At present, more than 230 traditional lighting enterprises in Xiaolan Town have entered the field of LED lighting. LED street lamps, LED table lamps and decorative lamp belts have obvious advantages in the industry.
Break through the constraints of production factors to carry out structural adjustment, use technology to drive product innovation, and seize high-end industries and high-end links in the industrial chain.
Problem to be solved
The model design is completed in the United States, raw materials are produced in Japan and Taiwan, manufactured and assembled in Indonesia, Malaysia and China. China is also responsible for the supply of cotton fabrics. Brands American Mattel earns $8 from a Barbie doll and is responsible for the product chain. Among them, Chinese companies in the link can only earn $0.35.
This well-known "Barbie doll" story has hit the current "Zhejiang manufacturing" shackles: on the one hand, it is at the low end of the industrial chain, on the one hand, the supply of high-end products is insufficient. Under the background of the structural reform of the supply side, in the face of the development opportunity of the Pearl River Delta Independent Innovation Demonstration Zone, how should the “Innovation Zhongshan†be exerted, and what kind of answer should the Zhongshan industrial transformation hand over?
Drive innovation
Regarding the industry chain of "Barbie", Ms. Lin, the executive general manager of Mulinsen, felt the same.
"The market price of LED packaging has been 'waist' twice in the past two years." Lin Jiliang said frankly that even in the packaging industry, the absolute cost advantage and scale advantage of the components, the competition of LED midstream and downstream packaging products in the past two years is very fierce, the overall price of the industry All the way down, the price in 2014 was half of 2013.
In 2015, it fell by 50% compared with the previous year. In the last round of factor-driven international production division, even if “Zhongshan Manufacturing†is at the lowest end of the industrial chain, many industrial clusters can still take the opportunity to develop and directly expand the economic aggregate. In the new round of opportunities to rebuild the world's manufacturing industry with innovation, the abundant production capacity highlights the excessive supply of industrial fatigue, and the lack of supply of high-end products in the industrial chain has brought about structural concerns. Like Mulinsen, many Zhongshan enterprises have begun to break through the constraints of production factors to make structural adjustments, and to drive the advantages of industrial chain space.
Homogeneity
Lack of vertical specialization
Located in Zhongshan on the west coast of the Pearl River Delta, the model of “small business, large production; small accessories, large collaboration; small commodities, big market†once brought more flexible market vitality to the industry, and then evolved into a dynamic and unique Professional town.
On February 29, when Mulinsen officially released the 2015 annual performance report, Lin Jiliang was leading the team to go to Germany to participate in the 2016 Frankfurt, Germany. Last year, Mulinsen appeared in various exhibitions such as American Lighting Exhibition, Russian International Lighting Exhibition, Turkish International Lighting Exhibition, Guangzhou International Lighting Exhibition, Shanghai International Lighting Exhibition, etc., but not only for marketing strategy.
“Affected by exchange rate fluctuations in the international market, the growth rate of China's LED lighting exports has slowed down at the end of 2014. In 2015, due to the low global economic climate, China's LED lighting demand is weak, despite the demand in May-July. Climbing, but oversupply and market competition in the first half of the year, the LED industry chain prices generally fell by 30-50%, international product prices also fell more than 20%." Similar to the status of the LED industry mentioned in the Woodlinson annual report, Mulinsen In 2015, the operating income was 3.882 billion yuan, down 3% year-on-year, and the net profit was only 256 million, down 40.98% year-on-year.
As the LED industry continues to mature, in the middle and lower packaging areas of the LED industry, competition for price wars and product homogenization has begun to emerge. “A large number of small and medium-sized LED companies have withdrawn, and some bankrupt companies have sold inventory at low prices, which has impacted the market and formed a vicious circle."
The bottleneck of industry development faced by Mu Linsen is the common confusion faced by many Zhongshan enterprises:
In the era of "Pearl River Water, Guangdong Grain, Guangdong Home Appliances, Lingnan Service" and other large-scale goods marketing, Zhongshan's clothing, furniture, home appliances and other industrial clusters have gradually developed and become famous. When these industrial clusters develop to a certain stage, many townships have formed a large-scale specialized market, but the vertical specialization division within the industrial clusters is not obvious, leading to the common problems of homogenization and low-end production in the industry.
Wang Hao, dean of the Guangdong Academy of Social Sciences, and other scholars pointed out in the study that most of the industrial clusters in the Pearl River Delta have not formed a division of labor and cooperation between the upstream and downstream of the industrial chain, and it is only a simple gathering and loose connection of a large number of small and medium-sized enterprises in geospatial space. Almost all enterprises are engaged in the production of basic products or services. It is like a large number of copies of a single company in a certain area, which leads to vicious competition and is not conducive to productivity.
Faced with the homogenization of production between enterprises and the lack of upstream and downstream labor division, how can Zhongshan make structural adjustments to the industry from the supply side with the power of innovation?
Scale integration
Structural optimization of the industrial chain
"Our industry has entered the integration period, and more and more needs to be developed in a large scale. The dispersion is too broad to bring down the competitiveness of enterprises. By improving its scale or concentration, it can accelerate industrial progress and lead the healthy development of the industry. Because of technology We must catch up with international brands, and patents are still blocked. We can occupy a certain market share in quantity and price advantage, and accumulate strength for future development and progress.†Recently, Zhou Lihong, deputy general manager of Mulinsen Lighting, said in public that the scale The management and integration of upstream and downstream of the industrial chain through mergers and acquisitions will become the direction of Mulinsen's future transformation. On November 7 last year, Mulinsen announced that he was planning to participate in the bidding for some of the lighting business assets of LED national giant OSRAM Licht AG (Osram).
Chen Liangxian, deputy secretary of the Zhongshan Municipal Party Committee and mayor, pointed out that Zhongshan will also strengthen the supply-side structural reform. This includes focusing on product quality improvement, including encouraging mergers and acquisitions, and making mergers and acquisitions bigger and stronger. In accordance with the principle of market-led and government-driven, Zhongshan will increase its efforts to support mergers and acquisitions, integrate inefficient production capacity, and cultivate a large number of key enterprises.
“Innovation requires a lot of money, talent investment, and high risks.†Liang Shilun said that the more traditional industries, the more difficult it is to innovate. Under the pressure of the market, it is not easy for Zhongshan enterprises to maintain a high level of innovation.
Coincidentally, in recent years, Ocean Electric has also frequently increased capital and expanded production and acquired mergers and acquisitions. On January 9, the company issued a notice saying that in order to give full play to the industrial advantages and improve the company's industrial chain, it will increase the capital of Shenzhen Qianhai Industrial Fund by RMB 100 million. With the professional capital operation service of the industry fund and the layout of the new energy industry chain, it will provide strategic support for the strategic layout of Dayang Electric in the new energy automobile industry.
The relevant person in charge of the Zhongshan Financial Bureau said in an interview that large enterprises, especially listed companies, have stronger ability to attract talents and capital. “For example, the all-pass education in the Eastern District can use the funds and its influence to set up an intelligence in the Eastern District. Education parks, and gradually promote the development of an industry. Another example is that Ocean Electric also uses the advantages of capital and technology to form a new industry for new energy vehicles. Palm Garden is the first ecological garden construction in the country, also made nationwide. A certain influence and effect."
In fact, this kind of industrial integration based on industry leaders has carried out vertical professional division of labor internally, and achieved scale gathering in external horizontal mergers and acquisitions. In the eyes of the industry, it is the supply-side reform path based on the foundation of Zhongshan professional town. Therefore, the advanced production factors such as comparative advantages, resource endowments and innovation endowments of the Zhongshan industry have been brought into play.
Through specialized division of labor and mergers and acquisitions to expand production capacity, industrial clusters began to expand to the high end of the industrial chain. Among them, a cluster with a relatively complete industrial chain will gradually be upgraded to an innovation chain cluster, and the regional comparative advantage will be transformed into a competitive advantage and participate in the competition in the global value chain.
In strengthening transformation and upgrading and promoting structural optimization, Zhongshan will focus on expanding effective supply and product quality improvement, vigorously developing intelligent manufacturing, advanced equipment manufacturing, modern service industry, and superior traditional industries, and seize high-end industries and high-end industries to provide effective supply. It is forced to transform and upgrade to achieve a “seamless connection†between the supply side and the demand side.
Hard innovation
Technological innovation of the main body of innovation
In the information service center of Changbao Technology, on a computer screen running at a high speed, the data of the beating vehicle is continuously refreshed. Behind the data, there are tens of thousands of school buses and buses passing through the Beidou/GPS satellite positioning system.
"Equipped with satellite positioning driving recorder for vehicles - Beidou / GPS for vehicle operation image sound and dynamic data full record - transmission of vehicle driving status and path information - feedback to the supervision and command integration platform", fierce competition The Beidou navigation application field is aimed at the technological innovation of the government's management of vehicles, and the public transportation safety problems such as school bus and bus are solved.
As the mainstay of innovation, more and more Zhongshan enterprises have begun to compete for market discourse rights through independent innovation.
Last year, Zhongshan City built a “1+4+N†innovation-driven development policy system, adding 208 high-tech enterprises and a total of 427. The “four big hands†of innovation drive has doubled or nearly doubled in 2014, and the growth rate ranks in the forefront of the province. Last year, Zhongshan added 6 new provincial-level R&D institutions and 24 new R&D institutions at the municipal level. Three new provincial-level technology business incubators and 23 municipal-level incubators were added. The number of invention patent applications was 4,867 and the number of authorized applications was 992.
The growth rate of Zhongshan high-tech enterprises was also the first in the province last year. Innovative enterprises showed a blowout trend in Zhongshan, and the innovative role that enterprises assumed in the city became more and more prominent. “Innovation not only includes the creation of the concept, but also the innovation of the concept. What is more important is the creation and technological innovation of the enterprise itself. The innovation of the enterprise itself is easier to connect with the market and the industry.†Huang Zhenqiu, member of the Zhongshan Municipal CPPCC, said in an interview.
Zhongshan United Optoelectronics Technology Co., Ltd. (hereinafter referred to as United Optoelectronics) is a typical representative. In recent years, according to market changes and demand, United Optoelectronics has continuously upgraded its products through innovation. From grinding lenses to fixed-focus lenses to zoom lenses, the technology content is getting higher and higher, and the added value of products is getting higher and higher. The high-definition, 4K optical technology combined with the Internet, which was first developed in the world, not only made United Optoelectronics become the world's number one in the field of surveillance and integrated machine, but also doubled its annual sales revenue growth in recent years.
“Product and process innovation is a hard innovation that represents the core competitiveness of the company and occupies a fundamental position in all innovation indicators. Organizational and marketing innovations are soft innovations, generally focusing on the market and short-term effects.†Zhongshan Institute of Economic Research Chang Liang Shilun said: "From the perspective of the province, the proportion of enterprises carrying out 'soft innovation' is much higher than 'hard innovation' because product and process innovation requires continuous R&D investment and manpower input, and has high risks. The investment of Zhongshan enterprises in hard innovation is higher than the provincial average, indicating that the Zhongshan innovation drive strategy has achieved initial results and the city's innovation is also increasing."
Xiaolan leverages innovation strategy to cultivate 10 billion industries
In recent years, LED leading enterprises in Xiaolan Town, such as Yiguang and Mulinsen, have maintained rapid development, which has played an important role in driving and leading the development of LED lighting industry in Xiaolan, and has improved the concentration of LED industry and built a perfect LED. The industrial chain contributes a lot.
LED key enterprises represented by Mulinsen, Yiguang, and Stereo Optoelectronics have applied LED frontier technology to a large extent, leading the development trend of LED packaging technology. Through technological innovation, the total output value of the entire LED industry has grown by a large margin, and it has become a new growth point for the economic development of Xiaolan Town. In 2015, the total output value of the LED industry in the town has exceeded 10 billion yuan.
After the LEDs showed the agglomeration effect of industrial clusters, this industrial organization pattern was also optimized, and new governance entities other than local governments were introduced. The LED key enterprises in Xiaolan Town took the lead in setting up the Zhongshan Semiconductor Lighting Industry Association to form an expert committee. As a think tank for the development of the LED industry, the company set the standards for the semiconductor lighting industry technology alliance and accelerated the transformation of the traditional lighting enterprises in Xiaolan Town to the LED industry.
According to incomplete statistics, there are more than 230 traditional lighting enterprises in Xiaolan Township entering the field of LED lighting. LED street lamps, LED table lamps, decorative lamp belts, etc. have obvious advantages in the industry, laying a small market for Xiaolan LED industry. Leading position.
In addition to technological innovation and organizational innovation, model innovation and institutional innovation are also important support points for supporting industrial development in the innovation-driven strategy. Xiaolan Town chose LED street light as the entry point, combined the application of LED products with the promotion of energy saving and consumption reduction, and adopted the “contract energy management mode†to promote the LED street lamp renovation project with the help of the “Ten Thousand Cities and Cities†program of the Ministry of Science and Technology. . At present, the town has installed 1351 LED LED street lights, and will complete the renovation of LED street lights in the town during the year. The power saving rate of LED street lamps is over 55%.
In the system, the company provides innovation guarantees for enterprises by strengthening the supporting services of the LED industry. First, investing more than 10 million yuan to establish a public service platform for the development of the LED industry, becoming one of the more comprehensive platforms for the public service of the LED industry in Guangdong Province; the second is to establish the "Xiaolan LED Industry Technology Research Institute" with South China Normal University to solve the LED The commonality and key technical issues of the industry, the establishment of LED lighting professional in Xiaolan Jianbin Vocational School, training LED lighting practical talents.
Lei Yuelong, Director of Zhongshan Economic and Trade Bureau:
Supply-side reform focuses on improving the efficiency of factor allocation
For industrial clusters with development potential, follow-up optimization needs to adopt measures such as technological transformation, intelligent manufacturing and establishment of new service platforms to promote the integration of the two industries and do a good job in mergers and acquisitions. For some regions and some industries, it may be necessary to introduce new industries, optimize and adjust old industries, and work from emerging industries and emerging industries. Different towns and villages have different requirements for towns and districts. An important factor in the reform of supply-side enterprises in Zhongshan New Professional Towns is to improve the efficiency of resource allocation.
In order to improve the efficiency of the allocation of factor resources, it is necessary to optimize the structure from the perspectives of integration of production, integration of the two, and integration of the three rules, the so-called supply-side reform.
Xu Xiaoli, deputy director of the Standing Committee of Zhongshan Municipal People's Congress:
Talent and higher education bring new impetus to innovation drive
In the past year, Zhongshan City has achieved outstanding results in the “four major handsâ€, and the number of high-tech enterprises, new R&D institutions, incubators and intellectual property rights has been greatly improved. This is the active exploration and efforts of the Zhongshan Municipal Party Committee and the Municipal Government in creating an innovative environment and enhancing regional innovation capabilities, laying a good foundation for Zhongshan's innovative ecology. In the first year of the “Thirteenth Five-Year Planâ€, the in-depth implementation of the innovation-driven strategy, the talent issue is a more pressing issue, and then Zhongshan’s initiatives to increase talent input and improve the level of higher education will bring new innovation drivers to the city. The power.
Liang Shilun, Dean of Zhongshan Economic Research Institute:
"Machine substitution" needs to train industrial workers
Most Zhongshan enterprises pay more attention to intellectual property rights, and the government's protection of intellectual property rights needs to be improved. In recent years, Zhongshan has given higher rewards to enterprises applying for patents and brand names, and has corresponding subsidy policies for intellectual property agencies. To stimulate the driving force for intellectual property innovation, there is still much work to be done at all levels of government and industry organizations. .
It is not just hardware that determines the level of industry, but also the quality of industrial workers. Today, the gap between the hardware facilities of domestic enterprises and developed countries is not large, and the gap in product quality is mainly due to the quality of industrial workers. Therefore, in addition to increasing subsidies for hardware inputs such as “machine substitutionâ€, Zhongshan should pay more attention to the cultivation of industrial workers.
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