LED industry shuffling moments come to the enterprise how to take the road to break through

Recently, Xiongji and Shenzhen Yiguang were exposed to the road, and bombs were dropped in the LED square. The medium-sized and small-scale enterprises in the industry were stunned and embarrassed, and many outsiders were far-sighted and commented on them, triggering another round of reshuffle. sound.

National standard promotes industry reshuffle

The LED industry is recognized as one of the most promising high-tech energy-saving industries and an important strategic emerging industry in China. According to China's "12th Five-Year Plan" for the development of semiconductor lighting technology, by 2015, China's LED lighting industry will reach 500 billion yuan, LED lighting products account for 30% of general lighting, and focus on cultivating 20 to 30 faucets. enterprise.

According to the statistics of the High-tech LED Industry Research Institute (GLII), the total output value of China's LED industry in 2012 reached RMB 205.9 billion, a year-on-year increase of 34%. Among them, in the upstream branches of LED epitaxial chips, midstream packaging, and downstream applications, the downstream application industry has the largest output value and the fastest growth, with an output value of 159 billion yuan, a year-on-year increase of 37%.

Insiders pointed out that as LED technology gradually "goes into the homes of ordinary people", the LED industry is about to enter the third growth cycle. The first two growth periods of the LED industry are mainly signal and display applications before 2010; backlighting applications from 2010 to 2013; in 2013, general lighting will become the “main force” of the LED industry.

But the LED market is still very prominent. Fan Yuxi, president of Xiamen Optoelectronics Industry Association, said: "Some small enterprises enter the market competition with low-priced and inferior products. When you earn money, everyone will catch up and you can fish and catch it. If you don't go fishing, you will leave. "This has led to the "sunrise industry" of LEDs has become a "chaotic industry" - too many companies, too chaotic, and poor quality.

Recently, industry analysts believe that the introduction of the new "national standard" will undoubtedly cause the Chinese LED industry to face "shuffle". The total scale of the LED industry continues to expand this year, but this year's feature is that the survival space of enterprises without technical characteristics is shrinking, and the expansion of orders for large enterprises, as LED technology matures, there will be higher quality products to stand out. low-end products will be driven out of the market.

LED shuffling moment is coming

The industry believes that the current LED lighting is similar to the energy-saving lamps around 2003-2004. With the price drop, the increase of the distribution rate and the promotion of enterprises and policies, the penetration rate of LED lighting is expected to increase rapidly in the next three years, driving the entire LED lighting. The market growth rate reached 50%, and the LED packaging device market grew at a rate of 28%.

With the arrival of the lighting industry in the second half of the year and the re-energization of the backlight market in August, the industry's prosperity is expected to increase further; on the one hand, as an industry with excess investment in all links, there are huge technical and cost differences among enterprises. This difference will make the industry accelerate the reshuffle in the future; on the other hand, with the gradual formation of the two chip supply camps, upstream and downstream enterprises will begin to show the alliance cooperation mode, and the leading enterprises will also accelerate the industry reshuffle with the technical cost advantage.

As the international manufacturers turn their attention to the LED lighting application, two independent chip supply camps led by Jingdian and Sanan will be formed. The current technology-driven nature will force chips, packaging and lighting companies to form a closer cooperation. The industry chain is about to take shape, the industry landscape is gradually clear and will move towards a healthier direction.

Take the road to break through

At present, after experiencing rapid development in the past few years, the domestic LED industry has ushered in the “integration” period of the industry. How to break through in the “cruel” market, and obtaining long-term development is the focus of every enterprise. What time should I pay attention to?

First of all, the focus of breakout is the channel. At present, many traditional lighting companies have the ability to control the original channels when the LEDs come. Because when the company can't show its attitude and competitiveness to LED, the original channel will consider what choices to make. He proposed that the core of the channel is mobilization, and how much ability of the company to mobilize channels to follow you is the key to testing the competition of lighting companies in 2013.

Second, the core of the breakout is the product. The LED industry has ushered in the stage of product competition after experiencing the rise of the industry in previous years. At this stage, the entire industry will establish a representative brand of each category to define a certain category through product competition. He said that it can be seen that the theme of competition in the entire industry market in 2013 was based on product competition, and each product product will gradually clear out the representative brands of various categories in the contest of different enterprises.

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