New Guanglian: Dark horses racing on the LED chip battlefield
[Source: LED Engineering's "LED Research Review" magazine May issue of reporter / Wang Cairong] For the vast majority of epitaxial chip companies in 2012 go quite difficult, mainland China 47 manufacturers, nearly 85 percent of enterprises Fall into business losses. If you exclude companies that enjoy local government financial subsidies, there are only a handful of epitaxial chip makers that can truly make profits on their own. However, there are still a few companies that are potential stocks hidden in the market, and often can be surprisingly successful in the LED chip market. Jiangsu Xinguanglian Technology Co., Ltd. (hereinafter referred to as “Xinguanglianâ€) is one of the representatives.
Xinguanglian Technology is jointly invested by Jiangsu Phoenix Publishing Media Group and CITIC Investment Holdings Co., Ltd., which is engaged in the manufacture of read-only optical discs, the replication and products of semiconductor memory chips, the development, production and sales of GaN-based high-brightness LED epitaxial wafers and chips. Professional service providers, products cover cultural education, electronic information, LED display lighting and many other fields.
“In March 2011, we invested 400 million yuan in LED epitaxial chip project and started trial production in December of the same year. We officially entered mass production one year later.â€
Wu Yongsheng, general manager of Jiangsu Xinguanglian LED Business Unit, said in an exclusive interview with Gaogong LED reporter that in less than a year, Jiangsu Xinguanglian Blue Green LED chip products have high brightness and low voltage. The high reliability and other advantages are highly recognized by the market and customers.
In the case of the general downturn in the LED chip industry in 2012, the production of LED epitaxial chip business of Xinguanglian has reached 120 million yuan in just nine months.
Regarding the achievements, Wu Yongsheng said that he was still satisfied: "According to the progress, the target set at the beginning of the year has been completed, and the breakeven is basically maintained."
Moderate production capacity is steadily advancing
Earlier, some insiders predicted that the new Guanglian would become a dark horse in the field of chip extension at home and abroad. Nowadays, the unexpected growth of the new Guanglian LED chip business seems to also reveal its growth potential that cannot be ignored.
In fact, when the new generation of this new generation of dark horses entered the battlefield of the chip, the entire LED chip industry has been on the eve of the price war. The so-called narrow road meets the brave winners, and Xin Guanglian is stepping forward to grow after the baptism of the market in 2012.
"We currently have 8 epitaxial chip production lines, and all of them are put into production, and the machine utilization rate reaches 100%." ​​Wu Yongsheng told reporters that the new Guanglian LED business mainly uses blue and green chips for display, supplemented by white light chips for lighting. The ratio of the two accounts for about 7:3, and the monthly production capacity can reach 35,000.
It is worth noting that, unlike other local governments' investment promotion policies, Xinguanglian is the only epitaxial chip company in Wuxi, Jiangsu Province, but the Wuxi Municipal Government has not given it too many preferential and subsidy policies.
“Many local governments have given high subsidies to MOCVD equipment purchased by enterprises to attract epitaxial chip manufacturers. However, all of the 8 MOCVD equipments on the new Guanglian production line were purchased by ourselves, without a penny from the government. Subsidy." Wu Yongsheng is fortunate, this is a good thing for the new Guanglian.
The upstream upstream capacity overcapacity of LEDs started in the second half of last year, enabling Xinguanglian to make full use of the existing equipment capacity and slow down the investment rate according to the original business plan.
The reporter noted that as of now, the first phase of the new Guanglian LED epitaxial chip project has been fully produced in June 2012, basically achieving the company's original plan. Wu Yongsheng revealed that the plant and clean room of the second phase of the project have also been completed, and the planning of the third phase of the project is also under discussion.
Unlike some epitaxial chip companies that are bluffing and planning hundreds of MOCVD equipment, Xin Guanglian is very low-key and calm, and steadily promotes the expansion plan.
In Wu Yongsheng's view, the development of any industry will go through the germination period, growth period, maturity period and recession period, and the LED industry is no exception.
The industry is currently in the growth stage. “There is still a lot of room for development, whether it is upstream equipment or key technologies in all aspects. This is why we control the scale of key equipment.â€
In Wu Yongsheng's view, the situation of the upstream chip market is constantly changing. In the future, the company will implement the expansion plan in due course according to market supply and demand.
In the face of market changes, the new Guanglian's strategy is to continuously introduce something different in key technologies, and to pay it to market demand and plan for market segments.
Focus on scientific research and break through
In less than a year, Xinguanglian's chip products have achieved good reputation in the market, which is not unrelated to the continuous increase of scientific research investment and persistence in differentiated innovation.
“Xin Guanglian has been paying great attention to R&D since its establishment. While continuously expanding its production line, it has established a R&D team consisting of several epitaxial chip technology experts. It is constantly developing new varieties and improving while improving the performance of mass production products. Product competitiveness, and help customers create benefits." Wu Yongsheng introduced to reporters.
Taking the display chip as an example, in the early days of the company's mass production in 2012, Xinguanglian developed the industry's smallest and brightest indoor display chip 09C. In the second half of 2012, it developed a high-end KS series comparable to Nichia. The chip's outdoor display chip 15B.
But the above process is not always smooth.
“When the new Guanglian chip entered the market, it was questioned by the market for the first time, and then gradually accepted, and finally it was generally recognized by the market. The biggest problem is the rapid decline in prices.†Wu Yongsheng told reporters that in the process, the company In addition to continuously improving the brightness, consistency and reliability of the products, we also develop differentiated product varieties to seek stable gross profit margins.
In addition, Xin Guanglian also further improved its yield and reduced costs through internal refined management to meet market price demands.
"Xin Guanglian's LED production capacity is not the largest, but it will certainly become one of the most sophisticated and strong epitaxial chip factories in the LED upstream chip industry." Wu Yongsheng said with confidence.
Layout downstream control risk
In addition to the layout of the epitaxial chip business, the reporter noted that Xin Guanglian has set up Green Lighting Engineering Co., Ltd. to develop, produce and sell LED lighting and display products, and provide LED display system engineering and installation of lighting projects. With services and so on.
"With the existing technology and production level, the price is already close to the bottom. Most domestic companies that produce white light lighting chips are running negative profits." Wu Yongsheng said that epitaxial chip companies entering the LED downstream application field can allow epitaxial chip companies to integrate Resources and shareholder resources, access to new profit growth points and control of the receivables risk of chip products.
In addition, the expansion of LED downstream business can also make Xinguanglian closer to the LED application market, in order to accurately develop the research direction of epitaxial chip technology.
“The shareholders of the company are very optimistic about LED, an energy-saving and environmentally-friendly emerging high-tech sunrise industry. Therefore, in 2011, additional investment was added to encourage and support Xinguanglian to enter the LED industry to help the company achieve business transformation.†Wu Yongsheng revealed to reporters that “ The successful transformation of the industry during the 12th Five-Year Plan period is the goal set by the two major shareholders for the new Guanglian.
As the LED industry continues to mature, the integration of the chip industry will continue to strengthen.
"Whether the market segmentation is accurate, whether the concept conversion is fast enough, whether enterprise management is effective and whether technology is competitive, it will be the key to enterprise competition in the future." Wu Yongsheng told reporters that market competition will never stop, the entire LED industry will Continue to advance in the pain. Xinguanglian will continue to strengthen cost control, adhere to product innovation, and strive to become a new enterprise in the LED industry.
Xinguanglian Technology is jointly invested by Jiangsu Phoenix Publishing Media Group and CITIC Investment Holdings Co., Ltd., which is engaged in the manufacture of read-only optical discs, the replication and products of semiconductor memory chips, the development, production and sales of GaN-based high-brightness LED epitaxial wafers and chips. Professional service providers, products cover cultural education, electronic information, LED display lighting and many other fields.
“In March 2011, we invested 400 million yuan in LED epitaxial chip project and started trial production in December of the same year. We officially entered mass production one year later.â€
Wu Yongsheng, general manager of Jiangsu Xinguanglian LED Business Unit, said in an exclusive interview with Gaogong LED reporter that in less than a year, Jiangsu Xinguanglian Blue Green LED chip products have high brightness and low voltage. The high reliability and other advantages are highly recognized by the market and customers.
In the case of the general downturn in the LED chip industry in 2012, the production of LED epitaxial chip business of Xinguanglian has reached 120 million yuan in just nine months.
Regarding the achievements, Wu Yongsheng said that he was still satisfied: "According to the progress, the target set at the beginning of the year has been completed, and the breakeven is basically maintained."
Moderate production capacity is steadily advancing
Earlier, some insiders predicted that the new Guanglian would become a dark horse in the field of chip extension at home and abroad. Nowadays, the unexpected growth of the new Guanglian LED chip business seems to also reveal its growth potential that cannot be ignored.
In fact, when the new generation of this new generation of dark horses entered the battlefield of the chip, the entire LED chip industry has been on the eve of the price war. The so-called narrow road meets the brave winners, and Xin Guanglian is stepping forward to grow after the baptism of the market in 2012.
"We currently have 8 epitaxial chip production lines, and all of them are put into production, and the machine utilization rate reaches 100%." ​​Wu Yongsheng told reporters that the new Guanglian LED business mainly uses blue and green chips for display, supplemented by white light chips for lighting. The ratio of the two accounts for about 7:3, and the monthly production capacity can reach 35,000.
It is worth noting that, unlike other local governments' investment promotion policies, Xinguanglian is the only epitaxial chip company in Wuxi, Jiangsu Province, but the Wuxi Municipal Government has not given it too many preferential and subsidy policies.
“Many local governments have given high subsidies to MOCVD equipment purchased by enterprises to attract epitaxial chip manufacturers. However, all of the 8 MOCVD equipments on the new Guanglian production line were purchased by ourselves, without a penny from the government. Subsidy." Wu Yongsheng is fortunate, this is a good thing for the new Guanglian.
The upstream upstream capacity overcapacity of LEDs started in the second half of last year, enabling Xinguanglian to make full use of the existing equipment capacity and slow down the investment rate according to the original business plan.
The reporter noted that as of now, the first phase of the new Guanglian LED epitaxial chip project has been fully produced in June 2012, basically achieving the company's original plan. Wu Yongsheng revealed that the plant and clean room of the second phase of the project have also been completed, and the planning of the third phase of the project is also under discussion.
Unlike some epitaxial chip companies that are bluffing and planning hundreds of MOCVD equipment, Xin Guanglian is very low-key and calm, and steadily promotes the expansion plan.
In Wu Yongsheng's view, the development of any industry will go through the germination period, growth period, maturity period and recession period, and the LED industry is no exception.
The industry is currently in the growth stage. “There is still a lot of room for development, whether it is upstream equipment or key technologies in all aspects. This is why we control the scale of key equipment.â€
In Wu Yongsheng's view, the situation of the upstream chip market is constantly changing. In the future, the company will implement the expansion plan in due course according to market supply and demand.
In the face of market changes, the new Guanglian's strategy is to continuously introduce something different in key technologies, and to pay it to market demand and plan for market segments.
Focus on scientific research and break through
In less than a year, Xinguanglian's chip products have achieved good reputation in the market, which is not unrelated to the continuous increase of scientific research investment and persistence in differentiated innovation.
“Xin Guanglian has been paying great attention to R&D since its establishment. While continuously expanding its production line, it has established a R&D team consisting of several epitaxial chip technology experts. It is constantly developing new varieties and improving while improving the performance of mass production products. Product competitiveness, and help customers create benefits." Wu Yongsheng introduced to reporters.
Taking the display chip as an example, in the early days of the company's mass production in 2012, Xinguanglian developed the industry's smallest and brightest indoor display chip 09C. In the second half of 2012, it developed a high-end KS series comparable to Nichia. The chip's outdoor display chip 15B.
But the above process is not always smooth.
“When the new Guanglian chip entered the market, it was questioned by the market for the first time, and then gradually accepted, and finally it was generally recognized by the market. The biggest problem is the rapid decline in prices.†Wu Yongsheng told reporters that in the process, the company In addition to continuously improving the brightness, consistency and reliability of the products, we also develop differentiated product varieties to seek stable gross profit margins.
In addition, Xin Guanglian also further improved its yield and reduced costs through internal refined management to meet market price demands.
"Xin Guanglian's LED production capacity is not the largest, but it will certainly become one of the most sophisticated and strong epitaxial chip factories in the LED upstream chip industry." Wu Yongsheng said with confidence.
Layout downstream control risk
In addition to the layout of the epitaxial chip business, the reporter noted that Xin Guanglian has set up Green Lighting Engineering Co., Ltd. to develop, produce and sell LED lighting and display products, and provide LED display system engineering and installation of lighting projects. With services and so on.
"With the existing technology and production level, the price is already close to the bottom. Most domestic companies that produce white light lighting chips are running negative profits." Wu Yongsheng said that epitaxial chip companies entering the LED downstream application field can allow epitaxial chip companies to integrate Resources and shareholder resources, access to new profit growth points and control of the receivables risk of chip products.
In addition, the expansion of LED downstream business can also make Xinguanglian closer to the LED application market, in order to accurately develop the research direction of epitaxial chip technology.
“The shareholders of the company are very optimistic about LED, an energy-saving and environmentally-friendly emerging high-tech sunrise industry. Therefore, in 2011, additional investment was added to encourage and support Xinguanglian to enter the LED industry to help the company achieve business transformation.†Wu Yongsheng revealed to reporters that “ The successful transformation of the industry during the 12th Five-Year Plan period is the goal set by the two major shareholders for the new Guanglian.
As the LED industry continues to mature, the integration of the chip industry will continue to strengthen.
"Whether the market segmentation is accurate, whether the concept conversion is fast enough, whether enterprise management is effective and whether technology is competitive, it will be the key to enterprise competition in the future." Wu Yongsheng told reporters that market competition will never stop, the entire LED industry will Continue to advance in the pain. Xinguanglian will continue to strengthen cost control, adhere to product innovation, and strive to become a new enterprise in the LED industry.
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