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After the earthquake in Japan, the development of semiconductor lighting set off a climax, attracting the attention of countless people in the industry, but also a thorny rose, but it is not easy to see. After a round of rapid growth, the Japanese market has gradually entered a period of stability. For Chinese lighting companies, is the Japanese semiconductor lighting market still not entering? As the first event in the semiconductor lighting industry in 2014, LightingJapan2014 (hereinafter referred to as the Japan Lighting Exhibition) has attracted the attention of many people in the industry. According to the organizers, the companies participating in the exhibition have increased from 2013, from Europe, America and Japan. A total of 370 companies from Korea, China, and mainland China and Taiwan participated in the exhibition, including international brands such as Philips, Osram, and GE, and Japanese brands such as Panasonic, Toshiba, and Alice. But this year, in addition to the years of gathering and great energy in China, many Chinese companies are new faces for the first time.
Chinese brand enterprises have retired at the previous Japanese lighting exhibitions. The participating companies and Taiwanese companies have had billions of lights, TSMC, Ronda, and Lite-On, and the mainland has many well-known companies such as Chau Ming, Qin Shang, Shangyu and so on. However, these familiar figures are not seen in the booth this year.
According to industry insiders, the Japanese market is not big. After experiencing rapid growth in the past few years, the growth rate has slowed down. Many companies have turned their attention to the European and American markets with greater potential. Many Taiwanese companies are already Japanese companies. The founders will no longer spend more energy to promote.
Second, the Japanese replacement market is becoming saturated and mature, and the products are becoming more and more demanding. It requires not only exquisite workmanship, but also high requirements on the quality and safety performance of light. It is very difficult for Chinese companies to enter the Japanese market, such as the Ministry of Economy, Trade and Industry of Japan. On July 1, 2011, the "Decree on Amending the Part of the Regulations on the Implementation of the Electrical Appliances Safety Law" was issued. According to the latest regulations of the decree, LED bulbs and LED lighting fixtures that enter the Japanese market must be affixed with a round PSE mark. In addition to the fact that companies that have been operating in Japan for many years have established a certain customer and brand influence, it is difficult for other companies to gain the trust of the Japanese market.
Third, some Chinese companies, in order to avoid problems caused by factors such as patents and brands, have turned into stealth ways to cooperate with Japanese brand companies to enter the market. For example, Dehao Runda signed the "Lighting Business" with Japan's Double Bird Company in 2012. Cooperation Program, Shenzhen Jin Liuming signed a strategic cooperation agreement with Sharp. According to the agreement, LED lighting products exported to Japan by Jin Luming will use Sharp's chips to enter the Japanese market through cooperation with Japanese chip companies.
New Faces Tested in Japan While the well-known Chinese companies retired from the exhibition, the number of Chinese companies participating in the exhibition has not decreased significantly. There are about 30 companies in Shenzhen, but they are all new faces, such as Shenzhen Blue. He Lighting, Shenzhen Liaoyu Photoelectric Co., Ltd., Shenzhen Ruiliqi Optoelectronics, Guangzhou Baide Optoelectronics, Dongguan Hewang Electrical Appliances, Chongqing Pingwei Optoelectronics, Ningbo Aimeikesi, etc., the reporter investigated, most of the Chinese companies exhibiting With the feeling of trying to show for the first time, the products brought by the indoor tube lights, light bulbs, and ceiling lamps are the main ones. There are not many Japanese customers who come to discuss cooperation.
On behalf of the director of the Japan LED Light Sources Development Association, Kobayashi said that many Chinese companies do not understand, are not familiar with the Japanese market, and some even take the E27 specifications prohibited by Japan to participate in the exhibition, which will make Japanese buyers ridiculous, this year The new batch is not effective. It will not come next year, and it will be replaced by a new batch. It seems that the number is very high. It has also caused the Chinese enterprises to be very hot in the Japanese market, but the effect is not the case. He suggested that Chinese companies should have a deeper understanding of the Japanese market in the future, organized and prepared in advance, and brought some products that differed from Japanese companies to participate.
The increasingly difficult Japanese lighting market The Japanese market is getting worse and worse, and the competition is getting more and more fierce. At the Japan Lighting Show in 2014, many Chinese companies expressed such feelings. On the one hand, this kind of difficulty stems from the slowdown in the growth of the Japanese semiconductor lighting market. On the other hand, the product technology level has developed to a certain extent, the competition has become more obvious, and the pressure of price competition has increased. Another fact that cannot be ignored is that local large companies in the Japanese semiconductor lighting market are kings. After the rise of LED, the pattern of the Japanese lighting market has changed, the gap between large and medium-sized manufacturers is shrinking, and market entry is increasing. In the semiconductor lighting market in 2012, medium-sized and newly-entered manufacturers have seen significant growth. However, although the market for large companies has been shared, the overall pattern of large companies has not changed. To a certain extent, this means that it is not difficult for Chinese companies to compete with more and more competitors in the market space outside the large enterprises.
Some people in the industry think from the perspective of political economy that the swordsmanship of Sino-Japanese relations will also have a certain degree of influence on the enterprises of both China and Japan. Some corporate people have told reporters that the orders of the original Japanese customers, Although the final order was not cancelled, the order was pushed back.
Ke Jianfeng, chairman and general manager of Zhejiang Shangguang Lighting Co., Ltd. said that the penetration rate of semiconductor lighting in Japan is already high, and although it will continue to grow, it will be slow. As far as glazing is concerned, it has been working in the Japanese market for many years and established its own customer channel. In 2013, sales of glazing increased by more than 20 compared with 2012. It is hoped that the growth will be steady in 2014, which can reach 10 to 20 million US dollars, but for 2014 In the year of market growth, Ke Jianfeng also felt that the pressure was not small. Data from the Yano Institute of Economics in Japan also showed that the market for LED lighting in Japan continued to increase in 2010-2015, but the growth rate is slowing down.
The rapid growth of the Japanese semiconductor lighting market was largely driven by external factors, such as increased energy demand after the earthquake, and a large number of LEDs, but the growth rate of this demand is slowing down and will return to normal levels, plus LED Long life, replacement needs will also be reduced. Some insiders believe that the future LED lighting market needs to create new added value to stimulate the market. From this year's Japan Lighting Show, we also see that some products are trending toward increasing value-added development.
The importance of corporate services highlights the difficulty of doing so in the legendary Japanese semiconductor lighting market. This market continues to grow, but growth is slowing. Some business representatives said that in the home lighting market, such as bulbs, ceiling lamps, etc., marketing outlets have become popular, and the market has entered a steady growth phase. In recent years, the demand for commercial office lighting in the Japanese lighting market has increased, and the amount of LED tube lamps is very large. In 2014, LED tube lamps will still be one of the mainstream products. Ke Jianfeng said that the demand for large-scale lighting projects in Japan in 2013 was actually very large, such as railway stations and subway stations. There will be a lot of engineering needs in 2014, but it is difficult for Chinese companies to enter large-scale lighting projects in Japan. Ke Jianfeng pointed out that it is not a single product to enter. From the design concept, technology to products of large-scale lighting projects in Japan, All aspects of service are an organic whole, and good service is an important means for enterprises to fight for the market. As the products matured, the sense of service of the company began to awaken. Representatives of Chinese companies who have been operating in the Japanese market for many years told reporters that labor costs in Japan are very high. Many users very much hope that enterprises can provide services directly, and good services will also be for enterprises. Competitive points are added. In the past, our focus was on Shangchao. In 2014, we plan to try some projects.
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