For a long time, the Japanese lighting market has been monopolized by the five giants, but recently it has undergone dramatic changes. In July 2009, Sharp launched LED lights that were less than half the market price, and began to participate in the lighting market. The lighting industry has undergone tremendous changes with the keyword “energy savingâ€.
"Frankly speaking, from the perspective of LED lights, it may be a loss. Although it can't predict the profitable time, it can't help but launch its own products." The executives of a large lighting manufacturer felt that the LED lights had fallen sharply. The price and the rapid increase in attention, and sent a sigh.
Before July 2009, the market price of LED lights was less than 10,000 yen (about 748 yuan). However, Sharp has introduced LED lamps with a price of 4,000 yen (about 300 yuan). Toshiba lighting technology has also improved the price of LED lamps that were just launched in March 2009. As a result, Mitsubishi Electric's Osram, NEC-LIGHTING, Panasonic, Hitachi-LIGHTING and other large-scale lighting manufacturers have accordingly introduced LED lights of 4,000 yen (about 300 yuan). In the Japanese lighting industry, this phenomenon is known as the "Sharp impact."
LED lighting market is expanding rapidly
With the increasing awareness of global warming and the sharp decline in the price of LED lights, LED lights have become a new favorite of lighting, attracting attention. If you replace the incandescent lamp with an LED lamp, you can achieve a 90% reduction in CO2. Mao Yang, director of the Japan Earth Environment Industry Technology Research Institute, said: "This is the simplest and most effective energy-saving and emission-reduction technology."
According to Toshiba's calculations, if all domestic lighting in Japan is replaced by LED lighting, CO2 will reduce emissions by about 52%. Under the goal of Japan’s Prime Minister Yukio Hatoyama’s announcement of Japan’s 2020 reduction of 25% in 1990 CO2 emissions, the public’s attention to LED lighting will be higher and higher.
Nowadays, many electronic electronics stores in Japan can see a variety of LED lights. In the store, people are constantly consulting about the energy-saving effect of LED lights. Deputy Director Tao Haoheng of Sharp LED Lighting Business Promotion Center said: “Since the beginning of the market, the demand for energy-saving lamps in electronic supply stores has exceeded expectations. Today, at least 200,000 are shipped each month.â€
According to the forecast of the Nomura Research Institute (NRI), the global white LED lighting market has an average annual growth rate of 37.3% based on the 143.7 billion yen (about 10 billion yuan) in 2008. It is expected to reach 478.2 billion yen in 2012. (about 35.7 billion yuan). Moreover, this value is "a fairly conservative estimate. With the further decline in the price of LED products and the participation of new manufacturers, the market should be even bigger."
LED lighting under the trend of the semiconductor industry
With LED electric lights as the doorknob, LEDs will have a huge impact on the industrial structure of the lighting industry sooner or later. In the past, the Japanese lighting market was less than 1 trillion yen (about 74.8 billion yuan) and has been monopolized by the five major lighting giants. The production of fluorescent lamps requires precise glass processing and requires huge investment in production equipment. Each production line exceeds 10 billion yen (about 748 million yuan). Under such circumstances, it is almost impossible for new vendors to compete. After the dealers purchase the goods, they are also periodic sales, which is a traditional business model with a long stream of water.
As a semiconductor product, LED is completely different from the existing lighting market environment. Just like DRAM (memory) and liquid crystal, which are also semiconductor products, they may face fierce competition between price and market share. Director of the Toshiba Lighting Technology LED Product Planning Department, said: "The competition will be further intensified in 2010, there will be 10% to 20% price reduction space. There may be manufacturers to withdraw from the price war ahead of time."
Although, the price of LED products continues to decline at a rate of 20% per year. However, the industry generally believes that the price of LED products will further decline. The reason is that in addition to lighting, the use of LEDs is expanding. Today, 80% to 90% of LED products are used in cell phone backlights. In particular, with the replacement of computers and cold cathode tubes (CCFLs), the output of LED products will increase further. In addition, Sharp's LCD TV "Aquos", which was launched in November 2009, has also adopted LED backlight products.
In addition, after purchasing the LED module, the lighting product can be produced by extremely simple installation of the power supply and the circuit. Therefore, equipment production investment is several times lower than fluorescent lamps. In addition, overseas manufacturers such as South Korea and Taiwan are also constantly participating in market competition. Closed competition in Japan's domestic market may suddenly evolve into international competition.
At present, under the fierceness of new manufacturers, large-scale lighting manufacturers have not yet formulated a strategy for the LED lighting era. NRI's former director said: "It is widely believed that LED lighting will become mainstream in the future, but it is very confused about the speed of development. We actually want to do some adequate preparation."
The head of the development of a large manufacturer said: "The sales manager of the lighting manufacturer has revealed the awe of LED lighting when discussing LED lighting. At the same time, they still hope to continue to sell fluorescent lamps." From incandescent lamps and inefficient fluorescent lamps The existing production plan for the production of high-efficiency fluorescent lamps has just been implemented. Most manufacturers naturally hope to continue to produce fluorescent lamps before recovering huge investment in production equipment.
In 2012, there will be a battle for LED lighting market dominance
In fact, fluorescent lamps are already excellent in terms of energy efficiency and price. Although in some areas, such as existing signal lights, guiding lights, etc., have begun to be completely replaced by LED lighting, in the main lighting such as the office, high-efficiency fluorescent lamps still occupy the mainstream.
Therefore, the largest lighting equipment manufacturer, Matsushita Electric Works, will expand the two camps of high-efficiency fluorescent lamps and LED lighting for customers to choose. Toshiba Lighting Technology also said that it is still mainly producing fluorescent lamps, and the next step will be to invest in LED lighting.
From the reasons of the transformation of lighting manufacturers, it may be impossible to admit that LED lighting is indeed more competitive in terms of performance than high-efficiency fluorescent lamps. It is expected that the major turning point of major lighting manufacturers to produce LED lighting should be in 2012.
The advantages of LED lighting are obvious in terms of power consumption costs. After further improving the performance of LED lighting around 2012, the product price will be further reduced. Therefore, LED lighting is cheaper from the perspective of the overall cost of installation to use. In addition, around 2015, I am afraid that the price of LED lighting will be cheaper than fluorescent lamps.
Changing the business thinking of the traditional lighting industry
However, when LED lighting develops into a low-cost, high-performance day, it will not only replace all existing lighting, but will also cause the lighting market to shrink. LED lighting has a life of 40,000 hours. That is, after replacement, there will be no higher replacement frequency than before. So how do you find new business growth points? The answer is: Perhaps it is a way out from the closed market in Japan to the overseas market.
However, so far, Japanese lighting manufacturers that have successfully gone overseas have not appeared. The three major lighting manufacturers in Europe and America - Philips (Netherlands), Osram (Germany), and General Motors (USA) not only supply electric lights to various small and medium-sized lighting equipment factories, but also establish supply relationships with electronic equipment manufacturers and construction companies, so Japanese lighting manufacturers I am afraid it is difficult to participate in these markets.
However, if LED lighting becomes mainstream, lighting equipment integration will be further developed. In order to promote the integration of lighting equipment, Philips acquired the American lighting equipment company Genlyte. This allows Japanese companies with the advantages of equipment and product integration technology to see the dawn of entering this market. "From the perspective of the heat release technology and phosphor control technology of LED lighting, if the market is to enter a stable mode of operation, the possibility of Japanese companies is still very large" (Japan Ministry of Economy, Trade and Industry). It can be said that the new competition triggered by LED lights will be the stepping stone for the next hegemonic competition in the lighting market.
Organic EL lighting starts to go on the market
Organic EL lighting is known as "new LED lighting." Lumiotec (Mizawa City, Yamagata Prefecture, Japan), which was jointly funded by Mitsubishi Heavy Industries and Roma, developed and produced organic EL lighting samples. In August 2009, small batch production began, with monthly production of 15 to 15 cm panels of 4,000 to 5,000. After the performance is verified in April 2010, mass production will be carried out.
For the LED directivity is too strong, the organic EL can achieve the overall illumination of the panel? "Surface illumination", can achieve a wide range of illumination effects like fluorescent lamps. In addition, the thickness is only a few millimeters, and if the bottom plate is plastic, it can bend and hardly dissipate heat, which shows its advantages as a new generation of lighting.
The organic EL can theoretically achieve a service life of 200 lm/W and 50,000 hours. However, luminous efficiency and service life are not compatible with fish and bear's paw, and there are many difficulties in developing organic compounds. At this point, Minolta does not use the usual deposition method. They are studying a "Roll-To-Roll process" that can be continuously produced like a printed newspaper. After the success, it will greatly reduce the cost and price.
Current organic EL illumination is not suitable for the general lighting field. Relatively speaking, it is more suitable for buildings and special fields with unique design styles. The characteristics of high color rendering, UV protection, and no heat dissipation make it highly praised for the lighting of fine arts and crafts.
On the other hand, the rapid development of LED lighting has severely affected cold cathode fluorescent lamps (CCFLs). In the past, cold cathode fluorescent lamps can be used as backlights for computer liquid crystal displays or LCD TVs. However, under the trend of backlight LEDization, cold cathode fluorescent lamps have to be developed for new uses.
Cold cathode fluorescent lamps can also last up to 40,000 hours, which is equivalent to LED lighting. However, the brightness is not as good as the high-efficiency Hf (high-frequency high-efficiency fluorescent lamp). However, in order to save power, the tubes of cold cathode fluorescent lamps are usually thin, so they are more suitable for compact applications.
To this end, NEC-LIGHTING has transformed the application design of cold cathode tube fluorescent lighting, and designed many compact lighting products for office ceilings and wall indirect lighting. In addition, Japan Optrom has also developed straight-tube office lighting using cold cathode tube fluorescent lamps, which can be directly installed in existing fluorescent lighting equipment.
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