The starlight in turbine in 1969, started in 1976 in LED packaging, is one of the earliest domestic enterprises producing LED. After forty years of development, the success of landing a-share, is China's first listed on the mainboard LED packaging companies, is also in the LED packaging companies long-term sales in the first place, can be said to be China's LED industry predecessors.

In recent years, however, LED the increasingly fierce competition in the industry of smoke, entered the highlighting of the warring states period. But the starlight electricity do not affected by the outside world, always adhere to the "high-end" brand positioning, the development concept of "innovation" and "moderate" pace of development, walked out of a "China star characteristic" the road of development.

In 2015, according to LEDinside global LED packaging industry output value decline by about 3%, this is the last years high speed development of the industry in recession for the first time. However, it is in this year, the star light electric still achieved 19.15% growth, is one of the few to such a dismal year in 2015 against the wind float in the sky of packaging manufacturers.

The wind float in the sky: LED the warring states period the starlight electric persistence and innovation

The star light electric how do up under the background of industry downturn rather than a fall, take this question, LEDinside in light is a great pleasure for me to interview during the exhibition to the star light electric Dr Li cheng, deputy general manager.

The wind float in the sky: LED the warring states period the starlight electric persistence and innovation

Dr Lee is the star light electric in LED packaging industry of the warring states period against the enemy made a wonderful explanation.

Trend is king: take the wind express in small spacing on the screen

One of the star strategy is investing heavily on the display screen LED encapsulation. The star is the domestic LED the development of packaging is one of the earliest start small spacing. So far the star has a mass production 2121151 5101 0 encapsulation of LED, 0808 are mass production, smaller 0606 size also in development. Mass production generation, research and development generation, reserve generation, the star light electric practice internal work with innovative ideas in the field of packaging, ingenious.

Dr Lee on small spacing of display screen in the future, one of the main reasons is the world's urbanization in the emerging world, including China's urbanization process is accelerating, the population agglomeration further into big cities will be in the future, and display of large indoor activity space demand will continue to grow.

On the other hand, the reason is smart Internet era or farther said is the coming of the era of Internet of things, will produce many large screen and outdoor space according to requirements, such as all kinds of transport logistics information, outdoor show wisdom city visual data, etc., relative LCD or LED display has incomparable advantage, so future growth space is quite considerable. Even the hotspot VR etc will be a small gap LED to one of the areas of the market.

In fact, the star light electric turnover in 2015, the main growth come from a LED display screen with part, so far, small spacing of a LED display production capacity has reached 600 kk/month, and increases production of the recently announced plans to invest 240 million, is mainly small spacing of LED.

The wind float in the sky: LED the warring states period the starlight electric persistence and innovation

Small spacing effects LED to demand, and in the same area, the display pixel point spacing and lamp bead demand quantity is present exponential growth relationship. P2 spacing, for example, the number of LED display is two hundred and fifty thousand per square meter, if do P1, need the LED number is one million, and the generation of P4, the required number of only sixty-two thousand five hundred.

The wind float in the sky: LED the warring states period the starlight electric persistence and innovation

So even after the localization of small spacing LED display screen, crystal, cinda, blue arrow and other companies in the fierce competition prices have fallen sharply, the number of small spacing display LED star light electric still increased significantly. In addition, such as outdoor 3535, the star because of earlier research and development and promotion, after years of client authentication, acclaimed in the market at present, the benefit, operating income and therefore to grow rapidly.

And, in this area, the starlight electric reserves the quite rich patent, so don't worry about like domestic white LED to the patent restrictions, instead of being intentional tort or aggressive behavior such as choosing decisive offensive attack also is to have the strength.

Downstream of the union: the above layout risk response to technological change

If the hon, acquisition, to have such a trade m&a is help overcome, so the star had done in the past the main strategy is to union. Board of m&a can achieve great economies of scale, vertical integration is to some extent, enhance the anti-risk ability of enterprises.

The LED industry one of the important risk is the risk of technological change, especially for packaging enterprises. Like CSP of the impact of the new technology to packaging industry intensified, as starlight electric assembly house of countries are actively reserves, quite seriously.

Therefore, Dr Lee said that the star in the past few years a large vertical layout, and corresponding technical reserves, so even if the future really don't need packaging, the star, also won't worry about it. Upstream countries star existing fab star semiconductor and wei lang, star and downstream countries also established in the beginning of lighting circuits, coupled with the planning for the future of the parent company and a strong consolidation potential in foshan lighting, the star light electric have ample preparing for possible technological changes.

For now, the star of the semiconductor chip production capacity has been in short supply. The lang is focused on the new application, especially ultraviolet light, plant lighting and other special band of chip development and production.

LED white light field, the star light electricity is on the product quality, reputation, technology leading ability is in the leading position in the domestic, 2835 big platform concept is deeply rooted in the hearts of the people, and a backlight series, COB, EMC, CSP, such as new products, and greatly promote car headlights, flash and other fields. At the same time in deep ultraviolet uv, high power infrared lighting, plants, and other areas of the emerging technology in a leading position.

For the layout of the downstream, the star for channel development also has a long history. At present the star lighting has been in the country there are 17 provincial offices, more than 1000 dealers, but and Buddha as the difference is that the star is focus on the high-end business according to the lamps and lanterns product and market.

Dr Lee said in recent years, as China's market, especially the first-tier cities consumption level rise, consumers no longer blindly pursue cheap products, but increased the demand for the quality of life and consumption experience, this is a shift from functional to the experiential consumption era.

As a result, the star will continue to maintain the lighting product line, the future will focus on product design, brand promotion, to provide high-end products meet the demand of consumption upgrading. As the change of food &beverage, in the past, people pursue to eat, but now the people to care about the details of the experience, such as the new food brands, such as the haidilao through into the design of the culture idea, more humanized service, while eating or those things, but people will have a better consumer experience, and not too care about the price.

Conclusion: upgrade China's manufacturing assembly house

"Although the price of the domestic market is full of cruel competition, but high-end market, customer or care more about stability, reliability, and light quality. Therefore, these customers more recognized international brand. In fact from the price, the star has long been beyond them, and the quality is not lost to the international brand."

Dr Lee said. "the main problem is China's enterprises need to upgrade the brand, extends some it is the transformation and upgrading of manufacturing industry. From scratch, as previously we pursue the things not to do it, and do better than others cheap, now should give up this kind of thinking, to the pursuit of more excellent quality, higher reliability, better consumption experience, can't give a person the sense of domestic is churning out. As China's packaging industry leading, the starlight power will not change its position, blind pursuit of scale and expansion, will continue along the improve quality, enhance Chinese enterprises brand image in the direction of the continue to go on."