How Shenzhen LED companies have passed the North American high threshold

At the beginning of this year, the United States comprehensively "banned white" (incandish lights are banned from sales), which undoubtedly brought a blue ocean to the fiercely competitive Chinese LED companies. Enterprises focusing on exporting Japan and Europe began to eagerly try the North American market. However, when trying to enter the huge LED lighting market in North America, Chinese companies still face many practical obstacles. “In the next three years, 3.7 billion incandescent lamps will be replaced.” “In January this year, after the US government announced a comprehensive “ban”, the North American market has gradually become a new hot spot for industry growth. The process of LED lighting is becoming more popular than ever before. Advancing forward.” According to Yan Shirong, director of the Guangdong Semiconductor Lighting Industry Joint Innovation Center (GSC) and president of the Shenzhen LED Industry Association, North America will rank among the top in the global LED market with 23.1% market share and become an LED lighting company. The land of the competition. Li Wenyu, Ph.D. in Industrial Economics, Guangdong Province Emerging Industry Strategic Development Research Institute (GES), pointed out that the North American market will show rapid growth, with a compound annual growth rate of 20%. The LED lighting market is expected to reach US$27.3 billion in 2020. “From 2013 to 2015, the growth is more obvious outdoor LED lighting, LED commercial lighting, industrial LED lighting. Special lighting will also have a large-scale growth in the next five years.” “The existing incandescent lamp market has about 3.7 billion Widely used in home lighting, commercial lighting and outdoor lighting, it is expected to complete most of the replacement within 3 years." Li Wenyu said. The reporter learned that at present, many LED companies in China and Guangdong have adjusted their export focus and made efforts to enter North America. Benefiting from the continuous fermentation of domestic and foreign whitening programs and the introduction of low-carbon economy and green city planning, the replacement of lighting products has come ahead of schedule, and energy-saving and environmentally friendly products have become the first choice for green buildings. The LED lighting market has also ushered in this year. Growth. “In the first quarter of this year, many LED companies were full of orders and capacity utilization increased. Based on the optimistic expectation of market outbreaks, many companies put new capacity plans on the agenda, and capacity expansion became the near-term goal of upstream and midstream enterprises. The downstream lighting market continued. Explosive growth has driven the release of production capacity in the middle and upper reaches, and the industry's overall prosperity index has risen." Li Wenyu said. Entering the North American market faces many difficulties, but opportunities and challenges coexist in the North American lighting market. It is understood that the North American market is the market with the highest technical threshold, the most mature market and relatively high technical barriers in the international market. It is a challenge for many Chinese companies with insufficient experience of “going out”. Qi Shirong believes that the difference between the domestic LED lighting market and North America is mainly in two aspects: from the perspective of demand, North America has a mature and relatively rational consumer market, relatively complete policies and regulations, relatively full market competition, and sound market mechanisms. With a more rational understanding of the market, good product value can be fully reflected in the mature market; from the supply point of view, the United States is at the forefront of LED technology, the first echelon of intellectual property, sound intellectual property system, high detection requirements, can Products entering the US market are bound to be products with relatively good technology, quality and intellectual property rights. In his view, there are two problems that domestic LED lighting companies need to solve and pay attention to in the future North American market competition: one is the technical barriers to trade; the other is intellectual property constraints. "The former is the test and standard constraint that Chinese enterprises must overcome when entering the United States; the latter is a serious injury for most Chinese companies entering the North American market. Due to the late start of China's LED industry, foreign giants basically completed the upstream patent layout in the early stage of the industry. This has created a big challenge for Chinese companies to enter North America.” Cao Yongxin, deputy general manager of Rheinland T·V Greater China, told reporters that the North American market has four major certification requirements for LED products. One is electrical safety, cTUVUS or Other North American nationally recognized laboratories; second, electromagnetic radiation and wireless, including FCC, IC, Bluetooth, etc.; third, energy efficiency testing, namely Energy Star, DOE, CEC, BRCan, etc.; Fourth, chemical hazardous substances. “This is only the basic condition. Buyers have different requirements for each detail. For example, in hotels, there are specific regulations on color rendering index, quality performance and life expectancy. There are also different regulations for shopping malls and families. Even LED products for children’s rooms and study rooms are different. Request." Cao Yongxin said. "For LED companies, occupying the North American market means that their products and brands have entered the world's first echelon. Whether to enter the North American market is the touchstone of whether the company's ability is strong enough." Li Wenyu said. In addition, LED companies are facing trade frictions as they enter the North American market. Zhang Ping, director of the Trade Relief Division of the Guangdong Provincial Department of Commerce, told reporters that according to statistics, the scale and development speed of Guangdong LED industry is at the forefront of the country, and it will inevitably encounter more and more trade frictions and challenges. It is reported that in recent years, the United States has used Section 337 several times to prevent Chinese LED products from entering the US market. According to incomplete statistics, there should be 6 to 7 investigations since 337 since 2008. Zhang Ping judged that a large number of Guangdong enterprises may still be investigated for a long time to come. "The LED industry is also facing the risk of anti-dumping and countervailing. Now there is a phenomenon of low-cost competition and unlimited expansion of the LED industry. This situation is most likely to cause anti-dumping and countervailing investigations." Zhang Ping said. Capital operation can help enterprises to “go global” “China LED enterprises must seize the internal power in order to seize the North American market. First, they must make more efforts in technology research and development and product innovation. Second, they must have a corporate patent strategy, step by step, and phased Do a good job in the patent layout of the North American market competition; in addition, we must also pay attention to the construction of market channels, according to the company's own conditions, select different channel construction models." Yu Shirong said. Li Wenyu believes that Chinese LED companies need in-depth analysis and forecast of the North American LED lighting market environment, and adapt to the special conditions of the North American market. Specifically, we must carefully study North American policies and regulations, be familiar with the legal norms and market access standards of the North American market; choose the appropriate model for establishing North American market channels according to the conditions of enterprise development; and focus on product development and creative design for North American culture. , to meet the customer's consumption habits and cultural characteristics. Cao Yongxin believes that e-commerce is a combination point that Chinese companies can consider when they enter the North American market. “There are many TV manufacturers in the United States that do not sell in physical stores. They only sell on the electronic websites of major US retailers such as Best Buy and Wal-Mart. Chinese LED products can also be considered for e-commerce through the US market.” In the view of Yu Shirong, domestic Capital integration provides favorable conditions for domestic LED companies to complete capital export and integrate international markets. For enterprises to “go global”, capital operation is conducive to the deep integration and reshaping of the industrial chain, creating more competitive advantages for enterprises to “go global”, such as technology, patents, markets, brands, talents, etc.; The “going out” of domestic companies to integrate the international market provides a shortcut and tools. Although such shortcuts and tools are difficult for most companies, this will be a very effective means for Chinese companies to penetrate the North American market quickly. He revealed that since 2011, the LED industry has begun to brew a capital integration boom, and the LED industry chain integration has accelerated in recent years. For example, at the beginning of 2013, Dehao Runda acquired the NVC lighting in the United States and Europe respectively after acquiring the rights of the two brands of Whirlpool and AEG, and completed the vertical integration of the upstream, middle and downstream industries overnight. In July, TCL Group, Ruifeng Optoelectronics and Yuxing Enterprise, a wholly-owned subsidiary of Taiwan's Yuyuan Optoelectronics Co., Ltd. will jointly invest 200 million yuan to establish Huarui Optoelectronics Technology (Huizhou) Co., Ltd. In the opinion of experts, Guangdong LED companies have their own unique advantages in the competition in the North American market. The LED industry is one of the three major breakthroughs in Guangdong's strategic development of emerging industries. After years of development, Guangdong has an absolute leading position in many aspects such as industrial scale, patent quantity, standard construction, public lighting promotion, and concentration of leading enterprises. In the first quarter of Guangdong LED industry operation monitoring report, the total output value of Guangdong LED industry reached 59.296 billion yuan, an increase of 22.19%. "Guangdong LED enterprises' competitive advantages in the North American market are reflected in the fact that the price has certain competitiveness; secondly, the product process has been tempered for a long time. At present, many products are cost-effective and easy to be recognized by the mass consumers." Yu Shirong said.

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