[行业]飞利浦低价抢占印度市场 中国LED企业面临挑战
[行业]不可不知的20条照明设计要点
2016-09-02
[公司]2016国庆休假通知
2016-09-30尽管印度LED灯泡需求暴增，但是飞利浦、欧司朗等国际照明巨头利用“价格战”来抢占市场，导致印度市场LED产品价格跌幅快速，中国LED企业布局印度市场将面临着极大的竞争压力。
近年来，印度大力补助LED灯泡替换，希望借助LED照明政策降低对进口能源依赖度。印度电力能源部日前指出，2016下半年LED灯泡每天出货量将达到100万颗，到2018年将全面替换为LED灯泡，整体规模约达7.7亿颗，成为全球LED照明市场一级战区。
作为深具潜力的新兴市场，印度市场逐渐成为众多LED企业争夺的焦点。近日，飞利浦照明在印度政府公开的LED球泡灯招标项目中，祭出“价格杀招”以一款价格仅有0.57美金(约合3.8元人民币)的9WLED球泡灯参与投标。这个价格比早前今年3月份的投标产品价格低了30.8%。可以预见的是，飞利浦的价格杀招将加剧印度市场的竞争程度。
尽管印度LED照明产品需求暴增，但是飞利浦、欧司朗等国际照明巨头纷纷利用“价格战”来抢占市场，导致印度市场LED产品价格跌幅快速，中国LED企业布局印度市场将面临着极大的竞争压力。
印度政策利好，LED照明市场潜力大
在全球经济依旧低迷之际，印度经济高速增长成为亮点。目前印度主要使用的照明产品还是低效的GLS等产品，在印度政府“高效照明计划”和印度“国家路灯计划”等政策的实施下，印度的LED照明市场呈现快速增长的势头，2015年市场规模已达9.24亿美元，2016年LED照明市场规模将达到11.4亿美金，年成长47.1%，预估2020年将攀升至17.15亿美元。随着印度市场内需不断提升、Make in India概念、零关税等的机会，将为照明厂商带来更多商机。
随着印度政府有意将印度打造成东亚及海湾各国的照明产品出口枢纽，欧司朗、东芝等国际大厂已将印度作为全球市场的生产基地，所以印度LED照明市场的内需和外需巨大，未来两三年市场规模将迅猛增长。
对于如今的LED产业来说，虽然中国市场是一块大蛋糕，可鉴于产能过剩和价格竞争问题，开拓新的市场依然极有必要。印度作为深具潜力的新兴市场，已经吸引许多国际领先的厂商开始着手进攻，并将其作为下一个生产基地。不仅因为中国-印度优惠的关税政策，也因为其市场本身的“利好性”刺激，中国LED企业目前也正加速布局印度市场。
中国LED企业争相布局，产品出口印度逐年激增
目前，印度政府正在强力推广LED节能灯普及，在今年年初总理穆迪公布的包括在政府办公楼、街道路灯以及普通民众家庭推广LED节能灯推广一揽子计划。“一揽子”计划悄然落地，这势必会快速拉升LED照明市场需求，未来印度LED照明市场前景可期。
印度巨大的市场潜力，吸引了众多照明企业争相布局。尽管国际LED照明大厂价格攻势凌厉，但在OFweek半导体照明网小编看来，中国LED企业具有成本竞争力，有利于抢占印度市场商机。2015年，LED封装龙头木林森携手台系LED晶粒龙头晶电于印度合资设厂，并陆续打入印度当地得标厂商LED元件供应链。
除此之外，佛山照明、国星光电、鸿利光电等LED大厂也积极布局印度LED照明市场，由于印度照明标案的竞标厂商必须符合营收、产能规模及制造能力等要求，且约有5成采购案将提供给当地LED制造厂，这可望带动中国LED厂商与印度当地厂商结盟或前往印度投资建厂热潮。
如今，中国企业逐渐打开印度LED照明市场，并以逐年激增的出口规模占领该市场。根据中国海关数据得知，2011-2015年我国对印度LED照明产品出口总额增速一直处于高速增长状态。2015年我国出口印度LED照明产品总额为2亿美元，较2014年同期增长42.1%。且资料显示2015年1-12月，印度LED照明产品进口国家中，中国以75.4%进口占比排在首位。
2011-2015年我国对印度LED照明产品出口总额
机遇与挑战并存，企业须制定相应的策略
印度LED产业的发展得到了印度政府的鼎力支持，政府从各个维度颁布了一系列政策扶持整个产业的发展，其中最核心的就是印度国家路灯计划（SLNP）和印度高效照明计划(DELP)，这两个项目的政府工程标案也覆盖了目前当地三分之一的市场规模。
为促进LED照明产品的普及，印度政府在官方标案中不断压低产品的价格，同时也不断提高对LED产品的规格要求，导致LED利润空间非常有限，对厂商来说，商机和挑战并存。
目前，印度LED照明市场处于早期成长阶段，本土供应链并不完整，印度虽拥有一定数量的组装、设计和制造LED照明公司，但是LED芯片和LED封装全部依赖进口，有些规模较大的LED照明企业甚至直接自中国进口成品或是从中国购买半成品后自行组装；小型企业更加依赖进口。未来两年，虽然印度政府还将继续鼓励国内制造，照明产品过度依赖进口的状况会有所改善，但是中上游产业链缺失的状况难以在短时间内改变。
而在下游照明部分，印度当地存在少数具有一定规模的照明厂商，印度政府在政策和市场机会上都大力扶持这些厂商。除本土厂商外，还有Philips、OSRAM、松下等国际厂商也在当地安营扎寨已久，中国厂商进入当地照明市场并不容易。所以应从战略选择、政府关系策略、渠道策略、产品策略等四个方面进行当地市场的进入策略分析，找准自身定位，方能顺利在潜力巨大的印度照明市场中夺得一席之地。
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