LCD TV with LED backlight with known Samsung LED, the intention to enter the lighting market is obvious
LCD TV with LED backlight with known Samsung LED, the intention to enter the lighting market is obvious
DRAMeXchange (TrendForce) that although the 2011 high-brightness LED backlight market value is still in the slight growth, but to observe the individual applications, LED backlight on the TV output value of only $ 1.4 billion, down 18% compared to 2010. The main reason is to enhance the optical technology makes use of LED backlighting on TV significantly reduce the number of stars. To 42-inch LCD TV, for example, in 2009, when Samsung introduced LED TV, LED backlight use the number as high as 360, but in 2011 the standard model has slipped to 130 or so, part of the promotion for the fighter aircraft market price only need to use 100 LED, which cause the actual use of LED backlighting market affected.
In addition, the terminal makes the LED’s poor sales price fell too fast, so even though the penetration rate of LED-backlit TVs is still growing, but the output is facing recession. Outlook 2012, the Korean panel makers will launch a low-level LED-backlit panel hopes to reduce costs and stimulate buying, although the LED penetration have the opportunity to move up further, but the number of LED’s use will be down 20 to 30% .
The manufacturers sent each LED lighting industry with high expectations, but also of poor market conditions this light into every case of major LED manufacturers to the sea. Samsung LED Co., Ltd China Sales Director Tangnai Bin said that the Samsung LED lighting has entered the Chinese market in early 2011, the strategic goal is to be China’s first in 2013, 2015, to achieve world.
Observed in 2011 Samsung LED application product development plan, although still the main TV backlight applications market, but the application of LED lighting has a plan to raise the proportion of revenues to 25 percent. Compared with 2010, Samsung LED lighting applications share only about 10% revenue share, a year revenue between the lighting that is intended to increase the percentage to 1.5 times the original, revealed from the determination and the intensity is quite .
Samsung’s LED business transformation initiatives to expand the lighting market, was consistent with the style of the Samsung Group, the most obvious feature is the advantage of relying on groups and government policy support, together with enhanced supply chain, expand production scale, both the semiconductor and LCD TV or mobile phones, Samsung’s business strategy visible.
First, government policy support: the Korean government launched a new energy-saving target, the proposed 2020 public utilities 100% LED lighting, LED lighting, the national penetration rate to 60%. And the green growth on the report of the Committee of the General Assembly formally adopted a “green LED lighting popularity development program.” Government will give substantial subsidies in the future Korea will also promote the common buildings and residential LED lighting, LED projects and to promote the expansion of ESCO, carbon emissions trading in influence among the people.
Second, to strengthen the industry supply chain: Samsung LED and Sumitomo Chemical of Japan’s input half of the equity joint venture, called Samsung, Sumitomo material (Samsung Sumitomo LED Materials, SSLM), the joint venture capital of about 800 billion won. It is estimated that the plant will be completed in October 2011, December 2011 production. Until 2015, the Samsung LED will invest about $ 50 billion, and annual production capacity is expected to reach 5 million sapphire wafer. Samsung LED in the LED business to increase its cost and price competitiveness. With SSLM, Samsung will be the first in the industry from the sapphire wafer, chip and package the finished product vertical integration.
Third, strengthen the full range of LED lighting product line is the Samsung LED Attacking the LED lighting market is one important means. Guide for the LED lighting market to accelerate its pace, get ready early 2011 Samsung LED has a full range of LED lighting product line, and lighting to enhance the production of high-power LED, compact high-brightness LED components, multi-chip LED. In the high-power LED, Samsung has developed LED 3W, luminous efficiency of 133lm / W, ceramic package devices. Plans to launch before the end of 2011 under the optical input power 7W efficiency of 160lm / W products. The power LED to the advantages for the Samsung LED, which uses silicon power LED packaging technology, not only can enhance the reliability and small size (2.3 × 2.3mm), will help thin and light design lighting modules. In lighting applications, the Samsung LED has been developed LED modules, LED light, LED interior lighting, and other series products. And the Samsung LED also launched a “basic module” concept, the flat lamp module, lamp module, lamp module, the basic module is more emphasis on versatility, suitable for street lamp, indoor, outdoor flood light, etc., can support all types of backlight products.
Fourth, the sales channels: Samsung Electronics, the global consumer electronics sales channels has considerable competitive advantages, strengths and how best to use Samsung’s LED lighting products to build their own pipeline is a major challenge. Samsung LED general manager Jin Renhuan said that Samsung has just begun to enter the LED lighting industry, will choose South Korea, China, Japan, the three countries as a market entry point. Samsung’s LED will “Select – Focus – promotion” strategy, which initially explore the market, according to the needs of the customer lock mass production target market, and strengthen the product line and promote the strategic approach. Currently, Samsung has begun LED lighting applications, LED-based layout of the global market, in the United States and Europe, Asia and other regions, and actively with the local lighting companies for business cooperation. In the North American market, has the largest U.S. manufacturer of Acuity Brands Lighting achieved partnership. LED lighting company in Europe with CML achieved such cooperation and achieved Korea Composite Lighting Factory – Taiyuan 15% stake in the electrical industry.
Fifth, China’s Production Base: Samsung LED currently has four production bases worldwide, including three in Korea, Tianjin Samsung LED Co., Ltd. is the only one outside of Korea from the local package, module manufacturing to the production lighting applications base. Samsung LED based in Tianjin, has invested $ 240 million plant in Tianjin in 2010 the output value of $ 770 million plan in phases, in Tianjin Samsung 6-7 billion lighting business in 2015 to $ 5.0 billion production value. Located in the Tianjin Economic Development Area Samsung LED business department of China is the world’s seven in a sales department, responsible for China and Hong Kong and Taiwan of the Samsung LED market to expand their business
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