2013 LED industry to deploy three strategies

From the 2013 Spring Festival to the end of February 26, the Shanghai Composite Index fell more than 5%, while the energy-saving and environmental protection sector rose 5.89%, far outperforming the broader market, many LED concept stocks have also risen to varying degrees.

This must be said to be leveraging on the introduction of national energy conservation and environmental protection policies.

First of all, of course, the six ministries and commissions of the National Development and Reform Commission, the Ministry of Science and Technology, and the Ministry of Industry and Information Technology jointly issued the “Semiconductor Lighting Energy Conservation Industry Plan” jointly issued on February 17, 2013. The plan calls for an average annual increase in the output value of the LED lighting energy-saving industry by about 30%, reaching 450 billion in 2015. yuan. It can be expected that the release of the "plan" will be conducive to promoting the healthy development of the semiconductor lighting industry.

In addition, the General Office of the State Council recently transmitted the "Green Building Action Plan" of the National Development and Reform Commission and the Ministry of Housing and Urban-Rural Development. The main targets include the construction of new buildings and the energy-saving renovation of existing buildings. It is required that by the end of 2015, 20% of newly-built buildings in cities and towns meet the requirements of green building standards. .

Obviously, Litzen is good. At the same time, there are also prudent voices so reminding: "The current state has not introduced the subsidy rules for LED lighting terminal products, the accelerated role of LED in the application side should also be viewed rationally," especially in the current capacity growth environment How to achieve technology upgrades, improve core competitiveness, and reduce costs will be the main issues faced by China's LED manufacturing industry. In 2013, the trend of cost reduction will become more apparent.

"It is particularly worthy of attention that quality is the life of a company and it is the foundation of the company. Enterprises must build a true core competitiveness from their own initiative." Lenovo led the Quality Supervision Bureau, the State Administration of Internal Inspection and Quarantine, and the Bureau of Industry and Commerce at the end of 2012 to inspect LEDs throughout the country. Lighting products, energy-saving lamps, road lighting, fire emergency lighting and electric light sources, etc. The results show that LED lighting products pass rate is only 51%. This has caused all LED lighting practitioners to ponder and police: In any case, consumers’ long-term confidence in products and even in an industry is far more valuable than the company’s immediate gold – no matter how “noisy” it is. When it is implemented, the product is still king.

"Enterprises need benign business, and the industry needs healthy development, otherwise it will only cause consumers to lose confidence in the industry." Liu Yuangui, chairman of Shenzhen Yi Ningliang Lighting Co., Ltd. wrote in his micro-blog: "Never by price Winning will win the world with innovation, service, and quality!” And he also mentioned that recently, from the Guangzhou Lighting Fair in 2013, it can be observed that LED exhibitors are significantly fewer this year, and the number of exhibitors is less than in previous years. More than 20%, "This proves that the trend of industry reshuffle has been demonstrated."

At the same time, from a macro perspective, 2013 also means a critical year. “In 2013, whether it is a traditional lighting company, a new led company, or a consumer electronics company that penetrates into the lighting industry, it will all take action. It constitutes a major force in the LED lighting industry," said a veteran of the traditional lighting industry, or it will force more entrepreneurs to seek more market-oriented innovation.

It is of course a good thing to differentiate the "enhance the competitiveness" policy, but in the current period when the homogeneity of the LED market is serious, if there is a lack of good technical market personnel and product planning managers, the lack of product strategy can only follow the leading companies. Imitation.” Under the economic crisis market shrinking, similar products and services in the same market naturally lead to lower profits. So, how to deal with? In addition to cost control and technological innovation, differentiation is undoubtedly an important part.

“At any time, there is an opportunity for success in the field of lighting. The key is survival of the fittest. If you want to succeed in tearing open doors in the lighting field of competitive incentives, you must create your own core competitiveness through competitive differentiation. The so-called strategy is To be different, we must differentiate, for example, product differentiation, channel differentiation, market differentiation, and propagation differentiation,” said one LED company manager.

Zhou Ming, Chairman of Henderson, put forward the strategy of “Product Strategy, Service Strategy, Channel Strategy, and Talent Strategy” as the key deployment for the 2013 Henderson Strategic Development Plan. Products, services and channels are ranked in the top three.

Indeed, the price war is not the only tool. To be respected by the industry, the company ultimately depends on quality, innovation and differentiation, regardless of technology differentiation, market differentiation, or service differentiation.

First of all, in terms of market differentiation, Shanghai Sunqiao Modern Agricultural Development Zone recently stated that it will pilot LED "plant factory" this year with a total area of ​​5,000 square meters, which will be the first real LED in Shanghai." Plant factory." - LED is not just general lighting, if you can expand from the Red Sea to expand in the blue ocean, expand into the fields of agriculture, health care, communications, museums, naturally have a better chance of profit.

“We did a lot of underground parking two years ago. At present, the light fade control is 6% per year. The customer is very satisfied,” said a business manager who specializes in underground parking lighting. Last year, he made a 100,000 square meter LED lighting. Renovation, this year, there is still business to do, and spring has received orders.

Let's talk about "differentiation of services." A LED company recently launched the "free home delivery, free installation, 90 days Baotui service mode" business philosophy. The company stated that it wants to create the first brand of “photoelectric supermarket” model in the world and open the photoelectric supermarket to the community, “to achieve the goal of opening 1,000 stores in China in the future”. This can not help but think of the Japanese Toshiba began implementation of the "LED ceiling lamp free warranty five years" strategy. No matter whether it is a free warranty or a refund or refund, it must be derived from the confidence of the company's own products and its responsibility to the industry.

Shenzhen Ebison Opto-Electronics Co., Ltd. drew attention to the iconic advertisement “One-Day Sample Delivery and Seven-day Delivery” at the Guangzhou International Lighting Fair 2013. It can be seen that LED lighting companies are also catering to industry trends, improving product quality and improving service levels. On the cleverness and thought. "In addition to traditional after-sales services, we can also provide customers with more targeted overall solutions." Another company also launched a corresponding rental service for high-priced LED products.

In terms of technology, it is worth noting that on February 12, 2013, Tridonic introduced a new series of OLED module LUREON REP lighting modules. The series has a size of 99 x 99 mm2, and for the first time, luminous flux of over 100 lumens is achieved. "The cycle of industrial change is getting shorter and shorter. Will the lighting products be replaced by consumer electronics one day?"

At the same time, there is "differentiation of design." Recently, a Japanese company has launched a cloud-based LED lamp with its own Wi-Fi lamp and other components. Users only need to download software to install on smartphones and tablets. Computers and other equipment, you can remotely control all LED Lights , switches, dimming, etc., can be implemented in the mobile terminal. These features have already been applied to smart homes in Lutron in the United States.

A creative LED lamp designed by a designer from France can be graffiti-free in the air like a pen and pencil Malay. The brightness and color can be adjusted manually, while the German ASB systembau is aiming at the stadium and invents a set. The stadium floor tagging system can change the sports stadium “changing face” at any time by controlling the LED Light Source on the floor. From the basketball court, indoor football, ice hockey field or volleyball court, it can be changed as needed.

For these "innovative designs", an LED planner lamented: How to develop and design outstanding LED lighting products, firmly attract customers' attention, and quickly seize market opportunities, requires more designers to participate in, especially LED future. The proportion of special applications will increase, and the LED industry is also in urgent need of expanding these "application innovations", and it can properly avoid everyone from cramming in one lane!

You are "doing fine and special work." At the same time aiming at high added value, "The more fierce competition is, the more we must learn to survive skills, don't be greedy, don't be big, do fine, and do special work." An LED manager reminds you, for example, Gree Electric Appliances, an air-conditioning single product to do a hundred billion yuan, a more than a red jar of herbal tea made a billion dollars. Not to mention Coca-Cola. What this explains is that there is no need to diversify, and professionalism can still be bigger and stronger. Especially as the industry matures, the advantages of specialization will become more prominent.

In 2013, two or two can be grafted, and resources can be integrated. However, for the enterprise itself, it is the primary weapon that strives to be specialized. In this regard, reminiscent of General Electric Jack Welch also said that if a business can not do the top three, then it will be mercilessly sold, but also stressed the importance of specialization.

At the same time, timely conversion to high-value-added products also requires attention and attention. In contrast, the current market in neighboring Japan “is definitely not a safe haven that can only be survived by the government’s energy-saving boom. It is only driven by the banner of energy conservation. The introduction of led lighting in advance of Japan's national policy has made high-endurance products popular too quickly and will eventually ruin the entire lighting industry." Japanese media commented. The rapid decline in the Japanese market price makes the LED lighting business environment very similar to the flat panel TVs that Japanese companies are in a strong position. "If led-light makes the product life expectancy increase, the stable demand such as replacing the lamp and replacing it will not be counted."

Perhaps, for Chinese LED companies that are ushering in the spring, while steadily moving forward, it is also possible to learn how to lay out or convert to differentiated or high-value-added products as soon as possible.