Domestic LED application vendors of the three way (Bowen strong recommendation)

At present, the domestic LED application vendors are in a critical period. On the one hand, with the global energy crisis, the deterioration of the environment is increasing, governments as the fourth generation light source LED technology gave great support, coupled with the development of LED technology and LED manufacturers efforts, so far, CFFL energy-saving lamps, LED lighting to replace the traditional trend has become the consensus. This means that LED manufacturers will face a very huge market. However, on the other hand, many domestic LED industry testing standards has not stood, the fierce competition in the market and disorder, and foreign LED giants, such as CREE, Philips, OSRAM, LED and Chinese are targeting the market actively market layout. There are signs that the next 3-5 years, real LED lighting to replace the traditional lighting era is coming, then LED into thousands of households the market conditions will basically perfect, such as macro policy, industry standards, business model, industry chain maturity, performance index, production scale and so on. By then, the LED industry is bound to undergo a massive reshuffle, market restructuring movement.

Therefore, for the application of domestic LED manufacturers, the first problem to consider is that 3-5 years later, when the LED industry fully market-oriented and face a reshuffle, how to suppress domestic manufacturers in the fierce competition and foreign giants crowding out the double pressure to survive? If you survive, what role will continue to fight in the market? Is to do brand design? Or OEM generation factory? Or something else?

For the popular market view in the industry, this article does not elaborate. Here is my personal idea. Hope to discuss.

First, the characteristics of LED industry

From the perspective of industry chain, the LED industry can be divided into three parts, the upstream LED epitaxial wafer and chip, the middle reaches of the packaging components, downstream applications, etc.. From the point of view of the application of product market segmentation, LED applications are mainly lighting, display, backlight, such as the three largest market. From the point of view of product applications, LED applications are divided into industrial, commercial and civilian fields.

1 LED industry follows the market rules of the semiconductor industry.

As we all know, LED is because of its high luminous efficiency (energy saving), long life, intelligence and other advantages to become a substitute for traditional lighting. So, many LED manufacturers are very natural to imitate the traditional lighting of the operating mode to the operation of LED lighting. But this is fundamentally wrong. LED is a kind of semiconductor technology, LED industry should follow the operating mode and market rules of the semiconductor industry.

In the LED application products, both in terms of performance determinants or cost factors, the small LED chip inside the product occupies more than 60% of the entire product. The upstream chip is processed by the IC technology in the semiconductor industry, which has the characteristics of high automation, high consistency, high integration, high R & D costs, low processing costs and so on. This feature is obviously different from the traditional lighting field.

LED industry has an obvious midstream link - packaging components, and the packaging process is basically the use of standard semiconductor packaging process, such as SMT, welding, etc.. Midstream packaging standardization is critical to the diversification of downstream applications.

Specifically, different from the traditional lighting, LED lighting is a semiconductor field, with technology intensive, design and processing can be separated, the middle and upper reaches of the industry chain can be standardized. So, in the semiconductor industry, widespread production scale and production process is relatively standardized chip and packaging factory, design company with leading production foundry from product design, high cost and technology update soon, and the processing cost of the product is relatively low.

Application for the LED manufacturers, the standardization of the key middle LED package makes the downstream application competitive products is how to carry out differentiated and personalized design, how to do "I have no people, I have strong". So, according to the company's own resources, how to find the accurate market segmentation, how to tap the potential market opportunities, how to consolidate the existing market share, and how creative new markets is a key task of marketing department. This requires the market personnel must have extensive technical background, because the product design application relates to the technical field of quite a few, such as mechanical, thermal management, electronic control, semiconductor, optical properties, and even extends to the creative advertising, psychology and other fields.

2 government departments are the important role of the current LED market cultivation period.

LED lighting is undoubtedly the largest market in the future to enter thousands of households and people's lives in the civilian market. However, due to the cost, the market is not standardized and user spending habits and other factors, LED fully into this huge market still needs a period of market cultivation. In this years, the government has played an important role.

The important role of government departments in this period of the LED industry is mainly reflected in three aspects.

First, the government sector is to rectify the order of the LED industry guide. At present, the domestic LED market disorder, for example, the lack of industry standards and fair testing certification, vicious competition, foreign manufacturers, etc.. In fact, the market turmoil has become a huge obstacle to the development of the domestic LED industry. These problems can only be solved by the government and relevant departments to guide.

Secondly