Kelly: Successfully landed in A-shares and insisted on “going out” strategy

[Text / high-tech LED Gan Qin] relying on its own technology and research and development advantages, as well as the company's brand and reputation accumulated in the industry for many years, Shenzhen Kelik Technology Co., Ltd. ("Klik") has achieved steady growth in recent years. . On December 22, Kelik (002782) was listed on the Shenzhen Stock Exchange and landed on the A-share small board, becoming the first domestic electronic transformer listed company.

Founded in 2004, Kelik is a high-tech enterprise with rapid growth and high growth in the field of power and magnetic components. The company specializes in special magnetic components, adapters, professional chargers, custom power supplies, LED lighting power supplies, etc. R&D design, production, sales and service.

Zhou Mingliang, general manager of Kelik Power Division, said that the successful listing marks a new starting point for the company's development. The company will continue to provide customers with quality products and services with the principle of “maintaining technology leadership”.

Zhou Liangliang, General Manager of Kelik Power Division

Market game

LED lighting is directly subject to power supply in terms of key indicators such as high energy efficiency and long life. As the "heart" of LED lighting, driving power plays a key role in the quality of LED lighting. Its quality directly affects the performance of LED lighting.

In Zhou Mingliang's view, the game of the market is, in the final analysis, a competition between core technology and quality, and a company with strong technical research and development strength will inevitably stand out in the fierce market competition and win the approval of the market and customers.

Kelik has a dedicated, dedicated, stable and technical R&D team. It has been deeply involved in the field of power application for many years. It has a comprehensive and detailed understanding of the requirements and special features of each application field. Customers provide a complete set of power solutions and one-stop product services to solve customer actual problems.

“The R&D team of the power supply only maintains more than 100 people, and has rich experience in power supply R&D. Most of them are senior R&D engineers for more than 10 years,” said Zhou Mingliang.

The current outdoor drive power supply has reliability and power life problems, such as frequent overheating of the power supply, damage to surges (such as lightning strikes), and insufficient local thermal stress and mechanical stress caused by design selection and process problems due to insufficient verification. As a result, the repair rate during the warranty period is too high.

In order to solve the above problems, we can mainly control the quality and reliability of the product through the process control. In the product design management process, the company follows the rigorous review and strict performance, stress, environment and other verification from the review of the program to the selection of devices, to the stages of SVT, EVT, DVT and PVT in the development stage. Test, HALT and ORT life reliability verification tests ensure product design quality and eliminate design hazards.

In addition, in the process of manufacturing, the company develops the special tooling and equipment with high degree of automation for each process in the special line manufacturing mode to ensure the consistency of the product process and the stability of the quality, thus reducing the product repair rate.

Strengthen research and development efforts

In addition to the focus on products, we can pay great attention to the research and development of power supply and magnetic components, and continue to increase investment in research and development.

Recently, the company announced that it will raise funds of 330 million yuan to invest in magnetic components and power products. After the implementation of the project, the annual production capacity of magnetic components will be 3.85 million man-hours, and the annual production capacity of power products will be 2.7 million working hours, compared with the actual working hours in 2014. The ratio is 72.06% and 158.94% respectively, and the production capacity will be greatly enhanced.

According to Zhou Mingliang, the company's annual investment in research and development has always been above 3% of turnover, of which LED power research and development investment exceeds 30%.

In terms of power supply equipment, the company has deployed relatively complete R&D and testing equipment, and established EMC laboratories, EMS laboratories, safety testing laboratories, etc., to quickly and effectively solve the testing and verification required for new product development. Product development efficiency.

For power products, the company upgrades its technology every year to meet market demand. This year, the company introduced 100W non-isolated single output, 125W non-isolated dual output, 210W non-isolated dual output and other products. In addition to the structural innovation, the product has also improved its performance.

“These products all have intelligent dimming function, and can modify the output current on site according to customer needs, and improve the flexibility of product use. At the same time, each product has protection functions such as input undervoltage, output overvoltage, output short circuit, over temperature and so on. Zhou Mingliang said.

For the intelligent lighting market, Zhou Shuiming believes that it is still in the initial stage and the gestation period. In order to seize this trend, Like has already cooperated with IC solution company to promote intelligent dimming power solutions, while in intelligent lighting system control and intelligence. In terms of wireless dimming solutions, the company has deployed a dedicated software and hardware R&D team to carry out pre-research and continuous optimization of solutions to adapt to the development of the smart market.

Adhere to the "going out" strategy

With the deepening of LED lighting awareness and product quality, the LED power supply industry has entered a mature stage. The company's scale advantage and brand advantage will be more prominent. Next year, the industry will be reshuffled and the survival of the fittest will begin.

For the domestic LED market, Zhou Mingliang used the word “chaos” to describe it. He revealed that the location of the LED driver power supply is mainly based on overseas markets, and the domestic market is a secondary strategy. After years of development, it has established long-term and stable cooperative relations with a large number of overseas customers and well-known domestic enterprises.

Based on the company's long-term focus on customer credit, business and other aspects of the investigation, in order to determine the credit policy for customers, and to implement customer tracking and dynamic adjustment of credit terms and credit limits, to avoid possible sales risks, the current customer of the company Most of them are concentrated in domestic and foreign listed companies or well-known large enterprises, and their credit status is good.

According to Zhou Mingliang, Kelik has cooperated with Eaton Electronics, a leading company in the world's UPS power supply, and leading companies in the field of information power, such as Optoelectronics Technology, Liande Electronics, Kangshu Technology, Information and UPS Power Leading Enterprise.

In addition, Kelik's customers also cover TTI, Jiehe Decker in the field of internationally renowned power tools, Shure in the field of microphones and audio, Emerson in power supply, Philips in the field of lighting, and Keshida and Kehua in the domestic UPS power supply. A number of well-known companies such as Hengsheng.

“For overseas markets, the company has passed the market inspection with its strong technical support, cost-effective and comprehensive services.” Zhou Mingliang said that in the future, the company will continue to adhere to the “going out” strategy and win more. Market space.

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