LED is in the cold winter period, experts suggest to open up new markets

At present, the domestic LED industry is faced with problems such as overcapacity, low-end products, rising costs, and competitive prices, which have caused serious product pressure and reduced corporate profits. In addition, the European and American debt crisis has also led to a sluggish export and shrinking demand in China, and the domestic LED industry is in a cold winter period.

Status: Costs are rising, demand is falling, cargo pressure is serious

The “Twelfth Five-Year Special Plan for the Development of Semiconductor Lighting Technology” issued by the Ministry of Science and Technology requires that the industry scale reach 500 billion yuan by 2015. The National Development and Reform Commission said that in 2012, the Chinese government will spend 40 billion yuan on LED street lamp purchases and provide 30% financial subsidies to LED street lamp users.

"We decided on the development of the LED industry precisely because of the development potential of the LED industry." Huang, general manager of a LED lighting company in Guangzhou, said. The cost of workers has increased by 5% to 10% this year.

Logistics costs are also rising. Chen Youjun, general manager of Shunfei International Logistics Co., Ltd., said: "Although this year's export volume has been reduced by 25% compared with last year, due to the increase in oil prices, freight rates have increased by 6% in the first half of the year."

"The company mainly exports to Europe, and the order volume from January to August this year is flat year-on-year, and it is expected to decline in the second half of the year." Mr. Huang said, "The gross profit of LED downstream assembly and application companies is about 10%."

Chen Youjun, who is familiar with the situation of the factory, said that since this year, the shoes exported to the Middle East are more seriously pressed. It usually takes 2 to 3 months to pay for the goods after being shipped to the port. In addition, some customers will choose to postpone or not pick up the goods after the deposit (generally 10% ~ 30%). This puts huge pressure on the capital turnover of the factory.

Enterprise: Expand business model and improve service level

Faced with the plight of sluggish exports, innovative products have become the consensus of enterprises. "Our company's designers account for 8%. Only in applying this piece to the road of innovation can we increase profits." Mr. Huang said.

At present, many foreign trade companies have adopted the e-commerce business model. As mentioned above, the LED lighting company opened a store on the trading platform Ebay, and also established its own website to promote products. Mr. Zeng, the person in charge of finance, said that e-commerce transactions are simple and fast, and save a lot of intermediate fees.

At the same time, some foreign trade companies have begun to pay attention to after-sales service, which has become an effective measure to attract repeat customers and increase profits. "Once, a buyer who installed lights for a supermarket damaged 5 lights because of improper operation. We sent him the same price as the cost." Mr. Zeng said, "After customers buy our lights, the quality appears We all test and repair the problem for free. "

Expert: Expanding emerging markets

Li Youhuan, a professor at the Guangdong Academy of Social Sciences, said that exporting companies should make a clear judgment on the current domestic and international economic situation and adjust their business strategies in a timely manner, especially to grasp the characteristics of the weak international export market and strive to expand markets, especially emerging markets And a market suitable for the development of their products, strengthen management and technological innovation, and improve international competitiveness.


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