Recently, Shenzhen Jin Luming signed a strategic cooperation agreement with Sharp Japan. According to the agreement, in the future, LED lighting products exported to the Japanese market by Jin Luming will use Sharp's chips. This is another LED lighting company in China that has entered the Japanese market through cooperation with Japanese chip companies.
Since the earthquake in Japan, more and more domestic LED lighting companies have entered the Japanese lighting market through Japanese chip makers such as Nichia, Sharp, Toyota Synthetic, and Showa Denko through the purchase of chips or strategic cooperation.
According to relevant statistics in Japan, the sales volume of LED bulbs in the Japanese market has risen to 31 million in 2011, a figure that is nearly 40% higher than expected at the beginning of last year. In addition, various major home appliance stores in Japan have also opened up LED lights sales area.
The rapid growth of market demand in recent years has made the Japanese market one of the important targets for Chinese LED lighting manufacturers to compete in overseas markets.
According to a domestic manufacturer ready to enter the Japanese market, LED patents are a threshold, and the standard is a pass. As long as these two obstacles are overcome, they can successfully enter the Japanese market. However, the Japanese market is not as good as the company imagined, not only subject to patent restrictions, but also standards and strong competition from Japanese companies.
At the same time, the market entry barrier for Japanese LED lighting products is constantly improving. Recently, the Ministry of Economy, Trade and Industry issued an announcement. From July 1, 2012, LED bulbs and LED lamps that have entered the Japanese market must pass PSE certification. This has added another spell to the LED lighting products exported to the Japanese market.
A manufacturer who has just obtained EPS certification revealed to Gaogong LED that EPS certification not only requires strict inspection of product quality and production process, but also requires suppliers to audit every quarter.
Some LED companies that are not well managed by the factory, even if the product quality can pass the PSE certification, but the factory conditions can not pass the PSE certification. Pang Guiwei, general manager of Tongpu Technology, said.
However, Japan’s JET lighting division executive Watanabe Watanabe has different views. He told Gaogong LED that more and more Chinese products have entered the Japanese market after the March earthquake. However, in actual testing, many LED bulbs produced in China do not have the longevity of the advertised power supply. The overheating damage of the driving power supply is one of the most common problems.
Watanabe Yasuo also said that more than 50 of China's LED lighting products currently exported to Japan do not meet the requirements, mainly because Chinese manufacturers are not familiar with Japanese related product standards.
At the same time, Chinese export companies are also facing the challenges of local Japanese lighting manufacturers.
Matsushita Electric Works (Panasonic), Japan's largest LED lighting manufacturer, decided to carry out a major organizational transformation this year to merge downstream Panasonic Lighting and the current lighting division of Matsushita Electric into a lighting business group. Matsushita Electric Works said that after the reorganization, it will strive to achieve 35 billion yen in sales in 2012, including 25 billion yen in Japan and 10 billion yen overseas. By 2015, sales will reach 100 billion yen, of which LED lighting will account for 40% of the domestic market.
At the same time, another local brand manufacturer, Toshiba, is also stepping up its penetration into the Japanese LED bulb market. Toshiba director and LED business unit director Sato Koshiha pointed out that in 2011, Toshiba's LED bulb sales in a single month also increased from 2.8 million in June to 4.8 million in December, with an annual growth rate of over 300. February this year In the first ten days, Toshiba introduced two LED bulbs, each priced at 5,670 yen (converted to RMB 442), and the sales target of the two products is 240,000 per year.
The competition of local Japanese lighting companies has undoubtedly made Chinese LED lighting companies that are crowding into the Japanese market physically and mentally exhausted.
It is difficult to enter the traditional Japanese lighting channel. Pang Guiwei said that Tongpu LED lighting products are also distributed to Japanese traditional channels through an agent in Japan. In the future, the company will also consider contracting for local Japanese lighting brands to expand sales in the Japanese market.
Xiao Ling, general manager of Shenzhen Juzuo Industrial Co., told reporters that Chinese LED lighting manufacturers have entered the Japanese market and are actually facing various pressures. The focus on the Japanese lighting market has always given Xiao Ling a unique insight into the Japanese market. She believes that how to find a suitable entry point for the Japanese market demand and find the right entry point is the most effective way for Chinese manufacturers to enter the Japanese market. the way.
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