In 2010, China's lighting industry took the initiative to face the challenges of the global economic situation. The central government has issued a series of policies to stimulate domestic demand; local governments have actively introduced preferential policies, attracting investment, and developing regional economies; major industrial bases have also seized their own advantages and spared no effort to tap their own potential; leading enterprises have taken advantage of the situation and attacked the city and seized Market share; strength companies are all brilliant, seeking new growth points; new companies are also open source and thrifty, step by step, to gain a foothold. The whole country staged a counter-trend force to fight the crisis, which strongly promoted the development of the lighting industry.
The continuous development of the lighting industry will face great market opportunities and challenges. From the data and news given in the industry in the recent period, there will be great opportunities in China's lighting market, and there will be no small challenges in the future lighting field. For 2009, there are joys and losses, and in the face of the future, we are full of expectations and wishes.
Landscape lighting is one of the development directions
First, look at the new test of energy-saving light source industry from low-carbon economy
During the two sessions of the National People's Congress in March 2010, Xie Zhenhua, deputy director of the National Development and Reform Commission, pointed out that in 2010, the government will continue to promote 150 million energy-saving lamps with high subsidies, in order to replace the incandescent lamps that consume large amounts of electricity. A business opportunity of about 14 billion yuan. The low carbon economy guides the development of energy conservation and environmental protection for current and future lighting products.
The data shows that in the past three years, China has extinguished billions of incandescent lamps and lit up the same number of energy-saving lamps, which is obviously a huge market. Driven by a series of favorable policies, major brands are developing rapidly. Especially in the Olympic Games, World Expo, Asian Games and domestic large-scale project projects, new energy-saving light source products such as LED, electrodeless lamps, energy-saving lamps, etc. have become the protagonists of the industry.
With the introduction of various policies for energy conservation and emission reduction in the country, high-consumption and low-energy lighting products have been eliminated in large numbers, and the market for foreign energy-saving and environmentally-friendly light source products has also shown rigid demand. For China's energy-saving light source industry, this is an unprecedented opportunity and challenge. Cai Zuquan, former director of the Institute of Electric Light Sources of Fudan University, said that Chinese lighting companies have strong competitiveness in energy-saving lamp manufacturing and marketing channels, but they must compete with international brands in addition to quality, technology leadership and market recognition. In addition to the products, research and development power is indispensable. With the enhancement of the independent innovation capability of Chinese enterprises, within three to three years, three to five excellent energy-saving lamp brands will surely grow and will affect the world.
In 2010, while the national energy-saving lamp promotion activities will continue, the recycling issue will also receive more attention.
Previously, due to the small number of energy-saving lamps, the pollution problems caused by them have not received enough attention. With the large-scale application of energy-saving lamps, excessive mercury emissions have attracted the attention of relevant state departments. Some people in the industry said that the mercury pollution problem of energy-saving lamps may cause ecological disasters, but there is no industry management system on how to recycle waste energy-saving lamps. Since mercury in waste energy-saving lamps does not have re-use value, neither manufacturers nor distributors are willing to pay for this cost. Even if there is a relevant department responsible for recycling, because there is no packaging, the waste energy-saving lamps are extremely vulnerable to damage during transportation. In addition, many centralized recycling sites can only keep light bulbs properly, but do not have equipment related to energy-saving lamp dismantling.
For China, the active development of mercury-free energy-saving lamp technology and products, the implementation of mandatory recycling mechanism has become a major event in the work of energy saving and emission reduction. Experts and environmentalists have called for the government and industry to develop and introduce relevant policies and find alternatives as soon as possible. How energy-saving lamps can achieve environmental protection while saving energy will become an important issue for the promotion of energy-saving lamps this year.
Are more lighting companies fully prepared, can they win the opportunity of technological innovation and quality? If the energy conservation promotion activities can be carried out in a normal and orderly manner, does the country have corresponding science? The policy system guarantees? In 2010, it is also worth pondering.
In 2010, the low-carbon economy with the theme of energy saving and environmental protection has become the main theme of the lighting industry. For the energy-saving light source industry, it will also face new challenges.
Second, LED continues to develop hot landscape and indoor lighting into a development direction
Large-scale construction projects such as the Ten City Wanhao City Lighting Project have spurred the development of the lighting industry and promoted technological innovation in enterprise products. Because of its two advantages of energy saving and environmental protection, LED is the darling of today's lighting industry. In 2009, LEDs will flourish everywhere, and 2010 will continue to be hot.
At present, in the application of LED, we have developed from simple single architectural lighting to more integrated urban landscape lighting. The development of China's LED lighting industry is improving. The development of epitaxial chip companies is particularly rapid, the scale of packaging enterprises is growing rapidly, and lighting applications have made great progress.
However, it is undeniable that in the promotion of the country's ten cities and towns, road lighting is difficult to be technically difficult due to the complex application environment involved, and LED technology is still immature. Industry experts also have a lot of consensus on this: Many technical problems including heat dissipation, drive and optical problems have not been completely solved. In addition, LED street lights are poorly interchangeable, and with the rapid development of technology, each replacement of lamps will pay a high cost. At present, the products of various enterprises are not interoperable, and it is easy to form a monopoly, and there are many follow-up problems. Experts suggest that the promotion of the Ten Cities and Ten Thousands of Projects this year should still be based on pilot projects on the secondary roads.
Relatively speaking, this year LED is more optimistic about landscape lighting and indoor lighting applications. For example, LEDs are currently only 50-60 lm after being packaged, and cannot be compared with high-pressure sodium lamps. The color temperature is too high, and there is no advantage in road lighting applications at this stage. However, in landscape lighting, due to its good color, low technical difficulty, relatively simple products and small investment, it has obvious advantages. With the development of LED technology, landscape lights do not need to spend huge amounts of money to replace lamps as frequently as street lamps, but can develop second-generation and third-generation products. In general, lighting companies should manufacture luminaires and applications based on the maturity of LED technology. At this stage, the application of LEDs in landscape lighting is a matter of course. If the color temperature of the LED can be reduced to 3500-4000K, it is also very suitable for indoor lighting.
The largest market for the future semiconductor lighting industry (LED) will be general lighting, including indoor lighting and outdoor lighting. Dr. Li Hongtao, State Key Laboratory of Integrated Optoelectronics, Department of Electronic Engineering, Tsinghua University, made the above statement.
We can see that LEDs will be widely used in landscape lighting and indoor lighting in the future, and the stability of LED products will be further improved. For the LED industry, in the future, providing high quality and low price LED lamps will be the key to promoting LED development. In short, a LED indoor lighting war is inevitable, and emerging brands and export brands will become the dominant force in instigating the traditional domestic pattern in this war.
At the same time, the problem of LED light decay has begun to improve with the gradual maturity of technology, and the damage rate of electronic devices is expected to gradually decrease. If the optical problem can be solved smoothly, experts predict that after three years or so, LEDs will be applied in the field of road lighting. It tends to mature.
In 2010, the development of LED is still booming, and landscape and indoor lighting will also be widely used!
Third, the economic growth rate enterprises will cope with rising energy prices
According to the latest global and major national economic operation forecast report released by the British Consensus Corporation, China's economic growth rate will reach 9.6% in 2010 based on the economic growth of 8.5% in 2009, and the economic development environment is favorable.
At the same time, the country will increasingly signal the possibility of fine-tuning the real estate industry and fixed asset investment policies. Once the adjustment policy is released and implemented, it will inevitably have a major impact on the market development focus and capacity expansion of lighting and lighting enterprises. How to deal with the new demands of domestic and foreign markets and improve the competitiveness and sustainable development of enterprises requires enterprises to seriously consider.
The country's overall economy is growing at a faster pace. However, in the face of various macroeconomic regulation and control policies and sudden rises in energy prices, the company should actively respond to and respond promptly while maintaining optimism about the macroeconomic situation in 2010. Adjustment.
In response to rising energy prices, companies must continue to optimize their processes, improve product qualification rates, upgrade their own machines, and automate product assembly, thus saving a lot of money. At the same time, in order to improve product quality, the company must also pre-position the previous quality inspection, and change the original final inspection to the current process inspection. All of this is to enhance the competitiveness of the product.
In the face of the rapid growth of the economy, lighting companies should practice their internal strength and actively respond to possible rising energy prices. Reducing costs, improving efficiency and developing independent intellectual property rights are the three major themes of lighting product development. At this moment, the pursuit of new growth points is particularly important. New lighting source semiconductor lighting is bound to attract attention due to its high efficiency, energy saving, environmental protection and other advantages, and LED semiconductor lighting will also follow the trend, maintaining high growth, will inevitably lead to more and more enterprises.
In 2010, the economic growth rate continued, and the sails of the lighting industry were ignited, which allowed the big ship to withstand the test of big waves. However, the issue of rising energy prices brought about by economic growth will also expose enterprises to new tests.
Fourth, LED is the direction of OLED will be the future
Green and low carbon have become one of the main themes of technological innovation and development. On February 3, 2010, General Secretary Hu Jintao called for speeding up the transformation of economic development mode and improving the role of domestic demand and emerging innovation industries in economic development. With its outstanding advantages, LED lighting has become a prominent player in the new energy industry.
The core technology plus scale application is equal to the LED industry king. LED has the characteristics of small volume, high luminous efficiency, low power consumption, long service life, safety and reliability, energy saving and environmental protection. Its intrinsic characteristics determine that it is the most ideal green light source to replace the traditional light source. Edison was one of the greatest inventions after the invention of incandescent bulbs.
Nowadays, the customer demand in the LED general lighting market has gradually changed from the requirements for brightness and cheapness to the requirements for quality, environmental protection and comfort. In the future, LED will be more environmentally friendly, and the price will drop to about 1.3 times that of traditional lamps, which will become a direction of the lighting industry.
If LED is the future development direction, then OLED is the future lighting star. OLED is an organic light-emitting display, which does not require a backlight, can emit light by itself, has high visibility and brightness, and has a thinner thickness and a relatively simple structure. If a flexible substrate is used, it can be changed into different shapes, and is known. For the fantasy display. It is expected that by 2020, OLED lighting brightness, luminous efficiency, price, etc. will be closer to LEDs, which will be accepted by consumers in the general lighting market. The market size will reach 8 billion US dollars, accounting for about 10% of the overall lighting market. the above.
OLED has many unmatched advantages. However, the mainland China OLED industry chain has not yet formed. Almost all of the upstream materials need to be purchased from Japan, South Korea, etc. The systemic technology of key equipment and complete equipment is also in the hands of Japanese, Korean and European manufacturers. However, China has mastered many key technologies in the synthesis of organic light-emitting materials, which will be a big advantage for the future into the OLED industry.
In 2010, LED is the direction and OLED will be the future. While exploring the direction of new technology development, enterprises are also trying to portray several aspects of a new wave of business and try to find investment opportunities.
V. Channel construction rural market needs to be developed
As a traditional manufacturing enterprise, the success of channel construction has become a decisive factor for a company to grow. Whoever manipulates the last mile of intimate contact with consumers can become the king of the world. For enterprises, strong channel control capabilities are an important reason for their speed of development. In 2010, the vast rural market will become another new channel for the development of the lighting industry.
At the beginning of the year, the state's macro-control of real estate was significantly strengthened, and the property market regulation policies were frequently released, which has already caused some domestic first-tier cities to experience cold weather. In the burgeoning Guangzhou property market last year, it encountered Waterloo. In February, the property market fell by about 50%, and the average price fell to the 10,000 mark. Second- and third-tier cities, where housing prices are relatively reasonable or have not increased much, are regarded as the treasures of the Nuggets. Some large Chinese developers have begun to be more radically involved in second-tier cities. This signal makes the lighting companies feel the wind, and will greatly stimulate the demand for lighting products in this market. The participation of major brands will intensify market competition. Lighting brands competing in second- and third-tier cities will bring competition for channel resources among major brands. The game between first-line brands and second- and third-line brands will lead to new brand strategies, marketing strategies and channel models.
In addition to the first draft of the building materials to the countryside submitted by the China Building Materials Federation to the Ministry of Industry and Information Technology, more and more relevant industry and business leaders have recently met to discuss the feasibility of building materials to the countryside and bring lighting to the lighting industry. A new round of opportunities and challenges. The policy of building materials to the countryside has been introduced. Most lighting companies have indicated that this will effectively increase the sales volume of enterprises. The company that has taken the high-end route will expand its product line and develop new products suitable for the rural market. With the gradual advancement of building materials to the countryside, it is indispensable for lighting companies to adopt an overall strategy to cater to the rural market.
Rural consumption emphasizes price first. In order to meet the consumer demand in the rural market, many first- and second-line lighting brands will inevitably change their product strategies according to the progress of policy implementation, and develop low-end and mid-range new products suitable for rural sales as soon as possible.
The rural market will show unprecedented sales momentum. However, in the face of this big cake, how to open up new channel models and win a bigger market share is worthy of good research.
Industry professionals believe that more market opportunities this year are in the rural market. Last year, a large number of lighting companies entered the second and third-tier markets and even expanded into the rural market. The rural market will show unprecedented sales momentum. However, in the face of this big cake, how to open up new channel models and win a bigger market share is worthy of good research.
In 2010, the rural market became another experimental field for many lighting companies to take off.
6. Transition from capital market to talent market
The lighting industry has to undergo three stages of development to mature, and each stage takes about ten years to complete.
The first stage is the opportunity market. At this stage, mainly relying on the management of experience, the company is preemptive. At this time, there are more opportunities than challenges, and the lighting industry has a relatively broad development space. The continuous development of the economy and the growing market are indeed a good opportunity for many companies.
The second stage is the capital market. The funds raised in the capital market are mostly used to solve the medium and long-term financing needs, so the liquidity and liquidity are relatively weak. The risk is high and the income is high. Due to the long financing period, the possibility of major changes is also high, the market price is easy to fluctuate, and investors need to bear greater risks. At the same time, as a reward for risk, its income is also higher. At this time, the scientific management concept can accelerate the reshuffle of the industry.
The third stage is the talent market. At present, the entire lighting industry is developing at a mature stage, from the capital market to the cultural management of the talent market. At this time, corporate culture and industry culture are very important. Enterprises have begun to pay attention to brand awareness, and corporate decision makers, leaders, and personnel management have become an important aspect.
Management is also productivity, advanced enterprise management and process operations, standard quality control, material control, and finished product control. These links can be greatly improved, including thinking and daily work behavior or atmosphere. Improvement. The current lighting and lighting companies are far from the mature industry. It is an urgent task to know more about or understand the production management experience of some advanced enterprises at home and abroad.
Lighting lighting companies in the management who first regulate who will benefit first, will also seize the new commanding heights. The improvement of production management will inevitably promote the improvement of product quality. This is an indisputable fact. If we want to eliminate inferior lighting products, we must first grasp the source, control the quality of products in the production process, standardize operations or form a certain Quality management system.
In 2010, it will be the cultural management of the entire lighting industry from the capital market to the talent market!
In 2010, the lighting market has been staged. After the bumps and glory of 2009, China's lighting industry will surely usher in a new era of rapid development in 2010. In the face of the new market economy environment, 2010 will also be a difficult and challenging year, requiring more wisdom and courage in the industry. As the saying goes: Be careful to sail for thousands of years. In 2010, companies must have a clear understanding and calm analysis, seize opportunities and drive carefully. We look forward to the perfect ending of the lighting industry in 2010!
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