Recovery, Integration and Leap--A Comprehensive Review of China's Lighting Industry in 2009
2009, what happened in China's lighting industry?
This year is a year of unsettlement. Although the tide is fierce, there are still good swimmers. There were sensational mergers and acquisitions; some companies rushed to CCTV; there were also eye-catching marketing plans; and there was a fascinating market confrontation behind the calm, the Chinese lighting industry also went through the crisis and the recovery with the Chinese economy. Going beyond. When we were still shouting and warming up at the beginning of the year, it was only half a year later that the economy had already recovered from the dawn of the sun.
Looking back at 2009, taking stock of all aspects of industry, market, enterprise, channel, etc., we found that the glory of China's lighting industry is still continuing, and is achieving new growth across the new era.
First, the enterprise group market rebounded as expected
The Chinese lighting industry has experienced the test of a one-year financial crisis since the end of 2008. In 2009, it finally ushered in a warmer market. Along with the changes in the world economic environment, the country's signal to regulate the real estate industry is increasingly obvious, energy prices are rising, the government and industry are about to introduce new policies and standards, and the focus of market channels is shifting to second- and third-tier cities. New development opportunities have come.
A unique lighting company, seize this once-in-a-lifetime development opportunity, and rapidly develop and strengthen itself. In particular, the real estate industry is advancing steadily, and the lighting and lighting industry is not taking advantage of the development. When is it? At this time, the Chinese home market has also entered a stage of leap-forward development. The demand for matching lighting products has also increased significantly, which has led to the expansion of the home lighting industry. Lighting fixtures have also been used as a must-have element in decoration, and have been applied to home decoration. The Chinese lighting industry has entered a fast-growing bull market, setting off a new wave of lighting fixtures.
Of course, the company's own pursuit of development and active response has become a bright color that cannot be ignored in the process of market recovery. Or form alliances with product manufacturers that are close to the sales channel and related to decoration and decoration, such as NVC Lighting and another five building materials and furniture companies to form a champion alliance; or become a strategic partner with real estate companies that can directly purchase products. For example, Oupu Handan Vanke, Honeywell Lang can join hands with Guangzhou Yuexiu, this series of measures reflects the strong willingness of lighting companies to warm up, and also let us see the ability of China's lighting industry to cope with the crisis.
According to the data released by the National Bureau of Statistics, in January 2009, the cumulative sales value of China's lighting equipment manufacturing industry increased by 2.61%, and the production and sales rate of lighting equipment reached 95.35%. Among them, the industrial sales value of industrial sales increased by 10.34% in a single month in October. In the first ten months, the cumulative number turned positive, and gradually recovered to the level before the financial crisis.
In 2009, the industry market picked up for the warmth of the lighting enterprises in the low valleys.
Second, energy saving and emission reduction is related to the life and death of lighting enterprises
In 2009, China's energy-saving lighting industry was able to develop rapidly and enjoy the social attention and support of super-national treatment, benefiting from the country's efforts to save energy and reduce emissions.
In 2009, when the background of the general economic downturn and the issue of energy became more and more prominent, the state vigorously advocated energy conservation and emission reduction and green lighting. In the national top ten industrial revitalization plan, the light industry revitalization plan was reviewed and approved earlier, and the industrial upgrading projects of household appliances and lighting industries were set up. It is planned to achieve a 15% reduction in the production of ordinary incandescent lamps in 2009 compared with 2008. The output of compact fluorescent lamps will increase by 30% compared with 2008, and the incandescent lamps will be phased out and the mercury emissions will be reduced by 20%. According to media reports, China has completed the promotion of 120 million energy-saving lamps last year. This is an excellent opportunity for companies.
With the vigorous promotion of national energy conservation and emission reduction policies, people in the lighting industry have struggled and the market has surged, resulting in a heavy fruit. Looking at the development of China's lighting industry in 2009, it is inseparable from the work centered on green and ecological lighting. On the one hand, the government is strengthening its implementation of a strong policy to promote the new energy-saving light source industry; on the other hand, enterprises are also accelerating the layout in this area. The huge market potential has promoted the overall upgrade of the lighting industry.
The country's efforts to promote high-efficiency lighting products and the huge market opportunities brought about by policy guidance have already led the leading enterprises in the domestic lighting industry to start to break through the inefficient lighting products through technology (technical innovation). All along, due to the problems of large initial investment, unregulated market, and low social awareness, the promotion of energy-saving lamps by the power of the industry alone has always seemed to be weak, and the government has used financial subsidies as a direct and effective way. It shows the effect of four or two pounds. In 2009, the promotion activities of energy-saving lamps fully exploited the huge consumer market of domestic energy-saving lamps and promoted the benign development of the industry, playing a positive role. Last year, 23 energy-saving lamp manufacturers won the bid, and the winning bidder not only improved the brand image, but also set a benchmark for quality and credibility in the industry.
Today, with energy-saving emission reduction and low-carbon economy, the country has used the index orientation of government bidding to renew the requirements for accelerating transformation and upgrading to Chinese lighting companies. It can be said that in 2009, the lighting industry was slightly dull, many lighting companies benefited from the government's promotion and won more attention.
In 2009, energy conservation and emission reduction is no longer a facade of corporate social responsibility, but also an important ability related to future development and even life and death.
Third, the celebrity endorsement seeks to break through and vote for the mass media
In 2009, the lighting and lighting industry changed, and the company's celebrity endorsement behavior also attracted a lot of eyeballs: Hao Hao Lighting continued to Fan Bingbing; Jinda Lighting hand in hand Huang Xiaoming; Belle Ante signed Jiang Wenli; Meidie Meijia and Fu Yiwei appeared in the Light Fair; Korean modern lighting invited South Korea’s Miss Zheng Zheng
It is no wonder that some people have described the stimulation of the Avenue of Stars as the collective consciousness of the light enterprises. It is not that you will be able to become famous when you speak forever. Celebrity endorsements are more suitable for the rapid rise of some less well-known brands. Of course, hand in hand with the star is also a weapon for brand breakthrough.
When lighting companies have stepped onto the stage of CCTV, corporate brands have begun to send their way to the public, and the word popularity has appeared to be particularly happy in 2009.
Since mid-July 2009, three lighting companies, Ou Dier, Pinshang and Guanya, have jointly placed advertisements on the first and second sets of CCTV. The product positioning has always been the high-end Jinda crystal lamp, please come to the first-level level planner Ye Maozhong and star Huang Xiaoming, the purpose is actually to marry the public, and the veteran enterprise Huatai Lighting 2009 strategic seminar and new product promotion conference also declared: Commitment Create a whole home lighting brand with high added value that the people can afford. In addition, NVC lighting invested heavily in the film "Confucius", which caused a strong reaction in the society, and Jonson Lighting also held hands with Zeng Zhiwei and started commercials. The behavior of various lighting brands is showing to the society that lighting brands are transitioning to popular brands.
Brand promotion is a major event in the lighting industry in 2009. It is directly related to the development prospects of enterprises. Brand promotion is also the best way for power companies to break through.
Fourth, the sales of the market is booming
Before 2009, many prefecture-level cities across the country were still in a state of decentralization. In these prefecture-level cities, lighting lighting business operators are either operating in the integrated decorative building materials market or in independent shops facing the street. Although this mode of operation is very flexible, it is also very close to the nearby consumer community, but compared with professional lighting stores, the ability to resist risks is poor, and information flow and logistics are in poor condition.
With the development of the local economy, the expansion of urban construction, and the frequent occurrence of scattered business, consumers are increasingly demanding and vocalizing professional lighting stores. According to the survey of the consumer market, 48.9% of the people who chose to purchase the lighting fixtures chose a professional lighting store.
The advantage of the hypermarket is the transition from the manufacturer brand to the merchant brand. The manufacturer is only an expert in manufacturing, and may not understand the market, and the merchant is a shrewd expert. With the acceleration of the urbanization process, the demand for lighting lighting products has increased. The real estate developers who witnessed this grand scene are also in the lighting and lighting industry, where both supply and demand are booming. The increase in the number of lighting stores is inevitable; The scale optimization and upgrading of the lighting city has become a surge force to promote the development of branding in the industry.
The development of the market has promoted the progress of the industry. Therefore, the upsurge of the construction of the store has arisen, which has greatly promoted the development and growth of the lighting industry. In the fierce market competition, the lighting stores in various places have been transformed, upgrading their software and hardware environment, and vigorously recruiting lighting business operators. At the same time, a good store environment has attracted more consumers, which has improved the operating performance of the store and maximized the attention of dealers, consumers and designers. The nascent market is also facing fierce market competition while eroding its original market share. In this way, some of the weaker, poorly operated lighting stores will retire and give way to the winners.
In 2009, it became the first year of the construction of the lamp market.
Five, ten cities and thousands of fires LED fire prosperity
In 2009, the brightest star in the lighting industry is undoubtedly LED. The launch of the Ten City Wanhao pilot project added another fire to the LED.
In April 2009, the Ministry of Science and Technology officially issued Document No. 189 to carry out pilot work on semiconductor lighting application engineering (referred to as the “Ten Cities and Ten Thousand Citiesâ€) in 21 cities including Shanghai, Chengdu and Tianjin. Its role will be rapidly expanded to the whole country, which is a significant historical opportunity for semiconductor lighting technology innovation and industrial development.
The large-scale replacement of LED street light plans and LED street lights major technology demonstration projects announced to the world that LED lighting from traditional landscape lighting to road lighting, and smoothly scaled to use. China's new light source and new energy lighting industry, which carries high hopes, are facing huge market opportunities. With its unique advantages, LED has entered various industries.
The huge market has attracted the layout of enterprises. Enterprises have long broken the limits of scale, geographical and traditional advantages, and rushed to the LED market, becoming the hottest topic in 2009. International companies such as Philips, Osram and GE have been very active, and they have staged a battle for short-term battles in many cities; domestic enterprises such as Dongguan Qinshang, Op Lighting, NVC Lighting, and Shifu are naturally unwilling to use Local advantage, actively seize the market. Dalian, Nanchang, Wuhan, Xi'an and other cities have invested billions or even billions of yuan to establish semiconductor industrial parks, while Guangdong has proposed to use regional advantages to establish semiconductor lighting industry chains in Foshan, Zhongshan, Dongguan and Jiangmen. .
In 2009, the ten cities and the fire-fighting LEDs prospered and became a well-deserved LED year.
Sixth, the standard release specification industry can not be ignored
Although China's lighting technology has made great progress in recent years, it still has a big gap compared with the international advanced developed countries. Faced with opportunities and challenges, the Ministry of Industry and Information Technology has done a lot of work in actively promoting industrial development. In 2009, the implementation of many lighting standards, to a large extent standardized the development of the industry.
"Lighting Measurement Method" drafted by China Academy of Building Research, China National Institute of Standardization, etc., which was published in 2008-07-16, published in 2008-12-25, and implemented in 2009-01-01, by national human ergonomics The Standardization Technical Committee is included.
The 7.2th edition of the Limits and Measurement Methods for Radio Disturbance Characteristics of Electrical Lighting and Similar Equipment was released in January 2009.
"Lighting Control Units Part 2-10: Special Requirements for Electronic Inverters and Inverters for High Frequency Cold Start Tubular Gas Discharge Lamps (Neon)" Version 1.1 has been released in January 2009.
"Electromagnetic compatibility Part 3-2: Limit harmonic current emission limit (device phase input current ≤ 16A)" Modification 2 version 3.0 standard, was released in February 2009.
The Ministry of Housing and Urban-Rural Development of the People's Republic of China issued Announcement No. 141 on November 4, 2008: The industry standard "Design Specification for Urban Night Lighting" was implemented on May 1, 2009.
The Ministry of Housing and Urban-Rural Development of the People's Republic of China issued Announcement No. 144 on November 13, 2008: The construction industry industry standard "Building Lighting Terminology Standards" has been implemented since June 1, 2009.
"Urban Rail Transit Lighting", revised from 2008-12-23, implemented from 2009-06-01.
As a developing country, China has a broad lighting market demand, and the gap between technology and developed countries has provided us with huge development space and innovation space. The huge impact of electronic information technology and products provides a rare opportunity for development. We must arrange for industrial development strategies and industrial planning to guide the healthy and orderly development of industrial science. With the introduction of standards, the threshold of the lighting industry has also increased, and some manufacturers without strength have also been eliminated.
In 2009, the release of various standards has become the vane of the lighting industry.
Seven, the channel deep penetration to break through the municipal market
As the provincial capital city market tends to mature, the local market has become the top priority of industry players. Archimedes once said: Give me a suitable fulcrum and a long enough lever, I can pick up the whole earth. The prefecture-level market has once again become the fulcrum of the development path of the entire enterprise.
The prefecture-level cities are basically developing cities. The main features are: market competition is not fierce, resources are sufficient, and businesses are easy to find marketing breakthroughs, such as community promotion and channel construction.
Both the local infrastructure and the consumer's concept of consumption have great potential and plasticity. Although it is difficult to develop, once the market is formed, it is very stable, and most brands put their focus on the first-tier cities from the beginning. The competition in prefecture-level cities is not particularly fierce. Relatively speaking, the development of prefecture-level cities is not so difficult. Moreover, the number of prefecture-level cities is several times that of first-tier cities, and the future potential is very large. Who can take advantage of the local dealer resources, who can be invincible in the future market.
Prefectural cities grasp the lifeblood of most markets in the future, and even the third and fourth-tier markets, and manufacturers are increasingly investing in prefecture-level cities. In 2009, the number of personnel sent by lighting industry manufacturers to prefecture-level cities increased much more than that of first-tier cities. Not only the number of personnel increased, but also the efforts in advertising and channel construction were greater. In the past, the export-oriented enterprises that had not laid the stable and stable outlets in the country and missed the opportunity had experienced the concentrated construction of the provincial-level operation centers in the previous period, and now they have launched an intensive offensive against the prefecture-level market.
The deep penetration of the channels and the breakthrough of the municipal market have become the focus of many companies in 2009.
Eight, opening up the territory to expand large-scale lighting enterprises in action
In 2009, we saw that many lighting companies began to expand their territory in various fields such as home lighting, urban lighting, office lighting, etc., and their momentum is vast and endless. Some experts said that in the next few years, China will be the largest new growth area for many lighting companies nationwide. In 2009, it is definitely an offensive opportunity for companies with strong foundations.
From their strategic actions in 2009, we can also observe that the expansion methods of large lighting companies can be summarized as follows:
First, technology upgrades. Product and application technology has always been the weakness of Chinese local companies, but it is the longboard of foreign brands, so NVC, Op, Sanxiong
Second, scale expansion. Both foreign investment and domestic enterprises have expanded in size in 2009, and the speed is very fast. This also means that when many companies are still struggling in the midst of downturns or recovery, they have begun to take the lead in speed and scale to further open the gap, which is also the crazy strategy in the downturn.
Third, the bulk project. If the channel layout in previous years is to lay the foundation for business and the foundation of the company, the high-profile intervention in large-scale projects is to seize the high-end discourse rights and reflect comprehensive competitiveness, such as the World Expo and the Asian Games. If an enterprise in any industry cannot have a place in an international large-scale engineering project, it is definitely a strategic failure.
Fourth, enter the new field of LED. At present, China's LED lighting market is almost crazy, but it is difficult to stop. Although LED technology has not yet matured, but Buddha, vision, Yaming, Benbang, NVC, Op, Sanxiong
Fifth, the brand upgrade. From industry to society, this is a leap. Because they have basically established a leadership position in the industry, it is inevitable to go to society. This is a clear sign of the industry's maturity and growth.
In 2009, the actions of lighting companies consistently showed the same attitude to the outside world: against the trend, bold action, and preemption.
Nine, the transformation of home appliances to the countryside is constantly changing
In 2009, the central government implemented financial subsidies for home appliances to the countryside in many provinces and cities. In order to promote the construction of a more energy-efficient society and the development of the lighting industry, and to achieve national strategies for energy conservation and emission reduction, the central government is also considering the introduction of high-efficiency lighting products. A policy of financial subsidies to support outstanding energy-saving lamp companies to explore relevant markets.
Although the policy of home appliances to the countryside does not clearly indicate lighting energy-saving products, in fact, many lighting companies have already put on policy and direct to the huge rural market. The implementation of the national home appliances to the countryside policy is a timely rain for the lighting industry related enterprises.
For most companies that produce energy-saving lamps in China, most of them are now focusing on the city. Nowadays, the competition in the energy-saving lamp market in the city is quite cruel to describe it, even because of the large variety of products and huge inventory. The phenomenon of sluggish sales and other reasons, such as meager profit or even loss of sales. After more than ten years of development, the urban energy-saving lamp market has entered the industry reshuffle period. Every year, many enterprises producing energy-saving lamps fall, and the broader rural market has been ignored by many enterprises.
Home appliances to the countryside have made the price of energy-saving lamps lower and the market demand is greater, so many companies have tried their best to enter the subsidy list of these policies. At the same time, as a relatively new and environmentally-conscious field, many companies have taken a series of changes in their industrial structure while focusing on their own advantageous industries. While increasing brand building, enterprises also carry out environmental protection education for some energy-saving lamps, and do some public service advertisements for energy-saving lamps; and cooperate with and sponsor some environmental protection agencies to engage in some environmental protection publicity activities.
In 2009, in the face of energy-saving emission reduction and low-carbon economy, the country used the index orientation of government bidding to renew the requirements for accelerating transformation and upgrading to Chinese lighting companies.
X. OEM changed face enterprises turned to specialization and intensive mode
OEM is an inevitable path under the trend of socialized large-scale production and large-scale collaboration. It is also one of the effective ways to rationalize resources and is the result of large-scale social production. OEMs are ubiquitous in the lighting industry. However, in 2009, the original OEM manufacturers, in the economic competition, people are increasingly aware of the importance of the brand, and many have begun to change their faces.
OEM companies are production-oriented enterprises. When they see that their products are affixed with other people's labels on the world market, they are proud on the one hand and bitter on the other, because after all, they are making wedding dresses for others. Then there is the sense of insecurity, and I always feel that fate is being manipulated in the hands of others. Therefore, when funds have accumulated, they often have a strong desire to establish their own brands and markets, and actively put them into action.
Economies of scale and brand strategy have become the ideal goals pursued by quite a few companies. At the same time of establishing scale advantages, through the integration of globalization, some lighting companies have basically mastered the manufacturing and design capabilities of core technologies and core components, and completed the transition from OEM to specialization and intensification. This trend is irreversible. Now, if we don't pay close attention to the construction of our own brands, we will only be complacent about our current achievements, and we will eventually be ruthlessly abandoned in the international division of labor.
At the same time, in the market changes in the lighting industry, some savvy merchants are already planning large-scale shopping malls, large-scale business-style scale, specialization, intensive management, and even preparing to introduce professional management companies to separate investment and management. Self-adjustment and enterprise improvement to adapt to market changes. Of course, all of this is also going to be tempered. Some businesses will also suffer from the investment in planning and design. However, as the insiders pointed out, the economic tendency of the policy is the general direction and a barometer of market development; and the extension of the interests of the business should be reflected in the advantages and inclinations of the region and policy. We must grasp the development opportunities and changes in the market. Only in this way, the shock before the new opportunity will turn into the integration power of the market.
While lighting companies have joined the brand wars, they have accelerated the process of shuffling in this industry. The result of market competition is that some OEMs have succeeded in transformation, while some have been eliminated. Through the competition and elimination of the market, the orderly development of the industry has been further improved.
In 2009, OEM manufacturing companies began to develop into specialized and intensive models. Let the entire lighting industry reach the peak again, so that the long-lost merchants will eventually break out.
These are a generalization of the past China's lighting industry in 2009. We use the recovery, integration and leapfrog as the annual keywords. From the beginning of the year to the end of the year, we will sort out the experiences, experiences, changes and changes that have occurred in the industry and enterprises during the year. We record the deep imprint of the history left by this industry in 2009 and share the feelings with the monarch.
In 2009, China's lighting industry was surging. After the smashing, we saw that many large-scale enterprises danced right, but whether the judgments of the big ones can be verified one by one, waiting for the test of the market and time. We have reason to expect that China's lighting industry and strategic investors will establish a foothold in the global lighting industry and seek development based on their actual conditions and industrial development, with a scientific and rational investment model and operational strategy, and promote the Chinese industry to the world. . At the same time, I also believe that the lighting industry in 2010 will be even more brilliant!
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