confidence in LED lighting.
"Now all the traditional lighting companies have LED lighting." Yang Xiaoyan, product manager of Lidaxin Green Lighting Co., Ltd. (hereinafter referred to as "Ridaxin") told the high-tech LED reporter that traditional lighting companies realized that LED lighting is The trend of the times is being actively introduced.
Energy-saving lamp market downturn
Since March of last year, the three primary color phosphors required for energy-saving lamps have experienced a sharp rise and fall in a short period of six months: first, they have skyrocketed 10 times in 4 months, and skyrocketed from 300 yuan/kg to 3,000 yuan/kg. Since August, the market price has suddenly turned downwards. By mid-September, it has fallen to around 1,300 yuan / kg.
The rise in phosphor prices has greatly increased the production costs of energy-saving lamps companies, and most companies have experienced a decline in gross profit or even a loss. Take NVC Lighting (0 2 2 2 2 .HK) as an example. In 2011, the total gross profit of NVC Lighting decreased from 29.1% in 2010 to 25.6%. The explanation given by the company is that the T4/T5 bracket with large sales volume Affected by the price increase of major materials such as metal materials and phosphors, the gross profit margin decreased from 41.6% in 2010 to 33.1% in 2011.
The continued downturn in the real estate market has also hit the energy-saving lamp market.
Since last year, affected by the comprehensive effects of policies such as purchase restriction, credit control, and interest rate increase, the real estate market has gradually shown a situation in which both volume and transaction prices have fallen. “The economic downturn and the downturn in real estate have led to a significant drop in demand for energy-saving lamps in the market, which has directly caused a large inventory of enterprises.†Zhang Xiaofei pointed out. According to statistics from the High-Tech LED Industry Research Institute (GLII), as of the end of 2011, NVC Lighting's inventory reached US$112 million (approximately RMB 707 million), an increase of 62.62% year-on-year; Foshan Lighting (000541.SZ) stocks up to 494 million yuan, an increase of 35.08%.
"In the first half of this year, everyone is digesting inventories, and the growth rate of the energy-saving lamps market has slowed down," an industry source pointed out.
LED prices drop rapidly
At this point, some traditional lighting companies began to switch to LED lighting. In addition to the sluggish market for energy-saving lamps, the rapid decline in the cost of LED light sources has become a key factor in the determination of traditional lighting companies.
"Now 60% of domestic MOCVD is idle. With the gradual start of these idle devices, at least 50% can be reduced on the current cost basis," said Zhang Xiaofei.
As we all know, the biggest obstacle to the popularity of LED lighting to the market is the price. If the price can drop rapidly, it will inevitably push the penetration of LED lighting quickly.
According to the survey of the High-Tech LED Research Institute (GLII), in 2011, the price of LED lighting chips and devices began to decline rapidly due to the rapid decline in the price of upstream key raw materials and the successive launch of MOCVD. The data shows that the price of domestic LED lighting terminal products fell by more than 30% in 2011. According to Yang Xiaoyan, the price difference between the small wattage and the lumens of LEDs and energy-saving lamps is only 2-3 times.
However, although traditional lighting companies are beginning to show their determination to shift to LEDs, they still face many practical problems.
“What LED products do we need to do? Does the technology stand the test? Does the product have enough features? We are still groping.†A person in charge of traditional lighting companies told reporters that their biggest problem now is Do LED, but don't know which way to go.
"Now transform LED, we don't dare to be too fast, nor dare too slow. Too slow to fall behind, lose the opportunity to seize the LED lighting market, too fast and squeeze the capacity of the original energy-saving lamp market, after all, LED lighting Permeability is there." Yang Xiaoyan said that Lidaxin began to do LED lighting three years ago. In 2011, LED lighting sales accounted for less than 8%. It is expected that this figure will reach 10% this year, and the company is still steadily exploring the LED lighting market.
Some traditional lighting companies choose to keep moving forward, and some companies are optimistic about the LED trend, and choose to make great strides to seize market opportunities.
Firefly Group Co., Ltd. (hereinafter referred to as "Firefly") is a member of the Transitional Radical Party. Firefly marketing director Huang Shuhua said that last year the company's LED lighting revenue accounted for 25%, LED lighting sales this year is expected to account for about 40% of the company's performance.
Reasonably guide dealers
Although traditional lighting is inferior to LED companies in terms of LED technology and product design, the advantages of traditional lighting companies are also obvious, that is, control of sales channels.
“Resellers are firmly integrated with traditional lighting companies. Some big dealers can earn 1 billion yuan in revenue a year.†Huang Shenghua said that the interests of dealers and traditional lighting companies have been firmly tied. Once the time is ripe, traditional lighting companies can quickly open the LED lighting market with the help of the original channels.
However, the reality is somewhat out of Huang Shuhua's expectation: "The dealers also know that LED is the trend of the times. They are also choosing whether to represent the original brand of LED products, but there are more wait-and-see moods."
During the visit, the reporter also found that most of the lighting stores now have a display window for some LED products. But an interesting phenomenon is that these traditional lighting brand dealers sell not the original brand of LED products.
A dealer said that they are not sure whether the original energy-saving lamp brand can make quality LED products. They are still more on the wait-and-see stage.
"Too good, not afraid to sell, too bad, but do not want to sell." A dealer from Shenzhen said that they generally get goods to several LED manufacturers.
"In the future, the investment promotion system for LED lighting is reasonable, and enterprises are likely to quickly squeeze into the top ten LED lighting. But if it is unreasonable, it is very likely to lose the advantages of the original traditional channels." Huang Shuhua said that they will come up with a complete set. LED product system, price system and reasonable incentive system to rationally guide dealers to transition to the LED lighting market.
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