The current situation in the lighting industry is unusually similar to the situation of domestic mobile phones. Through channels and some fancy marketing methods, domestic mobile phones once ushered in their own "spring" and occupied a large market share. However, the backwardness of technology made the “spring†of domestic mobile phones extremely short-lived, and then fell into the bottom of development. Foreign mobile phone manufacturers took the opportunity to carry out large-scale counterattacks. However, a company in Taiwan, China, has brought a turnaround. It integrates the software and hardware integration of mobile phone chips, and then packages them for customers. Mobile phone manufacturers can perform multi-functional development of products with some simple processing. To make the finished product, this is the "Turnkey solution". Since then, the use of MediaTek's "Turnkey solution" of the cottage mobile phone sales is amazing, domestic mobile phones finally ushered in another "spring."
A simple division of labor in the industrial chain has achieved such a major breakthrough. Then, in the field of LED lighting where the division of labor is still unclear, who will achieve the status similar to MediaTek and lead the entire industry to break through?
Enlightenment from MediaTek
In 1997, Cai Mingjie established MediaTek and prepared to enter the CD-ROM field. Although this field is dominated by several giants, Cai Mingjie believes that in the product life cycle S-curve theory, if the product is in the second half of the curve, the space for function improvement is reduced, and cost competitiveness, production flexibility and efficiency become exceptional. important. At this time, if you can develop a cost-effective product, you can stimulate explosive growth in the market. At this point, Asian SMEs have an advantage over large companies in developed countries.
At that time, major suppliers of CD-ROM chips, such as OAK Group of the United States, Sony and Toshiba of Japan, mostly had three chips, and MediaTek integrated chip into two or even one chip through chip integration technology, which greatly reduced manufacturing costs. Soon, MediaTek seized the market with increasing speed and decreasing price, becoming the king of well-deserved CD-ROM chips.
In the late 1990s, MediaTek took the experience of CD-ROM to the DVD chip business, and integrated the two chips in the DVD that were responsible for video and digital decoding into one chip, which drastically reduced the manufacturing cost of DVD. More than 2,000 DVD manufacturers have emerged, triggering explosive growth in the global DVD market. The former leader, ESS, collapsed under the attack of MediaTek and handed the market to MediaTek.
In 2004, MediaTek copied the past tricks in the mobile phone field, breaking the rules of using two chips to control the call and multimedia design in the past, integrating the functions of the two on the MTK mobile phone baseband chip, and proposed "Turnkeysolution", namely " Turnkey solution." In the traditional mobile phone industry chain, mobile phone manufacturers not only outsource chip design to professional semiconductor manufacturers, software and system design, hardware design (including motherboard, simple driver and UI design, system integration test), appearance and industrial design, Product project management, product definition, parts procurement, manufacturing outsourcing management, project control, etc. still need to be completed by the manufacturer. As a result, the development cycle of a new mobile phone will be at least 6 months to 1 year, and the production cost will remain high. However, MediaTek's "Turnkeysolution" helps mobile phone manufacturers solve most of their core work, including chip design, software and system design. In the cost of mobile phones, chips account for 50% to 70% of the total cost, while MediaTek's chips are 8 to 10 dollars cheaper than mainstream mobile phone brands. In this way, manufacturers can easily produce good quality mobile phones in 2-3 months with very little manufacturing cost. Since then, countless "MTKinside" cottages have become a battleless and invincible army in the mobile phone market.
In fact, MediaTek's business calculations are very savvy. Although it bears most of the research and development costs, these costs are allocated to large-scale terminal manufacturers. Under the principle of small profits but quick turnover, MediaTek’s mobile phone chip sales surged in a gradient, reaching 150 million in 2007. In 2008, this figure rose to 220 million, and in 2009 it reached 250 million.
The reason why MediaTek's strategy has been tried and tested is not as simple as chip reduction and cost reduction. It is because it integrates and commercializes complex and difficult-to-control links, making the division of labor throughout the industry chain more precise and achieving standardized production of all links. , so that the efficiency of manufacturing is unprecedented. The drastically reduced barriers to entry have greatly activated the enthusiasm of terminal manufacturers. As they stayed close to the market and better understand market demand, their participation has revitalized the entire market.
In the past, chip manufacturers who mastered the core technology decided the fate of downstream enterprises. They were high above, seldom considered the needs of downstream terminal enterprises, and naturally earned high profits. However, MediaTek is doing the opposite, considering technology and cost from the perspective of downstream manufacturers to provide solutions that better meet market needs.
It is undeniable that the MediaTek model has the meaning of reshaping the rules of the industry game. Mainstream companies usually win by economies of scale, that is, in small varieties and in large quantities, and MediaTek’s “Turnkeysolution†has changed this approach. Its essence is scope economy, with multiple varieties (for MediaTek, it is multiple solutions) Win in small batches. Jiang Qiping, secretary-general of the Institute of Information Technology of the Chinese Academy of Social Sciences, believes that large-scale production of a single species will be lost to small batches of multi-species production. According to the long tail theory, the future of business and culture is not in the hot product, not in the head of the traditional demand curve, but in the "tail" in the long tail. MediaTek is catching up with 80% of its long-tail customers and is rapidly emerging. In Jiang Qiping's view, this model will become the mainstream of the future business.
Technology leaders often focus on the renewal and evolution of technology from the value of technology, while MediaTek as an integrator focuses on the value of customers, focusing on the integration of existing technologies, by integrating existing technologies. Reduce costs to meet the needs of more customers. Today, the MediaTek model has become a classic business model for high-tech companies. It has re-division of the entire industry chain, shortening the industrial chain and making the manufacture of high-tech products easier and cheaper.
Industry trend
Like the mobile phone industry in 2004, the LED lighting industry, a pioneer in new energy, is now welcoming its climax.
On December 7, 2009, with the opening of the Copenhagen Summit, the low-carbon economy became the focus of the market. Analysts generally believe that a sustainable low-carbon and green economy will become a major trend in the future world. From the extensive economic and energy-consuming economic development model of the industrial era to the intensive and low-carbon green economic development model of the post-industrial era, emerging industries such as new energy, environmental protection and energy conservation will have huge medium and long-term investment opportunities. .
In order to achieve the emission reduction target of “40%~45% reduction in CO2 emissions per unit of GDP by 2020 compared with 2005â€, the state has introduced a number of policy measures, including strengthening R&D and industry for low-carbon and zero-carbon technologies such as energy conservation and energy efficiency. Invest in and accelerate the construction of industrial, construction and transportation systems characterized by low carbon. Obviously, the low-carbon economy is the strategic direction of the country in the future. As a pioneer of low-carbon economy, LED lighting will become the object of capital pursuit.
"Semiconductor lighting technology innovation is changing the history of traditional lighting for a hundred years. In the era of high energy consumption, the world has focused on LED lighting, the technology that illuminates the future, and the third revolution in the field of lighting. "For such a technical product with excellent prospects, Huang Guanzhi, general manager of Dongguan Qinshang Optoelectronics Co., Ltd. does not hesitate to use the highest level of vocabulary," as a new concept of solid-state light source, the advantages of LED lighting are obvious, than Incandescent lamps save more than 80% of electricity, and save more than 60% of electricity by mercury lamps and sodium lamps. Because of its unparalleled technical advantages such as energy saving, environmental protection, longevity and controllability, LED lighting has become the most promising high-tech in the world in recent years. One of them has officially opened the prelude to a comprehensive replacement for traditional lighting."
With the advent of the global low-carbon economy era, “energy saving and emission reduction†has become the core of economic development, and LED lighting will replace traditional lighting. In 2009, the number of street lamps in the road lighting market in Mainland China was as high as 28 million baht, and about 300 to 4 million spurs were added and replaced each year. If these street lights are all replaced with LED street lights, this will be a huge number. Obviously, this is a golden mountain that can't be dug.
"The spring of the LED industry is coming, and it needs a timely rain, that is, the government's support." He Lin, director of the industrial platform of China Merchants Technology Group, said. In the early stage of enterprise development, the government gave LED enterprises sufficient funds to make the market more standardized through legislation, which can help enterprises to overcome the difficulties in the early stage of development and promote the rapid growth of the industry.
Although the National Science and Technology Department launched the "China Semiconductor Lighting Project" as early as June 2003, this market is really bustling because of the "10 Cities and Ten Thousand Cities" in 2009. The financial tsunami has made China's photovoltaic industry completely reliant on foreign markets, and the Chinese LED lighting industry, which is also a new energy source, has benefited from the “Ten Cities and Ten Thousand Cities†plan.
At least half of the investment in new energy is due to the government. Without the government's subsidies, a country's new energy industry is difficult to develop. Japan, the United States, Germany, and South Korea have all introduced a series of support policies, and the Chinese government has spared no effort to develop the LED lighting industry. “In 2010, the central government will assist local governments to set up LED street lights, and at the same time incorporate LED lighting into the subsidy program of the National Development and Reform Commission,†said Jun Jun, deputy secretary general of China National Semiconductor Lighting Engineering R&D and Industry Alliance.
National semiconductor lighting engineering industrialization bases in Shanghai, Dalian, Nanchang, Xiamen and Shenzhen have long been regarded as key industries that drive 10 billion or even 100 billion GDP, and they have to pay heavily to subsidize them. Even in a medium-sized prefecture-level city like Guangdong Jiangmen, the government has introduced a tempting policy? “Jiangmen City Promotion of High-tech Zone LED Lighting Industry Development Interim Preferential Policiesâ€, which stipulates: the production of LED lighting epitaxial wafers for one-time purchase With more than 5 new MOCVD equipments, each of the blue-green MOCVD subsidies will be 10 million yuan, and each red and yellow light MOCVD subsidy will be 8 million yuan; and local talents who make special contributions to the LED lighting industry can get A high bonus of 2 million yuan.
"Local companies that master epitaxial wafers and chip technology are the first to be introduced by local governments. It is a big deal to settle down in the home." Lin Xiucheng, chairman of Sanan Optoelectronics, is in the Jingzhou or Tianjin, and is the local government. The secretary of the municipal party committee is accompanying. After all, the words green GDP, which local government officials hear will shine.
Under the honour of the award, there must be a brave man. Under the stimulation of many good news, the LED lighting industry bases everywhere have sprung up. The passionate enterprises have gathered in the big LED lighting industry, and they have staged a government stand-up and enterprise one. Show the song show competition show. Xu Baojin said: "With regard to the development of LED lighting, the government will guide and support the policy, but still take the enterprise as the main body and rely on market behavior to drive."
With the vigorous promotion and support of the country's industrial policies, LED lighting will usher in an unusually exciting future. Entrepreneurs who are eager to get a slice of the new energy carnival are rushing between national ministries and commissions, trying to get the most favorable policies; once empty semiconductor research institutes and laboratories are often crowded with investors from all over the world; with LED lighting At the forums and events on the border, there are often venture capitalists with sensitive smells and hot money. Many favorable policies have activated the huge domestic demand market, and the core technologies such as chips have become more mature, which has boosted the investment passion of local enterprises.
In fact, under the stimulus of government policies, LED lighting industry opportunities and risks coexist. Over-investment has initially appeared in this industry. Everyone is rushing to invest large sums of money in research and development, trying to seize the commanding heights of the various nodes of the industrial chain with technology. Along with the development of the industry, the industrial chain has become longer and longer, and the division of labor has become more and more complicated. However, for traditional lighting companies, LED lighting is another world built by technology. Although it is very lively, they are always unable to integrate under the double isolation of technology and capital. LED luminaires will replace traditional incandescent and energy-saving lamps sooner or later. This is a big trend that traditional lighting companies cannot turn a blind eye to. In such cases, they expect new business models to bring them into the new world of LED lighting.
In the lighting industry marketing expert Zhang Huming, the current status of the LED lighting industry is similar to that of the mobile phone market four or five years ago: the entry barrier for the LED lighting industry is too high, and only with considerable capital and technology can enter this field; The price of LED lighting terminal products is too expensive, which leads to the market's inability to explode; huge market demand; long industry chain leads to long product development cycle; technology-leading companies are involved in every link of the industrial chain; due to unclear division of labor, scale The manufacturing has not yet been formed.
The market penetration of technology products is always from complex to simple. As LED lighting technology matures, more and more companies expect complex product manufacturing to be simplified into an assembly-based production process that everyone can operate. "The LED lighting industry will eventually lead to companies like MediaTek." Zhang Huming said, "The popularity of LED lighting and the prosperity of the industry requires such a company. Only by breaking the status quo, so that most companies can participate, the entire industry will do Big and strong."
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