Lighting electrical market demand segmentation brand awareness still has variables

The lighting electrical industry has developed rapidly and steadily in the past 20 years, and China has become a major producer and consumer of lighting electrical. With the segmentation of the lighting electrical market demand, the emerging application market is gradually emerging, and the industry is moving from maturity to maturity, and the industry scale will be further expanded.

Brand recognition still has a rapid growth in market

At this stage, China's lighting and electrical industry is highly fragmented. According to incomplete statistics, there are currently more than 10,000 domestic brand companies in China, and the first-line brands include NVC, TCL, Foshan Lighting, Sunlight Lighting, and Op Lighting. The brand influence and pipeline control of local products are generally weak, especially in the field of commercial and lighting engineering and global brand companies.

The international brands in China's lighting industry include Philips, General Electric, and OSRAM. The quality, decorative and practical materials of the products are high. These brands occupy the high-end market, mainly for engineering users such as high-end communities, villas, hotels, government facilities and a small number of high-end individual consumers.

According to the survey, among the many domestic and international lighting brands, Philips ranked first in “brand impression and popularity” and “market share and appeal to consumers” in 2016. Traditional lighting brands such as OSRAM, Op Lighting and NVC Lighting are among the top. On the whole, consumers' loyalty to the brand is not high. With the rapid growth of the lighting electrical market, there are still variables in the brand's recognition and ranking.

At the two sessions this year, Zong Qinghou, a representative of the National People's Congress, suggested that the reform of the supply side should be carried out. For local manufacturing enterprises, it is to strengthen the brand building of quality and implement the strategy of strengthening the country. To create a mass brand, let more people recognize and recognize the brand of the company, is the development goal of each enterprise. For the lighting electrical brand, the key is how to improve their "brand advantage" and "product quality."

Some powerful lighting electrical companies have also begun to pay attention to brand awareness. They have established brand stores in various places, unified store image and strict price control, and supply and marketing networks, such as Huayi, Op, NVC, and Midea. On the other hand, lighting chain stores have begun to rise, such as the Art Light Master is a store dedicated to home lighting. In addition, although some small and medium-sized enterprises can not compete with international and domestic famous brand enterprises, they can concentrate on resources in a certain local market through the distribution of extensive hardware outlets, and they can also form brands in the region.

Drive brand development and develop market demand

Lighting electrical products are a necessity for the development of the national economy and people's lives. With the development of China's economy and the improvement of people's living standards, the demand for lighting electrical products in the domestic market is also increasing.

First of all, the city has a huge potential for functional lighting. Infrastructure such as airports, railways, ports, and urban rail transit require lighting. In addition, urban squares, green spaces, roads, and building floodlighting have developed from large cities to small and medium-sized cities. With the continuous development of urbanization, the demand for urban lighting projects has great potential.

Second, there is a strong demand for industrial and commercial lighting. The factory pays more and more attention to the effect of lighting on the improvement of production efficiency of enterprises. Commercial enterprises are not willing to spend more financial resources for shopping mall lighting to attract customers, and the lighting of office buildings, schools and hospitals has also been significantly improved.

Third, the level of consumption is constantly upgrading. With the continuous upgrading of the consumption structure, people pay more attention to the choice of home lighting, coupled with the development of real estate, indoor lighting will continue to grow. Home lighting is no longer a simple lighting, but a need for an emotional life. Consumers pay more attention to the atmosphere created by the lighting in the living room, and will consider whether the lighting is matched with the home decoration in the shape and material. Especially with the development of the domestic real estate industry, high-end residential communities and villas have appeared in the market, making the demand for garden lights and lawn lamps begin to increase, and the demand for high-end lighting is also growing.

Fourth, the environmental protection and energy conservation policy will help. In recent years, China has promoted environmental protection and energy conservation. Policies and regulations such as the Energy Conservation Law of the People's Republic of China and the Opinions on Accelerating the Development of Energy-Saving Environment Industries have been promulgated to support the development of the environmental protection industry. At the same time, vigorously promote energy-saving and environmentally friendly products, driving demand for energy-saving lighting electrical products.

For the time being, the development of the domestic lighting electrical industry is facing a good policy environment. It is expected that with the promotion of national policies, the decline of manufacturing costs and the continuous breakthrough of luminous efficiency, the demand for China's lighting electrical market will continue to expand, thus driving the rapid development of the industry. In the next stage, the lighting and electrical industry should focus on strengthening the benign interaction of the industrial chain, promoting synergy between upstream and downstream, increasing the application market expansion, and developing differentiated brand building.

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