Analysis of the Transformation of East China LED Market in 2013


In 2013, the lighting market in East China has ushered in LED transformation. Some markets have tried the transformation of sweetness, such as Shanghai and Jiangsu. Some markets feel the pain of transformation, such as Shandong and Zhejiang, but regardless of the outcome, the lighting market in East China The transformation has been a must, and it is imperative.

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Fujian LED lighting market is generally depressed In the 2013 Fujian lighting market, the most obvious change is that LED is widely used in commercial lighting, and another change is that sales of retail channels are generally reduced. For example, LED products in the Xiamen lighting market are flooded, among which, the products of light source and commercial lighting are the most. Among the light source products, the performance of Mulinsen tube and Foshan lighting bulb is the most eye-catching, and its high cost performance makes it a market benchmark.
In terms of brand building, Yiguang Lighting has a strong development momentum and a high reputation. However, the overall market of the lantern products market is sluggish. Due to the close relationship with the property market economy, its retail sales generally decline. For engineering products, the price of LED products is higher than that of traditional lighting products. The profit of individual projects has increased, and the number of projects has declined.
As the largest agent of Philips in Xiamen, Qiu Wucheng, general manager of Yideng Lighting, admitted that the sales of products in 2013 have been falling. In the wholesale market, the sales of products are also falling sharply. Some large-scale stores are also operating in small profits. Relatively speaking, the performance of a few merchants who have taken the engineering channel has increased. In recent years, the impact of LEDs, the most obvious change is in engineering.
Some merchants also said that LED lighting is a hot brain, and market competition has become hot. In terms of real use, LED lighting as a new concept, its light color, spectrum, light decay, affecting vision, poor stability and other factors are the problems faced by many companies. LED products are not convinced in many places, many customers still use traditional lighting products, and the popularity of LED lighting is still very long.
The LED lighting era in Shanghai has arrived. The development of the Shanghai lighting market in 2013 is in full swing. Many brands have followed the pace of market transformation, and some traditional enterprises have gradually completed their transformation. In 2013, when big brands have not yet appeared, for the emerging companies, this year is the channel construction year and the brand expansion year. They quickly seize the terminal market. The large and small dealer conferences are held every day on the beach, a large number of Outdoor billboards are crowded with various markets. Among them, Yiguang LED lighting, Tianzhuzhiguang, Teyoushi and other brands are particularly attractive. In addition, the influx of a large number of inter-bank enterprises has also made the competition in the LED lighting market rapidly hot.
In 2013, various corporate activities were staged. For example, on May 14th, Shanghai Yaming successfully contracted the lighting EMC project of Shanghai Central Building Office; on May 18th, the 7th Shanghai International New Light Source New Energy Lighting Forum was successfully held; On the 26th, Yiguang LED Lighting National Provincial Operator Cooperation Fair was held at the Renaissance Shanghai Hotel; on July 10th, the 2013 Shanghai International Lighting Exhibition was held; on August 22, Teyous was at Shanghai Volkswagen International The conference center held a national distributor conference; on September 11, the LED lighting lecture hall (Shanghai Station) was successfully held; on September 15, the East China Regional Distributor Conference and Jiamei sixth-generation LED new product launch conference was held in Shanghai; October 23 Day, Sanxiong. Aurora China Retail Industry Architectural Lighting Energy Efficiency Survey Research Results Conference was held in Shanghai; on November 8, Shanghai Semiconductor Lighting Engineering Technology Association 2013 member renewal conference closed; November 21, National Lighting Industry LED Market Alliance National Tour Exhibition (Shanghai Station) On November 24th, the Teyous Shaanxi Dealer Conference was successfully held in Shanghai; on November 29, 2013 China (Shanghai) Lighting E-commerce Channel Development Forum was successfully held; on December 13, Teyous was successfully held in Shanghai Distributor Conference.
At the dawn of the LED lighting era, a large number of brands with different reputations have emerged, which makes many merchants have no standard to rely on when they choose to operate a brand, lacking a sense of direction. 2013 is also a crucial period for business transformation. Whether it can keep up with the pace of the times determines the success or failure of the business.
The reporter learned that Shanghai's merchants have generally accepted LED lighting products. At the beginning of 2013, most of the businesses that had not been involved in the LED product field were mostly on the sidelines. In the second half of 2013, they have been competing in the LED tide. The LED store is constantly appearing, which indicates that the LED era in Shanghai has arrived.
With the influx of LED lighting products into the Shanghai market, its technology continues to improve, the cost-effectiveness of products is significantly higher, and some products are even lower than traditional lighting products. Due to the narrowing of the price gap between traditional lighting products, the market demand for LED lighting products will increase significantly in 2014.
The various brands of Shandong brand performance continued to penetrate in 2013. The traditional brands and LED lighting brands in Shandong lighting market have different performances: traditional lighting brands either retain customer resources and sales, or be eliminated by the market. Traditional brands such as NVC, Damei, Langshi, Sanxiong and Sidon have been transformed and upgraded in a timely manner, and have achieved good results; home lighting brands such as Op, Liang A, Guanhua, Belle Lighting, Huayi Lighting, Ott Lang Lighting, Minnie Lighting, etc., and light source brands such as Foshan Lighting and Shilin Lighting have successfully transformed in the Shandong market; emerging LED lighting brands occupy certain channel resources and lay the foundation for their next development.
Some brands took advantage of the tide of transformation and increased the development of LED lighting market in Shandong, and then they have a place in the Shandong market and achieved good results. Such as Yiguang, Guoxing Optoelectronics, Snowlight, Teyoushi, Faralong, Huaxin Lighting, etc. successfully launched the first dealer conference in Shandong in 2013, and achieved good results.
In 2013, Shandong LED market was fiercely competitive, and Mulinsen was unique in the industry with its LEDT8 lamp. Yiguang uses its complete upstream, middle and downstream industrial chain and good marketing strategy, and T5 fluorescent tube products to occupy a place in the Shandong market; Huaqiangwang, Xuelaite and Foshan Lighting rely on the different positioning of their respective bulbs. The field of light sources has produced the name of the rivers and lakes; Langshi, Haoying, Huaxin force ceiling lamps, occupying market share; Delta has done a good job in the field of downlights. The company has achieved its achievements in the Shandong market with the unique advantages of ultra-thin panel lights. Tongyu Lighting and Guoxing Optoelectronics have also achieved strong results with strong resource integration capabilities; traditional lighting giants Opus and NVC use brand influence and channels. The resource advantage has been successfully transformed.
In 2013, the price of LED lighting products in Shandong changed greatly, and the prices of light source bulbs and T8 tubes dropped by half compared with the beginning of the year. So far, the unit price of three-watt bulbs is about 3 yuan, and the unit price of T8 lamps has dropped below 20 yuan. Other LED lighting products have also seen significant price cuts. In such a fierce competitive situation, dealers expressed concern about the survival of enterprises.
Anhui major brands have shown muscles. In 2013, LED lighting developed rapidly. Although the country did not introduce industry standards, many companies are setting their own standards, and the whole industry is slowly maturing. The LED lighting industry in Anhui has fierce competition, and traditional lighting companies have begun to promote LED lighting products and occupy a certain market share.
In March, Langshi Lighting held LED lighting product promotion conference and distributor conference in Hefei Haihui Holiday Hotel, and Langshi Lighting Chairman Xie Lunhua was present; on April 20th, the second session of the first meeting of Anhui Lighting and Lighting Appliances Chamber of Commerce In Huoshan County, Anhui Shilin Lighting Co., Ltd. was held; on April 28th, the LED lighting knowledge lecture hall hosted by the large-scale lighting media was opened in Hefei Daoxianglou; in May, Yiguang Lighting held a investment conference in Hefei, and successfully won Anhui market; 韬 flat panel lighting held a product seminar in July. Yao Huaiju, chairman of the broadcasting flat panel lighting, was present and gave a detailed explanation on the flat LED panel lights. In August, NVC Lighting promoted LED lighting products and received support from many merchants with monthly sales of 4 million yuan. In September, Anhui Shengda Lighting City was established and officially invited, which indicates that Anhui has squeezed into the professional lighting store club. The investment has attracted much attention, especially in Hefei's building materials stores and lighting distributors. In October, Anhui Foshan Lighting held LED lighting and tradition. In the lighting product promotion conference, there were more than 400 attendees. In November, Hongyan Lighting invested in the Anhui market. With its own strong brand advantage, Hongyan Lighting quickly promoted LED lighting products to the market.
Song Jichao, chairman of Anhui Acha Lighting Co., said that in 2013, although the LED market in Anhui did not usher in the peak season, some LED lighting brands have shown great strength and showed strong strength, which has enabled many dealers to profit from it. Anhui currently lacks a professional lighting market. Some consumers who pursue tastes basically go to other provinces to buy, so it is necessary to build a professional store.
The chaotic brand of Zhejiang price system is the way out. In 2013, the development of LED lighting brands in Hangzhou is in full swing, and LED lighting has a tendency to replace energy-saving lamps. Hangzhou's economy is developed, and the demand for lighting is large, which has created the prosperity of the Hangzhou lighting market. As of 2013, the large and small lamps market in Hangzhou is difficult to count, and there are 7 professional markets. Among them, the Hangzhou lighting market, which brings together many first-line LED brands, is the most active.
In 2013, the major lighting market in Hangzhou was greatly affected by LED lighting. Most of the merchants reported that compared with the same period in 2012, the sales growth in the first half of the year was around 30, and the sales in the second half fell. LED lighting products are characterized by energy saving, long life and fashion. Consumers are willing to accept it, so they develop rapidly, while traditional lighting is gradually unattended. Businesses are looking at this market situation and are turning to LED products. However, the influx of LED products around the country has also made merchants feel that they have no choice.
The impact of LED products on the market has led to price confusion, and the situation of small and medium-sized enterprises has also made the products seriously homogenized. Many merchants report that even a skilled salesperson can sometimes distinguish the pros and cons of a product. Some low-end merchants use vicious price competition for short-term profit, selling counterfeit products and crowding out high-end brands. Despite this, the performance of some high-end brands is still outstanding, and there are gains in various channels. Such as the performance of such brands as Yiguang, Changfang, Shimat, Guoxing Optoelectronics, Xuelaite, Langshi, Teyoushi, Foshan Lighting, Qinshang Optoelectronics, etc. in Zhejiang market.
As consumer demand is increasingly diversified and personalized, consumer demand for luminaire lighting is no longer limited to simple illuminating functions, but rather to more emphasis on its light efficiency and decorative effects, and even the diverse options of different environments. At present, each brand configures a specialty store or opens an experiential sales area, with the aim of maximizing the value of the product and introducing new products, new processes, new functions, new services, etc. into the market, thereby achieving considerable commercial value.
The transformation of the lighting market in Jiangsu is difficult on March 28, 2013. The theme is the world of virtue. The signing ceremony for the joining of new and old dealers of Jiangsu Langshi Lighting in Jiangsu Province was successfully concluded. On April 9, Yiguang LED Lighting Science Lecture Hall and Jiangsu Market Launch Conference were successfully held in Changzhou. On August 5th, Foshan Lighting's 2013 Jiangsu Distributor Conference and New Product Promotion Conference was held in Changzhou, Jiangsu.
2013 is the last year of the transformation of traditional lamps to LED lighting. For now, the traditional lamps in the Jiangsu market account for less than 2. The merchants in many regions of Jiangsu say that this year's business is flat compared to previous years, so they have to turn to LED sales. product. At the same time, the project is not satisfactory, so many businesses have turned their attention to the wholesale channels of products.
It is reported that Jiangsu Changzhou Lighting City is divided into six major markets, such as Zouqu Lighting City, Guanghui Lighting Market, Lighting City, Feili Lighting City, Street Light Market and Boutique Lighting. There are more than 1,560 merchants. Among them, Zouqu Lighting City is one of the more active markets with more than 20,000 staff members and is one of the heavy industrial zones in Zouqu. There are a large number of lighting and lighting fixtures, and the annual revenue of more than 100 million yuan accounts for more than half of the national market. There are countless thousands of merchants, which is a true Chinese lighting city.
Compared with the traditional market with strong strength, the development of new markets in Jiangsu in 2013 is facing bottlenecks. Distributed in Changzhou, Yancheng, Nantong, Yangzhou, Suzhou and other new markets, due to low visibility, inadequate facilities and other factors, investment difficulties have become a common problem faced by these new markets.
Outstanding brands with outstanding performance in 2013 include Yiguang, Mulinsen, Qinshang Optoelectronics, Shifu, Foshan

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