Tang Guoqing: Facing the Problems in LED Development

Tang Guoqing, general manager of Samsung LED China, first analyzed the current Chinese economic normality at the 11th LED Forward-looking Technology and Market Seminar. He pointed out that the current Chinese economy has shifted from high-speed growth to medium- and high-speed growth, and the economic structure has been constantly optimized and upgraded, moving from technological innovation to investment drive to innovation drive. The scientists of Isamu Akasaki, Hiroshi Amano, and Shuji Nakamura won the 2014 Nobel Prize for physics for their "blue LED." The entire semiconductor lighting industry is boiling. And the phrase "If incandescent light illuminates the 20th century, then the LED will illuminate the 21st century," the heroic declaration has also spread all over the world.

General Manager Tang Guoqing talks about the development of LED industry from five aspects: "survival and development, commitment and innovation, mass and niche, substitution and transcendence, offline and online".

I. Survival and development issues

Tang Guoqing quoted the speech of the Secretary-General of China's Illumination Institute Dou Linping in October in Shenzhen. “China's LED lighting companies are about 20,000, and the lighting market has an output value of about 500 billion. After 3 years, the survival rate may be only 25%, and about 5000.” He pointed out that today LED lighting companies should first seek survival, and then seek development: "LED companies must first seek survival and then seek development. Especially small businesses should start from the subdivided areas, find their own advantages, in order to survive the competition." When Samsung's development strategy, Tang Guoqing sharply said the word "do subtraction"! That is, by doing subtraction, the development of key areas will be promoted in a more focused and focused manner.

II. Conservative and Innovation Issues

Tang Guoqing clearly pointed out that the LED filament bulb lamp is for the use of more than 130 years of incandescent lamp. He also cited the example of Philips' spin-off lighting business and pointed out that the Philips iron triangle strategy "1/3 traditional lighting, 1/3 LED lighting, 1/3 digital lighting and lighting services" is a good innovation. Through illustration, he is profound for everyone

Explained the topic of "conservation and innovation" at any stage of history. At the same time, he also pointed out that in the “New Management Manifesto” issued by Samsung’s Chairman Lee Kun Hee in 1993, Samsung’s determination to “change from me and change his wife and children” was clearly expressed. It is indeed the original declaration that has been practiced in this way. For example, Samsung introduced unpackaged LEDs to meet the needs of more current lighting fixtures.

Third, the public and minority issues

Tang Guoqing pointed out that the mass product oligopoly, niche products from the "product breakdown, division of labor, service segmentation, customer segmentation, channel segmentation" and other fields can also get their own. Some small-scale enterprises have repositioned themselves and focused on subdivided areas. They can also find their own "spring."

IV. Substitution and Transcendence

Tang Guoqing pointed out that LED bulbs, LED tubes, etc. are typical alternatives to traditional lighting. If coupled with emergency functions, they can begin to surpass the alternatives. LED provides infinite imagination for luminaire design, but its foundation is still market demand. Subdivision of lighting into smart lighting, interactive lighting, mobile lighting, emergency lighting, and flexible lighting is an alternative to and beyond performance.

V. Offline and online issues

Tang Guoqing pointed out that sales of LED lighting products have increased year by year, increasing by 6 times in FY2012 and nearly 10 times in FY2013. Lighting products accounted for more than 85% of the total lighting. The entire LED lighting industry presents a blowout trend. Traditional lighting stores, taking ancient towns as an example, currently have 47 professional lighting stores, and their total business area exceeds 3 million square meters. At the same time, today's e-commerce channels are booming, and the LED lighting companies should not only be satisfied with the traditional lighting channels, but should also make efforts to the emerging channels. He further highlighted this year's LED lighting e-commerce channel. “The market size of online lighting products in 2014 was approximately US$2.4 billion, accounting for 14.4% of all sales channels. It is estimated that by 2017, the proportion of online shopping will reach 30%. , Has become the largest sales channel. In 2014, “Double 11′′, Taobao lighting products sales of 454 million yuan, an increase of 38.88%.” The beautiful data to be corroborated. "Combining online and offline will be the future development trend." Tang Guoqing said bluntly.