Hangzhou LED lights "illuminate" the lights of the Japanese family

Strong Earthquake "Shock Song" Dongxu Lighting Market This year, the export volume can reach 50 million to 60 million US dollars. With its high quality, Japanese electronic products have always enjoyed a high status in the eyes of global consumers. Panasonic Electrics, Toshiba Toshiba, Sharp, and Mitsubishi Kaneda... These major Japanese lighting companies have a certain market share in the world, and they are firmly in control of the Japanese market. However, after the Great March 11 earthquake in Japan, the local market that used to be “a solid foundation” gradually exposed a gap.

The reporter learned from the Hangzhou Entry-Exit Inspection and Quarantine Bureau that the LED lights of Hangzhou began to enter the Japanese market for the first time at the beginning of this year. From January to May, the total value of the LED lamps of the Bureau's jurisdiction to Japan had exceeded US$14 million. We have not exported any LED lamps with significant energy saving effect to Japan.

The LED export situation has been improving. According to relevant sources from the Hangzhou Inspection and Quarantine Bureau, it is conservatively estimated that the LED lights exported to the Japanese market in Hangzhou this year will be at least 50 million to 60 million US dollars. And just last year, the LED output in the Hangzhou area was almost zero.

Why does Japan's lighting market, which is "a solid business", had few LED lamps exported to Japan? Peng Peng, deputy chief of the Electrical and Electronics Department of the Export and Electromechanical Division of Hangzhou Inspection and Quarantine Bureau, said that Japan is a traditional electronic country and its electronic applications are one of the best in the world. Therefore, Japan's electronic lighting market has been monopolized by the domestic electronics giant. This means that if you want to share a share with the electronics giants in Japan, you have to achieve lower prices and better performance. In the current situation, this is almost impossible to achieve. Because of this, few foreign electronics companies have the idea of ​​playing in the Japanese market.

Since last year, LED has been developing toward lighting applications. Pan Peng said that at that time, many LED application factories were opened in Hangzhou and submitted to the Hangzhou Entry-Exit Inspection and Quarantine Bureau for inspection. However, exports to the Japanese market have been very few, and almost none in 2010.

Strong earthquakes have caused Japan's surge in demand for energy-saving appliances. In March this year, the Great Japan Earthquake caused a serious impact on nuclear power companies. Japanese merchants revealed that the supply of nuclear power in Japan accounts for about 10% of the total power supply. Due to the decommissioning of damaged nuclear power, the local power supply is very tight, so the demand for energy-saving appliances has also skyrocketed. Many LED manufacturers in the Hangzhou area have thus discovered business opportunities.

"A lot of LED lamps and energy-saving lamp manufacturers in the Hangzhou Administration area received large orders from Japanese merchants at this year's Canton Fair," said Pan Peng.

Japanese media reported that Japan's March 11 strong earthquake enhanced Japan's awareness of energy conservation. In recent months, the country’s sales of LED bulbs have increased dramatically. According to the sales data of about 4,000 home appliance sales points in Japan gathered by the world-famous market research firm Gefko, the sales of LED bulbs in Japan from May 23 to May 29, 2011 surged to 2.9 times that of the same period of last year, accounting for the overall light bulb. The proportion of sales volume has risen to 42.3%, surpassing incandescent lamps (39%) for the first time.

GfK expects that the share of LED bulbs in the lighting market in Japan is expected to surpass incandescent bulbs in June. As the demand for LED bulbs in Japan will continue to grow, it is expected that the market share of LED bulbs in Japan will exceed 50% this summer.

Influencing Hangzhou's orders for enterprises to increase by 10 times or more. “At the Spring 2011 Canton Fair, there were already many merchants looking for the procurement of LED products. At that time, we did not expect this to be unexpected. This was an unexpected surprise.” The person in charge said in an interview with reporters that many of his counterparts received orders for LED lamps from Japanese customers at the Canton Fair in March.

The reporter learned from the interview that, in 2011, the company that exported a large amount of LED products to Japan was used. Because the Toshiba Electromechanical Co., Ltd. was a Japanese Toshiba LED production line, the technology used was Toshiba's technology, and it was able to reach the Japanese market. The requirements of the product gradually increase once there is a demand for exports.

The LED lights produced by Zhejiang Zhongzhou Optoelectronics Co., Ltd. are mainly exported to the US market, and the export value was about 1 million US dollars last year. Since the beginning of this year, Japanese customers have been actively looking for the door. “In addition to the civilian LED lights, the fluorescent and spherical lights used by shopping malls, supermarkets and other units are also in great demand.” General manager Zhu Xiaoyun said that at present, they are looking for partners in the Japanese region. It is expected that only orders from Japan will be available this year. It may be 10 times of all orders last year.

"This year, the growth of LED lighting products in the Japanese market is very large. We want to occupy a certain market as soon as possible and do not waste such a good opportunity." Zhu Xiaoxi said that he hopes to continue to expand the Japanese market through continuous efforts.

Remind us that we must be clear-headed in a good situation. "Actually, this time the Japanese market has grown so fast, largely because of Japan's electricity shortage caused by the earthquake. Otherwise, entering the Japanese market can not be so fast, it is impossible to receive such a More orders.” Pan Peng said that because Japanese customers have relatively high quality requirements for enterprises, enterprises should first seize customers technically; although at the Canton Fair, many Japanese customers took the initiative to find their own way, and the orders themselves flew over. To take the initiative to seek out and expand the market.

Some experts said that according to past experience, the product certification cycle for export to Japan is very long, but the market is very stable. To really open the Japanese market, you can try to cooperate with local agents. After all, Chinese companies are relatively unfamiliar with the local Japanese market's business model and have insufficient experience.

The inspection and quarantine department will remind enterprises to keep a clear head in front of a good order situation and carefully analyze the relevant standards of the new importing countries regarding LED lamps and energy-saving lamps to ensure product quality and safety.