Although LED lighting, which represents the direction of industrial development, has not been ignored by traditional enterprises, LED lighting has many bottlenecks in technology, which makes most traditional lighting companies have a dilemma. In their eyes, this is an area that is both strange and familiar. In the past few years, many non-technical laymen have become the lighting giants because of their deep marketing. In their view, technology is certainly a scarce product, but in the lighting industry that is built on the wind, only the channel is king. Whether it is NVC or Op, it started out because of its strong marketing capabilities, and technology was placed in the next important position.
Waiting and hesitating, let most traditional lighting companies have one foot in the door of LED lighting and one foot outside the door. Everyone knows that the LED lighting industry is a huge cake, but due to excessive technical thresholds and investment risks, they have to be cautious. “Buy light source module†has become the best path for traditional lighting companies to deal with the blowout of LED lighting market.
Modular technology
In the reporter's interview, most traditional lighting companies know that the prospect of LED will be better, but due to concerns about technology, many companies are still waiting, and are reluctant to act.
"Technical processing on the heat dissipation of high-power LED products is still not stable, including heat-dissipating materials, heat-dissipation methods, etc. Moreover, functional lighting applications are still relatively small, and more concentrated on LED backlight panels and landscape lighting." Yan Guohua, general manager of Shenzhen Liansheng Optoelectronics, believes that many traditional lighting companies and distributors have doubts because of the uncertainties in LED technology and applications. Zhongcheng Cong, general manager of Zhongshan Guzhen, a large lighting company, also believes that LED as a new product, due to the immature technology, many manufacturers "see more short", stop.
In fact, the LED lighting industry is indeed at a time when technological change is needed.
In December 2007, the relevant national ministries and commissions conducted a market research. The survey results show that several large street lamp management offices in China have raised some problems on LED street lighting: First, each manufacturer's street lights are different, there is no universal Second, the street lamp is responsible for the maintenance of the company during the warranty period. Once the warranty period has passed, the street lamp management office will assume the responsibility for maintenance, but there is no corresponding professional in the street lamp management office. How to repair it? Is the street lamp replaced as a whole or in other ways? Either way, it will result in high maintenance costs. The final feedback is that the Street Light Management Office unanimously hopes that the street lights will have a standard, which will make it easier to repair and purchase.
"LED lamps can be like traditional lamps, the light source is the light source, and the lamps are lamps. If the lamp is broken, it is no longer necessary to remove the lamps and repair them. Just replace the bad light source modules." China Municipal Association of Urban Lighting Professional Committee Zhao Jinxing, deputy director and member of the Municipal Facilities Expert Committee of the Ministry of Construction, said, “After the modularization of the light source, routine maintenance will become more convenient.â€
Zhao Jinxing's light source modularization is similar to MediaTek's "Turnkeysolution", and its ultimate goal is to solve many market problems in an integrated manner. In the LED light source device, in addition to one or more LED light source chips, other components such as optical, mechanical, electrical and electronic components are included. The LED light source module assembles and forms the LED light source, the heat dissipating component and the driving power source, and completes the high-integration assembly of “light, electricity and heat†in an integrated manner, and transforms it into a “fool-like†lighting accessory. Modularity simplifies the complex LED lighting industry into an assembly-oriented production process that everyone can operate.
In the high-tech world, behind every new business model, technology is the biggest driver. And modularization like the MediaTek "Turnkeysolution" to reshuffle the industry, you must solve a series of technical problems.
The first is the chip problem. For example, LED street lamps with the highest penetration rate are mostly concentrated on a single 1 watt chip package. Application companies mainly focus on product lighting and contour decoration. Currently, they are supported by the government, promoted and applied. LED street lamps with large market sizes basically use multiple low-power LED lighting chips in series and then use them in parallel. Some enterprises use LED lighting on the display screen, which is densely packed into street light sources; some companies arrange 100 one-watt LED lights one by one to make a light.
However, this approach faces many practical problems: First, the stability of the light source is poor. If one of the LED lighting problems occurs, the whole LED lighting module will not be bright, and the light spots and shadows on the road surface will directly affect the lighting effect; Secondly, the light fading is inconsistent, resulting in uneven illumination of the road surface; again, a large number of LED chips make the structure and design of the LED luminaires very limited, and can not be adapted to the requirements of different occasions; finally, some of the lower price products Poor, the stability and reliability of the product is low, the lighting effect is unsatisfactory; some of the products with better performance mostly use imported chips such as Cree, the cost is too high, the market is unacceptable, and it is difficult to promote it on a large scale.
The street light is a very special luminaire, not only to solve its uniformity, but also to solve its brightness problem. "The light distribution of street lamps has certain requirements, that is, the coverage area is large enough, and the light can be elongated in the left and right direction. If the light distribution is not required, the light below the street lamp will be bright, and the street lamp and the street lamp are dark. It is like the pattern on the zebra, so some people describe the LED street light as 'zebra line'." Guo Bangjun, technical director of Zhejiang Myers Lighting Co., Ltd., who successfully launched the first 20-watt LED light source street lamp in China in 2006, believes that the small power chip LED street lights not only can not achieve the effect of energy saving, and the products of various manufacturers can not be universal with each other. Therefore, high-power integrated chips will be the mainstream of LED street light applications in the future.
Heat dissipation is also an urgent problem to be solved. As early as 2005, at the Solid Lighting Forum held in Hangzhou, a well-known expert at the conference proposed to make LED high-brightness street lamps, and the heat sink should be as large as the table surface. Luminous intensity often leads to heat dissipation problems. The characteristic of the LED light source is that the better the heat dissipation, the lower the junction temperature, the longer the life and the higher the efficiency. In the course of the experiment, Guo Bangjun also found a problem that the driving power supply did not match the LED street light. "The power supply for driving LED lighting should be constant current. At present, the output of the power supply system is a regulated power supply. This is also the reason why LED street lights are installed in many cities in China."
In the eyes of Pan Jiangen, deputy director of the China Institute of Lighting Test and Measurement Committee and chairman of Hangzhou Yuanfang Optoelectronic Information Co., Ltd., the chip problem that has plagued the domestic LED industry for a long time is not a problem. "The chip has many sources, which can be imported from Japan, the United States, Germany, or from South Korea and Taiwan. The chip is not enough to affect the cost advantage of manufacturing in China. In fact, the cost of the heat sink and drive power is higher than that of the chip. That is to say, the key to determining the price of the module is the heat sink and the driving power supply. If you want to reduce the cost of the two, even if the relative price of the chip is higher, the whole module will have a price advantage.
“Modularity makes manufacturing even more foolish. Standardized modules can be equipped with various shapes of lampshades, and the power can be adjusted freely. For example, a standard module of 30W is used as a unit. If 120W is required, it can be assembled with 4 units. Yes. In Guo Bangjun's view, if the technical difficulties and patents are controlled by the module manufacturers, the lighting products manufacturers can be lightly loaded. For traditional lighting companies, this is obviously a once-in-a-lifetime move.
"The technical threshold of the lighting industry is actually low, so the core of industry competition should be in the channel, not in technology." Yan Guohua said, "The channel is still king. For example, NVC is a very good company in the domestic market. As long as the time is right, NVC will turn its way to put its competitive LED products on its own channels, and it will achieve the best results as soon as possible.†Guo Guohua said that once the module manufacturers solve the technical problems, those who wait and see The LED field will be cut by directly purchasing the light source module.
Technical problems plague many manufacturers, whether it is chip, heat or drive power, every link is a difficult technical difficulty, but these technical difficulties are not impossible to overcome, the key is whether new business models can emerge. Whether it's a CD-ROM, a DVD or a mobile phone, MediaTek is faced with a heavyweight opponent. Its destructive innovation is not how advanced its technology is. It solves the long-standing problem of the industry through a new business model. . In the end, there are two key points for MediaTek to win. One is to use technology to reduce costs, and the other is to use the business model to activate the market. To some extent, the latter is actually more important.
Industry division of labor
"Although the purpose of modularization is to solve the problem of light, electricity and heat of LED lighting fixtures in an integrated way, if the price does not fall, there will be a bottleneck in the promotion and popularization of LED lamps." Wu Zheng, a marketing expert in the lighting industry, believes that long-term Immersed in the market, traditional lighting companies are more aware of the needs of the market and are more sensitive to price. If the module can not significantly reduce the manufacturing cost of LED lamps, the enthusiasm of these companies will be greatly reduced.
The reason why the MediaTek model is madly sought after by the merchants is that it reduces the price to an astounding degree. At present, the average price of LED products is 25 yuan to 30 yuan and 1 watt. If the finished product is made of imported chips, the price will reach 30 yuan per watt. After the professional division of labor, the efficiency of each link is greatly improved, and the price of the product is finally reduced. If the module can be mass-produced, it can realize 15 yuan 1 watt or even 10 yuan 1 watt, and 10 yuan 1 watt is the LED industry revolution. A critical point.
“A standard module can solve the problem of mass production, which may be explosive. It can make the national semiconductor light source industry bigger and stronger.†Xu Baojin, deputy secretary general of Hangzhou Municipal Party Committee, said, “Once the module is mass-produced, the price of LED lights It is bound to fall sharply. However, to reach the psychological price of ordinary people, a process is still needed."
One key to whether mass production can be mass-produced is whether the industrial division of labor is clear. The current LED lighting market, in addition to chip manufacturers, is mainly led by two types of enterprises: one is from the chip packaging link to the final product, all the links are in their own hands, so the investment of the enterprise should be tens of millions of yuan, so The investment is undoubtedly too high; one type of enterprise is to purchase and package the light source to develop application products, and then solve the problem of circuit heat dissipation and drive power by itself, such enterprises often face technical difficulties.
"If every enterprise invests in development, it will be a considerable waste. Only when the division of labor is clear, can scale be achieved. But the current situation is that the development model of LED lighting has violated the law of industrial development, and every enterprise has It is the practice of the whole industry chain. Only vertical integration and no horizontal division of labor, so the cost has not been able to come down. The LED lighting market must be developed to the later division of labor, the finer the division of labor, the greater the division of labor, the scale can be achieved, and the cost will be reduced." Zhang Huming said.
At present, most of the LED lighting companies on the market are technology-based companies, which still sell through the order model and know little about marketing. In the face of the ever-changing market, they are unable to develop best-selling products in time. After all, the current LED lighting application is actually an engineering business, the application environment and customer requirements are different, the design and implementation plan must be adapted to local conditions, without rich market experience, the enterprise can not do well. Instead of running around in a market where you are not good at it, it's better to take your expertise to the limit.
Although traditional lighting companies have incomparable advantages in marketing, technology is their biggest shortcoming. For them, the best development path is undoubtedly to focus on the market, to hand over technology and manufacturing to companies that provide modular solutions, which saves a lot of R&D investment, and can also use market advantages to negotiate with module manufacturers.
In fact, “modular has greatly reduced the technical threshold of LED street lamps and bulbs. Lighting products manufacturers do not need to add high-tech production equipment, and do not have to invest in high-cost research and development, and have a small amount of money to operate flexibly.†According to Zhang Huoming, the most ideal result is that the module manufacturers concentrate on the technological breakthrough of module LED lighting and the research and development of various types of modules, while the lighting products manufacturers are committed to the application of product development and market promotion, so that The entire industry will enter an orderly competition and the production capacity will increase accordingly.
“There are hundreds of companies that specialize in manufacturing LED lighting displays. The companies that focus on LED lighting fixtures are mostly supplemented by adding display product sequences to their product lines, while upstream companies are infiltrating downstream, which not only disrupts The industrial chain of LED lighting products has also caused the squeeze of living space for single-production enterprises.†Huang Guanzhi, general manager of Dongguan Qinshang Optoelectronics, is deeply touched by the confusion of the industry and the unclear division of labor.
Modularity is undoubtedly in line with the business logic of the lighting industry and will have an explosive force on the industry. However, the occurrence of revolutionary changes is only a possibility. The inherent inertia is always amazing. Only by allowing more companies to join in, can an influential model be formed. The only variable is "mass production". Only by mass production, can everyone collect high firewood, reduce costs in scale, and promote the era of "popularization" of LED lighting.
Today, among the companies that implement modularization, only Zhejiang Myers Lighting Co., Ltd. claims to “basically achieve mass production.†“Now we can make 300 large modules in one production line. If it is a small module, one production line can Manufacturing 1000 modules. Other LED lighting companies are difficult to achieve this amount in a unit of time, and the technical difficulty of its own modularity is very high." Zhejiang Fuller Lighting Co., Ltd. Chairman Lou Manyu said. Today, the module has been regarded as a key strategy by her. The entire organizational structure of Myers Lighting Co., Ltd. has been completely changed due to modularity, and its market focus has shifted to the sales of LED street lamps and bulbs.
Although the final price of the module is directly related to mass production, the explosive power of modularity is not here, but rather it razes the original threshold. Regardless of the size and strength of your business, whether you buy modules in bulk or just buy one module, you can produce LED luminaires. Any company or individual, as long as they have mastered the customer resources, can become an excellent product manufacturer with little effort. Obviously, this is a real mass game. Understand this, and understand why mobile phones have grown rapidly in the past two years. MediaTek has become one of the most talked about companies in the global mobile power. Perhaps, after a long time, LED lighting is popular all over the world, and this will be related to a "box" called "module."
Standard rules behind modularity
"Because of the lack of standards, enterprises blindly produce, there are more than 3,000 manufacturers of large and small, mixed with each other, separated from each other, fierce competition. Just like when the energy-saving lamps just came out, everyone fights the price, cut corners. Because of the high price, The immature products have led to a decline in word of mouth, which has actually damaged the reputation of LED lighting.†Talking about the application status of LED lighting, Meng Yong, general manager of Hangzhou Sankun Technology Development Co., Ltd., has no worries. “The LED lighting industry is now at a crossroads.â€
Formerly the head of the sales center with the largest sales volume of NVC, Yu Baoer, the general manager of Zhejiang Huace Lighting Co., Ltd., which is the general agent of several brands in Zhejiang, told the reporter that for various reasons, the current LED products are still relatively quiet on the channel. It is difficult to make sales. "Our company's LED business is currently the third in the country, but in the company's overall sales, the proportion is less than 10%. In the next 3 to 5 years, LED can not scale on the application, because The current standards in the industry are very different and are very uncomfortable to use."
In the face of excellent market opportunities, the standard has become a hurdle that no one can circumvent.
The development of standards has gone beyond the purely technical level, but involves all aspects of interest. Everyone understands that the dominance of standards means a steady stream of huge purchase orders from the government. Therefore, the standard dispute evolved into a game in the end, and all relevant manufacturers are not actively trying to promote their products in order to seek to become one of the standardized products in the future.
On July 1, 2009, the "Guangdong Province LED Lighting Street Lamp Local Standards" came into effect. However, at one meeting, Li Xuliang, chairman of Qinshang Optoelectronics, one of the drafters, was frequently provoked by his peers. In addition to questioning the fairness of the company's drafting standards, peers generally believe that the standard is too high and too narrow. “This standard is led by Dongguan Quality and Technical Supervision Bureau, and 35 research institutes and enterprises from many cities have been discussing together to explore the balance between corporate standards and provincial standards.†In the face of doubt, the word “balance†was Li Xuliang repeatedly mentioned. Under the entanglement of many interests, it is almost impossible to establish standards according to the wishes of one party. To some extent, the ultimate standard may be that the industry giants jointly develop a “corporate standard with mandatory, majority corporate identity, and high requirements.†Although this looks like a product of a compromise between the giants, the development of standards It is clear that the entire industry will be brought into a virtuous circle.
"These problems exist not only in China, but also in the United States." Gong Qien, the president of the US ICP Ltd. and vice president of the China Economic and Trade Promotion Association, who has lived in the United States for 24 years, said with some emotions, "The LED lighting industry is just getting started in the US." At the time, due to the high price of the product and the lack of standards, everyone wants to make standards, but because of the scattered power, it is impossible to gain a dominant position and look down on it.†After all, the standard is still based on technology and strength. There is no 50,000 LED streetlights in the optoelectronics, and there will be no place in the drafting standard meeting.
Every enterprise has the right to speak in a standard way, but the weight of each enterprise is not enough. No one can give up, so that there are many incompatible products, which has caused great obstacles to the popularization of LED lamps. In fact, it is not technology, but the market that ultimately determines the standard. If modularity becomes the mainstream business model and is used by many companies, then it will most likely become a substantial standard, just like MediaTek's “turnkey solutionâ€. In this sense, even if modularity cannot become a national standard, in the field of application, it can become a “king of innocentsâ€. Different from the standards that Qinshang Optoelectronics has developed and excludes most companies, modularization will not only cover all LEDs. Lighting companies have come in and avoided all kinds of hill battles. After all, the prosperity of the entire industry is not in a few companies.
However, module manufacturers need to be quickly recognized by the industry, they must seize the market high ground before the LED lighting market has not been fully activated, and gain first-mover advantage, because the hot LED lighting market can not accommodate the slow pace of the pacemaker. . At this critical moment, the rapid expansion of the power of seeking capital has become an urgent matter. LED lighting is a capital-intensive industry, financing, expansion, refinancing, and expansion, forming a relatively benign closed loop. The strong is strong, the bigger the bigger, this is the inevitable result of the accumulation of capital to a small number of enterprises. For any company in the industry chain, capital is a key factor, especially for module manufacturers. Industry insiders predict that the era of "shuffle" in the LED lighting industry is coming, and modularity is very likely to be the trigger for this shuffling campaign.
XinRui lighting Track Focusssing on high quality. The most feature is each Track adopts copper wires with plastic unibody process. And Kinds of Connectors and other accessories are reliable, and the customer can trust that the installation goes nice and smoothly. 1 Circuit 2 Wires Lighting Track from XinRui has slae well to more country. 1 Circuit 2 Wires Track is for places where the discrete and elegant. It suitable for small business and exhibition structures, homes, shop windows and so on. One-circuit two Wires Lighting Track system includes 2 Wires Surface and Recessed Tracks, Adaptor, Power Connector, Straight Connector, "L" Connector , "+" Connector, Track end cap, Flexible connector and Track Suspension Kit.
2 Wires Track,2 Wires Receesed Track,2 Wires Power Connector,2 Wires Straight Connector
DongGuan XinRui Lighting Co., Ltd. , http://www.xinrui-light.com