[Source: "High-tech LED lighting market" December issue / reporter Xia Huanhuan]
In the current relatively weak economic environment, it is not an exaggeration to describe the domestic LED market with “deep heatâ€. And in the context of the domestic market is clearly deserted, can LED exports have something to do?
Earlier, the Hangzhou Inspection and Quarantine Development Zone Office said that from January to September this year, the Hangzhou Economic and Technological Development Zone exported LED lights of 100.419 million US dollars, up 34.67% year-on-year, achieving contrarian growth.
According to statistics from Zhejiang Fenghua Inspection and Quarantine Bureau, in the first 10 months of this year, Ningbo Fenghua exported 195 batches of LED lamps with a value of US$3.05 million, up by 137% and 214.7% respectively.
According to data from Zhejiang Shaoxing Inspection and Quarantine Bureau, in the first three quarters of this year, a total of 1562 batches of LED lamps (light sources) were exported in Shaoxing, with a value of 69.243 million US dollars, up 108.0% and 133.3% respectively, both hitting record highs.
The above three regions belong to the category of “Yangtze River Deltaâ€. There are many small and medium-sized LED enterprises. Under the general situation that the export volume is rising against the trend, have the enterprises got on the ride? Is it a "return to light" before the winter?
Quality wins the price is king
"We only got involved in LED exports in early March of this year. Up to now, the export volume has reached 2.6 million US dollars, and it has risen in a straight line. Orders have been placed until January next year." When asked about the LED export situation, Hepu Huaming, Minister of Foreign Trade, He Weihua The excitement is beyond words. According to him, the LED export of Maple Yongming is mainly OEM/ODM, and most of the export products are street lamps, mining lamps, tunnel lights and floodlights.
For the reasons for the rapid growth of export volume, He Yuhua said that the company mainly attaches importance to research and development, and is supported by technology to develop high-quality products that meet customer needs. "Now most of the enterprises are low-level redundant construction, and the products do not have their own core values. If customers buy them once, they feel bad, and naturally there will be no second cooperation."
In his view, LED exports must win with quality and technology. At the same time, he believes that the high cost performance of products exported by Huapu is also the reason. "We will transfer more profit margins to intermediate dealers. They can earn more products of the same quality and are naturally willing to choose our products."
"The EU has banned the sale of 40-watt and 25-watt incandescent lamps and halogen lamps since September 1, so the European market is very big. This year our company's LED exports have increased by 40%, mostly LEDs exported to Europe. Indoor lighting products." Zhong Wei, general manager of Ningbo CCS Import and Export Co., Ltd. introduced. However, he also acknowledges that in the economic downturn, many foreign customers are also paying attention to price competition while paying attention to quality.
"We have been doing LED export business since 2010. Up to now, there are 30 to 40 million export volume, which is estimated to increase by 30%-50% this year." Wang Songliang, general manager of Hangzhou Feiyang Electromechanical Co., said, "We are known for our own technology." Naturally, we pay great attention to product quality and are afraid of problems. Many old customers now recognize our products."
Feiyang Electromechanical currently exports 30% of LEDs, and the rest are traditional lamps. For the future, whether to increase the proportion of LED exports, Wang Songliang said that according to market demand, it will not blindly expand. "Enterprises must first practice 'internal strength', and secondly Take the opportunity again, the two are indispensable."
European and American markets still dominate
At present, Europe is the first choice for domestic LED export enterprises. The EU's gradual “ban†has undoubtedly fueled the desire of domestic companies to open up local markets. For emerging markets, the companies surveyed said that the current proportion is small and there is intention to develop.
"We have visited the Russian market and found that similar to mainland China, although the LED market is huge, its advantages have not been played out and it is quite chaotic. At present, we are negotiating with Wal-Mart in Ohio, USA, hoping to have cooperation, in fact, the United States The LED penetration rate is still not high.†Zhong Wei introduced that their products are mainly exported to Europe, South America and Australia, and emerging markets are still under investigation.
“The lower end of Russian LED products, the market is still quite chaotic.†Wang Songliang said frankly that he had participated in the exhibition in the country, but no actual products were exported to the local area. Currently, he is still dominated by European countries, while Mexico and Argentina have a small number of orders.
In the April of this year, Maple Yongming, who is based on Europe as the "battlefield", participated in the EXPOLUX International Exhibition of Lighting and Lighting in Sao Paulo, Brazil, and officially entered the South American market.
Government role behind growth
“In the first nine months of Hangzhou, LED exports have grown substantially. Japan’s Panasonic and Hangzhi Electromechanical exports accounted for 80% of the total.†The relevant person in charge of the Hangzhou Inspection and Quarantine Bureau said that the LED lamps produced by the two companies in Hangzhou are mostly exported. In Japan, the product type is mainly a bulb lamp to cope with the shortage of electricity in the country since the "3.111 earthquake" last year. The LED exports of local companies are aimed at European and American countries except Japan, and are mainly based on outdoor lights.
The person in charge said that LEDs in Hangzhou started late, but the company has a high degree of acumen and strong foot resistance. The industry recognition accumulated by many traditional lighting companies also helps the LED lighting.
For the growth of LED export volume in Fenghua area, the person in charge of the Electrical and Mechanical Department of the local inspection and quarantine bureau said that most of the LED export enterprises started late and the scale was small, and they paid attention to the development of customers. Coupled with the low base of LED export related data before Fenghua, there will be significant growth this year.
“Inspection and Quarantine Bureau will provide enterprises with corresponding 'green channel' to help enterprises to quickly clear customs; provide product testing services for small enterprises and reduce the controllable costs of enterprises; in addition, we will collect the policy requirements and requirements of each country. Certification standards provide instant information for exporting companies. But overall, the growth of LED exports, enterprises are dominant, and the role of the government is relatively small." The person in charge said frankly.
It is reported that from October 1 this year, the inspection fees of export enterprises in China will be waived. In this regard, some companies have indicated that the driving force is not large, and the previous commodity inspection fees are not much. For the government to lead organizations to participate in various types of exhibitions abroad, companies are quite vocal.
“At the beginning of the year, the government organized an exhibition in the United States. The fee was 20,000/person, and the actual participation in the United States was 16,000/person.†“The head of a company bluntly stated that most of the government organizations’ participation fees are higher, and the promised preferential subsidies are delayed. Too long. In addition, the lag of the government's inspection and quarantine standards relative to the actual products of the company also brings a lot of inconvenience to the export business.
Industrial characteristics of the Yangtze River Delta region
“The Pearl River Delta LED industry is at the forefront of the domestic and even the world, and the design concept can be quickly applied to products. On the other hand, the company’s research and development sustainability is poor, and blindly follow the trend, leading to overcapacity and falling into the price war.†Triangle's enterprise pays attention to product research and development and patent protection. After a product is formed, follow-up production and promotion will follow up in time to promote its transformation into purchasing power.†He Yuhua believes that “Yangtze River Delta†LED enterprises pay attention to brand building, pay attention to talent introduction and take the high-end route.
“The working environment is different from the 'Pearl River Delta'. There is a faster pace of life, more young people, and companies are pursuing rapid expansion. Jiangsu and Zhejiang enterprises are relatively conservative, and they are more willing to steadily and steadily speak with quality and serve customers well.†Wang Songliang Willing to analyze the differences between the two regions' industries from the differences in the human environment.
"At present, the 'Yangtze River Delta' LED industry supporting facilities are still immature and the foundation is relatively backward. However, labor costs and land rents are cheaper than the 'Pearl River Delta'." According to Zhong Wei, many manufacturers in the "Yangtze River Delta" will purchase " The assembly of the Pearl River Delta products will undoubtedly have some flaws in the development of the industry.
Some industry players are worried that if the price of light sources remains high, and the export volume of LEDs will rise next year, the gross profit performance may not be gratifying. However, some people in the industry believe that the general framework of the "Yangtze River Delta" LED industry has been set up, and the upstream industry chain is becoming more and more perfect. With the deepening of the survival of the fittest, the LED export industry in the region has turned better.
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