LED industry how to find a way to break through

At the China International Semiconductor Lighting Application Technology Forum held in Shanghai recently, some experts disclosed that new mandatory national lighting safety standards are under development and expected to be introduced next year. In this regard, market participants pointed out that the introduction of the new national standard will accelerate the "shuffle" process of China's LED industry, the LED industry urgently needs to find new market growth space.

Face shuffling

LED industry is recognized as one of the most promising high-tech energy-saving industries, and it is also an important strategic emerging industry in China. According to the "12th Five-Year Plan" for the development of semiconductor lighting technology in China, by 2015, China's LED lighting industry will reach 500 billion yuan, LED lighting products will account for 30% of general lighting, and 20 to 30 leaders will be bred. enterprise.

According to statistics from the LED Industry Research Institute, the total output value of China's LED industry reached 205.9 billion yuan in 2012, an increase of 34% year-on-year. Among them, in the three industry branches of LED upstream epitaxial chips, midstream packaging, and downstream applications, the downstream application industry has the largest output value and the fastest growth, with a production value of 159 billion yuan, a year-on-year increase of 37%.

Insiders pointed out that with the LED technology gradually "step into the homes of ordinary people", the LED industry is about to enter the third growth cycle. The first two growth periods of the LED industry are mainly signal and display applications before 2010; the main applications are backlight applications from 2010 to 2013; in 2013, general lighting will become the “main force” of the LED industry.

However, the LED market is still very prominent. Fan Yuxi, president of the Xiamen Optoelectronics Industry Association, said: "Some small businesses enter the market with low-priced, low-quality products. When you make money, you can catch up and you can fish it, and you can't go fishing until you finish fishing. "This has led to the LED "sunrise industry" has become a "chaotic industry" - too many companies, the market is too chaotic, the quality is too bad.

Industry insiders pointed out that after the introduction of the new national standard, some products fail to reach the "recommendation standard" and are bound to withdraw from the market. From the perspective of optimizing product mix and product quality, the introduction of the national standard will help the entire industry return to a healthy track of healthy development.

In fact, even if there is no new national standard, the reshuffle in the industry is an inevitable trend. Due to the weak global demand and the fierce competition in the LED lighting industry, the turnover and gross profit margin of the LED lighting business of domestic companies have declined to varying degrees. In addition, the excess temperature of the structural excess crisis is still in progress, and the external economic environment is not developing as expected. At present, the entire LED industry is facing severe challenges.

Shang Pu consulting electronics industry analysts believe that the LED industry overcapacity, mainly due to the 2008 global economic crisis during the local government's excessive stimulus policy caused by 2012, the economic downturn to a certain extent accelerated the "shuffle" process.

According to Li Yongzhi, manager of the R&D department of the National Semiconductor Lighting Project Shanghai Industrialization Base, the total size of the LED industry will continue to expand this year, but this year's feature is that companies with no technical characteristics have reduced their living space, while large companies have expanded their orders with LED technology. Gradually mature, there will be more high-quality products come to the fore, while low-end products will be eliminated by the market.

Breakthrough

That being the case, how will the future LED industry seek to break through? Industry insiders pointed out that relying on the government to promote the development of the LED industry is an inevitable trend, Xiamen's approach is worth learning from. At present, the Xiamen Inspection and Quarantine Bureau joins hands with the Huli District to create a demonstration zone for the quality and safety of export electric light sources and lamps. The goal is to pass the acceptance inspection at the provincial and national level demonstration zones. At present, there are already 55 companies entering the district. In this demonstration area, enterprises will receive a certain amount of bonus awards for “China Famous Brand” and “Famous Brand”.

Fan Yuxi, president of the Xiamen Optoelectronics Industry Association, predicts that with the promotion of the Xiamen government, the Xiamen LED industry will have a very significant growth beginning in the second half of the year, especially in the fourth quarter, with an increase of at least 40% to 50%.

Mr. Ji Jizhen, vice chairman of the China Optical Optoelectronics Industry Association and chairman of the LED Display Application Industry Association, believes that technological innovation should be used to promote the application of products. In the field of traditional LED display screens, various indoor and outdoor LED display key technologies are basically mature, and the product machine has continuously improved and perfected in terms of reliability and technology level, forming a standardized series of products. The overall technological innovation direction of the industry should be expanded to large screen control, high-density display new product development, special project special-shaped engineering design, LED display applications, and so on. At the same time, full-color indoor and outdoor displays and outdoor high-definition full-color surface mount technologies and products are widely used.

Xu Guoping, technical director of Beijing Chengtong Optoelectronics Co., Ltd., believes that secondary energy conservation can be achieved through intelligent control systems. Taking a lighting system in a venue as an example, there is no need to require that the brightness of each lamp is the same. Our ultimate pursuit should be the effect of lighting as a whole, including the contrast of light irradiation and so on. Specifically, because there is natural light near the window, the lights can be a little darker, while lights that are far from the windows need to be lighter.

In addition, the curtain for changes in LED channels has begun. Since 2012, many LED companies in the industry have begun to plan their own channels and try to “sell” products directly to consumers. The e-commerce channel is also favored by LED companies due to its relatively new model and relatively low initial investment costs.

Shenzhen Zhouming Technology Co., Ltd. is doing something similar. In early 2013, it put its own product on Taobao's Tmall flagship store and began testing hydropower sales. Mei Zhimin, director of Zhouming Brands, revealed that since its launch on January 4 this year, the Tmall Store has reached sales of 70,000 yuan in January and reached 90,000 yuan in February, and in March it has soared to more than 300,000 yuan. He said that next Zhou Ming in the Jingdong and Suning eBay and other platforms will also go online. "The adequacy of online traffic helps us to nurture our own offline channels and further open up the civilian market."