For a long time, the Japanese lighting market has been monopolized by the five giants, but recently it has undergone dramatic changes. In July 2009, Sharp launched an OLED lamp that was less than half the market price, and began to participate in the competition in the lighting market. The lighting industry has undergone tremendous changes with the theme of energy conservation.
To be frank, from the perspective of OLED lights, it may be a loss. Although you can't predict the time of profit, you can't help but launch your own product. Executives at a large lighting manufacturer have sighed at the price and rapid growth of OLED lights that have fallen sharply.
Before July 2009, the market price of OLED lamps was less than 10,000 yen (about 748 yuan). However, Sharp introduced an OLED lamp with a price of 4,000 yen (about 300 yuan). Toshiba lighting technology will reduce the price of the OLED lamp that was just launched in March 2009 to the same price. As a result, Mitsubishi Electric's Osram, NEC-LIGHTING, Panasonic, Hitachi-LIGHTING and other large-scale lighting manufacturers have accordingly introduced OLED lights of 4,000 yen (about 300 yuan). In the Japanese lighting industry, this phenomenon is known as Sharp Shock.
OLED lighting market is expanding rapidly
With the increasing awareness of global warming and the sharp decline in the price of OLED lamps, OLED lamps have become a new favorite of lighting, attracting attention. If the incandescent lamp is replaced by an OLED lamp, CO2 emission reduction can be achieved by 90%. Mao Yang, director of the Japan Earth Environment Industry Technology Research Institute, said: This is the simplest and most effective energy-saving emission reduction technology.
According to Toshiba’s calculations, if all domestic lighting is replaced by OLED lighting, CO2 will reduce emissions by about 52%. In Japan’s Prime Minister Yukio Hatoyama’s announcement, Japan’s 2020 target of reducing CO2 emissions by 25% in 1990 will be driven by Under the public, the public's attention to OLED lighting will be higher and higher.
Nowadays, many electronic appliance stores in Japan can see a wide variety of OLED lights. In the store, people are constantly asking about the energy-saving effect of OLED lights. Deputy Director Tao Haoheng of Sharp OLED Lighting Business Promotion Center said: Since the beginning of the market, the demand for energy-saving lamps in electronic supply stores has exceeded expectations. Today, at least 200,000 are shipped each month.
According to the forecast of the Nomura Research Institute (NRI), the global white OLED lighting market has an average annual growth rate of 37.3% based on the 143.7 billion yen (about 10 billion yuan) in 2008. It is expected to reach 478.2 billion yen in 2012. (about 35.7 billion yuan). Moreover, this value is a fairly conservative estimate. With the further decline in the price of OLED products and the participation of new manufacturers, the market should be even bigger.
OLED lighting under the trend of the semiconductor industry
With OLED electric lights as the doorknob, OLED will soon have a huge impact on the industrial structure of the lighting industry. In the past, the Japanese lighting market was less than 1 trillion yen (about 74.8 billion yuan) and has been monopolized by the five major lighting giants. The production of fluorescent lamps requires precise glass processing and requires huge investment in production equipment. Each production line exceeds 10 billion yen (about 748 million yuan). Under such circumstances, it is almost impossible for new vendors to compete. After the dealers purchase the goods, they are also periodic sales, which is a traditional business model with a long stream of water.
As a semiconductor product, OLED is completely different from the existing lighting market environment. Just like DRAM (memory) and liquid crystal, which are also semiconductor products, they may face fierce competition between price and market share. Toshiba’s Director of Lighting Technology’s OLED Commodity Planning Department, said: The competition will be further intensified in 2010, and there will be 10% to 20% price reduction. There may be manufacturers who quit the price war ahead of time.
Although, the price of OLED products continues to decline at a rate of 20% per year. However, the industry generally believes that the price of OLED products will further decline. The reason is that in addition to lighting, the use of OLEDs is expanding. Today, 80% to 90% of OLED products are used in cell phone backlighting products. In particular, with the replacement of computers and cold cathode tubes (CCFLs), the output of OLED products will further increase. In addition, Sharp's LCD TV Aquos, which was launched in November 2009, has also adopted OLED backlight products.
In addition, after the OLED module is purchased, the lighting product can be produced by extremely simple installation of the power supply and the circuit. Therefore, equipment production investment is several times lower than fluorescent lamps. In addition, overseas manufacturers such as South Korea and Taiwan are also constantly participating in market competition. Closed competition in Japan's domestic market may suddenly evolve into international competition.
At present, under the fierceness of new manufacturers, large-scale lighting manufacturers have not yet formulated a strategy for the era of OLED lighting. NRI's former former director said: It is widely believed that OLED lighting will become mainstream in the future, but it is very confused about the speed of development. We actually want to do some adequate preparation.
The head of the development of a large manufacturer said: The sales manager of the lighting manufacturer has revealed the awe of OLED lighting when discussing OLED lighting. At the same time, they still hope to continue to sell fluorescent lamps. From the incandescent and inefficient fluorescent lamps to the production of high-efficiency fluorescent lamps, the existing production plan has just been implemented, and most manufacturers naturally hope to continue to produce fluorescent lamps before recovering huge investment in equipment.
2012 will appear in the OLED lighting market leading power dispute
In fact, fluorescent lamps are already excellent in terms of energy efficiency and price. Although in some areas, such as existing signal lights, guiding lights, etc., have begun to be completely replaced by OLED lighting, in the main lighting such as the office, high-efficiency fluorescent lamps still occupy the mainstream.
Therefore, Matsushita Electric Industrial Co., the largest manufacturer of lighting equipment, has indicated that it will expand the two camps of high-efficiency fluorescent lamps and OLED lighting for customers to choose. Toshiba Lighting Technology also said that it is still mainly producing fluorescent lamps, and the next step will be to invest in OLED lighting.
From the reasons of the transformation of lighting manufacturers, it may be impossible to admit that OLED lighting is indeed more competitive in terms of performance than high-efficiency fluorescent lamps. It is expected that the major turning point of major lighting manufacturers to produce OLED lighting should be in 2012.
The advantages of OLED lighting are obvious in terms of power consumption costs. After further improving the performance of OLED lighting around 2012, the product price will be further reduced. Therefore, OLED lighting is cheaper from the perspective of the overall cost of installation to use. In addition, around 2015, I am afraid that the price of OLED lighting will be cheaper than fluorescent lamps.
Changing the business thinking of the traditional lighting industry
However, when OLED lighting develops into a low-cost, high-performance day, not only will all existing lighting be replaced, but it will inevitably lead to a shrinking lighting market. OLED lighting has a lifetime of 40,000 hours. That is, after replacement, there will be no higher replacement frequency than before. So how do you find new business growth points? The answer is: Perhaps moving from a closed market in Japan to an overseas market is a way out.
However, so far, Japanese lighting manufacturers that have successfully gone overseas have not appeared. The three major lighting manufacturers in Europe and America - Philips (Netherlands), Osram (Germany), and General Motors (USA) not only supply electric lights to various small and medium-sized lighting equipment factories, but also establish supply relationships with electronic equipment manufacturers and construction companies, so Japanese lighting manufacturers I am afraid it is difficult to participate in these markets.
However, if OLED lighting becomes mainstream, lighting equipment integration will be further developed. In order to promote the integration of lighting equipment, Philips acquired the American lighting equipment company Genlyte. This makes the Japanese companies that have the advantages of equipment and product integration technology see the dawn of entering this market. From the perspective of the heat release technology and phosphor control technology of OLED lighting, if there is a market that operates in a stable mode, the possibility of Japanese companies is still very large (Japan Ministry of Economy, Trade and Industry). It can be said that the new competition triggered by OLED lights will be the next step in the hegemonic competition in the lighting market.
OLED lighting is on the market
OLED lighting is called new LED lighting. Lumiotec (Mizawa City, Yamagata Prefecture, Japan), jointly invested by Mitsubishi Heavy Industries and Roma, developed and produced OLED lighting samples. In August 2009, small batch production began, with monthly production of 4,000 to 5,000 panels of 15×15 cm. After the performance is verified in April 2010, mass production will be carried out.
In view of the directionality of the OLED is too strong, the OLED can realize the overall illumination of the panel--surface illumination, and can realize a wide range of illumination effects like a fluorescent lamp. In addition, the thickness is only a few millimeters, and if the bottom plate is plastic, it can bend and hardly dissipate heat, which shows its advantages as a new generation of lighting.
OLED can theoretically achieve a service life of 200 lm / W, 50,000 hours. However, luminous efficiency and service life are not compatible with fish and bear's paw, and there are many difficulties in developing organic compounds. At this point, Minolta does not use the usual deposition methods. They are studying a Roll-To-Roll process that can be continuously produced like a printed newspaper. After successful, it will significantly reduce costs and prices.
Current OLED lighting is not suitable for the general lighting field. Relatively speaking, it is more suitable for buildings and special fields with unique design styles. The characteristics of high color rendering, UV protection, and no heat dissipation make it highly praised for the lighting of fine arts and crafts.
On the other hand, the rapid development of OLED lighting has severely affected cold cathode tube fluorescent lamps (CCFLs). In the past, cold cathode fluorescent lamps can be used as backlights for computer liquid crystal displays or LCD TVs. However, under the trend of backlight OLEDs, cold cathode fluorescent lamps have to be developed for new uses.
Cold cathode fluorescent lamps can also last up to 40,000 hours, which is comparable to OLED lighting. However, the brightness is not as good as the high-efficiency Hf (high-frequency high-efficiency fluorescent lamp). However, in order to save power, the tubes of cold cathode fluorescent lamps are usually thin, so they are more suitable for compact applications.
To this end, NEC-LIGHTING has transformed the application design of cold cathode tube fluorescent lighting, and designed many compact lighting products for office ceilings and wall indirect lighting. In addition, Japan Optrom has also developed straight-tube office lighting using cold cathode tube fluorescent lamps, which can be directly installed in existing fluorescent lighting equipment.
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