After entering this year, various companies began to adjust their strategic layout, and they have turned to the high-end market and the LED segment market. Among them, with the rapid growth of demand for commercial lighting and industrial lighting, the demand for COB products with excellent light performance has also grown rapidly, and has become the fragrance of the LED industry.
According to the data of the High-tech Research Institute LED Research Institute (GGII), by 2017, COB will account for about 15% of the output value of LED lighting packaging, and it has a large market in the commercial lighting field. After nearly 6 years of development, COB has become more and more prominent.
Of course, the larger the market space, the greater the competition, and the price war threats similar to SMD devices. So will COB be far from the price war? Let's take a look at what COB manufacturers say.
Material prices rise, COB prices are hard to drop
I believe that everyone has also noticed that most of the packaging companies have flocked in the last two years, and the price of patches has been falling, resulting in a rapid decline in COB prices. However, these are the laws of market development.
Dr. Shao Pengrui, Technical Director of Jingtai Co., Ltd. believes that since the beginning of 2016, the entire LED market has been developing in a good direction. With the rapid growth of the penetration rate of the LED lighting market, the development of the COB market will gradually become more rational.
In fact, not only COB, but now all kinds of LED devices do not have much room for price cuts, or even small profits, and even some companies are selling at a loss. Yin Hui, deputy general manager of Shengpu Optoelectronics, predicts that “under such a premise, the price of COB will not fall as much as the previous two years.â€
Wang Mengyuan, general manager of Zhonghao Optoelectronics Co., Ltd. also said, “The current COB price in the packaging market has bottomed out. As major raw material manufacturers gradually adjust prices, the COB price decline trend has slowed down in the third quarter.â€
In fact, since 2010, COB has gradually become a new demand point in the market. As of now, its price has been lowered for six consecutive years, from a few yuan per watt to a few cents per watt.
According to Song Dong, vice president of Jingke Electronics, in the commonly used COB light source products, the proportion of the price of each part is in the order of chips, gold wires, glues and brackets, of which the chip accounts for more than 50% of the cost of the light source. Individuals may even approach 70%. Therefore, the rapid decline in COB prices depends largely on the downward adjustment of chip prices.
After two years of price fights, this year's COB market has gradually become more rational, and the price of chips, phosphors, glue and other auxiliary materials has reached a relatively historical low. Next, COB's price reduction space is very limited.
Indeed, this year's market reversal, LED industry "price hikes" one after another, the price of chips, packaging, display, raw materials, etc. have gone up.
In this regard, Wang Gaoyang, deputy general manager of Hongli Optoelectronics, said, “Because the upstream raw material prices have not much room for decline, the COB price will not change significantly in a short period of time.â€
The competition of the manufacturers is fierce, and the market segments become the focus of development.
The market has always been very cruel, and the price war of constantly refreshing the bottom line has already caused many packaging factories to withdraw. As the packaging raw materials are facing the trend of price increases, the trend of COB price decline will also slow down.
According to Wang Mengyuan, “Because of fierce market competition, the next package manufacturers will focus on market segmentation to maintain product gross margin.â€
As far as the current market situation is concerned, COB prices will continue to fall in the next few years, but COB's next price reduction space is already very limited. In Song Dong's view, "COB profits are becoming increasingly meager, which will force enterprises to upgrade their process technology, generate performance premiums, or form new value systems. The flip-chip COB with smaller light source and higher light efficiency will become the next market trend. ."
However, in the production of inverted COB mass production, most manufacturers hold a wait-and-see attitude. Song Dong analysis, mainly because the current flip-chip COB supply link is not mature, domestic companies are more to do samples, the non-performing rate is higher, temporarily unable to mass production. At the same time, the size is not uniform, the processing demand and customer demand are different, which also makes the market mass production more difficult.
As we all know, COB has a natural advantage, that is, the light quality is good, it has a greater advantage in the control of light color quality in optical design effects, but the industry often ignores this advantage and is limited to the indicators of light efficiency and energy saving.
Wang Gaoyang admits, "The current COB light source technology is more and more mature, and the market has a stronger demand for COB light source. The packaging manufacturers are no longer in the initial technical solution stage, and turn to the cost-effective stage of pursuing high-quality, high-efficiency COB. Flip-chip non-gold wire packaging technology with high performance and high quality performance has also become a new direction for COB light sources."
Mature technology, multi-domain application
After LEDs enter the field of lighting, general-purpose products such as bulbs, flat lamps, and lamps have reached a stage where technology is relatively mature, but COB is still increasing the proportion of applications. Its market growth will be in the next two years. There is a clear increase.
In Song Dong's view, "COB is significantly different from small and medium power, LED will be standardized, and COB is the opposite, it will move towards a customized, personalized market, and the overall market usage will gradually increase. Of course, this is also downstream. The real need for COB."
Performance is increasing every year, every quarter, every month, and prices are falling, which is a common law in the semiconductor industry.
“As a COB manufacturer, through innovation and technological improvements, including the advantages of expanding the scale to ensure product performance, it is also necessary to define a more accurate quality match to meet the market demand for more grounded gas.†Wang Mengyuan mentioned that in demand From the past, the development of outdoor lighting, lighting, and special function applications.
At present, COB products are growing steadily in the application market of downlights, spotlights, ceiling lamps and outdoor lighting, especially for spotlights and outdoor lighting.
According to relevant data, the sales share of high-end commercial photos such as downlights is more than 35%, and the COB shipment share for outdoor lighting (street lights, mining lights, flood lights, etc.) is about 25%. Due to the different application characteristics of the ceiling lamps, the COB is not sufficiently cost-effective to use compared to the patches.
"Compared with high-power LEDs, COB LEDs have the advantage of product design and high luminous efficiency, which can enhance the competitive advantage of the high-end lighting market." Song Dong said.
“All in all, stable quality, price of grounded gas, fast service response, and synergy with customers to cope with new technologies, new markets, and new competitive situation are key factors to meet demand.†Wang Mengyuan finally mentioned.
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