Under the dual pressure of falling product prices and oversupply, China's LED lighting industry is facing a new round of strong reshuffle.
"This year will be a key year for the survival and development of LED lighting companies." Some insiders pointed out that due to the delay in the opening of the civilian market, LED companies have previously relied heavily on government projects, but government orders are concentrated in listed companies. Therefore, many LED companies began to seek breakthroughs in their own channels.
The performance of listed companies last year collectively declined
Although the industry has bright prospects, the 2012 annual report and performance report released by major LED listed companies show that corporate performance was generally low last year. For example, in the LED chip and epitaxial wafer enterprises upstream of the industrial chain, Huacan Optoelectronics (300323), Silan Micro (600460), Ganzhao Optoelectronics (300102), and Dehao Runda (002005) net profit declined in 2012. 29.93%, 40.11%, 39.02%, 57.14%.
LED crystal material supplier Fujing Technology (002222) net profit fell by 36.50%; LED power supply Maoshuo Power (002660) net profit fell by 11.55%; LED luminescent materials company Keheng shares (300340) fell by 80.62%; LED The net profit of packaging company Changfang Lighting (300301), Lehman Optoelectronics (300162), Hongli Optoelectronics (300219) and Guoxing Optoelectronics (002449) decreased by 27.45%, 31.59%, 35.27% and 67.36% respectively.
“Upstream capacity is severely squeezed, the downstream market has not been opened, and competition among enterprises is fierce.†Gong Weibin, chairman of Ruifeng Optoelectronics, said that due to the lack of uniform industry standards for LEDs, the industry has low barriers to entry, and high government subsidies and concessions. The tax policy has attracted a large influx of funds, and even many companies do not have the relevant technology, resulting in serious problems of overcapacity in the industry.
Relying on government projects is not a long-term strategy
The National Development and Reform Commission, the Ministry of Science and Technology and other six ministries and commissions jointly issued the "Semiconductor Lighting Energy Conservation Industry Plan", the plan clearly requires that the domestic LED output value will be close to 450 billion yuan in 2015, focusing on LED lighting in commercial lighting, industrial lighting, government office, public lighting and other fields. Demonstration application and promotion of indoor lighting products and systems such as lamps and spotlights.
"Whether commercial lighting, industrial lighting, government office, public lighting, most of them are government engineering projects, these orders are unstable. In the long run, LED lighting companies can not rely on them for a long time." Gong Weibin said.
Moreover, the reporter noted that the tender results announced by the Guangdong Provincial Department of Science and Technology showed that the successful bidders were mostly listed companies. For example, Qinshang Optoelectronics won several bids for Guangzhou and Qingyuan in the first quarter, and Hongli Optoelectronics also won the bid for Zhuhai Landing. Reconstruction project. It is difficult for small companies to take a slice of it.
The industry analyst said: "Because the streetlight promotion mostly adopts the EMC (contract energy management) model, requiring companies to advance funds, so listed companies benefit more."
Enterprises expand e-commerce channels to make breakthroughs
The industry predicts that the structural overcapacity of the LED industry will continue in 2013. It is understood that in order to speed up the opening of the civilian market, powerful LED companies have built their own channels since last year, selling LED lights to consumers. Among them, e-commerce is greatly welcomed by LED companies because of its relatively new model and relatively low initial investment costs.
Shenzhen Zhouming Technology officially entered Tmall on January 4 this year, with sales of 70,000 yuan in the month and sales of 90,000 yuan in the following month. By March, it achieved explosive growth, reaching 200,000 yuan. Mei Zhimin, director of the company's brand department, said that the LED market is actually a niche market, and some high intellectuals are more likely to accept LED lighting products than ordinary consumers. “To this end, we not only added a lot of educational interactive videos in the Tmall store, but also strengthened the application of new media such as Weibo and WeChat, and promoted LED products in a way that the people accepted.â€
Compared with traditional offline channels, e-commerce channels are more cost-effective and direct in promoting. "In contrast, the e-commerce model is not only accepted by most high-intellectuals, it saves the cost of opening a store, but also eliminates a lot of channel costs, and the terminal price can be lower." Mei Zhimin said that sufficient traffic through the line , to breastfeeding offline channels, and gradually develop the civilian market.
"This year will be a key year for the survival and development of LED lighting companies." Some insiders pointed out that due to the delay in the opening of the civilian market, LED companies have previously relied heavily on government projects, but government orders are concentrated in listed companies. Therefore, many LED companies began to seek breakthroughs in their own channels.
The performance of listed companies last year collectively declined
Although the industry has bright prospects, the 2012 annual report and performance report released by major LED listed companies show that corporate performance was generally low last year. For example, in the LED chip and epitaxial wafer enterprises upstream of the industrial chain, Huacan Optoelectronics (300323), Silan Micro (600460), Ganzhao Optoelectronics (300102), and Dehao Runda (002005) net profit declined in 2012. 29.93%, 40.11%, 39.02%, 57.14%.
LED crystal material supplier Fujing Technology (002222) net profit fell by 36.50%; LED power supply Maoshuo Power (002660) net profit fell by 11.55%; LED luminescent materials company Keheng shares (300340) fell by 80.62%; LED The net profit of packaging company Changfang Lighting (300301), Lehman Optoelectronics (300162), Hongli Optoelectronics (300219) and Guoxing Optoelectronics (002449) decreased by 27.45%, 31.59%, 35.27% and 67.36% respectively.
“Upstream capacity is severely squeezed, the downstream market has not been opened, and competition among enterprises is fierce.†Gong Weibin, chairman of Ruifeng Optoelectronics, said that due to the lack of uniform industry standards for LEDs, the industry has low barriers to entry, and high government subsidies and concessions. The tax policy has attracted a large influx of funds, and even many companies do not have the relevant technology, resulting in serious problems of overcapacity in the industry.
Relying on government projects is not a long-term strategy
The National Development and Reform Commission, the Ministry of Science and Technology and other six ministries and commissions jointly issued the "Semiconductor Lighting Energy Conservation Industry Plan", the plan clearly requires that the domestic LED output value will be close to 450 billion yuan in 2015, focusing on LED lighting in commercial lighting, industrial lighting, government office, public lighting and other fields. Demonstration application and promotion of indoor lighting products and systems such as lamps and spotlights.
"Whether commercial lighting, industrial lighting, government office, public lighting, most of them are government engineering projects, these orders are unstable. In the long run, LED lighting companies can not rely on them for a long time." Gong Weibin said.
Moreover, the reporter noted that the tender results announced by the Guangdong Provincial Department of Science and Technology showed that the successful bidders were mostly listed companies. For example, Qinshang Optoelectronics won several bids for Guangzhou and Qingyuan in the first quarter, and Hongli Optoelectronics also won the bid for Zhuhai Landing. Reconstruction project. It is difficult for small companies to take a slice of it.
The industry analyst said: "Because the streetlight promotion mostly adopts the EMC (contract energy management) model, requiring companies to advance funds, so listed companies benefit more."
Enterprises expand e-commerce channels to make breakthroughs
The industry predicts that the structural overcapacity of the LED industry will continue in 2013. It is understood that in order to speed up the opening of the civilian market, powerful LED companies have built their own channels since last year, selling LED lights to consumers. Among them, e-commerce is greatly welcomed by LED companies because of its relatively new model and relatively low initial investment costs.
Shenzhen Zhouming Technology officially entered Tmall on January 4 this year, with sales of 70,000 yuan in the month and sales of 90,000 yuan in the following month. By March, it achieved explosive growth, reaching 200,000 yuan. Mei Zhimin, director of the company's brand department, said that the LED market is actually a niche market, and some high intellectuals are more likely to accept LED lighting products than ordinary consumers. “To this end, we not only added a lot of educational interactive videos in the Tmall store, but also strengthened the application of new media such as Weibo and WeChat, and promoted LED products in a way that the people accepted.â€
Compared with traditional offline channels, e-commerce channels are more cost-effective and direct in promoting. "In contrast, the e-commerce model is not only accepted by most high-intellectuals, it saves the cost of opening a store, but also eliminates a lot of channel costs, and the terminal price can be lower." Mei Zhimin said that sufficient traffic through the line , to breastfeeding offline channels, and gradually develop the civilian market.
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