Who will dominate the future of technology and marketing

This is the best time. This is the worst time. In 2011, China's lighting industry stood at a watershed. On the one hand, the price of rare earths soared, causing the prices of upstream phosphors to skyrocket 10 times in half a year, causing the industry to wonder: The future of China's energy-saving lamp market will be attributed to several giants. On the other hand, in the past two years, domestic lighting companies have listed on the market, and some lighting companies have begun to invest heavily in CCTV, first listed and financed, and they have overtaken CCTV. Competition has further intensified.

Spring Plumbing Duck Prophet, the first group of dragons and lakes lighting the rivers and lakes for decades, the rapid flow of capital, the rapid integration of the industrial value chain, the industry's eve of reshuffle has arrived!

The frantic concentration of domestic and foreign capitals is quietly changing the lighting market in China.

The price increase is just a fuse, and the capital is playing in battle.

"There is oil in the Middle East, and rare earth in China." This was Deng Xiaoping's statement when he was on the southern tour in 1992. As the price of rare earths soared, the price of phosphors soared 10 times, which increased the production cost of energy-saving lamps by 30%. The rare earth as a non-renewable strategic resource, under the dual drive of high CPI, the price drop probability is negligible. Small and medium-sized energy-saving lamp companies will cause large-scale production suspension or even bankruptcy due to supply chain fractures and agent conflicts.

In fact, in the context of the high CPI era, the rise in business costs has been unavoidable, and the soaring prices of phosphors have only fuelled the rising cost of lighting companies.

In the 30 years of reform and opening up, China has become the world's largest producer and exporter of lighting appliances. According to statistics, 80% of the world's energy-saving lamps are produced in China. China is a truly global manufacturing center for energy-saving lamps. However, most of these brands are hovering in the low-end market, while foreign brands such as Philips are involved in high-end, and domestic rare earth prices will inevitably bring about changes in the brand pattern.

According to industry sources, the current domestic lighting market is in a state of headlessness. For example, the leading brands in the industry now occupy less than 2% of the market share. This highly fragmented market has opened up the endless imagination of capital giants.

According to Freedonia data, from 2007 to 2014, the growth rate of the Chinese lighting market is expected to be higher than the global growth rate, and the market share of China's light source products industry in the world is expected to increase from 15.4% in 2007 to 21% in 2014.

In addition to the domestic lighting companies that we have seen listing one after another, leveraging on the capital market, the US legion that broke through 100 billion yuan last year also broke into the lighting industry. While domestic capital is waving its banner, foreign capital is secretly laid out for a long time. In addition to giants such as Philips and GE, which have increased their investment in the Chinese market, we discovered that Honeywell, the world's largest automatic control giant, was the first in the world's largest lighting exhibition, with its lighting business group making its debut! It is reported that Honeywell has learned that The automatic control technology is renowned internationally and provided technical support for the first astronauts on the moon in 1969. Today, Honeywell pays more attention to the Chinese lighting market!

And Honeywell Long can be laid out for a long time. In 2005, Honeywell entered China and established a joint venture with Langon, a company that specializes in building electrical appliances for 20 years. "As early as 2008, we became Wal-Mart's global energy-saving strategic partner. Our overall energy-saving solutions are very attractive to Wal-Mart, such as automatic control systems to achieve intelligent lighting control, and automatically adjust with the intensity of natural light. Illumination, "said Yu Yongxiong, director of marketing at Honeywell Langon.

It is reported that when all the lighting systems in Wal-Mart supermarkets are replaced with Honeywell's LED lighting, they can save nearly one million kilowatt-hours of electricity consumption per shop per year. "At present, Honeywell can integrate automatic control systems, lighting, electrician, ventilation and other technologies. We are in fact a system integrator of energy-saving total solutions." Yu Yongxiong further explained.

Technical School Warfare Marketing School, Two Forces Affecting Lighting Future

In fact, since the birth of the lighting industry, the two forces have been accompanied by this industry and have profoundly influenced the development of this industry. These two kinds of power are technology and marketing.

The importance of marketing, or technology is important? Marketing-driven, or technology-driven? Marketing reputation Bo fast Hongqi that: marketing is a near-worried, science and technology are far-sighted. The incandescent lamp exited the stage, and the LED appeared on the stage. The science and technology reserves and forward-looking nature of foreign-funded enterprises are always amazing.

At this year's Guangya Exhibition, we saw that lighting companies such as Midea and Qinshiguang attracted audiences through their avant-garde and fashionable forms. The lighting of the United States even set a record for the largest area of ​​previous individual booths with a single exhibition space of 584 square meters. Weibo wall and other new media can be described as a veritable marketing school.

When talking about exhibition innovations, Yu Yongxiong, Marketing Director of Honeywell Langon Company, said, "In fact, the analog scenario exhibition format was first used three years ago. Today, this approach has basically become a template for the industry. "This time, Honeywell Longneng moved the overall lighting solution and ExOr control system to the show to reflect its strong technical strength.

Although rare earth is also one of the important raw materials for LED lighting products, as a newly developed product, the profits of LED lighting are still relatively high, and the basic energy can be more than 30%, and from the cost point of view, although the price of rare earth and metal materials Will increase year by year, but the chip price that accounts for the main part of the cost of LED lighting products will show the declining trend, can offset the price rise factor. Under this circumstance, it is expected that more companies will accelerate the transition to LED lighting products. Rising prices of rare earths may be an opportunity to promote China's semiconductor lighting to a new development path.

Guangya Exhibition has gone through 16 years so far, LED show has also been seven years. In 2004, the LED exhibition at that time only set up a exhibition area. The leap of Guangya Exhibition reflects the rapid development of China's lighting market in recent years. The Guangya Exhibition covers the upper, middle and downstream industries of home lighting, commercial lighting, urban lighting, professional lighting, LED lighting, and LED lighting. In the exhibition, we are familiar with the technical strength represented by Honeywell, Ronald, Cree, Philips, etc. There are also marketing school lighting companies represented by Midea, Qinshang Optoelectronics, and many others relying on OEMs OEM companies.

If you define Midea and Ops as "marketers," then GE and Honeywell are well-deserved "techniques" and should not be overlooked. It can be said that, in the world's largest lighting exhibition, the marketing school represented by Midea Lighting and the technical schools represented by GE and Honeywell have become one of the highlights!

The future of lighting, Wal-Mart's choice gives us inspiration

As we all know, the purpose of Wal-Mart is to "help customers save every penny", in each Wal-Mart supermarket can see "everyday cheap" banner. In order to realize the promise of low-cost operation, Wal-Mart endeavors to save energy and reduce costs from various sources such as purchase channels, distribution methods, daily administrative expenses, and operating sales expenses. As early as the 1980s, Wal-Mart launched its own satellite to solve the logistics problem, which attracted the attention of global management experts. It is with Honeywell Langon technical support that Wal-Mart's "three lows" innovation has taken another step forward. Most consumers seem to feel that the concept of control is too far away from our lives. In fact, the technology of lighting system control has been quite mature. In many cases in foreign countries and even in China, this technology has been widely promoted.

According to a manager of the LED and ExOr project of Honeywell Langon, "Ex-Or lighting energy-saving control system can usually save 40%-60% of power in office applications; in large warehouses, Save 70% (or even 90%) of electricity. At the same time, the appropriate illumination will also improve the efficiency of the staff. "Global Wal-Mart franchise giant chose Honeywell as its global partner, Wal-Mart's choice can give us Inspired.

At present, the low-carbon economy has already become the trend of future world economic development. Therefore, the emerging LED lighting industry with green ecological lighting as its core has always been highly valued by the Chinese government. In October 2009, the “Opinions on the Development of Semiconductor Lighting Energy-saving Industry” issued jointly by the six ministries and commissions including the National Development and Reform Commission and the Ministry of Science and Technology proposed a clear goal: By 2015, the average annual growth rate of the semiconductor lighting energy-saving industry output value will be around 30%; About 20%; the ability of independent innovation of enterprises has been significantly enhanced, with 3-5 large scale upstream production companies; industry concentration has been significantly improved; there are about 10 key leading enterprises with independent brands and large market influence; Billion kwh, equivalent to 40 million tons of carbon dioxide emissions annually.