Since the development of traditional industries, transformation and upgrading has become the trend of the times. How to turn? Where is the turn? This is the question that every entrepreneur with a heart to transform thinks.
In the Dajiangdong New City of Hangzhou, a company called “Hai Whale Optoelectronics†showed a precise vision of “taking only one scoop†on the road of transformation and upgrading. With the spirit of “breaking the iron shoesâ€, the company visited the industry with humility. Experts resolutely turned their focus to the optoelectronics industry, which is mainly based on flat panel display and semiconductor lighting (LED).
Nowadays, the main road of Xiaoshan Development Zone - Hongda Road, has already illuminated the LED lights produced by "sea whales"; next month, LCD TVs named after "sea whales" will also be available...
Turned from the cement products industry to the low-carbon optoelectronic industry
In recent years, the low-carbon economy and the green economy have become the focus of attention from all walks of life. This has undoubtedly brought great opportunities for the development of energy-saving and environmental protection industries such as LED lighting. The optoelectronic industry has thus been called "the most promising sunrise industry in the 21st century."
Hangzhou Haiwei Optoelectronics Technology Co., Ltd., located in Jiangdong New City, is a high-tech enterprise specializing in LED epitaxial wafer and chip production and application product manufacturing. However, two years ago, Shi Jianjiang, the family member of this high-tech enterprise, was the head of a local cement product company called Qian Hong.
Speaking of Qianhong Cement Products Co., Ltd., it is still famous in the local area. This Hongshan farm in Xiaoshan has been involved in the cement products industry since 1998 and has been in this traditional industry for more than 10 years. At the peak, the annual output value exceeded 200 million.
However, the cement products industry is greatly affected by the macro economy. Especially in these years, the production capacity of cement products in the Yangtze River Delta region is close to saturation, and the connection between production and sales has shown signs of decline, and the profit-making space for enterprises is also becoming smaller. Faced with this situation, companies began to consider transformation.
In 2007, Shi Jianjiang first came into contact with LED products. The energy-saving effect of this semiconductor light source is 8 times that of incandescent lamps and twice that of ordinary fluorescent energy-saving lamps. If all the lights in China are replaced by LEDs, the amount of electricity saved in lighting in the country for one year will at least be equivalent to the power generated by 2.5 Three Gorges hydropower stations.
"The United States and the European Union have issued regulations to force the elimination of incandescent lamps and fluorescent energy-saving lamps. China is also working hard to build a low-carbon economy." Shi Jianjiang believes that the LED lighting-based optoelectronics industry will have much to offer, and he decided decisively to low-carbon, environmentally friendly. The type of optoelectronic industry has entered.
By visiting Chinese Academy of Sciences academicians and introducing professional talents, he spent more than two years and finally turned from the traditional cement products industry that did not meet each other to the emerging LED optoelectronics industry.
Entering the core field
Want to become a domestic LED flagship company
LED is a semiconductor that can convert electrical energy into visible light. It has three advantages of energy saving, environmental protection and long life. It is called another new revolution in the field after Edison invented the electric light.
The LED industry chain is divided into three stages: upper, middle and lower reaches. The upstream is the production of substrate materials and epitaxial wafers. The middle reaches are chip fabrication and packaging, and the downstream is the design and manufacture of application products. For a long time, the development of the domestic LED industry has mainly focused on downstream packaging inspection and application. Substrate materials and epitaxial wafer production and chip fabrication are rarely involved. The technology in these core fields is monopolized by a few multinational companies.
"In the next few years, the competition in the LED industry will become more and more fierce. Whoever has mastered the core technology will have a cost advantage." Shi Jianjiang said that the competition between technology and cost is ultimately the competition of talents. The practice of sea whales is to develop key technologies in the field of optoelectronics through the technical cooperation with well-known domestic universities and the Institute of Semiconductors of the Chinese Academy of Sciences. At the same time, the sea whale also cooperated with Xiaoshan's fourth position to train LED professionals.
"In 2010, sea whales have to do three things. One is to use TV to build the height and depth of the sea whale brand. It is estimated that next month, the market will be able to buy the 'sea whale' brand LCD TV. The second is to provide LED backlight TV package services for the integration of sea whale optoelectronics. In addition, it is necessary to strengthen and expand LED chips to provide superior resources for downstream sea whale LED lighting and LED liquid crystal modules. Said that the current sea whales already have the production of epitaxy, chips, packaging, LED applications (LED
The ability of products such as street lamps and backlights has basically opened up the upstream and downstream of the industry, and has played a clustering advantage and cost advantage of the industrial chain in the market competition.
In February of this year, Sea Whale Optoelectronics announced the mass production of LED chips and LCD modules. The annual output of the chips is 100 KK, and the annual output of LCD modules is 500,000 units. "Our goal this year is to achieve a production value of 1 billion yuan, and strive to become a domestic LED flagship enterprise in the next few years." Shi Jianjiang is full of confidence.
LED lighting "zero down payment" to open the market
According to statistics, the 2008 Beijing Olympic Games has brought about 5 billion yuan of business opportunities to the LED lighting industry. The Shanghai World Expo's investment in LED lighting is as high as 1 billion yuan. Expo center floodlighting, underground signage lights, theme pavilion strip display, direction guides in the area... LED lamps in the Expo Park account for almost half of the entire Expo landscape lighting fixtures. The wide application of LED products at the Shanghai World Expo with the theme of environmental protection and low carbon shows the good development prospects of this industry. It is expected that in 2015, LED's market share in China's lighting market will reach 20%, driving the industry to reach 500 billion yuan.
Seeing such a large market and having a hard product, how to open the market is another problem facing the sea whale. Shi Jianjiang has his own set of business.
Shi Jianjiang said that most of the traditional LED sales models are LED lighting purchasers paying part of the project first. After the LED company receives the payment, the LED lighting purchaser will pay the remaining amount after the project is completed and passed the acceptance.
Shi Jianjiang adopted the “contract energy management†model that is rarely used in China. Shi Jianjiang said that the so-called contract energy management means that the sea whale company provides road lighting design solutions to provide LED lights. The government or the enterprise does not need to pay a penny in the early stage. After the equipment runs to generate energy-saving benefits, this part of the benefits is returned to the sea. Whale company.
This “zero down payment†approach has begun to be piloted on some roads in the development zone. Shi Jianjiang said that using this form is based on confidence in its own products. After the preliminary test, the energy consumption can be reduced by 60%-70% compared with ordinary street lamps. Take the Xiaoshan Economic and Technological Development Zone as an example. If all the street lamps are replaced with our LED lights, it is estimated that the annual electricity bill can be up to 3 million. Assuming our service life is about 6 years, this number will be close. 20 million." Shi Jianjiang said that after the two parties signed a contract energy management agreement, the equipment was provided by sea whales in the early stage, and the money saved by energy consumption was also owned by sea whales. For the purchaser, it saves a lot of money to add lighting equipment, and for the manufacturer, the revenue is more than the single product.
â– Expert reviews
Professor Zhao Wei of Zhejiang University
This company is marching into emerging industries, which is an industrial transformation.
Zhejiang private enterprises have a foundation in emerging industries. Private enterprises and monopoly industries are not a starting line. It is very difficult for private enterprises to connect with monopoly industries. However, in the face of emerging industries, private enterprises are the same starting line with state-owned enterprises. This company, starting at the same starting line, is equal to entering a new blue ocean.
Whether it is electric vehicles or the photovoltaic industry, even if it is the bio-pharmaceutical industry, enterprises have advantages in developing new enterprises. In particular, there will be policy advantages. For example, our electric vehicles now have subsidy policies, and the photovoltaic industry will also There will be a fee-based compensation mechanism for electricity prices. These are good news and a support for the government's transformation and upgrading of enterprises.
â– Previous reader reviews
Yang Ling: Large enterprises such as Hangyang Group have a high degree of internationalization. The integration of technology, market network and various production factors resources reflects the level of internationalization and demonstrates the international competitiveness of Zhejiang industrial enterprises. This kind of competitiveness is expected to become the core of the transformation and upgrading of Zhejiang's industrial economy.
Lin Yihong: The relocation of Hangyang is a change that seizes the opportunity. They can build a new and new career platform and seek long-term development of the company, thus opening up far-reaching changes and taking a long way to go in the process of transformation and upgrading. step.
Yao Wangchuan: Hang Oxygen is a large-scale state-owned enterprise in the minds of Hangzhou people. It can be said to be the epitome of an era. In the new historical period, it is like an adult, stable and mature, and it is accumulating on the road of transformation and upgrading.
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