On the projection of LED light source technology in the end who moved the cheese

2009 is the first year of the domestic LED industry to the popularization of light source: more than half of the city LED lighting project in the domestic market worldwide; permeability of traditional LED flashlight flashlight market more than 8; LED display product application market size growth with over 08 years, but the total incremental slowdown, a new high; at the same time LED lighting products 07 years cost price drop more than 50%......

The growing popularity of the rapid maturity and application range of LED source industry also affect the display industry: LCD TV, LED light source LED light source DLP back projection splicing wall, LED light source, micro projector business and home projector several LED light source in the emerging shows the rapid development of the market application. At the same time, LED light source in the notebook market share for the first time more than half of the product premium level of less than 5%, the formation of a real trend of popularity.

In the face of the rapid development of LED light source display product market, the consumer market has issued a "like no" signal. However, when the real customer really shock LED products have suffered an embarrassing dilemma:

LCD TV market, according to the global LCD panel module product sales price, the use of LED light source product premium level of about 30%. And even if the use of LED light source, LCD TV, other parts of the product cost growth is not significant. If the screen LCD TV to occupy the whole cost of 60% to 80%, LCD TV because of the use of new light premium should be at about 20% to about 25%. But the price of LCD TV products sold in the degree of premium is 50% to more than 200%, and the vast majority of products to enhance the price more than doubled the traditional products.

LED rear projection DLP splicing wall products display almost all the domestic and foreign representative manufacturers. Insiders even revealed the new light source does not significantly change the structure of the original product, so in theory any DLP splicing unit production and R & D enterprises to launch similar products do not exist serious problems. Even, some of the company's products have been able to do the original light source and LED light source swap applications, completely overcome the compatibility of different light source products. At the same time, DLP splicing unit using LED light source has also been able to achieve 600 to 900 lumens of display brightness, brightness bottleneck is basically broken.

Projection products, LED light source in the micro projector, small portable projectors and home theater projector has also been successfully applied. The projection product achieves a maximum of 1000 to 3000 lumens of light, fully meeting the practical needs of business and education markets.

In the light of LED in the projection market widely in the background, with the technology products as the LED light source used in flat-panel LCD TV products showing a high premium: the lowest price increase of more than 100%, a serious violation of the cost price of LED light source. For this phenomenon, the world's only two suppliers of LED light source of the projector light front projection technology era said that the two major problems in the application of LED light source projector market reflects "manufacturers is insufficient" and "positioning".

Industry experts said that both the general lighting LED light source or as in the LCD TV, projector system display light source, its location must be "original technology comprehensive alternative products, is a must to the popularization of products. Moreover, the popularity of the process should be very rapid. LED light industry belongs to the traditional semiconductor industry, and memory, CPU and other semiconductor devices industry processes and patterns are very similar. At the same time, the concentration of LED industry, especially in the upper and middle reaches of the technology is not high degree of concentration, from semiconductor materials growth, chip, epitaxy, packaging, etc. have more companies involved. LED light source products in recent years by the very rapid increase in luminous performance and the extent of price decline can also be seen that this is a new way to take the rapid popularization of new products.

LED light source in the face of the rapid popularization of the law itself, the domestic LED display light source industry, especially on the terminal product has embarked on a high price wrong. Whether it is LCD TV, projectors, DLP splicing unit, in the pricing strategy has shown a high-end trend, more than double the cost of the premium is the essence of the consumer in the door outside.

In the light of LED in the display of high priced product performance on the application of analysis, one is that the enterprise is respected home appliance industry, cultural industry and cultural office, rather than the IT and semiconductor industry culture. These cultural values inside accustomed to making technological progress in profit. Especially in the introduction of new technology products will follow the high-end high priced high profit strategy, and then slowly adjust the price, the entire process of new technology to control the sum of the total profits.

On the other hand, LED light source projector products show a high price because of the fact that this technology is essentially harm the projection industry profit technology. DLP splicing rear projection, for example, each unit needs to be replaced one or two times a year, each bulb replacement cost of $two thousand or three thousand. This part of the cost constitutes a very important source of profit for the DLP unit splicing industry. In the projector industry, the same situation still exists: the projector repair industry has such a word is not to rely on the repair of products alive, rely on selling light bulbs alive".

Projection of the light bulb is essentially part of the maintenance of the profits of manufacturers and links. As the industry's most important consumables costs, the majority of enterprises are deeply from the projection