Interview Background: The G20-LED Lighting Summit is a high-end platform for LED lighting industry leaders led by Gaogong LED. The member companies cover the middle and upper reaches of the industrial chain and have certain segmentation areas and industry representation.
In July of this year, Hongli Optoelectronics officially changed its name to Hongli Zhihui to create a two-wheel drive development model of “LED+Car Networkingâ€. However, the company has always adhered to the LED industry as the first main business. By continuously improving the core technology of LED packaging, expanding the scale of production capacity, and enriching the product line layout, the company will consolidate its position and create a differentiated future competitive advantage.
Gao Gong LED and Wang Liyang, deputy general manager of Hongli Zhihui, discussed in depth the changes in the packaging industry, diversified products and market strategies, and the global competition trend of LED packaging in China. As one of the leading companies in China, Honghong How does Lizhihui make its own strategic and tactical deployment in the new normal of the industry.
1. The LED packaging industry is in a period of rapid market concentration. How does Hongli Zhihui view changes in the packaging industry?
Wang Gaoyang: The future packaging industry is similar to the early electronics industry. After several rounds of reshuffle and integration, the market share will become more and more concentrated. Only a few companies will not easily provoke a "price war" for their own profit.
The price of the device will tend to stabilize in the future. On the one hand, the market concentration in the upstream chip field is also increasing. For the midstream packaging companies, the concentration of choice is also increasing; on the other hand, the technological maturity and capacity utilization rate of large-scale chip companies such as Sanan and Huacan tend to For stability, the price of the chip will also be in a relatively stable period.
2. In the long run, white light is still the focus of market competition and the largest market in the application field. How does Hongli Zhihui's future build its own competitive barriers at the product level?
Wang Gaoyang: We will continue to strengthen the investment in lighting LEDs and actively introduce diversified products such as flip-chip, COB and EMC.
The company is committed to continuously improving the performance and cost-effectiveness of its products through technological innovation and raw material research and development. With the increase in demand for flip-chip products, the continuous improvement of technology, the improvement of production yield, the gradual maturity of the process, and the fact that the cost and price are gradually approaching the formalwear products, the application advantages of the flip-chip products are gradually highlighted.
In terms of traditional advantages of SMD products, our SMD flip-chip products can achieve breakthroughs in PCT materials and EMC material flip-chip technology, and use automatic point-to-point and dot printing technology to achieve mass production of fully automated flip-chip products. The main product models are PCT2835 series and ES3032 series, featuring high power, high reliability, favorable hot channel design and no hidden wires with no dead lights.
At the same time, we are committed to providing customers with a full range of lighting application solutions, such as the SMD2835 (light efficiency up to 210lm/W) for high-efficiency lamp applications, and the 1W 2835-PCT product line for bulb applications. Wait.
In terms of COB products, the demand market for high-end light sources is getting bigger and bigger. As we continue to overcome the light efficiency barrier, we will gradually realize the refinement of the spectroscopic method to screen the color and color consistency, and gradually introduce better color reproduction and light quality. Good COB products.
By optimizing the product's circuit design, uniform light output is achieved, especially on lenses and light guides that match small angles, which significantly improves the spot effect and enhances the overall optical performance of the luminaire, perfectly demonstrating the advantages of COB products in lighting design.
In addition, the company's COB products are on the one hand in the development of miniaturization of size, using flip-chip technology, high-density chip arrangement, which can realize small size and high power, which is conducive to optimizing the structure of the lamp; on the other hand, the development of light engine and intelligence Integrate optical, electrical and thermal management into one, simplifying the structure and making it easy to use.
Secondly, most of our SMD and COB products have obtained the LM-80 test report, which meets the US Energy Star [except integrated lamps] and DLC certification requirements; our SMD2835/5730/4014 has passed the UL certification, not only the light effect Increased by more than 10%, the cost is reduced (non-isolated power supply can be used, or isolated power supply can be used), and the UL certification cycle of the client lamps is shortened.
In order to meet the requirements of the new version of DLC 4.0, some of the company's products are doing L90> 36000 hours of testing, which will help customers through DLC testing. Hongli has always been positioned in the mid-to-high-end market. Without a low price war, it is vital to have a good market positioning, product services and a sound internal management mechanism.
3, automotive lighting, plant lighting, deep ultraviolet and other subdivisions are becoming a new battleground for many packaging companies. Under the trend of subdividing into kings, how will Hongli Zhihui be deployed in the future?
Wang Gaoyang: The company has already made layouts in the subdivisions of car lights, infrared, ultraviolet and TV backlights.
First of all, we have established relevant professional teams from the marketing side and the research and development side. Secondly, we will reach cooperation intentions with some research institutes or brand manufacturers, actively promote and shorten the time period of new technology products from research and development to mass production, and guarantee products. Differences can also quickly enter the market.
At present, the automotive LED light source product series is complete, covering the front and rear loading markets, providing a variety of innovative lighting source products for automotive interior and exterior lighting applications, from headlights, daytime running lights, turn signals, brake lights applications, To ambient lights, reading lights, button lights and other applications; some light source products have passed AECQ101 aging certification, to provide the safest protection.
In terms of product development, the company launched a series of high-power ceramic LED light source products for the application of LED headlights, using AuSn eutectic technology, higher current carrying capacity, higher unit area brightness output, and good thermal dissipation of ceramic substrates; The inorganic ceramic fluorescent sheet replaces the organic silica gel, and the performance is more stable; the patent and the product are matched and the technical patent is guaranteed.
In terms of system, the company has already passed the TS16949 quality management system certification, providing the necessary conditions for entering the pre-installation market.
In the field of deep-UV LEDs, in 2014, the company announced the development and production of deep-UV LED packaging products. In the same year, it launched the full-UV (UVA/B/C) LED packaging products, and targeted the only professional microbiological testing in the domestic counterparts. laboratory.
In 2015, the company's UVA and UVC packaging products entered the mass production stage and fully occupied the market share of UV LED packaging.
In October 2016, the company continued to introduce G6060, the first fully inorganic (CMH) packaged UVC LED technology product in China, to meet the MIL-STD-883 standard.
The core technology of this product is to help the UV LED SMD reliable packaging by means of CMH platform, to protect the deep ultraviolet UV LED by protective gas or vacuum packaging, to achieve stable and reliable packaging, thereby improving its service life.
At present, the proportion of products in the above-mentioned sub-sectors is still relatively small, and as the technology and market mature, its proportion will become larger and larger.
4. Through several years of hard work, Chinese packaging companies have occupied a favorable position in the global competitive landscape. What are the main performances?
Wang Gaoyang: Needless to say, the future will continue to be optimistic about the Chinese market. In the past few years, the power of capital has driven China's LED packaging companies to grow rapidly and have the ability to compete with traditional multinational companies.
According to relevant data, Hongli Zhihui ranked ninth among the global LED lighting manufacturers in 2015, and the LED production base invested and built by the company in Nanchang was gradually put into production. All of the products can achieve annual output of TOP LED packaged devices, 16,200KK, High Power. LED packaged device 360KK.
5. How does Hongli Zhihui continue to promote the “LED+Car Networking†two-wheel drive strategic goal?
Hongli Zhihui: In recent years, the company has continuously expanded the scale of LED brackets and LED packaging and actively deployed LED segments. The LED production base in Nanchang has been successfully put into operation, and the LED automotive lighting business is based on LED automotive lighting modules. Actively carry out preparations for entering the domestic automotive lighting market.
At the same time, the company used its own capital of 45 million yuan to participate in Dina Technology, 200 million yuan to set up a wholly-owned subsidiary Hongyi Investment, using 22 million yuan and third-party investment to establish Yunhong Yunding equity investment fund, 40 million yuan subscription Guangfa Asset Management Pearl No. 1 collective asset management plan 40 million sub-C shares, 98 million yuan investment Hong Innovation Energy Power Co., Ltd., hoping to use the professional investment capacity of investment institutions to continuously strengthen the company in the second main The layout of the industry.
At the same time, the major asset restructuring projects currently being planned by the company are also related to the car networking industry. Therefore, the company will continue to actively deploy the car networking industry under the premise of making the LED main business bigger and stronger, and promote the overall strategy of the company's dual main business. The realization of the goal.
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