Hopes and challenges in the LED lighting industry


On Tuesday, the new energy car new Tesla shares closed for the first time to stand at the $200 mark. In the past year, the stock price soared more than 400, and the news that Apple holding a large amount of cash is interested in the acquisition is a successful rise. The ground flew into the sky. According to the take-off process of the aircraft, the first step is to complete the take-off preparation, then slide to the designated position and drive forward with full force until the lifting force is greater than the gravity of the aircraft. Tesla apparently completed a gorgeous turn from skid preparation to leap in the field of new energy vehicles. This is an inspiring hope for the LED industry that is still striving to slide, and it also highlights the unavoidable challenges. .

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One of the hopes: the innovation model can go beyond the traditional model. The semiconductor lighting industry and the new energy automobile industry all face similar challenges, that is, how to pass the innovation of their own technology in the case that traditional technology products and traditional industries still dominate. And model innovation to achieve disruptive changes in the industry. There is nothing incomprehensible in theory, but it is not easy to achieve it in practice. It is difficult to eliminate people's doubts and concerns before actual success stories emerge. Tesla's successful rise proves that the Internet's thinking can make cars, the Silicon Valley model can also make cars, and it can create more than just cars, completely transcending Detroit's thinking and patterns. Semiconductor lighting can also boldly use its own thinking and its own model to innovate new applications of traditional lighting and beyond lighting.
The second hope: technology products are not inferior to tradition and beyond traditional emerging industries. In the demonstration of their superiority, they generally have to meet two points: First, the functions and effects of traditional products can be realized; Second, they have the functions and effects that go beyond the traditional update. . Tesla has not only realized the needs of traditional cars for 100-meter acceleration, mileage, and aesthetics, but also creatively omitted the engine and gearbox, simplifying and improving the driving experience. The semiconductor lighting industry is full of confidence in this, and there are many opportunities. It only needs to turn the design into reality.
Hope III: Domestic innovative leading enterprises are waiting for a situation. Even if the capital giant such as Goldman Sachs sings many times, Tesla is still skyrocketing. Once it becomes a leading company in the industry, it will be difficult for future generations to surpass it, just like the domestic Internet giant Tencent and Like Alibaba. Although China's semiconductor lighting industry is star-studded, the throne of domestic leading companies is still vacant, which means that every innovative enterprise has the opportunity to become a giant, without worrying too much about its own achievements, being swept away by the giants in the industry.
Of course, the success of an emerging industry does not guarantee that another emerging industry will succeed. The semiconductor lighting industry has to face leapfrogging and face many major challenges:
One of the challenges: thinking and model innovation: has been working hard, there is no cloud beyond the "Compendium of Materia Medica": so the brain disabled have no medicine. Insufficient funds and technical bottlenecks are not the primary challenges of the semiconductor lighting industry. The rigidity of thinking and the lack of imagination are fatal injuries. Even if the tribes in the African Omo River import large-scale high-end equipment such as the enterprise number, they will only drive it in the universe to fight for fishing; the mine manager of the Shanxi small coal mine, even if transferred to the infinite circulation road No. 1 The CEO will only focus on how to extend the labor time of workers to increase production. The speed and depth of technological innovation in semiconductor lighting has never been doubtful, but innovations in thinking and patterns have yet to show off the transcendence of people's eyes.
Challenge 2: The overall marketing penetration rate of the industry is low: LED is so good, does your family know?
There are two necessary factors for doing work in physics: the force acting on the object and the distance the object passes in the direction of the force. The effect of marketing is not directly related to how much effort is put into it. If you don't expand your influence, it's like taking a lot of effort to push a box for a long time, but the box doesn't move too much and has little effect. Energy-saving lamps are installed in the kitchens of the peasant women in the remote mountain villages of western China. Few residents of the big cities in the north and south of the city can distinguish between LED lights and compact fluorescent lamps. Even more, even semiconductor lighting and semiconductor radios are indistinguishable. Industry subversive must achieve full marketing penetration in terms of cognition. Tesla's sports car makes full use of the powerful media effect of entertainment stars. Tesla's boss himself also guest starred in the role of the movie "Iron Man" and was called For the real version of Iron Man. There are few domestic entertainment circles and LED intersections, and there are many negative news. How to make more public awareness is another big challenge for the semiconductor lighting industry.
The third challenge: the international giants have deep roots and two boats. Although there are more than 6,000 LED companies in China, there are more than 20 listed companies. In 2013, the output value of more than 250 billion yuan was only 50 billion more than the revenue of the Philips family. In addition, Samsung, GE and other international giants have been in the Chinese market for many years, and the two boats of traditional lighting and semiconductor lighting have their own advantages in capital, technology, intellectual property, talents, channels, brands and management levels. Strong advantage. Tesla has successfully placed himself on the top of the Mercedes-Benz S-Class, the BMW 7 Series and the Audi A8. It is still difficult for Chinese semiconductor lighting companies to compete with international giants, and they cannot always support themselves with the bottle of policy support and relatively low-priced alcohol to support themselves and grow stronger.
Of course, the international giants are not invincible myths. The collapse of the international giant Nokia in the mobile phone industry is also a matter of minutes. The rise of Xiaomi is also a living example. The future of the semiconductor lighting industry is bright or dark, and the key depends on the results of the industry's own efforts.

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