Since 2015, LED lighting industry barbaric growth has become the past, the market growth into the platform period. Nowadays, LED lighting industry is facing the market gradually saturated, the slowdown in the situation, coupled with last year PHILPS launched a price competition "spoiler" development pattern of the LED lighting industry completely into a varied pattern, profit thinning. Under this background, the industry reshuffle triggered at any moment, LED lighting manufacturers how to achieve a breakthrough in the fight?
A strong rise of domestic LED Enterprises
In recent years, under the dual drive technology and policy, the scale of Chinese LED business continues to expand, by virtue of its high cost advantage of the rapid occupation of the global market, continue to grow and develop, become a new force can not be ignored, shine on the world stage.
From the LED industry in the global distribution of market share China LED industry rapid growth, increased from 5% in 2009 to 25% in 2015. The market share of Japanese and Korean manufacturers gradually declined, the Japanese manufacturers market share from 33% in 2009 to 24% in 2015, the Korean market share of the company's market share fell from 19% in 2015 to 15% in 2009.
From LED lighting market share, China LED manufacturers market share gradually rising, our market share increased from 3.6% in 2014 to 4.1% in 2015, Hongli Newell in 2015 to enter the top ten, the market share reached 2.95%.
And Chinese LED enterprises through mergers and acquisitions, joint venture factories outside means actively going out. 2015 LED industry consolidation mergers and acquisitions frequently, there are data show that the whole industry chain of mergers and acquisitions has more than 40 cases of mergers and acquisitions, the total amount of the merger has more than 30 billion yuan. With the enhancement of the importance of patent in the LED industry, the Chinese LED enterprises seize the opportunity and begin to layout the international market through the capital means. Among them, the most notable is the acquisition of the Jinsha River venture group Royal PHILPS's Lumileds company's. In the tide of capital mergers and acquisitions, Chinese LED manufacturers will be in technology, brands and patents, etc., and gradually narrow the gap between international brands.
Shift in the global LED Market: on the one hand China LED enterprise strong rise, positive outward expansion; on the other hand, the international lighting giant market, and constantly adjust the market contraction front. In the market, PHILPS, OSRAM split its lighting company after another, Samsung chose to withdraw from the LED lighting business, focusing on the field of devices.
In addition, international companies have withdrawn from the market Chinese. In May 30th, the world's leading manufacturing enterprises, PHILPS lighting closed factories in Shenzhen, China, no longer carry out any production work. In 2015, OSRAM FSL will hold 13.47% of the shares sold to a rising group; in 2014, Japan's Matsushita lighting off in Shanghai were Chinese lamps factory and factory in Hangzhou, the overall contraction of the lighting business.
Due to international companies is declining, while domestic manufacturers influence is gradually increasing, international companies exit or compression will provide a better competitive environment to survive competition.
Industry competition will be more intense
In the past ten years, China LED lighting industry blowout development, the growth rate remained at 30%. As the market has broad prospects, the market access threshold is low, the competition is becoming increasingly fierce.
According to Chinese industry information network released data, in 2015, LED lighting industry to participate in market competition, enterprises have more than twenty thousand, the domestic lighting industry sales of 560 billion yuan, an increase of 8%, the market dropped to single digit growth for the first time. Due to excessive number of enterprises, the lighting industry overcapacity, oversupply. In order to cope with the fierce competition in the market, the domestic enterprises mainly through the expansion of production scale to reduce production costs, reduce the price of LED lighting products.
Last year, due to the global economic downturn and Chinese economic downturn, LED lighting market demand slowdown, coupled with some LED manufacturers to seize the subsidy policy further release of production capacity, excess capacity deterioration. International giant launched LED bulb lamp low price war, leading companies have to follow up the majority of enterprises in the dilemma of income does not increase profits.
2015 global LED output value of the first negative growth, the value of the -3% recession, the main reason is that the whole industry makes LED prices pile up in excess of requirement. First look at the chip, the price decline of about 40%-50%,
Even up to 6. Packaged device parts, the price decline is not the same, Mobile areas, many manufacturers in the field of mobile phone backlight has cut, the price decline is larger; lighting applications are also part of the hardest hit.
From the first half of 2016 the growth trend of each link, the upper and middle reaches due to fierce market competition, the overall growth rate of decline than last year. Lighting products in the first quarter exports amounted to 8 billion 500 million U.S. dollars, compared with the same period last year decreased by 14.8%, the situation is grim.
According to industry analysts, the lighting industry overall demand in 2016 showed a steady upward trend, but the growth rate is relatively stable, will not appear in previous years, the outbreak of growth. With the market demand is gradually being excited, the market competition is more brutal. This year's "price war" between enterprises is still fierce, profits are becoming increasingly weak, the entire LED lighting industry will enter the era of low profit.
However, investment in the industry and industry of high competition, LED industry officially entered the stage of structural adjustment, promote a new
Round of merger integration boom, the market competition is everywhere. In 2016 the LED industry will launch the "value war", enterprises will focus from price competition to create new value, is conducive to the comprehensive competitive advantage with the technology, brand, quality, service as the core of enterprise talent shows itself,

Yu light dance, to create high-end custom lighting "myth
-- Interview with Chen Chenhui, chairman of Dongguan myth Lighting Technology Co., Ltd.
With the LED lighting market is fully liberalized, known as a new generation of green energy industry is occupying the LED lighting light capture. Followed by the lighting market weakness and crazy lighting enclosure movement, in the face of the fierce battle for the lighting market, lighting companies have moved to lighting segments. Secondly, with the development of LED technology innovation, hotel, commercial complex, Home Furnishing field lighting solutions become the trend of mass consumption, and subject to the diversification of consumption and personalized and artistic evolution, lighting solutions around the "demand first" toward a more humane, professional direction.
Dongguan City myth Lighting Technology Co. Ltd. (hereinafter referred to as the "myth of lighting") as a professional LED lighting business solutions provider, with professional service and quality products, fully integrated KA brand, channel operators and engineering designer resources, solutions to the backbone of "people-oriented" principle in lighting, to provide personalized service customized for customers. Recently, I interviewed the myth of lighting chairman Chen Chenhui in Dongguan Houjie myth of the exhibition hall, listening to him to share the road with custom lighting myth we.
Dongguan myth Lighting Technology Co., Ltd. chairman Chen Chenhui
Compared with the simple pursuit of the Big Mac, I prefer to seek products and services, "run things fine silent" type of fine development.
-- Chen Chenhui
Lighting lighting enterprise myth is not in the traditional sense, initially in the field led logo made dazzling achievements of myth because of the long-term customers a few "talking and complaining" and resolutely fought LED lighting field. "They often talk about the poor use of LED lighting, and experience the effect and the business promotion of a great discrepancy." Chen Chenhui smiled and told reporters, in the face of loyal customers complain, the myth of hope he not only able to do well in the high-end logo, hope to solve them in the light of the problems in the course of using the product for the customer, this is because of "resentment" will be the occasion of the achievements of today's lighting myth.
As has been committed to providing high-end lighting for the overall lighting solutions to the myth of the lighting, in the industry many big big LED lighting companies do not seem to highlight the contrast. And this is not prominent in Chen Chenhui seems to be a good thing, "on the present stage, the myth is very happy in this industry forward, (scale and influence) the big advantage, and small have little freedom." Chen Chenhui said that at least now the myth is free, and there is no interest and market constraints, from this point of view I am very happy.
With some enterprises eager to blind expansion of production capacity and generous "hit the market" to form a clear contrast, the development steps of myth seems to be "balanced", this is the reason not to be ordinary or over how to interpret? To solve this problem, Chen Chenhui frankly told the author that the myth is not eager to or more is precisely not willing to "skip" development, preferring a silent type of meticulous development. He told the author, the future of the myth is not the size of the giant, but must be done in the field of high-end commercial lighting giant". Chen Chenhui then said that because of the myth itself in the industry scale is not large, so this is not our pursuit of scale and market share of the "Big Mac", although we would like to, but it is not easy, you need to slowly.
Customer demand determines the development of enterprises, enterprises rely on products and services to drive customer consumption awareness, the myth is committed to enhance interaction with the customer relationship.
-- Chen Chenhui
The myth of the main business for the LED commercial lighting high-end custom, the concept of "custom", the industry is not new, in the pursuit of fashion, and the unique personality of the era, "space lighting overall tailored solution is the pursuit of consumer market. The myth of lighting as its main business lighting customization is the change of consumption demand based on the decision, as Chen said: Morninghope lighting market was too good to do, commercial lighting products provide popular products and services can deal with all the customers and consumers, but now this is not the absolute.
So for the myth, the current focus on lighting custom furniture brand lighting, light demand for lighting to the precise positioning and service "on the" furniture customers, so as to solve the building and application of space light environment for the. The myth of "customers are mainly furniture industry customers, but I believe that if we put the furniture industry lighting solutions to achieve the ultimate, so we will not worry about any industry customized solutions." Chen Chenhui has said to the author to get all the love myth premise is that we have set providing customized services and products must be existing customers and consumers in the extreme.
So, how do customers and consumers the ultimate? Chen Chenhui myth lighting example analysis: we need to get into the customer's mind is active, so as to establish a relationship with the psychological identity, rather than the current social common interests. He smiled and told the author, do not be afraid of customers, we must do with your competitors, this is different from the two aspects of products, services, and really go for your customer's sake, if you can do this