Traditional lighting industry go from here
Carefully transferred to traditional lighting LED lighting industry
As the focus on the traditional lighting industry lighting for many years, and the closest to a variety of functional LED lighting. Intuitive, is to replace the traditional light LED chip.
Traditional lighting companies have set up LED lighting division, to carry out research and development of LED lighting. However, LED lighting design and technical problems and the traditional lighting a big difference. At first, the traditional lighting companies that LED lighting is very simple to do, even the copy with school, LED lights really light up. But the question followed, dead lights, color temperature, color rendering index, color, life, etc., before we know LED is not so simple to do.
According GLII investigation, the majority of the traditional lighting companies to switch to the original engineers, and these engineers are not the basis of semiconductor technology, so progress is slow. Some engineers reflects the conflict of interest because the upper and LED lighting different understanding of the development process, business-to-LED lighting division of the support is not great. Some companies of LED lighting of two minds, hot and cold. Some companies will want from upstream to downstream in full swing, R & D department to cause great confusion.
Appearing on the market of functional LED lighting widespread quality problems, which caused many companies feel that the current traditional lighting LED lights do not amount to anything. Traditional lighting companies remain in the wait stage, the beginning and the Semiconductor Research Institute, from light, heat, power drive, etc. to carry out research and development, as it involves a broader, short board too, in a short time to improve quality has been a problem.
For these reasons, small and medium enterprises to traditional lighting LED lighting products are basically taking a more cautious attitude. On the one hand, LED lighting products as price-quality is poor, do not open up the situation in the market; the other hand, had to pay for tuition, the small and medium sized businesses have no confidence in the development of LED products.
However, the large contrast traditional lighting companies increased investment in research and development of LED technology and accelerate product development and design. They realized, LED technology is the opportunity to wash small business opportunity, but also the future of LED lighting in a number of colleagues from the opportunity to stand out. However, despite high-profile claims that the product has reached a considerable level, but in the market to promote the above, is still very cautious.
NVC, according to the Buddha, TCL, and most Topstar lighting and traditional lighting LED current sales of its total income not exceeding 10%. If the LED division independent accounting, according to GLII investigation, no one profits. But GLII forecast, as the business front-LED output, sales revenue growth will exceed the average level of development of LED industry, is also an annual growth rate of more than 35%. In order to break the break-even point, there is still a long way to go. The reason is, as the traditional large-scale enterprises, LED is the long-term strategy, there is no bottleneck in the current LED business and financial pressure to survive, will increase investment and expansion. If a public company, completely earned back in the stock market. Can be expected, the NVC will not wait to use the concept of the LED, the LED on the fame and fortune.
Traditional lighting to LED lighting strategy for the transfer of
Use of its huge capital
Traditional lighting companies funded through the acquisition of some achievements have been in the LED lighting with LED lighting companies, directly into the LED lighting industry, usually as its lighting division. Especially listed companies, through stock issuance, use of social capital, both to expand its influence, without affecting the original business.
According to the traditional lighting of the leading enterprises GLII research shows that some companies will lower reaches of mergers and acquisitions on the LED, the LED industry to speed up a strong position to make up for the lack of LED technology. With funds for time, space, technology, talent and creativity.
Future, as NVC, Huayi lighting, three male and Aurora, etc. have been listed more lighting industry leader to complete the restructuring, LED manufacturers will have a strong capital pressure.
Vertical integration on the River
Any large-scale enterprises who wish to stand our ground in the LED industry, must be integrated on the River, to ensure that suppliers are not subject to the other. Traditional lighting companies in the LED light source because the lack of research and development capabilities, semiconductor companies through mergers and acquisitions, cut into the LED chip manufacturing, and strive to control the LED lighting industry, upstream profits.
BDO Runda appliance was originally started to do, now do anything they want in the stock market has become latecomers "model."
Phillips has acquired chip breath, multiple lighting design company, formed from the upstream to downstream complete industrial chain.
The use of strong sales channels
Traditional lighting companies have considerable brand recognition, many years to build the channel edge, making acquisitions or their own R & D of LED lighting products to market quickly.
NVC Lighting and other traditional industries will use their own brand to re-build its "green lighting a leader," the status and role.
As traditional industries with powerful existing mature sales channels to end the occupation of the consumer, and this is precisely the LED business short board.
Use of traditional areas of strength
Traditional lighting to LED lighting industry enterprises in the transfer process, more attention to their own advantage on the field of traditional lighting with LED lighting combine, such as hotels, clothing stores, jewelry shops, and so had to use the traditional lighting of the customer. In fact these more focused segments of the LED lighting market development, more use of their existing sales channels, and pay more attention to the product's cost (compared to the LED manufacturers, more focus on product development and marketing, consumer communication).
Strong cooperation and transnational giants lighting
Multinational lighting giants pay more attention to the influence of the traditional lighting industry and production capacity, so do not be fancy domestic LED industry enterprises. Traditional lighting companies through strategic alliances and multinational giants have access to advanced technology or patents, for the production of lighting fixtures, open up the domestic and foreign markets. Such as Vivienne production of lighting fixtures for GE through multiple retail outlets into the U.S. market, a surprising number.
Use of manufacturing capacity
Traditional lighting fixture manufacturing companies have all the processes and equipment to its production capacity, management capacity, cost control and the original sales channels system is the LED lighting industry is difficult to achieve. Traditional lighting companies will use the comprehensive advantages of the price war, resulting in the largest enterprise of LED lighting hit.
Traditional lighting LED lighting tactics to deal with
Deal with LED lighting, traditional lighting companies will adopt a "stiffer" direct targeting of LED lighting business, and the use of "conversion" to the consumer self remodeling.
Circuit
Use of existing strengths segments, LED lighting companies in the market will be the main lighting applications around the outside. Success of the traditional lighting of enterprise products have their own characteristics, the market have their own advantages, basically various segments of the separatism, and has a large advantage. As the light requirements of various applications vary widely, such as hotel lighting and stage lighting. Therefore, the grasp of customer needs, and how to deal with technology and so on, the traditional lighting companies have absolute advantage.
For example, NVC lighting in the hotel business for many years, and the hotel's purchasing department to establish a strong supply relationships. If the existing lighting transform the hotel, LED lighting companies want to move NVC customers, almost impossible.
LED lighting companies like guerrillas, warlords in the traditional lighting companies like carved to look between their own living space.
Chase
At low prices the most lethal weapons attack, kill, deter-something LED business. Traditional lighting companies to price hundreds of times to kill the application, not only can afford to drop the price (even temporarily at a loss), and down a long time. In our survey of companies, most of the LED lighting companies are worried about the price war, says very few can withstand such a war of attrition.
Block
Use of existing channels to block the sale of terminal LED business. Part of the LED lighting business is based on the idea of cheap products into the terminal market, let the public decide who purchase the product. Problem is precisely in the path, all the major end retailers, in an admission of the product, considering most of their shopping interests. On price, LED lighting products and traditional lighting business if the product is not very different enterprises, basically you can not Baishangguitai. Even more traditional lighting companies will put pressure on the mall together, new entrants will be squeezed out. This is the case of the United States and other countries, almost like a xxx brand in Wal-Mart put the LED does not consume can not get placed on two years.
Cut
Businesses and consumers cut LED channel. Now consumers are using traditional lighting, traditional lighting business to consumer demand is very understanding, through its investigation of sale terminals and sales statistics, the price of the actual use of the crowd endure degrees of illumination lamps requirements of different environments, etc. have first-hand and extensive data. The data for the development of new products, market development are essential. Because the market LED lighting business isolation, sporadic research and alternative to the traditional simulated lighting products, are likely to fall short in the market, and LED lighting products in the market, companies can not afford the failure of poor sales.
Traditional lighting companies can also use the existing "bridge", with "new for old" (eg, LED or incandescent bulbs) and other killer, and quickly occupied the end consumer. LED lighting company can only standing on the sidelines to watch.
First few rows of the traditional lighting companies, have their own "experience store" or "light environment experience store" or outlets, these bunkers are basically put in the LED lighting company cut half way leading to the consumer.
Turn
The use of marketing tools, to change the traditional image of lighting manufacturers, changes in marketing patterns, changes in product form. Rich and powerful traditional lighting companies that can advertise on television, highway, shopping malls, etc. to harm consumers, so that the LED is just one of its popular new products.
LED lighting business since the early stages of being developed, cost of advertising is limited. As the founder of many LED lighting business used to be a small business, the concept of branding and means basically in the kindergarten stage.
Of
Shaping the energy pioneers, the embodiment of the LED ambassador. In the Chinese market, the brand's meaning remodeling, a new brand than to build much easier, because the Chinese market, fake, inferior products overwhelming, LED products are no exception, have an adverse impact. So try suspected of innovative products, the lack of trust in new brands, resulting in LED lighting companies want to establish a well-known brand is very difficult.
How to deal with the traditional lighting LED lighting
LED lighting business to neglect or ignore the traditional lighting
Most have never done the traditional lighting of the LED lighting companies do not really understand lighting design. The most serious problem is lighting the road and do not know reason?? LED lighting is a terminal, but the final consumer product or service.
I do not know who fearless. Most of the traditional LED lighting LED lighting is about to enter more or less the impact of neglect or indifference, in the following areas:
The power of traditional lighting channels
Distribution of lighting products distribution channel to consumers with very large role. Traditional lighting distributors in terms of scale and quantity of LED lighting can not be compared. LED lighting business of dealers most a small number of weak, most of them and sold, that is the traditional lamps and LED lamps to sell, all kinds of brand products to sell. And distribution channel management, is that all manufacturers have headaches. In addition, the design, engineering, decoration and its designers and engineers as an alternative channel, is a means to promote their products well.
Traditional enterprises in the lighting design advantages
Ignore the real needs of consumers for lighting. Traditional lighting of the lighting design practice for many years, light environment and human needs and light a large number of research and practice. Lighting design includes aesthetics, ergonomics, physiology, and so science is a very important industrial design. But LED lighting business, "the boss" is engaged in a large part of semiconductor technology background, and do not understand lighting design, just stay in the luminous efficiency, color rendering index of the increase on to do research, and use it as pride. Most enterprises lack the professional LED lighting optical design, lighting design professionals.
Traditional lighting business management advantages
Traditional lighting companies in the long honed in the fierce competition, to know how best to flicker consumers know how to compress to a minimum cost to the price war against rivals, know how to build brand awareness, know how to price and functionality between the market to obtain an acceptable balance.
The LED lighting companies tend to pursue diligently n ten thousand hours life, regardless of the real needs of consumers, consumers do not know the mentality and acceptance. LED lighting business in order to obtain n patents are often excited and proud, do not understand the simple logic of the market: the patent does not mean technology, technology is not equal to the product, the product is not equal to the market, the market does not equal profit.
Most companies do not have LED lighting market feel.
LED lighting business "foreign aggression"
Number of Taiwan-funded enterprises have moved to the Mainland LED lighting, lighting the mainland will bring talent and technology companies, but also a great deal of pressure. Taiwan-funded enterprises for many years "in through foreign" talent squeeze squeeze, so the current owner and to the mad, like a duck swim in the middle and lower on the whole industry chain. Because we are compatriots, provincial and municipal procurement of n competing species of things went to Taiwan, of course, fashionable expensive optical-related products. Therefore, the Taiwan LED lighting should not be "foreign aggression."
Europe, Japan and South Korea's giant lighting (LED transferred from the non-LED) directly quietly reached a face-lift shares in China or business. Both from an international perspective, patience (with foreigners this point in their lives accustomed to the laid-back, we do LED business colleagues is almost worn out), brand reputation, product quality, customer resources, the channel edge (domestic and foreign), marketing, or talent acquisition (the most important point), LED lighting companies are a big concern.
LED lighting business and enterprise strength disparity between traditional lighting
To the top ten companies and traditional lighting LED lighting enterprises, in terms of scale, the former is less than one-tenth of the latter. LED lighting business is relatively "new entrants" or "advanced by" starting from product development to finished products, the resulting plant, equipment, personnel costs than the traditional lighting companies so high, and very few sales, Therefore, it is basically a state of tension in the capital.
The traditional lighting companies, has come to maturity, before accumulation of very deep. Although the LED is developing rapidly, but very little market share. Therefore, the traditional lighting companies in the capital can be "to old to support the new"; in product development can be "to wait at Plaza", take ism strategy easily the LED lighting business of research into their own; in the market, once the cut and thrust, traditional lighting companies to launch the channel war, price wars, advertising wars, LED lighting companies will overwhelmed.
Traditional lighting companies funded (as opposed to the LED lighting business), for some poor dying LED lighting company can take to obtain low-cost way acquisition required for all LED lighting resources, including personnel, technology, market and brand. LED lighting companies should pay close attention to the company behind a myriad of traditional lighting.
Moreover, there are deep pockets of money in various industries earlier grab the "laggards" such as real estate agents do LED interior lighting, LED miner's coal bosses to do so, you can eat room by room, relying on coal to eat coal. Many LED lighting companies in order to survive, to the layman OEM, can be described as Yanghuweihuan.
How to deal with the traditional lighting LED lighting transfer
With the rapid expansion of LED lighting, LED lighting gradually replace traditional lighting irreversible.
A few years ago, most of the LED business, especially in LED lamp business, earn a yell, and no money. However, 35% compound annual growth, will have a little money to make big money from the process.
The following few strategies, you can reference for the LED lighting business.
Access to capital
Determine the pattern of capital markets. To obtain the favor of venture capital, means that companies ranked in the forefront of segments. High-powered venture capital chasing returns, generally more than 20 times. LED lighting companies are technology-driven companies with high growth and huge profit margins. Therefore more inclined to LED enterprises, and traditional lighting companies as a whole is to decline, even if the shift to LED lighting, LED lighting is only part of the total revenue, the overall growth rate is slow.
Therefore, LED lighting companies should concentrate resources to seize the competitive advantage of the core product, rather than doing what products are quickly occupy market segments.
Core technology
LED lighting technology determining the survival of enterprises. LED lighting technology with the core business should be focused on R & D on new products. LED light source in the focus on their own characteristics and technical specifications at the same time, in product development to a more practical focus on the actual market demand, making the technology as quickly into the competitiveness of products.
New model
From the traditional model. The traditional lighting of the model to price advantage as the most important means of competition, while the LED lighting source because of its features can completely change the lighting to illuminate only the definition, there will be more profound and wide range of applications. Therefore, LED lighting, traditional lighting companies and enterprises should not be price competition, but should be to maximize the characteristics of LED.
Open and cooperative
Seek the cooperation of traditional lighting companies to make acquisitions or restructuring. And traditional lighting cooperation in technology, channel, brand, cost to obtain the most advantageous peer resources to shorten the return cycle, open up the market segments.
Or the upstream and downstream enterprises in the LED industry, vertical integration, the formation of a new competitive advantage.
Conclusion
War had just started
Before entering the interior lighting LED lighting in the next 3-5 years, will enter the golden age of LED commercial lighting; in the next 5-10 years, will be entered into the LED home lighting.
War will continue for ten years
The next decade is the transfer of traditional lighting to LED lighting the most critical years, LED lighting market will gradually mature. The first five years, the traditional lighting at the layout stage. On the one hand the traditional lighting companies in the technology needs to be strengthened; the other hand, the traditional lighting companies in the traditional lamp and LED lighting on the proportion of investment on the very poor. This is the lighting business firm market, the best time to lay the brand, miss this time, LED lighting business is completely adversely affected by aircraft.
In the five years after, when the traditional lighting layout is completed, it will enter the decisive stage and LED lighting.
Determine the outcome of the three battles of war
Survival of deciding the war for talent
For the traditional lighting, mainly LED technology professionals, and enterprises are required for the LED lighting product design, marketing, production management and other personnel. No talent, even the shuffle is not qualified.
Mergers war deciding the future
Whether in traditional or in the LED lighting industry, lighting industry, two years there will be obvious shuffling process. Three years later, between the lighting industry will have a mutual shuffling process.
Capital battle to determine market structure
Capital can buy technology, personnel, equipment, market. Capital is the material basis of the above two major battles. Venture capital, strategic investment, capital market operations and other acts of the fund-raising throughout the war. To be sure, relying on their existing rolling capital development will be lost.
LED lighting will not repeat the history of the traditional lighting
Top ten companies account for the traditional lighting market accounted for more than 15% of all lighting related companies more than 10,000, and concentrated in the Yangtze River Delta and Pearl River Delta. As the traditional lighting industry is labor-intensive enterprise, capital investment would not, in the long process of development, capital operation mechanism immature.
However, there are a bunch of LED lighting not only Dr. players, as well as a bunch of capitalists, more a bunch of foreigners and compatriots in Taiwan. Therefore, the rules of the game's history and traditions of lighting is not the same rules. Whether expert or traditional lighting LED lighting industry players, if the imagination of the world and the future of LED lighting is now dominated by the traditional form of lighting is the same, then it would be wrong.
LED lighting, but the end product is a consumer
Since it is a consumer end product, we would not be able to plant when the laboratory, not to make Bell Labs. To make a product that is going to understand the end consumer demand and purchasing power. So users, dealers, art designers, industrial designers, technical experts, etc., should be the best understanding of the product.
LED manufacturers with the use of objects as a lack of communication at this stage many of the practical application of LED lighting products and demand of places. LED manufacturers have a open mind, the product stability, security, protection of life have been preliminary, the diversity of the traditional lamp to absorb the requirements of the advantages of traditional and LED trends combined with each other to maximize the the effect.
View of the structural characteristics of LED, light emitting characteristics, application requirements different from the traditional. Therefore, companies need to understand the traditional lighting LED, can be targeted to innovative design products for the market, LED lighting market companies only understand the actual needs, in order to make adaptive innovative design and innovative products. For more visit: www.bgocled.com
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