General lighting market enters fast lane to accelerate product and channel layout

[High-tech LED reporter / Wang Cairong] The acceptance and penetration rate of LED lighting products continue to increase, making the pace of replacement of traditional lighting is accelerating. The LED general lighting market continued to triumph in 2014 and entered the golden period of rapid development.

On June 10th, the 11th High-tech LED Industry Summit Forum with the theme of globalization and China's opportunities was held in the Backgammon Hall on the third floor of Shangri-La Hotel, Guangzhou, including Zhang Xiaofei, Chairman of Gaogong LED, and Deputy General Manager of Tongfang Semiconductor. Li Pengfei, Zhou Lujun, Marketing Director of Philips Lumileds Asia, Xiao Guowei, Managing Director of Jingke Electronics, Li Mu, Technical Manager of GE Lighting Greater China, and Xu Zhenfeng, General Manager of Guoxing Optoelectronics Lighting Division, respectively, target the future global LED The market competition pattern, new opportunities in the LED industry, middle and lower reaches and related supporting supply chain markets, new trends in technology and other topics have launched a wonderful keynote speech. More than 300 industry elites witnessed the event in the audience.






meeting venue


The general lighting market is developing into the fast lane. The export situation is improving.

“2013 is the fastest growing year for the global LED general lighting market. The market scale reached 136 billion yuan, with a growth rate of 78.9%. By 2014, this value is expected to reach 211 billion yuan.” Dr. Zhang Xiaofei pointed out in his speech at the conference. From this year onwards, the growth rate of the global LED lighting market will gradually slow down, but the speed of LED replacement for traditional lighting will accelerate, and the price of products will decline faster.
At the same time, Dr. Zhang Xiaofei believes that most of the low-end and mid-end markets of global LED lighting will be occupied by Chinese lighting companies in the future. Most of the global LED lighting products will be gradually defined by Chinese enterprises OEMODM, high-end and low-end markets.



Zhang Xiaofei, Chairman of Gaogong LED

“Four international companies such as Philips, GE, Osram and Cree are already expanding their presence in the Chinese market. These four international brands have more than 10 foundries in China, especially Philips and Osram. The number of foundries is very large.” Dr. Zhang Xiaofei said that China has become the main foundry base for international companies.

On the other hand, the rapid development of the current global LED general lighting market has also brought great opportunities to LED lighting export enterprises. The latest statistics of the High-tech LED Industry Research Institute (GLII) show that China's LED lighting exports reached 1.376 billion US dollars in the first quarter of 2014, an increase of 63.7% year-on-year. In April this year, domestic LED lighting exports reached 867 million US dollars in a single month, a record. new highs. GLII expects that China's LED lighting exports will exceed US$8 billion in 2014, up 48% year-on-year.

The surge in the export scale of LED lighting in overseas markets has also led to an increase in the recall frequency of LED lighting products. Dr. Zhang Xiaofei said that from 2013 to May 2014, more than 158 recalls of Chinese lighting products were made in Europe, the United States and Canada, and the probability of recalling LED products in the future is increasing. Affected by this, the protection of LED lighting certification and LED technology patents will be further strengthened around the world.

Large domestic and foreign manufacturers accelerate product and channel layout

It is worth noting that the current LED lighting market, especially the rapid growth of market demand such as commercial lighting and home lighting, has also enabled LED manufacturers at home and abroad to accelerate the pace of product layout and channel construction.

"Tongfang Semiconductor Lighting will further strengthen its product layout in the second half of this year in the four major products of LED, high voltage LED, flip LED and vertical structure LED. In particular, the promotion speed of 0.2W-0.5W medium and small power LED products will accelerate. Li Pengfei, deputy general manager of Tongfang Semiconductor, revealed at this summit forum that the low voltage performance of the LED chip is suitable for high current driving demand and has high cost performance, while the high voltage LED product can adapt to low current and high voltage operation and can be faster. Improve power efficiency, and the chip current expansion is better, greatly improving the light extraction efficiency.



Li Pengfei, vice president of Tongfang Semiconductor


In addition, flip-chip LED chips and vertical structure LED chips are also the product system that Tongfang Semiconductor will accelerate its promotion this year. “Flip-Chip products are highly regarded by the market for their low voltage and good heat dissipation performance, while the vertical structure LED chips are better in thermal conductivity and current diffusion due to the metal substrate structure. P-GaN connection High reflectivity metal reduces light absorption while achieving uniform illumination with low current injection."

Xiao Kewei, Managing Director, Jingke Electronics



Xiao Guowei, the managing director of Jingke Electronics, pointed out in the keynote speech that with the continuous maturity of technology, in the next 1-2 years, flip-chip gold-free packaging and white light chip technology will have a greater impact on the overall LED industry competition. .

"The current industry-free package is flip-chip, no gold wire and solid crystal glue. From a technical point of view, flip-chip gold-free package can replace 50% of the traditional packaging, while white light chip can save 70%. The packaging process." Xiao Guowei said frankly, but it is certain that neither the flip chip nor the white chip technology will make the packaging link disappear.

In the field of LED packaging, in 2013, many LED packaging factories have achieved breakthroughs in revenue bottlenecks while their revenue growth has increased. In addition, many manufacturers have made great progress in terms of technology, scale and products. At the same time, however, the homogenization of the entire LED packaging market and the intensification of the vicious price war are still continuing. Many packaging companies have not yet had a clear and clear enterprise and product positioning.

“After the rapid growth of demand in the downstream application market, many LED packaging factories have achieved good results last year. The profitability of the packaging factory’s increase in revenue is not improved, and the LED packaging market is entering a turning point.” Philips Lumileds Asia In the keynote speech, Zhou Xuejun, the marketing director, pointed out that the packaging industry pattern will accelerate its differentiation in the next three years, which is a very good benefit for enterprises with more favorable cost performance.

Zhou Xuejun believes that in the future packaging market form, the products of all packaging factories are not developed by the middle and upper reaches, but according to the downstream customers' demand for product design and performance, research and development according to certain cost performance, and even deep strategic cooperation. .



Zhou Lujun, Marketing Director, Philips Lumileds Asia


In addition, the pace of packaging large manufacturers to the downstream LED lighting market is accelerating with the representative of Guoxing Optoelectronics, and its layout in the downstream lighting channels will further accelerate in the second half of this year.

"There is no mystery in the channel construction itself. As long as the emerging LED lighting brands work hard, wait patiently, step by step, orderly advancement, sincere and confident treatment of channel construction and dealers at all levels, will certainly get market returns." Xu Zhenfeng, general manager of the Optoelectronic Lighting Division, is full of confidence in its channel construction. The LED lighting industry in China is highly fragmented. There is a weak relationship between manufacturers in the lighting industry. Quality distributors are bigger, not born.



Xu Zhenfeng, General Manager of Guoxing Photoelectric Lighting Division


GE Lighting, an international lighting company, accelerates R&D and market layout in indoor and outdoor lighting control systems.

Li Wu, technical manager of GE Lighting Greater China, said at the summit forum that the overall situation of the LED lighting market is improving. GE Lighting is speeding up the solution for LED indoor and outdoor lighting applications, and has established two major lighting R&D innovation centers in China. “In the field of indoor and outdoor LED lighting, GE Lighting is accelerating the development and promotion of visible light communication technology. Visible light communication has the characteristics of no radiation, visibility and safety without applying for radio spectrum, and can be widely used in aircraft, airports, restaurants, exhibitions and Operating room and other places."

Li Mu, Technical Manager, Greater China, GE Lighting

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