[Source: Gaogong LED 's " LED Research Review" magazine March issue reporter / Tang Guirong]

For a long time, international lighting giants have dominated the lighting market in mainland China, but this pattern is changing.

In the field of traditional lighting, lighting companies in mainland China are basically doing OEM work for international lighting giants, including Snowlight, Foshan Lighting, etc. There are very few companies with their own brands.

However, in the field of LED lighting, traditional lighting companies have listed LED lighting independent brands as the company's strategic goals, such as sunshine lighting, Jiamei era, Debon lighting.

In the traditional lighting market, no lighting company has a market share of more than 1%. Among them, the top ten lighting companies have more or less business for international brands.

"LED lighting will definitely change the current market structure of traditional lighting." Zhou Shuiming, general manager of Foshan Jiamei Times Lighting Co., Ltd. said that traditional lighting companies are now transforming into LED lighting. With the original channel resources, cooperation with LED companies can be fast. Achieve transformation.

More than just traditional lighting companies, in the past two years, some LED lighting companies in mainland China have been highlighted, such as Yuanhui Optoelectronics and Qinshang Optoelectronics (002638.SZ). Among them, Qinshang Optoelectronics achieved LED lighting operating income of 857 million yuan, an increase of 11.45%; net profit of 128 million yuan, an increase of 3.08%.

"At least in the next 3-5 years, domestic lighting companies will have a lot of room for development." Zhang Xiaofei, CEO of Gaogong LED, said that there are many small and medium-sized LED lighting companies in China. The key to development is to find their own positioning and seek differentiation. The competitive advantage, research and development of special products, beyond the international lighting giant in the field of LED lighting, is not impossible.

Speed ​​up the layout of the mainland

In February of this year, the Ministry of Industry and Information Technology and the Ministry of Science and Technology and other five major departments jointly issued the "Semiconductor Lighting Energy Conservation Industry Plan" and proposed the development goals of the energy-saving lighting industry. Subsequently, the Ministry of Industry and Information Technology announced the document "China's gradual reduction of the tributary of fluorescent lamps".

The domestic LED lighting market is stimulating speed through various market positives.

In the face of the upcoming Chinese LED lighting civilian market, the international giants with mature R&D teams are also making great progress.

In July 2012, Samsung LED held a lighting distributor conference in Shanghai, indicating that the Chinese market is its main battlefield.

Wang Jian, general manager of GE Lighting's Asia Pacific LED products, revealed that in addition to the Chengdu Innovation Center, the Innovation Center in Xi'an was also established in July last year, mainly for the design and sales of LED and other energy-saving lighting products.

On March 11 this year, Osram, a subsidiary of Siemens, decided to streamline its business and focus its efforts on the LED lighting market due to poor performance last year. Osram managed to gain more growth in the industrial transformation from traditional lighting bulbs to LED lights, so plans to lay off employees. While selling the plant in Shaoxing, China, the company invested 100 million euros last year to build a new LED assembly plant in Wuxi, Jiangsu.

Osram executive chief Wolfgang said recently: "This sale represents another milestone in the company's restructuring. We will focus on profitable growth and plan to further increase the proportion of LEDs in overall business revenue."

At present, foreign lighting manufacturers mainly have three types of enterprises in mainland China, Europe, America, Japan and South Korea and Taiwan. Europe and the United States, represented by Osram and Philips, are directly transformed by traditional lighting giants and have a well-established brand and access system. Japan and South Korea are represented by Samsung and Panasonic, and the LED lighting brand is extended by electrical appliances. Taiwan's lighting companies are relatively weak, and there is no climate in the mainland market, mainly to digest the capacity of LED packaging plants.

But there is no doubt that the international lighting industry has begun to lay out the mainland LED lighting market, on the one hand to set up factories, on the other hand, with the original channels, to extend the reach to the terminal market.

Fight for high-end market

The market acceptance of international lighting brands is relatively high, but prices are still a major obstacle.

At present, in the LED lighting market in mainland China, the share of Philips Lighting is relatively high, while companies such as GE and OSRAM are relatively few.

However, industry insiders generally believe that the current international lighting giants have just started in the Chinese mainland LED lighting market, with a market share of no more than 10%. However, due to the original brand and channel advantages, international multinational companies still occupy a large proportion in the domestic high-end LED lighting market.

The reporter learned that Philips Lighting is currently positioned in the high-end market and takes the brand route. Including most high-end venues, such as five-star hotels, Philips LED lighting products are generally designated.

However, the price difference has become a major factor in the low market share of foreign lighting brands. It is reported that the price of Philips LED lighting products is at least twice as high as that of domestic high-end brands.

In addition to the different brand positioning, the domestic and international LED lighting field, the product route is also different.

A lighting distributor in Shenzhen said that Philips Lighting has high requirements for the color rendering index of LED lamps, and has a large creative design for lighting fixtures. It is a differentiated route. Mainland China enterprises mainly focus on the alternative market, designing LED lighting sources according to the specifications of traditional lighting, and the homogenization of products is very serious.

For example, bulbs, spotlights, lamps and other products have become the main products of every mainland LED lighting manufacturer.

When it comes to Continental lighting manufacturers to launch alternative bulbs such as ordinary bulbs, fluorescent lamps, and spotlights, Philips Lighting focuses on promoting creative LED lighting products.

In addition, mainland lighting companies generally pursue lumens. Lumens value is not the most important indicator in the field of LED lighting, especially in the field of general household, commercial, office lighting, etc., the display index of the lamps is relatively high, and the reduction of natural light is the most important appeal of consumers.

Opportunities for mainland lighting companies

Although the international lighting giants have a good market acceptance in the mainland, it does not affect the confidence of Chinese mainland LED lighting companies in vying for industry leaders.

In the field of traditional commercial lighting, international lighting brands dominate, and in the field of LED lighting, this pattern is being quietly changed. According to GLII statistics, in 2012, mainland China's lighting companies accounted for nearly 40% of the mainland's commercial lighting market share, with a compound annual growth rate of 23%.

The reason why the traditional lighting market is dominated by international lighting giants is mainly due to the late start of the domestic traditional lighting industry.

Liu Jingwei, former general manager of Shanghai Yaming Bulb Factory, analyzed that in the 1970s and 1980s, at the beginning of the development of the traditional lighting industry, China was in the early stage of economic development. No matter the market or the enterprise, it was not mature enough. At this time, the West Developed countries are already laying out the industrial chain.

"When the mainland economy has been rapidly upgraded and Chinese companies want to develop the lighting industry, the market has already been occupied by international giants." But Liu Jingwei believes that LED lighting is not the same as the development of traditional lighting.

“In the various links of the LED industry chain, the upstream mainland China started late, and the market is basically dominated by foreign manufacturers.” Liu Jingwei said that in the middle and lower reaches of LED, especially in the field of LED lighting applications, mainland enterprises are not late, and technology is also Not worse than foreign countries.

The good traditional lighting industry base not only provides a powerful support for the domestic LED lighting market application through the scale effect to improve the cost performance of lamps. At the same time, more importantly, there is no strong brand in the LED lighting market. At the time of the market outbreak, companies with technology, channels and capital have the opportunity to come to the end.

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