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The traditional lighting market is shrinking, and the LED lighting market is expanding. It is believed that LEDs will maintain a relatively fast growth rate in the next few years. Some organizations predict that the pattern of LED lighting industry will be seen in 2014, and the echelon camps of major enterprises will gradually become visible, including traditional lighting companies, emerging LED lighting companies, cross-border LED companies, etc. These camps are robbing the market in different ways. Cake, but only a few prominent protagonists can grasp the right to speak in the market.
The first camp: the transformation of traditional lighting enterprises, the industrial development environment is changing rapidly, opportunities and challenges coexist, LED lighting industry reshuffle is inevitable. In the era of traditional lighting, although the lighting industry has developed to a fairly mature stage, the market has shown a pattern of several major brands, but compared with other industries, the concentration of market share is still very low.
In order to become the protagonist of the LED era, traditional lighting companies must meet the following conditions:
The first is mutual assistance, using the advantages of dealer channels to help companies quickly lay the market, and at the same time quickly establish brand influence through the word-of-mouth communication of distributors;
The second is mutual trust. Many traditional lighting companies in China are in the stage of transforming LEDs. The dealers of traditional lighting are also constantly trying to introduce LED lighting products, but more are in a wait-and-see state. Enterprises need to increase marketing efforts and product development. Attract this part of the population and build a sense of trust between the two parties;
The third is interoperability. The LED industry is in an era of rapid change. It is necessary to grasp the channels, brands and product positioning of its own enterprises and accurately establish effective circulation channels in order to truly play the role of channel construction.
The fourth is complementarity. In the future, affected by LED price, channel, brand, market and scale, the LED industry will become more and more integrated. Many traditional lighting companies are also beginning to integrate or share resources with emerging LED companies. . The most typical case of cooperation is the marriage of Dehao Runda and NVC Lighting.
The second formation: emerging LED companies cracked from the first half of 2013, due to overcapacity and fierce market competition, LED chip prices have fallen sharply, the biggest beneficiaries are LED lighting applications, first, the cost reduction can bring more The profit, the second is that the decline in product prices can make the market more popular. In addition, last year the country continued to introduce phasing out incandescent lamps, energy conservation and emission reduction policies, which led to a substantial increase in the overall demand for LED lighting. According to statistics, as of March, a total of 39 A-shares of 53 LED concept stocks announced their 2013 annual report or performance report, and 23 of them, nearly 60% of them achieved profitability last year, most of which were emerging LED lighting companies.
Problems that emerging LED lighting companies need to solve:
The first is how to build your own channel. At present, LED products are not rich enough, and the single e-commerce channel is too narrow. E-commerce construction investment is greater than revenue, and product added value and profit margin are relatively limited. Emerging LED lighting companies need to judge the advantages and disadvantages of various channels according to their own development characteristics, and establish a nationwide channel in a short period of time.
The second problem to be solved is the brand building of the system. At present, the strong brands in lighting are still some giants such as Philips and Osram, or domestic veterans such as Op, NVC and Sanxiong. Emerging LED companies need to make more efforts in the segmentation field to build their own brands.
The third camp: cross-border LED companies joined the war industry, and even attracted cross-border mergers and acquisitions. For example, Zhongjing Electronics plans to acquire the equity of LED Enterprise Founder Group for 286 million yuan, and officially entered the field of LED lighting. Guangri, the main media company, wants to acquire the equity of Changchun FAW Sihuan Tianjia Auto Parts Co., Ltd. to realize the extension of the company's LED lighting technology and products. Judging from the industry chain research, many LED companies have the demand for mergers and acquisitions and refinancing this year.
The scope of cross-border is not only reflected in the integration of the middle and lower reaches, horizontal markets, technologies and services in the vertical industrial chain of the LED lighting industry; it is also reflected in the integration of different industries, such as integration with the electrical industry and the media industry. Wait. At present, the new lighting technology represented by OLED can achieve new demands because it can be perfectly integrated with other decorative materials such as flooring, wallpaper, curtains, ceilings and the like. It is expected that first-tier manufacturers will put into mass production of OLED lighting in the next two to three years. By 2020, LED and OLED lighting will comprehensively replace traditional lighting.
Then there are more companies that cross the border. For them, LED lighting products are only an addition or supplement to the main business. By then, the industry will become more crowded, and the crisis of LED lighting companies will really come.
Market demand, industry instigation, government support, LED lighting leapfrog development has multiple help. The government's top-level design is highly concerned about the energy-saving and environmental protection industry. It is exciting news for the LED industry. Judging the situation, planning and then moving, 2014, with the maturity of LED technology, the massive release of domestic production capacity, industrial policy support multiple aura, the vibrant LED as a sunrise industry, will usher in a better development opportunity.
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