Yellow powder "one brother" status frustrated Hongda phosphor powder dilemma solution

[Source: Gaogong LED's "LED Research Review" magazine February issue Reporter / Tang Zikai] As the first phosphor company to explore the Chinese mainland packaging market, Taiwan Hongda Trading Co., Ltd. (hereinafter referred to as "Hongdae") represented Japan's fundamental Chemical phosphors once stabilized their position in the mainland market.

In 1998, Hongda obtained the general agency right of Japan's fundamental chemistry in the Asia-Pacific region. Due to its patent and cost-effective advantages, the product once occupied 95% of the market share in Taiwan.

Hongdae phosphors are also popular in the mainland market. Zheng Weiyuan, general manager of Hongdae Trading, told the media in 2011 that the company’s market share in the mainland phosphor market has exceeded 50%.

However, the counterfeit and shoddy products that have appeared on the market in recent years have deeply affected the Hongdae phosphor brand. At the same time, in the face of strong competition from European and American domestic phosphor companies, Hongda's market share has been continuously squeezed.

According to the latest statistics from the High-tech LED Industry Research Institute (GLII), the market share of Hongdae Phosphors in the mainland has fallen to around 25% in 2012.

According to GLI I's previously released phosphor rankings, Hong Kong's market share in mainland China has ranked second in 2012, with an average monthly shipment of around 300 kg; the top ranked is Intel. In the United States, the monthly shipments are around 800 kilograms (excluding sales from the United States through third countries to mainland China); the third is to have research rare earths, with monthly shipments of around 200 kilograms. Other local companies include Beijing Zhongcun Yuji, Sichuan Xinli Light Source, and Jiangsu Borui.

In the increasingly fierce market competition, Hongdae is also seeking new changes. A person in charge of the Hongda dealer said that Hong Kong's phosphor market share has indeed shrunk in the past two years, but they are making adjustments.

On February 28, 2013, Hongdae announced at the China Distributors Conference that it will promote green powder this year, as well as high-intensity phosphors made from orange powder and yellow-green powder, and at the same time, according to customer demand, the price of phosphors Make a slight downward adjustment.

Yellow powder atrophy

The rapid decline in the market share of Hongdae phosphors stems from the yellow powder that it has always been proud of.

Due to the low production cost and technical threshold of yellow powder, many foreign companies and mainland enterprises have smashed this “Red Sea” market in recent years.

Among the foreign companies, the United States and the United States and the United States Mitsubishi, Germany Dino, Merck and other enterprises, and the Hongdae Huang powder "one brother" status is frustrated, it is Intel's all-round marketing strategy.

Intermec's advantage in the small and medium power of Hongdae, another way to create a medium and high power product line, coupled with overseas brand and recognition advantages, Intel has quickly opened up the mainland market. Since then, Intel and the United States and Hongda have formed a strong market structure.

Hongdae’s strategy has always been low-key, while Intel’s has chosen to take the initiative. At that time, the proliferation of fake and inferior products in the market made Hongda both suffer.

In fact, the biggest impact on the Hongdae market is the price war that has been set off by mainland Chinese companies.

According to GLII statistics, there were more than 60 LED phosphor companies sold in the domestic market in 2012, of which 18 were locally produced and sold.

Zhang Jiaxian, technical director of Ruifeng Optoelectronics, said that nearly 70% of domestic packaging companies are in the middle and low-end routes, and some of the high-end mainland-made phosphors are enough to meet the requirements of packaging companies.

In addition to the cost-effective advantages of domestic phosphors, many responsible persons of packaging companies report to reporters that Hongda’s sensitivity to the market has gradually declined in recent years. This is not only reflected in the price, but also in the update of new products, as well as the speed of feedback on customer feedback.

In fact, this has a lot to do with Hongda's agent model. As the general agent of Japan's fundamental chemistry, Hongdae has eight first-level cooperative dealers in mainland China, and some dealers have a competitive relationship under private circumstances, which indirectly leads to slow feedback from customers on Hongdae products.

“Layer-level agency system can quickly put products on the market at the beginning of the industry development, but as the market price of phosphors becomes more and more chaotic, this system invisibly increases marketing costs.” Distribution of a German Dino According to the business, the market share of Hongdae phosphors is declining year by year, and hidden costs may be the main factor.

The reporter learned that Hongdae's phosphors were first exported from Japan to Taiwan, and then from Taiwan to China, and the transportation and tariff costs on the entire chain were relatively high.

Gao Xian Market

At the dealer conference held this time, Hongdae locked the responsibility of “recovering the city pool” in the green powder market. In the interview with "High-tech LED", the person in charge of the above-mentioned Hongda dealers repeatedly emphasized that Hongda will focus on the green powder market and the high-index phosphor market modulated by green powder and yellow powder.

In fact, in the high-display market, the scheme of nitride red powder and yellow-green powder is the main choice of mainland packaging enterprises. However, fundamental chemistry did not previously produce nitride red powder.

"We have reached a tacit agreement with Mitsubishi Chemical, so fundamental chemistry has not been doing red powder." A Japanese industry official said the original.

In the summer, the director of the Rare Earth Market said that most of the phosphor patents are in the hands of Japanese companies such as Mitsubishi, Nichia and Toyota Synthetic. In fact, these Japanese companies' patents come from two R&D institutions that provide technical support to these companies through technology transfer or patent licensing.

"High-tech LED" learned that the two institutions are the Institute of Physical Structure (NIMS) and Tonghe Mining (DOWa). The patents for the Institute of Physical Structures, such as nitride red powder, yellow powder and green powder, are mainly licensed to Mitsubishi and Motor Chemical, while the DOWa nitride red powder, yellow powder and green powder patents are mainly licensed to Nichia. Due to various interest disputes and market share restrictions, fundamental chemistry did not obtain a patent license for nitride red powder.

Zhang Xiaofei, CEO of Gaogong LED, said that commercial lighting has the fastest development and the largest demand in several sub-application areas of LED lighting, and red powder is the preferred solution to enhance the commercial lighting source.

At present, mainland Chinese companies including Rare Earth and Nakamura have targeted this market.

According to GLII research data, the total output value of the red powder market in 2012 exceeded 34 million yuan, with a growth rate of 70%.

According to Zhai Zili, research director of the High-tech LED Industry Research Institute, the market demand for red powder in the future will become larger and larger, and it will undoubtedly become the mainstream fluorescent powder product of Gao Xianzhi.

With the increasingly fierce market competition, Hongdae is also facing the risk of being marginalized by the market.

"From the perspective of patents, it is unlikely that fundamental chemistry will introduce nitride red powder in the short term. This will be seen from the promotion of the yellow-green powder + orange powder program from Hongdae to the market this year." The above-mentioned Hongda dealers said that the above plan It will be the focus of the fundamental chemistry future. So far, no companies in mainland China have launched similar programs.

According to the above-mentioned person in charge, due to the performance advantages of green powder, the phosphor usage of the above scheme can be reduced by 20% compared with other companies in the market.

The US rich color phosphors mainland agents said that the yellow green powder + orange powder program can indeed achieve high indexing effect, which is also the innovation and reform of technology, but also proves that the high index market is the future trend.

The reporter learned that the current high-introduction program launched by mainland Chinese companies is mainly yellow-green powder + red powder.

Summer said that to some extent, orange powder is also made from red powder. At present, in the mainland market, including Intel, it is also promoting this program, but the market demand for high-index is not very large.

In the context of increasing market competition, it is not known whether Hongdae can replicate the glory of the former yellow powder in the high-index market. But what is certain is that Hongdae, which has fallen to the top spot in mainland China’s market share, is making adjustments.

However, the changes in the market competition pattern in the future are still unknown.

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