Recently, the author has seen the semi-annual "transcripts" of LED listed companies. After careful study, it was found that more than half of the company's operating conditions are worrying. Most companies are unclear about the second half of the year. The listed companies are LED companies. A barometer of the domestic market, what are the problems that have been caused by these VCs, which are generally optimistic about the industry and enterprises?
Based on the semi-annual financial reports of listed companies in the first half of the year, the author summarizes these keywords in terms of their business status, cause analysis and future expectations:
1. Operating status: declining performance and falling profits
2, the cause analysis: financial crisis, price competition, open source and poor budget
3. Future expectations: Not yet clear. . . . .
Seeing such performance, we can't help but wonder? The domestic lighting industry has a capacity of more than 200 billion yuan, of which the LED part is expected to reach 30 billion yuan in 2012. By 2014, the industry expects to reach 900 billion. This LED field with geometric growth rate is gaining momentum. State, the industrial cake is big enough, why the domestic LED market now seems to be hot, so can't you eat well?
The author believes that the LED lighting market is somewhat chaotic, and this chaos may still exist for some time. . . . .
First, the demand has not been transformed, and the company has sneaked in
1) Consumers are not well aware, and it takes time to transform demand
At the beginning of the 2012 New Year, China's LED industry ushered in a policy spring, from the State Council to the local government have issued policies to promote LED, the local government's call and the national promotion of the green photo project have put LED lighting products on the 2012 promotion plan However, these promotion are only at the government level, and the promotion of government policies can only be seen in some municipal projects, that is to say, LED lighting products can be used for the construction and renovation of municipal and roads and institutions. For the application of civilian parts and civil projects, the state and enterprises need to gradually infiltrate through brand promotion and promotion. It is necessary to know the energy-saving education from incandescent lamps to energy-saving lamps. In the domestic east-south north-south plane, span thousands of kilometers, deep into the first- and second-tier developed cities. Four or five towns and backward rural areas, the state and enterprises spent more than 10 years to publicize and educate, although with the improvement of national quality, information development, exchange convenience, energy conservation and environmental protection education has begun to deepen people's hearts, but from the green lighting education of energy-saving lamps to customers Producing ingrained effects on progressively converting consumer LED products It takes a few years to go.
Therefore, from this perspective, current demand transformation mainly focuses on the application of municipal projects such as government, while the demand for civil projects and household use has not yet been transformed.
2) The company’s sword has gone astray and has received less
As we mentioned above, enterprises in the current situation of insufficient consumer awareness, blindly entered the domestic market, and cut into the domestic civilian market, the civilian market is mostly controlled by some big brands and second- and third-line traditional lighting and commercial lighting brands, this The obvious demand asymmetry is doomed to the fact that these brands are currently unable to enter the market quickly and achieve good performance.
In addition, as far as the domestic civil or commercial lighting market is concerned, LED brand new brands without domestic sales experience and channels are completely unclear about the demand characteristics of domestic channel distributors, and it is impossible to seize the system with blind and insufficient system. The lighting industry has experienced more than a decade of industry accumulation. Whether it is from the overall development of the industry, or the channel dealers' perceptions, there have been profound changes. The current dealers are also cautious about the choice of enterprises, if we do not pay attention to The demand at these channel levels, and blindly cut into, will only bring a negative reputation to the brand for a hundred and ten.
Secondly, among the market capacity of 30 billion yuan, nearly 10,000 LED companies have seized one after another. On average, only one company has a rice bowl of 3 million. Some industry predators have already seized a large share of the municipal engineering project, and the remaining companies have cracked. In order to survive, some have almost no food. Therefore, it is not surprising that a large number of LED factories in the ancient town have recently leased out factories and some small factories have closed down.
In the long run, the LED market is still promising in the future, but companies must be psychologically prepared, able to withstand loneliness, find opportunities, locate themselves, and prepare for long-term continuous fighting, in order to laugh at the end!
Based on the semi-annual financial reports of listed companies in the first half of the year, the author summarizes these keywords in terms of their business status, cause analysis and future expectations:
1. Operating status: declining performance and falling profits
2, the cause analysis: financial crisis, price competition, open source and poor budget
3. Future expectations: Not yet clear. . . . .
Seeing such performance, we can't help but wonder? The domestic lighting industry has a capacity of more than 200 billion yuan, of which the LED part is expected to reach 30 billion yuan in 2012. By 2014, the industry expects to reach 900 billion. This LED field with geometric growth rate is gaining momentum. State, the industrial cake is big enough, why the domestic LED market now seems to be hot, so can't you eat well?
The author believes that the LED lighting market is somewhat chaotic, and this chaos may still exist for some time. . . . .
First, the demand has not been transformed, and the company has sneaked in
1) Consumers are not well aware, and it takes time to transform demand
At the beginning of the 2012 New Year, China's LED industry ushered in a policy spring, from the State Council to the local government have issued policies to promote LED, the local government's call and the national promotion of the green photo project have put LED lighting products on the 2012 promotion plan However, these promotion are only at the government level, and the promotion of government policies can only be seen in some municipal projects, that is to say, LED lighting products can be used for the construction and renovation of municipal and roads and institutions. For the application of civilian parts and civil projects, the state and enterprises need to gradually infiltrate through brand promotion and promotion. It is necessary to know the energy-saving education from incandescent lamps to energy-saving lamps. In the domestic east-south north-south plane, span thousands of kilometers, deep into the first- and second-tier developed cities. Four or five towns and backward rural areas, the state and enterprises spent more than 10 years to publicize and educate, although with the improvement of national quality, information development, exchange convenience, energy conservation and environmental protection education has begun to deepen people's hearts, but from the green lighting education of energy-saving lamps to customers Producing ingrained effects on progressively converting consumer LED products It takes a few years to go.
Therefore, from this perspective, current demand transformation mainly focuses on the application of municipal projects such as government, while the demand for civil projects and household use has not yet been transformed.
2) The company’s sword has gone astray and has received less
As we mentioned above, enterprises in the current situation of insufficient consumer awareness, blindly entered the domestic market, and cut into the domestic civilian market, the civilian market is mostly controlled by some big brands and second- and third-line traditional lighting and commercial lighting brands, this The obvious demand asymmetry is doomed to the fact that these brands are currently unable to enter the market quickly and achieve good performance.
In addition, as far as the domestic civil or commercial lighting market is concerned, LED brand new brands without domestic sales experience and channels are completely unclear about the demand characteristics of domestic channel distributors, and it is impossible to seize the system with blind and insufficient system. The lighting industry has experienced more than a decade of industry accumulation. Whether it is from the overall development of the industry, or the channel dealers' perceptions, there have been profound changes. The current dealers are also cautious about the choice of enterprises, if we do not pay attention to The demand at these channel levels, and blindly cut into, will only bring a negative reputation to the brand for a hundred and ten.
Secondly, among the market capacity of 30 billion yuan, nearly 10,000 LED companies have seized one after another. On average, only one company has a rice bowl of 3 million. Some industry predators have already seized a large share of the municipal engineering project, and the remaining companies have cracked. In order to survive, some have almost no food. Therefore, it is not surprising that a large number of LED factories in the ancient town have recently leased out factories and some small factories have closed down.
In the long run, the LED market is still promising in the future, but companies must be psychologically prepared, able to withstand loneliness, find opportunities, locate themselves, and prepare for long-term continuous fighting, in order to laugh at the end!
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