[Source: Gaogong LED's "LED Research Review" magazine April issue Reporter / Wang Cairong]
At first glance, Gong Weibin was on the third floor of the headquarters of Ruifeng Optoelectronics (300241.SZ). It is not as famous as the meeting. The star of the LED industry has been in the doldrums for a long time, but it is still sophisticated and capable, and his eyes are wise and steady.
Born in Zhejiang, Gong Weibin graduated from Shanghai Jiaotong University in 1991. After working in Hangzhou for two years, he went south to Shenzhen. In 2000, Shenzhen Ruifeng Optoelectronics Co., Ltd. was founded, and then began to enter the LED industry.
He loves to read books. The bookcases and bookshelves in the office are full of books. The school motto of Tsinghua University is hung on the wall. "Tian Xingjian, the gentleman is self-improving; the terrain is Kun, the gentleman carries the virtues." He said this was 2004. The alumni of the Tsinghua University seminar gave him a gift. Gong Weibin advocates the Taoist concept and likes to look at the problem from the perspective of mutual benefit. "I have been creating Ruifeng for so many years, and my performance has grown steadily. There have been no major ups and downs, and it is very smooth, but this is not necessarily a good thing."
In 2012, Ruifeng Optoelectronics' annual revenue exceeded 500 million yuan, and net profit reached 46.9 million yuan, a year-on-year increase of 41.48%. However, Gong Weibin has been relatively calm in this regard. He believes that the outstanding performance does not represent the potential strength of a company. The true competitiveness of the company is comprehensive, including the scale of production, technology research and development, and brand effects. Time is set, and if companies want to survive in the long run, they must go abroad.
Backlight support for ten years climbing
"There are two kinds of animals in the world that can climb the top of the pyramid. One is the eagle. It is a wonderful gift. The second is the snail. The qualification is mediocre, but it is one step at a time. Ruifeng is the latter." Gong Weibin recalled Ruifeng Photoelectric Ten. Three years of development, I feel that an industry is like a pyramid. Only when companies stand at the tip of the tower can they withstand the storm.
"In 2000, Ruifeng Optoelectronics was established. At the beginning, it was mainly engaged in trading business. After three years, it was transformed into LED packaging. It has just entered the LED industry for just ten years." Gong Weibin told Gaogong LED reporter that he was in 2003. A technical consultant was invited from Taiwan to start the construction of the factory and established the first SMD LED packaging production line. “The company had output in the year of its establishment. Although the sales were not high, it still made money.â€
According to Gong Weibin, there were only a few hundred domestic packaging companies in 2003, and the scale was not large. Ruifeng Optoelectronics Co., Ltd. was one of the first two companies in China to engage in SMD LED packaging, mainly for small and medium size backlights. "At the time, Blu-ray just got up, mainly for mobile phones, car display and other markets, the gross profit margin is very high, about 70%-80%, there is basically no cost problem. But at that time for some SMD LEDs, some manufacturers still dare not try. â€
From 2003 to 2009, the market capacity of small and medium-sized LED backlights has steadily increased, and Ruifeng Optoelectronics has been deeply cultivating in this field. “In the past seven years, we have been expanding our production capacity, and our products have gradually gained wide recognition from our customers. Three years ago, the LCD TV market gradually prospered. The trend of high definition and large size became more and more obvious, and the company began to exert large size. LED backlight."
Gong Weibin smiled confidently: "The facts prove that my judgment at the time was correct. I am quite clear about the general direction of the LED market." Benefiting from the rapid growth of the large-size backlight market, Ruifeng Optoelectronics LED backlight performance in 2012 It has exceeded 200 million yuan, and the backlight business accounts for nearly 50%. The large-size LED backlight is now one of the company's two main businesses.
However, Gong Weibin’s gaze seems to be farther. The market capacity of LCD TVs is limited, and it is still possible to continue to maintain a one- or two-year growth space. The LED backlight business is only a support point for the company's development. The company's long-term performance still needs to rely on LED lighting. In addition, automotive electronics is also a very challenging industry, and Ruifeng Optoelectronics hopes to have a chance to share a piece of the international market.
According to statistics from the High-tech LED Industry Research Institute (GLII), the penetration rate of LED-backlit TVs in the LCD TV market in 2012 was about 73%, an increase of 21% compared with 2011. It is expected that the penetration rate will approach 100% by 2014. At that time, the LED backlight market growth rate will face bottlenecks, but now the domestic LED general lighting market penetration rate is less than 7%, the future lighting LED packaging business space is broader, and the growth is more sustainable.
Layout of the port two-wheel drive
"After this year, our lighting LED packaging capacity will be gradually released. At the end of February this year, the LED light source project signed in Shanghai Lingang will focus on LED lighting packaging." Gong Weibin told reporters that the total investment of Shanghai Lingang LED project is 5 About 600 million yuan, it is expected to be completed and put into production by the end of 2013.
According to the reporter's understanding, the Shanghai Municipal Government has implemented the “Double Special†policy in the Lingang area to support the high-end manufacturing industry in the port area (the “Thirty-eight Implementation Rules for the “Double Special†Policy in Lingangâ€, in which the region will arrange 10 per year. The special development funds of 100 million yuan will support the projects in the region, and will form a cluster of industries, supporting and talent pools. The amount of social fixed assets investment in the port area will reach 100 billion yuan in the next three years.
“Shanghai is located at the forefront of the Yangtze River Delta. The lighting resources are very rich. It is also a gathering place for notebook computers, LCD TVs and large-size backlights in the world. Many LED international manufacturers hope that we will settle in Shanghai, so that they are closer to them.†Gong Weibin admitted to the reporter that many favorable policies in the port area have greatly helped the company's capacity expansion, and Shenzhen is still slightly worse in terms of geographical advantages.
In August 2012, Ruifeng Optoelectronics changed its investment project “Zhongda size LCD backlight LED technology transformation project†and “Lighting LED product technology transformation project†from Ningbo to Shanghai, and established Shanghai Ruifeng Optoelectronics Co., Ltd. The capital is 150 million yuan, of which the investment in lighting LED packaging projects is 123 million yuan, and the investment in medium and large-size backlight projects is about 73.49 million yuan.
"Future LED lighting package and large-size backlight business will go hand in hand. In 2012, the two main business accounts are very close, almost half of each." Gong Weibin told reporters that the penetration rate of LED-backlit TV will exceed 90% in 2013. Therefore, the large-size backlight market has an opportunity to continue to contribute revenue in the short term.
However, Gong Weibin revealed that although the market share of large-size LED backlights in Ruifeng Optoelectronics is expected to continue to climb further in 2013, the proportion of lighting LED packaging business may be further enhanced, and it is expected to exceed LED backlights.
At present, the entire LED lighting market is still in the starting stage. Since 2011, international giants such as Philips, Osram and Corey have begun to adjust their strategies and focus on the lighting market. The company will certainly not miss the opportunity.
Expertise in packaging
"Looking at the LED packaging industry in mainland China, including Taiwan, except for Everlight Electronics, few companies can truly compete with Ruifeng Optoelectronics. We have to face the entire international competitive environment." Gong Weibin told reporters.
With the continuous expansion of production scale, gradual improvement in packaging technology and cost control, the gap between Ruifeng Optoelectronics and Taiwanese and Japanese manufacturers has become smaller and smaller. “In the case of Everlight Electronics, its output value is about seven or eight times that of Ruifeng Optoelectronics. After the completion of capacity deployment in Shenzhen and the release of capacity in Shanghai, the gap is expected to shrink to 3-4 times. In 2013, it was in the lighting market. On the eve of the outbreak, international first-tier manufacturers accelerated the layout of the LED lighting industry chain in China, and will release more orders in the future. Ruifeng Optoelectronics will also benefit from it. Gong Weibin told reporters that at this stage, he is negotiating cooperation with several major international companies. It has not yet been fixed, and the specific circumstances are not disclosed.
Ruifeng Optoelectronics' first-quarter results for 2013 showed that the company's net profit for the period was 796-896 million yuan, a year-on-year increase of 60%-80%. In the off-season of TV production, the company is still able to maintain a gratifying performance, which is really amazing.
But in fact, this has nothing to do with the unique concept of Ruifeng Optoelectronics focusing on packaging. Gong Weibin believes that it is precisely because LED package peers are expanding upstream or downstream that we can attract more domestic and international high-end customer groups.
"LED light source is the integration of semiconductor technology and light source technology. It is very simple to do, but it is very difficult to do it well. It is easy for enterprises to achieve 60 points, but it is equivalent to 95 points or even 90 points. Difficulties. Most Chinese companies think that they will do anything when they score 60 points, and they ran to do other things, so that they can't make a good company.†Gong Weibin said frankly, Ruifeng Optoelectronics has long been focused on more and more customers. They will trust them, but competitors will become more and more afraid of them. This is the opportunity of Ruifeng Optoelectronics.
"A company operates ten kinds of businesses, and its sales scale reaches 1 billion yuan. It is better to focus on one kind of business and make it 1 billion yuan, because it can grasp the market discourse right. The business span of the company is not as wide as possible." Gong Weibin said. While emphasizing focus, it does not exclude acquisition integration. If there are suitable opportunities and enterprises, Ruifeng Optoelectronics will also use capital means to integrate the upstream and downstream advantages of LEDs, so that the company can make a fortune.
At first glance, Gong Weibin was on the third floor of the headquarters of Ruifeng Optoelectronics (300241.SZ). It is not as famous as the meeting. The star of the LED industry has been in the doldrums for a long time, but it is still sophisticated and capable, and his eyes are wise and steady.
Born in Zhejiang, Gong Weibin graduated from Shanghai Jiaotong University in 1991. After working in Hangzhou for two years, he went south to Shenzhen. In 2000, Shenzhen Ruifeng Optoelectronics Co., Ltd. was founded, and then began to enter the LED industry.
He loves to read books. The bookcases and bookshelves in the office are full of books. The school motto of Tsinghua University is hung on the wall. "Tian Xingjian, the gentleman is self-improving; the terrain is Kun, the gentleman carries the virtues." He said this was 2004. The alumni of the Tsinghua University seminar gave him a gift. Gong Weibin advocates the Taoist concept and likes to look at the problem from the perspective of mutual benefit. "I have been creating Ruifeng for so many years, and my performance has grown steadily. There have been no major ups and downs, and it is very smooth, but this is not necessarily a good thing."
In 2012, Ruifeng Optoelectronics' annual revenue exceeded 500 million yuan, and net profit reached 46.9 million yuan, a year-on-year increase of 41.48%. However, Gong Weibin has been relatively calm in this regard. He believes that the outstanding performance does not represent the potential strength of a company. The true competitiveness of the company is comprehensive, including the scale of production, technology research and development, and brand effects. Time is set, and if companies want to survive in the long run, they must go abroad.
Backlight support for ten years climbing
"There are two kinds of animals in the world that can climb the top of the pyramid. One is the eagle. It is a wonderful gift. The second is the snail. The qualification is mediocre, but it is one step at a time. Ruifeng is the latter." Gong Weibin recalled Ruifeng Photoelectric Ten. Three years of development, I feel that an industry is like a pyramid. Only when companies stand at the tip of the tower can they withstand the storm.
"In 2000, Ruifeng Optoelectronics was established. At the beginning, it was mainly engaged in trading business. After three years, it was transformed into LED packaging. It has just entered the LED industry for just ten years." Gong Weibin told Gaogong LED reporter that he was in 2003. A technical consultant was invited from Taiwan to start the construction of the factory and established the first SMD LED packaging production line. “The company had output in the year of its establishment. Although the sales were not high, it still made money.â€
According to Gong Weibin, there were only a few hundred domestic packaging companies in 2003, and the scale was not large. Ruifeng Optoelectronics Co., Ltd. was one of the first two companies in China to engage in SMD LED packaging, mainly for small and medium size backlights. "At the time, Blu-ray just got up, mainly for mobile phones, car display and other markets, the gross profit margin is very high, about 70%-80%, there is basically no cost problem. But at that time for some SMD LEDs, some manufacturers still dare not try. â€
From 2003 to 2009, the market capacity of small and medium-sized LED backlights has steadily increased, and Ruifeng Optoelectronics has been deeply cultivating in this field. “In the past seven years, we have been expanding our production capacity, and our products have gradually gained wide recognition from our customers. Three years ago, the LCD TV market gradually prospered. The trend of high definition and large size became more and more obvious, and the company began to exert large size. LED backlight."
Gong Weibin smiled confidently: "The facts prove that my judgment at the time was correct. I am quite clear about the general direction of the LED market." Benefiting from the rapid growth of the large-size backlight market, Ruifeng Optoelectronics LED backlight performance in 2012 It has exceeded 200 million yuan, and the backlight business accounts for nearly 50%. The large-size LED backlight is now one of the company's two main businesses.
However, Gong Weibin’s gaze seems to be farther. The market capacity of LCD TVs is limited, and it is still possible to continue to maintain a one- or two-year growth space. The LED backlight business is only a support point for the company's development. The company's long-term performance still needs to rely on LED lighting. In addition, automotive electronics is also a very challenging industry, and Ruifeng Optoelectronics hopes to have a chance to share a piece of the international market.
According to statistics from the High-tech LED Industry Research Institute (GLII), the penetration rate of LED-backlit TVs in the LCD TV market in 2012 was about 73%, an increase of 21% compared with 2011. It is expected that the penetration rate will approach 100% by 2014. At that time, the LED backlight market growth rate will face bottlenecks, but now the domestic LED general lighting market penetration rate is less than 7%, the future lighting LED packaging business space is broader, and the growth is more sustainable.
Layout of the port two-wheel drive
"After this year, our lighting LED packaging capacity will be gradually released. At the end of February this year, the LED light source project signed in Shanghai Lingang will focus on LED lighting packaging." Gong Weibin told reporters that the total investment of Shanghai Lingang LED project is 5 About 600 million yuan, it is expected to be completed and put into production by the end of 2013.
According to the reporter's understanding, the Shanghai Municipal Government has implemented the “Double Special†policy in the Lingang area to support the high-end manufacturing industry in the port area (the “Thirty-eight Implementation Rules for the “Double Special†Policy in Lingangâ€, in which the region will arrange 10 per year. The special development funds of 100 million yuan will support the projects in the region, and will form a cluster of industries, supporting and talent pools. The amount of social fixed assets investment in the port area will reach 100 billion yuan in the next three years.
“Shanghai is located at the forefront of the Yangtze River Delta. The lighting resources are very rich. It is also a gathering place for notebook computers, LCD TVs and large-size backlights in the world. Many LED international manufacturers hope that we will settle in Shanghai, so that they are closer to them.†Gong Weibin admitted to the reporter that many favorable policies in the port area have greatly helped the company's capacity expansion, and Shenzhen is still slightly worse in terms of geographical advantages.
In August 2012, Ruifeng Optoelectronics changed its investment project “Zhongda size LCD backlight LED technology transformation project†and “Lighting LED product technology transformation project†from Ningbo to Shanghai, and established Shanghai Ruifeng Optoelectronics Co., Ltd. The capital is 150 million yuan, of which the investment in lighting LED packaging projects is 123 million yuan, and the investment in medium and large-size backlight projects is about 73.49 million yuan.
"Future LED lighting package and large-size backlight business will go hand in hand. In 2012, the two main business accounts are very close, almost half of each." Gong Weibin told reporters that the penetration rate of LED-backlit TV will exceed 90% in 2013. Therefore, the large-size backlight market has an opportunity to continue to contribute revenue in the short term.
However, Gong Weibin revealed that although the market share of large-size LED backlights in Ruifeng Optoelectronics is expected to continue to climb further in 2013, the proportion of lighting LED packaging business may be further enhanced, and it is expected to exceed LED backlights.
At present, the entire LED lighting market is still in the starting stage. Since 2011, international giants such as Philips, Osram and Corey have begun to adjust their strategies and focus on the lighting market. The company will certainly not miss the opportunity.
Expertise in packaging
"Looking at the LED packaging industry in mainland China, including Taiwan, except for Everlight Electronics, few companies can truly compete with Ruifeng Optoelectronics. We have to face the entire international competitive environment." Gong Weibin told reporters.
With the continuous expansion of production scale, gradual improvement in packaging technology and cost control, the gap between Ruifeng Optoelectronics and Taiwanese and Japanese manufacturers has become smaller and smaller. “In the case of Everlight Electronics, its output value is about seven or eight times that of Ruifeng Optoelectronics. After the completion of capacity deployment in Shenzhen and the release of capacity in Shanghai, the gap is expected to shrink to 3-4 times. In 2013, it was in the lighting market. On the eve of the outbreak, international first-tier manufacturers accelerated the layout of the LED lighting industry chain in China, and will release more orders in the future. Ruifeng Optoelectronics will also benefit from it. Gong Weibin told reporters that at this stage, he is negotiating cooperation with several major international companies. It has not yet been fixed, and the specific circumstances are not disclosed.
Ruifeng Optoelectronics' first-quarter results for 2013 showed that the company's net profit for the period was 796-896 million yuan, a year-on-year increase of 60%-80%. In the off-season of TV production, the company is still able to maintain a gratifying performance, which is really amazing.
But in fact, this has nothing to do with the unique concept of Ruifeng Optoelectronics focusing on packaging. Gong Weibin believes that it is precisely because LED package peers are expanding upstream or downstream that we can attract more domestic and international high-end customer groups.
"LED light source is the integration of semiconductor technology and light source technology. It is very simple to do, but it is very difficult to do it well. It is easy for enterprises to achieve 60 points, but it is equivalent to 95 points or even 90 points. Difficulties. Most Chinese companies think that they will do anything when they score 60 points, and they ran to do other things, so that they can't make a good company.†Gong Weibin said frankly, Ruifeng Optoelectronics has long been focused on more and more customers. They will trust them, but competitors will become more and more afraid of them. This is the opportunity of Ruifeng Optoelectronics.
"A company operates ten kinds of businesses, and its sales scale reaches 1 billion yuan. It is better to focus on one kind of business and make it 1 billion yuan, because it can grasp the market discourse right. The business span of the company is not as wide as possible." Gong Weibin said. While emphasizing focus, it does not exclude acquisition integration. If there are suitable opportunities and enterprises, Ruifeng Optoelectronics will also use capital means to integrate the upstream and downstream advantages of LEDs, so that the company can make a fortune.
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