"LED Research Review" February issue editor's message: What do you want, don't want anything

[Higher LED's "LED Research Review" magazine February issue editor's message / Zhang Xiaofei] Mao Ning has a song called "What, Don't Want", Chen Daoming's words, just remember a few words: What do you want, what do you want? You have to listen to yourself, although we have not many choices...

On the surface, these lyrics are not very reasonable, at least not very reasonable for our friends who do LED. When we do LEDs, we have to listen to what our customers say; our choices are not many, but many. But in reverse, the word is correct. If you don't know what you want, don't want anything, so who should you listen to? There are many choices for us, but there are actually not many choices. Because the more you can choose, the more you don't know how to choose and the final choice.

If you ask a friend who is doing LED, most of the friends can answer what they want, but they don't know what to do. Even if you know what you don't want, you don't dare to do anything. Because in a century, it is difficult to find such a splendid industry, don't mean losing a lot of opportunities.

Small and micro enterprises have their own self-knowledge, and it is too peaceful to survive. But there are also some people who call "everything to be kind" every day. Too much, and finally experience the cruelty of reality, the small ones have lost. It is not a low-small and micro-enterprise, and there are also hidden dragons and tigers. But at this stage of entrepreneurship, there are more, and it is easy to die.

Medium-sized companies are the easiest to expand their ambitions and want to be the boss. Borrowing and lending a large stall, flickering the supplier's credit, and eventually being forced to die by the bank and the supplier, nothing is required. Last year, several companies that sold hundreds of millions of yuan went bankrupt, because they had two sons and no three sons.

After the company grows bigger, it is ambitious, especially listed. With more money, you can qualify for everything. Although it will not encounter the desperate situation of SMEs in the short term, in the long run, it is often counterproductive. As the body volume increases, the physical strength decreases, and it can't run. It eventually loses weight, and even has an incurable disease.

Among these big-business enterprises, Feige appreciates the business model that Feige calls C-open type. Although there is no O-closed look, it has left a cooperative interface for the peers. These enterprises always leave a gap in the upper, middle and lower reaches, and they do not do it for others. Typical examples include Chongqing Silian, Tsinghua Tongfang and Huizhou Yuanhui.

The quadruple made the substrate, and did not do the extension. The purpose was to sell the substrate, and then buy the chip from the customer side, and the epitaxial chip companies were each other. The quadruple is also packaged, but there is no expectation that the lamp be sold to the world, and it is mainly to meet the large demand for its application.

In the same way, Tongfang has done a lot of chips, but does not do packaging, but has done all the applications, and has a priority in the chip and application areas: first in the chip field, small and medium power, then high power, opportunistic and International leading companies compete; first in the field of application engineering projects, and did not open stores in all parts of the country.

Yuan Hui, a large-scale application enterprise with a long history, has contributed a lot to Ke Rui, but it has not marched upstream or even packaged. Because for Yuanhui, there are many chips on the market, and the number of lamps is that they are the party A of all upstream and midstream manufacturers.

So what do we want? Nothing?

For epitaxial chip companies, the painful period has not passed. Last year, the price wars of major manufacturers were a mess, even if they made money, they only earned on the receivables that could never be recovered. Most small businesses are underemployed and have been losing money. The capital chain of a well-known small enterprise familiar to Feige has been broken, and it will soon be withdrawn from the rivers and lakes. If you analyze the most important reasons for its failure, you still don't figure out what you want, don't want anything. Almost everything has been tried, but the market has been weak, and the money has been spent on R&D and small-scale trial production.

The friend who made the package is now in a dilemma. Look at Ruifeng, Jufei and other packaging manufacturers who focus on the backlight field. Thanks to the improved backlight penetration rate last year, it is a pleasure to make a lot of envy and hate in the packaging factory that is still sticking to the plug-in and non-lighting. Two days ago, I went to a company that had only been established for two years and was not known. The boss specializes in high-power and COB packaging from the beginning. Last year, he achieved sales of 150 million yuan, and his profits were quite good. It was better than the old packaging that had been done for many years.

After the Spring Festival, the friends who used the lighting application were very bright on their faces. When they saw Feige, they couldn’t wait to tell the amount of this year. The problem is that the application field is full of opportunities, can do indoor lighting, can do outdoor lighting, indoor lighting and commercial lighting, home lighting. Most lighting companies can do everything and do everything, but everything is not bad or not, and the price is not high. The most worrying thing about Feige is these friends. Now there are some orders for any products, thinking that the market has broken out and what products can be sold. But I don't know, some powerful price butchers have already prepared for the killing of products and channels.

The year of LED lighting has arrived, and it is good for companies in the entire industry chain. But the opportunity will not be left to companies that don't know what they want, and not to those who don't know what they want.

Something is necessary, there is no need... Feige can only say a sentence equal to the advice that was not said.

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