GE Lighting’s decision to leave the Asian lighting market has sent another shock wave within the global lighting industry. LEDinside, a division of TrendForce, pointed out that less than 10% of GE Lighting’s total lighting revenue comes from China. Other markets in Asia also make up a very small percentage. At the same time, pricing and brand competition in the region has intensified. By withdrawing from this region and reinforcing its presence in North America, GE Lighting has also shown that the industry’s thinking has shifted from expanding channel network and market share to maintaining profitability and one’s survival.