[Source: Gaogong LED's "LED Research Review" magazine March issue Reporter / Zhao Hui] In the face of the depressed market environment in 2012, LED packaging companies can be described as a few happy. This war, which is full of low prices and low gross profit, has caused some companies to opt out, while for others, it has completed a gorgeous transformation and expanded its market share with capital and technology advantages.
According to statistics from the High-tech LED Industry Research Institute (GLII), the scale of the LED packaging industry in China reached 39.7 billion yuan in 2012, an increase of 24% over the 2011 total of 32 billion yuan. In 2012, the number of companies involved in LED packaging in mainland China increased from 1,700 in 2011 to 1,750. In 2012, more than 200 LED packaging companies were eliminated in China, and more than 250 new companies involved in LED packaging.
Behind the increase in market size and number of companies, the fact that the average price of LED lighting white-light package devices has fallen by more than 30%. The sharp drop in product prices has made packaging companies generally face the dilemma of “increasing revenues without increasing profitsâ€.
Dalang Taosha, Fang Xian hero true color, Zhejiang Zhongzhou Optoelectronics Co., Ltd. (hereinafter referred to as "Zhongzhou Optoelectronics"), a veteran packaging company established in 2004 with deep technical know-how and capital strength, and accumulated in the past decade Good customer reputation, contrarian growth, market share continues to rise. The company has become one of the largest LED packaging and application products companies in East China.
Adjust the product to "select" customers
In the increasingly competitive packaging industry, the continually lower product prices force companies to constantly work on technological innovation and customer choice. Only packaged devices that are cost-effective and meet the needs of downstream customers can capture more “sites†in the market. And high-quality big customers can bring super-large orders for continuous scale purchase.
“In addition to the basic competitiveness of packaging companies, such as product quality and performance, after-sales service, capacity scale, delivery speed, etc., we will continue to increase R&D investment, reduce costs, produce high cost performance and have unique innovations. The packaging device required by customers.†Luo Jing said that the adjustment of product structure and the choice of customers will be an important magic weapon for Zhongzhou Optoelectronics to enhance its competitiveness and cope with the era of low-margin packaging.
Reducing costs is now the top priority for packaging companies, and scale production is the basis for cost reduction.
“At present, the monthly production capacity of Zhongzhou Optoelectronics is about 400KK, of which the monthly production capacity of SMD package devices is 220KK, the monthly capacity of LAMP series is 150KK, and the monthly capacity of COB packaging devices based on ceramic substrates is about 150,000 pieces.†Luo Jing told "High-tech LED" reporter, 60% of the company's products are used in outdoor displays, 20% are used in traffic signal indicators, and the remaining main applications are in the field of lighting, especially in outdoor landscapes.
With the gradual development of the LED lighting market, this year's lighting market will usher in a breakthrough period, and the penetration rate of indoor lighting products will be greatly improved. Luo Jing revealed that the company will increase the proportion of SMD series devices used for lighting this year, and gradually reduce the production of plug-in products. At the same time, the company will increase its adjustment in product structure, and the speed of renewal will also speed up.
Ceramic substrate COB package products are getting more and more attention from packaging companies due to their low cost, high light efficiency, good insulation and long life. Packaging companies such as Ruifeng Optoelectronics and Jingtai Optoelectronics have begun to produce ceramic substrate COB packaging products. The goal of Zhongzhou Optoelectronics this year is to increase the production capacity of ceramic substrate COB packaging products from the current monthly capacity of 150,000 pieces to 500,000 pieces per month.
High-quality customer resources have always been the goal of packaging companies. After nearly ten years of hard work in the packaging industry, Zhongzhou Optoelectronics has accumulated a large number of loyal customers downstream, how to select high-quality customers from these customers. Improving customer quality will be an important task this year.
“The profit is reasonable and the procurement scale is large enough. This is the primary consideration for us to select quality customers. Some new companies that have entered the LED application field are also our key customers.†Luo Jing believes that from looking for customers to “choosing†customers, ideas The transformation is also an urgent requirement for the company to further enhance its competitiveness.
Large customers can greatly reduce costs due to large purchases, and the profits of enterprises can be maintained at a relatively reasonable level. "A company with reasonable profits can continuously increase R&D and innovation and maintain a steady development speed." Luo Jing said.
Technological innovation
With the rapid decline in the price of packaged devices, how to achieve product innovation and develop differentiated products with high gross profit and strong demand is particularly important. Supporting all this is the company's technology research and development strength and talent advantage.
"The main problem facing the packaging industry is that too many enterprises are entering, the production capacity is released too fast, and the homogenization of products is becoming more and more serious. Such low-tech competition will inevitably lead to price wars." Luo Jing analyzed In fact, there is still a lot of room for development in the packaging market, especially in some market segments that are not of concern to everyone.
It is understood that Zhongzhou Optoelectronics' annual R&D investment exceeds 6% of the sales in the year. At present, Zhongzhou Optoelectronics has a research and development team of more than 80 people, and jointly established Zhongzhou Optoelectronics-Zhejiang University of Technology Joint Research and Development Center with Zhejiang University of Technology; and China Institute of Metrology, Changchun Institute of Optics and Fine Mechanics, Chinese Academy of Sciences, Beijing Chemical Industry Co., Ltd. The Institute, Hangzhou Teachers College and other institutions and scientific research institutions have established cooperative relations to jointly carry out technical research and new product research and development.
"LED as an emerging industry is mainly driven by technology and capital. The technology research and development strength is a key indicator to measure whether a LED company can continue to operate." Luo Jing said that Zhongzhou Optoelectronics has a leading and complete imported LED automatic production equipment. , including ASM automatic die bonding machine, ASM automatic wire bonding machine, imported automatic glue filling machine, imported automatic dispensing machine, automatic beam splitting machine, the product can meet the different needs of various types of customers. In order to ensure the quality and performance of the products, the company is also equipped with a full range of testing and testing equipment, which can carry out comprehensive testing and testing of the products.
After continuous research and development, accumulation and innovation, Zhongzhou Optoelectronics has undertaken the National 863 Program, the National Torch Program, the National SME Innovation Fund Project, the Zhejiang Advanced Manufacturing Technology Innovation LED Special Project, and the Hangzhou Science and Technology Innovation Key Project. National, provincial and municipal science and technology projects have their own provincial-level enterprise technology centers, and the number of patents obtained has reached 45.
As a newcomer in the field of LED lighting, Zhongzhou Optoelectronics has begun to increase its investment in lighting applications in the past two years, seeking to break through the limitations of a single packaging business.
"Packaging companies are in the middle of the LED industry, connected to the upstream chip, the application side, the development is affected by the changes in the upstream and downstream markets, the company will only be less and only packaged in the future." Luo Jing's view also It has been confirmed by the relevant statistics of the High-tech LED Industry Research Institute (GLII). As of the end of 2012, the number of LED companies engaged in packaging business in mainland China accounted for no more than 15%, down 5 percentage points from 2011.
Luo Jing believes that the biggest problem of LED lighting is that the cost can not be reduced, the price is too high, resulting in slow growth of permeability, and packaging companies to do lighting applications first have a cost advantage; secondly, packaging companies have a stronger understanding of the application side, more Understand the products and have the ability to make cost-effective, market-compliant lighting products.
"In 2012, our revenue in terminal applications reached 50 million yuan, but mainly relying on engineering projects and government energy-saving renovation projects." Luo Jing told the "High-tech LED" reporter that this year, Zhongzhou Optoelectronics invested in lighting It will increase cooperation through cooperation with traditional lighting manufacturers, through their channels and using OEM and other means.
Luo Jing said that a company should always focus on what it is best at. The leading technology and cost-effective products are the core competitiveness of Zhongzhou Optoelectronics. LED lighting will be the future development direction of Zhongzhou Optoelectronics.
According to statistics from the High-tech LED Industry Research Institute (GLII), the scale of the LED packaging industry in China reached 39.7 billion yuan in 2012, an increase of 24% over the 2011 total of 32 billion yuan. In 2012, the number of companies involved in LED packaging in mainland China increased from 1,700 in 2011 to 1,750. In 2012, more than 200 LED packaging companies were eliminated in China, and more than 250 new companies involved in LED packaging.
Behind the increase in market size and number of companies, the fact that the average price of LED lighting white-light package devices has fallen by more than 30%. The sharp drop in product prices has made packaging companies generally face the dilemma of “increasing revenues without increasing profitsâ€.
Dalang Taosha, Fang Xian hero true color, Zhejiang Zhongzhou Optoelectronics Co., Ltd. (hereinafter referred to as "Zhongzhou Optoelectronics"), a veteran packaging company established in 2004 with deep technical know-how and capital strength, and accumulated in the past decade Good customer reputation, contrarian growth, market share continues to rise. The company has become one of the largest LED packaging and application products companies in East China.
Adjust the product to "select" customers
In the increasingly competitive packaging industry, the continually lower product prices force companies to constantly work on technological innovation and customer choice. Only packaged devices that are cost-effective and meet the needs of downstream customers can capture more “sites†in the market. And high-quality big customers can bring super-large orders for continuous scale purchase.
“In addition to the basic competitiveness of packaging companies, such as product quality and performance, after-sales service, capacity scale, delivery speed, etc., we will continue to increase R&D investment, reduce costs, produce high cost performance and have unique innovations. The packaging device required by customers.†Luo Jing said that the adjustment of product structure and the choice of customers will be an important magic weapon for Zhongzhou Optoelectronics to enhance its competitiveness and cope with the era of low-margin packaging.
Reducing costs is now the top priority for packaging companies, and scale production is the basis for cost reduction.
“At present, the monthly production capacity of Zhongzhou Optoelectronics is about 400KK, of which the monthly production capacity of SMD package devices is 220KK, the monthly capacity of LAMP series is 150KK, and the monthly capacity of COB packaging devices based on ceramic substrates is about 150,000 pieces.†Luo Jing told "High-tech LED" reporter, 60% of the company's products are used in outdoor displays, 20% are used in traffic signal indicators, and the remaining main applications are in the field of lighting, especially in outdoor landscapes.
With the gradual development of the LED lighting market, this year's lighting market will usher in a breakthrough period, and the penetration rate of indoor lighting products will be greatly improved. Luo Jing revealed that the company will increase the proportion of SMD series devices used for lighting this year, and gradually reduce the production of plug-in products. At the same time, the company will increase its adjustment in product structure, and the speed of renewal will also speed up.
Ceramic substrate COB package products are getting more and more attention from packaging companies due to their low cost, high light efficiency, good insulation and long life. Packaging companies such as Ruifeng Optoelectronics and Jingtai Optoelectronics have begun to produce ceramic substrate COB packaging products. The goal of Zhongzhou Optoelectronics this year is to increase the production capacity of ceramic substrate COB packaging products from the current monthly capacity of 150,000 pieces to 500,000 pieces per month.
High-quality customer resources have always been the goal of packaging companies. After nearly ten years of hard work in the packaging industry, Zhongzhou Optoelectronics has accumulated a large number of loyal customers downstream, how to select high-quality customers from these customers. Improving customer quality will be an important task this year.
“The profit is reasonable and the procurement scale is large enough. This is the primary consideration for us to select quality customers. Some new companies that have entered the LED application field are also our key customers.†Luo Jing believes that from looking for customers to “choosing†customers, ideas The transformation is also an urgent requirement for the company to further enhance its competitiveness.
Large customers can greatly reduce costs due to large purchases, and the profits of enterprises can be maintained at a relatively reasonable level. "A company with reasonable profits can continuously increase R&D and innovation and maintain a steady development speed." Luo Jing said.
Technological innovation
With the rapid decline in the price of packaged devices, how to achieve product innovation and develop differentiated products with high gross profit and strong demand is particularly important. Supporting all this is the company's technology research and development strength and talent advantage.
"The main problem facing the packaging industry is that too many enterprises are entering, the production capacity is released too fast, and the homogenization of products is becoming more and more serious. Such low-tech competition will inevitably lead to price wars." Luo Jing analyzed In fact, there is still a lot of room for development in the packaging market, especially in some market segments that are not of concern to everyone.
It is understood that Zhongzhou Optoelectronics' annual R&D investment exceeds 6% of the sales in the year. At present, Zhongzhou Optoelectronics has a research and development team of more than 80 people, and jointly established Zhongzhou Optoelectronics-Zhejiang University of Technology Joint Research and Development Center with Zhejiang University of Technology; and China Institute of Metrology, Changchun Institute of Optics and Fine Mechanics, Chinese Academy of Sciences, Beijing Chemical Industry Co., Ltd. The Institute, Hangzhou Teachers College and other institutions and scientific research institutions have established cooperative relations to jointly carry out technical research and new product research and development.
"LED as an emerging industry is mainly driven by technology and capital. The technology research and development strength is a key indicator to measure whether a LED company can continue to operate." Luo Jing said that Zhongzhou Optoelectronics has a leading and complete imported LED automatic production equipment. , including ASM automatic die bonding machine, ASM automatic wire bonding machine, imported automatic glue filling machine, imported automatic dispensing machine, automatic beam splitting machine, the product can meet the different needs of various types of customers. In order to ensure the quality and performance of the products, the company is also equipped with a full range of testing and testing equipment, which can carry out comprehensive testing and testing of the products.
After continuous research and development, accumulation and innovation, Zhongzhou Optoelectronics has undertaken the National 863 Program, the National Torch Program, the National SME Innovation Fund Project, the Zhejiang Advanced Manufacturing Technology Innovation LED Special Project, and the Hangzhou Science and Technology Innovation Key Project. National, provincial and municipal science and technology projects have their own provincial-level enterprise technology centers, and the number of patents obtained has reached 45.
As a newcomer in the field of LED lighting, Zhongzhou Optoelectronics has begun to increase its investment in lighting applications in the past two years, seeking to break through the limitations of a single packaging business.
"Packaging companies are in the middle of the LED industry, connected to the upstream chip, the application side, the development is affected by the changes in the upstream and downstream markets, the company will only be less and only packaged in the future." Luo Jing's view also It has been confirmed by the relevant statistics of the High-tech LED Industry Research Institute (GLII). As of the end of 2012, the number of LED companies engaged in packaging business in mainland China accounted for no more than 15%, down 5 percentage points from 2011.
Luo Jing believes that the biggest problem of LED lighting is that the cost can not be reduced, the price is too high, resulting in slow growth of permeability, and packaging companies to do lighting applications first have a cost advantage; secondly, packaging companies have a stronger understanding of the application side, more Understand the products and have the ability to make cost-effective, market-compliant lighting products.
"In 2012, our revenue in terminal applications reached 50 million yuan, but mainly relying on engineering projects and government energy-saving renovation projects." Luo Jing told the "High-tech LED" reporter that this year, Zhongzhou Optoelectronics invested in lighting It will increase cooperation through cooperation with traditional lighting manufacturers, through their channels and using OEM and other means.
Luo Jing said that a company should always focus on what it is best at. The leading technology and cost-effective products are the core competitiveness of Zhongzhou Optoelectronics. LED lighting will be the future development direction of Zhongzhou Optoelectronics.
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