In the previous article entitled "Drainage" and "Throttle", the strategy and strategy of China's small and medium-sized enterprises (SMEs), Hong Jinwen, general manager of Shenzhen Huatian Weiye Technology Co., Ltd. (hereinafter referred to as "Hua Tian Weiye") focused on the analysis. Several breakout modes. In fact, Hong Jinwen not only has a lot of experience in corporate management, but as a technical person, he also has his own unique understanding of the LED driver market. He admits that the market's pursuit of product cost performance accelerates the localization of power supply.
In fact, with the rapid increase in the cost performance of LED lighting products, coupled with the continuous implementation of the global “banâ€, its market penetration rate has increased rapidly. According to data from the GGII, the LED lighting penetration rate increased from 0.6% in 2010 to 42% in 2016.
The increase in the penetration rate of LED lighting directly drives the market scale of LED lighting, but it also has a huge potential for development. According to GGII data, in 2017, the global LED lighting market output value reached 536 billion yuan, of which, the mainland China LED lighting output value of 296.9 billion yuan, an increase of nearly 21%, the global proportion reached 55.40%. With the international giants divesting the general lighting business, China's output value will continue to increase, and GGII expects China's global share to reach 61% by 2020.
As the core component of LED lighting products, LED driving power is one of the main factors affecting the life and stability of LED lighting products. The rapid growth of the global LED lighting market has driven the continuous development of the LED lighting driver power industry.
According to the data of the High-tech Research Institute LED Research Institute (GGII), the global LED lighting drive power output value reached 36.6 billion yuan in 2017, up 15.1% year-on-year. China's growth rate is slightly higher than the global market, and the output value reached 24.5 billion yuan, a year-on-year increase. 23.7%. Along with the continuous rapid development of the LED lighting market, the LED lighting driver power supply market has huge room for growth. GGII expects that the output value of China's LED driver power supply will reach 29 billion yuan in 2018, an increase of 18.4% year-on-year.
“High-power drive power is an important subdivision application of LED drive power. Previously, due to high technical barriers, brand barriers and product certification barriers, market concentration was high.†Hong Jinwen bluntly stated. For a long period of time in the past, due to the first-mover advantage of well-known manufacturers such as Taiwan Mingwei and Holland Philips, they still dominated the market, and even many end customers will order to adopt these well-known The brand's LED driver.
However, with the continuous improvement of domestic power supply technology, the gap between domestic high-power power products and foreign products of the same type is shrinking. Some insiders believe that "from the development of high-power power products in recent years, the differences between domestic and foreign products are gradually narrowing, and even many domestic brands enjoy a good reputation and market share abroad."
It is undeniable that although brands such as Philips and Mingwei still have strong influence in the driving power market, the LED driver power supply industry has developed into a fairly mature industry, especially the performance indicators pursued in the early days are no longer a problem. Currently, there are only reliability and cost performance requirements.
The rise of domestic brands has brought tremendous pressure on these foreign brands, and some of their market share is gradually being eroded by domestic power suppliers. Hong Jinwen said that the market's pursuit of product cost performance will drive the localization of power supply, from brand to non-brand penetration. In addition, as the current technical solutions have matured, as long as domestic power quality control capabilities are rapidly and effectively improved, it is only a matter of time before domestic power supplies are widely used.
Hong Jinwen predicted that in the 2018 or even longer period, the brand of high-power power supply market is still the mainstream, accounting for most of the market, but the growth is slowing down and even difficult. At the same time, domestic power supplies will quickly penetrate and grow, occupying a place, but the market share will still be small.
The formation of this situation is closely related to the power selection strategy of many domestic application vendors. At present, when many SMEs choose suppliers, the most important factor is still the brand. "The biggest mistake of doing business is strategic mistakes, not tactical mistakes." Hong Jinwen said, "Enterprises need to decide whether to define brand manufacturers as strategic suppliers or core suppliers according to their own circumstances."
As we all know, brands are a kind of public resources, with transparent prices and wide coverage, but this will also lead to transparent corporate profits. For SMEs, if they can't influence suppliers well and they don't have platform advantages, then there is no strategic space and development space. So positioning suppliers can't help to grow. “Therefore, blindly defining brand power as a strategic supplier will also cause some SMEs to lose strategic opportunities.†Hong Jinwen said frankly.
It is necessary to face up to the fact that because the technical threshold of lighting products is very low and easy to copy, it is difficult to form technical advantages for lighting products. For lighting companies, they need to build their core competencies, including supply chain integration capabilities. “SMEs need to integrate suppliers that match their strategic development. Don’t just pursue large-scale, brand manufacturers, and choose more and more realistic suppliers that they really need, so that suppliers become an important driving force for enterprise development.†Hong Jinwen believes.
As one of the well-known domestic power supply manufacturers, Huatian Weiye has close its technical strength and product quality to international manufacturers. In the next article entitled "High-power power solutions, what is the "core competitiveness" of Huatian Weiye? In the article, Hong Jinwen will focus on analyzing several high-power power solutions on the market and the “core competitiveness†of Huatian Weiye, so stay tuned!
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