Was it eliminated in the shuffle or broke out in the shuffle? This is a question that many Foshan LED companies are thinking about in 2015. According to statistics from the Guangdong Provincial Department of Science and Technology, in 2014, the scale of LED industry in Guangdong Province increased from 3,000 in 2013 to more than 4,000, and the output value increased from 281.1 billion yuan to more than 350 billion yuan.
However, many Foshan LED companies believe that this year is a year of "nine deaths". Liang Fengyi, chairman of Guangdong Zhaoxin Group, believes that the LED industry's survival situation this year is still not optimistic in the face of overcapacity, lack of industry standards and uneven product quality.
Homogenization is undoubtedly a major stumbling block that is seen as hindering the development of the industry. “Nanhai Lighting†has a place in the lighting industry in Guangdong. However, in order to promote the healthy development of the industry, in addition to paying attention to quality and standards, how to rely on innovation to break the dilemma of product homogeneity in the industry is the transformation of LED industry. An important turning point. Among them, design is undoubtedly the best breakthrough.
Homogeneous competition agitation pattern <br> <br> industry as an emerging industry, the South China LED industry has gathered more than 600 companies, in 2014 the output value of over 140 million. The new light source industry base in Guangdong Province, located in Shishan Town, has introduced more than 130 LED upstream and downstream enterprises and institutions after nearly five years of development. The development of the LED industry in the South China Sea is booming, but in the face of the big cake of the LED industry, many companies have begun to encounter bottlenecks after they have tasted the "sweetness".
A person in charge of small and medium-sized enterprises engaged in LED packaging told reporters that three years ago, a chip could be sold for thousands of yuan, and now only three or four hundred yuan or even lower, the product profit is also greatly affected. “Technology increases the cost reduction is actually a good thing, but the most distressing thing is that everyone is competing through price wars. The homogenous disorderly competition makes the industry develop very unhealthy.â€
“At present, there are many new light source enterprises in Nanhai and Foshan, and their benefits are also good, but many are still extensive enterprises, and there are still very few high-end core enterprises.†Fan Jinsong, deputy dean of the School of Art and Design, Foshan University of Science and Technology, looks most LED companies do not have outstanding core technologies, many of which are in the middle of the industrial chain, holding the mentality of “others do what I doâ€, and “to be cheaper than youâ€, product homogeneity is more serious, lack of industry design concept.
Under the double impact of Internet + and industrial transformation, the current LED industry is facing rapid development and reshuffle. “The business model of processing enterprises in Foshan area has gradually become less competitive. The innovation elements represented by design will become more and more important to the operation of enterprises.†He Yucong, member of the party committee of Shishan Town, believes that the future depends on “takenismâ€. "Enterprises have less and less space to survive, and only companies that have achieved independent innovation can break through in the big waves."
Industrial design breakthrough <br> <br> transition to a certain extent, industrial design LED products has a direct impact on the transformation and upgrading of the industry. In Fan Jinsong's view, in today's lighting design, it is no longer just a project, a technician, but a director, a scene designer, and lighting and lighting are just tools for creating. On such a platform, the content of the lighting design becomes rich, the technical means become diverse, and the value space provided for the user is also widened.
"Competition between enterprises can't just rely on low prices. The point of view should not be that my products are cheaper than yours, but that I have products that you don't have, and this can occupy new markets. This is what many companies don't currently think of. Fan Jinsong believes that if an industry is not pursuing high profits with innovation, but considering how to do it cheaper than you to pursue profits, then this industry is very dangerous.
In fact, many companies are increasingly aware of the importance of industrial design for enterprise transformation and upgrading. “Industrial design plays a decisive role in the popularity of a product.†In Wang Qingping, chairman of Fosheng Lisheng Optoelectronics Co., Ltd., many LED related products are end products, the structural appearance of the product, and the functional design of the product. Whether it is what the consumer needs is directly related to the sales of the product in the market.
For example, Wang Qingping, the company recently introduced a table lamp in the market, which incorporates the functions of lighting and sound, and pays attention to the positioning of its furniture decoration in the design. The product is recognized by consumers as soon as it is launched into the market.
Not only is the end product paying special attention to industrial design. Wang Caixiang is the general manager of Kegu Power Co., Ltd., which mainly produces LED lighting power supply, but even if this is a driving power source that cannot be seen in LED products, he believes that the whole product should be designed well. "All lights must be driven, the performance has been homogenized, and everything you see must be done, this is the brand."
Not only that, but many innovative technologies are also inseparable. For example, Wang Caixiang said that the old power supply driver will have current effects due to frequency problems. For example, when using a mobile phone to take pictures of a computer, there will be flicker, but after the new product design is improved, many LED products can now be flashed.
In the end of 2014, the Guangdong New Light Source Industry Base has launched the Nanhai Talent Enhancement Program, including the Innovation Forum, which is the lighting company for the Foshan area. The overall development and upgrading provide a platform and opportunity to jointly explore a new model for the survival and development of the lighting industry.
Since the beginning of this year, the country has also actively responded to mass entrepreneurship and innovation. For the new light source industry with relatively large scale, how to guide the industry to transform and develop in the direction of innovation and development is an important direction. “For the new light source industry, how to make more enterprises pay attention to industrial design is very important.†But Fan Jinsong also believes that the core technology innovation cycle is relatively long, and the risk is relatively high, so For more new light source companies, in fact, "integrated innovation" is very suitable.
He believes that "integrated innovation" is not necessarily a core innovation, but rather integrates many existing good technologies and uses them. In this case, the entire product does not need to be new from beginning to end. For example, he said that the fingerprint recognition function of Apple's mobile phone is an important selling point and innovation point of Apple's mobile phone, but in fact, fingerprint recognition technology has long been applied in other fields, just like fingerprint punching, which has long been popularized, but when Apple put It is used in mobile phones as a new industrial design, which is an innovation and has been widely recognized by the market.
As we all know, the brand can play a big role in the added value of the product. However, there is a great correlation between brand and design. “The product design of each brand enterprise can highlight its own brand genes. Just like Apple’s mobile phone will not be like Samsung’s, you can recognize at a glance which one is the Volkswagen car.†Fan Jinsong said.
According to the data, the product with the same function can be multiplied by the added value of the product after it is integrated into the design element. "This is why the lamps sold on the market are similar in function, and the price may differ by several times or even ten times." Wang Qingping introduced. The sales of an ordinary LED table lamp may be around 500 yuan, but after the innovation of industrial design, its value will increase greatly.
At the beginning of this year, under the guidance of the investment promotion of Luoshan Workstation in Shishan Town, the Nanhai Lighting Association conducted a visit to the industry. One of the major reasons for the feedback that plagued the transformation of the company was the design talents. Because industrial design has not received the attention it deserves in the past, R&D personnel and industrial designers are often the same group of talents. He Yucong believes that innovative design talents can bring the impact of innovative design concepts to lighting manufacturers and enhance the overall design level of new light source products. This will not only promote the innovation and entrepreneurial trend of the South China Sea lighting industry, but also attract more innovators. Entrepreneurs took root in the South China Sea to further promote the development of the South China Sea lighting industry.
However, many Foshan LED companies believe that this year is a year of "nine deaths". Liang Fengyi, chairman of Guangdong Zhaoxin Group, believes that the LED industry's survival situation this year is still not optimistic in the face of overcapacity, lack of industry standards and uneven product quality.
Homogenization is undoubtedly a major stumbling block that is seen as hindering the development of the industry. “Nanhai Lighting†has a place in the lighting industry in Guangdong. However, in order to promote the healthy development of the industry, in addition to paying attention to quality and standards, how to rely on innovation to break the dilemma of product homogeneity in the industry is the transformation of LED industry. An important turning point. Among them, design is undoubtedly the best breakthrough.
Homogeneous competition agitation pattern <br> <br> industry as an emerging industry, the South China LED industry has gathered more than 600 companies, in 2014 the output value of over 140 million. The new light source industry base in Guangdong Province, located in Shishan Town, has introduced more than 130 LED upstream and downstream enterprises and institutions after nearly five years of development. The development of the LED industry in the South China Sea is booming, but in the face of the big cake of the LED industry, many companies have begun to encounter bottlenecks after they have tasted the "sweetness".
A person in charge of small and medium-sized enterprises engaged in LED packaging told reporters that three years ago, a chip could be sold for thousands of yuan, and now only three or four hundred yuan or even lower, the product profit is also greatly affected. “Technology increases the cost reduction is actually a good thing, but the most distressing thing is that everyone is competing through price wars. The homogenous disorderly competition makes the industry develop very unhealthy.â€
“At present, there are many new light source enterprises in Nanhai and Foshan, and their benefits are also good, but many are still extensive enterprises, and there are still very few high-end core enterprises.†Fan Jinsong, deputy dean of the School of Art and Design, Foshan University of Science and Technology, looks most LED companies do not have outstanding core technologies, many of which are in the middle of the industrial chain, holding the mentality of “others do what I doâ€, and “to be cheaper than youâ€, product homogeneity is more serious, lack of industry design concept.
Under the double impact of Internet + and industrial transformation, the current LED industry is facing rapid development and reshuffle. “The business model of processing enterprises in Foshan area has gradually become less competitive. The innovation elements represented by design will become more and more important to the operation of enterprises.†He Yucong, member of the party committee of Shishan Town, believes that the future depends on “takenismâ€. "Enterprises have less and less space to survive, and only companies that have achieved independent innovation can break through in the big waves."
Industrial design breakthrough <br> <br> transition to a certain extent, industrial design LED products has a direct impact on the transformation and upgrading of the industry. In Fan Jinsong's view, in today's lighting design, it is no longer just a project, a technician, but a director, a scene designer, and lighting and lighting are just tools for creating. On such a platform, the content of the lighting design becomes rich, the technical means become diverse, and the value space provided for the user is also widened.
"Competition between enterprises can't just rely on low prices. The point of view should not be that my products are cheaper than yours, but that I have products that you don't have, and this can occupy new markets. This is what many companies don't currently think of. Fan Jinsong believes that if an industry is not pursuing high profits with innovation, but considering how to do it cheaper than you to pursue profits, then this industry is very dangerous.
In fact, many companies are increasingly aware of the importance of industrial design for enterprise transformation and upgrading. “Industrial design plays a decisive role in the popularity of a product.†In Wang Qingping, chairman of Fosheng Lisheng Optoelectronics Co., Ltd., many LED related products are end products, the structural appearance of the product, and the functional design of the product. Whether it is what the consumer needs is directly related to the sales of the product in the market.
For example, Wang Qingping, the company recently introduced a table lamp in the market, which incorporates the functions of lighting and sound, and pays attention to the positioning of its furniture decoration in the design. The product is recognized by consumers as soon as it is launched into the market.
Not only is the end product paying special attention to industrial design. Wang Caixiang is the general manager of Kegu Power Co., Ltd., which mainly produces LED lighting power supply, but even if this is a driving power source that cannot be seen in LED products, he believes that the whole product should be designed well. "All lights must be driven, the performance has been homogenized, and everything you see must be done, this is the brand."
Not only that, but many innovative technologies are also inseparable. For example, Wang Caixiang said that the old power supply driver will have current effects due to frequency problems. For example, when using a mobile phone to take pictures of a computer, there will be flicker, but after the new product design is improved, many LED products can now be flashed.
In the end of 2014, the Guangdong New Light Source Industry Base has launched the Nanhai Talent Enhancement Program, including the Innovation Forum, which is the lighting company for the Foshan area. The overall development and upgrading provide a platform and opportunity to jointly explore a new model for the survival and development of the lighting industry.
Since the beginning of this year, the country has also actively responded to mass entrepreneurship and innovation. For the new light source industry with relatively large scale, how to guide the industry to transform and develop in the direction of innovation and development is an important direction. “For the new light source industry, how to make more enterprises pay attention to industrial design is very important.†But Fan Jinsong also believes that the core technology innovation cycle is relatively long, and the risk is relatively high, so For more new light source companies, in fact, "integrated innovation" is very suitable.
He believes that "integrated innovation" is not necessarily a core innovation, but rather integrates many existing good technologies and uses them. In this case, the entire product does not need to be new from beginning to end. For example, he said that the fingerprint recognition function of Apple's mobile phone is an important selling point and innovation point of Apple's mobile phone, but in fact, fingerprint recognition technology has long been applied in other fields, just like fingerprint punching, which has long been popularized, but when Apple put It is used in mobile phones as a new industrial design, which is an innovation and has been widely recognized by the market.
As we all know, the brand can play a big role in the added value of the product. However, there is a great correlation between brand and design. “The product design of each brand enterprise can highlight its own brand genes. Just like Apple’s mobile phone will not be like Samsung’s, you can recognize at a glance which one is the Volkswagen car.†Fan Jinsong said.
According to the data, the product with the same function can be multiplied by the added value of the product after it is integrated into the design element. "This is why the lamps sold on the market are similar in function, and the price may differ by several times or even ten times." Wang Qingping introduced. The sales of an ordinary LED table lamp may be around 500 yuan, but after the innovation of industrial design, its value will increase greatly.
At the beginning of this year, under the guidance of the investment promotion of Luoshan Workstation in Shishan Town, the Nanhai Lighting Association conducted a visit to the industry. One of the major reasons for the feedback that plagued the transformation of the company was the design talents. Because industrial design has not received the attention it deserves in the past, R&D personnel and industrial designers are often the same group of talents. He Yucong believes that innovative design talents can bring the impact of innovative design concepts to lighting manufacturers and enhance the overall design level of new light source products. This will not only promote the innovation and entrepreneurial trend of the South China Sea lighting industry, but also attract more innovators. Entrepreneurs took root in the South China Sea to further promote the development of the South China Sea lighting industry.
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