日期：2012年8月30日

The Second: lighting industry is in urgent need originality to enhance self-worth

Second is the strong speculation awareness. More walking in the lighting industry. also saw a number of large and small employers, and the personalities of the characters of the same, but there was a very obvious thing in common: do speculative multi-investment, say one thing and do another, and do not will to do the basic research and development, always wanted to stand on the shoulders of giants dance wear someone else’s shoes, go its own way, innovation is equivalent to the “plagiarism” and “attack”, waiting for someone else to make the “new”, they start force, the original funding for R & D and led lights investment for conspicuous advertising hype, typical fence-sitters marketing:  mountain bamboo shoots–tongued thick skin belly empty: Qiang Tou reed–top-heavy foundation shallow.

The Second: lighting industry is in urgent need originality to enhance self-worth

Third is the midunderstanding specious for boss. On the awareness of many bosses in lighting industry, the so-called proprietary technology,  the so-called new design is to take part in the exhibition several times to collect some more foreign product manual, and then find a few “cheap” collective creation. Finally the boss personal preferences, launched a popular new and paragraph. About market  research, customer insight, the development of new materials, new process improvement, structural innovation, color revolution, but they condiment condiments story telling.

Fourth, the regulatory control of the industry association. In the current market environment, industry association and industry Institute of third-party forces the entire industry toward the guide with builders. But what we see now is that the industry association leaders frequently attend major corporate news–hair will cut the ribbon, take red envelope, and do care, few really know how the industry is essentially thinking industry experts in leadership development plans, industry associations become a “business matchmaker.

Five is the commercial media. Some media who does not have responsibility, forcing the pressure to survive, they give up the media as a social and public responsibility. They speaks for whom gives the money. If someone who do not vote for the ads, they will find troubles. We can not create a respect for the original and respect for intellectual property rights, respect for the good opinion of the original enterprise environment.

Government-enterprise cooperate to accelerate the development of LED lighting industry

LED lighting industry is now being accelerated deeply in domestic. On the one hand, the government level is enhanced implementation of the powerful policy to boost this industry, on the other hand, companies are also to speed up the layout.Multi-joint force will obviously help to break through China’s LED  lighting industry to a higher level.

Government-enterprise cooperate to accelerate the development of LED lighting industry

Beijing Langpo Photoelectric Co., Ltd. held a grand celebration of the trial production. It has expanded its LED street lamp production line which is located in the Beijing Economic and Technological Development Zone, which marks the domestic leading LED lighting companies officially entered into a new stage, that is, research and development, manufacturing and sales. Langpo photoelectric just spent 3 month to make them to be operations headquarters. In the previous stage, the main venues of LED lighting system have to put in to practice during the Beijing Olympic Games in 2008,such as, semiconductor lighting of large-scale systems integration technology, efficient indoor LED emergency lighting system and LED lamp technology.

In the new layout of the optoelectronic industry, Langpo reflects the trend to speed the development of LED  lighting industry in China. This year, GE Langchao Group and foreign enterprises have increased their action in the LED lighting market, this is not only due to the strong prospects of the industry demonstrated, also stems from the Government of the emerging green. The industry’s support has played a positive role in promoting. The Ministry of Science and Technology have advocated a activity: ten cities, million lights. LED street lamp replacement is already underway. This project is to promote the use of LED feature lighting in 21 cities, including Tianjin, Shijiazhuang, Baoding, Dalian. Its goal is to be replaced before the end of 2011, 21 cities will have nearly 6,000,000 street lights. It is reported that the plan would boost the domestic demand of 15 billion yuan. Insiders said that the fundamental purpose of the implementation of this plan is to promote energy conservation in the country, and to effectively guide the healthy and rapid development of China’s semiconductor lighting applications to expand the scale of the semiconductor lighting market.

However, experts also pointed out that the domestic LED  lighting industry is facing the accelerated development of the situation, but still need the core technology to make the products to be the upstrea.m Liu Shiping, deputy secretary general of the China Illuminating Engineering Society, said that the lack of core technology is one of the bottlenecks for the development of China’s LED. The data show that, China has made LED lights related patents around 20,000 last year, but the majority concentrated in the downstream applications, packaging. Due to the lack of core technology, the small scale of most enterprises, low technical content, irrational industrial structure. the development of China’s LED is on the downstream. However, with the country on the importance of this emerging industry and enterprises to strengthen layout, is expected to promote the industry further to break the bottleneck to achieve new development.

The First: lighting industry is in urgent need originality to enhance self-worth

How does the China led lights manufacturing advance toward the world? With what to enlighten the world? How does the Chinese brand create value?

In 2007, “made in China” has drawn attention–nearly 50% of the world’s clothing, 70% of the toothbrush, 75% of the toys, 80% of the microwave oven are close to the Chinese-made label. Unwittingly, Chinese manufacturing has gradually went into the daily lives of millions of households around the world.

lighting industry is in urgent need originality to enhance self-worth

Unlike toys, clothing and home appliance industry is so impressive, but the data show that China has become the world’s largest producer and exporter of lighting appliances country, in 2007, about 160 billion yuan output value of China’s lighting industry, exports of  $10 billion, accounted for 18% of the global market share. The lighting industry is quietly becoming the backbone of China’s manufacturing.

But on the other hand, the Chinese lighting industry is bright industrial , dark original imitation rampant, serious deficiencies in the spirit of the original. Someone will summarize all the chaos of the lighting industry for dozens of strange; It is not allowed to take pictures by the Western name famous lights sold as lights, sell lights as good as OEM.

The original deletion syndrome parsing

The underlying causes of the lighting industry in China, from my point of view, why they do not attach importance to the original value? it mainly for the following reasons:

First,  patent awareness weak. The Zhongshan Guzhen known Chinese lights are lighting manufacturing companies, thousand of brands, mid-held lights Fair fame, but really have patented technology, with the original products companies described as rare, the so-called new exhibition is nothing more than “wearing a new vest” old type, the so-called high-end manufacturing, which is nothing more than a face-lift mimicry. Truly international brand enterprises and international buyers are reluctant to dare not to participate in the Light Fair, because they are very clear: If they launch new products, one week or one month after their “twin brother”will appear in the Chinese market with low prices. The local enterprises known as  “coyotes” no patent consciousness, and do not respect the rules of the game.

Whether led street lamps are energy-efficient or not in this stage energy(the following)?

LED lighting is a “directive doctrine”. The reason is that the led street lamps have highly been light directive. The light emitted to the front which is fully utilized. For me, we have no objection to this doctrine, and do not agree with this point of view. I hope we still look at this issue from a pragmatic attitude. Perimeter and behind the light in the design of the product which needs to be reflected to the front of the reasonable use. To achieve the desired condensing effect of the traditional lamps, it has been such application. LED lights can not afford the higher junction temperature, and requires sufficient cross-sectional area of heat conduction, or else completely segment connected to the light-emitting LED package 360 degrees out.

led street lamps

The led street lamps directional actual encapsulated stand optical structure.  “directive doctrine” at this stage explain the doctrine of LED energy-saving straw. From the historical perspective of the development of long precedent.

The mainland has several packaging companies are good in the scale of production capacity and technology. If they can cooperate with each other, or system vendor support, there will be greater opportunities for development. From global view, the importance of the packaging stage is as important as the chip. There is still much room for improvement of high-power packaging technology, and improve more quickly. Therefore, the state should increase support for efforts to enhance the competitiveness of enterprises in this process stage as soon as possible, and enhance the market share of China’s mainland enterprises. So, it is expected that the competitive packaging factory will show up within a year or two.

In addition, There are just few small and medium-sized Taiwan’s electronics companies, such as Foxconn, 20 years ago, the turnover of their company is just 200 million CNY. That’s why they have to focus one the main chain industry. We have to invest so much resources to this industry at the the beginning of the development. There are just a few company can make it. The scale of Taiwan’s LED is just NTD 100 billion.It’s impossible for an enterprise to make put so much resource in this industry. Epistar choose the development model of the level of mergers and acquisitions at an early date.It’s difficult for Epistar to make the industrial chain integration finished. From pragmatic point of view, the stage of led street lamps are just in the horizontal level.

For the design products, it is the most basic products according with national standards, but we need time to prove.

LED industry’s future integration and the art(the following)

LED light industrial has been the focus in people’s life with rapid growth.
In this case, industry consolidation has become one of the hottest topics of the current phase of the LED industry.

Generally speaking, the way of industry consolidation can be roughly divided into vertical integration (mergers and acquisitions, equity participation or policy Union to create vertical industry chain from upstream to downstream) and horizontal integration (ie integration in the enterprise of the industrial chain of the same level) in two ways. At the current stage of development of LED industry, vertical integration seems to be more international. Epistar Corporation (hereinafter referred to as “Epistar) adhere to the level of integration of the main development. We can get a lot of experience. Epistar Chairman had a interview with magazine and Li Bingjie told us that he will explore the integration of art in the LED lights chip industry in the future.

LED industry's future integration and the art

The path of the horizontal integration of OEM

Semiconductor lighting: Recently, Epistar consolidation have sprare no efforts to make great progress in the industry. Jingke have become the important news in the LED industry. The Epistar have made some successful acquisition with M & A cases the element arsenic, Quan, Lian Yong, and a number of epitaxial silicon plant. But this also can be seen a phenomenon, that is, strategy is concentrated in the horizontal level, mergers and acquisitions of enterprises are the main epitaxial silicon plant. Why the Epistar take such an integration strategy?

Li Bingjie: As you said, all these years , the strategy focused largely on the level of integration. M & A is not the direction of vertical integration, although some vertical mergers and acquisitions is a shortcut to the future to enter the manufacturing system. The reason to do it is that it worked closely related to Taiwan’s development environment. Taiwan’s LED industry is rooted in a manufacturing environment of Taiwan’s electronic industry.It is the same as the characteristics of its development and other IT industry in Taiwan, emphasising on how to reduce the costs effectively. The point to reduce the cost for enterprise is to accomplish industrial chain segments.

Whether LED street light is energy-efficient or not in this stage energy?

When we talk about a problem, we will stand on our own position. Our own position always to win the upper hand, this is common sense. Many LED lighting aspects of the debate, you can describe the participants “hot”. I think we all know who can win the debate! The simple reason is that the future led street lights price is no suspense. Only a matter of time. Time hinder process is nothing more than from two aspects, namely, optical efficiency, the second is cost-effective.

led street lights price

When we are watching movies, we encounter the struggle between justice and evil. We will understand in the end, you just enjoy the process. Just the best of the  “LED lighting debates” metaphor. I think the actual point, instead of tax payer’s money to pay for the LED lighting engineering. National investment in LED basic and applied research should be more conductive to the development of the entire LED lights industry fishes.

 

The LED industry has developed rapidly, and the upstream chip has received more attention. The state has invested a lot of money to support more than a dozen from the chip factory. However, the chip plant has been gradually move toward integration, the bigger the stage, but Chinese investment is in decentralization.

Semiconductor lighting: In recent years, Epistar accelerate the industrial l operations on the mainland, for example, investment projects in Changzhou, Jingke. How about the ideas in Epistar LED industry cooperation?

Li Bingjie: Epistar Project in Changzhou includes epitaxy and chip two-stage of production, which can serve for the mainland system vendors, and to provide services for Epistar products. In the cross-strait industrial cooperation, Epistar enterprises may wish to do some virtual industry consolidation to work together, that is, industries complement each other. At present, several large television brand factory in mainland China, have both brand and manufacturing strengths and channel advantages. If they can cooperation with companies in Taiwan in the combination of components on the technical advantages and manufacturing advantages, so they can create more opportunities for development. Specific ways, each company may have different choices. The Epistar with mainland Chinese television factory has been some cooperation projects, which is expected to have concrete results within 2012.

Cultural integration and technology integration in the led industry consolidation

Semiconductor lighting: industry consolidation is a deep learning, which requires great skills, can you tell us about Epistar successful experience in this area?

Li Bingjie: One of the keys of company consolidation is to make their own corporate culture gradually to be accepted the acquired company. Of course, each cultural integration is not easy mentally, because of the acquiring party barriers, fear of being treated as second-class citizens. The most important of integration is that to be fair and consistent treatment to all employees and to give everyone the same opportunity. So that each employees can feel himself as the one part of this company.

LED industry

In addition, the integration of technology is also very important for an enterprise, which means that some people should give up everything familiar in the past, to learn and adapt to the new production environment. The Epistar generally took two approaches: First, the integration from new products, old products to maintain the original state. This approach has the advantage of avoiding the difficulty of technology transition during integration, but it takes a long time to complete. LED technology had the rapid changes and development in the past. When technological changes slow down, this integration process will be even longer. Another method is not to integrate, but going into a different market after technical analysis. For example, the Epistar M & Canton Ga, technically on the adoption of this integrated approach. Relatively fast rate of growth of wide gallium epitaxial structure has its advantages in cost. The two technologies take much more time if they want to support each other because of the epitaxial structure, but they may be affected by the original advantages.

The integration strategy of the mainland industry

Semiconductor lighting: more and more stated-owned enterprises are optimistic about the development of LED industry, ready to enter, even to enter the industry. What recommendation do you have for the development of LED industry?

Li Bingjie: 2012 to 2014 is critical time for the future development of LED industry in China. LED lights companies take about 1 to 2-year cycle from the construction of capacity to stabilize out. It is necessary to speed up the pace. We should make earlier decisions no matter to state new policy from the government or, or inputs form enterprises.

The major problems of the existing street lighting design

First of all, the most important issue is that the street lighting design is unreasonable. the bright places such as pedestrian trails carriageway, there is no light, rather than light ground Fang Ru fang grass, the back of the bench which Lovers meet, the light are bright. Light pollution, waste is very serious. It is non-compliance with the spirit of the “energy saving”. The reason is the pervasiveness of the landscape street lighting design expertise lags far behind the pace of development of the Chinese landscape lighting project, as long as you look at the Chinese city CBB area “room thing” how hot it is. Last month, we crash in Jiangsu, Anhui, Zhejiang during the investigation of a large-scale LED street lamp market suddenly discovered not only a slow lane on the road more than two street lights installed, evidently street lights have been put something more than a year or two of you, you think the lights are used to according to grass drops. Perhaps leadership are waiting for repair slow lane silver place it, the road is still not repaired, can the works of the street light settle it? LED street lamps can not just loaded regardless of credit growth! Some people even say: medium and small enterprises want big profit as long as the good-looking statements for the big enterprises.

street lighting design

Height of horizontal division of labour advantages, you can do a pretty focused, doing extended chip only extension chip, package package only, very centralized resources, a single process can be very precise, very competitive.Taiwan LED companies are doing a high degree of horizontal division of labour, so can do fine at all stages.But the upper LED is characterized by technology-intensive, capital-intensive, but not high profit margins.In the upstream industry chain, focusing on enterprise level consolidation, will lose because of vertical integration and created new opportunities for downstream.

The implementation of energy conservation and emission reduction does not make a fuss, just above the LED street lamp and science of lighting design are more potential. So regardless of the boss, street lighting design should base on the sustainable development of “people-oriented”.