After smashing the “cold winter†of 2015, after experiencing the bottoming in the first half of 2016, the LED market has returned to the right track. 2016 is the “year of opportunity†for global LEDs to lay down Chinese labels and the market share of Chinese companies to squeeze Japan, South Korea and Europe. It is also an unprecedented “challenge year†for shuffling, integration and capital.
On November 11th, the 2017 Industry “New†Opportunity and High School 10th Anniversary Thanksgiving Ceremony organized by the Higher Industrial Research Institute was held in Dongguan Guanlan Lake Resort Hotel. Many business leaders from emerging industries gathered together to discuss the 2016 strategy. Analyze the development of emerging industries and explore the future development of China's emerging industries.
In the LED industry round-table dialogue, senior executives from five LED listed companies from Sunlight Lighting, Mulinsen, Hongli Zhihui, Ruifeng Optoelectronics and Zhaochi Energy-saving Lighting expressed their views on the new changes, new normals and new cycles of the LED industry. .
Is the spring of LED coming? In the view of Dr. Zhang Xiaofei, Chairman of the High-Technology Research Institute, LED Spring is still coming for those companies with strong capital strength and strong technological innovation capabilities.
The large market environment determines the trend of the entire LED industry to return to rational competition. Whether it is upstream, midstream or downstream, the vicious competition in the market for several consecutive years has indeed made many enterprises seek survival and turn for the better.
Mulin Linsen Executive General Manager Lin Jiliang
A few days ago at the Hong Kong Lighting Fair and some people in the industry, I was impressed by the words. "If it is not LED, the entire lighting industry will face a very big dilemma, especially when the global economy is weak compared to the LED in the past. In the past few years, it has given the entire lighting industry a lot of support. In fact, the entire lighting industry is still in a difficult position this year."
In the past two decades, the export value of the lighting industry has experienced a 14% decline for the first time. Even with LED lighting, the export value has declined by more than 1%, but market demand and actual sales have been increasing. The biggest change is that the upstream and midstream industry chains are becoming more and more centralized and segmented.
In the future, the entire LED industry chain will still have two major opportunities, one is lighting, and the other is display.
From the perspective of lighting application segmentation, it is expanding to some special lighting application markets such as automotive lighting, plant lighting, and deep ultraviolet;
In terms of display, the small-pitch display has been booming in recent years, and everyone is increasingly demanding the precision of the display screen, so that the demand for LED lamp beads is increasing by several orders of magnitude.
At least in the next three years, the LED display industry will have a lot of room for growth. Mulinsen will also produce LED small-pitch products at the Jiangxi production base.
Sunlight Lighting Dong Mi Zhao Fanghua
For LED applications, opportunities are mainly reflected in two aspects. First, the combination with the Internet can increase the application range of LEDs. Second, for downstream enterprises of lighting applications, sunlight lighting is the largest export manufacturing for domestic LED lighting. Cross-industry cooperation between large enterprises and large enterprises is a trend, and small enterprises may not be able to achieve them.
In September this year, data from customs showed that trade-related LED companies had at least 5,000 fewer.
In the domestic market, China's regional market and product strategy for Sunshine Lighting in 2016 focused on new products and engineering new products. Nowadays, the manufacturing industry is facing transformation and upgrading. Sunshine Lighting is actively transforming into its subsidiary business model, such as Anhui Jinzhai Factory. The first phase of production, this is a major reform of the sun lighting.
In 2016, the channel strategy of the sunshine lighting market made a major change, the market target was more precise, and the market expansion efforts were comprehensively improved.
In terms of home channels, the home improvement market is facing a lot of pressure. The main tone of Sunshine Lighting in 2016 will be “steady growth†and will continue to invest 50 million yuan in construction. In addition, Sunlight Lighting focuses on home management and comprehensively enhances the level of home image stores.
In terms of distribution channels, Sunshine Lighting's strategy is to “grab the marketâ€. The competition in the hardware market is more fierce, and the sun lighting needs to be fully fired to capture a larger market share with superior products;
In terms of engineering channels, the market threshold has increased and competition has become more intense. Sunlight lighting mainly focuses on basic work.
Ruifeng Optoelectronics CTO Xiao Xiaoming
This spring should be viewed from the perspective of enterprise survival and industry development: if you look at the survival of enterprises, some enterprises that have no product innovation may be winter. For some well-developed enterprises, your spring has just begun. ;
In terms of industrial development, there are mainly two major areas, one is lighting, one is backlight/display, and there are other special fields such as UV LED, plant lighting, infrared and so on. At present, especially in the segmentation field, most of these companies live very well.
In fact, the development cycle of lighting is 60 years, LED as a lighting application, the real time is only three years.
Zheng Haibin, deputy general manager of Zhaochi Energy Saving Lighting Co., Ltd.
The LED industry is gradually returning to rationality, but it is time for companies to do things practically.
Wang Gaiyang, deputy general manager of Hongli Zhihui
The LED industry is likely to usher in the "coldest spring" this year. The first is to have a good "seed", and the second is a good "bow and arrow" to carry out strategic cooperation with upstream enterprises or downstream enterprises.
This "spring" will definitely pass quickly. Hongli Zhihui will still be based on packaging, and other sub-divisions will also be supported by packaging.
Is the price increase a short-term behavior, or will it continue to rise?
Mulin Linsen Executive General Manager Lin Jiliang
Last year's upstream chip was oversupply in the second quarter. In the third quarter, in the global economic environment, it found too much inventory and quickly cut inventory through price cuts. Some irrational practices last year caused some impact on the industry. Will return to rationality, the price of some products will go down reasonably.
The chances of a large increase in the upstream and midstream LED output are small, but the market share will be relatively concentrated, and some companies should be cautious when expanding production.
The downstream is too complicated, because LEDs now account for a small percentage of the cost of downstream lighting. In the short term, the growth of automotive lighting, plant lighting and other sub-sectors is not great for the upper and middle reaches.
Sunlight Lighting Dong Mi Zhao Fanghua
The price increase in the middle and upper reaches has no effect on us. For the sun, the price reduction of LED lighting products is increasing.
Ruifeng Optoelectronics CTO Xiaoming
From the perspective of packaging, only RGB products are on the rise; from the perspective of upstream raw materials, the chips and brackets are basically rising. For our LED packaging companies, we hope that they will not fall again.
From the perspective of LED packaging as a whole, the price trend must have declined. The price increase will have an impact on the company's revenue and can only be digested through internal cost control.
Zheng Haibin, deputy general manager of Zhaochi Energy Saving Lighting Co., Ltd.
We do not raise prices (as an opportunity for development) and have a bearing on the company's marketing strategy.
Wang Gaiyang, deputy general manager of Hongli Zhihui
Upstream chips and brackets are on the rise. This year's chip price increase is due to the return of cost to rationality; on the other hand, because of the relationship between supply and demand. In the first half of the year, some chip manufacturers were forced to withdraw from the LED stage. Therefore, changes in supply and demand are also important factors affecting chip price increases.
The price increase of packaging is mainly reflected in the display field, especially in the small-pitch market. The white light lighting package did not appear to increase prices, but the price is returning to rationality, and will not continue to cut prices significantly, it will be within a reasonable range.
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