[Text / high-tech LED Gan Qin] In the domestic LED market, the "low-cost" hat has always been worn on the head of domestic enterprises. When many domestic companies purchase domestic LED products, they will unconsciously put "domestic" and "low price" equal.
Recently, when Gaogong LED visited a packaging equipment company, the chairman of the company revealed that “the welding machine of a certain equipment company in China has its R&D team as the original ASM, and the core components are imported. It can be said to be equal to ASM. The quality, but the price is 30% cheaper than ASM, the most important thing is not recognized by customers."
There is also a glue company in this situation. The customer of the company directly admits that if the price cannot be lowered again next year, it will terminate its cooperation. In fact, according to the high-tech LED survey, the price of the glue company is at least 50% cheaper than the price of international manufacturers.
From the market reaction point of view, domestic LED "cheap and good quality" is still being questioned, is it true that domestic LEDs should be labeled as "low price"? And "low price" means low quality?
In this regard, Zhou Shuiming, general manager of Jiamei Times Lighting, said that low prices do not mean poor quality. Enterprises can reduce production costs through technological innovation and management practices, and reduce prices while ensuring quality. In this way, the price has become a major advantage for domestic manufacturers to counter international manufacturers.
In fact, from the perspective of products, the boundary between domestic LEDs and international LEDs is already blurred. From the domestic LED market, it can be seen that the localization rate of LEDs is increasing in recent years.
According to the research of the High-tech Research Institute LED Research Institute (GGII), the upstream chip has achieved a localization rate of 70%. In terms of packaging equipment, the localization rate of the die bonder and the dispenser is 60% and 80%, respectively. The wire bonding machine is relatively lagging behind, and the localization rate is less than 20%. The auxiliary materials, in addition to relying on imports in the middle and high-end lighting and backlight fields, have basically achieved localization.
The reason why some companies still question domestic products, and repeatedly ask for price cuts, Yang Fan, general manager of the same party, pointed out that “the main reason is that the previous low-price competition forced companies to lower the quality control standards and save costs from raw materials. The quality of domestic LED products is uneven."
"However, after 10 years of development in China's LED industry, both technology and manufacturing capabilities are close to the level of international manufacturers. The biggest gap is the brand premium." Yang Fan said.
An industry insider told Gaogong LED that the reason why foreign LED products are expensive to sell is partly because of their brand value, and their product value may not reach the height of the price they have marked. Most of the domestic LEDs are considered to be in line with the consumption level of domestic consumers, so the price is generally lower than that of foreign countries.
"This difference in price will become a big advantage for domestic LEDs to turn over, because domestic LEDs have higher cost performance. But before this, customers who still suspect domestic LEDs must be aware that affordable domestic LEDs It is consistent with the quality of expensive foreign products," said the person.
In fact, in the domestic LED industry chain, a number of leading companies have emerged in the fields of chip, packaging and lighting. Chips such as Tsinghua Tongfang, Huacan Optoelectronics, packaging such as Hongli Optoelectronics, Guoxing Optoelectronics, lighting such as Mulinsen, Sunlight, etc., such successful products from domestic manufacturers, regardless of technology, function settings or after-sales, Already comparable to international brands.
As a result, the domestic brands after the advancement urgently need the majority of Chinese people to "identify their bodies."
"Domestic enterprises must adhere to high quality, high standards, relying on raw materials, production control, technology, research and development to make the reliability of products infinitely close to the first-line manufacturers, long-term adherence, the value of China's LED brand will certainly accumulate and improve." Yang Fan concluded.
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