Analysis of the dispute between the five giants in

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Analysis of the competition among the five giants in China's lighting industry

all along, China's lighting industry has presented a scattered and messy pattern in front of people. There are many small enterprises and few large enterprises, and the degree of industry concentration is very low. Compared with foreign countries, China's lighting industry has small economies of scale, low costs, and poor quality. More importantly, the technology of enterprises is difficult to improve, and the ability to resist risks is extremely low

with the development of green lighting industry and the rise of LED lighting technology, the technical barriers of the lighting industry began to rise, and the industry began to develop in the direction of centralization. Some small enterprises that lack core technical strength began to encounter survival problems, while other lighting enterprises that have accumulated enough strength began to take advantage of this opportunity to large-scale local lighting industry, trying to win the first place in the new round of industry competition. In the Chinese market, the most influential lighting enterprises include Rex, OPP, Foshan Lighting, OSRAM, Philips, etc. Facing a new round of industry reshuffle, the major lighting giants have long been gearing up to paint their own strategic blueprint

Rex 800 million layout energy-saving lighting industry actively expands overseas

under the new form of economic development, energy-saving lamps have become the focus of the development of major lighting giants. In July last year, Rex set up a research and Development Center for light source appliances in Shanghai, with an investment of tens of millions of yuan. Now the center has successfully developed a new generation of energy-saving lamp products

Rex's ambition in the lighting industry is more obvious in another project, that is, its large production base in Zhejiang is fully put into use. After the base is put into operation, 20 automatic production lines of energy-saving lamps will be formed, with an annual output of 200million energy-saving lamps. In the field of energy-saving lamp production, the global production capacity is 3billion, and China accounts for 80%, of which 60% is exported and 40% is sold domestically. The production scale of the base of 200million will account for nearly 10% of China's energy-saving lamp production capacity. Rex will undoubtedly seize a huge opportunity in the lighting market in the future by vigorously laying out the energy-saving lamp industry in Zhejiang

so far, Rex has established four production bases: Huizhou Rex Industrial Park in Guangdong, Chongqing Wanzhou Rex Industrial Park, Linyi production base in Shandong, and Zhejiang production base, with a total area of nearly 1million square meters. The comprehensive completion of the four bases marks that Rexroth has taken the lead in completing the strategic layout of the national production base and formed a manufacturing system with rich products, complete categories and large scale. Compared with other lighting giants, the increasingly strong production and manufacturing capacity has become the core competitive advantage of Les Roches, supporting the rapid expansion of the industry and the continuous expansion of the market

in addition to investing heavily in the construction of production bases, Rex has also carried out large-scale expansion and refined transformation of channels in the past two years. At present, Rex lighting product channel has nearly 3000 brand stores, covering markets at all levels in the country. The improvement of channels and autonomy provide a good path for Rex's energy-saving lamp products to quickly occupy the market

in addition to comprehensively laying out the production chain of the lighting industry in China, Rex also attacked in all directions and actively explored foreign markets. At the 2009 International Building Materials Exhibition in Sao Paulo, Brazil, Rex lighting attracted the attention of global merchants with its simple and fresh design style and rich product line

in order to go abroad, Rexroth actively explores its own overseas expansion mode. Today, Rex has opened more than 10 brand stores overseas, and set up offices and sales points in Vietnam, Malaysia, India, the Philippines, Bahrain, Russia and other countries and regions. Moreover, Rex UK branch has introduced a group of experienced sales talents, which has reserved rich human resources for the later expansion in the entire European market

OPP invested 1billion to build a factory in Suzhou

in addition to Rex, OPP, another domestic lighting giant, also actively increased investment and invested in building a factory, trying to be invincible before the arrival of a new round of competition storm in the lighting industry

OPP recently announced that it would invest 1 billion yuan to build a garden like factory in FenHu, Suzhou. In the global economic downturn, most enterprises have adopted a conservative attitude of cautious investment, but OPP lighting bucked the market and invested heavily to build a factory, which has attracted great attention from all walks of life in the industry

in fact, crisis is also opportunity. Whoever can grasp the opportunity in the crisis will be the ultimate winner. The settlement of OPP in the Yangtze River Delta, on the one hand, is to lay out the whole of China, on the other hand, it is also to pave the way for future international expansion. At the same time, the construction of Suzhou factory will also contribute to the diversified development, multi network development, three-dimensional channel and brand construction of AUP, and improve the overall performance of AUP

some insiders pointed out that once the new plant is completed, it will make full use of the two rich resources in the Yangtze River Delta and the Pearl River Delta to accelerate the development of domestic and international markets. First of all, the superior sea, road and air transportation advantages here provide great convenience for the export of OPP products overseas. The Nanjing Chemical Industry Park of its overseas independent brand market strategy has extended an olive branch to new material enterprises, and the implementation will be even more powerful. Secondly, the new plant is located in the triangle economic circle, connecting the most economically developed provinces and cities in East China. It can be said that it is close to China's most potential and dynamic market. Coupled with the mature logistics system in the region, it will certainly help upgrade the strategy of Opel East China. In addition, after the establishment of factories in the Yangtze River Delta, it will form a double headed pull with the Zhongshan base in the Pearl River Delta to enhance the economies of scale of enterprises. It is worth mentioning that OPP lighting's marketing center is in Shanghai, while FenHu area is in Shanghai's half-hour economic circle, which is directly radiated by Shanghai's economic development. The establishment of the new plant will form a new marketing pattern

in the context of the economic crisis, OPP dared to invest heavily to build a factory, showing its unique strategic vision and accumulated enterprise strength. The medium-term development goal of OPP in the future is to become the leading brand with the largest market share among Chinese lighting enterprises by 2013. Opp invested 1 billion to build the plant, which reflects its determination and will to realize this ambition. As for whether it can be achieved, let us wait and see

Foshan Lighting is still looking for a Japanese and Korean partner in its former glory.

Foshan Electric Lighting Co., Ltd. is a state-owned enterprise owned by the whole people established in 1958 and reorganized into the first joint-stock pilot enterprise in Foshan in October 1992. In 1993, the state approved the first batch of a and B-share Listed Companies in Guangdong. Since the reform, Foshan Lighting has developed rapidly, creating many miracles in China's lighting industry, and has become a leading enterprise and model in China's lighting industry

from 1999 to 2006, the company completed more than 200million yuan of profits and taxes every year, four of which ranked first in Foshan City. At present, the total assets of the company are 2.9 billion yuan and the net assets are 2.8 billion yuan. Foshan Lighting Company has become an export-oriented enterprise with the largest production scale, the highest foreign exchange earning and the best economic benefits in the national electric light source industry. All indicators rank first in the same industry in China. It is also the only national industrial enterprise in the whole industry that domestic enterprises can compete with the products of the three internationally famous lighting companies, and enjoys the reputation of "China's lamp king" in the domestic and foreign markets. In addition, due to its excellent performance in the securities market, Foshan Lighting insists on giving high returns to investors every year, making it known as a "cash cow"

although the Chinese lamp king has many impressive achievements and honors, due to the increasingly fierce lighting industry, its positive lever is the first one to fall into the situation of blocking in the front and chasing in the rear. In terms of interception, it is the technical blockade of Foshan Lighting by international lighting giants. In 2005, Foshan Lighting once accepted OSRAM's shareholding in order to get more advanced technology from the latter. However, four years later, Foshan Lighting did not get much technology it needed, especially LED technology for lighting. Instead, OSRAM used the huge production capacity and perfect channel network of Foshan Lighting to open up the brand and market. When it comes to chasing soldiers, Foshan Lighting is being quickly chased by rising stars such as Zhejiang Sunshine and xuelaite

then, the "Chinese lamp king" is not boasted. Relying on the huge production capacity of Foshan Lighting, it is still the leader of China's lighting industry. In terms of green and efficient lighting products, Foshan Lighting's annual output of energy-saving lamps is 50million, while OSRAM plans to provide 14.5 million green lighting products to China from 2008 to 2009. The overall advantage of Foshan Lighting is still very obvious. This is also the most solid foundation for it to have enough strength to participate in the battle for hegemony in the lighting industry

in the field of LED lighting, Foshan Lighting has realized that relying solely on external introduction is not a feasible way, and the key is to rely on itself. Zhong Xincai, chairman of Foshan Lighting, revealed that Foshan Lighting is already looking for overseas partners, who must be willing to provide patented technology

OSRAM's new plant was completed and put into operation. Philips aims at China's LED market

not long ago, OSRAM (China) Lighting Co., Ltd., a wholly-owned subsidiary of Siemens, won the first prize in the curtain wall lighting LED product bidding of Guangzhou International Financial Center (West tower), and became the supplier of this new landmark building product in Guangzhou. The order value of this West Tower curtain wall lighting is more than 32million yuan, which is the largest order obtained by OSRAM lighting in China so far. OSRAM has also made frequent moves in the LED market recently. In addition to continuously going north to participate in exhibitions and vigorously explore the northern market, OSRAM also became a global partner of the lighting system of the Shanghai WorldExpo with the help of its parent company Siemens at the beginning of the year

On July 4, OSRAM held a ceremony for the completion of two new plants in its Foshan factory. The new plant will significantly improve the production and R & D capacity of OSRAM energy-saving and environmental protection lighting products to meet the growing demand of the Asia Pacific market, especially the Chinese market. The total investment of the new plant is expected to reach 400million yuan. At that time, Foshan plant will become one of OSRAM's largest production and R & D bases in the world. OSRAM plans to increase its sales share of efficient lighting products in China by 80% within 10 years, which shows OSRAM's great interest in the Chinese market and its determination to seize the Chinese market

in addition, it is worth mentioning that OSRAM is also the major shareholder of Foshan Lighting, known as "China's lamp king", holding 13.47% of the shares. Through the mature channels and huge production capacity of Foshan Lighting, OSRAM can more easily develop its own market channels and establish its own brand. At present, OSRAM's acquisition of Foshan Lighting shares is very successful

in addition to vigorously developing traditional lighting and energy-saving lamp lighting, OSRAM's biggest feature is to vigorously develop LED solid-state lighting

at present, the biggest reason that hinders the popularity of LED in the general lighting market is the high cost. However, with the vigorous promotion of the national "green lighting" project, although the price of LED is more expensive than energy-saving lamps and incandescent lamps, if the comprehensive factors such as service life and power consumption are taken into account, LED will have a huge market in the future. Therefore, LED is more to test the R & D strength and production capacity of manufacturers, and OSRAM has always had certain advantages in the core technology of LED, which is not available to domestic lighting brands, including Foshan Lighting

in addition to OSRAM, Philips Lighting, another leading lighting brand in the world, has been in China recently

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