Some time ago, the Chinese version of “Forbes” released its 2011 China Potential List, a total of 200 outstanding high-growth SMEs were selected in this list, including 100 listed companies and 100 non-listed companies, which are related to the selected mainland LED companies. Among the enterprises, Sichuan Xinli Light Source Co., Ltd. (hereinafter referred to as Xinli) is well-known and has received a lot of attention. During the Shanghai New Light Source and New Energy Lighting Forum in 2011, China Semiconductor Lighting Network interviewed Mr. Zhang Li, executive vice president of Sichuan Xinli Light Source Co., Ltd., on issues and strategies of Xinli’s own development, semiconductor lighting market and industry development.

The new force strategy: market-oriented, technology-based, and gradually promote China's semiconductor lighting network: how to view the new power source selected for Forbes China 2011 Chinese potential list, how does Singlish build its own core competitiveness?

Zhang Li: It is actually a bit surprising that Xin Li was selected as a member of the kindergarten. If we compare Sun Li to a kindergarten primary school student, then the list of potential candidates means that Selecom may become a national leader in the future. But this is only a sign of development, but it is not In reality, there is still a long way to go.

From the perspective of building core competitiveness, operating a business is like a long-distance running. During the process, you will encounter many known, unknown, and unforeseen difficulties. You need to have a good attitude and you must establish a lofty aspiration. Now that it is a "primary school student," and has established the ideal of becoming a scientist, it is necessary to go one step at a time to realize this ideal.

From the point of view of social environment, from a "primary school student" to a "scientist", it needs the care, help, and support from all sides, constantly correcting shortcomings, and developing. At present, China's semiconductor lighting industry is still relatively weak and needs a good space for development. This is very important.

It is very important to build up its own core competitiveness in the process of growth. The company is building its core competitiveness in terms of management, technology, and marketing in a continuous and innovative manner.

China Semiconductor Lighting Network: From the perspective of products and markets, what do you think is the biggest advantage of Xinli Lighting?

Zhang Li: At present, the entire industry is at the leading stage of technology. There is no standard product. Whoever has rapid technological development will have more chances to survive. At this stage, Xinli has always emphasized that he is not the biggest, but he is constantly training himself. Xinli has also been emphasizing technology introduction and technological innovation for many years. The development of the industry should be based on innovation, and innovation will inevitably upset the tradition, so we think this must be a disruptive innovation.

In addition, each company will have its own direction of development and planning. Xinli is no exception. It will work hard to lay the foundation for the market. When it is competitive, it can continue to expand and expand the market.

China Semiconductor Lighting Network: What are the planning and development goals of Sony's products?

Zhang Li: At present, Sony has a lot of its own core technologies and products. It will timely launch products that meet market demands at different stages according to market development. Semiconductor lighting is a high-tech product, and technology lies in its application. Both indoor and outdoor lighting products should be market-oriented and application-based.

The future should be the era of digital lighting. From general lighting to digital lighting, lighting products should have the most basic characteristics of digital lighting, or have the basic platform for future digital lighting development. If you only use LEDs as a lighting product, LEDs will be difficult to develop and difficult to call digital lighting. The development of semiconductor lighting products or technologies should be integrated into systems control and intelligent control technologies to become composite lighting products.

China Semiconductor Lighting Network: It is understood that Sony has been research and development in the ACLED, what recent results?

Zhang Li: At present, AC LED technology is very concerned. We will launch products in due course in the future. We hope to promote the standardization, standard setting and technology development of semiconductor lighting products and contribute to the development of semiconductor lighting technology in China. As a force, we also hope to bring some breakthroughs in intellectual property, patented technologies, production processes, and production equipment.

The future will be a variety of market models and for the market to choose China's semiconductor lighting network: the development of the new force is very fast, its market model and the terminal channel how?

Zhang Li: At present, the industry is not yet very mature, there is no fixed business model, if you want to fix a model, I think it will be difficult to continue, or should be market-oriented. Xinli has both engineering and dealer channels, and the market strategy will be formulated according to market demand.

China Semiconductor Lighting Network: How do you think the future of LED lighting products will develop?

Zhang Li: It is difficult to predict the future model. The general lighting function will develop in the direction of digital lighting. LED enters the lighting field and has a destructive effect on the lighting industry, traditional marketing models, channel models, production models, and innovation models. There should be multiple models for the market to choose in the future.

China Semiconductor Lighting Network: How do you see this year's LED lighting market. What is the market focus for Sony?

Zhang Li: In the past 10 years, Sony has been fully prepared in the product chain and technology, and has the ability to meet market demands. The customer needs are still market-oriented and it is difficult to determine a specific direction. Currently, Is a replacement product. The connotation of future semiconductor lighting products will be more and more abundant. Semiconductor lighting technology can be combined with other fields and have more innovations and improvements.

Semiconductor lighting development gradually returns to rational thinking China Semiconductor Lighting Network: By participating in this forum or exhibition, how do you feel about semiconductor lighting industry or product development?

Zhang Li: I think there are many changes in the understanding of the industry. Everyone has deepened their understanding of semiconductor lighting and become more pragmatic. It is no longer blindly following and starting to think more about the development of the industry in the coming years. This is one of my feelings. Another change is that we begin to pay more attention to the development of products in the application field, and pay more attention to the needs of life, rather than simply focusing on the so-called high-end technology.

China Semiconductor Lighting Network: How do you see the role of design for LED lighting?

Zhang Li: The design is very important. In the current technology leading stage, the design has a decisive role to a certain extent. Its decisive role and accuracy must be guided by the market and customer needs. Otherwise, it is often impossible to succeed. When developing a product or developing a technology market, in addition to periodic investigations, the designer’s ideas are also very important. He can reflect that most customers or the industry’s demand for products and technologies will help companies to meet the needs of market customers. The product.

China Semiconductor Lighting Network: How do you view future semiconductor lighting products and emerging markets?

Zhang Li: The connotation of emerging markets will be constantly enriched and changed. Just mentioned that semiconductor lighting may be combined with other industry technologies in the future, such as communications technology, technological innovation will drive market changes, a lamp, the future may serve as a camera, camera And so on, in the lighting of the most primitive and most basic functions will be improved, just like our current mobile phone in addition to phone calls, but also contains photography, recording, games and other features.

For example, there is currently a technology, LED can also be used as a wireless signal for lighting purposes, that is, if the computer wants to access the Internet, without any network cable, directly through the circuit, through LED lighting, you can access the Internet. In the next five or eight years, this technology may overturn the existing communication model. It may be difficult to define a semiconductor lighting product with a lamp.