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LED lighting companies have different views on how to develop
On October 22nd, a message broke out in the ancient town of Zhongshan, China. The owner of the medium-sized brand lighting company Fengguang Lighting ran the road and owed more than 70 million yuan in payment. At the same time, Internet companies such as Xiaomi, 360, and Ali have cut into LED smart lighting. In the glamorous LED lighting industry, due to excessive competition, the days of the industry are not good. With the maturity of the LED industry chain, the innovation space of LED lighting is becoming smaller and smaller. It is increasingly difficult to find new consumption hotspots in highly homogenized products. Most enterprises can only be involved in fierce price wars. The LED lighting market is fiercely fierce and cruel. In the harsh environment of market chaos, lack of standards, and homogeneity of products, many LED lighting companies have encountered bomb-type attacks, price wars and brands in both the capital chain and market sales. Wars and channel wars are so raging as the sky and the rain, so that all kinds of running gates and closing tides occur frequently. It is understood that the number of domestic lighting companies has reached 20,000, doubling within ten years. LED lighting is very competitive at low prices. There is a bulb that sells for 0.99 yuan on the street of Guzhen. Coupled with the bad real estate market this year, the demand for home improvement has slowed down, causing some companies to have a tight or even broken capital chain. At the beginning of this year, Fengguang Lighting invited Phoenix Legend to perform in the ancient town. I didn't expect it to fly. The harder days are still behind. This year is the year of popularization of LED lighting in China, and LED lamps have a longer life than traditional incandescent lamps and fluorescent lamps. Therefore, Dou Linping, secretary general of the China Lighting Society, predicted that the replacement of traditional lighting and the addition of new markets will lead to high growth in LED lighting. However, after the replacement of traditional lighting by LED lights in three to five years, the growth rate of the LED lighting industry will inevitably decline. From the growth period to the stable period, the competition will be more intense in three to five years. The competition in the LED lighting industry has entered a stage of white-hot, blindly pursuing short-term interests, abandoning the fundamental needs of enterprises, and chaosing the industry's chaos with various means to obtain immediate interests. In the end, various bankruptcies, forced to rest, Rolling up the cover and running the road frequently occurs. More than a month ago, Zhao Yuanben, owner of Sichuan Yuanli Photoelectric Co., Ltd. lost contact. Subsequently, it was revealed that Yi Xingshang, the owner of Dongguan Yongxing Electronic Technology Co., Ltd., and his wife Lu Meilian had already run. The phenomenon of running roads and the collapse of the wind have proved that the LED industry crisis is not just a case. As competition continues to intensify, the LED market has entered a stage of polarization, with larger companies becoming bigger and bigger, and the survival of SMEs increasingly difficult. It is reported that the LED enterprises that are closed down are small and medium-sized enterprises or low-end enterprises. They have no competitive advantage in terms of capital and products, and finally die under the double attack of increased competition and blocked channels. In the face of this kind of melee, what companies need to do is to resist the temptation and the cliff. How to live and live well? On October 22nd, the leaders of many listed lighting companies in China gathered in the ancient town and discussed with the members of the National Federation of Lighting Integrators to achieve win-win cooperation. Guan Yong, general manager of Sunshine Lighting, said that one wants to find innovative points, through cooperation with engineering companies such as China Southern Power Grid, and hopes to innovate products and business models. Second, to achieve integration, leading lighting companies have gone through the stage of products and brands and entered capital. At the stage of social resource integration, I hope to discuss resource integration with engineering companies. Foshan Lighting is another well-known company that has transformed from traditional lighting to LED lighting. Pan Jie, chairman of Foshan Lighting, said that the Buddha photo is now two sets of systems, traditional lighting has more than 2 billion sales; the other is LED lighting. Transforming from a light bulb to do LEDs is stressful. Pan Jie said that the products of six months ago can not be sold now, and the replacement is very fast. The lighting industry chain is long. Now everyone likes to cross the border. Buddha photos also want to be engineers. In the face of temptation, they must learn to do subtraction. Chau Ming Technology is an enterprise that cuts into LED lighting from the IT field. Lin Yifeng, chairman of the company, said that as a latecomer, it is difficult to compete with existing lighting brands. In the past two years, Zhouming Technology and China Southern Power Grid have cooperated to find a way in the field of engineering lighting. We are still thinking about how to use the Internet thinking to make lighting. Last year, we have already invested in an e-commerce company. We not only compete with traditional lighting companies, but today Lei Jun also does LED lighting, and other smart home enterprises are also cutting in. Today is a 360-degree competition in all directions. In the next three years, the competition is becoming more and more fierce. In this case, how to get out of it. Road, this needs to collide with everyone. Lin Yifeng said frankly. Wang Donglei, chairman and interim CEO of NVC, who has recently received much attention due to the NVC turmoil, also attended the meeting yesterday to share the experience of industry integration and capital operation. Wang Donglei said: The lighting industry is like the home appliance industry more than 20 years ago. There are many manufacturers, and the enterprises are small. Every day, they are disrupted. NVC has the first place and the market share is less than 5. The industry is scattered, so the capital will play a role. Wang Donglei believes that LED makes the lighting industry IT, technology innovation accelerates, LED chips less than 24 months, from 10 yuan to 1 yuan, so Lei Jun came. In the future, smart homes will be united and lighting will become part of the IT industry. Optical communication will mature in the next five to ten years, and some basic patents and basic technologies are in full swing. The upstream LED chips are being integrated, and Wang Donglei expects that there will be only five large companies left in the future for global LED chips. At the same time, the downstream is also consolidating. He revealed that many lighting companies in the United States are looking for buyers. In the next step, the capital integration curtain has just opened, there are many opportunities, but we must also focus on integration. The world's LED lighting manufacturing center in China, there will be 30 billion to 50 billion yuan of companies. Midea is also a company that cuts into lighting from home appliances. He Wei, general manager of Midea Lighting Electric Co., said that after the strategic transformation, the United States is very pragmatic about diversification, cutting into the field of LED lighting, and more is focusing on the next 100 billion growth strategy, and will integrate with smart home. At present, Midea's lighting is mainly for residential lighting, but it is also willing to cooperate with engineering companies to develop commercial markets. Representatives of the engineering firm also believe that in the past they may find a lower-priced product supplier when they bid. However, the current industry reshuffle is intensifying, and the contractor should consider whether the supplier can survive tomorrow. If the road is running, the maintenance of the next 10 years will be difficult. Therefore, they will now be more inclined to consider cooperation with brand LED lighting manufacturers. Dou Linping pointed out that industry consolidation is intensifying, the industry chain is becoming more detailed, and everyone can work together to achieve win-win results.