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A text on the new pattern of LED lighting industry in 2016
It is expected that the global LED lighting market will gradually stabilize from 2016 to 2018, and some alternative light sources have been replaced, and the market growth rate is stable at around 20%. Lighting companies are beginning to shift their focus to professional lighting, such as commercial lighting, engineering lighting and architectural lighting. At present, with the increasingly prominent energy issues, low-carbon energy conservation has become a worldwide issue, and the development of the LED industry with excellent green energy-saving characteristics has received attention from countries around the world in recent years. With the attraction and promotion of the market, the pace of LED technology advancement Increasingly, the cost performance of products is increasing year by year, and the production cost is decreasing at a rate of 30% per year, which greatly shortens the cycle of replacing traditional lamps with LED lighting fixtures. It is expected that the global LED lighting market will gradually stabilize from 2016 to 2018, and some alternative light sources have been replaced, and the market growth rate is stable at around 20%. Lighting companies are beginning to shift their focus to professional lighting, such as commercial lighting, engineering lighting and architectural lighting. Global LED lighting market development trend In 2016, the global LED lighting industry development showed a diversified trend. Europe's high electricity prices, self-production assembly and product intelligence drive the development of LED lighting market; North American local assembly rises, the US dollar is strong, policy subsidies promote strong demand growth, and new cases drive LED commercial and engineering lighting to develop rapidly; Japan leads the promotion For LED lighting applications, the penetration rate has increased year by year, which has limited market expansion space. Industrial and commercial lighting has potential; China's construction and industrial lighting market demand continues to be optimistic, but due to the large number of suppliers, price competition is intensifying. In addition, lighting demand in emerging markets such as Southeast Asia has increased year by year and has considerable potential. It is estimated that the global LED lighting market will reach US$28.6 billion in 2016, with LED lighting penetration rate of 34%; in 2018, it will reach US$31.9 billion and penetration rate of 47%. Today, the global LED industry presents the following characteristics: First, the LED lighting application market segmentation. Faced with the downward trend in the price of LED lighting products, global LED companies are looking for a segment of the field. Key enterprises are moving towards the high end of the value chain, strengthening innovation and research in industrial lighting, automotive lighting, plant lighting, intelligent lighting and other sub-sectors, providing alternative lighting solutions for different application environments. Second, the growth rate of the global high-brightness LED industry has slowed down. Over the past few decades, different application markets have stabilized the high-brightness LED industry's compound annual growth rate by 20% to 30%. However, in recent years, with the weak global economic recovery and the sluggish market, the growth rate of LED industry output has dropped significantly. In 2014, the output value of high-brightness LED was 14.2 billion US dollars, and the growth rate dropped from 19% in the previous year to 9%. In 2015, the output value increased only slightly, reaching US$14.5 billion, a year-on-year increase of 2%. Third, the international LED giants' mergers and acquisitions have sprung up. In 2015, key LED industry companies announced the sale or spin-off of LED lighting business, which changed the industry structure. International lighting giants split, mergers and acquisitions Philips, as the leader of lighting companies, began a series of split and reorganization plans. Philips said that due to improved market sentiment, the company may sell its lighting business through an initial public offering (IPO) to focus on the health care technology business and related products. On May 27th, Philips Lighting was listed on the Amsterdam Stock Exchange in the Netherlands. Philips Lighting has a market capitalization of 3 billion Euros and a debt calculation of 4.5 billion Euros, making it the world's largest independent lighting manufacturer. Philips said that after the IPO, all remaining Philips Lighting shares will be sold in the next few years. As one of the leading European lighting companies, OSRAM sold its 13.47% stake in Foshan Lighting to Guangsheng Group in 2015. Osram is currently preparing to spin off part of the light source business, and it is predicted that its general lighting subsidiary will be officially split on July 1, involving revenue of 14.7 billion yuan. Osram earned good results in the automotive lighting market and other sectors in the first quarter, while revenues in traditional lighting fixtures decreased by 6%. In addition, OSRAM announced that it will develop the indoor positioning lighting market through Bluetooth technology. In 2015, GE, a US traditional lighting manufacturer, announced the integration of LED lighting business and solar energy related business, and re-established the new company Current, which enabled the lighting business to have more independence and development space. GE acquired the company to build its own intelligent building control system platform. In June 2015, Cree announced the reorganization of the LED product division and reduced production, and split the power device and RF device business from the head office to form a branch office to reduce the low-profit lighting products business and enhance the core business competition. force. The competitive landscape is clear, and the competitiveness of Chinese enterprises continues to increase. The LED industry has a long industrial chain, including upstream substrates, epitaxial wafers, chip manufacturing, midstream chip packaging and downstream applications. The technical characteristics and capital characteristics of each field vary greatly. . At present, the competition pattern of China's LED industry chain is mainly as follows: First, in the upstream competition pattern of the industrial chain, the upstream epitaxial wafer and chip manufacturing patents of China's LED industry chain are monopolized by European, Japanese and American companies. The epitaxial wafer and chip fabrication links are the most intense patent competition, the largest capital investment, and the highest technical and equipment requirements. The manufacturing patents are almost monopolized by Japanese, European and American companies such as Nichia, Cree, Lumileds, Osram, GElcore, Toyota Synthetic. The most important epitaxial wafer production equipment manufacturers in the LED industry chain are Veeco in the US, Aixtron in Germany, and NipponSanso and NissinElectric in Japan. Japanese companies only supply the country and do not export. Packaging equipment companies mainly include ASM, Han's laser and so on. Secondly, the competition pattern of the mid-stream of the industry chain, the mid-stream packaging of the LED industry chain, the technological progress of Taiwan and South Korea enterprises is obvious, and sales have surpassed Europe and the United States. Taiwan and South Korea have a complete industrial chain of consumer electronics. The upstream and downstream industries are complementary to each other, with stable supply and sales. They have the industrial advantages of the backlight market. The LED packaging enterprises have the highest output and revenue in the world, but they still have technical gaps with European, Japanese and American companies. . Since the domestic labor cost is relatively low compared with the developed countries, and the government has introduced more preferential policies for the LED industry, in recent years, large foreign LED manufacturers have come to China to set up factories, and the international packaging industry has gradually shifted to the domestic market. Finally, the competition pattern of the downstream of the industrial chain, domestic enterprises enjoy the channel and cost advantages. Foreign well-known lighting companies Philips, Osram, GE still lead in LED lighting design patents, production technology and product quality, but domestic companies rely on domestic government subsidies, bidding and other policy support, labor costs, sales channels and other advantages, and share with international brands. market share. In 2016, the LED industry is about to launch a value war. Enterprises will focus on price competition and create new value. It will help enterprises with comprehensive competitive advantages with technology, brand, quality and service as the core to stand out and strengthen them by stabilizing customers and bargaining power. At the same time, the company's exploration of the industry's development and technical direction will be more thorough, and the M&A operation will be more rational and cautious, and further form a stable, large and ever-changing industry structure. The upstream chip manufacturers' capacity utilization rate continues to increase, and the industry concentration continues to increase. The mid-stream enterprises combine the scale expansion and resource integration advantages to continuously adjust the product structure, break through the homogenization competition, and quickly seize the new market while stabilizing the existing market share. Downstream enterprises continue to build brand awareness and seize sales channels. With the performance improvement and cost reduction, the lighting penetration rate in the downstream area is growing rapidly. 2015 according to corporate performance rankings, changes in the domestic competition pattern In 2015, the performance of LED lighting companies showed differentiation and the competition pattern changed. Last year, the acquisition of Xiwannian's Fei Le audio LED lighting revenue increased significantly, ranking first; Dehao Runda and Sunshine Lighting's revenues reached more than 4 billion, surpassing Foshan Lighting and NVC Lighting. Sunshine Lighting and Feile Audio's revenue and profit in the first quarter of 2015 and 2016 gradually surpassed NVC Lighting, Foshan Lighting and other companies. Pang Guiwei, chairman of Tongpu Technology, believes that from this, we can see that the potential of the LED market is still very large. As long as large enterprises do not make big mistakes, the volume advantage will become more and more obvious. Secondly, as China gathers most of the world's LED application companies, the industry chain is mature and the advantages are very obvious. There is still a lot of room for growth in overseas markets, and it is worthwhile for companies with strength and ambition to focus on their operations. For a strong company, vertical or horizontal M&A integration strategy will become an important way to develop and expand.