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Industrial design is the key to improving the competitiveness of LED products
The 7th Governor's Cup Industrial Design Competition Jiangmen Local League and the 3rd Wuyi Cup LED Lighting Creative Design Competition kicked off last week. This year's competition changed the theme of the previous motorcycle industry design and changed into the LED lighting special event. This change has been interpreted by industry insiders as the vane of the development of Jiangmen LED industry, reflecting the current industry-wide madness, Jiangmen wants to break through industrial design. As an emerging industry that Jiangmen has strongly supported in recent years, the green energy industry represented by LED has achieved rapid development, and the Jiangmen plate in the LED industry has initially formed in the province. Although the industry outlook is widely optimistic, the industry status is not optimistic. A series of problems such as overcapacity, serious homogenization, low-cost disorderly competition, and lack of independent innovation capability are the bottlenecks that the industry, especially SMEs, generally face. The Wuyi Cup LED Lighting Creative Design Special Series released a positive signal. The organizer said that it hopes to promote the combination of industrial design and industrial development through special competitions, explore and cultivate innovative talents in the industry, and finally promote the transformation, upgrading and development of the LED industry with industrial design as the traction. The dynamic LED industry continues to maintain 20 high-speed growth. The Jiangmen plate is still developing strongly this year. Data show that in December this year, the total industrial output value of Jiangmen LED industry reached 9.416 billion yuan, an increase of 20.3. This scale is almost equivalent to the whole year of 2009. This year and next year will be the outbreak of the development of Jiangmen LED industry. Ye Hailin, chief of the Electronic Information Section of the Municipal Economic and Information Bureau, is convinced of this view. He believes that in recent years, the public lighting industry has basically popularized LED products, and the commercial lighting and home lighting fields are accelerating development, which has brought great space for industrial development. Coupled with the government's vigorous promotion, the rapid expansion of the industry is no doubt. In 2009, Jiangmen LED output value was only 9.5 billion yuan, but in 2010 it reached 13.6 billion yuan, in 2011 it was 16.2 billion yuan, and in 2012 it was 19.2 billion yuan. Last year, the LED output value was 22.7 billion yuan, and the growth rate was 18.3. If we continue to maintain the growth rate of more than 20 in the first half of this year, the scale of the green light source industry represented by LED in the next two years is expected to exceed 50 billion yuan, according to the initial industry. Planning ideas, the LED industry as an emerging pillar industry can be achieved. However, from the perspective of the province, the LED industry in Jiangmen is still small. Last year, Guangdong's LED output value reached 281 billion yuan, and Jiangmen LED output value only accounted for the province's LED output value. Compared with neighboring developed cities such as Guangzhou and Shenzhen, Jiangmen LED industry is characterized by small scale but strong stamina. The dilemma of homogenization competition stirs up the industry pattern Although the big cake of LED industry is expanding rapidly, but for enterprises, especially many small and medium-sized enterprises, the remaining after the first taste is more and more suffering. A person in charge of small and medium-sized enterprises engaged in LED packaging in Jiangmen told reporters that three years ago, a chip could be sold for thousands of yuan, and now only three or four hundred yuan, or even lower, resulting in a sharp drop in product prices, and profits have fallen by more than half. Technology improvement makes the cost drop only on the one hand. The most distressing thing is that everyone is competing through price wars. The homogenous disorderly competition makes the industry have no money to make. Li Wei, assistant secretary-general of Jiangmen Creative Industry Association, believes that the production of LED components is becoming more and more refined. Especially in some big markets such as Zhongshan, almost any component can be bought. After the new product comes out, it will be copied soon. This started. The industry lacks standardization, intellectual property rights are difficult to protect, and small and medium-sized enterprises can't make money by plagiarizing price wars. The enterprises that independently innovate and produce their markets are also squeezed, reducing the enthusiasm of independent research and development and innovation, and the industry pattern is thus stirred. . Therefore, people in the industry have been constantly calling for the regulation of industry order in recent years. Ye Hailin admits that there is currently no clear and specific industry standard in the LED industry. The quality of the products is mixed and the market is chaotic. The future development of the company must be tested by the market. Quan Jian, president of the Guangdong Lighting Association, said earlier that many companies do not have their own core technologies and rely on the use of the doctrine to survive. These enterprises are not competitive in the market and can only be eliminated in the future. Breakthrough industry design into a breakthrough industry for enterprises to expand, enterprises to survive, industrial design will play a huge role in promoting. Yin Haosong, secretary-general of the LED Industry Association of Jiangmen City, believes that the LED industry has a certain scale as a strategic emerging industry in Jiangmen. Next, it should focus on improving product competitiveness, and the breakthrough is in industrial design. It is said that the design can increase the added value of the product by dozens or even hundreds of times, and the LED product has a very long service life. The consumer has high requirements for design, and it is very promising from the industrial design. However, compared with Shunde and other places, the industrial design basis of Jiangmen LED industry is still relatively weak. The former design resources are mostly concentrated in the motorcycle industry, and it is hoped to tilt towards the LED industry in the future. The relevant person in charge of the Jiangmen City Enterprise Association said that the enthusiasm of Jiangmen LED enterprises for industrial design is generally not high. Therefore, this year's competition has specially increased the industrial group and enterprise special group, hoping to improve the enterprise's emphasis on industrial design, and gradually form in the future. The government set up a stage and the company sang the scene. Jiangmen Junwei Lighting Co., Ltd. is a typical enterprise that breaks through industrial design transformation. The company moved from Zhongshan to Jiangmen in 2011, and changed from the original traditional lighting to the beginning of expanding LED products. With the increasingly fierce competition in the past two years, the company realized that it could not develop according to the original model, and it must be established in the industry through innovative research and development. As a result, the company has set up a special research and development department and engineering improvement department, and has invested more than 2 million yuan to focus on the improvement of the research and development process. Last year, the company's performance reached a record high, with a turnover of more than 100 million yuan. Jiang Weiming, chairman of the company, said that the LED industry is like fashion. The technology is constantly improving, and the styles are constantly being updated. It is very dangerous if it is new, and will soon be eliminated. The key to industrial design lies in talent. However, many LED design talents in Jiangmen are losing. A person in charge of a LED company in Torch Park told reporters that the company had recruited 10 designers before, and only one last month. From the level of treatment and the environment for cultivating talents, Jiangmen still lacks. Most of the design talents have gone to developed regions such as Guangzhou, Shenzhen and Shunde. I hope the government will further strengthen the platform construction and talent introduction policies. Jiangmen Industrial Design Association Industrial Economics Researcher Liang Chuang: Jiangmen LED industry should be changed from question mark to Jiangmen City Industrial Design Association industrial economics researcher Liang Chuang in the analysis of LED industry development, the industry development is basically composed of three parts, respectively, design and development, Industrial manufacturing and sales markets, but in recent years, Jiangmen's policy support has been more inclined to the industrial manufacturing process, resulting in the expansion of this link, and finally formed the status of the olive-type industrial model. However, the design, development, and sales markets are weak, resulting in insufficient development momentum for the entire industry. The Jiangmen LED industry should be changed from the question mark to the sales market and design and development. Liangchuang said that Jiangmen has missed the opportunity of the best development in the past few years. Now, facing the difficulties of the domestic market and other industries, it can no longer hesitate, but should decisively grasp the positioning and opportunity, focus on market development and enhance design and development. Link. The whole industry is like a moving train. The design and development is the front of the car. The sales market is the tail of the car. The industrial manufacturing process is the body. The design and development should be used as the driving force and the sales market as the driving force to drive the whole industry forward. He believes that the sales market should pay more attention to the international market. With the Canton Fair, the Hong Kong Lantern Festival and the Frankfurt Lighting Exhibition as the breakthrough, the Jiangmen LED brand will be promoted and the international market will be deeply rooted. In the design and development process, the industry should be positioned as LED application design innovation, take the road of differentiation, and build the Jiangmen LED innovation base. If these two links become bigger, the development momentum of the entire industry will naturally be greatly enhanced, and the development model of the industry will change from an olive type to a scientific dumbbell type.