LED commercial lighting market showed a turning point in growth

From the perspective of the home lighting market, the cost of using LED luminaires remains high. The reporter visited several lighting cities in Guangzhou. From the market situation, the price of LED lights for home lighting from 3 to 5 watts is as low as 20 yuan, and the high price is 100 yuan, which is higher than the price of ordinary energy-saving lamps. Three to five times more; the product's light efficiency and brand are also varied, there is no choice.

"Home lighting, but also to wait and so on, the current cost of LED lights for ordinary households is still very high. However, commercial lighting for LED lights, from the cost of energy-saving is very cost-effective, and now is the replacement of traditional incandescent lamp LED lights It's time," said Li Guoping, chairman of Hongli Optoelectronics (300219). In his view, from the perspective of the cost of lamps, it should be the time when commercial lighting can penetrate in large quantities.

Li Guoping said that at present, the promotion of domestic LED lights is not a family, mainly clubs, commercial buildings, government and businesses have already accepted LED lights. If a 30-floor building uses 8 to 10 hours of electricity a day, using LED lights will save the cost of electricity once a year and three months.

Qinshang Optoelectronics (002638) designed an LED lamp for a shopping mall in Guangzhou to replace the traditional energy-saving lighting energy-saving lighting program, if the mall's original 370盏8 downlight, 460盏6 downlight, 20盏6 surface mounted tube Lamps, 1380 28-watt lamps, and 21 HID metal halide floodlights were all replaced by LED lamps with the same illumination intensity. The difference between the initial input costs of LED lamps and traditional lamps was 445,400 yuan, but LED lamps saved monthly. The electricity fee is 17500 yuan, the cost recovery time of choosing LED lamp is 25 months, the economic benefit that can be produced using LED lamp within 5 years is 71.23 ten thousand yuan.

Insiders pointed out that there are quality assurance of LED light source life is greater than 30,000 hours, which means that there is no need to replace the light source within 5 years, according to the above program, the use of LED lights can recover the cost of lamps in two years or so, the remaining three years can Saving $7.123 million in electricity bills is a very good deal.

The emergence of commercial applications of LED lamps has led to an increase in sales in the commercial lighting market. National Star Optoelectronics (002449) Board Secretary Zhong Jianzhong pointed out that since last year, the sales revenue of the company's commercial lighting has increased substantially, by 70% to 100%. Chen Jieyi, an analyst at Guangzhou Securities' electronics industry, also pointed out that the penetration of LED commercial lighting is gradually magnified. Although the performance of LED listed companies is diverging and the industry is shuffling, the turning point is undoubtedly certain.

At the policy level, the promotion effect of government public lighting is also driving the growth of commercial lighting. According to the "12th Five-Year Plan" for the development of semiconductor lighting technology promulgated by the State, by 2015, China's LED lighting industry will reach 500 billion yuan, focusing on cultivating 20 to 30 leading enterprises and establishing 20 national-level industrial bases. 50 "Ten Cities, Ten Thousand and Ten Thousand" Pilot Demonstration Cities, Promoting China's Semiconductor Lighting Industry to Enter the World's Top Three. The 12th Five-Year Plan of the National Basic Public Service System also mentions that 2.2 billion yuan of financial expenditure will be allocated to support the promotion of energy-saving lamps and LED lamps. Industry sources said that 2.2 billion in subsidies will reduce the price of LED lights, a drop of 15% to 20%, will stimulate the country to accelerate the promotion of LED lighting products, especially the civilian and commercial LED lighting market.

The government took the lead in promoting LED energy-saving lighting, and also provided a reference path and model for the development of commercial lighting. Recently, “Guangdong Green Industry Investment Fund Energy Management (EMC) Alliance Procurement Execution Standard” passed an expert review, and the Guangdong LED energy-saving street lamp replacement plan was officially launched. In the next 3 to 5 years, the Guangdong Green Industry Investment Fund will organize the upstream and downstream companies in the “Contract Energy Management (EMC)” model, and will continue to invest in the Guangdong public lighting system, and complete Guangdong's transformation of 5 million LED energy-saving street lamps.

According to reports, the new LED energy-saving lamps than the traditional high-pressure sodium lamp energy savings of up to 60% a year, a LED energy-saving street lights can reduce carbon dioxide 185 kg, but because of the new LED energy-saving lamps are expensive, one-time investment costs are huge, promotion difficulties Big. The "Contract Energy Management (EMC) Alliance" organizes suppliers, engineering companies and financial institutions. Suppliers and engineering companies provide products and installation and maintenance services. Financial institutions provide loans and other financial support, allowing LED lighting to be used everywhere. Energy-saving streetlights, while companies in the Union are prorated on the basis of the saved electricity bills, repay the principal and interest, and make profits.

"Contract Energy Management (EMC) Alliance" in the form of industrial chain integration is conducive to LED energy-saving lamps to expand production, reduce circulation, and ultimately significantly reduce prices and into ordinary people's lives.

Demand remains to be catalyzed by many parties Although the LED lighting terminal market has shown signs of germination, the market is gradually infiltrating, but there are many obstacles to the widespread use of commercial lighting applications: First, the problem of product quality, how can the product reach? As a result of this kind of energy-saving effect, there is no uniform standard and testing system in the industry. Second, the promotion of energy-saving management models also has the problem of inconsistency between the main subject of implementation and the subject of electricity consumption. Third, it is affected by the economic environment and the excessive expansion of the previous period. The industry is in the stage of reshuffling and reshuffling. Investment in the upper and middle reaches has slowed down significantly, and downstream investment is in a wait-and-see phase.

“There is no standard, leading to the authenticity of the LED companies on the market, difficult to distinguish between the advantages and disadvantages.” Sales manager of a lighting company in Guangzhou, lamented that although LED in China has been 20 years of development history, but as of now is still lack of recognition by the industry National standards. According to estimates, currently there are about 8,000 LED companies in China, and some listed companies with relatively strong strength are removed. Most of the others are in a small and scattered state. The products produced are uneven, and the same wattage of LED lighting has It sells more than 20 yuan, while others sell it for nearly 200 yuan.

The reporter visited a number of lighting cities in Guangzhou. Almost all lighting shops are represented by different LED brands, and the products of several well-known listed companies are also rare. This leaves consumers and businesses no choice.

What is even more frustrating is that some early-stage enterprises and government departments that dare to use LED lighting products are affected by the poor quality of the early development of the LED industry. In many projects, LED lamps have been used for less than a year, and 90% of them have been damaged. This makes some companies and businesses "change the light."

The brand and reputation of the industry is a mirror that determines the willingness of a business to invest in transformation, and it will also affect the release of market demand. In business and business, the pursuit of interests is the law of the market. In the transformation of newly-built LED lighting projects and traditional energy-saving lamps, the inconsistency of energy-saving subjects and construction subjects has also caused insufficient market momentum for LED applications.

Zhou Yi, an analyst at Huatai Securities Electronics, pointed out that at present, the application of LED commercial lighting, the market is mainly in the new land, the resistance to the existing commercial property transformation is greater. Commercial lighting involves the relationship between LED companies, investment builders, and power consumers. For example, a commercial store, the transformation of its lighting system should be implemented by the property side, and the real power consumer is the business inside the store. Businesses have the need to save electricity, but they do not have the qualifications for retrofitting, and property builders have the qualifications for project implementation, but because they are not the main electricity users, there is no incentive for transformation. Moreover, even if the property side is willing to contribute to transformation, there are numerous small businesses in the mall. It is not a simple matter to coordinate the appeals of all the merchants.

Zhou Yi pointed out that “Compared to commercial stores, the transformation of building lighting is relatively simple. In the future, the commercial lighting market is really started. It should be spread out from enterprises or buildings with large energy consumption, because for the merchants of shopping malls, lighting is used. Electricity is not as good as air conditioning, and the power for retrofitting is not great at present."

How to establish a better coordination and benefit distribution mechanism to guide businesses and users to carry out the transformation of LED energy-saving lighting is an important issue that needs to be addressed to detonate market demand. In addition to the coordination of micro-level product quality and the interests of all parties, the macro-level economic environment and the industry's own development cycle have also affected the spread of commercial lighting applications.

According to the data, the 2011 annual results announced by the 12 LED companies listed from the beginning of last year to the first quarter of this year, only two companies maintained a slight increase in the growth rate, and the growth rate of the other 10 companies had a different degree of decline. Between 2010 and 2012, the sales gross profit rate of some LED listed companies fell by a maximum of 17.9% year-on-year, and the net sales rate of sales dropped by a maximum of 13.5% year-on-year. Moreover, many large LED companies have slowed or changed their investment projects. According to the statistics of the China National High-tech Industry Research Institute (G LII), there are a total of 46 domestic LED chip projects between 2009 and 2010, and up to 16 projects have not yet been put into production, accounting for 35 percent of the total projects. %.

Enterprises are looking forward to the policy hand China's LED industry started in the 1990s and has grown to more than 8,000 large and small enterprises. The industry is reshuffling, the selling price of LED products is declining, and products are mixed, consumers lack of confidence. To solve these problems, in addition to the survival of the fittest and the industry itself, it also requires the joint efforts of the industry and the government.

At present, some regions have established industry associations and established product benchmarking systems. Guangdong Province firstly tried first, and took the lead in launching the "Guangdong Province LED Industry Development Technology Roadmap" and implemented the "Ten Miles and a Thousand Miles" LED street lamp application demonstration project to guide more than 10 universities and research institutes in the field of LED lighting in China. In addition, more than 20 leading LED companies in the province have established the Guangdong Provincial Semiconductor Lighting Engineering and Production Innovation Alliance, and issued the Guangdong Provincial LED lighting product benchmark index.

The "12th Five-Year Plan" for the development of the LED industry in Guangdong Province announced in March this year proposed that all levels of government in Guangdong Province will increase support for the development of the LED industry and innovation, and guide Guangzhou, Shenzhen, Dongguan, Foshan, Zhongshan and Jiangmen. In addition, we have established high-level R&D institutions such as Semiconductor Lighting Public Technology Research Institute, Semiconductor Lighting Laboratory, Semiconductor Lighting Engineering Technology Research Center, Manufacturing Engineering Research Institute and other universities within and outside the province to encourage LED companies to cooperate with research institutes Jointly promote technological innovation.

In the industry, joint related companies to establish LED trade technical barriers to jointly deal with the working mechanism for LED companies to provide TBT point-to-point technical services, and actively provide LED companies with technical barriers to trade knowledge training services and information consulting services. At the same time, the international standards and foreign advanced standards will be converted into local standards, and the LED product standard system will be established in line with international standards.

The Hongli Optoelectronics Co., Ltd., which is located in Huadu, Guangzhou, revealed that a number of products of the company have passed the evaluation of Guangdong product benchmarking system. He pointed out that "from a performance point of view, LED itself is an energy-saving product. At present, the company's products are in line with the relevant new standards in the world today, including UL, TUV, CE, CCC, light source products also have passed the American Energy Star LM- 80 test."

For the company itself, the establishment of channels and brands is also of utmost importance. Guan Jian, president of the Guangdong Lighting Association, pointed out that once prices are acceptable to the market, more practical and beautiful products may be more popular. Enterprises also need to establish their own brands, establish their own sales channels, and produce more personalized products to meet the different needs of consumers.

To solve the bottleneck problem in the promotion of LED lighting products, the Guangdong Provincial Science and Technology Department and the China Southern Power Grid put forward the “EMC + Grid + Supply Chain + Finance” model to solve the financial pressure and financing difficulties of domestic LED companies that used to participate in the application of LED street lamps. , Domestic EMC companies are immature and other issues, with a new business model to attract social capital to support the LED industry.

Pan Feng, deputy secretary-general of the Dongguan Semiconductor Lighting Industry Association, said that the pure EMC model has a relatively long period of fund recovery. Under the domestic integrity environment, it may not necessarily be implemented well and the risk of fund recovery is relatively large. If the government and the power grid are added, it will help the company to ensure that it can truly save costs for the company.

At present, local governments are also promoting the development of LED lighting, strike out to create a platform for the integration of LED production and marketing, Guangdong, Jiangsu and other places for the LED industry to build a commercial city in the promotion of LED products has played an important role. Taking Guanggu Valley in Guangzhou as an example, the platform was built by the Guangzhou Municipal Government and the joint large-scale state-owned enterprise Guangbai Group to provide merchants with product exhibition trade, logistics warehousing, financing guarantees, advertising information, marketing planning, electronic trading platform, testing and certification, There are 10 service functions such as intellectual property transactions, lighting engineering design, and exhibition consultation as a comprehensive service platform.

With the continuous improvement of LED industry technology, the promotion of the national energy-saving lighting policy has been increasing, LED companies have mushroomed. Correspondingly, the price of LED terminal products began to gradually decline, and business performance was significantly different.

The reporter recently visited a number of LED companies and learned that, at present, the energy-saving benefits of LED lamps commercial lighting has begun to show. Despite the impediments to product quality variation, lack of brand channel construction, incomplete contract energy management mechanism, and macroeconomic downturn, the market demand for LED commercial lighting needs to be further boosted. However, in the industry, it is generally believed that through strong support from the government and industry, mature product testing and certification systems have been established, and big brands have gradually been recognized by the market. The LED commercial lighting market is showing an inflection point in growth.