[Source: "High-tech LED" magazine December issue (total 60th issue) Wen|Guanyong] Since the beginning of this year, the LED lighting market has developed rapidly. Under the continuous high-speed development of the LED lighting market, the growth rate of the LED application industry will be expected in 2014. More than 30%.
The domestic LED lighting market is huge. First, the upstream and upstream enterprises will sink the industrial chain to LED lighting applications, and then LED display application companies will intervene in LED lighting, and then to the current Internet companies such as Xiaomi, 360, and Alibaba. Cross-border "LED lighting, the domestic LED lighting market has long been a battleground for the military.
At the same time as the market expanded, in 2014, the LED lighting industry shuffled further. On the one hand, large enterprises have expanded their scale through capital mergers and acquisitions, and the number of “billion-class aircraft carrier†lighting companies is increasing. On the other hand, at the end of the year, “running events†and “jumping events†followed, and small and medium-sized LED lighting companies were screaming.
Therefore, with the maturity of the LED industry chain, the innovation space of LED lighting is becoming smaller, and it is increasingly difficult to tap new consumption hotspots in highly homogenized products. The competition in the LED lighting industry has gradually entered the stage of white-hot, especially the leading lighting enterprises. It has gone through the stage of product and brand, and entered the stage of integration of capital and social resources. It is essential for lighting companies to stand out from the competition and find new innovations.
However, the so-called "heroes in the chaos" is in the LED industry in the state of "the princes are divided". Although the brands are numerous, the competition is fierce, but the overall lighting market is still in a blank state, and the development space of enterprises is still vast.
Judging from the market share, although the competition in the primary and secondary markets is becoming more and more fierce, there are still huge blank markets in the third, fourth and even fifth and sixth grade markets, so that more enterprises have the opportunity to flood in.
As the first batch of traditional lighting companies involved in the LED lighting market earlier, Sunlight Lighting has grown rapidly, higher than the similar lighting market expectations.
Sunlight Lighting LE D lighting business maintained rapid and steady growth. In the first half of this year, Sunlight's LED lighting business realized revenue of 648 million yuan, accounting for 42% of revenue, and the proportion of lighting products in the LED business exceeded 30%.
The transformation of LEDs, from the broad perspective of change, is not only the innovation of technology, but also the change of products, but the changes in various links in the industry chain, including the changes in development methods.
The LED revolution will be affected by several aspects: First, the speed of product technology changes; second, the competition for dealers is very hot. In order for a company to win in the future competition, it is important to master the above points.
In terms of product technology, in 2014, Sunshine Lighting is actively preparing to build a dedicated intelligent product team, which I will take the lead in setting up. In the next few years, simple intelligent control products will be applied first, and the popularity will be faster. The company plans to increase the proportion of smart products in the future to 30-40%.
In the channel construction, the final sales of products are inseparable from the channel construction of enterprises, and the circulation retail market of terminals is the direct battlefield of lighting enterprises. In the current sales channels of sunlight lighting, home lighting accounts for about 40%, followed by engineering channels, with a proportion of 35%, and finally outdoor lighting channels, about 25%. Sunlight lighting has an advantage in distribution channels. In fact, as a typical enterprise of traditional lighting transformation LED lighting, as early as 2008, Sunlight Lighting has begun to lay out distribution channels. .
In addition to technological innovation and channel construction, supply chain management is one of the core capabilities of an enterprise. Cost, delivery, quality issues and even the introduction of new technologies are all related to the supply chain. At the same time, enterprise supply chain competition reflects the competition of chains and chains, rather than peer-to-peer competition.
At present, LED lighting companies still have many problems in supply chain optimization. For example, there is no standardized supply chain procurement system within the enterprise. All levels of personnel can introduce and add suppliers. Some materials are only exclusive suppliers, and new suppliers are only imported. The price is a measure of the standard. Sunshine has established standardized supplier import rules and supplier evaluation systems.
An industry has ushered in a significant development time, generally when technology advances rapidly and industry technology costs fall. In 2014, the advantages of LED outdoor lighting are still very large. Commercial lighting started to start last year. This year, when the flowering results came, this year's home lighting has started.
In 2014, the LED lighting industry will continue the last year's rising market. It is common for corporate revenue to achieve 50% growth. Excellent companies should have a 100% growth, and Sunshine wants to do the latter. (The author of this article is Guan Yong, general manager of Sunshine Lighting)
The domestic LED lighting market is huge. First, the upstream and upstream enterprises will sink the industrial chain to LED lighting applications, and then LED display application companies will intervene in LED lighting, and then to the current Internet companies such as Xiaomi, 360, and Alibaba. Cross-border "LED lighting, the domestic LED lighting market has long been a battleground for the military.
At the same time as the market expanded, in 2014, the LED lighting industry shuffled further. On the one hand, large enterprises have expanded their scale through capital mergers and acquisitions, and the number of “billion-class aircraft carrier†lighting companies is increasing. On the other hand, at the end of the year, “running events†and “jumping events†followed, and small and medium-sized LED lighting companies were screaming.
Therefore, with the maturity of the LED industry chain, the innovation space of LED lighting is becoming smaller, and it is increasingly difficult to tap new consumption hotspots in highly homogenized products. The competition in the LED lighting industry has gradually entered the stage of white-hot, especially the leading lighting enterprises. It has gone through the stage of product and brand, and entered the stage of integration of capital and social resources. It is essential for lighting companies to stand out from the competition and find new innovations.
However, the so-called "heroes in the chaos" is in the LED industry in the state of "the princes are divided". Although the brands are numerous, the competition is fierce, but the overall lighting market is still in a blank state, and the development space of enterprises is still vast.
Judging from the market share, although the competition in the primary and secondary markets is becoming more and more fierce, there are still huge blank markets in the third, fourth and even fifth and sixth grade markets, so that more enterprises have the opportunity to flood in.
As the first batch of traditional lighting companies involved in the LED lighting market earlier, Sunlight Lighting has grown rapidly, higher than the similar lighting market expectations.
Sunlight Lighting LE D lighting business maintained rapid and steady growth. In the first half of this year, Sunlight's LED lighting business realized revenue of 648 million yuan, accounting for 42% of revenue, and the proportion of lighting products in the LED business exceeded 30%.
The transformation of LEDs, from the broad perspective of change, is not only the innovation of technology, but also the change of products, but the changes in various links in the industry chain, including the changes in development methods.
The LED revolution will be affected by several aspects: First, the speed of product technology changes; second, the competition for dealers is very hot. In order for a company to win in the future competition, it is important to master the above points.
In terms of product technology, in 2014, Sunshine Lighting is actively preparing to build a dedicated intelligent product team, which I will take the lead in setting up. In the next few years, simple intelligent control products will be applied first, and the popularity will be faster. The company plans to increase the proportion of smart products in the future to 30-40%.
In the channel construction, the final sales of products are inseparable from the channel construction of enterprises, and the circulation retail market of terminals is the direct battlefield of lighting enterprises. In the current sales channels of sunlight lighting, home lighting accounts for about 40%, followed by engineering channels, with a proportion of 35%, and finally outdoor lighting channels, about 25%. Sunlight lighting has an advantage in distribution channels. In fact, as a typical enterprise of traditional lighting transformation LED lighting, as early as 2008, Sunlight Lighting has begun to lay out distribution channels. .
In addition to technological innovation and channel construction, supply chain management is one of the core capabilities of an enterprise. Cost, delivery, quality issues and even the introduction of new technologies are all related to the supply chain. At the same time, enterprise supply chain competition reflects the competition of chains and chains, rather than peer-to-peer competition.
At present, LED lighting companies still have many problems in supply chain optimization. For example, there is no standardized supply chain procurement system within the enterprise. All levels of personnel can introduce and add suppliers. Some materials are only exclusive suppliers, and new suppliers are only imported. The price is a measure of the standard. Sunshine has established standardized supplier import rules and supplier evaluation systems.
An industry has ushered in a significant development time, generally when technology advances rapidly and industry technology costs fall. In 2014, the advantages of LED outdoor lighting are still very large. Commercial lighting started to start last year. This year, when the flowering results came, this year's home lighting has started.
In 2014, the LED lighting industry will continue the last year's rising market. It is common for corporate revenue to achieve 50% growth. Excellent companies should have a 100% growth, and Sunshine wants to do the latter. (The author of this article is Guan Yong, general manager of Sunshine Lighting)
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