Qinshang Optoelectronics: How to run faster in the LED industry?


LEDs have brought new industrial opportunities to the lighting industry. Qinshang Optoelectronics can stand on the same starting line as traditional lighting giants and even run faster.

In the middle of last year, Huang Guanzhi, general manager of Dongguan Qinshang Optoelectronics Co., Ltd., found the Guangdong Science and Technology Department with a high-power LED (light-emitting Diode) streetlight project, hoping to build the square and road lighting system of the Guangdong Science Center under construction. The move caused a lot of waves in the domestic LED lighting field. The high-power LED lighting system with power equal to or greater than 1W is an area that includes the lighting industry giants such as Philips, Osram and GE. However, due to technical and market issues, there were few domestic enterprises in mass production, even if there were sporadic applications, most of them. Failed due to the product's own problems. In the face of Qinshang Optoelectronics, which had not made any achievements in the field of LED lighting, the response of Guangdong Science and Technology Department was somewhat cold.

Huang Guanzhi is also very clear that the Guangdong Science Center project is not difficult: if it succeeds, it will become famous in the first battle. If it fails, don't think about doing it. What makes the industry companies stunned is that this company, which is not well-known in the field of LED lighting, has not only successfully completed the iconic project of Guangdong Science Center, but also made great progress and became the largest high-power LED lighting product in China in more than one year. Suppliers, in 2008, the revenue of Qinshang Optoelectronics high-power LED lighting products is expected to exceed 100 million yuan. From the world's largest outdoor decorative lighting manufacturer to today's major supplier of high-power LED lighting products, this company, which has been dealing with lamps for more than a decade, has once again lit up its future with leveraged LED technology.

Innovation drive

Qinshang Optoelectronics has a research and development team of more than 400 people, including foreign aid from the United States, Hong Kong and other countries and regions. In the words of Huang Guanzhi, our R&D staff may have more than the total number of competitors in the same industry. China is currently the world's largest producer of lighting sources and lamps. In 2006, the lighting industry achieved sales revenue of 160 billion yuan, but mainly concentrated in low-end products, accounting for only 18% of the global market. The whole industry is large but not strong, and the competition pattern Confusion, most companies are fighting price wars in the low value-added products market. Qinshang Optoelectronics is one of the few companies in this market that rely on innovative eating. It is this innovative ability that allows them to gain a living space in the increasingly fragile export industry, and it has become the main factor in its continuous adjustment of product structure and industrial upgrading. driving force.

Before entering the high-power LED lighting market, Qinshang Optoelectronics is the world's largest outdoor lighting supplier. The products are mainly exported to European and American markets and used as outdoor decoration at Christmas. In Western countries, Christmas has spawned many industries related to this, such as Christmas trees, toys, Christmas decorations, and Christmas lights. In the early 1990s, the processing industry gradually shifted to China, and Qinshang Optoelectronics was catching up with the tide of industrial transfer. Although the initial profit margin is good, the rules of the game in this industry are cruel.

Due to the very strong seasonality of the Christmas industry, there are only one sales opportunity per year. For the participating companies, whether they can seize this opportunity and attract buyers' attention can determine the life and death of the company. To continue to have new things to sell a good price, in order to attract buyers interested in you. After working hard in the foreign trade industry for more than ten years, it can remain undefeated in the brutal market competition. Huang Guanzhi said that Qinshang Optoelectronics relies on continuous innovation. Innovation includes two aspects: technological innovation and variety.

In 1996, Qinshang Optoelectronics developed an iron frame lamp, which used iron as a bracket to make various shapes, such as deer and Christmas trees, and then decorated the lanterns on it. Although the reason is very simple, it was the generation of Christmas lights at that time. In the factory, this is one of the few innovative products. To this end, Chairman Li Xuliang made a special trip to the United States to apply for a patent. Since the patent was held in the hand, from 1996 to 2000, Qinshang Optoelectronics was the exclusive supplier of iron frame lights in the market. It was almost closed with a quotation and the profits were very impressive. It was a huge profit, and Huang Guanzhi recalled that good time. It was this innovation that gave Qinshang Optoelectronics the first gold in the enterprise.

After tasting the huge returns brought by innovative products, Qinshang Optoelectronics pays more attention to the investment in research and development and constantly seeks high value-added products. Around the existing iron frame lights, Qinshang Optoelectronics added new features and launched an electric version. And expand the product line, enter the field of urban landscape lights, urban lighting engineering. With the continuous enrichment of the application field, the research and development work of Qinshang Optoelectronics has also evolved from product form and structure research and development to deeper research on the technical indicators related to light source such as brightness, color and power consumption.

In fact, since 1996, Diligence has been doing lighting projects for the government. At that time, the biggest experience was that incandescent lamps consumed too much power. They were free to do some landscape lights for customers, and they were not willing to use them. If this industry is to develop, it must solve the problem of energy saving, and the color of the incandescent lamp is very monotonous. Unlike the LED, it can emit different colors of light. In 1998, Qinshang Optoelectronics began to consider innovation in light sources, trying to use LEDs instead of incandescent lamps that consume more power, and all this has laid the groundwork for them to enter the LED field in the future.


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