Interview with Zhou Jin, Sales Manager of Shenzhen Tonglisheng Optoelectronic Equipment Co., Ltd.
In recent years, with the rapid development of the LED packaging industry, the innovation capabilities of my country's LED packaging equipment companies have also been significantly improved, and a series of advanced packaging equipment have been launched to meet the needs of the current industry. During the Optoelectronic Expo, when you walk into Hall 2 of the Shenzhen Convention and Exhibition Center, you will see the other half of the sky besides the LED display and supporting control systems, which is the exhibition of LED packaging equipment. It can be seen from this that the field of LED equipment is booming. Large companies are constantly growing through integration and mergers and acquisitions, and small companies also have their own survival rules. What is the overall development level of the LED equipment field, and what is the situation of small and medium-sized enterprises? "LED Lighting World" reporter interviewed Zhou Jin, sales manager of Shenzhen Tonglisheng Optoelectronic Equipment Co., Ltd. on the spot.
1. Please introduce the key products and their characteristics launched by Lisheng at this optical expo.
Zhou Jin: At this exhibition, we brought a series of LED-specific SMT fully-automatic placement machines and fully-automatic loading and unloading placement machines. These products have stable functions and simple operation. They are suitable for LED manufacturers to package 0805, 1206, 1210, 3528, 5050 and other devices. They can reduce labor costs and improve the accuracy and efficiency of LED packaging. For example, when attaching a 1.2 meter long light strip, the general equipment is to attach it in two steps, first attaching 60cm on one side, and then flipping over and attaching to the other side. However, our equipment can directly attach the 1.2 meter long light strip at one time without pausing in the middle. These products are currently sold in large quantities on the market with high cost performance.
2. In recent years, the performance of domestic equipment has been greatly improved and certain breakthroughs have been made in technology. What bottlenecks do you think there are in domestic equipment, and what are the most difficult to solve?
Zhou Jin: Domestic equipment has changed a lot, but imported equipment still has an advantage in the market with high precision. The disadvantage of domestic equipment is that the accuracy is not that high, and some very small components may be misaligned. This is a limitation of domestic equipment. However, there is no problem with LED lighting. Our machines can achieve it in terms of stability and accuracy.
I think it is very painful to make domestic equipment. The most difficult thing to solve is a deep-rooted concept problem. During the assembly process of domestic machines, all original parts such as screw rods and generators are purchased and imported. Our machines are not necessarily cheaper than imported ones. The only advantage of imported equipment is high precision, so the price is very expensive, although the maintenance time of imported equipment is not as long as that of domestic equipment. However, no matter how good the domestic equipment is, no matter how good we are, some customers do not understand and always think that domestic equipment is inferior to imported equipment. Therefore, the profit of our machines is not very high, especially during the off-season, when customers are also very aggressive in terms of price. If the price is too low and there is really no money to be made, we would rather give up this customer.
I think it is very painful to make domestic equipment. The most difficult thing to solve is a deep-rooted concept problem. During the assembly process of domestic machines, all original parts such as screw rods and generators are purchased and imported. Our machines are not necessarily cheaper than imported ones. The only advantage of imported equipment is high precision, so the price is very expensive, although the maintenance time of imported equipment is not as long as that of domestic equipment. However, no matter how good the domestic equipment is, no matter how good we are, some customers do not understand and always think that domestic equipment is inferior to imported equipment. Therefore, the profit of our machines is not very high, especially during the off-season, when customers are also very aggressive in terms of price. If the price is too low and there is really no money to be made, we would rather give up this customer.
3. How was Tonglisheng’s sales in the first half of the year? Please talk about the development status of Tonglisheng based on the background of the domestic LED patch equipment industry.
Zhou Jin: It is currently the off-season for the LED equipment industry. New customers generally will not place orders immediately. Old customers may occasionally place some orders. If it is the peak season, sales will double. Competition in the equipment industry is fierce, and chip placement machine manufacturers are also competing on price. In order to reduce costs, some may use some low-end original parts, such as those from Taiwan and Japan. We make products with conscience, and while meeting the challenge, we also ensure the quality of the machines. Tonglisheng is guided by market demand and develops high-efficiency, high-precision, and high-stability LED patch equipment according to customer requirements. It can be said that we are not ambiguous at all when making machines. Key components are all imported, such as German high-flexibility wires, Japanese servo motor systems, precision screws, etc. We invest heavily in technology and strive for excellence and continuous improvement in quality.
Plagiarism is currently prevalent in the industry, which also prevents some companies from participating in exhibitions with their “secret weapons”, including us. For example, a colleague who makes LED placement machines ordered a piece of equipment from our company and copied the machine not long after. Our boss once said that we just run forward, regardless of the flowers and plants on the roadside. At present, Tong Lisheng is in a state of running forward. Why do we sell well in Zhongshan? Key customers must use it well, basically there will be no problems, and the after-sales service must keep up. Tonglisheng's after-sales personnel are proficient in the maintenance of various models of LED placement machines, glue filling machines and other equipment, and can provide considerate after-sales services according to customer needs.
Our company is headquartered in Shenzhen. Currently, our production and sales efforts will be focused on cities with larger domestic lighting markets. Tonglisheng already has multiple offices in Zhongshan Ancient Town, Guangdong, Zhejiang, Jiangsu and other places.
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