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At the end of 2013, good news from overseas markets followed. For example, the United States in the North American market ushered in the third phase of the Clean Energy Act. From January 1, 2014, 40-watt and 60-watt incandescent lamps were eliminated. Lighting incandescent products.
According to CSAReseach data, in 2013, China exported more than 7,000 LED lamps and lanterns, and the largest exporting country was the United States, and its export volume showed an increasing trend year by year.
Compared with the domestic market, customers in the North American market have high requirements on product quality and technology, and mainly do high-end products.
Sun Weihua, vice president of Qinshang Optoelectronics International Business Department, pointed out that the US market has high requirements on product performance and quality, and it is very different from the Chinese market in terms of specifications and structural requirements. Chinese manufacturers must customize products in such markets. In addition, various certifications, such as UL, DLC, ENERGY STAR, etc., specify product specifications and safety requirements, including light distribution, electrical parameters, glare, visual comfort, etc., requiring higher energy saving ratios. .
Zhou Xuejun, director of marketing for Philips Lumileds Asia, pointed out that it is the foundation that a company can first board a product. To export, you must first make your products meet the requirements of the other market. With products that meet the requirements, you can talk about other things, such as brands.
This coincides with the statement of Wang Yinghua, deputy general manager of Shanghai Sansi Electronics. Wang Yinghua said that the customer first needs the final product. If this step is not done well, there is no way to do it later. At present, Sansi maintains a market share of more than 60 in the domestic road variable intelligence LED display field, and is also the largest LED display screen and LED lighting product manufacturer in China with the largest export market in North America.
To export to the North American market, Chinese suppliers face many levels. For example, the market regulation, certification system, brand building, and channel system for the North American market are very different from those of China, which brings certain difficulties for Chinese manufacturers to explore the North American market.
Product threshold products first face the technical threshold.
The first is the product specification for the North American market. In order to regulate the LED market abroad, there are usually two measures for the certification of LED lamps, one is mandatory and the other is subsidy incentive.
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Enforced, such as UL certification, ANSI (American National Standards Institute) standards and FCC (Federal Communications Commission Commission) standards.
UL safety certification is an extremely important one in compulsory certification. Its ultimate goal is to obtain a safe product for the market and contribute to the protection of personal health and property safety. The biggest threshold for Chinese LED companies to enter the US market is the need for UL certification.
Subsidy certification, common are Energy Star, DLC, etc.
All the above-mentioned certifications are common in terms of time, cost, and strict auditing. This is a difficult problem for Chinese companies to successfully enter the North American market. Generally, the VOC certification of domestic Chinese lamps is not recognized by the US market, which virtually increases the technical threshold and cost of exporting Chinese lighting products to the North American market.
For example, UL certification, 500,000 yuan for a certification, each certification number is more than 1,000 US dollars per quarter, and the production of products that meet the safety certification is much higher than the cost of products without safety certification, about 50.
Another example is the LED lighting manufacturer applying for Energy Star certification. LED products for ENERGY STAR are currently limited to indoor LED light source products that replace traditional incandescent bulbs, such as LED bulbs, PAR lamps, LED spotlights and other self-ballasted LED lamps. The application for ENERGY STAR certification for such LED products requires at least 3,000 hours (4 months) or more, and up to 6,000 hours (two years) or more.
Such a long time, combined with market price fluctuations and the impact of technological upgrading, is unbearable for many domestic companies.
In addition to the ENERGY STAR-certified LED light source products, you can also receive subsidies by applying for DLC certification. When applying for DLC certification, LED lamps need to provide safety reports from NRTL-accredited laboratories in the United States, EMC test reports from FCC-accredited laboratories, LM79 reports from NVLAP-accredited laboratories, and LM80 reports from lamp-bead manufacturers.
Compared with the requirements of the domestic market for the quality, performance and efficacy certification of LED products, Lu Weixing, the owner of Hangzhou Yinxing Lighting Appliance Co., Ltd., expressed his enthusiasm for the certification of LED lighting products exported to the United States: Americans are too troublesome, UL standards, Energy Star, etc. Such as certification, it takes a long time, investment, and the Americans have to conduct an audit of the production plant every year, if there is no certain strength, can not continue.
An insider of Bai Liheng Lighting revealed that because the quality requirements and quality requirements of foreign products are much higher than domestic standards, it takes time and money to pass various certifications in foreign markets, so many small enterprises and technology are invested. Not enough companies, this kind of certification will drag on them.
Wang Yinghua revealed that Sansi was the first batch of companies to enter the US energy subsidy certification in 2010. At that time, only three companies entered the list, and the other two were American-owned brands.
It takes a long time and a lot of trouble to get all kinds of licenses in the United States. Wang Yinghua said. Due to the geographical homology between Canada and the United States, the DLC subsidy policy has also been promoted in Canada.