Commercial lighting princes ignited a price war fire

Commercial lighting is one of the hot words in the lighting industry in 2015. With the 2015 LED general market prices continue to refresh the bottom line, resulting in domestic and foreign big enterprises price war ignited the fire, began to explore the general lighting areas outside many lighting companies, many companies will lock eyes commercial lighting. From the current point of view, although the commercial lighting is a blue ocean market, but it is not a barren land.

According to the size and profitability of the market in microcosm

In 2015, the overall size of China's semiconductor lighting industry reached 424 billion 500 million yuan, of which the application domain of LED industry reached 347 billion 900 million yuan, accounting for about 81.96%, although affected continue to lower prices, but is still the fastest growing industrial chain link, application of the overall growth rate of close to 22%. In addition, according to industry related institutions predict that in 2016 China's commercial lighting market size will reach 35 billion 800 million. As predicted by the above data, in 2016 the proportion of commercial lighting in the application field is about 10%, the most is to do the initial stage. I believe that this data is still in line with the actual situation. Prior to the interview with some designers, when asked about the proportion of commercial lighting in the overall business, the designer's description is also consistent with the above data.

From the main business for the operation of the LED lighting companies listed XinDa in Xiamen, Yankon, Jiawei solar and other enterprises, the net interest rate is generally concentrated in about 5-10%, and the operation of packaging enterprises is similar, industry competition pressure, the cost is high; the export-oriented enterprises in the gross margin on the worse. The main business of the sun lighting gradually to the domestic market focus, better than pure OEM export Xiamen XinDa, brand management of the contribution to the lighting business profits more and more prominent, the domestic market will be the next home.

Whether data or the actual situation shows that the commercial lighting market is indeed a piece of land there have a brilliant future, a huge market, regardless of their permeability or in the overall proportion is relatively low, especially in the general trend is increasingly saturated market, commercial lighting market is particularly attractive. However, is not imagined so simple, as long as the business can be smooth sailing?

Commercial lighting market is a forbidding strategic point.

About 2015 years exhibition, often heard there are companies that fought shangzhao "words and sound more and more like this. Today, I talk with you about the current layout of the commercial lighting market. In general, commercial lighting is divided into commercial complexes, shops, hotels, real estate and other categories, today we will also benefit from these categories to take stock of commercial lighting segments which has "the monsters and freaks of all descriptions".

At present, the commercial complex is on behalf of the enterprise (including but not completely, the same below), Iguzzini, OPPLE, NVC hung, Sidon, stone, pole, soup of the three enterprises, which is a typical representative of NVC. Prior to NVC, under the leadership of Wu Changjiang, did get a country, although his style of Wu Changjiang is controversial, but it is undeniable that NVC with its unique mode of channel establishment of NVC in the field of commercial lighting industry recognized status -- NVC's channel is the most competitive capital channel the power has even to be about the company control power handover. NVC with its operations center model founded channel sales network, from about 1000000 start-up funds to do commercial lighting leading enterprises, the remarkable influence of channel.

NVC's prospectus shows that from 2007 to 2009, the dealer sales accounted for the company's total sales 86.4%, 70.8% and 58.7%. Apart from the enterprises in fighting the damage can be seen, the channel model of enterprises and the interests of dealers are bundled in order to achieve the purpose of woe, indeed greatly mobilize the enthusiasm of the dealers.

More application of Shop Lighting downlight, spotlights and other LED products, including Erco, Iguzzini, Zutobel, and NVC, soup stone, in the Canton of Dongguan, Dentsu, with Leo, Thorne, Jiacheng and other enterprises on behalf of.

Here, I would like to mention the soup stone enterprise. After more than ten years were removed from the lighting industry veteran told the author, tube lighting stone soup did a good job. Prior to do the product evaluation, most of the reference to the veteran's proposal.

I checked the soup stone lighting performance report, 2014 revenue of 1 billion 306 million yuan, compared with 2013 growth of 11.34%, gross profit was 417 million yuan, with a gross margin of 31.94%, an increase of 3.15 percentage points compared to 2013, the annual pre tax earnings for 182 million yuan, after tax earnings for 144 million yuan, the annual increase of 44%, hit a record high. Earnings per share of 3.8 yuan. 2015 related data show that as of the first 3 quarters, the proportion of nearly 20% stone soup, the whole of the fourth quarter due to the large foundry customers leave, and focus on the effectiveness of the brand to focus on shipments, the brand will exceed the proportion of over 20%.

Really do not know, I had thought it was a pure Zhongshan enterprises, only to find out that there is a Taiwan descent. Pull away, back to the main point of view, from the performance report, Tang Shi is indeed a good report card, the past two years of development is still good.

Estate lighting: a hung, NVC, OPPLE, represented as the Buddha, which is worthy of the name of the leader in the real estate industry lighting segments.

January 22, 2016, No.