How the semiconductor lighting industry wins the market: the road to the upper reaches
Opening Remarks The industry of semiconductor lighting (LED) is now very hot. There are about five types of people who are concerned about this emerging industry:
One type of hard work: has entered the LED industry, is striding, or struggling colleagues;
A kind of active temptation: a group of neighbors from other light sources, and some relatives who can't beat the gossip. Most of the friends with traditional lighting;
One type of view: some industry institutions, investment institutions, media, etc. associated with light sources, mainly in the field of traditional lighting;
A kind of pointing Jiangshan: a large number of experts and scholars who support LED light sources, corporate elites, as well as the famous CSA;
One type of waiting for promotion: those government officials at all levels who are pursuing green GDP are full of anticipation.
The last article of this proposition briefly introduces the current situation of the domestic LED industry, and shows you a topic of focus on the topic, more about the market-oriented operational thinking of the entire industry, and no large-scale data. The chart analysis industry chain, which belongs to the consulting company's industry report, this article only wants to provide some directional ideology for people who care about LED, let everyone know the basic rules and some issues worthy of attention in making LED business in China. direction.
Some people have subdivided LED into five parts according to the industrial chain relationship: raw materials; LED upstream industry (epitaxial chip); LED midstream industry (device packaging); LED downstream industry (integrated application); test equipment and production equipment.
I prefer the simple way of epitaxial chip, device package, and integrated application. I don't think it is contradictory.
The LED industry has a typical unbalanced industrial chain structure. The upstream epitaxial chip is a typical technology or capital-intensive three-high industry: high difficulty, high investment, high risk. In some aspects, the technical difficulty is extremely high and the process precision is extremely high. The dependence on technology and equipment is extremely strong, while the barriers to device packaging and integration in the downstream of the industrial chain are very low, and it is a labor-intensive industry.
The beginning of the heart: technology VS market, both hands must be grasped, both hands must be hard.
I feel that today's various forums and seminars talk about technology, but they ignore the undercurrent of the market, or everyone uses their own marketing strategy as a secret, borrowing a word from the Internet: in today's shopping malls There is no secret, secret is not your core competitiveness.
Semiconductor lighting (LED) is a high-tech industry. As its name suggests, technology is undoubtedly a pioneer. Without technology, you can only stand outside the door; but technology always has a mature and stable stage, for the market that has entered the industry, the market It is the only way out, there is no market, technology can only be moldy in the laboratory. Therefore, don't let Pioneer become a pioneer, it is not energy saving, it is a waste.
Upstream road
The LED upstream industry mainly refers to the epitaxial fabrication and chip manufacturing of LED luminescent materials. Due to the high development of the epitaxial process, the main structures of the device such as the light-emitting layer, the confinement layer, the buffer layer and the reflective layer have been completed in the epitaxial process, and the chip fabrication mainly performs positive and negative electrodes and completes the segmentation detection.
Technical environment: International companies are leading the way in Taiwan to authorize good domestic innovations
As we all know, epitaxial chip technology is a key technology for the development of the LED industry. The current status quo is that most of the patented technologies are monopolized and cross-licensed by several international giants; the contact between Taiwan and international companies is relatively early, and the licensing side takes the lead; Due to the late start of the Chinese mainland, the number of patents is small, and it is constantly innovating while waiting for the basic patents to be invalidated one by one since 2010.
It is worth mentioning that domestic crystal energy optoelectronics is different from the international mainstream (GaN substrate) in the technical route (silicon substrate), with original technology property rights and potential.
The patent war has not been exhausted, and major international manufacturers are striving for technological innovation: Cree is introducing LED devices while doing light effects, Lumileds is doing high-power warm white light, compact and integrated solutions, and Osram is improving the structure to improve quantum efficiency. Japanese manufacturers have a ninja style. From MOCVD to epitaxial chips, they have been secretly carried out and fully developed, and they have performed well. Around the market, but also for the market, it can be said that the Eight Immortals cross the sea, each showing its ability.
In the face of China's LED market, Lumileds (Philips), Cree, Osram, Nichia and many international giants have entered. Among many foreign chip manufacturers, Cree (China) seems to be more dazzling, which depends on Cree's relatively mature technology. And the long-sleeved and good-selling market expansion ability of Tang; Lumileds is not to be outdone. According to the quarterly financial report released by Philips on February 25, 2010, the Lumileds section in Philips Lighting contributed a lot.
Taiwanese chip companies represented by wafers seem to follow the wisdom of China. They are more advancing with each other, and they have adopted more ways to invest in factories in mainland China or join hands with mainland companies to quietly eat more markets.
Faced with the pressure of international giants and upstream manufacturers in Taiwan, some domestic LED chip manufacturers are busy striving for funds and government support for power-based white light research and development, far from innovation, only a few smarter manufacturers in the low-end The non-white light market is responsible for regaining the territory. Among them, Xiamen Sanan has performed well, and it is said that there are also new expansion plans. From this point of view, the importance of the market can be seen.
The main domestic LED epitaxial growth and chip manufacturing companies are Xiamen Sanan, Dalian Lumei, Shanghai Blu-ray, Shanghai Lanbao, Shandong Huaguang, Hangzhou Silan Mingxin, Jiangxi Jingneng Optoelectronics, Hebei Tonghui, Shenyang Fangda, Xiamen Dry Photo, Jiangxi Lianchuang, Nanchang Xinlei, Shanghai Dachen, Shanghai Yuti, Shenzhen Century Jingyuan, Shenzhen Orende, Yangzhou Huaxia Integration, Langfang Qingxin, Gansu Xintiandian, Wuhan Diyuan, Xi'an Zhongwei, Guangzhou Puguang, Dongguan Fudi, and foreign bloodline enterprises such as Wuhan Huacan, Xiamen Jingyu, Xiamen Mingda and Jinjiang Jinglan.
Some of these companies have done a lot of work on chip structure and process improvement, and have achieved certain results in improving product performance, yield, process repeatability, and improving light attenuation resistance and reliability. Children don't know what they are doing in the name of a high-tech company?
In general, more than half of 2010, the chip market is tight, and the downstream pulls strongly, and this market has finally improved the performance of the inverted pyramid-type upstream industry, but we must not forget the Moore's Law or the Heiz's Law in this field. Hope is not a flash of light, but rather the darkness before dawn.
Upstream mind: When you pull the car, you have to look up the road and win the middle and lower reaches of the market with innovative and cost-effective products.
At present, it is not easy to obtain the fruits of victory in the high-end market through purely technical means, but it does not rule out the emergence of brand companies like Taiwan Jingyuan, winning market share and earning money to feed back.
The upstream area of ​​LED is not an industry that wins by the number of enterprises. The market prospect is broad and the competitive pressure is huge. It’s important to try your best to get through the past. If you listen to me, don’t forget the technology while developing the market. The price will eventually fall, the key is innovation, aiming at the market to listen to demand.
It is very painful today, it is more painful tomorrow, and the day after tomorrow is very beautiful, but most people fall to tomorrow night and can not see the sun of the day after tomorrow. Entrepreneurship is very difficult. The colleagues in the LED upstream must learn to use their left hand to warm their right hand, just like technology and market.
For those who are interested in getting involved in this field, if you don't have enough money, strong technology, or enter the government's field of vision at this time, I still advise: Thank you for your attention, please stay away. Of course, the involvement of capital is also welcome.
There are several things in the technical aspects that everyone still cares about:
1. Technical route of substrate material
2. Size selection for epitaxial growth
3, white light and RGB application troubles
The LED chip brands commonly used in packaging factories in the market are:
Taiwan LED chip maker: Epistar (Epistar) referred to as: ES, (Lianquan, Yuankun, Lianyong, Guolian), Guangga Optoelectronics (Huga), New Century (Genesis Photonics), Arima Optoelectronics: AOC, Tekcore, Kellett, Fuxin, Guanghong, Jingfa, Shichuang, Zhoulei, Liansheng (HPO), Hanguang (HL), Guanglei (ED), Dingyuan (Tyntek) :TK, 曜富洲科技TC, Formosa Epitaxy, Guotong, Lianding, New Optoelectronics (VPEC), etc.
Ledtech Electronics, Unity Opto Technology, Para Light Electronics, Everlight Electronics, Bright LED Electronics, Kingbright, Lingsen Precision Industries ), Ligitek Electronics, Lite-On Technology, HARVATEK, etc.
Continental LED chip manufacturers: Sanan Optoelectronics abbreviation (S), Shanghai Blu-ray (Epilight) abbreviation (E), Silan Mingxin (SL), Dalian Lumei (LM), Diyuan Optoelectronics, Huacan Optoelectronics, Nanchang Xinlei Shanghai Jinqiao Dachen, Hebei Lide, Hebei Huineng, Shenzhen Orende, Shenzhen Century Jingyuan, Guangzhou Puguang, Yangzhou Huaxia Integration, Gansu Xintiandian Company, Dongguan Fudi Electronic Materials, Qingxin Optoelectronics, Jingneng Optoelectronics, Medium-light optoelectronics, dry-light photoelectric, Jingda Optoelectronics, Shenzhen Fangda, Shandong Huaguang, Shanghai Lanbao and so on.
Foreign LED chip manufacturers: CREE, HP, Nichia, Toyota Synthetic, Oceanic Acid, Toshiba, Showa Denko (SDK), Lumileds, Smileds, Genelite, Osram, GeLcore Seoul Semiconductor, Puri, Korea Epivalley, etc.
Thank you for your attention, this is not a story, welcome to join the comments and discuss.
Mid-stream confusion (to be continued)
The LED midstream industry refers to the LED device packaging industry. In the semiconductor industry, the LED packaging industry is different from other semiconductor device packaging industries. It can package a wide variety of LED lighting devices of different colors and shapes according to different occasions such as reality, lighting, and communication.
Downstream dispute (to be continued)
The LED downstream industry refers to the industry in which integrated applications are applied after device packaging. The application of LED is very wide. The main application industries include LED display, LED backlight, outdoor landscape lighting, outdoor function lighting, interior decoration lighting, indoor function lighting, LED traffic signal light, LED car light, LED landscape lighting, LED special lighting. Etc. With the rapid development of the LED industry, the scope of application is becoming wider and wider, such as: medical, agricultural, fishing ships, etc., the prospects are gratifying.
Related: Seven aspects about how the semiconductor lighting industry wins the market
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