There are various versions of the official description of Nichia Chemical. In order to provide positive feedback, the general manager of Fukuda introduced that Nichia Chemical was established in Japan in 1956. It mainly manufactures and sells precisions centered on fluorescent powders (inorganic fluorescent powders). Chemicals and electronic materials. Since the blue LED that shocked the world was published in 1993, the commercialization of UV-yellow nitride LEDs has been successively implemented. In addition, the company is vigorously developing a violet-blue laser semiconductor that is indispensable for the development of information media. Chemical semiconductors can become a part of important areas in the semiconductor industry. The development and application of the above technologies have expanded the range of LED applications. At the same time, Nichia successfully obtained a number of patents related to GaN, phosphors, and LED packaging technologies.
In 2010, Nichia Chemical had global sales of US$3.2 billion and had more than 7,000 employees worldwide. The sales bases of Nichia in China are Hong Kong, Shanghai and Beijing. The production base is located in Songjiang, Shanghai. The initial focus was on producing LED phosphors. Since the second half of last year, some LED products for lighting have also been produced.
In response to the emergence of counterfeit counterfeit products of Nichia Chemical in the country and some LED companies under the banner of Nichia, Mr. Liao Guoxin, Director of Sales Strategy, Japan Asia, explained that product quality and service are the most basic preconditions and factors for maintaining customer relationships. The name can be faked, and the product quality and service are irreplaceable. The product is the confidence of Nichia. At the same time, the circulation of counterfeit products has a great influence on the reputation of Japan and Asia. Therefore, Nichia Chemicals reserves the right to pursue the legal responsibility of counterfeiters.
LED chip prices fall depending on capacity and market demand
When Cree and other global LED chip makers set up factories in Asia or China, Nichia quietly laid out the layout. According to the general manager of Fuyida, Nissan’s factory in Songjiang, Shanghai is an LED packaging production line. It is mainly used to produce LEDs for display screens and lighting, and is planned to be mass-produced by the end of 2012. Its manufactured products mainly supply the Chinese mainland market. Mr. Fudai also emphasized that the growth and chip-cutting parts of Nichia's chemical epitaxial wafers are still placed in Japan, which will have an advantage in terms of technology and cost. As to whether the first-stage technical part will be introduced into China, Mr. Fudai revealed that there is currently no such plan in Japan.
When referring to the trend of whether LED chips and package localization will lead to price declines, the general manager of Fudai thinks that the semiconductor industry needs to reduce costs, the key lies in the market demand quantity and production capacity. LED companies have a large number of shipments before they can continue to invest in equipment to expand production capacity and reinvest in a virtuous circle. If the production capacity is small, the cost will not fall, and the manufactured products will be uncompetitive and will form a vicious circle. It is estimated that by the end of 2012, Nichia’s chip production capacity could reach 5 billion pieces per month.
Mr. Fudai frankly stated that it is very difficult to accurately estimate the size of the future lighting market, and it is difficult to give accurate time for LED lamps to enter the homes of ordinary people. At present, many Chinese companies have imported MOCVD, what kind of changes have taken place in China's LED chip production capacity, and how effective these MOCVD technologies are, we will wait and see.
Japan releases light efficiency road map
According to the general manager of Fuyida, “China's LED lighting market started from outdoor street lights and tunnel lights around 2009. Many LED companies turned to LED indoor applications such as downlights and spotlights because of technical and market issues. , flat-panel lights, etc., I think from China's hottest or commercial lighting, some shops and hotels, such as traditional fluorescent lamps, high-pressure sodium, etc., the maintenance costs are relatively high, especially for the higher storey ceiling lamps, maintenance It's more troublesome. China's market characteristics are different from Japan's. Japan's market is dominated by the civilian market, so LED bulbs for home use are also growing faster; but in China, it is mainly driven by government's factory engineering projects."
Mr. Fudai added that the LED market is the biggest and most attractive for lighting companies. Therefore, Nichia wants to improve its competitiveness, mainly from the light efficiency, quality and cost of products. In the following years, Japan will actively integrate sales and production. In order to provide Chinese customers with better services, Nichia will continue to develop new products. Our goal is to achieve 30% of the lighting market by 2015.
Nichia emphasizes the importance of light efficiency in terms of product quality. The general manager of Fukuda has announced that Nichia’s roadmap for the luminous efficacy of LED products at the lighting level is: In terms of white LEDs, the mass-produced light efficiency of Nichia is currently 130lm/ w. This figure will increase to 150lm/w by 2012 and 180lm/w by 2015. For warm-white LEDs, the luminous efficiency at the three time points will reach 100lm/w, 123lm/w, respectively. 150lm/w.
Change the positioning of small and medium-powered people to fully explore the high-power LED lighting market, Fu Dida said that in 2010, high-brightness visible LED from the use point of view, more than 70% is still concentrated in the backlight area. However, it is expected that this situation will be completely changed by 2013 or 2014, when lighting grade LED technology will be greatly improved. Nichia in the LED lighting industry will indeed enter the relative later than some other brands, but the lighting market has just started not long, you can think that from the second half of 2010, Japan and Asia are also taking some positive measures to restore the temporarily behind the situation.
In many people's view, the previous Nichia's brand positioning and awareness has always been the leader of the global medium and small power LED chips, especially in the LED display area occupies a very large proportion, but in the LED high-power white light lighting market, Japan Asia's promotion will encounter some problems. This requires the team of Nichia Chemical China, led by Mr. Fudai, to spend a certain amount of time to reverse the views of end users and industry figures. In the face of this objective problem, Mr. Fuda and Liao also admitted that Japan and Asia have realized the problem and adopted a series of measures to get rid of the low profile. They will choose some influential media in the industry to cooperate and participate in the high-end forum of the domestic LED industry. To gain more users' approval and understanding.
Of course, Mr. Foday emphasized that the most important in the field of lighting is light efficiency and quality (light quality, performance and cost). According to the road map of LED product luminous efficiency in Japan, when it invests in 180lm/w products in the future of China's lighting market, Nichia's status, influence and market share will be further increased. The goal of Nichia is to hope to occupy 30% of the lighting market.
