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LED lighting industry COB market or step into shuffling
In the cob market price diving generally decline, with its unique product advantages, COB products in the medium power application market has also been rapidly popularized. Opportunities and crises are the backbone of today's COB vendors. In fact, COB has been favored by the industry in the early stage, but it has been subject to problems such as light efficiency, light decay, price and reliability. COB light source has not been accepted by the pragmatic market. There has been no major breakthrough before 2010. . However, with the gradual maturity of COB process technology, as well as the improvement of the overall performance of upstream chips and the progress of the overall packaging process, at the same time, the improvement of materials and manufacturing equipment and the development of COB complement each other, accelerating the improvement of COB cost performance. During the trial production phase, the mass production phase was highlighted. After 2010, COB was gradually accepted by the market. Especially in 2012, this situation has been greatly improved. The domestic mainstream packaging plant has gradually increased the research and development of COB light source technology, and the market has become more and more accepting COB light source. The price/performance ratio is also becoming more reasonable. Until this year, COB has developed rapidly in the field of commercial lighting, especially in the form of reflectors or lenses. It has become the mainstream solution for directional lighting, and the quality of light it brings is currently unmatched by a single high-power device. COB light source has also become the preferred source of medium power commercial lighting. Some manufacturers even bluntly say that this year is the peak stage of the COB market. Compared with the patch-type light source, COB is much better in terms of cost performance, and it is also very convenient in processing and production. The owner of the accessories company laughs and says that the two screws can be fixed, and the Zhongshan workshop has once again lived. This advantage promotes the strong willingness of manufacturers to produce on a large scale and in an automated manner. Compared with the previous standard and the performance is not up to standard, COB light source is now more and more perfect in overall quality. Packaging manufacturers no longer stay in the initial stage of the market, and pursue high quality and high efficiency COB. The price/performance stage. Since last year, new products from domestic manufacturers have emerged in an endless stream, and even international manufacturers are constantly in the field of high-efficiency COB. In July, Philips Lighting launched its LUXEONCOB series of products for the commercial lighting market. This series of products has outstanding performance and quality, such as CrispWhite white technology, which makes the white display brighter and more vivid, while allowing various The color appears more full. In addition, the LUXEONCOB series is available in a variety of lumen package sizes from MR16 and PAR lamps (800lm) to 70W and 100WCDM (7000lm). As a well-known manufacturer of LED chips and COB packages, Puri does not want to be absent. At the Guangya Exhibition in June this year, Preh exhibited a series of key COB products. In 2013, when the revenue in China accounted for about 50% of the total revenue, Puri hopes to rely on its key products. The expansion of production capacity this year will greatly increase the proportion of its contribution to the Chinese market. At the same time, Citizen Electronics Co., Ltd. launched a new high-power LED product for the COB*1 series Version3 lighting with a luminous efficiency higher than the current quality of 14 in LIGHTFAIRINTERNATIonAL2014 held in Las Vegas, USA on June 3, a total of 4 series, 11 Variety. In addition, Taiwan's LED vertical integration factory Longda Electronics also launched a full range of integrated package COB and flip chip integrated package (FlipChipCOB) series of lighting applications in the middle of the year. The first Nimbus-P flip-chip integrated package series from Ronda is to extend the flip chip package to COB. Ronda pointed out that Nimbus-P is the most important feature to minimize the light-emitting surface and achieve high-density lumens. Output, so under the same brightness, its light-emitting area can be reduced by 50 compared with the general COB. This is not all, Samsung also released its new products this year earlier this year. On January 29, 2014, Samsung Electronics released the industry's highest light-efficiency COB series products, including a color temperature of 3000K, a luminous efficacy of 130lm/W, and a luminous efficiency of 143lm/W at 5000K. Since last year, Philips Lumileds, Seoul Semiconductor, cree And other major international manufacturers have launched their high-efficiency, high-efficiency COB new products in the Chinese market. It is worth noting that the efforts of international manufacturers are not without basis. In such a period of time, major manufacturers have focused on the COB field. Even Lumenus Devices, the US lumen, entered the COB market segment for the first time at the end of last year with Xnova series products, intending to open up a new way for the application of general solid-state lighting products. LuminusDevices has entered the COB market with some surprises. This company dedicated to high-power LED chips has even questioned the value proposition of COB technology, but now it is also a bit confusing. According to CSAResearch survey statistics, the overall penetration rate of LED in the commercial lighting market has reached 12.59 in 2013, and the penetration rate from the 10 to 60 stage is the fastest stage of market growth. Some industry analysts said that in combination with the series of actions of international manufacturers, this may reveal the reasons for their concentrated efforts to maximize their benefits at the best time in the market with the most appropriate timing. CSAResearch predicts that 2014-2015 will be a continuous explosion of LED commercial lighting. The average annual growth rate will exceed 200 in 2013-2015, and the compound growth rate will reach 96.72. The penetration rate of LED lighting products in the commercial market will reach 31.19. It is understood that as an excellent light source pursued by commercial lighting manufacturers, the current orbital spotlights, ceiling lights, MR16, GU10 have begun to fully adopt COB light source; in the field of home lighting, only some COB ceiling lights and COB downlights will be selected; In the outdoor lighting field, the floodlights mainly use COB light source, 30W, 50W rural road lighting street lamps, the requirements are not high, and the COB light source is gradually adopting; outdoor street lights and tunnel lights are mainly used in single 1W ~ 3W power devices or high power COB In the light source package form, the two are equally divided, but the proportion of COB is gradually increasing. Overall, the application market for COB is mainly in commercial lighting. Due to the higher demand for light quality in the commercial lighting field, a higher commercial atmosphere is created. Now, with the improvement of the overall COB quality, the light efficiency is insufficient from last year. The general situation of 100lm/W has achieved a high-quality change of 110lm/W as a whole this year. At the same time, the indexing aspect that is particularly valued in commercial places has also increased from 70-80 last year to 90 this year. The overall increase in the performance of shuffled COB products and the rapidly growing market space have also attracted a large number of new players. Nowadays, as the situation of oversupply becomes more and more prominent, price has become the key to the competition. In 2012, our 10W light source price was more than 30 yuan, and it can still stay in this range last year, but this year it has dropped to more than 20 yuan. Wu Zhian, Marketing Director of Shenzhen Xinmao Technology, said in an interview with this reporter. Xinmao Technology, which is based on Taiwan's COB brand Qiqi Technology, has seen a significant increase in product shipments as the market demand has grown rapidly, but the price has not kept up. Wu Zhian said that COB products are new. The contribution of Mao Technology has increased in terms of operating income, but the profit is still very tight and stays in place. The demand for commercial lighting market is growing rapidly. This year's shipments will probably exceed 100. However, in terms of price, we have been forced to cut it twice this year, which is very helpless. Wu Zhian said. According to Wu Zhi'an, Foshan, a commercial lighting town, has become a major city for COB manufacturers to compete for in the commercial lighting field. As the COB market exceeds demand, it has also caused a mixed market. There are various manufacturers in the market. In the case of excessive price competition, many customers will inevitably have doubts about product quality. Wu Zhian said that the new problem has created some typical and special supply models in Foshan market since last year. Before the supplier reaches a cooperation, the client will ask the supplier to give a certain percentage of the quality guarantee money as the pledge fund. Once the quality problems, the hundreds of thousands of quality deposits placed on the customer's hands will not be returned. In Wu Zhi'an's view, it is still because the price drops too fast, causing customers to be concerned about the quality of the overall product. Prices are continuing to decline. Everyone will think about some methods. Some people will change the materials to reduce the cost, but the materials can not be guaranteed in terms of quality, so we must be careful in this case. Yang Renkou, general manager of Shenzhen Baoguang Lighting, said in an interview. Yang Renkou also felt deeply about the price decline. At the beginning of the year, it was still seven or eight cents per watt, but it has doubled now. This rapid decline has caused Baoguang Lighting to increase its shipments this year, but the overall output value is still similar to last year. Yin Hui, director of Ningbo Shengpu Optoelectronics Market, said in an interview that since the overall lighting products have been cutting prices, COB prices have continued to drop this year, with an estimated 20-30 declines. In terms of shipments, in comparison, the first half It is slightly better, but it has been slightly lighter since the second half of the year. In the second half of the year, the overall market demand did not flourish in the first half of the year. In addition, there were more competitors in the market. The price competition in the market was too strong, and the low price was popular in the market. Yin Hui said that the change in industry prices is a regular one. At the peak of the market's maturity, it will fall by about 20 per year, which is a reasonable range. However, at a certain time, the space for price reduction will gradually become weaker. Now, in addition to cutting corners and changing materials. There is no other way. Yin Hui said that the demand for luminaires for commercial lighting is generally in the medium power range, which is a better application range for COB light sources. This year COB is the most widely sold medium-powered lamps such as spotlights and track lights. Compared with last year, it has more than doubled, and the growth is about 120-150. Like Shengpu Optoelectronics, Yang Renkou said that this year's shipments have also doubled. Wu Zhian also said that the situation is the same, but for the next year's trend, companies have different. In Yin Hui's view, due to the unclear economic environment and the tragic price smothering, the demand in the second half of the year is slightly dim, and it may be relatively stable next year, but the price will continue to decline. Yang Renkou said that Baoguang Lighting has hardly contributed much to the gross profit of general-purpose products. The price competition will be even more fierce next year. Baoguang Lighting has adopted relevant strategies and is currently developing some high-end products of non-standard products, which will become Baoguang Lighting. In the subsequent market melee, we maintained a stable profit growth point. I believe that these new products will bring us great economic growth next year. Yang Ren buckle said. In the view of Wang Chun, the director of Baoguang Lighting, the future COB market will develop towards non-standard and customized products. Today, nearly 50% of Baoguang Lighting's contribution is from the customized needs of customers. With the miniaturization of the mass-produced COB products, the main reason for profitability will become weaker. From the end of this year to the next year, this may be a market reshuffle period. Wang Chun said that the market is now mixed, and in the mature market, it will certainly wash away some of the manufacturers with poor product and positioning. At the right time, the selective strategic layout of Baoguang Lighting will become the key to success.