Since 2015, LED lighting industry barbaric growth has become the past, the market growth into the platform period. Nowadays, LED lighting industry is facing the market gradually saturated, the slowdown in the situation, coupled with last year PHILPS launched a price competition "spoiler" development pattern of the LED lighting industry completely into a varied pattern, profit thinning. Under this background, the industry reshuffle triggered at any moment, LED lighting manufacturers how to achieve a breakthrough in the fight?
A strong rise of domestic LED Enterprises
In recent years, under the dual drive technology and policy, the scale of Chinese LED business continues to expand, by virtue of its high cost advantage of the rapid occupation of the global market, continue to grow and develop, become a new force can not be ignored, shine on the world stage.
From the LED industry in the global distribution of market share China LED industry rapid growth, increased from 5% in 2009 to 25% in 2015. The market share of Japanese and Korean manufacturers gradually declined, the Japanese manufacturers market share from 33% in 2009 to 24% in 2015, the Korean market share of the company's market share fell from 19% in 2015 to 15% in 2009.
From LED lighting market share, China LED manufacturers market share gradually rising, our market share increased from 3.6% in 2014 to 4.1% in 2015, Hongli Newell in 2015 to enter the top ten, the market share reached 2.95%.
And Chinese LED enterprises through mergers and acquisitions, joint venture factories outside means actively going out. 2015 LED industry consolidation mergers and acquisitions frequently, there are data show that the whole industry chain of mergers and acquisitions has more than 40 cases of mergers and acquisitions, the total amount of the merger has more than 30 billion yuan. With the enhancement of the importance of patent in the LED industry, the Chinese LED enterprises seize the opportunity and begin to layout the international market through the capital means. Among them, the most notable is the acquisition of the Jinsha River venture group Royal PHILPS's Lumileds company's. In the tide of capital mergers and acquisitions, Chinese LED manufacturers will be in technology, brands and patents, etc., and gradually narrow the gap between international brands.
Shift in the global LED Market: on the one hand China LED enterprise strong rise, positive outward expansion; on the other hand, the international lighting giant market, and constantly adjust the market contraction front. In the market, PHILPS, OSRAM split its lighting company after another, Samsung chose to withdraw from the LED lighting business, focusing on the field of devices.
In addition, international companies have withdrawn from the market Chinese. In May 30th, the world's leading manufacturing enterprises, PHILPS lighting closed factories in Shenzhen, China, no longer carry out any production work. In 2015, OSRAM FSL will hold 13.47% of the shares sold to a rising group; in 2014, Japan's Matsushita lighting off in Shanghai were Chinese lamps factory and factory in Hangzhou, the overall contraction of the lighting business.
Due to international companies is declining, while domestic manufacturers influence is gradually increasing, international companies exit or compression will provide a better competitive environment to survive competition.
Industry competition will be more intense
In the past ten years, China LED lighting industry blowout development, the growth rate remained at 30%. As the market has broad prospects, the market access threshold is low, the competition is becoming increasingly fierce.
According to Chinese industry information network released data, in 2015, LED lighting industry to participate in market competition, enterprises have more than twenty thousand, the domestic lighting industry sales of 560 billion yuan, an increase of 8%, the market dropped to single digit growth for the first time. Due to excessive number of enterprises, the lighting industry overcapacity, oversupply. In order to cope with the fierce competition in the market, the domestic enterprises mainly through the expansion of production scale to reduce production costs, reduce the price of LED lighting products.
Last year, due to the global economic downturn and Chinese economic downturn, LED lighting market demand slowdown, coupled with some LED manufacturers to seize the subsidy policy further release of production capacity, excess capacity deterioration. International giant launched LED bulb lamp low price war, leading companies have to follow up the majority of enterprises in the dilemma of income does not increase profits.
2015 global LED output value of the first negative growth, the value of the -3% recession, the main reason is that the whole industry makes LED prices pile up in excess of requirement. First look at the chip, the price decline of about 40%-50%,
Even up to 6. Packaged device parts, the price decline is not the same, Mobile areas, many manufacturers in the field of mobile phone backlight has cut, the price decline is larger; lighting applications are also part of the hardest hit.
From the first half of 2016 the growth trend of each link, the upper and middle reaches due to fierce market competition, the overall growth rate of decline than last year. Lighting products in the first quarter exports amounted to 8 billion 500 million U.S. dollars, compared with the same period last year decreased by 14.8%, the situation is grim.
According to industry analysts, the lighting industry overall demand in 2016 showed a steady upward trend, but the growth rate is relatively stable, will not appear in previous years, the outbreak of growth. With the market demand is gradually being excited, the market competition is more brutal. This year's "price war" between enterprises is still fierce, profits are becoming increasingly weak, the entire LED lighting industry will enter the era of low profit.
However, investment in the industry and industry of high competition, LED industry officially entered the stage of structural adjustment, promote a new
Round of merger integration boom, the market competition is everywhere. In 2016 the LED industry will launch the "value war", enterprises will focus from price competition to create new value, is conducive to the comprehensive competitive advantage with the technology, brand, quality, service as the core of enterprise talent shows itself,

Yu light dance, to create high-end custom lighting "myth
-- Interview with Chen Chenhui, chairman of Dongguan myth Lighting Technology Co., Ltd.
With the LED lighting market is fully liberalized, known as a new generation of green energy industry is occupying the LED lighting light capture. Followed by the lighting market weakness and crazy lighting enclosure movement, in the face of the fierce battle for the lighting market, lighting companies have moved to lighting segments. Secondly, with the development of LED technology innovation, hotel, commercial complex, Home Furnishing field lighting solutions become the trend of mass consumption, and subject to the diversification of consumption and personalized and artistic evolution, lighting solutions around the "demand first" toward a more humane, professional direction.
Dongguan City myth Lighting Technology Co. Ltd. (hereinafter referred to as the "myth of lighting") as a professional LED lighting business solutions provider, with professional service and quality products, fully integrated KA brand, channel operators and engineering designer resources, solutions to the backbone of "people-oriented" principle in lighting, to provide personalized service customized for customers. Recently, I interviewed the myth of lighting chairman Chen Chenhui in Dongguan Houjie myth of the exhibition hall, listening to him to share the road with custom lighting myth we.
Dongguan myth Lighting Technology Co., Ltd. chairman Chen Chenhui
Compared with the simple pursuit of the Big Mac, I prefer to seek products and services, "run things fine silent" type of fine development.
-- Chen Chenhui
Lighting lighting enterprise myth is not in the traditional sense, initially in the field led logo made dazzling achievements of myth because of the long-term customers a few "talking and complaining" and resolutely fought LED lighting field. "They often talk about the poor use of LED lighting, and experience the effect and the business promotion of a great discrepancy." Chen Chenhui smiled and told reporters, in the face of loyal customers complain, the myth of hope he not only able to do well in the high-end logo, hope to solve them in the light of the problems in the course of using the product for the customer, this is because of "resentment" will be the occasion of the achievements of today's lighting myth.
As has been committed to providing high-end lighting for the overall lighting solutions to the myth of the lighting, in the industry many big big LED lighting companies do not seem to highlight the contrast. And this is not prominent in Chen Chenhui seems to be a good thing, "on the present stage, the myth is very happy in this industry forward, (scale and influence) the big advantage, and small have little freedom." Chen Chenhui said that at least now the myth is free, and there is no interest and market constraints, from this point of view I am very happy.
With some enterprises eager to blind expansion of production capacity and generous "hit the market" to form a clear contrast, the development steps of myth seems to be "balanced", this is the reason not to be ordinary or over how to interpret? To solve this problem, Chen Chenhui frankly told the author that the myth is not eager to or more is precisely not willing to "skip" development, preferring a silent type of meticulous development. He told the author, the future of the myth is not the size of the giant, but must be done in the field of high-end commercial lighting giant". Chen Chenhui then said that because of the myth itself in the industry scale is not large, so this is not our pursuit of scale and market share of the "Big Mac", although we would like to, but it is not easy, you need to slowly.
Customer demand determines the development of enterprises, enterprises rely on products and services to drive customer consumption awareness, the myth is committed to enhance interaction with the customer relationship.
-- Chen Chenhui
The myth of the main business for the LED commercial lighting high-end custom, the concept of "custom", the industry is not new, in the pursuit of fashion, and the unique personality of the era, "space lighting overall tailored solution is the pursuit of consumer market. The myth of lighting as its main business lighting customization is the change of consumption demand based on the decision, as Chen said: Morninghope lighting market was too good to do, commercial lighting products provide popular products and services can deal with all the customers and consumers, but now this is not the absolute.
So for the myth, the current focus on lighting custom furniture brand lighting, light demand for lighting to the precise positioning and service "on the" furniture customers, so as to solve the building and application of space light environment for the. The myth of "customers are mainly furniture industry customers, but I believe that if we put the furniture industry lighting solutions to achieve the ultimate, so we will not worry about any industry customized solutions." Chen Chenhui has said to the author to get all the love myth premise is that we have set providing customized services and products must be existing customers and consumers in the extreme.
So, how do customers and consumers the ultimate? Chen Chenhui myth lighting example analysis: we need to get into the customer's mind is active, so as to establish a relationship with the psychological identity, rather than the current social common interests. He smiled and told the author, do not be afraid of customers, we must do with your competitors, this is different from the two aspects of products, services, and really go for your customer's sake, if you can do this

2016, for the LED lighting industry, is still in the period of coexistence of difficulties and opportunities.
The majority of small and medium-sized enterprises in the contraction front, businesses rely on the capital market "summon wind and call for rain". Of course, there are some companies are thinking about the future of LED which can be infinitely possible.
But at least for now, plant lighting is a viable direction. From the beginning of 2015, some of the plants with a certain scale plants are being built and put into use in various provinces, where LED plant lighting occupy the leading share.
Recently, the famous Silicon Valley investor Dixon Chris pointed out the future of the technology industry's most promising 11 areas, including the automation of the indoor cultivation.
Due to solar, sensor, LED lighting, robotics and artificial intelligence and other technological advances, the indoor farm has become a viable alternative to the traditional outdoor farms. Compared to the traditional farm, the automation of the land and water used in the farm to be less than 10 times. And does not depend on the weather, crops can be harvested several times a year, and no need to use pesticides.
Multinational companies in advance layout
Recently, PHILPS announced that the company and two Japanese vertical farm test activities. The two are located in Japan's vertical farms using PHILPS's LED lighting. Tokyo consumers for the growth of the vertical farm Inc. Innovatus, the use of LED plant lighting, no pesticides and do not need to wash the lettuce has been very high degree of acceptance.
"Japan has more and more consumers tend to purchase a variety of high quality, safe and high nutritional value of food, of course, to take into account the reasonable price. The vertical farm is an ideal pipeline to achieve these requirements, because the vertical farm can succeed in regional development is highly urbanized, even if limited space is not a problem.
"PHILPS's first commercial vertical lighting project was launched at Osaka University in 2014. Today, Japan is the world's most rapid development of plant LED lighting market, one of the market.
Cooperation with Japan's farmers also help PHILPS lighting to improve the installation of LED lighting and optical configuration, so that PHILPS's products can be more in line with the needs of the Japanese market." PHILPS plant lighting director van Slooten Udo said.
OSRAM as a continuous focus on the development of LED technology multinational companies, has formed an epitaxial chip, LED devices, fluorescent materials, applications, such as the layout of the whole industry chain. In recent years, OSRAM's LED application level will gradually focus on plant light, to attack the agricultural market.
According to the OSRAM plant illumination wavelength, launched deep blue 450nm, 660nm red, far red 730nm LED products, including 730nm infrared light LED is designed for OSRAM lighting plant and the development of new products, can control the plant from germination to vegetative growth and flowering of the entire process. Has won the 2015 North American lighting exhibition technology innovation award.
Crystal electric already took the lead in the plant lighting layout, 2008 has been with the international giants cooperation, to meet customer and market demand, plant lighting related products stable performance annual crystal electric upgrade, and stable revenue growth.
Plant lighting products crystal power supply, can be divided into "greenhouse fill" and "all artificial light" two main product line. In the past, the plant lighting products are the traditional lighting sources, and have been replaced by the LED light source. High pressure sodium lamp plant can be irradiated with high power LED substitution, and the fluorescent lamp can be replaced by LED medium power.
According to different plants, different combinations of LED and demand, plant lighting trends will use multi wavelength, give full play to the advantages of LED light: light easy adjustment. For example, red LED and white LED, red LED and Blu ray LED...... , even the introduction of LED UV in the application of plant lighting.
According to Liu Wenke, a researcher at Chinese Academy of Agricultural Sciences Institute of agricultural environment and sustainable development are introduced, closed soilless culture caused by cumulative autotoxin and TiO2, the photocatalytic degradation of root exudates of soilless culture in nutrient solution and rice husk degradation products.
UV, sunlight facilities with only 3% covering materials such as glass filter out more than 60%, can not be used in the facility; the efficiency of low temperature in winter season cultivation of vegetables to sunlight is low and the stability is bad, can not meet the demand of vegetable production.
Research and development is suitable for the use of horticulture and non soil cultivation, especially suitable for plant plant use of artificial light TiO2 photocatalytic system, the demand is urgent. And LED UV, which is one of the solutions.
Compared to the multinational companies layout, the domestic LED lighting plant in most related enterprises and not as the backbone of enterprise products business, but only part of institutions and enterprises with demonstration plant joint promotion, most enterprises are in other LED applications, such as decoration, display, back light as the main industry on the basis of small scale trial plant LED lighting products, LED lighting will really plant as the main business of the company or enterprise system level service providers almost No.
Overall, due to the market development stage, the competition between enterprises is not very intense, has the advantage of Technology (including plant cultivation technology and LED core technology) enterprises, in a very favorable position in the competition.
Downstream operators can profit about market prospects
But with the future of the LED cost reduction and LED lighting cultivation technology matures, the competition within the industry will become increasingly fierce.
Of course, another obstacle in front of the enterprise is the profitability of downstream plant plant operators.
According to the Japanese company experts are expected, 2017

When it comes to intelligent lighting, some people do not understand, some people are not optimistic about; misfortune, said it was a pit; somebody had the idea, do not know how to fall; there are people who want to give their products to provide value-added services, breaking the bottleneck of competition; there are people who want to do more high-end projects, the need for better experience and service.
First, intelligent lighting is good or bad? Some people are optimistic, some people sing bad.
In July, in Shanghai, a LED Lighting Forum, the sun CEO official Yong expressed the status of intelligent lighting and the future of a strong pessimism. Bluntly, lighting control is not business achievement of LED second round of growth in the past 20 years, light control system in general is not successful, because the market does not appear explosive demand and the explosive growth of enterprises".
Two, then the current smart lighting market in the end how?
In August 17th, the "Indoor Intelligent Lighting" how elegant landing as the theme of the Ming class salon, from ray technology general manager Xu Lingmin and share some data.
Professional lighting occupies a big proportion in the intelligent control of the market, in addition, from 2014 to 2020, the professional intelligent control system and service growth is very obvious, will increase from 700 million in 2014 to 1 billion 400 million in 2020, the future market potential.
Three, Xu Lingmin: compared to the B2C intelligent lighting, B2B market demand is greater
Taking the PHILPS hue smart light bulb as an example, Xu Lingmin said: "the Hue bulb is already a more disruptive product, although it is not very well sold.". Because everyone's ideas are diversified, it's hard to find a smart product that everyone is satisfied with. The light and the color may be useful in a certain situation, can not form a strong demand."
Compared with the B2C market, B2B intelligent lighting market has great potential, is a hundred percent just need to. Xu always takes the office as an example: "the decoration of the office now, we will hope that my office decoration can show the style and culture of the enterprise. To Shenzhen, for example, is currently being built 100 new buildings, I believe that the use of intelligent lighting. B2B project, the first in the hotel, has now been large-scale use. In addition, we all know that the impact of the electricity supplier of the line shop, so the next line stores, to enhance the customer experience is very important, I can not every shop furnishings move, so the most efficient way is to use the shop lights display effect promotion.