Sharp Panasonic wants to join the LED lighting battle

The reporter was informed yesterday that with the promotion of the national policy for the LED lighting industry, both Sharp and Panasonic are doing preparatory work. If the two sides will launch LED lighting products in China this year, in the past two years, Toshiba, Panasonic, Sharp and other giants have entered the LED. The lighting market is expanding from Japan to overseas markets.

According to the goal of China's "Semiconductor Lighting Energy-Saving Industry Development Opinion", in 2015, the penetration rate of LED products in functional lighting, LCD backlight, landscape decoration and other markets will reach 20%, 50% and 70% respectively.

Shenyin Wanguo data shows that under the policy pull, the average gross profit margin of China's LED industry can reach 40% - 50%. The person in charge of Philips lighting industry who has been developing in China for many years said that the price of LED lighting is several times higher than the price of traditional lighting equipment. It is the development direction of the next generation of lighting technology.

LED into a new profit point for home appliance companies

Mr. Sakai, Director of Sharp Trading (China) Co., Ltd. revealed to the newspaper that the company has established a B2B special department, which is responsible for the sales of LED lighting. Now the department is doing some preparatory work, such as market research and preliminary preparations to prepare for entering the Chinese market. If it goes well, Sharp is expected to promote the business to China this year, mainly in the initial stage of commercial use.

In 2008, Sharp entered the LED lighting market with a low-cost strategy. In June 2009, the company released a brand-new LED bulb with a market price of about 4,000 yen, which is only half of the competition. It immediately set off in the market after launch. A strong shock wave forced the price of new products released by other brands to be around 3,000-4,000 yen (about 230-300 yuan).

In the Japanese market, LED lights are already Hot products. In addition to Toshiba, Panasonic, Sharp and other giants have entered the LED lighting market, Japan's major home appliances stores have opened LED lights sales area. Japan's G FK report shows that there are about 4,500 home appliance chain stores in Japan. In the third week of November 2009, LED bulb sales reached about 3,500, a 35-fold increase from the first week of July.

The LED lighting verification standard was formulated at the beginning of the year, and the government will increase the demonstration project of 10 cities and millions of LED lighting, which will double to 50 million in 50 cities. According to the plan of the Ministry of Science and Technology of China, the Ten Cities and Wanxiang plans to enter the second phase this year, from the current 21 semiconductor lighting demonstration cities to 50 cities to build 2 million LED street lights.

Officials estimate that the penetration rate of LED lighting will reach 30% in 2013. Large-scale domestic infrastructure investment such as airports and highways, as well as large-scale exhibitions and events such as the Shanghai World Expo and the Guangzhou Asian Games will drive demand for indoor and outdoor displays and LED traffic lights. In Guangdong, the “Guangdong Province LED Street Lamp Local Standards” was implemented, and the demonstration project of 100,000 LED street lights was also rapidly advanced. This all means huge business opportunities.

Lighting from zero to whole

Matsushita also revealed yesterday that Panasonic Electric will introduce LED lighting products in the Chinese market in fiscal year 2010, such as: road light series, downlight series. Among them, indoors, grille lights, downlights, etc., the price is 200-100 yuan / W. In the outdoors, it is expected that in the spring of this year, China will promote road lights at a price of 150,100 yuan / W. Decorative products such as LO GO have been promoted in China before.

It is reported that Panasonic Electric Works will strengthen the LED lighting business, LED lighting business, lighting equipment and components, and strive for sales of 35 billion yen in 2012 (25 billion yen in Japan and 10 billion yen in overseas). 100 billion yen (70 billion yen in Japan and 30 billion yen overseas).

Compared with Sharp and Panasonic, Philips is an early company that promotes LED lighting in China. Zhang Yuhua, director of the communications department of Philips Electronics China Group, said that this is a relatively new technology, and the company is conducting advanced research in the direction of the next generation technology and occupying a strategic position in the company.

According to reports, Philips began to deploy through global acquisitions and other means in 2005. At present, it has formed a complete industrial chain of extension, chip, packaging, application, etc., and has been promoted in China, both for commercial use. Last year, Philips built 80 lighting experience pavilions in China to showcase the latest LED lighting products. In addition, Philips has also entered the lighting equipment sales channel.

High technical barriers, difficult upstream advantages

It is reported that LED lighting epitaxial wafers and chips account for about 70% of the industry's profits, LED lighting packaging accounts for about 10% -20%, LED lighting applications account for about 10% -20%, but upstream technical barriers are high, China has no comparative advantage. For example, in upstream chips and epitaxial wafers, it is mainly controlled by Nichia Chemical, Toyota Synthetic, Cree, Philips and Osram of Japan, the top 5 global manufacturers in the industry, and masters most of the core patent technologies.

The improvement of the luminous efficiency of white LEDs used in LED lighting is very obvious, and it is an important means of energy saving, but the price is currently not easy. According to Philips, in general terms, it is 3-5 times more expensive than traditional lighting. In fact, a LED table lamp from Philips also has a high price of 2,000 yuan. LED lighting is different from previous lighting concepts, and it can be said that it has broken through the original industrial chain. According to the introduction, the original home lighting, light bulbs or other components can be replaced, and LED lighting is a whole concept, and the life is longer, reaching 15-20 years.

The person in charge of Matsushita Electric said that China's LED development is relatively fast, the style is fast, and the price is relatively cheap compared to overseas brands. However, the key technology of LED luminescent particles, there is no high-level manufacturer of TEP in China. Shenyin Wanguo pointed out that China's LED industry currently relies on policy support, and the average gross profit margin can reach 40%-50%. In addition, the promotion of LED application in the display field has led to various capitals rushing to invest in LED projects. Shenyin Wanguo pointed out that procurement barriers will accelerate the market concentration. In Guangdong, for example, the amount of government procurement is generally more than 100 million yuan. There are at least 50 million sales scale and sufficient cash flow capacity to withstand more than one year of deferred payment.

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