In the context of global energy conservation and emission reduction, countries have ushered in the climax of the development of the LED industry. In Japan, where the energy crisis is particularly prominent, the growth rate of the LED industry once reached 200%, creating an alarming growth rate. After the 3.11 earthquake, Japan has become one of the fastest growing countries in the global LED industry. In order to seize the opportunity of the rise of the clean energy market in Japan after the earthquake, Chinese LED lighting companies have rushed to the Japanese market. However, Chinese companies that use low-cost as a killer are still facing many bottlenecks and obstacles in order to capture this huge market they dream of.
Focus on certification standards
As a country that announced the early ban on incandescent lamps in the world, Japan has become the fastest growing region in the LED lighting industry in recent years. In particular, the “3.11 earthquake and nuclear power plant crisis†is like a powerful catalyst, accompanied by the Fukushima nuclear disaster. The energy-saving measures, energy-saving in Japan is more like a strong wind, Japan's LED lighting penetration rate has increased significantly in 2011, Japan has become one of the world's hottest LED lighting market.
Japan is the most mature country in the global LED market. Throughout the Japanese LED lighting market, there are not only subsidies and incentives from the government, but also chip giants such as Nichia, and international companies that produce finished products such as Panasonic and Toshiba continue to promote, and they are more energy-conscious and highly recognized for LED products. Accepted by ordinary consumers, these factors have prompted the Japanese LED lighting market to mature.
The rising market demand has prompted Chinese LED companies to target this huge “gold mineâ€. However, it is not easy for Chinese LED companies to get a share in the Japanese lighting market. In addition to the long-standing patent troubles, the entry barrier has been gradually improved in recent years. It is reported that from July 1, 2012, LED bulbs and LED lamps that enter the Japanese market must pass PSE certification. This marks that "LED lights" and "LED lamps" have also become the subject of the "Electrical Supplies Safety Law", and it has added another threshold to the LED lighting products exported to the Japanese market.
According to Zhang Li, CQC's international certification business department, overseas companies now want to enter the Japanese market mainly refer to PSE certification.
For companies that want to enter the Japanese electrical market, PSE is a mandatory compulsory certification. The PSE has two types of certification marks: the PSE Diamond certification mark (mandatory certification) is used to specify products, and the PSE Circle certification mark (voluntary certification) is used for non-designated product certification. Moreover, this certification is only undertaken by Japanese manufacturers or importers, not foreign manufacturers, so this certification in Japan is very strict and has a high reputation. In addition, EPS certification not only requires strict product quality and production process testing, but suppliers are also required to audit every quarter.
For Chinese companies, only when they get PSE certification (compulsory certification) can they enter the local LED lighting market in Japan, so this is the premise for Chinese manufacturers to enter the Japanese market, and companies need to pay special attention.
Product quality is "knocking the door"
The scale of LED lighting in the Japanese market will grow rapidly. It not only promoted the continued development of the Japanese LED industry, but also attracted foreign manufacturers to compete in the Japanese market to participate in the competition. However, foreign LED companies are faced with not only obstacles from standards, but more importantly, strong competition from Japanese companies. It is understood that most of the high-end markets in Japan are controlled by local LED companies, and it is difficult for peripheral companies to gain competitive advantage due to patents, policies and brand factors.
Relevant industry insiders believe that in order to successfully enter the Japanese market, we must first start with the most basic product quality. The rigorous and serious image of the Japanese has been deeply rooted in the hearts of the people. Under the principle of “domestic priorityâ€, Japanese customers often have high requirements for the quality of imported products. In the face of the Japanese market that pursues perfection in quality, domestic companies must start from the quality and avoid any false or exaggerated information. Answering Japanese customer questions or introducing products to Japanese customers should be based on truth and reliability. Although it is difficult for Japanese customers to develop, it is easier to maintain the latter after the development is successful. The reputation of Japanese business is still very good.
Shenzhen Juzuo Lighting Co., Ltd. was exported to the Japanese market from the very beginning. Xiao Ling, chairman of the board of directors, said that in view of the extremely stringent quality inspection standards for electronic products in the Japanese terminal market, the company has strictly adhered to the quality of its products. The products have passed the international UL, FCC, CE, PSE and other quality certifications and ROHS. Environmental certification. After 9 years of persistence, the company's products have always occupied an important position in the Japanese market. As of the end of 2011, the products of Juji Lighting accounted for about 10% of the retail market share in Japan.
The stringent requirements of the Japanese market for product quality are also reflected in the service policies of some local companies. Toshiba, the Japanese lighting giant, launched the industry's first "free five-year warranty for LED ceiling lamps" strategy from the end of 2012, which fully reflects Toshiba's emphasis on product quality. It also shows that the LED lighting market is in the market for price and market share. After the rate, the quality of the conscience is deepened, and this may be a reminder for Chinese companies. The quality of China's LED lighting products should also be improved with the development of the industry.
In addition, Japanese companies pay more attention to and pay attention to the after-sales service of products, so domestic companies can choose to cooperate with local agents or engineering companies before entering the Japanese market.
Single product is the king detonated commercial market
In the product category, the Japanese lighting market also has its own characteristics. According to the survey, Japanese LED lighting is mainly used in residential, office, factory, commercial facilities, road lighting, etc., where the demand for business and industry is large. LED lighting products are used earlier in the office and public sector than in home lighting.
At present, the fluorescent tubes in the Japanese market are mainly commercial lighting, accounting for about 50% of the total lighting. Among them, the office area is mainly used for office buildings. At the same time, the government as a promoter, the use of LED tubes in public areas is also the focus of future development. It is the two markets that will be locked in the future.
In view of this, relevant people suggest that Chinese LED companies can introduce several main products into the Japanese market, product types need to be considered for differentiation, and conventional products can be considered to improve cost performance and participate in the Japanese market competition. Synchronously promote market segment products as the focus of differentiated competition. According to the data, LED bulbs, LED ceiling lamps, LED fluorescent lamps, and LED ceiling lamps are highly accepted in the Japanese market. According to statistics, the current penetration rate of LED bulbs in Japan is 60~70%, ranking first in the world. Enterprises can seize the market with the high price of individual products. Lamps such as flat panel lights, plant growth lamps, and candle lamps are more and more important in Japan. Secondly, LED sink lamps, LED desk lamps, LED fishery emergency lamps, and LED lamps have a certain market demand ratio.
Xiao Ling, chairman of Juji Lighting, said 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.
In addition, LED lighting products have been applied to every corner of Japanese life. Previously, the Japan Coast Guard has replaced all 1,390 sea signs with LED light sources. Tokyo, Japan is also scheduled to convert 80% of the approximately 12,000 street lights into LED street lights in the next 10 years. In addition, LEDs are also applied to Unexpected places, such as blue LEDs, are considered to have the function of soothing emotions, so some famous suicide sites in Japan have also set up LED street lights to prevent suicide.
In Lighting Japan in 2013, Mr. Shibuya, the chief CEO of Japan's leading brand manufacturer Toshiba, predicted that the Japanese lighting market will continue to expand in 2013, and the LED lighting penetration rate will reach 54%, which is a huge prospect. In the context of global economic integration, China's LED lighting industry has become an important force to participate in global competition. Nowadays, many Chinese companies have cooperated with Japanese and Korean companies to make good use of Japanese and Korean technology and give advantage of China's manufacturing cost. This is very meaningful for the entire LED lighting industry.
(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.)
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