[Source: "High-tech LED lighting market" December issue / reporter Zhou Jianhua]
For the “Veteran†energy-saving lamps and “Rookie†LEDs in the field of lighting, different “promotions and treatments†have appeared at the policy level. Policy promotion is of great significance in promoting market penetration of an industry. Energy-saving lamps have been subsidized by the state for four years. Last year, in the process of recycling, they encountered the problem of mercury pollution. This year, LED lamps have also received state subsidies for the first time. Although some experts believe that the “attitude†of this subsidy is more meaningful than “realityâ€, in the company’s view, the “signal†of subsidizing the new policy still gives them support. And confidence.
Business essence
“The state of supporting LEDs has already appeared. On the other hand, while energy-saving lamps continue to receive subsidies, they also raise higher technical thresholds. So in the future, this will accelerate the transformation of traditional lighting companies to LEDs.†Director of Lighting Marketing Zhang Wei told the reporter of "Lighting Market".
In November this year, according to the website of the Ministry of Industry and Information Technology, in order to implement the State Council’s “12th Five-Year Plan for Energy Conservation and Emission Reduction†and the “Twelfth Five-Year Plan for Comprehensive Prevention and Control of Heavy Metal Pollution†to reduce the mercury content of fluorescent lamps, the Ministry of Industry and Information Technology compiled the “China†A step-by-step draft for the gradual reduction of the mercury-containing roadmap for fluorescent lamps. By December 31, 2013, the production process of compact fluorescent liquid mercury was eliminated; as of December 31, 2014, the production process of liquid mercury was completely eliminated.
“This is because a large number of subsidized energy-saving lamps have begun to enter the end of life, and the recycling system is still not perfect, and mercury pollution has been exposed.†A person in charge of energy-saving lamps, which has been engaged in the export market for many years, said.
It is understood that since 2008, the country has promoted 150 million energy-saving lamps in three years, 50 million per year; subsidized energy-saving lamps, including U-shaped lamps, T8 tricolor lamps, T5 lamps, etc., are suitable for factories, schools, institutions. , residents, etc.
"Actually, due to policy promotion, the popularity and sales of energy-saving lamps in recent years are far more than this number, and the scope of use involved is also wider." Zhang Wei added.
Earlier, countries such as Europe, the United States and Japan have proposed a timetable for the elimination of incandescent lamps. China has implemented green lighting projects since 1996. The production ratio of energy-saving lamps and incandescent lamps has increased from 1:34 in 1996 to 1:1 in 2010. The global market share of energy-saving lamps has increased from 20% in 1996 to 85% in 2010.
Looking at the mature process of the energy-saving lamp industry, it has been 12 years since the introduction of state-level policy subsidies. By contrast, LEDs can be said to be "lucky". From the announcement of the news to the release of the policy, only half a month later, the first national subsidy policy in the LED lighting industry fell to the ground. Some commentators believe that LED subsidies may exceed 10 billion yuan, and the total subsidy is expected to reach 16 billion to 20 billion yuan within 3-5 years. Driven by subsidies, the terminal market for LED lighting will be launched in large areas in the near future.
The insiders analyzed that the characteristics of China's LED industry are mostly private enterprises, and the market adaptability is very strong. “It’s at a critical point. It’s difficult to achieve breakeven in the market alone. If the government can subsidize it, the next step will be great.â€
"This is a benchmark event for LED products to open the terminal market, but in the short term, it will not have a significant impact on the market share of traditional lighting." Hu Wei, director of marketing planning of Zhejiang Sunshine Lighting Group Co., Ltd., for three consecutive years The company that won the bid for the state subsidized energy-saving lamp project, Sunshine also won the bid for the LED energy-saving subsidy project this year.
A logistics company that has been selling first-line brands such as Opus and Sanxiong Aurora in Kunming, Yunnan, said: “The national level is facing LED subsidies just like the energy-saving lamps of the year. The significance is macro-promotion, which is phased and regional, and will not affect. To the national end market, because the market will eventually restore the commercial essence."
Price threshold
“Although we take this bid very seriously, the main focus is on the promotion of ordinary energy-saving lamps.†The person in charge of Xiamen Tongshida Lighting Marketing, who won the bid for the LED downlight project, told reporters that even if financial subsidies were obtained, LEDs were The current price of the lamp is still a certain distance from the home of ordinary people. “Unless those families just need to use LED lights, the energy-saving lamps with moderate prices are easier to promote. After all, several times the price difference is there.â€
It is understood that the price of the energy-saving lamp enterprises won this year is slightly higher than last year. In terms of household energy-saving lamps, the winning products range from 5W to 24W. Take Fujian enterprises as an example. The lowest bid price is 7 yuan/only, and the highest is 13 yuan/only. According to the regulations, these energy-saving lamps will be promoted and sold by state subsidies. The subsidy funds will be indirectly subsidized, and the financial subsidies will be given to the winning bidders, and then the bid-winning enterprises will sell them to the end users at the price after the bidding agreement minus the financial subsidy funds.
According to the subsidy situation in previous years, 50% subsidy will be given to each lamp of urban and rural residents. The price of Fujian residents purchasing “financial subsidy energy-saving lamps†this year is 3.5 yuan/only to 6.5 yuan/only. The cheapest subsidy last year was 3.2 yuan / only. The explanation for Fujian enterprises is that the rising price of phosphors has led to an increase in the production cost of energy-saving lamps.
In contrast, due to the decline in the price of rigid materials, coupled with fierce market competition, although the first promotion of LED lights is more expensive than energy-saving lamps, but compared to the same products last year, the price has fallen more than 30%.
It is understood that the indoor LED lamps that won the bid for this year's subsidy projects are divided into LED downlights and reflective self-ballasted LED lights. The former has a minimum power of 8W, the largest is 24W, and the latter has a minimum power of 5W. The largest is 12W. From the price of the bid, LED lights are much more expensive than energy-saving lamps. The price of LED downlights ranges from 58 yuan/only to 142 yuan/room, while the price of reflective self-ballasted LED lights ranges from 35 yuan to 90 yuan. .
According to industry insiders, in fact, the bid price is relatively low relative to the market price, but overall it is still much higher than the energy-saving lamps because of the high production cost of LED lamps. So far, the country has not announced the subsidy range of LED lights, but if the urban and rural residents are also calculated according to subsidies of 50%, then the cheaper is also 17.5 yuan / only.
"And the cost of indoor lighting is lower to 7 yuan / W level, this value is close to the threshold of the start of the indoor lighting market, the price of consumers will be further reduced to 5 yuan / / driven by financial subsidies / W, is expected to have a relatively good market acceptance," the industry analysts analyzed. After this bidding, the market price will be more standardized and transparent, which will inevitably limit some lamps and lanterns merchants to use the consumer's lack of understanding of the price of the sky and high commercial rebates, objectively improve the consumer's price level of LED lamps. Understand and increase confidence in LED lighting products.
Step by step
"The most worrying thing is that under the policy push and the momentum, a large number of LED companies and businesses are pouring into the terminal market, and the bad money is driving out good money, just like the energy-saving lamp market. Consumers don't trust, and ultimately suffer or do long-term. The brand's enterprise.†Zhou Jiaxiang, chairman of Laiya Lighting, who has been involved in the production of energy-saving lamps for 16 years and started to get involved in LED lamps in 2009, expressed concern.
At present, the quality of energy-saving lamps and LEDs on the market is uneven. Some products can only be used for two or three days. For a few months, the light decay is serious, and there is no energy saving at all. Even the light color is bad for the eyes, so there is a saying: energy saving is not expensive. . The meaning is that the saved electricity bill is not enough to buy the lamp, which is caused by poor quality.
Even local residents said that the state-subsidized energy-saving lamps would cost 3-4 yuan. They only need 1 yuan to buy them in the market. This is entirely due to unclear quality and unreasonable information. For the same U-shaped energy-saving lamps, the service life is generally more than 3 years, and those unlicensed and unlicensed energy-saving lamps are often used in less than a month.
"The winning bid is only the pre-action, and more importantly, how to promote sales and target tasks after winning the bid." In Hu Wei's view, the recent LED energy-saving subsidies, the relevant state ministries and commissions learned a series of lessons from the previous bidding, began to pay attention to The marketing and product landing ability of the bidding enterprise.
Coincidentally, on August 24, the Guangdong Provincial Bureau of Quality and Technical Supervision announced the results of sampling inspection of LED lighting products: in the 23 batches of LED lighting products sampled, the failure rate was as high as 73.9%. Guangdong Province has conducted a random inspection of self-ballasted LED lamp products produced by 21 companies in 7 cities including Guangzhou, Shenzhen, Zhuhai, Foshan, Zhongshan, Huizhou and Dongguan. A total of 23 batches were tested, and 17 batches failed. Less than 30%.
It is worth pondering that with the support of the policy, the LED industry has doubled its growth rate for many years, but LED lighting has never been able to start the civilian market. In addition to the high price, the quality is not stable, the price is not high is the main reason.
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