[Source: "High-tech LED-lighting market" August issue Xiong Yuheng]
Due to the lack of government supervision, lack of corporate attention, lack of brand presence, leading to the current LED lighting terminal market, assembly products rampant, the real brand of LED lighting products, but it is difficult to find.
China is a big country in the manufacture of LED lighting and a major exporter. At present, more than 80% of domestic LED lighting fixtures are exported. Enterprises hope to export, fully develop the US market, open up the European market and even the African market, trying to get rid of the disorderly, cruel and fierce competition in the domestic LED lighting market. However, in the eyes of major international companies such as Nichia, Cree and Osram, the future China definitely has the largest market for LED lighting.
Under the strong promotion of national policies, LED lighting companies that are more concerned about the domestic market are keen to complete the sales of their products through the invisible channels of government projects and commercial projects. In late March of this year, the Ministry of Finance, the National Development and Reform Commission and other departments publicly bid for the “Financial Subsidy Promotion Project for Semiconductor Lighting Productsâ€. Under the high threshold of 50 million yuan in registered capital, there are still 110 companies from all over the country participating in the bidding, and many The price of the bid is the ex-factory price of the product, even lower than the ex-factory price. The company believes that it is not important to make money without making money, and to get the project handy.
Domestic LED companies are keen on exporting and taking engineering channels, often ignoring their own construction of the LED lighting terminal market. Enterprises are the mainstay of the market. However, for various reasons, in the domestic LED lighting terminal market, it is not the LED lighting companies and the lighting lamps they produce, but the workshop-style businesses and those produced by those businesses. Out-of-the-box, low-cost, highly competitive assembly products.
Although LED lighting is not suitable for scale promotion in the field of household lighting for various reasons, it is an indisputable fact that the future market potential of household lighting is huge. If there is no mature LED lighting terminal market, it will be difficult to achieve this alternative by relying on engineering channels. Why does the domestic LED lighting industry form this pattern? How to break this pattern? With the above questions, Gaogong LED reporter visited the relevant LED lighting companies.
Engineering channels are forced by the times
Borrowing the classic lines in the Jiang Wen movie "Let the Bullets Fly", "Engineering, Engineering, or Engineering", the current enterprise Zhangkou project, closed-circuit engineering has become the norm in the domestic LED lighting industry.
The reason why the terminal is cold and the project is in the pipeline is because the current price of LED lighting products is too high, which is far from the price that ordinary consumers can afford. Most of the companies are not optimistic about the performance of current LED lighting in the terminal market. Naturally, we will not work hard to build terminal channels.
The engineering channels are different. First of all, the amount of lamps required by the engineering channel is large, and the scale is tens of millions. If the government pays for it, such as “Ten Cities and Ten Thousand Cities†and “Fifty Cities and Two Millions of Bengbuâ€, etc. It is possible that this advantage is unmatched by the end market. However, there are fewer porridges and fewer “squats†that can get engineering projects.
Second, the project owner does not pick the price. At present, the quantitative demand for lighting engineering is relatively large in the government and large commercial places. The government is not bad, the boss will not be poor, and will not care about the price of the product. Moreover, their demand for energy saving is more urgent, and it is hoped that LED lighting will reduce energy consumption costs, and the energy saving effect will be more significant, and investment can be recovered in the short term. However, if it is placed in the ordinary people's family, it is a long way to recover the investment from the saved electricity bill.
As a result, the company's Zhangkou project channel, closed project channels, and even the storefronts of those stores only a dozen square meters, less than 5 employees, LED products accounted for less than 1/10 of the dealers, but also keen to take the engineering channel.
Tan Jian, general manager of Laiwei Optoelectronics, said, “Enterprises are keen on taking engineering channels because the domestic LED industry has not really formed a brand, including lighting distributors. In addition to knowing LED energy conservation, it maintains light efficiency, indicators and lumens. The concept of rate is poorly understood, and only those who truly understand LEDs know which company's products in China are doing better."
Due to the lack of government supervision, lack of corporate attention, lack of brand presence, leading to the current LED lighting terminal market, assembly products rampant, the real brand of LED lighting products, but it is difficult to find.
China is a big country in the manufacture of LED lighting and a major exporter. At present, more than 80% of domestic LED lighting fixtures are exported. Enterprises hope to export, fully develop the US market, open up the European market and even the African market, trying to get rid of the disorderly, cruel and fierce competition in the domestic LED lighting market. However, in the eyes of major international companies such as Nichia, Cree and Osram, the future China definitely has the largest market for LED lighting.
Under the strong promotion of national policies, LED lighting companies that are more concerned about the domestic market are keen to complete the sales of their products through the invisible channels of government projects and commercial projects. In late March of this year, the Ministry of Finance, the National Development and Reform Commission and other departments publicly bid for the “Financial Subsidy Promotion Project for Semiconductor Lighting Productsâ€. Under the high threshold of 50 million yuan in registered capital, there are still 110 companies from all over the country participating in the bidding, and many The price of the bid is the ex-factory price of the product, even lower than the ex-factory price. The company believes that it is not important to make money without making money, and to get the project handy.
Domestic LED companies are keen on exporting and taking engineering channels, often ignoring their own construction of the LED lighting terminal market. Enterprises are the mainstay of the market. However, for various reasons, in the domestic LED lighting terminal market, it is not the LED lighting companies and the lighting lamps they produce, but the workshop-style businesses and those produced by those businesses. Out-of-the-box, low-cost, highly competitive assembly products.
Although LED lighting is not suitable for scale promotion in the field of household lighting for various reasons, it is an indisputable fact that the future market potential of household lighting is huge. If there is no mature LED lighting terminal market, it will be difficult to achieve this alternative by relying on engineering channels. Why does the domestic LED lighting industry form this pattern? How to break this pattern? With the above questions, Gaogong LED reporter visited the relevant LED lighting companies.
Engineering channels are forced by the times
Borrowing the classic lines in the Jiang Wen movie "Let the Bullets Fly", "Engineering, Engineering, or Engineering", the current enterprise Zhangkou project, closed-circuit engineering has become the norm in the domestic LED lighting industry.
The reason why the terminal is cold and the project is in the pipeline is because the current price of LED lighting products is too high, which is far from the price that ordinary consumers can afford. Most of the companies are not optimistic about the performance of current LED lighting in the terminal market. Naturally, we will not work hard to build terminal channels.
The engineering channels are different. First of all, the amount of lamps required by the engineering channel is large, and the scale is tens of millions. If the government pays for it, such as “Ten Cities and Ten Thousand Cities†and “Fifty Cities and Two Millions of Bengbuâ€, etc. It is possible that this advantage is unmatched by the end market. However, there are fewer porridges and fewer “squats†that can get engineering projects.
Second, the project owner does not pick the price. At present, the quantitative demand for lighting engineering is relatively large in the government and large commercial places. The government is not bad, the boss will not be poor, and will not care about the price of the product. Moreover, their demand for energy saving is more urgent, and it is hoped that LED lighting will reduce energy consumption costs, and the energy saving effect will be more significant, and investment can be recovered in the short term. However, if it is placed in the ordinary people's family, it is a long way to recover the investment from the saved electricity bill.
As a result, the company's Zhangkou project channel, closed project channels, and even the storefronts of those stores only a dozen square meters, less than 5 employees, LED products accounted for less than 1/10 of the dealers, but also keen to take the engineering channel.
Tan Jian, general manager of Laiwei Optoelectronics, said, “Enterprises are keen on taking engineering channels because the domestic LED industry has not really formed a brand, including lighting distributors. In addition to knowing LED energy conservation, it maintains light efficiency, indicators and lumens. The concept of rate is poorly understood, and only those who truly understand LEDs know which company's products in China are doing better."
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