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.
At the beginning of this issue, Gaogong LED will visit member companies and interview with business leaders to sort out the future direction of the LED industry and the strategic layout of the company.
In the past few years, regardless of the various changes in the LED industry, National Star Optoelectronics is still synonymous with “stable†and “rationalâ€. In the midst of industry enthusiasm, it is neither blind nor blind; when the industry is cold, it remains calm and firm.
Guoxing Optoelectronics continues to promote the diversified enterprise development strategy based on “vertical integration of LEDs in the middle and lower reaches of the LEDâ€, and successively distributes upstream chips (Yaweilang, Guoxing Semiconductor) and downstream lighting applications, continuously increasing and upgrading technical reserves and consolidating And strengthen market share.
In the LED industry entering a key inflection point, how will National Star Optoelectronics respond to changes in the future LED industry?
Dr. Wang Sen, General Manager of Guoxing Optoelectronics
Dialogue record
Q: Guoxing Optoelectronics is one of the largest small-pitch packaging companies in China. What are the layouts of the company in terms of technology, products and market?
Dr. Wang Sen: Guoxing has been making research and development reserves for small-pitch packages since 2011. It is one of the earliest companies to carry out small-pitch layouts. At present, products such as indoor small-distance 1010 are in an absolute leading position in the industry, 0808 also Has been stable production and shipment. Outdoor small spacing 2727, 1921 market response is enthusiastic, especially 1921 is the earliest launch of the world's smallest outdoor small-pitch products, filling the blanks below the outdoor P4 display.
In the follow-up, Guoxing will continue to upgrade and improve existing products, and actively develop solutions with smaller spacing inside and outside the home, and continue to lead in the small-pitch products market. At the same time, it also cooperates with downstream application manufacturers to jointly develop applications with small pitch display in more fields than large screen display.
In addition, the national star is also continuing to expand production, and continue to expand the production scale of small-pitch products to seize a larger market share.
Q: Benefiting from the high growth of the small-pitch LED market + mid-to-high-end white-light packaging, the company is gradually expanding its production in recent years, moving forward to the stage of simultaneous improvement of product technology and application fields. Based on what considerations?
Dr. Wang Sen: In fact, Guoxing has been promoting the simultaneous improvement of product technology and application fields. Because the small-pitch LED and white-light package are the same as the LED package, they belong to two different LED application industries, such as display and illumination. Guoxing has long been optimistic about the development of these two industries, and has long-term RGB LED and white LED technology. Reserves and product reserves, both businesses have achieved the expected results.
Q: In the long run, the white LED LED collar is still the focus of market competition, and it is also the largest market in the application field. How does Guoxing Optoelectronics' future develop its own competitive barriers at the product and market levels?
Dr. Wang Sen: First of all, technology improvement and rich product system. Guoxing White LED has accumulated over ten years, from 2835 platform to COB, from EMC to CSP, from automotive lighting to infrared/ultraviolet lighting.
The color rendering index of the product has increased from the general Ra80 to Ra90 and even Ra97, and has made great breakthroughs in anti-vulcanization, in terms of reliability, uniformity of light color, high color rendering and batch consistency. At the domestic and international level, the full range of products passed the LM80 test.
Second is the pursuit and persistence of Guoxing on product performance and quality. In 2016, Guoxing Baiguang LED launched the “RooStar†series, which has super high luminous efficiency, super high index, ultra high reliability, super high sulfur resistance, long life and other peak performances. The white LED market continues to be a strong force in technology and product upgrades.
In addition, it is actively participating in international cooperation. At present, most of the top ten lighting manufacturers in China have business cooperation with Guoxing. International first-line lighting companies have also established cooperative relations with Guoxing. At present, they are deeply discussing the project landing, and the customer structure is good and stable. And will continue to optimize.
Q: How does National Star Optoelectronics' R&D system protect its own products and market differentiation?
Dr. Wang Sen: Guoxing has always attached great importance to the company's research and development system. Every year, about 4% of the sales amount of funds invested in research and development, the establishment of a national-level research and development institutions, training a number of domestic and international level of technical innovation talents, in the new technology research, new product development, independent intellectual property protection and other aspects have been achieved Fruitful results.
Guoxing has also been paying close attention to the development of new technologies and market segments, planning and arranging future technical directions and application areas, continuing market tracking and technical reserves, and timely cutting in according to market demand to win market opportunities.
In addition, Guoxing insists on collaborative innovation in the middle and lower reaches. Determining the direction of new technologies, improving product processes, formulating solutions for special needs, and other aspects of research and development are coordinated work by R&D personnel in the middle and lower reaches, thus ensuring the rapid and effective mobilization of core resources such as talents and technologies to improve efficiency. ,cut costs.
Q: The LED packaging industry is in a period of increasing market concentration. How does Guoxing Optoelectronics view the changes in the packaging industry?
Dr. Wang Sen: Whether it is price war or the development of segmentation, it is an inevitable law for the industry to develop to a certain stage. The LED packaging industry is gradually becoming concentrated, and the situation of the larger Evergrande will become more obvious. For the national star, this is undoubtedly a new development opportunity.
This change in the pattern means that the LED packaging industry is gradually returning to rationality. After the price wars and industry reshuffles in previous years, the industry is shifting from blindly pursuing low prices to focusing on the products themselves, such as technology and performance. These are the advantages of big companies such as Guoxing.
SMEs with no core technology have closed down or turned to a certain segment, which has led to a gradual increase in industry concentration, which is also a trend of the industry as a whole.
Q: In the future, the packaging industry will enter the stage of big fish eating small fish and fast fish eating slow fish. Will industry mergers and acquisitions become one of the strategic directions of enterprises?
Dr. Wang Sen: Natural selection, survival of the fittest. No matter in which industry, "big fish eat small fish, fast fish eat slow fish" is inevitable, this is the universal law of market competition.
Mergers and acquisitions are common in every industry, and this is one of the fastest and most effective ways for companies to grow and seize market share. However, from the perspective of the benign, coordinated development of the industry and the complementary resources of the enterprise, such opportunities are encounterable and unattainable, and can be used as an opportunity for continuous attention.
Q: Overseas mergers and acquisitions have become one of the ways for Chinese companies to truly enter the global market in recent years. From the perspective of Guoxing Optoelectronics, is overseas acquisition one of the ways for Chinese packaging companies to become bigger and stronger?
Dr. Wang Sen: Chinese companies enter the global market, and patents are a relatively important factor. Overseas mergers and acquisitions enable Chinese companies to quickly acquire overseas patents, advanced production technologies and a good customer base, and gain the right to speak in global industry competition. This is indeed an efficient and fast road.
However, overseas mergers and acquisitions often involve the protection of independent intellectual property rights such as brands and patents. The matching of resources and channels often takes a long time to observe and negotiate. It is not a one-time thing. Overseas mergers and acquisitions are not Chinese companies entering the world. The only way out of the market.
Guoxing has long been engaged in the reserve and protection of patents and other independent intellectual property rights. By setting up overseas subsidiaries and branches, and launching international high-end independent brands, the company will continue to promote the company to the global market.
About Guoxing Optoelectronics:
Foshan Guoxing Optoelectronics Co., Ltd. is a national high-tech enterprise specializing in R&D, production and sales of LED and LED application products and a key high-tech enterprise of the National Torch Program.
The company covers an area of ​​92,600 square meters and the plant area is 199,000 square meters. Founded in 1969, the company began to engage in LED packaging in 1976 and is one of the earliest companies in China to produce LEDs.
After more than 40 years of development, the company has recognized the industry with its advantages in capital, technology, talent and management. In 2014, Guangdong Province was a large state-owned backbone enterprise, Guangsheng Asset Management Co., Ltd., and Guoxing Optoelectronics became a practitioner of mixed ownership mode.
While making its main business of LED packaging, Guoxing Optoelectronics takes into account the development of upstream LED chips and downstream LED lighting products, and establishes a complete LED industrial chain to achieve vertical integration.
In the future, Guoxing Optoelectronics will adhere to the LED industry chain integration, adhere to science and technology, talent leadership, management standards, cultural excellence, and is committed to becoming a leading LED company in mainland China, and strive to promote the development of China's LED industry.
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