The ever-changing technology has become the spell of this era. "The new technology will change everything." This is a widely accepted logic. People see that with the arrival of unforeseen new technologies, excellent companies can constantly adjust themselves and eventually survive. “In fact, people will see the technical factors in the process of the creation of each outstanding company. However, technology itself is not the main reason for the development of the company. Selectively trying to use technology is the driving force for development.†Jim Collins In the book From Excellence to Excellence, it is said.
On March 17, 2010, Toshiba Group announced that it would stop the production of ordinary incandescent lamps. This meant that the incandescent lamp products that used to be Toshiba's "printing machine" had gone through 120 years of glorious history and finally withdrew from the stage of history. Subsequently, the multinational giant announced its massive entry into the LED lighting market in China.
In fact, Toshiba's move is only a microcosm of the global LED lighting market surging. Data show that in 2010 China's LED lighting industry output will exceed 150 billion yuan. "In 2015, LED's market share in China's lighting market will reach 20%, driving the industrial scale to reach 500 billion yuan." Wu Changjiang, chairman of NVC Lighting, the largest energy-saving lamp manufacturer in China, said. Yes, for lighting companies with thousands of homes, LED lighting seems to have become a glimpse of the beautiful new world, especially when most of these lighting companies are still in a loss-making quagmire. However, things are often like this - the final victory does not belong to the opener of technology, but is a follower of successful business models. For a new technology, how to cultivate the market is the most important.
Beautiful new world
In January this year, the LED International Sourcing and Trading Center in Shenzhen Huaqiang North was put into operation. This is the first large-scale LED trading market in China, and more than 60 LED display and lighting companies have entered. More than a year ago, the relevant government departments launched the pilot project of “Ten Cities and Ten Thousand Peoplesâ€, that is, to promote 300,000 or more LED municipal lighting fixtures in 10 to 20 cities by 2010.
LED lighting how much fire? “Only the 2008 Beijing Olympic Games brought a business opportunity of RMB 5 billion to the LED lighting industry; the Shanghai Expo has invested RMB 1 billion in LED lighting; during the Guangzhou Asian Games, we provided lighting design solutions for more than 80 projects. , Supply more than 1,000 lighting products, the supply of more than 1 million sets." Wu Changjiang introduction.
For lighting companies, this is undoubtedly a huge gold rush. On July 24, the government announced a timetable for “trimming out 1 billion incandescent lamps for three years and lighting the same number of energy-saving lamps at the same timeâ€. “The government is making great efforts to promote energy-saving lighting. The weather vane will allow the whole industry to enter the reshuffle period and the upgrading of the industry is imminent,†said Wu Changjiang. The prediction from experts is that if 1.2 billion energy-saving lamps are used throughout the country, the annual savings will be equivalent to 8.52 billion kWh of the Three Gorges Power Station, equivalent to 34 million tons of raw coal, 91 million tons of carbon dioxide, 780,000 tons. Tons of sulfur dioxide emissions.
Obviously, this data is very meaningful to the Chinese government that is promoting the "low-carbon world." Because of this, at the end of 2007, the Ministry of Finance and the National Development and Reform Commission issued the Interim Measures for the Administration of Financial Subsidy Funds for the Promotion of High-Efficiency Lighting Products. The central government set up a special fund to support the promotion and use of highly efficient lighting products. In 2008, China's first batch of financial subsidies for efficient lighting products launched more than 60 million energy-saving lamps, exceeding the original target of 24%. In fiscal 2009, the number of subsidies for energy-saving lamps reached 120 million.
Corresponding to the domestic lighting companies, the multinational giants of LED lighting have begun to move. OSRAM announced the establishment of an LED chip production line in Huizhou; Nissan also plans to set up a factory in mainland China to expand its LED lighting product line; LG Innotek will invest over US$100 million in Huizhou for LED packaging, backlighting and lighting applications. . Allegedly, this project is the first investment in LG Innotek's global $1 billion LED project investment.
“2010 is the first year of LED industrialization.†Wu Changjiang said, “Since the World Climate Conference in Copenhagen in December last year, European countries have intensified their consumer subsidies for energy-saving and environmentally-friendly products to varying degrees. For example, subsidies for Italy The rate is as high as 55%. That is, with the sales documents, the government directly subsidizes consumers at 55% of the selling price. According to its introduction, the Chinese government is currently supporting the use and promotion of energy-saving lamps in the form of subsidies. The amount of subsidies this year is approximately 150 million; and sales of energy-saving lamps in the lighting industry, the growth rate of 20%, its own growth of 40%.
It is reported that China's energy-saving lamp production this year is about 3.5 billion, which means that 80% of the world's energy-saving lamps produced by China, of which about 60% of exports. “The demand for energy-saving lamps in China earlier could be said to be in short supply. As long as they are produced, they are not afraid to sell them.â€
Vassal separatist
NVC Lighting Co., Ltd. is located beside Guanghui Expressway, Wuhu Town, Huizhou City, 70 kilometers away from Shenzhen. This is China's “land of lightingâ€. It owns more than 300 lighting companies and occupies 70% of the national lighting market. District, there are hundreds of LED lighting companies gathered here. On May 20th, NVC Lighting was listed on the Hong Kong Stock Exchange, attracting attention not only to the stock price on that day, but also to people's attention to emerging industries - LED lighting.
It is reported that in Huizhou, there are nearly 80 LED lighting companies, including NVC, Huizhou Cree, TCL Lighting, Yuanhui Lighting, American Career, and German Osram. These well-known brands and perfect industrial chains are firmly rooted here. There is no doubt here. It is the most cruel competition zone of Chinese lighting companies. At the same time, in recent years, Taiwanese-funded enterprises have successively produced upstream products in the mainland. For example, Taiwanese company Dingyuan Optoelectronics has invested in Yuanmao Optoelectronics in Wuhan to produce LED chips; in 2009, another Taiwanese manufacturer, Yuanguang Optoelectronics LED production The base also settled in Weihai, Shandong.
“At present, there are a total of 3,000-4,000 LED lighting companies in China, and there are more than 50 well-known enterprises.†Wu Changjiang said. In fact, the domestic lighting industry is still in the status of vassals. NVC Lighting, Philips, Foshan Lighting and other sales ranked the top 10 companies in the domestic market, but its share of the total but accounted for 13% of the overall plate. Because there is no unified national standard, LED lighting is still its own governance. For example, there are more than 2,000 enterprises in the Pearl River Delta region, but even companies that can truly achieve product stability and produce orders are not even half.
Worthy of concern is that although the competition in the LED lighting industry in China has been white, the real leading enterprises have not emerged. Most of those lighting companies are private enterprises, and few companies have an annual output value of over 2 billion.
The scale of funds is obviously one of the bottlenecks of lighting companies. "When we started our business, funding was the biggest problem. We couldn't do anything. Banks did not borrow money." Wu Changjiang said that for private enterprises, this will directly affect the speed of R&D and long-term layout of enterprises. Few lighting companies currently have a market share of more than 2%. For a large area of the common people, the most realistic option is preferred to use a few dollars an incandescent lamp, do not want to put hundred LED lights, the price also limits the integration of LED commercial <br> <br> era
Obviously, the LED lighting market has broad prospects, but it is a challenge for local companies. Apart from the core technologies, how to cultivate the market, consumers' acceptance, and prices are all commercial problems for LED lighting products. In addition, in the entire LED industry chain, chips and other upstream areas accounted for 70% of profits. This means that more than 90% of LED companies in China are congested to fight desperately in the downstream 30% profit margin. “The domestic companies have a big gap with foreign giants in terms of chip R&D and manufacturing. Second, the overall level of the industry is low, mainly concentrated in the downstream packaging and assembly links with low profit margins and lack of their own standards and testing systems. Third, blindly The phenomenon of serious investment is prone to a vicious price war. These are the shortcomings of domestic LED lighting companies." Wu Changjiang pointed out. For this reason, Chinese companies are also caught in a vicious circle that mainly depends on exports, their product value is not high, and it is difficult to accumulate technology, while foreign giants form a "core technology encirclement" for local companies.
“For a long time, China's lighting industry has been in a scattered and chaotic pattern. There are many small and large enterprises, and there are few large enterprises, and the level of production intensive and scale is very low. Compared with foreign companies, China’s lighting industry has small economies of scale and costs cannot be reduced. The quality does not come, and what is more important is that the technology of the enterprise is difficult to improve and the ability to resist risks is extremely low," said Wu Changjiang. Therefore, to achieve long-term development of the LED industry, it is necessary to carry out in-depth industry integration and upgrading.
According to its introduction, NVC Lighting established a light source electrical R&D center in Shanghai in July last year with an investment of several tens of millions of yuan. In addition, its large-scale production base in Zhejiang has been fully put into use, will form an automatic production line of 20 energy-saving lamps, an annual output of 200 million energy-saving lamps, accounting for nearly 10% of China's energy-saving lamp's share.
The lighting giants are actively carrying out the “enclosure movement†to accelerate the expansion of production capacity. It is precisely the timing for the lighting industry to reshuffle. "In the future, we will consider buying some LED lighting manufacturers." Wu Changjiang said, "However, for domestic manufacturers, the most important thing is obviously how to break through the monopoly of foreign giants and carry out independent innovation."
On March 17, 2010, Toshiba Group announced that it would stop the production of ordinary incandescent lamps. This meant that the incandescent lamp products that used to be Toshiba's "printing machine" had gone through 120 years of glorious history and finally withdrew from the stage of history. Subsequently, the multinational giant announced its massive entry into the LED lighting market in China.
In fact, Toshiba's move is only a microcosm of the global LED lighting market surging. Data show that in 2010 China's LED lighting industry output will exceed 150 billion yuan. "In 2015, LED's market share in China's lighting market will reach 20%, driving the industrial scale to reach 500 billion yuan." Wu Changjiang, chairman of NVC Lighting, the largest energy-saving lamp manufacturer in China, said. Yes, for lighting companies with thousands of homes, LED lighting seems to have become a glimpse of the beautiful new world, especially when most of these lighting companies are still in a loss-making quagmire. However, things are often like this - the final victory does not belong to the opener of technology, but is a follower of successful business models. For a new technology, how to cultivate the market is the most important.
Beautiful new world
In January this year, the LED International Sourcing and Trading Center in Shenzhen Huaqiang North was put into operation. This is the first large-scale LED trading market in China, and more than 60 LED display and lighting companies have entered. More than a year ago, the relevant government departments launched the pilot project of “Ten Cities and Ten Thousand Peoplesâ€, that is, to promote 300,000 or more LED municipal lighting fixtures in 10 to 20 cities by 2010.
LED lighting how much fire? “Only the 2008 Beijing Olympic Games brought a business opportunity of RMB 5 billion to the LED lighting industry; the Shanghai Expo has invested RMB 1 billion in LED lighting; during the Guangzhou Asian Games, we provided lighting design solutions for more than 80 projects. , Supply more than 1,000 lighting products, the supply of more than 1 million sets." Wu Changjiang introduction.
For lighting companies, this is undoubtedly a huge gold rush. On July 24, the government announced a timetable for “trimming out 1 billion incandescent lamps for three years and lighting the same number of energy-saving lamps at the same timeâ€. “The government is making great efforts to promote energy-saving lighting. The weather vane will allow the whole industry to enter the reshuffle period and the upgrading of the industry is imminent,†said Wu Changjiang. The prediction from experts is that if 1.2 billion energy-saving lamps are used throughout the country, the annual savings will be equivalent to 8.52 billion kWh of the Three Gorges Power Station, equivalent to 34 million tons of raw coal, 91 million tons of carbon dioxide, 780,000 tons. Tons of sulfur dioxide emissions.
Obviously, this data is very meaningful to the Chinese government that is promoting the "low-carbon world." Because of this, at the end of 2007, the Ministry of Finance and the National Development and Reform Commission issued the Interim Measures for the Administration of Financial Subsidy Funds for the Promotion of High-Efficiency Lighting Products. The central government set up a special fund to support the promotion and use of highly efficient lighting products. In 2008, China's first batch of financial subsidies for efficient lighting products launched more than 60 million energy-saving lamps, exceeding the original target of 24%. In fiscal 2009, the number of subsidies for energy-saving lamps reached 120 million.
Corresponding to the domestic lighting companies, the multinational giants of LED lighting have begun to move. OSRAM announced the establishment of an LED chip production line in Huizhou; Nissan also plans to set up a factory in mainland China to expand its LED lighting product line; LG Innotek will invest over US$100 million in Huizhou for LED packaging, backlighting and lighting applications. . Allegedly, this project is the first investment in LG Innotek's global $1 billion LED project investment.
“2010 is the first year of LED industrialization.†Wu Changjiang said, “Since the World Climate Conference in Copenhagen in December last year, European countries have intensified their consumer subsidies for energy-saving and environmentally-friendly products to varying degrees. For example, subsidies for Italy The rate is as high as 55%. That is, with the sales documents, the government directly subsidizes consumers at 55% of the selling price. According to its introduction, the Chinese government is currently supporting the use and promotion of energy-saving lamps in the form of subsidies. The amount of subsidies this year is approximately 150 million; and sales of energy-saving lamps in the lighting industry, the growth rate of 20%, its own growth of 40%.
It is reported that China's energy-saving lamp production this year is about 3.5 billion, which means that 80% of the world's energy-saving lamps produced by China, of which about 60% of exports. “The demand for energy-saving lamps in China earlier could be said to be in short supply. As long as they are produced, they are not afraid to sell them.â€
Vassal separatist
NVC Lighting Co., Ltd. is located beside Guanghui Expressway, Wuhu Town, Huizhou City, 70 kilometers away from Shenzhen. This is China's “land of lightingâ€. It owns more than 300 lighting companies and occupies 70% of the national lighting market. District, there are hundreds of LED lighting companies gathered here. On May 20th, NVC Lighting was listed on the Hong Kong Stock Exchange, attracting attention not only to the stock price on that day, but also to people's attention to emerging industries - LED lighting.
It is reported that in Huizhou, there are nearly 80 LED lighting companies, including NVC, Huizhou Cree, TCL Lighting, Yuanhui Lighting, American Career, and German Osram. These well-known brands and perfect industrial chains are firmly rooted here. There is no doubt here. It is the most cruel competition zone of Chinese lighting companies. At the same time, in recent years, Taiwanese-funded enterprises have successively produced upstream products in the mainland. For example, Taiwanese company Dingyuan Optoelectronics has invested in Yuanmao Optoelectronics in Wuhan to produce LED chips; in 2009, another Taiwanese manufacturer, Yuanguang Optoelectronics LED production The base also settled in Weihai, Shandong.
“At present, there are a total of 3,000-4,000 LED lighting companies in China, and there are more than 50 well-known enterprises.†Wu Changjiang said. In fact, the domestic lighting industry is still in the status of vassals. NVC Lighting, Philips, Foshan Lighting and other sales ranked the top 10 companies in the domestic market, but its share of the total but accounted for 13% of the overall plate. Because there is no unified national standard, LED lighting is still its own governance. For example, there are more than 2,000 enterprises in the Pearl River Delta region, but even companies that can truly achieve product stability and produce orders are not even half.
Worthy of concern is that although the competition in the LED lighting industry in China has been white, the real leading enterprises have not emerged. Most of those lighting companies are private enterprises, and few companies have an annual output value of over 2 billion.
The scale of funds is obviously one of the bottlenecks of lighting companies. "When we started our business, funding was the biggest problem. We couldn't do anything. Banks did not borrow money." Wu Changjiang said that for private enterprises, this will directly affect the speed of R&D and long-term layout of enterprises. Few lighting companies currently have a market share of more than 2%. For a large area of the common people, the most realistic option is preferred to use a few dollars an incandescent lamp, do not want to put hundred LED lights, the price also limits the integration of LED commercial <br> <br> era
Obviously, the LED lighting market has broad prospects, but it is a challenge for local companies. Apart from the core technologies, how to cultivate the market, consumers' acceptance, and prices are all commercial problems for LED lighting products. In addition, in the entire LED industry chain, chips and other upstream areas accounted for 70% of profits. This means that more than 90% of LED companies in China are congested to fight desperately in the downstream 30% profit margin. “The domestic companies have a big gap with foreign giants in terms of chip R&D and manufacturing. Second, the overall level of the industry is low, mainly concentrated in the downstream packaging and assembly links with low profit margins and lack of their own standards and testing systems. Third, blindly The phenomenon of serious investment is prone to a vicious price war. These are the shortcomings of domestic LED lighting companies." Wu Changjiang pointed out. For this reason, Chinese companies are also caught in a vicious circle that mainly depends on exports, their product value is not high, and it is difficult to accumulate technology, while foreign giants form a "core technology encirclement" for local companies.
“For a long time, China's lighting industry has been in a scattered and chaotic pattern. There are many small and large enterprises, and there are few large enterprises, and the level of production intensive and scale is very low. Compared with foreign companies, China’s lighting industry has small economies of scale and costs cannot be reduced. The quality does not come, and what is more important is that the technology of the enterprise is difficult to improve and the ability to resist risks is extremely low," said Wu Changjiang. Therefore, to achieve long-term development of the LED industry, it is necessary to carry out in-depth industry integration and upgrading.
According to its introduction, NVC Lighting established a light source electrical R&D center in Shanghai in July last year with an investment of several tens of millions of yuan. In addition, its large-scale production base in Zhejiang has been fully put into use, will form an automatic production line of 20 energy-saving lamps, an annual output of 200 million energy-saving lamps, accounting for nearly 10% of China's energy-saving lamp's share.
The lighting giants are actively carrying out the “enclosure movement†to accelerate the expansion of production capacity. It is precisely the timing for the lighting industry to reshuffle. "In the future, we will consider buying some LED lighting manufacturers." Wu Changjiang said, "However, for domestic manufacturers, the most important thing is obviously how to break through the monopoly of foreign giants and carry out independent innovation."