In the first half of 2009, due to the aftermath of the international financial crisis, the lighting industry was once in a downturn. In the depressed market conditions, industry manufacturers did not give up, but strengthened the confidence that is more expensive than gold. Most companies choose to follow the trend and go against the trend, and force the market and innovation reform.
With the vigorous promotion of national energy conservation and emission reduction policies, coupled with the construction of large-scale infrastructure and urban lighting projects, the industry people in the second half of the year struggled and the market surged, resulting in a heavy fruit.
The industry as a whole is slowly recovering, and the low-carbon light source plays a leading role.
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 output value of the output value in the first ten months of 2009 increased by 20.9% year-on-year.
According to the industry operation report released by the Ministry of Industry and Information Technology, the total output value of lighting equipment manufacturing in China in the first 11 months of last year reached 172.69 billion yuan, a year-on-year increase of 20.9%, and the cumulative production and sales rate was 96.2%. At the same time, the total export value of lighting equipment in China in the first 11 months of last year was US$14.88 billion, a year-on-year increase of 20.3%. Among them, the number of exports of incandescent bulbs in the first 11 months of last year totaled 14.36 billion, down 33.4% year-on-year, indicating that the international market for energy-saving lamps in China is becoming wider and wider.
It can be seen that due to the international financial crisis, the export volume of lighting fixtures in China has decreased significantly in the first half of the year, with the largest decrease in the export volume of incandescent lamps. As one of the most important emerging strategic industries, Guangdong has also received the impact of the financial crisis. However, the province's LED lighting industry is still rising against the market, with a growth rate of more than 25%. In 2009, the output value reached 39 billion yuan, and the industrial scale continued to live. The first in the country.
Base energy-saving light source industry to show new map
On the basis of the original lighting industry base, the enterprises in the Pearl River Delta have invested extensively in the construction of LED and new light source production bases, driven by the government and leading enterprises. Shenzhen, Foshan, Zhongshan and other places on the LED, light source enterprises and Japanese drama increased; Fujian Xiamen became a light source island, Yunxiao is known as the capital of China's electric light source.
In the Yangtze River Delta region, Jiangxi Wuning, Jiangsu Jianhu, Zhejiang Hangzhou have maintained their original achievements, while Nanjing, Suining, Ningbo and other places have also continuously invested in new LED bases to expand the industrial map. In addition, in Wuhan and Guangzhou, Zhengzhou, Nanchang, Shenyang, Changchun and other places, with the support of the government, the LED industry base has begun to be built on a large scale.
At a time when brand development is changing with each passing day and industry competition is becoming increasingly fierce, most lighting brands are aware that industry reshuffle is accelerating. In 2009, “the survival of the fittest and the stronger the strong†became the consensus of all enterprises in the lighting industry.
The effect of enterprises on scale expansion
In 2009, NVC Lighting Wanzhou production base was put into operation, Oup headquarters moved to Shanghai, TCL moved some of its factories to Wuhan, and Benbang Lighting cooperated with advanced R&D centers in Wuhan to establish an electrodeless lamp production base. Big names in the lighting industry are using their actions to showcase their plans for scale expansion.
Op Lighting, NVC Lighting, TCL Lighting, Honeywell Langeng have invested in LED production and development, and the product line has been continuously extended. The old light source company, Shanghai Yaming, has expanded its business in the first half of the year since it expanded its commercial lighting category. Marketing channels and outlets have formed a strong market effect; Haohao Lighting has also made rapid progress in the commercial field, and the brand has been extended to the third and fourth grade markets. Most of the strength companies not only expand their production capacity, but also develop product product extension strategies to gain the strength of the terminal market.
The brand is deeply rooted in the professional field
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. Jinda Lighting has made great efforts in brand building this year, unified brand image, repositioned, and popularized the concept of its popular brand; Jiamei Lighting reshaped the new image of Nanhai Lighting Brand and entered the ranks of Shangyi first-line brand, and the national market ushered in sales. Significantly improved.
Since July, Zhongshan's product lighting, Guanya lighting, and Ou Dier lighting have been holding CCTV, ushered in a brand hurricane action. 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.
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The marketing model is changing and the technical talents are constantly upgrading.
In 2009, all enterprises constantly seek new changes in marketing mode and channel development, and strive to maximize sales through diversified marketing methods to become the consensus of manufacturers. In addition, the company continues to increase investment in technology and talents in order to gain an advantage for the future market.
Channel outlets continue to deepen and diversify marketing models
In 2009, the development of channel outlets is still the focus of many lighting companies. In addition, the optimization and upgrading of channel outlets is a tool for enterprises to increase sales. Driven by the “Falcon Actionâ€, Jiamei Lighting has extensively developed outlets and improved the quality of sales outlets, laying a solid foundation for future development. Jonson Lighting implemented the “Thousand Stores Famous†program and is committed to building the “Destiny Communityâ€. ". It can be seen that the competition of the current lighting enterprises for the terminal outlets has been upgraded to the level of the manufacturer relationship. How to establish a good partnership with the merchants has become a major concern of the lighting enterprises.
On the other hand, major lighting brands have paid special attention to large-scale engineering projects since 2009. On the basis of deep-seated invisible channels such as designers, they began to take the initiative in the project of large-scale lighting projects. Under the impetus of the Asian Games and the World Expo, lighting companies made great strides in engineering channels.
In addition, NVC Lighting's "Champion Alliance" event launched in April 2009, combined with the six major brands in the home industry, attracted industry attention. In September, Guangmingyuan Lighting, Zhengtai Electric and Jinling Optoelectronics launched the alliance marketing and promotion activities to form complementary resources in the industry itself. Recently, Shanghai Yaming Guizhou was married to the iconic floor. These phenomena all indicate that lighting brands are beginning to penetrate the pan-home industry more and more, and this will lead to the optimal sharing of marketing resources. Research and development of high-tech, innovative products emerge one after another
Under the premise of increasingly fierce competition in the industry, lighting companies have realized the importance of product innovation and continuously increased investment in technological innovation. In 2009, China has made breakthroughs in the manufacture of LED chips. Many enterprises in Xiamen have been involved in chip development. Enterprises such as Honeywell Langen, Op, Shanghai Yaming, Sanxiong and Aurora have increased their investment in technology research and development. Or research and development of technologically innovative products, or continuous development of new products; in the field of electrical engineering, Honeywell Langergy has introduced technology control systems into the field of electrical engineering, creating a new era of intelligent electrical products, and home lighting field also set up remote control switches, intelligence A new wave of products.
The introduction of talents "outside brain" has increased, and team management has been upgraded.
In 2009, major companies in the lighting industry have worked hard on talent introduction. The owners of various lighting companies spared no expense, and they hired planning companies and elites in the home appliance industry to join.
Jiamei Lighting introduced the well-known Boos team in the industry. Jinda Lighting invited marketing celebrities - Ye Maozhong, Tianlang invited Midea Electric Cheng Xuezhong, etc., all indicating that lighting companies began to rethink the overall strategic layout of the brand and began to introduce advanced Management experience and successful marketing methods will be of great benefit to future developments. Source: No worries · Lighting Vision
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