By the mainland and South Korean companies attack, Taiwan LED enterprise white hard

Japan power driven LED lighting business, Taiwan manufacturers dream opportunity knocks, but was China, and South Korean companies face attack, profits may be sweet reality as imagined.

4 LED bulb price of less than 1000 yuan.

"You have to change a TV for 10 years, but you have to change the bulb for 5 months," said Li Zhiyin, a researcher at IEK, a research group on Energy Economics and trends. Sounds like this industry bright prospects, but also because the LED lamp consumption market sensitivity, prices fall fast, in 2011 LED lighting the fastest growing market in Japan as an example, Tokyo brands 1 LED bulbs in 2010 sold 3000 yen 1480 yen, now 1, cut down the middle half.

In this price fall under the background of Taipei International Optoelectronics Week activities into the venue, although LED lights shone full of light, but can not guarantee the future of Taiwan LED lighting light is bright.

Lextar electronics chairman Su Fengzheng, early in the morning to the venue packed their exhibition hall, past display TV, NB backlight, lighting for the full year. Every year manufacturers call lighting the first year, this time, the business seems to come.

Japan's power to the lighting market light, due to power rationing, in order to achieve the government to promote energy saving 15%, Japanese enterprises have replaced the LED lamp market; May, Lunda light is from Japan's orders, compared to April growth of 3 times.

Prediction of Photoelectric Technology Association, LED lighting penetration rate of 5% this year, will grow to 10% next year. By 2012, light in Taiwan, LED lighting output will grow by 32%, up to NT $two hundred billion.

The eyes of all manufacturers, from the television industry, turn to the head of a fluorescent lamp, business opportunities, the next problem is that manufacturers earn money?

Manufacturers dream lighting business opportunities, but hidden in Taiwan LED growth sad. In fact, lighting, profit and no better than backlight. "Su said on the truth. In the past, once the LED into new products, mobile phones, pens, television, profits are better than the previous generation, but the lighting is not the case.

Profit dilemma of material cost, labor costs are high IEK industry analyst Lin Zhixun believes that the high proportion of material cost is another reason, with 7 WATT LED bulbs, material and labor costs, the profits of manufacturers of less than 10%, is really pathetic.

He asked the manufacturers, "you will not be white hard? "The answer:" compared to the backlight, at least the lighting market will grow. "

For our profit, global LED factory are to find a way out, compared to the Chinese, choose the low price market, South Korea in the selection of high brand market. According to IEK estimates, this year, the market share of South Korea's LED output reached 24%, with a lead of 5 percentage points, will be officially squeezed into Taiwan to become the world's second largest producer.

Sandwiched between China and South Korea, Taiwan is facing a crossroads of choice.

Transformation dilemma of brand, has lost the initiative position

Taiwan LED factory is divided into two factions, one faction went to OEM OSRAM, PHILPS lighting to help the old, the representative of the manufacturer's OEM manufacturers, crystal electric and AUO investment luanda. Lin Zhixun point out the problem, Taiwan technology leading mainland China about two years, but the technology is mature, the order of the brand to give you the reason why? Taiwan must be competitive in terms of price. "

Su Fengzheng believes that if you do lighting control system, set the output to the client, will increase the added value of last year, Lunda actively into the system, the recruitment of software talent development, designed an intelligent mobile phone or tablet computer hardware and software can adjust the lighting situation, is to tie the customer.

Su Yang admits: OEM is hard money, relying on technology, mental; brand is to rely on channels and business skills to make money. "

A group of people to OEM, another group of factories out of one foot in the brand risks and opportunities coexist commercial jungle, they see the lighting market, manufacturers market share of less than 1/2, but the other half of the market, and has a half by China, lamps and lanterns eat, Su Fengzheng personally visited China lamp factory, "from their design to shipping cartons are consistent in Taiwan, why not pull down their" which is in the Lunda brand.

Lin Zhixun believes that the brand is to eat the path, design and money business model, and OEM is completely different.

In the marathon race in front on the sprint player, close to the end point is always unable to sprint, but later let competitors in Taiwan than in mainland China, South Korea, Chinese has earlier entered the LED market, facing billions of lighting opportunities how to keep the strength of sprint to the end point, the industry is an unavoidable problem in the next few years. The exhibition is the window of the industry.

The Taipei photo exhibition, the first move to two times larger than the world trade the Nangang Exhibition Hall, flat display, lighting, but did not see the shadow line panel maker.

South Korea's Samsung and LG Taiwan panel factory as a competitor, never to participate in the exhibition, used by AUO and CMO's two tiger. The CMO in the last year to benefit from this exhibition, even the organizers behind the exhibition AUO, also choose absent, only the world's fifth largest CPT to support the overall form, not the leading panel show, a strange state of rare.

However, the first panel factory, but the Guangzhou and Yokohama flat panel display as an exhibition will attend.

AUO marketing department manager Xiao Yawen pointed out that the wide