------Interview with General Manager of Ruifeng Optoelectronics Gong Weibin General Manager of Ruifeng Optoelectronics Gong Weibin At that time, doing SMD, which others are still waiting to see, is innovation. Now the goal is to make the most profitable packaging factory, which is sharp. Focusing on the lighting and backlight market, Ruifeng Optoelectronics, which is unique in the packaging industry, has a unique development of “sharp†thinking. With these questions, Gao Gong LED reporters interviewed Gong Weibin. Focus on packaging, vertical integration is not a magic weapon High-tech LED: Compared with domestic packaging giants such as Guoxing and Hongli, what advantages does Ruifeng have, how to position the company in the competition, how to get away from competitors? Gong Weibin: Ruifeng is totally different from all companies. First, we focus on the light source, no upstream and no downstream. There are still a lot of problems in the light source that have not been solved, and these problems have been solved, and there are still a lot of cakes to eat. If you eat a little upstream, eat a little in the middle, eat a little downstream, not only offended the supplier, offended the customer, and did not do any of them. In the field of light sources, Ruifeng's positioning is "a professional provider of LED light sources and lighting solutions." Second, from a professional point of view, Hongli is a bit biased, pure talk about packaging, Jiuzhou and Guoxing are more in the field of display. Ruifeng is totally different. We are targeting backlighting and lighting. These two are the main battlefields of the future. In China, we have not encountered too many competitors. We are basically confronted with South Korea and Taiwan. Our current competitors are mainly Everlight, Advanced, and Seoul Semiconductor. In the field of high power, we will encounter Edison. A company like Taiwan Weitian. Backlighting and lighting, these two areas are the two most competitive areas in the future, and the display competition is fierce, but it is not the mainstream of the future. Ruifeng's idea is to first pass through the TV and various backlights, and then to the lighting. If you can't get this step (backlight), you can't cross that step (lighting). It is not true that many domestic enterprises are taking the road. They want to jump to that step directly, and they may succeed, but the chances are small, especially for the packaging enterprise, because there is no basic amount of support. The cost control and scale effect of traditional lighting is very powerful. Without TV and backlight, it is very difficult to jump to another step. Ruifeng's idea is very clear, that is, jumping from backlight to lighting. High-tech LED: At present, the concept of vertical integration is very hot. The upstream wants to make the package down, which not only increases the added value, but also avoids the chip technology being plagiarized. The downstream also wants to make the package upwards, so there is no need to worry about not making good lamps. How do you think about this model? In your opinion, where should the packaging companies in the middle of the market go? Gong Weibin: There is a specialization in the industry. Vertical integration seems to me to have a terminal export. For example, Konka is a TV, plus some lighting products, you can turn your own chips and packages into a link in the supply chain, which can be vertically integrated, which is a prerequisite. It's not that I have to do the packaging when the chip is good, or the package is doing well. I am going to participate in the chip. It is offending the customer and offending the supplier. It is not worth the candle. Why is Foxconn vertically integrated? The things he produces are all in the industry chain and supply chain. The chip is, the package is also. Taiwan's big companies, such as Chi Mei and AUO, have terminal exports. Look at some domestic enterprises, it is clear that the chip is doing well, but it is necessary to go to do the packaging. Who does the chip sell to, not just compete with its customers? The biggest sorrow of Chinese companies lies in their ability to do a good job, and they want to earn money that others should earn, but this is a very difficult thing. If the cake is big enough, you can make this cake bigger, this is a developmental thinking. Crystal is so big because he doesn't do downstream. He may choose some investment or strategic cooperation, but there will never be a wafer holding company. It is very dangerous for a small enterprise to do vertical integration, and it is basically a dead end. In the past few years, many packaging factories have not done applications because the packaging is very good. It is not good to develop downstream. Nowadays, some listed companies, both packaged and applied, are actually not very good. In the end, he will not cut open and will definitely have problems. Vertical integration is actually very simple, not so complicated, people with good heads want to know what to do again, people with bad heads want to do it, people with bad heads do not want to do it. High-tech LEDs: You can supply them with them, but after they have made the package themselves, they supply themselves and your market is compressed. Gong Weibin: Their understanding of packaging will not be as deep as we are unless he is big enough. If there is only one billion yuan, but want to build a 50 million package; or only 300 million sales scale, but want a whole 200 million chip factory, this is bound to fail. Of course, in the short term, Ruifeng will suffer some losses. Some of our customers, open a packaging factory, he feels that there is no need to make money for Ruifeng. But to find out later, the package needs a very professional technology. Ruifeng's technology, R&D and engineering projects are around 100 people, focusing on LED packaging. How did they raise these people, and they had problems with their own original products. Two lines of LED development: either spelling technology or spelling price High-tech LED: How do you view a competitive situation in the current packaging market, what do you think is a technology trend in the future packaging? Gong Weibin: I personally think that the packaging technology is not simpler than the chip technology. At present, Taiwan's chips and domestic chips are slowly homogenizing. The basic level is similar and may be different in scale. But in the field of packaging, the gap is very large. Packaging technology requires revolutionary things, revolutionary materials. For example, silica gel, this is a big cake, but in the past two years, there has been no concern in China. There are also eutectic. At present, the eutectic technology is basically immature. If there is no breakthrough in eutectic, there is no future for lighting. Based on such considerations, LEDs can be divided into two ends. One is to take the technical route and go to the direction that can truly conform to the illumination path. On the other hand, it is to go down the low end, fight the price, develop products with small current and low power, and make it. It can be done on the line, and the two roads are very good. For companies like Zhongshan Mulinsen, for the market of toys and Christmas gifts, he can go to the lowest-end market, and the price can be extremely good. He said that he can do the cheapest in the world, and this kind of business is also very powerful. Therefore, either spelling the technology or spelling the price, the two fields are not touched, and those in the middle must be embarrassed. Ruifeng is basically a technical route. High-tech LED: Just mentioned some companies in Taiwan, how do you think of a competition with them, who is currently dominant in the domestic market? Gong Weibin: We have an advantage in the domestic lighting market. Our entire response and service are fast. We have a disadvantage in the backlight market. The backlight market requires a large amount, the scale effect is bigger, and there are still some gaps between domestic enterprises and Taiwanese companies in terms of technical capabilities. Although we believe that Ruifeng's technology is not bad in China, it still has a big gap with Taiwanese companies, especially Yiguang and Liteo. They have an industry background of thirty or forty years, and we are ten or twenty times larger. However, we have some special features in Ruifeng. We respond faster than them. The TV has a very high response speed; our cost control and performance indicators are stronger than them. It is only now that many TV manufacturers in China are pre-emptive. He first thinks that you are a domestic enterprise, and he is more willing to cooperate with Taiwanese companies. High-tech LED: At present, Taiwanese enterprises are moving to the mainland on a large scale. How do you think mainland enterprises should respond? Does Ruifeng have a special layout for this piece? Gong Weibin: The layout of Taiwan is very powerful. Especially for TV, Taiwanese companies have basically robbed all the resources they can grab. The basics of the country are not even enough, except for Ruifeng. LCD has basically been integrated into Chi Mei and AUO. They are supplied through the entire industry chain and their competitiveness is relatively strong. Our cooperation with Konka is a kind of layout. It is a cooperation in equity. Konka invested tens of millions of dollars in investment in Ruifeng, mainly based on joint development cooperation in technology. As a key component of TV products, Konka still wants to control the core technology in its own hands. Ruifeng also hopes to enter the TV market. We have a joint lab with Konka and we discuss the program regularly. Matrix development model High-tech LED: What are the larger layouts of Ruifeng in the next three years? Gong Weibin: We have three relatively big centers of gravity. One is in the field of lighting, we will combine with the mainstream lighting manufacturers, the backlight will also do some cooperation with TV manufacturers, there may be equity, it may be products. Our cooperation will definitely not be simple. I will supply you with a product. We will carefully arrange and choose one or two strategic partners. The second is television. In the past two years, the basic situation in this field has been fixed, but no matter how difficult, we will certainly have a place in it. Because of the TV backlight we may not make money, it is possible to earn money for lighting through it, this area does not enter, there is no chance for lighting. This is the foundation. In terms of R&D, we will have a relatively large investment, talent, capital, including external cooperation. Ruifeng has always introduced international talents. Why is Ruifeng's product development so fast? It turns out that Ruifeng has not made a patch, and the national star has been groping for a long time to do it, but Ruifeng can do it as soon as it comes up. This is based on international talents behind it. promote. Ruifeng has a big feature that our research and development is very strong. Why can Ruifeng continue to stabilize new things? Our current basic R&D team has more than 50 people, plus process research and development, close to 100 people. In the future, according to the needs of the market, it will be expanded to 200 people. High-tech LED: What are the characteristics of Ruifeng's R&D model? Gong Weibin: Ruifeng R&D is very rigorous. Our research and development model is called matrix R&D management system. We have three levels. The bottom layer is the development of materials, including glue, phosphors, chips, some processes and heat dissipation. There are special R&D teams. For example, we have a group of people for glue. We have a group of people for phosphors, each one. We are all very fine. The second is product development. Why is Ruifeng's research and development speed so fast, and TV products can do it? Because the research and development of Ruifeng's bottom layer is very strong. For example, others can also do TV products, but the indicators such as color rendering, color temperature, brightness, and attenuation of the light are not available. It is useless to develop a product that looks like God. There is also a market for research and development, and we have specific solutions for the market. Ruifeng is positioned as an expert in LED light source and lighting solutions. Many of the products we have developed can be used by customers. Ruifeng will push many module products. We have a three-tier development mechanism in it, this is Ruifeng. We can have hundreds of patents a year, and any one of them is broken down into many steps, all based on this model. A company, a product must be competitive, and must have institutional support. For example, today, I am very smart. I want a product to come out and may support the company for one year. Maybe one day I am old, when my head is wrong, this business is paralyzed. And the system is the basis for the sustainable development of the company without relying on different people. I especially recommend a book called "Essence Evergreen", I hope I can share it with you. ——Responsible editor Cai Zhenwen Digital display meter is the abbreviation of digital display instrument. LED and LCD are commonly used as display elements. 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On the evening of December 17, at the “2010 LED Illumination China Selection†awarding ceremony held by Gaogong LED, Gong Weibin, general manager of Ruifeng Optoelectronics, was awarded the new CEO award. The judges gave the comment: He is the most "infatuated" and the most outstanding player in the LED packaging industry. He established the first SMD LED packaging line in China, and produced the first silicone-packaged TOP LED and entered the automotive electronics application. At present, the only LED TV special LED devices are supplied to the five major TV manufacturers in China. The financial turmoil swept the world, and the Ruifeng Optoelectronics he led was against the trend. 
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