Changxing Optoelectronics: Construction of white LED lighting production base will be completed next year
[Text / reporter Qiu Zuling] Recently, the "Lighting Market" reporter made a special trip to Chongqing and visited the local LED companies. Here, the reporter visited the headquarters of Chongqing Changxing Optoelectronics Manufacturing Co., Ltd. (hereinafter referred to as Changxing Optoelectronics Co., Ltd.), and was warmly received by Cha Yuekang, deputy general manager of marketing and Liu Changquan, deputy general manager of technology, and led the reporter to visit the company's ball. The lamp production line was explained in detail. Cha Yuekang proudly told reporters: "Today, many bus lighting systems in the entire western region and even the whole country are completed by our transformation. This is affirmation and recognition of our products."
Founded in 1995, Changxing Optoelectronics specializes in the production and development of LED components and application technology products. After 17 years of development, the company has now become a private high-tech joint-stock enterprise. "During this development period, after the LED companies from Taiwan and overseas flooded into the southeast coast in 1998, which led to the loss of competitive advantages of our LED components, the company decided to shift its development focus to the application field and form the production of today's packaging tape applications. Pattern." Cha Yuekang said.
Liu Changquan, deputy general manager of technology, said, "The company's independent research and development products account for 80%. So far, it has won 28 national patent technologies, including one invention patent, leading many domestic LED companies."
At present, the company's LED products are mainly concentrated in the passenger car industry, including interior lighting and off-road line indication. So far, it has completed the production and installation of hundreds of thousands of sets of in-vehicle series electronic products in China. The cooperation units are located in major cities in China and exported to Central Asia and Thailand.
Long Star Optoelectronics specific situation list:
Completed the first LED bulb production line in Chongqing
When the high-tech reporter mentioned that in October this year, Changxing Optoelectronics realized the “co-investment of government and enterprises†in the technological transformation promoted by Nanan District of Chongqing Municipality, and built the first semi-automatic production line of LED bulbs in Chongqing. Liu Changquan, deputy general manager of Changxing Optoelectronics, elaborated on the project.
Liu Changquan said that after years of research and development, the company's LED bulb production process has been in the forefront of the country, in order to promote enterprises to transform scientific research results into commodities as soon as possible, change the technological advantages to market wins, Nanan District Development and Reform Commission invested 500,000 yuan new industrialization special development Funds helped the company establish this production line.
"This semi-automatic production line of LED bulbs is planned to reach 200,000/month by the end of the year, which is twice as large as the original production process. Moreover, the production line is also ready for the construction of a white light production base in 2013. Liu Changquan said.
It is reported that the Baiguang LED lighting production base construction project will start in early 2013, with a construction area of ​​more than 5,000 square meters and a total investment of more than 40 million yuan. It is planned to be completed by the end of 2013. After the completion of the project, an automated production line for the lighting module, an automated production line for the power module, and an automated production line for the bulb will be built. It is estimated that the annual output of light bulbs will be 15 million and the output value will reach 300 million yuan.
Because of concern and optimistic about the LED general lighting market. After the completion of the production base, the strategic direction of Changxing Optoelectronics will be shifted from the LED professional application market to the civilian lighting market. The history and future of Changxing Optoelectronics will meet here.
Directly negotiate dealers to develop multiple channels
Today, the conventional channels of ordinary lamps are circulated as professional carriers and integrated stores. So what kind of store channel will Longxing Optoelectronics release its LED bulb production capacity?
Liu Changquan, deputy general manager of Changxing Optoelectronics, said, “To take the civilian channel, we must understand the acceptance of LED lights by consumers today. After visiting, I learned that there are mixed products and uneven prices in Chongqing and even the whole country. This makes consumers have a negative impression of LED products.
In response to these problems, Changxing Optoelectronics has adopted a channel tactic to avoid smashing and slashing. In terms of products, we strive to improve the cost performance of our products; in terms of channels, we directly contact dealers to protect the interests of distributors and consumers.
The reporter also learned that Changxing Optoelectronics has opened up a variety of other sales channels in addition to directly contacting dealers. Such as: bus marketing, network sales, to the wholesale of Zhongshan ancient town.
Bus marketing channels. Changxing Optoelectronics is mainly engaged in bus lighting, forming a huge potential dealer customer base in the system. Because the current bus companies are engaged in diversified operations, Changxing Optoelectronics, which has cooperated with bus companies for many years, has laid a solid foundation for mutual trust. All bus companies are also very optimistic about the long star brand, with a strong willingness to act.
Internet marketing channels. This piece is mainly through the opening of Taobao shop, acting as the agent of Changxing brand for network direct sales, with low cost, strong penetration and good prospects.
Set up wholesale points in Zhongshan Guzhen and other places. Although the enterprises in Zhongshan Guzhen are currently in a mess, it is undeniable that this is the largest distribution center for lighting fixtures in China. It is a wholesale place and it is likely to receive international orders.
Logistics, hypermarkets, overseas market channels are not considered for the time being
“There are several sales channels, and Changxing Optoelectronics will not consider it for a while, such as logistics agents and supermarket hypermarkets.â€
First, the logistics company channel. In the traditional channels, many companies take the logistics company channels, but we believe that the cost of this model is too high, and the payment procedures are too cumbersome, which will increase the cost of our cost-effective route. We will not take the logistics channels, do not compress the profits, and will directly benefit. Transfer to dealers and consumers.
Second, enter the supermarket hypermarket channel. The advantage of entering the supermarket is that the supermarket has many outlets in Chongqing and even the whole country. It can have a good platform for the brand to enter the market quickly. However, there are also many drawbacks, such as the entrance fee problem, the last exit system, and the advertising position forcibly apportioned. The expenses of poster fees, etc., are all factors that we do not enter the hypermarket temporarily.
Finally, there is no plan for this in terms of exporting overseas market channels. We have exchanged with the staff of a US company in the United States, exporting lead-free production, North American and EU certification, training of foreign trade talents, etc., all need to be re-planned and positioned. At present, the domestic market has great potential. We have determined the development strategy of first opening up the domestic market and then going to the international market.
"In the future development of the LED industry, when the LED chip does not require more heat-dissipating materials, the market is fully mature." Liu Changquan, deputy general manager of Changxing Optoelectronics said. At present, large-scale production of lamps that do not require more heat-dissipating materials for the chip, the technical cost is about 20 times higher than the current one, so there is a lack of market foundation, and it is hoped that the development of the LED industry in the future can realize the popularization of the technology.
Founded in 1995, Changxing Optoelectronics specializes in the production and development of LED components and application technology products. After 17 years of development, the company has now become a private high-tech joint-stock enterprise. "During this development period, after the LED companies from Taiwan and overseas flooded into the southeast coast in 1998, which led to the loss of competitive advantages of our LED components, the company decided to shift its development focus to the application field and form the production of today's packaging tape applications. Pattern." Cha Yuekang said.
Liu Changquan, deputy general manager of technology, said, "The company's independent research and development products account for 80%. So far, it has won 28 national patent technologies, including one invention patent, leading many domestic LED companies."
At present, the company's LED products are mainly concentrated in the passenger car industry, including interior lighting and off-road line indication. So far, it has completed the production and installation of hundreds of thousands of sets of in-vehicle series electronic products in China. The cooperation units are located in major cities in China and exported to Central Asia and Thailand.
Long Star Optoelectronics specific situation list:
| Established | the year 1995) | Registered capital | RMB: 660.00 (million) |
| number of employees | 101-200 (person) | Number of R&D departments | 11-20 (person) |
| Plant area | 5000 square meters | Main sales area | Domestic, Hong Kong, Macao and Taiwan, Southeast Asia |
| Customer group | Bus system application | Business model | Manufacturer |
| major business | LED application products | Yes/no processing | Yes |
| Main product (LED) | Display, LED universal light source, LED car light, LED electronic street sign, LED indoor lighting, LED car headlights (coming soon) | ||
Completed the first LED bulb production line in Chongqing
When the high-tech reporter mentioned that in October this year, Changxing Optoelectronics realized the “co-investment of government and enterprises†in the technological transformation promoted by Nanan District of Chongqing Municipality, and built the first semi-automatic production line of LED bulbs in Chongqing. Liu Changquan, deputy general manager of Changxing Optoelectronics, elaborated on the project.
Liu Changquan said that after years of research and development, the company's LED bulb production process has been in the forefront of the country, in order to promote enterprises to transform scientific research results into commodities as soon as possible, change the technological advantages to market wins, Nanan District Development and Reform Commission invested 500,000 yuan new industrialization special development Funds helped the company establish this production line.
"This semi-automatic production line of LED bulbs is planned to reach 200,000/month by the end of the year, which is twice as large as the original production process. Moreover, the production line is also ready for the construction of a white light production base in 2013. Liu Changquan said.
It is reported that the Baiguang LED lighting production base construction project will start in early 2013, with a construction area of ​​more than 5,000 square meters and a total investment of more than 40 million yuan. It is planned to be completed by the end of 2013. After the completion of the project, an automated production line for the lighting module, an automated production line for the power module, and an automated production line for the bulb will be built. It is estimated that the annual output of light bulbs will be 15 million and the output value will reach 300 million yuan.
Because of concern and optimistic about the LED general lighting market. After the completion of the production base, the strategic direction of Changxing Optoelectronics will be shifted from the LED professional application market to the civilian lighting market. The history and future of Changxing Optoelectronics will meet here.
Directly negotiate dealers to develop multiple channels
Today, the conventional channels of ordinary lamps are circulated as professional carriers and integrated stores. So what kind of store channel will Longxing Optoelectronics release its LED bulb production capacity?
Liu Changquan, deputy general manager of Changxing Optoelectronics, said, “To take the civilian channel, we must understand the acceptance of LED lights by consumers today. After visiting, I learned that there are mixed products and uneven prices in Chongqing and even the whole country. This makes consumers have a negative impression of LED products.
In response to these problems, Changxing Optoelectronics has adopted a channel tactic to avoid smashing and slashing. In terms of products, we strive to improve the cost performance of our products; in terms of channels, we directly contact dealers to protect the interests of distributors and consumers.
The reporter also learned that Changxing Optoelectronics has opened up a variety of other sales channels in addition to directly contacting dealers. Such as: bus marketing, network sales, to the wholesale of Zhongshan ancient town.
Bus marketing channels. Changxing Optoelectronics is mainly engaged in bus lighting, forming a huge potential dealer customer base in the system. Because the current bus companies are engaged in diversified operations, Changxing Optoelectronics, which has cooperated with bus companies for many years, has laid a solid foundation for mutual trust. All bus companies are also very optimistic about the long star brand, with a strong willingness to act.
Internet marketing channels. This piece is mainly through the opening of Taobao shop, acting as the agent of Changxing brand for network direct sales, with low cost, strong penetration and good prospects.
Set up wholesale points in Zhongshan Guzhen and other places. Although the enterprises in Zhongshan Guzhen are currently in a mess, it is undeniable that this is the largest distribution center for lighting fixtures in China. It is a wholesale place and it is likely to receive international orders.
Logistics, hypermarkets, overseas market channels are not considered for the time being
“There are several sales channels, and Changxing Optoelectronics will not consider it for a while, such as logistics agents and supermarket hypermarkets.â€
First, the logistics company channel. In the traditional channels, many companies take the logistics company channels, but we believe that the cost of this model is too high, and the payment procedures are too cumbersome, which will increase the cost of our cost-effective route. We will not take the logistics channels, do not compress the profits, and will directly benefit. Transfer to dealers and consumers.
Second, enter the supermarket hypermarket channel. The advantage of entering the supermarket is that the supermarket has many outlets in Chongqing and even the whole country. It can have a good platform for the brand to enter the market quickly. However, there are also many drawbacks, such as the entrance fee problem, the last exit system, and the advertising position forcibly apportioned. The expenses of poster fees, etc., are all factors that we do not enter the hypermarket temporarily.
Finally, there is no plan for this in terms of exporting overseas market channels. We have exchanged with the staff of a US company in the United States, exporting lead-free production, North American and EU certification, training of foreign trade talents, etc., all need to be re-planned and positioned. At present, the domestic market has great potential. We have determined the development strategy of first opening up the domestic market and then going to the international market.
"In the future development of the LED industry, when the LED chip does not require more heat-dissipating materials, the market is fully mature." Liu Changquan, deputy general manager of Changxing Optoelectronics said. At present, large-scale production of lamps that do not require more heat-dissipating materials for the chip, the technical cost is about 20 times higher than the current one, so there is a lack of market foundation, and it is hoped that the development of the LED industry in the future can realize the popularization of the technology.
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