Statistics show that domestic LED lighting companies have exceeded 10,000, LED application companies nearly 7,000, and LED lighting companies are mostly from the traditional lighting companies, because of the constraints of thinking mode, most of the market strategy uses the layout of the terminal channel market , mainly to join dealers. Some insiders predict that the LED industry will close the tide next year, and enterprises will get stuck in the downstream. After experiencing investment heat and price cuts, the domestic LED industry is entering the era of low profit.
The LED industry's output value will reach 205.9 billion this year. Although the price cuts have already hit, the investment in the LED industry remains undiminished. It is estimated that by the end of 2012, the total output value of the domestic LED industry will reach 205.9 billion yuan. According to the report, the total number of domestic MOCVD equipment in 2011 was 803, and in 2012 it reached 917 units, an increase of 114 units. Despite the acceleration of major equipment investment, this year's domestic chip production only increased by 20, while sapphire prices fell by 35%, LED chip prices fell by 32% year-on-year, and prices fell significantly.
From the overall perspective of this year, the situation in the upstream sector has actually improved. This is mainly due to the increase in the proportion of investment in downstream applications in the second and third quarters, a large part of which comes from the investment of traditional lighting companies in the LED industry. . From the perspective of the entire upstream investment, the growth rate of the investment in epitaxial wafers dropped from 46 last year to 10 this year, while the growth rate of investment in downstream applications last year was 21, and in 2012 it rose to 53, so the focus of investment in the LED industry is from upstream to downstream. Transfer.
It is difficult to compete for dealers. At present, the excellent distributors in various provinces in China are scarce resources, and they are still monopolized by traditional lighting companies. The second and third-line lighting dealers are affected by the national real estate regulation and control, and the days are even more difficult. As far as the Shenzhen market is concerned, since July this year, some distributors in the building materials market have been unable to withdraw due to the break of the capital chain, such as the withdrawal of 6 artists, the withdrawal of 3 homes, and the Huaqiang North LED procurement center. On average, 2 companies are withdrawn each month. Obviously, when the national lighting dealers face the cold current of the market, traditional lighting companies and LED lighting companies have seized the terminal market, and the result must be the terminal channel for most enterprises.
Since last year, LED export companies have turned to domestic sales due to the sharp decline in orders. For LED lighting companies, enter the terminal channel market or find a dealer to join, or directly enter the terminal to open a brand-operated store. However, it is very difficult to develop franchisees. Most lighting dealers choose LED lighting companies to be cautious. The reason is that the terminal market is full of LED inferior products, and there is no enterprise that can really establish LED brands in the terminal market.
It is difficult to provoke a price war to build a brand. At present, there are too many LED companies in the market. Some enterprises have provoked price wars. They want to eliminate their opponents and land on the beach. The representative one is Mu Linsen. The price of Mlinsen's 3W bulb to the dealer is 8 yuan, the price of the dealer's terminal sales is about 14 yuan, and the price of the Mulin 3W bulb is very close to the price of the 5W energy-saving lamp on the market. It poses a threat to 5W energy-saving lamps.
The looting of the terminal market around the dealers of lighting has become more and more intense. The rectangular lighting uses the display board to open the dealer door. As long as the dealer is willing to sell the long-distance lighting products, the board will be sent to the exhibition board, and the dealer will not be required to press the stock. The sales will be delivered to the door.
Advantages and Disadvantages of Government Subsidies In the past few years, under the impetus of energy conservation and emission reduction policies, local governments have vigorously supported the development of the LED industry and introduced many preferential policies for the industry. Zheng Tiemin believes that many local governments make blind decisions, make many unrealistic grand plans, and throw attractive preferential policies, including donating land, factories, etc., which attract many enterprises to invest, which is also an important factor leading to overcapacity in the industry. the reason. However, different viewpoints also exist. The national government subsidy policy is a very effective means for promoting the development of emerging industries. This model is not Chinese characteristics. Many foreign companies have received government subsidies until now.
The government introduced subsidy policies, providing enterprises with research and development subsidies and R&D investment subsidies not only to promote the advancement of new technologies, but also to stimulate the market, form mass production, promote the decline of raw material prices, and provide better support for the development of the LED industry. The starting point of the government's subsidy policy for LED companies is to enable a small number of enterprises to drive the entire industry, to promote a new growth point for energy conservation and emission reduction, and to promote the LED industry to develop in a better direction. The subsidy policy itself has no problem. The key is to look at each How can enterprises grasp and use the government's subsidy policy.
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