LED lighting new "breakthrough" industry reshuffle shows strong pattern of Hengqiang

[Text / high-tech LED Yue Mengdi] The continuous decline in the price of LED lighting products continues to squeeze the living space of many LED companies, while the high-speed growth of general lighting and LED small-pitch screen market demand also brings LED industry chain The same opportunity.

The High-tech Research Institute LED Research Institute (GGII) predicts that the global market value of LED lighting will be about 309.9 billion yuan in 2015, of which China's LED lighting market value is about 210.5 billion yuan. In 2016, China's LED lighting market may reach 246.5 billion yuan. In 2015, it increased by about 17.1% year-on-year. Although the growth rate has slowed down, the market space is still considerable.

On the other hand, due to the electronic properties of LEDs, the possibilities of illumination can be realized; intelligent lighting and innovative applications are coming. The new marketing model and channel development have brought new directions to the industry; on the other hand, the industry restructuring and the strengthening of the strong and strong pattern have continued to be hot.

E-commerce help

The growing maturity of e-commerce has also led many LED lighting companies to open up new battlefields through e-commerce channels.

The annual double eleven has no doubts and has set off a wave of shopping, and many of the early lighting companies that are e-commerce are on the way. The impact of e-commerce on physical stores is undoubted. E-commerce is no longer limited to opening an online store and doing logistics. Consumers are more concerned about the offline experience.

On November 11, 2014, according to the official statistics of Ali, OPPLE double eleven, double-store sales have reached 94.43 million, ranking first in the lighting brand sales category.

This year is obviously more powerful than last year. Op Lighting has sold more than 10 million in 12 minutes and 33 seconds this year, which is twice as fast as 26 minutes last year. As of the early morning of the 12th, the sales of Ou Pu Lighting's e-commerce has exceeded 120 million.

This year's Double Eleven Sunlight Lighting, like other businesses, has made a considerable discount on Tmall. Last year, Sunshine Lighting (600261.SH) was not satisfactory in Tmall's sales. This year's Sunshine lighting, which has changed its strategic thinking, is expected to break through last year's sales.

Chen Yiping, general manager of Sunshine Lighting China, believes that physical stores are not defeated by e-commerce. To find a balance between physical stores and e-commerce, this is crucial for every lighting company.

On the other hand, WeChat has also become the best marketing position. More and more people in the industry have begun to make the most of the WeChat group and circle of friends, and started a part-time “micro-business”. Different from Tmall and JD.com, WeChat can be used as a communication base for the company's brand and concept. As the official output of LED lighting companies, the public number is increasingly playing a role in communication.

The LED supply chain enterprises that have not yet found the "sweet spot" of the e-commerce platform are also very important for LED lighting. The mismatch of suppliers will cause the LED lighting products to be "small and beautiful" and "quality". Small and ugly."

“So when we choose packaging, we will look at the size of the packaging plant.” Chen Yiping told Gaogong LED that supply chain companies should be able to provide long-term matching product solutions and services to keep up with the development of application-side customers. In terms of terms, the supply chain needs to remain relatively stable."

From the e-commerce platform such as Tmall and Jingdong this year, LED products with basic intelligent lighting functions such as dimming and coloring occupy the majority of seats. As early as two or three years ago, intelligent lighting has been mentioned and thought of, but after several years of development, although there has been no leaps and bounds, it has been infiltrated. Today, smart lighting is no longer "a beautiful view through the glass", but around us.

Intelligent lighting must be one of the most value-added LED lighting directions in the future, so it will attract such a large number of companies to go forward.

In fact, understanding the lighting industry, familiar with the application of light, and the ability to develop and manufacture certain lighting products are the basis for intelligent LED lighting. Deeper, with its own software and processing capabilities such as APP, WiFi, and big data processing, companies with Internet genes can use Internet thinking to build and operate smart products. These are the key factors that determine the success of LED lighting intelligence.

Nowadays, Internet giants such as Apple, Ali, Xiaomi, Gree, and home appliances are actively building smart home platforms. Their layout on the smart home will greatly stimulate the development of intelligent lighting, and will also have a great impact on the existing LED intelligent lighting pattern.

Some people believe that everything that is charged will be connected to the Internet. The rise of LEDs on e-commerce platforms will promote the popularity of smart lighting, and the development of the two will achieve mutually beneficial results.

From the policy point of view, the "network power" strategy and the "national big data" strategy proposed in the 13th Five-Year Plan will also inject a new vitality into LED e-commerce development and intelligent lighting products.

Overseas "temptation"

China's LED general lighting is rapidly scanning and entering the global market, wherever it goes, it is branded by China's "smart".

According to the research data of the High-tech Research Institute LED Research Institute (GGII), in the North American market alone, the total amount of lighting exported by Chinese companies to the United States in the first half of 2015 reached 1.09 billion yuan, an increase of 59.6% year-on-year; It reached 96.209 million yuan, a year-on-year increase of 42.9%. The penetration rate of LEDs in North America is still less than 10%, and the market prospects are quite promising.

The lighting business of Mulinsen (002745.SZ), one of the top ten LED packaging companies in the world, is rapidly spreading globally at this geometric speed this year. Lin Jili, executive general manager of Mulinsen, told Gaogong LED when he participated in the Russian International Lighting Exhibition in Moscow. This year, the company has completed its construction work in the overseas market in the Americas, Southeast Asia, India, Middle East, Central Asia and Africa.

In fact, Mlinson’s development this year has always been aimed at “building a world-class leading brand in the era of semiconductor lighting”. The strategy of balanced development of the global market for Sunlight Lighting has continued this year, which coincides with the strategic deployment of Mulinsen Lighting. And the two companies that focus on the world are also fully aware of the convenience of using local resources to carry out their own business work.

“(We) implemented the independent operation of regional subsidiaries splitting, so that the company mechanism is more market-oriented.” Chen Yiping introduced. The overseas market has its own complexity. In the relatively high standards of Europe and North America, the Southeast Asia and South American markets are not fully developed. Each market has different practices.

“Although the strategic goals of Mulinsen Lighting in the global market are the same, the specific product mix, price system, channel construction and brand shaping in each country must be tailored to local conditions.” Lin Jiliang said, for example, plans to set up factories in India and Mexico to Better integrate local resources.

For companies entering the overseas market, eliminating the fear of expatriates, cultivating their overseas teams, and establishing an effective marketing model are important to the company's overseas development.

At the same time, the construction of private brands also plays an important role in promoting enterprises to go overseas. The labels made in China will eventually be replaced by China's “create” and China's “smart”. China's LED lighting has a very high proportion in the world, and “big manufacturing” should also be promoted to “big creation” in due course.

The international giant's business has been split and sold, leaving more opportunities for Chinese LED companies. After the "One Belt, One Road" and the Asian Investment Bank have injected new invigorating agents into various industries in China, the implementation of the free trade zone strategy is bound to give new opportunities to the LED lighting industry.

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