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As a new type of light source, LED has been known for its technological advances in recent years and was once considered a sunrise industry. However, in the development process of domestic LED lighting products in recent years, many companies lack scientific attitudes, without in-depth research, but simply imitate traditional products, resulting in serious product homogenization. It is an indisputable fact that products do not meet the requirements of technology and use, and they are brought to market in the case of unstable quality, causing many unnecessary losses and negative effects.
Major bottlenecks and problems constrain the development of the LED industry At present, with the promotion of the state and policy support, the manufacturing costs of LED lighting products are declining, and the demand for LED lighting continues to expand, which has formed a certain industrial scale. However, until now, there are still major challenges. The profit margin of enterprises has gradually decreased, and the price of products has fallen sharply, with a drop of about 25-40. Although the number of sales increased rapidly, sales revenue did not increase simultaneously. Insufficient technological innovation capability, insufficient R&D support, scattered power; market is not standardized; industrial resources are not concentrated, enterprises are small and scattered, concentration is not high, industrial distribution is decentralized, high-end products and leading talents are lacking, and industrial pattern There is no need to integrate; the development environment is imperfect, the standard, testing and certification system needs to be improved; lack of core technology patents, although the LED luminous efficiency is continuously improved, there are still low color rendering efficiency, poor heat dissipation performance, and color rendering index of warm white LED lighting. And color temperature control is more difficult to wait for problems to be solved, these have become the bottleneck restricting the development of the industry at this stage.
In addition to the core technology competitiveness of China's LED industry, the loose combination of production, study and research is also a major factor restricting its development. A large part of LED patents are concentrated in research institutes. In the field of extension, the top three patent holders are the Institute of Semiconductors of the Chinese Academy of Sciences, the Institute of Physics of the Chinese Academy of Sciences and Beijing University of Technology. In the field of chips, the top three are the Chinese Academy of Sciences. Semiconductor Institute, Beijing University of Technology and Peking University. Compared with research institutes, domestic enterprises apply for more utility model patents.
In addition, the commercial channel model is not necessary to explore. Liu Yong, Marketing Manager of Zhongshan Huatai Lighting Co., Ltd. predicted that the marketing method of the lighting industry in the future will be converted from traditional store trading to e-commerce, and offline stores and stores will be upgraded to experience stores. At present, engineering channels are the most important marketing methods for LED application companies. The traditional channels such as retail channels such as retail channels and supermarkets and shopping malls have slowed their voices. The diversified channels and models such as exclusive experience stores, e-commerce and integrated service providers are still needed. Explore further.
Industry chain integration makes the resources stronger and stronger. With the rapid development of the industry, the industry competition is intensifying, and there are constantly bottlenecks restricting the development of the industry. The integration of the industry chain has become a LED development trend, and the integration is still deepening. Since September 2012, there have been six large-scale and attractive mergers and acquisitions cases in the industry, amounting to 4.095 billion yuan, involving the three sides of the Taiwan Straits, mostly for strong cooperation. Advantageous resources are accelerating to the industry giants, and the competitive landscape is developing toward the strong ones.
Under the predicament of the shortage of funds, many small and medium-sized LED companies have taken the initiative to seek capital-rich companies as a reliance to avoid the torrent of reshuffle.
However, as an emerging industry, LED has not been concentrated. Compared with small enterprises, large enterprises have unparalleled scale advantages, which are more conducive to reducing costs and matching the needs of large customers. Especially in certain special fields, such as automotive lighting, first-comers have a strong first-mover advantage due to high barriers to technology, qualifications, and channels. At this time, acquisition is both a shortcut and an inevitable choice.
Wang Donglei, chairman of Dehao Runda, once said that LED upstream can't escape the law of semiconductor industry development in the future. At present, there are three to five successful semiconductor companies in the world. Industry consolidation is an inevitable trend, and companies with a leading edge will have more opportunities than companies that are passively integrated.
In 2013, the industry has entered a critical period of integration, and the collaboration model between enterprises requires multi-party cooperation in the vertical and horizontal direction of the industry chain. In 2012, the upstream capacity of structural capacity was overcapacity, competition intensified, and the repeated investment was reduced to a certain extent, the vicious price competition was reduced, and the overall ability of both parties to resist risks was enhanced. On the other hand, in anticipation of the outbreak of the lighting market, many companies choose to complete the integration of production capacity, channels, patents, talents and market resources through mergers and acquisitions, and jointly open up the industrial chain, which can play the role of upstream and downstream collaborative development and shorten new product development. The listing process, accelerating the application of new technologies, can also effectively reduce costs and seize the market with low price, speed and scale advantages.
Integration needs to increase core technology and channel development. At present, most of the LED chip companies in mainland China are in the construction stage. They start late and are not big enough. The performance of LED package devices depends on LED chips in 50 degrees, but domestic LEDs. The industry has not yet formed a sound industrial chain. The upstream epitaxial chip field has a large investment quota, the professional and technical talents are scarce, the investment risk is relatively large, and the number of enterprises is small. Therefore, developed countries have the right to speak on LED chip technology, and a large part of high-end chips Dependent on imports.
To this end, domestic upstream enterprises should develop and own their own technologies, and they must work hard on core technologies, because only mastering core technologies can have better and longer-term development in this industry, otherwise they can only be nosed by foreign companies forever. go. Occupying the status of upstream core products, improving the integration of upstream industries, and enhancing horizontal integration in this field will promote the entire industry chain.
Liu Yong said that the current LED industry has a large number of enterprises, and the level is uneven. There are not many brands that can be called well. The whole industry is in a disorderly and fierce competition. Faced with this situation, the height and pattern of the enterprise is the key factor leading to the decision of the LED lighting product channel. The fundamental problem of the current LED lighting business channel is that before the development of the channel, there is no preparation for development and operation channels, especially the lack of a brand-based channel strategy, just relying on sales persuasion skills, but a sales mouth Ten sales have only ten mouths, which not only did not exert influence, but also increased the cost of corporate marketing and personnel. Liu Yong told reporters.
Therefore, at the beginning of the enterprise development channel, it is necessary to construct a complete and market-oriented brand channel strategy, which not only can show the effect of internal confidence and business direction, but also enable enterprises to embark on the path of channel development and management. The brand can play the role of leading the enterprise and sales into the market, and has exerted influence before the sales staff has arrived, achieving the results of the first victory.
LED packaging in the LED industry chain is an incomparable important role in the entire industry chain. The overall characteristics of China's midstream package field is that the barriers to entry are relatively low, the scale of enterprises is small, the number is large, and the market competition is increasingly fierce. Orders are crucial to the survival and development of enterprises. Most manufacturers adopt low-cost competition strategies, and product quality lacks basics. Guarantee. If China's LED packaging companies want to achieve rapid and efficient development, they must increase R&D investment in LED packaging technology research fields, make up for the gap between China's LED packaging technology and foreign countries, and at the same time increase product scale by expanding scale. The implementation of these strategies cannot be achieved efficiently by the accumulation and strength of the enterprises themselves. It is necessary to use the power of the capital market to acquire mergers and mergers, and to achieve vertical integration horizontally and downwardly.