Survey: How far is the LED from the consumer?

After 2012, the entire lighting industry appears to be relatively light, and this lightness not only depends on retail lanterns that go on the market, but also spreads to LED fields that are closely related to national government policies. LED's hot in 2010 - the first half of 2011, with the regulation of the property market, the LED industry also encountered a huge impact, mainly expressed that from the second half of 2011, the national economic slowdown, many projects suffered stagnation, as the government The decline in sales of LED products in the engineering sector, and the debt crisis in developed countries such as Europe and the United States have also directly affected the sales of manufacturers and international trade cities like Beijing.

Beijing: LED merchants maintain channels and see the spring of the market

The market opened up LED zone reporters visited Beijing mainly engaged in the sale of LED concentrated Bandung Huiyang Lighting City, Shilihe Lighting City and other markets, in order to attract more manufacturers direct marketing, market parties have specifically opened up LED area, LED area is almost all The factory’s direct-operated stores have a large store area and ample display effect, while the average small and medium-sized merchants have a small storefront area.

Restrictions on the use of LED products Although LED has become the flagship product of many manufacturers in recent years, most of the manufacturers are working with local or local governments. The amount of products that are actually circulated through market merchants is not large. Therefore, the proportion of LED in the field of all engineering lighting is not large, its product form is also relatively single, mainly in the light strip, downlights, spotlights, light strips are fully used in engineering areas, downlights, spotlights are also the main Focus on hotels, clubs. In addition, the use of downlights and spotlights in the household sector has become increasingly popular and has become a highly decorative accessory product that many consumers recognize.

The main channel, the store is supplemented by Beijing's LED merchants are mostly veterans who have been operating lighting products in Beijing for many years. After years of baptism and channel excavation, they have formed a number of fixed channels. The opening of shops is for LED merchants. Said that it is just a decoration, contact some small orders, roasted seeds and nuts in the market and the like. Some merchants continue to operate on government channels, and some of them rely on foreign trade channels such as Japan, South Korea, and Russia to form cooperation. For foreign trade, foreigners like to deal with old acquaintances who have worked together for many years. For businesses that want to enter the LED industry, there is no channel. The previous development channel will be the biggest investment.

Therefore, the merchants selling LED in Beijing are all laying down their channels for many years, and have already opened up almost all channels to be invincible.

Change of common people's concept, LED decorative auxiliary products into the family With many families bring LED products into the home, ordinary people with strong followers saw the role of LED in the decorative auxiliary field. This is mainly due to the recent boom in LED products. On the other hand, designers have brought LED products to ordinary consumers. As a result, the concept of home decoration has deepened, many ordinary people are increasingly concerned about the role of home lighting, and downlights, spotlights will greatly meet the needs of the family in the ceiling block, so that the entire ceiling in the decoration with LED business photos Products are even more icing on the cake.

With the demolition of houses in multiple locations in Beijing and the implementation of CBD expansion in the east, in the spring of 2012, the reconstruction of houses in various locations in Beijing has commenced, and the eastward expansion of CBD has begun to be implemented. In 2012, it was opened as a merchant for LED commercial lighting. The merchants fell into the cold winter, but large-scale demolition and relocation allowed the merchants to see the spring. Although the spring will require strong funds to support the perseverance, the merchants are still willing to wait. Just like the occasion of the 2008 Olympics, many merchants have been patronized and verified the old saying “not open for six months and eat for one year”.

Harbin: How far is LED away from us?

Ms. Wang: I know that LED products are good products. The concept of good products is not yet clear. They only pay attention to the introduction of LED products during the purchase process. They will also pay attention to whether the price is acceptable or not. The budget is acceptable and they will accept and choose. Salespersons’ promotion is key. For ordinary consumer LED products they have early contact, LED light source flashlight, home earlier LDE spotlight lamp cups, LED computer monitors, etc., mentioned that LED products want to use, but worried that they can not buy a good price The product.

Manager of a business lighting Tang: positioning a high-end enterprise LED lighting products, a one-watt spotlight more than 100 yuan, 3 watts to more than 200 yuan. All the chips used by the United States Kerui, so the cost is also high. But there are selling points, easy to win the pro-gaze among the high-end consumer groups, and companies have been planning the target product for ten years, so that dealers have a sense of belonging, but due to the relatively high price of the product, so rarely used in engineering, The cost is too high. Only some star-rated hotels use more.

Xinhong Lighting Manager Zhang: Main LED engineering products, category related to lighting, home and many other categories, and now LED guardrails are used in many lighting projects, the government's street lighting is useful, street lighting has been A large number of applications of high-power LED as the main light source, including the courtyard of the lighting, now as long as the government to do the project will be the first choice of LED products, more than the cost of problems and distressed, and now a lot of companies are doing solar LED products.

Engineering Lighting Dealer Manager Wang: Now the diversified mode of LED products is gradually reflected in the LED guardrail tubes of the previous years, and now the high-power LED light sources have been widely used in lamps and lanterns. The LED light source crystal lamp introduced in the year has LED products in many stores nowadays, not only on crystal lamps, but also on ordinary lanterns, so LED products are very close to us and have entered our lives. Now What is lacking is a good value-for-money product, which is still very slow to popularize. After all, it is very difficult for ordinary consumers to accept too high-end products. The products in the current market are very rich. No matter the tycoon, the middle class, the petty bourgeoisie, or the civilians have products suitable for them, as long as you like LED products, you have products of your own level. Businesses in the introduction of products to highlight the low-power LED, long life, no flicker, to meet their demand for light environment, that is, the diversity of products, such as the current LED T5 lamp and other high-end products are gradually entering market.

Quanzhou: LED industry has begun to take shape to break through the long way to go

Located in Quanzhou City in the southeastern part of Fujian Province, it is one of the three major cities in Fujian Province. It inherits Fuzhou, the provincial capital, and Xiamen Special Economic Zone in the south, and Taiwan’s treasure island in the east. It borders on Zhangzhou, Longyan and Sanming in the west. The total economic volume of Quanzhou ranks first in Fujian Province for nine consecutive years, and all counties under its jurisdiction rank among the "Top Ten" of economic strength in Fujian Province or the "Top Ten" in economic development, becoming the "brand capital" known throughout the country. As one of the key industries supported by Quanzhou City, in order to capture the future LED market space, many Quanzhou optoelectronic companies are laying the road to breaking through: increase R&D efforts, plan the vertical integration of the industry chain, and realize the equal development of terminal product application and packaging. Quanzhou's LED industry, which is poised to take off, has the following features:

"Small enterprise": After an ordinary worker has been working in an LED company for several years, he has mastered the point technology, and has a capital of 300,000 to 400,000 yuan to set up a small, low-power LED packaging plant. Such a small factory requires only a few workers and the market is good. When the reporter visited Quanzhou Economic and Technological Development Zone, a manager of the lighting sales department told reporters that because of the low threshold, the industry is full of “sub-adults” everywhere.

Even more unavoidable is the fact that Quanzhou LED companies are still mainly distributed in the middle and lower reaches of packaging, applications, etc. Upstream substrates, epitaxial wafers, chips rarely get involved. The latter accounted for about 70% of the industry's profit, while the former accounted for only 30%. Because of this, Quanzhou Capital also began to focus its strategic attention on high-power.

The display company has gradually become a small-scale word, which determines that most of the production of LED enterprises in Quanzhou can only stay on the products of architectural decoration, advertising display screens, indicator lights, and signal lights, which have become fiercely competitive. Walking in the streets of Quanzhou, from time to time you can see the "LED advertising box production" small signs.

However, there are also some companies that are trying to do "big". “There are very few street lights, not to mention indoor lighting. Most of the major projects are outdoor display screens and various backgrounds and night scenes.” Zhan Jun, from Fujian New Hope Optoelectronics Technology Co., Ltd., told reporters. It is understood that the company is currently organizing technical difficulties, and its direction is the night lighting of the bridge area. According to Mr. Zhan, the technology is still blank in the province. If it can be successfully developed, the company's business will be fully expanded.

At present, there are about 30 LED display manufacturers in Quanzhou, but it cannot be overlooked that due to the lack of core technology, only people are given processing, the added value of the products is very low, coupled with the homogeneity of low-price competition, may cause Quanzhou is a processing base for the LED industry. "It is not realistic for most companies to independently carry out R&D of core technologies. Joint R&D may be a shortcut to break through core technologies." Facing reporters' questions on how to break through low added value, Huang Shuiqiao, Chairman of Quanzhou LED Industry Technology Innovation Strategic Alliance Answer this.

"Doing domestic sales only, and seldom exporting" is inconsistent with Quanzhou's "export market" status. Although Quanzhou's LED industry has begun to take shape, it actually has LED products manufactured in "Quanzhou". On the domestic market, there is very little to truly go abroad.

So how do you find the "export" to foreign markets? At present, LED enterprises in Quanzhou have already taken the first step: aiming at the overseas hot products of art modeling lamps, some companies combine solar energy with LED lamps. The appearance of this “selling point” has been greatly favored by foreign buyers. In fact, as early as in 2007, Fujian Province introduced relevant policies to support LED and solar photovoltaic industry, and the Quanzhou government has also vigorously promoted energy-saving lighting in recent years. These weathervanes will allow Quanzhou LED industry to enter a period of rapid development. The outlet channel started to open. Quanzhou solar LED lights are currently mainly exported to the United States, the European Union, Japan, Canada and other countries.

Application and packaging and re-development trend How to get a share in the huge potential LED market? “It is very risky to do a single link, and to open up the industry chain to win the initiative.” Chen Huasheng, chairman of Quanzhou Aimin Optoelectronics Technology Co., Ltd., gave his answer.

The LED industry in Quanzhou is mainly focused on packaging and applications, but in fact it is packaged--that is, only three or five companies that buy chips from abroad to make their own light sources. Most companies only use applications, buy light sources from Guangdong and then assemble them, so the cost is hard to control. The chip accounts for 70% of the cost, and removes 20% of the cost of the light source. There is almost no profit to the assembly process. If companies can make their own light source, the cost will be more controllable. Correspondingly, there is no advantage in only packaging without application.

"Compared with Guangdong Shenzhen, the competitiveness of local packaging companies is not strong. Shenzhen has a complete industrial chain, lower production costs of light sources, and lower prices. Quanzhou many application companies have purchased from there. If the local package If enterprises do not use their own applications, they may face the dilemma that light sources cannot be sold,” Chen Huasheng told reporters. For Quanzhou LED companies, the integration of the industrial chain is a trend. The reporter believes that Quanzhou LED application companies should increase cooperation with Xiamen, Guangdong, Taiwan, and other packaging and chip companies. LED leading enterprises in Xiamen occupy a leading position in chip technology R&D in the upper reaches of the industrial chain, but have weak production power in downstream product applications and packaging, and Quanzhou has advantages in this regard. This brings about the cooperation space, LED industry division of the industrial chain, industry leading companies to carry out upstream technology research and development, SMEs can expand their own through application, packaging links. The cooperation between Putian Zhongwan Wanbang and Sanan is a model in this respect.

It is not only Chen Huasheng who has the above-mentioned ideas in Quanzhou's technical breakthroughs. Quanzhou Blue Optoelectronics Technology Co., Ltd. is also taking the "package + application" path. Wu Yuanfen, deputy general manager of the company, told the reporter that the core technology of the upstream chip is currently in the hands of companies in the United States, Japan, and other countries. It will be unrealistic for a single domestic company to invest heavily in R&D in the short term. However, some breakthroughs in the packaging process can also improve product competitiveness.

"Technology is the most intense area for LED industry competition. The invention of a new technology may drive the upgrading of products." said Wu Yuanfen. And Blu-ray Optoelectronics is working hard in this direction. "In the packaging process, heat dissipation is a major problem for LED light sources. In response to this, the company invested millions, which took more than a year to develop a new LED heat sink material and obtained a patent. After successfully applying it to LED light bulbs, The customer's favor."

Blu-ray, which tasted the sweetness of technological innovation, said it will further focus on R&D. At present, the company is working with a Taiwanese company and has set up an LED engineering technology research center. “The optoelectronics industry and semiconductor manufacturing industry in Taiwan rank among the top in the world. The industry chain has a sound structure. It has advantages in management, capital, technology research and development, and personnel training. Cooperation with Taiwanese companies can help solve some of our technical problems. ”

Quanzhou and Taiwan face each other across the sea and is the ancestral home of 44.8% of Taiwanese. When the construction of the Wuli Industrial Park in Jinjiang City of Quanzhou, US-based Taiwan’s Mickey Group, was initiated, it was remarkable that the Honorable Vice Chairman of Taiwan’s People First Party, Vice President of Taiwan’s “Legislative Yuan” Zhong Rongji, and more than 30 people from across the country The president of the Taiwanese Business Association of the City and more than 20 representatives of high-tech companies in Taiwan were present at the same time. Machi itself is an upstream optoelectronics manufacturer, and its high-end chips have great driving benefits.

At present, the optoelectronics industry and semiconductor manufacturing industry in Taiwan rank among the top in the world. In recent years, its model has mainly been “R&D, orders in Taiwan, and production in the mainland”. However, with the further increase in investment costs in the Pearl River Delta, Yangtze River Delta and other regions, Taiwan has begun to focus on Quanzhou. Apart from the ancestral homeland of 44% of Taiwanese people, it can also solve the cost problems faced by Taiwanese businessmen in the Yangtze River Delta and the Pearl River Delta. Changzhao Photovoltaic, Extreme Technology, Endi Technology and other Taiwan-funded projects have already settled in the Quanzhou Taiwanese Investment Zone. Taiwan-based joint investment to create a complete optoelectronics, semiconductor industry chain will be formed in Quanzhou.

Tianjin: How to find a balance between the LED market and high prices

The person in charge of Tianjin Haiyu Lighting explained that: In general, LED lighting has advantages, what is the market, not enough to its increasingly high demand, customers value not only the energy-saving effect, but also the price is very important Their principle is to buy the most affordable energy-saving products with the least amount of money, but this often creates conflicts. For example: the same two LED manufacturers A and B, A company uses imported chips, CREE or Philips, warranty for three years; B company chooses domestic chips, one year warranty, and even less than one year, but A The price of the company is at least three times higher than the price of company B. At this time, the client often chooses company B instead of company A. It can be seen that the professional knowledge of the client is still lacking, and the knowledge of LED itself is also lacking in understanding. , so this brings trouble to Company A. If Company A also produces Company B’s products, then Company A’s brand value and product quality may be greatly discounted, but if Company A continues to maintain high-end products, Then the limits of his customer base were again limited. This is the problem that LED manufacturers face today. For Company B, it is generally a one-stroke deal. Customers may not have a second cooperation as long as they have contacted them.

In the face of the current market, in order to truly enter the market, in addition to those well-known brands, it is not an easy task for LED lighting manufacturers to enter famous brands to enter the market like famous brands. . The production of low-end products, fear of affecting their reputation, and the production of high-end products that compete with company B, are in dilemma.

How should the manufacturers face? I would like to focus on high-end products. Because the times are improving, people's common sense will also grow. They will eventually understand and accept high-end, high-end products. For manufacturers, the product knowledge can be popularized. There is also training and communication skills for sales personnel to strengthen professional knowledge, so that they can communicate very smoothly and confidently with customers, do not hold “our products are expensive The general idea."

Manufacturers I think are better than dealers, dealers will consider the customer's reputation for their own problems, they need to consider pulling customers, and manufacturers, he can only produce the products they need for the dealer's request, and in Requires innovation within the scope of the request, so that it should be fully able to respond to dealer changes.

Henan LED market: In the past, Wang Yingtang's former Yan Fei flew into the homes of ordinary people. The tide of LED has been surging. From outdoor to indoor, it has become more and more widely used. Prices have also been decreasing. The original is closer to ordinary consumers; dealers have adjusted their business directions. More or less increase in LED products, LED from the initial outdoor, commercial more and more infiltrated the family decoration, and slowly turned into a must-have for home improvement. At the beginning of this month, at the Henan conference of LED products for Foshan Lighting, even the exhibition panels and samples displayed on the spot were all taken away by the eager dealers, which fully explained the acceptance of LEDs in the county market.

Wang Li, General Manager of Eagle Lighting Co., Ltd.: The development of LED has reached a corner, and the market recognition is very high. With the continuous decline of prices, the application in the home field has become a big growth point. In the engineering field, because the lighting time far exceeds that of households, the energy-saving effect is more pronounced, the service life is longer, and the benefits are obvious. It is only natural that they are sought after.

Chenxiang, Xinxiang Tianhong Lighting: LED is used in crystal lamps and candle lamps. It has good light effect, and because of its compact size, it has played a finishing touch. It has a long service life, saves energy, and saves energy. For customers who purchase these high-end products, The price difference between LED and traditional light source is not particularly sensitive, and most of the attention is still to the effect of the whole light.

Name sent Henan logistics business Wang Yanli: Since last year, LED wholesale volume is large, and retail sales are increasing, especially 1W, 3W, generally accepted by consumers.

Lin Chau, general manager of Taizhou Lighting Co., Ltd. Hao Cailin: LED applications are expanding, market acceptance is also high, but many brands, different quality. As a seller, it is very difficult to find a brand with suitable price, high quality and promising prospects. Foshan Lighting's LED, cost-effective, far beyond expectations, market competitiveness, no doubt.

As the real estate situation this year is unclear, prompting the LED reshuffle to come ahead of schedule, and the rapid increase in market recognition, capacity continues to expand, there will be more and more big brands began to staking their attention, to promote LED, further squeeze the small factory living space. Dealers face a huge potential demand, careful screening of brands in order to find better products to face more and more intense competition.