Driven by technological innovation, especially the rise of LED in recent years, Ningbo's semiconductor lighting industry is developing from single manufacturing to integrated R&D, sales and service.
In 2013, the output value of our city's semiconductor lighting industry reached 15 billion yuan, a year-on-year increase of 25%; the export delivery volume was 10.5 billion yuan, a year-on-year increase of 28%. Especially in the LED export business, Ningbo accounts for 35% of the country's total share of US$5 billion.
“Green industry” has a promising future
Because it meets the development needs of green environmental protection, energy conservation and emission reduction, LED is currently regarded as the first choice for upgrading traditional lighting all over the world. "Currently, domestic LED companies have full orders and increased output." Industry experts said that in 2013, the scale of my country's LED industry reached more than 250 billion yuan, and the global LED industry is expected to grow at a rate of 70% this year.
LED has also attracted the attention of Ningbo lighting companies. According to reports, lamps and lighting manufacturers in Ningbo are currently using LED technology as a support to comprehensively transform the traditional R&D, production and sales systems. Some companies are also moving into emerging areas such as market integration and brand marketing. The overall industry has an obvious trend of extending to both ends of the "smile curve".
Market competition is advancing rapidly
As a large number of companies enter the LED field, market competition has become fierce. At the 2014 LED application technology development trends and market channel innovation theme forum held at this exhibition, participating experts and industry insiders revealed an LED market that is developing in an extremely fast pace.
"The R&D cycle of traditional lamps is calculated in years. If the time is long, a new product can be produced in several years. However, the R&D cycle of LED is only 6 to 8 months, which virtually increases the R&D cost of the company." Professor Zhou from the Changzhou Semiconductor Lighting Application Technology Research Institute introduced that LED is an industry that is racing against itself. Ordinary lamps have a short service life, so the sales cycle is short, which can speed up investment returns; LEDs have a long service life and will only pay off for several years, so they can only compete for the market through continuous technological innovation and product updates.
Today, with new technologies emerging one after another, there are endless challenges in the LED field, which will not give companies a chance to breathe. "Nowadays, selling lamps is no longer a traditional product-oriented demand, but has transformed into a service-oriented demand." Yin Kang, manager of Shanghai Teyoushi Lighting, said that the global sales trend of lamps is to provide integrated marketing of application solutions and solutions, and most domestic companies are facing a talent gap in this regard. In the field of comprehensive research, LED technology is being combined with intelligent technology to form many new applications. “In new application areas, most domestic companies are not yet ready.”
Transformation and development have a long way to go.
Although Ningbo’s LED industry started early, judging from the current development, it shows the characteristics of many back-end application companies and few front-end R&D companies; large number and small scale; strong extroversion and weak introversion.
"From the perspective of future development trends, the competition in the LED industry will shift from price war to technological innovation competition; the rise of the midstream packaging market requires new technology support; and the three major characteristics of the integrated development of downstream OEM and ODM." Relevant industry insiders in Ningbo told the author that it will be a very arduous but very urgent task for Ningbo companies to realize the integration and innovation of the industrial chain in a short period of time.
At this exhibition, some experts and industry insiders pointed out some path options for the future development of the LED industry.
"With the maturity of technology and the decline of costs, LED will usher in a market explosion period in 2014." Some experts suggest that LED companies should base themselves on the domestic market and use government projects such as smart city construction and energy conservation and emission reduction promotion to expand LED applications.
The "hand in hand" of microelectronics and optoelectronics is becoming a market trend. "The cross-border integration of sensing, control and network technologies will enable LED applications in areas such as air quality monitoring, traffic flow monitoring and weather forecasting." Zhou Zhou suggested that LEDs can be more integrated with mobile phones and enter the field of mobile applications.
In addition, with the expansion of the domestic demand market, LED companies must pay attention to the combination of new markets and new applications in marketing. "In the past, many LED companies in Ningbo were OEMs and simply took orders for production. Now that there is a domestic market, they must shift from selling products to selling services and realize the integrated development of technology, products, brands and channels."
"Industry integration will begin to become apparent in 2014. The number of traditional lighting companies turning to LED lighting will reach its highest peak, and the number of companies focusing on LED sales will reach its highest peak." Relevant experts pointed out that some companies, especially small businesses, will be integrated or eliminated. The competition for channels will be fiercest in 2015, and large-scale traditional lighting companies are more likely to win.
Some people in the industry believe that most of the emerging LED lighting companies currently have neither scale nor distribution, and most of them do OEM or ODM for large domestic and foreign companies. If these companies want to survive better in future market competition, they must continue to innovate in technology, product form and function, and marketing models. While large traditional lighting companies need to quickly shift and hold on to their channels, small traditional lighting companies can focus on the lighting market segment.
"In the future, the proportion of the LED lighting industry affected by the macro environment will increase, and product prices in all links of the industry chain will drop rapidly. However, with the rapid growth of the LED lighting output value base, the growth rate of the entire industry's output value will slow down in the future." Relevant researchers believe that lighting companies should extend product lines horizontally, accelerate product replacement frequency, and open up new market segments; actively transform the marketing system, make full use of mobile Internet, O2O and other platforms to improve product premium capabilities.
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