[Source: "High-tech LED-lighting market" July issue / Zhou Jianhua]
"A Tale of Two Cities" begins with "This is the best era and the worst era." This sentence is used to describe the current LED industry. From January to June this year, China's LED industry manufacturing is non-stop, and the consumption side is uneven. Although there are governments as the promoters and favorable policies, the expressions of entrepreneurs are still full of joys and sorrows. This issue will take a look at the “Top Ten Keyword†for you to summarize the LED industry dynamics in the first half of the year.
Keyword 1: Government push hands
Attention: ★★★★★
On March 20th, “2012 Financial Subsidy Promotion Project for Semiconductor Lighting Products†was launched, and nearly 300 bidders from 110 enterprises across the country participated in the bidding activities. The National Development and Reform Commission has clearly stated that it will invest 40 billion yuan in the procurement of LED street lamps and provide 30% financial subsidies for LED streetlight users. The Guangdong Province stipulates that all lighting projects and new planning areas that have been financed and constructed from March 2012 will use LEDs in the public lighting sector.
In China, the top-down government pushes the industry out of production and sales in a short period of time. In June, local governments quickly rushed around and launched red-headed documents around “how to foster the development of the LED application industryâ€, which really made the manufacturers in it feel the spring breeze. However, the procurement resources are inevitably tilted to the first-line brands, and many small and medium-sized enterprises are also difficult to share. This also means that the middle and downstream enterprises are intensifying their reshuffle.
Keyword 2: Channel heating
Attention: ★★★★★
This year, there was a “hot boom†in many exhibitions such as Beijing International Lighting Exhibition and Guangzhou Guangya Exhibition: many brands such as Shanxi Guangyu, Foshan Lighting, Weihai Dongxing Electronics Co., Ltd., Ledia Lighting and other LED companies played “ We sincerely invite slogans such as “agents at home and abroad†and “recruiting agentsâ€.
In fact, as early as the beginning of the year, Hongli Optoelectronics gradually established direct sales centers in Shenzhen, Hangzhou, Xiamen, Shanghai and other places to form a rapid response system for local customers. The traditional lighting companies represented by Sanxiong-Aurora and Zhejiang Sunshine also began to conduct large-scale exposure and publicity for traditional dealers through publicity and roadshow activities. At the same time, Yinyu, Shifu, Qinshang Optoelectronics, etc. also held dealer conferences. In addition, foreign companies such as CREE, GE, Philips, and OSRAM are also actively deploying the Chinese market.
Channel wins and wins the terminal. Although LED companies are working hard on channel construction, LED is an emerging industry after all. Channel penetration still takes time, and the reality of slow terminals is always the pressure and obstacles they face.
Keyword 3: Supply exceeds demand
Attention: ★★★★★
New industries characterized by energy conservation and environmental protection have higher profit margins than traditional industries. However, the blind follow-up of the LED industry has caused most companies to fall into the trap of overcapacity prematurely. According to statistics from the High-tech LED Industry Research Institute (GLII), as of the first quarter of this year, nearly 70 sapphire projects have been put into production, under construction and newly planned in China. Among them, the proportion of sapphire projects that have been put into production has exceeded 35%.
The cloud of overcapacity in the upstream of LED has not yet dispersed. In April, the data of the first quarter of this year announced by major LED packaging companies is still a cloud of gloom. Gaogong LED Industry Research Institute (GLII) statistics show that in addition to Lehman Optoelectronics' net profit increased slightly by 0.15% compared with last year, Guoxing Optoelectronics, Hongli Optoelectronics and Ruifeng Optoelectronics have different net profit in the first quarter of this year. The decline. As of the first quarter of 2012, China's LED upstream enterprises reached 95, of which 56 were mass-produced; more than 1,600 enterprises have been mass-produced in the middle reaches, and more than 6,500 LED application companies have been mass-produced downstream. Supply exceeds demand is self-evident.
Keyword four: price smoke
Attention: ★★★★★
The critical point of the “money†scene of the LED industry in 2012 occurred at the LED exhibition in Frankfurt, Germany, which became the stage for the price war between the two sides of the Taiwan Strait. Fan Banghong, chairman of Zhenmingli Group, boldly announced that the price of LED bulbs has been "sweet spot". According to incomplete statistics, the low-power LED lighting package in Q2 is rumbling, and the price is down 10%.
Under the cloud of overcapacity, the “sea inlet†of downstream applications has been delayed. The supply exceeds demand, and the price war is in full swing.
However, compared with traditional lighting, LED lighting applications are still expensive, but more serious is the quality of products caused by price wars, market competition, lack of core patents, scaled production is not perfect, terminal acceptance is low And so many questions. For example, the lowest price of 3 by 1 watt ceiling lamp in Zhongshan Guzhen actually sells 6 yuan, the difference in quality can be imagined.
Keyword 5: E-commerce surge
Attention: ★★★★★
“China’s online shopping consumption has gradually matured, and the proportion of brands that focus on brand and quality has gradually increased. We will make great efforts in the e-commerce channel.†At this year’s Guangya Exhibition, Fang Xiao, Vice Minister of Commodities, Toshiba Lighting (China) Co., Ltd. The worker said. Kimura Jin, chairman of Matsushita Electric Machines (Beijing) Co., Ltd., also said that this year will actively participate in e-commerce channels. Shifu Optoelectronics has set up another brand "E Light Express" to specialize in e-commerce channels to achieve online and offline linkage.
In addition, Tsinghua Tongfang, Midea Lighting, BYD Lighting, etc. have no traditional physical channels in the LED sales field, but they have the strength to vertically integrate the industry chain. They dare to try and make great efforts to make e-commerce channels. It can be seen that LED, as an emerging light source, is highly sought after by young netizens who pursue individuality and modern consumption concepts, which naturally leads to the continuous warming of online shopping for LED lamps.
"A Tale of Two Cities" begins with "This is the best era and the worst era." This sentence is used to describe the current LED industry. From January to June this year, China's LED industry manufacturing is non-stop, and the consumption side is uneven. Although there are governments as the promoters and favorable policies, the expressions of entrepreneurs are still full of joys and sorrows. This issue will take a look at the “Top Ten Keyword†for you to summarize the LED industry dynamics in the first half of the year.
Keyword 1: Government push hands
Attention: ★★★★★
On March 20th, “2012 Financial Subsidy Promotion Project for Semiconductor Lighting Products†was launched, and nearly 300 bidders from 110 enterprises across the country participated in the bidding activities. The National Development and Reform Commission has clearly stated that it will invest 40 billion yuan in the procurement of LED street lamps and provide 30% financial subsidies for LED streetlight users. The Guangdong Province stipulates that all lighting projects and new planning areas that have been financed and constructed from March 2012 will use LEDs in the public lighting sector.
In China, the top-down government pushes the industry out of production and sales in a short period of time. In June, local governments quickly rushed around and launched red-headed documents around “how to foster the development of the LED application industryâ€, which really made the manufacturers in it feel the spring breeze. However, the procurement resources are inevitably tilted to the first-line brands, and many small and medium-sized enterprises are also difficult to share. This also means that the middle and downstream enterprises are intensifying their reshuffle.
Keyword 2: Channel heating
Attention: ★★★★★
This year, there was a “hot boom†in many exhibitions such as Beijing International Lighting Exhibition and Guangzhou Guangya Exhibition: many brands such as Shanxi Guangyu, Foshan Lighting, Weihai Dongxing Electronics Co., Ltd., Ledia Lighting and other LED companies played “ We sincerely invite slogans such as “agents at home and abroad†and “recruiting agentsâ€.
In fact, as early as the beginning of the year, Hongli Optoelectronics gradually established direct sales centers in Shenzhen, Hangzhou, Xiamen, Shanghai and other places to form a rapid response system for local customers. The traditional lighting companies represented by Sanxiong-Aurora and Zhejiang Sunshine also began to conduct large-scale exposure and publicity for traditional dealers through publicity and roadshow activities. At the same time, Yinyu, Shifu, Qinshang Optoelectronics, etc. also held dealer conferences. In addition, foreign companies such as CREE, GE, Philips, and OSRAM are also actively deploying the Chinese market.
Channel wins and wins the terminal. Although LED companies are working hard on channel construction, LED is an emerging industry after all. Channel penetration still takes time, and the reality of slow terminals is always the pressure and obstacles they face.
Keyword 3: Supply exceeds demand
Attention: ★★★★★
New industries characterized by energy conservation and environmental protection have higher profit margins than traditional industries. However, the blind follow-up of the LED industry has caused most companies to fall into the trap of overcapacity prematurely. According to statistics from the High-tech LED Industry Research Institute (GLII), as of the first quarter of this year, nearly 70 sapphire projects have been put into production, under construction and newly planned in China. Among them, the proportion of sapphire projects that have been put into production has exceeded 35%.
The cloud of overcapacity in the upstream of LED has not yet dispersed. In April, the data of the first quarter of this year announced by major LED packaging companies is still a cloud of gloom. Gaogong LED Industry Research Institute (GLII) statistics show that in addition to Lehman Optoelectronics' net profit increased slightly by 0.15% compared with last year, Guoxing Optoelectronics, Hongli Optoelectronics and Ruifeng Optoelectronics have different net profit in the first quarter of this year. The decline. As of the first quarter of 2012, China's LED upstream enterprises reached 95, of which 56 were mass-produced; more than 1,600 enterprises have been mass-produced in the middle reaches, and more than 6,500 LED application companies have been mass-produced downstream. Supply exceeds demand is self-evident.
Keyword four: price smoke
Attention: ★★★★★
The critical point of the “money†scene of the LED industry in 2012 occurred at the LED exhibition in Frankfurt, Germany, which became the stage for the price war between the two sides of the Taiwan Strait. Fan Banghong, chairman of Zhenmingli Group, boldly announced that the price of LED bulbs has been "sweet spot". According to incomplete statistics, the low-power LED lighting package in Q2 is rumbling, and the price is down 10%.
Under the cloud of overcapacity, the “sea inlet†of downstream applications has been delayed. The supply exceeds demand, and the price war is in full swing.
However, compared with traditional lighting, LED lighting applications are still expensive, but more serious is the quality of products caused by price wars, market competition, lack of core patents, scaled production is not perfect, terminal acceptance is low And so many questions. For example, the lowest price of 3 by 1 watt ceiling lamp in Zhongshan Guzhen actually sells 6 yuan, the difference in quality can be imagined.
Keyword 5: E-commerce surge
Attention: ★★★★★
“China’s online shopping consumption has gradually matured, and the proportion of brands that focus on brand and quality has gradually increased. We will make great efforts in the e-commerce channel.†At this year’s Guangya Exhibition, Fang Xiao, Vice Minister of Commodities, Toshiba Lighting (China) Co., Ltd. The worker said. Kimura Jin, chairman of Matsushita Electric Machines (Beijing) Co., Ltd., also said that this year will actively participate in e-commerce channels. Shifu Optoelectronics has set up another brand "E Light Express" to specialize in e-commerce channels to achieve online and offline linkage.
In addition, Tsinghua Tongfang, Midea Lighting, BYD Lighting, etc. have no traditional physical channels in the LED sales field, but they have the strength to vertically integrate the industry chain. They dare to try and make great efforts to make e-commerce channels. It can be seen that LED, as an emerging light source, is highly sought after by young netizens who pursue individuality and modern consumption concepts, which naturally leads to the continuous warming of online shopping for LED lamps.
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