Analysis of market scale, eight prospects of enterprise development, industrial development trend and development prospect of LED lighting industry in China in 2020 [figure]
1、 Looking at the global economic situation, it is still difficult for the world to see obvious signs of recovery. The growth of Global trade is slow, and the whole industry is in the stage of structural adjustment. However, China's LED lighting industry has maintained a stable growth, with an overall upward trend. In recent years, the overall scale of the industry has experienced a continuous high-level development with a growth rate of more than 30% and entered a general slowdown period. The export growth rate of LED lighting products is still higher than the average level of all industries in the country. LED lighting products are lighting appliances manufactured by using LED as light source, which have remarkable characteristics of high efficiency, energy saving, environmental protection, easy maintenance, etc. it is an effective way to achieve energy conservation and emission reduction. Under the background of global energy shortage, LED lighting will gradually become the mainstream product in the field of lighting, leading another revolution of lighting sources in the history of lighting after incandescent and fluorescent lamps. In recent years, with the rapid growth of global LED market, it has gradually replaced incandescent lamps, fluorescent lamps and other lighting sources, and the penetration rate continues to increase rapidly. By the end of 2018, the global LED lighting penetration has reached 45.3%.
Penetration trend of global LED lighting products in 2012-2018
While the penetration rate of global LED lighting is further improved, the scale of global LED lighting market also shows a good trend of rapid growth. According to the report on the in-depth investigation and future development trend of China's LED lighting industry in 2020-2026 released by Zhiyan consulting, the global LED lighting output value in 2018 will reach 601 billion yuan, with a year-on-year growth of 12.1%; it is estimated that the global LED lighting industry output value is expected to exceed 798 billion yuan by 2021.
Market scale and growth trend of global LED lighting industry in 2015-2021
In recent years, LED chip technology and manufacturing process, LED light source manufacturing and production and manufacturing technology of supporting industries update rapidly. With the continuous updating and iteration of product technology, the incremental market for upgrading continues to increase, creating full and active market opportunities.
2、 In 2021, the scale of China's LED lighting market will increase rapidly from 2014 to 2016. The domestic market penetration of LED lighting products (domestic sales volume of LED lighting products / total domestic sales volume of lighting products) will reach 42%, 10% higher than that in 2015. The substitution effect of LED on traditional lighting market has greatly stimulated the demand of semiconductor lighting market, and the domestic semiconductor lighting industry is expected to usher in key development opportunities. Start from the downstream packaging, and gradually enter the upstream epitaxial production. In 2000, investment in high brightness Quad chips and Gan chips began to increase. China has successively launched green lighting project and semiconductor lighting project, supported the R & D and industrialization projects of semiconductor lighting technology in ten major energy conservation projects, high-tech industrialization demonstration projects, special projects for enterprise technology upgrading and structural adjustment, and new materials in 863 plan, with a good R & D foundation, initially formed a complete industrial chain, and integrated in the downstream It has some advantages in application. At present, LED lighting products have become the mainstream applications in home lighting, outdoor lighting, industrial lighting, commercial lighting, landscape lighting, backlight display and other application fields. The market penetration of LED lighting products to replace traditional lighting products continues to increase, and the market demand continues to grow. According to statistics, China's domestic market penetration of LED lighting products (domestic sales volume of LED lighting products / total domestic sales volume of lighting products) has rapidly increased from 3.3% in 2012 to 70% in 2018, far exceeding the global average.
Domestic market penetration of LED lighting products in China in 2012-2018
In 2014-2016, the output value of domestic LED lighting applications grew rapidly, and the penetration rate of LED lighting products in the domestic market (domestic sales volume of LED lighting products / total domestic sales volume of lighting products) reached 42%, 10% higher than that in 2015. The substitution effect of LED on traditional lighting market has greatly stimulated the demand of semiconductor lighting market, and the domestic semiconductor lighting industry is expected to usher in key development opportunities. Start from the downstream packaging, and gradually enter the upstream epitaxial production. In 2000, investment in high brightness Quad chips and Gan chips began to increase. China has successively launched green lighting project and semiconductor lighting project, supported the R & D and industrialization projects of semiconductor lighting technology in ten key energy conservation projects, high-tech industrialization demonstration projects, special projects for enterprise technology upgrading and structural adjustment, and new materials in 863 plan, with a good R & D foundation, initially formed a complete industrial chain, and integrated in the downstream It has some advantages in application. At present, LED lighting products have become the mainstream applications in home lighting, outdoor lighting, industrial lighting, commercial lighting, landscape lighting, backlight display and other application fields. The market penetration of LED lighting products to replace traditional lighting products continues to increase, and the market demand continues to grow. According to statistics, China's domestic market penetration of LED lighting products (domestic sales volume of LED lighting products / total domestic sales volume of lighting products) has rapidly increased from 3.3% in 2012 to 70% in 2018, far exceeding the global average.
Domestic market penetration of LED lighting products in China in 2012-2018
China is the largest manufacturer of LED lighting products. With the penetration rate of domestic LED lighting market rapidly rising to more than 70%, LED lighting has basically become a rigid demand for lighting applications. The scale of domestic LED lighting market shows a faster growth momentum than the global average. According to statistics, the output value of LED lighting market in China has increased from 259.6 billion yuan in 2015 to 415.5 billion yuan in 2018, with an average compound growth rate of 16.97%The growth rate is higher than the global average. It is estimated that by 2021, the output value of China's LED lighting market is expected to reach 590 billion yuan, and it is still expected to maintain an annual compound growth level of more than 12% in 2019-2021.
Market scale and growth trend of LED lighting in China in 2016-2021
3、 Analysis on the development trend and Prospect of LED lighting industry in China Green lighting project aims to develop and promote high-tech LED lighting products, save electric energy, protect the environment and improve the lighting quality. Through scientific and sustainable lighting design, LED lighting products with high efficiency, energy saving, environmental protection, safety and stable performance are adopted to improve the living environment, improve the quality of life and create a safe, comfortable, economic and appropriate environment. The green lighting project is based on the premise of the full attention and macro guidance of the government, the guarantee of perfect laws, policies and management system, the guidance of scientific lighting special planning, the basis of efficient energy-saving and environmental protection lighting products, and the means of advanced modern lighting technology, so as to meet the growing needs of the people to improve the lighting quality and level, save energy and protect For the purpose of protecting the environment and promoting the sustainable development of the national economy, a lighting system with high efficiency, energy saving, safety and economy, effective management and beneficial environment will be established. Green lighting project is the need of promoting sustainable economic development, the guarantee of improving lighting quality and level, and the effective way to achieve energy conservation and environmental protection. 2. By 2020, the overall goal of China's green lighting project is to achieve: ① achieve large-scale energy conservation and emission reduction through lighting, promote social sustainable development, provide green lighting product support for building a moderately prosperous society in all respects in 2020, and provide lighting with Chinese cultural characteristics for building a modern country in 2050; ② Greatly reduce energy consumption per thousand lumens, and build lighting industry into a strategic emerging industry of energy conservation and environmental protection. Focus on the development of semiconductor lighting industry, and make breakthroughs in special lighting products. To popularize intelligent control and realize low-carbon lighting; ③ to realize the transformation of China from a big manufacturing country of green lighting products to a strong country of innovation and manufacturing, to realize the transformation from quantity to quality, to promote independent innovation in the field of efficient lighting, master core technology and improve equipment level. Beijing Olympic Games in 2008, Guangzhou Asian Games in 2010, Shanghai World Expo in 2010 and Shenzhen University Games in 2011 are successful examples of green lighting projects, which have achieved significant social and economic benefits. Lighting engineering industry is known as the "sunrise industry" forever. Green lighting engineering is the development trend of lighting engineering industry. 3. Urban cultural lighting, represented by cultural tourism nightscape lighting, leads the industry trend The purpose of "urban cultural lighting" is to organically combine the regional culture and functional lighting of the city. By extracting the cultural elements that can represent the local cultural characteristics and regional characteristics, and using them in the design of lighting scheme, the perfect combination of urban lighting functionality and artistry can be realized, so that the urban lighting facilities not only reflect the distinctive local color, but also strengthen the local city effectively People's national cultural pride. Cultural tourism night scene lighting is not only a complex upgrade of traditional landscape lighting, but also a business card of urban publicity, which is conducive to promoting and shaping the image of the city, and is of great significance to stimulate the new economic vitality of the city. On the one hand, the rapid growth of urban population will promote night business activities in the region, thus initially promoting the demand for landscape lighting. On the other hand, the process of urbanization is accompanied by cultural construction. Local residents will put forward higher requirements for landscape lighting. The local municipal government will also express and transmit the city's cultural charm and unique style through landscape lighting, and gradually derive the cultural tourism form of nightscape lighting, such as dynamic lighting show, Waterscape fountain, human light interaction, 3D performance and other cultural tourism technology composite products To stimulate new urban space, bring new experience, create new value and create a new economic model of cultural tourism concept. China's urbanization rate is constantly increasing. By the end of 2015, China's urbanization rate has reached 56.10%. It is predicted that by 2030, China's urbanization rate will reach 65-70%. With the development of national economy and the improvement of people's living standards, urban lighting is no longer a simple functional lighting, but an art creation activity based on psychological experience. For example, the representative "urban cultural lighting" of cultural tourism night scene lighting just integrates the art skills and urban cultural characteristics through lighting, takes lighting as the artistic expression means, displays the most representative regional culture through the urban lighting scheme, constructs or reshapes the unique image of the city, and stimulates the new economic vitality. As more and more cities begin to pay attention to the personalized design of urban lighting, urban cultural lighting will be reflected in more and more urban lighting schemes through the form of cultural tourism nightscape lighting. Therefore, urban cultural lighting represented by cultural tourism nightscape lighting has become the trend of urban lighting development because of its multiple advantages of cultural and artistic experience and functional lighting technology. 4. LED lighting develops at a strong speed and its application field continues to expand With the development of environmental protection, energy saving and green lighting, LED lighting technology, which has many advantages such as high efficiency, low consumption, safety and reliability, convenient management and long service life, has been widely used in all aspects of the lighting industry in recent years, and is expanding to a broader field with the development of the industry itself. At the same time, the national green lighting project and relevant policies directly promote the rapid development of LED lighting marketEd lighting products will maintain a strong momentum of development and comprehensively replace other existing lighting products. 5. Enterprises speed up the survival of the fittest With the continuous development of the industry, enterprises will speed up the survival of the fittest, and small enterprises that lack technical advantages and experience will be gradually eliminated. The government will also promote the integration of the industry and the survival of the fittest by strengthening the guidance of industry standard construction, such as the Ministry of science and technology of the people's Republic of China, the national development and Reform Commission and the Ministry of housing and urban rural development of the people's Republic of China for the demonstration and promotion projects that can participate in subsidies The government guidance function is very clear. It will strengthen the integration of existing enterprises and support leading enterprises to become stronger and bigger.
4、 There is a phrase "I'm too difficult" in the catchphrase of 2019, which is the inner portrayal of many lighting enterprises. Looking back at the development trend of the industry in recent years, the overall development of the lighting industry has become stable and gradually increasing, and it's difficult to see the crazy increasing situation again. But for a single enterprise, or for a single industry, there are still many forces and opportunities to take advantage of if you want to have rapid development in the next 2020. 1. Enterprise transformation is imperative At the 2019 China Lighting Forum, Dou Linping, Secretary General of China Lighting society, made a report on opportunities and challenges in the process of lighting industry transformation, and pointed out: "in recent years, the lighting industry has changed the sustained, rapid and stable development track in the past 40 years due to the influence of domestic, international and market demand changes, and the channels are changing, the demand is changing, and the demand is responding The changes in use, consumption, industry and all aspects of the industrial chain mean that the lighting industry has entered a new transformation period, but many people's thinking has not changed. The old methods and routines will naturally not keep up with the development of the industry, and will stagnate and be eliminated. Transformation means opportunities and challenges. How to grasp the opportunities, overcome the challenges and make a smooth transformation has become the top priority of the lighting industry. " In 2020, from the perspective of the large market environment, real estate will sink. In the long run, the increment will turn to the stock market, and the market vitality is disappearing. Wang Micheng, President of Hongyan electrical appliances and director of intelligent lighting professional committee of China Lighting Electrical Appliances Association, also pointed out at a recent lighting round table meeting that only enterprises that adhere to digital transformation in the future can obtain opportunities for survival and development. At the same time, enterprises should know how to transform in time and according to their own expertise to meet the needs of enterprise development. 2. "Xiaomi" said that 2020 is the first year of 5g + alot's new era of intelligence. If it is connected with lighting, it is the first year of the new era of intelligent lighting. In the era of Internet of all things, "intelligent lighting" is also one of the important ways to realize the industrial upgrading and transformation of the lighting industry. As the future development direction of the lighting industry, intelligent lighting has become the industry consensus. Shao Jiaping, global sales director of OSRAM general lighting, believes that for smart home, smart building (business photo), smart Park and city, all kinds of consumer and professional lamps and lanterns are important intelligent nodes, and their final form, interface, standardization and modular development are worthy of attention. There are good conditions for the development of "intelligent lighting" both in terms of policy support and technical support, and the threshold for entry is not as high as expected, and the huge space between them is the opportunity for lighting enterprises. 3. Night time economy accelerates development In January last year, the national development and Reform Commission, together with the Ministry of industry and information technology, the Ministry of Commerce and other 10 departments jointly issued a document, which introduced 24 specific measures to promote consumption, in line with the general trend of consumer upgrading. In August, in the "opinions on accelerating the development of circulation and promoting commercial consumption" issued by the general office of the State Council, "night economy" became one of the 20 opinions on promoting consumption at the national level. As one of the modern urban economic formats, night economy is becoming a new hot spot of urban development. Local governments have also issued policies and measures for the development of night economy, especially in the past 2019. The development of night economy not only promotes the consumption of food, drink and play, but also the development of lighting industry. After all, only lighting can make the night city become a magnificent stage. In addition, with the advancement of urbanization, the construction of characteristic towns, the rapid development of landscape lighting, the popularity of lights, culture and tourism, lighting enterprises will also bring boundless space. 4. In general, China's lighting industry still accounts for a large proportion of foreign trade exports, especially in Zhejiang Province. At the 2019 Zheshang conference, Ma Yun, founder of Alibaba, as the president of Zheshang Federation, pointed out: "from today's situation, no matter the government or the enterprise, including ourselves and all people present, have really realized the potential of domestic demand and the impact of domestic demand on the economy." At present, many enterprises still follow the original infrastructure construction and export-oriented. He stressed that "the success of today's double 11 is actually the success of domestic demand, which means that very few enterprises embrace change, change themselves and adapt to the market. If all enterprises really change themselves according to their needs, the economic potential brought by domestic demand is huge. " When it comes to export trade or domestic sales, Ma Yun even gives out "cruel words" to the Zhejiang merchants attending the meeting: "we must move from export-oriented to consumption-orientedYes, Zhejiang merchants have developed from export-oriented. If they don't become consumption oriented and domestic demand oriented, many of them will surely die. " The author thinks that China has moved from an export-oriented country to a consumption-oriented country. We call on all of you to "change the eyes of enterprises from the outside to the inside, and do a good job in the local economy, which is more important than anything else." As a leading professional lighting industry customer service provider, Laiyi not only provides lighting foreign trade customer service, but also collects 4 million + domestic lighting buyers' data, and takes the lead in launching the lighting enterprise's domestic trade operation "domestic trade communication" service, helping the lighting enterprise to achieve both domestic and foreign trade markets. 5. Sino US trade tends to ease The development, opportunities and challenges of any industry often coexist. In the past year, as the largest market of lighting products export in China, the U.S. market really makes people love and hate, "love" is that the lighting industry "gets the North American, gets the world", "hate" is the trade friction, and the sudden change of market situation makes people cry and cry, which has brought great influence to the industry. On December 13, 2019, the Sino US trade war gradually eased. When the news came, the global stocks rose sharply. As for whether the U.S. will make waves again in 2020, Tang Guoqing of China Lighting society believes that it is better to have a relatively accurate estimate and maintain an optimistic attitude. 6, one belt, one road and one belt, one road, is one of the important development strategies of our country. Or one belt, one road + one belt, one road to where we will be. With one belt, one road, one belt, one road, and the other countries along the road will probably need more opportunities. One belt, one road city one belt, one road green light initiative was released last April. The initiative has pointed out that it will vigorously promote the application of semiconductor lighting in the "one belt and one way" related countries, including the new and transformation of functional lighting such as urban roads, public institutions, industrial and mining, commercial buildings and families. "One belt, one road" huge demand market has obviously become the next step that LED enterprises should increase and speed up the layout. 7. Online and offline integration whether you are optimistic about e-commerce or not, the first-line brands led by Rex and OPP are increasing their online investment. For many lighting enterprises, online is not only a part of their channel layout, but also an important window for brand display and promotion. In recent years, no matter the first-line brand or the emerging brand, the number of lighting brands entering the field of e-commerce is increasing, and the market potential and development speed released are also very optimistic. At the same time, many lighting enterprises are struggling with the pressure of e-commerce operation cost and the lack of brand operation experience, while they feel that they have insufficient spare power. However, from the perspective of development, the operation of e-commerce is quite necessary for the shaping of enterprise brand and the expansion of market, "online and offline integration" has also become the highest voice in the industry. In order to solve the problem of export to domestic sales and inventory removal of lighting enterprises, to benefit from the innovation of S2B mode, the professional lighting e-commerce platform is about to go online, to benefit from the operation, promotion, sales online & offline one-stop service for lighting enterprises. 8. As one of the traditional industries, the rapid development and popularization of the Internet has suddenly left many people who have been engaged in LED lighting industry for 20 or 30 years with no direction. The industry that has been engaged in this industry for decades has done so somehow. Those familiar marketing strategies seem to lose their effectiveness at the same time. How can we grasp the market trend faster? How to break through the siege of competitors? How to get customers more accurately? Laiyi lighting industry information query and customer acquisition tool integrates more than 1.4 million international buyer data, 4 million + domestic buyer list and 100000 + export supplier data from more than 200 countries and regions; massive market analysis report covers more than 120 categories, more than 1400 categories and more than 200 application areas, and helps upstream users easily find the market through these big data and industry precise promotion tools , looking for customers, quick transaction. In the past year, Laiyi has provided professional information query and customer service for nearly 100 lighting enterprises. In 2020, Laiyi will continue to optimize service content, improve service quality and boost the development of lighting enterprises.