At present, the development of LED lighting companies presents different status quo.
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LED lighting seems to go into a strange circle: constantly pouring in, constantly closing down; constantly closing down, continue to flood. This is exactly the same as the photovoltaic industry in the past: blind construction, low level of repetition, and homogenization competition. What is the current status of LED lighting and how should it develop in the future? In this issue of the news conference room, lighting industry veterans, to discuss the current status of the LED lighting industry and the future development path.
The LED lighting industry is developing rapidly and even overheating. Cross-border enterprises have invested in the LED industry. Traditional lighting companies have gradually transformed into the LED market. The upstream and downstream enterprises have frequently assembled LED applications, resulting in saturation of the LED lighting market and overcapacity. At the same time, competition among enterprises has become increasingly fierce, and the LED lighting industry has also presented different status quo.
LED lighting companies survive the status quo of the seven major status, the price war is full of smoke.
The problem of the industry's prevalence is that the top-end epitaxial wafers and chips with the highest profit are relatively high due to the high technical requirements, and the enterprises entering the enterprise are far less than the enterprises in the middle-end LED packaging and downstream LED application fields. "2013-2018 China LED industry market prospects and investment strategic planning analysis report" shows that there are currently more than 1,200 LED packaging companies in China, and the number of new LED application products launched by enterprises is less than 550; LED street lighting enterprises over 300 Home, the product is basically in the stage of copying and imitating each other. The homogenization competition has caused price wars to rise, and there is a lack of benchmarking brands. The scale of enterprises is difficult to grow and the industry lacks credibility. Therefore, cultivating leading enterprises and accelerating the construction of independent brands have become an urgent task for the LED industry.
More than half of 2014, we saw that the price war is still in the protagonist's position, occupying the top spot in the LED lighting topic list, and continue to shake the industry's bloody hurricane. Large companies hope to continue to maintain their initiative in the market by turning scale advantage into price advantage; small and medium-sized enterprises hope to bombard the market with low prices. The outcome of the price war may be beneficial to consumers, but it has caused a large number of corporate profits in the industry to decline, survive or even collapse.
The status quo two, the brand battle into the market gospel.
Brand warfare is dominated by black horses. Many LED lighting companies place their brands at the core of market competition, and strong brand advertising in various channels to implement a business strategy of obtaining differential profits and value.
The status quo three, mergers and acquisitions integration up the wind.
Recently, the speed of corporate mergers and acquisitions has accelerated, and we have seen the pattern of LED lighting industry appearing. Companies with strong strengths hope to use M&A integration to make up for their shortcomings in LED lighting products, brands, technologies and channels, and mergers and acquisitions are the fastest way to solve these shortcomings. However, mergers and acquisitions are easy and integration is difficult. The management, culture, and values ​​of the two companies are inevitably different. Although the benefits of mergers and acquisitions are obvious, if you want to be lightly loaded and solve the turbulence that is likely to occur after the merger, you must proceed step by step, otherwise it will be difficult to achieve the desired results.
The status quo is four, the tide of closure has spawned a new pattern.
The industry almost agreed that the LED industry is entering the reshuffle period, and the traditional lighting giants have joined the battlefield of LED lighting, and there have been more bankruptcies, ushered in a real bankruptcy. However, the tide of bankruptcy does not indicate the good or bad of the LED lighting industry. Entering the LED lighting industry, the threshold is low, and many companies claim to be able to do LED lighting products. The screwdriver factory is in a piece of film, the mix of personnel, the quality of personnel, and the technical level are uneven, leading to chaotic competition in the industry. The LED lighting industry shuffling is the inevitable result of market development. . After the baptism of mergers and acquisitions and the collapse of the tide, the superior resources will be concentrated in some enterprises, and the competitive landscape will develop stronger and weaker. The pattern of the LED lighting industry will be initially visible. The last thing to laugh is Winner.
The status quo five, the market segment into a desert oasis.
In the field of LED lighting, the homogenization of products is very serious, and plagiarism among enterprises is rampant. If there is no unique product design and technical improvement capability, the company will not have any anti-risk ability during the industry reshuffle period, and there will be dangers of being out at any time. Therefore, the market segment has become the scent of SMEs. SMEs must take the specialization route and be the most specialized and refined in the market segmentation field, so that there will be opportunities for survival and development.
The status quo six, channel construction is an urgent task.
In 2014, we once again witnessed the legend that the channel is king, and channel construction is a hot topic in the LED lighting industry. The channel is like the transmission belt of the enterprise, the channel is unreasonable, the enterprise is painful, and the channel is the hub for the enterprise to put the product into the market. The importance of product sales is self-evident. The way in which LED lighting products reach consumers is also crucial to the sales of the company. How to layout channels and how to carry out channel innovation has become a difficult problem in the minds of enterprises. The traditional channels are narrower and narrower, the competition is large, the construction and maintenance costs are high, and the effect received is still unknown. The e-commerce channel is conducive to brand building, but it can not be regarded as the mainstream channel at present; the profit margin of the invisible channel is large, but back The long cycle period and the difficulty of development have several advantages and disadvantages. They need to be weighed according to their actual situation, but channel construction is an urgent task.
The status quo seven, the group cooperation and promote development.
The development of the LED lighting industry is too fast. If we want to talk about the profession, innovation and speed, the enterprises must not achieve the same effect as the complementary resources. Since 2013, the phenomenon of cooperation between small and medium-sized enterprises to promote development has become ubiquitous. For the current LED lighting industry, whether it is due to internal brigade breakout, strengthening advantages, taking the lead in consideration, or establishing externally China's LED lighting industry status, the need to build a national industry and resist the invasion of foreign enemies, the integration and cooperation between enterprises and enterprises has become an irreversible trend.
Industrial development has entered a period of real integration. Enterprises need more resilience and anti-risk ability in complex and ever-changing markets. Collaboration models among enterprises need to be carried out in a vertical, horizontal and even vertical and horizontal way. Enterprises, they know how to use each other's advantages to blend symbiosis in the golden period of industry development. All major LED lighting companies have made full efforts, occupying channels, paving the market and branding, and only survive for one purpose.