Disorderly competition and chaotic management will hinder the development of the LED lighting industry. In order to rectify this situation, the National Development and Reform Commission issued the "Semiconductor Lighting Energy Conservation Industry Plan" issued in February this year, which will reduce the output value of LED lighting in 2015 from the 50 billion yuan of the "Twelfth Five-Year Plan" to 450 billion yuan, and determine The development goal is: By 2015, the LED lighting industry structure will be further optimized, forming 10 to 15 leading enterprises with core technology, more independent intellectual property rights and well-known brands, and strong quality competitiveness. The adjustment and upgrading of the LED lighting industry is coming soon.
With the development of the LED lighting market and the promotion of the national energy-saving subsidy policy, the LED lighting industry has ushered in new development opportunities. How to achieve vitality in the case of increasingly homogenized competition and low development rate of the civilian market? LED lighting The problem that companies must face.
Homogenization leads to disorderly competition in the industry
"China's LED lighting industry needs to change disorderly competition, produce low-end products, and rely on the status quo of the country. Otherwise, it will most likely repeat the old road of overcapacity, and prosperity will become a short-lived." Recently, Vice Chairman and Secretary of China Lighting Association Chen Yansheng said in an interview with the reporter of China Electric Power News.
At present, there are more than 5,000 enterprises producing LED lighting fixtures in China, of which about 20% are enterprises above designated size. The enterprises are generally small in scale and low in industrial concentration. As the core technology of the LED lighting industry--the chip is mainly in the hands of foreign companies, China's LED lighting companies mainly produce low-end products with low added value. Because of the similarity of each product, the phenomenon of disorderly competition is obvious.
The LED lighting industry started late in China, but due to its broad prospects and meeting the requirements for future energy development, since 2009, all localities have seized market opportunities and have provided many preferential treatments for local LED lighting companies. The low entry barrier and good development environment make the LED lighting industry growing in the “greenhouse†lack core competitiveness and homogeneity, and rely on the country without exception. Many companies do not even have the technology to produce LED lighting products, just to enjoy the various benefits of state subsidies, tax breaks and cheap industrial land. State subsidies have long occupied a significant portion of LED corporate profits. Even the leading enterprise Sanan Optoelectronics' profit of 667 million yuan in the third quarter of 2012, government subsidies also accounted for 328 million yuan.
At the same time, the lack of innovation, the industry's drawbacks of the rampage of the cottage makes the entire industry inevitably suffer the impact of the decline in gross profit. Hu Yan, director of marketing planning for the domestic marketing center of Zhejiang Sunshine Lighting Group Co., Ltd., said in an interview that in the highly homogenized market today, it is particularly important to identify its own positioning for the development of the company.
The temptation and embarrassment of the civil market
Some experts believe that the LED lighting civilian market is the highlight of China's LED lighting. This year, many domestic LED lighting companies regard the civilian lighting market as the key target.
Domestic LED lighting manufacturers entering the LED lighting civilian market will first encounter the problem of competing with traditional lighting distributors. Traditional lighting dealers are not familiar with the LED lighting market. They will compare LED lighting with traditional lighting to make decisions. Secondly, the price of LED lamps is higher than the price of fluorescent lamps. From the specific occasions of civil lighting, there is a certain gap between the lighting effects of LED lighting and traditional fluorescent lamps.
At the same time, the market knows that the professional talents who repair LED lighting fixtures are rare, and the LED lighting fixtures are less recognized in the third- and fourth-line markets where many consumers gather. If a brand is operated in a region, the integrity of the product variety is equally important.
In the field of civil lighting, the consumption cycle is an important factor for manufacturers to consider. LED lighting products have the advantage of long service life. When the market coverage of LED lighting products reaches a certain level, it will enter a period of relatively slow development. As the price of LED lamps declines, technology increases, and awareness increases, the market will show an upward trend, and the market will be in a period of decline, which will be a long process.
For this problem, Fu Xiaohui, general manager of Huagao Optoelectronics Technology Co., Ltd. said: "If 2010 is still the seller's market, then it will be completely the buyer's market. Since the price is approaching consumers' acceptance, the market is also Gradually increasing, but at the same time the entire industry is facing huge challenges."
(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.)
With the development of the LED lighting market and the promotion of the national energy-saving subsidy policy, the LED lighting industry has ushered in new development opportunities. How to achieve vitality in the case of increasingly homogenized competition and low development rate of the civilian market? LED lighting The problem that companies must face.
Homogenization leads to disorderly competition in the industry
"China's LED lighting industry needs to change disorderly competition, produce low-end products, and rely on the status quo of the country. Otherwise, it will most likely repeat the old road of overcapacity, and prosperity will become a short-lived." Recently, Vice Chairman and Secretary of China Lighting Association Chen Yansheng said in an interview with the reporter of China Electric Power News.
At present, there are more than 5,000 enterprises producing LED lighting fixtures in China, of which about 20% are enterprises above designated size. The enterprises are generally small in scale and low in industrial concentration. As the core technology of the LED lighting industry--the chip is mainly in the hands of foreign companies, China's LED lighting companies mainly produce low-end products with low added value. Because of the similarity of each product, the phenomenon of disorderly competition is obvious.
The LED lighting industry started late in China, but due to its broad prospects and meeting the requirements for future energy development, since 2009, all localities have seized market opportunities and have provided many preferential treatments for local LED lighting companies. The low entry barrier and good development environment make the LED lighting industry growing in the “greenhouse†lack core competitiveness and homogeneity, and rely on the country without exception. Many companies do not even have the technology to produce LED lighting products, just to enjoy the various benefits of state subsidies, tax breaks and cheap industrial land. State subsidies have long occupied a significant portion of LED corporate profits. Even the leading enterprise Sanan Optoelectronics' profit of 667 million yuan in the third quarter of 2012, government subsidies also accounted for 328 million yuan.
At the same time, the lack of innovation, the industry's drawbacks of the rampage of the cottage makes the entire industry inevitably suffer the impact of the decline in gross profit. Hu Yan, director of marketing planning for the domestic marketing center of Zhejiang Sunshine Lighting Group Co., Ltd., said in an interview that in the highly homogenized market today, it is particularly important to identify its own positioning for the development of the company.
The temptation and embarrassment of the civil market
Some experts believe that the LED lighting civilian market is the highlight of China's LED lighting. This year, many domestic LED lighting companies regard the civilian lighting market as the key target.
Domestic LED lighting manufacturers entering the LED lighting civilian market will first encounter the problem of competing with traditional lighting distributors. Traditional lighting dealers are not familiar with the LED lighting market. They will compare LED lighting with traditional lighting to make decisions. Secondly, the price of LED lamps is higher than the price of fluorescent lamps. From the specific occasions of civil lighting, there is a certain gap between the lighting effects of LED lighting and traditional fluorescent lamps.
At the same time, the market knows that the professional talents who repair LED lighting fixtures are rare, and the LED lighting fixtures are less recognized in the third- and fourth-line markets where many consumers gather. If a brand is operated in a region, the integrity of the product variety is equally important.
In the field of civil lighting, the consumption cycle is an important factor for manufacturers to consider. LED lighting products have the advantage of long service life. When the market coverage of LED lighting products reaches a certain level, it will enter a period of relatively slow development. As the price of LED lamps declines, technology increases, and awareness increases, the market will show an upward trend, and the market will be in a period of decline, which will be a long process.
For this problem, Fu Xiaohui, general manager of Huagao Optoelectronics Technology Co., Ltd. said: "If 2010 is still the seller's market, then it will be completely the buyer's market. Since the price is approaching consumers' acceptance, the market is also Gradually increasing, but at the same time the entire industry is facing huge challenges."
(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.)
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