In the traditional market environment, the ranking of commercial lighting channels is relatively stable. However, due to the spoiler of LEDs, many brands have seized resources, and the series of changes in the commercial photo of the company has changed quietly.
Brand Red Sea Recently, NVC announced that it will speed up the LED industry layout, LED lighting will account for half of NVC's revenue in five years. Industry insiders predict that LED commercial lighting is still the main growth point of the NVC LED project. However, NVC's overall sales of LED lighting in 2011 was less than 200 million yuan, less than 1/20 of its total sales. In this regard, Gaogong LED CEO Zhang Xiaofei said that NVC has plunged its channels and intensified the difficulty of entering the LED field.
In fact, some time ago, the development of NVC and its LEDs lags behind. Many LED companies have already set up their own LED commercial lighting product lines, and established a similar national sales pipeline to seize high-quality channel resources, such as Guoxing Optoelectronics. Some LED companies' new products and strategic conferences also include NVC lighting distributors, such as green semiconductor lighting.
In the tube, Leopard, due to the rise of LED light source in the lighting industry, it still accounts for the largest proportion of commercial lighting. Therefore, in the fields of engineering distribution, design institutions, commercial supermarkets, brand chains, government projects, etc., the channel resource war related to LED commercial lighting can be described. Nothing to add.
This year, from the promotion of semiconductor lighting subsidies, the 12th Five-Year Plan to arrange 2.2 billion to support the promotion of energy-saving lamps and LED lights, to Guangdong to promote the application of LED lighting products, subsidies cover indoor commercial lighting, LED lighting market has a blowout effect. In this regard, Li Guoxin, general manager of Shenzhen Yida Optoelectronics Co., Ltd. said that the large-scale optoelectronics market is positioned in commercial lighting, and it also takes advantage of this rare opportunity. Commercial lighting is growing more rapidly than home lighting, and we are very confident in this regard.
In fact, foreign giants Philips, Osram, and Panasonic have already cut into the LED business field, generally in the image of terminal experience stores and integrated solution providers, and attempt to re-brand the banner in the LED category. At the same time, a number of domestic large-scale enterprises such as Zhejiang Sunshine, Foshan Lighting, TCL Lighting, NVC Lighting, Op Lighting, etc. are also scrambling to develop LED commercial products and carry out brand extension.
Traditional lighting brands have stable consumer groups in the terminal market, unique resources in the invisible channels of designers, and high popularity in the eyes of traditional dealers. After entering the LED lighting industry, they gradually cultivate LED branding brands in various channels. At the same time, the entry of big brands has also led many small and medium-sized LED companies to enter commercial lighting, such as Auman Lighting, Pin Pai Lighting, and Leike Lighting.
After the separation from NVC, it gradually found the positioning of Sidon Lighting. Since 2010, it has strengthened its brand image in the middle and high-end LED business channel. Xu Changcai, director of brand promotion, told the reporter of "Lighting Market" that in the face of strong channel competitors, our company is now repositioning, the space is mainly high-end hotels, the products are mainly LED, and the application is based on lighting design. In this way, we can take the road well in the entire industry. It said that after years of efforts, Sidon has maintained good relations with more than 80 design agencies in China.
However, according to the investigation by the reporter, at present, the heads of engineering design institutions in many provincial capitals are quite troubled, but they still don’t know how to choose the domestic LED business license brand. First, everyone is doing LED business photos. The homogenization of products and promotion makes us feel at a loss. Second, LED application time is not long. We don't know much about brands. East Design Director Duan Xiaodong said.
Professional segmentation comes ahead of time Commercial lighting can be subdivided into commercial store lighting, office lighting, and hotel clubhouse lighting.
This is a big category. There are still many subdivisions. For example, shop lighting can be subdivided into clothing lighting, furniture lighting, jewelry lighting, counter lighting, and cosmetic lighting. HS Studio chief planner Hess analyzed. At present, the channel segmentation of LED commercial photos is based on the mature channels of traditional commercial photos, and has been recognized and intervened by many powerful brands.
According to an interview with reporters, since 2008, the domestic commercial lighting field has presented a battle for professional fields that are subdivided for different product functions. The business photo, represented by NVC and Sidon, has rushed to break through in the professional field, and has been intensively cooperating with various fields such as clothing, jewelry, medical care, and hotels, expecting to occupy more market share. In fact, for the development of this part of the channel, it depends to a considerable extent on the comprehensive strength of the enterprise and the system service plan.
At present, NVC divides commercial lighting into professional lighting fields for clothing, commercial supermarkets, office, education, hospitals, and hotels. The brand service department provides professional lighting design solutions in this field. Seaton Lighting also has a corresponding large customer department, and Seaton Lighting typically breaks down commercial lighting into commercial displays, public facilities, hotels and office segments. It is foreseeable that the professional segmentation capability of LED commercial companies will become the core competitiveness in the future market.
Too wide a range is too much trouble. For example, Philips, Osram, and NVC lighting are all billions of dollars. From the comprehensive amount, we are only repositioning them. We can't do the first thing on the scale, we must be the first in the profession, we must do a good job in market segmentation. Xu Changcai said.
Although many LED business companies have advertised their professionalism and comprehensive system in the segmentation field, when multiple business areas are superimposed, they represent a large and comprehensive business. According to the brand image. A core distributor in the East China region told reporters that this year there is a high demand for a chain of supermarkets, one of which is the threshold for the brand and professionalism of Shangchao Lighting, and finally only Philips and Honeywell. Erlang can enter the final round of bidding.
On the other hand, commercial lighting brands with outlets and sales as the main sales support points, the diversification of sales channels directly determines the development power of their brands. With the increase in domestic production costs and human resource costs, the competition in the commercial lighting sector to seize the second and third-tier markets has become more intense. Nowadays, a series of market behaviors, such as NVC, Sidon, Yihe, and Pinshang, are all around the market in the second and third-tier markets.
With the gradual improvement of the awareness of LED terminals, the major commercial brands began to take the initiative to launch brand promotion and multi-faceted cooperation. In the major building materials and clothing exhibitions, there are many well-known commercial lighting brands in the industry. The deep cooperation between major brands and designers and home improvement companies is also constantly expanding. Channel diversification has become the focus of more and more enterprises, which will make the brand Promotion and channel penetration will be further deepened to open up new commercial lighting sales channels.
The four-dimensional pattern gradually became clear and the LED business photos undoubtedly ended the LED lighting in the terminal ice age. It is undeniable that China has a large lighting market space. Looking at the current market structure, China's LED lighting companies have formed a four-nation romance.
1. Large-scale capital-based multinational enterprises, large and medium-sized upstream enterprises, and foreign consortia have entered the LED commercial application field with their comprehensive and large-scale attitude. Due to the firm foothold in the original field and entering the field of lighting LED applications, these companies have entered the capital acquisition phase.
LEDs are emerging lighting products that are not mature enough and require a relatively long market run-in period. The advantage of such enterprises is that they have strong financial support and can support LED lighting products in the market. In addition, their high reputation in the field of engineering bidding, and chip packaging technology have unparalleled advantages in the use of light sources. Such as Philips, Osram, GE, Toshiba, Panasonic, Hongli Optoelectronics, Mulinsen, Keheng and other enterprises.
2. Traditional extensions may not be accurate for labeling such enterprises. These enterprises have unique advantages in pipelines. As long as the products are relatively mature and the market concepts are relatively familiar, they will use the formed market at a rapid rate. Pipes, put products on the market.
However, because its traditional main business still occupies most of the profit sources, LED commercial lighting mostly belongs to the trend or test water stage, the original traditional channel resources do not dare to push too much. The reason is that the current LED industry is in a period of turmoil, there are too many market instability factors, and the inventory pressure is relatively large. Typical representatives include NVC, Opp, Sidon, Pinshang, Xiaobailong and other enterprises.
3, professional expansion type of such early start LED lighting application companies, relying on the original professional brand and capital accumulation, has an excellent advantage in a single product category, performance. In addition, due to its resource integration capability and rapid development speed, OEMODM often plays a benchmark role in the market. Representative companies include Myers, Auman Technology Lighting, Taiteng Lighting, and Minguang.
4, the low-cost preemptive type of Zhongshan traditional town, Changzhou Zou District and other mature traditional industrial clusters as the gathering place of the shrimp soldiers. These companies usually have not been established for a long time. They started out with the use of roasted seeds and nuts or workshop-style applications. They may not even name them, but they are deeply vocal about the price war and have the biggest impact on the market.
According to statistics, this part of the LED commercial products manufacturers, divided up the majority of the current China's second, third and fourth line market share. Due to the small adjustment of the ship, the risks of this part of the enterprise are relatively small, but due to the unstable quality of the products, it is often difficult to become bigger and stronger.
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