Is there a market for LEDs only at low prices?

The price of LED lights is still a lot higher than that of traditional energy-saving lamps. Is it only a "low-cost" method that can lead a way for the LED lighting industry?

LED is known as the rising industry in the world with high speed development. In the preceding paragraph, Foshan LED enterprises had made more "road trips", and more than 80 LED companies in Shenzhen had broken their manufacturing or were actually liquidated this year, making a popular industry popular as a "hot potato". Under what kind of market background, Shenzhen Great Wall Technology Co., Ltd. (referred to as Great Wall Development) issued a management investment of nearly 5 billion yuan to manufacture a defective LED industrial chain. At the end of the year, it had formed an alliance with the world's largest chip makers, and other relevant industry partners were also negotiating automatically.

A company created an LED industrial chain to create a whole, what only Phillips, GE, OSRAM has done at home. In China, it is only now that the Great Wall has been opened up steadily. Then, how does the Great Wall open up such a strategy based on what kind of industry judgments and advantages? Yesterday, the reporter interviewed Shenzhen Great Wall to open up Chen Zhujiang, vice president of technology shares. The answer to his question is that assuming that the cost of an LED lamp is comparable to the cost of a hamburger, market demand will be immediately stimulated. The opening of the Great Wall is to control the critical moments of the industrial chain, to use the capital in a limited and debilitated manner, and to enter into the world market with LED products that have both the observance and the cost.

The market demand detonated reporters at the end of next year (hereinafter referred to as “report”): LEDs are considered as a green industry filled with hope. How large is the capacity of LED products at home in the domestic market? How will the LED industry develop in the future?

Chen Zhujiang (hereinafter referred to as “Chen”): At present, the global LED industry is in a growing period, and it is estimated that the value of its world-wide manufacturing will be greatly increased in the next few years. According to the latest report of IMS Research, the current lighting market in the world has a population of 534.9 billion yuan, which is estimated to reach 741.1 billion yuan in 2015. LED lighting is currently aiming for 3% of the global lighting market. By 2015, the proportion is expected to increase to 46%. The demand of the elegant application market has promoted the high-speed growth of the LED epitaxial chip and packaging industry.

Therefore, we estimate that in the next few years, the market demand for the world LED will one-sided outbreak, the cost of LED manufacturing products will be more affordable. By 2012, the LED manufacturing value will be added at the end of the race and will enter the golden period. By 2013, LED lighting will reach every household. Looking around the world, China is still the largest application market.

The future development trend of LED mainly has two sides, one is the LED high-end application category of TV backlight, and the other is LED lighting. The application of these two sides will become the biggest propulsive force for LED industry's future development.

Elegant enterprises have no pricing right. What are the most technologically advanced levels in the LED industry chain? Who knows the most advanced technologies in the industry?

Chen: The outline of the LED industry chain is divided into three parts. First, the LED industry and customs, the main solicitation of epitaxy and chip out of manufacturing; Second, the LED middle reaches of the industry, mainly for a variety of LED device packaging; Third, LED elegant industry, the main application for a variety of LED applications manufacturing industry. Among them, LED's epitaxy and chip out manufacturing are absolutely critical for the technological content. The US and Japan companies hold a handful of patented technologies in their hands.

China has become a world leader in LED packaging. However, chip R&D and manufacturing have always been its leanest moments. At present, the main technologies for the manufacture of LED chips and chips are in the hands of large domestic companies. More than 80% of domestic chips and devices are used for import.

Reporter: In recent years, many LED projects have been launched. However, many of the enterprises involved in the final collapse have been involved. How to deal with this phenomenon?

Chen: At present, most of the LED companies in China are at the end of the LED industrial chain, that is, they are elegantly packaged and applied in the LEDs, and the main manufacturing products are limited to large-scale promotion cards or landscape lighting projects. Because these companies are not equipped with core technologies, they are at the mercy of customary products and cannot master the pricing power of manufactured products. The cost is to limit one of the most important causes of the LED, only to depreciate the trick style to get more market. Once the price of LED manufacturing products declines, and the cost of the upper and middle reaches is modeled on the absolute strength, the elegant enterprises will visit the prosperous existence.

On the whole, any industry, when it tends to mature, will surely pass through brutal competition and form a certain level of control. The LED industry is transitioning from a large-scale entry phase to a mediation phase. Therefore, the industry reshuffle cannot resist.

5 billion structural happy industrial chain: facing the broad prospects of the LED industry, Great Wall opened up how to seize the opportunity to construct the industrial chain?

Chen: The reason why the Great Wall opened up the opportunity to enter the LED industry is because the current LED industry development is in a period of rising momentum. The business opportunities contained in the Great Wall are not limited.

As the core enterprise of the local enterprise China Electronics Dynamics and Static Industry Group, the Great Wall opened up the old end of the year and placed a strong advantage of China Electronics's appreciation capital to launch the LED industrial chain project. The project has a total investment of nearly RMB 5 billion in public money, aiming to create a full LED industrial chain, forming a full-cost industrial platform dominated by chips and applications, and ultimately covering epitaxial wafers and chips, packaging devices, lighting fixtures, and performance screens. And so on. The company's strategic target in the LED category is to become a world-renowned LED lighting company and to manufacture a nation-wide LED industrial base. In the future, LED (New Energy) will become the new cost-adding point for the Great Wall with its seven major businesses, including computers, storage, mobile and consumer electronics, medical equipment, metering systems, payment terminals, and digital homes.

Note: The manufacture of LED industrial chains, technical power and market intelligence are key. It is reported that the development of the Great Wall today has started to compete with a number of industry giants. What kind of thinking is this?

Chen: Taiwan Jingyuan Optoelectronics is the world's largest manufacturer of LED lamps, and Everlight Electronics is the largest packaging company in Taiwan. In terms of LED chip technology, Epistar is the world's number one supplier of red and yellow light, and the world’s third blue-green light provider is one of the few companies that offers high brightness blue LEDs. The Great Wall opened up to compete with these giants in the country. They can provide us with the current LED chip manufacturing technology and patent approval, help the company quickly cut into the lighting market, shorten the investment cycle. At the same time, it also learned that Jingyin Optoelectronics, an industry giant, is keenly aware of the world's LED manufacturing environment, and has managed to invest in and manufacture, effectively avoiding market risks.

The Great Wall opened a joint venture with Jingyuan Optoelectronics Co., Ltd. and Evergrande Co., Ltd. This year, a joint venture company was officially registered in April this year. According to the project investment plan, it will develop investment and development in three phases. It is estimated that it will be completed in 2018. The first LED chips will be manufactured in the second half of next year.

Holding the upper hand to open the door to the market: The LED industry is certainly filled with attractive business opportunities, but in the end it is an industry that fights for funds, fights R&D forces, and fights for market share. How does the Great Wall open up its way into the industry?

Chen: The Great Wall opened up rationally saying that there are many unique advantages in this industry. These advantages are not only conducive to low capital, but also conducive to mastering the pricing power of LED manufacturing products. For example, the Great Wall opens up long-term mixed manufacturing in electronic manufacturing products. It ranks seventh in the world-wide EMS (Electronic Manufacturing Services) company, plus nearly one hundred efficient SMT (Appearance Assembly Technology) manufacturing lines and all-round high-end inspection equipment. There is a strong birth that produces manufacturing power. At the same time, there are still plenty of funding in favor.

R&D has always been the shake-up of the Great Wall. The creation of epitaxial wafers is noisy and requires many technical accumulations. The Great Wall opens up not only a large number of patents for support, but also seven professional laboratories such as the CNAS (China National Association of Conformity Assessment and National Laid-Off Committee) certification and the Materials Science Laboratory.

Competition with industrial giants also highlights the upper hand. Not only can we learn from future generations of technology, but also share its large-scale purchases to reduce raw material capital. The construction of the Vulgar epitaxial chip also provides chip supply for Great Wall's development of packaging and lighting projects.

The low capital of LED lights is the key note: At present, the selling price of LED manufacturing products is still very high. What do you think is the cause of this?

Chen: The high LED cost is a systematic problem. As the LED chip of the semiconductor industry, its industry business content is “in cash”, and epitaxial wafers and chips are industries where capital and technology are collected. Therefore, its price is particularly affected by the connection between supply and demand in the market, which is different from the conservative industry. Although there are many LED companies on the market today, LED epitaxial wafers and chip-manufacturing companies have not been around for a long time, and their manufactured products are frequently used for no-supply, and the cost is naturally high.

Note: In an LED manufacturing product, what percentage of capital is formed in each part?

Chen: Take an LED lighting bulb lamp for example. Among them, the chip capital accounted for 1/4 of the total, the hardware capital accounted for 1/4, the capital of power supplies and consumables accounted for 1/3, and the manufacturing manufacturing logistics capital 1 /6. We have a "hamburger" theory internally. Assuming that the cost of an LED bulb is comparable to that of a local hamburger, the market demand will be immediately stimulated. However, the current LED luminaires cost the equivalent of 5 to 6 hamburgers. This indicates that in the process of manufacturing the entire industrial chain, after the integration and innovation, the cost of manufacturing products has a lot of room to complete.

Note: How to reduce capital is the proposition of life and death of the LED industry, and the Great Wall has opened up such as security in the adherence to the technology of post-mortem world while effectively reducing capital?

Chen: At present, LED lamps and lanterns on the market are mostly assembled by hand. We are exploring with equipment manufacturers. For example, An's adherence to the technology's future generations is accompanied by a large amount of automated manufacturing. For example, a LED factory with one hundred people can produce 15 to 20 lamps a day, and the entire factory can produce 1,500 to 2,000 a day. However, if we reform it into a fully automated production, the manufacturing volume assumption is reduced by 10 times a day, that is, 15,000 to 20,000, which is often considerable.

When the automation of manufacturing equipment is completed, the labor capital of the unit staff naturally declines, and the production of production capital also declines. At the same time, we are also striving to pursue the use of new materials. Assuming that we use innovative new materials to manufacture, the LED lamps will have lower capital, which will facilitate the promotion of the market and the development of the LED lighting industry. We will benefit more people and take steps in the “structuring and transforming manufacturing technology Great Wall”. A more solid pace.