Nichia began to enter the LED lighting market
"Nichia expects that the number of LEDs used in global lighting in 2015 will reach 12 billion (calculated based on 1W LEDs, the same below), which is equivalent to 12 times the consumption in 2010; among them, Nichia will use LEDs for global lighting in 2015. The sales volume is expected to reach 3.6 billion, which is to occupy 30% of the global market share of lighting LEDs." Fukudai Takuya said.
Liao Guoxin revealed that in the Chinese market, Nichia regards LED lighting as its biggest goal. Nichia has launched a variety of LED chips and device products such as 0.06W, 0.1W, 0.3W, 0.5W, 1W, 3W, COB, etc. in terms of lighting. They have advantages in luminous efficiency, color rendering, and lifespan. Full preparations have been made for the indoor lighting market.
According to the research data of the High-tech LED Industry Research Institute (GLII), Nichia’s main source of business in China is LED displays, and low- and medium-power LED products account for nearly 40% of high-end LED displays; in high-power LED chips and devices On the one hand, Nichia is still a chaser.
"Under the same indicators, Nichia's LED prices are 30% higher than other manufacturers, but everyone is still willing to purchase higher Nichia products." said the person in charge of a domestic display manufacturer.
"Due to price reasons, companies are more inclined to buy high-power LED chip products from KST." An industry insider pointed out that the LED market is gradually moving towards a mature stage. The explosive power of the market cannot be underestimated.
Liao Guoxin pointed out that compared with competitors, Nichia has stricter requirements on product performance and quality. Therefore, Nichia's LED chips have always been packaged by themselves, and only sell packaged LED beads (LED devices). In terms of sales, it also adheres to the direct sales model, which is different from the agency sales model of other multinational giants such as Samsung and CREE.
"Although the agency model has a wide coverage and it is easier to promote and build momentum, Nichia has always adhered to the concept of direct sales and hopes to strictly control the quality and deliver the best products to customers." Liao Guoxin said.
However, Fukudai Takuya also said that compared with European and American companies, Nichia was too low-key in the past and should make appropriate adjustments to its market strategy.
