标签：lighting industry

Three major trends in domestic lighting industry

April 10 to 12, organized by the China Illuminating Engineering Society, the Free Trade Association International Exhibition 11th Beijing International Lighting & Electrical Expo opened in Beijing China International Exhibition Center, the exhibitors of the countries and regions participated in this event. Architectural lighting sector dean Professor Zhan Qing Xuan, electrical chief engineer of the Institute of Architectural Design, Tsinghua University, Beijing Illuminating Engineering Society, chairman of Dai Deci, chief lighting designer of the Hao er sai, talked in an interview with this reporter, from light pollution to green lighting, the monomer architectural lighting to landscape lighting, the coastal markets to the Mainland led lights market, is the three major trends in the lighting industry.

Three major trends in domestic lighting industry
The first trend is from the lighting pollution to green lighting. To this, Professor Zhan thought that” poor design as there is no design”. He clearly pointed out that “good lighting design should make the lighting and architecture complement with each other, and lighting should be against the background of architecture and landscape rather than show off their own.

The second trend is from light pollution to green lighting, the monomer architectural lighting to landscape lighting. At present, urban landscape lighting emerged out of the Bund in Shanghai, Beijing Olympic Park and some outstanding urban landscape lighting project through remodeling the image of the city at night by lighting.

The third trend is the vast western market to be the next focus of the lighting industry. The development of western China is put forward for 10 years, more and more overall strategic framework of the Shaanxi and Gansu Guanzhong – Tianshui, the fulcrum of the Beibu Gulf in Guangxi and Sichuan, Chongqing, three regions, which Guanzhong – Tianshui Economic Zone Development Plan by the State Council approved in June 2009, which provided an” experimental field” for the economic takeoff of the China’s west region.

Senior lighting designer Ren Jian said: With the latest strategic plan of the country’s western development, we have been deep into the group of cities in Shaanxi, Xi’an, Hanzhong, Xianyang, Baoji, Weinan, and disseminated the international front design idea, and also introduced the urban landscape lighting, commercial lighting and bridge lighting experience to practical action to support ‘Guanzhong – Tianshui Economic Zone’ development, in order to contribute to the country’s western development strategy. “

How does LED lighting industry become bigger and stronger (three)

Third, how to achieve breakthrough LED lighting industry in China in the core high-end chip?

Breakthroughs in core bottlenecks, time and tide wait for no man.

In fact, the Government in the LED chip R & D has also given strong support, but it has no much effect. The reason: one is that we do not really aware of the high-end chip core and a key position in the LED industry, the overall funding efforts go far enough; second is that funding is too scattered, chip R & D is a capital-intensive projects, That too little input will be no substantive progress; Third, the entire LED lights industry, universities and research institutes, failed to unite, failed to achieve the centralization of R & D resources sharing mechanism.

How does LED lighting industry become bigger and stronger 3

Personally, I think the core high-end chip breakthrough LED lighting industry in China from now on, you must pay attention to the following aspects:

1. attaches great importance to concentrate funding.

There is no denying that the government has attached great importance to the LED industry. However, for the core-high-end chip R & D for the LED industry, they pay little attention in the true sense. While the government is trying to major projects, targeted to support chip R & D, but now, in the face of the facts of a larger technology gap with foreign chip makers, the distributed funding has been difficult to work.

Foreign chip makers in the initial phase, funded by the national government in the protection of the innovation system, and soon to the rapid development and has a certain influence. In China, due to the innovation system is not perfect, it could have been in the initial phase to less funding support to the rapid growth of the hatch mechanism can not function effectively,  resulting to the present, the state must pay more money to help the industry. This is a hard lesson for us.

Thus, we must be aware of the extreme importance of the upstream chip LED lighting industry, followed accordance with previous practice, we can not diversity funding as previous did, if doing so, it does not effect for the chip R & D.

How does LED lighting industry become bigger and stronger (two)

Second, why the high-end chip is the core of China’s LED lighting industry?

1, today’s high-tech industry development law.

LED industry is semiconductor-related high-tech industries. Throughout today’s high-tech industries, especially semiconductor-related high-tech industries, such as integrated circuits, communications, laser, and the upper reaches of the chip is often the key to the whole industry. This key role is not only reflected in the performance and price of the upstream chip determines the  performance of the middle and lower reaches of the product and the price is also reflected in the chip suppliers tend to control the patents and standards of the industry as a whole.

How does LED lighting industry become bigger and stronger 2

Although LED packing stage cooling problems and the optical design of the application stage have a certain impact on the performance of the final products,   Yet it must be admitted, LED lighting industry chip performance decide the entire products. For example, if the chip light efficiency can not reach 100lm / W, the stability and realiability of the chip itself is bad, even no matter how good the heat is, and how excellent optical design is, it is difficult to achieve the requirement.

More importantly, the chip-level competition is for the LED industry in China, competitive differentiation, and packaging and application-level competition more biased homogeneous competition. That is to say, compared with foreign manufacturers, China’s high-end LED lights chips is gaps, both qualitative difference exists, therefore, foreign chip makers, it is easy to obtain high profits differentiation strategy in China. Thermal and optical design problems despite relatively important, but have not yet appeared in the entire worldwide breakthrough solutions essentially. In other words, in the thermal and optical design aspects, the difference between China and foreign countries, there is no qualitative difference, various solutions are similar, the effect is similar to the corresponding patent influence binding than small, packaging and application vendors can only earn very low differentiation profit through each tiny improvement, which is the reason why the package and application vendors gathered in one of the main reasons.

In fact, one of the important feature of the high-tech semiconductor industry is through semiconductor micro processing technology, to let the entire products as much as possible concentrated in the upstream end of the chip, and left little to the middle and lower reaches of the technology space. Moreover, with the integration of the continuous improvement of this trend in the semiconductor industry, semiconductor-related high-tech industries will become increasingly concentrated in the upstream chip.

How does LED lighting industry become bigger and stronger (one)

Today, under the background of  energy shortage, environmental degradation, “energy saving” has become the main task of the Governments, and China is no exception.

How does LED lighting industry become bigger and stronger (one)

LED lighting technology by virtue of its high performance, long life and other advantages in energy saving, everyone touted the “superstar”. all levels of government spared no expense to support it, in order to “energy saving” policy; brightest investment and private capital investment directed as its “huge market” have pocket it; various research institutions have been “merry” reorientation aimed at it; Various civil society organizations also can not wait to be included in the scope of business. Especially after the global financial crisis, with the introduction of the scheme of the huge new energy plan of the new Obama administration in the United States and the Chinese government to expand domestic demand in most other high-tech industries hit by the crisis, the LED lighting industry seems “the scenery here is fine.”

However, the LED industry in China, the new darling of the beautiful LED lights, we should think calmly about the fundamental issues that the fundamental issues that overshadowed prosperity surface.

First, what is the core issue of China’a LED lighting industry?

From the application point of view, the main market of the LED is lighting, display and backlight. Display application market has matured, the back light market is maturing. Greater than the impact of these two aspects of the market by the financial crisis. However, whenever from the government “energy saving” sense or potential size of the market from the point of view or from the direction of technology development visit lighting applications are deserved is the top priority of the LED market. This is why Europe and the United States national attention to the root causes of the LED technology. So, talk about LED in this passage, it also focus on the lighting market.

The core problem for LED lighting industry is not that the middle and lower reaches of the package and application, but in the upper reaches of the high-end chip. Imagine, if China has been the lack of high-end LED chip, even invested ten times funds in the demonstration project. That is only for foreign chip makers in China to earn more profits.

The Third: lighting industry is in urgent need originality to enhance self-worth

In China’s lighting industry, Is there any designer background’s vice president, president? In my sight, it is not ideology first, we never would be no respect for designers. It is impossible for the Golden Buddha table-classic case, and for  Lee North “creative executives. If China’s lighting industry want to went into the world, to light up the world, it must learn some led lights tips.

The Third: lighting industry is in urgent need originality to enhance self-worth

The first one: emphasis on design and reuse designer. Revitalizing the designer’s asset, reallocation of corporate resources, using the best steel in the knife’s edge,  to speck to rely on the product strength, open the market door to replly on word-of-mouth marketing, the most important is to have the ability to design talent on the important bits. There are necessary to go up the designer treatment.

The second measure: teh emphasis on culture, reuse planning people. Lighting brand, not only lighting design is refined, styles, materials and colors to maintain the orginal style continuously injected into the Chinese element. At the same time, the logo requires beautiful.  If LED China lighting industry want to stand out their brands, it is necessary to speak out the beautiful legend. If there is no charming story, it is difficult to show their difference.

The first type:  To respect intellectual property rights, to emphasis on proprietary technology. Knowledge has double side, priceless and valuable. The patented technology is a double-edged sword, the key is how you use it. Intellectual property, patent technologies are just like the nuclear weapons of enterprise, strategic aircraft carrier. Without them, the enterprise will be like a country without a “defense force”, “Fight the Power”. Only theory without practice is always a “paper tiger”.

The second type: To respect customer. The purpose of all innovations is to serve better customer. The products of a company are usually the combination of science and technology with the customers. Do not just ask what the customer needs, and then give the things when asked because the customer will ask another before you finish this. The customer does not ask thing what they think is impossible, but science and technology they might walk in their front. So we should have one eye on the trends in technology, walking in front of the customer, and have another eye fixed on the needs of customers. Only with two ways, can we go into the road of the “original”, into the “blue ocean” , and to the world.

The Second: lighting industry is in urgent need originality to enhance self-worth

Second is the strong speculation awareness. More walking in the lighting industry. also saw a number of large and small employers, and the personalities of the characters of the same, but there was a very obvious thing in common: do speculative multi-investment, say one thing and do another, and do not will to do the basic research and development, always wanted to stand on the shoulders of giants dance wear someone else’s shoes, go its own way, innovation is equivalent to the “plagiarism” and “attack”, waiting for someone else to make the “new”, they start force, the original funding for R & D and led lights investment for conspicuous advertising hype, typical fence-sitters marketing:  mountain bamboo shoots–tongued thick skin belly empty: Qiang Tou reed–top-heavy foundation shallow.

The Second: lighting industry is in urgent need originality to enhance self-worth

Third is the midunderstanding specious for boss. On the awareness of many bosses in lighting industry, the so-called proprietary technology,  the so-called new design is to take part in the exhibition several times to collect some more foreign product manual, and then find a few “cheap” collective creation. Finally the boss personal preferences, launched a popular new and paragraph. About market  research, customer insight, the development of new materials, new process improvement, structural innovation, color revolution, but they condiment condiments story telling.

Fourth, the regulatory control of the industry association. In the current market environment, industry association and industry Institute of third-party forces the entire industry toward the guide with builders. But what we see now is that the industry association leaders frequently attend major corporate news–hair will cut the ribbon, take red envelope, and do care, few really know how the industry is essentially thinking industry experts in leadership development plans, industry associations become a “business matchmaker.

Five is the commercial media. Some media who does not have responsibility, forcing the pressure to survive, they give up the media as a social and public responsibility. They speaks for whom gives the money. If someone who do not vote for the ads, they will find troubles. We can not create a respect for the original and respect for intellectual property rights, respect for the good opinion of the original enterprise environment.

Government-enterprise cooperate to accelerate the development of LED lighting industry

LED lighting industry is now being accelerated deeply in domestic. On the one hand, the government level is enhanced implementation of the powerful policy to boost this industry, on the other hand, companies are also to speed up the layout.Multi-joint force will obviously help to break through China’s LED  lighting industry to a higher level.

Government-enterprise cooperate to accelerate the development of LED lighting industry

Beijing Langpo Photoelectric Co., Ltd. held a grand celebration of the trial production. It has expanded its LED street lamp production line which is located in the Beijing Economic and Technological Development Zone, which marks the domestic leading LED lighting companies officially entered into a new stage, that is, research and development, manufacturing and sales. Langpo photoelectric just spent 3 month to make them to be operations headquarters. In the previous stage, the main venues of LED lighting system have to put in to practice during the Beijing Olympic Games in 2008,such as, semiconductor lighting of large-scale systems integration technology, efficient indoor LED emergency lighting system and LED lamp technology.

In the new layout of the optoelectronic industry, Langpo reflects the trend to speed the development of LED  lighting industry in China. This year, GE Langchao Group and foreign enterprises have increased their action in the LED lighting market, this is not only due to the strong prospects of the industry demonstrated, also stems from the Government of the emerging green. The industry’s support has played a positive role in promoting. The Ministry of Science and Technology have advocated a activity: ten cities, million lights. LED street lamp replacement is already underway. This project is to promote the use of LED feature lighting in 21 cities, including Tianjin, Shijiazhuang, Baoding, Dalian. Its goal is to be replaced before the end of 2011, 21 cities will have nearly 6,000,000 street lights. It is reported that the plan would boost the domestic demand of 15 billion yuan. Insiders said that the fundamental purpose of the implementation of this plan is to promote energy conservation in the country, and to effectively guide the healthy and rapid development of China’s semiconductor lighting applications to expand the scale of the semiconductor lighting market.

However, experts also pointed out that the domestic LED  lighting industry is facing the accelerated development of the situation, but still need the core technology to make the products to be the upstrea.m Liu Shiping, deputy secretary general of the China Illuminating Engineering Society, said that the lack of core technology is one of the bottlenecks for the development of China’s LED. The data show that, China has made LED lights related patents around 20,000 last year, but the majority concentrated in the downstream applications, packaging. Due to the lack of core technology, the small scale of most enterprises, low technical content, irrational industrial structure. the development of China’s LED is on the downstream. However, with the country on the importance of this emerging industry and enterprises to strengthen layout, is expected to promote the industry further to break the bottleneck to achieve new development.

The First: lighting industry is in urgent need originality to enhance self-worth

How does the China led lights manufacturing advance toward the world? With what to enlighten the world? How does the Chinese brand create value?

In 2007, “made in China” has drawn attention–nearly 50% of the world’s clothing, 70% of the toothbrush, 75% of the toys, 80% of the microwave oven are close to the Chinese-made label. Unwittingly, Chinese manufacturing has gradually went into the daily lives of millions of households around the world.

lighting industry is in urgent need originality to enhance self-worth

Unlike toys, clothing and home appliance industry is so impressive, but the data show that China has become the world’s largest producer and exporter of lighting appliances country, in 2007, about 160 billion yuan output value of China’s lighting industry, exports of  $10 billion, accounted for 18% of the global market share. The lighting industry is quietly becoming the backbone of China’s manufacturing.

But on the other hand, the Chinese lighting industry is bright industrial , dark original imitation rampant, serious deficiencies in the spirit of the original. Someone will summarize all the chaos of the lighting industry for dozens of strange; It is not allowed to take pictures by the Western name famous lights sold as lights, sell lights as good as OEM.

The original deletion syndrome parsing

The underlying causes of the lighting industry in China, from my point of view, why they do not attach importance to the original value? it mainly for the following reasons:

First,  patent awareness weak. The Zhongshan Guzhen known Chinese lights are lighting manufacturing companies, thousand of brands, mid-held lights Fair fame, but really have patented technology, with the original products companies described as rare, the so-called new exhibition is nothing more than “wearing a new vest” old type, the so-called high-end manufacturing, which is nothing more than a face-lift mimicry. Truly international brand enterprises and international buyers are reluctant to dare not to participate in the Light Fair, because they are very clear: If they launch new products, one week or one month after their “twin brother”will appear in the Chinese market with low prices. The local enterprises known as  “coyotes” no patent consciousness, and do not respect the rules of the game.

Talked about the lighting industry in China “exports and domestic sales”

The industrialization in developed countries has been completed, the process of urbanization in city has apparently slowdown. Habitat plain near consumer has entered the service sector, the basic stability of the demand for lighting products. However, the pace of mediation of industrial structure in developed countries did not stop. Some labor-intensive industries continue to make substantial transfer to developing countries(view led lights), making a difference in the degree of developed countries, domestic coherent industry supply some landing lighting industry products for the Chinese to go abroad create a certain market space.

lighting industry

Lamps exports: for example the 2010 Guangdong Zhongshan lighting

In 2010, Zhongshan lighting value of exports reached $ 1.348 billion,  ranking the biggest this year, an increase of 37%. Zhongshan, electric light and lighting are the main exports to other regions like Europe, USA, Middle East and ASEAN, the EU and the Zhongshan lamps largest export market, export value reached  $ 325 million.US market growth rate ranks the first of four major export markets last year, Zhongshan exports to the U.S. $ 300 million, an increase of 41.5%. The rapid growth of emerging markets, last year, lighting exports to Africa, South American market increased by 107.8% and 78.6%, coming from behind the revival of the Russian market, and increase of up to 72.3%.

On the category of export lamps, LED products increased three times. Last year, LED products, exports of about $ 42,923,000, an increase of 344%, indicating that the LED technology speed up application speed of the electric light and lamps, replace some incandescent and energy-saving lamps needs. At present, Zhongshan has formed a major lighting manufacturers for nearly 20 annual export of over a hundred million, of which some enterprises gradually opened up to Europe and the United States and other high-end market to high-quality products, but most enterprises on an OEM basis to participate in the international division of labor. Thus, the export situation of the entire lighting industry is showing an upward trend of the straight line.   Lighting export enterprises in 2011 is not difficult to see the light.

With the upgrading consumption ability of domestic products, Southwest, Northwest, Northeast and other places have great demand in modern lights. Local consumers with the lighting of the modern style have a lot of stress, which will promote the new type of light source lighting products. The future outlook of domestic lighting industry market is very impressive.

Several predicament of the Chinese lighting industry marketing

After years of rapid development of China’s lighting(led lights) market, it also face the dilemma of transformation. How to maintain rapid and stable growth was placed in front of the enterprises.

Several predicament of the Chinese lighting industry marketing

product dilemma

Symptoms: the division of lighting products is very extensive, including a number of professional books and also from the production point of view. It did not divide according to the market point of view. Most businesses can not plan out a clear line of products that can not support the brand image. The more business stay in the product competition stage.

Price dilemma

Symptions: dealer are sensitive to high price. Manufacturers desperately to keep the prices down while retail prices remain high, affecting sales. The profits margins of the lighting industry business is mainly concentrated in the hands of delaers.

Channels dilemma

Symptoms: no loyal dealers. Manufacturers do not know which dealers at what time to purchase.

Terminal dilemma

Symptoms: the sale terminals lies in the hands of dealers, and dealers almost all concentrated in the lighting market. Store image ca not be guaranteed.

Strategic dilemma

Symptoms: lighting industry companies do not understand the external environment, especially the state of competition in every lighting manufacturers. When they see any one of the lighting product sells well, they will immediately put into production, in total disregard of the company’s existing product positioning and consumer group orientation, playing the short-term to mention the sales, without considering the long-term business development planning. However,  it did not, closed, short-term, operating results which are often rapid development of the lighting. There is no obvious business lines, and thus fall into the low level of vicious competition cycle and result in a huge wastes.

R & D dilemma

Symptoms: Lighting R & D personnel, in fact, is the stylists. But one of the important task of the designer is “plagiarism”, the owner must look at the designer’s face, and even so the designers are often living on someone while helping others secretly.

Service dilemma

Symptoms: some local market dealer have no after-sales service, no commitment to delivery, installation, commissioning, maintenance, cleaning, lighting engineering design and guidance and no commitment to return. Because manufacturers do not return, causing dealers to reduce the amount of purchase, arrears of payment of manufacturers quality reasons. Manufacturers sink into the predicament of the after-sales service.