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Tokyo is an international metropolis, but the LightingJapan 2014 (hereinafter referred to as the Japan Lighting Exhibition) held here makes people feel that Japan is becoming more and more closed. In order to monopolize the Japanese market, Japan's major traditional lighting giants are using a common standard, patent licensing, etc., and are building a threshold for a few players to enter. In order to gain space for survival, a large number of small and medium-sized enterprises in Japan, which are starting with LEDs, are also striving to explore new ways of combat, and strive to gain a chance from the opportunity of re-adjusting the lighting industry brought by LED in the past 100 years. It is not easy for European, American and Chinese companies to do in the Japanese market under the strong xenophobic attitude of Japanese companies.
Traditional large enterprises: Inner ridges and external expansion In the past, the Japanese lighting market has been monopolized by the five traditional lighting giants of Panasonic, Sharp and Toshiba. Due to the profitability of the original lighting products, they did not make great efforts at the beginning. But around 2010, with the rapid development of LEDs and the pressure of government energy conservation, they began to make up their minds to turn to LEDs. In order to quickly stand firm in this new field, these big manufacturers came directly to launch a price war and quickly put the protagonist The lighting market has pulled back the original pattern.
At the same time, under the impetus of several major companies, the Japan Electric Ball Industry Association (JELMA) developed a straight tube type LED lamp system with an L-shaped lamp head for a straight tube type LED lamp using an LED light source on October 8, 2010. (General Lighting) (JEL801: 2010) standard, and promote the Japanese government to list JEL801:2010 as a national specification. It is claimed to promote the popularity of LEDs. In fact, it excludes other competitors and sets a threshold for other foreign companies including Philips to prevent the Japanese market from being quickly occupied by other companies.
In fact, in the field of LED chips, Japan is more exclusive. Nichia and Toyota Synthetic, with its own patented technology, firmly control the entire Japanese market. Except for Seoul Semiconductor, which has patented technology, other corporate chips are hard to receive green. CREE has almost no market in Japan. Although CREE and Samsung's top executives appeared at the opening ceremony of LightingJapan every year, they were all invited to buy Japanese equipment, and they didn't even have a booth. Not long ago, it was reported that Samsung had completely withdrawn from the Japanese home appliance market. This shows that the Japanese market is indeed a difficult bone.
However, the Japanese market is limited after all, unable to meet the development needs of large enterprises, and going out is the goal of large enterprises. At present, the main trading areas of the Japanese lighting market are Asia. The top four importing countries are China, Germany, the United States and South Korea. The import share of each country is 33.1, 13.9, 7.6 and 7.1 respectively. Observe the lighting products of these four countries. In the case of changes in the market share of Japanese imports, the mainland China's lighting import market share in Japan is 33.1. Panasonic's global lighting market strategy is to develop high-quality products in Japan, to produce in its own factories in China and India, and to sell in Asian countries. Panasonic attaches great importance to China's market opportunities and plans to increase the LED proportion of Panasonic's lighting business to over 60 in the next two years.
Toshiba's overseas layout of LED lighting is different from Matsushita's strategy of attaching importance to the Chinese mainland market. It is mainly based on the European and American markets. It not only establishes a European strategic base in Germany, but also cooperates with the Louvre Museum in France to provide Louvre LED lighting and Setting up services, Toshiba expects LED lighting overseas sales to reach 30% in 2015.
In addition to Panasonic, Toshiba, Sharp and other large factories, second-tier manufacturers also have plans to develop overseas. For example, Koizumi Lighting has sales bases in Hong Kong, Shanghai, Shenzhen and other places, and will also develop lighting markets in other parts of Asia in the future.
However, as Japanese companies have always been relatively closed, there have been no Japanese lighting manufacturers that have successfully gone overseas. Even if we set up factories abroad, we mainly focus on sales and services, and we have not formed in-depth cooperation with local enterprises. Philips and GM are more open, and local companies are not only cooperating with the supply and demand of products, but also localizing in R&D, and localizing them as part of globalization. Without real localization, Japanese lighting manufacturers may find it difficult to participate in markets outside Japan.
SMEs: Joint and differentiated Japanese SMEs account for 99% of the total number of enterprises. In the process of rapid economic development and leaping into a world economic power, SMEs have played a huge role in tenacious market penetration and flexible economic strategies. effect. Due to its small size, large quantity and rapid growth, small and medium-sized enterprises are not only the right assistants for large enterprises, but also the main force of innovation.
There are many LED SMEs in Japan, and there are more than 700 companies that have officially become the Japan LED Light Source Development Association. Under the rapid transformation of large enterprises, these small and medium-sized enterprises also felt tremendous pressure to survive. 