"The future of LED, everyone has been optimistic, it must be a trend." 2016 Gaogong LED Annual Meeting Mu Linsen title closing ceremony, Mulin Lin executive general manager Lin Jiliang gave a strong shot to the guests present.
In Lin Jiliang's view, the LED industry will move toward the Smart Lighting System era in the future, and the overall market structure will continue to expand, bringing more opportunities and driving more market applications.
The lighting industry is a very happy industry because we have a lot of opportunities to continue to expand.
The future of LED is digital and miniaturized
In the past few years, the development stage of LED lighting has been more in the stage of Retrofit and Intergrated, alternative light sources and integrated lamps, which are the mainstream markets.
Of course, there are more innovations combined with a wide range of building materials. From the development in 2003 to the present, the combination of outdoor landscape lighting LEDs and all building materials, a variety of new materials, has brought a lot of changes to the entire landscape lighting market. In the future, indoor homes, commercial lighting and more and better opportunities.
In the era of LED lighting, energy saving and long life are the most basic requirements. LEDs are not needed. Many traditional light sources, such as fluorescent lamps, can easily achieve a long life of 50,000 hours. Even heard of a fire brigade basement in the United States. There is also an incandescent lamp that has been used for more than a hundred years and is still not bad.
Therefore, good products, long-life products, energy-saving products, not only LED can be achieved, there are many programs. But why do LEDs fully penetrate and replace a wide range of lighting products?
Ultimately, it comes from the advantages of Programmable (programming, digitization) and Size (LED), which makes lighting enter the digital age, and traditional lighting is difficult to achieve. In the past, many lighting fixtures were subject to the size of traditional light sources, such as light bulbs and lamps, which were indeed limited in design.
However, because the LED lamp size can be as small as very small, many good and innovative LED lamps have been born, and you can design how to design the lamps. Therefore, I personally think that the true core of LED is in the lighting industry from Programmable (programmable, digital) and very flexible Size.
LED lighting and traditional lighting have great characteristics, resulting in a large number of brands and manufacturers. There are only a few thousand manufacturers in the traditional lighting era. It is said that there are more than 30,000 in the era of traditional lighting, and there are more than 20,000 in Zhongshan.
LEDs quickly penetrate into the field of lighting, and the industry division of labor is finer, more industrial, more electronic, driving more industry input, and because of the lower threshold, it may have to be a relatively large light source factory, may have to cover The kiln is going to be very large. However, now that you want to be a light bulb factory, you may just need to buy a screwdriver and a soldering iron.
But if you do a lot, the threshold is still very high, and this rule has not changed.
The new changes brought about by the LED era are that the speed of light sources and lamps is changing very fast. In the past three years, LED bulbs and tubes have changed almost every 9 months, the cost has changed, and the specifications have been constantly changing. This has made the product life cycle in the entire market very short. This has a big impact on traditional lighting manufacturers.
Because the time for light certification and evaluation is not enough, let alone go to the market to sell. Compared to the traditional lighting era of the past, LEDs combined with digital technology and IT, IT technology changes faster. In the future, in terms of lighting, the product changes will be very fast.
This year, the industry's most concerned is the price increase of the industry chain. In the past two years, with the difficulty of major innovations in the technical solutions, the price reduction from the upstream chips, to the packaging, to the LED light source has been moderated. However, the mitigation of price cuts may make it more difficult for companies to achieve substantial growth in revenue.
This requires the company to have greater investment in channel and brand innovation in the future. What capabilities are needed to build a strong brand in the future?
Innovative capabilities, international marketing network, optimal management of supply chain, how to manage supply chain, ecosystem and product management, not only to make good manufacturing management, product life cycle changes so much, prices constantly change, this It is a big challenge. But only a well-doing company can shape a strong brand in the future.
Second, it is capital. To support a strong brand operation, it is very difficult to invest without capital and capital.
These are some of the views on the characteristics and changes of the lighting industry in the LED era.
The future of Mulinsen is manufacturing and branding two-wheel drive
Next, I will introduce a blueprint for the development of Mulinsen in the past few years to the next few years.
Mu Linsen was established in 1997. At present, the number of employees is close to 18,000. It is recruited at two production bases in Jiangxi, and this year's increase is very fast.
Last year, Mulinsen was listed on the Shenzhen Stock Exchange and is currently the largest LED packaging company in China. In 2015, it ranked 9th in the world, and in the third quarter of 2016, it is about 50 billion LED chips per month. By the end of 2016, it has achieved the use of 67 billion LED chips, revenue and profit in 2016. Also got better growth.
In the entire industry chain, Mulinsen used to be mainly in the midstream package, upstream and downstream, and did not participate before 2011. We have been involved in downstream applications since 2011 and 2012, especially building brands and slowly building brands and channels in North America, Southeast Asia, the Middle East and India.
We are about 20 years old this year, and the biggest growth opportunities in the future come from:
1. The growth of LED packaging. This is due to our continued investment in LED packaging capacity expansion this year.
2. Continuous investment in the lighting industry. In addition to our own development of the Mulinsen lighting brand, the development of Crystal, which we participated in last year, acquired the US Prius Optoelectronics, and also solved the patent problem of white LED in the world to some extent.
Last year, we also acquired the largest LED light source enterprise super-time light source. The filament lamp market has grown too fast in the past two years. If it is from pure filament to complete light, it may take some time.
Considering that the ultra-era light source has a layout on the filament lamp patent, we acquired the ultra-era light source, and the entire industrial chain layout has moved from the package to the application and upstream chips.
In the upstream chip field, we also announced the participation in the Australian Ocean Shunchang at the end of last year, including the development of the previously participated in the crystal, and the strategic cooperation agreement with Huacan Optoelectronics.
In the past few years, Mulinsen has had a relatively high market share in several different fields, such as packaging, Christmas lights, and household appliances. We have already had a preliminary layout in overseas markets.
In the future, Mulinsen hopes to be one of the global leaders in the LED industry. We hope to build a well-known brand. We hope to become a force to promote market penetration. We hope to use innovative technology to lead the entire industry into the next wave of lighting. Pioneer, we also hope to do our social responsibility.
We often say that to be a superman, there may be no chance in this life; to be an iron man, maybe the technology advances a little faster or the flying brothers do a little better, we have a little possibility.
Now we are pragmatic. We only know how to make lights. We hope to help the earth to be more energy-efficient and environmentally friendly by changing one LED light. We hope to make the lights and make good lights that everyone can afford. We also hope that through our channel construction and brand building, we can make people buy it.
Mulinsen has two paths in the future: one is the platform for manufacturing, and the other is the platform for the brand. Manufacturing, you have to kill yourself; brand, you need to have more stories.
This is two different business forms. We will have two different and different directions in the future.
Today, the idea of ​​"humanity lighting" conveyed by Mulinsen, we hope not only to do the light, but also to convey the value of light and create better conditions for light.
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