Locking the niche market high-voltage LED global strategy start
2021-08-24 03:21:10
With the gradual maturity of the LED lighting application market, the LED industry's vertical and horizontal trend has become more and more fierce. The cross-strait chip factories have been moving frequently. The rumors about chip price increases, capacity expansion, and M&A cooperation are endless. Many mainland chip makers have already sharpened their knives and began to increase their production capacity. Is LED chip maker Yuanyuan Optoelectronics ready to participate in a new round of competition? Mr. Lin Yida, the associate of the Jingyuan Optoelectronics Marketing Center, shared the recent layout strategy of Jingyuan Optoelectronics.
Affected by the global incandescent lamp ban campaign, the LED factory entered the take-off period, from the chip factory to the packaging factory are in short supply, and even rumors that the chip is expected to raise prices across the board. In this regard, Lin Yida said that benefiting from the increase in lighting demand and the ban on incandescent lamps, the company's supply is tight, and the capacity utilization rate has reached 100, but the opportunity for price increases is not large. In terms of production capacity, the market share of crystal electric lighting chips is over 30, and the backlight chip is 30. Specifically, in the mainland market, the market share of red and yellow light is about 30, and the blue-green light used as white light. Chip, the market share is about 15~20.
High-voltage (HV) LEDs are globally independent. It is observed that despite the market sentiment, the current price of LED chips has not stopped. Most manufacturers do not increase profits and maintain losses. However, in the fourth quarter of last year to the first quarter of this year, The revenue has grown for two consecutive seasons. In the first quarter, it even reached the second highest level of history, and it took a throne to sit on the throne. The rise in the gross profit margin of Jingdian is largely due to the high voltage (HV) LEDs currently favored by international LED lighting manufacturers.
Lin Yida revealed that Jingdian is the first manufacturer to introduce high voltage chips in the world. The HVLED chip of Jingdian has a luminous efficiency of 162 lumens per watt, leading the competition. In 2013, its HVLED chip revenue was about NT$60 million in a single month, and its supply has reached the top in the world. It will continue to increase its layout this year. At present, Jingdian has successively signed a confidentiality agreement with the top three international lighting factories to carry out related business transactions, and the products began to ship this season. It is expected that the HVLED turnover in this month is expected to double.
Actively develop niche markets and expand exports to Haikou In addition to lighting and backlighting, Lin Yida said that at this stage, Jingdian is actively developing new applications to tap a niche market with high gross profit and diverse applications to drive another wave of contributions. New momentum in revenue. For example, in the future, in the invisible part, various applications will be introduced. Security, industrial UV (ultraviolet) and medical, home appliance sterilization are new markets in the future. The most done last year was the application of security, and this year may add more handheld devices, as well as smart driving and safe driving of cars, all of which must use invisible light sensing, demand will have A big increase.
Focus on virtual vertical integration In 2014, the LED industry consolidation situation has not stopped. Not only the trend of the big Evergrande, but also the take-off of the LED lighting market has driven the industry to vertically integrate development. In the past when the backlight was in the pipeline, the LED factory was limited by customer concentration. High performance and development of industrial characteristics of horizontal division of labor. However, with the maturity of lighting applications, the customers in the LED lighting market are scattered and diversified, and the dependence of the LED industry on the overall solution is improved, and vertical integration becomes the strategy of each layout. .
Different from the integration strategy of direct mergers and acquisitions lighting manufacturers, Jingdian has insisted on virtual vertical integration in recent years to understand the needs of end customers, design the most suitable chips to help customers develop the terminal market, and steadily expand production and adjust product structure according to customer needs.
According to Lin Yida, the virtual vertical integration of Jingyuan Optoelectronics is a market-oriented resource allocation method. For downstream partners, Jingyuan provides assistance with its own development capabilities and collaborative development with customers. This kind of collaborative development can run through the entire industry chain, from chips, packages, modules, to final products and even brands and pathways. It can be developed using the rich industrial knowledge, precise insights and innovative production technologies of Epistar. . The HAPPYSTARLED bulb, which is popular in the market recently, is a case of virtual vertical integration of crystal power. The LED bulb design and LED chips are all from Jingdian, and the LED chips used in their bulbs won the 2014 Taiwan Excellence Award. To this end, there are market rumors that Jingdian has long been ready to enter the LED bulb market. However, Lin Yida clarified to China LED Network that Jingdian will design and license it to customers, which will be manufactured and sold by customers, so this bulb is made of amorphous electric products. Jingdian only provides design solutions and will not enter the bulb market for the time being. Because the wafers only do chip business, there is no packaging, lighting products and other services.
However, Lin Yida also said that in the market, in the second half of this year, the wafer will launch a different solution, not limited to the chip end. In terms of cooperating with customers, many new product solutions will also be introduced, which will be a big boost in the second half of the year. He also said that the company hopes to bring new technological directions to the industry, through virtual vertical integration, for downstream different applications, and downstream technology partners to jointly develop a design and technology platform that meets specific needs and is different from pure chips. .
In response to the booming issue of the LED market, Lin Yida believes that the demand for LED lighting market will be even more prosperous in 2014. Through the consolidation, the LED industry will be more developed, and the demand for LED lighting sources will be more than last year. The overall performance will also be greatly improved, and the price trend will continue to decline, so it may be a good thing for the end consumer. Jingdian will continue to improve the cost performance of the products, and fully demonstrate the technical strength of the crystal power in the overall design of the customer, so that the most end products can achieve perfect cooperation in cost performance and overall assembly. During the Guangzhou Guangya Exhibition, Jingdian will hold the first crystal electric lecture hall, introducing the most popular technical application of LEDs including flip chip and high voltage chip, as well as the latest product information, and providing an industry perspective with high and deep depth. , present the best products to the end consumers.
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