Hongkai Optoelectronics: Taiwan LED packaging manufacturer "Winter Winter"

Hongkai Optoelectronics: Hongkai Optoelectronics: Taiwan Packaging Manufacturer "Winter Winter"

[Source: "High - tech LED - Research and Review" November issue reporter Tang Guirong / finishing]

“In the past few years, because LEDs belonged to new fields and the production capacity was small, the lamps were in short supply, and even the defective products could be reused in some toys or other products.” In November, Chairman of Hongkai Optoelectronics (5244.TW) When Huang Jianzhong accepted an exclusive interview with "High-tech LED", he could clearly recall the market conditions of the year.

Today, the "butterfly effect" caused by a series of external economic unfavorable factors such as the European debt crisis has pushed the already dangerous LED industry to the forefront. The packaging industry, which is in the middle of the industrial chain, is naturally difficult to escape.

From the latest financial data of several listed companies in the mainland, no matter whether it is revenue growth or gross profit margin performance is not optimistic. As the most direct competitor in the mainland, the LED packaging industry in Taiwan has also encountered industry cold winter. Most packaging companies were once caught in a situation of insufficient orders and negative profit growth.

"The high-profit era of the LED industry has passed." Huang Jianzhong admits that this year's LED packaging companies in Taiwan are facing tremendous pressure to survive. Although many packaging companies have turned to the mainland market to seek business opportunities, but in the face of the fierce price competition in the mainland market, the follow-up market expansion is not a smooth road.

According to Huang Jianzhong, Hongkai Optoelectronics has been positioned in the overseas high-end market in the past, and has accumulated many years of customer resources in the fields of automotive modules and 3C. “Hongkai Optoelectronics hopes to develop innovative products and actively explore the mainland market with the help of technology and customer resources.”

Return to the mainland market

Zhang Xiaofei:

Now everyone is preparing for the winter, some are covered with quilts for the winter, and some are wearing cotton jackets for the winter. In winter, you need to go out for food, prepare for the spring of the coming year. Covering the quilt for the winter is an escape mentality. The two are different. How are you going to spend the winter?

Huang Jianzhong:

In recent years, the “post-era” effect of the financial crisis has become more apparent, and market competition in all walks of life has become increasingly fierce. Although the performance of Hongkai Optoelectronics has been relatively stable during this period, since the beginning of this year, we have indeed been a bit like the quilt for the winter (laughs).

At present, the whole industry is the key moment to establish a brand. We are considering to find some well-doing mainland companies to cooperate and gain a foothold in the mainland market. Now it seems that this market has to succeed, only through this difficult period, I believe that the subsequent development potential of the company is still very large.

Zhang Xiaofei:

The bottom of the LED industry pyramid is in the mainland, and the biggest challenge facing package manufacturers is how to timely grasp the changes in demand for packaged products at the application end.

The fully automated production line equipment used by some domestic packaging manufacturers has an amazing production capacity. In the field of general lighting, it is usually dominated by companies that are good at low-price strategies such as Mulinsen and Changfang Lighting. Therefore, it is not so easy to rely on low prices in the mainland market. How are you going to open up the mainland market?

Huang Jianzhong:

Since the day of the establishment of Hongkai Optoelectronics, we have positioned ourselves in overseas markets and have made certain achievements over the years. However, we are now looking back at the mainland market. The automation of production line equipment is expanding very fast, the price of the produced lamp beads is low, and the advanced nature of some equipment has even surpassed that of Taiwanese counterparts.

In fact, we have noticed this very early. For the packaging enterprises in Taiwan, it is impossible to simply fight the price and scale. On the one hand, the domestic LED market in Taiwan is not large, and the government's support for enterprises is not large; mainland enterprises are different, and some enterprises have received large orders and financial subsidies from the local government.

Since 2004, we have transformed into a big customer business. After years of accumulation, we have successfully entered the supply chain of international companies such as Sony and Samsung, providing them with our LED packaging products and obtaining international certifications such as QC080000 and SonyGP.

In the mainland market, we will continue to adhere to technological innovation and use our own unique advantages to make differentiated products and markets.

Big customer support innovation

Huang Jianzhong:

In the past two years, the market has not been very good, especially now that packaging companies are very embarrassing and stuck in the middle of the industry chain. Nowadays, many packaging companies do their own lighting and channels, and many companies do vertical integration upstream and downstream to make the entire industry chain. What do you think?

Zhang Xiaofei:

A packaged product can show its technological advantages in the initial stage, but when it enters the market mature stage, the above technical advantages will gradually shrink. Now you can learn from the two approaches of mainland LED packaging companies: one is to monopolize the low-end market with high volume and low price, others can't spell the price with you; the other is to do products that others can't do, such as innovative ones. Light source instead of ordinary alternative light source.

Zhang Xiaofei:

During this time, I have seen a small number of companies have begun to scale up for high-end light sources in special areas. Taking medical light sources as an example, a domestic LED company provides LED light source devices that can be applied to a complete set of medical equipment through innovation and optimization of photothermal power technology. Although this market is small, it is growing very fast, with an average net profit margin of 30%-40%. This is a success story focused on high-end segments.

Huang Jianzhong:

In the mid- to high-end market, the price is not the most important. The key is to be recognized by customers through some successful cases. In the past, we have accumulated many similar resources in the fields of infrared, 3C, and automotive instrumentation. In the field of general lighting, we will focus on developing high-power packaged devices and laying out the outdoor lighting market. In the future, our positioning is still an innovative enterprise, with the support of large customers, taking the high-end route.

Positioning street light module

Zhang Xiaofei:

Packaged product updates are too fast, and are generally fully updated in two years. This involves the question of how the company should choose the product line and how to get ahead of the market. For enterprises that are going to scale production, there is a very big risk in the selection of product lines. If the products do not match the market demand, the products produced will have a large amount of unsalable sales. What is your product line positioning?

Huang Jianzhong:

At present, we are at the forefront of the market for infrared LED research and development, but only account for about 10% of the company's total revenue, which will be strengthened in the future. In addition, in the future, we will focus on the development and promotion of LED outdoor lighting modules, including light engines, to provide customers with light source solutions.

At present, we have made a new breakthrough in the eutectic technology, the performance of the optimized single LED brightness can reach the mass production standard of 130lm / w or more.

Zhang Xiaofei:

LED road lighting efficiency has improved very quickly, and now people no longer focus on light efficiency, but more concerned about cost performance. There are a lot of companies that do street lighting modules, but the focus is different. To some extent, the module is still in the early stages of marketing, and customers need to accept it for a while.

Huang Jianzhong:

The module is more flexible, of course, the technical difficulty is greater. However, the development of street lamps and tunnel lights in a modular manner can reduce the cost for the assembly. We plan to launch an efficient LED outdoor lighting optical module early next year.

Indeed, the LED road lighting effect on the market is already very high, but there is still a chance in this market. At present, we have applied for a number of related patents. In the future, our strategy is to provide high quality light source modules to provide our customers with a total solution platform. Taiwan Hongkai Optoelectronics: Taiwan packaging manufacturer "Winter Winter"

Tang Guirong / finishing

“In the past few years, because LEDs belonged to new fields and the production capacity was small, the lamps were in short supply, and even the defective products could be reused in some toys or other products.” In November, Chairman of Hongkai Optoelectronics (5244.TW) When Huang Jianzhong accepted an exclusive interview with "High-tech LED", he could clearly recall the market conditions of the year.

Today, the "butterfly effect" caused by a series of external economic unfavorable factors such as the European debt crisis has pushed the already dangerous LED industry to the forefront. The packaging industry, which is in the middle of the industrial chain, is naturally difficult to escape.

From the latest financial data of several listed companies in the mainland, no matter whether it is revenue growth or gross profit margin performance is not optimistic. As the most direct competitor in the mainland, the LED packaging industry in Taiwan has also encountered industry cold winter. Most packaging companies were once caught in a situation of insufficient orders and negative profit growth.

"The high-profit era of the LED industry has passed." Huang Jianzhong admits that this year's LED packaging companies in Taiwan are facing tremendous pressure to survive. Although many packaging companies have turned to the mainland market to seek business opportunities, but in the face of the fierce price competition in the mainland market, the follow-up market expansion is not a smooth road.

According to Huang Jianzhong, Hongkai Optoelectronics has been positioned in the overseas high-end market in the past, and has accumulated many years of customer resources in the fields of automotive modules and 3C. “Hongkai Optoelectronics hopes to develop innovative products and actively explore the mainland market with the help of technology and customer resources.”

Return to the mainland market

Zhang Xiaofei:

Now everyone is preparing for the winter, some are covered with quilts for the winter, and some are wearing cotton jackets for the winter. In winter, you need to go out for food, prepare for the spring of the coming year. Covering the quilt for the winter is an escape mentality. The two are different. How are you going to spend the winter?

Huang Jianzhong:

In recent years, the “post-era” effect of the financial crisis has become more apparent, and market competition in all walks of life has become increasingly fierce. Although the performance of Hongkai Optoelectronics has been relatively stable during this period, since the beginning of this year, we have indeed been a bit like the quilt for the winter (laughs).

At present, the whole industry is the key moment to establish a brand. We are considering to find some well-doing mainland companies to cooperate and gain a foothold in the mainland market. Now it seems that this market has to succeed, only through this difficult period, I believe that the subsequent development potential of the company is still very large.

Zhang Xiaofei:

The bottom of the LED industry pyramid is in the mainland, and the biggest challenge facing package manufacturers is how to timely grasp the changes in demand for packaged products at the application end.

The fully automated production line equipment used by some domestic packaging manufacturers has an amazing production capacity. In the field of general lighting, it is usually dominated by companies that are good at low-price strategies such as Mulinsen and Changfang Lighting. Therefore, it is not so easy to rely on low prices in the mainland market. How are you going to open up the mainland market?

Huang Jianzhong:

Since the day of the establishment of Hongkai Optoelectronics, we have positioned ourselves in overseas markets and have made certain achievements over the years. However, we are now looking back at the mainland market. The automation of production line equipment is expanding very fast, the price of the produced lamp beads is low, and the advanced nature of some equipment has even surpassed that of Taiwanese counterparts.

In fact, we have noticed this very early. For the packaging enterprises in Taiwan, it is impossible to simply fight the price and scale. On the one hand, the domestic LED market in Taiwan is not large, and the government's support for enterprises is not large; mainland enterprises are different, and some enterprises have received large orders and financial subsidies from the local government.

Since 2004, we have transformed into a big customer business. After years of accumulation, we have successfully entered the supply chain of international companies such as Sony and Samsung, providing them with our LED packaging products and obtaining international certifications such as QC080000 and SonyGP.

In the mainland market, we will continue to adhere to technological innovation and use our own unique advantages to make differentiated products and markets.

Big customer support innovation

Huang Jianzhong:

In the past two years, the market has not been very good, especially now that packaging companies are very embarrassing and stuck in the middle of the industry chain. Nowadays, many packaging companies do their own lighting and channels, and many companies do vertical integration upstream and downstream to make the entire industry chain. What do you think?

Zhang Xiaofei:

A packaged product can show its technological advantages in the initial stage, but when it enters the market mature stage, the above technical advantages will gradually shrink. Now you can learn from the two approaches of mainland LED packaging companies: one is to monopolize the low-end market with high volume and low price, others can't spell the price with you; the other is to do products that others can't do, such as innovative ones. Light source instead of ordinary alternative light source.

Zhang Xiaofei:

During this time, I have seen a small number of companies have begun to scale up for high-end light sources in special areas. Taking medical light sources as an example, a domestic LED company provides LED light source devices that can be applied to a complete set of medical equipment through innovation and optimization of photothermal power technology. Although this market is small, it is growing very fast, with an average net profit margin of 30%-40%. This is a success story focused on high-end segments.

Huang Jianzhong:

In the mid- to high-end market, the price is not the most important. The key is to be recognized by customers through some successful cases. In the past, we have accumulated many similar resources in the fields of infrared, 3C, and automotive instrumentation. In the field of general lighting, we will focus on developing high-power packaged devices and laying out the outdoor lighting market. In the future, our positioning is still an innovative enterprise, with the support of large customers, taking the high-end route.

Positioning street light module

Zhang Xiaofei:

Packaged product updates are too fast, and are generally fully updated in two years. This involves the question of how the company should choose the product line and how to get ahead of the market. For enterprises that are going to scale production, there is a very big risk in the selection of product lines. If the products do not match the market demand, the products produced will have a large amount of unsalable sales. What is your product line positioning?

Huang Jianzhong:

At present, we are at the forefront of the market for infrared LED research and development, but only account for about 10% of the company's total revenue, which will be strengthened in the future. In addition, in the future, we will focus on the development and promotion of LED outdoor lighting modules, including light engines, to provide customers with light source solutions.

At present, we have made a new breakthrough in the eutectic technology, the performance of the optimized single LED brightness can reach the mass production standard of 130lm / w or more.

Zhang Xiaofei:

LED road lighting efficiency has improved very quickly, and now people no longer focus on light efficiency, but more concerned about cost performance. There are a lot of companies that do street lighting modules, but the focus is different. To some extent, the module is still in the early stages of marketing, and customers need to accept it for a while.

Huang Jianzhong:

The module is more flexible, of course, the technical difficulty is greater. However, the development of street lamps and tunnel lights in a modular manner can reduce the cost for the assembly. We plan to launch an efficient LED outdoor lighting optical module early next year.

Indeed, the LED road lighting effect on the market is already very high, but there is still a chance in this market. At present, we have applied for a number of related patents. In the future, our strategy is to provide high quality light source modules to provide our customers with a total solution platform. Bay package manufacturer "winter"

Tang Guirong / finishing

“In the past few years, because LEDs belonged to new fields and the production capacity was small, the lamps were in short supply, and even the defective products could be reused in some toys or other products.” In November, Chairman of Hongkai Optoelectronics (5244.TW) When Huang Jianzhong accepted an exclusive interview with "High-tech LED", he could clearly recall the market conditions of the year.

Today, the "butterfly effect" caused by a series of external economic unfavorable factors such as the European debt crisis has pushed the already dangerous LED industry to the forefront. The packaging industry, which is in the middle of the industrial chain, is naturally difficult to escape.

From the latest financial data of several listed companies in the mainland, no matter whether it is revenue growth or gross profit margin performance is not optimistic. As the most direct competitor in the mainland, the LED packaging industry in Taiwan has also encountered industry cold winter. Most packaging companies were once caught in a situation of insufficient orders and negative profit growth.

"The high-profit era of the LED industry has passed." Huang Jianzhong admits that this year's LED packaging companies in Taiwan are facing tremendous pressure to survive. Although many packaging companies have turned to the mainland market to seek business opportunities, but in the face of the fierce price competition in the mainland market, the follow-up market expansion is not a smooth road.

According to Huang Jianzhong, Hongkai Optoelectronics has been positioned in the overseas high-end market in the past, and has accumulated many years of customer resources in the fields of automotive modules and 3C. “Hongkai Optoelectronics hopes to develop innovative products and actively explore the mainland market with the help of technology and customer resources.”

Return to the mainland market

Zhang Xiaofei:

Now everyone is preparing for the winter, some are covered with quilts for the winter, and some are wearing cotton jackets for the winter. In winter, you need to go out for food, prepare for the spring of the coming year. Covering the quilt for the winter is an escape mentality. The two are different. How are you going to spend the winter?

Huang Jianzhong:

In recent years, the “post-era” effect of the financial crisis has become more apparent, and market competition in all walks of life has become increasingly fierce. Although the performance of Hongkai Optoelectronics has been relatively stable during this period, since the beginning of this year, we have indeed been a bit like the quilt for the winter (laughs).

At present, the whole industry is the key moment to establish a brand. We are considering to find some well-doing mainland companies to cooperate and gain a foothold in the mainland market. Now it seems that this market has to succeed, only through this difficult period, I believe that the subsequent development potential of the company is still very large.

Zhang Xiaofei:

The bottom of the LED industry pyramid is in the mainland, and the biggest challenge facing package manufacturers is how to timely grasp the changes in demand for packaged products at the application end.

The fully automated production line equipment used by some domestic packaging manufacturers has an amazing production capacity. In the field of general lighting, it is usually dominated by companies that are good at low-price strategies such as Mulinsen and Changfang Lighting. Therefore, it is not so easy to rely on low prices in the mainland market. How are you going to open up the mainland market?

Huang Jianzhong:

Since the day of the establishment of Hongkai Optoelectronics, we have positioned ourselves in overseas markets and have made certain achievements over the years. However, we are now looking back at the mainland market. The automation of production line equipment is expanding very fast, the price of the produced lamp beads is low, and the advanced nature of some equipment has even surpassed that of Taiwanese counterparts.

In fact, we have noticed this very early. For the packaging enterprises in Taiwan, it is impossible to simply fight the price and scale. On the one hand, the domestic LED market in Taiwan is not large, and the government's support for enterprises is not large; mainland enterprises are different, and some enterprises have received large orders and financial subsidies from the local government.

Since 2004, we have transformed into a big customer business. After years of accumulation, we have successfully entered the supply chain of international companies such as Sony and Samsung, providing them with our LED packaging products and obtaining international certifications such as QC080000 and SonyGP.

In the mainland market, we will continue to adhere to technological innovation and use our own unique advantages to make differentiated products and markets.

Big customer support innovation

Huang Jianzhong:

In the past two years, the market has not been very good, especially now that packaging companies are very embarrassing and stuck in the middle of the industry chain. Nowadays, many packaging companies do their own lighting and channels, and many companies do vertical integration upstream and downstream to make the entire industry chain. What do you think?

Zhang Xiaofei:

A packaged product can show its technological advantages in the initial stage, but when it enters the market mature stage, the above technical advantages will gradually shrink. Now you can learn from the two approaches of mainland LED packaging companies: one is to monopolize the low-end market with high volume and low price, others can't spell the price with you; the other is to do products that others can't do, such as innovative ones. Light source instead of ordinary alternative light source.

Zhang Xiaofei:

During this time, I have seen a small number of companies have begun to scale up for high-end light sources in special areas. Taking medical light sources as an example, a domestic LED company provides LED light source devices that can be applied to a complete set of medical equipment through innovation and optimization of photothermal power technology. Although this market is small, it is growing very fast, with an average net profit margin of 30%-40%. This is a success story focused on high-end segments.

Huang Jianzhong:

In the mid- to high-end market, the price is not the most important. The key is to be recognized by customers through some successful cases. In the past, we have accumulated many similar resources in the fields of infrared, 3C, and automotive instrumentation. In the field of general lighting, we will focus on developing high-power packaged devices and laying out the outdoor lighting market. In the future, our positioning is still an innovative enterprise, with the support of large customers, taking the high-end route.

Positioning street light module

Zhang Xiaofei:

Packaged product updates are too fast, and are generally fully updated in two years. This involves the question of how the company should choose the product line and how to get ahead of the market. For enterprises that are going to scale production, there is a very big risk in the selection of product lines. If the products do not match the market demand, the products produced will have a large amount of unsalable sales. What is your product line positioning?

Huang Jianzhong:

At present, we are at the forefront of the market for infrared LED research and development, but only account for about 10% of the company's total revenue, which will be strengthened in the future. In addition, in the future, we will focus on the development and promotion of LED outdoor lighting modules, including light engines, to provide customers with light source solutions.

At present, we have made a new breakthrough in the eutectic technology, the performance of the optimized single LED brightness can reach the mass production standard of 130lm / w or more.

Zhang Xiaofei:

LED road lighting efficiency has improved very quickly, and now people no longer focus on light efficiency, but more concerned about cost performance. There are a lot of companies that do street lighting modules, but the focus is different. To some extent, the module is still in the early stages of marketing, and customers need to accept it for a while.

Huang Jianzhong:

The module is more flexible, of course, the technical difficulty is greater. However, the development of street lamps and tunnel lights in a modular manner can reduce the cost for the assembly. We plan to launch an efficient LED outdoor lighting optical module early next year.

Indeed, the LED road lighting effect on the market is already very high, but there is still a chance in this market. At present, we have applied for a number of related patents. In the future, our strategy is to provide high quality light source modules to provide our customers with a total solution platform.