2012 China lighting lighting industry development trend forecast

2011 has quietly gone, 2012 is coming. In 2011, we were struggling; in 2012, we were full of hope. In response to the requirements of readers, we combine the situation of the country, industry, and enterprises to predict the development trend of the industry in 2012 from different perspectives, aiming at attracting investment and triggering industry thinking.

In 2012, the LED enterprise channel war will start and the LED product terminal market will be surging.

House prices return to rational market-driven return After two years of property market regulation and control, the skyrocketing housing prices have been eased. According to the latest report, house prices in more than 70 cities across the country including Beijing, Shanghai, and Guangzhou all experienced declines in varying degrees. On December 9, the Politburo held a meeting and the meeting made it clear that next year it will implement a proactive fiscal policy and a prudent monetary policy, adhere to the real estate control policy unshakeable, promote a reasonable return of housing prices, and promote the healthy development of the real estate market. What is more worth mentioning is that in 2012, there will be a number of affordable housing projects in the country, which will speed up the rational return of housing prices. The decline in housing prices will inevitably stimulate consumer enthusiasm for home purchases, and the downstream home building materials market will also usher in the spring.

LED companies will launch channel warfare. In recent years, the development speed of LED lighting is unpredictable. The traditional overseas LED leading companies such as Career, Puri and others have taken the Chinese market one after another, while Philips, Osram, GE and other traditional international lighting giants are also Strongly attacked, domestic lighting brands such as Sunshine Lighting, Shanghai Yaming and NVC Lighting began to flex their muscles in the field of lighting application products. Although the LED market is booming, LED lighting products have not won the favor of consumers in the terminal market because of the relative lag in channel construction. To get the channel to get the world. It is understood that a group of powerful LED companies such as Shifu Ford, BDO Runda, and Myles are increasing their efforts in channel construction. It is believed that under their guidance, 2012 will be the year of LED lighting channel construction.

The pace of corporate capital operations has accelerated Guoxing Optoelectronics, NVC Lighting, Neo-Neon, Lehman Optoelectronics, Qinshang Optoelectronics... In recent years, a large number of lighting companies have entered the capital market. Up to now, there have been more than 50 domestic listed lighting companies, which have turned up at least five times compared to five years ago. According to related sources, there are currently more than 100 LED-related lighting companies in the queue. In addition to listing, corporate mergers and acquisitions are also turbulent. It is conservatively estimated that no fewer than three companies will be listed on the market in 2012, and there will be no more than three corporate mergers and acquisitions.

The price of phosphors began to rise and fall in 2011. The phosphors took a roller coaster ride. Affected by the state's enhanced management of rare earth resources, the price of the three-color phosphors used in fluorescent lamps rose sharply from 250 yuan to 300 yuan/kg at the beginning of the year to 2,500 yuan to 2,800 yuan/kg in the middle of June. Nearly 9 times. Phosphor prices soared, so many energy-saving lamp companies "can not eat too much." Although the prices of phosphors gradually returned to normal levels in the second half of the year, once the state’s news on the control and control of rare earth resources was released and the return of funds was overdue, the prices of phosphors would probably ride on roller coasters again. How to do a good phosphor inventory plan will be an issue that energy conservation lamp capillary companies and finished products companies must carefully consider.

Market segmentation will win in the terminal to find a beautiful scenery, a lively dealer conference, after eating and drinking, let dealers purchase products to purchase money, this has always been the lighting lighting business is not happy marketing old routine. Nowadays, businesses and businesses are becoming more and more realistic. It is better to teach them to fish than to give them. As a result, more and more lighting and lighting companies have moved their marketing activities to market terminals according to the requirements of agents. The theme of dealers' meetings is more about how to combine local markets and explore practical action plans. It is understood that the plans for marketing activities of ST Ford Optoelectronics and BDO Runda in the terminal market have been released. In 2012, marketing activities in the lighting and lighting industry market terminal will be a good show.

Compared with traditional lighting products, in the coming period, the development pattern of the LED industry will remain stable, and the channel is still king. This is an inevitable trend in the development of the entire lighting industry. When an industry develops to a certain stage, shuffling is an improvement. The same is true for a company, and companies that have developed to a certain size will encounter a variety of bottlenecks as they move up. Analysts believe that the current domestic LED companies are under the encouragement of the government, through the Beijing Olympic Games, the Shanghai World Expo, the Guangzhou Asian Games, the Shenzhen Universiade and the "Ten Thousand Cities," and other rapid development. The next LED lighting as a new energy-saving light source, quickly recognized by consumers, enter the homes of ordinary people, the bottleneck for urgent breakthrough is the product categories, specifications, prices, brands, marketing models, channel construction.

Traditionally, enterprises have moved to the 2009 climate conference in the LED sector in Copenhagen, and energy-saving and low-carbon have become the main vocals in the world. Recently, five departments including the National Development and Reform Commission, the Ministry of Commerce, and the General Administration of Customs jointly announced that they decided to gradually ban the import and sale of incandescent lamps for general lighting according to their power levels from October 1, 2012 onwards. After 5 years, incandescent lamps will basically be eliminated in our country. This means that in the near future, this electric light source invented by American inventor Edison in 1879 will gradually fade out of our sights and be replaced by high-efficiency lighting products. Due to energy-saving lamps mercury pollution has been greatly magnified by the media, and LED is supported by national and local policies. Under such a background, traditional lighting companies must maintain their advantages and move to the LED field will be the only choice.

The EMC model leading replacement project contract energy management (“EMC”) is a new type of market-based energy-saving mechanism. The essence of this is the energy-saving business method of paying the full cost of energy-saving projects with reduced energy costs. This energy-saving investment method allows customers to upgrade their plants and equipment with future energy-saving benefits to reduce current operating costs; or energy-saving service companies provide energy-saving services to customers by promising energy-saving projects or by contracting the overall energy costs. This operating model requires strong financial strength as backing. At present, 100%, Myles and other lighting companies have adopted this model, I believe that more and more successful LED company capital operation, this model will be widely used in schools, factories, large supermarkets and other lighting companies.

The high-end lantern brand storms the stealth channel NVC Lighting has become a sneak peek behind the invisible channels. Commercial lighting brands like Shangshang and Xidun also followed. In recent years, invisible channels have become the main battlefield for commercial lighting brands. In this context, Jinda Lighting, Wenlian Lighting, Zhongyi Lighting and other crystal lighting brands have also begun testing water invisible channels and achieved certain results. Under their guidance, in addition to the crystal lamp business, it is expected that there will be a group of high-end lantern companies that will rush into the hidden channels.

The company's strategy of becoming a company with a dominant theme is a loose, simple division of labor. Manufacturers are only responsible for producing products. Distributors are only responsible for selling products. The two parties only use simple agreements and momentary interest drives to maintain relationships. Due to the lack of common values ​​and market concepts, both parties focus their attention on their own interests. Therefore, in many cases, the relationship between manufacturers is likely to show negative non-cooperation or even opposition. Judging from the current channel phenomenon, there are only three kinds of relationships among manufacturers: one is the husband-and-wife relationship, the other is the lover-type relationship, and the other is the relationship between the husband and the wife. Due to the increasingly fierce market competition in the lighting and lighting industry, external pressure has forced the manufacturers to join forces, and the phenomenon of joint ownership by manufacturers will gradually become clear.

After a re-understanding of the LED industry in 2011, LED display application companies have accelerated the pace of listing, and the combination of capital and market, such as mergers and acquisitions, will promote major adjustments in the LED display industry. In the next few years, the LED industry may develop in the following directions.

International LED Lighting Giants Accelerate Attacks International LED lighting giants Philips and Toshiba have led the industry to successfully develop 800 lumen LED bulbs and are actively developing LED bulbs with more than 1000 lumens. 800 lumens of LED bulbs, packages of up to 1000 lumens per US dollar, high-voltage LEDs, and warm white LEDs that increase red light are the general trend and will become the focus of technology for LED chip vendors.

At this stage, many LED chip manufacturers are trying to increase the red color of the AIGalnP LED to achieve high color rendering, compared with the warm white light solution of the blue LED hybrid phosphor color rendering performance of 82%, mixed red LED warm white light color can be As high as 90%, it will become the mainstream of the market.

In addition, high-voltage LEDs are mainly aimed at indoor lighting, which helps simplify the design of LEDs and power converters. Compared with the DC solution, the high-voltage solution can reduce the decrease in luminous efficiency, and the use of higher-efficiency drivers, plus the absence of AC faults, low manufacturing costs and ease of production, will be the easiest to achieve a high cost performance ratio. The LED light bulb solution has become a market for LED chip vendors.

Upstream and downstream companies working together to develop cooperation between enterprises, especially upstream and downstream companies will become another trend in the LED industry. Epistar is a listed company specializing in the production of ultra-high-brightness LED epitaxial wafers and crystals in Taiwan. It owns Metal Organic Vapor Deposition (MOCVD) technology and is the leading manufacturer of global LED epitaxial grade chips. It has a complete LED chip. Product intellectual property.

Recently, Sunny Lighting announced that it plans to issue no more than 48 million shares at a price of no less than 19.24 yuan/share, raising 918 million yuan, of which LED energy-saving lighting products project plans to occupy 419 million yuan, the company's controlling shareholder Century Sunshine has been clear Said not to participate in this subscription.

Sunshine Lighting believes that this cooperation will give full play to the respective advantages of Sunshine Lighting and Jingyuan Optoelectronics, achieving strong cooperation and complementary advantages between upstream and downstream of the LED lighting industry chain, and jointly speeding up the development of the LED lighting market and enhancing LED lighting. Market share has created favorable conditions.

The white LED device project received financial support. From the perspective of LED capacity technology and availability, China has proposed preferential measures such as reducing tax rates, accelerating equipment depreciation, and free land use. The plan is equivalent to encouraging domestic LED manufacturers to increase production capacity, which will also lead to many new competitors. LED manufacturers from China's Taiwan region and South Korea are also actively entering the Chinese mainland market, which has become a factor driving the increase in production capacity.

The lighting market is the first to activate outdoor large-angle lighting, such as street lights, billboard lights and so on. Indoor lighting will be the first to activate long-term lighting applications, including tunnels, supermarkets, factories, shopping malls, office buildings. It is expected that by the end of 2011, most commercial lighting markets will be activated. Home lighting is mainly high-end customers, concentrated in apartments, villas and other high-end residential.

Luo Wenzheng, chief engineer of Xinli Light Source Co., Ltd. believes that due to similar LED products and technologies, LED lighting products will gradually become standardized and standardized in the next 3-5 years, and will gradually usher in the LED industry during this period of time. The big shuffle. LED industry will be the same as other industries, with the brand, technology, capital strength of the company will be based in the LED industry, and some low-end, no-name companies can only survive in the slit. Of course, there are also some companies that take the narrow market route to gain a large share of the small market to survive and develop.