How can solid-state lighting companies innovate and develop under financial turmoil?
On the afternoon of October 16, 2009, at the 6th China International Semiconductor Lighting Exhibition and Forum (SSL 2009), Cree, Osram, Philips, and GE led four LED lighting giants on how to innovate and develop solid-state lighting companies under financial turmoil. "This topic of global concern has been discussed in depth. The seminar was hosted by Cao Diansheng, president of CAO Group. Christopher M. James, Vice President of Marketing and Business, Career, Inc., Zhong Jiecong, Director of Asia Pacific, OSRAM Opto Semiconductors, Danny Yu, Vice President, Business Management and Marketing Strategy, Philips Lumileds, and James, President and CEO, GE Lighting, Asia Pacific Operations As a guest of the seminar, D. Fisher gave answers to various questions raised by the moderator and the guests in the audience with clear thoughts and rigorous considerations.
Does the current scale structure restrict the development of new entrants?
In recent years, the semiconductor lighting industry has developed rapidly. According to Display Bank, the global LED market in 2009 is about 6.9 billion US dollars. Under the global demand for energy conservation and environmental protection, global solid-state lighting companies have sprung up in large numbers. This phenomenon is particularly evident in China. Can these small and medium-sized enterprises, which are not dominant in scale, occupy a place in the competition with international giants that have accumulated for many years? How much impact does scale have on the development of a company?
For the above problems, Danny Yu of Philips Lumileds affirmed the importance of the company's scale, but at the same time stressed the speed of innovation and the determination of application goals is the top priority of the company. Taking Silicon Valley as an example, he pointed out that although there are many outstanding international companies in the electronic information industry, there are still outstanding small companies in Silicon Valley every year. These small companies can also develop well with innovative technologies and applications. The semiconductor lighting industry will also be like this. New entrants should cross existing basic research efforts and seek new development space in terms of technology and applications. He believes that in the next 5 to 10 years, Philips will become the main leader of the industry, and new Chinese companies will find a new value chain and have a place in the industry.
According to Christopher M. James, for small companies, scale is very important because it is about the commercial operation of the company. But regardless of size, customer attention and innovative ideas are indispensable. Taking CREE as an example, as a chip manufacturer, focusing on customers can make their products more suitable for the needs of general lighting companies; focusing on innovation and applying it to every technology and product details, in order to make it always provide customers with the best The product.
Osram Zhong Jiecong agrees with the importance of scale, but he also pointed out that there will be many participants in the future marketing, there is no oligarch market, and as long as they have the spirit of innovation, everyone can find a suitable role in the industry chain. And Osram's role is to incorporate core patented technology into innovative ideas that ultimately produce high quality products, including luminaires.
How do international giants view the Chinese semiconductor lighting market?
Since the emergency start of the national semiconductor lighting project in June 2003, China has formed a relatively complete R&D system and industrial chain through effective organization and implementation, and has become the fastest growing region in the global semiconductor lighting industry. In 2008, the output value of China's semiconductor lighting industry was nearly 70 billion yuan. How do international giants view the Chinese market? How to evaluate the development prospects of China's semiconductor lighting industry?
Osram Chung said that China has a very large market base. If companies can grasp market opportunities and obtain relevant support from the government, they can push the application forward. Over time, there will be very bright prospects.
Christopher M. James has 10 years of working experience in China. He saw the Chinese government's continuous attention and positive guidance to the semiconductor lighting industry. He firmly believes that "the development of China's semiconductor lighting industry will be very good, next year and the following year. , or the next 5 years, will certainly be more prosperous, China's lighting companies will be bigger and bigger."
For the quality of Chinese semiconductor lighting products, Christopher M. James believes that product quality issues are easily resolved. Enterprises can do a good job of testing according to relevant data and product specifications. After the customer experiences, the reliability of the product will be recognized, and the market will open up, which will also enhance the confidence of the company. "As long as you focus on doing the same thing, you will be able to do well."
Philips Lumileds Danny Yu pointed out that the global development of the industry is changing rapidly, including technological innovation and the resulting product diversification. Strengthening the power of the alliance to deal with new problems in the new environment is the direction that enterprises should consider, and China is no exception.
How do Chinese companies become industry leaders?
According to the National Semiconductor Lighting Engineering R&D and Industry Alliance statistics, as of the end of 2008, the total number of semiconductor lighting companies in China has exceeded 3,000. In many functional lighting fields, China has ranked among the top in the world. However, compared with international big companies, these enterprises are relatively small in scale and the overall competitiveness of the industry is not enough. How to cultivate international brands is a challenge facing China's semiconductor lighting industry. The guests gave their opinions.
Philips Lumileds Danny Yu believes that understanding the actual needs of customers is critical. By tapping the needs of customers and then integrating them into the R&D and production of products, and combining these needs to identify the market investment positioning and truly segment the market, such enterprises have the opportunity to become industry leaders.
According to Christopher M. James, in addition to marketing, Chinese companies must consider many issues such as intellectual property, investment strategies and product mix, and the fastest way to become an industry leader is acquisition and integration.
General Electric Lighting and Industry James D. Fisher emphasized the importance of standards. He believes that a perfect standard system is an industry development, and even a prerequisite for the emergence of international companies. The innovation of technology will promote the introduction and revision of standards, so that the industry will develop towards standardization. China's semiconductor lighting companies to produce world-class products, to sell worldwide, also need standards to guide.
Osram Chung-Cong analysis pointed out that there are many solid-state lighting companies in the world, and it is impossible for each family to become a leading figure. Therefore, how to implement relevant policies to promote the development of enterprises is more crucial. China's solid-state lighting companies should consider transitioning from purely factory production to inventing innovative companies, and the government should encourage companies to complete this transformation.
How to cooperate with Chinese companies?
Cree, Philips Lumileds and Osram have expressed their concern and confidence in the Chinese market. The three companies have indicated that they have increased their investment in China by investing in factories and expanding factories to varying degrees. In 2007, Cree acquired Huagang Optoelectronic Parts Co., Ltd., which is responsible for the LED packaging division of Huagang Group. This year, it will build a chip factory in Huizhou; Osram Shanghai headquarters is responsible for half of the business in Asia, and recently also built a new factory in China.
For patent transfer, all three companies believe that a sound economic and legal protection mechanism is the focus of their consideration, and there must be corresponding regulations to protect high-tech intellectual property rights. Faced with the question that patents will restrict the development of new entrants, the guests said that patents are a double-edged sword, and no company will sell core patents without compensation. Strengthening patent awareness should be the focus of enterprising companies.
How does the technology develop too fast to keep up with the pace of technological development?
Osram Chung said that although the technology is developing very fast, there is no way to find standards. Because all technologies are developed with the ultimate goal of market expectations, standards should also be guided by market expectations. Understanding market expectations has a long-term guiding significance for the development of standards.
General Electric Lighting and Industry James D. Fisher believes that the development of standards is not a one-time process, it is reasonable and necessary to refine the standards and gradually improve them. Take the chip as an example, we must first develop the initial standard. With the development of technology, we will gradually revise and refine the specific technical indicators. Moreover, compared with the update speed of computer chips, the LED chip changes are not significant. Although the brightness is gradually increasing, the basic technology will not change much in two years. The initial standard is formulated and revised in time to meet the technology. The need for development.
Christopher M. James pointed out that semiconductor lighting needs a series of relevant standards to standardize products from different angles, while at the same time to accommodate differentiated products and technologies to promote the orderly development of the industry.
What is the relationship between semiconductor lighting and traditional lighting?
After years of development, traditional lighting has produced very good products and technologies. With the development of semiconductor lighting, the traditional lighting field has been gradually eroded, and many products have been replaced. Is this practice a waste of original results to some extent?
Philips Lumileds Danny Yu believes that semiconductor lighting will be the mainstream lighting product, replacing traditional lighting is only a matter of time. Philips determines the product mix based on market performance. Obviously, the market and customers are now recognized for semiconductor lighting products, so Philips is also willing to be a pioneer in the development of semiconductor lighting.
According to Christopher M. James, "Our important customers believe that semiconductor lighting is a high-growth industry, and customers' attention to this industry is a driving force to stimulate our investment." In addition, LED technology is currently Cree's best area, which makes Cree occupy a place in the market competition.
General Electric Lighting and Industry James D. Fisher pointed out that each product has its own life cycle, and new products will start to be expensive, because the initial investment in the enterprise needs to be recycled. As the product life cycle evolves and matures, the cost will decrease, and new products will replace the old ones. This is an inevitable law of the market.
Osram Zhong Jiecong agreed with the views of the guests and believed that the market is the fundamental driving force for product renewal.
What is the positioning of the company after ten years?
The four industry giants predicted the company's development direction after 10 years. Philips Lumileds Danny Yu said that the lighting will be the main business of Philips Lumileds, but the company will continue to innovate, from traditional lighting to LED direction.
Cree Christopher M. James emphasizes that the company will continue to focus on capacity development and innovation. In the future, the company will pay attention to the systematization of LEDs, and at the same time, the system will integrate various technologies in the LED industry chain, which will help the cost to drop significantly. In addition, attention will be paid to architectural lamps and medical lamps in the field of application.
General Electric Lighting and Industry James D. Fisher emphasized the importance of system integration. He believes that after 10 years, the luminaire will not only integrate the various components involved in the LED luminaire, but also the environment (such as ceiling, wall). To achieve a perfect combination, to bring greater convenience and beauty to life, this is also the company's focus.
Osram Chung said that after 10 years, OSRAM will be an excellent lighting company, but this will change with innovation. OLED is an area of ​​interest to OSRAM and will continue to increase research and development efforts. Because OLEDs are surface light sources, there are a variety of possibilities from luminaire products to lighting designs.
2020 will become an important time for semiconductor lighting. Cree Christopher M. James and Philips Lumileds Danny Yu boldly predict that by 2020, 90% of households will use LED lamps, and there will be a large market waiting for the industry to work in the future. open up!
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