The hottest led competition blue ocean to blood oc

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Where is the future of LED from blue ocean to "sea of blood"

"the competition in the LED industry has changed from a blue ocean to a sea of blood. It is fully competitive in terms of price, specification and technology." According to you Xiangbai, senior marketing manager of Philips Greater China, due to the fierce competition in the LED industry, international manufacturers have jumped out of the traditional idea of selling products and focused on system service business, while domestic manufacturers choose to face consumer terminals directly and embrace e-commerce and other multi-channel platforms in the layout of general lighting

in the hot double 11 network promotion that ended a few days ago, the direct marketing sales volume of OPP lighting e-commerce exceeded 200million at 14:00, surpassing that of the whole day last year, and the annual total sales volume of OPP e-commerce exceeded 1.8 billion

in the face of the current cross-border entry of IT enterprises into the LED lighting industry, Wang Rongli, vice president of Zhouming science and technology, said frankly that it was a good idea to do so. Wang Rongli believes that at present, it is difficult for domestic led enterprises to build their own platforms alone. "Large enterprises integrate industry resources through mergers and acquisitions, while small enterprises should become the leader in the segmentation field, land in the capital market or become the acquisition target."

fierce competition and accelerated restructuring

as the concentration of the LED industry continues to deepen, this year's integration and M & A is still the main tone of development, and the sale of assets is uninterrupted. Enterprises either sell their holdings due to intensified competition in LED general lighting, or make corresponding choices for reasons such as strategic adjustment

Guangdong Ganhua issued an announcement again in November to adjust the transfer price of 100% equity and 232million yuan of creditor's rights of Deli optoelectronics, the company's listed assets. After the adjustment, the starting price of 100% equity of Deli optoelectronics was reduced to 400million yuan, and the equity transfer was based on the premise that the transferee compensated for the 232million yuan debt of Deli optoelectronics to the company. This is the second price adjustment since the company listed and transferred the above subject matter on September 14

in 2011, Delixi Group became the controlling shareholder of Guangdong Ganhua (then *st Ganhua), which launched fixed growth to enter the LED field in 2013. However, the financial data showed that the LED business did not bring the expected benefits to Guangdong Ganhua. Guangdong Ganhua said in the announcement that the operating efficiency of its subsidiary Deli optoelectronics has been unsatisfactory since it was established and put into operation. With the intensification of competition in the LED industry, the production environment of small and medium-sized manufacturers is getting worse, and the operating performance of Deli optoelectronics has caused a great burden on the company's financial situation. On the other hand, the company has made it clear that the medical and health sector is the direction of business transformation, and deli optoelectronics cannot have synergy with the company's strategic planning

Qinshang also chose to quit the LED industry. On the evening of October 25, Qinshang disclosed the restructuring plan, and the company plans to purchase semiconductor lighting business assets with 1.35 billion yuan, focusing on the education industry

Qinshang shares frankly said that due to the impact of macroeconomic and sluggish growth of the semiconductor lighting industry, the company's semiconductor lighting business revenue, operating gross profit and operating profit showed a downward trend. The operating performance of the company's semiconductor lighting business continued to decline, seriously affecting the company's profitability and restricting the future development space of listed companies

the market is extremely pessimistic about the transformation of Qinshang shares. Trading resumed on November 15. As of November 17, Qinshang shares had accumulated three limits. Counting the suspension on February 3 and the short resumption on April 25 this year, Qinshang shares had accumulated five limits

"the LED industry has encountered a lot of troubles, competition incentives, and price fighting into the sea of blood. The main reason that troubles the industry is the serious homogenization of products. Almost many companies' products, such as filament lamps, high-power chips, led beads, etc., can be replaced each other when they exit the test state at the same time." Feng Yaojun, manager of marketing department of OSRAM business department, said bluntly

OSRAM, as an international lighting giant, is also unable to escape the divestiture under the price war. In July 2016, OSRAM officially agreed to sell landvance and accepted the purchase price of more than 400million euros from a Chinese consortium. Landvance is an enterprise set up by OSRAM to divest its general lighting business. Its products mainly include traditional light source business, LED light source, OTC lamps and smart home electronic products

Mu Linsen, one of the leading enterprises in the domestic LED industry, joined hands with IDG capital and Yiwu state-owned assets to win 100% equity of landvance. In October this year, mullinsen has started the reorganization, and plans to inject landvance into the listed company system to realize asset securitization

the stronger the performance differentiation is.

"for international giants in LED lighting industry such as OSRAM and Philips, the price will always be a pain point." You Xiangbai said that the international giant enterprises are large in size. In addition to doing lighting business, Philips hopes to get rid of the traditional idea of selling products. In recent years, it has developed a lot of lighting systems and services, ranging from home lighting to professional lighting market, in order to jump out of the sea of price competition

compared with the detachment of international enterprises, domestic led enterprises choose more price wars and expansion, which marks the arrival of the era of all composite aircraft, and the road of production and preparation continues to run wildly. Led companies in the A-share market, but automakers were not satisfied with this three quarter performance before this year, accelerated differentiation in the fierce competition

in terms of net profit, 36 of the 45 A-share led companies achieved positive performance growth to varying degrees in the first three quarters of this year. Among them, the net profit of San'an Optoelectronics in the first three quarters was 2.378 billion yuan, making it the most profitable company in the LED industry. Dry light became the listed company with the fastest net profit growth in the first three quarters of this year with a growth rate of 604.10%. Dongshan precision, Foshan Lighting, Feile sound, jinlaite, ocean king, Riad, mingjiahui, Shilan micro, Qinshang shares, these companies' performance growth in the first three quarters also exceeded 100%

as of November 17, among the 16 led listed companies that have predicted the annual performance, 10 companies' performance increased in advance last year, 3 increased slightly, 2 reversed losses, and most led companies' annual performance continued to improve. Six of them, including maoshuo power, Dongshan precision and Qianzhao optoelectronics, are expected to increase their net profit by more than 100% for the whole year

since 2016, the LED chip market has gradually warmed up, with strong downstream demand and stable chip prices. After the industry reshuffle, the market presents a pattern of the strong being always strong. Liu Yang, chief analyst of Shenwan Hongyuan information technology research department, pointed out that as the production capacity is further concentrated in the hands of leading enterprises, the industry will have a pattern of "the strong will always be strong" in the future

at present, domestic LED chip leading enterprises are mainly San'an optoelectronics, Huacan optoelectronics and Dehao Runda, while Taiwan enterprises are mainly crystal. In 2016, the top ten LED chip manufacturers accounted for 77% of the overall market, with a revenue of 10.7 billion yuan, an increase of 15% year-on-year

among them, the market share of the top three manufacturers, San'an, Jingdian and Huacan, is close to 50%, especially San'an is in a dominant situation, accounting for nearly 30% of the market share. In fact, the market has also given corresponding valuations to leading companies. Since the third quarter of this year, the cumulative increase in the share price of San'an optoelectronics has reached 38%

the upstream of LED is substrate and chip manufacturing, the midstream is led packaging, and the downstream is led application. Among them, LED applications mainly include LED lighting, LED display and LED backlight applications. After San'an optoelectronics occupied the leading position in the upstream, the competition in the huge market of LED general lighting, which consumers are most familiar with, has become increasingly fierce

it is worth noting that nine companies, including Dehao Runda, cubong group, abison, Debon lighting, sunshine lighting, xuelaite, Lehman shares, overclocking III and Infineon, all experienced a decline in net profit in the first three quarters of this year. Compared with the second quarter, the LED lighting industry showed a slowdown trend in terms of the month on month growth rate of net profit in a single quarter

in this regard, heguiping, manager of Jingke electronic lamp business department, believes that domestic general lighting has not reached the peak, the replacement rate of incandescent lamps is not high, and the new market is still growing; However, the LED backlight market has become clear, and the oil used to replace the reducer has declined, no longer growing. On the whole, the future growth point of LED is still general lighting

Liu Yang believes that led general lighting has increased steadily in the past year. In the future, with the continuous promotion of LED lighting in various countries, the selection of LED lamps with more luminous efficiency will be the mainstream of industry development. Internationally, it will be the mainstream practice of the industry to eliminate backward incandescent lamps and select LEDs with higher luminous efficiency. LED will gradually be used as the mainstream light source in various fields of lighting

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