The lighting industry has been steadily developing over the last two decades, with China becoming one of the largest manufacturing base and consumer market. According to data compiled by Hong Kong Trade Development Council (HKTDC) lighting products manufactured in China was up 10.7% YoY to RMB 418.5 billion (US $65.86 billion) in 2014.

Potential market demand analysis

1.      Analyses of China’s lighting market demand

Important infrastructures in cities, such as airports, railways, harbors and other subways and rails have been the main source for market demands.

2.      Residential lighting trends placing more emphasis on setting the mood with ambient lighting.

Consumers demands for residential lighting has shifted from simple lighting functions to ambient lighting, with more attention being placed on whether the luminaire’s design and material matches interior decoration. The luminaire design, style and color are all becoming increasingly important for consumers, and more are seeking artistically designed lights.

3.      Visible decorative lighting trends in residential lighting sector include the increasing demand for fashionable, unique, energy efficient, and enivornmental friendly luminaires.

4.      Luminaire designs are also becoming increasingly specialized, with many developed to meet different application sector demands, for instance desk lamps, fluorescent lamps, dinner lights, floor lamps and others.

Besides adding various functions to the lights, the decorative lighting sector has also started to develop lights especially for children. Energy efficienct, environmental friendly and high technology elements are also becoming very important development directions.

5.      The Chinese govnerment’s solid state lighting policies and projects has transformed Shanghai, Dalian, Nanchang, Xiamen, Shenzhen, Yangzhou and Shijiazhuang into the top seven manufacturing bases in China. These manufacturing bases make up about 70% of China’s LED production, while LED lighting products have a market share of about 20%.

Important lighting markets in China and brands

1.      China’s lighting industry is becoming increasingly integrated

There are five major production sites for LEDs including Guangdong, Zhejiang, Jiangsu, Fujian, and Shanghai. LED manufacturers in these five cities and provinces in China, make up more than 90% of the country’s LED manufacturers. Their lighting products also have very special features as listed below:

Guangdong is mainly a manufacturer of indoor luminaires, while Guzhen in Zhongshan and Dongyuan are the main production sites for decorative lighting.

There are more than 7,000 decorative lighting manufacturers in Guzhen that are mostly Chinese companies. In 2014, the town’s decorative luminaire output value reached RMB $16.1 billion (US $2.53 billion), and is the largest decorative lighting manufacturing base and retail market in the country. Manufacturers in Dongyuan in contrast are mostly from Taiwan and Hong Kong. Lighting products manufactured in Dongyuan are mainly shipped to international markets, and manufacturers based here have expanded in the Chinese market as well.

Other areas in Guangdong including Foshan and Huizhou also have a very large market share in China.

Zhejiang, Jiangsu and Shanghai are mainly manufacturers of outdoor luminaires and light sources.

Yuyao in Zhejiang and Gaoyou in Jiangsu mainly manufacture streetlights. Ningpo in Zhejiang Province is a major production site of decorative outdoor lights, while Shangyu District, Lin’an City and Jinyun County in the province are powerhouses for CFL, ring lights and automotive lights. Lighting products made in Shanghai, and Changzhou city located in Suzhou are mostly flood lights and auxiliary electronics.

Fujian lighting production is converged in Xiamen, which remains a large manufacturing base for CFL.

In 2014, Xiamen’s optoelectronic industry production value reached RMB 11.62 billion, amounting to 56.38% of Fujian province’s optoelectronic’s total market value. It is projected by 2018, the region’s optoelectronic’s market value will exceed RMB 250 billion.

2.      China’s lighting industry is highly dispersed

Currently, there are more than 10,000 Chinese lighting brands, top players include NVC, TCL, Foshan Lighting, Yankong Lighting and Opple. Chinese companies tend to have weaker brand influence and control over distribution channels, especially in commercial and industrial lighting projects, where they still lag behind international lighting brands.

Global lighting brands include Philips, GE, Osram and others are also present in the Chinese market. These manufacturers products use better quality material, and have higher decorative and usability designs.

These brands occupy the high end market, and their main markets are upper class neighborhoods, mansions, hotels, government facilities, and other construction projects. In these markets there are few high class consumers and only a small number of clients.

4.      Consumers brand loyalty is fairly low, and there are still variables in brand recognition and company rankings.

In a survey of Chinese and international brands this year, Philips emerged as the winner for brand image and brand recognition. The brand also took the top spot for market shares, and consumer attractiveness. Traditional lighting brands including Osram, Opple Lighting and NVC were also had high rankings in the survey results.

Overview of important sales channels

1.      Major sales channels in China’s traditional luminaire and electronic markets include:

• professional luminaire market, exclusive brand retail stores,
• electric appliance shops,
• home appliance franchises, supermarket franchises,
• hardware stores,
• construction material markets,
• and other markets.

Currently, most luminaire products are being sold through professional luminaire markets. Additionally, advancing technology has gradually made e-commerce a new sales channels for manufacturers.

2.      In these professional luminaire markets, many manufacturers and agents will present the products to consumers through counter displays. Direct interaction is stronger at counters, pricing of the luminaires are relatively lower than before. Consumers are also presented with more lighting options, which has contributed to the luminaire market’s growing popularity among consumers, and rapid growth over recent years.

Regions in China including Zhejiang, Hangzhou, Beijing, Taiyuan, Shanghai, Chengdu, Zhengzhou, Wuhan, Tianjin, Qingdao, Chongqing, Shengyang, Shijiazhuang also have various sized luminaire markets.

3.      Hardware shops, which is another important distribution channel for lighting products, function mostly as a “constructive material” bazaar that sales various constructive materials.

Hardware stores are distributed widely across China, some SMEs might not have the same competitiveness as renowned international brands, but they are able to gather their resources in hardware stores. They are able to make breakthroughs in a certain section of the market, and establish themselves as a regional brand.

4.      Some local and competitive lighting brands are focusing on brand awareness, and started to establish their own exclusive retail shops. They are stringently controlling each shops image and pricing to form a comprehensive sales network, for instance Huayi, Opple, NVC, Midea and other major lighting players.

Additionally, emerging decorative lighting retail franchises, such as Yidengdashi, is a retail shop that specializes in residential decorative lighting.

5.      Lighting manufacturers are embracing traditional ecommerce models in recent years. Some manufacturers that do not have a very comprehensive sales channel have chosen to find new business opportunities through Internet channels, and many emerging industries have acquired a strong Internet sales position.

In 2014, China’s online lighting market value reached RMB 14.68 billion, and comprised 14.4% of sales. Since most traditional lighting manufacturers have physical stores, they can offer consumers offline experiences, which gives them a greater advantage in the O2O market compared to solely online manufacturers.

(Source: HKTDC)