LED Guangdong enterprises vied for the market in Zhejiang, the big powers dispute intensified

Chinese biggest LED lamp manufacturing and R & D Enterprises - Shenzhen city green Semiconductor Lighting Co., Ltd. in Hangzhou recently held a press conference, a high-profile announcement to enter the Zhejiang market, and the domestic market oriented sub brand - "Hongyadong" located in the "clothing lighting experts", which is the first enterprise brand positioning in LED lighting "market segments". Some experts said that Guangdong, Zhejiang LED industrial scale in China respectively in the first and second place, at the beginning of the Spring Festival, the two markets will continue to spread the brand of mutual penetration, competition news, shows that China's LED industry has entered the "powers" dispute "Warring States", not to the three to five years, LED lighting market structure will change dramatically.

In 2015, LED lighting industry scale reached 450 billion yuan market into "intensive and meticulous farming" stage

The national development and Reform Commission years after the release of the "semiconductor lighting industry plan" put forward, to 2015, eliminating all above 60W incandescent lamp; promote the average annual growth of about 30% LED lighting energy industry output value reached 450 billion yuan, 2015.

Planning clearly put forward to give priority to the promotion of indoor commercial lighting products and systems. 2013, LED industry as a whole is expected to stabilize the boom rebound, the industry's spring again. "Shenzhen city green Semiconductor Lighting Co. Ltd. (hereinafter referred to as the" green lighting ") general manager Chen Baodong said," but, dramatic and profound changes occurred in the market pattern of the future will rely on the extensive investment in the past, a good day extensive operating profit can be gone for ever, the future market will enter the stage of "intensive and meticulous farming. "

Chen Baodong believes that the future of competition, is no longer just a product of competition, but also the market competition, brand competition. At present, the LED lighting market, a number of stores filled with different types of LED lighting products, the majority of business philosophy is very simple: as long as the market orders, what lighting products do. Seems to be in the market broke out, the LED lighting industry. It is because of this Tandaqiuquan, the lack of a clear positioning approach led to the majority of enterprises are facing orders scattered, continuous and batch orders less situation; more importantly, the "small and complete" often means what are not, it is difficult to form a distinctive brand image and curing.

Based on this consideration, the green light will be its two brand repositioning. The "Hi century" is located in the "clothing lighting experts", while the green lighting continues to be positioned in the office lighting".

In commercial lighting, clothing lighting accounts for 60% of the share, while office lighting accounts for about 20% of the share. Who took the initiative in the two major markets for clothing lighting and office lighting, he laid his position in the LED lighting market. Chen Baodong said.

In fact, the market is gradually becoming the industry consensus. John lighting source localization in electricity market, become the first brand in LED lighting sales; Moso in the original layout of the LED market, located in the high power LED power supply, access to a number of stable customers, has become the first power supply of LED shares.

Zhejiang LED enterprises are concentrated in the lower reaches of the lack of leading enterprises

According to data released by the Institute of Engineering LED industry, in 2012, Zhejiang 726 LED enterprises achieved a total sales of $22 billion 940 million in 2012, the national LED industry output value of 205 billion 900 million yuan. Zhejiang LED industry accounted for more than 10% of the country.

However, the average output value of Zhejiang LED enterprises is only 32 million yuan, especially in the downstream enterprise aggregation, the output value is lower than the average level. The number of downstream enterprises is 680, accounting for about 93.7% of the entire industry, the average output value of only $31 million.

Zhejiang LED industry output value of billions of companies is not much, said Zhang Hongbiao, director of the Institute of high engineering LED industry research, although ranked second in the country, but the gap is still relatively large in Guangdong. According to estimates, Guangdong LED industry output value has exceeded 100 billion.

Zhang Hongbiao believes that China has entered the LED lighting of the Warring States Period: LED application market confusion, uneven product, competitive price, the level of technology gap is far. Market confusion in the next 1 to 2 years will be more prominent, leading enterprises will begin to finalize the stereotypes within 3 years. Zhang Hongbiao said.

At present Chinese traditional lighting companies, the largest output value of 2011, NVC, is about 3 billion 700 million yuan, while the industry generally believe that the field of LED lighting is very easy to produce the annual output value of more than 5 billion or even tens of billions of enterprises.

"What happens, three to five years to see the outcome. This is the most critical period for all LED companies, says Wei Zhenglong, an expert on business models at Tsinghua University!"