[Source: Gaogong LED 's " LED Research Review" 2013 No. 12 (Total 48th ) Hangzhou Huapu Yongming Optoelectronics Co., Ltd. General Manager Chen Kai ]
National Semiconductor Lighting Engineering has been in operation for 10 years. As an emerging industry, LED has grown, prospered and prospered on this fertile land in China. Driven by investment and hot money in the past five years, the entire industry has developed rapidly. According to statistics from the High-tech LED Industry Research Institute (GLII), the total output value of China's LED industry in 2012 reached 205.9 billion yuan.
From the toddler to the pursuit of excellence, the industry has basically formed a complete industrial chain at the same time of rapid development of technology. A group of excellent enterprises with original technology and advanced equipment came into being, and this series carries LEDs. The high-speed train of China Dream quickly reached the point of producing large LED lighting products and exporting countries.
But behind the glare, there are still huge obstacles to the development of China's LED industry. Many core technology patents for upstream chips and packages are occupied by a few large companies in developed countries. The industry is developing rapidly, but the scale of the company is small and the industrial chain is not complete. The result is that China's LED industry is currently not big.
The five years of industry development is also the five years of rapid growth of Maple Yongming. From the organization of the team to the establishment of the company, in just a few years, Maple Yongming has achieved sales of over 100 million. With advanced enterprise positioning, Maple Yongming has become the only design workshop in the LED industry that is tailor-made for customers.
With application features and new business models, Maple Yongming accurately seized opportunities during this period and positioned itself as a provider of LED application products, designed to provide customers with sales networks, brands, and channels. The technical solution, its own positioning is a new business model. Huapu Yongming Design Workshop, this concept is similar to Li Kaifu's innovation workshop, which is to provide customers with design services, but it is not the same as ordinary design companies. The difference is that in addition to helping customers design basic product solutions, they also assist in the formulation and engineering. Combined application.
The domestic LED lighting market has exploded rapidly. Due to the lack of awareness of the LED market in the initial stage of the company, its positioning has also been adjusted during this period. Huapu Yongming has been involved in commercial lighting. After market exploration, the signs that commercial lighting is not suitable for this model are gradually emerging. In order to maintain the development of the characteristic business model, after the market's pre-judgment and positioning, at the end of 2012, Maple Yongming resolutely cut off the commercial lighting business, focusing on high-power LED outdoor lighting.
The market for commercial lighting has grown in size over the past five years, and the corresponding high-power market has not yet fully opened. After the market development became more mature, the industry chain and the terminal market were clear, I went back to see Huapu Yongming. In fact, I didn’t see clearly that commercial lighting products were in the circulation channel. The business model of ODM was characterized by no terminal sales and Brand, not suitable for commercial lighting.
The potential of the LED commercial lighting market has been fully released, and it has also shown its huge development space. The high-power market is currently in the early stage of development, and the market prospect is very impressive. However, the sweet spot of this market segment has not yet arrived, just like the lighting market. The high-power market share will expand in a short period of time. It is expected that the penetration rate will increase from the current 10% to 50-60% in 2015-2016. On this basis, the market enthusiasm of Maple Yongming keeps growing with the market segments, and its vision can be imagined.
It is not difficult to see that the success of Maple Yongming is inseparable from the technological advantages and intellectual property protection. As the concept of LED companies in China is gradually changing, more and more small and medium-sized enterprises are beginning to deploy strategies and gradually pay attention to intellectual property rights. Accumulate, use patents to arm themselves, open up markets, have good industry prospects and development direction, and companies like Huapu Yongming who value internal strength will go further in the future.
At present, the annual revenue of Maple Yongming is doubling and the market is expanding. In the next five years, when the industrial structure is gradually clear, only when there are only a few brand manufacturers and some suppliers with technical content, Maple Yongming will be positioned at high power with its unique innovation model and clear market. The market has achieved a large market share and influence. (This reporter Zhou Jin is based on oral presentation)
National Semiconductor Lighting Engineering has been in operation for 10 years. As an emerging industry, LED has grown, prospered and prospered on this fertile land in China. Driven by investment and hot money in the past five years, the entire industry has developed rapidly. According to statistics from the High-tech LED Industry Research Institute (GLII), the total output value of China's LED industry in 2012 reached 205.9 billion yuan.
From the toddler to the pursuit of excellence, the industry has basically formed a complete industrial chain at the same time of rapid development of technology. A group of excellent enterprises with original technology and advanced equipment came into being, and this series carries LEDs. The high-speed train of China Dream quickly reached the point of producing large LED lighting products and exporting countries.
But behind the glare, there are still huge obstacles to the development of China's LED industry. Many core technology patents for upstream chips and packages are occupied by a few large companies in developed countries. The industry is developing rapidly, but the scale of the company is small and the industrial chain is not complete. The result is that China's LED industry is currently not big.
The five years of industry development is also the five years of rapid growth of Maple Yongming. From the organization of the team to the establishment of the company, in just a few years, Maple Yongming has achieved sales of over 100 million. With advanced enterprise positioning, Maple Yongming has become the only design workshop in the LED industry that is tailor-made for customers.
With application features and new business models, Maple Yongming accurately seized opportunities during this period and positioned itself as a provider of LED application products, designed to provide customers with sales networks, brands, and channels. The technical solution, its own positioning is a new business model. Huapu Yongming Design Workshop, this concept is similar to Li Kaifu's innovation workshop, which is to provide customers with design services, but it is not the same as ordinary design companies. The difference is that in addition to helping customers design basic product solutions, they also assist in the formulation and engineering. Combined application.
The domestic LED lighting market has exploded rapidly. Due to the lack of awareness of the LED market in the initial stage of the company, its positioning has also been adjusted during this period. Huapu Yongming has been involved in commercial lighting. After market exploration, the signs that commercial lighting is not suitable for this model are gradually emerging. In order to maintain the development of the characteristic business model, after the market's pre-judgment and positioning, at the end of 2012, Maple Yongming resolutely cut off the commercial lighting business, focusing on high-power LED outdoor lighting.
The market for commercial lighting has grown in size over the past five years, and the corresponding high-power market has not yet fully opened. After the market development became more mature, the industry chain and the terminal market were clear, I went back to see Huapu Yongming. In fact, I didn’t see clearly that commercial lighting products were in the circulation channel. The business model of ODM was characterized by no terminal sales and Brand, not suitable for commercial lighting.
The potential of the LED commercial lighting market has been fully released, and it has also shown its huge development space. The high-power market is currently in the early stage of development, and the market prospect is very impressive. However, the sweet spot of this market segment has not yet arrived, just like the lighting market. The high-power market share will expand in a short period of time. It is expected that the penetration rate will increase from the current 10% to 50-60% in 2015-2016. On this basis, the market enthusiasm of Maple Yongming keeps growing with the market segments, and its vision can be imagined.
It is not difficult to see that the success of Maple Yongming is inseparable from the technological advantages and intellectual property protection. As the concept of LED companies in China is gradually changing, more and more small and medium-sized enterprises are beginning to deploy strategies and gradually pay attention to intellectual property rights. Accumulate, use patents to arm themselves, open up markets, have good industry prospects and development direction, and companies like Huapu Yongming who value internal strength will go further in the future.
At present, the annual revenue of Maple Yongming is doubling and the market is expanding. In the next five years, when the industrial structure is gradually clear, only when there are only a few brand manufacturers and some suppliers with technical content, Maple Yongming will be positioned at high power with its unique innovation model and clear market. The market has achieved a large market share and influence. (This reporter Zhou Jin is based on oral presentation)
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