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LED terminal brand battle is ready to go
In the past few years, the LED industry has set off investment hotspots, and capital has poured into the LED industry. Due to government policy support and financial subsidies, more foreign capital and laymen have invested in the LED industry, which has led the LED industry to enter the stage of crazy investment, especially The upstream area of ​​LED, sapphire substrate, epitaxial chip, chip and other project planning investment amount is huge. However, the frenzied investment in the past two years has produced severe negative effects. The result is that the LED industry has a structural overcapacity, product homogeneity is serious, and the price war is burning all over the country. The LED industry directly enters the era of low profit. In the off-season, the LED industry is welcoming the LED industry's revenue during the blowout period. It has always been the indicator of the LED industry's prosperity. Although December is the off-season in the traditional sense, the LED industry chain's chip revenue in December increased by 59%. Revenues of 53 major companies such as Everlight, Ronda and Jingdian have seen a gratifying trend. Among the large packaging companies, Everlight's December revenue was NT$2.26 billion, a year-on-year increase of 70%. Benefiting from orders for lighting and backlights, the company expects shipments in the first quarter of this year to continue to grow. Lunda Electronics benefited from the return of notebook computer orders, Korean mobile phone manufacturers' flash and TV backlight demand. The December revenue was NT$1.097 billion, down 5.84 from November, and the growth rate reached 55. In the first quarter, Jingdian's revenue in December reached NT$2.047 billion, a slight decrease of 1.36, a year-on-year increase of 78.8. The characteristics of LED lighting products are outstanding. From the recent technological developments, the light source efficiency can reach more than 200lm/w. At the same time, the price of market terminal lighting products has continued to decline. The products of companies such as OSRAM and Cree have been reduced to around US$10, while the price of energy-saving lamps of the same brand is about US$5. Considering the great difference in service life, The actual use cost of LED lamps is cheaper than ordinary energy-saving lamps. Industry standards are urgently needed to be released in 2014, which is a crucial year for China's LED development. With the continuous advancement of technology, the brightness of LED light sources continues to increase, the production cost of LED lamps continues to decline, the price of lamps has fallen into the range acceptable to consumers, and the LED lighting market will fully erupt. This can be seen from the action of traditional luminaire giants. In 2013, domestic and international giants, even those that had never done LEDs before, joined the industry. Everyone is doing and wanting to do it, indicating that the industry is mature, the products are mature, and LED lighting is going to break out. Deng Zichang said. For the chaotic situation of industry competition, Deng Zichang believes that there are two things that need to be paid attention to by all parties concerned. One is to set industry standards and the other is to establish industry alliances. Deng Zichang said that the lack of LED industry standards has a long history. It is necessary to refer to the traditional lighting industry and international lighting industry standards to develop LED lighting standards suitable for the Chinese market. Of course, companies can also develop their own corporate standards before the industry standards are introduced, and participate in the drafting and formulation of national standards as much as possible. In addition, Deng Zichang said that although some industries have industrial alliances, channel alliances, and price alliances, in a certain period of time, these alliances have played a positive role in promoting industry development and maintaining market order to a certain extent. Faced with the vicious price competition in the LED industry, Deng Zichang said that as long as the timing is right, it will be beneficial to the company's development, and it will not rule out that it will initiate or participate in some alliances. LED terminal brand warfare is waiting for the terminal manufacturers behind the LED to know that the brand and channel are the magic weapon. For the midstream package companies, the brand effect is increasingly becoming the key to their market. The market structure of the company's huge packaging industry is not clear. This year, the LED industry is picking up, especially the outbreak of demand in the downstream application market, which will make the midstream package and upstream epitaxial chip companies that suffered from overcapacity last year have a short-lived breathing opportunity. At the same time, the rapid development of downstream LED lighting has put forward more requirements for long-distance travel epitaxial chips and packages, with excellent performance, higher luminous efficiency and lower cost, all of which are testing the R&D and scale manufacturing capabilities of the upstream and midstream enterprises. Future market competition will focus on LED terminal lighting applications, but more importantly, it will form a response between the middle and lower reaches of the industry chain, and will quickly push the high-performance products of the upper and middle reaches to LED lighting companies and be used by consumers in the terminal market. accept. For midstream packaging companies, this is a rare opportunity and the beginning of the market structure. Most packaging companies are seeking other methods because of the meager profit margin of a single package business. Strengthening integration and extending the industry chain have become the response of most companies.