Under the stimulus of national energy conservation and environmental protection, promotion of energy-saving lamps and other policies, in just 7 or 8 years, the number of LED lighting enterprises nationwide has increased from the initial 100 to more than 2,000. With such rapid growth, is Chinese LED lighting so good? Under the financial crisis, where will LED companies go? With questions, the author interviewed Mr. Huang Guanzhi, the managing director of Dongguan Qinshang Optoelectronics Co., Ltd., a leading company in the semiconductor lighting industry.
Competition is getting more and more intense, LED lighting lacks "big name"
Author: As an industry with hundreds of billions of market share, what is the current status of the LED lighting industry?
Huang Guanzhi: LED lighting looks beautiful, but it is really difficult to do. At present, there are more than 2,000 enterprises in the country doing LED lighting, and the market scale is growing rapidly. The industries involved in these enterprises are mainly midstream products, of which more than 80% of foreign OEM products are packaged, with market influence or high reputation. There are very few LED brands. For example, in Dongguan, there are dozens of companies producing LED lighting, but there are not many companies with their own core technology intellectual property rights. Due to the mastery of core technology, Qinshang Optoelectronics has gradually recognized the industry, and its market reputation is over 85%. It is currently in a leading position in this field. However, as far as the whole industry is concerned, the LED lighting industry has not yet formed a strong core competitiveness. Diligence has a sense of responsibility of “iron shoulders and morality†and is willing to make efforts to standardize and enhance the development of the LED industry.
With the increasingly fierce competition, the LED lighting industry will inevitably face the "survival of the fittest." At present, the LED lighting industry has been fiercely competitive in the decorative lighting market, and the competition for the functional lighting market has also been undercurrent, and the competition in the outdoor lighting market has begun with indoor products. Due to the impact of the financial crisis, small and medium-sized enterprises that mainly used foreign trade in the past have also recruited domestic talents to compete for resources in the domestic market. Many merchants have now placed the focus of competition on the domestic market, which is a change in the market.
Copy plagiarism is lack of independent research and development products: At present, what are the main problems in the LED lighting industry, how should we solve it?
Huang Guanzhi: Specifically speaking, the current domestic LED lighting products have problems: First, there are many decorative lighting products and less functional lighting products. Most of them are lawn lamps, buried lights, contour lights, spot lights, landscape lights, and lighting products that require high technical requirements. Secondly, there are many copies of plagiarized products, and there are few independent research and development products. The product is not personalized, there is no leading product. Third, there are many low-power products and few high-power products. Such as high-power street lights, square lights, tunnel lights are still relatively small. In addition, the terminal customers do not know enough about LEDs, and they do not know enough about the superiority of LEDs compared with traditional light sources. Many enterprises pay less attention to light sales and insufficient investment in marketing; the marketing model is similar, lack of brand awareness, products are not differentiated, and there is no main product. Positioning, the core competitiveness of each enterprise is also insufficient. The industry has not yet formed a leading enterprise with market competitive advantages. All of these require LED lighting companies to grow better through competition through “shuffleâ€.
Author: LED lighting is not the more energy-efficient, how to grasp the degree of energy saving?
Huang Guanzhi: Many people in LED lighting have a misunderstanding in understanding: the more energy-saving, the better. In fact, in the application of LED lighting, enterprises can not pursue the energy saving rate unilaterally. Too much energy conservation will definitely affect the illumination of the lamp. At present, LED lighting lamps that are more common in the market can save energy by 30% to 40%. Our company's products have better energy-saving effects, and can be as high as 60% or more. It should be noted that simply emphasizing the energy-saving effect may seriously affect the overall performance and quality of the product. There is a certain misunderstanding of excessive pursuit of energy conservation, and it can be said to be a trap. If the installation is not correct, it may be counterproductive. In actual operation, the brightness cannot be sacrificed for energy saving.
Qinshang Optoelectronics wants to build the first brand of domestic LED street lighting. Author: As the earliest enterprise entering the LED lighting industry, how do you look at this industry?
Huang Guanzhi: As the earliest enterprise to enter the LED lighting industry, Qinshang began to develop low-end power LED products in 1998; in 2002, it began to develop high-power LED lighting. Since 2004, Dijon has been continuously exploring the road lighting solutions of the LED era since the LED street lights. During the period, it has experienced many failures and accumulated more than 1 billion in accumulated investment. We have realized from years of practice that the threshold for entering this industry is not high, but we must overcome various key technologies and achieve system integration that meets the requirements of multiple functions, in order to finally form LEDs with alternative advantages over traditional lighting. Road lighting solutions are not an easy task. Secondly, the LED lighting industry has a low barrier to entry, and the healthy and orderly market has not yet formed. This requires standardization and formulation of corresponding access standards. To make a difference, to lead the development of standards is to change the miscellaneous impact of the mixed fish and the cottage on the industry.
Author: How does Qinshang Optoelectronics use its own experience and influence to contribute to the healthy, orderly and benign development of the industry?
Huang Guanzhi: At present, the LED lighting industry is still in the initial stage of development, and the market competition is not standardized. As a company that invented the secondary optical technology, successfully solved the heat dissipation problem and successfully solved the domestic LED street lighting project, Qinshang Optoelectronics established the strategic goal of building the “first brand of domestic LED street lightingâ€. In the historical development and breakthrough period of the industry, Qinshang Optoelectronics has promoted the LED industry to become bigger and stronger, launched the “work-for-win†strategy, and will gain experience through nearly ten years of industry exploration, as well as technology research and development design platform and scale. The production experience and capabilities, more than 200 patented technologies, management models, business models, etc. are shared with domestic and foreign counterparts. Global lighting giants such as Philips, GE and Osram are seeking cooperation with Diligence. In China, well-known enterprises in Henan, Liaoning, Shandong, Shaanxi, Jiangsu, Sichuan, Chongqing and other provinces have also sought to cooperate with the company and achieve phased cooperation. As a result, Dijon has gradually consolidated its leading position in the domestic semiconductor lighting industry.
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