Duplication of investment pressure: LED industry is facing the dawn of the dark"

Currently, the surrounding areas of Shenzhen have introduced policies and measures to support the development of LED industry, attracting a large number of large investment, high technology level LED project launched.

In August 2nd, the Universiade opening soon, Shenzhen announced the city's 46 City Lighting upgrade project has been completed and lighting, especially in the Shenzhen Bay Sports Center, is the city's largest lighting project, by then, the public will enjoy a sumptuous visual feast "". It is reported that the Shenzhen urban lighting environment to enhance the project, more than 90% of the lamps using energy-saving environmental protection LED light source. Borrow the Universiade opportunity, LED lighting popular concept of environmental protection, but for LED production enterprises, the whole industry is facing the darkness before dawn, the fierce competition among enterprises, the price war continues, the whole industry is facing reshuffle. Baoan is an important industrial city of LED, the reporter conducted a survey of its development.

Price war industry sales dilemma

The same product, two years ago can also sell more than 200 yuan price, and now only to sell more than 50 yuan price. Almost at a loss in the sale, only to maintain good old customers. "Mr. Xia is helpless.

Mr. Xia in a lighting company to do sales, has been dry for three years. This company mainly produces all kinds of LED lighting products, product categories related to landscape lighting, street lighting and household lighting, etc.. With several years of sales experience, Mr. Xia see the future development prospects of the LED lighting market. "In a few years, energy saving and environmental protection LED lighting products will cover all corners of society, has become an important product of people's daily lives. Traditional lighting, such as incandescent lamps will eventually exit the stage of history. "

Although optimistic about the prospects, but Mr. Xia is now facing sales difficulties. "Now the sales pressure is bigger and bigger, this year's sales performance is not as good as last year's results, mainly in the industry competition is too fierce, we fight price war, product prices continue to fall. Suddenly a lot of peers, sales naturally difficult to do".

Mr. Xia went on a business trip to Zhuhai last week, just to be able to communicate with old customers face to face, to maintain a good relationship. In the eyes of Mr. Xia, some people sell the price almost let people down glasses, the same type of product, only to sell more than 10 yuan price. "I really don't know how to guarantee the quality of the products produced by the company".

But Mr. Xia's company, in the LED industry in Shenzhen, which belongs to the larger enterprises, have their own patented products, the company's biggest advantage is the quality of the products, which also resulted in the product price is decreased greatly, also do not have the price advantage.

Compared to LED large companies, small companies have the same living environment. Li Xiangfei in Xixiang, a small industrial zone operating a small workshop, the main production of LED backlight. Li Xiangfei and his wife, two people responsible for foreign sales of goods, a network responsible for customer contact. Their company's technical content is not high, the recruitment of more than a dozen employees to do some simple processing. Last year, the market is good, every month there will be nearly one million sales, almost half of the profits, which makes Xiangfei feel dry Lee Enterprises excited. But from the beginning of the year, sales of products like Waterloo suffered a sharp decline, many customers to reduce the purchase quantity. In order to attract customers, each backlight, as long as there is a dime of profits, Li Xiangfei will sell. Product backlog, it will take up a lot of money, unfavorable to the subsequent development. "

Today, the couple, out of the business of greater efforts to visit every week before the old customers. "Every time before going to visit, will bring some valuable gifts, even so, sometimes difficult to get a single. The competition is too fierce, the price again and again, and then three is depressed. Below the cost price, there is no way to do. "

Disorderly competition seriously affected the market order. Shenzhen LED Association released the first half of the research report pointed out that LED industry downstream application belongs to the field of investment in small scale, low barriers to entry links, continue to attract the funds into, plus the LED belongs to the emerging industry, technology and product update speed is very fast, the standard system of the relevant technical specifications and product quality is not perfect. This leads to a large number of workshops of the copycat factories came into being. These enterprises lack of technical reserves, production equipment, poor product quality, the only competitive weapon is extremely low price. A lot of copycat enterprise product price is lower than the regular manufacturers of raw material procurement costs, a serious impact on the normal enterprise products, at the same time, due to the low performance of the product damage the overall reputation of the LED industry, allowing consumers to trust LED products decreased.

Civil repeated investment industry competition intensifies

LED industry in the eyes of investors, is one of the emerging industries, the future development prospects. A few years ago, the media on the development of the LED industry has given full coverage, attracting more and more investors to enter the industry. Baoan, as a large industrial area of Shenzhen, LED industry has gradually developed and improved, in the national market, occupies an important place, only a regional market, competition tends to become white hot.

Reporters learned from the Shenzhen LED Industry Association, after years of development, Shenzhen has formed a relatively complete LED upstream and downstream industry chain. Last year, the number of enterprises in Shenzhen reached 1150 LED, the output value reached $40 billion 500 million, employing nearly 350 thousand people. In the first half of this year, according to