Tradition to creativity, the southern hemisphere to the northern hemisphere, tangible to invisible, everything from the past to the present, the surrounding is constantly changing, the original rules are constantly broken, and then new rules emerge, and cross-disciplinary cooperation in various industries Gradually become more and more today, and then gradually emerged from the concept of cross-border, taking advantage of the strengths of the family, fostering strengths and avoiding weaknesses, and self-contained new factions, and the strength demonstrated should not be underestimated. Today's LED industry, the increasingly hot market allows people from all walks of life to want to eat this cake, thus guiding the wide and deeper cross-border cooperation, but the interlacing is like a mountain, how to watch the business across the mountains and cattle. Cross-border follow-up is still in the market and to review the development of the entire LED industry, it can be described as ups and downs, there are joys and sorrows. Due to the improvement of the international environment and the support of domestic policies, the LED industry, which has just passed three years of cold winter, is gradually picking up. The whole market is ushered in a booming scene. Many companies have earned a lot of money, facing such a lure of money, some with Enterprises that don't have borders with LEDs are also coveted. They have entered the LED field through different channels and divided the LED market pie. At the same time, with the continuous development and maturity of China's LED lighting industry, the technology integration between LED lighting industry and related industries, and cross-border products have emerged. Enterprises continue to break through the original main business, through the transformation of products and technologies, cross-border layout, looking for new business and profit growth points, so that enterprises in the future fierce competition to maintain steady, healthy and sustainable development. In recent years, there have been a few outsiders who have entered LED lighting through acquisitions, alliances, and other means. As early as 2003, the car king BYD began to get involved in lighting, based on the LED industry for ten years. In December 2009, Hongyan and Taiwan Dongbei Optoelectronics jointly established Optoelectronics Technology Co., Ltd. to formally enter LED lighting. In 2011, Guangdong Ganhua introduced Delixi Group, and its main business shifted from pulp production to epitaxial wafer and chip projects upstream of the LED industry chain. At the same time, many home appliance industry giants like TCL and LG have also squeezed into the LED industry and launched lighting products one after another. Near the end of 2013, Hebei Iron and Steel Group announced that its Tanggang Chuangyuan Fangda Company and South Korea's Pohang ICT Company jointly established Tanggang Pohang (Tangshan) New Light Source Co., Ltd., and officially entered the LED industry. In addition, at the beginning of the Year of the Horse, the 30 million acquisition of Guangri shares entered the automotive lighting. In addition to the above mentioned, the leader of the metal logistics and distribution industry, Aoyang Shunchang, has also entered the LED industry, and Qixi Holdings has established Qixi Optoelectronics and so on. Some people even speculated that Lei Jun will lead Xiaomi into the LED lighting, because only the layout lighting, Xiaomi's smart home strategy will be more complete, Lei Jun's smart family dream will be more perfect. Due to the extreme popularity of China's LED lighting industry, various funds and companies have rushed into the LED tide, and they are still waiting for it. Is it only for the follow-up or the market? The cross-border of the enterprise is far from easy, and the manufacturers understand it. In the terminal market, a large number of professional LED lighting brands, cross-border LED recruits want to conquer the market needs more effort. Looking at these LED industry rookies, some have successfully cross-border, and some have retired from the LED market halfway. It is not difficult to find that those successful cross-border enterprises are well prepared. For example, Guangdong Ganhua, which successfully escaped the loss of hats with the help of the LED concept, has strong industrial support and strong financial strength behind it, which has led to its emergence in the LED field. . However, for those outsiders who have lost their LED industry, such as Qixi Control, on August 9, 2013, Qixi Holdings invested RMB 5.1 million to establish Guangzhou Qixi Photoelectric Co., Ltd. to enter the LED industry. In November, Qixi Holdings Then transfer all the shares held by Qixi Optoelectronics to Qixi Information and retired from the LED market. In fact, the cross-border LED industry itself has no problem. The problem is that it does not use the heart to do the planning and sorting of the core connotation of the brand and the product, and then form the brand expression and cultural connotation that rises to the spiritual level, but simply do the product addition. . Cross-border LED enterprise type analysis Looking back in 2013, the LED market blew a resurgence movement, attracting many foreign companies to compete for it. According to Xiaobian, there are several types of cross-trend LED companies: (1) Quick success : On August 9, 2013, Qixi Holdings established Guangzhou Qixi Photoelectric Co., Ltd. with its own funds to invest 5.1 million yuan to enter the LED industry. Qixi Holdings said that the main products of the newly established subsidiaries do not involve LED core technology, and the company will face challenges such as fierce market competition and fast product replacement. In November, Qixi Holdings and Guangzhou Qixi Information Industry Co., Ltd. signed the “Equity Transfer Agreementâ€, transferring all the shares of the five subsidiaries, including Guangzhou Qixi Electronic Technology Co., Ltd. and Qixi Optoelectronics, to Qixi Information, and retiring the LED market. . 123 The 100-day dynasty has not arrived, and Qixi Holdings will slap the LED market. What is going to happen? It can only be said that the industry has specialization, there is no relevant industry accumulation, no core technology as a support, and it is hoped that relying on LED gorgeous turn is just a dream of Nanke. (II) Judgment of the situation: Compared with the quick success of Qixi Holdings, Guangdong Ganhua and Aoyang Shunchang are obviously prepared. Although still bearing the title of Jiangmen Sugarcane Chemical Plant Group, the main business of Guangdong Ganhua has little relationship with sugarcane and sugar. In 2011, the company introduced Delixi Group, and its main business shifted from pulp production to epitaxial wafer and chip projects upstream of the LED industry chain. The total investment of the project is 840 million yuan, and the annual operating income will increase by 834 million yuan. It plans to build 20 LED epitaxial wafer production lines and supporting chip production lines for MOCVD equipment. After production, it will form an annual production capacity of 960,000 high-brightness blue-green LED epitaxial wafers and chips. In addition, the leader of the metal logistics and distribution industry, Aoyang Shunchang, has also entered the LED industry. On December 14, Aoyang Shunchang announced that the company's non-public offering of A shares was approved. This means that it intends to enter the countdown by refinancing 512 million yuan for the construction of LED epitaxial wafers and chip industrialization projects (Phase I). According to the fixed increase plan disclosed by Aoyang Shunchang in June 2013, it is planned to increase the price by no less than 100 million shares at a price of not less than 5.12 yuan per share, and the fundraising will not exceed 512 million yuan. After deducting the issuance expenses, 400 million yuan will be used for LED epitaxial wafer and chip industrialization projects (Phase I), and 100 million yuan will be used to supplement working capital. The total investment of the above LED projects is 808 million yuan, and the project construction period is 30 months. After the project is completed and put into production, 1.8 million pieces of blue-green LED epitaxial wafers will be formed (calculated by 2-inch epitaxial wafers), blue-green chips. With a production capacity of 11.5 billion tablets, it is estimated that the annual sales income will reach 720 million yuan and the annual after-tax profit will be 169 million yuan. (3) Low-key luxury: Near the end of 2013, Hebei Iron and Steel Group announced that its Tanggang Chuangyuan Fangda Company and South Korea's Pohang ICT Co., Ltd. jointly established Tanggang Pohang (Tangshan) New Light Source Co., Ltd. and officially entered the LED industry. The total investment of the joint venture project is 61.26 million yuan. It is jointly invested and managed by Tangshan Steel and Posco and is responsible for sales in the Chinese market. Its products are positioned as high-end LED lighting products with energy saving, longevity and high efficiency. The initial design scale of the company's project is 379,000 sets with an annual output value of 207 million yuan. Tanggang Chuangyuan Fangda revealed that the new company’s medium-term goal is to achieve a sales income of 500 million yuan, and the latter and Posco will invest again as needed. To this end, some investors have turned their attention to Hebei Iron and Steel, a listed company under the Hebei Iron and Steel Group. However, Hebei Iron and Steel responded that the LED project was a subsidiary company of Tangshan Iron and Steel Group Co., Ltd., and the company did not participate. Subverting the traditional concept of chasing the cattle in the face of the current fierce market competition, cross-border seems to have become the most popular word of the moment, for a time, the cross-border trend is flourishing. In the LED industry, cross-border is not a new vocabulary. Industry-based coffee companies from all walks of life have turned their eyes to this emerging field, such as TCL, BYD, Midea and so on. I believe that for these industry predators, everyone will not be unfamiliar, these big guys are desperate to get a share in the field of LED lighting. Midea Group established the Lighting Projects Department in 2008 and has proposed to create another beauty. This means that Midea must create the performance of the home appliance industry in the field of LED lighting. This is a new point of profit growth. Hong Zhen, dean of TCL Semiconductor Research Institute, mentioned when it comes to cross-border: As far as cross-border is concerned, as long as you have this idea and have this strength, cross-border is a matter of course. Of course, there must be a long-term strategy after cross-border. planning. Dean Hong is very optimistic about the development prospects of LED lighting. He believes that energy conservation is the current trend of development, and innovation is a permanent topic. LED lighting will also welcome his long-term development. Cross-border forces are actually more inevitable. A company that has not failed, only a company that has no ideas, and a hero in the current situation, in the current wave of times, can awaken, is the greatest success. There is no doubt that cross-border is a kind of subversive innovation. Whether you are attacking or defending, you must arm yourself with cross-border thinking. Because even if you don't cross the border, others will rob you. However, enterprises must also consider their own situation when cross-border, and multi-party verification can achieve a stable cross-border. The current LED industry pattern will be a subversive innovation. On the one hand, the cross-border brings the competitive pressure of the LED industry and changes the existing pattern of the industry, but on the other hand, it is also the embodiment of the LED industry vitality, which can bring more Many opportunities for innovation are also an effective way to achieve resource sharing and resource integration across industries. LED into a smart lighting, knocking bricks to subvert a single lighting in 2014 as the first year of LED burst, also means that LED enters the era of intelligent lighting, mobile phones or ipad direct remote control LED lights; through manual settings or even intelligent memory function, automatically adjust at different times and scenes Lighting mode, let the home lighting atmosphere switch freely; from indoor lighting to outdoor street lighting intelligent control as the LED's advantage field, intelligent lighting is considered to be an important growth point to increase the added value of semiconductor lighting, but also attracted many companies to join, LED intelligence Lighting has become one of the main technology development directions for semiconductor lighting companies. The so-called intelligent lighting refers to the platform that uses advanced computers, embedded systems and network communication technologies to connect various light sources in the lighting circuit through the network for control. On the one hand, smart lighting will allow users to have more convenient means to manage lighting equipment, for example, through infrared remote control, smart switches, sensors, telephone, Internet or voice recognition to control lighting equipment, and can also perform scene operations to make multiple lamps It is linked with the equipment; on the other hand, the various lighting devices in the intelligent lighting system can communicate with each other, and can operate interactively according to different states without user command, thereby bringing the maximum efficiency, convenience and comfort to the user. Safety. Compared with ordinary lighting, intelligent lighting not only has traditional lighting functions, but also provides a comfortable, safe, high-grade and pleasant lighting environment. It also transforms from a passive passive structure to a tool with dynamic intelligence, providing a full range of information interaction functions. Help the lighting system to maintain information exchange with the outside, optimize people's lifestyles, help people to arrange time effectively, enhance the modernization level of buildings, and even save money for various energy costs. At the heart of intelligent lighting systems are smart sensing and on-demand lighting. When no one is automatically adjusted to a slightly bright state, when someone is intelligently lit; it can also adjust the light and cold according to the ambient temperature, automatically adjust the indoor light environment, achieve on-demand illumination to reduce light waste, and create a comfortable and comfortable indoor environment. In summer, the light source is automatically adjusted to a cool color, which makes people feel cool; the winter light source is automatically adjusted to a warm color, which makes people feel warm. In addition, LED luminaires are naturally suitable for smart lighting applications. The development of the intelligent lighting industry in the future will greatly promote the improvement of the penetration rate of LED lighting. High LED efficiency, dimming capability, convenient remote control and long life make the dimmable lamps more efficient and cost-effective. The application of Led luminaires makes deep lighting, programmable performance, spectrum control and environmental integration of intelligent lighting systems a reality. Intelligent lighting will transform the LED lighting industry from a capital equipment model to a service model, adding value to the product. Intelligent lighting requires additional control modules and apps to increase the market space for manufacturers. The author believes that intelligent lighting provides a good mobile Internet portal for LED companies, and it is also an epoch-making opportunity. Intelligent lighting will enable traditional lighting companies to increase cooperation with mobile internet companies. Lighting will become an indispensable part of the future of the Internet of Things, such as health care, energy, services, video, communications, etc.
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