LED turns the home market into the key

LED turns the home market into the key In recent years, attracting preferential policies such as tax deductions, subsidies and cheap industrial land, domestic and foreign companies have invested in the LED lighting industry in strategic emerging industries. Due to the overcapacity in the domestic market, this industry is gradually entering the reshuffle period. Relevant data show that at the end of last year, there were more than 80 LED companies that had closed down in Shenzhen.

“At present, almost all provinces are in the distribution of LED lighting industry, including the prefectures and counties under the provinces are also in the layout. According to incomplete statistics, the country has more than 2,000 counties have basically laid out or will start the layout of this industry.” China Lighting Chen Yansheng, vice chairman and secretary-general of the Electrical Appliances Association, said that in recent years, some local governments have been eager for quick success. In order to pursue the regional production value, they have launched LED lighting projects, resulting in overheated investment in LED lighting industry, repeated competition and severe homogenization, and the entire industry. The image of "virtual fire" appeared. At present, some local governments have begun to pay attention to this issue, but some places are still taking the old road of repeated construction.

“At present, there is a problem of overcapacity in new projects in the LED industry.” Yang Lanfang said that the excess LED lighting production capacity has caused the entire LED lighting industry to encounter bottlenecks in the development process. Although there are many domestic LED lighting companies, most of them are small and scattered, and influential big brand companies have not yet emerged.

“Overcapacity exists. If we do not recognize this, we will not seek truth from facts.” Chen Yansheng said that at present the LED lighting industry is structurally overcapacity, which has occurred both upstream and downstream.

“Now many industries, such as the steel industry are overcapacity, photovoltaic industry also has excess capacity issues. For the LED lighting industry, I think it is also excess capacity.” Chen Yansheng said.

At the same time, Chen Yansheng emphasized the opinion of Miao Wei, Minister of Industry and Information Technology, on the issue of “moderate overcapacity” proposed recently. Miao Wei pointed out that since China turned to the socialist market economy in 1992, there has been a phenomenon of excess commodity and excess production capacity. However, this is not a bad thing in itself. Only modest surplus will result in competition among enterprises. If there is a shortage, the enterprise will No power. However, Miao Wei also stressed that if there is a serious excess capacity in an industry, it needs to attract sufficient attention and take measures. For example, an industry capacity utilization rate of less than 75% or 70% is worthy of vigilance, because it will lead to vicious competition between companies, and even lead to systemic risk. For different industries, when the capacity utilization is lower than a certain value, it is worthy of vigilance. If excess capacity is the "appropriate excess," the government should tolerate even happy progress.

"Ensure the healthy and orderly development of the LED lighting industry, the government should not interfere too much, should give full play to the role of the market, let the market allocate resources." LED lighting experts, Professor Yang Zhengming of Southeast University, said that in previous years, technology and products are not When it matures, the government is taking some measures to deal with the development of the LED lighting industry. Now that LED lighting products have entered a mature period, the government should focus on the promotion of applications and avoid excessive interference in the micro-sector.

"The next step, the LED industry will enter the shuffle. The survival of the fittest will be cruel." Chen Yansheng said.

The outlook is still promising. Despite the structural overcapacity, the outlook for the LED lighting industry is still positive.

"This year the National "two sessions" just ended, the Ministry of Science and Technology specifically held a meeting to discuss which industries in the future strategic emerging industries can be bigger, LED lighting industry is optimistic." Yang Lanfang revealed that the LED lighting industry is expected to reach ten billion in 2020 The size of the dollar.

In February of this year, the National Development and Reform Commission, the Ministry of Science and Technology, the Ministry of Industry and Information Technology and other six ministries jointly issued the "Semiconductor Lighting Energy-saving Industry Plan" requirements, LED lighting energy-saving industry output value increased by an average of about 30% in 2015 to reach 450 billion yuan (of which LED The lighting application products amounted to 180 billion yuan.) The industrial structure was further optimized. A group of semiconductor lighting industry clusters with distinctive characteristics were established; 10-15 masters with core technologies, more independent intellectual property rights and well-known brands, and strong quality competitiveness were formed. enterprise. With the introduction of this plan, the industry is generally optimistic about the development prospects of the LED lighting industry.

“The market survey and analysis of LED lighting products jointly undertaken by the China Illuminating Society and Huatongren Information Company has been conducted for three consecutive years. Through the visits of various types of users in urban and rural areas in eastern, central and western regions of China and analysis of data released by various parties, In 2011, China's LED lighting used 6023.21 kWh, accounting for 13.3% of the total electricity consumption of 452.8 billion kWh. According to the previous data, not only the absolute value of the power used by LED lighting has increased, but its relative value has also slowly increased.” Xu Huai, director of the Lighting Society, said that the promotion of urbanization has promoted the consumer demand for LED lighting. Since 1996, the green lighting project and the promotion of safety, comfort, energy saving, and environmental protection LED lighting action have always been valued by the state and society, but LED lighting is still a long way to go.

"LED lighting products have been very prosperous in recent years and there is still much room for development in the future." Chen Yansheng said that in 2003 the Ministry of Science and Technology organized the National Semiconductor Lighting Coordination Leading Group to launch the National Semiconductor Lighting Project. In the past 10 years, LED lighting industry has developed rapidly, and LED lighting products have become more and more widely used.

According to statistics, as of 2012, the scale of China's LED lighting industry increased from 9 billion yuan in 2003 to nearly 200 billion yuan, with an average annual growth of more than 35%; China has become an important production and export base for global LED packaging and application products. Private enterprises have become the main force in the industry. The number of enterprises with output value exceeding 1 billion yuan has been increasing, and 19 LED-based businesses have been listed on the capital market.

Online mode to open the home lighting market industry experts generally believe that the future LED lighting into the home is an inevitable trend of industrial development, but also the current LED lighting companies to deal with excess capacity, open the home lighting market, the key starting point.

"In recent years, with the rapid development of manufacturing and application technologies, under the guidance of national policies, semiconductor lighting has entered the general lighting field from the fields of decoration, display, and signal, which have been widely used, and entered the room from the outdoors." Xu Huai said This is a huge market, but it is more difficult for LED lighting products to enter the family. Because consumers are more concerned about the matching of lamps and lanterns brought about by price and decoration. However, Xu Huai also said with certainty: "With the continuous improvement of the cost-effective LED products, with the constant development of LED lighting all types of lamps, entering the family is a trend, it is inevitable."

“At present, the main constraining factors for the popularity of LED lighting products in China are the high cost and the lack of consumer awareness.” Sun Jianning, CEO of Shangyu Lighting, said that LED lamps save 80% power over incandescent lamps and have a service life of 25,000-4. Million hours, using 3-4 hours per day calculation, LED lamp life of up to 20 years.

"Why is such a good light that the people do not have large-scale purchases? The reason is too expensive. An incandescent lamp costs 1-2 yuan. The energy-saving lamp is more than ten yuan and twenty yuan and the LED bulb is fifty or sixty yuan. One hundred yuan can be said to be a 'luxury' in a light bulb." Sun Jianning said that in order to solve the problem of LED lighting products that are not "close to the people", Shangyu Lighting took the lead in online mode and started cooperation with e-commerce company Jingdong. A perfect supply chain service system can optimize product supply and save the cost of intermediate links. At the same time, online shopping platform can realize low-cost and full-scale display of products, which is more conducive to popularization of energy-saving products in consumer groups.

For the cooperation between Shangyu Lighting and JD.com, the online sales of LED lighting products and the expansion of the home lighting market have been initiated. Experts are highly confident.

“Now many companies are facing the problem of opening up the market. If Shangyu Lighting can make 'friendly' prices through online channels, it is still very competitive.” Yang Lanfang said that the national semiconductor lighting engineering R&D and industrial alliance is in the previous stage. Channels were investigated. At present, 70% of domestic LED companies' channels are concentrated in engineering channels and OEM export channels, and the terminal consumption channels are still at the initial stage. There are many channels for hypermarkets but the cost of entry is very expensive and the traditional channels have a long period of time. With the advent of e-commerce, LED lighting companies have seen a new choice.

“Because the entry threshold for e-commerce is low and the effect is fast, the channels can be opened quickly. The network platform will bring a new choice to LED SMEs.” Yang Lanfang believes that Shangyu Lighting can use its own technological advantages and industries. Chain control advantages produce products with guaranteed quality and further reduced prices; Jingdong can use its e-commerce platform to shorten the distance from production enterprises to users and reduce channel costs. Such strong federations have played a leading role in the end consumer channels of the LED lighting industry, gradually forming influential brands and establishing user confidence.

It is reported that NVC Lighting, Foshan Lighting and other companies are exerting their efforts in the terminal to promote LED lighting products into the homes of ordinary people. According to NVC Lighting insiders, NVC Lighting has established an e-commerce department. Through cooperation with e-commerce companies, it plans to build NVC products at Tmall and Jingdong Mall. “On-line products will not be connected to offline products. In the same way, we will design products specifically for e-commerce channels to avoid impact on existing channels. By then, the prices of e-commerce channel products will be more favorable than off-line prices."

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