Talk about the market situation of energy-saving lighting products in Russia
Lighting is the second largest electricity consumption area in the world, accounting for approximately 19% of total electricity consumption. Energy-saving lamps are the mainstream trend of the future development of the global lighting industry.
1. The overall situation of global energy-saving lighting products
1. Industrial structure. According to statistics, the global lighting market transaction volume in 2010 was US$14 billion. From the perspective of light source, primary products such as incandescent lamps and fluorescent lamps are still the main products. However, due to its small size, low energy consumption, and long service life, LED light sources have become the "new favorite" of the lighting industry today with high environmental awareness, and their market share has risen strongly. In 2011, sales of 7 billion US dollars accounted for half of the lighting market. It is predicted that the global sales market will exceed 18.2 billion U.S. dollars in 4 years, and it may reach 65 billion U.S. dollars in 2020, which will cover 70% of the market share. By then, LED lighting products will fully enter the field of traditional lighting and become the world's main lighting method. At present, the LED industry has formed a competition pattern dominated by the three major regions of the United States, Asia and Europe.
2. Legislative promotion. In recent years, the European Union, Russia, the United States and other countries have introduced routes and plans to eliminate traditional high-energy-consuming products such as incandescent lamps and popularize energy-saving lamps. Beginning on September 1, 2009, the EU’s first-phase ban, marked by the elimination of incandescent lamps, came into effect. By September 2012, incandescent lamps will gradually withdraw from the market. This alone can save the annual power generation of 52 power stations. On January 1, 2012, the new energy-saving law in the United States came into effect, stipulating that the energy-saving rate of lighting products on the market should not be less than 25%, so that incandescent lamps can walk off the shelf by themselves. According to estimates, the saved electricity bill is enough to build 30 new power stations.
2. Overview of the Russian lighting industry market
(1) The development of energy-saving lighting products in Russia
1. Classification of energy-saving products. Russia divides energy-saving lighting products into the following categories: One is improved incandescent lamps (divided into A and B) or halogen lamps. The product can save 20-45% of electricity, has a life span of 2-3 years, and the price is US$2.5-6.5/pc. The second is a compact fluorescent lamp. The product saves 65-80% of electricity, has a life span of 6-20 years, and the price is 6.5-26 US dollars per piece; the third is light-emitting diodes or LED lights. It can save 80-90% of electricity, and the price is 13-52 US dollars per piece.
2. Institutional arrangements. In 2009, the Russian government formulated the "Energy Strategy Up to 2030," which stipulated that the sale of incandescent lamps of 100 watts and above was banned on January 1, 2011, and the sale of incandescent lamps of 75 watts and above was banned in 2013, and 25 watts in 2014. The above incandescent lamp will be taken off the shelf. Sentenced the "term of imprisonment" for incandescent lamps.
3. Market conditions. Statistics show that the consumption of incandescent lamps in the Russian market has remained at 800 million per year in the past few years. The sales of incandescent lamps fell sharply last year, with only 500 million sold. Fluorescent lamp sales continued to rise, with annual sales reaching 200 million units. Although the market share of LED lighting products is only 4% ($180 million), growth is beginning to show. According to Philips’ forecasts, the Russian lighting market demand will grow at a rate of 48% per year in the next few years. With LED replacement of traditional incandescent lamps as the guide, LED lighting products are expected to reach a market size of 1 billion U.S. dollars in 2015, and the international market share will also increase. Positioning near 5%.
(2) Several factors affecting development
1. The Russian fluorescent lamp market has a large volume, but the construction of recycling facilities is lagging behind. In order to solve the problem of the heavy metals lead and mercury in the waste lamp glass that harm the environment, it is necessary to establish a corresponding processing center according to the production capacity to effectively recycle the mercury, glass and metal in the waste lamp. Due to lack of funds, the sales growth of its products is much faster than the growth rate of recycling. In the long run, environmental protection issues will become a "bottleneck" to curb the development of fluorescent lighting products.
2. Profit-seeking has become the fetters of market expansion. Major manufacturers are fighting fierce battles for the lucrative professional lighting market, but they have no time to take care of the mass energy-saving lighting market. At the same time, the mass market is not ready for the transition to energy-saving technologies. The price of Russian LED lighting products is too high. LED lamps that meet the standard are 50 times more expensive than ordinary incandescent lamps and 10-15 times more expensive than fluorescent lamps, making it difficult to popularize in the household market. Distributors will focus more on public procurement projects for energy-saving lighting equipment. The supply is mainly for industrial users with rich financial resources such as railways, chemicals, electric power and petroleum, storage, public buildings and so on. For example, the Russian Svetlana Optoelectronics Company has provided more than 100 energy-saving lighting equipment projects for the Russian Railways. The users of Philips products are large enterprises such as Lukoil, audio-visual stores, department stores and steel companies.
3. Russian consumers generally lack the inherent motivation to buy energy-saving products. Electricity prices in Russia are much cheaper than those in the European Union, and most energy-saving products will only show economy after a few years. In the choice of purchase intention, consumers are more inclined to low-cost traditional lighting products.
3. Orderly expand China's market share of energy-saving products in Russia
(1) Overview of the domestic energy-saving lighting industry
1. The industrial chain is initially formed. But the core technology is lacking. In recent years, my country's LED industry has developed rapidly, forming a relatively complete LED industry chain, with more than 3,000 manufacturers, 70% of which are concentrated in downstream industries, and the technical level and product quality are uneven. The LED industry in Taiwan has risen rapidly in recent years, and its chip and packaging business has a greater influence worldwide.
2. Poor industrial structure and unreasonable layout. Domestic LED epitaxial materials and chips are mainly in the middle and low grades, and the scale of enterprises is small and the degree of concentration is low. The quality of SME products is unstable. The export of energy-saving lamp manufacturers is uneven, especially the quality of small and medium-sized enterprises is worrying. Although the industrial clusters are beginning to take shape, the brand-name products are discontinued. The industrial structure is a pyramid with a big bottom and a small tip.
(2) Russia’s reaction to my export products
1. Win by quantity, quality is worrying. Russia’s OPTOGAN company president Lev said that China’s fluorescent and LED energy-saving lamp products currently account for 60% of the Russian market. The biggest problem with products is that they are of poor quality, do not meet relevant technical standards and environmental protection requirements, have a low service life and are prone to harm to the human body.
2. Without market cultivation, credibility will eventually be lost. Some little-known companies in China have no sales performance and reputation, but are keen to lobby the local government to participate in national and regional government procurement, resulting in "fishy eyes" of Chinese products entering the Russian market. Government procurement is a major feature of the Russian economy, and the proper use of business opportunities will improve the credibility of our products with half the effort.
In terms of strength, we are relatively sound in the energy-saving lamp industry chain, with superior resources and strong competitiveness, but we have not made full use of these resources to show these competitive advantages. However, the export market is flooded with energy-saving lamp products that are not environmentally friendly, not energy-efficient, and have low luminous efficiency.
In short, Russia's energy-saving lighting products have a huge market capacity and broad development prospects. Our export companies must not only build a good brand, but also build a good internal strength, export products of good quality and price, and marketable products, so as to restore the bad influence in the hearts of Russian consumers. At the same time, relevant departments should strengthen the supervision of the qualifications and product quality of export enterprises, pay close attention to industry trends, and guide enterprises to export. Avoid repeating the mistakes of anti-dumping sanctions encountered in Europe and maintain the healthy development of exports. Article source: Economic and Commercial Counseling Office of the Chinese Embassy in Russia
