EU LED Market: domestic brands prominent polarization serious

Our country is more similar to the EU LED lighting products export brand and enterprise structure and export to the United States, the concentration is higher, the breakthrough of supply chain manufacturers and international manufacturers of small and medium-sized enterprises of unlicensed manufacturers serious polarization.

Export orders are small and scattered

From the enterprise point of view, China's exports to the EU's concentration is lower than the United states. According to CSA Research analysis statistics, the first quarter of 2015, China's exports to the EU a total of 2613 companies, of which top30 export enterprises total exports accounted for the overall level of 35.2%, compared with the 2013 quarter of first percentage points.

In addition, the proportion of foreign-funded enterprises accounted for, while the export of small and medium enterprises orders small and scattered. The first quarter of 2015, China's exports to the EU enterprises, foreign-funded enterprises accounted for about 302, 22.2% overall, the proportion of 16% compared to the first quarter of 2014 increased by 6.2 percentage points; exports to Europe due to a more decentralized structure, so the order is scattered, the first quarter of 2015 China's exports to Europe a total of 41291 single, left and right average amount of $11 thousand and 100, the largest order for $700 thousand, the amount of 91% orders were less than 30 thousand dollars.

The number of private enterprises reached 2183, accounting for about 83% of the total number of EU exports, exports amounted to about $1 billion 440 million, accounting for about 67% of the total exports of the EU, the private sector is still the main export enterprises in the eu.

The vast majority are unlicensed products

From the data, 2011, 2012, 2013, 2014, China's exports to the EU are respectively 61%, 42%, 36% and 39% of the products did not indicate the brand information (hereinafter referred to as the default, excluding these samples, to indicate the brand information orders referred to as non default). At the same time, 2011, 2012, 2013 and 2014 clearly marked "no brand" products accounted for the proportion of total exports were 24%, 30%, 25% and 25%, the two together accounted for 2011, 2012, 2013, the overall exports 85%, 72%, 61% and 64%.

The first quarter of 2015, China's exports to the EU products, about $200 million of products does not indicate the product brand information, and clearly indicate the unlicensed products of around $110 million, the combined mean of $310 million, or about 68% of the products are unlicensed, compared to the first quarter of 2014 accounted for an increase of 6 percentage points. This shows that China's exports to the EU brand does not show the situation is still significant, the majority of export enterprises brand awareness is still relatively weak.

The proportion of independent brand exports began to rise

The first quarter of 2015, top30 brand exports of about $100 million, accounting for about 81% of brand products, the concentration of the in the second quarter of 2014 decreased by about 8 percentage points. From the point of view of China in the past three years, exports to the EU's top20 brand distribution on the one hand, the international famous brand has become the main buyers, IKEA, PHILPS, MEGAMAN, OSRAM, ELITE, LEXMAN, Samsung, SYLVANIA etc. have been purchasing large. On the other hand, compared to the U.S. market, China's domestic brands and Taiwan brand performance in the EU market is more prominent, AURORA, CIVILIGHT, NVC, Blue King all into export brand list.

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