[Text|High-tech LED reporter Wang Cairong] For the international packaging giants who have been deploying the Chinese market for many years, the rapid growth of demand in the terminal market has made it the biggest beneficiary of the “Branch Cakeâ€.
Relevant statistics show that in 2013, the international LED packaging manufacturers' total revenue in the Chinese market was 2 billion US dollars, with an annual growth rate of 40%, mainly due to the patent advantage and benefiting from the rise of the lighting market.
At the same time, however, as domestic packaging manufacturers continue to improve in terms of technology and capacity, and the prices of Korean manufacturers continue to decline, the pressure on international packaging giants is increasing. In order to maximize market competitiveness, it began to focus on the Chinese market with a focus on new technologies, integrated product line layout and cost control.
Philips Lumileds is the fastest in response to technical layout and product strategy adjustments. Emmanuel Dieppedalle, vice president of worldwide sales and marketing for Philips Lumileds, recently stated clearly that in the future, Philips Lumileds will continue to maintain its leading position in the high-power field, using its rich technical reserves; on the other hand, from the early focus on high-power LED products The combination turned into a comprehensive LED category coverage.
It is understood that Philips Lumileds has formed a comprehensive product line including high power, medium power, low power, array (including COB), and color LED package products.
In fact, with the rapid increase in the penetration rate of LED lighting, the lighting application market is gradually becoming more complex and diversified, and it is particularly important to optimize LEDs to meet the needs of different lighting applications. In this environment, who can launch a comprehensive and complete product line to match various lighting needs, who can stabilize the market's commanding heights.
However, it is an indisputable fact that the rapid decline in the price of packaged devices in recent years has also led to the pressure on the high-end market, such as Philips Lumileds, Osram and Cree, especially the Korean manufacturers led by Seoul Semiconductor and Samsung LED. Has already brought a greater threat to its existing market share.
Among them, Osram is the first to bear the brunt. In the past quite a long time. Osram has been ranked as the world's second-largest player in the LED industry, but ranked by the latest global LED company revenue data, the relevant statistics show that OSRAM has retired to fourth place.
The original reason is undoubtedly that Osram has always had strategic mistakes in the high-growth Chinese LED lighting market. Despite its high-efficiency, tens of thousands of hours of low light decay and other patents, the patents have been escorted, but the high price has made it more difficult to compete in the fierce competition in the general lighting market in the past two years.
"Unsatisfactory cost control has always been one of the important factors for OSRAM's failure in the Chinese market." An agent in the Shenzhen area told the "High-tech LED" reporter that the price of Cree's high-power devices has dropped very fast since the first half of the year. In comparison, the price of Osram declined less.
On May 21, 2014, the OSRAM Wuxi plant with a total investment of 250 million euros was officially put into operation, which is the third largest Osram plant in the world. Osram's move is obviously to reduce the production cost of LED device products by establishing a local chemical plant. However, some people in the industry question whether the cost of Osram can be reduced after the completion of the OSRAM Wuxi plant.
Compared to OSRAM, Philips Lumileds' cost optimization strategy is more inclined to seek OEM cooperation. A person close to Philips Lumileds said that Philips Lumileds is more willing to look for a foundry in terms of cost control. After all, as a strong foreign company, orders and payments are very stable. As long as the profits are acceptable, there are countless companies willing to work for them.
“The support of LED lighting technology and products in the Chinese market has driven the development of the global LED lighting market.†Shao Jiaping, general manager and technical director of Career China, described the status of the Chinese market. Sharp global market sales of nearly 30%.
It is not difficult to see that whether it is to speed up the product line layout, strengthen the localization strategy, and strengthen cost control, the competition among international giants in the Chinese LED market will become increasingly fierce. Currently, global LE D packaging manufacturers are struggling to accelerate the market. .
Relevant statistics show that in 2013, the international LED packaging manufacturers' total revenue in the Chinese market was 2 billion US dollars, with an annual growth rate of 40%, mainly due to the patent advantage and benefiting from the rise of the lighting market.
At the same time, however, as domestic packaging manufacturers continue to improve in terms of technology and capacity, and the prices of Korean manufacturers continue to decline, the pressure on international packaging giants is increasing. In order to maximize market competitiveness, it began to focus on the Chinese market with a focus on new technologies, integrated product line layout and cost control.
Philips Lumileds is the fastest in response to technical layout and product strategy adjustments. Emmanuel Dieppedalle, vice president of worldwide sales and marketing for Philips Lumileds, recently stated clearly that in the future, Philips Lumileds will continue to maintain its leading position in the high-power field, using its rich technical reserves; on the other hand, from the early focus on high-power LED products The combination turned into a comprehensive LED category coverage.
It is understood that Philips Lumileds has formed a comprehensive product line including high power, medium power, low power, array (including COB), and color LED package products.
In fact, with the rapid increase in the penetration rate of LED lighting, the lighting application market is gradually becoming more complex and diversified, and it is particularly important to optimize LEDs to meet the needs of different lighting applications. In this environment, who can launch a comprehensive and complete product line to match various lighting needs, who can stabilize the market's commanding heights.
However, it is an indisputable fact that the rapid decline in the price of packaged devices in recent years has also led to the pressure on the high-end market, such as Philips Lumileds, Osram and Cree, especially the Korean manufacturers led by Seoul Semiconductor and Samsung LED. Has already brought a greater threat to its existing market share.
Among them, Osram is the first to bear the brunt. In the past quite a long time. Osram has been ranked as the world's second-largest player in the LED industry, but ranked by the latest global LED company revenue data, the relevant statistics show that OSRAM has retired to fourth place.
The original reason is undoubtedly that Osram has always had strategic mistakes in the high-growth Chinese LED lighting market. Despite its high-efficiency, tens of thousands of hours of low light decay and other patents, the patents have been escorted, but the high price has made it more difficult to compete in the fierce competition in the general lighting market in the past two years.
"Unsatisfactory cost control has always been one of the important factors for OSRAM's failure in the Chinese market." An agent in the Shenzhen area told the "High-tech LED" reporter that the price of Cree's high-power devices has dropped very fast since the first half of the year. In comparison, the price of Osram declined less.
On May 21, 2014, the OSRAM Wuxi plant with a total investment of 250 million euros was officially put into operation, which is the third largest Osram plant in the world. Osram's move is obviously to reduce the production cost of LED device products by establishing a local chemical plant. However, some people in the industry question whether the cost of Osram can be reduced after the completion of the OSRAM Wuxi plant.
Compared to OSRAM, Philips Lumileds' cost optimization strategy is more inclined to seek OEM cooperation. A person close to Philips Lumileds said that Philips Lumileds is more willing to look for a foundry in terms of cost control. After all, as a strong foreign company, orders and payments are very stable. As long as the profits are acceptable, there are countless companies willing to work for them.
“The support of LED lighting technology and products in the Chinese market has driven the development of the global LED lighting market.†Shao Jiaping, general manager and technical director of Career China, described the status of the Chinese market. Sharp global market sales of nearly 30%.
It is not difficult to see that whether it is to speed up the product line layout, strengthen the localization strategy, and strengthen cost control, the competition among international giants in the Chinese LED market will become increasingly fierce. Currently, global LE D packaging manufacturers are struggling to accelerate the market. .
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