If you can't be the first brand in the market, then create a new market segment to be the first. The market segment is the king's law, which has been successfully demonstrated by many companies.
Under the new normal of LED, looking forward to the future market fierce battle, it will be even more fierce, and it must be stronger, and the market share will further gather with the giants.
For small and medium-sized LED companies, if you can't adopt some subversive business models, then focusing on a certain segment or customer group to do the best, is the best choice for living space.
Especially when the product is highly homogenized, it is better to create a new market segment instead of struggling with the market in the Red Sea, or concentrate on creating an extreme single product, and start to become the first brand.
The filament lamp is expected to become a new subdivision battlefield for LED lighting in the next three years.
1. LED lighting accounted for 73% of the total. Sunshine Lighting's revenue in 2015 was 4.2 billion yuan (click for details)
In 2015, it was regarded as a key year for transforming LEDs by many traditional lighting manufacturers. Sunlight lighting is still no exception. Fortunately, in 2015, Sun Lighting's LED lighting business revenue increased significantly, reaching 3.114 billion yuan, accounting for more than 73% of total revenue. The road to transformation has paid off.
According to financial report data, in 2015, Sunshine Lighting achieved sales revenue of 4.258 billion yuan, a year-on-year increase of 30.97%, and net profit attributable to shareholders of listed companies was 372 million yuan, a year-on-year increase of 29.00%. It is worth noting that net profit after deducting non-recurring gains and losses reached 352 million yuan, an increase of 32.91% over the same period last year.
From the specific data, in 2015, the income of LED lighting and lighting products for sunlight lighting was 3.114 billion yuan, up 91.80% year-on-year, with sales of 204 million pieces (sets), up 185.58% year-on-year; energy-saving lamp source and lighting products revenue was 1.093 billion yuan, down year-on-year. 31.61%, sales of 134 million (sets), a year-on-year decrease of 33.99%.
As Sunshine Lighting said, in 2016, the energy-saving lamp business was reserved to retain this part of the traditional customer customers, but the energy-saving lamp business should be pre-funded with a sufficient proportion of equipment and inventory discounts, so that the management team pays more attention to the LED business replacement growth, rather than only Focus on sales figures.
While the transformation of LEDs is very successful, the layout of solar lighting in intelligent lighting is also accelerating. According to the three-step strategy, relying on "light source + lighting", "OEM + own brand" to make large LED lighting is the first step; the second step is to open the gap with competitors in small technological innovations, such as some products Use your own control IC; the third step is to actively deploy smart lighting to seize the entrance.
2, LED weekly report - 2015 China LED filament lamp export market analysis (click for details)
Filament lamps are becoming a new subdivision battlefield for LED lighting in the next three years.
Since last year, Philips and Osram International have also begun to seek filament lamp OEMs in China. The demand for filament lamps in the overseas market has started to grow rapidly. Domestic enterprises represented by Mulinsen, Richangjing, Fozhao, Yapuer, Baishi, and Hengxing Gaohong are also accelerating the competition in the filament lamp market.
According to statistics from the High-tech Research Institute LED Research Institute (GGII), in 2015, China's LED filament lamp exports were 13.7366 million US dollars, an increase of 197.13%. The export value of the top 20 export enterprises of LED filament lamps in China was 12.68 million US dollars, accounting for 91.8% of the total export value.
From the perspective of specific enterprises, 11 of the top 20 export enterprises are trade-oriented enterprises, and only 9 enterprises are physical processing enterprises. Judging from the export value of physical enterprises, the export value of the nine enterprises has increased substantially year-on-year, with an increase of more than 100%. Some enterprises' exports in 2015 increased by 10 times in 2014.
More than half of the top 20 export enterprises are trade-oriented enterprises, indicating that China's LED filament lamps are mainly exported by small and medium-sized enterprises through trade enterprises, and the filament lamp market does not have typical scale enterprises.
The market for the filigree lamp, which is a mixed battle, is expected to change as the giants begin to enter this market. Recently, the domestic packaging leader Mulinsen acquired the new filament lighting factory, Xinhe Lighting. As a subsidiary of the original Osram, Xinhe Lighting has strong advantages in product production, export channels and brand awareness, even if it is new in previous years. After leaving Osram, he is still working for Osram. Mulinsen took out Xinhe, on the one hand, he is optimistic about the filament lamp market, on the other hand, he is full of confidence in Xinhe's production capacity, quality control, and reputation of overseas channel brands.
3, Keheng shares reorganization Hangzhou Firefly phosphor homogenization accelerated shuffling (click for details)
The jokes of "buying red powder to send yellow powder" have now been confirmed by the market. The price of LED phosphor yellow powder has plummeted.
According to the data of the GGII survey, the average price of red powder in 2015 dropped to 25 yuan / gram, the green powder dropped to 4.5 yuan / gram, and the yellow powder has dropped to 0.5 yuan / gram. It is also known that many low-end inferior phosphor manufacturers, the price of yellow powder is even lower than 0.1 yuan, in the case of negative profits.
Today's yellow powder prices have almost fallen to the end, and if no new products introduce new profit growth points, it is difficult for phosphor companies to continue. However, general lighting has increased the requirements for the light efficiency, life and color rendering of LED light sources, and the requirements for high color gamut and full spectrum coverage of backlight display LED devices are also increasing. This phenomenon has caused many phosphor companies to Found a new profit point.
The restructuring of Hangzhou Fire Crane's Keheng shares in the field of lighting mainly for customers to launch more than 90 high-intensity program required for red powder and yellow green powder, etc. In the backlight field, fluoride phosphors will soon be put on the market. In the high color gamut and full spectrum coverage, Keheng shares have already taken the lead.
At the end of the weekend, according to the feedback from colleagues in the high-tech LED marketing department, the number of people who are currently enrolled will be held in Shenzhen Qingqing World on April 26th, "2016 Gaogong LED National Tour Research Activity - Filament Lamp Special Seminar" is close to The upper limit of the place can be accommodated, and there are few seats left. It also reminds the responsible persons and representatives of the LED industry chain links that have not signed up to sign up for the time.
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