The LED lighting terminal market is rapidly opening, and the effect is also being transmitted to the midstream package. Ruifeng Optoelectronics, Hongli Optoelectronics, Sunlight Lighting and Mulinsen have increased their packaging and expansion efforts this year. However, contrary to this bright market prospect, the domestic front-end packaging equipment market has fallen into disorderly competition, and the situation is chaotic. .
This year, we are not prepared to continue to develop conventional types of products. Chai Yong, general manager of Shenzhen Hengrui Zhida Co., Ltd. (hereinafter referred to as Hengrui Zhida), said in an interview that in view of the bad competition in the packaging equipment market, the front-end packaging equipment such as solid crystal machine and wire bonding machine has been the main business. The business of Hengzhi Zhida forced to helpless, decided to adjust this year's strategic focus.
Like Chai Yong, the same unhappy about the equipment market is He Yunbo, general manager of Dazu Optoelectronics. The prices of conventional equipment from foreign manufacturers continue to drop, which has caused several front-end packaging equipment manufacturers in China to struggle. Although sales volume has increased in the past year, the increase in profits has become a significant impact. In addition, some manufacturers are trying to survive and unscrupulously affect the balance of supply and demand in the entire market. He Yunbo said.
However, I have to admit that, in contrast to the packaging equipment field in recent years, the monopoly situation of foreign manufacturers has changed. With the improvement of technology and equipment stability in domestic packaging equipment enterprises, domestic equipment has gradually emerged in the equipment market. Market share has also increased significantly.
In the 2013 annual high-tech Golden Globe Awards selection activity at the end of last year, the voting results showed that the number of domestic equipment brands entering the top ten votes exceeded 80, and a few market segments were even completely domestic brands. Compared with the situation that the packaging equipment was dominated by imported foreign brands before 2012, domestic manufacturers have made rapid progress.
However, what is embarrassing is that under the beautiful appearance, the price of domestic packaging equipment has also declined rapidly.
In 2012, the plane solid crystal machine has already bought about 140,000 yuan / Taiwan, this price is no profit, and last year was even more unsightly. Song Changning, general manager of Shenzhen Xinyichang Automation Equipment Co., Ltd. (hereinafter referred to as Xinyichang) said that low price and low profitability are the biggest problems faced by packaging equipment manufacturers today.
The monitoring information of the High-tech LED Industry Research Institute (GLII) shows that in 2013, the overall growth of the LED industry will not increase profits, and the field of packaging equipment is inevitable. It is represented by Cui Tao, Dazu Optoelectronics, Youguang Advanced, Xinyichang, etc. The gross profit of the domestic equipment enterprises was significantly reduced last year.
What is the fundamentals of the market? The business situation of the company is its direct manifestation.
At the beginning of 2014, Yuanfang Optoelectronics Co., Ltd., a listed company of LED testing equipment, released the “Intention to Purchase Assetsâ€, saying that the company or its wholly-owned subsidiary plans to acquire Advanced Photovoltaic Equipment (Shenzhen) Co., Ltd. (hereinafter referred to as Youguang) with a super-raised fund of no more than RMB 65 million. Related assets.
Zhang Hongbiao, research director of the High-tech LED Industry Research Institute (GLII), believes that since the end of last year, the field of packaging equipment has been surging, and the reshuffle phenomenon is very fierce. Some enterprises are struggling because they cannot achieve profitability. What is more, because of long-term search To solve the direction and method of profit growth, we can only choose to give up.
The decline in profits, the technological changes in upstream chips, and the emergence of new packaging technologies in the midstream will make some equipment manufacturers like Youguang unable to keep up with the pace of the market, and then they can only choose to be integrated. Zhang Hongbiao said.
In Chai Yong's view, domestic equipment manufacturers are increasingly difficult to operate, mainly due to some unhealthy market competition among domestic manufacturers. At present, domestic equipment has not had much profit under the price reduction strategy of imported equipment. Under the crisis, some manufacturers not only face the problem, but also violate the market principle, and the market situation has turned sharply.
It is understood that before 2010, the import equipment manufacturers represented by ASM have been booming. Domestic manufacturers have no market position because of relatively backward technology. However, in recent years, the latter has been keeping up with the situation, between domestically produced equipment and imported equipment. The gap is rapidly shrinking.
The leading industry monopoly has also begun to notice the rise of domestic production and also develop corresponding defensive strategies.
ASM will control the distance from domestic manufacturers. Although the gap between us and them is shrinking, after all, as a veteran equipment manufacturer, the deep technical non-domestic manufacturers are all at a glance. He Yunbo analyzes that foreign manufacturers maintain their advantages with domestic manufacturers through differentiated layouts on conventional equipment and superior equipment.
He Yunbo said that in terms of conventional products, ASM's previous profit has remained at a high level, and domestic equipment is far behind. However, after the domestic equipment started, ASM adopted a market strategy of lowering prices and profits, originally trying to grab market share through price difference. The domestic manufacturers’ own profits are unable to maintain their previous status and are gradually being diluted.
At the same time, ASM also relies on years of research and development strength and technical advantages, as well as the weakness of the domestic equipment in the technical process can not match, the development of high-precision high-precision equipment and domestic equipment to open the distance.
The technical content of domestically produced equipment is relatively insufficient, and as a result, it is in a greater dilemma. Chai Yong believes that under the helplessness of the core technology, some manufacturers who are good at playing with marketing strategies are forced to survive the pressure of survival and have no time to take into account the balance of the benign market.
He Yunbo expressed his understanding. He believes that in this context, domestic manufacturers are unlikely to achieve a certain market share without making certain changes. International manufacturers ASM their prices have been very low, if you directly fight with them, there is no other added value, it is difficult to obtain customer resources. This is the root cause, and international manufacturers dominate the market.
Relatively fixed market share, the low price fight to the end, the release, the installment becomes the last piece, and this also gives a good punch to the front-end manufacturers with poor cash flow, which accelerates the overall pattern change of the industry.
According to relevant sources in the industry, in fact, no domestic equipment manufacturer has a good financial position in recent years. Even if the surface is ok, it is also a whitewash for the market.
Dr. Zhang Xiaofei, chairman of Gaogong LED, believes that if the income of packaging equipment enterprises is not in the billions, the time will be long, and there will always be a loss, because R&D investment and sales expenses are indispensable. The annual sales of Youguang is about 30-40 million, and the profit is still negative. It is difficult to make equipment. Zhang Xiaofei said.
In the view of Deng Suimin, general manager of Shenzhen Cuitao Automation Optoelectronics Business Unit, the acquisition of Yuguang in the distant place was the result of poor management of the company and the unresolved problems of cash flow.
Relatively speaking, last year's performance was lower than that of 2012, and the total market demand could not keep up with the number of participants. In an interview with a high-tech reporter, Deng Sui-min said so.
He Yunbo said that the low price of domestic equipment has become a selling point. No one is 20-30 lower than ASM. No one cares about it. The premise of selling is still comparable to that provided by ASM. ASM's solid crystal equipment should be at 20W. Domestic manufacturers are able to maintain a certain operating profit at the corresponding price. However, last year and the previous year due to excessive competition, 13w or even lower, this is completely no profit, only for The practice of getting customer resources. He Yunbo believes that under normal circumstances, domestic production at 17w-18w is normal. According to our situation, if this is not done, the normal operation of the company will be affected.
In the face of ASM's advancement, the domestic front-end packaging equipment manufacturers lacking core technology are indeed very passive. How to break through, improve the financial situation, and restore the normal and healthy operation of the market has become the key point of the moment.
Song Changning said that Xinyichang is embarking on a high-end market. Starting from the improvement of technology, last year we tentatively developed high-end equipment. One machine bought more than 17w, and other manufacturers were still struggling below 14w. In Song Changning's view, the demand for high-end market is very large, which will become the profit breakthrough of Xinyichang.
The reporter learned from various investigations that the current localization rate of high-end front-end packaging equipment is still less than 30%, and the high-end market is still in the hands of international manufacturers represented by ASM.
Chai Yong is skeptical about this. He said that because the LED packaging process is born out of the semiconductor package, in comparison, the LED process technology requirements are not high, the packaging equipment does not have too high technical content, the high-end is beyond words.
The so-called high-end equipment developed by international manufacturers such as ASM is also based on the advanced technology that has been accumulated in the past for at least 20 years, and has developed higher performance products that cannot be achieved by domestic manufacturers.
In He Yunbo's view, domestic manufacturers may increase their efforts in terms of sales channels. In view of the fact that international companies do not have the upper hand in some domestic sales services, this will become the strategic focus of domestic manufacturers.
On the other hand, from the service to compete, improve from customer service. When importers are not paying attention, it is also a way to get some order opportunities, or because the importers pay too long to get some orders.
He Yunbo said that in addition, due to the competitive pressure in the field of conventional products, some manufacturers may try to bend over the road, and develop new trending products under the new packaging process. The development of domestic competitors has been stepping up development. This is also a way to maintain a slightly higher profit margin.
In Chai Yong’s view, this strategy will last a year or so, but it can only bet and test.
Chai Yong believes that domestic manufacturers may compete in terms of payment terms and other factors this year. Although it is not worth saying, there have been some manufacturers who have begun to pay for one or even two years.
Deng Sui-min said that this year's reshuffle is increasing, and relying on technology and strength will be the focus of competition. In 2014, there was an advantage in technology. The development trend of LED lighting is almost the same as that of semiconductor packaging, that is, from initial accumulation, growth, expansion, reshuffle, and stability. I have been in business for more than a decade. The plagiarism of the company’s bankruptcy is also certain.
As for the possibility of installment payment, Deng Sui-min said that although this phenomenon is present now, it does not necessarily mean that it depends on the status of customer cooperation. The production capacity of new products is in short supply, and the old equipment is definitely oversupply. Deng Sui-min said.
Under the pressure of financial status, market sales and other pressures, industry analysts believe that this year's domestic market pattern changes are inevitable, everyone's current situation is actually supporting, Youguang is unable to support, make a choice. There are also some manufacturers who are also in the crisis day, and did not perform well last year.
Zhang Hongbiao believes that this phenomenon may be more significant among packaging equipment manufacturers this year.
It is understood that orders from international manufacturers have been released since June this year. Although domestic manufacturers have a clear bullish momentum in the first quarter, He Yunbo said that the market conditions in the second and second half of the year are still very uncertain. It is one of the potential incentives for changes in the pattern among domestic manufacturers.
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