At present, there are many LED lighting companies in China, but there are no leading enterprises. At present, LED lighting companies are private enterprises, and there are only a handful of companies with an annual output value of more than 2 billion. Industries supported by private enterprises will naturally be constrained by the development of private enterprises.
NVC Lighting and Wu Changjiang are two names in Huizhou. One is a well-known enterprise in the lighting industry, with an annual output of about 500 million hair tubes. One is a private entrepreneur who has been in the lighting industry for 17 years. On May 20th, 2010, these two lighting-related names once again became the focus of media and people's attention for the simple reason.
On May 20, NVC Lighting (02222.HK) was listed on the Hong Kong Stock Exchange. Unfortunately, it was broken on the first day of listing and fell to a minimum of HK$1.8/share (issued at HK$2.1/share). "I don't want to understand why. It is reasonable to say that we should be good. But I believe that a good company, a gold will soon shine." On May 28, NVC Lighting President Wu Changjiang was at Huizhou NVC Lighting Base. The office was a little depressed to tell the reporter.
NVC Lighting is located beside Guanghui Expressway in Wuhu Town, Huizhou City. It is separated from TCL (000100.SZ) by 70 kilometers from Shenzhen and only two hours from Foshan. The listing of NVC Lighting not only caused concern about its stock price, but also attracted people's attention to an emerging industry - LED lighting.
In the narrow area of ​​Huizhou Zhongkai High-tech Zone, there are hundreds of LED lighting companies gathered here. According to incomplete statistics, Huizhou has more than 300 lighting companies, accounting for 70% of the national industry. Among them, there are nearly 80 LED companies, including Huizhou Cree, NVC, TCL Lighting, Yuanhui Lighting, BYD, Weizhi Electronics, Sidon Lighting and other key enterprises and a sound industrial chain. And recently, the world's four major LED manufacturing companies such as Cree and Osram have settled in Huizhou. Today's Huizhou and surrounding Shenzhen and Foshan are areas where the LED lighting industry chain is relatively complete, and it is also the most intense area of ​​“battleâ€.
In Shenzhen, according to the latest industry report, at present, Shenzhen has cultivated and gathered more than 900 LED companies, accounting for about 70% of the national total. Last year, the output value of the LED industry in Shenzhen increased by 30% year-on-year, surpassing 20 billion yuan for the first time.
“The government also supports the use and promotion of energy-saving lamps in the form of subsidies. The number of subsidies this year is about 150 million; the growth rate of energy-saving lamps in the lighting industry is 20%, and the growth of energy-saving lamps itself is 40%.†The Yangtze River told reporters that China is a major producer of energy-saving lamps. This year, it is about 3.5 billion. 80% of the world's energy-saving lamps are produced in China, and about 60% are exported.
"Group of heroes" competed
Wu Changjiang said yes.
According to industry statistics, in 2010 China's LED sales value will exceed 150 billion yuan, this figure is twice as much as in 2008, and continue to grow at a rate of 30% every year. According to the reporter, only one province in Guangdong is expected to reach 120 billion yuan in 2012 and 30 billion yuan by 2015. By 2015, the industry scale will reach 500 billion yuan. Obviously, the LED industry stands out and has become an emerging industry for many businesses around the world.
“Looking at China's civil lighting alone, there is a market worth about 40 billion yuan.†Bishop Bai, CEO of Philips Lighting (China), revealed an attractive number in an interview with the media. "In the next 15 years, China's LED industry market and China's export market are expected to be about 5 trillion yuan," Yi Chunyu, vice president of TCL Group, gave optimistic forecasts.
At the same time, in early April, the National Development and Reform Commission, the Ministry of Finance, the People's Bank of China, and the State Administration of Taxation jointly issued the "Opinions on Accelerating the Implementation of Contract Energy Management to Promote the Development of Energy-Saving Service Industry". The opinions indicate that various energy-saving and environmental protection industries can pass contract energy management (EMC). The way to develop, this has become the hotspot of this industry.
There is no doubt that this is an exciting and huge market space with policy support. As long as the cake is large enough, there will naturally be more people.
"In the past, China's demand for energy-saving lamps could be said to be in short supply. As long as it is produced, it is not afraid to sell." Wu Changjiang told reporters that for the LED lighting market, the morning project means that it can be distributed in more areas as soon as possible. Get a first-mover advantage. This is also the underlying logic that sparked the industry boom.
"At present, there are 3,000 to 4,000 LED lighting companies in China, and there are more than 50 well-known enterprises with a small scale." Wu Changjiang said. Domestic LED companies have risen rapidly, from Sanan Optoelectronics (600703.SH) to Silan Micro (600460.SH) and then to "Half-way" Dehao Runda (002005.SZ), and the US lighting this year also showed the inclusion of home, Products in various fields such as commercial photo and electrician show the perfect product line formed by the two years of “entryâ€. The LED industry boom has swept the entire industry.
Taking Foshan Nanhai as an example, at present, Nanhai District of Foshan City has gathered LED upstream and downstream enterprises such as Xuelaite (002076.SZ), Nanhai Chimei, Zhaoxin Group, Jisheng Optoelectronics, Jinbang Electronics, etc. According to Bang Min, District Governor of Nanhai District, Foshan City. In order to promote the development of the LED industry, Nanhai District has also established a special fund for the development of LED industry with a total scale of 1 billion yuan to 2 billion yuan. After 3-5 years, Foshan Nanhai is expected to become a well-known LED industry base in China.
In addition to the domestic LED lighting companies in the Guangdong-centric layout, in recent years, there have been Taiwan-funded enterprises to the mainland to produce upstream products, such as Taiwan's Dingyuan Optoelectronics in Wuhan invested in the establishment of Yuanmao Optoelectronics, mainly to produce LED chips; 2009 In the year, another Taiwan factory's Yuyuan photoelectric LED production base was also selected to settle in Weihai, Shandong.
Coincidentally, when the LED lighting market in China is “a good one,†foreign LED lighting companies have also settled in China, gradually forming a situation. Cree also announced the establishment of an LED chip production line in Huizhou; and Nichia, the Japanese factory, plans to set up a factory in the mainland to expand its product line. In the next two years, LG Innote will invest more than $100 million in LED applications for LED packaging, backlighting and lighting applications. The project is said to be the first investment in LG Innotex's global $1 billion LED project investment.
“In order to find a new source of income, Nichia is preparing to enter the low-end market and announced that it will open a new factory in China. By 2020, China will become a real big market.†Japan Nichia Chemical Executive Vice President and Chief Operating Officer Guan Tianqi, as stated at the SSL conference last year.
"In the next step, we will establish a B2B agency model centered on Shanghai, and will be fully rolled out in the Chinese market through online sales and existing distribution channels. Toshiba Corporation's new lighting system business unit counselor Putian and Ming to reporters Toshiba’s plan for the LED lighting industry was revealed.
The German quantity one lighting is ready to “take root†in China with a complete product line strategy. In the four major areas of LED commercial lighting, T5 full range lighting, full intelligent fire emergency lighting, and light source electrical appliances, the first and second phase production bases also plan to invest 5000. 10,000, set up LED commercial lighting research and development and production, packaging base.
At present, the five major companies in the LED and lighting fields, such as Nichia, CREE, Osram, Philips, GE, etc., are also in the layout and enclosure of their dominant market segments. Nichia's strategy is to occupy the high-end display market. Cree's advantages in high-power products are increasingly prominent, and OSRAM has occupied most of the market for automotive lamps with its solid foundation in the field of automotive lamps.
At this point, China's LED lighting has formed a leading position in the United States, Asia, and Europe, with Japan, the United States, and Germany as the industry leaders, followed by China's Taiwan and South Korea, followed by mainland China's domestic enterprises.
"short board" entangled
Although the competition in the LED lighting industry is becoming increasingly hot, the domestic LED lighting industry chain is relatively complete. But the market for this industry is not as simple as it might seem.
"At present, there are many LED lighting companies in China, but there are no leading enterprises." Wu Changjiang, chairman of NVC Lighting, told reporters that there are other problems in the Chinese LED lighting industry. At present, LED lighting companies are private enterprises, and there are only a handful of companies with an annual output value of more than 2 billion.
Liu Shengping, secretary general of the China Lighting Association, confirmed this statement. Liu Shengping told reporters that the current status of the lighting industry is that almost no lighting company has a market share of more than 2%. For the common people, the most realistic choice is to prefer an incandescent lamp with a few dollars, and not to switch to a hundred yuan LED lamp, thus limiting the large-scale promotion and application of LED.
Industries supported by private enterprises will naturally be constrained by the development of private enterprises.
The current situation of domestic enterprises is that the general scale is small, the technical strength is weak, the product grades are relatively low, and related manufacturers compete for price wars. At the same time, there are also phenomena such as disorderly investment and vicious competition in the LED industry. Judging from the current domestic market dynamics and the distribution of the LED industry structure, there has been a serious problem of repeated investment.
“When I started my business, capital was the biggest problem. I couldn’t do anything. The bank didn’t borrow money. I borrowed money from others during the holidays. I just started to suffer. The start of business is a question of funding. The general phenomenon in the early stage of entrepreneurship.†Wu Changjiang, chairman of NVC Lighting, told reporters that for private enterprises, capital is the bottleneck of early layout and development.
It is not terrible to have less money. After all, there are many ways to raise money. However, it has broken through the bottleneck of funds, and the management and market maintenance and talent problems in the development process have followed.
“Management and market need talents, but now talents are concentrated in some major cities. This is a 'short board' of enterprise development. In the national universities, only Fudan has a electro-optic major, and these talents are graduated by Philips Osram and so on. Wu Changjiang told reporters that there are still a series of other problems in China's LED lighting. For example, there is no national standard for LED lamps in China, only some local standards; China's local LED lighting design innovation design capabilities are obviously insufficient. Currently, there are more imitations and plagiarism. The luminous brightness of the high-power white LED light source, that is, the lumen number, needs to be improved; the heat dissipation of the high-power LED light source itself and the delay of light decay have technical bottlenecks; the physical cooling technology of the high-power LED light source and the high-power LED driver IC itself needs to be further improved. and many more.
In addition to these short boards, China's LED lighting has a mountain that is difficult to climb.
"In the entire LED industry chain, the upstream areas such as epitaxy and chips account for 70% of the profits. This means that only 30% of the downstream profits, more than 90% of China's LED companies will compete for the market in this 30% of profits." An industry insider told reporters that although China's LED products have an advantage in terms of quantity, they are still subject to high-end technology, which is the biggest problem facing all domestic LED lighting companies.
According to LEDinside statistics of the LED industry research institute, as of August 2009, there are only 62 existing LED chip manufacturers in mainland China, and there are not many enterprises that actually mass-produce. Enterprises are also mainly concentrated in the low-end, low-end areas. In the high-power field, there are few companies involved in many technical and technological problems.
At present, the core technology of global patents is mainly in the hands of giants such as Japan's Nichia, Cree, and Osram. At the same time, in the field of epitaxial wafers and chips, American and Japanese companies are also in a monopoly advantage.
"In the face of the increasingly competitive LED market, the Chinese companies still rely on low prices, low technology, and even imitate the development model to fight the international market. Once they encounter patent disputes, it is not bad to be able to parry, let alone fight back. Force." A LED industry insiders said that in the LED international market, Chinese companies that have long been at the low end have become the weaker of patent rights protection.
Since China's LED technology level is still quite different from that of foreign countries, Chinese companies can only lie in the low-end market where the technology threshold is relatively low. To this end, Chinese companies have also fallen into a strange circle of relying mainly on exports, low added value of products, difficulty in technology accumulation, and vicious competition among domestic companies.
How to break through
“The next 10 to 15 years will be a period of major changes in the lighting industry,†said Jim Fisher, President of GE Consumer & Industrial Products Asia Pacific, on the LED lighting landscape. According to this logic, China's LED lighting will also undergo a new round of reshuffle.
This is also giving domestic local LED lighting companies opportunities.
“Undoubtedly, the lighting industry has ushered in new opportunities for rapid development. However, there are still too many areas in the industry for marketing and brand building. The entry of big brands can inject new strength into the lighting industry. The national brand of its own is of great significance.†Liu Shengping, secretary general of the China Lighting Association, said that when it comes to brands, the first thing people think of is “foreign brands†such as Philips and Osram. Chinese companies should build their own national brands so that they can take a certain share of the market.
From this point of view, brand building has become a top priority for China's LED lighting industry.
"Philips succeeded because they have a history of hundreds of years, GE has also been for decades, their brands have been recognized, and the market has worked well. So NVC has established brand awareness since its inception, and we also I have been doing this, although the middle has gone through a detour, but the brand is a point that I value very much." Wu Changjiang said.
At present, the brand awareness of domestic LED lighting companies is gradually awakening. China's Hong Kong Group's LED brand "Towe" leverages the Expo to showcase the image of "quality manufacturer." At the international lighting exhibition held in Guangzhou recently, Midea, TCL and Foshan Lighting (000541.SZ) are also establishing a professional lighting brand image.
While enterprises improve themselves, the support of policies is also an indispensable part of the development of local enterprises.
“Mature technology and cost reduction are the key to making LED lighting qualitatively changeable. This requires standards to put it on the right track. The government should guide and support policies, regulations, R&D investment, application demonstrations and standards, etc. A game of chess, overall planning, to effectively support some leading enterprises, effective resources, effective funds and talents to support leading enterprises, China's current policy is somewhat egalitarian, you always have to support some of the first" . Wu Changjiang told reporters that China's LED market needs a lot of government intervention and support. He hopes that more powerful industrial policies will be introduced to make this industry more disciplined.
If you do well in the downstream packaging field, you can let local companies survive, but in order to get rid of the shackles in this field, Chinese companies have to approach the "upstream".
"Increase efforts to develop the application of epitaxial wafers and chip-packaged LED products in the entertainment, consumer and sports markets, thereby driving the development of domestic LED epitaxial wafers and chips, and improving the overall technical level of domestic LED epitaxial wafers and chips. The resource advantages of the domestic LED packaging industry, expand the high-end application field of LED, improve the overall level of the domestic LED packaging industry, and get rid of the situation of high-end applications relying on foreign imports." An industry insider told Global Finance, China's LED industry is urgent What we need to do is to change the status quo of vicious competition, quick success, and independent innovation in the slogan, so that the industry will embark on a virtuous circle. At the same time, the use of national energy conservation and emission reduction policies, promote the cooperation of domestic LED packaging industry and application industry, and promote the application of LED lighting in road lighting and indoor lighting.
Fortunately, the “upstreaming†impulse of domestic LED lighting investment has become more and more obvious.
Wang Lianghai, vice president of Tongfang (600100.SH) Co., Ltd., revealed that Tongfang’s investment in the LED optoelectronics industry will reach 3 billion yuan in the next three years, mainly in the chip field, and strive to become the largest and top three chip suppliers in the country.
It is also known that in January of this year, Sanan Optoelectronics invested 12 billion yuan to establish an LED base; Silan Micro intends to issue additional funds of no more than 600 million yuan for the expansion of high-brightness LED chip production line projects and supplementary liquidity .
In any case, the prospects for LED lighting can be expected, but the road has just begun, after all, Chinese companies are mostly chasers. But what is the fate of local companies? Where is China's LED lighting road? All this must be reflected in the market.
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