In 2011, the LED investment boom continued. Many domestic companies have increased their investment in the LED market. Cost and light efficiency have still become the focus of attention in the industry. What is the current level of LED chip light efficiency? With the gradual release of LED chip production capacity, whether the chip price will decline? Will the domestic investment boom bring excess capacity to LED chips? How to look at the future development of the mainland market? How can companies achieve breakthroughs? The reporter interviewed the most comprehensive chip factory in the global LED product line. Jingyuan Optoelectronics is the only official sales channel in China. Mr. Lin Yida, general manager of Jingyuan Baochen (Shenzhen) Co., Ltd.
Technology: High-voltage LEDs reduce costs, and strive to achieve 1000 Lm/$ in 2015
1, 2015 lumens cost to achieve 1000Lm / $, LED lighting market penetration rate of more than 10% Currently, with the LED backlight market gradually mature and tend to be stable, the general lighting market has become the industry's most anticipated and most appealing LED application market. But how quickly can LED enter the general lighting market? The user is most concerned about LED cost performance. The key to improving LED cost-effectiveness is to reduce the lumen cost of LEDs. In this regard, Mr. Lin Yida, general manager of Jingyuan Baochen (Shenzhen) Co., Ltd., stated with confidence that “Jinyuan Optoelectronics aims to achieve a lumen cost of 1000Lm/$ in 2015, which means that it can purchase 1000Lm in one dollar. If we can truly achieve our goal, then the market penetration of LED lighting in 2015 will be more than 10%."
Asked the current market penetration of LED lighting, Lin pointed out that the penetration of LED lighting is only 3% -5%. To achieve a penetration rate of 10% in 2015, it is obviously necessary for the industry to work together. So how can Jingdian achieve the lumen cost of 1000Lm/$? Lin Zong solves the problem for LED reporters in the new century: "In the future, we will reduce costs through the application of new materials, adjusting the efficiency of the wafers themselves, and improving the manufacturing process of the wafers. Taking sapphire substrates as an example last year, it rose from 10 US dollars to 20, 30. U.S. dollars and high gross margins will naturally attract more companies to invest. Only the domestic companies that have put in the substrate area will have more than 10 companies. After these enterprises are put into production and the entire supply of materials is sufficient in the future, the cost is bound to come down."
2, crystal high voltage cold white LED up to 160 lm / W above, warm white LED up to 170 lm / W
From a technical point of view, Epistar has been making efforts: First, the blue-red color scheme improves color rendering; first, high-voltage LEDs reduce costs. The world’s first high-voltage LED is the best manufacturer. It has successfully mass-produced the high-voltage LED's wafer photovoltaic since last year. What kind of improvement has been made in the high-voltage LED luminous efficiency? Lin told the New Century LED Network reporter: “We have already released 800 lux and 1000 lux high-voltage LED chip replacement programs that can replace 60W bulbs or 75W bulbs. The latest high-voltage LED cool white products , Luminous efficiency has been increased to 160 lumens / watt (lm / W) above, high-pressure warm white LED products luminous efficiency of 170 lumens / watt level, the company is expected to be in the second quarter of this year to the third quarter of mass production market."
“This is due to the fact that Epistar’s long-term cooperation with major international companies has accumulated rich experience in product development; on the other hand, Epistar’s strength is based on the strength of the world’s first red and yellow light and the third largest global strength of blue-green light. It is possible to develop products with such high color rendering and high light efficiency.†Lin mentioned the research and development achievements of the company and is very proud of it.
In addition to the long-term accumulation of its own crystal power, this achievement is also inseparable from the support behind the R & D team. So what kind of R&D team does Epistar have? “Currently, Epistar’s R&D team accounts for 5-7% of the total number of employees of the company. The research and development team is mainly focused on doctoral students and master students in materials, chemistry, and physics. The research and development results require continuous investment of a lot of time and effort, but Jingdian's technical team is very stable and its liquidity is not high. This is the source of Jingdian’s continuous technological breakthrough.†Lin briefed the reporter.
Services: Quality must be stable, supply must be stable, prices must be stable, customer needs must be met, customers must worry-free technologies first, and services must be successful. Many users are most worried about after-sales service. So, how is Epistar's service? In response to the doubts of the LED network reporters in the new century, Lin always made a brief statement of the twelve-word phrase of Jingyuan Optoelectronics Service: "Quality must be stable, supply must be stable, and prices must be stable."
“The key to the customer is to look at the price/performance ratio of the product. The high cost performance not only requires better product quality and lower cost. Some customers may look at the product price alone and feel that Crystal’s chips are a little expensive, but if you add product quality and LED counts, After the cost, it is not necessarily expensive.For example, if the use of Epistar's chip will be 10% more expensive, but Epistar has a high yield, low rework rate, which is beyond the reach of other companies." Lin total further to reporters Explains, "We have spent a lot of effort on product promotion and application, and on the basis of guaranteeing product quality, we are actively creating the influence of Epistar's optoelectronic products."
"If you look at the patent, Jingdian currently has more than 1,300 LED patents around the world. This does not include patents applied by the subsidiary of Epistar. If you add them, the number is even more impressive. Now that domestic intellectual property is making slow progress and awareness of intellectual property protection is not enough, when competing with foreign giants such as Cree, Nichia, Toyota Synthetic, Philips, and Osram, it will inevitably run into patent issues.So, in Chinese companies , Jingdian can play a very good protection role for downstream companies." Lin pointed out the importance of patents, "In the future, the globalization of semiconductor lighting products, the market will enter the stage of open competition, patents and intellectual property rights will become increasingly If you can protect your customers in terms of patents and intellectual property, then customers will be more assured and bold in promoting products."
Layout: Implement virtual vertical integration and strengthen lighting layout
As the beginning of the Twelfth Five-Year Plan, with the strong support of the national and local governments, the LED industry has ushered in a huge opportunity in the Chinese mainland market. The great potential of the mainland market is also increasingly favoured by international giants and Taiwan-funded enterprises. Jingyuan Optoelectronics does not fall behind, and it has laid out a series of moves in the mainland market. The most important concern in the industry is that on March 26 this year, Jingyuan Optoelectronics, together with Skyworth Group and Delta Electronics, jointly invested 600 million U.S. dollars in the construction of LED epitaxial wafers and chip projects. Why the three major groups will jointly build the largest LED epitaxial wafer and chip production base in South China. “In this project, the three major considerations of investment are mutual support in the supply chain of the LED industry. For Jingyuan Optoelectronics, it is mainly to ensure the stability of the sea outlet; and for Skyworth Digital, the initial focus of cooperation is Backlighting, from the second half of 2009 to the first half of 2010, the backlight of LCD TVs at this stage is quite tense, and Skyworth is also one of the leading manufacturers of flat panel TVs in China. During the contact process, both parties also used backlights from LCD TVs. When it comes to lighting, it also reflects the thinking of our strategic partners to implement one-stop thinking; Delta Electronics is a relatively well-known power supplier in the world, and its mechanical components are the strengths of Delta Electronics. Delta Electronics' development and thinking logic is based on Lighting is dominant, so the project as a whole, there is both lighting and backlight." Director-General of the LED network to the new century, said the three groups to cooperate with the original intention.
In addition to the cooperation with Skyworth and Delta Electronics, does Epistar have other actions in the Chinese mainland market this year? In this regard, Lin always pointed out: "The layout of Epistar in the Chinese mainland market, from north to south, mainly includes the joint venture between Jining and UMC Group, LED epitaxial plant Guanlan Optoelectronics; in Changzhou, Taiwan Epistar Taiwan Lite-On established a joint venture with a TV plant in China to establish Jingpin Optoelectronics (Changzhou) Co., Ltd.; a joint venture between Xiamen and CEC’s Great Wall Development Co., Ltd., where Jingyuan Optoelectronics holds 40% of shares and Yiguang Optoelectronics holds 9 shares. %, the Great Wall Development accounted for 44% of shares, followed by cooperation with Skyworth, Delta Electronics. "Lin said: "In the near future, Zhejiang Sunshine and Epistar photoelectric signed a strategic procurement agreement, this is also part of our lighting Haikou, based on current supply and demand conditions, will not develop into the application market for the time being. Cooperation with the application vendor strategy will continue, especially in the lighting field."
From this series of layouts, it is not difficult for us to see that Epistar’s choice of layout model in the mainland market is in strategic cooperation with powerful application vendors and mutual equity participation, which is obviously different from that of US LED epic manufacturer Cree et al. Vertical integration of epitaxy, chip-to-middle packaging and downstream applications. “We call it 'virtual vertical integration' and Epistar will continue to focus on its strong epitaxial wafers and chips, but we will seek out strong strategic partners for cooperation. This will not work with our customers. Competition can also achieve the effect of 'strong alliance'."
Market: The third and fourth quarters are important nodes, and the shuffling of the chip packaging industry is inevitable.
This year, many LED chip projects of investment companies entered the production phase, and production capacity was gradually released. So there will be a downward trend in the price of LED chips? Lin Quan did not swear to say to the reporter of the New Century LED Network: "In the short term, many of the industry's production capacity is now released, including Epistar. From the simplest theory of supply and demand, chip prices are bound to fall. Yuan Optoelectronics' price ratio is 100%. We hope to achieve three stable 'quality to be stable', 'supply to be stable' and 'price to be stable'. In the process of falling prices, Jingdian will also make adjustments. It will also be “according to the market†and the price will not fluctuate greatly. We expect the price offered to customers to be competitive and cost-effective.â€
According to New Century LED Network reporter, at present, among the 230 MOCVD equipments of Jingdian, 60 are quaternary LED productions. Currently, there are currently full-loaded state-of-the-art products. There is a monthly revenue of about 500 million yuan, of which there are six. Cheng is a high-brightness red LED (UHB) with a high gross margin. Last year, the proportion of UHB was only 50%. This is one of the reasons that Jingdian’s gross margin in the second quarter can increase month by month.
For the development of the LED market in the second half of the year, Lin said: “The third quarter and the fourth quarter are a very important observation point. This year, both chip and packaging capacity have expanded, and LED competition from the chip to the packaging industry will be very fierce. This fierce competition will also form a booming LED industry, the most direct impact is the price drop, of course, this is a good thing for LED applications." Lin predicts, "The intense competition between LED chips and packaging is very Inevitably, 'industry shuffling' will surely happen, but it will not happen this year, because many companies still have 'grass and grass', but also supported this year; but next year will see who's 'constitution' is good. Structure, inventory management, factory management, and so on, will all be key points in winning."
Operating companies: We must have passion and calm thinking. We must guard against overcapacity.
Looking at the development of the Asian LED industry, Zeng Yiren, director of the Institute of Electronics and Optoelectronics at the Institute of Industrial Technology of Taiwan, once stated that the LED industry in Taiwan is relatively likely to slip back. Taiwan is now dominated by OEMs, if Europe and the United States have an economic boom. With the drop, orders can easily be cancelled. In comparison, South Korea's LED brand and technology development are very fast. The Korean LED industry will become a strong opponent. In this regard, the crystal is how to treat it?
"Before I was responsible for the Chinese market, I was responsible for the Northeast Asian market for a long time. It is well-known that South Korea's two major companies, Samsung and LG, are also chip companies. This problem can not only be seen by the Taiwan chip manufacturers, but should be said that the entire How does the Chinese chip factory fight against these two big companies?These two companies, like many domestic companies, are also the industry chain from start to finish, but not the same, they have a very strong brand effect and very powerful Terminal channels, and they have a lot of applications such as televisions, mobile phones and other applications; but also in the domestic companies involved in the entire LED industry chain, we will find that most of them do not 'out of the sea'. For this reason, Epistar photoelectric choose to conduct ' "Virtual vertical integration," to find their own 'out of the sea' and compete with companies like South Korea. 'Strong alliances' give full play to the strengths of strategic partners, the use of the strength of the domestic industry to contend." Lin pointed out that compared to competition This kind of business society will happen every day, the industry should be alert to the current oversupply trend of the LED industry.
“In the past few years, the LED industry has grown rapidly. The chip is also good, and the packaging is also good. When there is an expansion between the industry, in addition to the passion, there must also be calm thinking. It must be clear about the overall needs and the objectives to be targeted. Market, in order not to cause excess capacity. "Finally, Lin expressed his concern over LED excess capacity: "When the supply and demand imbalances cause price wars, this is a situation that the industry does not want to see."
Technology: High-voltage LEDs reduce costs, and strive to achieve 1000 Lm/$ in 2015
1, 2015 lumens cost to achieve 1000Lm / $, LED lighting market penetration rate of more than 10% Currently, with the LED backlight market gradually mature and tend to be stable, the general lighting market has become the industry's most anticipated and most appealing LED application market. But how quickly can LED enter the general lighting market? The user is most concerned about LED cost performance. The key to improving LED cost-effectiveness is to reduce the lumen cost of LEDs. In this regard, Mr. Lin Yida, general manager of Jingyuan Baochen (Shenzhen) Co., Ltd., stated with confidence that “Jinyuan Optoelectronics aims to achieve a lumen cost of 1000Lm/$ in 2015, which means that it can purchase 1000Lm in one dollar. If we can truly achieve our goal, then the market penetration of LED lighting in 2015 will be more than 10%."
Asked the current market penetration of LED lighting, Lin pointed out that the penetration of LED lighting is only 3% -5%. To achieve a penetration rate of 10% in 2015, it is obviously necessary for the industry to work together. So how can Jingdian achieve the lumen cost of 1000Lm/$? Lin Zong solves the problem for LED reporters in the new century: "In the future, we will reduce costs through the application of new materials, adjusting the efficiency of the wafers themselves, and improving the manufacturing process of the wafers. Taking sapphire substrates as an example last year, it rose from 10 US dollars to 20, 30. U.S. dollars and high gross margins will naturally attract more companies to invest. Only the domestic companies that have put in the substrate area will have more than 10 companies. After these enterprises are put into production and the entire supply of materials is sufficient in the future, the cost is bound to come down."
2, crystal high voltage cold white LED up to 160 lm / W above, warm white LED up to 170 lm / W
From a technical point of view, Epistar has been making efforts: First, the blue-red color scheme improves color rendering; first, high-voltage LEDs reduce costs. The world’s first high-voltage LED is the best manufacturer. It has successfully mass-produced the high-voltage LED's wafer photovoltaic since last year. What kind of improvement has been made in the high-voltage LED luminous efficiency? Lin told the New Century LED Network reporter: “We have already released 800 lux and 1000 lux high-voltage LED chip replacement programs that can replace 60W bulbs or 75W bulbs. The latest high-voltage LED cool white products , Luminous efficiency has been increased to 160 lumens / watt (lm / W) above, high-pressure warm white LED products luminous efficiency of 170 lumens / watt level, the company is expected to be in the second quarter of this year to the third quarter of mass production market."
“This is due to the fact that Epistar’s long-term cooperation with major international companies has accumulated rich experience in product development; on the other hand, Epistar’s strength is based on the strength of the world’s first red and yellow light and the third largest global strength of blue-green light. It is possible to develop products with such high color rendering and high light efficiency.†Lin mentioned the research and development achievements of the company and is very proud of it.
In addition to the long-term accumulation of its own crystal power, this achievement is also inseparable from the support behind the R & D team. So what kind of R&D team does Epistar have? “Currently, Epistar’s R&D team accounts for 5-7% of the total number of employees of the company. The research and development team is mainly focused on doctoral students and master students in materials, chemistry, and physics. The research and development results require continuous investment of a lot of time and effort, but Jingdian's technical team is very stable and its liquidity is not high. This is the source of Jingdian’s continuous technological breakthrough.†Lin briefed the reporter.
Services: Quality must be stable, supply must be stable, prices must be stable, customer needs must be met, customers must worry-free technologies first, and services must be successful. Many users are most worried about after-sales service. So, how is Epistar's service? In response to the doubts of the LED network reporters in the new century, Lin always made a brief statement of the twelve-word phrase of Jingyuan Optoelectronics Service: "Quality must be stable, supply must be stable, and prices must be stable."
“The key to the customer is to look at the price/performance ratio of the product. The high cost performance not only requires better product quality and lower cost. Some customers may look at the product price alone and feel that Crystal’s chips are a little expensive, but if you add product quality and LED counts, After the cost, it is not necessarily expensive.For example, if the use of Epistar's chip will be 10% more expensive, but Epistar has a high yield, low rework rate, which is beyond the reach of other companies." Lin total further to reporters Explains, "We have spent a lot of effort on product promotion and application, and on the basis of guaranteeing product quality, we are actively creating the influence of Epistar's optoelectronic products."
"If you look at the patent, Jingdian currently has more than 1,300 LED patents around the world. This does not include patents applied by the subsidiary of Epistar. If you add them, the number is even more impressive. Now that domestic intellectual property is making slow progress and awareness of intellectual property protection is not enough, when competing with foreign giants such as Cree, Nichia, Toyota Synthetic, Philips, and Osram, it will inevitably run into patent issues.So, in Chinese companies , Jingdian can play a very good protection role for downstream companies." Lin pointed out the importance of patents, "In the future, the globalization of semiconductor lighting products, the market will enter the stage of open competition, patents and intellectual property rights will become increasingly If you can protect your customers in terms of patents and intellectual property, then customers will be more assured and bold in promoting products."
Layout: Implement virtual vertical integration and strengthen lighting layout
As the beginning of the Twelfth Five-Year Plan, with the strong support of the national and local governments, the LED industry has ushered in a huge opportunity in the Chinese mainland market. The great potential of the mainland market is also increasingly favoured by international giants and Taiwan-funded enterprises. Jingyuan Optoelectronics does not fall behind, and it has laid out a series of moves in the mainland market. The most important concern in the industry is that on March 26 this year, Jingyuan Optoelectronics, together with Skyworth Group and Delta Electronics, jointly invested 600 million U.S. dollars in the construction of LED epitaxial wafers and chip projects. Why the three major groups will jointly build the largest LED epitaxial wafer and chip production base in South China. “In this project, the three major considerations of investment are mutual support in the supply chain of the LED industry. For Jingyuan Optoelectronics, it is mainly to ensure the stability of the sea outlet; and for Skyworth Digital, the initial focus of cooperation is Backlighting, from the second half of 2009 to the first half of 2010, the backlight of LCD TVs at this stage is quite tense, and Skyworth is also one of the leading manufacturers of flat panel TVs in China. During the contact process, both parties also used backlights from LCD TVs. When it comes to lighting, it also reflects the thinking of our strategic partners to implement one-stop thinking; Delta Electronics is a relatively well-known power supplier in the world, and its mechanical components are the strengths of Delta Electronics. Delta Electronics' development and thinking logic is based on Lighting is dominant, so the project as a whole, there is both lighting and backlight." Director-General of the LED network to the new century, said the three groups to cooperate with the original intention.
In addition to the cooperation with Skyworth and Delta Electronics, does Epistar have other actions in the Chinese mainland market this year? In this regard, Lin always pointed out: "The layout of Epistar in the Chinese mainland market, from north to south, mainly includes the joint venture between Jining and UMC Group, LED epitaxial plant Guanlan Optoelectronics; in Changzhou, Taiwan Epistar Taiwan Lite-On established a joint venture with a TV plant in China to establish Jingpin Optoelectronics (Changzhou) Co., Ltd.; a joint venture between Xiamen and CEC’s Great Wall Development Co., Ltd., where Jingyuan Optoelectronics holds 40% of shares and Yiguang Optoelectronics holds 9 shares. %, the Great Wall Development accounted for 44% of shares, followed by cooperation with Skyworth, Delta Electronics. "Lin said: "In the near future, Zhejiang Sunshine and Epistar photoelectric signed a strategic procurement agreement, this is also part of our lighting Haikou, based on current supply and demand conditions, will not develop into the application market for the time being. Cooperation with the application vendor strategy will continue, especially in the lighting field."
From this series of layouts, it is not difficult for us to see that Epistar’s choice of layout model in the mainland market is in strategic cooperation with powerful application vendors and mutual equity participation, which is obviously different from that of US LED epic manufacturer Cree et al. Vertical integration of epitaxy, chip-to-middle packaging and downstream applications. “We call it 'virtual vertical integration' and Epistar will continue to focus on its strong epitaxial wafers and chips, but we will seek out strong strategic partners for cooperation. This will not work with our customers. Competition can also achieve the effect of 'strong alliance'."
Market: The third and fourth quarters are important nodes, and the shuffling of the chip packaging industry is inevitable.
This year, many LED chip projects of investment companies entered the production phase, and production capacity was gradually released. So there will be a downward trend in the price of LED chips? Lin Quan did not swear to say to the reporter of the New Century LED Network: "In the short term, many of the industry's production capacity is now released, including Epistar. From the simplest theory of supply and demand, chip prices are bound to fall. Yuan Optoelectronics' price ratio is 100%. We hope to achieve three stable 'quality to be stable', 'supply to be stable' and 'price to be stable'. In the process of falling prices, Jingdian will also make adjustments. It will also be “according to the market†and the price will not fluctuate greatly. We expect the price offered to customers to be competitive and cost-effective.â€
According to New Century LED Network reporter, at present, among the 230 MOCVD equipments of Jingdian, 60 are quaternary LED productions. Currently, there are currently full-loaded state-of-the-art products. There is a monthly revenue of about 500 million yuan, of which there are six. Cheng is a high-brightness red LED (UHB) with a high gross margin. Last year, the proportion of UHB was only 50%. This is one of the reasons that Jingdian’s gross margin in the second quarter can increase month by month.
For the development of the LED market in the second half of the year, Lin said: “The third quarter and the fourth quarter are a very important observation point. This year, both chip and packaging capacity have expanded, and LED competition from the chip to the packaging industry will be very fierce. This fierce competition will also form a booming LED industry, the most direct impact is the price drop, of course, this is a good thing for LED applications." Lin predicts, "The intense competition between LED chips and packaging is very Inevitably, 'industry shuffling' will surely happen, but it will not happen this year, because many companies still have 'grass and grass', but also supported this year; but next year will see who's 'constitution' is good. Structure, inventory management, factory management, and so on, will all be key points in winning."
Operating companies: We must have passion and calm thinking. We must guard against overcapacity.
Looking at the development of the Asian LED industry, Zeng Yiren, director of the Institute of Electronics and Optoelectronics at the Institute of Industrial Technology of Taiwan, once stated that the LED industry in Taiwan is relatively likely to slip back. Taiwan is now dominated by OEMs, if Europe and the United States have an economic boom. With the drop, orders can easily be cancelled. In comparison, South Korea's LED brand and technology development are very fast. The Korean LED industry will become a strong opponent. In this regard, the crystal is how to treat it?
"Before I was responsible for the Chinese market, I was responsible for the Northeast Asian market for a long time. It is well-known that South Korea's two major companies, Samsung and LG, are also chip companies. This problem can not only be seen by the Taiwan chip manufacturers, but should be said that the entire How does the Chinese chip factory fight against these two big companies?These two companies, like many domestic companies, are also the industry chain from start to finish, but not the same, they have a very strong brand effect and very powerful Terminal channels, and they have a lot of applications such as televisions, mobile phones and other applications; but also in the domestic companies involved in the entire LED industry chain, we will find that most of them do not 'out of the sea'. For this reason, Epistar photoelectric choose to conduct ' "Virtual vertical integration," to find their own 'out of the sea' and compete with companies like South Korea. 'Strong alliances' give full play to the strengths of strategic partners, the use of the strength of the domestic industry to contend." Lin pointed out that compared to competition This kind of business society will happen every day, the industry should be alert to the current oversupply trend of the LED industry.
“In the past few years, the LED industry has grown rapidly. The chip is also good, and the packaging is also good. When there is an expansion between the industry, in addition to the passion, there must also be calm thinking. It must be clear about the overall needs and the objectives to be targeted. Market, in order not to cause excess capacity. "Finally, Lin expressed his concern over LED excess capacity: "When the supply and demand imbalances cause price wars, this is a situation that the industry does not want to see."
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