In 2008, the financial crisis ended the "golden decade" of commercial lighting. At the same time, the country adjusted its macroeconomic policies in a timely manner and vigorously advocated a conservation-oriented society. Energy-saving and emission reduction became a hot topic in the streets. LED commercial lighting as a new generation of energy-saving light sources, has been recognized by the market and rapid development. In particular, the application of large-scale projects such as the Beijing Olympic Games has accelerated the progress of LED commercial lighting. In 2009, LED commercial lighting finally ushered in the market application promotion period, a large number of LED commercial lighting projects have been launched, a new wave of "LED trend" so that people look forward to the next decade of commercial lighting.
The fierceness of LED commercial lighting has stimulated the cautious and conservative attitude of the traditional business ventures, and the big names have spent their money on the LED. Shangzhao boss NVC Lighting released a series of more than 300 new LED products in more than 100 series of products in 6 series, and committed to invest one-tenth of the proceeds from the listing, namely HK$160 million for LEDs. Production and R&D. In the previous few days, Zhejiang Sunshine Lighting announced that it will invest 1 billion yuan in LED lighting projects in the next three years...
The traditional commercial Dazhao possesses channel advantages and brand advantages that other LED companies cannot match, and the smooth channels can quickly bring the products to the market; and the brand advantages accumulated in the commercial lighting industry will greatly promote market recognition. The customer base accumulated in the field of commercial lighting, the traditional commercial enterprises can quickly occupy the market.
Wu Zechang, Chairman of NVC Lighting, stated that NVC lighting's attitude change is based on the judgment that “LED development time is ripeâ€. Regardless of whether this judgment is correct, after all, the chaos in the LED market is a fact that cannot be concealed. From the perspective of the company itself, to successfully enter the LED industry, we must first solve three major problems, namely, technology, cost and consumer perception.
The technology is not enough. Compared with the traditional lighting, OEM blessings are rich in color, strong sense of hierarchy of LED lighting fixtures have an absolute advantage in the expression of the environment, can provide a striking image display effect for commercial lighting. However, LED commercial lighting is still plagued by technical bottlenecks such as heat dissipation, light failure, color temperature, and color rendering index.
Many people think that traditional commercial enterprises have entered the LED industry and have a natural advantage in technology. Deng Bin, chief engineer of Zhongshan Huayi Lighting, did not think so: “Traditional commercial lighting products and LED commercial lighting products are two concepts. Although traditional commercial lighting companies have some foundations and strengths in the structure and art of lamps, they are It still needs some technology."
NVC Lighting launched more than 100 varieties, which is equivalent to nearly one-fifth of the more than 500 varieties introduced by the industry in 2010. Gao Xiang, manager of NVC Lighting Product Planning Department, once proudly stated to the Senior Engineer LED reporter: “This batch of products has a total R&D time of only six months or so!†The speed is astounding. But industry insiders told reporters that this is just smoke screen bombs released by NVC, most of which are OEM manufacturers looking for OEM.
For traditional lighting companies looking for OEM ways to introduce LED new products, Shi Weili, chairman of Dalian Jiujiu Optoelectronics, revealed to reporters that Dalian Jiu Jiu Jiu is also an OEM lighting manufacturer for the United States. Midea Lighting has a strong presence in the LED industry based on the parent brand, and recently took the high-profile appearance of the new LED products at the 2011 China International Hotel and Architectural Lighting Exhibition.
Traditional companies have strong capital and brand advantages, quickly entering and rushing to eat the LED lighting market, the lack of technology and products. The use of OEM business OEM production is undoubtedly a good weapon to quickly enter the market.
Many people in the industry told reporters that the LED lighting industry is a mixed bag, the country has not yet formulated the LED industry standard into a national standard, and the easiest basis for judging whether an LED is qualified is whether it can be exported.
Wu Changjiang revealed that NVC did not get the certification of the US Energy Star, and NVC will tentatively set the LED product market promotion in the Chinese market.
For this, Shi Weili pointed out: "The LED products exported to foreign countries will encounter problems of patent issues and standards certification, and it is not easy to pass overseas certification. For the domestic market, everyone is staring at the domestic policy of energy-saving emission reduction. subsidy."
The price war is ahead of traditional commercial lighting companies to rush into the LED industry because of the high added value of LED products. Deng Bin told reporters: “Ordinary fluorescent lamps earn a few bucks even if profits double, but LEDs are expensive. Even if the gross profit margin is low, the profits are still relatively high, such as how a mobile phone sells thousands of dollars. It is also more profitable than selling hundreds of pieces." At present, the gross profit margin of LED products is maintained at around 20-30%.
For the LED commercial lighting market, Shi Weili's biggest feeling is that "the market has not really risen yet, but the price war has started." He explained to reporters that a one-meter-two T8 tube sells one hundred, some sell two hundred, and the price is twice the difference. The quality is vastly different. A good chip is a four cents, and the average chip is one for two; transparent PC, forty-five dollars, and twelve for three. In general, customers are more inclined to cheaper products, but after finding problems for a period of time, they will reduce the expectations of LED products, which hinders the development of LED lighting market.
For NVC's big move to introduce new LED products, Shi Jiuli, chairman of Dalian Jiujiu Optoelectronics, expressed his concern to reporters: “The channel is not difficult for NVC, but there may be some problems in quality assurance. NVC is now In terms of quantity, price will be cost-conscious, but if LED is overly cost-conscious, it will be as bad as Zhongshan lighting."
Non-replacement LED lamps become the next goal. The development of any new things, including the desire to replace the original things, will take some time, but the trend is inevitable. “Customers need a certain transition to accept new things. The technology and standards of LED itself still need to be improved.†Deng Bin told reporters.
LED has been sought after for its energy saving, health, and environmental protection, but the price of more than ten times that of ordinary light sources has discouraged consumers. "Consumers only care about immediate interests. A few dollars of energy-saving lamps still need state subsidies to promote them, let alone more than ten times their LED lamps." Wu Changjiang is very helpless.
"Technically, there is a mature part, but some still need to be improved." Shi Weili told reporters. Dalian Jiu Jiu Optoelectronics has provided the LED lighting products for the world's first Shangri-La Hotel transformation project using LED lighting sources. It is mainly used in guest rooms and corridor corridors, but in the hotel conference room, it is still unable to replace the original traditional light source.
An industry source pointed out to reporters that LED commercial lighting still adopts some traditional methods to deal with, that is, the original light source has made some replacements. However, the future development must be the same as the current traditional lighting. It requires a certain amount of light distribution, and it also needs certain development in terms of power reliability.
In terms of sales channels, the promotion of LED commercial lighting mainly depends on the traditional commercial lighting channel mode of the enterprise. However, unlike traditional commercial lighting, LED commercial lighting is mostly targeted at high-end customers and high-end projects, so LED needs an independent sales model. Which model is suitable and which model can be successful, companies are in a state of exploration. At present, the main sales model is to strive for high-quality distributors, operation centers, agency systems, and branch companies. Many companies have also intensified their in-depth cooperation with designers and design institutes. Designers are also more inclined to choose LED when they are working on some big design projects.
The fierceness of LED commercial lighting has stimulated the cautious and conservative attitude of the traditional business ventures, and the big names have spent their money on the LED. Shangzhao boss NVC Lighting released a series of more than 300 new LED products in more than 100 series of products in 6 series, and committed to invest one-tenth of the proceeds from the listing, namely HK$160 million for LEDs. Production and R&D. In the previous few days, Zhejiang Sunshine Lighting announced that it will invest 1 billion yuan in LED lighting projects in the next three years...
The traditional commercial Dazhao possesses channel advantages and brand advantages that other LED companies cannot match, and the smooth channels can quickly bring the products to the market; and the brand advantages accumulated in the commercial lighting industry will greatly promote market recognition. The customer base accumulated in the field of commercial lighting, the traditional commercial enterprises can quickly occupy the market.
Wu Zechang, Chairman of NVC Lighting, stated that NVC lighting's attitude change is based on the judgment that “LED development time is ripeâ€. Regardless of whether this judgment is correct, after all, the chaos in the LED market is a fact that cannot be concealed. From the perspective of the company itself, to successfully enter the LED industry, we must first solve three major problems, namely, technology, cost and consumer perception.
The technology is not enough. Compared with the traditional lighting, OEM blessings are rich in color, strong sense of hierarchy of LED lighting fixtures have an absolute advantage in the expression of the environment, can provide a striking image display effect for commercial lighting. However, LED commercial lighting is still plagued by technical bottlenecks such as heat dissipation, light failure, color temperature, and color rendering index.
Many people think that traditional commercial enterprises have entered the LED industry and have a natural advantage in technology. Deng Bin, chief engineer of Zhongshan Huayi Lighting, did not think so: “Traditional commercial lighting products and LED commercial lighting products are two concepts. Although traditional commercial lighting companies have some foundations and strengths in the structure and art of lamps, they are It still needs some technology."
NVC Lighting launched more than 100 varieties, which is equivalent to nearly one-fifth of the more than 500 varieties introduced by the industry in 2010. Gao Xiang, manager of NVC Lighting Product Planning Department, once proudly stated to the Senior Engineer LED reporter: “This batch of products has a total R&D time of only six months or so!†The speed is astounding. But industry insiders told reporters that this is just smoke screen bombs released by NVC, most of which are OEM manufacturers looking for OEM.
For traditional lighting companies looking for OEM ways to introduce LED new products, Shi Weili, chairman of Dalian Jiujiu Optoelectronics, revealed to reporters that Dalian Jiu Jiu Jiu is also an OEM lighting manufacturer for the United States. Midea Lighting has a strong presence in the LED industry based on the parent brand, and recently took the high-profile appearance of the new LED products at the 2011 China International Hotel and Architectural Lighting Exhibition.
Traditional companies have strong capital and brand advantages, quickly entering and rushing to eat the LED lighting market, the lack of technology and products. The use of OEM business OEM production is undoubtedly a good weapon to quickly enter the market.
Many people in the industry told reporters that the LED lighting industry is a mixed bag, the country has not yet formulated the LED industry standard into a national standard, and the easiest basis for judging whether an LED is qualified is whether it can be exported.
Wu Changjiang revealed that NVC did not get the certification of the US Energy Star, and NVC will tentatively set the LED product market promotion in the Chinese market.
For this, Shi Weili pointed out: "The LED products exported to foreign countries will encounter problems of patent issues and standards certification, and it is not easy to pass overseas certification. For the domestic market, everyone is staring at the domestic policy of energy-saving emission reduction. subsidy."
The price war is ahead of traditional commercial lighting companies to rush into the LED industry because of the high added value of LED products. Deng Bin told reporters: “Ordinary fluorescent lamps earn a few bucks even if profits double, but LEDs are expensive. Even if the gross profit margin is low, the profits are still relatively high, such as how a mobile phone sells thousands of dollars. It is also more profitable than selling hundreds of pieces." At present, the gross profit margin of LED products is maintained at around 20-30%.
For the LED commercial lighting market, Shi Weili's biggest feeling is that "the market has not really risen yet, but the price war has started." He explained to reporters that a one-meter-two T8 tube sells one hundred, some sell two hundred, and the price is twice the difference. The quality is vastly different. A good chip is a four cents, and the average chip is one for two; transparent PC, forty-five dollars, and twelve for three. In general, customers are more inclined to cheaper products, but after finding problems for a period of time, they will reduce the expectations of LED products, which hinders the development of LED lighting market.
For NVC's big move to introduce new LED products, Shi Jiuli, chairman of Dalian Jiujiu Optoelectronics, expressed his concern to reporters: “The channel is not difficult for NVC, but there may be some problems in quality assurance. NVC is now In terms of quantity, price will be cost-conscious, but if LED is overly cost-conscious, it will be as bad as Zhongshan lighting."
Non-replacement LED lamps become the next goal. The development of any new things, including the desire to replace the original things, will take some time, but the trend is inevitable. “Customers need a certain transition to accept new things. The technology and standards of LED itself still need to be improved.†Deng Bin told reporters.
LED has been sought after for its energy saving, health, and environmental protection, but the price of more than ten times that of ordinary light sources has discouraged consumers. "Consumers only care about immediate interests. A few dollars of energy-saving lamps still need state subsidies to promote them, let alone more than ten times their LED lamps." Wu Changjiang is very helpless.
"Technically, there is a mature part, but some still need to be improved." Shi Weili told reporters. Dalian Jiu Jiu Optoelectronics has provided the LED lighting products for the world's first Shangri-La Hotel transformation project using LED lighting sources. It is mainly used in guest rooms and corridor corridors, but in the hotel conference room, it is still unable to replace the original traditional light source.
An industry source pointed out to reporters that LED commercial lighting still adopts some traditional methods to deal with, that is, the original light source has made some replacements. However, the future development must be the same as the current traditional lighting. It requires a certain amount of light distribution, and it also needs certain development in terms of power reliability.
In terms of sales channels, the promotion of LED commercial lighting mainly depends on the traditional commercial lighting channel mode of the enterprise. However, unlike traditional commercial lighting, LED commercial lighting is mostly targeted at high-end customers and high-end projects, so LED needs an independent sales model. Which model is suitable and which model can be successful, companies are in a state of exploration. At present, the main sales model is to strive for high-quality distributors, operation centers, agency systems, and branch companies. Many companies have also intensified their in-depth cooperation with designers and design institutes. Designers are also more inclined to choose LED when they are working on some big design projects.
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