Philips low-cost to seize the Indian market, China's LED companies face challenges
In recent years, India has greatly subsidized the replacement of LED bulbs, hoping to reduce the dependence on imported energy through the LED lighting policy. India's Ministry of Electricity and Energy recently pointed out that the annual shipment of LED bulbs will reach 1 million in the second half of 2016, and will be completely replaced by LED bulbs by 2018. The overall scale is about 770 million, becoming the global LED lighting market in recent years, India. Greatly subsidize the replacement of LED bulbs, and hope to reduce the dependence on imported energy by means of LED lighting policy. India's Ministry of Electricity and Energy recently pointed out that the annual shipment of LED bulbs will reach 1 million in the second half of 2016, and will be completely replaced by LED bulbs by 2018. The overall scale will reach 770 million, becoming the first-level theater in the global LED lighting market. As a potential emerging market, the Indian market has gradually become the focus of competition for many LED companies. Recently, Philips Lighting in the Indian government's public LED bulb lamp bidding project, the price of killing tricks to participate in the bidding with a price of only 0.57 US dollars (about 3.8 yuan) 9W LED bulbs. This price is 30.8% lower than the price of the bidding product in March this year. It is foreseeable that Philips' price crackdown will intensify competition in the Indian market. Despite the surge in demand for LED lighting products in India, international lighting giants such as Philips and Osram have used price wars to seize the market, resulting in a rapid decline in the price of LED products in the Indian market. The Chinese LED companies will face tremendous competitive pressure in the Indian market. India's policy is favorable, and the LED lighting market has great potential. While the global economy is still in the doldrums, India's rapid economic growth has become a bright spot. At present, India's main lighting products are still inefficient GLS products. Under the implementation of the Indian government's efficient lighting plan and the Indian National Street Light Plan, India's LED lighting market is showing rapid growth. In 2015, the market size reached 9.24. In the US$100 million, the LED lighting market will reach US$1.14 billion in 2016, with an annual growth rate of 47.1%, and is expected to climb to US$1.715 billion in 2020. With the increasing demand in the Indian market, the Make in India concept, zero tariffs, etc., it will bring more business opportunities for lighting manufacturers. With the Indian government's intention to turn India into a lighting product export hub for East Asia and the Gulf countries, Osram, Toshiba and other international companies have already used India as a production base for the global market, so the domestic demand and external demand of the Indian LED lighting market are huge, the next two or three The annual market size will grow rapidly. For today's LED industry, although the Chinese market is a big cake, it is still necessary to open up new markets in view of overcapacity and price competition. As a potential emerging market, India has attracted many international leading manufacturers to start attacking and use it as the next production base. Not only because of the preferential tariff policy of China-India, but also because of the positive effects of its own market, Chinese LED companies are also accelerating the layout of the Indian market. China's LED companies are vying for the layout, and the export of products to India is increasing year by year. Currently, the Indian government is vigorously promoting the popularization of LED energy-saving lamps. At the beginning of this year, Prime Minister Moody's announced the promotion of LED energy-saving lamps in government office buildings, street lamps and ordinary people's families. plan. The package plan has quietly landed, which is bound to quickly increase the demand for LED lighting market. The future of LED lighting market in India is expected. India's huge market potential has attracted many lighting companies to compete for layout. Despite the aggressive price of international LED lighting manufacturers, in the eyes of OFweek Semiconductor Lighting Network, Chinese LED companies are cost-competitive and will help to seize business opportunities in the Indian market. In 2015, LED packaging faucet Mulinsen cooperated with Taiwan's LED chip faucet Jingdian to set up a joint venture in India, and successively entered the LED component supply chain of India's local winners. In addition, Foshan Lighting, Guoxing Optoelectronics, Hongli Optoelectronics and other LED manufacturers are also actively deploying the Indian LED lighting market. As the Indian lighting standard bidders must meet the requirements of revenue, capacity scale and manufacturing capacity, 50% of the procurement cases will be provided to local LED manufacturers, which is expected to drive Chinese LED manufacturers to form alliances with local Indian manufacturers or to invest in India. Today, Chinese companies are gradually opening up the Indian LED lighting market and occupying the market with a surge in export volume. According to China Customs data, China's total export growth of LED lighting products in India has been growing at a high rate in 2011-2015. In 2015, China's exports of LED lighting products in India totaled 200 million US dollars, an increase of 42.1% over the same period of 2014. And the data show that from January to December 2015, among the importing countries of India's LED lighting products, China ranked first with 75.4% of imports. From 2011 to 2015, China's total export opportunities and challenges for LED lighting products in India coexist. Enterprises must formulate corresponding strategies. The development of LED industry in India has been fully supported by the Indian government. The government has issued a series of policies to support the development of the entire industry from various dimensions. The core of these is the Indian National Street Light Project (SLNP) and the Indian High Efficiency Lighting Program (DELP), which also cover the current one-third of the local market size. In order to promote the popularization of LED lighting products, the Indian government continues to lower the price of products in the official standard, and also constantly improve the specifications of LED products, resulting in very limited profit margins for LEDs. For manufacturers, business opportunities and challenges coexist. At present, India's LED lighting market is in the early stage of growth, the local supply chain is not complete, although India has a certain number of assembly, design and manufacture of LED lighting companies, but LED chips and LED packaging are all dependent on imports, some large-scale LED lighting Enterprises even assemble their own products directly from China or buy semi-finished products from China and assemble themselves; small businesses are more dependent on imports. In the next two years, although the Indian government will continue to encourage domestic manufacturing, the situation of excessive dependence on imports of lighting products will improve, but the lack of a mid-upstream industrial chain is difficult to change in a short period of time. In the downstream lighting sector, there are a few lighting manufacturers in India with a certain scale. The Indian government strongly supports these manufacturers in terms of policies and market opportunities. In addition to local manufacturers, there are also international manufacturers such as Philips, Osram, Panasonic and other companies that have been camping for a long time. It is not easy for Chinese manufacturers to enter the local lighting market. Therefore, it is necessary to analyze the entry strategy of the local market from four aspects: strategic choice, government relationship strategy, channel strategy, product strategy, etc., and find its own positioning in order to successfully win a place in the Indian lighting market with great potential.
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