[Text / Gaogong LED Zhao Hui] Death is not difficult, and survival is very difficult. -- (Irish writer) George Bernard Shaw is used to describe the grim situation of the LED lighting industry in 2015.
A year after the big bang, the Chinese LED industry seems to be "cursed" by the market. The growth rate of downstream lighting demand has slowed down noticeably, and the price of upstream epitaxial chips and midstream packaging has declined.
No matter which LED manufacturer is sensitive or slow, strong or weak, in the face of the cold of the market, there will be some panic and some embarrassment.
For Chinese LED manufacturers, the good news is that the future demand for LED lighting market will continue to expand, including the supply chain, including the lighting market. According to the statistics of the High-tech Research Institute LED Research Institute (GGII), the total LED industry in 2015 was 650.7 billion yuan, up 12.4% year-on-year. The total size of China's LED industry will reach 396.7 billion yuan, up 15.1% year-on-year.
However, the bad news is that if we no longer actively innovate, improve the strength of technology research and development, and fight against multinational companies and Taiwanese factories, in the future, a large number of LED companies, their ultimate fate is likely to become a home foundry company. They can only earn low-cost assembly and OEM money, and the worse outcome is bankruptcy, closure, and closure.
Where does China's LED lighting industry go? All the periods, confusions and debates, and the "games of the next three years" may be clear.
This is the winter of despair, but it is also the spring of hope.
Life and death
On the night of November 30, 2015, Ye Zongze, the chairman of Yunao Lighting, updated a picture on his personal WeChat with the title of “Don't run, no loss of connectionâ€. The above text is “in the direction of the wind, more suitable for flying; I am not afraid of thousands of people blocking, I am afraid that I will surrender!" announced that Yunao officially dissolved.
Yunao Lighting, established in 2009, employs more than 200 people. As a leader in the advertising label industry, the key unit of the logo association has also achieved many brilliance in the LED lighting industry. However, this sudden announcement "closes" Many people are caught off guard, and at the same time, many friends who care about Yunao are distressed.
However, the event ushered in the darkness of the event on December 4, and Yunao Lighting announced the official resumption of work "surfaced."
“At the general meeting of shareholders held yesterday, we entered into a share conversion agreement with many suppliers participating in the meeting. After the resolution of the suppliers, we signed a 6 million re-equity swap agreement. Therefore, we also formally established a new board of directors.†Ye Zongze said .
In just 5 days, Yunao Lighting has returned to life from birth to death, and the events have been ups and downs, and the whole LED lighting industry has been chilling and rushing to the heart.
Can not help but say, Yunao is lucky, but the entire LED lighting industry reflected behind it has entered a life and death, "life and death" may be in an instant.
“For small and medium-sized lighting manufacturers, the biggest chill is the lack of methods, lack of funds, lack of customers, lack of channels, higher market operating costs, slower and longer cycle times, and the largest for channel operators. The chill is that the LED lighting products are rapidly changing, the market has become more and more difficult to integrate, and the inventory pressure is getting bigger and bigger. So, how to effectively formulate the market strategy has become the freezing point for the urgent breakthrough of the business.†Zhang Xiaofei, Chairman of Gaogong LED The doctor mentioned.
Indeed, just as the whole country has cooled down in recent days, and many places have entered the cold winter, the year is approaching, and the LED lighting industry that the industry once called the sunrise industry has added a bit of chill. The LED lighting industry has developed to this day. Under various kinds of thinking, various modes, various transformations and various competitions, it seems that it has really entered a cold winter period. Whether it is a manufacturer or a channel merchant, it feels a little more or less. chill.
Judging from the three quarterly reports of LED listed companies, most LED listed companies have shown a stagnation in the net profit of revenue growth in the first three quarters of this year due to the slowdown in demand for downstream lighting applications and the impact of price declines. However, some companies have achieved a substantial increase in net profit through mergers and acquisitions.
Demand growth slows
According to the National Bureau of Statistics, the GDP in the first three quarters reached 487.77 billion yuan, a year-on-year increase of 6.9% at comparable prices. In the quarter, the first quarter increased by 7.0% year-on-year, the second quarter increased by 7.0%, and the third quarter increased by 6.9%. In terms of industries, the added value of the primary industry was 3.9195 trillion yuan, a year-on-year increase of 3.8%.
In the same period from January to October, the total profits of industrial enterprises above designated size reached 4.8666 trillion yuan, down 2% year-on-year, and the decline was 0.3 percentage points higher than that in January-September.
Looking into the world, global demand is still weak, Europe is still struggling to get rid of the economic crisis that has lasted for many years, the US economic recovery is weak, and emerging markets such as Brazil and Indonesia are affected by China's weakening demand for commodities, and the economy is also in trouble.
In the past few years, the lighting industry has gradually moved toward the era of LED lighting, and the market has experienced explosive growth. It can be said that this is the “golden decade†of the LED lighting industry. However, the current global economic recovery is slow, market demand is weak, and the domestic economy is also slowing down. The market demand is sluggish, and the development speed of the real estate market related to lighting has fallen sharply. The price of LED products has dropped and the production capacity has been relatively surplus.
According to GGII statistics, the total LED industry in 2015 was 650.7 billion yuan, up 12.4% year-on-year. The total size of China's LED industry will reach 396.7 billion yuan, up 15.1% year-on-year. Last year, this growth rate reached 30.57%.
It can also be seen from this data that the growth rate in 2015 has dropped by half compared with the same period of last year, and the market is chilling.
In GGII's view, in 2015, companies with advantages will become more and more profitable, and enterprises without advantages will lose money.
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