China has been a major player on the global stage for quite some time. It therefore comes as no surprise that the country’s many lighting manufacturers would be at the Light+Building 2014 show organized by Messe Frankfurt in full force last week. 

The show consisted of 11 halls. Chinese manufacturers were mainly clustered in Hall 10.1, with 424 companies in total. Chinese LED manufacturer attendees included OPPEL Lighting, MLS Lighting, Nationstar, FSL Electrical and Lighting, Star Alliance, Yaming Lighting, GMY Lighting & Electrical, Howell Lighting, COSIO Lighting, EVERFINE Corporation, Yaships Lighting, GYLED, and Okes Lighting.

TCL Lighting used light bulbs to spell out their name above their booth.

Similarly to the last show in 2012, the majority of Chinese manufacturers were located in Hall 10. With so many manufacturers in attendance and all designated to one hall, many Chinese and Taiwanese manufactures moved to Halls 4 and 6 in order to have larger exhibition space and strip off the brand image associated with the Chinese exhibitor hall, said LEDinside Research Director Roger Chu. Chinese manufactures in the designated Hall 10 was therefore fewer than last time and occupied only one floor.

FSL Lighting's booth at Light+Building 2014.

KINGLONG displayed their products throughout their booth.

Alternative advertising: Zero Product Display 

Large lighting brand OPPLE Lighting took a very unique approach to brand advertising this year. Chu noted that the company did not showcase any products at their booth. OPPLE Lighting did not want to display products similar to what other companies were showcasing, said Albery Willem Zomber, Director, Global Market and International Division OPPLE. By implementing a zero product display strategy, OPPLE hoped to grab the attention of passing buyers to come up and ask questions. Zomber added that the company installed their products in a nearby hotel where clients could experience them first hand. Therefore, the company’s booth only consisted of a large company sign. Additionally, the company also installed large billboards in the fair grounds that advertised the company’s ambition to expand into the overseas market. 

OPPLE Lighting's minimalist booth.

Interestingly, OPPLE was not the only Chinese booth that opted for minimalism. Chinese package manufacturer MLS lighting did not display any products too, but only placed a notice stating the company is seeking a regional sales dealer. Similar to OPPLE’s decision of abandoning product displays, MLS also chose the alternative marketing method to attract visitors. 

MLS Lighting used the same minimalist method as OPPLE and did not display any products at their booth.

Chinese CFL manufacturer FIREFLY lacked Chinese actress and model endorser Li Bing Bing this year, but made up the shortcoming by filling their booth with omnidirectional lighting products to make the firefly brand image connection.

FIREFLY's booth was aglow using warm omni-directional bulbs.

LED candle lighting makes a big hit at Light+Building

Many manufacturers showcased their omnidirectional candle light products at the exhibition this year. In the past, manufacturers would use optic lens or corn-shaped COB LED to achieve omnidirectional lighting. Many manufacturers now use filament and some even use traditional lamp shapes to create omnidirectional candle lights, giving a unique appearance. 

Omni-directional candle lights showcased at the trade fair.