Over the past year for the LED lighting industry, is stirring, a year of change. Industry changes in the environment will be the forefront of many enterprises to the transformation. At the same time, in the face of increasingly competitive incentive lighting environment, companies are facing to the influence of different level, industry overcapacity, the shortage of core technologies, enterprise mergers and acquisitions between war, closures, price and so on problems mount.
The current resources all over the world, nervous energy has become the bottleneck of restricting economic development, each big business enterprise of LED lighting are trying to enter the capital market, lead to become LED lighting enterprise listed height over the last two years.
In a market economy highly developed today, the use of financial leverage is the integration of enterprise capital advantage, the first choice means to quickly become bigger and stronger. But indebtedness is a double-edged sword, big companies that loss of news also emerge in endlessly.
Industry predicament
As weak overall strength, poor ability to resist risks
Potential and weaker domestic LED lighting industry is the consensus of the industry, export product quality into, do not cover the quality of domestic imports the embarrassing situation of punctuate the outside to the domestic LED lighting industry "poor quality" bad impression.
For a long time, the LED upstream epitaxial wafer and chip market core technology, giant monopoly by foreign several big industry. LED lighting industry in China in the field of epitaxial wafer, chip, two key strength is weak, the costs of LED lighting is difficult to cut, thus greatly weakened the competitiveness.
At present although large capacity of the domestic lighting market, brand, but has been showing a foreign brand a the dominance. On the one hand, represented by philips, osram, GE and so on several big "foreign brands" across the world; Local lighting enterprise, on the other hand, although numerous, but the lack of brand influence and core technology advantages, some also has become branded even smaller version of the foreign product.
By plugging problems of channel strategy, the marketing road
Currently, the LED lighting lamps and lanterns of domestic enterprises to export products sales way more for "pin", namely the enterprise did not set up the consciousness of exploring international market actively, not to take the initiative to establish sales channels, but took a very passive way, wait for foreign customers come to order. Enterprise chose "pin", because to a certain extent, to establish a sales network at home and abroad, not only increase the cost of sales to recruit professionals, and to manage money, process is very complex, the difficulty is also high.
"Pin" cost is small, the operation is simple, but its drawback is obvious: adopt the mode of "pin" of the increasingly fierce competition of export manufacturers, and the pattern of sales is very unstable, enterprises in a very passive position.
In addition, China's manufacturing technology and innovation ability are relatively weak, OEM model is widespread in China's manufacturing industry, China LED lighting lamps and lanterns manufacturer to OEM mode export lighting lamps and lanterns, the purpose is to reduce operating risk, save the open market, technology research and development, of the cost of advertising.
But this model also has a lot of disadvantages, that is overly dependent on OEM enterprise, not to develop foreign market on its own, when foreign customers stop OEM orders, the company will lose sales channels, appear unable to grasp the sales channels and away from the market situation, cause the entire enterprise paralysis or even closing their doors.
Price war disorderly, imperfect service system
There is no denying the fact that with spelling a market price is not entirely bad, low price strategy is a marketing tool. Philips has launched the north American market 2 LED bulb 5 dollars ultra low-cost, apart from philips and its supply chain vendors is profitable, but on the strength of demand is not a general manufacturers can compete with them. But when lighting products price has become a industry norm, that there will be many brand to join the price war.
You know, the price war, some enterprises in order to fight for market, looking for sales, at the cost of product and service quality to deal with, they have the worst components to produce low cost, low quality of products, this product into the market will accelerate deterioration LED homogenized competition.
In February 2016, guangdong province bureau of quality and technical supervision announced on its website in 2015 household refrigeration electrical appliances and other 13 kinds of products quality supervision and spot check special quality. Among them, the spot lamps and lighting products 194 batches, unqualified products are found at a rate of 18.6%. In 2016, the domestic LED industry increasingly heated "price war", if you want to the healthy development of LED industry, make the corresponding adjustment is very necessary.
The lack of innovation, and low value-added products
Our country is currently in a special stage of the industrial structure adjustment and upgrade depend on technological innovation to promote the development of strategic emerging industries is the consensus in the industry. Nearly two years under the policy, technology and market driven, lighting industry achieved rapid growth, presents a growing industry, industry cluster advantage obviously, the effect was obvious in popularization and application, etc.
But because China's LED industry due to the failure of the key technologies to master, lack of system technology, enterprise technology innovation ability is weak, the overall the industry due to the low end of the link is still in its industry chain, product added value is not high, lead to overall excess capacity, small micro enterprise survival difficult.
LED industry chain, leads the world in the middle reaches packaging in China, and the upstream of the core technology and equipment is more master by foreign enterprises, which makes the ordinary lamp and LED lamp prices still have a large distance. Technology innovation ability is not strong, become the bottleneck of restricting our LED industry rapid development.
Industry way
Industry development needs to adjust
Industry standards need to follow the industry development, the need to constantly update relevant technical indicators, to strengthen security specification system of compulsory certification and market access system; Industry needs to strengthen information communication, understand the industry development trends, to avoid blind investment, homogeneity, low-quality products guide the capital and technology strength in industrial upgrading and cross-border application direction investment; To strengthen and colleges and universities, research institutions and industry associations, and other industries of communication, looking for new application direction, such as: plant factory, visible optical communication, etc., to achieve the objective of the shunt part of excess capacity.
In fact, to expand the LED industry, strengthen the resources of the top-level design and overall arrangement, focus, integrate resources, optimizing the resources distribution of industry is a must. Market rules is always superior bad discard, guidance and support to related technical background of leading enterprises as the main body, strengthen contains denotation, chips, encapsulation and LED application products and supporting such key links as raw materials, equipment, key parts, key generic technology and major products of technology research, proactive to decorate the next generation of advanced technology projects, for a first lead in a new round of technological competition.
Industry itself should also norms and self-discipline
The industry has been criticized by the enterprise most is, there is no uniform industry standard in the standard of the whole industry development. In fact in addition to the government's support, all on its own to development, enterprises rely on only their own technology and capital chain. Standards and technology are inseparable, China LED industry had been technology restricts the development for many years, only to master the core technology to go abroad, in the industry.
Enterprise shall, on the premise of the overall level of the cost price agreed reasonable price range, beyond the price range that as malicious competition, will be industry enterprises to boycott. To sanctions, can advance to the contracting enterprise margin, internal financing system and establish the industry group, in order to have sufficient financial resources to the dominance of enterprise internal sanctions, banning production suppliers to provide material, ban its products dealers.
For the enterprise itself, zhao, general manager of the LED letter Li Shu believes that "the stronger the strong" is the rule of enterprise development, enterprises should not hold the residual conservative and passive waiting, small businesses should develop and market segment, do "small but beautiful" areas, especially in developing unique, core product; And big enterprises should maintain and develop auxiliary battlefield.
With the rapid development of industry, to promote standardization of LED appears more urgent. At present, the LED industry standard system is not mature and complete, standard gap is larger; Standard technical indicators, implement differential feedback; LED industry has variety, multidisciplinary cross, technology updates faster etc, makes the standards of compatibility, coordination is difficult to guarantee.
In addition, the enterprise shall fulfill its social obligations and responsibilities, and actively establish a perfect system of voluntary recall. To sell products, once found that a certain production process has a problem, this batch of products may be quality problem, should be the first product is voluntarily recalling to the problem, in order to eliminate the influence of bad product to the customer or reduce the harm of customer products, especially to avoid safety accident.
