LED encounter winter is the opportunity to establish a brand

After the Yangtze River pushes forward, the industry has not encountered the winter business and there is no incentive for innovation. Without Apple's innovation, the pattern of the mobile phone industry does not have today's smart world landscape. Today, the LED industry's experience is like the chaos of the mobile phone industry. The development of the industry urgently requires innovative breakthroughs.

Since last year, the news of the collapse of a number of LED companies in Shenzhen and the owner's ran-off roads have been reported from time to time, including some large-scale enterprises. This summer, Shenzhen Vision Electronics Co., Ltd. announced the bankruptcy, once again triggered a no small industry "earthquake." The prospects are good, the market is cold, where can Shenzhen LED companies go? How to solve the problem of development?

Wang Dianmo, honorary president of the Shenzhen Semiconductor Lighting Industry Development Promotion Association, told reporters the day before that some uncompetitive enterprises failed and some new companies were born. This is a normal phenomenon. Currently, LED companies must work hard to improve their ability to innovate. Market rules and technical rules, otherwise no one can escape the fate of being eliminated.

Winter should be more "Winter Training" enterprises need to strengthen the "internal work"

Zhou Honglin, general manager of Shenzhen Leford Optoelectronics Co., Ltd., said that since the beginning of this year, the news of the closure of small and medium-sized LED companies has continued to spread, and there are even some figures with larger statistics. Although this made him feel a lot of pressure, he felt that some enterprises failed to normalize. The prospect of the LED industry has attracted a large number of influxes, and some enterprises without core competitiveness rely on depressing price vicious competition, once the external environment changes, It is easy to face the outcome of a collapse.

Cui Jian, general manager of Shenzhen Keripop Optoelectronics Co., Ltd., said that some LED companies are only engaged in simple assembly work, and there is no technical content, so they lack resistance when the market changes. The president of Global Sources Corporate Affairs Keke Kewei also believes that large amounts of capital and companies are flooding into the LED industry. Now that the cost of Chinese companies is rising, it is not surprising that some companies are being eliminated.

It is worth noting that although the collapse of some companies is influenced by external factors such as changes in overseas markets and rising costs, the problems in the company's own innovation capabilities and product quality must be reflected.

Wang Dianbiao told reporters that there are two laws that LED products must follow: First, the laws of the market, and second, the laws of technology. "Companies must play the potential of technological innovation, reduce costs, improve quality, or they will certainly be eliminated."

Wang Dianbiao believes that at present, LED sales are concentrated in urban areas, backlights, and other aspects, while the technology of indoor lighting needs to be further improved. In the future, companies should vigorously develop application innovation, increase product quality, lower prices, and allow products to enter the market. Millions of households.

“Homogeneity” and “price war” are very critical issues, which are the consequences of the traditional low-price era.” Keke told reporters that the LED market is indeed containing huge business opportunities and development potential, but at present, China's LED industry still faces some challenges, including China's weak LED technology, LED chips and device products are mostly concentrated on low-power, medium- and low-end products. Currently, China’s semiconductor industry is not strong enough, and its core competitiveness remains to be solved. For further improvement.

Keke said that for Chinese LED companies, improving their own anti-risk capabilities and market competitiveness is currently the top priority. He believes that LED companies must effectively increase their R&D efforts, increase their technological level and product quality, and increase their product value-added to enhance their overall competitiveness in order to truly get rid of the market crisis, in order to continuously expand their size and enhance their strength. It is a powerful promoter to promote the upgrading of China's LED industry as a whole.

Saying goodbye to low-price competition enterprises should form core competitiveness. Although the LED industry is chilling, some companies have gone bankrupt and at the same time many companies have moved into this area. Some companies inevitably walk the old path of "price wars." The company has found a suitable development path for itself.

Last summer, when the orders of some LED companies decreased drastically, the orders of Shenzhen Keripuo Optoelectronics Co., Ltd. increased continuously. This year, the company's orders have gained a lot of momentum. As of the first half of this year, the volume of orders has increased by 137% compared to the same period of last year!

Cui Jian, general manager of Kerrip who entered the field of LED lighting in 2009, said that he did not previously have experience in LED technology, foreign trade marketing, or even enough factory management experience, but both investors and himself have looked for LEDs. The development prospects of the lighting industry are well prepared for losses in previous years, high investment in R&D, manufacturing of high-quality LED products, and the adoption of enterprises as “children” rather than “pigs”, allowing enterprises to develop in a gradual and healthy manner. .

"LED development should follow the industry's own development law, rely on the competitiveness of LED companies to make this industry a healthy development." Cui Jian especially stressed that companies should use the concept of raising children instead of raising pigs to operate, pay attention to long-term cultivation And healthy development, not just short-term "fertility" after selling meat. He said that small and medium-sized LED lighting companies are faced with the double extrusion of traditional lighting companies and emerging companies giants, the vast majority of LED companies living in a very harsh environment, survive in the gap, so the strategy Kerip adopted is on the one hand, independent research and development Intellectual property products to meet the needs of high-end or individual customers, on the other hand, are demand breakthroughs in marketing and resolutely not playing "price wars."

Not only did it not fight the price war, Cui Jian also actively “filtered” customers. “Enterprises should not think of ways to meet the requirements of all customers. This is unrealistic. Customers need to choose. We also need to choose. We have many customers, but now customers in India do not accept, and Russian customers do not sell because of their The price is too low.” Cui Jian said that the standards of each company are different. Although orders from Russia and India are also made with money, they are not in line with the business position of Kerip. Their customers are currently mainly concentrated in the United States, Japan, and Germany. Britain and other countries.

“Although our products are expensive, but customers think our products are of good quality, he is willing to spend some money to buy because he knows that good products need cost protection.” Cui Jian said that the intense competition in the LED industry led to rapid product profits As a result, Korep spends a lot of research and development expenses each year, and has patent requirements every year.

Keke said that the needs of buyers and consumers have changed dramatically. The focus has shifted from the traditional "cheap" to the overall value of the product. Therefore, in the current economic environment, LED companies must also be as soon as possible. From "price sales" to "value sales."

In the four to five years, the LED lighting market will develop rapidly. Last week, Chen Jingwen, general manager of Bright Optoelectronics International Ltd., made a small survey at Global Sources' LED lighting conference "From Superior Design to Excellent Sales" and found about 250 people present. Among the business owners and senior managers from the Pearl River Delta electronics industry, only a small number of people use LED products at home or in the office. Most of them do not use LED products. The reason is simple: LED products are too expensive.

“Our boss has no LED products at home.” Chen Jingwen stated that Bright Optoelectronics has been engaged in LED trade for many years, purchasing about 30 million yuan of LED products from Shenzhen one year, but in fact, even Mexican owners do not use LED products in their homes. Chen Jingwen, who is familiar with the Mexican market, said that people who are willing to use LED products in Mexico are usually holding on to the trend of the trend, instead of focusing on energy saving and power saving.

Zhou Honglin, the general manager of Leifford Optoelectronics who specializes in the field of LED lighting driver power supplies, has given more than 100 LED lamps to his friends and relatives. The response is very good. He said that LED lighting has the advantages of long life, energy saving, high reliability, etc. At present, LED lighting technology has become more mature, and some consumers can already accept the price of one or two hundred yuan to buy LED lamps, but many consumers have not been guided. This will take some time.

"I think that LED lighting may take three to five years to enter an ordinary family." Zhou Honglin told reporters that at present, LED lighting mainly stays in commercial lighting, engineering or hotel decoration, etc. In the next two to three years, the domestic LED commercial lighting market should Will be greater than the home lighting market, however, the future of businesses such as the use of appropriate methods to guide, I believe that good LED lighting products will be able to sell well, LED lights into the average family will become a trend.

Tao Tingting, an industry analyst at market research firm IHS IMS Research, said that due to overcapacity in the LED market in these two years, and the LED lighting market has not yet fully emerged, the development will be relatively flat, but it is estimated that by 2016, whether it is from shipment or retail From an industry point of view, the LED lighting market will reach its peak. The main reason is that the penetration rate of LED lamps continues to increase. She said that 2013 to 2017 will be the highest time for LED lighting market development. On the one hand, due to the continuous decline in the price of products, on the other hand, because the market is far from saturated during this time, it will be the fastest growing period.

Tao Tingting said that according to statistics, the penetration rate of LED lighting in Japan is currently the highest, which is related to the lack of energy in Japan and the high acceptance of high-tech products by the Japanese. It is expected that the penetration rate of LED lighting in North America and Western Europe will surpass Japan in 2020. Due to the high price of LED lights, penetration rates in developing countries such as China may remain relatively low, but government policies may also change this situation.

"If you want to promote the LED market, relying solely on the power of the people is impossible, it must be pushed by the government." Chen Jingwen said that LED products to be well promoted, the need for the government to subsidize buyers, not to subsidize exporters.