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At present, the two major capacity exporters in the LED market, one of which has been widely used in the LED backlight field adopted by international manufacturers, the second is that it is expected to bring huge business opportunities, but the immature LED lighting market often LEDinside recently interviewed Focusing on the field of lighting, Liang Youguo, general manager of ALT Haoran Technology, analyzed the possible development and status of the LED lighting market in 2010 from the perspective of the High Power LED professional field.
General Manager Liang said that ALT Haoran Technology is a newcomer to the LED industry. Since its establishment in 2007, it has only been focusing on the development of High Power LED products and related safety regulations for more than two years. From the perspective of LEDinside, ALT Haoran Technology was not considered a major manufacturer, but it was mainly invested by the server manufacturer SuperMicro Group. However, one of its advantages is to introduce the heat dissipation technology and Driver technology used by the server into LED products. It has relevant experience in product design, mold development and system integration, which helps to improve the stability and product life of High Power LED products. Reduce production costs.
Hao Ran Technology General Manager Liang Jianuo (James)
International manufacturers believe that 2012 is the time point for high-power LED investment
Liang Jianguo said that Haoran Technology has been developing the main lighting products of High Power LED for some time, and has continuously overcome and developed many difficulties in the stability, heat dissipation and longevity of High Power LED. The LED market begins with secondary lighting. With the advancement of technology, the brightness of the product has been gradually improved, and the ultimate goal is to become the main lighting terminal. However, limited by the technical level, High Power LEDs are not yet able to become the main lighting at this stage. He further pointed out that the global international manufacturers believe that it will not be until 2012 that High Power LED can mature into the main lighting products. If you look at the revenue of LED-related manufacturers, he thinks that LED is a relatively special product field. If only interested companies and not enough R&D capabilities are put in, it is easy to lose money. Even international companies such as Cree and Lumileds have a lot of revenues in the field of LED lighting, and LED companies that can really generate considerable revenue are actually very few.
General Manager Liang believes that a more in-depth discussion will find that High Power LEDs become unstable in many aspects; the heat dissipation, the light decay of LEDs, and the service life all require time to overcome. From the current lighting market demand observation, LED lighting products are not easy to become commodity sales. The main problem is that the cost difference between different manufacturers is large, and the quality gap is naturally large. The phenomenon of fish in the market is very serious. At present, the LED main lighting products are in the market stage, and there is still a long way to go before the product growth, but LEDs are already very good in auxiliary lighting. The proportion of LEDs used as auxiliary lighting in many areas is gradually increasing. in.
The LED indoor main lighting products developed by Haoran Technology include BR30, BR40, LED, AR111, T8 LED tube, etc. Among them, BR30 15W can reach 800lm, BR40 20W can also reach 1100 lm, which can replace the energy-saving bulbs and incandescent bulbs used in general household and commercial lighting, and is actually applied to various indoor lamps, such as chandeliers, wall lamps, downlights, and projection lamps. Above. In addition, the company's recently announced T8 LED tube can also immediately replace the T8 fluorescent tube, which is widely used in office lighting, shopping mall lighting and various indoor lighting needs. Compared with other international manufacturers, Haoran Technology is quite fast in developing LED main lighting.
In 2010, Haoran’s main new products will be dominated by dimmable lighting products.
Haoran Technology's strategy in 2010 is based on main lighting products, whether indoor or outdoor LED lighting. Another focus is on the dimmable product segment, which will focus on the indoor dimming product segment. General Manager Liang explained that there are many levels of energy saving, such as parking lot lighting. When not in use, you don't need that? Multiple illumination, adjustable low to reduce energy use. The demand for basement lighting is the same as that of parking lot lighting, and it requires a smart power control system to complement each other.
Among them, taking the MR16 LED bulb as an example, the main thing seen in the market is AC dimming, but there will be different conditions of flicker, instability and long life. Haoran has proposed DC dimming products. This part has also been Apply for patents in Europe, America, Japan, and Taiwan. This is because most of the customers who use MR16 actually need dimming products, especially European and American customers. In addition, E27 and other major lighting specifications of the home also provide dimming function. Haoran Technology's dimming technology uses linear dimming, and power management mechanism is also introduced; it is expected to introduce PWM power management system in mid-2010, and will also introduce outdoor lighting products with outdoor dimming system, related products. It will also be published one after another.
General Manager Liang stressed that ALT had DC dimming technology two years ago, but the product maturity in the market is still insufficient, and it would not be suitable if it is rushed. When the product maturity is almost the same, it will be more appropriate to choose the right time to launch. However, if there is technology, there is no patent protection, even if it is launched, it is easy to be copied. For example, ALT has patents in this area in Taiwan, Germany, the United States, Japan, and China. However, there are many similar products in the market, but Haoran has exclusive research and development of heat dissipation technology. It works well and has a large total area of ​​heat dissipation, which cannot be reproduced by other manufacturers.
In addition, in terms of safety construction, 1,188 product models have passed UL and ETL safety certification; other various safety regulations have also been adopted, including CUL, FCC, TÃœV, CE, LVD, CNS, KC MARK, Leaser Testing, RoHS...etc.
At present, Haoran Technology's products are only about 50%, and more new R&D products will be released. Haoran has been in business for more than two years and has been focusing on product development and patent construction. In the future, it will strengthen its marketing in the market and actively seek marketing strategy partners to jointly develop the market, achieve coexistence and common prosperity, and create a win-win situation.
Dimmable Par 30 LED bulb
Common modules can save costs but are not happy with the market price war during LED lead-in
General Manager Liang said that when Hao Ran started research and development, he considered that the common module can save production costs and is one of the company's competitive advantages.
However, at present, LED lighting products are beginning to be introduced. Most of Taiwanese manufacturers and mainland Chinese manufacturers focus on price and ignore the technology, quality, stability, longevity and strategy that LED lighting products should pay more attention to at this stage. Take the MR16 LED bulb as an example. The sales prices of international manufacturers such as Philips and CK are about 30 US dollars, but the cheaper products of the same type only sell for 7 to 14 US dollars. If you look deeper, you will find that the cost of the big factory exceeds 15 The US dollar is more than twice the cost of the general Taiwanese product, but the big manufacturers are still taking the higher price strategy. The key lies in the requirement of stable product quality. It is the current stage of LED lighting product introduction. The key point is that when the market matures and enters the stage of rapid growth, it will show more product differentiation. This is why international manufacturers are not willing to sacrifice the stable quality of products to make low-cost LED bulbs.
If it is analyzed according to the product period, when the market products enter the price war, usually the products have entered the maturity period, and the products are not different from each other. However, the special place in the LED lighting product market is that there is a very intense price war at the beginning of the introduction period. This phenomenon is by no means a phenomenon that should be presented by normal market functions. Compared with this aspect, Haoran's strategy is also focused on the importance of product quality, not to fight price wars. Market operations that are too low in price will only reduce product quality and stability, hinder industry development and lose the majority of consumer groups to LEDs. Support and trust in lighting products.
Observing the current LED lighting products market, most Taiwanese manufacturers still only emphasize the price advantage, but in fact, the consumers of High Power LED products pay great attention to product quality and safety. If the LED lamps of poor quality are sold out, consumers Buy back and find a lot of problems, it is easy to lose confidence in the product, the reputation of the manufacturer will be greatly reduced. The strategy of ALT is to emphasize the quality of products and after-sales service, and to distinguish them from other products in the market. With reference to the practices of the top five factories in international lighting, we have the opportunity to build brand loyalty with high-quality products and gain more market share in LED lighting. . If you do not face the importance of product quality and after-sales service, the consequences will be unimaginable.
There is a need for lighting in places with civilization
General Manager Liang believes that there is a need for lighting in places with civilization. The market for sales of Haoran technology products includes the United States, Canada, Germany, France, the United Kingdom, Romania, Eastern Europe, South America, Japan, South Korea, Taiwan, South Africa and other countries. Covering more than 80 countries, although it is mainly mature markets such as Europe and the United States, but including third world countries such as Africa and Oceania, there are ALT products sold there, and open cooperation strategies, regardless of those In the region, as long as there is demand for LED lighting products, ALT will try its best to develop the market, promote the concept of green energy conservation and the application of LED lighting.
Haoran hopes that the development of human science and technology can have long-term help for humans and the earth. The development of LED lighting is the best example. In recent years, LED lighting technology has grown rapidly. The luminous efficiency of LED products has been increased by multiples every year and gradually surpassed the traditional energy-saving lighting products. It is expected to completely replace existing energy-saving lighting products in the near future, and it is estimated that global savings will be achieved by then. More than 20% of the electricity will also help to improve the excessive emission of carbon dioxide from traditional lighting, slow down the greenhouse effect, and bring positive help to the protection of the global environment.
LEDinside view
Similar to the manufacturers of the same size of Haoran Technology, there are fewer complete patents and safety regulations. We can find more products exporting areas from the company's products, and somehow show such product planning strategies. It works well, and it is shipped to the market where the general channel has not noticed, and the safety regulations are complete, I believe it will help to expand the market. In this way, in addition to foundry, the new LED lighting manufacturers can also build their own brands, find a market that can survive between international big factories and low-cost competitive small factories.
On the other hand, the company's thinking on market positioning and the cooling technology received from the parent company have given the company a certain level of product competitiveness and can generate enough actual revenue.
The emphasis on dimming products in the European and American markets is one of the necessary roads for many manufacturers to enter the mature market. Whether it is AC dimming or DC dimming, the acceptance of European and American customers is higher than that of the Asian market, and if the manufacturers can Intensification and improvement, cutting into commercial lighting, the main lighting should be more rapid. 
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