Analysis of the development direction of the future LED industry


After a new understanding of the LED industry, LED companies have accelerated the pace of listing, mergers and acquisitions and other capital and market integration, will promote the major adjustment of the LED industry landscape. In the next few years, the LED industry may develop in the following directions.
First, the international LED lighting giants grab the market international LED lighting giants Philips, Toshiba has led the industry to successfully develop 800 lumens LED bulbs, and is actively developing LED bulbs above 1000 lumens. 800 lumens LED bulbs, packages of up to 1000 lumens per dollar, high-voltage LEDs and warm white LEDs with red light are the general trend, and will become the technical focus of LED chip makers.
In the next few years, the five development directions of the LED industry are at the current stage. Many LED chip makers are trying to increase the red color LED in AIGalnP to achieve high color rendering. Compared with the blue LED hybrid phosphor, the warm white light scheme has a color rendering of 82, mixed. The warm white light color rendering of red LEDs can be as high as 90, so it will become the mainstream in the market.
In addition, high-voltage LEDs are primarily aimed at indoor lighting, which helps simplify the design of LEDs and power converters. Compared with the DC solution, the high-voltage solution can reduce the luminous efficiency, and the higher efficiency of the driver, coupled with the failure of the AC solution, as well as the low manufacturing cost and ease of production, will be the easiest to achieve cost-effective The LED bulb solution has become a market for LED chip makers to compete for.
Second, the cooperation between the upstream and downstream enterprises in close cooperation, especially the cooperation between upstream and downstream enterprises will become another trend of the LED industry. Jingyuan Optoelectronics Co., Ltd. is a listed company specializing in the production of ultra-high brightness LED epitaxial wafers and crystal grains in Taiwan. It is a major manufacturer of LED epitaxial chips in the world and has complete LED chips. Product intellectual property.
Third, LED indoor lighting received policy support From the perspective of LED production capacity and technology, China has proposed preferential measures to reduce tax rates, accelerate equipment depreciation and free land use. The plan is equivalent to encouraging existing domestic LED manufacturers to expand capacity, which will also lead to many new competitors. LED manufacturers from Taiwan and South Korea are also actively entering the Chinese mainland market, which has become a factor driving the increase in production capacity.
The lighting market is the first to activate outdoor large-angle lighting, such as street lights, billboard lights, and so on. Indoor lighting will first be activated for long-lasting lighting applications, including tunnels, supermarkets, factories, shopping malls, and office buildings. Most commercial lighting markets are expected to be activated. Home lighting is mainly for high-end customers, concentrated in high-end residential buildings such as apartments and villas.
Luo Wenzheng, chief engineer of Xinli Light Source, believes that due to the similarity of LED products and technologies, in the next 3-5 years, LED lighting products will gradually be standardized and standardized, becoming a regular product, and this time will gradually usher in the LED industry. The big shuffle. At that time, the LED industry will be the same as other industries. Enterprises with brands, technologies and capital strength will be based in the LED industry, and some low-end and brand-name companies can only survive in the slit. Of course, some companies have taken a narrow market route and gained a large share of the small market to survive and develop.
Fourth, the market segmentation wins in the terminal relative to the traditional lighting products, in the future, the LED industry development pattern will remain stable, still relying on the channel as the king, this is the inevitable trend of the development of the entire lighting industry. When an industry develops to a certain stage, shuffling is an upgrade. For a company as well, companies that develop to a certain size will encounter various bottlenecks when they go up. Analysts believe that at present, domestic LED companies have achieved rapid development through the Beijing Olympic Games, Shanghai World Expo, Guangzhou Asian Games, Shenzhen Universiade and Ten Cities. And then LED lighting as a new energy-saving light source, quickly recognized by consumers, into the homes of ordinary people, the bottleneck to be broken is product categories, specifications, prices, brands, marketing models, channel construction.
V. Building a well-known brand will be the development of the enterprise. Under the background of the rapid internationalization of China's LED industry environment, the rapid rise of the LED brand that originally relied on the manufacturing scale to win means that domestic enterprises have begun to abandon the traditional cost competition and transfer to the brand. In order to dominate and compete on the basis of strategic leadership, technological innovation, and business management, this is innovative for local companies to stabilize the domestic market and open up international markets.
In recent years, Chinese LED products have a strong deterrent to foreign manufacturing companies, both in the domestic market and in overseas markets. However, this deterrent power mainly comes from the price of products, ultra-low prices plus good products. Quality once caused panic in Western developed countries. However, from the perspective of global industrial environment analysis, the cost competitive advantage of Chinese LED companies is not worth showing off, because this advantage is basically given by China’s special manufacturing environment, rather than the true meaning of corporate monomers. Increased competitiveness.
Therefore, the competition between enterprises enters the stage of brand competition, and the competitiveness of the brand is directly related to the profit of the enterprise and the future development. Enterprises are faced with a more fierce competitive environment. This fierce market competition is the competition of product quality, technical service and price, and ultimately through the promotion of CIS and brand extension. In the modern consumer environment, the brand is actually a kind of credit guarantee. The increase of brand value means that the trust of consumers increases, which means that the company can obtain more user resources. This is the core competitiveness of the current enterprise. .
When branding is still an elective course for most companies, international giants such as Cree and Osram have already taken it as the top priority of the whole enterprise. The corporate strategy, operating mechanism and technological innovation system are all around this. The main axis of the strip is expanded in an orderly manner. In the eyes of these international big names, the brand is obviously not a simple VI system, but the value orientation of the whole enterprise. Career's leading technology, excellent product quality, and thoughtful and convenient service have been recognized by consumers at home and abroad. It is the most fundamental reason for the sharp increase in the value of the Cree brand.
To achieve a lasting competitive advantage in the fierce market competition, enterprises must adopt three strategies: cost leadership strategy, unconventional strategy and target agglomeration strategy. Zhang Guoqin told reporters that in view of China's LED industry environment and the actual situation of enterprises, it is the most practical and effective strategy to unconventional strategy and identify its own positioning points. When China's LED industry is still indulging in specific tactics such as price wars, saliva wars, and advertising wars, companies must transition from the current traditional LED product manufacturers to the strategic transformation of independent innovation product segments, relying on differentiated products and Service to win the recognition of consumers.

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