According to research firm LEDinside, last year's global LED major suppliers' revenues totaled $8.05 billion, up 5% from 2008. In terms of rankings, last year, Nichia's revenue fell by nearly 10% to $1.219 billion, but it still ranks first in the world, and its operating income is much higher than the second-place OSRAM's $724 million. Further analysis of its source of income, we can easily find that most of its sales performance comes from high-end LED display, conservative estimates are also above 70%. At the same time, Nichia's sales strategy is to sell only its packaged products, not phosphors and chips. With the rapid development of the LED lighting market, this business model can not bring sustained high profits and face strong competition challenges. At present, the global LED market is full of smoke, and Nichia needs to make a decision as soon as possible.
Small power advantage obviously develops high power hesitation
Nichia's low-power products still occupy a very important position in the global high-end display field
The high profit in the high-end display market makes it difficult for Nichia to turn to high-power LED products.
At present, the five major companies in the LED and lighting fields, such as Nichia, CREE, Osram, Philips, GE, etc., have begun to lay out and encircle their respective dominant market segments. For Nichia, its historical strategy is to occupy the high-end display market. It is an indisputable fact that Nichia has become a "king" in the field of high-end display. When low-power LED products have become classic traditional mature products, Nichia's low-power products still occupy very high in the world's high-end display fields. Importantly, more than 70% of the world's high-end display dies are from Nichia. And high-power products, objectively speaking, Nichia is a chaser.
Why is this happening? It is important to enjoy high profits without thinking about progress. It is understood that Nichia's profit in the high-end display market is very high, and industry insiders estimate that even some varieties are above 200%. It seems to be a matter of course to invest in high-power products while enjoying high profits. But this is not the case. They seem to be still sleeping, so we see that Nichia is not determined to turn to high-power LED products.
We can also compare other competitors in the LED field. We have seen that Cree's advantages in high-power products have become increasingly prominent, and the launch of the lighting market has made Ke Rui a good one. With its solid foundation in the field of automotive lamps, OSRAM has occupied most of the market for automotive lamps. Therefore, it is not difficult to understand that with the technical advantages of low-power products, Nichia should firmly hold the original intention of its high-end display market, but it is enough to not only hold the display market, it is debatable.
Relying on the advantages of Japanese terminals, actively enter the backlight field
Currently, low-power LED chip solutions have advantages in the backlight field.
Relying on the advantages of Japanese TV terminals, Japan and Japan have obvious advantages in entering the backlight field.
Nichia feels more focused on the display, but Nichia has not given up lighting and backlighting. On the contrary, Nichia has chosen its more advantageous small and medium power field as a breakthrough. Nichia's small and medium power chips are doing very well, so we see that Nichia's development route is integrated with small and medium power chips to achieve high power.
There is a view that the light efficiency of general low-power LED chips rarely exceeds 100 lm/W, while the light efficiency of Nichia's low-power chips has exceeded 120 lm/W. Although the power is small, the efficiency per watt is not low. The application should first be a backlight. At present, the high-power LED chip solution has not become the mainstream solution for backlights. Therefore, the advantage of CREE cutting into the backlight field is not obvious. Therefore, we can see that the current application of CREE for the backlight field is to avoid after entering. Do something that doesn’t mean anything. However, Japan and Japan are different. From the perspective of technology and the development of the industrial environment, especially the Japanese manufacturers, the advantages of Japan and Asia are evident. Medium and small power is the current backlight technology. Can Nichia grasp it? Because Korean LEDs are also improving, they also have famous Samsung and LG. LED-backlit TVs are the first to start. Will they give Nichia space? TCL, Konka Will we give Nichia a chance?
"The LED light source is the sea, and the backlight is the first big wave that surges in the sea." Hong Zhen described the backlight market. Indeed, we can feel the excitement of this high-rise wave in the industry on various occasions and from the research reports of various analysts. Even in the worst of the financial crisis, LED backlighting and 3D, the Internet has become the selling point of new TV fashion, all the way to the market, and become a new green, low-carbon, energy-saving.
Nichia is actively entering the field of backlights. We all know that in the field of backlights, South Korea and Taiwan have certain advantages, and Japan's advantage has the alliance of Japanese terminal manufacturers. Nichia is closely cooperating with Japanese TV companies. Based on the advantages of Japanese TV terminals, Japan's advantage in entering the backlight field is still very obvious.
However, the backlight market has its own particularity, which is the cost requirement. South Korea and Taiwanese companies have also taken advantage of this to consolidate their market position. Of course, the TV team in China, such as TCL, will do its part in this field. What development strategy will Japan and Japan adopt? I believe the industry will pay close attention to it.
Master the original patent research and development capabilities
Overwhelmingly in the "LED components", "phosphor materials" and "LED packaging"
Sapphire substrate and phosphor, especially the chip luminescence excitation phosphor structure patent has advantages
Japan Nichia Chemical Co., Ltd. is a world-renowned LED chip manufacturer. Founded in 1956, it developed the world's first blue LED in 1993, shocking the world. In 1995, the world's first pure green LED was launched. In the patented technology of LED blue chip and white LED, Nichia is always in a dominant position.
Nichia's technological advantage comes from its current best phosphor technology, and its sapphire substrate epitaxial growth technology is also extremely advantageous. In 2008, Japan IPB (a consulting firm engaged in intellectual property-related consulting business) ranked the technical competitiveness of LED lighting business vendors based on the quality and quantity of patent applications, and believed that Nichia technology is the most competitive. According to IPB statistics, about 5,400 public patent publications were issued from January 1993 to February 2008, of which Japan and Japan ranked third in terms of the number of applications, but they performed well in terms of quality, especially in "LEDs." The three areas of "components", "phosphor materials" and "LED packages" are overwhelming. Dean of TCL Semiconductor Light Source Research Institute, China Optical Optoelectronics Industry Association LED Application Branch South China Secretary General Hong Zhen told reporters that Japan's biggest advantage is technology and patents and traditional marketing channels, especially sapphire substrate technology and phosphor technology Among them, the patented structure of chip luminescent excitation phosphor has advantages. In addition, in terms of small and medium power technology, Nichia's advantage is also very obvious. It surpasses the global peers and is in a leading position in the industry. Currently, it is temporarily unable to shake the dominance of its high-end products. .
At the same time, the current high profit is still enough to support its continuous technology research and development, to stay ahead, but whether there is enough time for it to calmly walk in the four fields of lighting, car lights, backlights and display screens. Seeing the turning point, the timing is fleeting. The regular law of the semiconductor industry: "Not the older the more valuable, but the fast fish to eat slow fish, the emperor can do." Hong Zhen said.
Based on small and medium power to expand the lighting market
Addressing the high-power lighting and backlight market with a combination of small and medium power
Medium and small power light effects of more than 120 lumens per watt have formed a challenge for high-power teams
At present, the four application fields of automotive lamps, backlights, displays, and lighting are active in the LED application market. We know that lighting applications generally require high-power technology (high-power LED is the current main product of lighting). For Nichia, it seems understandable that the market is not strong enough to turn to high-power lighting. Faced with the unexpected rapid rise of the LED lighting market, Nichia is facing a late start of high-power products, and catching up with fatigue without increasing investment in chasing will face the forefront of losing the LED high-power system in the future. Status, even one day will lose the choice of the "crown" of the LED king.
However, from now on, the current market maturity of high-power products is not very high, and the market is moving towards a mature stage step by step. From the perspective of capital and technology, Japan's late-comer advantage or explosive power cannot be underestimated. Hong Zhen believes that Nichia is currently a leading company in the LED industry. Whether it is in the patent or market, it is one of the strategies to cope with the current high-power lighting and backlight through the combination of small and medium power and integrated technology. Grasp the opportunity to make up for the shortcomings of high-power technology, and at the same time form alliances with Japanese companies. The status of the king is still difficult to shake and shake.
There are indeed high-efficiency products in the Nichia product line, but they are all low-current products. It is understood that Nichia white light currently only has one model NSPWR70CSS-K1 achieves a luminous efficiency of 160 lumens per watt, 50mA current, 150mW power can measure 180lm light, the actual light efficiency is 120lm, lower than the nominal, but it is already in the industry. The highest.
Recently, Nichia and Toyota Synthetic, Panasonic, Toshiba, Sharp, etc. are entering the LED lighting market in the form of alliances. Toshiba and Sharp have launched LED bulbs based on Nichia and Toyota Synthetic Technology, which are relatively low cost. At the same time, in the case of small and medium power, the luminous efficiency reaches 120 lumens per watt, which has formed a challenge for high-power teams such as CREE and OSRAM.
In addition, Nichia is actively promoting high-power chip products. It is understood that Nichia has also introduced some high-power solutions in the near future. Although the light effect can't catch up with Cree, with its strong financial strength, it is hard to say that Nichia will not break out in the future, because Nichia Did not give up the lighting industry. Nichia should know that the loss of tomorrow's lighting source for the former leader of LED, Nichia means that it is possible to forever lose the LED world of tomorrow.
Layout China is relatively slow, future development is in a passive
Looking for new sources of income, cutting into the low-end market, opening a new factory in China
Established a sales company in Shanghai to actively promote the company's lighting solutions in the field of lighting
Cree built a chip factory in China last November, and this matter should still be very touched by Nichia.
If Nichia wants to continue to maintain its LED industry dominance in the future, it is unwise to give up any market. If it is not backlit, Nichia will lose its advantage, which will affect the advantages of the entire Japanese manufacturer in the TV field. Not to mention the lighting, Chinese companies account for more than half of the entire lighting industry in the world, and LED has become an inevitable trend in place of traditional lighting. The strategic deployment of Japan and Japan in China is inevitable, and the later it will be passive.
Nichia cannot say no to the Chinese market. Japan’s Nichia Chemical’s executive vice president and chief operating officer, Tasaki, said at the SSL conference last year that Nichia is preparing to cut into the low-end market in search of a new source of revenue and announced that it will open a new factory in China. Tian Qideng pointed out that by 2020, mainland China will become a real "big market."
In the Chinese display market, Japan's competitiveness is undoubted, and Japan will certainly not give up the market share in the high-end display field. However, the reporter also learned in the interview that Nichia seems to be somewhat "arrogant" to customers. We carefully analyze it. It is not difficult to find out that in fact, before Japan, Japan was more like the "state-owned enterprise" we often said, not by market or by customers. Guided, but proud of the technology under patent protection, this situation is changing now. In the recent period, Nichia established the Nichia Shanghai Sales Company in Shanghai. The sales company in Nichia is now very active in contact with customers, especially in the field of lighting, changing the normal state and actively helping lighting companies to promote the company's lighting solutions. Program. In the past, Nichia gave the impression that it was conservative. Nichia itself realized and knew this situation. But now we see that this conservative impression is becoming a thing of the past, especially after entering the field of lighting. Actively promote yourself and actively incite the lighting market with partners.
Hong Zhen, secretary general of the China Optical Optoelectronics Industry Association LED Application Branch, believes that the biggest problem in the LED industry in mainland China is that there are so many enterprises, very scattered, and the products are mainly concentrated in the low-end, and currently it is not too big for Japan and Asia. Threat and touch. From the point of view of intellectual property rights, Japan and Asia actually hoped that mainland enterprises and markets will develop rapidly and grow up to form an industry gathering. This way, for Japan and Japan, his intellectual property strategy can be implemented. However, in the face of the backlight and lighting industry LED product variables, the traditional breakthrough of LED patents is spreading.
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