[Text|High-tech LED reporter Luo Shenghua] Since the beginning of this year, driven by the rapid development of the lighting industry, the production capacity of the upper, middle and lower reaches has also been fully utilized, and the overcapacity situation has slowed down. Whether it is materials, equipment, or equipment, the entire industry is thriving.
According to the statistics of the High-tech LED Industry Research Institute (GLII), the total output value of China's LED industry will reach 344.50 billion yuan in 2014, a year-on-year increase of 31%. Among them, the output value of LED upstream epitaxial chips, midstream packaging and downstream applications were 12 billion yuan, 56.8 billion yuan and 275.7 billion yuan respectively, up 43%, 20% and 32% respectively.
The industry's positive trend has also driven the influx of various capitals into the LED industry, and industry consolidation and mergers and acquisitions are on the rise.
"In 2015, the penetration rate of LED will exceed 60%. This data exceeds the previous forecast, that is, the traditional lighting is basically overcome. At the end of 2018, the output value of LED lighting accounts for 80% of the total output value of lighting." Dr. Zhang Xiaofei, CEO of Gaogong LED, said. In the next five to ten years, there will be hundreds of billions of market capacity, and with the further integration of mergers and acquisitions, "oligopoly" enterprises will soon appear.
The current LED industry, especially the booming LED lighting industry, is an excellent opportunity for enterprises, but not all companies can share the glory. The LED lighting industry has developed to this day, and the middle and lower reaches of the industrial chain have begun to differentiate. The industry chain is still suffering from price wars, market share competition and product quality stability challenges.
What is the future direction and trend of the LED industry? How can companies find their own positioning? With these questions, the 2014 Gaogong LED Annual Meeting was held on December 12th in Guanlan Lake, Shenzhen, to discuss the new path of integrating the LED industry under the tide. Senior Engineer CEO Zhang Xiaofei, Sunshine Lighting General Manager Guan Yong, Hongli Optoelectronics General Manager Lei Lining and other industry leaders made wonderful speeches.
Engineering LED chairman Zhang Xiaofei: one billion aircraft carrier Enterprise <br> <br> will increase compared with previous years, this year on the middle and lower reaches of the whole industry there are significant changes, although the number of industrial chain and in previous years almost, but LED's The pace of transformation is accelerating. The next three years will be a very crucial golden time. The competition in the industry will be even more fierce. From the perspective of the scale of the application side, a large number of listed companies will have a scale of more than one billion.
The chip industry has a good growth, but the overall capacity is not as high as expected, and most companies are in full production. Although there has not been a “downside tide†similar to downstream applications in the industry, with the overall low gross profit margin in the industry, some enterprises are under pressure from the business.
The main dilemma facing packaging companies is price competition and the double-layer extrusion from upstream chips and downstream applications. However, companies with scale advantages in the future will have a competitive advantage, similar to the high-speed growth of Bank of China Optoelectronics, which is a good example.
Like the packaging industry, the price of lighting products has fallen very fast this year. Lighting products have entered a very mature state. Listed companies have expanded their investment in lighting because of their financial advantages, so the growth rate is much higher than other companies.
The lighting industry has entered a good period of financing, and the entire industry is also showing a dynamic development.
Optronic Vice President Li Mingjun: to make the world's best light <br> <br> After ten years of development, LED product promotion has reached a relatively mature stage. LED street lighting companies are also actively seeking new economic growth points, and LED street lights are not only limited to meet the lighting function, but more to meet the needs of the urban cultural background. In this context, the application of intelligent control systems on LED street lights has gradually increased, and has received widespread attention in the market.
“Smart City†is a development trend. As of 2013, more than 400 cities in China have announced the construction of smart cities. The construction of smart cities will inevitably drive the development of intelligent lighting. This new enthusiasm is gradually changing the competitive landscape of China's new round of cities.
Medium-light optoelectronics is the best light in the world, the most intelligent light. The most intelligent light mainly fits the transformation of the smart city. The wireless smart street light launched by the company intelligently controls the lighting through the wireless, and can be transmitted to the console completely and accurately, achieving full-scale monitoring without dead angles, and also achieving brightness of the lamps. The adjustment, the opening control, the lamp current, the voltage detection, and the detection of the working state of the lamp.
Officer Yong, general manager of the sun lighting: LED brand to China in order to reconstruct the opportunity <br> <br> under the pressure of costs and competition in the market, the traditional lighting companies in energy-saving lamps era have the size advantage and channel advantages and Reorganization pressure.
In fact, lighting companies must survive and develop in the fierce market competition, and they will inevitably experience changes in development strategies, management methods, business models, governance structures, product layouts, resource allocations, etc. The objective law that must be followed.
In the process of transformation, the core product technology failure of traditional strong enterprises and the core processes are continually failing. Enterprises must break the original application methods, learn and establish new business models.
In the transformation and upgrading, the company's distribution system must go through three processes from the dealer's ignorance to the dealer's knowledge and knowing that the dealer knows exactly what the customer knows and can clearly tell the company.
LED gives Chinese brands the opportunity to rebuild. After 2018, as the LED replacement market shrinks, companies will face new requirements for re-learning and establishing successful models, which is another new topic.
HC SemiTek Vice President edge Difei: Chip companies need to adapt to the downstream market demand <br> <br> since the first half of this year, since the amount of downstream applications market, the domestic LED chip performance has gradually improved, the middle reaches of the domestic chip packaging companies Demand is high. Although the capacity utilization rate of the past two years has been nearly full, it still cannot meet the demand. It is because of these conditions that chip companies have ushered in another spring.
The downstream Baihua competition is inseparable from the support of the midstream package, and the chip is the most technologically-stained industry in the LED industry chain. Adapting to the changing trend of the terminal market demand is the development of the king.
PhilipsLumileds Zhou Xuejun, director of marketing in Asia: a diversified package of change <br> <br> diverse needs of the packaging industry chain enterprises have been unable to rely on monomer meet all orders in the market, and as competition intensifies packaging field, requires packaging companies Constantly seeking multiple segments. As a result, new technologies such as EMC packaging and chip-scale packaging have gradually emerged in the market.
Package diversification is a new normal, we must strive to better match customers, and provide corresponding devices according to customer needs. For Philips Lumileds, no matter how the future trend changes, how to reduce the cost of the enterprise, the pursuit of light quality should never change.
Crystal Electronics president Xiao Guowei: LED technology <br> <br> package at no storm in fact, LED industry development today, it is the process of LED production capacity for sustainable development. So far, the application fields of LEDs have basically been fully developed. However, due to the generally low gross margin of the industry, most companies in the LED packaging industry are struggling. As a result, the industry is calling for the emergence of new forms of production.
There are three mainstream packaging processes, among which the LED process is relatively mature and its cost is low, but the disadvantage is that the heat dissipation is not good and there is a risk of disconnection. Although the vertical LED process can achieve low voltage and good heat dissipation, the process is complicated and the yield is low, and the modular application is limited. The flip-chip LED process has the risk of no disconnection, can withstand large currents, is easy to integrate with the module, and can achieve uniform coating of phosphors. Therefore, it is the best choice for CSP packaging.
In fact, the production of unpackaged technology is an opportunity for the industry and will become a new economic growth point.
Hongli Opto-electronic, general manager of Lei Lining: a new era of vying <br> <br> package package is the key to attracting customers, creating new value-added products, is highly integrated materials, upstream products and downstream technologies, It is a bridge between the upper and the lower, and the importance is evident.
As of today, packaging is no longer a stack of simple data, and packaging technology has led the vane of packaging technology. Nowadays, the industry's output value is growing at a high speed, and the diversified industrial chain demand makes it impossible for packaging companies to rely on the monomer to satisfy all the orders in the market. The market will never reject low-priced products.
As a packaging company, only by doing a good job in market positioning, relying on scale, technology, and continuous innovation to achieve its own product specialization and low cost, can attract customers.
General manager of the grid days photoelectric Marketing Center Zheng Xiantao: flip-chip packaging market <br> <br> new opportunities in the field of LED lights, the choice before COB way or single combination of design cooling costs high street there is a problem, dress chip package The form is mainly electrically connected through a gold wire, and the impact of a large current is extremely easy to burn the gold wire. The flip-chip LED integrated light source eliminates the need to hit the gold wire, and the probability of dead light is reduced by 90%, thus ensuring the stability of the product.
In addition, the flip-chip module light source design can be made lighter, the TC point temperature can withstand higher temperature resistance, the overall cost is lower, and the aluminum material is used less.
In addition, since the flip chip package eliminates the use of the wire bonding machine, the stability is greatly improved, and the labor cost is also reduced a lot.
Based on the above advantages, the space for future application and expansion of flip chip products is unlimited, and the cost-effective space is very large.
Ming Microelectronics, deputy general manager Li Zhaohua: market demand for the promotion of quality improvement <br> <br> domestic IC manufacturers must do innovative product, the only way to gradually change the pattern of foreign IC dominate the market. As an IC manufacturer, if you just talk about the price, it doesn't make any sense. The most important thing is to see what you do for the industry and what the customer needs. With the innovation and continuous improvement of current LED technology, the gradual maturity of lighting products, the advantages of linear constant current ICs have gradually emerged.
Linear constant current ICs are not only low-cost devices, easy to produce, but also more compact, and their reliability will be improved accordingly. They can be protected from high temperature and low temperature and can support intelligent lighting applications.
LED lighting drives have evolved from the original bulky and cumbersome isolation to the current non-isolated type, with smaller size and higher efficiency. With the smaller and smaller size of the bulbs on the market, the driver IC will gradually develop from the current mainstream non-isolated type to the future linear drive and integration.
Three male Aurora, Deputy General Manager Chen Songhui: patience brand success <br> <br> to traditional lighting brands, although a comprehensive restructuring of LED lighting time is generally late, but with a good channel basis, after several years of transition, The LED market is advancing faster.
However, LED lighting has long passed the era of one or two single products hitting the world. The product form of LED is no longer clearly divided into three parts: light source, electric appliance and lamp, as in the traditional product era, but integrated lighting, and The long life of LEDs makes the replacement market for light sources and appliances disappear quickly. For the enterprise, the perfect product line can go further.
However, the construction of a complete product line needs to be accumulated in many aspects such as team, channel, customer source and service. The lighting pattern in China's lighting industry and even the whole world is changing, and companies must be suffocated.
According to the statistics of the High-tech LED Industry Research Institute (GLII), the total output value of China's LED industry will reach 344.50 billion yuan in 2014, a year-on-year increase of 31%. Among them, the output value of LED upstream epitaxial chips, midstream packaging and downstream applications were 12 billion yuan, 56.8 billion yuan and 275.7 billion yuan respectively, up 43%, 20% and 32% respectively.
The industry's positive trend has also driven the influx of various capitals into the LED industry, and industry consolidation and mergers and acquisitions are on the rise.
"In 2015, the penetration rate of LED will exceed 60%. This data exceeds the previous forecast, that is, the traditional lighting is basically overcome. At the end of 2018, the output value of LED lighting accounts for 80% of the total output value of lighting." Dr. Zhang Xiaofei, CEO of Gaogong LED, said. In the next five to ten years, there will be hundreds of billions of market capacity, and with the further integration of mergers and acquisitions, "oligopoly" enterprises will soon appear.
The current LED industry, especially the booming LED lighting industry, is an excellent opportunity for enterprises, but not all companies can share the glory. The LED lighting industry has developed to this day, and the middle and lower reaches of the industrial chain have begun to differentiate. The industry chain is still suffering from price wars, market share competition and product quality stability challenges.
What is the future direction and trend of the LED industry? How can companies find their own positioning? With these questions, the 2014 Gaogong LED Annual Meeting was held on December 12th in Guanlan Lake, Shenzhen, to discuss the new path of integrating the LED industry under the tide. Senior Engineer CEO Zhang Xiaofei, Sunshine Lighting General Manager Guan Yong, Hongli Optoelectronics General Manager Lei Lining and other industry leaders made wonderful speeches.
Engineering LED chairman Zhang Xiaofei: one billion aircraft carrier Enterprise <br> <br> will increase compared with previous years, this year on the middle and lower reaches of the whole industry there are significant changes, although the number of industrial chain and in previous years almost, but LED's The pace of transformation is accelerating. The next three years will be a very crucial golden time. The competition in the industry will be even more fierce. From the perspective of the scale of the application side, a large number of listed companies will have a scale of more than one billion.
The chip industry has a good growth, but the overall capacity is not as high as expected, and most companies are in full production. Although there has not been a “downside tide†similar to downstream applications in the industry, with the overall low gross profit margin in the industry, some enterprises are under pressure from the business.
The main dilemma facing packaging companies is price competition and the double-layer extrusion from upstream chips and downstream applications. However, companies with scale advantages in the future will have a competitive advantage, similar to the high-speed growth of Bank of China Optoelectronics, which is a good example.
Like the packaging industry, the price of lighting products has fallen very fast this year. Lighting products have entered a very mature state. Listed companies have expanded their investment in lighting because of their financial advantages, so the growth rate is much higher than other companies.
The lighting industry has entered a good period of financing, and the entire industry is also showing a dynamic development.
Optronic Vice President Li Mingjun: to make the world's best light <br> <br> After ten years of development, LED product promotion has reached a relatively mature stage. LED street lighting companies are also actively seeking new economic growth points, and LED street lights are not only limited to meet the lighting function, but more to meet the needs of the urban cultural background. In this context, the application of intelligent control systems on LED street lights has gradually increased, and has received widespread attention in the market.
“Smart City†is a development trend. As of 2013, more than 400 cities in China have announced the construction of smart cities. The construction of smart cities will inevitably drive the development of intelligent lighting. This new enthusiasm is gradually changing the competitive landscape of China's new round of cities.
Medium-light optoelectronics is the best light in the world, the most intelligent light. The most intelligent light mainly fits the transformation of the smart city. The wireless smart street light launched by the company intelligently controls the lighting through the wireless, and can be transmitted to the console completely and accurately, achieving full-scale monitoring without dead angles, and also achieving brightness of the lamps. The adjustment, the opening control, the lamp current, the voltage detection, and the detection of the working state of the lamp.
Officer Yong, general manager of the sun lighting: LED brand to China in order to reconstruct the opportunity <br> <br> under the pressure of costs and competition in the market, the traditional lighting companies in energy-saving lamps era have the size advantage and channel advantages and Reorganization pressure.
In fact, lighting companies must survive and develop in the fierce market competition, and they will inevitably experience changes in development strategies, management methods, business models, governance structures, product layouts, resource allocations, etc. The objective law that must be followed.
In the process of transformation, the core product technology failure of traditional strong enterprises and the core processes are continually failing. Enterprises must break the original application methods, learn and establish new business models.
In the transformation and upgrading, the company's distribution system must go through three processes from the dealer's ignorance to the dealer's knowledge and knowing that the dealer knows exactly what the customer knows and can clearly tell the company.
LED gives Chinese brands the opportunity to rebuild. After 2018, as the LED replacement market shrinks, companies will face new requirements for re-learning and establishing successful models, which is another new topic.
HC SemiTek Vice President edge Difei: Chip companies need to adapt to the downstream market demand <br> <br> since the first half of this year, since the amount of downstream applications market, the domestic LED chip performance has gradually improved, the middle reaches of the domestic chip packaging companies Demand is high. Although the capacity utilization rate of the past two years has been nearly full, it still cannot meet the demand. It is because of these conditions that chip companies have ushered in another spring.
The downstream Baihua competition is inseparable from the support of the midstream package, and the chip is the most technologically-stained industry in the LED industry chain. Adapting to the changing trend of the terminal market demand is the development of the king.
PhilipsLumileds Zhou Xuejun, director of marketing in Asia: a diversified package of change <br> <br> diverse needs of the packaging industry chain enterprises have been unable to rely on monomer meet all orders in the market, and as competition intensifies packaging field, requires packaging companies Constantly seeking multiple segments. As a result, new technologies such as EMC packaging and chip-scale packaging have gradually emerged in the market.
Package diversification is a new normal, we must strive to better match customers, and provide corresponding devices according to customer needs. For Philips Lumileds, no matter how the future trend changes, how to reduce the cost of the enterprise, the pursuit of light quality should never change.
Crystal Electronics president Xiao Guowei: LED technology <br> <br> package at no storm in fact, LED industry development today, it is the process of LED production capacity for sustainable development. So far, the application fields of LEDs have basically been fully developed. However, due to the generally low gross margin of the industry, most companies in the LED packaging industry are struggling. As a result, the industry is calling for the emergence of new forms of production.
There are three mainstream packaging processes, among which the LED process is relatively mature and its cost is low, but the disadvantage is that the heat dissipation is not good and there is a risk of disconnection. Although the vertical LED process can achieve low voltage and good heat dissipation, the process is complicated and the yield is low, and the modular application is limited. The flip-chip LED process has the risk of no disconnection, can withstand large currents, is easy to integrate with the module, and can achieve uniform coating of phosphors. Therefore, it is the best choice for CSP packaging.
In fact, the production of unpackaged technology is an opportunity for the industry and will become a new economic growth point.
Hongli Opto-electronic, general manager of Lei Lining: a new era of vying <br> <br> package package is the key to attracting customers, creating new value-added products, is highly integrated materials, upstream products and downstream technologies, It is a bridge between the upper and the lower, and the importance is evident.
As of today, packaging is no longer a stack of simple data, and packaging technology has led the vane of packaging technology. Nowadays, the industry's output value is growing at a high speed, and the diversified industrial chain demand makes it impossible for packaging companies to rely on the monomer to satisfy all the orders in the market. The market will never reject low-priced products.
As a packaging company, only by doing a good job in market positioning, relying on scale, technology, and continuous innovation to achieve its own product specialization and low cost, can attract customers.
General manager of the grid days photoelectric Marketing Center Zheng Xiantao: flip-chip packaging market <br> <br> new opportunities in the field of LED lights, the choice before COB way or single combination of design cooling costs high street there is a problem, dress chip package The form is mainly electrically connected through a gold wire, and the impact of a large current is extremely easy to burn the gold wire. The flip-chip LED integrated light source eliminates the need to hit the gold wire, and the probability of dead light is reduced by 90%, thus ensuring the stability of the product.
In addition, the flip-chip module light source design can be made lighter, the TC point temperature can withstand higher temperature resistance, the overall cost is lower, and the aluminum material is used less.
In addition, since the flip chip package eliminates the use of the wire bonding machine, the stability is greatly improved, and the labor cost is also reduced a lot.
Based on the above advantages, the space for future application and expansion of flip chip products is unlimited, and the cost-effective space is very large.
Ming Microelectronics, deputy general manager Li Zhaohua: market demand for the promotion of quality improvement <br> <br> domestic IC manufacturers must do innovative product, the only way to gradually change the pattern of foreign IC dominate the market. As an IC manufacturer, if you just talk about the price, it doesn't make any sense. The most important thing is to see what you do for the industry and what the customer needs. With the innovation and continuous improvement of current LED technology, the gradual maturity of lighting products, the advantages of linear constant current ICs have gradually emerged.
Linear constant current ICs are not only low-cost devices, easy to produce, but also more compact, and their reliability will be improved accordingly. They can be protected from high temperature and low temperature and can support intelligent lighting applications.
LED lighting drives have evolved from the original bulky and cumbersome isolation to the current non-isolated type, with smaller size and higher efficiency. With the smaller and smaller size of the bulbs on the market, the driver IC will gradually develop from the current mainstream non-isolated type to the future linear drive and integration.
Three male Aurora, Deputy General Manager Chen Songhui: patience brand success <br> <br> to traditional lighting brands, although a comprehensive restructuring of LED lighting time is generally late, but with a good channel basis, after several years of transition, The LED market is advancing faster.
However, LED lighting has long passed the era of one or two single products hitting the world. The product form of LED is no longer clearly divided into three parts: light source, electric appliance and lamp, as in the traditional product era, but integrated lighting, and The long life of LEDs makes the replacement market for light sources and appliances disappear quickly. For the enterprise, the perfect product line can go further.
However, the construction of a complete product line needs to be accumulated in many aspects such as team, channel, customer source and service. The lighting pattern in China's lighting industry and even the whole world is changing, and companies must be suffocated.
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