Low price kills Zhuhai LED enterprise multi-channel scheme to break through

A few days ago, at the Macao International Environmental Protection Exhibition, the reporter found that about 30% of the exhibitors in the entire exhibition hall are producing LED lighting products; among the 10 companies participating in Zhuhai, 6 are in the LED industry.

In 2009, when Liu Jiankun, the business manager of Zhuhai Bangxing Electronics Import and Export Department, participated in the Macao Environmental Protection Exhibition for the first time, LED companies were rare. However, since that year, the government has encouraged and capital chasing, and there has been a wave of investment in the LED industry in China.

Like all overcapacity industries, low-cost killing makes it hard for everyone. However, the reporter found that spelling technology, more than creativity, looking for channels, Zhuhai LED companies have begun to break through the price war.

Shuffle has begun

Excessive cost leads to the price difference between the price of LED lighting products and energy-saving lamps even if the price is repeatedly lowered, which limits the application of LED products. "The price of an energy-saving small downlight is only a dozen yuan, but the same type of LED light needs thirty or forty dollars." Liu Jiankun said.

According to reports, the current LED core technology - the chip is mainly controlled by the United States, unable to master the core technology leading to the imbalance of cost performance of LED products.

"As a green industry, the LED industry's cake is very big, but the current problem is that the market has not yet got up, and there are too many people going in." Zhuhai Guangpu Solar Technology's relevant person in charge told reporters: "I am worried that this industry will look like Like the photovoltaic industry, after a low level of price war, there are not many companies that will eventually stay in the market."

Yang Songqing, regional manager of Zhuhai Hao Broadcasting Flat Lighting Co., Ltd. felt that the shuffling has begun. “National companies like us produce flat-panel LED lighting products have no less than 1,000 companies, but I only found two in the venues. Regardless of the low-quality competition of quality, we have begun to eliminate inferior enterprises,” he said.

Outside the exhibition hall, from a national perspective, LED companies have fallen into a large-scale loss crisis, and some well-known LED companies have closed down one after another. The reporter checked the information and found that Shenzhen just abolished the "Shenzhen LED Industry Development Plan (2009-2015)" issued in March 2009.

Hard work to break the bottleneck

"We don't fight the price, but we go through the technology and take the PCT international patents to open up the market." Rong Xueyu, technical director of Zhuhai Wuyuan Tongtai Electronics Co., Ltd. told reporters: "Although the cost of research and development is high, we believe in technology. Eventually won the market."

Rong Xueyu said that the core technology used in the company's products has been declared three PCT international patents, more than 20 national patents, some patents have been authorized, and the application number PCT/CN2010/076722 has successfully applied for the United States, Australia, the European Union and other countries. And regional patents. Through technological innovation, the problems common in the industries such as light decay, glare and heat dissipation in LED lighting have been effectively improved from the terminal products.

Bangxing Electronics showed visitors a portable small table lamp. Because there is a magnet at the bottom, this small table lamp can stand sideways on the stool and on the bed. It is very convenient to use and is very popular in the Japanese market. Liu Jiankun said: "A small idea and a small idea may be selling points."

Under such fierce competition, the sales channel is more important, which has become one of the purposes of exhibiting. The person in charge of Karma Lighting told the reporter: "We want to cooperate in the search for suitable hotels and stores in Macau."

The relevant person in charge of Zhuhai Science, Industry and Trade Bureau said that in addition to encouraging independent innovation, enterprises will also participate in a series of external activities to help enterprises build platforms, open up markets and cope with current crises and dilemmas.

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