OLED lighting industry as a knock on the door lighting industry structure

Lighting industry for energy saving key, has undergone tremendous changes. The market has emerged a group of a number of products under the banner of the emergence of energy-saving products, and now OLED lights, has begun to participate in the competition in the lighting market. Frankly, a single OLED light from the point of view, may be losing money. Although it is impossible to predict the time of profit, but can not launch their own products. A large lighting manufacturers executives on a sharp decline in the price of OLED lamp with a rapidly growing concern, and sent a sigh.

OLED lights as a stepping stone, OLED sooner or later will be a huge impact on the lighting industry structure. In the past, the Japanese lighting market less than 1 trillion yen (about 74 billion 800 million yuan), has been monopolized by the top five lighting giant. Production of fluorescent lamps require sophisticated glass processing, the need to invest huge amounts of production equipment, each production line of more than 10 billion yen (about 748 million yuan). Under such circumstances, the new manufacturers are almost impossible to compete. The dealer purchase, and cyclical sales, is the traditional business model of a steady.

As a semiconductor product, OLED is completely different from the existing lighting market environment. Just as the DRAM (memory) as a semiconductor product, LCD, may face a sharp decline in the price and market share of fierce competition. Toshiba lighting technology OLED Product Planning Department of fifty LAN Yin governance director said: 2011 competition will be further intensified, there will be a price reduction of 10% to 20%. Manufacturers may have to withdraw from the price war. Although, OLED product prices continue to decline at an annual rate of 20%. However, the industry generally believe that OLED product prices will decline further. The reason is that, in addition to lighting, OLED use is expanding. Now, 80% to 90% of OLED products for mobile phone backlight products. In particular, with the computer, cold cathode tube (CCFL) replacement, OLED production will further increase. In addition, SHARP listed in November 2009 LCD TV Aquos also began to use OLED backlight products.

In addition, after the purchase of the OLED module, through an extremely simple installation of power, the circuit, you can produce lighting products. Therefore, the production of equipment investment relative to fluorescent light several times. In addition, South Korea and Taiwan and other overseas manufacturers are constantly involved in market competition. Closed competition in the Japanese domestic market may suddenly become international competition. At present, under the fierce force of new firms, large lighting manufacturers have yet to develop the strategy in the era of OLED lighting. Lighting manufacturers responsible for the sale of OLED lighting in the discussion, have revealed the fear of OLED lighting. At the same time, they still want to continue selling fluorescent lamps. From the current production plan for the production of high efficiency fluorescent lamps and incandescent fluorescent lamps, the majority of manufacturers still want to continue the production of fluorescent lamps before they can recover the huge investment in production equipment. OLED lighting will become the mainstream in the future, but the pace of development is very confused. We really want to make some preparations.