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?
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 rules of the semiconductor industry. (He is an interdisciplinary subject in microelectronics, optics, machining, etc.)
As we all know, LED is 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.
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