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When the incandescent light for the incandescent light exited the refreshing wine and reminiscent of the throat, the domestic LED lighting manufacturers have already felt the cold wind blowing from the future in the future. On October 1st, the incandescent light exited the road map and officially executed it, allowing LED manufacturers to take a reassurance. We have strong support from the government. Wu Changjiang, founder of NVC Lighting, expressed the voice of many LED manufacturers, but the government cannot support subsidies forever. Once the government's support force fades out, many companies will have big problems. While seeing the state's supportive attitude, the elderly in the lighting industry also saw the hidden dangers of the development of China's LED lighting industry all the way to rely on the country to support crutches, and they have not yet developed strong legs.
Wu Changjiang’s fears seem to have become a reality.
In the past year, Duo Duoli and Borent took the lead in bidding farewell to the LED market. In July this year, another LED lighting company with a revenue of over 100 million yuan closed down. Even in the third quarter of 2012, when the incandescent exit roadmap officially began, 13 of the 20 LED lighting listed companies experienced a decline in net profit decline.
Is the policy favored by development or destructive? Is the huge market space full of gold or step by step? Faced with the large lighting market after the exit of incandescent lamps, are our LED lighting companies ready?
Red Sea is not an alarmist. Our LED industry has not yet become stronger, and we have already encountered a crisis of excess.
In the view of Dr. Zhang Wei from CCID Think Tank, the current market for LEDs is not as rumored as the market demand for LED lighting has not really developed. In such an immature market, there are thousands of companies and even tens of thousands of companies, so that this market has a hidden danger of overcapacity. Overcapacity has occurred in many places this year. Many upstream manufacturers of LED lighting have experienced an increase in inventory pressure. Zhang Wei said.
At present, there are more than 10,000 LED manufacturers registered in mainland China alone. In the first half of 2012 alone, there were more than 1,800 new LED indoor lighting companies in China. In addition to thousands of LED small businesses, traditional lighting manufacturers, international lighting manufacturers, LED display manufacturers have been recruiting in the field of LED lighting to prepare for the fight. LED lighting is already a red sea. In the next year, the LED lighting industry will usher in a fierce battle. Only a few companies that can survive in the field of LED lighting upstream may be more than a dozen.
The Red Sea has already blew the horn.
In this Red Sea, price wars and public relations wars are the main forms of stifling, and the core technologies, brands, and talents that really concern the benign development of an industry are deliberately ignored by many companies in the industry.
The industry has a lack of opposition to this type of price war and public relations war.
Wu Changjiang does not recognize the competition mode in which LED lighting industry prices are king and public relations is king. In his view, many LED lighting companies are far less invested in brand building, team building, and channel construction than they spend on public relations. Many LED lighting companies have received many orders through the PR model, and they feel that this approach is effective.
Hu Chunming, deputy director of the China Optical Optoelectronics Industry Association LCD Branch, is a supporter of Wu Changjiang's opinions. Chinese companies are still eager to expand their scale in the short term. Fundamentally speaking, LED lighting companies are the main bottleneck for core technology innovation. In the view of Hu Chunming, the price war is not only a good means of competition, but also a short-sighted behavior that hurts others.
According to statistics, in the first half of 2012, the price of LED indoor lighting products in China has dropped by 10%. In order to win the market through price wars, some companies even do not hesitate to reduce product quality. LED lights that are only a few dollars more expensive than incandescent lamps are available on the market, but the quality is certainly difficult to guarantee. The price of normal brand LED lighting products will be dozens or even dozens of times that of incandescent lamps. Zhang Hongbiao, research director of the Higher Industrial Research Institute, believes that the price war has already cast a shadow on the development of LED lighting. If it can't work hard on brand, technology and quality, China's LED lighting industry is likely to be another one that can't afford it. .
In the end, the real market competition in the future is a process of making the LED lighting industry bigger and stronger. It is not enough to be big, and only a strong enterprise can win in the competition. Liang Hongbing, a special observer of the Optoelectronics Branch of China Optical Optoelectronics Industry Association, said.
It is in this LED industry structure that the incandescent lamp exits the road map officially, and what will the broader market and more certain development opportunities bring to this Red Sea?
At the same time, the government prepared the incandescent lamp, and also built a comfortable greenhouse for LED lighting.
The price subsidy, procurement projects involving 10 billion yuan, and strong support attitude, the government has become the main force of the initial promotion of LED lighting.
In the past two years, the government has played a major role in the promotion of LED lighting. In Zhang Wei's view, the high price of LED lighting products has a natural barrier to the market. In order to gradually cultivate this market, the government needs strong subsidy policies. At present, the penetration rate of LED lighting in China is only about 5, and the potential is huge, but at the same time, it will take some time for the LED lighting market to fully open.
At present, the local government has become an important thrust to promote LED lighting. Shenzhen has decided to achieve complete LED lighting in the public lighting field by 2013. This project will enable Shenzhen's LED lighting industry to reach 1300 around 2015. The scale of the output value of 100 million yuan.
But such a positive seems to further deepen the worries of the industry.
The government's support is not forever. After a few years, the subsidy policy will fade out. At this time, what should enterprises do with price wars and public relations wars? Wu Changjiang believes that this pie is for those companies that use the wrong way to compete. Undoubtedly a bottle of delicious poison. A large number of companies will die in time. Wu Changjiang said bluntly.
Zhang Shaohua, director of the market for crystal energy optoelectronics, believes that China's lighting market is a market with strong opportunities. Street lamps and public lamps are generally tendered by the government. The government that wins the bid will have strong policy inclination and subsidy support. It is not a completely competitive market. In this case, many companies spend their energy on how to win the bid, not the scientific research and quality. With the opening of new markets, the government is the main driving force in the early days of LED lighting market expansion, and this phenomenon may be fueled.
How to guide enterprises and industries to a benign development track through policies, rather than guiding enterprises to seize market opportunities through short-term expansion means, is the focus of the current government to promote the development of the LED industry.
The core patent in the field of LED lighting is still in the hands of foreign countries. The breakthroughs in these patents are not achieved overnight, and the foundation should be slowly played. Zhang Wei said that the key to policy support is to create an ecological environment that is truly suitable for industrial development. In this ecological environment, policies must be tilted towards those enterprises with core technologies, brands, and quality, so that they can really become stronger.
At the same time that the government opened up the market, the lack of corresponding specifications for LED lighting is also a fire that makes this pot of warm water rise sharply. Our speed in LED lighting specifications and uniform specifications is not as fast as our opening of the LED market. Zhang Hongbiao believes that the introduction of a unified industry standard as soon as possible is the key to making the LED lighting industry on a healthy track.
Even some insiders have bluntly said that the government has opened the LED lighting market early.
An elderly person in the lighting industry said that some of our policies should be re-examined. The government has stipulated that the transformation will be completed within a few years. This will allow the industry to make a large scale in a period of time, far exceeding the real market. Demand, and when the government achieves the goal, it will let the support policies fade out. At this time, the order will plummet. What should we do? Many companies are expanding their production capacity to meet the size of the blowout, but what should they do after two years?
In fact, there is no shortage of such voices in the LED lighting industry.
When asked what kind of government policy is really suitable for the industry, Wu Changjiang, who has worked hard for 14 years in the lighting industry, pondered for a long time and said slowly: My suggestion is gradual.