[Text|High- tech LED Wenzhao] Under the influx of hot money in the past few years, the scale of the LED industry has begun to grow rapidly, and it has also brought about problems such as excessive enterprises and overcapacity, especially the LED industry entered the era of low profit last year. Enterprises are faced with fierce competition for the survival of the fittest, and restructuring and integration is the general trend.
Zhang Hongbiao, research director of the Institute of Advanced Industrial Research and Development LED Research, believes that LED application companies will be eliminated from 13,300 in 2014 to 12,300, and the market competition is even more fierce. It is estimated that there will be more 200 million, 300 million or even 400 million yuan. The volume of the business will fall. The integration of the LED industry will break through the stage of horizontal scale integration and deep development towards the direction of vertical supply chain integration.
It is foreseeable that the next 3-5 years will be the golden development period of China's LED, and it is also the most intense period of market competition. In the future, the market share will be more and more concentrated in enterprises with brands, channels and innovations. Really shuffle, there may be a large number of small and medium-sized enterprises to withdraw from the competition, and finally survived a few brand manufacturers. Of course, challenges and opportunities will always coexist.
In this regard, Huigu Chemical Sales Director Li Yuze believes that the current LED industry structure has not yet formed, the giant enterprise has not yet been produced, LED companies only need to identify their own unique core competitive advantages, from point to face to achieve rapid, sustainable development, there is an opportunity to participate in In the forefront of the industry, the LED cake is a big cake.
Talking about the development trend of LED industry this year, Gong Wen, chairman of Jingtai Optoelectronics, said, "China's LED industry will continue to rise in the next few years, but the industry will continue to integrate. Enterprises must go further and integrate in the tide of integration. If it is better, it must be innovative.†The narrow road meets the brave, and here “yong†refers to the courage to innovate. From technological innovation, innovation in business management, and innovation in business models, we have come out of our own path of survival.
Finding the right way to differentiate the road LED companies in the development process due to their actual situation is different from the product development strategy, special SMEs should take the product differentiation route, because the company's own comprehensive strength is not too strong competitiveness, differentiation Product strategy can open up a broad road for it. With the development of the industry, the classification has become more and more specialized. “Being fine, doing the job, and doing it through†has become a direction for the development of many enterprises.
"We only focus on packaging, take the road of specialization, and deepen the subdivisions suitable for enterprises." Talking about how to develop the future of the company, Jing Peng Optoelectronics Technology Director Shao Pengrui takes the example of Jingtai Optoelectronics. He believes that no brand can do it for all. Consumers are attractive, and using differentiated competition, it is a huge success to be able to touch a segmented consumer group in China's huge market.
Small and medium-sized enterprises should take advantage of the small and good-tuning of the ship, and develop their strengths and avoid weaknesses, instead of blindly competing with large enterprises to compete for prices. Therefore, integrating existing resources, focusing on one area, owning high-quality products, serving a stable consumer group, and taking a differentiated development route is a way of survival for LED SMEs.
Innovation is the company's first vitality. "Enterprises want to develop either have innovation or have characteristics, otherwise they can only face extinction." Li Jinhong, general manager of Kegu Power, believes that the development of sharp knife products is the core of enterprise survival. Speaking of innovation, technology can establish an industry brand and survive in the current fierce competition. Especially for small and medium-sized enterprises, when they are making products, they don't have to be all-inclusive and all-in-one. They must form their own unique styles and characteristics of products, and drive sales of other products through one or two fist products.
The LED industry is characterized by the fact that the products will be applied to all walks of life. Different application fields have different requirements for products. Even in the same field, the product types and parameters of different application requirements are not the same. Therefore, if a company wants to cover all types of lamps, it will inevitably distract the company's attention. It is difficult to make a product, and it is difficult to form its own unique competitiveness in one aspect. After all, the most important thing is that the product positioning must be accurate. To identify product positioning, we can improve market competitiveness. On the one hand, product innovation must be close to the demand, oriented to improve consumer satisfaction, on the other hand, should contribute to the steady growth of the company. Such products have strong explosiveness and endurance.
<br> <br> hand in hand to achieve a win-win for both internal Baotuan breakthrough, strengthen advantage ahead of the competition considerations, or external establish the status of China's LED industry, build the national industry, the need to resist foreign enemy "aggression", the enterprise Cooperation with companies has become an irreversible trend.
In the previous 2014 high-tech LED annual meeting, “cooperation†was set as one of the key words. At the meeting, it was mentioned many times that the industrial development has entered a real integration period, and enterprises need more resilience in the complex and ever-changing market. Anti-risk ability, group heating between enterprises can form a good group effect. In this regard, Shenzhen Huagao Optoelectronics Technology Co., Ltd. He Beixiang, deputy general manager said, "The warmth of the group can complement the resources, so that our company and customers can find the best solution."
At present, the LED industry chain has been integrated. In order to solve the problem of power supply heat dissipation, power companies have joined hands with heat-dissipating materials suppliers. In order to solve the problem of better matching power supply and light source, power supply and light source enterprises have begun to cooperate; at the same time, in the lighting market with limited sales channels, Companies rely on exchanges, cooperation, and interaction among enterprises to obtain more resources and strive to occupy a place in the market.
"The big market is not based on competition, but on cooperation, so that LED lighting products can be carried forward." Lu Weidong, general manager of Yuanhui Optoelectronics China, said. Zou Chaoyang, deputy general manager of Yusheng Electronics, also stressed that after years of development in the LED industry, there is no longer an advantage in single-handedness, and strong alliance is the way to development.
Zhang Hongbiao, research director of the Institute of Advanced Industrial Research and Development LED Research, believes that LED application companies will be eliminated from 13,300 in 2014 to 12,300, and the market competition is even more fierce. It is estimated that there will be more 200 million, 300 million or even 400 million yuan. The volume of the business will fall. The integration of the LED industry will break through the stage of horizontal scale integration and deep development towards the direction of vertical supply chain integration.
It is foreseeable that the next 3-5 years will be the golden development period of China's LED, and it is also the most intense period of market competition. In the future, the market share will be more and more concentrated in enterprises with brands, channels and innovations. Really shuffle, there may be a large number of small and medium-sized enterprises to withdraw from the competition, and finally survived a few brand manufacturers. Of course, challenges and opportunities will always coexist.
In this regard, Huigu Chemical Sales Director Li Yuze believes that the current LED industry structure has not yet formed, the giant enterprise has not yet been produced, LED companies only need to identify their own unique core competitive advantages, from point to face to achieve rapid, sustainable development, there is an opportunity to participate in In the forefront of the industry, the LED cake is a big cake.
Talking about the development trend of LED industry this year, Gong Wen, chairman of Jingtai Optoelectronics, said, "China's LED industry will continue to rise in the next few years, but the industry will continue to integrate. Enterprises must go further and integrate in the tide of integration. If it is better, it must be innovative.†The narrow road meets the brave, and here “yong†refers to the courage to innovate. From technological innovation, innovation in business management, and innovation in business models, we have come out of our own path of survival.
Finding the right way to differentiate the road LED companies in the development process due to their actual situation is different from the product development strategy, special SMEs should take the product differentiation route, because the company's own comprehensive strength is not too strong competitiveness, differentiation Product strategy can open up a broad road for it. With the development of the industry, the classification has become more and more specialized. “Being fine, doing the job, and doing it through†has become a direction for the development of many enterprises.
"We only focus on packaging, take the road of specialization, and deepen the subdivisions suitable for enterprises." Talking about how to develop the future of the company, Jing Peng Optoelectronics Technology Director Shao Pengrui takes the example of Jingtai Optoelectronics. He believes that no brand can do it for all. Consumers are attractive, and using differentiated competition, it is a huge success to be able to touch a segmented consumer group in China's huge market.
Small and medium-sized enterprises should take advantage of the small and good-tuning of the ship, and develop their strengths and avoid weaknesses, instead of blindly competing with large enterprises to compete for prices. Therefore, integrating existing resources, focusing on one area, owning high-quality products, serving a stable consumer group, and taking a differentiated development route is a way of survival for LED SMEs.
Innovation is the company's first vitality. "Enterprises want to develop either have innovation or have characteristics, otherwise they can only face extinction." Li Jinhong, general manager of Kegu Power, believes that the development of sharp knife products is the core of enterprise survival. Speaking of innovation, technology can establish an industry brand and survive in the current fierce competition. Especially for small and medium-sized enterprises, when they are making products, they don't have to be all-inclusive and all-in-one. They must form their own unique styles and characteristics of products, and drive sales of other products through one or two fist products.
The LED industry is characterized by the fact that the products will be applied to all walks of life. Different application fields have different requirements for products. Even in the same field, the product types and parameters of different application requirements are not the same. Therefore, if a company wants to cover all types of lamps, it will inevitably distract the company's attention. It is difficult to make a product, and it is difficult to form its own unique competitiveness in one aspect. After all, the most important thing is that the product positioning must be accurate. To identify product positioning, we can improve market competitiveness. On the one hand, product innovation must be close to the demand, oriented to improve consumer satisfaction, on the other hand, should contribute to the steady growth of the company. Such products have strong explosiveness and endurance.
<br> <br> hand in hand to achieve a win-win for both internal Baotuan breakthrough, strengthen advantage ahead of the competition considerations, or external establish the status of China's LED industry, build the national industry, the need to resist foreign enemy "aggression", the enterprise Cooperation with companies has become an irreversible trend.
In the previous 2014 high-tech LED annual meeting, “cooperation†was set as one of the key words. At the meeting, it was mentioned many times that the industrial development has entered a real integration period, and enterprises need more resilience in the complex and ever-changing market. Anti-risk ability, group heating between enterprises can form a good group effect. In this regard, Shenzhen Huagao Optoelectronics Technology Co., Ltd. He Beixiang, deputy general manager said, "The warmth of the group can complement the resources, so that our company and customers can find the best solution."
At present, the LED industry chain has been integrated. In order to solve the problem of power supply heat dissipation, power companies have joined hands with heat-dissipating materials suppliers. In order to solve the problem of better matching power supply and light source, power supply and light source enterprises have begun to cooperate; at the same time, in the lighting market with limited sales channels, Companies rely on exchanges, cooperation, and interaction among enterprises to obtain more resources and strive to occupy a place in the market.
"The big market is not based on competition, but on cooperation, so that LED lighting products can be carried forward." Lu Weidong, general manager of Yuanhui Optoelectronics China, said. Zou Chaoyang, deputy general manager of Yusheng Electronics, also stressed that after years of development in the LED industry, there is no longer an advantage in single-handedness, and strong alliance is the way to development.
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