月份：2012年12月

LED office lighting companies provoke a price war to build brand

According to the relevant data, the domestic LED office lighting companies have exceeded ten thousand, LED applications companies have nearly 7,000, and LED lighting enterprise level talent are mostly from traditional lighting companies turn, because of the shackles of the mode of thinking, most of the marketing strategy adopt the layout of the terminal channels market. The traditional lighting enterprises rely on the reseller channel fortune, and it also proved by the fact that the traditional reseller channel succeed to follow, even if it is a traditional brand of NVC, Op, Mitsuo, so far, it is still relying on the traditional reseller channel. However, with the appearing of LED lighting products, so it has great impact on traditional lighting companies, and the traditional reseller channel has become more crowded. LED office lighting henceforth enter the era of diversification.

LED lighting companies provoke a price war to build brand

Competition for the dealer layout difficulty

At present, the excellent dealer in domestic provinces are a scarce resource, and is still monopolized by the traditional lighting companies, while the second and third tier lighting dealer influenced by the national real estate regulation. For Shenzhen market, since July of this year, part of the building materials market dealer who could not go due to funding strand breaks pulling out, such as the withdrawal of six arts home, Parc Oasis withdraw three. Huaqiangbei LED procurement centers monthly average withdraw of 2。

Obviously, when the national lighting dealers facing the market cold snap, the traditional lighting companies and LED Panel Light  companies have to seize the terminal market, and the results must be killed in the terminal channels for most enterprises.

Since last year, the LED enterprises engaged in export enterprises due to a sharp drop in orders have switched domestic sales. For the LED lighting enterprise, entering the terminal channels market for LED office lighting should find distributors to join, either directly into the terminal to open brand outlets. However, pioneering Wholesalers is very difficult, most lighting distributors are more cautious to choose LED lighting companies, because the terminal market is flooded with LED inferior products, and in the terminal market has not really establish LED brand enterprises.

The strategy of lighting industry enter to Japanese market

First, Japan LED lighting certification standards

According to the survey, the Japanese now do not have the official LED lighting industry product safety standards and certification. Japan Electric Lamp Manufacturers Association prepare the raw data on the safety specifications of LED lamps in the Japanese Industrial Standard (JIS), but this will be granted until next year. At present, Low price of LED lights occupy the entire market, so a LED lighting industry standard is imminent. Now if overseas companies want to enter the Japanese market, they can refer the following two certification standards.

The strategy of lighting industry enter to Japanese market

1, JIS authentication (Japanese Industrial Standard)

The JIS certification is recognized and a voluntary standard that based on the industry-standard method. The JIS certification standards should measure and check the model, size, features and product safety. When the quality of the product complies with JIS standard quality assurance, it can be successfully put into the Japanese market. Now a total of 12 countries and regions overseas markets accept the use of the JIS certification standards: South Korea, North Korea, China, Taiwan, China, Indonesia, the Philippines, Myanmar, Thailand, Vietnam, Malaysia, India and Mexico.

2, PSE certification

For companies who want to enter the market of NEC, the PSE is a secure mandatory certification. There are two PSE certification mark: PSE Diamond certification mark (Compulsory Certification) is used to the specified products; PSE Circle certification mark (voluntary certification) is for non-specified product certification. And this certification is responsible for Japanese manufacturer or importer, rather than foreign manufacturers in Japan. So this certification is very strict and has high visibility.

Second, the Japanese market sales strategy in lighting industry

Only Chinese enterprises get PSE certification (compulsory certification), it can enter Japan market. Japanese companies care more about the service sectors, so domestic enterprises can choose to cooperate with local agents before entering the Japanese market.

Third, Japan LED products sales channels

Right now, the sales channels of LED products in Japan is centralized, mainly in supermarkets, distributors and project, those account for more than 80% of the three distribution channels. And other types of channels accounted for less than 20%. So before you enter the LED Panel market in Japan, you need to try to understand and familiar with the three major sales channels.

architectural LED lighting products enter into the Japanese market strategy analysis

LED lighting products developed fast in the global market in recent years, the rapid development of the Japanese market is particularly eye-catching. Especially after the 311 earthquake in Japan, the Japanese energy-saving awareness is more intense. From May to September 2011, Japan architectural LED lighting products made ​​to sell the amount of almost 2 times in the same period of the previous year, sales of incandescent leapfrogged. In 2012, the demand for architectural LED lighting products in the Japanese market is still on the rise.

LED lighting products enter into the Japanese market strategy analysis

The data show that the first quarter of 2010 to the second quarter of 2012, the amount of Japanese imports of LED lighting products overall present upward trend. Among them, the amount of imports ring up more than the largest quarter of 2012, the chain rose 31.53 percent, the largest year-on-year increase in Quarter 2 of 2012, an increase of 100.72%.

Driver Japan LED lighting market growth momentum

First, the Japanese government policy to promote

Widespread use of incandescent lamps, it will result in a large number of high energy consumption and carbon emissions. Therefore, the Japanese government has long recognized the importance of energy conservation and environmental protection. After the passage of Kyoto Protocol in 1997, Japan actively promote architectural LED lighting, abatement of carbon dioxide emissions. In 2008, the Japanese government revised energy bill savings, strengthened by modifying the law to reduce carbon dioxide emissions.

On the Global warming discussions held in 2010, the Japanese Ministry of Economy made ​​the decision in 2012 to prohibit the sale of incandescent, some manufacturers have also announced that they will stop the production of incandescent lamps, and to improve the yield of the LED lights. In 2010, Japan LED bulb penetration is 16% and has reached 30% in 2012.

Second, Enterprise competition contributed to the price reduction

The revitalization of the architectural LED lighting industry in Japan is actually derived from the price-cutting strategy of Japanese companies. For a long time, Japan lighting market is dominated by five giant. In 2009, Sharp introduced a LED lamp which is less half than the market price, thus opening the LED lighting market competition. The competition between these large enterprise groups LED Tube to the original price of eight million yen down to four or five thousand yen.

LED lighting industry: a structural surplus corporate cost pressure

Affected by the economic situation, enterprises themselves impact of recent domestic lighting industry can be described as troubled, NVC Lighting, Foshan lighting the battle for control of illegal disclosure successively pushed to the cusp of the industry. The reporter Learned from the Ninth China International Semiconductor Lighting Exhibition With the rising cost of labor, raw materials and Domestic lighting industry, coupled with the past two years in particular, LED industrial structure investment capacity surplus is currently facing is not the small cost pressures, the industry as a whole is still in the winter.

LED lighting industry: a structural surplus corporate cost pressure

State Lighting R & D and Industry Alliance Secretary-General Wu Ling said that wave after wave of corporate enter into the LED lighting industry did not make money as well as the collapse is not surprising in recent years, this industry had excess investment, structural overcapacity starting in 2010 . The industry is in the winter, and expected will be warmer in 2013 .

Li Xinghua,director of the Science and Technology Department of Guangdong Province said, Huizhou, Guangdong Province, Dongguan, Jiangmen, Nanhai Zengcheng ect five provincial-level LED lighting industry base a total investment of over 50 billion yuan. thereinto Huizhou Cree, Lei Technology in crystal LED chip, Guangzhou Zengcheng LED Grow Lights epitaxial silicon projects a number of heavyweight industrial investment projects the total investment of over 20 billion yuan.

He also pointed out that the industry is still facing confusion in the market, LED does not have its own brand, public praise not good, consumers recognition was low degree.

“Only a strict control of product quality, promoting business model innovation efforts to pull the consumer market, vigorously enhance industrial concentration, technological innovation and regional brands of degrees in order to achieve rapid development of the LED industry. Li Xinghua of 2011 scale of Guangdong LED industry output value reached 151.5 billion yuan, is expected this year, the output value will exceed 200 billion yuan.

An international training institutions and companies in the LED lighting industry official said some countries as a 40-watt incandescent LED lamp prices have alternatives to the limits lower than $ 10.00, on the one hand to promote LED lighting markets growth, but on the other hand, to the enterprise problem is how to reduce the cost of LED manufacturing.

CSA publish two OLED future lighting Alliance standard

In order to achieve technical standards development and close connection of scientific and technological innovation and industrial development, the Standardization Committee of the National Semiconductor Lighting Project R & D and Industry Alliance (CSA) organizations develop the technical standards of the CSA Union, they hope to continuously improve the level of technical standards of scientific and technological progress and technological innovation, technology development and application of the standard to promote the transformation and application of scientific and technological achievements,  which play a technical standard basis of security and support the leading role.

CSA publish two OLED future lighting Alliance standard

CSA Union standards formulated and promulgated by the National Semiconductor future lighting Project R & D and Industry Alliance Committee for Standardization (CSAS). So it is not free to copy copyrighted by CSA, when it is not approved; The other organizations that were allowed to adopt this standard should approve by the CSA; Any unitor personal references to the contents of this need to the standards specified in the standard number.

As the illumination light source, the OLED and LED High Bay (organic light emitting diode, Organic Light emitting diode) have the advantages of easy to achieve white, thin light source and a light source of arbitrary shape. As a novel solid state light, it has caused concern for OLED lighting standards. In order to promote standardization of OLED lighting development and standardization of OLED lighting terminology and text symbols, to promote mutual exchanges and standardized development of OLED lighting technology boost OLED lighting technology matures, to lay the basis for OLED future lighting industry. CSA propose and organize Beijing WBL Con-naught Technology Co., Ltd, Tsinghua University, Sorcha University, Jilin University, Changchun Applied Chemistry Institute of units in drafting the CSA 014-2012 “organic light-emitting diode (LED) lighting terminology and text symbol” CSA 015-2012 organic light-emitting diode (LED) lighting test method two Union standards. Two standard are V01.00 versions, if the standard is revised again and just only editorial changes, the official release version number after the decimal point will plus one, if you do the technical amendments, plus 1 before the decimal point, clear after the decimal point.

Domestic LED industry is urgently needed to build patent defense system

Up to the end of June this year, Various types of LED in domestic is directly related to the enterprises has reached 3790, employing about 50 million people, and the annual output of LED devices was more than 40 billion, also,there was more than 30 billion yuan in 2008 market. However, a series of considerable numbers can not to disguise the short of LED industry in China.

Domestic LED industry is urgently needed to build patent defense system

” The total LED chip for 26 enterprises already in operation and under construction not better than one of scale in international top 10s.” the General manager Liu Zhen of Shenzhen Quantum Optoelectronic Co.ltd was spoke in China and United States LED Tube Light Technology and cooperation Forum on the LED chip in Shenzhen. The manufacturers technical level to some tune of Taiwan 3 years ago and behind the United States, Japan for 5 years.

It was based on this probably, Shenzhen started to prepared to construct lighting energy conservation center. ONe of the parties of engineering LED lighting energy Conservation center for CEO Zhang Xiaofei related to reporters.
The ceneter of energy-saving lighting build prties has included the California Lighting Technology Center, Peking University Shenzhen Graduate of Environment and Energy, and Philips.

liuzheng point out,there are 1950 LED packaging companies currently, all the new product less than 530 in domestic enterprises, and the product basically is in mutual mimicry stage.

Lack of the core technology, without the high performance and quality upstream products; lack of principle patent. vulnerable to patent blockade, restricted to export.”Zhong Qun of Century crystal research and development director of the Center for bell group said.The domestic LED LED research and development platform and patent pools should be established as soon as possible introduction of technical personnel at home and abroad, more technical personnel to enter the LED industry.

LED lighting technology is the core patent basic synthesis of Nichia of Japan, Toyota, Toshiba, American Limitless, Cree, German Osram control of the company, which companies use each core patents, taken transverse (large number of countries at the same time) and vertical (and constantly improve the design and subsequent application) expansion mode, arranged tight worldwide patent network.

Liu Zhen revealed that countries in the last year has been launched “Ten thousand ten cities” LED energy-saving plan, the first batch of 21 cities have been included in the national support programs, there are already 42 cities included in the program.

LED lamp china will become mainstream demand in the next two years

After many years development of China’s LED industry, although it already is LED production big country and the application of a large country, yet due to lack of industry-proven national standards in the LED industry, the detection system is yet to establish, which not only cause the LED industry enterprises of cohabitation, also led to the quality of LED products.

LED lamp china will become mainstream demand in the next two years

2012 LED Lighting price cuts very fast, which makes LED lighting is rapidly into various application areas. NXP Semiconductors (NXP), director of marketing of lighting products in Greater China Wang Yongbin told reporters, “we found a new trend, that is, non-dimmable LED lighting products are very popular with Asians’ like, including Japan and South Korea and other developed countries also favor non-dimmable products, which may be related to the habits. Europeans and Americans prefer dimmer lighting. “this is a good news for LED industry, because at present, the price of non-dimmable IC are cheaper than adjustable optical IC prices by about half, while the IC is still the most important  part of the entire LED fixtures. Wang Yongbin then added: “We found another trend that continued LED bulb and lamp series. In the next two years, led lamp china will start to become mainstream demand.” So, the next two years, NXP LED Flood Light semiconductor programs providers will focus on non-dimming and high-power lamps on the market, because of the huge growth potential of the Asian region.

Apart from the above trend, Wang Yongbin particular to disclose the current lighting manufacturers for demanding power factor, because many countries, including China, specifically requested certain lighting the PF is greater than 0.9, and there will be a subsidies for standard product. “For example, in China’s energy-saving projects in the bidding for the FP to plus two points, which PF are greater than 0.9, and the Chinese government will give up posts. And in the European Energy Star requirements, when a power is greater than 25W, the lighting of PF must be greater than 0.9. “he pointed out that the program of some IC manufacturers want to achieve high power factor, which need from the outside to control implementation, and that will increase the cost, while NXP can  achieve from the chip, which not only to facilitate the design, and also reduced costs. “Like SSL2109A controller, due to a dedicated circuit, so it can achieve that PF is greater than 0.9 and less peripheral, simple design and convenient.” For example, he said.

Ruthless anatomy Philips Hue LED electronics

We can see that it relates to the smart mobile phone hardware products, due to the presence, the future cannot be DIY and using the software community capacity of manufacturers, will face more and more development bottleneck.
Now some manufacturers like own R & D and the use of an internal closure standard, but its development capacity can not meet the future demand, also cannot produce the hardware.Therefore do not open interface standard, practice, perhaps more in line with the trend of the times.

Ruthless anatomy Philips Hue LED electronics

To summarize the Hue to bring about some changes, the traditional home appliances and electronic products, is not only around the appearance and design competition, a large number of products can quickly become Connected networking equipment. A networking device, not only means that you will be able to complete a simple remote control in the led electronics, they will know the time and weather, know your social account and schedule, know your preferences, they can also help with your other networked devices ( such as Hue and infrared sensor cooperation serves as a warning device ).

Sensor and communication, the cloud background for further development, will greatly reduce the device manufacturing and communication cost, so that only need to spend the extra few dollars or even more than ten dollars, you can change all appliances.

Starting from Hue, I think, the most important should be Control4, this traditional meaning of ” intelligent home furnishing manufacturer “.
Why? Because we may enter the ordinary family intelligent control products, price cut directly on the back of one or two zero, so that ordinary consumers from the original dare to buy, which is intelligent mobile phone popularity to the traditional home appliances industry.

In fact, through similar LED Panel Light control system in led electronics, Nest, Wemo socket system, sound system SONOS and so on, everyone can use the smart mobile phone DIY 90% traditional intelligent home furnishing function, not only can be removed from the new decoration suffering (all wireless system ), but the money spent on just the traditional meaning of intelligent home furnishing .Then, the future smart home furnishing where to go? Venture to do forecast:

1, plug-and-play: no configuration, can be used directly to plug in the power;

2, a comprehensive mobile phone manipulation: do not use this friendly platform for interaction, too wasteful;

3, gateway lightweight: because the mobile phone computing power, gateway is not essential, if there must be, it must be very lightweight bargain;

4, expanding and upgrading ability: sales is only functional platform delivery, function but also with the use of the product upgrade;

5, open and fun: maybe next time you open App, found that the contribution of new function, put your dream of things to achieve;

6, Kickstarter models: leading personalized hardware product ideas, to giant products integrated scheme constitute the supplementary and challenge;
7, low-cost market strategy: rapid price and market offensive strategy, resulting in a large number of star products.

LED lighting replaced era: Yuan Fang, how do you think of this?

farewell to incandescent lights, support green light” theme of the campaign in the Chinese Academy of engineering, this month, China will carry out formally phasing out the incandescent lamp road map. Industrial and commercial departments will be investigating the illegal sale of incandescent behavior.

According to the new century LED network reporter,the EPA is developed to enhance the added mercury products and related industry of mercury pollution control policy, intends to prohibit the use of liquid mercury and reply manual pouring mercury fluorescent lamp production, alteration, expansion project. Obviously, this is to LED industry,which is a major good news. At the same time, the ancient town of lights Fair in October 18th officially kicked off.

LED lighting

Ai Disen said enterprise development of lighting industry holds a conservative attitude. The industry generally believe that, LED lighting market development is not expected coupled with the lighting of terminal market which is not mature, the majority of consumers enjoys good price, the LED lighting market development is developing more and more slow. Look, despite policy and environmental protection and energy saving factors such as power, but the LED lamp has more than 130 years in the use of inertial and obvious price advantage of the incandescent lamps compared with energy-saving, the intermediate force balance to win the game,there is a long way to go. In this way, how to encounter obstacles for LED Street Light industry and how to break? LED lighting replaced era: Yuan Fang, how do you think of this?

I can say when the whole cast a brick: 1, indoor lighting EMC mode does not form; 2, bulb 3W is a standard product, mainstream ex-factory price to be 8 -10rmb, 3, the price with the dive off enterprises will become extremely tragic; 4, there will be next year to the industry chain of vertically integrated competition Na involved; 5, large traditional lighting enterprises encounter patent litigation, patent war shifting people’s nerve; 6, the traditional strong brand distributor shielding new LED competitor, blocked channel resources; 7, the lack of capital supporting enterprises difficult to carry out the production; 8, have a professional operation team and financing channel, the quality of the brand for the resources; 9, who first education channel is the first to occupy the initiative; 10, energy-saving lamp countdown has begun; 11, light efficiency increased by 30%, prices fall 30%, every year will go down a stage; 12, emerging generation of dealers by LED machine rise, around the channel pattern rewriting; 13, new industry managers with new knowledge structure, ability structure rise; 14, some new brand was born, a number of traditional brand will be down; 15, each category appear representative brand.

LED lighting will completely solve the problem in price

LED lighting has been used in medical and hotel which need 24 hours of lighting in place and street lighting for long time lighting areas, other areas because of price, it has not been able to scale into the lights However, today bright two years may be a turning point.

LED lighting will completely solve the problem in price

In the autumn of 2012 Hongkong Street Light Fair, director Wang Yongbin on this print analysis, ” LED lighting price grows very fast in 2012, which makes the LED lighting is quickly into the various fields of application. ” ” And, we found a new trend, namely a dimming LED lighting products are very popular amongst Asians like, including developed countries such as Japan and South Korea also favored non-dimming products, which may be associated with the use of habits. Europe and the United States people like dimming lighting. ” The LED industry is a good news, because at present, non-dimming IC price ratio is much cheaper, while IC is the LED lighting in the share of the cost and its the most important part of it. Wang Yongbin said : ” we found another trend , the year after next LED lamps will begin to become the mainstream of demand. ” So, the next two years, NXP LED semiconductor solution provider will focus on non dimming and high power lighting market, because of the huge potential for growth in Asia.

Currently on the market for single stage and two stage LED driving structure of confrontation, Wang Yongbin said, NXP is a single stage architecture defenders. Main reason has the following: one is NXP in a single stage with long time accumulation and advantage; two I, a single level controller can be integrated high voltage MOSFET tube; three ,a single stage and easy to use, easy to design, customers need only two weeks can be successfully; four ,currently the single stage has a cost advantage, double BOM single stage BOM expensive than about 10-15%.

Finally talks about some LED lighting manufacturers to do their own research and development to drive the IC/ components of vertical integration trend, Wang Yongbin think this is just a temporary phenomenon, which will not become mainstream. ” It’s difficult to do lighting company while to do electronic part, the future will be the professional division of labor, the driving part of independence. ” He thought.