Export to the domestic market can make LED lighting companies break ice

According to relevant statistics, in 2011, the country exported all kinds of LED lamp bulbs about 3.2 billion US dollars, in the first three quarters of 2012, exports were 2.77 billion US dollars.

“The export volume in 2012 was about US$67 million, an increase of about 8%. Although this year’s external economic environment is not good, LED as an environmental protection and energy-saving product has been widely recognized.” Zou Sheng, Director of Overseas Marketing, Fujian Yuluo Optoelectronics Say.

As the incandescent lamps in Europe and America are withdrawn from the market, there is still great potential for LED overseas markets to be tapped.

“Last year, the export of LED lighting products was around US$ 10,000 and maintained a rapid growth. In 2013, the export of LED indoor lighting products will continue the upward trend in 2012, while the export growth of LED outdoor lighting products will not be as high as indoor applications. "Ni Qiang, chairman of Zhejiang Hengdian Group Debon Lighting, was satisfied with the export situation last year.

In 2012, the global LED lighting replacement market began to exhibit the “incandescent ban” effect. At the same time, as LED packaging device technology continues to increase and prices continue to decline, the price difference between LED lighting products and traditional lighting products is rapidly shrinking. Although affected by the sluggish overseas economy, exports still account for the absolute proportion of indoor LED lighting products.

From the perspective of export regions, the current European and American countries are the major markets for domestic LED exports. Take Guangdong Province as an example. In 2011, the export sales of LED lamps in Guangdong exceeded 100 million yuan, of which exports to the United States and the European Union were about 22 billion yuan, accounting for about 2/3 of the export value of LED lamps in Guangdong, accounting for the total output value of LED lamps in Guangdong. 15%.

Southeast Asia, Russia become a new bright spot Due to factors such as price, cost and technology, the current domestic LED lighting market is still relatively slow.

The domestic business of lighting companies mainly sells products through engineering channels and distribution channels. At present, the proportion of engineering channels is relatively large, but the project market is limited and the demand for LED interior lighting market has not been significantly improved. Export has become the inevitable exit for many LED manufacturers.

In 2012, affected by the slowdown in the global economy, the market demand in developed countries slowed down, and the infrastructure investment in emerging markets began to turn hot, and the demand for LED products was higher. Emerging markets in Southeast Asia, Russia, and Africa have become new highlights for LED export companies.

“From the beginning of last year, orders in Southeast Asia began to increase. At present, the company is also further adjusting its export strategy. In the future, it will increase its focus on emerging markets such as Southeast Asia.” Zhuang Sheng is full of confidence in the performance of Southeast Asian markets.

Ni Qiang said that although developed markets such as Europe and the United States are still major export markets for Debon LED lighting products, the Asia-Pacific markets such as Southeast Asia, Japan and South Korea have begun to become new hot spots, and the proportion of exports is also rising.

Industry insiders who specialize in the export market have stated that in recent years, Southeast Asian countries have experienced rapid economic growth, large investment in infrastructure construction, and China and ASEAN countries have bilateral trade agreements. LED products exported to these countries can enjoy low tariffs even Zero tariff.

In Southeast Asia and other regions, Russia has the fastest growing demand for indoor lighting.

Statistics show that the local market has the largest demand for LED lamps and LED bulbs, followed by downlights. The Russian economy is gradually recovering, and local consumers are gradually strengthening their awareness of energy conservation and emission reduction. In the future, the demand for LED interior lighting will show a rapid growth trend.

At present, LED lighting projects are underway in Thailand and demand for LEDs is increasing. As long as the domestic LED companies have obtained the certificate of origin in China, LED products exported to Thailand can enjoy zero tariffs. The "Draft National Urban Development Plan for 2011-2020" announced by Vietnam shows that the national urbanization level in 2015 is expected to reach 38%, which will also become a new hope for the export of LED lighting products.

Certification, patents are the key "product certification and patent issues are the biggest problems encountered in exporting exports." Zhuang Sheng told us.

It is understood that since April 2012, there have been several notifications of technical regulations and standards issued by lamps abroad. Among them are developed markets such as Europe and the United States, as well as other emerging markets.

The G/TBT/N/EU/34 and 35 notifications issued by the European Union put forward high energy efficiency requirements for the ecological design directives for LED lamps. The European Union ERP Directive is divided into three phases, which are to be implemented on September 1, 2013 and September 1, respectively. The first phase of the LED lamp energy efficiency index (EEI) is required to reach 0.5, the second phase and the third phase LED lamps and lanterns. The energy efficiency index (EEI) is required to reach 0.2, and only after the corresponding implementation date meets the requirements of the directional light can enter the EU market.

In the same period, the United States also issued the bulletin G/TBT/N/USA/698 on LED test procedures to comply with the labeling requirements of the Energy Policy and Conservation Act (EPCA). The proposed test procedure specifies the method of measuring the lumen output, input power, and relative spectral distribution of LED lamps (to determine the correlated color temperature or CCT). In addition, the proposed test procedure specifies a method for measuring the lumen maintenance of a light emitting diode light source to predict the rated life of the LED light.

"The Mexican market had no previous requirements, but now there are two standards, one is, and the other is MO31. All of them are mandatory certifications. At the same time, the Middle East is also formulating some regulations." Nie Pengxiang, president of test and measurement, told reporters.

Sun Yong, general manager of Sun Lighting, said that for different countries, different export markets, certification is different, how to deal with the key. But overall, the core issue of exports is patents. At present, there have been many disputes over patents. Foreign customers have paid great attention to the patent issue because they have been asked by customers to “not products of this patent, and we do not use yours at all. thing".

Reversal of domestic sales is not easy In 2012, China's related industry support policies have been introduced. Despite the current planning objectives, the LED lighting industry is expected to usher in a market of “big cakes” of several hundred billion yuan in the next few years, but it is sustained by the European and American economies. Due to the downturn and the adverse impact of higher export barriers, many overseas-based LED companies have seen their overseas orders drop sharply last year. Both internal and external factors have caused these companies to turn their attention to the domestic market.

As the main destination for LED exports, the European Union, in addition to the earliest CE certification of safety, has also submitted certification requirements for electromagnetic compatibility (EMC) in recent years.

According to industry insiders, the entry barriers for products in overseas markets are constantly improving.

Zeng Guirong, deputy general manager responsible for operations and marketing of Hong Kong Management Headquarters of Yuanhui Optoelectronics, stated that at present, the entire LED lighting industry is developing and the market is expanding. "There is still much room for growth in market demand. In the past two years, the company's investment in the domestic market is also increasing."

In the past year, national and local various subsidy policies for LED lighting have also accelerated the popularity of LED. In March this year, the National Development and Reform Commission held an open tender for the "2012 Semiconductor Lighting Products Financial Subsidy Promotion Project." In May, Guangdong Province promulgated the “Guangdong Province Implementation Plan for Promoting the Use of LED Lighting Products.” According to the plan, Guangdong will popularize LED public lighting within three years. Only Guangdong Province will bring a market of 10 billion.

However, some people in the industry stated that there are still many problems in the domestic market. First of all, it is expensive and cannot be widely accepted by the people. People's understanding of LED energy-saving lamps is not comprehensive enough. In addition, due to fierce market competition, many manufacturers have excessively reduced prices and competition, resulting in a decline in product quality. This reduces the consumer's confidence in buying LED lighting products to some extent.

The distribution board's short board is placed in these LED companies that want to turn into domestic sales. To have a domestic market, we must have a wide range of channels. "The current LED lighting product chain is not long enough to fully support the store, the quality is also mixed, dealers and consumers need time to identify." Guan Yong said when the development of corporate channels. With the fierce competition in channels, the development of high-quality channel resources will become increasingly difficult.

“At present, the biggest problem with our domestic sales of LED products is the serious lack of brand recognition and channels.” A person in charge of an LED lighting company told reporters. This company mainly exports LED lamps and exports account for 90% of total sales. The person in charge said that although the income and profits of the export are still OK, but such a large domestic market does not want to give up in vain, so the company has been expanding the domestic market in the last year or two.

“The next step we will take to participate in industry exhibitions, government bidding meetings, and supplemented by advertising and other promotional means to strengthen the brand's influence, and the investment promotion of channels is now underway. We will provide some favorable conditions to attract powerful Dealers joined our channels.” When asked how to deal with the current difficulties in turning domestic sales, the responsible person is full of confidence.

The difference between domestic and foreign sales is another issue that foreign companies must face when they move to the domestic market.

"The biggest difference between domestic and foreign sales lies in the differences in the model. Products are exported, especially to the European and American markets, and the customer first pays attention to product quality and relevant standards certification, and also conducts strict examination of patent issues." Huiguang Optoelectronics Deputy General Manager Shi Yican concluded.

"For LED companies that do both domestic sales and export sales, they must closely track the changes in the standards and regulations of the places where the products are imported, design and manufacture them according to the standards and requirements of the places where the products are imported. At the same time, they will test and test domestic qualifications and regulatory research capabilities. The agency consults and understands, and cooperates with the certified laboratory to obtain certification.” Nie Pengxiang suggested.