"From the data point of view, the growth rate is declining, but we must see that China's lighting industry has experienced a high growth rate of more than 20 years, and the decline in growth rate in the past year or two does not mean that the overall lighting industry in China is shrinking, but because the base is more The bigger the fact, the fact that our share in the international market is already quite high, and the Chinese lighting industry will enter the new normal as the Chinese economic development.†On the morning of June 9, 2016 (fourteenth) high-tech LED industry summit forum At the scene, Zhao Weifeng, deputy general manager of Sunshine Lighting, mentioned.
Indeed, the current lighting industry continues to transform from traditional lighting to LED lighting. With the maturity of LED technology and the rapid improvement of product cost performance, the penetration rate of LED lighting products is also increasing year by year, but at the same time, the profitability of LED industry is declining year by year.
Zhao Weifeng, deputy general manager of Sunshine Lighting
From 28 LED listed companies, the gross profit margin of sales in 2015 was 30.89%, and the net profit margin was 10.23%. From the trend point of view, sales gross margin and net profit margin both fell, profit margin was diluted, LED industry capacity and market sales Although the scale has increased substantially, the economies of scale of leading enterprises have gradually manifested, and the cost has decreased. However, the market competition has intensified, resulting in a sharp drop in product prices. The gross profit margin has narrowed, and the company's new scale benefits have been largely offset.
From the perspective of various markets, traditional Europe and the United States still maintained relatively high growth, of which exports to the United States were 370 million US dollars, a growth rate of 33.2%, and exports to the EU were 430 million US dollars, a growth rate of 18.7%.
On the other hand, markets in emerging countries such as India, ASEAN and Russia have experienced varying degrees of decline. Among them, the export value to India was 24.78 million US dollars, a decrease of 25.1%, and the export value to ASEAN was 110 million US dollars, a year-on-year decrease of 26.1%.
According to the incomplete statistics of the High-tech Research Institute LED Research Institute (GGII), the number of mergers and acquisitions in the industry chain in 2015 has exceeded 50, and the total amount of mergers and acquisitions has exceeded 40 billion yuan.
"This reflects the constant changes in the business model: division of labor, resource sharing, strengths and weaknesses. Each enterprise should combine its own advantages, with or with the integration of resources to achieve a win-win situation." Zhao Weifeng pointed out.
For example, Philips spin-off of Philips Lighting for public offerings, officially listed on the Amsterdam Stock Exchange in the Netherlands on May 27, and Philips will focus on becoming a medical technology provider in the future. After the IPO, Philips plans to sell all of its remaining shares in Feipu Lighting in the next few years.
Since 2015, OSRAM has separated traditional lighting products from LED light source products and established LEDVANCE, which will accept buyers' offers in the near future. On the first day of the Frankfurt Lighting Fair, OSRAM officially announced the establishment of LEDVANCE.
"These phenomena suggest that while Chinese companies enter the LED lighting market in a big way, international companies adjust their strategies. This does not mean that they have no technological advantages, but that their advantages in the fierce competition are no longer significant, affecting the profitability of enterprises. Focus on a more profitable business," said Zhao Weifeng.
In the first quarter of 2016, the export value of lighting products was US$8.5 billion, a decrease of 14.8% compared with the same period of last year. This situation has not been seen for many years, indicating that the situation is grim. The general trend is still that traditional light source products are gradually decreasing, while LED lighting products are gradually increasing, but the growth of LED lighting products tends to be stable.
As large enterprises in developed countries have adjusted their strategies, the market share of Chinese lighting products in the world is expanding. Other developing countries do not have the advantage of the industrial chain, which provides opportunities for Chinese enterprises to seize the opportunity to transform and upgrade enterprises will gain market. .
Zhao Weifeng mainly mentioned “de-homogenizationâ€: on the one hand, the demand side investment, consumption, and export troika were weak in the past few years. The state proposed a supply-side structural reform, and proposed to destock, de-capacity, and leverage; The overseas purchasing power of Chinese people has soared, and a lot of money has been spent abroad. "This also deeply reflects the seriousness of homogenization in China. If we look at it from another angle, there is no surplus in production capacity, but what consumers really want to buy."
To achieve homogenization, the core word is "innovation." In recent years, various creations such as China Creation, Industry 4.0, China Manufacturing 2025, and Intelligent Manufacturing have all advocated “innovationâ€. However, this year the two governments have proposed “artisan spiritâ€. I think this is a reference to the previous formulation. Very necessary expansion and supplement. The “artisan spirit†requires us to pay attention to the depth of innovation in various types of innovations such as “new technologies, new industries, new formats, new brands, new models†and avoid innovation as a simple innovation.
“Finally, we believe that in 2016, with the further transformation and upgrading of China's lighting industry, actively innovating and changing, strengthening the division of labor and cooperation, and taking advantage of the bright lighting, China's LEDs will continue to illuminate the world!†Zhao Weifeng To.
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