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2013 is a year of great development and big leap forward in LED lighting. At the moment of enjoying the harvest, everyone is busy with research and development, production, sales, patents, channels, etc. What are the things that make us feel hurt, cope, and swear? What is the sound? Let's take a look at the words and events in the lighting industry that were frequently squandered and complained in 2013.
In 2013, the price of LED was everywhere. In 2012, the output value of LED indoor lighting in China reached more than 30 billion yuan. In 2013, the market scale reached 63 billion yuan, and the growth rate exceeded 100. With the gradual maturity of technology, product prices also No longer unattainable. During the three years from 2010 to 2013, the price of LED lighting products has dropped by more than 20 per year. From the second half of 2013, LED lighting companies represented by Philips, NVC and Everlight have all adjusted prices. The highest drop even reached 40. According to a data in July, the biggest decline of 7w LED bulbs in mainland China was Tsinghua Tongfang and NVC Lighting, which fell by 37.3 and 36 respectively in June, and the price was 49.5 yuan and 87.3 yuan. This series of price adjustments has caused the industry to fall into low-cost competition.
Price wars have both advantages and disadvantages. Although LEDs have been hot in the past two years, the recognition and acceptance of LEDs by ordinary consumers is still low. One of the important reasons is that the price of LEDs is too high. The price of an ordinary LED bulb may be The price of ordinary light bulbs is 10 times. It is difficult for consumers to accept products with a price higher than that of traditional lighting fixtures. In order to seize the market, led lighting manufacturers naturally trigger price wars. It is envisioned that this profit-for-market model will continue in the next few years.
On the one hand, lowering prices can indeed stimulate consumption and expand market share and awareness. On the other hand, the drawbacks of low prices will be passed on to consumers, and eventually lead companies to dig their own graves. Previously, LED lighting frequently broke the quality door. For example, the quality inspection results of LED street lamps and other products announced by Guangdong Province in October, the failure rate reached 25. Obviously, vicious competition will definitely affect the long-term stable development of enterprises, due to low prices in 2013. There are not a few enterprises that have closed down due to competition. Zhongshan Xiongji has been desperately trying to lower the price of the products to win the eyeballs. In the end, he has entered the dead end of the dead end. The number of events is worthy of everyone’s thoughts.
How to deal with the price war in the Red Sea by raising the inner fearless price? In fact, there are many methods. Led enterprises should formulate development strategies based on their own actual situation. The low-price strategy will inevitably put forward higher requirements for the comprehensive strengths of the company's technology, capital and scale. Blindly following the trend may cause them to suffer losses. War is not the only way out for led companies.
Replacing the market with low prices should be the means of market competition, not the ultimate goal. Led enterprises not only need to improve production technology, improve production efficiency to reduce costs and gain profits, but also increase technical content, enhance product value, and shift product competition from the price battlefield to achieve more comprehensive and longer-term development. Therefore, it has a favorable position in the fierce competition; the core strategy of the enterprise must be to return to the brand value, firmly grasp the bottom line of quality, in the long-term competition, seek management and quality improvement, change the price war to the brand The war will allow the products to occupy a place in the domestic and international markets.
Moreover, the needs of consumers are diverse. On the basis of good technology guarantees, the differentiated route is also the way to win, to understand the areas that the general enterprises neglect, and to go out of their own characteristic roads. At present, China's LED subdivision lighting market still has many business opportunities to be tapped. Enterprises can improve the added value of products and get rid of the differentiated road of products, which will help enterprises get rid of low-price competition and get rid of the overcrowded Red Sea. Cost-effective products play their own little world.
In the case of the proliferation of the same products, how to stand out and establish a brand is also very important. Consumers tend to be more well-known and more secure products. At present, there is no LED lighting leader with strong appeal in the domestic market. Brand companies can't wait. With the change of the concept of domestic mainstream consumer groups, low prices have gradually become synonymous with low quality, and consumers have a higher acceptance of the product premium brought by the brand. However, the establishment of the brand is not a one-off effort. It is attempted to quickly increase the visibility of the company by launching a price war to occupy the market. It can only be said that it is a fishery and a drinker. Imagine that when a company's products are labeled with low-quality labels, it is easy for companies to try to reshape the brand.
In short, it is a good thing for the company to attack the city and land, and the core strategy is still to control the products, build channels, and establish a brand, so that you can ride the dust and laugh.
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The pain of patents At present, the LED lighting era has been opened, and the competition is fierce. The industry has entered the integrated reshuffle period. During this period, the competition between enterprises was not just about price, but also cost and more patents. The Yiguang and Nichia patent litigation cases that have just come to an end have sounded the alarm: patents have become an increasingly important weapon to strengthen their own strength and suppress competitors.
In the past year, the patent dispute between Nichia and Everlight has been extremely hot, even across several countries. The patent litigation of these two major LED packaging factories has gone all the way from Japan to Germany and the United States, and has experienced various losses and Winning the case, but there is no sign of a truce. In addition, there are several patent wars in the lighting industry, which have also attracted a lot of attention, such as Nichia and Dongbei, Nichia and Hongqi, Bayco and Philips, Enplas and Seoul Semiconductor Patent War. Without exception, it is the leader in the industry, and it is conceivable how important the patent is to the development of the company.
The giants have come to the forefront of China's core patents. The system is based on developed countries. It has become one of the most important protection methods for advanced industrial technology in years of practice in developed countries such as Europe and the United States, and has initially completed the industry by means of patent cross-licensing. The establishment of layout and alliance, and patents are also one of the important ways for many multinational companies to obtain excess profits.
In China, the LED lighting industry has formed a complete industrial chain from the manufacture of epitaxial wafers and chips to the manufacture of downstream applications such as lamps and lamps. It has not significantly improved the core technologies of the upper and middle reaches, and only a few of them have been improved. Some companies have patents. Faced with the trend of foreign industry giants, many companies in China have gradually realized the importance of intellectual property rights, especially the importance of patent rights to enhance technology protection and enhance competitiveness. In recent years, the number of LED patent applications in mainland China has increased significantly, and the number of applications has surpassed that of the United States in the world.
However, the patents applied by Chinese manufacturers are mostly not heavy weight. From the perspective of the type of patent applications, Chinese manufacturers still mostly apply for utility model patents. The patents applied by international manufacturers and Taiwanese manufacturers in mainland China are Based on invention patents. At present, domestic patents are mainly concentrated in the middle and lower reaches of the semiconductor lighting industry chain. The patents for midstream packaging and downstream applications account for 64% of the total applications, of which LED application accounts for about 43% of the total number of patents, and is related to the long-term development of the industry. The key technology links still lack core patents, and the future situation will be even more severe under the blockade of international industry giants' patent alliances.
On a global scale, China's position in the LED intellectual property landscape has not been fundamentally improved. On the contrary, due to the lack of core patents, China's LED intellectual property issues are becoming a bottleneck restricting the development of the semiconductor lighting industry.
Focus on R&D and Breakthrough Patent Barriers Although the application and promotion conditions of LED lighting are becoming more mature, most enterprises do not have LED core patents and technologies in their hands. This is the biggest problem facing domestic enterprises in the LED industry. At present, apart from a few patent-owned enterprises in China, some enterprises solve the technical problem by purchasing patents, thereby obtaining authorization and patent license, or obtaining patent transfer. For many small and medium-sized enterprises, the purchase of patents is a lot of expenses. In addition, many manufacturing companies are eager for quick success and lack of innovative consciousness. Therefore, the incidents of the cottage are also endless, patent plagiarism has become a common practice, and intellectual property disputes such as patents and trademarks are constantly changing. At the same time, LED companies must also guard against the risks of complaints from foreign LED companies. How to make this patent war in the LED industry has become an important direction for the future work of the company.
Domestic LED lighting companies want to break through foreign patent barriers, must start from their own, increase the development of core technologies, master core patents. Talent is the key to technology and the source of patents. In this regard, strengthening talent cultivation and recruitment is the direction of LED enterprises. In addition, for small and medium-sized enterprises, it is also a strong response to the alliance, the establishment of a patent pool, and the realization of patent sharing. A powerful weapon of the enemy. However, as far as the current status quo of the industry is concerned, the road is long and long, and we still have a long way to go.
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The threshold of the EU is high, and the new regulations for exporting the door are high. When the threshold is high, the first reaction of many lighting practitioners must be the new EU regulations. In August of this year, the European Union issued the "New Energy Efficiency Regulations for LED Lighting Products", requiring that all LED lighting products exported to Europe must meet the new energy efficiency standards requirements from September 1 this year, and will be gradually divided into three phases in the next three years. Improve energy efficiency standards for LED lighting products. According to the latest energy efficiency regulations for LED lighting products issued by the European Union recently, the new energy efficiency standard EU1194/2012 directive is for all LED bulbs and directional light sources, which are implemented in three phases: September 1, 2013, September 1, 2014 Day and September 1, 2016. The LED energy efficiency standards were gradually improved in three stages. In the second phase of 2014, the energy efficiency index was set at 0.2, which is 2.2 times the current implementation standard in China.
This regulation has brought a lot of pressure on the operation and export of industrial enterprises. The direct impact of the EU's export threshold is the increase in cost. According to the official website of the AQSIQ, after the implementation of the new standards, The cost of certification and random inspection of individual products must be increased by about 10,000 yuan, and the production cost of enterprises needs to be increased by 20-30. Not only that, but many companies are blunt: At present, most domestic LED companies fail to meet the new energy efficiency requirements of the EU. . In order to meet the export standards of the new regulations, the existing production equipment and technology will inevitably be eliminated, and enterprises must increase investment in both material and manpower. The high and high threshold of the threshold has undoubtedly cast a shadow over the dream of going abroad for enterprises, especially small and medium-sized enterprises.
In addition to the increase in export thresholds, the threshold for approval of domestic LED subsidies has become increasingly stringent. Many lighting companies feel that it is more and more difficult to subsidize approval in the past two years. Some people attribute this to the frequent occurrence of corporate fraudulent cases. It is reported that due to the high subsidy funds of LED, only 2 to 3 enterprises can receive subsidies, and most of them are large enterprises. Therefore, many enterprises are taking risks and fraudulent phenomenon occurs.
Regardless of the reason, the current subsidy threshold has indeed increased significantly, and it is believed that this is also an inevitable trend along with the maturity of technology. In August of this year, the Dongguan Science and Technology Bureau hanged a “Notice on Accepting the Provincial LED Green Lighting Demonstration City Project and the Provincial LED Lighting Demonstration Project Subsidy Application†(hereinafter referred to as the “Noticeâ€). According to the "Notice", the application project must meet the strict requirements: the LED lighting products used in the project must pass the Guangdong LED lighting benchmark system; the LED public lighting promotion application project invested by the financial institutions at all levels must, in principle, be in the provincial government. The installation is completed within the time required for the relevant documents; after the completion of the project, the third-party testing organization shall conduct the verification and evaluation of the benchmark product quality consistency, and the relevant report shall be issued after the assessment is passed; the project has not received other project subsidies. In this regard, Zhu Yichuan, a staff member of the Dongguan Semiconductor Lighting Promotion and Application Center, feels that the threshold for approval has gradually increased in recent years, and said: After all, LED is an emerging industry, and there will be a great improvement in technology and market, and the requirements will become stricter. .
LED lighting products energy-saving certification technology threshold upgrade In addition, LED lighting products energy-saving certification threshold has also been greatly improved, on November 1, 2013, China Quality Certification Center released three new versions of LED lighting products energy-saving certification technical specifications, and four new revisions LED lighting