Exploration of LED lighting "the rural market" development space

作者：KKcong

Author: KKcong

大环境的影响，不少照明企业将目光瞄准了中国广大的三、四级市场。会议上、交谈中，行业人士都大声疾呼“深挖农村市场”、“打通三、四级市场”、“致力渠道下沉”……但真正能做到的照明企业又有多少?“大农村市场”到底是一番怎样的景象?

The influence of the environment, many lighting companies will look at the Chinese broad market three or four. The meeting, conversation, the industry called "deep rural markets", "through the three or four grade market", "dedicated channel sink"...... Lighting enterprises but really can do and how much? "The rural market" exactly is a what kind of scene?

“大农村市场”发展空间在哪?

"The development of space of rural market" where?

除了真正意义上的农村市场之外，包括县、县级市和中小城镇，我们称之为“大农村市场”，也是照明企业常谈及的“三、四级市场”。

In addition to the true sense of the rural market, including counties, county-level cities and small towns, which we call "the rural market", is also the lighting enterprises often talk about "three or four grade market".

为什么要开拓农村市场?对于一线照明企业来讲，一、二级市场几近处于饱和状态，需要依靠三、四级市场来实现业绩突破，完善自身发展;而对于非一线而又有一定实力的企业来讲，一、二线市场优质资源被一线品牌牢牢掌握，三、四级市场潜力巨大，且逐渐被激发，因此这些有实力的企业会考虑在农村市场做出一番作为。

Why to develop the rural market? For the first lighting enterprises, one or two grade market almost saturated, need to rely on three or four levels of markets to achieve performance breakthrough, improve its development; and have a certain strength for non line and enterprises, the one or two line of the market quality resources be first-line brand firmly, three or four levels of market potential is tremendous, and being excited, so the strength of the enterprise will be considered in the rural market to make as a.

探索LED照明“大农村市场”发展空间在哪？

Exploration of LED lighting "the rural market" development space in?

那么，大农村市场的空间到底在哪?

Then, rural market space where?

一、城镇化刺激。由国家发改委牵头，国土资源部、住建部、财政部等多个部委参与编制的《全国促进城镇化健康发展规划》已对外发布。该规划涉及全国20多个城市群、180多个地级以上城市和1万多个城镇的建设，为新型城镇化提供了发展思路。

A stimulus, urbanization. Led by the national development and Reform Commission, the Ministry of land and resources, Ministry of construction, Ministry of Finance and other ministries involved in the preparation of the "national promote the healthy development of urbanization planning" has been released. The plan involves the construction of more than 20 city national group, more than 180 prefecture level city and more than 1 cities and towns, and provide development ideas for new urbanization.

对于新型城镇化的启动，也将会成为多个行业的“救命稻草”。其中，LED照明行业将显著受益于新型城镇化的推进。

For the new urbanization started, will also become more industry "life-saving straw". Among them, LED lighting industry will significantly benefit from the new urbanization.

城镇化和低碳节能趋势是未来LED行业的重要增长点，城镇化的发展将会给LED企业带来发展契机。相关专家认为，城镇化提速将带动城乡地区基础建设发展，刺激投资，拉动消费。

Urbanization and the low carbon energy saving trend is an important growth point in the future of LED industry, urbanization development will bring development opportunity for the LED enterprise. Relevant experts believe that, urbanization speed will drive in urban areas of infrastructure development, stimulate investment, stimulating consumption.

LED行业作为建材产业链中的一环，将随着其它行业发展而拥有更多的市场需求，进而刺激LED行业发展，为LED行业注入一股新鲜的活力。但是，LED行业能否从中长期获益还有待接受市场的考验，需要企业不断提升技术、服务等体系建设。

The LED industry as a part of building materials industry chain, along with other industries and have more market demand, thereby stimulating the development of LED industry, into a new vitality for the LED industry. However, the LED industry will benefit from the long-term and to accept the test of the market, enterprises need to continuously upgrade technology, service system construction.

二、房地产带动。目前，我国房地产市场重心明显转移到二、三线城市。受“新国五条”等政策影响，一线住宅市场受到打压，而随着县镇市场的蓬勃发展以及居民人均收入的提升，它们有望成为房地产的“蓝海”。

Two, real estate development. At present, the real estate market to focus our country was transferred to the two or three line of the city. Influenced by the "new country of five" policy, the first residential markets under pressure, with the county town of the vigorous development of the market and increase the per capita income of residents, they are expected to become a real estate "blue ocean".

未来几年，我国县级城市及乡镇的房地产需求仍将持续上升，主要消费人群为本地的居民及外来务工人员。

The next few years, China's county-level city and township real estate demand will continue to rise, the main consumer groups for the local residents and migrant workers.

未来10年，我国年均住宅“刚需”约2.5亿平方米。由此可见，“大农村”房地产业的兴盛将给LED照明带来新的发展的契机。

The next 10 years, China's average annual residential "just need to" of about 250000000 square meters. Thus, "flourishing big rural" of the real estate industry will bring new development opportunities for LED lighting.

三、产品利润有保障。三、四级市场消费者对产品价格敏感，但对品牌追求热情不减，加之相对信息发达、品牌集中的一、二线城市而言，农村照明灯饰市场可供消费者选择的产品及品牌很少，同时在产品的选择方面，通常由建筑的包工头或装修师傅主导，照明产品从企业生产车间到走进农村人家，仍然具有一定的利润空间，这也是照明企业不愿放弃三、四级市场的原因之一。

Three, product profit protection. Three or four tier market consumers are sensitive to price, but the pursuit of the brand not enthusiasm, coupled with the relatively developed information, brand concentration, a second city, products and brands in rural lighting market available to consumers rarely, also in the selection of products, often dominated by building contractors or decoration master, lighting products from the enterprise production workshop into rural people, still have a certain profit space, it is also one of the reasons for lighting enterprises do not want to give up the three or four secondary market.

这个市场当前表现如何?

The current market performance?

LED照明节能众所周知，可是目前大多运用于户外及公共领域的照明，室内照明尤其是家居照明在一、二线城市还没有得到普及，三、四级的市场表现可想而知。因此这块市场目前只可以说是“潜力股”，如何能将LED照明带入寻常百姓家是无数商家头痛的事情。

As everyone knows LED lighting energy-saving, but mostly used in outdoor and public area lighting, indoor lighting especially Home Furnishing lighting in a second tier city, has not gained popularity, the market performance of the three or four level one can imagine. So the market at present can only be said to be "potential shares", how can LED lighting into the homes of ordinary people is countless businesses headache.

随着三、四级市场经济的快速发展，人民生活水平的提高，人们对照明品质的要求也在提高。但相对而言，三、四级市场的消费力还不足，如果LED照明产品价格过高，即使节能也很难推广。因此，如何在价格上保持优势，是LED照明企业参与三、四级市场竞争的关键。

With the rapid development of the market economy of level three or four, the improvement of people's living standard, people on the lighting quality requirements also increased. But relatively speaking, the three or four secondary market consumption capacity is insufficient, if LED lighting products price too high, even if is also very difficult to promote energy-saving. Therefore, how to maintain the advantages in terms of price, is the key of LED lighting enterprises to participate in the three or four level of market competition.

我国是一个农业大国，现在农村家庭普遍使用的是白炽灯和节能灯，年销售10亿只白炽灯泡的市场就在三、四级市场。随着农村经济的快速发展，人民生活水平的提高，农民对照明品质的要求也在提高，尤其是国家推广节能照明的政策出台实施以来，进一步激发了巨大的农村市场需求。在这里，“农村市场”已不是地域上的意义，而代表了一种消费能力和层次。

China is a large agricultural country, rural families are now commonly used incandescent and energy-saving lamps, the annual sales of 1000000000 incandescent bulbs on the market in three or four levels of markets. With the rapid development of the rural economy, the improvement of people's living standard, the farmer to lighting quality requirements also increased, especially the national promotion of energy-saving lighting policies since the implementation, and further stimulate the demand for the vast rural market. Here, "the rural market" is not the geographical sense, but represents a consumption ability and level.

目前，农村市场还是以节能灯产品为主，一些偏远的地区，白炽灯仍在使用当中。调查结果显示，光源类及家居类的产品在农村市场比较畅销。

At present, the rural market or in the energy-saving lamp products, some in remote areas, are still in use of incandescent lamp. According to the results of the survey, the light source and Home Furnishing products more popular in the rural market.

普遍反映出了一个问题：LED照明尚未大规模走进三、四级市场，沿海

Generally reflect a problem: LED lighting has not yet mass into three or four grade market, coastal