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The lack of standards, the product is not good, and the low-cost disorderly competition has been repeatedly mentioned by many LED industry giants. These problems have become a problem that has plagued the Chinese LED industry for a long time. In this regard, Liang Fengyi, chairman of Guangdong Zhaoxin Enterprise Group Co., Ltd. (hereinafter referred to as Zhaoxin) believes that the lack of standards really plagues the development of China's LED industry, but for companies that are determined to become bigger and stronger, now may be a good time for brand breakthroughs. . With the beginning of the LED lighting market demand and the country's successive introduction of LED-related policies, it will inevitably accelerate the development of the LED industry market, and China's LED lighting industry will also usher in a big turning point in the market.
Market demand starts to mature in the LED industry In 2013, China's semiconductor lighting industry showed an overall warming trend, and the LED functional lighting market was quickly launched, which ushered in the spring of LED lighting. At the same time, from the 2013 financial reports released by many LED listed companies, most of the company's performance has shown a relatively large profit compared with previous years. Overall, the LED industry's prosperity has been continuously improved, and the market demand has increased greatly. In 2014, the industry may It will continue the upward trend in 2013 and will usher in a new round of growth.
According to the "China's roadmap for phasing out incandescent lamps", from October 1 this year, China will ban the import and sale of incandescent lamps for general lighting of 60W and above. Compared with traditional energy-saving lamps, LED lighting products are more energy-efficient and environmentally friendly, so LED lamps will have a broad market space instead of incandescent lamps. At the same time, the state supports the energy conservation and environmental protection industry, and the LED industry is a strategic emerging industry. LED lamps are more prominent in terms of energy conservation and environmental protection, and their market prospects are also expected by the industry.
With the advancement of technology, the price of LED lighting products has dropped by 20 per year, which is in line with the consumer demand for price. In the future, the market demand for the LED industry will be large, and the market increase will inevitably increase. In the past few years, the international LED industry has held a wait-and-see attitude toward China's LED industry. It has been sitting in the Chinese market for a long time. Recently, overseas markets have seen the Chinese LED market become mature in the public lighting and commercial lighting fields, and they are beginning to get involved in the Chinese market. . Liang Fengyi said.
Liang Fengyi pointed out that because Zhaoxin LED lamps mainly cover various fields of public lighting and commercial lighting, the current market sales are based on office-driven and engineering-driven methods for international and domestic strategic layout, with a view to driving sales through engineering. At the same time, Zhaoxin also makes full use of the characteristics of LED dispersibility utilization. In the future, it will not only make a fuss about LED point light source, but also plan the development direction of surface illumination in the future.
In addition, the European Union, the United States, Japan and other countries and regions are gradually phasing out incandescent lamps, which is bound to bring favorable opportunities for the LED industry.
In this regard, Liang Fengyi told reporters that the United States also announced that in 2014, 50 households should use LED products, so as European and American countries began to use LEDs, it will inevitably mobilize the growth of these countries in South Asia, and the future overseas market to China's LED industry. The pull will play an important role. The export market will also positively drive the healthy development of China's LED lighting industry.
With the recovery of the international market, Zhaoxin’s overseas orders have also begun to show significant growth. Through many years of hard work and technological advancement, Zhaoxin has also been recognized in the international market. Liang Fengyi is very optimistic about the development prospects of the LED industry overseas market. She believes that the overseas LED market will be an important market for Chinese LED companies in the future.
For the future development trend of the LED industry, Liang Fengyi believes that the international and domestic LED market will be detonated in 2014-2015, and the second half of this year will also be the starting point for a detonation market. As for the expectation of LED performance growth of Zhaoxin this year, Liang Fengyi also gave the growth target of doubling the performance of last year.
Competition will intensify the demand for the industry to be broken, which will inevitably accelerate industry competition. At present, due to the lack of LED industry standards in China, LED products on the market are uneven. At the same time, the technology update of the LED industry is relatively fast, and many enterprises do not have real R&D capabilities, resulting in very fierce competition in the market.
Compared with other countries, China has an absolute advantage in the field of LED applications, the entire industry chain is very complete, and has economies of scale. However, the LED standard link has become a major obstacle to the development of the industry.
Under the premise of no guiding standards, product quality control is difficult to standardize. Therefore, the quality of products on the market is mixed and difficult to identify, which may become a stumbling block to the export of LED lighting products in China.
Liang Fengyi said that which Chinese country LED companies should enter to adapt to which country's standards. While adapting to national standards, companies must have their own research and development capabilities to adapt to their standards. On the contrary, LED companies without R&D capabilities have no way to enter the international market. Therefore, the future LED industry is a state of natural differentiation and natural elimination.
Liang Fengyi said that in the face of the lack of China's LED industry standards, Zhaoxin is not sitting still on the international market standards, but is trying to align with relatively high standards, and new products will rise to self-improvement standards. At the same time, Zhaoxin has gathered a group of high-end talents who understand technology and understand applications in the mid-stream and downstream applications of the industry. Now it has the ability to meet the market demand with its scientific research capabilities, and has 150 core patents in the LED field. Your own technical strategic reserve.
Liang Fengyi told reporters that in the future, the LED market is under the premise of a market that is naturally differentiated. Enterprises that are suitable for market demand will inevitably be personalized development. Enterprises with innovative capabilities, continuous updating capabilities, and independent technological development capabilities can move forward quickly. go.
The industry believes that 2014 is a critical period for the Chinese lighting market to erupt, and is now at the critical point of market outbreaks.
However, Liang Fengyi believes that the outbreak period actually means the outbreak period of the elimination, which is the big turning point of the market. There are two reasons for this. First, the introduction of national standards, how companies can not adapt to this turning point will naturally be eliminated. The other is that some large companies with the ability to show explosive growth.
According to CSAResearch, the second half of 2014 will be a big outbreak, and the market segmentation will be very intense. In general, the demand for the market will increase a lot, but not every company can share a piece of it, but the ability to get it. When the market ushers in the outbreak period, it is not that every enterprise will get a good development. A capable enterprise can divide the big cake in the market. The incompetent enterprise can not only get a share, but also may be affected by the industry. The big giants swallowed it.
Liang Fengyi believes that there may be an inflection point when the LED market breaks out. In the future, the development direction of the LED industry will inevitably follow the objective laws of the market, and the market will allow the industry to be naturally differentiated. Because the future LED market demand is low price, because the demand of consumers is different from the government's demand, the government's demand is mainly energy-saving and environmental protection. The demand of consumers is not only energy-saving and environmental protection, but also low prices. The demand for market demand is to produce high quality and low price products to meet the needs of consumers. In the future development and competition of LED industry, there is no human factor to promote, and the industry will naturally differentiate with the market.
In addition, the development model of Zhaoxin is different from that of other companies. The revenue of its products is not from the sales of lamps in the traditional circulation, but mainly from the engineering lighting schemes, from office to commercial complex, driven by engineering. The mode is to comply with the needs of the market and to take the personalized development model. At the same time, Zhaoxin also uses this sales model to avoid market risks, and expects to help it take the initiative when the industrial turning point comes.
Based on good faith to create a good competitive format At present, LED lighting market has a lot of space, many companies want to get a slice of it, industry competition is inevitable. However, due to the low entry barriers in China's LED industry, a large influx of capital has led to a surge in production capacity. This in turn leads to difficulties in business survival, which leads to a series of unhealthy means of competition. Some inferior products flooded the market and played a price war with brand manufacturers, resulting in some cottage products even more price advantage than brand manufacturers.
Faced with the unfavorable competitive factors of industrial exposure, if enterprises want to break through the encirclement and break out of vicious price wars, it is necessary to work hard on corporate brands and product quality. At the same time, domestic LED companies began to return to the essence, enterprises should shift their development focus to enhance the core competitiveness of enterprises, and believe that brand manufacturers with production scale advantages and product cost performance advantages will eventually win.
Among them, the development of Zhaoxin LED is quite representative. They are based on honesty, abandoning impetuousness, and actively provoke social responsibility and industry mission. They have been through the core values ​​of enterprise based on change, harmony and integrity. After more than ten years of hard work, they have successfully opened up the entire industrial chain of downstream application products from the upstream epitaxial equipment of semiconductors, with the help of a complete industrial chain. Zhaoxin greatly enhanced its control and discourse power in the LED industry chain, ensuring the quality, cost and capacity control of Zhaoxin LED products, and achieving a comprehensive upgrade of the brand.
Liang Fengyi told reporters that honesty is an indispensable character of Zhaoxin, and down-to-earth is the style of Zhaoxin's work. Integrity may not reflect much money, but it is the embodiment of the company's future brand value. Now Zhaoxin is precisely through the core values ​​of corporate culture of change, harmony and integrity. After more than ten years of practice and cultural precipitation, it is to innovate corporate culture. It turned out that Zhaoxin is a foreign trade enterprise mainly engaged in processing and export. When a traditionally heavy-duty enterprise moves toward a relatively high-tech LED industry, the culture of integrity has enabled Zhaoxin to fully reap the rewards of its future market.
Liang Fengyi said that in the process of enterprise development, the company adheres to the business philosophy of trustworthiness and down-to-earth, which not only can be recognized by customers and the market, but also the foundation for the development of the company. In the year of the market explosion, companies are competing to compete in order to occupy a favorable position in the competition. Only by sticking to the rules of industry development, operating in good faith, and creating a good market competition format can we promote the healthy development of the entire LED industry. This requires LED upstream and downstream enterprises to work together.
CSAResearch pointed out that with the continuous improvement of LED lighting technology and the continuous decline of cost, LED lighting products are constantly improving and the price is getting closer to the people. The awareness of energy saving and environmental protection of the people is also improving. Inferior and low-priced LED products cannot withstand the test of the market. The high-quality LED lighting products of honest brand manufacturers can be truly applied to thousands of households.
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