How LED lighting industry should develop

In recent years, due to the economic situation and the overcapacity of industrial structural investment, the LED industry is facing no small pressure. Price competition and other vicious competitions occur from time to time. It is not surprising that companies who have entered the LED industry without making money or even closing down.

However, this may also be the best time. The LED technology has made rapid progress. The entire LED lighting industry has been singing all the way in the market performance. The market concept has gradually matured. More and more companies are moving from “manufactured” to “intellectual building”. The brand awareness of Chinese local companies is gradually awakened, and LED lighting is gradually The "half of the country" that was dominated by public lighting, etc., gradually tapped into the "opening" of the home market... All these "positive energy" not only boosted the progress of China's LED lighting industry, but also promoted the overall transformation of China's economy. process.

So, for the LED lighting industry, when will the era have the “profit” and “disadvantages”? What kind of coping strategies should be adopted at each stage of the industry chain and conform to the “benefit” of the times?

LED has arrived and our market has undergone some changes. First of all, the industrial chain is different. The impact on the light source companies is the greatest: the technical advantages are lost, and even worse, the light source replacement business will disappear in the foreseeable future; the product development needs to be re-understood, the product cycle is shortened, and the traditional lighting needs time adjustment. Therefore, the relatively stable lighting market has created some opportunities for new companies, but the lighting market has lost so many external favorable factors in the past two decades, coupled with a substantial increase in the number of companies participating in competition, and the limited capacity of the lighting market, In general, the market will be very cruel, both for traditional brands and emerging brands.

Without sufficient ideological preparation, the consequences will be very serious.

Talking about the pros and cons of this era, Yin Yu, the managing director of TESOL Optoelectronics (Shanghai) Co., Ltd., made the above point.

Yin Yin believes that in the past decades, China has become a global lighting product manufacturing center through major opportunities such as the demographic dividend policy and accession to the WTO. Chinese-made lamps, light sources, and electrical appliances are exported to Europe, the United States, the Middle East, and other Asian regions. Among them, China's energy-saving lamps accounted for 90% of the global production of lamps, lamps and lanterns accounted for 30% of the global trade in lamps. At the same time, in the domestic market, with the rapid economic development, urbanization processes and living standards have increased, lighting demand has risen sharply, and excellent lighting companies in various fields have also “bridled their heads”, such as in Ya Ming of HID and in street lamps. Ningbo Liaoyuan, Zhejiang Sunshine, Foshan Lighting, and NVC Lighting, Op Lighting, Sanxiong Aurora Lighting and Ocean King Lighting, which are rapidly developing along with commercial, real estate, office buildings and industries.

It can be foreseen that in the future, the LED lighting market in China will develop even more rapidly, and the government's support and means will be more perfect. With the improvement of technology, the market share of LED lighting replacing traditional lighting will increase day by day. At the same time, more and more companies will participate. For example, traditional lighting companies have accelerated the transition to LED, and optoelectronic companies have invested in this field. Some investors who believe that the market is good will also participate, and the competition in the LED market will become more intense. According to relevant reports,

By 2020, the global lighting market will grow to nearly 110 billion euros. Therefore, the outlook for the LED lighting industry is very broad.

For the LED era, Lu Weidong, general manager of China Huizhou Yuanhui Optoelectronics Co., Ltd., reported with optimism. He suggested that at this stage, companies in the LED industry chain should follow the trend of the "profit" into a major event, and make good use of tactics "counter-current." In terms of channels, some outstanding LED companies have begun to integrate and subdivide marketing channels, including traditional engineering channels, retail outlets for retail outlets, hidden designer channels, EMC contract energy management channels, and potential E-commerce channels and so on. LED companies find their own point of cooperation to intensively cultivate, and they will experience fruitful results. If LED companies want to seek a better way of operation, they must find the channel that is most suitable for their own characteristics to promote the direction, and make effective and planned innovation breakthroughs. Current LED lighting companies have upper, middle, and downstream industrial divisions, and each company's main business determines the choice of its channels. Which channel can make the products pushed by the enterprise allow users to apply and identify the most quickly and effectively, so this channel is where companies need to expand. In addition, in the face of a fierce market competition in the Red Sea, it is necessary for companies to combine strengths and strengths. The cooperation between companies in the lighting industry, the strategic cooperation between lighting companies and Land Group, and the cooperation between lighting companies and energy-saving companies are all products of harmonious development in the industry. Through the "strong and strong cooperation" cooperation can achieve 1 +1> 2 good results.

From the second half of 2012 to the present, some companies' products have indeed matured, and they have been truly competitive in terms of product performance and cost performance. This is a welcome change. In the end, which lighting company's products are more cost-effective, more accurate brand positioning, more reasonable operating mode, comprehensive conditions are superior? For the above issues, peers are doing different attempts, channel and market wait-and-see attitude is very clear, which companies can It is far from known that you have survived the melee, survived the Spring and Autumn Period, and the Warring States Period until you became the overlords in the new pattern.

Guo Feng, a director and general manager of Guangdong Guosheng Investment Co., Ltd., believes that LED lighting companies are not yet ready to meet market demand. Products, channels, and operating models are simply plagiarized and duplicated in the past, but the situation is improving. , LED lighting industry pattern is uncertain, whoever has the opportunity.