As more and more companies began to enter the field of LED lighting and invested heavily in development, a vigorous LED tide swept through the Chinese lighting industry in a few years, and wherever the tide went, it was a hit. At the same time, traditional lighting companies that have been in the lighting industry are also under pressure from the outside world, and they have cut into the LED lighting market and began to explore the transformation of enterprises.
Traditional lighting industry upgrade is imminent
As we all know, the energy efficiency of traditional light sources is low, and the space for technological improvement is not large. Moreover, the number of traditional lighting enterprises in China is large and the competition is fierce. In order to win the market, the price war is very serious. In addition to winning the market through the brand, the existing traditional lighting companies have little added value. Cai Ming, product manager of Jiangsu Shifu Photoelectric Technology Co., Ltd. said that although China is a major producer and exporter of lighting products, many traditional lighting companies are doing OEM work. The profit margin is generally only a few points, while local brands The advantage is not very obvious.
The development of traditional lighting enterprises is facing constraints, while the development of semiconductor lighting industry is very rapid, its light efficiency has reached more than 100lm / W, and is expected to increase by 20% to 30% every year. As technology matures and scales up, its costs will continue to decline and its development prospects are unpredictable. In the future, the lighting that people pursue will not only be lit, but more of a pursuit of home and office lighting environments, such as intelligent control dimming applications, which is difficult to achieve for traditional lighting, and LED The advantage is obvious.
With the development of hard indicators with various technologies and performances of LED lighting as the core, the requirements in some lighting fields have been gradually satisfied. Its soft application with energy conservation and environmental protection as its core has also been paid more and more attention. The wide application of LED lighting is also in line with the government's requirements for promoting energy conservation and emission reduction actions. At present, all governments are actively eliminating low-efficiency lighting products. The EU has completely banned the import or production of traditional incandescent lamps. China has also begun to promote energy-saving products on a large scale and eliminate low-efficiency products. Based on various factors, the company also realized that the development of focusing on traditional lighting can no longer meet the development requirements of enterprises under the new situation, so it began to transform into LED. Cai Ming said.
In early 2010, relevant industry organizations in the industry conducted a survey and forecast activity on the time schedule of LED replacement for traditional lighting. The survey results show that the industry is more optimistic about the progress of LED instead of traditional lighting. Most of them believe that within three years, the proportion of LEDs replacing traditional lighting can reach 20%, and up to 50% within 3-5 years, or up to 80% after 10 years. According to JP Morgan's latest forecast, semiconductor lighting sources will occupy 50% of the global market share in 2014, and semiconductor lighting fixtures will have a 50% market share in 2016. Targeting the fast-growing domestic LED indoor lighting market. The survey also showed that most people in the industry believe that the occupancy rate of LED indoor lighting products in 2020 may reach 50%. To this end, some experts predict that the LED lighting market will gradually mature in the next 10 years, and it is also the most crucial 10 years for the transformation of traditional lighting into LED lighting.
It can be seen that there are not many time left for the traditional lighting enterprises to transform and upgrade. Many traditional lighting companies have realized the necessity of developing LED lighting projects on the basis of sticking to the original city, and started to invest in LED development and application. Exploring the transformation of the enterprise, but most traditional lighting companies are still in the early stage of LED investment. However, from the 2010 China (Shanghai) International Hotel and Architectural Lighting Exhibition held at the end of March 2010, the Frankfurt Lighting Exhibition in Germany in April, and the Guangzhou International Lighting Exhibition held in June, we can all see LEDs. Lighting products have gradually become the protagonist of the exhibition. Whether it is a traditional lighting enterprise or an LED lighting enterprise, LED lighting products are placed in a prominent position in the booth, and the types and functions are more and more.
I have to admit that with the continuous maturity of LED lighting technology and the support and guidance of national policies, many traditional lighting companies at home and abroad have invested in the development of semiconductor lighting. The industry reshuffle has further intensified, and the upgrading of traditional lighting enterprises is imminent. .
Traditional lighting enterprises need to break through many difficulties
In the past few years, LED products have always been dominated by professional LED lighting companies, and they have always been in the supporting role in many aspects such as brand, channel and market application. However, in recent years, as the LED boom has swept the world, various businesses are also looking for business opportunities and actively seeking for transformation, especially for large traditional lighting companies with capital and channel advantages. For example, more than a year ago, domestic traditional lighting giants such as NVC and Yaming all extended olive branches to LEDs, and announced a high-profile expansion into the field of LED lighting.
For traditional lighting companies, the design of LED lighting fixtures and their technical problems are very different from traditional lighting. For this reason, many traditional lighting companies have also set up LED lighting divisions to carry out research and development on LED lighting. Through careful investigation and thorough analysis, the development trend, the speed of technological progress, the scope and extent of influence, the opportunities and timing of birth, and the direction of self-cultivation are evaluated as objectively as possible in order to determine the direction of efforts and the timing of the cut-off. .
However, LED lighting is a systematic and complicated high-tech technology. LEDs are used in lighting, such as packaging, optics, power supply, heat dissipation and light distribution. The design of each link will ultimately affect the LED. The actual light efficiency, cost, and life of the lighting fixture.
It is understood that many traditional lighting companies have focused on lighting fixtures for many years. Their most direct approach is to develop downstream functional applications of the LED lighting industry chain with relatively low technical content and develop various functional LED lamps. However, these enterprises have long been at the low end of the industrial chain and value chain, lack of accumulation of enterprises, weak ability to invest in innovation, and lack of cooperation and innovation between enterprises and enterprises, and many traditional lighting companies. After taking a detour, I paid a lot of tuition fees, and I became less confident in the development of LED lighting products.
The primary problem facing traditional lighting companies in their transformation is the issue of talent. Cai Ming said that traditional lighting generally only requires the structure of the lamp to be well grasped, and it can be lit up. Enterprises rarely have high-tech talents. However, the production of LED lighting products involves multiple links, such as heat dissipation, light distribution, materials, electronics, etc., and each aspect requires professional-level talents to ensure the quality of all aspects of the product. Due to the rapid development of the LED lighting industry, the talents of the entire industry are relatively lacking, which makes the traditional lighting enterprises in transition face the problem of talents.
In addition, it is more difficult for traditional lighting companies to break through the traditional design ideas. When a new product replaces the original product, it is always accustomed to using traditional lighting methods according to inertial thinking. For example, many LED bulbs that directly replace incandescent bulbs can be seen. Cai Ming said that the earliest light source wattage, color temperature, etc. are fixed, and LED can be made into various forms of light source in point, line and surface. LED lighting is subverting the traditional light distribution concept, and many traditional lighting product designers are not suitable. This kind of change, especially not suitable for the small batch production of LEDs, is accustomed to treating the new light source as an old light source, which does not highlight the advantages of LED. Therefore, in the process of enterprise transformation and upgrading, product transformation and upgrading, we must use a new concept to design LED products.
At the same time, the protection of patents should be paid attention to in the transformation of traditional lighting enterprises. LEDs can innovate a lot of things. If the company makes great efforts to develop a new product, it will be imitated in the market for a few months. This will undoubtedly dampen the enthusiasm of the company's research and development, so the traditional lighting companies in the patent protection should also pay attention to the transformation.
From the perspective of entrepreneurs, some traditional lighting entrepreneurs are still in the initial stage of the evolution of empirical expert management technology, lacking a systematic professional background and modern advanced enterprise management methods and concepts. At the same time, in the process of transformation, there may be insufficient estimation of the increasingly competitive environment, lack of clear and clear development planning, and no strategic objectives at all levels of the enterprise; some enterprises have a heavier speculative thinking, and there is a quick success, and the LED strategy is a practice, not considered. The strength of its own, without adequate market research, without reviewing the situation, blindly expanding and transforming, the result of dragging the enterprise into the debt trap, resulting in a very passive situation.
There are many examples of dilemmas due to the lack of scientific and rational development planning and blind transformation. This has also led some traditional lighting companies to adopt a cautious attitude towards large-scale development of LED lighting products, which is in the wait-and-see stage. However, there are also some large traditional lighting companies. They have realized that LED lighting is a technology to clean small businesses, and it is a huge opportunity to grasp the future development trend of lighting. They not only increased their investment in LED technology research and development, but also accelerated the development and design of products. Some well-funded enterprises even accelerated the integration between upstream and downstream enterprises in the entire industry chain.
How should traditional lighting companies transform?
In the survey, it was found that many of the traditional lighting companies that have begun to transform have established LED business units, which have clear and clear plans for the development of LEDs and focus on research and development. Some focus on application research and application module development; some are based on providing consumers with cost-effective, safe and reliable complete LED product solutions. In order to speed up the layout in the LED industry, companies can quickly make up for the lack of LED technology through mergers and acquisitions of LED professional lighting companies; or directly control the LED industry's upstream industry chain by acquiring semiconductor companies directly into the LED chip manufacturing field. .
The biggest advantage of traditional lighting companies is the funds and channels. Traditional lighting companies have the advantage of sales channels, strong capital and considerable brand recognition. A lighting expert said that without the funding bottleneck and survival pressure, through the merger and acquisition of some LED lighting companies that have already achieved success in the field of LED lighting, will soon open the market to obtain better returns. However, it is also necessary to solve all aspects of the company's problems after mergers, such as management, capital, and cultural integration.
For small and medium-sized traditional lighting companies that have neither technical strength nor strong capital and channel advantages, how can they combine their own characteristics to find out the business opportunities that transformation may face? An industry expert also gave several suggestions:
First of all, the transformation of enterprises must have a deep understanding of LED, can not look at LED with the thinking of traditional light source. Through scientific analysis, we must ensure all aspects of product quality, such as dimming, heat dissipation, light decay, power supply, etc.
Secondly, the main reason why LED is difficult to be accepted by consumers is the price of LED. Therefore, enterprises should make great efforts in marketing mode. The expensive thing is not that no one buys it, but it depends on the way the company leads the consumption of ordinary people. Here, you can educate consumers by setting up a display store.
Finally, each company should combine its original advantages to maximize the original advantages and complete planning from production to sales. For example, the company itself has a good sales channel, whether it is engineering channels or distribution channels, enterprises must develop according to the original advantages when developing new products. Moreover, we must also consider the company's original strengths. For example, a business photo enterprise can achieve high color rendering while meeting energy conservation. For home lighting products, ordinary people are not very sensitive to energy conservation, and enterprises can introduce intelligence. Home lighting.
At the same time, LED has many advantages that traditional light sources do not have. The future competition will focus more on the competition in the market segment. Enterprises can concentrate on the advantages of some aspects of the downstream application, and ensure that the enterprise is In an invincible position in the market competition. Of course, some companies can also develop some innovative applications, such as the development of plant growth lights, fishing lights, medical lighting, etc. to open the market.
LED Architectural Lighting are decorative, contemporary lighting fixtures for architectural projects,it combine architectural form and versatility to make an excellent choice for new construction or retrofit applications.
Our architectural lighting have including: Led Wall Washer ,Led Flood Light, led linear washer,Led Linear Light, Led Wall Light ,led strip light,etc.. Products are developed and designed to hug and highlight architectural shapes perfectly and formed to fit a wide variety of projects.And at the same time offering enormous savings in energy use.With high efficiency,long life LED,multiple color function, our architectural lighting will deliver exceptional performance for the illumination and decoration of the building structures.
Led Architectural Lighting,Architectural Lighting,Architectural Area Lighting,Commercial Exterior Lighting
Guangdong guangzhidian lighting Co., Ltd. , http://www.gzdlighting.com