As we all know, the LED lighting industry has entered the era of low profit. As the end market advocates high cost performance, downstream application manufacturers have infiltrated this concept into all aspects of the supply chain, preferring to choose lower-priced power products. Therefore, power products are also unable to escape the vortex of price competition, and industry profits are rapidly declining. For a time, the integration and acquisition of the power industry has intensified, and its market has also been impacted by “de-energized†products, and industry competition continues to intensify. In the future, how will power companies transform into a dilemma in the Red Sea? How to highlight price competition and seek more market share and profits? Rapid increase in price pressure 2015 is a very difficult year for most LED operators. As one of the core components of LED products, the driving power supply has always occupied a large proportion in the cost structure of LED lamps. According to relevant data, the cost ratio of power accessories in general-purpose lamps has been increased to 10%-20%, and the cost of non-universal lamps is as high as 20%-30%. With the gradual decline in the price of LED lamp beads and whole lamps, the high cost of power supply has been further amplified. Many LED application companies have adopted lower-cost power solutions under price pressure. In the face of the change of market winds, power supply manufacturers only see the wind and rudder, relying on low-cost power solutions in exchange for price advantages, to attract customers to purchase. As technology continues to advance and the market matures, the price of LED power supply is naturally declining, basically falling at a level of 20% per year, and now reaching 0.5 yuan/W. In such a market environment, if a power supply is to achieve greater sales, there is actually a lot of pressure on the cost. In order to reduce costs, power companies can rack their brains, either by reducing the number of components, or by introducing a two-panel to single-panel form. If it is purely cost-reducing, whether the quality can be guaranteed can be imagined. In most cases, the decline in product prices and the control of product quality form a vicious circle, prompting the industry's dilemma to become more prominent. At the same time, the growth rate of LED drive power market demand has also slowed down. According to relevant research, the LED indoor drive power market in 2015 was 14.59 billion yuan, a 39% increase from 2014. However, the growth rate was 15 percentage points lower than that in 2014. The outdoor LED drive power segment has a market size of 2015. 1.45 billion yuan, an increase of 22% compared with 2014, the growth rate is down 10 percentage points from 2014. To a certain extent, this has made the market competition in the LED power industry more intense. Liao Yuzhu, general manager of Leading Semiconductor, bluntly said that in addition to several brand companies, more than 90% of power companies in 2015 should be very tormented. Li Bin, vice president of sales for Mingwei Power China, believes that the power supply market will be transformed from commercial to civilian use, and the cost will be further compressed. As a major accessory, power products have to face the cost pressure. At the same time, the intelligent market layout and low-cost design of overseas power supply manufacturers have forced domestic power companies to cope with this change. Nowadays, most enterprises in the domestic market have seized the market by price reduction. The industry generally lacks brand effect, and enterprises lack core competitive advantages. Cost-effective and segmentation Nowadays, LED lighting has become a trend that is difficult to reverse. Lighting manufacturers will continue to look for lower cost solutions, in addition to LED light sources, drive power and other components to reduce overall system cost. As the lighting market is further concentrated to leading companies, cost-effectiveness will become the foothold of LED drive power companies. High cost performance, LED power supply must first ensure quality, only stable quality can achieve a stable market. According to industry insiders, only two companies will survive in the future, one with strong financial support and the other with technology to control quality. To reduce power costs, companies must optimize the power supply structure for optimal power drive configuration. On the one hand, we can start from the technical process and optimize the structural design. On the other hand, we can start with the procurement of raw materials and choose a cost-effective supplier. Under the premise of ensuring quality, scale will become the only way to improve the cost performance of LED power supply. Zhang Huajian, vice president of Infineon Electronics, said: "Automated applications, scaled production, can guarantee quality and reduce costs." The premise of automation is standardization. This is why the LED driver power industry has always hoped to solve the problem of standardization to increase market share and enhance product competitiveness. However, in addition to bulbs, lamps and other circulating products, downstream lighting manufacturers have taken a differentiated route, and the requirements for power supply are moving toward individuality and customization, making it difficult to standardize power supplies. At the same time, continuous innovation and improvement can also enable products to maintain differentiation and long-term competitive advantages in the industry. For small and medium-sized enterprises, in the face of companies such as Ming Wei and Mao Shuo that already have a certain scale, they cannot compete with them in terms of scale, capital, and talents. Focusing on the segmentation area is the way to survive for SMEs. For example, the “de-energization†that has been fired before, although it faces the problem of not being able to apply to high-power products, it is beneficial to cost control and can be fully applied to small and medium-sized commercial lighting and home lighting products. At present, the competition in the driving field has been fierce. In addition to the lack of industry standards, the whole industry is chaotic. The big-name driving companies have established certain brand influences in the industry. Whether it is current or future, the sub-sectors are many small and medium-sized LEDs. Driving a company to avoid a good place in the market Red Sea. Intelligent lighting will drive the rapid development of power supplies. The power supply is the core component of the intelligent lighting system that accepts the control and drive of information commands. With the increasing demand for intelligent control, dimming and color adjustment, and the rise of high-voltage LED technology, the drive control scheme for the entire smart home system is considered to be the new growth pole of the power supply. With the development of the industry, the application of LED will be more extensive, more customized products will emerge in the future, and many subdivision applications are waiting for the enterprise to open up. Deeply plow the subdivision of the field, do a special job, the enterprise can also get a good space for survival and development. Brand power will dominate the market LED lighting, especially LED street lighting companies in the selection of LED power brands, first of all, Ming Wei, Mao Shuo, Philips, Osram, Zhongheng Paiwei and other domestic and foreign first-line brand power, because they have better quality, higher reliability It is favored by lighting companies for its sexuality and stability, and has become a priority for lighting companies. The heads of Jiangsu Shifu Optoelectronics, Hangzhou Huapu Yongming and many other companies told reporters that the power supply used by their company, especially high-power lighting products, is a first-line brand at home and abroad. Because the brand manufacturers have more quality assurance, word of mouth is better, and after-sales service is also done very well, regardless of credibility and added value, the company is willing to choose brand power. On the one hand, downstream application vendors favor brand power supplies, and on the other hand, the status of LED driver power brands in mainland China is not optimistic. Up to now, there are more than 400 LED drive power companies with a certain scale in China, but less than 10% of enterprises with real brand influence. In the context of the gradual loss of advantages in the domestic manufacturing industry, the LED drive power industry must then consider shaping brand demand. The establishment of a brand depends on the unique brand positioning that the company makes. Because the LED driver power supply models are various, if a company does all the work, on the one hand, the enterprise can not cope with it, on the other hand, the customer may not be able to accept it. Power companies are positioned in a certain segment and strengthen marketing, or can form a relatively strong brand. Such as Maoshuo positioning the first brand of high-power LED; Infineon clearly follows the technical route, constantly improving the power supply performance, improving efficiency, improving reliability, and combining technology advantages with the market to carry out targeted and directional research and development. At the same time, quality and service are the core of building a brand. LED drive power companies must stand out from the price-competitive Red Sea and grow stronger. They must take the road of brand management and turn to value shaping. The depth and breadth of brand building is an important weight for enterprises to seize market share. Smart Watches Smart Watches everyone enjoys luck , http://www.eeluckwatch.com
The low price of the terminal market has caused the price of the drive power product to drop to some extent. In the first three quarters of 2015, the domestic overall driving power supply market price decreased by 25% compared with the same period of 2014, and the annual sales decreased by about 30%. Li Jinhong, general manager of Kegu Power, said that some customers have clearly stated that they need suppliers that can achieve the best price, because the lighting model of the lighting manufacturers has turned to pricing according to market demand, and is ready for the shopping market. 