The market value of LED intelligent lighting is underestimated. Why do manufacturers lose money and earn money?

HC Security Network News in the emerging LED lighting market, due to the strong support of government policies, the LED lighting show rapid development, in addition to the traditional lighting companies to use its competitive advantage in the lighting industry into the LED lighting market, also faces the LED Enterprises in the downstream industry chain gradually extend to the competitive pressure of lighting products by leveraging the technology and production advantages of their LED chips, packaging and applications.

Intelligent lighting is always a hot spot, but it has always been on the sidelines, not highly popular, and has become synonymous with "high-end high price." Almost at the same time, various industry activities during the Guangya exhibition were based on intelligent lighting. The discussion about intelligent lighting has never stopped in this industry. Undoubtedly, intelligent lighting has become the development trend of the lighting industry. Now, where is the development of intelligent lighting, when will the general trend of intelligent lighting development really move from dream to reality?

Intelligent lighting is a brand new industry that was born with the Internet of Things. It is a subdivision of the Internet of Things under the influence of the Internet. Control lighting based on the function of a certain area, the time of day, the brightness of the outdoor, or the use of that area. Lamps are the most used electronic products in household products and even in urban outdoor areas. Intelligent lighting will be the best entrance for smart homes and smart cities. Taking road lighting as an example, by installing other sensors on the street lamps and incorporating monitoring functions, traffic flow and monitoring of PM2.5 can be realized.

LED smart lighting market value is underestimated

Speaking of LED smart lighting market prospects, Philips Lighting Greater China Marketing Department General Manager Shen Xiaohui once said that LED in addition to energy saving, a greater advantage is digital, can be used as a carrier to achieve urban smart interconnection, will usher in another for the lighting industry change. At present, there are 300 million sets of street lamps in the world, and only 12% use LEDs. Only 2% of them have achieved interconnection, and the market space is huge in the future.

Professor Xiao Hongqing from Taiwan University of Science and Technology is optimistic about the future development trend of smart lighting. It is estimated that the scale of smart lighting market will reach 15 billion US dollars in 2020. He is optimistic that smart lighting is the blue ocean light of the future, and the communication Internet of Things is a trend, but the interface specifications of the lighting industry need to be integrated first.

For domestic LED lighting companies, whether it is upstream LED chip factory or midstream LED packaging factory or even downstream lighting enterprises, in the face of rapid industry growth, increasingly fierce competition, and increasingly dilute profits, Blue Ocean strategy can be adopted in the field of intelligent lighting. Differentiate competition to redefine your own performance growth points and achieve new transformation and development. Many companies are desperately fighting for the smart lighting market, but in fact its value is often underestimated. In the future, it will not only have a billion-dollar market, but at least trillions.

Simple dimming has been OUT

At the Guangzhou International Lighting Exhibition just past, we are also very pleased to see that smart lighting products are no longer just a simple dimming color, through the mobile phone APP control such a primary stage, many companies have also come up with their own sincerity intelligence Lighting products, such as Sengled Shengdi Wisdom Technology has intelligent statistics and analysis functions of Shangrui LED smart shop solution, Hongyan Electric's whole house intelligent Internet of Things platform, Green Rice Lianchuang smart home and so on.

Among them, Sengled Shengdi Shangrui Smart Business Solution will provide more accurate and personalized data analysis services for merchants through intelligent monitoring + image analysis; and provide customers with more timely information through cloud platform storage + big data analysis. More economical and more accurate marketing support, and can achieve data aggregation of multiple terminals, and store management operations are more convenient. According to the heat map and moving line data, analyze customer's shopping preferences and product attention, provide accurate big data basis for marketing, and help stores to develop more precise strategies in marketing operations.

Shanghai Feile Audio Co., Ltd. participated in the Guangya Exhibition with the new image of “Intelligent Street Light Network to Build a Smart City”. The “Yangliu Series Intelligent Street Lights” exhibited by Feile Audio has a stylish and simple appearance, and integrates LED lighting, intelligent security, public broadcasting, new energy vehicle charging, wireless wifi, PM2.5 air detection, illuminance monitoring, Traffic light, positioning technology and human flow monitoring are integrated into one. Through the background big data light control platform, the unified operation and data management of each functional module realizes integrated control and provides a kind of integrated management for the park administrator. The new management model provides reliable and convenient services for creating a high-end campus environment.

It can be seen from these product feature keywords that the current intelligent lighting products are striving to develop towards higher intelligence with interconnected, adaptive, and people-oriented. More and more intelligent lighting application exploration has come out, such as using lights to guide the museum, providing indoor navigation, indoor maps and so on.

Of course, our imagination of intelligent lighting is more than this: we hope that it can be different from other environments, and can be linked with other intelligent control systems (including HVAC, air conditioning, curtains) to upgrade to an information access. Point, to achieve automatic interaction, including cloud services, sensors, connectivity, computing and collaboration, to provide a more convenient, safer, more comfortable experience, to achieve "what you want".

Is it a pioneer or a martyr?

At present, major international manufacturers have entered the intelligent lighting market. In 2016, Huawei released multi-level intelligent control lighting Internet of Things solutions, layout of smart street lighting, ZTE announced BluePillar smart street lighting solutions, March 17, 2017 China Telecom Hangzhou Branch In cooperation with Huawei, the company has established a smart lighting based on the standardized NB-IOT communication module in Zhejiang. The intelligent street light pole has become the intelligent city data acquisition node and application realization carrier. In addition, international giants such as Philips, Osram, GE and Cree have joined in, and many well-known domestic companies have also sniffed the new opportunity of this commercial “Blue Ocean”. NVC, Op, Sunshine, Hongyan, Yaming, Yinghui, Zhouzhou A lot of companies such as Ming have developed their layout in the field of intelligent lighting.

However, in the smart lighting market, manufacturers are still losing money. Why do smart lighting industry make less money? Zhang Wenbin, chairman of Jiabitai, summed up four reasons: “The first is that the experience of the product is not enough. The manufacturer pays too much attention to the profit data, and ignores the stability and timeliness of the data interaction, so that the investment in the product construction direction is too small. The result is insufficient product experience. The second is lack of cognition. There is a view that 'intelligence is the cooperation of software and hardware'. Manufacturers need to consider the overall matching, compatibility, and scalability. The third is the shortage of domestic technical talents. Finally It is a large-scale home appliance manufacturer with insufficient power.

In the future, in the field of intelligent lighting that is filled with smoke, will lighting companies become martyrs or pioneers? Dr. Huang Feng, Director of Interconnection Lighting Standards at Philips Lighting (China) Investment Co., Ltd. once said that lighting companies are leading themselves or integrating into the smart ecosystem, depending on the development of the company itself. It is relatively difficult to build an ecological circle and to fight alone. Now many start-up companies, such as IC or control companies, will directly seek lighting companies to develop smart lighting products. It is easier for the communication industry and the IT industry to cut into the lighting directly. If the lighting company finds such a communication company or software company to cooperate, there will still be business opportunities.

Editor in charge: Zhang Zequn