[Text / Gaogong LED Xu Chaopeng] On September 9, OSRAM's new plant in Kunshan, China, was officially put into operation. It is reported that the new factory will employ about 500 employees, mainly for the production of lighting products in the automotive and display fields.
“The operation of the new Kunshan plant will not only meet the strong demand for innovative lighting technology in the Chinese market, but will further enhance our influence in this world's largest single lighting market,†said Wu Shengbo, President and CEO of OSRAM Asia Pacific.
According to the bulletin issued by the National Bureau of Statistics, as of the end of June 2015, China's domestic car ownership has reached 163 million, an increase of 10.72% year-on-year. Such a huge automobile market also brings huge development opportunities to the automotive parts market.
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But in fact, the huge domestic market space, more than half of the market share is monopolized by foreign giants, in the face of the rapidly expanding automotive lighting market, how should domestic LED companies enter this 'blue ocean'?
"Foreign enterprise monopoly" and "high gross profit"
"The LED lamp industry chain is similar to LED lighting. It starts from the first chip, then to the device and even the module. After the lamp factory purchases the module and makes the lamp, it is finally sold to the car factory." Director Wang Gaoyang introduced.
However, from the current development status of domestically produced lamp companies, it can cover the basic lack of cross-industry chain enterprises from chips, components and modules, and more processing enterprises in the later stages. At the same time, among the domestic LED lamp companies, in addition to the Xingyu shares, which specialize in car lights, the market share of a few companies such as BYD, which produces cars independently, can be ranked in the top ten, and there are almost no other industries. In the embarrassing situation of monopolization of foreign companies.
"Take the chip end as an example. At present, the domestic car lamp market is almost completely taken over by the two giants of Osram and Philips. Moreover, the two giants are not selling chips and only selling devices." According to industry insiders, the two giants have the most The rich product line of headlights and the industrial resources that have been cooperating with the world's top car manufacturers for many years can thus achieve a “monopoly†on the global market.
The monopoly of the industry will inevitably lead to a bunch of "rich", and the difficult entry of the market segment means "high gross profit". According to the data obtained by the author, even the current domestic LED industry is involved in the field of vehicle lights. For the packaging companies, the gross profit is also amazing.
You are a domestic "package aircraft carrier" Hongli Optoelectronics, after the acquisition of the car light company in 2013 - Fo Da signal, after the field of automotive lighting. The financial report shows that the revenue and gross profit margin of Hongli Optoelectronics' automotive lighting products reached revenues of 66,818,700 yuan, 10,236,700 yuan and 536,590,800 yuan in 2013, 2014 and the first half of 2015, respectively. 44.25%, the gross profit margin for the first half of 2015 was 43.52%.
The next package of giants - Ruifeng Optoelectronics, 2012-2015 automotive application LED revenue was 7,562,800 yuan, 7,277,000 yuan, 4,701,400 yuan, 4,839,500 yuan, gross profit margin reached 54.87%, 53.66%, 45.25 %, 51.78%.
Therefore, beyond the conventional LED lighting business 4-5 times the gross profit margin, for today's mainstream LED lighting field is fighting a serious situation, it is undoubtedly a huge blue ocean. It is true that such main business is still packaged lighting enterprise data is not representative, and giants such as Osram and Philips are still not the same. However, even in this case, we can also see how beautiful the blue-blue "blue" of car lighting is now.
Why is it difficult to break through the headlights?
On July 10, the China Association of Automobile Manufacturers released data showing that in the first half of 2015, China's automobile production and sales reached 12.095 million and 11.85 million respectively, up 2.64% and 1.43% year-on-year, although it slowed down compared to 2014, but the whole The market is still in a period of steady growth. Therefore, the huge auto market and the lack of domestic LED lamp brands are inevitably a pity.
"From the current situation, we can see that the domestic LED companies lack more of the car headlights, and this is the most core and technically difficult part of the car lighting, including the headlights, and the two international giants almost divide. The whole market. While our domestic manufacturers are involved in more fields, they are mainly concentrated in other interior lighting such as signal lights, brake lights, tail lights and instrument lights," said Wang Gaoyang.
It is reported that the current LED lamp market is mainly divided into two major parts: Interior and Exterior, the so-called Interior, refers to the application part of the car interior, such as the well-known dashboard, as well as seat lights, door handle lights, reading lights, etc. Non-functional lighting, this is the "main battlefield" of domestic enterprises; and Exterior refers to the external room lighting, especially for the headlights, the LED quality requirements are higher, considering the safety, it needs to pass the car The industry's certification regulations, namely AEC-Q101, have also become an insurmountable “difficulty†for many domestic companies.
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"LED car headlights, this domestic LED enterprise penetration rate is slower. Because most of the high-power LED white light used here, the cost is high, and the requirements for light distribution are relatively complicated, so all the lamp factories The technology accumulation and R&D content required for the conversion from traditional lamps to LEDs takes time and the certification cycle is relatively long.†With many years of experience in the production of professional LED lamp components, the company has reached a patent exchange agreement with Osram. Huang Xiaoqiang, Marketing Director of China, said.
“This cake is very attractive, and there are a lot of people who are pegged to the cake, but the threshold for entry is very high. The real brand cars are very strict with suppliers on the supply system, unless there is a new car. Come out, otherwise it will not easily change suppliers for the inherent supply chain. In addition, LED companies have a deep understanding of the standards, manufacturing, and process systems of the automotive industry, as well as imperfect test equipment configuration, which also restricts LED companies. Entering this field.†Xiao Zhiyong, the sales director of BYD Lighting, which owns the auto brand, mentioned.
According to Gaogong LED, most of the manufacturers involved in the cooperation with the car factory need to sign a one-year package agreement, the risk is extremely high. At the same time, all the device products must be certified. At the beginning of the car development, the device factory and the lamp factory Participating together, often a project takes two to three years to go into production, during which time the device manufacturers are likely to have no income. Therefore, these factors may be the reason why domestic LED packaging factories are not willing to invest in the lights.
Depot reform brings opportunities
"From a global perspective, the current halogen headlights in car headlights account for about 80%, HID xenon headlamps account for about 15%, led ratio may be about two points. But LED development in the next two or three years It will be very fast. By 2020, we expect the LED headlight penetration rate to increase to 20%, the xenon headlights will shrink to 10%, and the halogen will remain at around 70%." Advanced Research Institute LED Research Institute (GGII) Advanced Analysis Teacher Li Shengfa mentioned.
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Performance comparison of three headlights
It is reported that the current configuration of LED headlights is mainly concentrated on high-end models, such as Audi R8 and A8, Mercedes-Benz CLS, BMW X6M and the new BMW 7 Series have adopted LED, at the same time, the current domestic 200,000-class car is also tentative Use LED headlights.
"Comparatively, the acceptance rate of LED headlights by domestic car manufacturers is even higher than that of foreign manufacturers. Because they cannot compete with international manufacturers in other hardware, trial LED is probably the best advertising gimmick." Industry professionals told Gaogong LED.
According to the information released by the Information Department of the China Association of Automobile Manufacturers in the first half of 2015, the top ten car manufacturers ranked the top ten car companies in terms of group sales, namely SAIC, Dongfeng, Changan, FAW, BAIC, GAC, Great Wall, Brilliance, Jianghuai, Geely, the sales of the above ten car companies accounted for 89.78% of the total market, and the market is increasingly concentrated.
“Most of the top four headlight factories are directly or indirectly joint ventures with the depots. At the beginning of the development of the depots, most of them are bundled, so other automakers have difficulty entering their supply chains. But now the trend of bundled sales has begun to weaken. After all, this business model is not conducive to free market competition, so it will give domestic domestic car manufacturers no small opportunities." Li Shengfa finally mentioned.
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