German lighting products are mainly divided into two categories: electronic light source and lighting equipment. The market development trend is energy saving, brighter lighting, more reasonable lighting and longer life. The German electronic light source product market is mainly occupied by four internationally renowned companies, and in the high-tech lighting equipment market, German SMEs dominate. I export to Germany a low-tech residential lighting product. Due to EU anti-dumping measures, green environmental protection directives and strict technical standards, I have difficulty in exporting lighting products to Germany and the EU.
First, the situation of German lighting products market
Lighting products mainly include electronic light sources and lighting equipment. The main products of electronic light source are fluorescent lamp, induction lamp, metal halide lamp, high pressure sodium lamp, low pressure sodium lamp, high pressure mercury lamp, halogen cold light reflector lamp, electronic ballast lamp, energy saving lamp and new light emitting diode. Depending on the technical characteristics and power size, the lamps of the same use are characterized by various technologies and different styles, and some are even interchangeable.
Lighting equipment is the hardware that manipulates and distributes light, such as fixtures, protection and operating parts. Its varieties can be roughly divided into three categories: room lighting (spotlights, wall lamps, ceiling lamps, table lamps, floor lamps, track lights, floor lamps). ), industrial lighting and lighting in public places (indoor and outdoor lighting) equipment.
Under the German Electrical and Electronic Association, there is a lighting professional association, and its member companies' products account for the main share of the German lighting market. In 2000, the German lighting equipment manufacturer's turnover reached 3.8 billion euros, and in 2004 it was 3.3 billion euros. The reason for the decline in sales was mainly due to the economic downturn and the decline in purchasing power of Germany. Among them, the lighting equipment declined a lot. The electric light source was more expensive than the school lighting equipment because it was a durable consumer product, mainly affected by the sales of the construction supermarket, and the electric light source was 80%. It is a low-value and consumable product, so it is affected by the economic boom. The innovation rate of the school electric light source is 30% to 40%, and the innovative electric light source is mainly sold together with the new lighting equipment.
(1) 90% of the world's four major electronic light source manufacturers accounted for the German lighting market
The annual sales volume of German electric light source is about 300 million, and the price of ordinary electric light source is low. Innovative products such as halogen lamps and fluorescent lamps (energy-saving lamps) have replaced incandescent bulbs more slowly than expected. In 2005, the sales volume of halogen lamps was 50 million and the number of energy-saving lamps was 25 million. Although the new bulbs imported from the Far East are cheap, they are still much higher than incandescent bulbs. The increasing number of new brands entering the market has increased the price pressure. The German electric light source market, like the international electric light source market, is mainly composed of four companies including Philips in the Netherlands, Osram in Germany, General Electric in the United States and International Lighting Co., Ltd. (formerly the second largest lighting company in the US, and later acquired by OSRAM). occupied. These four major suppliers account for two-thirds of the global lighting products market, with a 90% share in the German market.
(2) German lighting equipment industry mainly focuses on small and medium-sized enterprises
There are 250 companies in the lighting production industry with more than 20,000 employees. In recent years, through cooperation and cooperation, German lighting equipment manufacturing companies have developed well, and there is no bankruptcy incident like production transfer or large impact in other manufacturing industries. Except for Philips and Austria's Zumtobel, which are larger in the German branch, the rest are small and medium-sized enterprises with an average of 80 employees. There are many small companies with professional characteristics. They cooperate with internationally renowned architectural design firms to participate in international bidding. Small companies of 10 to 20 people can develop gap products in the field of decorative lighting. The vast majority of the sales of many companies come from exports. The more famous companies include Erco-Hoffmeister Lighting, Bega and Staff, which use cutting-edge technologies, especially in the application of various technical combinations such as electronic technology, control assemblies, optical systems, high protection and complexity. The discharge technology is integrated. Low-end products have almost stopped production in Germany.
(3) Germany exports high-end lighting products, imported low-end residential lighting products
The export of German lighting products is equivalent to that of imports, with an average import and export volume of 1.2 billion euros. If divided according to the mode of construction, the import and export volume of the three major sectors will be very different. The import value of residential lighting products reached 400 million euros, half of the export value; currently nearly 60% of the low-end residential lighting products sold in the German market are imported, mainly from China. Large wholesalers also mainly purchase residential lighting products from the Asian market.
Germany mainly exports high-end lighting products, such as industrial, road and public places lighting equipment, the export value is significantly higher than the import value. In 2004, exports of lighting equipment in German industrial, road and public places increased by more than 50%. The main customers of high-end lighting products are public institutions, and market sales have dropped significantly due to the reduction in fiscal expenditure in recent years. The trade market usually operates general products, so the price pressure is relatively high; the bidding market needs intelligent system lighting solutions, the price pressure is small, mainly to spell the technological content and innovative solutions. 40% of new lighting equipment orders in the tendering market are equipped with modern electronic ballasts.
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