On April 4th, the European Commission's non-food rapid warning system issued a consumer warning to the Chinese-made Goobay brand LED light chain. The notified country of this case is Finland. With the increase in the threshold for the export of lamps, the LED lamp exports are in trouble again. After all, enterprises that can grow in export volume and price are a minority. Enterprises are not as likely to move their positions in the high-end market in Europe and the United States to develop new markets. Recently, the demand for LED lighting products in some countries or regions is on the rise, and domestic LED export companies can seek new development opportunities.
Emerging markets such as Southeast Asia, Russia, and Africa are becoming new targets for LED exporters. What are the characteristics of these markets? What access criteria or tests are required to enter these markets? How can companies avoid risks in the process of obtaining certification? What are the experiences of companies that have already opened these markets? This issue of LED vision is for you to answer questions.
New Targets Emerging Market Infrastructure Investment Turns Hot Southeast Asia Russia and Other Export Targets At present, China has become the world's largest manufacturing and export base for applied products. Although Europe and the United States are still the main destinations for China's LED product exports, with the global economic slowdown The impact of the market in developed countries is slowing down, and the export threshold is also increasing. Many foreign trade companies have reduced their overseas orders. Therefore, actively expanding other overseas markets has become an urgent task for LED operators to operate in mainland China’s domestic market, mature markets such as Europe and the United States. . It is understood that a number of foreign trade enterprises have further adjusted their export strategies and increased their attention and investment in emerging markets. Looking away from Europe and the United States, we will see that infrastructure investment in emerging markets is beginning to turn hot. Compared with traditional lighting products, LED prices are high, and some countries such as ASEAN have not really promoted them, but these markets have great potential. Emerging markets such as Southeast Asia, Russia and Africa are becoming new targets for LED exporters.
It is reported that the investment in infrastructure construction in Russia, Thailand, Vietnam, India, Africa and other countries and regions is on the rise, and the demand for LED lighting in emerging markets will continue to heat up.
New Opportunities Enterprises must keep abreast of the latest standards in various places to avoid recalls. It is understood that to successfully enter the market, products must first meet two basic requirements: one is security requirements, and the other is market access requirements.
In addition to the basic requirements of safety and market access, some countries' requirements for products entering the market include whether the products are easy to use, whether the customers are satisfied, and are in line with sustainable development. However, in view of the current export status of LED products, there are still It is a great worry that enterprises have not been able to timely understand the update of LED industry standards and regulations in various countries, which has led to frequent recalls and caused great losses to enterprises.
In many foreign markets, consumers, retailers and government law enforcement agencies are even more convinced that even products are subject to authoritative certification marks to indicate that the product has passed rigorous testing and certification, meeting the corresponding safety and performance requirements of applicable standards. According to TechnicalOfficer CliffFung, the international inspection group, in addition to the standards set by the market, international standards are also essential. Most of the international standards for electrical products are established by the International Electrotechnical Commission (IEC), involving more than 130 countries, of which 67 are member states. Therefore, the standards they set are adopted by most countries. Based on this background, most countries in the world will adopt IEC standards in whole or in part, plus standard differences in some countries (including some EU standards set by the European Union, but the EU will also customize the standards). The international standard for LED bulbs is IEC62560, the EU standard is EN62560; the international standard for LED modules is IEC62031, and the EU standard is EN62031. The mapping content of the two is roughly the same.
However, the reporter learned that the Russian, Southeast Asian and African markets that we are concerned about have relatively low requirements for lighting product certification, which is undoubtedly good news for companies entering these markets.
Tao Weixiang, director of Shenzhen Southern Lighting Inspection Center, told reporters that the standardization work and update of domestic LED enterprises to Southeast Asia, Africa, Russia and other countries are relatively backward compared with those in Europe and the United States. The Russian GOST certification and the Thai TISI certification were implemented in the early years. Singapore's PSB certification, India's BIS certification, South Africa's SABS certification, etc. basically do not require mandatory certification for lighting products, or only for mandatory requirements on plugs, wires, and power products with high levels of risk, but as a whole, these countries For LED lighting export companies, the threshold can be said to be very low, and some even do not have a threshold.
In addition, Tao Yuxiang also shared the latest Singapore certification information to reporters: 1. In Singapore, only string lights, rectifiers, and drive power supply require PSB mandatory certification, and there is no mandatory certification for products and products; 2. Singapore Productivity and Standards Bureau PSB On January 3, 2014, the website publicly solicited the following opinions on the development of LED standards: TR27: 2011 performance requirements for general-purpose lighting LED modules, TR28: 2011: LED lamps performance requirements, the deadline for comments is March 4, 2014.
Speaking of African standards, Tao Yuxiang also added: Although Africa is the world's most backward continent, South Africa is not behind the lighting standards. The former chairman of the International Lighting Institute is an expert of the South African National Bureau of Standards, while South Africa's lighting. The product standard is basically based on the international IEC or CIE system, so the products exported by the LED industry to South Africa can meet the requirements of South Africa's standards as long as they can meet the standards of the IEC, CIE European system or CB report. The South African National Bureau of Standards has recently developed performance standards for indoor lighting, street lighting, floodlights SANS475, SANS1277, and SANS1279. The South African countries are considered to be the advanced regions after the European and American standards in terms of lighting standards, and are worthy of attention from the LED industry and standard peers.
New Challenges Based on Emerging Markets To understand the recognition of standard products, it is necessary to constantly explore. Although it is difficult to see the enterprises entering the above market from the information and the information that the reporters have learned. But for companies that are new to these markets, products that are recognized by the local market need to be constantly explored and tried.
Russian market: product clearance is the biggest problem. The reporter learned from Wang Tao, general manager of LED Foreign Trade Department of Shenzhen Rainbow Ottom Technology Co., Ltd. that the process of entering these emerging LED export markets is not smooth. Wang Tao said: Entering the Russian market, product clearance is the biggest problem, because the products will encounter many problems in the process of customs clearance, and sometimes it takes a long time to transport a batch of products to transit. So how to solve this problem? Wang Tao shared some experiences: First, the company needs to optimize the LED product plan and strive to obtain customs clearance with the best cost performance. Secondly, it can cooperate with the local LED trading company in Russia to cooperate with the company to make the product enter the market first. In order to be fully prepared for branding in this market in the future.
Southeast Asian market: demanding and low price, outrageous reporters saw in the online forum that some companies said: contact with several customers in Southeast Asia, the price is too low, the quality can not be too bad. This statement has also aroused the resonance of other netizens. Some netizens said that South Asia, especially India, has a lower price than domestic ones, and the demand is still much more. Therefore, it is better to do a good job in the domestic market. The reporter learned from several testing laboratories that many well-known companies such as Zhen Mingli, Qinshang Optoelectronics, Dehao Runda, Shenzhen Jinghua Hongguang, etc. all participated in the bidding of the LED streetlight project in Thailand and obtained the target. Powerful companies are still promising in the Southeast Asian market. According to Wang Tao, Rainbow Ottom's business in the Middle East market adjacent to Southeast Asia is also progressing smoothly. The price of LED products in the Middle East market is not very obvious, and the difficulties are elsewhere. In the Middle East market, the product plan has been adopted, and the cycle of product evaluation by the adopter is quite long. The company needs to wait for a long time. Wang Tao said that it is especially important for enterprises to cultivate good internal strength. The pre-products should be done well, be attractive enough, meet the local standards for LED requirements, and improve from the solution. That is to say, the company should gradually improve the product plan while doing the certification to meet the needs of customers. Wang Tao said.
African market: no concept of branding leads to low-end goods. Although the government has started LED replacement, they have no concept of brand. Therefore, the African market is much lower and the price is very low. Directly leading some international companies to enter the African market had to fight price wars with domestic Zhongshan enterprises. Bu Haitao, director of sales of Easystar Lighting, said.
So how should companies face? Wang Tao said that in the early days of entering the African market, local customers did not have much demand for LEDs, and LEDs were sold as high-end products with high technology content. Therefore, enterprises must have sufficient patience and high quality products to enter the market to penetrate the market. First of all, we must win market recognition with cost-effective products. As the degree of recognition increases, the demand for the market will gradually increase, and the sales volume of the company will also increase. When the demand for the product is not large, the customer will be actively assisted in cost optimization, and the order quantity will gradually increase, and the order will follow. Wang Tao shared part of his experience in developing the South African market.
Although the requirements for LED products in emerging markets are not as mature as those in Europe and the United States, some of the resistances encountered by enterprises entering the market can also feel that the standards are not high, but the requirements for the price/performance ratio of products are not lower than the standards. required. Although the detection and certification of LED products is the last link of products entering the market, it has important guiding significance for the product design stage. LED products can be recognized by professional institutions, so product testing and certification are in market access and product quality. The guarantee aspect has an important position and role. More and more companies are now focusing on product testing and certification. Wang Tao told reporters that testing and certification are necessary for enterprises to develop overseas markets, and companies that understand standards can stand up in overseas markets.
Sound Many companies have to send products to foreign countries for inspection. Often, the same product needs repeated inspections before it can pass. The long time and high cost become the main obstacles for products to enter the international market. Therefore, some enterprises must seize the market first. Delay or abandon test certification. However, many domestic testing organizations can conduct relevant certification tests in local laboratories. Enterprises do not need to export products to laboratories in exporting countries, which saves the company a lot of time and cost to a certain extent. From the perspective of the enterprise itself, the standard operation of the inspection also affects the efficiency of the test to a certain extent. The testing agency also made some suggestions for the inspection company:
Find an authoritative certification body for the certification service and more insurance Bureau Veritas International Laboratory Group TechnicalOfficer CliffFung
Due to the rapid changes in LED products, some products such as LED tubes have become more and more common, but the testing standards have not yet been established. This is a problem often encountered by testing organizations in the process of testing LED products. At this time, the testing organization needs to make a safety assessment of these new products, and put forward a reasonable basis for the well standard test. In the process of getting products for inspection abroad, enterprises will also encounter some difficulties, such as verbal communication, different understanding of standards or they have not yet established standards for LED product testing. Some countries still need to find local because of speech problems. The agent will apply for a certificate, otherwise it may take half a year or even one year to apply successfully. For language problems, usually large international institutions will have certain advantages.
LED companies export to Southeast Asia, Africa, Russia, and can contact the relevant national agencies to obtain the latest information to ensure that the export products meet local requirements. However, in order to ensure that the products are exported to the local area more smoothly, it is more insurance to find an authoritative certification body to provide relevant certification services.
Defining where your products are sold and then testing SGS certification experts can focus on the training of professional testing talents, better cooperate with testing institutions, and consciously understand the standards and regulatory requirements of the target market. In the design and development stage of the product, the personnel who follow up the certification must intervene and add the relevant standard requirements to the design requirements, so that the test can be completed quickly and efficiently. In this way, not only effectively reduce the probability of failure, but also shorten the certification cycle, in order to seize the market when winning
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