Cake crab fresh LED lighting companies how to attack?

Attack the "city" - lock the town, compete for "government project" big cake, that is a minority game?

Into the "city" - stationed in the lighting city, civilian home lighting more fresh crabs, LED companies why hesitate?

At present, there are about 3,000 LED lighting companies in China, and there are no less than 5,000 LED workshops and lighting assembly workshops. With so many companies fighting for the same market, it is inevitable that they will encounter "channel traffic jams." Although a large number of LED companies still rely mainly on processing exports, in the international market, even modest profits of Chinese LED products cannot be guaranteed. In the domestic market, LED lighting sales channels seem to be busy. However, after all, the total amount is small enough to support the development needs of the industry. Looking at the domestic traditional lighting market, LED's reputation did not deter the traditional lighting of the hot, LED lighting in the traditional lighting stores can only serve as a supporting role.

Although the domestic market channels are not smooth, people still find that the heat of the LED industry has not been reduced. The reason is not difficult to understand. In recent years, the country has carried out large-scale lighting lighting construction projects. Large-scale projects like the locomotive pull the rapid development of the LED industry. In addition to policy support, LED pilot projects have been launched around the country frequently, and LEDs are shining brilliantly in municipal lighting, landscape engineering, street lamp renovation, and stadium lighting projects. All of these make LED lighting manufacturers who are blocked on the "curve" excited and hope for the future of the company.

A sales manager who was engaged in sales of LED landscape lamps for five years told the author that his factory “relying on online sales can basically survive. In the past three years, he has continuously submitted bids for various municipal projects, hoping to obtain a large bill to change the fate of the company. Although we have never won the bid, we still have confidence in seeing the national and local governments supporting the LED lighting industry.” He said that the main reason for him to remain optimistic is that “energy saving and emission reduction and environmental protection are the trend. LED lighting will soon be able to Into the family, and the company has also developed a variety of civilian indoor LED lighting products."

There may not be a few business owners who share the same attitude and circumstances with this sales manager. According to statistics, the domestic and international sales of LED lighting fixtures in China will be approximately 6:4 in 2010, and the ratio of domestic engineering channels to other channels will be 7:3. It can be seen that the project lighting channel is currently the mainstream channel of domestic LED lighting.

Engineering lighting "cake" how big

The temptation of the LED engineering lighting market can be described as unrivalled. At the 2008 Olympic Games, LED lighting came into sight for the first time on a large scale. 500,000 high-power LED light bulbs, 37,000 sets of LED special lamps, and 50,000 square meters of light-emitting area, the Ambilight Water Cube has created the world's best. Through the opening ceremony and a variety of landscapes, LED has been widely praised and recognized by the public.

Later, at the National Day 60th Anniversary Gala, 4028 performers dressed as colorful LED light-emitting trees in Tiananmen Square, constituting the world's largest "Light Cube" theme performance area, the beautiful LED lighting effects to reproduce the Olympics After the classic.

The 2010 Shanghai World Expo will become the largest LED show in the world. The Expo Site has also become the world's largest LED demonstration area. More than 2 million LEDs are used on the one-kilometer-long Expo Boulevard and 1.03 billion LED-chips are used on the Expo site. About 80% of indoor lighting sources in the stadium use LED light sources.

Not long ago, at the World University Games in Shenzhen, the lights of the LED were dazzling. Only the main stadium used more than 23,000 sets of LED lamps, and the lighting area exceeded 110,000 square meters. The three buildings of the swimming center, gymnasium and sports center in the main stadium of the Universiade have installed a total of 960,000 lighting-grade LED chips. In order to welcome the Universiade, the Shenzhen Municipal Government has also implemented large-scale LED street lights and landscape lighting projects on several major roads leading to the main venue of the Universiade.

In addition to the large-scale venues, other infrastructure and municipal projects, such as railways, airports, subways, railway stations, tunnels, urban arterial roads and public gardens, there is no shortage of LEDs.

In early 2009, the “Ministry of Science and Technology” of the State launched the “Ten City Million” semiconductor lighting application demonstration city plan. The plan covers 21 domestically relatively developed cities including Beijing, Shanghai, Shenzhen, and Wuhan, and will soon expand the scope to 50 cities. . As of 2010, 21 pilot cities have all started LED street light renovation projects. In Chongqing, Weifang, Dongguan, Baoding and other cities, LED street lamp demonstration road effect has already appeared, among which the LED street lamp coverage in Weifang City has reached 84%, and will be fully covered by the end of this year.

For landscape lighting, urban building lighting projects, garden lighting projects, city square lighting, and LED lighting have become the first choice for government procurement. In Shenzhen, Xiamen, Ningbo, Tianjin and other LED industrial bases, LED landscape lights are speeding up the elimination of traditional landscape lighting. In Hefei, the coverage of landscape lighting LED lamps has reached 70%.

Urban engineering lighting who "play"

According to the statistics for 2008-2010, it is estimated that the LED outdoor lighting market in China will be 6.4 billion yuan in 2011, of which RMB 4.3 billion will be street lights and RMB 1.1 billion will be tunnel lights. LEDinside predicts that by 2015, China's outdoor LED lighting output value is expected to exceed 100 billion yuan.

"If 100 billion yuan worth of cakes can be divided up, every LED lighting company in the country will become a 100 million yuan household." An LED landscape lamp production company manager said with innocence. At present, there are only a thousand LED lighting manufacturers in the country. If the market size of hundreds of billions of dollars is evenly distributed, it can indeed create companies with thousands of billions of output value. However, it is not hard to find that “the LED companies that really participate in domestic large-scale projects are always familiar faces”.

Indeed, the key products used in the lighting and control systems for the Beijing Olympics and the Shanghai World Expo have come from several internationally renowned brands, while ancillary products and assembly and construction have been completed by several major domestic lighting companies, including NVC and Liangye. Lighting, Starlight, Mitsuo Aurora, TCL, Langon, Simon Electric, Shin-Wenxing, Chenhui Lighting.

The veteran reluctantly stated, “We are not qualified for national projects. We cannot afford to use local government projects. Even though we have to bid for each standard, we need to work at the PR level to win the bid.”

Indeed, companies that are active in the bidding and bidding activities of local government projects are often companies with strong or deep local backgrounds. In Dongguan, every time there is a government project bidding involving LED, Dongguan Qinqin and 100% technology will never be missed. The successful bidder is none other than him!

"Urban engineering is a game played by a few people!" said a small business executive without hesitation. But like thousands of small and medium-sized LED lighting business owners, he also often "shake the LED banner" to participate in the city's municipal engineering "siege" war, and the future market prospects and company development are full of expectations! After all, the Chinese market is not engulfed by several large companies, not to mention the non-governmental commercial engineering lighting market is also considerable.

The future of civil lighting is bright

The engineering lighting market is naturally the focus of competition among manufacturers. However, due to the vigorous promotion and meticulous training of the lighting industry, coupled with strong government policy support, the municipal engineering lighting market is relatively mature. Based on market trends and competition in the industry, people have already turned their attention to civilian indoor lighting, which is recognized as the second wave of lighting industry.

LED lighting products are mainly divided into three major sections. The first is landscape engineering lighting, including municipal landscape and architectural landscape lighting, road traffic lighting, etc.; the second is general household lighting, including home lighting and interior decoration lighting; the third is general business. Lighting, including lighting for hotels, clubs, shopping malls, office buildings and other special places. Generally speaking, except for outdoor lighting and special lighting, other common indoor lighting can be collectively referred to as civil lighting. How large is the civil lighting market? The CEO of Philips China, Bi Baixi, once disclosed that “China’s current civilian lighting in the LED market is worth 40 billion yuan.” Of course, this is a fairly conservative and prudent data.

With the formulation and implementation of the “banned orders” of the country, LED lighting will closely follow the banned timetable and will enter the civil and commercial markets in the next 3-5 years. By 2016, the replacement rate of LED bulbs will reach 40%, reaching 80% by 2020.

At the same time, more advanced LED interior lighting products have also appeared on the market. At the Guangzhou Lighting Fair in June 2011, 90% of LED lighting companies exhibited indoor lighting products, including LED panel lights, LED crystal chandeliers, and more innovative decorative LED lighting products. It can be seen that LED civil lighting product system has been initially formed.

The industry is optimistic that: With the gradual improvement of LED product system, the cost is also declining. With the intensive cultivation of mainstream companies in the brand, the popularity of LED lamps will erupt in 1-2 years in advance. ‖

Universal channel construction started

The author interviewed a person in charge of an exhibiting Ningbo company. He stated that his company's management is optimistic about the prospects of the LED civilian market and foresees it many years ago. The company has been developing and producing home lighting products for three years. The introduction of LED fluorescent lamps and light bulbs is quite mature in technology. However, he also disclosed that the indoor lighting they produce is currently mainly used for publicity, such as exhibition shows. When it comes to sales, it is mainly through the Internet to obtain some overseas orders, and domestic orders are relatively fragmented. The company is planning to recruit dealers nationwide to open up sales channels.

According to the author's rough statistics, more than 70% of the LED companies that participated in the Guangzhou Lighting Fair in 2011 exhibited advertisements of "recruitment dealers and agents." Entering the words “LED Lighting Dealer” in Baidu, almost all of the first five pages of search results are recruitment advertisements. In the initial stage of channel construction, the conditions given by manufacturers to distributors are relatively favorable. Gree Lighting Beijing Manager Li told the author that the company promoted the zero initial fee policy nationwide and rewarded dealers who opened stores in lighting markets and other professional markets with a maximum value of 5%, and rewarded BMW dealers with outstanding dealers.

I visited Shenzhen, Zhongshan, Wuhan, Ningbo, Tianjin and other major lighting professional stores learned that there are already many markets already have LED lighting franchise stores, some even opened up LED area. In the traditional lighting franchise stores, there are also many LED products. Zou Bo, who has operated crystal lamps and sheepskin lamps for more than 20 years, revealed that his three chain stores have introduced a small amount of LED interior decorative lamps. He said: The LED concept is too hot, although the status of the traditional crystal lamp and sheepskin lamp in the market is still difficult to shake, but he is worried about losing more opportunities, the introduction of LED not only meet the diverse needs of customers, but also to their own and more staff Learn and learn about LED lighting.

Strength brand "flag shop" eat crab

In fact, many ordinary decorative materials cities in Shenzhen, small electrical lighting malls, and even hardware stores have LED lamps. I believe this situation is roughly the same throughout the country. In Guangzhou, Shanghai, Changzhou, Changchun, Beijing and other places, there was also a hot spot of LED franchise stores.

Changchun's first LED store, the modern LED store has an area of ​​more than 100 square meters and has more than 10 brands. In Changzhou, there are only 4 LED merchants in 2000, and now it has grown to more than 200, and the number continues to increase. The intensification of competition has also driven businesses to transform LED display formats from the earliest LED monopoly walls and monopoly districts to LED specialty stores and LED real estate models.

In Chengdu, Jiuzhou Optoelectronic opened its first image shop, the Chengdu flagship store, in early August. In July, Qinshang Nanjing’s first LED flagship store settled in Jinling International Home. On July 30, the first LED flagship store in Hunan settled in Changsha Xilai Light. On June 7, Zhongshan Shanglang Optoelectronics opened an 800-square-meter LED flagship experience shop in the capital. As early as July 2010, Yinyu Lighting's first flagship store opened in Zhongshan, Guzhen.

Take advantage of traditional channels to enter the lighting city

According to the survey, major domestic LED lighting brands have plans to open image stores or specialty stores in the first-tier market. “Although the first crab has been eaten by people, we cannot allow people to eat crabs and then enjoy the cake alone!” said an LED company manager in Putian. “The company is paying close attention to its peers and based on summing up the experience of others, it will Choose the right time to develop dealers and franchise stores.” With the increasing market share of domestic brands such as Yinyu, Auman, Weilai, Qinqin, etc., those who are optimistic in the industry believe that LED stores will become The general trend.

Authorities in the industry stated that according to the increasing demand of the LED market, investment in LED stores still needs to seize the opportunity. The LED store's operating form is in full swing, but it has to be continuously improved and improved in terms of channels and marketing strategies.

Experts said that LED lighting is contending for urban municipal projects, the most needed is a fair market environment and its own strength; and choose "enter the city" plan - into the lighting city, familiar with the market, improve product quality and service, and in the brand up and down Kung fu, this is probably the best choice for small and medium-sized LED lighting companies, but also from the small to the big, by the road to the inevitable.