Currently, domestic LED application manufacturers are in a critical period. On the one hand, with the global energy crisis and the worsening of the environment, governments have greatly supported the LED technology as the fourth-generation light source, coupled with the rapid development of LED technology and the efforts of LED manufacturers. The trend of LED lighting replacing traditional CFFL and energy-saving lamps has become a consensus. This means that LED manufacturers will face a very large market. However, on the other hand, many testing standards in the domestic LED industry are not established, the entire market is fiercely competitive and disorderly, and foreign LED giants such as Cree and Philips Osram, etc., are all targeting the Chinese LED market and actively conducting market layout. There are signs that in the next 3-5 years, the era of LED lighting will truly replace traditional lighting is coming. At that time, the market conditions for LEDs entering thousands of households will be basically improved, such as macro policies, industry testing standards, business models, Industry chain maturity, performance indicators, production scale, etc. At that time, the LED industry will certainly undergo a massive reshuffle and market restructuring campaign.
Therefore, for domestic LED application manufacturers, the primary problem that should be considered at present is that after 3-5 years, when the LED industry is completely market-oriented and faces shuffling, how to compete fiercely with domestic manufacturers and suppress foreign giants Survival under the double pressure of internal and external? If you survive, what role will you continue to fight in the market? Is it a brand designer? Or an OEM foundry? Or something else?
For the popular market views in the industry, this article will not go into details. Here is my personal thought. Looking forward to business.
First, the LED industry characteristics From the perspective of the industrial chain, the LED industry can be divided into upstream LED epitaxial wafers and chips, midstream package components, downstream application products and other three links. From the perspective of application product market segmentation, LED applications mainly include lighting, display, backlight and other three major markets. From the perspective of product application, LED applications are divided into industrial, commercial and civilian fields.
1. The LED industry follows the market law of the semiconductor industry. LED is known as a substitute for traditional lighting because of its high luminous efficiency (energy saving), long life and intelligence. Therefore, quite a few LED manufacturers naturally follow the traditional lighting operation mode to operate LED lighting. However, this is fundamentally inappropriate. LED is a semiconductor technology, and the LED industry should follow the operating model and market rules of the semiconductor industry.
In LED application products, small LED chips occupy more than 60% of the entire product, both in terms of performance determinants and cost factors. The upstream chip is processed by the IC technology of the semiconductor industry, featuring high automation, high consistency, high integration, high R&D cost, and low processing cost. This feature is clearly different from the traditional lighting field.
The LED industry has obvious mid-stream links, package components, and the packaging process is basically based on standard semiconductor packaging processes, such as SMT, reverse soldering. The standardization of midstream packaging is critical to the diversification of downstream applications.
Specifically, unlike the traditional lighting field, LED lighting belongs to the field of semiconductors, and is characterized by technology-intensive, design and processing separable, and intermediate and upstream of the industrial chain. Therefore, in the semiconductor industry, there are widespread chips and package foundries with large production scales and relatively standardized production processes. Design companies can be separated from leading production foundries, with high product design costs and fast technology updates. The cost of substituting is relatively low.
For LED application manufacturers, the key to the standardization of mid-stream LED package components makes the downstream application products competitive. How to differentiate and personalize the design, how to achieve "people without me, people with me strong." Therefore, according to the company's own resources, how to find an accurate segment of the market to taste how to tap potential market opportunities, how to stabilize the existing market share, and how to creatively open up new markets is a key task of the market sector. This requires marketers to have a wide range of technical backgrounds, because the design of the application involves a considerable number of technical fields, such as mechanical, thermal management, electronic control, semiconductor, optical performance, etc., and even extends to advertising creativity, light and shadow, psychology. And other fields.
2. The government department is an important role in the current LED market incubation period.
The biggest market for LED lighting in the future is undoubtedly the entry into the civilian market in thousands of households and people's lives. However, due to factors such as cost, market irregularization and user consumption habits, LEDs have to enter this huge market to complete a period of market cultivation. In these 3-5 years, the government department played an important role.
The important role of government departments in the LED industry during this period is mainly reflected in three aspects.
First of all, the government department is the leader in rectifying the order of the LED industry. At present, the domestic LED market is in disorder, for example, lack of industry standards and fair testing and certification, vicious competition, and foreign manufacturers' exclusion. In fact, market chaos has become a huge stumbling block in the development of the domestic LED industry. These problems can only be solved by the government and relevant departments.
Secondly, relying solely on pure market forces to make LED lighting into thousands of households will be a slow process. For the sake of “energy saving and emission reductionâ€, it is necessary for the state to introduce policies to force LEDs to replace traditional lighting. In fact, this has already begun to be realized in some countries, and China will soon implement this strategic plan.
Finally, many opportunities in the current LED market are related to government departments. Such as street lighting renovation projects, large-scale exhibitions, technology-funded projects, etc. In fact, many special LED lighting markets, such as tunnel lighting, industrial and mining lighting, traffic lighting instructions, etc. are all leading government procurement.
Therefore, at present, if we maintain good relations with government departments and actively participate in relevant government activities, not only will we bring immediate economic benefits, but more importantly, we will expand the company's brand influence by participating in standards development and policy recommendations. Force to accumulate valuable intangible assets for the full marketization in the future.
3. High reliability and intelligent creativity are the two main lines of LED product design in the future. Although the application market of LED is highly refined, there are many kinds of products, and the trend of future products is ever-changing. However, the characteristics of LEDs are determined. The future direction of LED products.
Compared with traditional lighting technology, or compared with lighting display technologies such as lasers that may compete in the future, the most fundamental feature of LEDs is their high reliability and intelligent control.
Due to technical immaturity, some LED application products in the past few years have experienced many reliability problems in practical applications, such as short life, severe light decay, and unstable operation, which affect LED products to a certain extent. Overall reputation. High reliability means not only the life expectancy, but also the consistency and stability of the product. Whether in the field of special lighting with clear requirements for reliability or in the field of general lighting, the advantages of high reliability and high stability of LED chips are greatly reduced in packaging or assembly. Here, thermal management is a basic And important topics.
The biggest advantage of LED technology is that it can achieve intelligent control. As a semiconductor device, LEDs can intelligently adjust light intensity, change spectrum, and even change the light-emitting mode. These advantages are not achievable with traditional lighting. The intelligent control of LEDs makes it easy to integrate LEDs with other technologies to form new creative products. For example, one of the projects that the US government is funding is to use LED light to achieve indoor or short-distance communication. For example, LED lighting products can be assembled with solar energy, infrared sensing, and microwave measuring devices to achieve a series of unexpected Unique application.
For the future home lighting market, LED creative products based on intelligent control are the magic weapon for competition. We can't think of LED lamps as a substitute for traditional energy-saving lamps. What LED brings is actually a new round of lighting revolution, a brand new light culture.
For example, for an ordinary home user who is already familiar with line light illumination such as energy-saving lamps, if we provide more than just an LED replacement lamp, but design an intelligent lighting solution for the home, we can let the user Experience an unprecedented multi-scenario versatile lighting environment that makes it easier to gain customer recognition and increase product added value.
Philips has been at the forefront of its peers in leading the lighting revolution and promoting its light culture philosophy. In early 2009, Philips acquired the famous Italian interior lighting design company IltiLuce.
Whether it's industrial lighting, commercial lighting, home lighting, or display or backlighting, intelligent creativity is an extremely important concept. This is also a key technical element for differentiated competition in the LED application market.
Second, the three major outlets of domestic LED application manufacturers According to the characteristics of the LED industry to follow the development rules of the semiconductor industry, after the industry restructuring in the next 3-5 years, there are three main forms of domestic LED application companies:
1. Large companies with independent design and comprehensive product lines: These companies focus on the front-end links of product creative R&D and brand building, not only have strong technical development, product creative design and other capabilities, but also have strong market channels and government relations. . A small number of core products of the company can be produced by themselves, but most of the products will adopt the method of external processing.
At present, companies with high reputation in China may go this way. And for its existing production resources will eventually be stripped out.
2. Large-scale foundries: These companies have strong advantages in manufacturing and have unique experience in lean management and cost reduction. However, mainland foundries will be strongly crowded out by Taiwan-funded foundries, and the level of competition is extremely fierce.
3. Advantages of unique technology products in some aspects Small and medium-sized companies: These companies are mostly startup companies with a particular technology. With their unique technology or patents, they have certain advantages in certain product directions. However, the best way out for such companies is to be acquired by big companies at the most favorable time, which is also the main development direction. Of course, if you have strong financial support and resource advantages, you are likely to become a leader, but this is a minority.
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