LED lighting business transformation tide, Japanese companies have their own tricks
LED lighting has replaced existing lighting such as incandescent bulbs and fluorescent lamps, no longer appearing special, but literally into people's daily lives. The recent LED-related exhibitions have gradually lost their former glory. This means that the LED lighting market is beginning to mature.
Once upon a time, many companies have swarmed into the field of LED lighting, as long as they can shine, they can win attention. But in the future, it will become increasingly difficult to expand sales by relying on simple propaganda strategies. Coupled with a sharp drop in unit prices, LED lighting has become a difficult-to-profit product. Nowadays, it is difficult to expand the business by selling lighting fixtures alone. 2014 may be a turning point for companies to explore new directions.
At the LEDNextstage of the LED lighting exhibition held at the Tokyo International Convention and Exhibition Center in March 2014, the audience was 5,033 people, a decrease of nearly 18,000 compared with the previous two years ago. Moreover, the total number of visitors to another lighting exhibition held in the next year of the exhibition was about 77,000 in 2013, a decrease of almost 26,000.
In the Japanese lighting market, LEDs accounted for 40% of the LED lighting market began to mature, and the old cockroaches gradually dissipated. And the new solutions of organic EL are endless. This LEDNextstage opens a special area to showcase organic EL lighting products. 15 companies participated in the exhibition.
According to data released by the Japan Lighting Industry Association (JLMA), in 2012, LED lighting accounted for 40% of the lighting lamps circulating in the Japanese market. Before the LEDNextstage, there were news reports that all residential lighting fixtures produced by Panasonic in 2015 will all use LEDs. More than 80% of the residential lighting fixtures supplied by the company in 2013 were LED lighting. Among the lighting fixtures supplied by Toshiba Lighting Technology, LED lighting also accounts for 70%.
In 2013, the above two companies and Sharp significantly adjusted the business structure of LED lighting, completing the transformation from B2C (business to customer) to B2B (business to business). The principle adopted by most major manufacturers in Japan is to avoid consumer products with fierce price competition and vigorously develop the development and sales of customized products. By utilizing the vast sales channels of the Group's internal needs, it has formed a difference with professional lighting manufacturers by developing an integrated solution business for lighting systems.
Based on the advantages of the original Matsushita Electric's business resources, Matsushita has systematically introduced systematic LED lighting such as the whole building, the whole store, the whole facility, and the city as a whole. Through the vigorous development of high-margin B2B business, the profit rate has shown signs of improvement.
Toshiba Lighting Technology has concentrated the relevant departments of Toshiba Group on the smart community center opened in Kawasaki City, Kanagawa Prefecture. It is hoped that this will enhance the synergy within the Group and focus on the development of BEMS (Building Energy Management System) and HEMS (Home Energy Management System). Sharp has narrowed the consumer LED lighting business and shifted its focus to the business of corporate, new stores and building renovation.
These strategic adjustments by big manufacturers may also be one reason why the show is not as lively as it used to be. On the LEDNextstage, many products are only a small improvement of the previous products. In the past, the added value of LED lighting was bright and beautiful. Nowadays, the direction of development has changed dramatically. At the exhibition, the company is envisioned as a customer, and there are many products that cater to the needs of the company.
In contrast to LED lighting, there are many new and innovative products for the general EL in the organic EL lighting. There are also many ultra-efficient products.
Adding value to LED lighting and improving functionality At this year's LEDNextstage, the technology that gives functionality to lighting by controlling the light from LED lighting has also become a highlight. The purpose of this dynamic is to explore new added value for LED lighting.
For example, Panasonic focused on the self-developed spectrum control technology. On April 21, 2014, the company will launch a LED lighting fixture (Mi) look that uses this technology for residential use.
Displayed for commercial facilities is the technology that can use the tablet to adjust the color and color temperature separately for the lighting fixtures. For office use, the company is focusing on the psychological and physiological effects of light, and is actively developing related products. At this exhibition, the reference shows the adjustment of LED lighting to make it easier for employees under lighting to improve their attention. Technology. It has added new added value to the work environment lighting that has always been advocated. The company has applied for eight patents for this technology.
Panasonic also showed another direction of development for lighting. That is the information dissemination technology based on visible light communication. The combination of the visible light communication with the LED illumination as the carrier is expected to make it possible to obtain information in the facility channel, locate the underground in which the GPS signal is not received, and guide the user to the destination. It is also expected to serve as an information infrastructure for obtaining marketing data that analyzes customer interests and behaviors.
The visible light communication system exhibited by Panasonic's reference is called LUMICODE. At the show, the company demonstrated how to display the movements of employees and moving vehicles at the factory and warehouse. In addition to factories, the intended use places include commercial facilities, hospitals, art galleries, museums, convention centers, and so on.
Specifically, the principle is to assign a fixed ID to each lighting fixture and use the ID to send information to the dedicated receiver. Based on this information, the position of the receiver carrier and the like are grasped. Lighting fixtures equipped with visible light communication functions only need to be electrically constructed during installation, and no information wiring is required. Just change the lighting.
New solutions for organic EL lighting have appeared in the field of organic EL lighting, and the display of Toshiba lighting technology has become the focus of attention. Because the company has announced that it will launch organic EL lighting fixtures in April 2014. And most of the booths were assigned to the display of organic LE lighting.
The organic EL illumination can realize the design of a thin plate-shaped luminaire, which has the characteristics of becoming a wall focus when the lamp is turned on, and hiding the body shape when the lamp is turned off. Toshiba's lighting technology takes advantage of this feature and proposes the idea of ​​integrating lighting into the space and lighting that is close to life.
The company's upcoming products are four semi-custom organic EL lighting. It includes two semi-embedded brackets, as well as a ceiling wall-and-adult type and an adsorption-type uplight bracket. The lifetime is the same as that of general LED lighting, reaching 40,000 hours (the luminous flux maintenance rate is 70%). The four products consume 2W of electricity, have a life of 40,000 hours, and have a color temperature of 3,250K. The price is around 30,000 yen. The total annual sales target of the four products is 4,800 units.
Mitsubishi Electric exhibited organic EL lighting that can be installed on the bulb socket of the E26 lamp socket. The size of the organic EL panel is 16 cm square and the thickness is 8 mm. Although most of the viewpoints are that organic EL lighting is not a replacement product, it can be installed on a bulb socket, and it is expected to win the current lighting replacement demand. However, due to price problems, the time to market for lamps has not yet been determined.
In addition, Panasonic has also demonstrated a new generation of ultra-high-efficiency organic EL panels of 100 lm/W, ultra-thin organic EL panels with a thickness of 0.5 mm, and flexible organic EL panels with a thickness of 0.4 mm.
In terms of indoor lighting, the new scheme of organic EL lighting is eye-catching, and in terms of outdoor lighting, with the successful bid for the 2020 Olympic Games in Tokyo, the expansion of the LED lighting market has become popular. As the most promising area for development prospects, outdoor lighting has attracted the attention of many visitors.
For example, Iwasaki Electric exhibited LED lighting that can directly use existing lamps. Named LEDiocLEDLightBulb. This kind of lighting can be installed directly on the safety lights and street lamps that are commonly used nowadays. Compared to the overall replacement of the luminaire, the installation cost is only about half.
As such products increase, outdoor lighting is estimated to accelerate the process of LED. Driven by the demand for the Olympics, companies are considering expanding the product line of outdoor lighting from newly installed lighting to LED lighting of existing lighting.
In 2014, it will become a turning point for exploring new developments. The degree of systemization and differentiation of indoor lighting will be further improved, and the organic EL lighting fixtures for families will also rise. The outdoor lighting field, which is one step behind the indoors, will also usher in a new era of universal popularization in the future.
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