At the end of 2012, LED is still in the industry's freezing point. Traditional lighting industry giant NVC Optoelectronics Technology Co., Ltd. (hereinafter referred to as NVC) announced that it has cooperated with LED upstream packaging company Dehao Runda to formally enter the LED market.
For NVC’s move, the outside world’s doubts are heard. Its founder Wu Changjiang did not hide his optimism about the LED lighting market. “Traditional lighting must be transformed, and it must be transformed quickly.â€
Entering 2013, especially from May to now, the secondary heating of the LED lighting market seems to confirm the accuracy of Wu Changjiang's prediction. With the maturity of related technologies and the lower prices, the demand for LED industry is heating up. The factories with less than 50% operating rate last year now need to queue up for pick-up.
However, the warming of the entire industry has also brought about no small problem. Because of the lag of market regulation, the initial expansion of enterprises must be blind and lack of basis. The rise in demand has attracted many SMEs to get involved. Behind the warming of the entire industry, it is the worry of overcapacity. This is also the face that NVC, which was first involved in the LED lighting industry, must face.
Breaking into the LED
NVC's transformation of the LED lighting market is not a hasty move. As early as a few years ago, NVC has already completed relevant development plans. At that time, NVC did not know who the future partners would be, but the core development strategy was already very clear, because Wu Changjiang has always had confidence in LED.
Because the LED technology was not mature at that time, the cost was too high, and there was a lot of resistance in marketing. Therefore, NVC at that time put the development strategy on the market and channels, and strived to build the brand first. For the upstream sector, NVC adopts a focus on non-intervention.
Until last year, LED chip technology became more mature. In Wu Changjiang's view, as long as the quality of the chip is guaranteed without cutting corners, the life of the product can usually be raised from the original hundreds of hours to 20,000 hours, and the technical transformation speed is very fast. In addition, the cost is greatly reduced, and the popularity of LEDs in the market. At this time, the time for NVC to enter the LED has arrived.
As for the selection of Dehao Runda Electric Co., Ltd. (hereinafter referred to as Dehao Runda) as a partner, Wu Changjiang said frankly that this is purely a fate.
Before the cooperation, Wu Changjiang had analyzed the entire chip market. He believes that only Dehao Runda and Sanan Lighting meet the requirements of NVC for partners in the current market. Coincidentally, Dehao Runda first proposed a cooperation request for NVC in a contact, so the two sides with a tacit understanding hit it off.
After the cooperation between NVC and Dehao Runda was confirmed, Sanan also took the initiative to find a cooperation intention with NVC, but due to the agreement with Dehao, Wu Changjiang could only refuse Sanan. At this time, NVC became the first person to eat crabs in the transformation LED market in traditional lighting enterprises.
In the early stage of cooperation with NVC, Dehao Runda has actually invested a huge amount of 6 billion yuan. At this time, if Dehao Runda does not cooperate with NVC, it will face a lot of late problems, so the cooperation between the two sides is mutually profitable. Dehao Runda saved NVC, and NVC also saved Dehao Runda.
In fact, it is not only Sanan and Dehao Runda who want to eat NVC's "fat meat". Cray, a well-known LED company in the world, has also negotiated with NVC, but for various reasons, the two parties finally failed to hold hands.
Do not make a second Kodak
In the first half of 2013, the EU completely banned the use of incandescent lamps, although this does not mean that the traditional lighting companies have reached the last minute, but at least to some extent prove the general trend of the entire market. From this point of view, as the most valuable brand in traditional lighting, NVC's transformation into LED is a wise move.
In the industry, some people took the film market to compare with the traditional lighting market, and thought that the digital film would be eliminated. However, Wu Changjiang does not think so: "There is a process in which alternative new technologies are transformed into markets. There is a market without technology." After the disappearance of Kodak representing traditional film, Samsung [microblogging], Sony The market was quickly occupied, mainly because the latter had its own brand and channels.
“LEDs will eliminate traditional light sources, but they will not eliminate traditional lighting companies. The industry has classified companies such as NVC, Sunshine, and Foshan as traditional lighting companies. When new LED companies come out, they will completely fight us with new technology, but we It’s not a fool.†Obviously, Wu Changjiang was very dissatisfied with the comparison between NVC and Kodak.
In Wu Changjiang's view, NVC has its own brand channels and teams. After years of accumulation in the traditional lighting market, NVC's strength is not worse than these new LED companies. They can make it, and NVC can do better by buying with capital and then using its own channels and brands.
An obvious fact is that, looking at the lighting market, it is only NVC that has abandoned the transformation of the original lighting capacity. In this regard, Wu Changjiang likes to use the monkey to make a metaphor, to make a cage, put the walnuts in, the monkeys put their hands in, and they can't get out of the walnuts. "The interest that only looks at the eyes must not last long. I can only get it. Sometimes I have to break my arm to survive. I spent 800 million yuan to buy energy-saving lamps, but now NVC should turn off the energy-saving lamps and turn on the LEDs."
For this rapid transformation of NVC, Wu Changjiang appears to be full of confidence: "Others say that we are turning around and seeing the speed of our transformation. Many people in the industry say that NVC is turning too fast, but for me, now is To transform as quickly as possible, we can't hold on to the original things.†NVC had a good plan on investment and assets, coupled with strong assets, sufficient brand influence, and more worrying.
The determination of NVC's transformation is quite firm. Wu Changjiang even recommended new LED lighting fixtures for existing incandescent customers. For NVC, this is a thorough product upgrade. From a certain perspective, NVC is a channel and a brand. Regardless of how the technology is updated, NVC focuses on building channels and brands.
This will be a red sea
The speed of NVC's transformation of LEDs can be demonstrated by a set of numbers. At present, the proportion of LED lighting equipment in NVC has exceeded 30%, and next year is expected to exceed 50%. Even Wu Changjiang admits that this figure is still conservatively estimated, LED will only increase in NVC's proportion will not decrease.
Industry insiders questioned that NVC's layout of LEDs is too radical and not unreasonable. In 2012, the LED market ushered in a long winter, a large number of enterprises went bankrupt, the market was chaotic, and the operating rate of all links in the industrial chain was basically maintained at around 50%.
After the baptism of this storm, the LED lighting market gradually warmed up in the first half of this year. The downstream application market demand exceeded expectations and continued to grow rapidly, which directly led to the rapid digestion of midstream packaging and upstream epitaxial chip production capacity. Some enterprises even appeared rare last year. Order queuing phenomenon. Even if the 24-hour production capacity is fully opened in all links in the industrial chain, there is still a shortage of supply in different degrees.
From these phenomena, the LED market has indeed picked up. However, the freezing of the three feet is not a cold day, the LED industry problems can not be released overnight. An expert who has been engaged in the LED industry for more than 20 years told the reporter of China Economics and Informatization: "Although the vitality of the LED market is unquestionable, it is the trend of the times, but whether this year's real recovery can not conclude, the development of the LED market must be According to the situation in the second half of the year, we can judge. If the situation remains in the second half of the year, this market can really develop towards a healthy situation."
Compared with this conservative, Wu Changjiang is much more optimistic. "In the next two years, the LED lighting market will have a spurt of growth." According to his reasoning, the industry has become healthier and has formed economies of scale. In the foreseeable future, large-scale enterprises in the industry will not give small enterprises the opportunity to adjust the price to a reasonable level, and form a price scale, so as to squeeze the living space of small enterprises.
Focus on training high quality horses
In the industry insiders who questioned NVC's rapid transformation of LEDs, in addition to the current LED market is not optimistic about the prospects of the replacement of the NVC, there is still a large part of the fear of large-scale production capacity intervention, which will lead to overcapacity in the entire industry.
This kind of worry is not unreasonable. Looking at the LED industry chain, it seems that overnight, a large number of people and investment flooded into the market. The most direct problem of over-investment is overcapacity. However, Wu Changjiang does not seem to worry about NVC.
In his view, overcapacity comes from vicious competition within the industry, and this vicious competition is caused by the combination of government and enterprises. Large companies such as NVC, which have channels, technologies and scales, enter the market, bringing benefits to the industry rather than a new round of excess.
Some companies may not have the ability or channel, but the government has given him the capital to survive. Its rise depends on policies and relationships. In the LED industry, there is no channel to survive without survival, coupled with the disadvantages of scale, it is reasonable for such enterprises to be eliminated by the market.
It cannot be denied that such enterprises are still widely available in the industry. They despise technology, channels, brands, and more focus on finding the government and channels. The result is that the LED industry is large, but it has its own body.
"In the current industry background, the government should be less involved, and LEDs must be market-oriented to have a way out." Wu Changjiang likes to use the term fish-eyes to describe LED companies that rely on government subsidies to survive. Once the government withdraws its policy support, all these small businesses will die. In the early days of the industry, the government's large subsidies for subsidies did promote the rapid development of the industry and even brought about industry outbreaks. However, after the outbreak, a large number of small enterprises lacking core technologies, brand advantages and channels were closed.
The color TV industry is the best example. In the peak of color TV, each province has its own color TV enterprises. It relies on the government to provide opportunities for companies specializing in color TV production lines in Japan, the United States, and Germany, while domestic color TV companies In internal consumption, repeated investment. The current LED lighting market is the same.
As everyone knows, NVC has also enjoyed many government subsidies so far. Most people questioned Wu Changjiang’s attitude of being cheap and selling. In this regard, Wu Changjiang believes that the government's early support is correct, but now it is time to let go.
Wu Changjiang used the horse race as a metaphor: "I don't know which horse is good at first, so I choose a group of horses to see which one runs well and focus on it. But now I have already divided the echelon, and the first echelon came out. Then you can't continue to bring the tail behind you, and it's time to focus on training."
Today's LED lighting companies lack the capital problem at all, but should pay attention to R&D and talents. The government should vigorously build such a system, filter the market and standardize the enterprise after filtering. For the weakness of the enterprise, we can use the barrel theory and determine the support policy according to the short board of the enterprise. Such support can make the enterprise truly vital.
Called Philips
NVC stepped into the door of LED lighting equipment and achieved rapid growth. In just half a year, NVC has taken a firm and powerful first step. In the first quarter of 2013, NVC Lighting's sales performance was red, and NVC Lighting had already completed its first-quarter sales target ahead of schedule. Compared with the sales performance in the first quarter of previous years, NVC Lighting seems to have stood before the sales season this year. At the high starting point.
For NVC's future development goals, Wu Changjiang, who has always been low-key, has become steadfast in his eyes and even full of excitement in his tone. "I dare to publicly declare war on General Electric Company GE. NVC's goal is the top three in the world. I also dare to speak in Philips, I want to move its position."
Compared with emerging LED lighting companies, the traditional lighting industry giant NVC has channels, brands and technologies, which constitute its core advantages. For enterprises, how to correctly use the government's favorable policies, and in each link, to develop core technologies and expand channels for their own situations, it is necessary for NVC to study and improve.
Whether Wu Changjiang’s ambitions for Philips can become a reality is still difficult to finalize. Although NVC today has the courage to try and calmly think, but how to go in the future, whether living in such a red sea can really stand out, and the market needs further answers.
(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.)
For NVC’s move, the outside world’s doubts are heard. Its founder Wu Changjiang did not hide his optimism about the LED lighting market. “Traditional lighting must be transformed, and it must be transformed quickly.â€
Entering 2013, especially from May to now, the secondary heating of the LED lighting market seems to confirm the accuracy of Wu Changjiang's prediction. With the maturity of related technologies and the lower prices, the demand for LED industry is heating up. The factories with less than 50% operating rate last year now need to queue up for pick-up.
However, the warming of the entire industry has also brought about no small problem. Because of the lag of market regulation, the initial expansion of enterprises must be blind and lack of basis. The rise in demand has attracted many SMEs to get involved. Behind the warming of the entire industry, it is the worry of overcapacity. This is also the face that NVC, which was first involved in the LED lighting industry, must face.
Breaking into the LED
NVC's transformation of the LED lighting market is not a hasty move. As early as a few years ago, NVC has already completed relevant development plans. At that time, NVC did not know who the future partners would be, but the core development strategy was already very clear, because Wu Changjiang has always had confidence in LED.
Because the LED technology was not mature at that time, the cost was too high, and there was a lot of resistance in marketing. Therefore, NVC at that time put the development strategy on the market and channels, and strived to build the brand first. For the upstream sector, NVC adopts a focus on non-intervention.
Until last year, LED chip technology became more mature. In Wu Changjiang's view, as long as the quality of the chip is guaranteed without cutting corners, the life of the product can usually be raised from the original hundreds of hours to 20,000 hours, and the technical transformation speed is very fast. In addition, the cost is greatly reduced, and the popularity of LEDs in the market. At this time, the time for NVC to enter the LED has arrived.
As for the selection of Dehao Runda Electric Co., Ltd. (hereinafter referred to as Dehao Runda) as a partner, Wu Changjiang said frankly that this is purely a fate.
Before the cooperation, Wu Changjiang had analyzed the entire chip market. He believes that only Dehao Runda and Sanan Lighting meet the requirements of NVC for partners in the current market. Coincidentally, Dehao Runda first proposed a cooperation request for NVC in a contact, so the two sides with a tacit understanding hit it off.
After the cooperation between NVC and Dehao Runda was confirmed, Sanan also took the initiative to find a cooperation intention with NVC, but due to the agreement with Dehao, Wu Changjiang could only refuse Sanan. At this time, NVC became the first person to eat crabs in the transformation LED market in traditional lighting enterprises.
In the early stage of cooperation with NVC, Dehao Runda has actually invested a huge amount of 6 billion yuan. At this time, if Dehao Runda does not cooperate with NVC, it will face a lot of late problems, so the cooperation between the two sides is mutually profitable. Dehao Runda saved NVC, and NVC also saved Dehao Runda.
In fact, it is not only Sanan and Dehao Runda who want to eat NVC's "fat meat". Cray, a well-known LED company in the world, has also negotiated with NVC, but for various reasons, the two parties finally failed to hold hands.
Do not make a second Kodak
In the first half of 2013, the EU completely banned the use of incandescent lamps, although this does not mean that the traditional lighting companies have reached the last minute, but at least to some extent prove the general trend of the entire market. From this point of view, as the most valuable brand in traditional lighting, NVC's transformation into LED is a wise move.
In the industry, some people took the film market to compare with the traditional lighting market, and thought that the digital film would be eliminated. However, Wu Changjiang does not think so: "There is a process in which alternative new technologies are transformed into markets. There is a market without technology." After the disappearance of Kodak representing traditional film, Samsung [microblogging], Sony The market was quickly occupied, mainly because the latter had its own brand and channels.
“LEDs will eliminate traditional light sources, but they will not eliminate traditional lighting companies. The industry has classified companies such as NVC, Sunshine, and Foshan as traditional lighting companies. When new LED companies come out, they will completely fight us with new technology, but we It’s not a fool.†Obviously, Wu Changjiang was very dissatisfied with the comparison between NVC and Kodak.
In Wu Changjiang's view, NVC has its own brand channels and teams. After years of accumulation in the traditional lighting market, NVC's strength is not worse than these new LED companies. They can make it, and NVC can do better by buying with capital and then using its own channels and brands.
An obvious fact is that, looking at the lighting market, it is only NVC that has abandoned the transformation of the original lighting capacity. In this regard, Wu Changjiang likes to use the monkey to make a metaphor, to make a cage, put the walnuts in, the monkeys put their hands in, and they can't get out of the walnuts. "The interest that only looks at the eyes must not last long. I can only get it. Sometimes I have to break my arm to survive. I spent 800 million yuan to buy energy-saving lamps, but now NVC should turn off the energy-saving lamps and turn on the LEDs."
For this rapid transformation of NVC, Wu Changjiang appears to be full of confidence: "Others say that we are turning around and seeing the speed of our transformation. Many people in the industry say that NVC is turning too fast, but for me, now is To transform as quickly as possible, we can't hold on to the original things.†NVC had a good plan on investment and assets, coupled with strong assets, sufficient brand influence, and more worrying.
The determination of NVC's transformation is quite firm. Wu Changjiang even recommended new LED lighting fixtures for existing incandescent customers. For NVC, this is a thorough product upgrade. From a certain perspective, NVC is a channel and a brand. Regardless of how the technology is updated, NVC focuses on building channels and brands.
This will be a red sea
The speed of NVC's transformation of LEDs can be demonstrated by a set of numbers. At present, the proportion of LED lighting equipment in NVC has exceeded 30%, and next year is expected to exceed 50%. Even Wu Changjiang admits that this figure is still conservatively estimated, LED will only increase in NVC's proportion will not decrease.
Industry insiders questioned that NVC's layout of LEDs is too radical and not unreasonable. In 2012, the LED market ushered in a long winter, a large number of enterprises went bankrupt, the market was chaotic, and the operating rate of all links in the industrial chain was basically maintained at around 50%.
After the baptism of this storm, the LED lighting market gradually warmed up in the first half of this year. The downstream application market demand exceeded expectations and continued to grow rapidly, which directly led to the rapid digestion of midstream packaging and upstream epitaxial chip production capacity. Some enterprises even appeared rare last year. Order queuing phenomenon. Even if the 24-hour production capacity is fully opened in all links in the industrial chain, there is still a shortage of supply in different degrees.
From these phenomena, the LED market has indeed picked up. However, the freezing of the three feet is not a cold day, the LED industry problems can not be released overnight. An expert who has been engaged in the LED industry for more than 20 years told the reporter of China Economics and Informatization: "Although the vitality of the LED market is unquestionable, it is the trend of the times, but whether this year's real recovery can not conclude, the development of the LED market must be According to the situation in the second half of the year, we can judge. If the situation remains in the second half of the year, this market can really develop towards a healthy situation."
Compared with this conservative, Wu Changjiang is much more optimistic. "In the next two years, the LED lighting market will have a spurt of growth." According to his reasoning, the industry has become healthier and has formed economies of scale. In the foreseeable future, large-scale enterprises in the industry will not give small enterprises the opportunity to adjust the price to a reasonable level, and form a price scale, so as to squeeze the living space of small enterprises.
Focus on training high quality horses
In the industry insiders who questioned NVC's rapid transformation of LEDs, in addition to the current LED market is not optimistic about the prospects of the replacement of the NVC, there is still a large part of the fear of large-scale production capacity intervention, which will lead to overcapacity in the entire industry.
This kind of worry is not unreasonable. Looking at the LED industry chain, it seems that overnight, a large number of people and investment flooded into the market. The most direct problem of over-investment is overcapacity. However, Wu Changjiang does not seem to worry about NVC.
In his view, overcapacity comes from vicious competition within the industry, and this vicious competition is caused by the combination of government and enterprises. Large companies such as NVC, which have channels, technologies and scales, enter the market, bringing benefits to the industry rather than a new round of excess.
Some companies may not have the ability or channel, but the government has given him the capital to survive. Its rise depends on policies and relationships. In the LED industry, there is no channel to survive without survival, coupled with the disadvantages of scale, it is reasonable for such enterprises to be eliminated by the market.
It cannot be denied that such enterprises are still widely available in the industry. They despise technology, channels, brands, and more focus on finding the government and channels. The result is that the LED industry is large, but it has its own body.
"In the current industry background, the government should be less involved, and LEDs must be market-oriented to have a way out." Wu Changjiang likes to use the term fish-eyes to describe LED companies that rely on government subsidies to survive. Once the government withdraws its policy support, all these small businesses will die. In the early days of the industry, the government's large subsidies for subsidies did promote the rapid development of the industry and even brought about industry outbreaks. However, after the outbreak, a large number of small enterprises lacking core technologies, brand advantages and channels were closed.
The color TV industry is the best example. In the peak of color TV, each province has its own color TV enterprises. It relies on the government to provide opportunities for companies specializing in color TV production lines in Japan, the United States, and Germany, while domestic color TV companies In internal consumption, repeated investment. The current LED lighting market is the same.
As everyone knows, NVC has also enjoyed many government subsidies so far. Most people questioned Wu Changjiang’s attitude of being cheap and selling. In this regard, Wu Changjiang believes that the government's early support is correct, but now it is time to let go.
Wu Changjiang used the horse race as a metaphor: "I don't know which horse is good at first, so I choose a group of horses to see which one runs well and focus on it. But now I have already divided the echelon, and the first echelon came out. Then you can't continue to bring the tail behind you, and it's time to focus on training."
Today's LED lighting companies lack the capital problem at all, but should pay attention to R&D and talents. The government should vigorously build such a system, filter the market and standardize the enterprise after filtering. For the weakness of the enterprise, we can use the barrel theory and determine the support policy according to the short board of the enterprise. Such support can make the enterprise truly vital.
Called Philips
NVC stepped into the door of LED lighting equipment and achieved rapid growth. In just half a year, NVC has taken a firm and powerful first step. In the first quarter of 2013, NVC Lighting's sales performance was red, and NVC Lighting had already completed its first-quarter sales target ahead of schedule. Compared with the sales performance in the first quarter of previous years, NVC Lighting seems to have stood before the sales season this year. At the high starting point.
For NVC's future development goals, Wu Changjiang, who has always been low-key, has become steadfast in his eyes and even full of excitement in his tone. "I dare to publicly declare war on General Electric Company GE. NVC's goal is the top three in the world. I also dare to speak in Philips, I want to move its position."
Compared with emerging LED lighting companies, the traditional lighting industry giant NVC has channels, brands and technologies, which constitute its core advantages. For enterprises, how to correctly use the government's favorable policies, and in each link, to develop core technologies and expand channels for their own situations, it is necessary for NVC to study and improve.
Whether Wu Changjiang’s ambitions for Philips can become a reality is still difficult to finalize. Although NVC today has the courage to try and calmly think, but how to go in the future, whether living in such a red sea can really stand out, and the market needs further answers.
(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.)
There are many types of composite lamps, each of which represents the unique cultural heritage and symbol of the Chinese nation.For example, the Lotus Combination Lamp symbolizes the tranquility and extraordinary of Oriental culture.The Phoenix Combination Lamp symbolizes good luck and eternal life;The Begonia Combination Lamp symbolizes that the national economy of our country is full of vitality and prosperity like spring.Auspicious Clouds Combination Lamp is a symbol of auspiciousness and exaltation.
All these kinds of combination lamps are to put the LED light source cleverly in the lamp, instead of the traditional sodium lamp and energy-saving lamp light source, in line with the modern road functional lighting demand.The lamp body USES LED light belt, which makes these combination lamps more vitality in the evening.
Combined Lamps Series,Solar Light,Led Street Light,Led Spotlight
Jiangsu chengxu Electric Group Co., Ltd , https://www.satislighting.com