[High-tech LED News] "From the perspective of spring 2011, the LED display market is expected to grow rapidly. With the growth of domestic and international economy and the improvement of technology, China's LED display technology can reach, and even some technologies exceed international standards. China Although the LED industry has gone a lot of detours, it has made rapid progress." Pang Guiwei, chairman of Shenzhen Tongpu Technology Co., Ltd., said in an interview with Gao Gong LED reporter.
“On the whole, Tongpu is more focused on technology research and development, but the entire Chinese LED industry has to reach a very high level in terms of core technology. It still needs a process.†Shenzhen Tongpu Technology Co., Ltd. is a company. It is a state-level high-tech enterprise integrating R&D, production, sales and engineering services. It has deepened its overseas market and established branches and offices in various countries. It also cooperates with internationally renowned companies such as Japan NICHIA, American CREE, Taiwan Jingyuan, etc. Home LED display raw material suppliers and distributors establish strategic alliance partners.
LED display market is expected to grow rapidly this year
High-tech LED : Last year, domestically produced displays accounted for 80% of the global market . How do you look at the domestic display market in recent years?
Pang Guiwei: In the past, foreign display manufacturers have a high market share in the world and have shrunk in recent years. Many European and American countries, especially the United States, hope to promote the market through Chinese companies, but at that time domestic display screens did not have such a high refresh rate. In the past two years, with the improvement of the refresh rate, the progress of the process, the update of the data system, the driving chip and other technologies can reach the foreign level, and even some technologies can surpass them. The foreign market began to accept Chinese LED products, and the domestic display market is growing rapidly. Although the Chinese LED industry has gone a lot of detours, it has made rapid progress.
High-tech LED : You just mentioned that foreign companies have a high market share in the past, while domestic companies have a small market share because there are still some technical problems at that time.
Pang Guiwei: First of all, the display raw materials, such as the driver chip technology can not keep up, the level of technology does not meet the requirements of the international market, then design can not be discussed. The raw materials are not good, the control system is no better, and it is useless.
High- tech LED : At present, there is a saying in the industry that “the industry is hot and the company is shivering coldlyâ€. Many enterprises are struggling to survive in the incandescent competition. What is the current monthly capacity of Tongpu? Is there a gap period?
Pang Guiwei: August-September is the peak period. After the end of the year to May, it is the off-season. In the off-season, the average monthly output of Tongpu is more than 3,000 square meters, and the peak season can reach 4,500 square meters per month. This year is more "unusual". After the year, especially after the Guangzhou exhibition in March, orders are more intensive, and many foreign customers are looking for suppliers in China.
High-tech LED : Why is it abnormal this year?
Pang Guiwei: Since the second half of last year, the foreign economy has gradually recovered. According to this trend of recovery, this year should be a good market, and the demand will increase.
Overcoming difficulties and deepening overseas markets
High-tech LED : Is the current Tongpu product based on export?
Pang Guiwei: At present, the market price of the display screen is relatively good or the international market is the main one. At the beginning, Tongpu was mainly based on the domestic market, and foreign markets accounted for only 30%. In the past two years, the foreign market accounted for 50% to 60%. The foreign market is a very large market. Tongpu attacked the overseas market in 2007. At that time, it was very expensive to do business in Europe. Therefore, the idea of ​​setting up a branch overseas was taken, and the local materials were taken from abroad, not only reduced by many. Expenses, products and services also meet the needs of local customers.
High-tech LED : Which of the LED products currently sold abroad are hot?
Pang Guiwei: There are many display screens for outdoor advertising screens, rental screens, and stadium tube games that are sold abroad. The requirements for display screens are also high, such as the Americas and Europe.
High-tech LED : What is the biggest difficulty for China to enter the overseas market?
Pang Guiwei: The difficulty and size are not the same. If you want to go into the market and it is more difficult, you must combine local channel dealers to help them, exchange technical exchanges and market experience, and understand the customer's product technology. Quality requirements. If domestic LED display companies do not pass local enterprises, it is difficult to enter the European and American football clubs alone, because some European and American companies implement technical protection and market monopoly.
High-tech LED : One of the reasons why the value added in China is not high is that it does not understand the local demand. If you want to increase the added value of the product, do you need to combine the local people to carry out technology research and development and design, and then carry out production?
Pang Guiwei: The market monopoly ultimately refers to the reasons why the technology cannot meet his requirements and the after-sales service cannot be synchronized. Because they feel that Chinese technology is difficult to meet the requirements, but if they can unite with local companies, customers will be very happy. With local technical support and channel resources, it is easy to propose a solution that meets local needs.
In 2009, Tongpu established a branch office in Europe, hiring local market personnel and technical personnel, and was assisted by Chinese technicians. At present, the headquarters of Tongpu overseas market is in Denmark, and other countries such as Poland, Sweden, Norway, Italy, Germany, Greece, etc. adopt the strategy of joining agents.
Pang Guiwei: Yes , for example, LED lighting products, on the one hand, there is encouragement and support from the local government. Through media reports, local people are also willing to buy; on the other hand, they can apply for some research and development subsidies to promote employment subsidies. Tongpu Europe has applied for subsidies by submitting information to relevant governments, and has now received partial subsidies.
How should Chinese companies respond to Taiwan enterprises entering?
High-tech LED : Taiwan is mainly used for packaging, but when it came to the mainland, it won many application projects such as street lamps. Do they have any advantages in entering the Chinese market for application?
Pang Guiwei: There should be. Most of the domestic packaging is small and medium-sized enterprises. Taiwan enterprises have certain cost advantages. They used to package and form brands, which is also a great promotion for the whole industry. These enterprises have strong strength and will have certain impact on some enterprises in the mainland.
High-tech LED : Like the overcapacity of upstream production, it will lead to the decline of chips, such as the penetration rate of the lighting market. For example, many companies in Taiwan that are doing upstream chips and packaging have entered the lighting market. How do you view this phenomenon? Taiwanese companies have already come in, how should they respond as domestic companies?
Pang Guiwei: Taiwan enterprises mainly do upstream chip and investment in packaging technology. There will be competition in the lighting market. I think competition is good. For applications, the best and the strongest are the key. At present, the price war is one after another, but the development of the LED lighting industry needs to have a process of adjustment. The entry of Taiwan enterprises is beneficial to the entire lighting industry.
As for the overcapacity in the upstream, I think it is because the quality of individual brands is not good, and the market demand for good quality products is very large. The development of the industry requires quality support and requires industry standards.
Although Taiwanese companies have already entered, Taiwanese companies may not have a huge network of domestic enterprises. Mainland enterprises also have their own advantages. Over the years, they not only have their own business ideas, but also master many aspects of public relations skills, so don’t worry. .
Master technology and increase sales
High- tech LED : The chip is the core device of the LED industry. Is the chip of Tongpu mainly imported or mainly made in China?
Pang Guiwei: There are currently chips using Nichia and Cree, as well as chips from Silan. Mainly according to the requirements of customers, some high-end products sold overseas, generally using Nichia chips, some domestic government agencies or powerful buyers and advertising companies, will also use Nichia chips, but most of the domestic market is still The use of Silan's chips is relatively large.
High-tech LED : What is the current sales of Tongpu?
Pang Guiwei: Tongpu's sales in 2010 have not exceeded 300 million, but the overseas market has increased by 45% compared with 2009.
High-tech LED : This year's coastal areas in the coastal areas are in short supply. Many mainlanders do not want to return to the eastern coast after the year, or work in LED companies in the Mainland . Does Tongpu have encountered difficulties in employment?
Pang Guiwei: At present, the talents in the LED industry are very scarce. The phenomenon of digging people from each other is more serious. The loss of talents, the enterprises are injured, and the labor costs are raised. The key to an enterprise should be to focus on cultivating talents, and knowing how to retain talents is the question that companies must think about. At present, Tongpu has more than 400 employees, and there are nearly 500 overseas personnel and office staff. Tongpu's talent mobility is relatively small, and recruitment is also in place. This year, the company added several automation equipments, multiple automated assembly lines, optimized processes, improved efficiency, and reduced labor costs. The company also proposed both quantity and quality requirements.
High-tech LED : If you use a sentence to summarize the development of Tongpu this year, what do you think should be said?
Pang Guiwei: If 2010 is a year of general practice, this year will be a year for Tongpu to take off.
“On the whole, Tongpu is more focused on technology research and development, but the entire Chinese LED industry has to reach a very high level in terms of core technology. It still needs a process.†Shenzhen Tongpu Technology Co., Ltd. is a company. It is a state-level high-tech enterprise integrating R&D, production, sales and engineering services. It has deepened its overseas market and established branches and offices in various countries. It also cooperates with internationally renowned companies such as Japan NICHIA, American CREE, Taiwan Jingyuan, etc. Home LED display raw material suppliers and distributors establish strategic alliance partners.
Pang Guiwei, Chairman of Shenzhen Tongpu Technology Co., Ltd.
LED display market is expected to grow rapidly this year
High-tech LED : Last year, domestically produced displays accounted for 80% of the global market . How do you look at the domestic display market in recent years?
Pang Guiwei: In the past, foreign display manufacturers have a high market share in the world and have shrunk in recent years. Many European and American countries, especially the United States, hope to promote the market through Chinese companies, but at that time domestic display screens did not have such a high refresh rate. In the past two years, with the improvement of the refresh rate, the progress of the process, the update of the data system, the driving chip and other technologies can reach the foreign level, and even some technologies can surpass them. The foreign market began to accept Chinese LED products, and the domestic display market is growing rapidly. Although the Chinese LED industry has gone a lot of detours, it has made rapid progress.
High-tech LED : You just mentioned that foreign companies have a high market share in the past, while domestic companies have a small market share because there are still some technical problems at that time.
Pang Guiwei: First of all, the display raw materials, such as the driver chip technology can not keep up, the level of technology does not meet the requirements of the international market, then design can not be discussed. The raw materials are not good, the control system is no better, and it is useless.
High- tech LED : At present, there is a saying in the industry that “the industry is hot and the company is shivering coldlyâ€. Many enterprises are struggling to survive in the incandescent competition. What is the current monthly capacity of Tongpu? Is there a gap period?
Pang Guiwei: August-September is the peak period. After the end of the year to May, it is the off-season. In the off-season, the average monthly output of Tongpu is more than 3,000 square meters, and the peak season can reach 4,500 square meters per month. This year is more "unusual". After the year, especially after the Guangzhou exhibition in March, orders are more intensive, and many foreign customers are looking for suppliers in China.
High-tech LED : Why is it abnormal this year?
Pang Guiwei: Since the second half of last year, the foreign economy has gradually recovered. According to this trend of recovery, this year should be a good market, and the demand will increase.
Overcoming difficulties and deepening overseas markets
High-tech LED : Is the current Tongpu product based on export?
Pang Guiwei: At present, the market price of the display screen is relatively good or the international market is the main one. At the beginning, Tongpu was mainly based on the domestic market, and foreign markets accounted for only 30%. In the past two years, the foreign market accounted for 50% to 60%. The foreign market is a very large market. Tongpu attacked the overseas market in 2007. At that time, it was very expensive to do business in Europe. Therefore, the idea of ​​setting up a branch overseas was taken, and the local materials were taken from abroad, not only reduced by many. Expenses, products and services also meet the needs of local customers.
High-tech LED : Which of the LED products currently sold abroad are hot?
Pang Guiwei: There are many display screens for outdoor advertising screens, rental screens, and stadium tube games that are sold abroad. The requirements for display screens are also high, such as the Americas and Europe.
High-tech LED : What is the biggest difficulty for China to enter the overseas market?
Pang Guiwei: The difficulty and size are not the same. If you want to go into the market and it is more difficult, you must combine local channel dealers to help them, exchange technical exchanges and market experience, and understand the customer's product technology. Quality requirements. If domestic LED display companies do not pass local enterprises, it is difficult to enter the European and American football clubs alone, because some European and American companies implement technical protection and market monopoly.
High-tech LED : One of the reasons why the value added in China is not high is that it does not understand the local demand. If you want to increase the added value of the product, do you need to combine the local people to carry out technology research and development and design, and then carry out production?
Pang Guiwei: The market monopoly ultimately refers to the reasons why the technology cannot meet his requirements and the after-sales service cannot be synchronized. Because they feel that Chinese technology is difficult to meet the requirements, but if they can unite with local companies, customers will be very happy. With local technical support and channel resources, it is easy to propose a solution that meets local needs.
In 2009, Tongpu established a branch office in Europe, hiring local market personnel and technical personnel, and was assisted by Chinese technicians. At present, the headquarters of Tongpu overseas market is in Denmark, and other countries such as Poland, Sweden, Norway, Italy, Germany, Greece, etc. adopt the strategy of joining agents.
Pang Guiwei: Yes , for example, LED lighting products, on the one hand, there is encouragement and support from the local government. Through media reports, local people are also willing to buy; on the other hand, they can apply for some research and development subsidies to promote employment subsidies. Tongpu Europe has applied for subsidies by submitting information to relevant governments, and has now received partial subsidies.
How should Chinese companies respond to Taiwan enterprises entering?
High-tech LED : Taiwan is mainly used for packaging, but when it came to the mainland, it won many application projects such as street lamps. Do they have any advantages in entering the Chinese market for application?
Pang Guiwei: There should be. Most of the domestic packaging is small and medium-sized enterprises. Taiwan enterprises have certain cost advantages. They used to package and form brands, which is also a great promotion for the whole industry. These enterprises have strong strength and will have certain impact on some enterprises in the mainland.
High-tech LED : Like the overcapacity of upstream production, it will lead to the decline of chips, such as the penetration rate of the lighting market. For example, many companies in Taiwan that are doing upstream chips and packaging have entered the lighting market. How do you view this phenomenon? Taiwanese companies have already come in, how should they respond as domestic companies?
Pang Guiwei: Taiwan enterprises mainly do upstream chip and investment in packaging technology. There will be competition in the lighting market. I think competition is good. For applications, the best and the strongest are the key. At present, the price war is one after another, but the development of the LED lighting industry needs to have a process of adjustment. The entry of Taiwan enterprises is beneficial to the entire lighting industry.
As for the overcapacity in the upstream, I think it is because the quality of individual brands is not good, and the market demand for good quality products is very large. The development of the industry requires quality support and requires industry standards.
Although Taiwanese companies have already entered, Taiwanese companies may not have a huge network of domestic enterprises. Mainland enterprises also have their own advantages. Over the years, they not only have their own business ideas, but also master many aspects of public relations skills, so don’t worry. .
Master technology and increase sales
High- tech LED : The chip is the core device of the LED industry. Is the chip of Tongpu mainly imported or mainly made in China?
Pang Guiwei: There are currently chips using Nichia and Cree, as well as chips from Silan. Mainly according to the requirements of customers, some high-end products sold overseas, generally using Nichia chips, some domestic government agencies or powerful buyers and advertising companies, will also use Nichia chips, but most of the domestic market is still The use of Silan's chips is relatively large.
High-tech LED : What is the current sales of Tongpu?
Pang Guiwei: Tongpu's sales in 2010 have not exceeded 300 million, but the overseas market has increased by 45% compared with 2009.
High-tech LED : This year's coastal areas in the coastal areas are in short supply. Many mainlanders do not want to return to the eastern coast after the year, or work in LED companies in the Mainland . Does Tongpu have encountered difficulties in employment?
Pang Guiwei: At present, the talents in the LED industry are very scarce. The phenomenon of digging people from each other is more serious. The loss of talents, the enterprises are injured, and the labor costs are raised. The key to an enterprise should be to focus on cultivating talents, and knowing how to retain talents is the question that companies must think about. At present, Tongpu has more than 400 employees, and there are nearly 500 overseas personnel and office staff. Tongpu's talent mobility is relatively small, and recruitment is also in place. This year, the company added several automation equipments, multiple automated assembly lines, optimized processes, improved efficiency, and reduced labor costs. The company also proposed both quantity and quality requirements.
High-tech LED : If you use a sentence to summarize the development of Tongpu this year, what do you think should be said?
Pang Guiwei: If 2010 is a year of general practice, this year will be a year for Tongpu to take off.
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