LED assembly manufacturers' "cheap" vitality
[Source: "High-tech LED - Lighting City" June issue / reporter Zhou Jianhua] At present, the LED manufacturing part is hot and hot, while the small and medium-sized processing and assembly enterprises have production and sales, and they are in full swing; the other side is the brand enterprise. For channel laying and market share, we are actively warming up.
“Now the small and medium-sized assembly factories in Guzhen, Foshan and other places have a large shipment. Although the value of the goods is not high, the LED boom has made a group of entrepreneurs who started the workshop.†Marketing Director of Johnson Electric (China) Co., Ltd. Xiao Nan said to the reporter a little helplessly. Johnson Electric is currently transforming its LED home and business photography products, but the price impact of the channel market due to excessive “favored†low-cost assembly products is undoubtedly a headache.
The large amount of assembly is also low. "There are already 0.3 watts of 1 watts of light bulbs on the market. The 3 watts of downlights add up to less than 1 watt. Some engineers and consumers only stare at the price, light efficiency and warranty. Naturally ignored." A merchant who opened a store in Ruifeng Accessories City, Guzhen, was also shocked by the daring of some workshops.
At present, the ex-factory price of the 3-watt ceiling lamp in the ancient town is only about 6 yuan. "This price is not imaginable in the eyes of brand companies. The price of the whole lamp is only equal to the purchase price of a 3 watt LED driver." Ye Zhengping, general manager of the lighting marketing, calculated the account for the reporter: a mid-range 3 watts of LED lights, the driver will be 5 to 6 yuan, the chip is about 4 yuan, the lamp shell is about 8 to 10 yuan, the material cost of the main components is almost 20 yuan, not counting labor, marketing and other expenses. “The LED products assembled in the workshop are of no quality.â€
As the current LED industry is in the ascendant, the profit is slightly more than traditional lighting products, especially in the domestic channel terminals, coupled with the lack of national unified standards and related institutions to supervise, resulting in a large number of workshop-type small enterprises springing up in the industrial cluster base. Long.
Manufacturers of low-end assembly products, since they received orders, began to purchase, produce and sell. The brand image is also unspeakable, the cost is relatively low, and the lower product prices make it easier for dealers, contractors and consumers to accept. On the contrary, it can quickly and massively penetrate the market terminals, especially the third- and fourth-tier markets with relatively low consumption power.
According to the reporter's summary, the current smaller LED manufacturers are mainly from five aspects:
1. The original small and medium-sized traditional lighting enterprises set up independent branches to serve the manufacturing part of the parent company and other companies.
2. Some brand dealers across the country came to the industrial base to open assembly plants. Some of them have already reached the bottleneck in the local distribution of lamps, and hope to enter the finished product field; others are to continue to represent the big brands, and when they receive the project, they will personally replace their assembled products and earn high profits.
3. The marketing director or technical backbone of the local large-scale enterprise resigned and opened the factory. Such manufacturers are also relatively easy to cut into the market because they have domestic channel resources or control the core technology of the original enterprise products.
4, the original LED accessories directly through the assembly into the finished product line. Due to the scale advantage in the production of major parts such as aluminum parts and drives, the price of finished products is relatively low.
5, all kinds of people in the LED field invaded for a period of time, to enter the industry as an entrepreneur with tens of thousands of dollars plus a screwdriver.
The power of cheap operation <br> Weibang Lighting is a LED assembly company that was officially launched in June 2011. Considering that the government tax revenue will increase by 15-20% in 2012, in order to save the license and monthly fixed tax, and the “extra†charges of the relevant departments, the boss Chen Wei (a pseudonym) chose the “underground party†in the second half of 2011— - Production operation mode of assembly workshop without any license.
"This is not a long-term solution. Because there is no company account without a business license, customers will not trust private accounts and cash in, then they can only collect money after delivery, and the risk of funds is very high." Chen Wei said solemnly, In the beginning of this year, he has set up a self-employed license, at least with a name.
The reporter found in the ancient town of Zhongshan that most of the workshop-type assembly manufacturers existed in the form of self-employed and trading companies, and even many of them were “three black-free householdsâ€, which provided low-priced products or provided OEM services for other manufacturers. In order to hide people's eyes and ears, some manufacturers swindle suppliers to sell their dealers and keep registering their brands. Once the funds are not available, they will close their doors. According to industry statistics, the number is more than 1,500. According to official statistics, the number of lighting and lighting companies in the ancient town at the end of 2011 was more than 8,300, so the proportion has reached 18%.
The reporter visited some workshop assembly manufacturers. The basic structure is: the property leases an area of ​​200 to 300 square meters or less, and the downstairs production upstairs dormitory. Staffing is the husband's purchase and sales, the wife takes care of both administration and finance, and there are three or five workers. When the order is long, the temporary workers are hired, and even the OEMs who open factories nearby are OEM. The equipment home is two assembly stations to form a "line", plus a high and low pressure constant current aging table, the general product aging time is only 2 to 4 hours.
“Now the small and medium-sized assembly factories in Guzhen, Foshan and other places have a large shipment. Although the value of the goods is not high, the LED boom has made a group of entrepreneurs who started the workshop.†Marketing Director of Johnson Electric (China) Co., Ltd. Xiao Nan said to the reporter a little helplessly. Johnson Electric is currently transforming its LED home and business photography products, but the price impact of the channel market due to excessive “favored†low-cost assembly products is undoubtedly a headache.
The large amount of assembly is also low. "There are already 0.3 watts of 1 watts of light bulbs on the market. The 3 watts of downlights add up to less than 1 watt. Some engineers and consumers only stare at the price, light efficiency and warranty. Naturally ignored." A merchant who opened a store in Ruifeng Accessories City, Guzhen, was also shocked by the daring of some workshops.
At present, the ex-factory price of the 3-watt ceiling lamp in the ancient town is only about 6 yuan. "This price is not imaginable in the eyes of brand companies. The price of the whole lamp is only equal to the purchase price of a 3 watt LED driver." Ye Zhengping, general manager of the lighting marketing, calculated the account for the reporter: a mid-range 3 watts of LED lights, the driver will be 5 to 6 yuan, the chip is about 4 yuan, the lamp shell is about 8 to 10 yuan, the material cost of the main components is almost 20 yuan, not counting labor, marketing and other expenses. “The LED products assembled in the workshop are of no quality.â€
As the current LED industry is in the ascendant, the profit is slightly more than traditional lighting products, especially in the domestic channel terminals, coupled with the lack of national unified standards and related institutions to supervise, resulting in a large number of workshop-type small enterprises springing up in the industrial cluster base. Long.
Manufacturers of low-end assembly products, since they received orders, began to purchase, produce and sell. The brand image is also unspeakable, the cost is relatively low, and the lower product prices make it easier for dealers, contractors and consumers to accept. On the contrary, it can quickly and massively penetrate the market terminals, especially the third- and fourth-tier markets with relatively low consumption power.
According to the reporter's summary, the current smaller LED manufacturers are mainly from five aspects:
1. The original small and medium-sized traditional lighting enterprises set up independent branches to serve the manufacturing part of the parent company and other companies.
2. Some brand dealers across the country came to the industrial base to open assembly plants. Some of them have already reached the bottleneck in the local distribution of lamps, and hope to enter the finished product field; others are to continue to represent the big brands, and when they receive the project, they will personally replace their assembled products and earn high profits.
3. The marketing director or technical backbone of the local large-scale enterprise resigned and opened the factory. Such manufacturers are also relatively easy to cut into the market because they have domestic channel resources or control the core technology of the original enterprise products.
4, the original LED accessories directly through the assembly into the finished product line. Due to the scale advantage in the production of major parts such as aluminum parts and drives, the price of finished products is relatively low.
5, all kinds of people in the LED field invaded for a period of time, to enter the industry as an entrepreneur with tens of thousands of dollars plus a screwdriver.
The power of cheap operation <br> Weibang Lighting is a LED assembly company that was officially launched in June 2011. Considering that the government tax revenue will increase by 15-20% in 2012, in order to save the license and monthly fixed tax, and the “extra†charges of the relevant departments, the boss Chen Wei (a pseudonym) chose the “underground party†in the second half of 2011— - Production operation mode of assembly workshop without any license.
"This is not a long-term solution. Because there is no company account without a business license, customers will not trust private accounts and cash in, then they can only collect money after delivery, and the risk of funds is very high." Chen Wei said solemnly, In the beginning of this year, he has set up a self-employed license, at least with a name.
The reporter found in the ancient town of Zhongshan that most of the workshop-type assembly manufacturers existed in the form of self-employed and trading companies, and even many of them were “three black-free householdsâ€, which provided low-priced products or provided OEM services for other manufacturers. In order to hide people's eyes and ears, some manufacturers swindle suppliers to sell their dealers and keep registering their brands. Once the funds are not available, they will close their doors. According to industry statistics, the number is more than 1,500. According to official statistics, the number of lighting and lighting companies in the ancient town at the end of 2011 was more than 8,300, so the proportion has reached 18%.
The reporter visited some workshop assembly manufacturers. The basic structure is: the property leases an area of ​​200 to 300 square meters or less, and the downstairs production upstairs dormitory. Staffing is the husband's purchase and sales, the wife takes care of both administration and finance, and there are three or five workers. When the order is long, the temporary workers are hired, and even the OEMs who open factories nearby are OEM. The equipment home is two assembly stations to form a "line", plus a high and low pressure constant current aging table, the general product aging time is only 2 to 4 hours.
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