LED照明行业研究项目照明市场有待完善

Since 2012, the domestic LED replacement of traditional lighting products has accelerated, and the lighting industry has entered a new round of industrial upgrading cycle. In this process, policy engineering projects have become an important means of LED lighting market promotion. In recent years, the rise of urban renovation, the hosting of large-scale events, the rise of landmark buildings, and the promotion of engineering lighting have led to the rapid popularization of LED lighting replacement.

It stands to reason that the gradual strengthening of the replacement trend has brought about a series of more benign and clear trends and phenomena, but the facts are not as expected.

"This year is not as good as last year. We have several projects in Guizhou. This year, the situation is more worrying. Last year, the projects were done in batches and this year is very slow." Luo Gang, who has a local accent, said in an interview.

As the director of a lighting company's resident office in Guizhou, Luo Gang seemed a little helpless about the decline in the market this year. Luo Gang’s business is mainly to cooperate with local real estate developers who build real estate and residences. Due to some changes in the relevant market this year, bank loans have decreased, and many projects of intermediate real estate developers who are highly dependent on bank funds have also temporarily stopped. Related lighting projects are also among them.

In addition to small and medium-sized projects, Luo Gang’s main projects are focused on cooperation with real estate developers, and the reduction of upstream funds has a direct impact on Luo Gang. "This year, there may be a 30%-40% reduction in sales." Luo Gang said.

In fact, compared with larger distribution channels and now increasingly popular e-commerce channels, engineering channels have unparalleled advantages and unfathomable industry unspoken rules. Engineering channels have been a piece of "fat meat" that lighting manufacturers have been competing for for many years. ". In the past two years, with the rise of large-scale renovation projects in China, almost all enterprises have made full use of their power.

The benefits of engineering channels are also evident in various rumors in the industry: "If you don't open for a year, you will eat for one year." It is precisely because of its considerable profits that the competition for LED lighting projects is extremely fierce, and all enterprises are eyeing it.

Project lighting has a bright future

With the gradual popularity of LED lighting, the price of LED lamps has fallen rapidly, and the profits of lighting companies have become thinner, especially in the field of home and commercial lighting products.

According to the survey data, from January to July 2013, according to the Zhongshan Guzhen Lighting Wholesale Price Index, the wholesale price of LED lamps has dropped by 21.72%; in fact, since 2012, the price of LED lamps has continued to fluctuate, with an 18-month decline More than 1/3. According to the survey on the price trend of various brands of network terminals such as Taobao, the average unit power cost of LED incandescent lamps in the first half of last year fell from 12.08 yuan/W to 6.93 yuan/W, a drop of 43%.

This trend is still continuing. Since the beginning of this year, the price of lamps has continued to decline. According to relevant data, the price of lamps that replace 40W in China has dropped by 12.8% in May.

Prices are falling rapidly, and operating profits of lighting companies are gradually diminishing. Operating efficiency is generally declining. Living conditions are getting worse. Some companies are even in a difficult state.

After the market balance was broken in this process, major companies rushed to launch price wars, and the overall average selling price in the market was almost "halved." In order to break this situation, some manufacturers who had previously focused on distribution channels looked for alternatives. Explore new profit growth points.

Since the beginning of this year, some companies represented by Hongli Optoelectronics, Sanxiong Aurora and Jiamei Lighting have increased their commercial lighting projects in order to seek to overcome the overall decline caused by the decline in prices in these areas. At the same time, more and more small and medium-sized commercial lighting projects are also increasing under the market popularity in previous years.

"The concept of engineering projects is actually classified. It includes small and medium-sized projects, commercial lighting, municipal engineering, etc." An unnamed corporate executive said that with the rapid decline in the price of LED products, compared with the distribution channels, the current commercial projects Become the sweet pastry of some manufacturers, but since the beginning of this year, the profit of the commercial license project has also fallen sharply.

It is understood that the industry generally divides engineering channels into two types: one is government-led municipal projects, such as street lights, landscape lighting, and energy-saving renovation of government offices; the other is commercial lighting. The current popular projects are mainly concentrated in commercial Energy-saving renovation projects for supermarkets, offices, hotels, and factories.

In recent years, the demand for LED street lights for road lighting has been increasing rapidly in the process of continuous improvement of LED technology and continuous decline in prices. At the same time, the increasingly urgent demand for energy saving and emission reduction of urban lighting has also promoted the blossoming of road lighting projects in various places. Guangdong is a typical regional government's vigorous and compulsory promotion, and it has gradually driven other regions from south to north.

According to the National Bureau of Statistics of China, as of the end of 2012, there were 289 prefecture-level and above cities in China, and approximately 21 million urban roads and street lights. In addition to non-prefecture-level cities and township roads, the pace of urbanization in China has been accelerating in the past two years. , CSA Research estimates that China’s current street lamp installation (ownership) is about 33 million, accounting for more than 16% of the world.

According to CSA Research's research data analysis of LED lighting companies, in recent years, China's LED street lamp market penetration rate (number of installations) has been increasing. In 2013, the LED street lamp market penetration rate was about 19%, and the market size was about 14 billion yuan. about. According to estimates, by 2015, the scale of my country's LED street lighting market is about 23 billion yuan; by then, the overall market penetration rate of my country's LED street lighting products will exceed 45%, and the market space is huge.

Medium and large projects are silent

According to the established situation, road lighting, the most profitable cake market, should become the main revenue part of some engineering-based manufacturers, but through market research, this year is not the case.

“Bigger municipal government bidding projects have all been shelved this year.” Channel veteran Tong Qiang said in an interview with reporters that although each company is different, the overall impact this year is indeed greater. It is possible to reduce by 50%," Tong Qiang said.

According to Tongqiang, last year some companies had large projects worth tens of millions of yuan each month, which became the main source of contributions for some companies. But this year, only a few million projects won bids each month. Only once a month.

Since 2014, the macro-economy at the national level has been weak, and this impact has also spread to the channels, and dealers are lamenting the difficulty of doing business. Due to the impact of the domestic environment, consumer demand has decreased, and the frequency of decoration has also decreased. Even some hotel clubs that were originally in the decoration stage have chosen to stop construction. The engineering lighting market has never been left out.

The engineering market, which was supposed to be the focus of corporate income, has been cold this year. Some businesses said that compared with last year's market sales of engineering lighting dropped by nearly 50%.

"As a whole Guizhou this year, the Guiyang high-speed railway station is a relatively large municipal engineering project. The total number of lamps may be about 40 million, and the others have never appeared." Luo Gang also felt the sudden change in the market, and this change For him, there may be a 30% to 40% revenue drop. "Municipal engineering projects have only won two bids so far this year, and they are all relatively small. One supply of lamps is only more than 1 million, and the two are less than 3 million each. There are more small projects this year."

In Luo Gang's view, the deeper reason is mainly due to the influence of macroeconomic regulation at the national level. Compared with last year, many special funds could not be applied for this year, and a series of subsequent projects have been suspended.