Hangke Optoelectronics (hereinafter referred to as Hangke) is one of the largest power LED packaging companies in China. In 2010, domestic packaging companies faced Taiwan's intrusion, the upstream chip supply was tight, and sales and capacity were upside down. In such a harsh living environment, Hangke is ranked in the top ten in the competitiveness ranking of China's LED packaging enterprises with a monthly capacity of 150 KK and comprehensive strength.
Entering 2011, according to Yan Kejun, chairman of Hangzhou Branch, based on the domestic LED industry environment and internal strategic adjustment this year, Hangke will become relatively conservative and relatively radical, at the top of the quality pyramid and market share. Find the balance point.
At the same time, Hangke will spare no effort to promote their two-year "value-added service" concept, and open a service brand that provides downstream light fixture manufacturers with light, color, electricity and heat solutions in the field of LED lighting, and strive to be LED. The "Intel" in the world.
Step on the beat, take advantage of the trend
High-tech LED : The industry has heard that Hangke has always been relatively low-key, the company's operation is very stable, is this your character?
Yan Qianjun: I am a relatively conservative person, so the company's development has been affected by this. Hangke has done a good job in these years. The big difference between us and our peers is that we are not overly pursuing the output value, but concentrate on the products, do the top of the pyramid, and replace the imports. Porsche has always been an example for us to learn: it is high-end, but its volume is also very large. We are also learning and thinking, improving our service while improving product quality, transforming the original Hangke brand into a service brand for the production brand, and making our Hangzhou brand a louder and bigger market share.
High-tech LED : So, will Hangke's stable management style affect the scale expansion of the company?
Yan Qianjun: In the past, we have done very well in both Guangdong and Zhejiang. The customer picks up the goods, there is no accounts receivable, all make cash, and in the industry, there may be only one of us. Now only a few years old customers, we only make monthly payments. In the past, our development was indeed very stable, but it did affect the rapid expansion. Therefore, the company began to make adjustments, hoping to expand into the capital market and increase its scale advantage.
High-tech LED : Since last year, domestic packaging companies have queued up. According to our understanding, Hangke has also been targeted by many venture capital brokers. In this round of listing boom, how will Hangke plan?
Yan Qianjun: As the earliest enterprise engaged in LED packaging in Zhejiang, we have always guided the development of the company with the business philosophy of quality first, innovation, balanced development and pursuit of excellence. When it comes to venture capital brokers, many domestic well-known institutions have looked for us as early as two years ago, because the company's operating conditions are very good. At that time, the demand for financing was not particularly urgent, so it was decided to reject them. My idea is to do a good job of products, do a good job, and then go to the capital market to help companies develop faster and better. The news of Gaogong LED is very well-informed. In the past two months, many domestic and foreign institutions have been in contact with us. At present, our listing work is already in the process of preparation.
High-tech LED : Does it mean that Hangke will shift from four levels to a rapid expansion? With market share as the biggest goal?
Yan Qianjun: What we want to change is to make a trade-off between high-end positioning and market size. On the one hand, we will not give up the pursuit of quality, on the other hand, we will be more proactive in adapting to the market. After the launch of the listing work, Hangke's entire team work mode will be relatively conservative and relatively radical, and development will accelerate; however, we will not sacrifice the quality-oriented tradition that has been deposited for many years, and pursue market share blindly.
Materials, under and luminaire modules
High-tech LED : In 2010 , domestic packaging companies faced both the invasion of Taiwan's packaging companies and the tight supply of upstream chips. They also endured the collapse of sales and capacity, and suffered from three sides. In 2011 , the entire environment did not seem to be clear. In this regard, what do you think is the way out for packaging companies?
Yan Qianjun: Hangke is not the same as other packaging companies. One is that the positioning of the product is relatively high, and the understanding of the package itself is relatively deep. Based on the middle of the industrial chain, we are covering a little wider. The upstream part includes basic materials. We are also looking at the touch, and the downstream to module to application have contact.
Of course, our main business is packaging, mainly for general lighting and landscape lighting; but we give customers not only the products themselves, but also our services and solutions when we come to our customers along with our products, so we will Do some integration of upstream and downstream resources and technology integration.
High-tech LED : What materials did Hangke start to cover when you mentioned the materials?
Yan Qianjun: Starting from the upstream, we have been cooperating with several major manufacturers on the chip side; we are trying to study other materials besides the chip, some are working with universities, and some are doing it ourselves. In 2010, we planned a laboratory with a new investment of 5 million, and solidified the basic materials, including reliability analysis and failure analysis.
High-tech LED : We visited a lot of packaging companies and heard that the industry has such a voice: the core competitiveness of packaging companies lies in the grasp of chips and brackets. What do you think about this?
Yan Qianjun: The encapsulation is actually a systematic project. Many of the peers mentioned the brackets, which may be cost-effective; but in fact, such as silica gel, phosphors, solder and accessories, these costs are relatively high. The starting point of our research and development of basic materials is cost control, quality control, and product innovation. This is our core.
High-tech LED : You mentioned that Hangke's packaged devices are mainly used in the field of lighting. What is the proportion of landscape lighting and general lighting? What are your advantages in lighting?
Yan Qianjun: At present, landscape lighting accounts for about 20%, and general lighting accounts for about 80%. In terms of street lamps, we are the first drafting unit of the national standard for LED street lamps in the world; in terms of tunnel lights, we are the lead unit of the only tunnel lamp project in China's 863 Program.
The use environment of street lamps and tunnel lights is relatively harsh, and the requirements for LEDs are relatively high. The large-scale use of street lamp enterprises is also a big push for our indoor high-power LEDs.
High- tech LED : In 2010 , Hangke's monthly production capacity is 150KK . How much growth will this year? How are the direct insertion and patch distribution?
Yan Qianjun: This year will increase, and it is estimated to be 200 KK by August. SMD will exceed the line in this year, SMD last year 30%, more than 50% this year.
Call for cooperation and build a “value-added service†brand
High-tech LED : According to high-tech LED observation, 2011 will be a year for domestic LED companies to seek upstream and downstream cooperation. What do you think of this?
Yan Qianjun: In the past year, the LED industry is more popular with vertical integration, and we are more inclined to cooperate with enterprises in the upstream and downstream industry chain, because Hangke is positioned as a service-oriented brand. The light, color, electricity and heat involved in LED are systematically solved by Hangke, and Hangke's goal is Intel in the LED industry.
We believe that as an emerging and constantly developing and mature industry, the sub-union of the LED industry industry chain is gradually specialized and clarified. Hangke's industrial positioning is to take the core of research and development and manufacture. We not only do components, do basic materials, but also do modules, components and solutions; and our downstream strategic alliances, partners or customers, their main energy is to build market channels and build brands. In this way, we have done the core part, the quality of the downstream products is guaranteed, and we can work on other important factors of the product itself, such as structure, surface treatment, and lighting design. Such cooperation will make the product more brilliant.
High-tech LED : You have been saying that Hangke will position itself as a service brand. Can you talk about how your service system is built?
Yan Qianjun: Based on the middle of the industrial chain, Hangke will build a communication bridge between upstream chips, materials and downstream application terminals, introduce upstream new products to the downstream, and feed back the demand of the terminals to the upstream; in addition, Hangke will The downstream enterprises provide technical services and provide customized solutions to help customers overcome some technical problems and promote the healthy development of the LED lighting industry.
Entering 2011, according to Yan Kejun, chairman of Hangzhou Branch, based on the domestic LED industry environment and internal strategic adjustment this year, Hangke will become relatively conservative and relatively radical, at the top of the quality pyramid and market share. Find the balance point.
At the same time, Hangke will spare no effort to promote their two-year "value-added service" concept, and open a service brand that provides downstream light fixture manufacturers with light, color, electricity and heat solutions in the field of LED lighting, and strive to be LED. The "Intel" in the world.
Step on the beat, take advantage of the trend
High-tech LED : The industry has heard that Hangke has always been relatively low-key, the company's operation is very stable, is this your character?
Yan Qianjun: I am a relatively conservative person, so the company's development has been affected by this. Hangke has done a good job in these years. The big difference between us and our peers is that we are not overly pursuing the output value, but concentrate on the products, do the top of the pyramid, and replace the imports. Porsche has always been an example for us to learn: it is high-end, but its volume is also very large. We are also learning and thinking, improving our service while improving product quality, transforming the original Hangke brand into a service brand for the production brand, and making our Hangzhou brand a louder and bigger market share.
High-tech LED : So, will Hangke's stable management style affect the scale expansion of the company?
Yan Qianjun: In the past, we have done very well in both Guangdong and Zhejiang. The customer picks up the goods, there is no accounts receivable, all make cash, and in the industry, there may be only one of us. Now only a few years old customers, we only make monthly payments. In the past, our development was indeed very stable, but it did affect the rapid expansion. Therefore, the company began to make adjustments, hoping to expand into the capital market and increase its scale advantage.
High-tech LED : Since last year, domestic packaging companies have queued up. According to our understanding, Hangke has also been targeted by many venture capital brokers. In this round of listing boom, how will Hangke plan?
Yan Qianjun: As the earliest enterprise engaged in LED packaging in Zhejiang, we have always guided the development of the company with the business philosophy of quality first, innovation, balanced development and pursuit of excellence. When it comes to venture capital brokers, many domestic well-known institutions have looked for us as early as two years ago, because the company's operating conditions are very good. At that time, the demand for financing was not particularly urgent, so it was decided to reject them. My idea is to do a good job of products, do a good job, and then go to the capital market to help companies develop faster and better. The news of Gaogong LED is very well-informed. In the past two months, many domestic and foreign institutions have been in contact with us. At present, our listing work is already in the process of preparation.
High-tech LED : Does it mean that Hangke will shift from four levels to a rapid expansion? With market share as the biggest goal?
Yan Qianjun: What we want to change is to make a trade-off between high-end positioning and market size. On the one hand, we will not give up the pursuit of quality, on the other hand, we will be more proactive in adapting to the market. After the launch of the listing work, Hangke's entire team work mode will be relatively conservative and relatively radical, and development will accelerate; however, we will not sacrifice the quality-oriented tradition that has been deposited for many years, and pursue market share blindly.
Materials, under and luminaire modules
High-tech LED : In 2010 , domestic packaging companies faced both the invasion of Taiwan's packaging companies and the tight supply of upstream chips. They also endured the collapse of sales and capacity, and suffered from three sides. In 2011 , the entire environment did not seem to be clear. In this regard, what do you think is the way out for packaging companies?
Yan Qianjun: Hangke is not the same as other packaging companies. One is that the positioning of the product is relatively high, and the understanding of the package itself is relatively deep. Based on the middle of the industrial chain, we are covering a little wider. The upstream part includes basic materials. We are also looking at the touch, and the downstream to module to application have contact.
Of course, our main business is packaging, mainly for general lighting and landscape lighting; but we give customers not only the products themselves, but also our services and solutions when we come to our customers along with our products, so we will Do some integration of upstream and downstream resources and technology integration.
High-tech LED : What materials did Hangke start to cover when you mentioned the materials?
Yan Qianjun: Starting from the upstream, we have been cooperating with several major manufacturers on the chip side; we are trying to study other materials besides the chip, some are working with universities, and some are doing it ourselves. In 2010, we planned a laboratory with a new investment of 5 million, and solidified the basic materials, including reliability analysis and failure analysis.
High-tech LED : We visited a lot of packaging companies and heard that the industry has such a voice: the core competitiveness of packaging companies lies in the grasp of chips and brackets. What do you think about this?
Yan Qianjun: The encapsulation is actually a systematic project. Many of the peers mentioned the brackets, which may be cost-effective; but in fact, such as silica gel, phosphors, solder and accessories, these costs are relatively high. The starting point of our research and development of basic materials is cost control, quality control, and product innovation. This is our core.
High-tech LED : You mentioned that Hangke's packaged devices are mainly used in the field of lighting. What is the proportion of landscape lighting and general lighting? What are your advantages in lighting?
Yan Qianjun: At present, landscape lighting accounts for about 20%, and general lighting accounts for about 80%. In terms of street lamps, we are the first drafting unit of the national standard for LED street lamps in the world; in terms of tunnel lights, we are the lead unit of the only tunnel lamp project in China's 863 Program.
The use environment of street lamps and tunnel lights is relatively harsh, and the requirements for LEDs are relatively high. The large-scale use of street lamp enterprises is also a big push for our indoor high-power LEDs.
High- tech LED : In 2010 , Hangke's monthly production capacity is 150KK . How much growth will this year? How are the direct insertion and patch distribution?
Yan Qianjun: This year will increase, and it is estimated to be 200 KK by August. SMD will exceed the line in this year, SMD last year 30%, more than 50% this year.
Call for cooperation and build a “value-added service†brand
High-tech LED : According to high-tech LED observation, 2011 will be a year for domestic LED companies to seek upstream and downstream cooperation. What do you think of this?
Yan Qianjun: In the past year, the LED industry is more popular with vertical integration, and we are more inclined to cooperate with enterprises in the upstream and downstream industry chain, because Hangke is positioned as a service-oriented brand. The light, color, electricity and heat involved in LED are systematically solved by Hangke, and Hangke's goal is Intel in the LED industry.
We believe that as an emerging and constantly developing and mature industry, the sub-union of the LED industry industry chain is gradually specialized and clarified. Hangke's industrial positioning is to take the core of research and development and manufacture. We not only do components, do basic materials, but also do modules, components and solutions; and our downstream strategic alliances, partners or customers, their main energy is to build market channels and build brands. In this way, we have done the core part, the quality of the downstream products is guaranteed, and we can work on other important factors of the product itself, such as structure, surface treatment, and lighting design. Such cooperation will make the product more brilliant.
High-tech LED : You have been saying that Hangke will position itself as a service brand. Can you talk about how your service system is built?
Yan Qianjun: Based on the middle of the industrial chain, Hangke will build a communication bridge between upstream chips, materials and downstream application terminals, introduce upstream new products to the downstream, and feed back the demand of the terminals to the upstream; in addition, Hangke will The downstream enterprises provide technical services and provide customized solutions to help customers overcome some technical problems and promote the healthy development of the LED lighting industry.
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