The 2nd CEO Conference of the 3rd G20-LED Summit Guangzhou Communique: Driving the Future of Lighting

1. The 2nd CEO Conference of the 3rd G20-LED Summit was successfully held in Guangzhou on November 24, 2013. We discussed the theme of "Drive the Future of Lighting".

2. This CEO conference is a milestone meeting in the LED lighting industry. At the same time, I would like to thank the member companies, Hongli Optoelectronics, for their thoughtful work and support during the whole process of participating in the conference.

3. In 2013, the demand for LED lighting terminal market has entered a rapid improvement channel since the beginning of the year, and the general utilization rate of lighting enterprises is close to saturation. At the same time, it also drove the rapid utilization of the capacity utilization rate of the middle and upstream chips and packaging links, and the overall market trend of the industry is improving.

4. According to the report released by G20-LED Summit Think Tank, Gaogong LED Industry Research Institute (GLII), the overall output value of LED industry will increase by about 20% in the fourth quarter of this year, while the annual output value of LED indoor lighting will increase by 110%. %. It is expected that next year, although the LED indoor lighting output base will increase year by year, the output value growth rate will remain at around 60%.

5. In this CEO conference, the leaders and representatives of the participating members made in-depth exchanges and discussions on the market performance, pattern changes and industrial development trends in the first three quarters of their respective segments.

In the field of upstream chip equipment, market competition has gradually shifted from the past price competition to performance and technology competition. For enterprises, new technology and differentiated equipment positioning will become the main trend of market differentiation in the equipment field.

Domestic equipment must compete in the competition, and its advantages can not only be reflected in the price, but also must be competitive in terms of technology and product quality. At present, North Microelectronics has become one of the few high-end equipment manufacturers in China that can achieve profitability.

High-end epitaxial and chip devices such as ICP etching machines and ITO-SPUTTER sputtering equipment are gradually becoming the breakthrough point for domestically produced equipment, from being able to achieve continuous tracking of leading technologies, to continuous introduction of new products, to achieving company profitability and achieving sustainable development. .

In the field of LED sapphire substrates, the market has gradually stepped out of the oversupply situation in which prices have continued to fall over the past two years, especially due to the rapid increase in capacity utilization of the downstream epitaxial chip industry. The price of sapphire substrates is gradually picking up in the first three quarters of this year.

At the same time, the equipment and process requirements based on the high-end PSS substrate process are very high, while the hardware processing conditions of most domestic enterprises are limited, and the polarization of the sapphire market will become more obvious next year. In addition, as LED epitaxial chip companies gradually shift from the previous 2-inch process to the larger size of 4 inches, the sapphire substrate market will be driven by this, and market opportunities and competition will gradually shift to large-size fields.

The sapphire industry is still in the stage of more market volatility factors. Sapphire substrate companies should be cautious in expanding production, stabilizing the performance and quality of their products, and grasping the market rhythm.

In the field of LED epitaxy and chips , domestic chip companies have gone very hard in the past two years. The overall market has improved this year, and the market prospects will be better and better in the future.

In terms of technology, domestic chips have gradually reached the level of Taiwanese chip factories, but there is still a certain distance from the technology of Japanese and Korean chip companies, mainly reflected in the reserves of next-generation epitaxial chip technology.

In terms of market structure, the market positioning of domestic chip manufacturers is basically determined. From the past, following the foreign manufacturers, and now gradually pay attention to the accumulation and innovation of their own technology, especially the research and development of the new technology of epitaxial chips. But at the same time, the direction of the next-generation epitaxial chip technology is not clear, but also brings some uncertain factors to the future market competition. The upstream epitaxial chip industry is still in the stage of driving new markets and new processes.

In terms of enterprise competitiveness, with the gradual connection between LED and traditional semiconductor technology in recent years, chip efficiency will be gradually rising, and unit cost control becomes more and more critical. In particular, the trend of continuous decline in chip prices has become an inevitable background. How to properly control production and manufacturing costs and improve the efficiency through the cooperation of new materials and new processes will be the key factors.

The era of competition for the comprehensive strength of chip companies has arrived. At present, Tsinghua Tongfang is also strengthening internal cost control, reducing staff and increasing efficiency to improve overall operating efficiency. At the same time, the future chip industry will continue to be in a state of continuous market segmentation, and there are still opportunities for second-tier chip companies whose economies of scale are not outstanding.

The chip size will become smaller and smaller, and the light efficiency will continue to increase, especially the medium power lighting market will become the mainstream.

In the field of LED midstream packaging , the overall market conditions are driven by the market demand for downstream terminal lighting applications. The capacity utilization rate of most excellent packaging companies is close to and exceeds the best level in history, and the overall revenue is also showing a good situation.

In terms of product proportion, the overall market share of the high-power LED market is squeezed by the new power supply and COB new packaging structure, and is gradually turning to the special lighting application market.

Affected by the continuous decline in device prices in recent years, the gross profit margin of most domestic packaging manufacturers is in a downward channel. Innovations in new packaging processes, new materials and new technologies will be the main factors driving the packaging industry to gradually increase gross margin.

Packaging companies are reducing manufacturing costs in various ways, such as improving chip-level heat dissipation performance to reduce heat-dissipation costs in the packaging process. Through research and development to meet the needs of intelligent control of lamps, there is a huge amount of research and development in color-changing temperature and color light sources. Market opportunities; In addition, process innovations, including chip-scale packaging, still have a large space for packaging cost reduction.

At the same time, overseas giants are gradually reducing production and manufacturing costs through localized R&D and manufacturing transfer, and gradually establish their own price advantages.

Since last year, the packaged product line has shifted from high-power devices to medium power and COB, and next year's mid-power and COB will account for 50% of overall sales. High-power LEDs will be mainly used in export lighting products. Medium power and COB will become mainstream and irreversible.

The packaging industry has entered a period of small profits but quick turnover, and companies should pay more attention to cost management.

The competition in the domestic market will become more intense in the future. Establishing the direction of product technology development will be the key factor for the future packaging companies to win the market. Secondly, the company's market strategy and management cost control capabilities, at this stage enterprises should be steady investment, work hard and should not be driven by the temptation of venture capital, regardless of input and output.

As a representative of the industry leading the industry, in recent years, domestic packaging brands are constantly squeezing the market share of multinational companies, and the future cooperation opportunities of both parties will continue to emerge.

For the development trend of the packaging industry, the emergence of new packaging technology will have greater uncertainty for the development of the industry. For enterprises positioning the mid-to-high-end device market, in the future, upstream chips manufacturers will face constant challenges in new technologies such as chip-level packaging. On the other hand, competition in the low-end market will become increasingly fierce. Especially in recent years, the average gross profit margin of the packaging industry has dropped from 50% in the previous years to 30%, and the gross profit margin of the low-end market in the future will be around 10%.

Packaging companies with future competitiveness, identify their own positioning, take high-margin products as a breakthrough, and gradually form the core technology competitiveness of enterprises themselves will become a key factor.

In the field of packaging equipment, after decades of development, the performance of domestic LED packaging equipment has been greatly improved, and some have even reached the international first-class level, and the high cost performance is gradually recognized by packaging companies.

The market share of imported packaging equipment represented by ASM is constantly being pursued by domestic equipment manufacturers, especially in the post-segment market segmentation such as dispensing, splitting and braiding.

The demand for packaging equipment is growing, but prices are falling rapidly. For enterprises, the core competitiveness of the future lies in the choice of the supply chain camp. The customer's customer strategy is changing from the decentralized situation of small and medium-sized customers in the past to the concentration of large customers, and the market differentiation is becoming more and more obvious.

At the same time, the demand for intelligent automatic production lines for lamps and lanterns is gradually increasing, and has been applied in large-scale lighting enterprises. Efficient manufacturing and consistent quality control benefits from automated manufacturing will help lighting companies gradually reduce manufacturing costs.

In the field of LED lighting applications, with the further improvement of LED lighting performance indicators and the continuous decline in the prices of major raw materials, components and accessories, the market competitiveness of LED functional lighting applications has gradually increased, from the replacement of incandescent lamps into the alternative fluorescent lamps stage, ushered in A huge opportunity for rapid penetration of indoor lighting market penetration.

In terms of market performance, the LED indoor lighting market has maintained a high-speed growth trend since last year. The statistics of the High-tech LED Industry Research Institute (GLII) show that the indoor lighting output value reached more than 30 billion yuan in 2012, an increase of 80% over the same period of 2010. -In 2013, the price of LED indoor lighting products dropped by more than 20% annually.

At the same time, the clear market positioning of LED lighting companies will become one of the decisive factors for companies to break through their respective market segments in the next three years. Since the beginning of this year, as LED lighting companies have gradually defined their product positioning in the fields of engineering, batch approval, and overseas markets, in addition to investing a large amount of capital construction channels, ODM and OEM have also become one of the enterprises' choices.

Although the overall output of the LED lighting market is on a fast-rising channel this year, the price of the product has dropped too fast, and many companies have not really profited from it. For the current stage, companies should control their own capital chain risks, and they should have a choice for the market, not the ones who come.

Since the beginning of this year, LED lighting companies will gradually appear in the price war on the channel, especially those enterprises that have adopted a large number of distribution and adopting credit to dealers. The risk of capital chain is huge.

The growth of LED lighting performance of enterprises this year mainly comes from engineering projects. In 2013, the growth of LED lighting market demand will accelerate. The main potential markets come from three aspects: First, the growth rate of engineering and commercial lighting still maintains a high level, especially in business. The EMC energy-saving retrofit market has grown rapidly; secondly, some of the sub-functional functional lighting categories in home lighting will be the first to accelerate the popularization and replacement, such as kitchen lights and ceiling lamps. Third, the competition in the light source market will become increasingly fierce next year, and prices will still drop sharply and basically reach the price level of ordinary energy-saving fluorescent lamps, and the market penetration rate will accelerate.

In the export market, the North American market is gradually becoming a new growth point for exports, and product demand will gradually shift from traditional bulbs, spotlights, GU10 to straight tube lamps and panel lamps.

At the same time, the increasing price competition has forced enterprises to accelerate the investment in automated lighting production lines, reduce labor costs and increase per capita output efficiency.

In the era of LED lighting, the rational positioning of the company itself is very crucial. The market for commercial lighting energy-saving renovation based on commercial supermarkets and hotels will become increasingly mature.

In terms of export market performance, the North American market will become a new growth point next year. Compared with self-built channels and brands, OEMs and ODMs for international companies will also be one of the ways for enterprises.

The growth rate of engineering lighting will accelerate next year, but whether it is outdoor engineering or indoor commercial renovation, differentiated market positioning will be the core competitiveness of enterprises. Especially in the field of AC LED technology, outdoor cold lighting, bio-agriculture and rail transit, market opportunities have emerged.

The competition of LED lighting companies has shifted from simple brand and channel promotion to the control of internal management costs. In particular, the aspects of business efficiency and capital operation capabilities are more prominent.

Aviation headphones are used in airplanes, cars, subways, etc., to facilitate passengers to listen to audio and watch videos to enjoy a pleasant journey.

The aviation earphones are mostly disposable, so the structure is extremely simple, the shape is relatively ordinary, the materials are small, and the annual usage is very large. The number of inquiry can reach several million or even tens of millions, so the cost is very cheap. earphones can cost as little as 10-15 cents. Therefore, they are disposed of as garbage after used, and passengers could take it away for personal use.

Styles can be divided into on ear headphones and in ear earphones.

Functional difference: power, impedance, and sensitivity etc. are also different. Airplane Headphone is mainly customized according to the equipment, place and user used. For example, 1 customer might  require 300 ohms impedances , and other customers may need 32 ohms. For adults, the sensitivity may reach 100DB or more.To children, the sensitivity may be around 85-90 DB.

In addition, aviation headphones are not all disposable ones. Some first-class cabins need to be equipped with headphones with good noise reduction, sound quality and functions. So the price will be much more expensive.

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