Positioning high-end innovation to create LED brand

OFweek Semiconductor Lighting Network News With the obvious improvement of the international market environment and the support of domestic policies, the LED industry in 2013 has a tendency to recover. As an important link in the LED industry chain, encapsulation will surely usher in a new round of outbreaks as the market expands further.

In the face of the opportunities and challenges of the new blue ocean LED market, packaging companies should take what kind of development strategy to seek breakthrough? As a rising star in the LED industry, Shenzhen Jingtai Optoelectronics Co., Ltd. has rapidly grown into a “dark horse” in China’s LED field with its focus on encapsulating professionalism and continuous innovation. In this issue, "Guangdong LED" magazine exclusively talked to Gong Wen, the general manager of Jingtai Optoelectronics, to explore the mysteries of its rapid growth and future LED industry development trends.

Positioning high-end to be the most competitive packaging brand

Founded in 2008, Jingtai Optoelectronics has focused its attention on the high-end segment since its inception. "The quality of the product is always the first factor that crystal platform considers, which also determines the positioning of the crystal optical product." According to Gong Wen, LED is a new industry with great development potential and huge business opportunities. To seize the blue ocean market, we must use cost-effective products as competitive weapons, and occupy market share by increasing the added value of products.

In order to successfully enter the high-end application market, Jingtai Optoelectronics has made great efforts in technology and product innovation. After the MLCOB product launched in the second half of 2012 was launched, it was highly sought after by customers. It takes into consideration the technical advantages of the original COB products, and adopts a unique multi-prism technology. It has successfully achieved a 50% improvement in light efficiency and is currently the highest light efficiency product in the COB packaging field.

While improving the efficacy of products, Jingtai Optoelectronics has also been committed to improving the cost-effectiveness of its products. At present, MLCOB products have already had considerable advantages in terms of price. In the future, Jingtai will start from technological upgrading and continue to reduce costs, so that MLCOB can fully replace traditional COB and provide customers with better and cheaper middle and high-end packaging products. Gong Wen told reporters.

The improvement of the product's cost-effectiveness directly constitutes an important part of the crystal platform optoelectronics market competitiveness. Jingtai Optoelectronics, which has always been aiming at “being the most competitive LED packaging company”, has also won a broader market space thanks to its highly competitive products and services. So, what is the competitiveness of the company? Gong Wen believes that the competitiveness of Jingtai Optoelectronics is mainly reflected in three aspects. First, it is based on the premise of technical protection and brings more and better technical solutions to customers; second, it is reflected in the rapid reaction mechanism of enterprises. Whether to provide customers with timely and personalized solutions; the last is based on technological innovation, through the reduction of product costs, and ultimately improve the product's cost performance.

Focus on innovation to create value through technology

At present, China has become an important global LED manufacturing and manufacturing base, but a series of unfavorable factors such as the lack of core technologies and patent restrictions still hinder the growth and development of China's LED industry. In the face of internal and external LED industry environment, improving its ability to resist risks and market competitiveness is currently the top priority. According to Gong Wen, if companies are to truly get rid of the market crisis, they must strengthen their overall competitiveness by increasing their R&D efforts, raising their technological level, and increasing their added value.

Adhering to the concept of “technological value creation”, Jingtai Optoelectronics always regards technological innovation as a powerful strategic weapon of the company. It is also with this spirit of continuous innovation, Jingtai Optoelectronics ranks among the top in the industry in terms of product update speed. After the successful application of MLCOB products to the market, Jingtai Optoelectronics has recently introduced a thermoplastic PCT material that will significantly improve its environmental resistance such as high temperature resistance, UV resistance, and low water absorption. It is reported that in the coming August, Jingtai Optoelectronics will hold a new product launch conference, which will bring new innovative products to the LED packaging industry.

When it comes to technology research and development, Gong Wen opened the conversation: “The biggest feature of Jingtai Optoelectronics in technology research and development is 'ground gas', and the crystal table does not do no useless work. Every new technology comes through in-depth market research. Once the new technology is successfully developed, it can be immediately applied to the product system.” It is this extremely fast result transformation system that allows Jingtai Optoelectronics to have an unparalleled “first-mover advantage” in market competition. According to reports, Jingtai Optoelectronics' sales of new products within one year now account for more than 60% of annual sales.

At present, China's LED industry is still in fierce competition. The rapid changes in the market and the ever-changing technology have also placed higher demands on companies. Only by “deep plowing” in a certain area can it be invincible in the industry. Jingtai Optoelectronics, which is well versed in this industry, has always insisted on "only LED packaging," and has won high recognition from customers with its focus on packaging and focusing on innovation. Currently, Jingtai Optoelectronics has cooperated with Zhou Ming, Jian Jian, Lia De et al. The first-line application vendors have established a long-term and stable cooperative relationship.

Breakthrough Difficulties Force LED Lighting Market

After the rapid development of the past few years, China's LED display industry has entered a stage of slower growth and an increasingly saturated market. Faced with increasingly diluted profits, many LED display companies have already begun to actively explore new ways to get rid of the low gross profit margin and break the corporate development difficulties. Jingtai Optoelectronics, which started with display screen packaging, has also taken actions in market adjustments.

“The crystal platform began to be used as a white light package in the second half of 2011 and has now become the company’s main business. This means that the company’s product line transformation has been basically completed. In fact, the current LED lighting devices have become the company’s first Large businesses account for about 50% of total revenue. In the future, we will strive to account for 70% of the revenue from LED lighting devices. Lighting has become the company's top priority in the future.

"The transformation of LED lighting, we can say that the future is bright, but the road is tortuous." Gong Wen said that now the display company to LED lighting business development is a major trend, but the LED lighting market entry barrier will be higher, the competition will also More intense. On the one hand, because the consumer's awareness of LED lighting products is not high, it will take some time to really accept LED lighting products. On the other hand, LED technology is changing with each passing day, and it is developing rapidly. It is still in a period of continuous development. Achieve a truly stable phase. The real popularity of LED lighting also needs a gradual process. Therefore, it is more necessary for companies to use technology, products, services and other aspects to make efforts to jointly promote the steady progress of LED lighting industry.

Looking into the future, Gong Wen believes that as the development of the LED industry matures, LED packaging will develop into an independent industry, and competition among enterprises will gradually evolve into a game of technological innovation capability. Jingtai Optoelectronics will also unswervingly follow the “professionalization road” to focus on packaging and focus on innovation. We will closely follow the market trend, rapidly convert science and technology into productivity and products, and establish a sustainable development for the LED industry. Industry benchmarks.