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    Jingneng Optoelectronics Liu Maode: Increase brand building in the domestic market

    The LED industry is developing rapidly, and many domestic companies have seized this big cake, including some industries that were not related to lighting. Shenzhen Jingneng Optoelectronics started from the heat dissipation and accumulated rich experience in the field of heat dissipation. Cooling is an important part of LED lighting products. Jingneng Optoelectronics has innate advantages in entering this field. Gaogong LED Network reporter interviewed Mr. Liu Maode, General Manager of Jingneng Optoelectronics during the Guangya Exhibition.

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    Mr. Liu Maode, General Manager of Jingneng Optoelectronics

    Gradually shift from OEM to brand

    High-tech LED: Can you tell us about the development of precision energy? How much LED capacity is now able to achieve?

    Liu Maode: We used to do heat dissipation. Since the beginning of last year, we have been involved in the LED industry. Now it has been seven or eight months. The fine energy is now mainly OEM (OEM). Our main side is major power commercial lighting. Commercial lighting is a market we are more optimistic about. We have reserved a lot of technology before entering this market, so the speed of entry is also very fast.

    High-tech LED: Is Jinger also planning to make a brand in the future?

    Liu Maode: We want to promote our own brand in China. We are going to do it after the exhibition. Because the world economy is now integrated, we must pay attention to the domestic market while paying attention to foreign markets. If we do domestic sales, we must make an effective added value, and if there is no brand, it is difficult to have enough added value, so we must increase investment in the brand.

    High-tech LED: Some people say that branding for domestic companies is to cultivate their own competitors, and brands for foreign companies can use their requirements to improve themselves.

    Liu Maode: The OEM is aimed at foreign countries. There are some guarantees for foreign trade in the long run, and domestic OEM competition is fierce. Foreign OEM customers have many requirements, no matter whether it is reasonable or unreasonable, it is a kind of temper for us. Reasonable is an exercise. Unreasonable is a kind of tempering. In principle, the service is done first.

    I think it is necessary to consider it in two aspects. On the one hand, it is helpful to cultivate the core technology with foreign OEMs. I think this is not a bad thing. Why do people choose not to choose others? At least the company is still a little worthy. The second is to make some things that meet the consumption habits and consumption culture of international customers through OEM. We will do some targeted and targeted improvements.

    High-tech LED: How about the profit of OEM?

    Liu Maode: Actually, there is no high profit. After the appreciation of the renminbi, including the cold economy of foreign countries, the form of foreign trade is not optimistic now, but for the factory, I think management is very important. If management is not in place, many profits will disappear. This is especially a challenge for our new company. Because of the LED, the core technology is still controlled by foreign countries, and the upstream one is more rigorous. The threshold for applying this piece is not particularly high. Everyone can go in. The homogenization is particularly serious. To really make it a good word, there must be a little technology, a little continuous investment and continuous research and development.

    High-tech LED: Is the market competition fierce now, how to maintain competitiveness in homogenization competition?

    Liu Maode: The threshold for LED lighting is not high. Buying some parts can also be lit up, but whether the assembled products can be recognized by customers is a problem that operators should consider. The same thing is afraid of shop around, and I can see it all at once. Some people may accept it for the time being, but we consider that after eight months, one year, two years, the time is as long as the big waves, like To endure some baptism, if you don't have a high threshold, you should focus on the core technology and focus on every detail.

    Thermal technology will also have greater development

    High-tech LED: The life of high-power lamps in the market is difficult to guarantee. How do you think about the life of high-power?

    Liu Maode: The high power life is difficult to guarantee, mainly because of heat dissipation and power supply. I believe that with the advancement of technology and the accumulation of experience, this piece will definitely be overcome in the future. The new technology of heat dissipation may not be released. Our company also has a great investment in researching the heat dissipation of high-power street lamps, including high-power spotlights, projection lamps, wall washers and the like. In terms of application, we still have some technology, including some of our partners in Taiwan. We have worked together to solve the heat dissipation problem of 525w high-power street lamps.

    High-tech LED: Now the streetlights are generally not cooled by heat pipes or fans.

    Liu Maode: Fans generally do not use heat dissipation. Applying to outdoor lights will reduce reliability. Adding a fan may increase the power consumption of the whole lamp. We are currently focusing on solutions for convection and conduction. We do not advocate the use of fans, which will have an impact on power consumption, which is not the direction we are considering. Originally, street lamps need energy saving. If power consumption is increased, this will run counter to the meaning of our energy-saving street lamps.

    Not affected by chip price increases

    High-tech LED: According to our understanding, the price of the chip has increased. Do you have a similar feeling?

    Liu Maode: The demand for chips this year is indeed quite strong. The reason for the price increase is the strong demand. We used to have a business to do LED brackets, and chip manufacturers have cooperation. Business dealings are long-term, I am its customer and his supplier, so we will not increase the price on the chip price issue. Maybe the price increase of the chip has an impact on us, but for now it is not particularly obvious for our cost burden, but we dona€?t know it later.

    High-tech LED: Is the profit of the lamp now lower than before?

    Liu Maode: I think the price increase of the chip has an impact on profits, but it is not obvious. Our profits are generally maintained at 20%. The profit of the packaging factory will also have an impact. If the chip is not available, it will have an impact. This is a problem of market demand. I think this is only a phased issue.

    Doing ten cities is like crossing the river by feeling the stones.

    High-tech LED: Last year, ten cities were relatively hot. Have you invested in LED street lights?

    Liu Maode: For the domestic market, we have already made some plans and the team is ready. We have been paying attention to LED street light technology. The cooling technology of a company's 525-watt LED street light is what our company is doing and will be piloted in Beijing. For the ten cities, it is like crossing the river by feeling the stones. We are laymen. When we don't touch the stones, we are not rivers.

    Gaogong LED network reporter Fu Chenglong Zeng Cong

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