The first half of the LED industry hot events review

Since the beginning of several quarters of 2013, the LED industry has been able to enjoy several happy games. It still does not get rid of channel wars, price wars, integration wars, corporate failures, internal transaction cases, and quality doors... this phenomenal phenomenon of the LED industry. . There are countless heroes in the industry and there are people who are happy and some people sigh. Every crisis is a new life. Every crisis will inevitably create new labels belonging to this industry, and they will all be condensed into hot spots in this industry.

LED channel battle

With the popularity of LED lighting products becoming wider and wider, the sales channels of manufacturers can no longer be confined to projects and exports. In the future, LED lighting will be the same as traditional lighting, and it will be the channel for the world. The construction channels will undoubtedly become a weapon for LED lighting companies to compete for market opportunities. Whoever can grasp the channels will be able to grasp the initiative of future competition.

LED companies to seize the market layout

LED lighting products are gradually entering the mainstream lighting field, and market demand has also entered a critical period for potential blowouts. At the same time, huge market prospects have also stimulated many domestic and foreign enterprises to seize the lighting market, and the competition has become increasingly fierce. In the second half of last year, not only did many traditional lighting companies launch series of LED lighting promotion activities in the domestic market one after another, LED lighting companies also began to lay out their own national dealer networks, including NVC, BDO Runda, Qinshang Optoelectronics, and benefits. The LED listed companies such as Tatsu and Wanrun Technology are taking advantage of the distribution of the agency network.

LED lighting channel analysis

At present, LED lighting channels are generally divided into four types. One is engineering channels, mainly government and large-scale engineering projects. The second is export channels, including OEM and ODM exports. The third is traditional multi-level distribution agents represented by dealers, agents, supermarkets, and building materials home lighting professional markets. The fourth is the direct sales model of self-built stores and experience shops for lighting companies. It also includes a brand new marketing model represented by e-commerce.

Among them, the distribution channels accounted for the dominant advantages. In addition to the competition between LED lighting companies in terms of product quality and product brands, there was competition from distributors. In particular, since the state’s financial subsidies for lighting fixtures, it is of utmost importance that LED lighting companies can retain dealers.

E-commerce channel is essential

From the status quo of the development of the industrial market, it is not difficult to see that the circulation volume of the traditional sales channels has been far from meeting the needs of enterprise development, and even continues to shrink. With the rapid expansion of the lighting industry, how to expand capacity for channels and reveal hidden channels become the key to solving market problems. At this time, e-commerce has entered their vision.

Obviously, this year LED lighting industry has entered a phase of comprehensive distribution of sales channels. "The channel is king and the brave person is first," and channel construction has become an important catalyst for LED enterprise product promotion.

LED price battle rational response

Price wars are irresponsible in all walks of life. The LED industry is no exception. In particular, LED companies are blooming all over the place, competition has intensified, and the industry structure has undergone changes. From supply shortage to supply oversupply, the degree of industrial concentration tends to be dispersed. In this context, LED companies invariably adopted a more aggressive pricing strategy.

In April of this year, Taiwan’s well-known LED packaging factory Yiguang Electronics launched a 5W full-cycle LED bulb in the mainland market, which is less than 19 yuan. At the same time, there are also reports that giants such as Philips and NVC will also significantly increase their revenue later this year. Lower LED product prices. For a time, the LED price war has been raging, and it has been heatedly debated by the industry.

However, the price war will inevitably weaken corporate profits and cause damage to the corporate image. Product and brand value, including product quality and supporting services, will be affected. And brands like Op, Philips, etc., which are already influential in the lighting industry, are very cautious about the price war. Like many high-end well-known brands did not excessively participate in price competition.

However, the surging price of low-end LED field, the number of will still be a bit spread to the high-end areas. A person in charge of manufacturing high-end LED light tubes in Shenzhen complained to reporters that low-cost LED products had taken away their customers. They used price advantages to take away many customers.

The price war needs to be able to attack the good and the good

Analysis from a deep level, the crux of the LED price system is precisely due to its uneven development, structural overcapacity forced LED to sharply reduce prices to digest inventory. In this immature competitive environment, LED companies can easily go to extremes.

In order to compete for market share and squeeze competitors' living space, some LED companies encourage customers to buy their products at lower prices by adjusting prices and reducing transaction conditions, and even use indiscriminate means beyond business ethics and legal bottom lines. This kind of irrational behavior is prone to set off a "cocoon effect" in the industry, triggering other companies to follow suit.

"From the point of market popularization, the price war has led to a substantial drop in the price of LED lighting products, which has, to some extent, promoted the development of the LED lighting market and the popularity of LED lighting. But disorderly price melee is often accompanied by many dangerous side effects. For example, many companies do not rely on technological innovation and economies of scale to reduce product costs, but instead sacrifice quality for price reduction.

This lack of competition in business ethics, itself pregnant with risk, when the market demand growth is lower than expected, coupled with their own weak control over costs, the quality crisis will face explicit.

LED quality often causes people worry

In 2013, it was considered by the industry that the LED lighting industry has ushered in an explosive growth year. The hot market from the beginning of the year has heated LED lighting on the tip of the tongue. This hot and hot industry has caused countless followers to experience hot and sweating. Touched.

However, despite the high-tech halo overhead, LED lighting is the new darling of the era, but it has repeatedly "shared major events" and folded "quality doors", so that we did not enjoy the benefits of energy saving and environmental protection, but suffered the pain caused by poor quality products. . Substandard products have seriously affected the reputation of LED in the market and become a barrier to the popularization of LED lamps.

At the beginning of the Chinese New Year 2013, the Guangdong Provincial Bureau of Quality Supervision released the results of the provincial supervision and inspection of the quality of self-ballasted LED lamps in Guangdong Province. Sampling results show that in the 23 batches of self-ballasted LED checks, unqualified inspections of 17 batches, failure rate as high as 73.9%, this figure is shocking.

The implementation of LED integration needs careful

As large-scale manufacturing is the core issue that LED lighting industry needs to solve in the future, integration will be one of its solutions. Colleagues are also one of the major trends in the LED lighting industry chain in the next few years.

Therefore, when Wang Donglei, chairman of BDO Runda, spoke of the acquisition of NVC, he said that the acquisition of NVC was accidental, but it was also inevitable. Because in his view, the key to LED lighting industry integration is to have a terminal market, only through the channel to occupy a certain market share in order to ensure that companies, especially the upstream chip and packaging companies survive in the brutal market. Therefore, after BDO Runda completed the layout of the upper and middle reaches, it was followed by channels and brands.

Compared with BDO Runda's pride, other companies in the industry are relatively cautious with respect to integration, and there are also certain differences in the way in which the integration is adopted.

Gong Weibin, chairman of Ruifeng Optoelectronics, believes that midstream companies should integrate upstream, which is more conducive to the integration of mergers and acquisitions. The integration of the chip factory and the packaging plant may be faster and easier to succeed. If the packaging plant integrates downstream, relatively uncontrollable factors will be more.

“Going downstream is a big question mark for a company like me. Therefore, it can be imagined that the road to integration in the future will not be completely smooth. The key to which method is adopted is the line that is suitable for the development of the enterprise. .

LED flashing tide approaching calm

Recently, it is not surprising that a wave of companies has entered the LED industry. It is not surprising that they have closed down without making money. As one of the three major breakthroughs in the development of strategic emerging industries in Guangdong, the LED industry has developed rapidly. As far as Guangdong Province is concerned, there are more than 20 listed LED companies. Qinshang Optoelectronics, Hongli Optoelectronics and other companies have successively landed on the capital market with a total market value of over 20 billion yuan. Huizhou, Dongguan, Jiangmen, Nanhai, Zengcheng and other five provincial-level LED industrial bases have invested more than 50 billion yuan. Among them, the investment of a batch of heavyweight industrial investment projects such as Huizhou Carey, Zhoulei Technology, Zhongjing LED chip project, Guangzhou Zengcheng LED epitaxial chip project and so on has exceeded 20 billion yuan.

Recently, Xie Yingxiong, the boss of the Xiongji Lighting Factory in Zhongshan City, suddenly lost his mind after owing more than 50 million in payment and hundreds of workers’ wages. Xiongji Factory is one of the few LED companies with a scale of over 100 million yuan in Zhongshan Guzhen. Its bankruptcy caused suspicions in the industry. Will this be the trigger for the collapse of Zhongshan LED enterprises? At present, the number of low-end LED companies in Zhongshan is high and the competition is serious. In the future, it will certainly eliminate a group of companies that produce low-end LED products and fight price wars. However, at the end of the year, Zhongshan will introduce a LED industry plan. This will guide LED companies to develop at a high level and improve the level of industrial development.

Li Bin, a corporate member of Shenzhen Yiguang Enterprise, owes one or two million in debt and is now detained; the factory has also been suspended, and companies cannot save it. "An employee of Shenzhen Everlight Technology Co., Ltd. said in an outraged tone at the Shiyan police station in Shenzhen Bao'an District Labor Dispute Arbitration Center.

LED regional standards frequently introduced

European LED lighting standard will be introduced

On September 1, 2013, the latest energy efficiency requirements for LED lighting products were officially implemented in Europe. Energy efficiency requirements in Europe are mainly represented by the EU's ErP requirements. The ErP Directive, like the LVD Directive and EMC Directive, is also included in the European Union's CE system. Therefore, the related products must comply with ErP requirements before they can be marked on the product nameplate with the CE mark and have a designated agency responsible for market supervision. This is an EU mandatory requirement. In terms of lighting products, since the European Union introduced EC244/2009 for non-directional light sources (mainly halogen lamps, fluorescent energy-saving lamps) and EC245/2009 for fluorescent lamps, ballasts, and lamps made therefrom, in 2009, In December 2012, EU1194/2012 was launched for all LED bulbs and directional light sources. Next, the second phase of the implementation of this requirement is September 1, 2014, and the third phase is September 1, 2016. STAR) standard coverage of high-performance LED lighting. LightingFactslabel, ENERGY STAR, and DLC are all voluntary requirements; in California, it is mandatory for portable LED luminaires to meet specific California energy requirements.

Passing the Mainland is developing lighting safety standards

According to the "China News" report, China's mandatory national lighting safety standards are expected to be introduced next year, the mainland LED industry or face a large-scale reorganization. The report quoted participants in national standards for lighting safety as escalating. The new mandatory national lighting safety standards are under development. By then, the safety performance of all lighting products will be divided into 4 levels and labelled to remind consumers that only Levels 0 and 1 are suitable for home use. According to people in the industry, as the LED technology matures, the industry may continue to compete in the future.

Local LED new plan is released frequently

One year later, the promotion of LED lighting products in Guangdong has begun to show results, and this LED lighting promotion wave, which is the first in Guangdong Province, has gradually spread to other provinces and cities. Nanchang, Dalian, and Haikou have developed LED lighting. Promotion Plan. In the following, let us dial the optical axis of time, through the salvage of light and shadow, to review various attempts and efforts made by Guangdong in the promotion of LED lighting in the past year, and look for the jade that has rapidly promoted the development of emerging industries.

From 2012 to 2013, in the non-public lighting area, the LED lighting social demonstration project focusing on indoor lighting will continue to be implemented. In this year and next year, 10 or so comprehensive application demonstration projects will be implemented each year to guide the promotion of universal application of LED lighting products;

The end of 2013 plans to complete the popularity of LED lighting in the public lighting industry by the end of 2013 in the Pearl River Delta region;

By the end of 2014, Guangdong, the east, west and north regions had popularized LED public lighting by the end of 2014.

It is understood that in order to coordinate the industrial layout, integrate various resources, and promote the development and expansion of the LED industry, the relevant departments have submitted an application for the preparation of the “Zhongshan LED Industry Development Plan” to the municipal government. At present, this topic has been approved by the municipal government and has been included in the key research topics of Zhongshan City in 2013.

The relevant departments of the municipal government stated that the next step is to conduct a comprehensive and systematic analysis and research on the LED industry development situation in Zhongshan City, comprehensively consider and analyze the future development trend of LED industry in Zhongshan City, and refer to and learn from the experience of advanced LED lighting industry in advanced countries and regions. Forward-looking policy recommendations for the development of Zhongshan LED industry.

LED is also in the market

For the LED lighting industry, which has attracted much attention, the current stage of development, the industry’s relatively consistent voice is: there are still phenomena of overcapacity and lack of core technologies, but technologies and other fields have already been relatively large compared to previous years. Change, we can say "this year is the best year in the LED lighting market, the market is at a critical point in the explosion." According to the reporter's visit to the industry leader at the 18th Guangzhou Lighting Fair, the industry generally believes that the development of LED lighting has reached an inflection point. How will the development of the industry in the next year or two and the long-term development of the entire industry? Significant impact.

At this year's lighting show, senior officials in the industry were asked questions about the policy repeal, and most of them tended to “government should return to the market”.

The interviewed companies generally acknowledged the government's support for the development of LED lighting industry. Huang Zhijian, product director of Op Lighting Commercial Division, stated that “the national policy has indeed played a very important role in driving the development of the domestic LED industry”, and the director of the Three Axis Aurora Marketing Department Guo Yan emphasized that “especially for the ethnic brand, The government's policy support is good, and the government's original intention is certainly good."

However, with the development of the market, the development of LED lighting should obviously rely more on the market. Xiang Wei, Director of Shanghai Yaming Lighting Engineering Business Unit, bluntly stated that “the abolition is not necessarily a good thing”. In his view, the LED energy-saving lamp industry does not necessarily have to formulate specific plans, and its development depends on the maturity of the technology. The depth and breadth of development. In addition, depending on the nature of the product can not be more and more to meet market demand. On the microscopic level, we must also look at corporate marketing strategies and how corporate cultures follow up.