The role change of Chinese enterprises in Japan from Lighting Japan 2014

As of 2014 the semiconductor lighting industry in the first game of the event, LightingJapan2014 (hereinafter referred to as the "Japanese Lighting Exhibition") has attracted a lot of attention, according to organizers of the enterprise growth than last year, a total of about 370 companies from Europe and the United States, Japan and South Korea and China in mainland China and Taiwan and other countries and regions participating, including PHILPS, OSRAM, GE and other international brands, Matsushita, Toshiba, Alice and other local brands of Japanese manufacturers. But this year Chinese enterprises except in Japan for many years, poly Juneng, many enterprises are new faces for the first time exhibitors.

Chinese brand enterprises retreat

In previous lighting Japan, Taiwan enterprises have exhibitors Dachang billion light, TSMC, Lunda, Lite, the mainland department also Chau Ming, Qinshang, Shun and other famous enterprises, and this year in the booth did not see the familiar figure.

Insiders said that this is a Japanese market is not large, experienced a rapid growth in previous years, growth is slowing, many companies are turning to a greater potential in the European market, many Taiwan enterprises is Japan enterprises, will no longer spend more effort to promote.

The two is to replace the Japanese market is becoming saturated, mature, more and more demanding of products, not only exquisite workmanship, quality, safety and performance requirements of the light is also very high, Chinese enterprises to enter the Japanese market is very difficult, as METI part of "on the revision of the electrical appliance safety law" in the decree in July 1, 2011, according to the new provisions of the decree, LED lamp and LED lamp apparatus to enter the Japanese market must add circular PSE mark. In addition to such enterprises in Japan has been operating for many years to establish a certain customer and brand influence, it is difficult for other companies to get the trust of the Japanese market.

Three is the number of Chinese enterprises, in order to avoid the patent, brand and other factors, the market has entered into cooperation with Japanese brands such as stealth, de Ho Runda in 2012 and Japan's two birds signed "Cooperation Program" lighting business, Shenzhen gold lumens with SHARP signed a strategic cooperation agreement in accordance with the agreement. The future of gold exports to the Japanese market lumens of LED lighting products, using SHARP chips, but to enter the Japanese market through cooperation with Japan chip companies.

New faces test the waters of Japan

In Chinese well-known enterprises retreat exhibition at the same time, the number of China exhibitors are not significantly reduced, about two and thirty, enterprises in Shenzhen, but they are a group of new faces, such as Shenzhen City, Shenzhen City, blue Wo lighting photoelectric Co., chat domain Shenzhen City Rui optoelectronics, Guangzhou Black & Decker leach Dongguan, Wang and photoelectric appliances, Chongqing Ping Wei optoelectronics, Ningbo beauty Marx, reporter survey, most of the China enterprises try holding the mood for the first time exhibitors, bring products to the indoor lights, lights, ceiling lamps, Japanese customers came to discuss cooperation is not much.

The Japanese LED light source popularization development association representative director Kobayashi Haruhiko said that many companies do not understand Chinese, not familiar with the Japanese market, some even with the Japanese ban G27 product specifications to the exhibition, which will make this year a number of Japanese buyers know that no new results, next year will not come again, for a number of new. Looks a lot of number, also caused China enterprises very hot in the Japanese market, but the effect is not so. He suggested that after the Chinese enterprises to learn more about the Japanese market, organized in advance to prepare, with a number of different products with Japanese companies to participate in the exhibition.

Role adjustment

Currently, Chinese LED enterprises have lost the opportunity to build the brand in the Japanese market, especially in recent years, Japan's LED competing forces are constantly evolving since Matsushita, Toshiba and other 5 major traditional lighting giants entered Japan, LED small businesses will be pushed into the side, not to mention China enterprises.

Of course there are tenacious survival and farther along the Chinese business in Japan harsh market environment, such as Shenzhen, "we in the Japanese market in twenty years of hard work, the greatest experience is not only to have excellent products and technology, but also have a cost advantage, and customer demands more service together for the general Manager Xiao Ling very deep feelings. But at present, as a representative of Chinese enterprises, the problem is a problem of funds, one is the supply chain issues. Compared with those big companies, they are too small to use the scale to win, but they do not have the flexibility of large enterprises. LED is a rapid change in the industry, only the continuous adjustment of technology, products and services can not be eliminated, it also provides the possibility of a new business corner overtaking. "And the test of China's small businesses, whether it can grasp the overtaking technology and timing.

"There is another possibility, that is, the strength of the domestic enterprises through the acquisition of brand enterprises to enter the gaming industry," an industry. This is not impossible, in recent years, the number of cases of China's acquisition in Japan has been steadily rising, and in 2010 surpassed the United States, Japan became the largest source of acquisition. As in 2011, Lenovo Group and Nec Corp (NEC) set up a joint venture in japan. In 2012, Panasonic Industrial Co., Ltd. will be part of the sale of home appliances to Haier Electric Group Co., ltd.. If you have money, you can pull the R & D team of multinational companies