As we all know, LED is a substitute for traditional lighting because of its high luminous efficiency (energy saving), long life and intelligence. Therefore, quite a few LED manufacturers naturally follow the traditional lighting operation mode to operate LED lighting. However, this is fundamentally inappropriate. LED is a semiconductor technology, and the LED industry should follow the operating model and market rules of the semiconductor industry.
In LED application products, small LED chips occupy more than 60% of the entire product, both in terms of performance determinants and cost factors. The upstream chip is processed by the IC technology of the semiconductor industry, featuring high automation, high consistency, high integration, high R&D cost, and low processing cost. This feature is clearly different from the traditional lighting field.
The LED industry has a clear mid-stream segment - package components, and the packaging process is basically using standard semiconductor packaging processes, such as SMT, reverse soldering. The standardization of midstream packaging is critical to the diversification of downstream applications.
Specifically, unlike the traditional lighting field, LED lighting belongs to the field of semiconductors, and is characterized by technology-intensive, design and processing separable, and intermediate and upstream of the industrial chain. Therefore, in the semiconductor industry, there are widespread chips and package foundries with large production scales and relatively standardized production processes. Design companies can be separated from leading production foundries, with high product design costs and fast technology updates. The cost of substituting is relatively low.
For LED application manufacturers, the key to the standardization of mid-stream LED package components makes the downstream application products competitive. How to differentiate and personalize the design, how to achieve "people without me, people with me strong". Therefore, According to the company's own resources, how to find an accurate segment of the market to taste how to tap potential market opportunities, how to stabilize the existing market share, and how to creatively open up new markets is a key task of the market sector. This requires marketers to have a wide range of technical backgrounds, because the design of the application involves a considerable number of technical fields, such as mechanical, thermal management, electronic control, semiconductor, optical performance, etc., and even extends to advertising creativity, light and shadow, psychology. And other fields.
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