The growth of market scale has slowed down, the price war has been raging, foreign companies have retired, and the LED prospects are bleak. In order to find a new way out, LED people are the joint industry giants to seek a win-win situation, or to carry out special development in the way of independent research and development? Enterprises with vision and courage drive the transformation of the entire LED lighting industry to smart lighting development. I believe that more companies will enter the field of intelligent lighting through various channels and channels in the future. See how Chinese LED lighting companies can make a difference, and collectively change their minds to lead the future!
Slowdown
The outlook for the LED industry is worrisome?
According to the data, the global LED lighting market in 2015 was 25.7 billion US dollars, up 44% year-on-year in 2014, and the LED lighting market penetration rate reached 31%. It is expected that the global LED lighting market will gradually stabilize from 2016 to 2018, and some alternative light sources have been replaced, and the market growth rate is stable at around 20%.
From the data point of view, the LED lighting industry market growth rate is high, but the overall growth rate of the LED industry has begun to slow down. In 2014, the output value of high-brightness LEDs was 14.2 billion US dollars, and the growth rate dropped from 19% in the previous year to 9%. In 2015, the output value increased only slightly, reaching US$14.5 billion, a year-on-year increase of 2%.
The slowdown in growth has also caused domestic LED companies to be very worried. In 2015, the overall scale of China's LED lighting industry was 396.7 billion yuan, a year-on-year increase of 15%. Compared with the average annual growth rate of over 30% in the past 10 years, the growth rate has dropped significantly. Not only that, LED industry giants such as Philips, Osram, Panasonic Lighting have announced the sale or spin-off of LED lighting business in China, and have to worry about the future development of the domestic LED industry.
The price war is getting worse and the quality guarantee is the king!
Since the maturity of the LED lighting market, the price war in the industry has been very fierce. The insiders have been complaining about the price war. Last year, the industry launched a price war around LEDT8 lamps, and the price fell below the 10 yuan mark, which surprised the industry. For this year's situation, Wei Liansong, an electronic engineer of Guangdong Langneng Electric Co., Ltd., directly asserted: "This year may be more cruel than last year."
Many companies say that a large part of the price war is caused by products that are heavily homogenized and flooded the market. After several years of explosive growth, LEDs have too many homogenized products, and many companies have closed down because of price competition. According to industry-related data, in 2015, about 4,000 LED companies (including upstream chips and midstream downstream lighting applications) disappeared, especially in downstream enterprises. By 2018, the number of enterprises may be reduced by half.
In addition to the serious homogenization, products that do not meet the national standards are mixed in the market to compete, and the price war in the LED industry is getting worse. A number of industry engineers said: "If the products in the industry are strictly in accordance with the national 3C standards, the price war will not be as serious as it is now. Now many products that do not really meet the national 3C standards are also participating in the market competition, disrupting the market order. This is where national regulation is needed."
It is unrealistic to discuss how to avoid price wars in the LED lighting industry. The price war is the inevitable stage for each industry to mature. What is needed is to clarify the market competition and to make the market develop healthily. LED price war reflects that the implementation of national standards is not in place, the lack of supervision, but also pointed out that LED lighting companies want to stand out in this industry, product differentiation will be the future trend.
The price war is mainly concentrated in the low-end market. The engineering customization and segmentation fields all have certain thresholds. To some extent, they have got rid of the fierce price war in the low-end market and thus obtained high profits. The fierce price war in the main battlefield has made the differentiated products more competitive, and the customization and segmentation areas have become the fragrance.
However, it is worth noting that the industry unanimously believes that whether it is to differentiate products or enter the sub-sector, the technological innovation and quality assurance of products are still the roads that must be followed.
State-owned enterprises
Future lighting to see China
In recent years, key LED industry companies have announced the sale or spin-off of LED lighting business, many of which will eventually be transferred to domestic LED lighting companies. As the leader of European lighting companies, Osram sold the 13.47% stake in Foshan Lighting to Guangsheng Group in 2015. At present, the company is preparing to spin off part of the light source business; Japan's Matsushita Lighting shut down its Shanghai lighting factory and Hangzhou factory in China in 2014, and fully contracted the lighting business; Japan's Toshiba announced in 2015 due to the decline in the yen exchange rate and business losses. The white light LED business was withdrawn; the foundry of TSMC decided to withdraw from the field of light-emitting diodes (LED), and its TSMC solid-state lighting will be sold to Jingdian, completely withdrawing from TSMC solid-state lighting.
It seems that foreign companies have to withdraw from the domestic market. Fu Baocheng believes that in the fierce competition, the withdrawal of foreign companies is only a matter of time. He said: "Foreign companies have their own production processes, including the experimental cycle, development cycle and market wholesale cycle. The whole process may take half a year, and the production speed obviously cannot keep up with the rapid development of the market. Domestic private enterprises One product can be produced in one month, and it is possible to reduce prices and rectify after selling for two months. The gap between the two is obviously different, and foreign companies will definitely withdraw from this market."
There are many reasons for many foreign companies to withdraw from the domestic market, but more people think that because the foreign companies can get the gross profit in the Chinese market, the market competitiveness is better than the timely withdrawal. Zhong Ming’s sales director Zhong Ming said: “In addition to the fact that foreign companies cannot respond quickly to the domestic market, the corresponding gross profit of the LED industry has indeed dropped a lot. When most foreign companies believe that gross profit can no longer meet their requirements, They will gradually begin to abandon this market. It can be said that they are optimistic about the Chinese market, but they are unable to participate in the competition."
Many insiders believe that many large international companies in the LED industry have withdrawn from the Chinese market not only related to gross profit margin, but also related to the continuous improvement of domestic enterprises in this industry. With the improvement of the technical level of domestic enterprises, the core competitiveness of foreign companies has declined. Have to choose to withdraw from the market.
As foreign companies gradually withdraw from the field of LED lighting, the proportion of Chinese companies in the lighting industry will become more and more important in the future. The domestic lighting companies seem to be welcoming. Some industry insiders also issued a reminder: "Chinese companies may account for a large proportion in the low-end market, while in the high-end areas, special smart lamps, smart lighting, currently dominated by foreign companies." Even in the field of intelligent lighting, it is big The stage of area promotion will eventually need to be implemented by domestic manufacturers. Because China's family base itself is very large, the resulting lighting market is naturally huge, and local companies have great advantages. Zeng Qiang, an electronic engineer in the technical department of Zhongshan NVC Lighting Technology Co., Ltd., hopes that domestic enterprises can withdraw from the Chinese market through foreign companies, and domestic enterprises can catch up and go international.
Strong cooperation and independent research and development
Entering the field of intelligent lighting together
Recently, Huawei and Op Lighting signed a smart home strategic cooperation framework agreement. The two sides have established a close strategic partnership in the smart home field. The combination of traditional lighting companies and communication giants has made smart lighting more imaginative. space.
Liu Huanwu believes that only market recognition and user recognition are strong and valuable. The cooperation between Op Lighting and Huawei plays a leading role in exploration. Zeng Yueming has given more recognition to this strong alliance. He believes that Optohua has a profound influence on the industry. He said: "It is equivalent to injecting high-end technology in the field of communication and lighting into a product, giving The new lighting products have given more functions, and through Huawei's technology and international visibility, Chinese companies will have more initiative in smart lighting in the future."
Intelligent lighting is undoubtedly a major trend in the transformation and development of the LED lighting industry. Strong alliance is a powerful way for traditional lighting companies to enter intelligent lighting. However, under the general trend, small and medium-sized LED lighting companies also have their own coups. Xie Yanchi, director of R&D of Guangdong Liangdi Lighting Co., Ltd. said that it is not necessary to be strong and strong. Enterprises with certain strengths have the heart to enter the smart home and intelligent lighting market, and they can carry out special development through independent research and development. "We have a dedicated IT department, a service back office, a cloud, and our own systems and apps. The advantage of this is that the initiative is more in its own hands, but there are also shortcomings that do not match other systems." Say. Hou Baiyuan, general manager of Zhongshan Pacific Lighting Co., Ltd. also said that he has independently developed the mobile control app, which can effectively control his own products, but there is still a certain gap between the sales platform and the big companies. For small LED lighting companies that do not yet have the ability to develop independently, how to enter smart lighting in the future, Kang Xiaoshu, an engineer of Hong Kong Shepherd Lighting Appliance Co., Ltd., gives advice on focusing on the subdivision, but ultimately to intelligent lighting. The field is on par.
The cooperation between Huawei and Op is only a powerful example of the LED industry's development towards intelligent lighting. Apart from these large enterprises, LED lighting companies are now developing with smart lighting. The smart products of small and medium-sized enterprises are currently in existence. Certain flaws, but it is this part of the visionary and courageous enterprise to promote the transformation of the entire LED lighting industry to the development of intelligent lighting, I believe that in the future there will be more companies to enter the field of intelligent lighting through various ways and channels.
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