Green lighting industry hopes the domestic market

The economic downturn in Europe and the United States, and the sharp decline in export orders, led to the overseas market, China's LED lighting (decoration renderings) industry fell to the bottom. However, just as the market became distressed, the policy hand reached out in a timely manner. The State Council recently discussed and adopted the “Twelfth Five-Year Plan” of the National Basic Public Service System, which provides a 2.2 billion yuan subsidy for the promotion of LED lighting, which means LED Like other home appliances, it has become one of the tools for promoting consumption and expanding domestic demand. This is undoubtedly a stimulant for the troubled LED green lighting industry.

Many people in the industry interviewed by the Nanfang Daily reporter pointed out that the domestic LED lighting market has great potential. Once it is really started, it will drive the industry back into the boom cycle. Therefore, LED lighting companies should adjust their strategies in a timely manner and shift their market focus to the domestic market.

Export orders fell by 30%

Similar to the photovoltaic industry, China's LED lighting industry has always been two ends: the core raw materials and technology from overseas, the market is concentrated in Europe and the United States, China's LED lighting industry is mainly concentrated in the downstream packaging. Relevant statistics show that at present, 80% of domestic LED companies' products are mainly exported.

Due to the economic downturn in Europe and the United States, the sales of LED lighting products in overseas markets continued to decline. The reporter learned from a number of LED lighting companies that, since the second half of last year, the overseas orders of these companies have been continuously decreasing. Since the beginning of this year, the downward trend in orders has become more apparent.

“This year, the market situation in Europe and the United States is particularly severe. Orders have been reduced by 40%.” Cai Yahui, chairman of Shenzhen Baochengxin Optoelectronics Technology Co., Ltd., told reporters. Another LED lighting company head in Dongguan also revealed to reporters that orders from Europe have shrunk by more than 50%.

From the 111th Canton Fair, which was concluded shortly before, we can also feel the seriousness of the export situation. "Orders have decreased substantially compared with the same period of last year, and the general decline has been more than 30%, and the prices have also been very low. Some orders simply can not meet." A LED company exhibitors from Jiangmen (decoration renderings) told the Nanfang Daily reporter.

Listed companies are often the industry leader. From the annual report of LED lighting listed companies, the leading days of these industries are not easy. Of the 12 LED lighting listed companies, only SINOPHOTO and LINK have maintained a slight increase in growth rate. The growth rate of the other 10 companies has declined to varying degrees, and Wanrun’s performance has even grown to zero.

Pan Wenbo, the founder of Guangzhou International Lighting Exhibition and director of the Guangya Lighting Research Institute, told reporters that as the economic situation in Europe and the United States is still uncertain, the export situation of China's LED lighting companies may be even worse in the second half of this year.

The industry is in the cold winter, and shuffling is inevitable. As a barometer of the global lighting industry, the Guangzhou International Lighting Exhibition also showed signs of industry reshuffle. According to Pan Wenbo, the exhibiting area of ​​the 17th Guangzhou International Lighting Fair held in June this year has expanded by 10% from last year to reach a record high of 220,000 square meters, but the number of enterprises has decreased by 10% from last year, from 2,900 to 2,600. Home, shows that the degree of enterprise concentration has increased and the industry reshuffle is beginning.

Policy promoters launch the domestic market

In the face of this severe situation, LED lighting companies will pin their hopes on starting up the domestic market.

At the end of last year, the National Development and Reform Commission announced the “China Roadmap for Phase-out of Incandescent Lamps” and decided to prohibit the sale and import of incandescent lamps for general lighting of 100 watts and above from October 1, 2012. By October 1, 2016, sales and sales were banned. Incandescent lamps for general lighting of 15 watts and above. The issuance of this road map means that incandescent lamps will gradually withdraw from the historical stage from this year, and the curtain of the domestic LED lighting market is gradually opening.

Pan Wenbo told the Nanfang Daily reporter that the current number of incandescent lamps in the country is about 15 billion, and the annual output and sales are 3.85 billion and 1.07 billion respectively. "The gradual elimination of incandescent lamps will form long-term benefits for the LED lighting industry and the energy-saving lamp industry. The market size formed by replacing only the existing incandescent lamps will reach several hundred billion yuan."

While eliminating incandescent lamps, the state has further increased its support for LED and hopes that LED can replace incandescent lamps as soon as possible. On April 12, the National Development and Reform Commission announced that in 2012, the Chinese government will spend 40 billion yuan on procurement of LED street lamps and provide 30% financial subsidies to LED street lighting users. The Guangdong Province also promulgated regulations. Starting in March of this year, all lighting projects and new planning areas financed by the government will use LED lighting products in public lighting.

The State Council discussed the adoption of the 12th Five-Year Plan for the National Basic Public Service System on May 16. It will provide 2.2 billion yuan to support the promotion of energy-saving lamps and LED lights.

The introduction of a series of favorable policies is of great significance to the launch of the domestic LED lighting market. Experts predict that by 2020, LED's market share in China's lighting market will reach 80%, becoming the world's largest LED lighting market, and the market size will exceed one trillion yuan.

The cost reduction is the key to market startup

An ordinary LED lamp is frequently costing several hundred yuan. At such a high price, most consumers will be rejected. Therefore, to really start the domestic LED lighting market, the rapid reduction of costs becomes the key.

“Current LED civil market penetration rate is only about 5%. A major factor hindering the large-scale application of LED lighting products is the price, once the cost of LED lamps has dropped significantly, it is bound to promote the accelerated popularity of LED lighting products.” Principle of Shanghai Lighting Institute Professor Zhang Haijun told the Nanfang Daily reporter.

In an interview with reporters, Pan Wenbo also pointed out that in the past two years, the annual decline in the cost of LED lamps has been around 20%. This is achieved when the market size is not very large. Once a blowout occurs on the market scale, the cost will drop faster. "At present, LED chips account for nearly 60% of the cost of lamps and lanterns. It is estimated that the reduction in the price of optical chips will reduce the cost of lamps and lanterns by nearly 50%. With the improvement of packaging technology and the popularization of high-efficient and low-cost drive circuits, the cost of lamps and lanterns can be reduced to 30%. -40%, to replace the 40-watt incandescent bulbs to the price of 20-30 yuan; the street lamp is slightly smaller, but it can also be reduced to around the mainstream price of 1,000 yuan, helping LED lighting accelerate penetration in the civilian market. ”

Wang Yinghua, deputy general manager of Shanghai Sansi Electronic Engineering Co., Ltd., said that the rate of decline of chip prices is very fast; the speed of cooling and driving costs will be slower, but it will also decline every year. "Therefore, the potential for LED lamp cost reduction is great."

However, Pan Wenbo also stated that the lack of core technologies will be a deterrent to the rapid decline in LED costs. "The state supports the LED lighting industry, on the one hand, it should support the application end; the more crucial thing should be to promote the breakthrough of core technology and master independent intellectual property rights."

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