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Ordinary incandescent lamps will gradually withdraw from the market next year, which brings huge business opportunities for new LED lighting fixtures. However, the reporter recently visited the market and found that because the price is too high, household LED lamps are still difficult to enter the homes of ordinary people. In the LED lighting production enterprises, the reporter found another scene, the automatic production line worth tens of millions actually worried that the output was too high to form a backlog, and did not dare to start work.
The "retail" price is too high, and it is difficult to enter the ordinary people's home. In November, the National Development and Reform Commission issued the "Announcement on the gradual prohibition on the import and sale of ordinary lighting incandescent lamps", requiring the phasing out of ordinary lighting incandescent lamps within five years. The introduction of this series of policies has led the industry to agree that the LED lighting market with energy saving and environmental protection advantages will accelerate the pace of popularization.
So, what is the real end market sales? Recently, the reporter visited Zhuguang Lighting City, Jinshan Lighting City and other large-scale lighting stores found that LED energy-saving lamps have been promoted to the market's main products, more than 80 lighting manufacturers have LED lighting products sales.
Although the energy-saving effect of ordinary energy-saving lamps is obvious, and the price has dropped back to the level acceptable to ordinary consumers. However, the energy-saving light bulb contains mercury. If the scientific recycling process is not carried out, after the light bulb is broken, mercury will enter the atmosphere, water quality and soil, causing pollution. Therefore, in the future, in the energy-saving lamp market, harmless and environmentally friendly LED lights will become the protagonists. A salesperson from Zhuguang Lighting City said.
According to the salesperson, in addition to environmental protection, the energy-saving advantages of LED lights are also very obvious. He roughly calculated the account for the reporter: taking 100-watt incandescent lamps, 25-watt energy-saving lamps and 10-watt LED lamps with similar brightness as an example. Continuous lighting for 6000 hours, 100-watt incandescent lamp consumes 600 degrees, 25-watt energy-saving lamp consumes 150 degrees, and 10-watt LED lamp means 60-degree power consumption, LED lamp saves 60 energy-saving lamp, saves electricity compared with incandescent lamp 90. In terms of service life, the life of LED lights is up to 30,000 hours, which is 5 times that of energy-saving lamps and 20 times that of incandescent lamps.
However, the reporter found that although the advantages of LED lights in energy conservation and environmental protection are unquestionable, the situation in the terminal sales market is not optimistic. A Sun surname boss of Zhuguang Lighting City told reporters that in the field of civil lighting, fluorescent energy-saving lamps account for about 80, and the market share of ordinary incandescent lamps is still about 10, while the new LED environmental protection lamps only account for about 23, and his shop is one day. Only three to five LED energy-saving lamps can be sold.
As with the problems encountered in the promotion of fluorescent energy-saving lamps, the price is too high for ordinary consumers to accept. Mr. Sun explained that the current price of 60-watt incandescent lamps on the market is two or three yuan, and that of 12-watt energy-saving lamps is about 15 yuan each. The market price of 6-watt LED lamps is 30 yuan each, and some well-known brands are more than 100 yuan. It is also this factor that makes LED lamps mainly used in commercial applications.
"Production" retrospective retail price is high. Many dealers interviewed by this source said that the profit of selling LED energy-saving lamps is not high, generally only about 10, of which the 8-watt LED lights commonly used in households only have an ex-factory price of 35 yuan. So, what factors lead to high LED lamp prices? In this regard, the reporter deliberately came to Hebei Longquan Electric Co., Ltd., which specializes in producing LED energy-saving lamps, to visit.
In a 600-square-meter production workshop, Xiao Liu and more than 50 other workers sat in front of the conveyor belt in an orderly manner, and assembled the parts in their hands with skill. According to Xiao Liu, a small energy-saving lamp looks at the structure is very simple, but after more than 20 processes, if a process is not rigorous, it may cause the bulb to not light.
Xiao Liu's job is to insert a grain of mung bean-sized lamp into a set mold. This mold requires a total of 37 beads, which is a basic component of a 2 watt LED energy-saving lamp. Xiao Liu put the inserted piece on the conveyor belt, and the next person quickly picked it up, cut and welded the exposed metal wire, and then sent it to the power strip through the conveyor belt, and then passed the inspection. After a series of processes such as welding leads, combined testing, and aging inspection, a small LED energy-saving lamp can be produced.
According to Wu Zhanbing, the person in charge of Longquan Electric, although there are only 50 workers in this assembly line, more than 10,000 LED energy-saving lamps can be produced in one day. However, although the output is large, the profit is not high.
Wu Zhanbing took out a 20-watt LED energy-saving lamp and introduced it to reporters. This lamp consists of 330 lights. The lamp beads are purchased from Taiwan. The wholesale price of each grain is 0.21 yuan, and the 330 yuan is 70 yuan. The lamp cup, power supply, etc. will cost about 10 yuan. In this calculation, only the raw material needs 80 yuan, and its current ex-factory price is only 86.4 yuan, and the price to the terminal retail market is about 95-110 yuan.
The reporter also saw from the recent semi-annual report issued by LED listed companies that the net profit margin of most companies declined in the first half of the year. Some companies’ semi-annual reports also showed that their operating income has increased, but their net profit has fallen by nearly two. 30%.
The price of LED energy-saving lamps mainly depends on the chips in the lamp beads. However, at present, there are few manufacturers of chip R&D enterprises in China. Although there are some in Shenzhen and Guangzhou, the technology and quality are far from the foreign countries. Therefore, it mainly relies on imports. Wu Zhanbing said that the general anti-aging performance of the lamp beads, the price will not be too low, even if the bulk purchase, each grain can only be cheaper 0.002-0.005 yuan. This is the main reason why the price of domestic LED energy-saving lamps has remained high.
The high cost of "research and development" high-tech production lines is useless. Does it mean that the price of LED energy-saving lamps no longer has room to fall? Wu Zhanbing said that it is not necessarily. In Wu Zhanbing's view, as long as the output is raised, the company can completely reduce the price of the terminal retail market by means of small profits but quick turnover. However, the reporter found in the interview that raising production is not difficult for Wu Zhanbing.
In the production workshop of Longquan Electric Co., Ltd., the reporter found that the company has three production lines, one is a semi-automatic manual assembly production line, one is an automatic sequence, plug-in production line, and the other is a fully automated assembly flow production line. However, only one of the three production lines has been opened, and it is the production line of Xiao Liu where the manual assembly is the main one. In another workshop, a fully automated intelligent production line worth tens of millions of people lay quietly there, and it seems that it has not been started for a long time. It is reported that this production line has a daily output of 100,000 LED lights. If started, the company's daily output can be increased by at least 10 times.
Since the increase in output can get rid of the difficulties, why do companies want to start high-tech production lines?
It is easy to produce, but the lack of market purchasing power will only lead to a backlog of products, which will waste resources. Wu Zhanbing said helplessly that although their products supply a number of lighting sales centers in the province, from the point of view of sales, only one production line can start to meet sales needs. The increase in production will lead to a situation of overcapacity.
This seems to fall into a sales cycle, the price is too high, so that consumers are reluctant to buy, and insufficient purchasing power will prevent manufacturers to increase production efficiency and expand production. Therefore, the cost is difficult to reduce, and the terminal market price is difficult to reduce.
If we solve this problem from the root cause, we still have to rely on the domestic chip (light bead) research and development technology to improve, because China's production enterprises are mainly packaging enterprises, only a few homes that can master the core technology. Wu Zhanbing said.
It is reported that there are currently more than 1,200 packaging companies in China, with more production capacity than market demand. Data show that in the first half of 2011, the gross profit margin of packaging companies was more obvious than the same period last year. The price of phosphors and other materials in the packaging industry has not decreased, and although the chip has declined, it is not enough to reduce the packaging cost. At the same time, the price wars of multi-package enterprises, small scale, and homogenization competition have also led to lower and lower gross profit margins, coupled with the lack of encapsulated core technologies in the country, thereby increasing competition.
On the other hand, it is also an important way to enhance consumers' desire to purchase and speed up the popularization of LED energy-saving lamps. However, this requires the government to increase support, and support from the price to the promotion in the early stage of the market. Wu Zhanbing said.
"Industry" over 100 million LED lighting market is waiting to be born according to the national 12th Five-Year Science and Technology Development Plan. In 2015, LED accounted for more than 30% of the domestic general lighting market, and the output value reached 500 billion yuan. At present, the market penetration rate of LED is only 5. Promoting the development of China's LED industry and reducing energy consumption, the Ministry of Science and Technology launched the Demonstration City Program for Ten Thousand Cities and Atomics in the Early Years of 2009. In accordance with the investment increase of 30-50 in comparison with LED lighting and traditional lighting, the participating cities The first 21 developed cities in Beijing, Shanghai, Shenzhen and Wuhan surged to the current 42 cities.
However, in an interview, the reporter found that in the economically developed cities such as Beijing and Shanghai, the enterprises that strive for subsidies to seize the LED lighting market have sprung up, while the LEDs in Hebei Province have only exposed sharp points. In the list of the third batch of energy-saving service companies announced in July this year, 33 of the 100 companies listed in Beijing are involved in lighting systems, of which 18 companies have clearly indicated that there are LED lighting products, while Hebei’s list Only 8 of the 26 companies covered the lighting system, and none of them clearly indicated the LED lighting products.
The LED lighting market in Hebei has just begun, and a process of gradual acceptance is needed. LED lamps, like phosphor energy-saving lamps, have high initial cost of use and require government guidance and support during the promotion process. Wu Zhanbing said that if the policy is implemented, the lighting equipment used in the city will be replaced with energy-saving products such as LED lights within three years, which will be the market of hundreds of millions of yuan.
Mr. Zhang, the head of an electronic technology company, also said that the existing LED lighting market mainly relies on municipal lighting and urban landscape lighting. For these devices alone, the market for all replacements with energy-saving lamps has become very large. If home lighting is also replaced with LED lighting equipment, the market generated is immeasurable.