As there are more than 300 TV manufacturers in China before, only six now, more than 1,300 wholesale China LED enterprises in Shenzhen not all be able to survive, there must be a number of enterprises fell. According to his survey, this year, Shenzhen has more than 80 LED bankruptcy or liquidation.
LED with more than 80 different businesses closed, the other companies chose relocation. Reporters Association in an interview before the forum learned that Deputy Secretary-General Baoen Zhong, present, Shenzhen has dozens of LED companies to move overseas. Last December, Jia Tai Group will move its production base in Jiangxi Ji'an; In June, Lehman Optoelectronics Technology Co., Ltd. in Shenzhen, Huizhou's industrial park opened; this month, the Shenzhen Optoelectronic Co., Ltd. in Huizhou, build the technology Park started production, and Shenzhen, and the only chip in the upper reaches of the LED wafer production company Orient as early as its wafer manufacturing to Jiangmen. In addition, according to the Association to grasp the dynamic display, there are dozens of companies ready to relocation.
"Shenzhen China LED industry is synonymous with the LED, while the domestic LED industry in Shenzhen, now the status is declining." Seminar, Department of Science and Technology Optoelectronics Shenzhen University professor Chai Guangyue talk about the status LED industry in Shenzhen, "former Chinese wholesale cheap LED synonymous with LED output from Shenzhen accounted for 70% of the country has been reduced to the current 1 / 3, 2020, accounted for 1 / 5 have become a problem. "
Back in 1891, Gerard Philips and his father set up a light bulb company, five years later, his brother Anton joined. They quickly expanded the bulb all around the world.
In 2011, the 120th anniversary of Philips.
The fall of 2011, Eindhoven, the Netherlands, Philips birthplace, in the center of the corner of its global illumination: light just like ocean waves, spread vent in the ceiling, the ground until the bath, the sound waves coming from the room four, which is Philips cheap LED lights created a dream-like shower scene.
And this is only part of their home lighting in horticulture, medical, office, cities, schools, entertainment, shopping malls, hotels, industrial, automotive lighting market segments, Philips also made many layouts, lighting invested heavily in research and innovation solution.
Just this year, took over as CEO of Marriott London, 120 years in the Eindhoven Philips Innovation Conference, but also spared no effort to express their determination to support the development of LED.
"Recently, we have an efficient energy-saving lamps and lighting solutions updates Malaysia and the Netherlands highway lights, and for these expenses and saving the return rather I believe that today's innovation and investment will bring returns tomorrow . "Frans van Houten said.
However, the vision and the reality of growth still have a long distance.
October 18, Philips released its third quarter of this year, quarterly, announced Philips to achieve 6% sales growth, and start the € 800 million while operating cost reduction programs. The profit before interest, taxes, amortization (EBITA) from the third quarter of 2010 fell to 11.8% in the third quarter of 2011, 6.8 percent, slightly lower than the second quarter of 2011.
Although the wholesale LED lighting has 32% growth, promote lighting business to achieve 8% growth, but sales and R & D investment and raw material costs, and Philips Lumileds Lighting company and home business income leads to poor performance decline.
End, Philips will cut about 4,500 jobs. Houten said, "This is a regrettable decision, but in order to improve the operation mechanism, enabling organizations to become more flexible, leaner, more competitive as a measure inevitable."
This year, cheap LED lighting market has not been a real release, and companies are pouring into the smoke caused the entire industry, even if low-cost business model is also seeking orders not to make business out of business dismal plight. Just at this time, EMC business model once again become the focus of the industry.
"Owners of zero input, no input for LED lighting, maintenance costs borne by the enterprises, hire, who do not want to do it?" EMC model for the owners to reduce the risk of attracting more customers to use LED lighting for enterprise won the part of the order, but at this stage, but off the product quality, market competitive price, EMC model can become the last straw?
Indoor lighting EMC model has a powerful appeal to the owners, Wu Jian will appeal summarized in four points: First, LED interior lighting of the EMC model, not just saving, there is a decline in energy consumption; second, the owners installed or replace the LED light source does not require additional money to buy new lamps, lighting all provided free by the company; third, in normal operation, if there is failure, resulting in the maintenance costs borne entirely by the company, the owners do not pay for additional maintenance ; fourth, to pay the owners did not increase, but will be spending its original cost and savings of electricity transformed, and business to share.
"Zero input, but also to benefit sharing, the user of course will accept such a good model", EMC model in wholesale LED lights market has a strong appeal.
The stimulation of national policy, "energy saving" has become one of China goals of economic restructuring, environmental protection and energy conservation-related industries will also receive long-term development. Among them, the green lighting energy-saving, energy-saving technology industry, demonstration projects, energy-saving products energy-saving projects have been listed as key projects. In addition, in promoting energy efficiency in commercial and residential, to speed up energy-saving facilities, strict use to manage and guide consumer behavior, promote the use of the residents in energy-efficient appliances, cheap LED lighting products. And the "semiconductor lighting 'included' technology industry to increase energy conservation demonstration" project.
The fourth quarter guidance for a number of semiconductor lighting policy is expected to have been put into implementation of the "energy saving" an important help. On the one hand, the Ministry of Finance is in conjunction with the Development and Reform Commission and other authorities, plans to subsidize the semiconductor lighting products, expected in the fourth quarter.
When the "energy saving" has become one of the key economic development of semiconductor lighting to show its essential strategic position. Relevant statistics show that the total lighting electricity consumption of electricity society occupy 12% energy saving potential. By 2016, China will completely phase out the use of ordinary incandescent lighting, the estimated annual saving of 48 billion kwh.
The industry believes that this will further open the lighting application markets, to accelerate the application and popularization of LED lighting, and the chip is expected to fundamentally ease the pressure of excess capacity is expected to end 2015 penetration rate of China LED lights is expected to reach or exceed 20%.
As China holds the mainstream materials technology, China LED light industry in China may become a power. China's control at the national level and volatility of the market impact is more obvious.
Domestic LED industry opportunities and challenges exist. Opportunities:
1) Traditional and emerging markets with great business opportunities,
2) The construction industry led to the lighting industry is more powerful,
3) The energy conservation and sustainable development for the LED industry provides a good opportunity
4) Finally, the policy to vigorously promote industry growth last year demonstration project in the semiconductor industry represented by the tender significance is enormous;
Challenges:
1) have introduced a model has been developed to promote the application of the policy,
2) high energy consumption in developed countries has been published traditional incandescent lighting of the ban, ordering, China needs to keep up with quickly,
3) In addition, the industry worried about the government level will affect the rapid advance of the employment situation of the traditional lighting industry, but the transitions need to be carried out in accordance with market rules, policies can play a catalytic or so,
4) The strength of the international giants to enter the downstream applications require us to accelerate the integration of
5) standard patent has become the focus of international competition,
6) The distribution of aggregate industrial resources, China is the local economy, to limit the development of the more difficult areas; the upper reaches of the status quo biased towards low-end products, there is a disadvantage in talent,
7) is not enough industry support and collaboration. Technical support is not enough, the development environment is imperfect. Relatively low level of investment, more serious product homogeneity, market testing and certification standards for improvement of the mechanism.
Investment Strategy:
1) targeting potential business: systems integration ability, but also has the ability of vertically integrated companies; in some segments of the unique enterprise; a brand channel edge of the enterprise; distinctive business model EMC.
2) focus areas: public lighting in accordance with the first, and then commercial lighting, home lighting and then the path of orderly layout.
3) investment timing: follow the road map out of incandescent lamps, china LED bulbs start to seize the opportunity.
Technology is the powerful competitive weapon, but only under the guidance of the strategy, technology can play a major role. Mr. Kim made Peizhong Yang, general manager of Gulf Consulting: "the decision to expand the strategic positioning methods, determine the allocation of resources to expand." In turn, technology resource allocation determined by the expansion, the expansion means determined by the strategic positioning. Therefore, the strategic positioning of technological efficiency of resource allocation decisions and the level of output. Therefore, companies need to rethink our LED strategy to achieve a strategic breakthrough. Analysis together wholesale LED downlights industry value chain.
(A) the industry value chain, "smiling curve" law generally, the entire value chain, including technology development, materials procurement, logistics, processing and assembly, order processing, marketing, branding the seven main service areas. The early 1990s, Taiwan's Acer Group Chairman Stan Shih, President proposed the "smile curve", with a parabola opening upward to show the added value of industry value chain. R & D front and back of the brand value-added services to the highest part of the two, while the middle part of the lowest value-added processing and assembly. Different segments of the value-added chain together into a line to form a relatively symmetrical "smile" curve shape, hence the name "smile curve."
LED epitaxial film industry value chain including design and development, single-chip design and development, procurement of raw materials such as epitaxy, chip processing, packaging and testing, LED applications, brand services seven main components. LED industry value chain in the international division of labor, the Japanese and American companies basically monopolize the design and development of wafer and single chip design research and development, in high-end value-added part of the value chain; Chinese enterprises are engaged in LED and LED application packaging and testing led, in the value low-end value-added chain link.
(B) the value of China's LED industry chain "long tail curve" feature we found that the added value of China's LED industry value chain, the curve is not symmetrical relative to the "smile curve", while the non-symmetrical "smile curve", or "long the end of the curve. " China wholesale LED industry chain, LED wafer and LED chip industry accounted for about 70% of the profits, LED package about 10% -20%, LED application about 10% -20%. In front of the value chain LED epitaxial wafers, LED chip design and processing R & D share of high added value; in the value chain of the LED back-end applications, the two aspects of the brand value-added services is very low.
Thus, the value chain in the front, back and links in the value chain, the low-end packaging and testing, and even into a curve. The curve does not form a relatively symmetrical "smile curve", but "long tail curve." LED industry is high-tech industries, and its high-tech features to some extent determines the LED epitaxial wafers, LED chips and processing aspects of design and development of high added value.
However, this is not the main reason. Competition pattern of China's LED industry is the LED industry value-added curve showing the "long tail curve," the main reason. Wafer R & D and design in single-chip design research and development, China's LED business in an absolutely weak competitive position. The Japanese and American companies with technical aspects of the patent monopoly, overstating the value-added R & D areas, leading to the front of China's LED industry value chain, high added value (profit almost Japanese and American companies share).
IMS Research report: In 2010, China LED lights accounted for 14% of the global lighting market. By 2015, this proportion is expected to increase to 20%. Currently, LED lighting accounted for 10% of the global lighting market by 2015, the proportion is expected to increase to 46%.
According to the DisplaySearch report, will gradually become the mainstream lighting applications, will use 2011 estimated growth of 20% compared with 2010. LED backlighting and illumination in 2010 total revenues of $ 7.2 billion, in 2014 the figure is expected to reach $ 12.7 billion. The second quarter of 2011, total revenues reached $ 3.2 billion, is expected to grow rapidly in the third quarter to $ 3.4 billion. 2011, China will become the largest LED street lamp market, accounting for 55% of global market share in Japan in 2011, is the world's largest LED light bulb market, market share up to 63%, but 2014 will be reduced to 40%. South Korea in 2010, is the world's largest LED supplier, but after 2011, Taiwan will be replaced.
According to statistics Strategies Unlimited, the LED lighting market in 2010 was 50 billion, of which 21% of the replacement lamp, the rest of the lamps. 2010 world street market $ 327 million. According to Strategies Unlimited expects 2010 to 2015 period, the lamps 17% compound annual growth rate, replacement lamp market will have a huge 59% increase. Street lamps, tunnel lamps, and includes parking lights, low dome light, wall lights and floodlights illuminated the area, including the sales growth rate will reach 26% compound annual growth rate of the overall LED lighting market will grow by about 30%, (CAGR :2010-2015).
Research LEDinside estimates that in 2010 the overall global lighting market has reached $ 79.3 billion (excluding car lighting market), Europe and North America, the overall lighting market size of about $ 40 billion, China is about $ 12.2 billion.
According to the Taiwan Industrial Technology Research Institute IEK data show that in 2010 the global LED replacement light output (market size) of about $ 1.08 billion, estimated in 2011 up to $ 2.2 billion, 100% annual growth rate of the point of view, but will challenge 100 2014 U.S. $ 2 billion.
According to McKinsey's report, the global LED lighting market is expected to grow from 7 billion euros in 2010 to grow to 40 billion euros in 2016, the annual compound growth rate of 34%. Subsequently, the growth rate will slow down, to the 2020 annual compound growth rate will drop to 13%. In the global lighting market is expected to reach 110 billion euros by 2020 - equivalent to the global television market. By 2020, market revenue will be close to 65 billion euros - in the global lighting market, accounting for nearly 60% of the share.
According Electronicast market research firm forecasts, LED general lighting output in Latin America will reach $ 345 million in 2015, the average annual growth rate of 42.5%. The 2010 output value of $ 59,480,000.
According to the DIGITIMES Research report, Korea is expected by the LED lighting market in 2010, 9,548 won (about $ 900 million) grew to 1.56 trillion won in 2012 and 2015 and 2020 is expected to grow to 8.7 trillion won, respectively, and 35.5 trillion won, according to that purpose do view, South Korea 2014 LED indoor lighting market will be greater than outdoor lighting, LED outdoor wholesale LED downlights by 2015, South Korea market size is expected to exceed 3.82 trillion won to 3.68 trillion won indoor lighting.
At present, China has become the largest Lighting producer and second-largest exporter.
