LED companies need long-term strategy

A few days ago, the reporter went to the Pearl River Delta for an interview, and the heat wave of the LEDs in the Pearl River Delta came to the surface. A friend of the reporter, with a small amount of funds and insufficient experience, but also with a number of like-minded people, jointly funded the establishment of a LED production enterprise in Shenzhen. According to the reporter, at present, Shenzhen, Huizhou and Foshan have gathered most of the domestic LED companies. According to the latest industry report, Shenzhen has gathered more than 900 LED companies, accounting for about 70% of the national total. There are nearly 80 LED enterprises in Huizhou, and Huizhou is favored by large enterprises. The world's four major LED manufacturing companies such as Cree and Osram have settled in Huizhou.

In this craze, NVC lighting is extremely calm. At the NVC headquarters in Huizhou, the company's president assistant, brand director, Shi Yongjun said in an interview that LED has its energy-saving effect and market effect, but it has been over-amplified. At present, NVC is also doing LED products, but there is still no large-scale production and marketing. "LED is a topic that everyone is very concerned about at present. Not only the industry, but also some investors outside the industry are very concerned. And we will only gradually do according to the needs of the market and the requirements of customers." Shi Yongjun said.

According to the reporter, not only NVC, but also many traditional lighting giants such as Opus, are only tentative in the production and promotion of LED lighting products, and the attitude is quite cautious.

Currently very cautious

Shi Yongjun told reporters the reason for being cautious. He said: "One is the use. LED is a point source for local illumination. It is feasible to outline a profile. But in basic lighting, it has to rely on other lighting tools. For example, in shopping malls and hotels, the whole needs The space is bright, the light source is required to be diffuse, and the LED can't be realized. However, if the focus is on focusing on a certain product, the LED can be well realized."

In addition to the scope of the application is still not wide, Shi Yongjun also mentioned: "The second is the technical aspect. LED is indeed very energy-saving from various data, but currently LED is subject to life, light decay, light color, and maximum The problem is the influence of factors such as price, which makes it very difficult to promote it in a large area. As a listed company, it is necessary to invest and consider the return of investment."

According to the reporter's understanding, at present, NVC is mainly engaged in commercial lighting in the field of LED lighting. Most of them are decorative products, such as the lighting of the landscape and the decoration of the night scene. In the field of functional lighting, such as indoor lighting, NVC believes that it should be based on energy-saving lamps. In fact, NVC's energy-saving products (including energy-saving lamps, energy-saving brackets, energy-saving lamps for office use) account for NVC 45. % of sales. It is reported that NVC has no longer produced incandescent bulbs in July this year. "Energy-saving lamps will definitely replace incandescent lamps. This is a big trend that has already been determined." Shi Yongjun said.

Cautious does not mean no strategy

Regarding the question of why traditional lighting giants are not active on LEDs, the reporter interviewed Tang Guoqing, director of the Semiconductor Lighting Professional Committee of China Lighting Association. Tang Guoqing is a staunch supporter of the LED lighting industry. He can even use anger to describe the reporter's question: "NVC has suffered a loss in this respect. At the beginning of the listing of NVC in Hong Kong, the stock price Poor performance has a certain causal relationship with neglecting LEDs. As far as I know, NVC's top management has realized this, and they have now developed detailed LED planning to raise LED lighting to a strategic level."

The reporter mentioned to Tang Guoqing that many LED manufacturers are currently not profitable or even losing money. Under such circumstances, how can enterprises be motivated in LED lighting? Tang Guoqing said that whether LED companies make money depends mainly on the company's strategy, such as the location of the company in the industry chain and product layout. According to Tang Guoqing, taking Sanan Optoelectronics (600703) as an example, when the company manufactures red and yellow products, the profit is quite low, but when it comes to manufacturing blue-green products and front lighting, profits will increase. Another example is Silan Micro (600460). When there is no epitaxial wafer and only the chip production line, the profit is low. After the capital increase and the expansion of the epitaxial wafer manufacturing capacity, the profit will also increase.

The future: take advantage

After repeated questioning by reporters, Shi Yongjun said that NVC is currently mainly engaged in the research and development of LED lighting, and the front-end technology has not yet penetrated into it. There is no core technology including chips and packaging.

According to Shi Yongjun, there are some companies that do packaging in China at present, but the chips are still foreign. It is understood that the global patent core technology is mainly in the hands of Japanese Nichia, American Cree, Germany Osram and other giants. At the same time, in the field of epitaxial wafers and chips, American and Japanese companies are also in a monopoly advantage.

Shi Yongjun also revealed to reporters that NVC is also inspecting some new companies and projects, and does not rule out the establishment of some cooperative relations, or the business relationship of the alliance. "The lighting industry is a very large industry. There are not hundreds of billions of scales. There is no monopoly. It gives many business opportunities. In the future, many small enterprises will gradually withdraw from this market, and some enterprises have Technology and strength to help others to do the matching.” Shi Yongjun also said: “The brand of NVC is familiar to everyone, and NVC has considerable advantages in the channel.” It seems that NVC intends to integrate the whole through the advantages of brand and channel. Industry chain, but the time is not yet.

The reporter also interviewed relevant experts on this issue. According to analysis, at present, China's large traditional lighting enterprises have been quite skilled in commercial mergers and acquisitions and industrial chain integration, and they have funds, brands, channels and markets. Specific to the LED industry, due to the current uncertainties, including market size and technical routes, companies with integrated capabilities in the industry are waiting to see, once the certainty increases, the LED industry will set off a wave of mergers and acquisitions.

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The lithium-ion segment is expected to be the faster-growing market, by technology type, during the forecast period.

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