["High-tech LED-lighting market" June issue reporter: Xiong Yuheng Zhou Jianhua] Assembly, has always been synonymous with the application field of lighting lighting industry. However, in the era of LED lighting, assembly is closely linked to some “three no†manufacturers with no scale production, no marketing system and no brand concept. Due to the "three noes", the price of the fight has become the main bargaining chip for the assembly factory to participate in the market competition. This also led to the chaos of the LED market terminal, the business of the fog in the fog does not know the authenticity, the brand companies encounter channels.
Assembled, it has become a spoiler of the LED production and sales system. Although it has a certain impetus to the penetration of the LED market, more and more is probably overdrafting the trust of the terminal market for LED quality. Through on-the-spot interviews and investigations on industrial bases and sales markets, our journalists have restored the “assembly†in the LED industry chain and explored the hidden concerns behind the chaos.
"Pioneer" and "Martyrdom"
In recent years, the development of LED lighting applications has been very fast, both in terms of government policies, industrial bases, and lighting companies and merchant channels. According to the statistics of the High-tech LED Industry Research Institute (GLII), the total output value of the domestic LED industry in 2011 was 154 billion yuan, of which the downstream application value was 116 billion yuan, and lighting as one of the main application areas of LED, accounting for about 50%. The output value exceeds 50 billion yuan, of which indoor general lighting (including commercial photos) accounts for 16%.
From a digital perspective, the field of LED applications is very beautiful. However, according to the survey of the High Industry Research Institute, more than 74% of designers currently do not understand how to apply LED luminaires to design solutions. Take Xi'an as an example. As a distribution center for lighting fixtures in the northwest region, it is dotted with dozens of large and small lighting cities, with more than one thousand lighting fixture dealers and about one-third of LED lighting dealers. However, more than 60% of dealers do not want to invest too much in LED lighting because they do not understand the selection, and even dare not try to represent high-end brands. This also allows the assembly manufacturers to take advantage of the flexible policy of price advantage and payment and distribution.
"Assembly manufacturers' products are short-term and fast, and cut into the market at a price. Generally, they will cut corners on product quality. Although there is no real energy saving and ideal light effect, and even dare not provide warranty, there are still many merchants who are willing to get goods." Ye Zhengping, general manager of lighting, told reporters.
According to Mr. Ye, after two years of testing and market analysis, the current LED sales accounted for only 10% of the company's total sales, and is expected to increase to 30% by the end of this year. Some of its distributors also sell the products of the assembly manufacturers. “After all, market demand and downstream distribution customers are mixed, even if there are many engineering orders, the budget for lighting products is low. This has a certain impact on the channels of brand enterprises.â€
"If the current dealers can't identify the quality of LED products, the company's ability to control product lines and channels is not strong, and the home field is infiltrated. The products of assembly manufacturers still have strong vitality, but the market brand rules will eventually make this batch low. The price pioneer became a martyrs." An industry insider summed up the reporter. 
Assembled in the overdraft terminal market
Brand chaos
Gaogong LED reporters visited a number of lighting stores in Shenzhen Luohu, Foshan Nanhai, Xi'an, Shaanxi, and Shilihe, Beijing, and found that in addition to Philips, Opus, NVC, Midea, Sanxiong Aurora and other few in the traditional lighting field. Brand companies have brand stores (traditional lighting, LED lighting is only attached), and almost no other domestic LED lighting companies have established specialty stores to sell their products.
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