The large market environment determines the trend of the entire LED industry to return to rational competition. Whether it is upstream, midstream or downstream, the vicious competition in the market for several consecutive years has indeed made many enterprises seek survival and turn for the better.
However, the price increase is a double-edged sword. If you succeed, you will be happy. If you fail, you will further squeeze the survival space of SMEs in a "suicide" way.
The package innovation seminar hosted by Gaogong LED was successfully held in Shenzhen Qingqing World on September 9th. During the roundtable dialogue, Dr. Zhang Xiaofei, Chairman of Gaogong LED, and Wang Gaoyang, Marketing Director of Hongli Zhihui, General Manager of Zhonghao Optoelectronics Wang Mengyuan, deputy general manager of Donghaoguang Electronics, Chen Jiang, and deputy general manager of Liyang Co., Ltd. Yin Xiaopeng discussed the impact of packaging technology innovation on applications, and the price of packaging prices did not rise and how much.
1, CSP, flip, who gets the user's acceptance faster?
Chen Jiang, deputy general manager of Donghao Optoelectronics
CSP and flip-chip are the same type of products from a wide range, and there are similarities and differences; CSPs originate from flip-chip, but there are differences, and CSPs are more standardized devices.
Customers choose CSP or flip-chip, just like choosing accessories for their product design. With CSP products, customers can dress up more according to their own needs and wishes; the design and dressing rights of flip-chips are more in the hands of packaging manufacturers. Customers can only design according to the inherent shape of flip-chip products. The initiative of the customer is relatively low.
Therefore, the advantages of CSP compared to flipping are more flexible and freer when designing products.
Yin Xiaopeng, deputy general manager of Liyang Co., Ltd.
In fact, CSP is an extension of flip-chip, CSP is based on flip-chip, customers choose CSP will be more free. However, product yield and productivity are still the biggest problems.
Wang Mengyuan, general manager of Zhonghao Photoelectric
In terms of product characteristics, CSP itself is a five-sided concentrating, suitable for floodlighting lighting applications, such as: backlight, line lights, lamps, bulbs and so on. But for now, cost and price/performance are still issues.
From the point of view of user or industry distribution, CSP has not solved the problem of division of labor. The industry from upstream to downstream, downstream application customers usually do not have some optical technology reserves, or discrete devices are placed in the hands of customers, he needs to solve A lot of assembly problems.
If applied to concentrating lamps, such as spotlights, CSP has no advantage, which is a difficult problem to solve in downstream applications. In addition, yield and consistency also need to be considered.
CSP is indeed an extension of flip-chip products, emphasizing the so-called chip-based packaging technology. I think that the back of the package should not always be viewed from a stand-alone perspective. It should be seen as a monolithic one. That is to say, the package needs to cooperate with the chip factory to provide the final semi-finished product or the so-called light source product form downstream.
In addition, the cost of flipping is much faster than CSP, mainly depending on the time users of the downstream to master such new technology levels and equipment applications, etc. Flipback will definitely be faster than CSP because it solves downstream applications. The problem with the threshold.
Zhang Xiaofei: Do not use the flip-chip package as an independent device. If you make a semi-finished product, the user's acceptance will be easier.
2. What are the factors that really hinder user acceptance?
Yin Yupeng
The difficulty of a single device is that the cost performance requirement is too high, and the price of EMC has an advantage. The high cost performance is relative to the field of flip-chip integration, but in a single form of light efficiency, the price is slightly worse.
There are many kinds of flip-chip applications, flip-chip integration, COB, etc., cost-effective, if a single device is used, it is easier to reflect the superiority of performance, not the price. The reason is the choice of matching, the choice of chip and the whole process.
Wang Mengyuan
In fact, the cost gap between the chip and the flip chip is now high. Why is the cost high? Now the chip can be finished with only two processes, very fast, and can achieve very low price.
But flip-chips have to be done well, at least 6-8 processes are required to meet our requirements, so there are several times more process costs.
Invertedly speaking, it depends on the necessity of the market. I think the current cost-effective dressing has reached the limit, there is no need to find something to replace.
However, in the field of high power density, like a car light, it is necessary to achieve a certain luminous flux in a small space.
In addition, the application product structure design requirements are very thin, not too thick or too large, in this application, flipping has great advantages.
Wang Gaoyang
Whether it is doing CSP or flipping, it requires technical precipitation, or market precipitation. At present, the market is there, depending on whether your marketing capabilities and technical level can be achieved.
Now the business share of Hongli Zhihui is less than 3%, but I think the prospects must be bright.
Zhang Xiaofei: Regardless of flip-chip or CSP, don't easily say that you are low-cost, high-quality, cost-effective things, and ultimately the market still wants everyone to calmly choose.
3, the latest preferential prices of various packaging companies Chen Jiang
Dongpu Optoelectronics mainly produces power-type CSPs. In order to adapt to different market needs, choose to use different chips to cooperate, such as 1515, the price is from 0.3-1.3 yuan, 1515 products to achieve 0.3 yuan, the advantage is very large.
At this stage, 80% of our products are still above 0.85 yuan, and the ratio of 0.3 yuan to 0.6 yuan is less than 10%. The market started to enter in March this year, and 1.0 yuan - 1.3 yuan is about 10%.
Yin Yupeng
The representative wattage of the integrated light source is 50W, the light efficiency is between 120-130, and the most common shipment is about 0.4 yuan. If there is a requirement for the chip brand, the high can achieve 0.8 yuan-0.9 yuan, the output value of the two. no big difference.
Wang Mengyuan
Zhonghao Optoelectronics takes the route at both ends according to market demand. One is cost-effective, for outdoor use at around 0.4 yuan, and one for 0.8 yuan - 0.9 yuan; indoors are also divided into two categories, according to W, one type is about 0.4 yuan.
The light engine can achieve 1.0 yuan outdoors, and the indoors can achieve between 0.8 yuan and 0.9 yuan.
Wang Gaoyang
As the price of chips rises, lighting packages are indeed under great pressure, including our downstream. Our flip-chip is used in the car part, and the performance is in line with international brands, but the price will be 50% lower than the international brand.
Fighting the price will never be able to fight for the first time, whoever fights the technology is at the forefront, who has the market.
4. What is the rise? Does it rise?
Wang Gaoyang
Hongli Zhihui will not raise prices for the time being, and will certainly not continue to fall in price.
Wang Mengyuan
For individual customers, the majority of customers will not rise or fall.
Yin Yupeng
Old customers will not go up, new customers will rise appropriately.
Chen Jiang
Basically, there will be no price increase and no price drop.
5. What if the competitors come out to cut prices? Yin Yupeng
There is still some room for profit decline, and there is still some space for capacity.
Chen Jiang
Without profit, there is no service. We don't care about peer price cuts. We are more about doing customer service.
Moreover, Donghao Optoelectronics currently has a capacity utilization rate of approximately 65%, and there is still room to match the market. Subsequent Donghao Optoelectronics will also expand production to meet market growth.
Wang Mengyuan
Capacity from September to October will be more difficult, and there may be some in November-December.
Wang Gaoyang
Hongli Zhihui started construction at the Jiangxi base on July 21, and at the end of this month, it is close to the proportion of 1/2 of the headquarters in Guangzhou. Next, our production capacity will be at the forefront.
Pure shreds are smashed by price, and there are already many homes that have closed down. If competitors cut prices, Hongli Zhihui will take corresponding measures.
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