Outside the box: small and medium-sized enterprise survival LED package sample

From the current public data show that the number of Listed Companies in the domestic revenue and gross margin performance are not optimistic, which is the gross margin of the product is showing a decline in several consecutive quarters. For many domestic small and medium LED packaging companies, but also entered the fight against the fierce price competition stage.

Packaging industry market space is there, the key is how to grasp the direction of the product. "Cao Caiming, Shenzhen Huate Photoelectric Technology Co. Ltd. (hereinafter referred to as the" Walter "general manager, the photoelectric) over thirty years of age LED entrepreneurs, early years engaged in mineral. 2006, Cao began to set foot in the LED screen manufacturing. In 2010 the company moved to Shenzhen, LED lighting, and our trade in home appliances, lighting products.

In Cao's view, LED packaging product replacement speed is very fast, a direct test of the enterprise market sensitivity. With an accurate grasp of the direction of the packaging market, Walter photoelectric in the first half of this year to make a satisfactory report card. According to Cao Caiming estimates, this year's sales of at least 120 million yuan, an increase of 140% last year.

Walter photoelectric product positioning and market strategy also allows us to many domestic small and medium enterprises to survive a number of opportunities for more confidence.

Respond quickly to changes in demand

The past two years, with several domestic packaging enterprises the rapid expansion of the scale, and many enterprises have to seek capital market financing package expansion, domestic LED packaging industry concentration, single enterprise scale and the degree of automation has been greatly improved.

Currently, the entire LED industry is only 20% of the profits in the packaging sector, but this link has focused on nearly 1000 large and small enterprises. In recent years, in particular, some generic packaging devices, price competition is more intense.

Recently, the reporter found that the small and medium LED packaging enterprises affected by labor costs, rising raw material prices and product price fluctuations and other factors, performance growth slowed down, some of the business difficulties have emerged.

At the same time, as the middle part of the industrial chain of LED packaging, product replacement speed is very fast. Due to the ever-changing design of downstream lamps and lanterns, the individual needs of LED packaging devices also bring market opportunities for small and medium enterprises.

Cao Caiming said that in 2010, 3528 were applied to the LED fluorescent tube lamp. By 2011, 3528 had flooded the market and prices have fallen sharply. By the end of 2011, the first 2835 flip structure beads LED fluorescent lamp products, and in the second half of this year, 2835 have been popular in the market.

In the opinion of the two Caiming Cao, Walter photoelectric strategy is to seize the innovation and rapid change of package structure of the market demand led products.

Two years ago, the 3528 lamp is mainly used in light, a little used in fluorescent lamp. In 2011, Walt saw most of the enterprises on the photoelectric lamps market, will be located in the 3528 decisive lamp module market power fluorescent lamp.

After locking the target market, the next step is how to rapidly expand production capacity, to seize market share. August 2011, 20 million yuan in Dongguan, the successful acquisition of Photoelectric Technology Co., ltd.. At the same time, the company will import automatic production line from 3 in 2010 to 10.

Due to the relatively stable customer base, in 2011 to achieve sales of 50 million yuan. In the company's packaging products shipments, 3528 beads is the main product, accounting for 40% of the total shipments; 5050 small power SMD products accounted for 20% of total shipments in 5730; power accounted for 10% of total shipments beads.

By the end of 2011 to 2835, Walter began the development of photoelectric beads, and determine the growth as the main revenue of the company in 2012. It is understood that the 2835 lamp is in power devices with super bright patch, 0.2W and 0.5W two specifications, is the 3014 after the upgrading of products, better comprehensive performance, more market competitiveness. At the same time, 2835 of the circuit board and the 3528 is the same, easy to replace, brightness, heat is better than the 3528.

"Because the 2835 lamp is power package, the technical requirements are relatively high, the current production enterprises is relatively small. At the same time, compared to the current mainstream 3528 lamp, high light efficiency, lower cost. "Cao Caiming said, at present, 2835 of the gross margin of more than 40% beads.

He said, the first half of this year, the 2835 lamp revenue contribution proportion of the company's total revenue reached more than 50%.

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