[Year Meeting Roundtable Forum] Opportunities and Dilemmas under the Deep Integration of LED Industry Chain

[Text|High-tech LED reporter Wen Zhao] Dickens mentioned in "Tale of Two Cities": "This is the best era, this is the worst era." This description is used to describe the current LED industry is appropriate.

At the beginning of this year, driven by the rapid development of the lighting industry, the relevant industrial chain links in the upper, middle and lower reaches have entered the fast lane, and the whole industry is booming. According to the statistics of the High-tech LED Industry Research Institute (GLII), the total output value of China's LED industry will reach 344.50 billion yuan in 2014, a year-on-year increase of 31%. Among them, the output value of LED upstream epitaxial chips, midstream packaging and downstream applications were 12 billion yuan, 56.8 billion yuan and 275.7 billion yuan respectively, up 43%, 20% and 32% respectively.

At the same time, problems such as low-end disorderly competition, price wars, and low gross profit margins caused by product homogenization are full of problems. It is an indisputable fact that the industry has entered a period of deep integration. In the period of great change, the whole industry about how the upper, middle and lower reaches and channels respond to various changes, how to reposition the company next year, how to survive and develop, etc., is a problem that our company must consider at the end of the year.


On the afternoon of December 12th, the 2014 High-tech LED High-tech Conference was held by Zhongweiguang Electronics, the famous “Industry Strategy” theme conference. The famous middle and lower reaches of LED were gathered together, and the leaders of the industry elaborated their industrial views. Explore the industry development keywords from the three directions of “transformation”, “upgrade” and “future”.

In the round-table dialogue session at the conference, with the theme of “New Turning Point of Industry: Change and Opportunity”, the key opportunities and dilemmas under the deep integration of the industrial chain will be analyzed. Zhang Xiaofei, the chairman of Gaogong LED, said: "Today I want to leave the topic aside. There are two main problems. One is where is the opportunity for our entire industry? The other is where is the difficulty?"

Zhou Lujun, Marketing Director of PhilipsLumileds Asia: Talent reserve is the key to future development. “In the future, the Chinese market will be more targeted to develop some more grounded products, which are more suitable for the Chinese market.” Zhou Xuejun said that each company has its own internal For a variety of problems, for Philips, localization is an opportunity.

Talking about the industry's dilemma, Zhou Xuejun believes that technology is very important for the upstream, domestic enterprises are not lacking in money, and continuous capital investment is not too big a problem. The key is the reserve of talents. Is there a better technical team to develop these things? This should be a big obstacle. Also, in terms of intellectual property rights, is it possible to gradually establish some competitive capabilities, which is crucial for the long-term development of the future.

HC SemiTek side Difei Vice President: Business survival should focus on management <br> <br> side Difei said the reshuffle is a necessary stage of development of the industry. Enterprises want to survive, scale, products, technology and other hardware must have advantages, and enterprise management is an indispensable part. Grasping management is an opportunity for future enterprise development.

"Money is always not enough. If the company says that there is a lot of money, sometimes I really feel very unbelievable." Bian Defei said that the dilemma of the upstream industry is very much in agreement with Zhou Xuejun's lack of patent technology, but for enterprises. Not lacking money is not the case. Because the essence of the enterprise itself is that money is invested in it is to make a profit. If the money is put too much there, it is unreasonable for the capital to settle down, so the funds are very big problems.

Crystal Electronics president Xiao Guowei: LED industry standard is the biggest lack of opportunities and difficulties <br> <br> With the boom of soaring market, and accelerate the speed of transformation of LED industry investment and integrate acquisitions more normal expansion and diversification The strong demand and fierce competition are the most outstanding performance of the industry.

"We have given the life of the product lighting, but we have not determined what to do, so it is still a big problem." Xiao Guowei believes that there is no standard for LEDs, not only in our country, but now in any country in the world. Even the standards in the enterprise are difficult to form, and can only be said to be constantly adjusted. How to maintain accurate and rapid changes to adapt to the rapidly changing market and future development is the biggest difficulty and opportunity.

Our company's internal test standards are to be adjusted every quarter. This is a real problem, so I think this is the biggest challenge and problem.

General manager of the grid days photoelectric Marketing Center Zheng Xiantao: Keep a sense of crisis have a way out <br> <br> According to the engineering LED Industry Institute (GLII) statistics predict that by 2014 the size of the middle reaches of the packaging industry output value of 56.8 billion yuan, respectively, year on year growth 20%.

Encapsulation is the link in the industry chain, and the importance is self-evident. As one of them, Zheng Xiantao thinks that encapsulation is an embarrassing link. There are chips on it. You can't do it any time. The terminal application is not going to the last step. "Only when there is a sense of crisis, we will find a way out." Zheng Xiantao said that especially small and medium-sized enterprises must do a series of technical reserves, talent reserves, and capital reserves, packaging can be said to be the biggest crisis in the entire LED industry.

Li Zhaohua, deputy general manager of Mingwei Electronics: insist on product quality "Why is it so bad? It is not the reason outside. It is actually the reason inside our industry." Talking about the industry dilemma Li Zhaohua believes that the first is confused, the customer does not know What, the company does not know what to do. The second is that LEDs change too fast, which will test the ability of suppliers and technological innovation to determine how far a company can go.

"At the beginning of next year, I think that driving IC companies, many of them may not go down, and copying will never produce something." Li Zhaohua said that many companies are now simply reducing prices, and living is good. Adherence to IC quality should be valued by companies in the industry.

Chen Songhui, deputy general manager of Sanxiong Aurora: The LED market is the lighting market in the future. “The future market is the lighting market. In the end, you can make chips, do packaging, and do applications. There is only one output.” Chen Songhui said that enterprises should have a ready positioning, like Sanxiong Aurora. Always positioned as a provider of total luminaire solutions. Secondly, there is a lack of brand awareness. Everyone only wants to make a fuss about the price of the product, which leads to confusion.

Chen Songhui believes that the LED industry should not be a blind price war. This is unhealthy, blindly low-priced, or even at a loss. Naturally, there will be a phenomenon of running and bankruptcy. We should work hard on product quality, make a certain product refined, and take the route of brand output. This is also a sustainable development path.

Lei Li Ning, general manager of Hongli Optoelectronics: There is no opportunity without difficulty. "For the future, we should consider how to overcome difficulties, how to seize opportunities, and no opportunities without difficulties." Talking about the packaging industry is currently in the LED industry chain. The biggest crisis, Relien said that this is a good phenomenon. First of all, if the concept of package-free is not proposed, the packaging technology will not be improved. Secondly, the enterprises are all in decline, one by one in the process of decline, in fact, is a process of survival of the fittest, the team is particularly important to build, not to say that all particularly talented people, or particularly capable people will be able to take this The enterprise is doing well. Finally, it is the cultivation of talents and the reserve of technology.

"If we think about all these problems today, we have not done a solution in this area. If the problem arises, it will die." Relinin believes that LEDs will definitely rise and fall in the lighting industry, and indeed there will be downfall. Enterprises, I hope that all enterprises can face the difficulties correctly, grasp the difficult problems, and solve them one by one, so that they can seize the opportunity to challenge the future.

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