After years of price war baptism in China's LED industry, product profits are diluted and profitability is difficult to guarantee. Enterprises have adjusted their strategies to find a new blue ocean market.
With the breakthrough of LED product technology and the differentiation and specialization of market demand, the niche market has become a new blue ocean in the post-LED era. Among them, LED vehicle lighting has become a field of great concern.
Relevant data show that in 2016, the domestic LED lamp size reached 23.4 billion yuan, and it is estimated to reach 30 billion yuan in 2017. It will usher in a spurt growth in 2018. By 2023, the market size is expected to be close to 100 billion yuan.
In particular, in recent years, the penetration rate of parts and components of self-owned brand automakers has risen rapidly. Domestic LED chips and packaging manufacturers have matured in automotive LED technology. For this market, which has been almost monopolized by foreign companies in the past, Enterprises have brought huge alternative opportunities.
"In 2017, the overall development of the automotive lighting market will be very good." Jingke Electronics related responsible person is full of confidence.
In fact, in the past two years, domestic manufacturers involved in automotive LEDs are increasing year by year. In addition to Jingke Electronics, companies such as Hongli Zhihui, Guoxing Optoelectronics, Ruifeng Optoelectronics, BYD, Jingneng Optoelectronics, and Xingyu are accelerating their layout. Automotive LED field.
In the view of Wang Gaoyang, deputy general manager of Hongli Zhihui, “At present, the automotive lighting market is developing rapidly, but compared with the general lighting market, the automotive lighting market is not so large, although since last year, many domestic enterprises have begun to deploy. The headlight market, but there are not many companies that are truly large."
"The influx of large numbers of enterprises into the automotive lighting market is also a normal phenomenon. However, many companies in this process will face financial problems, cost-effectiveness issues, and technical problems. The survival of the fittest in the baptism of the market will make the entire industry mature." The relevant person in charge told Gaogong LED that the automotive lighting market will be the same as other LED markets in the future. At the end of the competition, there will be only a few outstanding large factories.
Cost-effective and intelligent
In the past few years, LEDs have been used in automobiles mainly for non-functional lighting such as instrument panels, seat lights, decorative lights, reading lights.
However, as LED cost decreases year by year and higher performance improvements (such as efficiency, brightness, package size), and the integration of LED smart lighting technology are changing the front lighting system and its applications, LED technology is being used in automotive lights. More and more applications.
According to the data of the High-Technology Research Institute LED Research Institute (GGII), the LED usage rate in China's in-vehicle indicator lights and instrument panel backlights exceeded 80% and 50% respectively.
According to relevant sources of Jingke Electronics, “the development of current lighting products is mainly in the direction of high effect, high brightness, low energy consumption and intelligence. With the use of new materials and new technologies, performance will be more and more With the development of intelligence, AFS will be used in large quantities after 2-3 years."
AFS, also known as adaptive steering headlight system, can continuously adjust the headlights according to the steering wheel angle, vehicle yaw rate and driving speed, adapt to the current steering angle, and keep the direction of the light consistent with the current driving direction of the car. Ensure optimal illumination of the road ahead and provide the driver with the best visibility.
Compared to traditional halogen and xenon headlights, LED headlights have the advantage of intelligently controllable illumination distance, range of illumination and response speed. Taking the current mainstream multi-beam LED headlights and matrix headlights as an example, a plurality of individually activated LED point sources are collectively controlled, and each LED light source is individually controlled, and the distance, direction and even the direction of each optical element can be adjusted. Light and dark.
Such delicate adjustment capability brings the radar to automatically adjust the illumination range after intelligently recognizing the incoming vehicle, and intelligently avoids the opposite vehicle; in addition, when the vehicle speed increases, the vehicle light will automatically increase the illumination distance and increase the illumination distance. Brightness protects the safety of driving at night.
Indeed, LED automotive lighting has evolved from basic functional features to potentially high value-added features and has gained wide acceptance in automotive interior and exterior lighting applications.
As a leader in the automotive LED lighting industry, Hongli Zhihui has matured in terms of products, technology and customer service. Wang Gaoyang admits, "For customers, in addition to their optical quality, lamp stability, energy saving, environmental protection, long life, cost is what they need."
Zheng Haibin, deputy general manager of Zhaochi Energy-saving Lighting Co., Ltd. also proposed, “At present, lighting applications such as car decoration, reading and steering have all been realized. The taillights are also technically implemented, but the front headlight technology is still difficult. Focus on solving."
Patent, channel, technology, mergers and acquisitions can not be lost
At present, in order to meet the needs of automotive lighting products, various manufacturers have also invested more energy in research and development and layout.
According to the above-mentioned person in charge of Jingke Electronics, in order to develop the lamp market, in addition to product research and development, the company has also made a lot of strategic layouts in terms of channels, technical support, patents and cooperation.
In terms of patents, Jingke Electronics and the strategic shareholder Jingyuan Optoelectronics. Jingyuan Optoelectronics has placed a large number of patents in advance in the field of LED lamps. Through cooperation, Jingke Electronics and Jingyuan Optoelectronics share LED patents, and the products can be exported to the whole world. This is not available in any LED packaging company and lamp company in China. The advantages.
In terms of channels, Jingke Electronics continues to promote cooperation with auto companies, starting with the most end-user customers, and then cutting into the field of LED lighting. Other LED packaging companies usually use the LED lighting company to cooperate with the LED lighting company, and then import it into the automobile factory, which takes a long time and has a low success rate.
In terms of technical support, Jingke has a senior technical engineer with dozens of international automotive lamp manufacturers, and fully cooperates with the Hong Kong University of Science and Technology and Taiwan University to lay the most advanced LED headlight technology.
In addition, since 2015, Hongli Zhihui has formulated a development strategy of “LED+Car Network†two-wheel drive format under the premise of becoming bigger and stronger LED main business.
In 2017, Hongli Zhihui's strategy is still the dual main business layout of “LED+ Internet of Vehiclesâ€.
On the one hand, we will strengthen the company's advantages in the field of packaging, continue to introduce new technologies, new processes, high-quality talents, deepen the LED market segment, expand the scale of LED packaging and expand the scale of the domestic LED automotive lighting market, and promote enterprises to become bigger and stronger.
On the other hand, participate in new energy auto companies, power systems and network technology companies to build a car networking ecosystem. At the same time, the establishment of investment funds, with the professional capabilities of investment institutions, through a variety of ways to continuously make the company's business bigger and stronger.
Zheng Haibin said, "Zhaochi energy-saving headlight positioning adopts a follow-up strategy, because our overall strategy is LED platformization, synchronized with market demand, participating in the lamp market, providing the industry with a more cost-effective possible choice."
The scent of the eyes of the pre-installed market
According to the high-tech LED research, the front-loading market is more favored by the lamp manufacturers than the after-load market with fierce price competition and relatively low technical threshold.
The above-mentioned person in charge of Jingke Electronics bluntly said, “We are more optimistic about the pre-installation market, because as a Tier 1 supplier, whether it is a technology or a capital threshold, it is not easy to be replaced. The post-installation market is not standardized enough, and the market share is small. Not optimistic."
In addition, the aftermarket has entered the price war very early, so it is not recommended for some companies with certain technology research and development to enter the aftermarket.
Not only Jingke Electronics, but also from the beginning of 2014, Jingneng Optoelectronics has begun to lay out the automotive lighting pre-installation market and hired an international professional team.
“At present, it can be said that Jingneng Optoelectronics has been at the leading level in domestic automotive lighting applications. At the same time, with its unique silicon substrate technology, there is no patent problem in our products, and the cost performance of the products is also very high.†Jingneng Optoelectronics is responsible for People say that.
In fact, automobile lights involve many fields such as mechanical structure, optics, thermals, etc., and electronic technology plays an important role in the lamp.
"Although these are the advantages of international car manufacturers, it is also the place where Jinke Electronics needs to strengthen. I believe that it is expected to be synchronized with the international car factory in the next 3-5 years." The person in charge of Jingke Electronics mentioned.
The person in charge of Jingneng Optoelectronics also believes that “the automotive lighting front-loading market belongs to the high-end market, and its price is relatively high. It has always been done by international first-tier manufacturers. High technical thresholds, relatively high certification requirements, long certification time, certification The cost is higher, and many small factories in China can't do it."
It is worth mentioning that at present, Jingneng Optoelectronics is closely watching the international first-line manufacturers, learning their advanced technologies and concepts, constantly optimizing the performance of their products, and striving to provide competitive products for the market, so that this is a high-powered LED industry. Build a national brand of the Chinese themselves.
"As we all know, the lighting technology of international first-tier manufacturers like Osram is very mature. In fact, the domestic lamp technology is very close to them, especially the LED chip and the package itself." Zheng Haibin said that in the whole lamp technology In addition to the headlights, the country can basically achieve. Of course, the headlights are expected to break ice this year, as OEMs, lamp factories and LED package manufacturers are working hard together.
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