In 2013, the next generation lighting exhibition in Tokyo began on January 16, 2013, and the exhibition period was three days. Many manufacturers aimed at the Japanese LED lighting market. Taiwan LED manufacturers Jingdian, Yiguang, New Century, Guanglei, Longda, Gion All are participating. Among them, Yiguang Chairman Ye Yufu (Taiwan LED godfather) said that the LED industry situation in 2013 improved a lot compared with 2012; Jing Bing Chairman Li Bingjie also said that the LED backlight market demand in 2013 exceeded expectations and will enter the peak season in March. And the market is expected to improve earlier than previously expected (2014).
Traditional lighting companies rely on dealer channels to make their own homes. The facts also prove that traditional dealer channels are successful. Even traditional strong brands such as NVC, Opus and Sanxiong are still relying on traditional dealer channels. However, with the advent of LED lighting products, it has caused a great impact on traditional lighting companies, and their traditional dealer channels have become more crowded. LED lighting has since entered a diversified era.
According to the data, the number of domestic LED lighting companies has exceeded 10,000, and there are nearly 7,000 LED application companies. Most of the high-level talents of LED lighting enterprises are transferred from traditional lighting enterprises. Due to the shackles of thinking mode, most market strategies adopt the layout terminal channel market. , mainly to join dealers.
In 2013, the next generation lighting exhibition in Tokyo began on January 16, 2013, and the exhibition period was three days. Many manufacturers aimed at the Japanese LED lighting market. Taiwan LED manufacturers Jingdian, Yiguang, New Century, Guanglei, Longda, Gion All are participating. Among them, Yiguang Chairman Ye Yufu (Taiwan LED godfather) said that the LED industry situation in 2013 improved a lot compared with 2012; Jing Bing Chairman Li Bingjie also said that the LED backlight market demand in 2013 exceeded expectations and will enter the peak season in March. And the market is expected to improve earlier than previously expected (2014).
Investment Highlights The LED lighting era is expected to come early. The luminous efficiency continues to improve, the production efficiency is gradually improved, the equipment yield is steadily improved, and the price of LED epitaxy, chip, packaging, and lighting products is steadily declining. The price gap between LED lighting terminal products and traditional energy-saving lamps has gradually narrowed. By the end of the year and the beginning of the year, new products from various manufacturers have been released intensively, and the technical indicators have been upgraded to a higher level. The price is more favorable. It is expected that with the 2013 Tokyo Next Generation Lighting Exhibition. (January), Tokyo International Lighting Exhibition (March), Hong Kong Spring Lighting Exhibition (April), Frankfurt Lighting Exhibition (April), Las Vegas Lighting Exhibition (May), Lyon Lighting Exhibition, France ( In June, LED lighting will become the protagonist, and it is expected to accelerate the penetration of LED lighting.
LED lighting era in the electronics industry or early arrival is expected to be the main contribution of LED backlighting in 2013. As the TV size increases and the LED penetration rate increases, the TV backlight application is expected to continue to grow. In addition, with the popularization of the tablet, a new field of LED backlight application is added. Overall, it is expected that the backlight will still be in 2013. Good performance, with the substitution of localization in mainland China, growth is expected to be higher than the global.
The performance in January and February after the Spring Festival in 2013 is expected to usher in a rebound. Since the main application of LED is still backlight, it has seasonal characteristics. Since November 2012, it has shown a gradual decline in the chain. It is expected that with the supply of backlight inventory in January-February after the Spring Festival, it is expected to drive the industry to gradually recover and drive The rebound in performance continued until the middle of the year; in the second half of the year, it is expected that with the promotion of holidays from August to September, the price/performance ratio of entrained lighting products will be further improved, and it is expected that the backlight will be gradually continued to drive the LED industry as a whole.
Due to seasonal characteristics and the overall poor performance in 2012, although the market has been expected, the stock price of the entire sector is still suppressed before the annual report.
Investment strategy and recommendations:
LED backlight: continuous penetration and domestic transfer replacement acceleration, it is expected that the space is still large in 2013, it is recommended to pay attention: Ruifeng Optoelectronics, Dongshan Precision, Zhaochi shares. LED lighting: In the second half of the year, it is expected that the backlight will be connected in an orderly manner. The LED lighting era is coming early. It is recommended to pay attention to export and LED street lamp related enterprises, Hongli Optoelectronics, Moso Power, and Sunlight.
Traditional lighting companies rely on dealer channels to make their own homes. The facts also prove that traditional dealer channels are successful. Even traditional strong brands such as NVC, Opus and Sanxiong are still relying on traditional dealer channels. However, with the advent of LED lighting products, it has caused a great impact on traditional lighting companies, and their traditional dealer channels have become more crowded. LED lighting has since entered a diversified era.
According to the data, the number of domestic LED lighting companies has exceeded 10,000, and there are nearly 7,000 LED application companies. Most of the high-level talents of LED lighting enterprises are transferred from traditional lighting enterprises. Due to the shackles of thinking mode, most market strategies adopt the layout terminal channel market. , mainly to join dealers.
It is difficult to compete for dealers. At present, the excellent distributors in various provinces in China are scarce resources, and they are still monopolized by traditional lighting companies. The second and third-line lighting dealers are affected by the national real estate regulation and control, and the days are even more difficult. As far as the Shenzhen market is concerned, since July this year, some distributors in the building materials market have been unable to withdraw due to the break of the capital chain, such as the withdrawal of 6 artists, the withdrawal of 3 homes, and the Huaqiang North LED procurement center. On average, 2 companies are withdrawn each month.
Obviously, when the national lighting dealers face the cold current of the market, traditional lighting companies and LED lighting companies have seized the terminal market, and the result must be the terminal channel for most enterprises.
Since last year, LED export companies have turned to domestic sales due to the sharp decline in orders. For LED lighting companies, enter the terminal channel market or find a dealer to join, or directly enter the terminal to open a brand-operated store. However, it is very difficult to develop franchisees. Most lighting dealers choose LED lighting companies to be cautious. The reason is that the terminal market is full of LED inferior products, and there is no enterprise that can really establish LED brands in the terminal market.
It is difficult to provoke a price war to build a brand. At present, there are too many LED companies in the market. Some enterprises have provoked price wars. They want to eliminate their opponents and land on the beach. The representative one is Mu Linsen. The price of Mlinsen's 3W bulb to the dealer is 8 yuan, the price of the dealer's terminal sales is about 14 yuan, and the price of the Mulin 3W bulb is very close to the price of the 5W energy-saving lamp on the market. It poses a threat to 5W energy-saving lamps.
The looting of the terminal market around the dealers of lighting has become more and more intense. The rectangular lighting uses the display board to open the dealer door. As long as the dealer is willing to sell the long-distance lighting products, the board will be sent to the exhibition board, and the dealer will not be required to press the stock. The sales will be delivered to the door.
In this way, rectangular lighting quickly lays out the national market, and it is also the market strategy adopted by most LED companies. In the current uncertain environment of the entire terminal market, dealers do not dare to suppress inventory, and LED lighting companies adopt this channel layout mode, many lighting dealers are very willing to accept, but this model requires enterprises to have strong logistics and distribution capabilities. .
Although the early stage operation of most LED lighting enterprises in the terminal market is successful, such as the rectangular lighting, Mulinsen relies on low-cost bulbs to occupy the terminal market share, and then establishes the brand in the hearts of consumers through LED bulbs, thus entering the public. Vision, but this strategic model is completely the old route of traditional lighting companies.
In the past, by defining the ceiling lamp, NVC defined the lamp cup and the transformer, and the three males entered the public's field of vision by defining the ballast. There are also fluorescent tubes and T8 tubes, which are actually redefined by lighting companies such as Foshan Lighting and Philips. Philips defines high-end price lines, and Foshan Lighting defines low-end price lines to popularize T8 tubes and fluorescent tubes. From the development law of the traditional lighting industry, in the next 1-2 years, there will be LED lighting companies or traditional lighting companies to define LED products in a certain field, and thus begin to popularize LED lighting.
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