New Year 2013 is coming. No matter what the past year will bring us, we are both happy and worried, all kinds of entanglements, at the end of the year, the people who have been busy with LED for a year, at this time can not help but sit in the fireplace, talk freely, or right Summarize the past year, or make various forward-looking plans for the upcoming 2013, and at this threshold of resignation, "what will the LED industry become in the future in 2013" is obviously better than already What happened is even more interesting.
On the basis of the communication between the reporters of China Semiconductor Lighting Network and all parties, some representative, especially constructive views on the industrial development in 2013 are selected as follows for reference in the industry.
Will the "price war" continue to deepen, or will it turn to a "value war"?
In 2012, for many LED companies, fierce price wars and tense tenders seemed to become the main form of market competition, and the product quality, brand, etc. that really mattered whether an industry could develop well could be said by many in the industry. Businesses are "ignoring".
If there are many frustrations and many objective and inevitable factors, what will it mean for the LED industry in 2013? Is the turbulent price war continuing to deepen, or is it possible to turn more attention to quality and brand "Value Warfare"? Turn to work hard on brand, technology and quality?
It is foreseeable that "strive to increase corporate profits under the situation of price reduction and increased competition" may still be the main theme under the premise of "stable" development of the market. For the market competition in 2013, the price war under the severe background of homogenization will continue, but the market competition is not only a simple competition between enterprises, but also the competition of the industry's ecological chain.
As far as the chip industry is concerned, it is foreseeable that in the future 2013, mainland LED chip manufacturers will struggle in the continuous release of production capacity and homogenized environment. In addition, the mainland will announce a limited opening of Taiwan ’s LED lighting standard certification in the near future. The main applications that can be immediately adopted by the mainland are open to Taiwan, which will make the future market competition environment more intense, and the price war will continue to deepen.
For application companies, in 2013, the price drop will still be the main theme. "Fozhao, Huaqiang, etc. are already in action. I have seen 3W bulbs below 6 yuan in the market." An LED company Marketers reflect market price changes in this way, and it depends on who can best combine quality and price at this time.
"The price war is not very relevant to the mid- to high-end. Cost control and differentiation are always correct. Value creation is always correct, but the pricing of value is not controlled by you. When your main product is no longer competitive, it still has to be used as an enterprise The main profit point is that the door is open, and a small price war will make you into a crisis, "an LED lighting company manager expressed his views in this way. He also proposed that It is said that at this time, the most important thing is to make a good product. The quality of the product and the corresponding technology are still the core level of differentiation. At the same time, the life cycle rhythm of the product should keep up, because the market changes quickly and the product cycle rhythm is accelerated. Too.
In 2013, it is destined to be a "turbulent" year, and the big waves will go through the sand. Will the survival of the fittest also become an upward driving force for the market to mature? "2013 must be a year of precision marketing. LED manufacturers will face tougher competition than 2012. At this time, we pay attention to the country's support policies, and at the same time, we should adhere to our strategic direction and step by step," one An entrepreneur said that if an enterprise is to be invincible, it must bring down products with higher quality and process technology to the market in a down-to-earth manner. It must have a unique and high-tech product system and a three-dimensional product strategy. Only when these are truly recognized by the market can we achieve our own rapid development.
At the same time, in 2013, more companies will begin to focus on brand building, not only relying on the scale advantage of low price, but also the brand advantage will become "the rising force behind scale."
Integration, the development of polarized "M" type?
In 2013, in the context of further in-depth integration, LED companies will begin to transition to polarization, just as the current competitive trend in the smartphone industry is the development of the "M" type toward the poles, which also has a certain similarity with the LED industry.
In fact, industrial integration has begun in 2012. Following a series of merger and shareholding events (including Epistar's acquisition of Guang gallium, Lunda's merger with Weilimeng, and Sanan Opto's stake in Canyuan, etc.), in 2013, large companies will continue to use capital to further expand their operations to reduce costs However, the survival pressure of SMEs will continue to increase, and the market dilemma that is not easy to profit may continue.
At the same time, another trend is that, under the situation that the price of LED devices has become smaller and smaller, current LED manufacturers tend to use medium-power devices (0.2 ~ 0.5W), gradually replacing traditional low-power devices (0.06 ~ 0.1W) , Used in indoor lighting, medium power or will continue to become the market development trend in 2013.
In addition, in 2013, mainland sapphire substrate manufacturers will once again devote themselves to the development of patterned substrates to increase the capacity of patterned substrates. Some analysts said that in 2013, the penetration rate of sapphire substrates made of mainland patterned substrates is expected to be close to 50%.
"E-commerce", how far is it from LED?
"E-commerce" has become a "keyword" in some aggressive and unrelenting industries. Perhaps it is just an appearance. In fact, it is because at present, there is no more worrying entrepreneurs than how to lay out channels.
A supportive view holds that "The development of the lighting e-commerce model is not a question of optimism or optimism, it is the inevitable development of an information society; when e-commerce appears, who has been optimistic about it? But e-commerce has changed our lives And subvert the tradition, "Xu Fengyun, former vice president of NVC Lighting Holdings Ltd. also said:" In order to study the marketing model of e-commerce, I also went to major online platforms to take a closer look, and found that the entire home building materials brand, doing It is the lighting brand that is inferior. On November 11, 2012, this day can be written into the history, and the major giants in the lighting industry are collectively missing, including the second-tier brands are not strong, the lighting industry bosses, should they be good Think about it? "
For the "e-commerce", there is such a clear and radical point of view, or the former executives of traditional lighting companies, it is inevitable to ponder. But at the same time, some people have raised their own questions, is e-commerce suitable for LED lighting?
At this time, not only the LED industry, but also the outside world's identification disputes about e-commerce are unusually diversified. For example, Wanda Group recently announced its high-profile entry into e-commerce. At the same time, Wanda Wang Jianlin also said that e-commerce cannot completely replace the retail market and bet 100 million and e-commerce Alibaba Ma Yun, a business representative, is betting ("After 10 years, if e-commerce accounts for 50% of China's retail market, I will give him 100 million, and if he doesn't arrive, he will give me 100 million;" Wang Jianlin said in the bet), Let more people pay attention to the development prospects of "e-commerce".
At present, most of the e-commerce models commonly used in the LED industry are entered into comprehensive e-commerce platforms such as JD.com or Tmall (such as Tsinghua Tongfang, etc.), or into professional e-commerce platforms for LED lamps; one is currently used by more people. The accepted point is: With the improvement of the mainland e-commerce platform, the number of users has risen sharply. In 2013, the "combination of online and offline, combined mode of e-commerce and physical stores" will be a better way for LEDs to enter the civilian market.
"E-commerce", whether it will become one of the mainstream marketing methods or auxiliary marketing methods are worth exploring. At the same time, it is worth thinking: e-commerce itself is good, but which companies and products are more suitable for e-commerce, which are not suitable? There is a view that the price must be very competitive through the e-commerce platform, and those brands or products that are positioned in the middle and high-end should be very cautious.
When will the real representative appear in the LED application industry?
At present, when it comes to LED chip and packaging companies, they can say a few fairly loud names, and when it comes to lighting application companies, what pure LED lighting application brands are impressive and impressive? ?
Obviously, at present, the LED application industry still lacks a recognized leading brand. Even if the annual sales revenue of leading traditional lighting companies with annual revenue of three to four billion yuan on LEDs is only about two hundred million in the past two years, it is equivalent to a medium-sized LED. The annual revenue of lighting companies is comparable, and the proportion of the entire industry is very small.
In particular, indoor lighting in the future will be an important territory for LEDs in the future. With the reduction in prices, technological advancement, and product maturity, LEDs are expected to enter the field of indoor general lighting in the near future. At this time, a group of experienced LED companies with high quality, products and manufacturing technology that are refined in the market may be the first to stand out.
"Some LED companies have made distinctive products, such as Aoliang, Sidon Lighting, etc., all have some actions," In fact, the reporter has heard more than once that there are executives of traditional lighting companies and multinational companies. Marketing executives mentioned the names of some LED brands. Perhaps, these companies also have the same low-key temperament as the "quality sense", but this does not prevent them from maintaining a low-key while winning reputation for themselves.
As for the comparison between traditional lighting companies and LED companies, "the basic advantages of traditional companies are still relatively obvious. It doesn't matter if the timing is wrong. See if it will continue to be wrong. Maybe it's better to wake up." An LED company manager Said with a smile. "Learning, innovating, making changes, and digging deeper, the bigger the enterprise, the more responsive it will be, and the fear of taking it for granted or completely indulging in past experience."
At this time, the CEO of a leading traditional lighting company that had earned the attention of the industry in 2012 due to high-profile executives has recently made a high-profile statement, "to make LED lighting revenue reach half of the current total revenue within five years."
Obviously, the most powerful channel power of traditional lighting companies is still the shortcoming of LED companies. Because of this, we can see that some LED companies that have not lost their sharpness and technical accumulation, and also have marketing and pioneering awareness, are already deeply planting designer channels and creating a brand image.
Whether the old-fashioned "Nokia" enterprise or the cutting-edge "Apple" company will take the lead in the future seems to be waiting to be seen. Compared with the general performance of traditional lighting companies in 2012, the transformation is weak, and they have even fallen into the management turmoil, and the new and decisive LED companies may be more worthy of optimism.
Especially in the field of commercial lighting, "At present, the market competition is very fierce. Everyone is constantly launching new products and new technologies. We must ensure that we are at the forefront." Said an LED company manager who specializes in hotel lighting and shopping mall lighting. "Technology and quality will continue to accumulate and accumulate, especially for different fields, such as hotels, retail, hypermarkets, supermarkets, to really adapt to their requirements," he also said that with the commercial construction field, With continuous expansion, the LED commercial lighting market will show a growth inflection point in 2013. "It's time for LED to penetrate into commercial lighting in large quantities"; and his company's sales revenue on commercial lighting has also reached 70 since last year. %growth of.
How does the "business thinking and profit model" change, is it possible for manufacturers to bundle?
"Abrupt market changes. Some people saw it, some people realized it, and some people were still in their dreams. They always thought that after this crop, a good day would come again." And in the end, no matter whether the good day will come, when will it come In order to win the cruel market competition in 2013, the most important one is the innovation of business ideas and profit models.
This is also the most exciting aspect of change. Because this is not only for a certain enterprise, but also for the development of the entire industry, business ideas and profit models are undoubtedly top priorities.
All kinds of thinking thus unfolded. For example, there is a point of view: "Making special products for one or two products" is the correct idea of ​​the factory, but the terminal manufacturer needs a full range of products of a full range; then, between the LED manufacturer and the terminal manufacturer, is it necessary Is there an integrated platform that can deliver the precise and specialized products of various excellent manufacturers to the terminal in time? Who will be the platform? Is it a big brand e-commerce or a channel chain brand? Is it possible that there will be a large alliance of dealers?
"Is it possible for the channel merchant alliance? Is it possible for the production enterprise to hold a group?" An LED entrepreneur also put forward such a constructive point of view. Even if the traditional lighting companies share resources with LED emerging companies, is there any channel integration or acquisition? may? Is it possible for agents and manufacturing companies to hold shares? Is it possible to produce customized LED products? Is it possible for the marketing outsourcing of production enterprises? Obviously, these are "in the future", they will be based on the development of the entire industry, more mature, more integrated, and based on mutual benefit and mutual development. "may".
An entrepreneur agrees with the view that "manufacturers hold each other's shares". "I think that in the current LED industry environment, manufacturers and merchants should be deeply bundled to establish new sales companies. After all, the capabilities of manufacturers still reflect In terms of manufacturing, sales are the strengths of the merchants. In this way, the producers and sellers can perform their duties and focus on their greatest advantages to the fullest. "
It can be seen that at present, many distributors are investing in large-scale factories, but the results are often unsatisfactory, and some production companies do not feel that they can "touch the door" in marketing. If the manufacturers and merchants are deeply tied up, it is a kind of Way out. Some people also said that this model of manufacturer bundling (manufacturer's shareholding) is still relatively common in the home appliance industry, and the lighting industry is still lacking. You can try and explore more. The premise is that this model seems to be based on the merchant's in-depth understanding and affirmation of the manufacturer.
"Everything is possible, the dealer has shares in the cooperative manufacturers in progress, which will soon become a reality," an entrepreneur who has already walked on the road made his own answer.
In 2013, there may be more LED entrepreneurs on the road to change and exploration.
No matter how the industry develops and changes in the future, 2013 will be cold, warm, sick, or slow, which will send people hope and imagination for the future. In 2013, it will also faithfully witness LED entrepreneurs and social entrepreneurs with social responsibility and professionalism. The footsteps of the manufacturers moving forward.
At the same time, we also wish that, as China's Lenovo, as TCL and Hisense, as Gree, in 2013, there will be LED industry brands worthy of long-term memory.
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