“From our perspective, customers in the traditional lighting market generally have a great sense of crisis.†A stable optical microelectronics company in Shenzhen, which has more than 20 years of experience in the traditional lighting IC market. Zeng Huici, general manager of the business unit, said. Obviously, the rapid development of LED and the sunset of the traditional lighting business have caused many companies to exert performance pressure, and the transformation is imperative.
Judging from the 2013 financial reports of the two major LED lighting giants Osram and Philips, their LED revenues accounted for a very fast growth in total revenue, while other traditional industries began to decline. Aldo Kamper, CEO of OSRAM Opto Semiconductors, said that they expect solid-state lighting revenue to account for more than 50% of total revenue by 2017. The company has consciously tilted R&D expenses toward solid-state lighting. More than 60%.
International giants have always been the industry's vane. In recent years, domestic traditional lighting factories have begun to increase their transformation efforts, including Sunlight Lighting, Sanxiong Aurora, Jiamei Times, Op, Foshan Lighting and other first-line manufacturers.
Taking Sunlight Lighting as an example, in 2013, the company achieved sales revenue of 3.169 billion yuan, of which LED lighting products revenue was 983 million yuan, a year-on-year increase of 170%, and sales volume was 32.01 million (sets), an increase of 271%. LED revenues accounted for 31% of total revenue, compared with only 14% last year. Sun Yong, general manager of Sunshine Lighting, said in an interview with Gaogong LED that he hopes that the proportion of sunshine LEDs will reach 40% this year.
In 2013, NVC Lighting's LED product sales revenue increased to 740 million yuan, an increase of 197.4%. In the chairman's report of NVC, Wang Donglei said that the price difference between LED lighting products and traditional lighting products is expected to further narrow in 2014, and the demand for LED lighting will continue to grow rapidly. NVC will closely follow the pace of market development, further expand sales channels and promote products, and continue to promote brand awareness to grasp the LED lighting market opportunities.
Dr. Zhang Xiaofei, Chairman of Gaogong LED, pointed out at the Foshan station tour seminar that the industry integration began to be obvious in 2014. The number of enterprises that convert traditional lighting to LED lighting, the number of LED-based enterprises and the total number of LED companies will reach the peak. . In 2015, the channel dispute was the most fierce. The traditional lighting enterprises on the scale were more likely to win. After the large number of middle and lower-end enterprises exited in 2016, there will be 10 billion comprehensive LED lighting enterprises.
It can be seen that when the price of LEDs is no longer hindered by the market penetration rate, everyone is hoping that the market will break out. At this time, the layout of the channel is particularly important at this time. If this is not the case, the “last bus†enterprise may fall behind and eventually become A batch of eliminated.
On the surface, for the traditional lighting manufacturers, they have the inherent advantages of the channel itself. All they have to do is to make the LEDs and then import them into the channel. In fact, the truth is not that simple. “Many people believe that the transformation of LED lighting is just a simple product replacement. It is not known that transformation is a comprehensive system engineering. It is difficult to succeed in a company without corresponding accumulation.†Zhang Yutao, general manager of Sanxiong·Aurora, believes in design, R&D, sales and professionalism. The creation of a talent team requires long-term precipitation and accumulation, rather than how much money can be invested in the short-term.
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