LED industry in the last three years of gold development period how to play?

Previous studies have said, in 2015 Chinese LED lighting industry into the last three years of the golden period of development". Yet strangely, LED lighting market did not show explosive growth, but into a more intense fighting stage, in which a single product price fight is particularly prominent. The ideal is full, the reality is very skinny." In the downward pressure on the economy and the bad price competition, the majority of LED lighting manufacturers increasingly difficult days. Conservative estimates, more than 70% of the lighting enterprises are facing difficulties in survival. At present, in quantity or size of lighting manufacturers price "puzzle, we must clarify the question: after the" price change "in the end is not the passive defense to active attack strategy or time in space? As it relates to a more important question: "what is the future volume" a dose of poison or a poison, should to cling to? The store cold electricity growth slowed for 2015, LED lighting industry is to replace the tide outbreak period. However, for the physical channel, in the economic downturn, the environment downturn, continued weakness in the real estate needs of the premise, the end of the market is relatively weak lighting. Recently, a number of LED dealers complained to reporters this time business is not good, the number of customers come to buy Lamps no signs of rising. According to the reporter visited the survey, many retail sales fell 30%, while, due to price war and other reasons, the actual reduction of its profits by 50%. About lamps sales in the first half of this year, Shenzhen Buji Meikailong OPPLE lighting agent Mr. Chen said, affected by the impact of the electricity supplier, the real estate industry downturn and the entire lighting industry downturn, sales fell by about 40% over the same period last year. In particular, a serious decline in home improvement performance, although the performance of the project better, but not as good as before. Another agent Jiamei lighting Lighting City Miss Xie also said that with the popularity of LED lighting, becoming more and more, but still under the impact of the electricity supplier, first half sales fell by about 30%. "In the past, on the market a few days off is uncommon, but now it has become the norm, 2015 has been a half of the lighting market is very bleak." Guizhou Anson lighting general manager Liu Qian said, in addition to the economic downturn, the industry immature stability brings the very big fluctuation to LED lighting, lighting market fighting has intensified, the new business model has not been formed, the scale effect will make small and medium businesses have become more and more difficult. Many dealers clear store sales difficult, an important reason is the impact of the electricity supplier. Obviously, with 80, 90 after the gradual transfer of consumer purchases to the network, the network channel sales growth rate higher than the store. However, according to the first half of this year, Taobao index shows that LED lighting sales growth slowed. To source products as an example, the 2015 year after the platform hits, search volume and collection volume were lower than the year ago, also showing a declining trend from the trend. From the actual volume point of view, LED single lamp to 47.58% in the first place, LED lights with a total of 21.57%, accounting for the proportion of turnover in fell by more than 0.57%, respectively, and the chain growth rate of $19.09%. At the same time, the core product lighting industry, the overall performance of the lamp suction eye popping, the turnover ratio reached 36.39%, the chain fell sharply, a decline of up to 26.45%. Even so, the electricity supplier is still the future development trend of LED channels. Continued intense competition profit margins are compressed in recent years, the broad prospects of LED lighting industry to attract foreign manufacturers to pour in, led LED lighting manufacturers rise, just a few years time has reached tens of thousands of giant. Obviously, manufacturers are far faster than the expansion of the expansion of the market, so the LED lighting industry increasingly fierce competition, manufacturers profit less and less, resulting in the embarrassing situation of LED lighting manufacturers profit is difficult. At present, the level of domestic market which has more than 4 thousand big and small lighting brands, the degree of competition is self-evident. Especially the problem of brands. First-tier cities are gradually exposed, because the brand has become the critical saturation point, the intense competition for lighting brands, the development of space more and more small, brand management costs increasing, low profits. In Shenzhen lighting market as an example, a building materials market, lighting the city a total of 40, distributed in various regions, more intensive, covering almost all the mainstream brands in the industry, competition intensified. As the domestic real estate development is one of the earliest city, Shenzhen real estate development is gradually saturated, affected by the annual decorative building materials market in the doldrums, especially the lighting industry, in the absence of LED, the standard price chaos, is bleak. In the face of the market downturn, many enterprises also feel the pressure. This year, the lighting market competition is fierce, the manufacturers have joined the price war, in order to compete for greater market share. In this context, the first half of 2015 compared with the same period last year, lighting business, operating more difficult." Linyi Shilin lighting chairman Liu Mingxian said, on the one hand, the lighting industry competitive pressures, lighting manufacturers more and more small living space; on the other hand, the lighting industry reshuffle intensified. This kind of competition pressure behaved most incisive in terms of price. Among them, LED bulb lamp and LED lamp is caught in the vortex price. Under the influence of price transparency, the price of lighting brand driven by PHILPS amazing. According to the reporter recently visited the survey, on the 3W LE