Breaking the bottleneck of domestic exports in order to enter the Japanese market LED

In the context of global energy saving and emission reduction, countries have ushered in the climax of the development of LED industry. In the energy crisis is particularly prominent in Japan, LED industry growth rate reached 200%, creating an alarming growth rate. After the 3.11 earthquake, Japan has become one of the fastest growing countries in the global LED industry. In order to seize the opportunity of the rise of clean energy market in Japan after the earthquake, China's LED lighting companies have vied for the Japanese market. However, the Chinese enterprises with low cost as a killer, in order to capture this dream of the huge market is also facing many bottlenecks and obstacles.

Focus on certification standards

As the world's earlier announced ban incandescent country, Japan LED lighting industry in recent years has become the fastest developing areas, especially the "3 - 11 earthquake and nuclear crisis" as a powerful catalyst, energy-saving measures and with the Fukushima nuclear disaster in Japan, energy saving is more like a strong wind came. Japan in 2011 LED lighting penetration rate will be increased dramatically, Japan has become one of the world's hottest LED lighting market.

Domestic LED beachhead market in Japan, a single product is king enterprises play

Japan can be described as the current global LED market is the most mature country. The Japanese LED lighting market, not only subsidies and incentives from the government, there is such a Nichia chip giant Toshiba, Matsushita, etc. the production of finished products of international companies continue to promote energy conservation, more strong sense of LED, products are gradually accepted by ordinary consumers, these factors prompted Japan LED lighting market matures.

The increasing market demand prompted Chinese LED companies will also target the huge gold mine". However, want to share a slice of the Japanese lighting market, it is not easy for Chinese LED companies. In addition to being plagued by patents for a long time, the barriers to entry in recent years has gradually improved. It is reported that from July 1, 2012 onwards, enter the Japanese market sales of LED bulbs and LED lamps must be certified by PSE. This marks the "LED" and "LED lamp" has also become the "Electrical Products Safety Act" control object, but also makes the export of the Japanese market, LED lighting products and more than a threshold.

According to CQC international certification business department Zhang Li introduced, and now overseas companies want to enter the Japanese market, the main reference PSE certification.

For companies that want to enter the Japanese market, PSE is a secure mandatory certification. PSE has 2 types of certification mark: PSE Diamond certification mark (Compulsory Certification) is used to specify the product, PSE Circle certification mark (voluntary certification) is used for non designated product certification. And this certification is only Japanese manufacturers or importers to take responsibility, rather than foreign manufacturers, so in Japan this certification is very strict and high visibility. In addition, EPS certification is not only the product quality, production process testing requirements, suppliers are also required quarterly inspection plant.

For Chinese enterprises, only to get the PSE certification (Compulsory Certification) to enter the local LED lighting market in Japan, so this is the premise of Chinese manufacturers to enter the Japanese market, companies need to pay special attention to.

Product quality is a knock on the door"

The size of the Japanese market LED lighting will grow rapidly. Not only to promote the continued development of the Japanese LED industry, but also attracted foreign manufacturers competing to enter the Japanese market to participate in competition. However, foreign LED companies are not only faced with obstacles from the standard, but more importantly, the strong competition from local companies. It is understood that the majority of the high-end market in Japan by the local LED companies to control, peripheral enterprises because of patent, policy and brand factors difficult to obtain competitive advantage.

Relevant industry believes that, in order to successfully enter the Japanese market, we must first start from the most basic product quality. Japanese rigorous, serious image has been deeply rooted in the "domestic priority" principle, the quality of imported products for Japanese customers are often very high. The face of the pursuit of perfect quality of the Japanese market, domestic enterprises only run real quality from the start, to avoid any false information or exaggerated, answer customer questions or to Japanese customers in Japan to introduce products should be true and reliable basis. Although it is difficult for Japanese customers to develop, but once the successful development of the latter is relatively easy to maintain the credibility of the Japanese business is still very good.

Shenzhen poly lighting Limited by Share Ltd from the beginning of the creation of the export market in japan. The chairman Xiao Ling said, in view of the Japanese market terminal on the quality inspection standards for electronic products is very stringent, therefore, make the product quality strictly guarded, products have passed the international UL, FCC, CE, PSE and other quality certification and ROHS environmental certification. After 9 years of insistence, the company's products have always occupied an important position in the Japanese market. As of the end of 2011, poly lighting products accounted for about 10% of the total retail market share in japan.

The strict requirements of the Japanese market for product quality is also reflected in the service policies of some local enterprises. The Japanese giant Toshiba lighting from the end of 2012 launched the industry's first "LED ceiling lamps warranty five years" strategy, fully reflects the importance of Toshiba product quality, but also show that the LED lighting market after the price and market share began to fight, fight to fight to fight to deepen the quality of conscience, the Chinese enterprise is perhaps a hint, the quality of China's LED lighting products should also improve with the development of the industry.

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