LED indoor lighting era is coming, channel "revolution" is at the time

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

With the continuous maturity of LED technology, the cost has gradually declined, and LED lighting has gradually started in various market segments such as roads, businesses, and offices. The “channel layout” of LED lighting companies has also entered a critical period. The timeliness, completeness and mode selection of channel construction will greatly affect the position of enterprises in the future market competition.

“The LED industry is growing in the middle and lower reaches of the LED industry. The indoor lighting growth in the application field is the fastest, and the price decline is also the largest year-on-year.” Dr. Zhang Xiaofei, CEO of Gaogong LED, pointed out that in terms of channel layout, both manufacturers and merchants There is not much time to wait. Since last year, traditional enterprises, export enterprises, multinational corporations, state-owned enterprises and other types of enterprises have begun to build large-scale channels. “Channel construction is only a good day.”

According to the statistics of the High-tech LED Industry Research Institute (GLII), the output value of LED applications in mainland China reached 159 billion yuan in 2012, a year-on-year increase of 37%. Among them, LED indoor lighting output value of 33.5 billion yuan, an increase of 80%.

Since 2012, with the gradual release of LED upstream production capacity, the situation of oversupply in the industrial chain has further intensified, and product prices have also dropped significantly. This also directly leads to the combined cost of some LED lighting products has been comparable to traditional lighting.

In this context, the channel resources of LED lighting companies have also achieved rapid expansion, and the channel layout war has begun.

Engineering channels and exports still play a leading role

At present, LED lighting channels are generally divided into four types, one is engineering channels, mainly government and large-scale engineering projects. The second is export channels, including OEM and ODM exports. The third is the traditional multi-level distribution agent represented by dealers, agents, supermarkets, building materials and home lighting professional market. The fourth is the direct sales model of lighting companies that build their own stores and experience stores. It also includes a new marketing model represented by e-commerce.

According to the statistics of the High-tech LED Industry Research Institute (GLII), in 2012, more than 70% of the sales of LED lighting products in mainland China came from engineering channels and export markets, and the sales contribution through dealer channels and self-built channels was less than 30%.

"LEDs have been relatively high in the past few years. Although there are advantages that traditional energy-saving lamps can't match in terms of product performance and energy-saving efficiency, the price has always prevented them from actually going to the market." G20-LED Summit member company Tongfang shares semiconductor and lighting industry Liu Wei, general manager of the lighting department of the department, told the reporter of "High-tech LED" that the company chooses engineering projects as a breakthrough to ensure that they can survive, and secondly, establish a brand through engineering projects.

However, the scale of the project market is limited, and the domestic LED indoor lighting market demand has not been significantly improved, and exports have become an inevitable way for many LED manufacturers in the past few years.

According to relevant statistics, in 2011, China's exports of various types of LED lamps worth about 3.2 billion US dollars, as of the first three quarters of 2012, the value of exports in 2012 was about 2.77 billion US dollars.

At present, the number of LED lighting application enterprises in mainland China exceeds 10,000. According to data from the High-tech LED Industry Research Institute (GLII), in 2011, the proportion of indoor lighting products in China reached more than 70%.

However, since the overseas economy has continued to weaken since last year, product certification barriers in the export market have also begun to increase, and exports have become increasingly difficult. Last year, many export-oriented LED companies' overseas orders dropped sharply, and turning to the domestic market has become the only choice for many companies.

The era of indoor lighting is coming

After all, the number of engineering projects is limited, and the requirements for corporate qualifications, brands, technology, and financial strength are high. Many SMEs cannot enter this field. The biggest opportunity for LED lighting is the large-scale start-up of indoor lighting, especially in the civilian market.

Dr. Zhang Xiaofei said that 2013 is a crucial year for LED lighting, especially for indoor lighting. Now the price of products, especially LED bulbs, has dropped to near the level of traditional lighting. The advantages of LEDs are gradually being reflected, especially in the field of commercial lighting. The effect will be greatly accelerated.

The High-tech LED Industry Research Institute (GLII) predicts that the scale of LED indoor lighting production in China will maintain a high-speed growth trend in 2013, which is expected to reach 55.7 billion yuan, a year-on-year increase of 66%. The output value will exceed landscape lighting and become the largest LED. Application segmentation.

In this context, many LED companies have begun to fully develop the indoor lighting market. From the perspective of the distribution of investment in the industry, LED lighting companies have also become “Xiangxiang”.

At present, many LED manufacturers and international brands, including many companies that have not previously been involved in the LED field, have begun to enter the lighting application market, capable of doing their own work, inexperienced by OEM or strategic alliance.

Qinshang Optoelectronics, which has long been known as the "LED Street Light Expert", will also invest more in the field of indoor lighting from 2013. Huang Guanzhi, vice chairman of Qinshang Optoelectronics Co., Ltd. said that the company will choose to produce a part of its own products, and other products will be produced by OEM and ODM, in order to quickly occupy the market with the most cost-effective products.

Indoor lighting products are directly oriented to customers and consumers, which fundamentally determines the importance of the channel. Whoever occupies high-quality channel resources, whoever takes the lead in the LED lighting market.

The choice of channel construction and channel mode has become the top priority for every LED lighting company, and the choice of speed, quantity and quality has arisen.

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