In the domestic lighting industry, Opple Lighting, Philips, and local brand NVC are both in the first echelon, with annual sales of more than 2 billion yuan. Among the four local enterprises in the first echelon, Opple Lighting has the largest market scale and the first place in operating income, and has won the first place in the top 100 LED lighting industry in China in 2014.
 
However, due to the relatively low concentration of China's LED lighting industry, even the first echelon of enterprises has a market share of only 3-5%. In terms of revenue, compared with international brands such as Osram, there is still a big gap between local lighting companies like Opple Lighting, such as the German brand Osram in 2015 with revenue of more than 5 billion euros, which is at least ten times that of similar domestic enterprises.
 
From the perspective of market area, more than 90% of Opple Lighting's revenue comes from China, and the degree of internationalization is not as good as NVC Lighting, and the Middle East is Opple's most important overseas market. After 2013, Opple gradually expanded to other countries and regions, with subsidiaries in Europe, Brazil, South Africa, India and other places, but from the current point of view, Opple's internationalization road is not smooth, except for Opple Dubai, the rest are in a state of loss.
 
In terms of production and operation mode, Opple Lighting is also significantly different from NVC Lighting, although Opple Lighting also has its own factory, but its OEM production ratio may be the highest among local manufacturers, which has the advantage of significantly reducing labor costs and improving gross profit margin. According to the data of 2016, Opple's labor cost is the lowest among major local manufacturers, accounting for only 6%, only 25%-30% of other manufacturers, and the gross profit margin is more than 40%, while other local first-tier manufacturers are only about 25%-30% in the same period.
 
However, while the OEM model brings a more economical production structure, it also brings higher product quality risks to Opple Lighting. According to statistics, Opple since 2010 six years on the quality black list, often sampling unqualified products, serious damage to the brand and market image, in the "Top Ten Lighting Fixtures Brand Network Reputation Monitoring Report (2017)", Opple reputation damage score ranked second, and this is not unrelated.
 
Opple Lighting's core advantage lies in the perfect channel layout. Among the lighting brands, NVC has the most offline stores, reaching more than 3,500, and the sales channels are subdivided into the community level, and at the same time, the e-commerce channels are highly valued, and there are official direct stores on major e-commerce platforms. There must be a disadvantage, the huge offline sales channels have also brought the problem of extremely high sales expenses, the sales expense ratio is close to 1/4, is 4-7 times that of Sunshine Lighting and Foshan Lighting, and the net profit margin has been diluted to about 10%.
 
In terms of product line, Opple Lighting currently mainly has four types of products: home lighting fixtures, light source products, commercial lighting fixtures and lighting control, starting from the manufacture of ceiling lamps, so the home lighting business accounts for the largest proportion, accounting for about 4% of revenue, followed by light source products, accounting for 20-25% of revenue. Overall, Opple Lighting is located in the middle and lower reaches of the LED industry chain, but in recent years, the proportion of lighting control products has gradually increased, has exceeded 20%, and there is a trend of upstream development.
 
Specific to the light source product line, Opple's products are also relatively complete, from candle bulbs, bulbs to tubes, ceiling lamp discs, from small power to high power products, except for candle bulb LED 2700K warm yellow light optional, the rest of the products are basically white light. The whole line of products are powered by constant current drive, the main flicker-free, most of the products are close to 2 yuan/watt, compared with international brands have a lot of advantages.
 
Opple LED transformation lamp panel is a special product in the light source product line, as the name suggests, this product is mainly used for the transformation of ring-mounted fluorescent ceiling lamps. The product ranges from 6W small power to 36W high power, 24W or more power also supports color temperature adjustment, and the light efficiency is more than 95lm/W, which is quite good. According to the diameter of the original ceiling lamp, you can choose more than 18W in the living room, and 6-12W in the bedroom, generally 1W/㎡ can ensure the lighting effect, the average price is less than 2 yuan/watt, which is more affordable.
 
Opple PLED module is also a relatively rare light source product in the industry, mainly used to replace H-type fluorescent tubes, which are generally used in old-fashioned ceiling lamps, bath bombs and some table lamps. Opple PLED modules are available in three specifications: 8W/14W/24W, with a color temperature of 5700K, between sunlight and warm white light. If it is used to replace the lamp source, 8W power is more than enough, but the luminous flux is slightly lower, which can only reach the third-level energy efficiency standard, and the price is less than 2 yuan/watt. It should be noted that if the original fluorescent lamp holder has a ballast, the ballast needs to be removed first, otherwise the LED tube will be damaged.