Lighting is the main part of home. Intelligent lighting with intelligent control technology + light environment design as the core has become an important subsystem and sub-application of smart home. Through precise design, intelligent lighting links single products into a system. Through algorithms and cloud The platform realizes intelligence, adapts different lights for different spaces, and interconnects with other smart homes to form a system serving human beings.
Source: iResearch
A few days ago, the well-known consulting organization iResearch released the "Research Report on China's Home Smart Lighting Industry in 2023" (hereinafter referred to as the "Report"), which analyzed the development history, industry map, industry status, consumer insights and future trends of home smart lighting. In-depth analysis, the "Report" shows that the concept of smart lighting is increasingly recognized by consumers, and the industry's awareness has been greatly improved. Home smart lighting has entered an explosive period of the industry, and industry leaders such as Yilai have a first-mover advantage .
1
From a single product to the whole houseintelligent lighting enters the 3.0 stage
Looking back on the development history of intelligent lighting, the concept of intelligent lighting first appeared in 2005. At that time, the emergence of RS-485 communication technology can realize the dimming and color adjustment of bus control; by 2010, DMS, DALI, 0-10V, etc. The development of wired technology has promoted the application of commercial intelligent lighting and villas.
Source: iResearch
Smart lighting 1.0 : single product intelligence. 2012 is called the first year of LED lighting by the industry. LED lighting replaces traditional lighting, giving lighting products electronic attributes and laying a solid foundation for the development of intelligent lighting. With the introduction of Internet and mobile Internet technology into lighting, wireless technology has been widely used, smart lighting has begun to penetrate into the household field, and single-product smart lighting based on LEDs has begun to rise. In 2016, domestic enterprises self-developed intelligent lighting products, and began to form a closed system system. Following this, various lighting categories began to be initially intelligent, and the concept of product series came into being. Simple scenes such as ceiling lamps, desk lamps, and bedside lamps began to be applied.
Smart Lighting 2.0 : Duopin Smart. After years of technological iteration and industry promotion, household smart lighting has been widely used in 2020, and single-product smart lighting has also begun to transform into a complete set of lighting solution design. Function adjustments are realized through smart speakers, mobile apps, etc., or equipped with IOT modules , to achieve Duopin intelligence, which is the 2.0 stage in the development process of intelligent lighting, that is, the stage of Duopin intelligence. At this stage, with the advancement of Internet of Things technology and the maturity of IoT modules, most traditional lighting brands have completed the intelligent transformation, and the upgrade and iteration of intelligent lighting has also made lighting companies pay attention to the construction of offline intelligent lighting experience stores.
Source: iResearch
Smart Lighting 3.0 : smart lighting for the whole house. In 2023, with the advancement of AI technology and the implementation of whole-house intelligence, the concept of no main lights will become popular. The combination of main lights and no main lights can meet the lighting needs of different spaces and different time periods, and smart lighting will also begin to pursue simulating natural light. Household intelligent lighting will enter a new development stage of 3.0. The whole house intelligent lighting solution is developing rapidly. All traditional and intelligent lighting brands are beginning to pay attention to the laying of offline experience stores. Combining intelligent technology + intelligent lighting design, creating A smarter and more comfortable home light environment will become the development trend of the industry.Smart products accounted for 24.2%
Home Smart Lighting Track Enters Explosive Period
From the perspective of industry development scale, affected by the epidemic in 2022, the development of the lighting industry will be at a relatively stagnant stage, but with the end of the epidemic, it is expected that the lighting industry will resume growth in 2023. iResearch estimates that China's lighting industry will exceed 700 billion for the first time in 2023.
Source: iResearch
The "Report" shows that the household lighting industry ushered in an initial rapid development in 2016-2019, and the growth rate will slow down slightly due to the impact of the epidemic in 2020-2021. It is expected that the performance of the household lighting industry will rebound significantly in 2023, and the market size will reach 41.3 billion . Among them, household smart lighting products have performed well in the market in recent years, and Yilai and other major manufacturers have begun to deploy. From 2016 to 2022, household smart lighting has been showing a momentum of rapid growth, and its market share has risen from only 2.0% in 2016 to 20.4% in 2022, an increase of 20% in seven years. It is estimated that the household smart lighting market will exceed 10 billion in 2023, with smart products accounting for 24.2%.
From the perspective of industrial structure and competition pattern, the home intelligent lighting industry is dominated by upstream supply, midstream products and downstream applications. Most brand companies are located in the midstream, and provide downstream intelligent lighting solutions by integrating upstream supply chain intelligent technology and self-owned lighting design. plan. Among the midstream application companies, they are divided into smart lighting companies such as Yilai , traditional lighting companies such as Opple, NVC, Sanxiong Aurora and Philips, and Aqara, Huawei, Mijia, Morgan and Oribo. and other cross-border enterprises mainly including Hikvision and Bull.
Source: iResearch
Among traditional lighting enterprises, the sales of traditional lamps account for more than 80%, and the sales of smart lamps are mainly single lamps and multi-lamp combinations, and the lighting design of the whole house is still in the stage of perfection. Online sales mainly rely on flagship stores on e-commerce platforms. Most offline stores still display traditional lighting fixtures. Some companies have begun to renovate their stores or add smart lighting display and experience areas.
Among smart lighting companies, the sales of smart lamps account for a high proportion, with some companies reaching over 80% . Smart single lamps and multi-lamp combinations provide a relatively complete lighting design for the whole house. Offline is the home of sales, and stores have intelligent lighting scene displays, with independent intelligent lighting designers & construction teams, providing personalized customization services, and selling single lights online.
Source: iResearch
Smart home companies focus on smart home scene-based services and focus on whole-house smart sales. Smart lighting is an important part of the smart home system. The smart home offline stores have a complete smart experience, and a strong sense of smart experience in the whole house. There are a variety of standardized packages to choose from, a wide variety of products, strong choices, and complete services such as installation and after-sales.
More than 70% of consumers are willing to buy smart lighting products
Whole house + personality + health + customization is the industry trend
Source: iResearch
From the perspective of consumer purchase considerations, when consumers purchase smart lighting, products that are easy to operate, complete in variety, full of intelligent functions, appearance, can adapt to the lighting environment at home, and professional smart lighting brands have become consumers' main products. considerations. In addition, the brightness can be adjusted richly, interconnected with other smart products, easy to install, can cooperate with smart panels, have voice control, can be switched by sensors, and rich lighting colors are also important factors for consumers to choose.
From the perspective of brand awareness channels, although the online Douyin short video recommendation is the most important awareness channel, accounting for 47.4%, but the importance of offline home plazas and store door signs is also quite high, accounting for 47.4%. up to 42.6%. The importance of TV channels and word-of-mouth from friends and relatives cannot be ignored. In general, the smart lighting category still relies heavily on offline channels. Leading smart lighting companies such as Yilai are actively deploying offline stores, while smart home companies can use the original smart home stores to deepen brand awareness and enhance their brands. experience.
From the perspective of future purchase intentions, 74.5% of ordinary lamp consumers who have not bought smart lamps are willing to try. Adjust the lights. This means that for consumers of ordinary lamps, the intelligent lighting experience is quite attractive. Among smart lighting consumers, 94.4% said they would continue to buy. From this point of view, educating and cultivating consumers is very important for smart lighting.
Source: iResearch
From the perspective of user needs and pain points, on the whole, the elements related to product functions and operations are what consumers care most about. Specifically, the lack of available models is the main pain point at present, followed by size and size options, inconvenient installation, unsightly design, and low cost performance. Lighting brightness, color control, automatic sensing, optional lighting effects and setting different scenes are the most important functions in the minds of consumers.
Judging from the development trend of the industry, intelligent lighting will develop in the direction of whole house, personalization, health and customization .Latecomers and Forerunners:
Yilai Leads the Development of Intelligent Lighting Industry
As a latecomer to the lighting industry, Yilai was established in 2012. At that time, China's traditional lighting was already in its mature stage, and the industry was at the turning point from traditional lighting to LED lighting. In 2012, it was also called "LED lighting yuan" by many industry insiders Year". As a latecomer in the lighting industry, Yilai has emerged as a new force. When many traditional lighting companies are still arguing whether LED lighting can replace traditional lighting and how long it will take to replace traditional lighting, Yilai directly bypassed traditional lighting and turned to LED lighting. From the industry development path of intelligent lighting, it has been based on the development of intelligent lighting technology since its establishment, and has become one of the earliest enterprises in China to comprehensively deploy intelligent lighting. Therefore, for the lighting industry, Yilai is a latecomer, but for smart lighting, Yilai has come from behind, becoming the pathfinder and pioneer of smart lighting.
重研发。研发力是企业的核心竞争力，作为智能照明研发型企业，针对消费者痛点，易来通过自己的专业研发能力，为消费者提供了丰富的智能照明产品。截至2022年11月15日，易来持有已公开的国内外专利及专利申请共计737件，其中已授权发明专利68件，审查中的发明申请139件。
专设计。易来不仅是一个“理工男”，也是一个“艺术家”，针对年轻用户群体对产品外观的诉求，易来推出了符合年轻人审美情趣的智能照明外观设计。易来推出的智能照明产品不仅获得了消费者的认可，也获得了专业机构的认可。过去6年，易来荣获20次国际设计大奖，实现了iF、红点奖、IDEA、优良设计奖4项大奖的全满贯。
易来爆品：青空灯
造爆品。早在易来成立之初，就推出了智能球泡灯等爆品，随后推出的智能筒射灯、智能吸顶灯等爆品层出不穷。尤其是易来打造的创新产品——青空灯已成为智能照明和健康照明相结合的标杆产品。易来青空灯自研纳米瑞利散射板，模拟蓝天白云自然光，采用非对称平行光技术，光效自然；UDDT超深度调光，可同时模拟白天白光、傍晚暖光以及晚上的月光，是业内比较有亮点的智能照明产品。
育人才。人才是企业的核心竞争力，尤其对于一个智能照明品牌来说，照明设计师在智能照明应用落地过程中起着决定性作用。易来首创智能照明设计学院，持续培养智能照明设计师，拥有定制化解决方案设计师，并将人才应用到线下门店当中。据了解，易来已培养智能照明设计师3000多名，智能交付工程师1200多名，提供设计师驻店设计及交付服务，被东方卫视明星家装改造节目《梦想改造家》指定为智能照明合作品牌。
拓门店。《报告》认为，易来照明作为专业的智能照明品牌，主要在智能交互，工业设计和灯光体验方面深入打磨，是业内最早布局线下智能体验门店的照明品牌之一。易来布局了线下数字化门店体系，2022年，易来在全国各地拥有超过300家智能照明体验门店；2023年，其体验店数量预计将超500家，此外，易来已启动未来5年的千店计划，进一步拓展智能照明的体验空间。
图源:艾瑞咨询
做规模。据艾瑞《报告》数据显示，2022年家用智能照明销售达到第一梯队7-10亿销售规模的仅有欧普和易来，而易来作为唯一以智能照明销售为主的企业进入7-10亿俱乐部，成为智能照明领域的头部玩家。随着智能家居和智能照明普及速度的加快和消费者认知的逐步提高，智能照明的市场占有率将越来越高，而拔得智能照明头筹的易来无疑将有机会成为最大的受益者之一。
链生态。在智能照明发展过程中，生态壁垒导致各企业之间的互通互联受限制从而影响智能照明核心用户对于产品的使用体验。易来积极拥抱各大行业生态，目前，易来产品能够原生接入米家、Homekit和Matter等智能家居互联生态平台。
后记
现阶段，智能照明发展虽然遇到一些行业挑战，如目前照明设计人才缺乏，生态壁垒阻碍行业发展，大部分消费者仍停留在使用单品智能照明的阶段，对行业了解不深、对场景化照明需求度不高或会限制潜力消费人群的转化等。但智能照明的发展也蕴含着机会，家用智能照明仍处快速发展时期，对于现阶段而言，打造产品系统的稳定性，将灯光更好地融入家居生活以获得用户更优质的使用体验，用户的刚性和健康需求，主灯产品的智能化与产品的健康度或值得行业企业关注。
Zhinar believes that smart lighting has become the most important part of the whole house smart subsystem, and it is also the "scene magician" of the whole house smart experience. With the rise of AI technologies such as ChatGPT, home smart lighting will usher in new technologies With changes and upgrades, smart lighting will also evolve into AI active lighting and healthy ecological lighting. In the era of smart lighting, smart lighting companies dominated by brands such as Yilai have seized development opportunities and become leading players in the industry . We will wait and see who can take the lead in the smart lighting industry under a round of AI industrial transformation .