Sanan Optoelectronics holds high-priced cards called Taiwan-based LED giants

[Source: "New Industry" October issue reporter / Wu Juping]

In just two years, mainland LED chip manufacturers led by Sanan Optoelectronics (600703.SH) have turned from followers to market predators.

On September 6, Sanan Optoelectronics launched nine LED chip products in one breath. Wang Zhenzu, chief engineer of Sanan Optoelectronics, said to the "New Industry" that the core technical team of Sanan Optoelectronics Wuhu Factory is basically from Taiwan. The LED chip products promoted this time are mainly used in the LED backlight and lighting market. The performance of some LED chip products has surpassed similar products in Taiwan.

"New Industry" has learned from many LED packaging manufacturers in mainland China. Since the beginning of this year, Sanan Optoelectronics has accelerated the production of MOCVD (LED epitaxial wafer production equipment) in Wuhu, and has been recognized by downstream packaging manufacturers with aggressive low-cost strategies. The spearhead is directly aimed at Taiwan's LED chip leader Jingyuan Optoelectronics (2448.TW).

More exaggerated is that this year's Sanan Optoelectronics company's internal slogan has been changed naked: more than Jingyuan Optoelectronics, Asia's first. Interestingly, a considerable part of Sanan’s technical team from Taiwan came from Jingyuan Optoelectronics.

"This is an unfair market competition." Li Bingjie, chairman of Jingyuan Optoelectronics, told the "New Industry" in August that the low-cost advantage of mainland LE D chip manufacturers is not due to the reduction of production costs, but the local government Subsidies and order support, "Despite this, if they (Sanan Optoelectronics) prices down, we will follow downwards."

However, in the first half of the year, Jingyuan Optoelectronics suffered a loss, and Sanan Optoelectronics earned 466 million yuan in the first half of the year.

Price war

"On the small and medium power LED lighting chip, we have the same price as Jingyuan Optoelectronics. On the high-power LED lighting chip, Sanan Optoelectronics is 5%-10% cheaper than Jingyuan Optoelectronics." Sanan Optoelectronics sales The manager said.

An electronic analyst of China Merchants Securities pointed out that in order to grab the market share of competitors, Sanan Optoelectronics is sometimes 20%-30% cheaper than Jingyuan Optoelectronics in the same specification of LED chip products.

"New Industry" has learned from many LED packaging manufacturers in mainland China. Before last year, Sanan Optoelectronics' packaging customers in mainland China were limited to small and medium LED packaging manufacturers, but this year, Ruifeng Optoelectronics, Hongli Optoelectronics and Guoxing Optoelectronics and other mainstream mainland LED packaging companies have begun to use Sanan Optoelectronics chips. The above mainstream LED packaging manufacturers are also downstream customers of Epistar.

A product manager of Qinshang Optoelectronics said that the company is currently purchasing more than Sanan Optoelectronics in the procurement of small and medium power lighting chips. However, if Sanan Optoelectronics continues to cut prices, it is likely to increase the purchase of Sanan Optoelectronics chips. the amount.

In fact, the price strategy of Sanan Optoelectronics is directly reflected in the financial figures of Sanan Optoelectronics.

In the first half of this year, Sanan Optoelectronics' sales revenue was 1.37 billion yuan, up 90.53% year-on-year. Net profit was 466 million yuan, up 1.55% year-on-year. Net profit after deducting non-recurring gains and losses was 304 million yuan, up 94.44% year-on-year.


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