Rural lighting or will be greatly improved

The issue of rural lighting has always been of concern to governments and the Ministry of Construction. With increasing competition, it is an inevitable choice for manufacturers to set their sights on the broader rural market, and it is also an inevitable result of the development of market economy. Therefore, the rural market has also become a "potential" market for lighting consumption. Many manufacturers want to open the market, but they have not achieved significant results.

Event 1. In 2011, the Beijing New Agricultural Office continued to deepen the construction of the “Three Up” project in rural areas to solve the peasants’ most concerned, most direct, and most realistic problems. The project “Let Rural Areas Light up” will replace 70,000 energy-saving street lamps in the rural areas of the city.

2. In 2011, the bidding for the promotion project of high-efficiency lighting products was launched. The tender emphasized that the promotion area should be tilted towards the rural market. In principle, the proportion of promotion to rural and economically underdeveloped areas should not be less than 60%.

3. On the evening of May 5th, the Zengcheng Pilot Project of the “Bright Road·Happy Village” initiated by the Guangzhou Municipal Construction Committee and supported by Liangye Lighting Co., Ltd. was launched. The village’s 122-inch LED solar street lights were lit together. The original black was small. The whole mountain village is bright. This marks the official launch of the "Lighting" project on rural roads, one of the ten projects for the people's livelihood of the Guangzhou Municipal Government this year. According to the plan, 50,000 rural roads will be built this year, so that 30% of the rural roads in the city will be “brightened.” By 2012, the city’s rural areas will be equipped with 150,000 street lights and basically cover rural roads.

Analysis In the past two years, major lighting companies have begun to take action to promote energy-saving lighting products in rural areas. “Green lighting” seems to be gradually igniting the spark of the countryside. Last year, Philips officially joined the “Thousand Villages Project” and became a partner of the program. The company promised to provide high-quality and energy-saving LED lighting for rural areas in China to promote the application and promotion of solar LED lighting technology. At the same time, since the previous year, Philips Lighting has donated energy-saving lamps to rural villagers in many remote rural areas. Building a sense of energy conservation and environmental protection has played a guiding role.

In 2009, Fuzhou Haixi lamps market "lamps to the countryside" approach was identified as Fuzhou lighting lighting industry reference home appliances to the countryside to open up a market for an active attempt. Different from the subsidies granted by the “Home Appliances to the Countryside” government, the preferential treatment given to farmers by the lighting lighting industry is paid by the manufacturers themselves and has nothing to do with government subsidies. Liu Jianzhong, chairman of Fuzhou Haixi Lamps Market, said at the time that there was a wide variety of lighting fixtures that could not be tendered. The government’s policy of going to the countryside similar to home appliances is unlikely to be a problem. Only companies that want to open up the rural market can actively save themselves. At present, lighting products have indeed not received policy support, but from this year's bidding highlights for high-efficiency lighting, it can be predicted that the promotion of the lighting lighting industry in the rural market will increasingly receive national attention.

Of course, in terms of brand awareness, there are many brands with relatively high awareness in the home appliance industry, but lighting lighting has not yet formed such a brand effect. The rural market has a low market share, small scale, and scattered outlets, as opposed to the secondary and secondary markets. Lighting companies do need innovation in marketing methods.

In the “Thousand Villages Project” project, through a year of practice, it is concluded that solar LED lighting that does not require cable laying and payment of electricity charges is very suitable for use in rural areas in China. Some domestic companies also try to donate to local villages during the promotion of energy-saving lamps. Energy-saving lamps, or assist local implementation of lighting energy-saving renovation projects.

The person in charge of the relevant state department also said: “Through the promotion and research in recent years, we have found that incandescent lamps and low-efficiency energy-saving lamps are still used in many places in rural areas, which means that energy-saving lamps have great potential to enter the rural market.”

"Energy-saving products benefiting people's projects" and "enhanced bidding policies for efficient lighting products" have resulted in lower prices of energy-saving lamps and greater market demand. Therefore, companies must strive to gain entry into the list of subsidies for these policies. The author also hopes that while competing in a bid, the majority of companies should not only aim to occupy the market and profit, but also provide solutions that are truly suitable for rural lighting, and achieve the goal of “village and village access light, there must be lights” in rural areas. To improve the old shape of the countryside that was dark in the past.

Conclusion China's vast three- or four-tier market is like a long tail. Although the capacity of a single market is not large, the combined total of all three or four markets may exceed the one-two market. This will be a contestable spot for lighting companies.

The rapid growth of the rural economy, the country’s policy support for the rural economy, and the advantages of highly efficient lighting bidding to the countryside have provided ample protection for this market. However, companies should also bear in mind that farmers are most afraid of buying products without problems. Although villagers have poor awareness of rights protection, they rarely choose to sue for complaints, but their reputation can determine the products in the local market. Life and death. Therefore, in addition to improving brand awareness, quality and after-sales services are prerequisites for entering the rural market.