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Going back to the beginning of reform and opening up, we began to formulate a strategy for Chinese companies to go global. Adhering to the three words of going out, we began to aim our eyes to the outside world and put them into the international arena to find new business opportunities. The world is very big, and powerful companies should not stick to the domestic market. They can look at the other side. To this end, Xiao Bian today organized the European and African countries to go back to the beginning of reform and opening up, and began to develop a strategy for Chinese enterprises to go global. Adhering to the three words of going out, we began to aim our eyes to the outside world and put them into the international arena to find new business opportunities. The world is very big, and powerful companies should not stick to the domestic market. They can look at the other side. To this end, Xiaobian today compiled the relevant situation of the international markets of Europe, Africa, Asia (Southeast Asia, India) on three continents, especially the Southeast Asian countries, with a focus on Zhiyou. This article is for reference only. 1. European LED lighting market The European market has always been a major exporter of Chinese lighting companies. According to statistics, in 2015, the scale of LED lighting market in Europe increased from about 2 billion US dollars in 2011 to 10.24 billion US dollars, with an average annual growth rate of about 49% in 4 years. From 2012 to 2013, China's export growth rate to the EU rose from 30.52% to 138.14%. With the outbreak of the Greek debt crisis and the Brexit, the domestic export growth rate to the EU has shown a straight downward trend since the beginning of 2014. According to the latest investigation and research, in the first half of 2016, the export value of the top ten key areas of LED products in the country was 20.221 billion US dollars, a year-on-year decrease of 0.08%, and the growth rate decreased by 17.15% compared with the same period of last year. However, from the growth point of view, not all products in the LED industry chain have been affected, such as LED other lights and lighting devices, LED other color monitors (mainly LED display), LED related accessories materials, LEDs are maintained A certain growth rate. Relevant companies have indicated that with the economic downturn in Europe, the North American market will be more concerned in the future. In addition, as the European market is worse this year than in previous years, the overall performance is weak. The overall price is mainly affected by the exchange rate. From the perspective of the entire production cycle, it is expected that the situation will improve in the middle of next year. 2. LED lighting market in Africa The LED lighting, OLED lighting and display in Africa have developed rapidly. In 2015, the output value of LED, OLED display and lighting in Africa has reached 685 million US dollars. The compound annual growth rate (CAGR) is expected to be 17.8% from 2016 to 2026. As policy support has gradually warmed up, new LED lighting government standards have emerged, and these factors together support the growth of the African lighting market. The International Finance Corporation (IFC) and the World Bank launched the illuminating African/illuminated Africa project in a steady growth, which is through LED lighting, so that the African market with no electricity can benefit from energy saving, which also brings lighting to Africa. The market is positively stimulating. In addition, the growth of LED backlights in Africa with LCD panels and OLED displays is mainly due to the increasing number of smartphone users, and consumers are becoming more willing to increase spending on TV-related services. At the same time, LED lighting products continue to prolong life, about 50,000 hours. Compared with traditional bulbs and cold cathode tube lamps, LED lighting products have the following advantages: higher efficiency, less power consumption, longer life, more environmentally friendly, durable, less hot, less space. According to a research company, the current market focus in Africa is that the market size of consumer TV in 2015 is 130 million US dollars. It is estimated that by 2026, the compound annual growth rate will reach 18.8%. On the other hand, due to the gradual development of off-grid solar power in the African market, this will contribute to the development of the consumer TV market in rural Africa. As for lighting in the African LED market in 2015, the overall market value of LED bulbs came to $194 million. It is estimated that by 2026, the annual compound growth rate of the solar LED lighting market is expected to reach 28.6%. In terms of product applications, street lamps accounted for the highest proportion in the African lighting market in 2015, reaching 37.6%. 3, Southeast Asia LED lighting market Southeast Asia, except for Singapore, most of the country's economy is relatively backward. However, abundant human resources and natural resources make Southeast Asia one of the most dynamic and potential areas for the development of the world economy today. The overall electricity price in Southeast Asia is relatively high, and the high electricity bills have made the demand for lamp replacement in Southeast Asian countries particularly obvious. With the rapid improvement of the economic standards of other countries in Southeast Asia, the per capita lighting demand will also increase accordingly. The resulting awareness of energy conservation and the growth of demand will enable the LED lighting industry to rapidly spread and grow in Southeast Asia. In addition, Southeast Asia's infrastructure investment is large and its policies are very attractive, so it is becoming an emerging market that is favored by domestic manufacturers. According to statistics, in the six major countries (Thailand, Singapore, Malaysia, Vietnam, Indonesia, the Philippines), the overall lighting market in Southeast Asia in 2015 was about 4.8 billion US dollars, of which LED lighting scale was about 1.5 billion US dollars. By 2016, the scale of LED lighting is expected to grow to 1.9 billion US dollars. In 2014-2016, the market share of LED lighting in Southeast Asia increased significantly, and the penetration rate is expected to grow from 25% to 37%. In addition to Singapore, the overall lighting scale of Southeast Asian countries has been rising in recent years, while traditional lighting has generally declined, and LED lighting is the main growth momentum. Among them, Indonesia's overall lighting scale and LED lighting scale is the highest. It is expected that the LED lighting market in Indonesia will be close to 460 million US dollars in 2016. By observing the scale of LED lighting products imported from China by Southeast Asian countries, the total import volume of the six major countries reached about 1.54 billion US dollars in 2015. The import scale of all countries increased rapidly in 2013 and 2014. In 2015, due to exchange rate factors and economic environment, the growth rate of import scale slowed down. In terms of market size and import scale, LED lighting has grown strongly in recent years, and the replacement of traditional lighting has gradually strengthened. For Southeast Asia, which is mainly imported and has weak local productivity, the increase in demand for LED lighting has brought about a sharp increase in import demand, coupled with China’s product prices, manufacturing power and geographical advantages, resulting in imports from China. The scale has achieved a rapid increase. 4, Vietnam LED lighting market According to recent research institutions found that in 2015, Vietnam's LED lighting market reached 271 million US dollars, is expected to grow to 348 million US dollars in 2016, a growth rate of 28%. In the past, the LED lighting market in Vietnam consumed about 200 million traditional bulbs per year, of which the traditional tungsten filament bulbs were more power-consuming. With the increase in LED penetration rate, the traditional lighting market in Vietnam has continued to decline in the past few years, and the LED lighting market has maintained a rising trend. It is expected that the penetration rate of LED lighting in Vietnam will reach about 35% in 2016. According to the analysis, due to the low base period of the LED lighting market in Vietnam, the market scale is growing faster than other countries in Southeast Asia. In recent years, with the improvement of consumption power in Vietnam, the LED lighting market demand will gradually shift from the current major engineering applications to home lighting applications. Under the conditions of cheap labor costs in Vietnam, many foreign companies have set up factories in the market. The demand for LED lighting is mostly from the LED lighting needs of new projects. In addition, countries such as China, Japan and South Korea have also launched government development assistance for Vietnam to stimulate the demand for LED outdoor lighting in local infrastructure projects. However, since the government and other engineering standards are mostly controlled by Vietnamese locals, foreign companies need to integrate with Vietnam. Manufacturers have the opportunity to cut into the market. As Vietnam's per capita income has gradually grown, its LED home lighting market has also begun to flourish. Therefore, for LED manufacturers, local brand management and channel construction will become the key to market development.