Since 2012, the speed of domestic LED replacement for traditional lighting products has begun to accelerate, and the lighting industry has entered a new round of industrial upgrading cycle. In this process, policy engineering projects have become an important means of marketing LED lamps. In recent years, the rise of urban transformation, the hosting of large-scale events, the rise of landmark buildings, and the promotion of engineering lighting have led to the rapid spread of LED lighting replacement. It stands to reason that the gradual strengthening of the replacement trend brings a series of more benign and clear postures and phenomena, but the facts are not satisfactory. This year, there was no good last year. We have several projects in Guizhou. This year, the situation is quite worrying. Last year, the project was done in batches, and this year is very slow. Luo Gang, who has some local accents, said in an interview. As the director of a lighting company in Guizhou, Luo Gang seems to be somewhat helpless about the decline in the market this year. Luo Gang’s business is mainly to cooperate with local real estate developers who have built real estate houses. Due to some changes in the relevant market this year, the bank’s lending has decreased, and many projects of intermediate real estate developers who are highly dependent on bank funds have stopped for a while. Related lighting projects are also among them. In addition to small and medium-sized projects, Luo Gang's main projects are concentrated on cooperation with real estate developers, and the reduction of upstream funds directly has a very big impact on Luo Gang. There may be a 30-40 reduction in sales this year. Luo Gang said. In fact, the relatively large circulation channels and the increasingly hot e-commerce channels, the engineering channels have unparalleled advantages and unpredictable industry hidden rules, engineering channels have been a piece of fat competition for lighting manufacturers for many years. In the past two years, the rise of domestic large-scale renovation projects, almost all enterprises are full of horsepower. The benefits of the engineering channel are also evident in various rumors in the industry: one year does not open, one year to open, it is precisely because of its considerable profits, LED lighting engineering competition is extremely fierce, all companies are eyeing it. Prospects for engineering lighting With the gradual popularization of LED lighting, the price of LED lamps has declined rapidly, and the profits of lighting companies have become increasingly meager, especially in the field of home and business lighting products. According to the survey data, from January to July 2013, according to the Zhongshan Guzhen Lighting Wholesale Price Index, the wholesale price of LED lamps decreased by 21.72; in fact, since 2012, the price of LED lamps has continued to fluctuate and fell over 18 months. 1/3. According to the survey of the price trends of various brands of Taobao and other network terminals, the average unit power cost of LED incandescent lamps in the first half of last year dropped from 12.08 yuan/W to 6.93 yuan/W, a drop of 43. This trend is still Continued, this year, the price of lamps continues to decline, and relevant data show that the price of lamps replacing 40W in China has dropped sharply in 12.8 in May. The price has dropped rapidly, the operating profit of lighting enterprises has been gradually diminished, the operating efficiency has generally declined, and the living conditions have become increasingly poor. Some enterprises are even in a difficult state. After the market balance was broken in this process, major companies competed to launch price wars, and the overall average selling price of the market was almost swayed. In order to break this situation, some manufacturers who had focused their attention on the circulation channels have sought ways to develop new ways. Profit growth. Since the beginning of this year, some companies represented by Hongli Optoelectronics, Sanxiong Aurora and Jiamei Lighting have stepped up their efforts in commercial lighting projects in an effort to find the overall downturn brought about by the price decline in these areas. At the same time, more small and medium-sized commercial lighting projects are also becoming more and more popular in the market in previous years. The project concept is actually classified, including small and medium-sized projects, commercial lighting, and municipal engineering. A senior executive who is unwilling to name said that with the rapid decline in the price of LED products, commercial engineering has become the scent of some manufacturers compared to the distribution channels, but this year, the profit of commercial engineering projects has also fallen sharply. It is understood that the industry generally divides engineering channels into two types: one is government-led municipal projects, such as street lights, landscape lighting, and energy-saving renovation of government offices; the other is commercial lighting, and the current hot projects are mainly concentrated in business. Energy-saving renovation projects for supermarkets, offices, hotels and factories. Road lighting In recent years, the demand for LED street lamps has been increasing rapidly due to the continuous improvement of LED technology and the continuous decline of prices. At the same time, the increasingly urgent demand for energy saving and emission reduction of urban lighting has also prompted the blooming of road lighting projects. Guangdong is a strong and compulsory promotion of the typical regional government, and it has gradually driven other regions from south to north. According to the National Bureau of Statistics of China, as of the end of 2012, there were 289 cities in China at the prefecture level and above, and urban road lights were about 21 million, plus non-prefecture-level cities and township roads, and the pace of urbanization in China has accelerated in the past two years. CSAResearch estimates that China's current street lamp installations (holdings) are about 33 million baht, with a global share of more than 16. According to CSAResearch's analysis of LED lighting companies' research data, in recent years, China's LED street lamp market penetration rate (installation quantity) In the continuous improvement, the penetration rate of the LED street lamp market in 2013 was about 19, and the market size was about 14 billion yuan. According to estimates, by 2015, China's LED street lamp market will be about 23 billion yuan. By then, the overall market penetration rate of China's LED road lighting products will exceed 45, and the market space is huge. Moderate and medium-sized projects are quiet According to the established situation, the most profitable cake market of road lighting should be the main income part of some engineering-based manufacturers, but this is not the case through market research. The larger municipal government bidding project was put on hold this year. Channel veteran Tongqiang said in an interview with reporters that although each company has its own differences, the overall impact this year is indeed large, and it is possible to reduce the benefits by 50. Tongqiang said. According to Tongqiang, some companies had tens of millions of large projects every month last year. This has become a major source of contribution for some companies, but this year only a few million projects have won the bid, and several million projects. Only one month can be encountered. Since 2014, the macroeconomic weakness at the national level has also spread to the channels, and dealers are lamenting that business is difficult. Due to the influence of the domestic environment, the demand of consumers has decreased, and the frequency of decoration has also decreased. Some hotel clubs that were originally in the renovation stage have chosen to stop construction, and the engineering lighting market has been left out as never before. It should have been the engineering market with a focus on corporate income, but it has been cold this year. Some merchants said that engineering lighting has dropped nearly 50% compared with last year's market sales. This year, Guiyang High-speed Railway Station is a relatively large municipal engineering project in Guizhou. The whole lighting fixture may have about 40 million, and the others have not appeared. Luo Gang also felt the sudden changes in the market, and such changes may have a 30-40 revenue decline for him. The municipal engineering project has only two targets so far this year, and they are still relatively small. A supply of lamps is only more than 1 million, two of which are only 3 million, and there are more small projects this year. In Luo Gang’s view, the deeper reasons are mainly influenced by the macroeconomic regulation at the national level. Compared with last year, many special funds have not been applied for this year, and a series of subsequent projects have been suspended.
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