Junduoli event: LED companies need to prepare enlightenment to rain

Early autumn the wind after the Shenzhen Universiade, quiet, but the LED industry is unwilling to remain out of the limelight to calm water leaving a stone. The former Shenzhen industry ten strong now in dramatic way to get CCTV "success" award. The LED junduoli industry pioneer as the past as a "born to run away" the myth of the station once again to the public opinion in the teeth of the storm. At the same time, there are thousands of LED companies in the industry, as well as the same number of investment institutions.

The author of the LED industry as a result of the staff is very honored to receive a phone call within ten days of the event called the truth, more direct or implicit asked how to look at the industry outlook. So the author was personally congratulated by the people at the same time began to seriously think about the "bright" industry. Tossing and turning suddenly found that things have been very simple. In my opinion, the essence of junduoli events has two: one, by chance, a must. Kanguan fufei logic like barrier, what about the analysis? Come listen to me carefully.

Said this incident refers to the accident, junduoli events are not representative of common law in the industry, fierce reaction and media, investment institutions on the contrary, the incident caused shock in the industry is much smaller, more talk to colleagues at leisure. The reason is very simple, we put the cause of the incident due to the more junduoli itself. The first is the low-end product structure, even now, Jun main revenue is still concentrated in the dot matrix module above, and this product several years ago has been most LED manufacturers abandoned, the reason is a dot matrix module and three screen display than there is a huge difference in effect, but the only cost advantage in three after a steep price cuts have become very little, leading to its market has been gradually eroded, shrinking. The second reason is the excessive investment scale rationally, even junduoli 2010 sales of one hundred million, tens of millions of profits are almost unable to support its several billion investment scale, and they encountered a 2011 economy in Waterloo. So I can almost say that the direct cause is junduoli events resulting from improper operation of enterprise, industry aspect is accidental.

But all things need to ponder, nature may not be so simple, so I think before starting second reasons -- inevitable. LED industry three carriages: lighting, backlight, display; LED industry, the three links: chip, packaging, application. Then we count, occupy the industry highly in all areas in which enterprises are on display? For example, really stand up to the top of the industry chain upstream and downstream is CREE's arias, Barco, dakota. Although in recent years the rapid development of the domestic LED industry, but a grim reality is still in front of us: we are fighting on the battlefield and advantage is still concentrated in the low-end market, high-end market is still in the overseas giants under control. So many companies have been rushed to the bottom of the Pyramid, so the double surplus of investment and production capacity, and the nature of this excess is a relative surplus, is a breakthrough in high-end products caused by the lack of passive surplus. While junduoli event is the inevitable result of this vicious competition caused by the excess. Therefore, the author believes that the junduoli event is a kind of inevitable, is the industry does not pay attention to a fate of industry and product upgrading in the next few years and this surplus still exists.

The existence of this excess needs more cautious LED companies face, and even I personally think that this opportunity indicates that some of the elite enterprises strong rise. You in the rain, overtaking in the corners, the market slowdown has a short rest time to the industry many enterprises can use this time in product upgrades, the breakthrough of enterprise level, will determine the future for a long period of time, the pattern of the market. We also call on people in the application of the product can have greater tolerance, more patience, to give our LED excellent local enterprises more opportunities, even if it is just a chance to try. At least there are a number of unwilling to silence the local enterprises are using their flesh and blood to actively promote the upgrading of the industry, is also difficult to establish the height of the world's top products. Including the landing has open capital market counterparts among this, such as country star, Lehman, Silan, three, dry according to the author, including the possehl photoelectric and a number of industry practitioners, we are still on the road.

There are two legends of the past ten years, one is Jobs, he created the apple ten years in distress; one is HUAWEI, ten years ago today, HUAWEI in the manufacturing field of communication is still difficult to enter the top ten, it was the winter approaching, Ren Zhengfei with a wisdom of the "HUAWEI winter" prelude, not only to resolve the crisis, even as a starting point, has become the world's top communications equipment manufacturers. Rainy season, I hope that more companies in China LED industry can practice hard work, and finally come to the top of the industry.

Author: general manager of sales possehl Optoelectronic Technology Co., Wang Peng