Sun Jun, Sales Director, Zhejiang Zhongzhou Optoelectronics Co., Ltd.
It is reported that Zhejiang Zhongzhou Optoelectronics Co., Ltd. is a high-tech optoelectronic enterprise with core business of research and development, production and sales of ultra-high brightness, high-power LED packaging and high-performance LED lighting application products. Located in Yuhang Economic Development Zone, Hangzhou, Zhejiang Province, it is one of the largest LED packaging and application product development enterprises in East China and a key enterprise in the national “semiconductor lighting projectâ€.
In addition to quality products, enterprises need to achieve economies of scale.
New Century LED Network Reporter : This time, what products are mainly exhibited at the exhibition?
Mr. Sun : We mainly showcased three series of products, including: 1. Lighting white light products, which is the most important development direction of our company since 2008, because the LED lighting market will have a very fast in the next 3-5 years. development of. We have a display of high power and low power lighting products. Low-power products mainly include LED fluorescent lamps and lamp cups used indoors. In terms of high-power LED products, we invested more than 3 million yuan this year to introduce advanced equipment with the latest lamination technology. In the early stage, due to technical problems, there are many examples of high-power application failures. However, with the development of equipment and the development of packaging technology, high-power LED packaging products will be used more and more in lighting, and the technology will become more and more mature; , display; 3, backlight.
New Century LED Network Reporter : I heard that the quality of the package will affect the heat dissipation of the LED products. How does Zhongzhou Optoelectronics handle the heat dissipation problem?
Mr. Sun : In the packaging process, there are two main aspects that affect heat dissipation: first, the choice of materials, that is, the choice of chips, that is, the choice of good chip suppliers; second, the formulation between materials, including The combination of glue and the like, this mainly involves the patent level. At present, in the choice of chips, we are mainly based on Jingyuan Optoelectronics, because the photoelectric power of Jingyuan is relatively strong, and their proportion of lighting is increasing day by day, which is consistent with our development trend. In addition, we also have cooperation with Sanan Optoelectronics. Sanan Optoelectronics, we have been paying attention to many years, its product price is not bad, the company is growing fast, we estimate that it can catch up with Taiwan's second-tier manufacturers in 10 years, and even close to the first-line factory like Jingyuan Optoelectronics.
New Century LED Network Reporter : Now many companies are expanding production capacity. Will this cause talent shortage? I heard that it was difficult to recruit workers just after the opening of the year. Do you know if Zhongzhou Optoelectronics has encountered such a problem?
Mr. Sun : It is certainly difficult to recruit workers, but before our company had relatively systematic and comprehensive talent introduction and management measures, the impact of recruitment difficulties on us was not too great.
Our management and introduction measures for talents mainly include: 1. Targeted recruiting talents. We cooperate with professional colleges and universities to establish a targeted talent training mechanism. Our personnel department has contact with higher vocational colleges across the country. ;
2. Regularly train employees in professional and career planning, standardize their careers, and provide professional training for them, and let them have a good understanding of their own development;
3. Create a good working environment and humanistic environment, ensure the working environment of employees to maintain constant temperature and humidity, ensure a healthy living environment, and establish recreational facilities to facilitate employees' entertainment activities.
After the year, there was no loss of personnel. Years later, we expanded our staff to 800. Last year, our entire sales doubled. This year, we plan to double.
Packaging companies either go upstream or go downstream
New Century LED Network Reporter : Nowadays, many packaging companies or upward integration chip companies, or downstream integration of downstream application companies, do you think this is a trend? How should future packaging companies develop?
Mr. Sun : At present, it is difficult for a single packaging company to survive very well, which is mainly subject to the particularity of the LED industry. First of all, the upstream threshold for the LED industry is very high. The investment in capital, talents, and technology is high. Most of the industrial profits are concentrated in the upstream. Most of them are controlled by international giants, and competition is not sufficient. The packaging company is in the middle, limited by two. On the one hand, we have no way to bargain with upstream companies; on the other hand, we have to be limited by the impact of the downstream terminal market. For packaging companies to seek better development, they need to break through the limitations of these two aspects.
In order to fully develop in the LED industry, it is necessary to have a strong cost advantage. If LED lighting really wants to enter thousands of households, the price should be reduced to a level acceptable to the average person, so the packaging enterprises turn to applications, which can greatly reduce costs. In addition, our packaging companies are familiar with the products and can make high-quality products suitable for market development.
Packaging companies either go upstream or do downstream applications. This will be a development trend. Going upstream, mainly to integrate resources with some chip companies, such as Guoxing Optoelectronics and Xuming to set up factories to cut into the LED upstream.
New Century LED Network Reporter : The packaging enterprises are mainly facing manufacturers, while the downstream application enterprises are facing the terminal market. If the packaging enterprises cut into the application fields, how to solve the channel problems?
Mr. Sun : There are two main ways for packaging enterprises to do applications and solve channel problems: first, to cooperate with downstream application companies to achieve resource sharing; second, to encapsulate their own integration channels and self-built channels. Now, Zhongzhou Optoelectronics has not entered the application field on a large scale, but it has been refueling and accumulating strength. The earliest package enterprise that turned to application completely was Guangzhou Red Green Blu-ray Electric Technology Co., Ltd. It had a relatively early transition, and the channel itself did it. It was also quite successful. Like Hongli and Ruifeng, they have done a good job in the packaging field. The direction is vertically integrated and extended. At present, companies that do better white light are also applying. I estimate that they may acquire some lighting application companies, but they will lay down their own channels.
The display is smaller and more precise, and the semi-outdoor rental market is hot
New Century LED Network Reporter : I heard that Zhongzhou Optoelectronics has a large proportion of sales in LED display. Can you tell me about Zhongguan Optoelectronics' development plan and product strategy for LED display?
Mr. Sun : After several years of development, the LED display market has developed into an adjustment period. During this adjustment period, we will do a special job to focus on key customers, key areas, and key breakthroughs. Currently, we mainly do semi-outdoor displays. Now, the outdoor display has waterproof, UV-resistant requirements, and there are still some technical difficulties. However, the potential of the all-outdoor display market can be tapped, so in the future we will gradually shift from doing semi-outdoor displays to making full-outdoor displays. Of course, the indoor display, we also have to do, indoors we will launch P5, 2121, made to a smaller density, more refined.
New Century LED Network Reporter : How do you view the development of this year's display?
Mr. Sun : I feel that this year, there are two major features in the development of display packaging: 1. The product is developing in a smaller size and more precise direction; 2. The 5050 patch in the semi-outdoor will be hotter, and the LED display will be Develop in a larger, broader direction. In addition, this year's display semi-outdoor rental market will be hot, such as the performance market such as star concerts.
Lighting product color rendering index will be included in the general indicators
New Century LED Network Reporter : In terms of lighting, what do you think is the main trend of the product?
Mr. Sun : In terms of LED lighting products, with the improvement of chip technology, luminous flux is no longer a major consideration, and product stability and heat dissipation are gradually being valued. Among them, the customer's requirements for the color rendering index are getting higher and higher, and the high-performance color rendering index can restore the object's reductiveness better. In the future, the color rendering index will be incorporated into the general indicators of a product. We are also currently improving the development of the color rendering index to meet the requirements of the lighting market.
New Century LED Network Reporter : What is the development planning and sales of Zhongzhou Optoelectronics this year?
Mr. Sun : This year, our strategic plan is to go all out to develop the lighting market. Last year, we accounted for 60% of sales on display screens and 40% of white light. This year, our goal is to achieve 60% of lighting and 5%-10% of backlighting. In addition to increasing the proportion of lighting, we will also expand production capacity. We have moved into the Yuhang Economic Development Zone, where strength enterprises in Hangzhou are gathered. By the middle of the year, our production capacity will be doubled. Nowadays, enterprises are fiercely competitive, and packaging companies must have economies of scale to win.
The company's future development direction is lighting. We are more focused on indoor lighting, like common fluorescent tubes and bulbs. Now we have established long-term cooperation with some universities in Zhejiang, which are specially used for research and development of lighting products, relying on the strength of colleges and universities. Some institutions will set up doctoral stations. At present, the proportion of LEDs in lighting is not large. Last year, the proportion of LEDs used in lighting was about 5%. This year is expected to be less than 15%, and next year will reach more than 30%. In other words, the LED indoor lighting market will really break out in 2012. Many people in the industry pointed out that this year is the first year of lighting, which is the beginning of the real explosion of lighting, and may be even larger in 2012. Therefore, this year we will also increase the proportion of lighting.
If you want to truly grow in this industry, you must first do a good job in the quality of LED products, and secondly, cooperate with upstream and downstream, and also enhance the brand, increase brand building, and do your best to deliver value and deliver value.
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