[文|岳梦迪] Jin Pizhu himself in front of him is much better than the spirit in the photo, so that the reporter could not recognize it at first sight.
Kim Min-jung, a Korean, general manager of Kunshan Yuming, has been in China for 7 years and has lived in Shanghai for a long time. Mandarin speaks very smoothly. Has adapted to the life of China.
At the same time, there are ways to do business in China.
Kunshan Mingming is a Korean "blood" LED light source company, its products are widely used in white electric display, display backlight, automotive lighting, mobile phone flash and conventional lighting.
In mainland China, the development track of “foreign households†is generally: being worshipped and being pursued – being imitated and surpassed – the advantages are getting smaller and smaller, so that after the competitiveness falls on the local enterprises. As a typical “foreign householdâ€, Kunshan Yuming has received considerable resistance in the field of LED light sources.
At the annual Guangya Exhibition, Jin Shuzhu carefully observed the products of domestic counterparts and inspected domestic equipment manufacturers, in order to better understand the Chinese market from the supply chain and user experience. He told "High-tech LED" that many domestic light source factories have done a good job, and they have a tendency to catch up with international manufacturers.
In fact, according to the statistics of the High-tech Research Institute LED Research Institute (GGII), the scale of China's LED packaging industry reached 56.8 billion yuan in 2014, a year-on-year increase of 20%. The annual growth rate of LED package shipments exceeded 70%. Domestic LED packaging factories, including Ruifeng, Jufei, Hongli, Guoxing, etc., have grown rapidly in recent years. The largest of them, Mu Linsen has been listed on the Shenzhen Stock Exchange, and has made great progress.
"We are targeting the mid- to high-end market and are not afraid of competition from domestic counterparts," said Jin Yuzhu. Kunshan Yuming has 4 years of experience in EMC research and development, and has many years of experience in the most popular flip-chip packaging in China. In Jin Juzhu's view, many domestic companies are focusing on low-end production and the profit margin is too thin. “Once the low-end products are saturated and come to an end, what do they do (some companies that are more concerned about price than R&D innovations?)†Jin Zhuzhu expressed concern.
In fact, there is no shortage of innovative and innovative packaging companies in China, but the application of new technologies in the entire market is still not mature. Many packaging companies are optimistic and actively deploy new areas, but there are not many real energy products. Kim Min-jeong believes that EMC will have a qualitative breakthrough in the flip-chip market this year and next. “This means that the market will transition from the low end to the high end.†Jin Yuzhu is very optimistic about the application market. “After the market is expanded, it will be more conducive to the advantages of Kunshan Mingming.â€
This statement has both theoretical and practical support. From a technical point of view, EMC can pass more current, heat resistance is more prominent, lower cost and more reliable, and it has an absolute advantage in replacing the market of small and medium power COB. The biggest advantage of flip-chip packaging is that there is no gold wire, simplifying the process, saving costs and improving reliability.
On the other hand, the pursuit of higher cost performance means more investment, and the positive layout of domestic large factories and the pursuit of single products by SMEs have played a very good role in the education market. The market acceptance is high, and companies with technological advantages are naturally better able to seize the opportunities. According to Jin Yuzhu, Kunshan Mingming's flip-chip products have reached the level of production efficiency of conventional formal wear, and the market application scale is large.
“This is actually a question of choice preference.†Jin Ruzhu believes that when customers choose medium and high-end products, they value the brand more and the brand effect of the company will be more obvious. At present, many domestic enterprises are still focusing on the low-end products with lower technical thresholds. The positioning of Kunshan Mingming for the mid-to-high-end market has determined that it will have a bigger role in the future market.
"Now the domestic competition is too fierce, everyone's price is very low." Jin Yuzhu is obviously quite surprised by the ultimate pursuit of cost-effectiveness for domestic enterprises. He admits that if it is purely from the price, Kunshan Mingming does not have the strength to compete with domestic enterprises, but for customers who pursue quality, Yu Ming still has its own advantages.
China's domestic LED market has developed rapidly in recent years and will become the world's largest LED production base in the near future, and it is also the world's largest LED market. Any LED company wants to "light up" the future, and the mainland is a market that cannot be ignored. Therefore, despite many difficulties, Kim Jong-soo did not waver in his determination to enter the mainland market.
Setting up a factory in China is the most direct signal. “Setting up the factory on the mainland, our human cost, space cost, etc. can be more effectively controlled, ensuring that we can better adapt to market changes and further realize the leadership market.â€
With the further maturity of the LED market, companies that follow the development trend of the LED industry and introduce disruptive technologies will be able to take the lead and expand their advantages and opportunities in the new situation. Kunshan Yuming, who has many years of backlight source technology, is waiting for the awakening of the domestic high-end market.
Kim Min-jung, a Korean, general manager of Kunshan Yuming, has been in China for 7 years and has lived in Shanghai for a long time. Mandarin speaks very smoothly. Has adapted to the life of China.
At the same time, there are ways to do business in China.
Jin Haozhu, General Manager of Kunming Yuming
Kunshan Mingming is a Korean "blood" LED light source company, its products are widely used in white electric display, display backlight, automotive lighting, mobile phone flash and conventional lighting.
In mainland China, the development track of “foreign households†is generally: being worshipped and being pursued – being imitated and surpassed – the advantages are getting smaller and smaller, so that after the competitiveness falls on the local enterprises. As a typical “foreign householdâ€, Kunshan Yuming has received considerable resistance in the field of LED light sources.
At the annual Guangya Exhibition, Jin Shuzhu carefully observed the products of domestic counterparts and inspected domestic equipment manufacturers, in order to better understand the Chinese market from the supply chain and user experience. He told "High-tech LED" that many domestic light source factories have done a good job, and they have a tendency to catch up with international manufacturers.
In fact, according to the statistics of the High-tech Research Institute LED Research Institute (GGII), the scale of China's LED packaging industry reached 56.8 billion yuan in 2014, a year-on-year increase of 20%. The annual growth rate of LED package shipments exceeded 70%. Domestic LED packaging factories, including Ruifeng, Jufei, Hongli, Guoxing, etc., have grown rapidly in recent years. The largest of them, Mu Linsen has been listed on the Shenzhen Stock Exchange, and has made great progress.
"We are targeting the mid- to high-end market and are not afraid of competition from domestic counterparts," said Jin Yuzhu. Kunshan Yuming has 4 years of experience in EMC research and development, and has many years of experience in the most popular flip-chip packaging in China. In Jin Juzhu's view, many domestic companies are focusing on low-end production and the profit margin is too thin. “Once the low-end products are saturated and come to an end, what do they do (some companies that are more concerned about price than R&D innovations?)†Jin Zhuzhu expressed concern.
In fact, there is no shortage of innovative and innovative packaging companies in China, but the application of new technologies in the entire market is still not mature. Many packaging companies are optimistic and actively deploy new areas, but there are not many real energy products. Kim Min-jeong believes that EMC will have a qualitative breakthrough in the flip-chip market this year and next. “This means that the market will transition from the low end to the high end.†Jin Yuzhu is very optimistic about the application market. “After the market is expanded, it will be more conducive to the advantages of Kunshan Mingming.â€
This statement has both theoretical and practical support. From a technical point of view, EMC can pass more current, heat resistance is more prominent, lower cost and more reliable, and it has an absolute advantage in replacing the market of small and medium power COB. The biggest advantage of flip-chip packaging is that there is no gold wire, simplifying the process, saving costs and improving reliability.
On the other hand, the pursuit of higher cost performance means more investment, and the positive layout of domestic large factories and the pursuit of single products by SMEs have played a very good role in the education market. The market acceptance is high, and companies with technological advantages are naturally better able to seize the opportunities. According to Jin Yuzhu, Kunshan Mingming's flip-chip products have reached the level of production efficiency of conventional formal wear, and the market application scale is large.
“This is actually a question of choice preference.†Jin Ruzhu believes that when customers choose medium and high-end products, they value the brand more and the brand effect of the company will be more obvious. At present, many domestic enterprises are still focusing on the low-end products with lower technical thresholds. The positioning of Kunshan Mingming for the mid-to-high-end market has determined that it will have a bigger role in the future market.
"Now the domestic competition is too fierce, everyone's price is very low." Jin Yuzhu is obviously quite surprised by the ultimate pursuit of cost-effectiveness for domestic enterprises. He admits that if it is purely from the price, Kunshan Mingming does not have the strength to compete with domestic enterprises, but for customers who pursue quality, Yu Ming still has its own advantages.
China's domestic LED market has developed rapidly in recent years and will become the world's largest LED production base in the near future, and it is also the world's largest LED market. Any LED company wants to "light up" the future, and the mainland is a market that cannot be ignored. Therefore, despite many difficulties, Kim Jong-soo did not waver in his determination to enter the mainland market.
Setting up a factory in China is the most direct signal. “Setting up the factory on the mainland, our human cost, space cost, etc. can be more effectively controlled, ensuring that we can better adapt to market changes and further realize the leadership market.â€
With the further maturity of the LED market, companies that follow the development trend of the LED industry and introduce disruptive technologies will be able to take the lead and expand their advantages and opportunities in the new situation. Kunshan Yuming, who has many years of backlight source technology, is waiting for the awakening of the domestic high-end market.
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