[Source: Gaogong LED 's " LED Research Review" magazine January issue reporter / Liu Qiaomei]
Promoting the sapphire flat substrate to the field of mobile phone screens, Zhejiang Shangcheng Technology Co., Ltd. (hereinafter referred to as “Uptown Technologyâ€) is the first person to eat crabs. This high-tech enterprise with a total investment of 600 million yuan introduced by the Haining Municipal Government has entered this market when the domestic LED sapphire substrate market is the hottest. Since then, the company has experienced a sharp fall in the price of LED sapphire substrates.
In December 2012, Shangcheng Technology announced that it has received orders for tens of thousands of sapphire mobile phone screensavers in the European and American markets, mainly for mid- to high-end smartphone users such as Apple, Samsung and HTC. Since the press release of the LAMMBOS Lanbaoshi mobile phone protection screen, the company’s general manager of the mobile phone protection screen promotion and sales, Yan Xiangzhong, has been busy. I have no time to reply."
But for most sapphire substrate manufacturers still struggling in the industry, is it necessary to market the mobile phone industry, or is the new market demand already emerging? The unpredictability of the unknown market, whether the order will continue, and whether the sapphire substrate manufacturer's capacity can be supported, this series of questions is still a big question mark.
Seize the high-end mobile phone protection screen
"Expanding new areas is also a helpless move. When the quality requirements of sapphire substrates are getting higher and higher, but the prices are falling, the capacity is seriously overdone, how can manufacturers digest the production capacity?" Yan Xiangzhong said, LED sapphire substrate market In a downturn, when you can open the clouds and see the sky, you have not known. “If you stay, you have to open up a new market for the industry.â€
According to data from the High-Tech LED Industry Research Institute (GLII), the number of LED industry in China increased from 803 in 2011 to 917 in 2012, the number is close to 3 times that of 2010, and the total capacity exceeds 2010. 10 times a year. At the same time as the expansion of production capacity, the capacity utilization rate in China is only about 30% in 2012, and the operating rate is only about 50%.
This also directly affects the market demand for the sapphire substrate, the main raw material for epitaxial wafers.
"The price of the 2-inch sapphire substrate has been explored, and now it is a loss-making business." Chen Xu (a pseudonym), the sales director of a sapphire substrate company in East China, spoke to reporters. "Enterprises now have no way, no money can only be made." If you don't hold it, the Jiangshan Mountain will be hand-picked." In this market background, Shangcheng Technology began investing in the development of sapphire mobile phone protection screens as early as October 2011. After 13 months of repeated certification, market research, contact mobile phone accessories dealers, adjust processing equipment. Yan Xiangzhong revealed that at present, the European and American markets have successively reserved the company's products, and it is expected to be listed in the first quarter of 2013.
According to reports, the surface hardness of sapphire reaches Mohs 9 next to diamonds, and the impact resistance and overall scratch resistance are super strong. Secondly, the sapphire mobile phone screensaver thickness is only 0.3mm, which has extremely high optical transmittance and small scattering. It can present more realistic colors and clear and bright mirror effects; and its high sensitivity is more sensitive and precise than other protective films on the market, and the picture is smoother.
Zheng Songsen is also concerned about the application of sapphire flat-film substrates in the mobile phone field. He is now the executive deputy general manager of Nanjing Jingjing Optoelectronics Technology Co., Ltd. But what he is most worried about is the continued demand for sapphire substrates for mobile phone accessory retailers.
Zheng Songsen calculated the account for the reporter. According to conservative estimates, if the sapphire flat substrate is applied to the smart phone screensaver, at least 5,000 long crystal furnaces of 90 kg level are needed in the world to meet the needs of this field.
"If any manufacturer looks for this market, it will need to purchase a large amount of equipment to put into production, in order to reduce the cost. Once the customer's subsequent demand has a fault, the pressure on the sapphire substrate manufacturer is very large." In this regard, Zheng Songsen admits that Jingjing Optoelectronics has been cautiously watching the application of sapphire in the mobile phone field.
The same worries are Huang Xiaowei, technical director of Yuanliang Technology Co., Ltd. “Once the mobile phone application market starts, it will face a series of constraints such as insufficient production capacity and high cost of sapphire substrates.â€
In order to minimize the above risks, Yan Xiangzhong said that Shangcheng Technology is based on orders.
In December 2012, the company has received orders for the first batch of tens of thousands of films in the European and American markets. "At present, sapphire mobile phone screensavers are mainly faced by mid- to high-end smartphone users such as Apple, Samsung, LG, etc."
Unknown "blue ocean"
"This market prospect is huge." Yan Xiangzhong said that from the perspective of smartphone shipments, the domestic market is between 150 million and 200 million units per quarter.
Conservative statistics, mobile phone stickers (sapphire) will occupy a share. In other words, the sapphire mobile phone screen uses at least 180 million to 320 million pieces a year.
But in this unknown market space, how much can be harvested, there is no bottom in the Yanxiang Center. "At present, the disadvantage of using sapphire substrate film in mobile phone screensavers is cost. Because the process is more complicated, it takes about 18 processes to process from mobile phone to mobile phone screen from long crystal to the back."
“The lens cover that is currently used behind the Apple phone is actually using a laser to remove the lens cover-sized disc on the two-inch sapphire double throw. We have sent some samples to the target customer, but the customer can't accept the price at that time. Chen Xu believes, "Because LED market is not good, most sapphire substrate manufacturers will look for ways to make up for the loss of LED business. Some go to the window, and found that it is not so good. Really making money. The window is not too big. If you make money, you will definitely run around."
The recently launched i P hone 5, 5th generation and iPod nano cameras are starting to use sapphire lenses. At the same time, at the beginning of this year, the Italian car brand Lamborghini launched a mobile phone, the machine's touch mirror is also made of sapphire glass material. If Lamborghini or luxury goods represent niche markets, then Apple's attempts may bring rapid imitation effects to the entire smartphone industry.
These have undoubtedly stimulated the ambition of sapphire substrate manufacturers to enter the mobile phone field.
For Shangcheng Technology, which has just entered this field, the work to be done in the future is far from being as simple as getting the market. Because, when the sapphire substrate material used to be widely used in the industrial field, the civilian market has almost zero knowledge. Next, the work that Shangcheng Science and Technology Co., Ltd. has to do is to popularize literacy, let consumers know this material and know its advantages.
"We must publicize the advantages of sapphire." Yan Xiangzhong repeatedly told reporters in the interview, "will not be injured and 2 times higher than ordinary glass." These two points are sapphire mobile phone screens in Europe and America. The biggest selling point. At the same time, it also has good heat dissipation, the phone will not be hot for a long time and the screen transmittance is good."
But for such a promising market, not everyone is optimistic.
Li Feng (a pseudonym), marketing director of a sapphire substrate company in southwest China, sold a message with reporters. "It’s just that merchants use sapphire gimmicks to promote. For example, the cost of sapphire watches is about 20 yuan, but after using sapphire, there are more watches. Sold a thousand dollars.
Because many consumers don't know the origin of sapphire, they think it is the top material. â€
The reporter noticed that in 1992, Lamborghini released the all-black version of S pyder's new series of mobile phones. One of the publicity points is “anti-wear sapphire mobile phone screen with protection function, not easy to scratch and wearâ€.
"There are two points that cannot be ignored: first, the sapphire is brittle and easily broken. Second, safety, if the sapphire is broken, like a sharp knife, this is not in line with the safety performance of electronic products. Li Feng believes that it is because of these two disadvantages that it is impossible to judge the large-scale application of sapphire to mobile phone screens.
One of the business operations of Anhui Tongling Kunpeng Optoelectronics Technology Co., Ltd. is processing sapphire mobile phone screen. The sales staff of the company told reporters: "Our sapphire materials are basically from Harbin Institute of Technology, but the sapphire in the last two months. The popularity of the mobile phone screen has dropped, and the highest supply is also one or two thousand pieces per month, and the price is also falling."
Promoting the sapphire flat substrate to the field of mobile phone screens, Zhejiang Shangcheng Technology Co., Ltd. (hereinafter referred to as “Uptown Technologyâ€) is the first person to eat crabs. This high-tech enterprise with a total investment of 600 million yuan introduced by the Haining Municipal Government has entered this market when the domestic LED sapphire substrate market is the hottest. Since then, the company has experienced a sharp fall in the price of LED sapphire substrates.
In December 2012, Shangcheng Technology announced that it has received orders for tens of thousands of sapphire mobile phone screensavers in the European and American markets, mainly for mid- to high-end smartphone users such as Apple, Samsung and HTC. Since the press release of the LAMMBOS Lanbaoshi mobile phone protection screen, the company’s general manager of the mobile phone protection screen promotion and sales, Yan Xiangzhong, has been busy. I have no time to reply."
But for most sapphire substrate manufacturers still struggling in the industry, is it necessary to market the mobile phone industry, or is the new market demand already emerging? The unpredictability of the unknown market, whether the order will continue, and whether the sapphire substrate manufacturer's capacity can be supported, this series of questions is still a big question mark.
Seize the high-end mobile phone protection screen
"Expanding new areas is also a helpless move. When the quality requirements of sapphire substrates are getting higher and higher, but the prices are falling, the capacity is seriously overdone, how can manufacturers digest the production capacity?" Yan Xiangzhong said, LED sapphire substrate market In a downturn, when you can open the clouds and see the sky, you have not known. “If you stay, you have to open up a new market for the industry.â€
According to data from the High-Tech LED Industry Research Institute (GLII), the number of LED industry in China increased from 803 in 2011 to 917 in 2012, the number is close to 3 times that of 2010, and the total capacity exceeds 2010. 10 times a year. At the same time as the expansion of production capacity, the capacity utilization rate in China is only about 30% in 2012, and the operating rate is only about 50%.
This also directly affects the market demand for the sapphire substrate, the main raw material for epitaxial wafers.
"The price of the 2-inch sapphire substrate has been explored, and now it is a loss-making business." Chen Xu (a pseudonym), the sales director of a sapphire substrate company in East China, spoke to reporters. "Enterprises now have no way, no money can only be made." If you don't hold it, the Jiangshan Mountain will be hand-picked." In this market background, Shangcheng Technology began investing in the development of sapphire mobile phone protection screens as early as October 2011. After 13 months of repeated certification, market research, contact mobile phone accessories dealers, adjust processing equipment. Yan Xiangzhong revealed that at present, the European and American markets have successively reserved the company's products, and it is expected to be listed in the first quarter of 2013.
According to reports, the surface hardness of sapphire reaches Mohs 9 next to diamonds, and the impact resistance and overall scratch resistance are super strong. Secondly, the sapphire mobile phone screensaver thickness is only 0.3mm, which has extremely high optical transmittance and small scattering. It can present more realistic colors and clear and bright mirror effects; and its high sensitivity is more sensitive and precise than other protective films on the market, and the picture is smoother.
Zheng Songsen is also concerned about the application of sapphire flat-film substrates in the mobile phone field. He is now the executive deputy general manager of Nanjing Jingjing Optoelectronics Technology Co., Ltd. But what he is most worried about is the continued demand for sapphire substrates for mobile phone accessory retailers.
Zheng Songsen calculated the account for the reporter. According to conservative estimates, if the sapphire flat substrate is applied to the smart phone screensaver, at least 5,000 long crystal furnaces of 90 kg level are needed in the world to meet the needs of this field.
"If any manufacturer looks for this market, it will need to purchase a large amount of equipment to put into production, in order to reduce the cost. Once the customer's subsequent demand has a fault, the pressure on the sapphire substrate manufacturer is very large." In this regard, Zheng Songsen admits that Jingjing Optoelectronics has been cautiously watching the application of sapphire in the mobile phone field.
The same worries are Huang Xiaowei, technical director of Yuanliang Technology Co., Ltd. “Once the mobile phone application market starts, it will face a series of constraints such as insufficient production capacity and high cost of sapphire substrates.â€
In order to minimize the above risks, Yan Xiangzhong said that Shangcheng Technology is based on orders.
In December 2012, the company has received orders for the first batch of tens of thousands of films in the European and American markets. "At present, sapphire mobile phone screensavers are mainly faced by mid- to high-end smartphone users such as Apple, Samsung, LG, etc."
Unknown "blue ocean"
"This market prospect is huge." Yan Xiangzhong said that from the perspective of smartphone shipments, the domestic market is between 150 million and 200 million units per quarter.
Conservative statistics, mobile phone stickers (sapphire) will occupy a share. In other words, the sapphire mobile phone screen uses at least 180 million to 320 million pieces a year.
But in this unknown market space, how much can be harvested, there is no bottom in the Yanxiang Center. "At present, the disadvantage of using sapphire substrate film in mobile phone screensavers is cost. Because the process is more complicated, it takes about 18 processes to process from mobile phone to mobile phone screen from long crystal to the back."
“The lens cover that is currently used behind the Apple phone is actually using a laser to remove the lens cover-sized disc on the two-inch sapphire double throw. We have sent some samples to the target customer, but the customer can't accept the price at that time. Chen Xu believes, "Because LED market is not good, most sapphire substrate manufacturers will look for ways to make up for the loss of LED business. Some go to the window, and found that it is not so good. Really making money. The window is not too big. If you make money, you will definitely run around."
The recently launched i P hone 5, 5th generation and iPod nano cameras are starting to use sapphire lenses. At the same time, at the beginning of this year, the Italian car brand Lamborghini launched a mobile phone, the machine's touch mirror is also made of sapphire glass material. If Lamborghini or luxury goods represent niche markets, then Apple's attempts may bring rapid imitation effects to the entire smartphone industry.
These have undoubtedly stimulated the ambition of sapphire substrate manufacturers to enter the mobile phone field.
For Shangcheng Technology, which has just entered this field, the work to be done in the future is far from being as simple as getting the market. Because, when the sapphire substrate material used to be widely used in the industrial field, the civilian market has almost zero knowledge. Next, the work that Shangcheng Science and Technology Co., Ltd. has to do is to popularize literacy, let consumers know this material and know its advantages.
"We must publicize the advantages of sapphire." Yan Xiangzhong repeatedly told reporters in the interview, "will not be injured and 2 times higher than ordinary glass." These two points are sapphire mobile phone screens in Europe and America. The biggest selling point. At the same time, it also has good heat dissipation, the phone will not be hot for a long time and the screen transmittance is good."
But for such a promising market, not everyone is optimistic.
Li Feng (a pseudonym), marketing director of a sapphire substrate company in southwest China, sold a message with reporters. "It’s just that merchants use sapphire gimmicks to promote. For example, the cost of sapphire watches is about 20 yuan, but after using sapphire, there are more watches. Sold a thousand dollars.
Because many consumers don't know the origin of sapphire, they think it is the top material. â€
The reporter noticed that in 1992, Lamborghini released the all-black version of S pyder's new series of mobile phones. One of the publicity points is “anti-wear sapphire mobile phone screen with protection function, not easy to scratch and wearâ€.
"There are two points that cannot be ignored: first, the sapphire is brittle and easily broken. Second, safety, if the sapphire is broken, like a sharp knife, this is not in line with the safety performance of electronic products. Li Feng believes that it is because of these two disadvantages that it is impossible to judge the large-scale application of sapphire to mobile phone screens.
One of the business operations of Anhui Tongling Kunpeng Optoelectronics Technology Co., Ltd. is processing sapphire mobile phone screen. The sales staff of the company told reporters: "Our sapphire materials are basically from Harbin Institute of Technology, but the sapphire in the last two months. The popularity of the mobile phone screen has dropped, and the highest supply is also one or two thousand pieces per month, and the price is also falling."
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