[Source: "High-tech new industry" May issue / reporter Hu Yanling] consistently low-key global LED leader Nichia Chemical Co., Ltd. (Nichia, hereinafter referred to as "Japan"), for the transformation of the LED lighting market has also begun to high-profile.
"This year, Japan and Japan will continue to invest 4.2 billion yuan in equipment (RMB, the same below), this investment is four times that of South Korea's Samsung in LED." In March, Nichia's deputy director Tasaki was in Guangzhou, Japan. At the company's inauguration ceremony, the company said that the goal of Nichia in 2015 is to occupy 30% of the global LED lighting market.
Liao Guoxin, director of the sales strategy office of Nichia China, pointed out that China has become the manufacturing center of global L ED application products, and 80% of LED lighting products will be produced in China in the future. Therefore, after the establishment of the Guangzhou branch of Nichia, the company also plans to establish branches in Chongqing and Hangzhou to further improve the layout of Nichia in China.
“Nichia has raised the Chinese market to a strategic level to lay out the LED market for the next 10 years in Japan and Asia,†said Tian Qideng.
By the end of 2011, Nichia had invested 800 million yuan in China. In addition to the Shanghai Songjiang production base, Nichia has sales facilities in Hong Kong, Shenzhen, Shanghai and Beijing.
"Nichia is the king of small and medium power LED chips, but the maturity and market acceptance of its high-power lighting products will take time." Liu Dianwei, chief engineer of CREE China Technology Center, said. 
Transfer to the lighting market
“Nichia has been actively integrating its sales system and production system since last year, and has formed a certain size customer base in China.†Fudai Tuoba, general manager of Nichia China, told the “New Industry†that the Guangzhou branch of Japan can not only Radiation in the LED market in the Pearl River Delta region, and is conducive to the expansion of the Guangdong automotive LED application market. In the future, Nichia plans to establish a sales system covering high, medium and low-end customers in China, and form strategic alliances with some powerful customers.
According to information provided by Nichia, in 2011, Nichia's global sales revenue reached 377.6 billion yen (about 29 billion yuan), an increase of more than 20%. Among them, the sales revenue of the Chinese market accounted for 27% of its total revenue.
It is reported that in addition to LED chips, Nichia's main business is the permanent magnet materials of phosphors and new energy vehicles. The LED business accounted for nearly 70% of the revenue, and the phosphor business accounted for nearly 30%.
As the leader of the global LED chip market, Nichia continues to occupy the international high-end blue and green LED market with its patented technology advantages. However, Nichia's LED business revenue mainly comes from applications such as displays, TV backlights and high-end LED displays.
"The Samsung LED supply system dumped LED chips last year, which aggravated the crisis of overcapacity in China's LED market, but did not affect the performance of Nichia." Nichia China company said that the quality and technology of Nichia's small and medium power LED chip products. It is unmatched by competitors, and the relationship between large customers and Nichia is very stable.
However, the current LED TV penetration rate has exceeded 50% last year, the LED backlight market has become saturated, and the growth has slowed down noticeably. The LED lighting and automotive LED application market is the future growth point of the LED industry.
Based on this, since last year, Nichia has continuously adjusted its product strategy to accelerate the development of white LED products for lighting.
Last May, Shanghai Nichia Electronic Chemical Co., Ltd. increased its capital by 8 million US dollars, mainly for the production of LED devices. According to the plan, the Shanghai Nichia Plant will produce 2.7 billion LED devices annually. Previously, the Nichia Shanghai plant only produced energy-saving lamp phosphors.
It is reported that the total investment of equipment in Japan and Asia reached 8.6 billion yuan last year, and R&D investment was 1.5 billion yuan. In addition to the equipment investment of 4.2 billion yuan this year, the investment in research and development is also as high as 1.7 billion yuan.
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