Dr. Zhang Xiaofei: Strategy and Tactics in Deep Integration Period

From December 21st to 22nd, the 2017 High-tech LED Annual Meeting and Golden Globe Awards Ceremony hosted by Gaogong LED was held at the Baoan Dunxi International Exhibition on the theme of “The smoke is gradually eliminating the soft power and the deep integration and tapping the new opportunities”. The Grand Hotel is grandly held.

As the annual year-end event of the LED industry chain, 2017 High-tech LED Annual Meeting will once again bring together domestic and foreign business leaders, and in-depth 400+ industry elites to analyze global industry opportunities and risks, and comprehensively look forward to technology, market, capital, and structure. The trend of the trend is to seek the “decision” of China and the global LED lighting industry in the next three years.

On December 21, at the opening ceremony of “Industry Opportunities and Corporate Strategies Focusing on the Chinese Market”, which was named by Jingyuan Optoelectronics, Dr. Zhang Xiaofei, Chairman of Gaogong Consulting, published the keynote report on “Strategy and Tactics in Deep Integration Period”. . Dr. Zhang Xiaofei made a summary analysis of China's LED industry in 2017, and pointed out the strategy and tactics of LED companies in the deep integration period.

Dr. Zhang Xiaofei pointed out that the overall size of the LED industry in 2017 increased by 21% year-on-year; the concentration was significantly improved. He expects that the LED industry will continue to grow next year as the overall situation of the LED industry has been set.

Dr. Zhang Xiaofei started from the middle and lower reaches of the LED industry and analyzed the current LED industry situation and future trends.

In the upstream chip field, from Sanan Optoelectronics to Huacan Optoelectronics, Dehao Runda, Ganzhao Optoelectronics, and Jucan Optoelectronics are all investing in expansion, but all expansion companies are listed companies. Six major chip companies account for more than 60% of the market, and the third camp accounts for 34.4% of the market. Dr. Zhang Xiaofei predicted that the market share of the third camp will be reduced by half in three years.

In the middle of the package field, the polarization is obvious. Dr. Zhang Xiaofei pointed out that the polarization of the middle reaches is different from that of the upstream chip, and the middle and bottom enterprises in the packaging field are relatively tenacious. At present, the six major companies in the package only account for 20% of the market share, and the entire market presents a 20/80 upside down image. Therefore, there is still much room for improvement in the space capacity of the packaging market.

For the development strategy of the midstream packaging field, Dr. Zhang Xiaofei suggested that large enterprises should not deliberately squeeze SMEs and apply their own scale advantages to the high-end; and SMEs should not use price means to provoke large enterprises. In terms of tactics, Dr. Zhang Xiaofei hopes that big companies will focus on performance improvement, followed by actively going out and expanding into foreign markets.

In the downstream application field, the indoor lighting field has been limited, and landscape lighting has become a major lifting point. In the field of display, companies need to pay attention to the impact of OLED on the high-end market. Dr. Zhang Xiaofei expects that the application of OLED in the high-end display field will account for 30%-35% in five years, and will reach half of the market in ten years. For downstream lighting companies, Dr. Zhang Xiaofei does not recommend expanding the scale, followed by learning online and offline.

In the keynote report, Dr. Zhang Xiaofei summarized the characteristics of 2017 in the deep integration period as follows:

1. The industrial concentration is rapidly increasing and polarized; 2. The industry is stratified obviously, super strong, the first and second camps are divided, and it is difficult to surpass; 3. Large-scale expansion, leading product lines are complete, new products are exhausted; 4 Vertical integration is obvious, and leading enterprises are substantially infiltrated upstream and downstream; 5. The price war is no longer the main means, and the gross profit can no longer fall; 6. Capital operation has become the main means of operation and the main thrust behind industrial integration.

Nowadays, the LED industry has entered a stage of deep integration. How will LED companies in a special period in 2018 seize new development opportunities in special times and gain important thrust for further development? Dr. Zhang Xiaofei pointed out that the price war can no longer be the main means of competition, and enterprises need to start from various aspects to enhance their own soft power.

How to improve soft power? Dr. Zhang Xiaofei pointed out that companies can start from the aspects of capital and brand building.

In the first aspect, in terms of capital operation, enterprises can purchase and acquire high-quality resources through capital means;

The second aspect focuses on technological breakthroughs and product innovation. Enterprises themselves need to take a different approach through innovative means;

The third aspect is the innovation of business models. At present, the driving force for e-commerce and channels is not very strong, and enterprises need to continue to strengthen innovation.

The fourth aspect is to improve internal management.

In the fifth aspect, to strengthen supply chain management, Huawei can strictly study the hierarchical management of the supply chain.

In the sixth aspect, external strategies and cross-border capabilities can be enhanced through strategic alliances, global expansion strategies, and the development of new spaces.

In the seventh aspect, the company's competitiveness is enhanced through automated production.

Finally, it is to enhance brand value. Dr. Zhang Xiaofei said that when the trend of localization is strengthened or when it comes to the global market, brand value is very important.

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