Jingfeng Mingyuan Hu Liqiang: Leading the LED Lighting Driver Chip Track and Entering the Power Management Chip Market
Looking back at the entrepreneurial journey, Jingfeng Mingyuan chairman, general manager Hu Liqiang cloudy and light: "For me, entrepreneurship is a measure of things, failure of their own can also go to do engineers."
With a relaxed mindset, Hu Liqiang completed the transition from engineer to founder, leading the company in the LED lighting driver chip market. "Focusing on customer value is the 'Tao' of Jingfeng Mingyuan's success, and not sticking to other people's business paths is the specific 'art'." He said that JFM adopts the strategy of "encircling the city from the countryside" in the LED market, and surpasses overseas competitors in the same industry through independent R&D and continuous iterative innovation.
Looking into the future, intelligent lighting market is in full swing. Hu Liqiang told reporters that the LED industry is showing new growth and greater prospects, intelligent lighting has become the new driving force of LED development. On the basis of the accumulation of LED technology, the company cut into the field of power management chip, at the same time mastered the constant current, constant voltage technology, the crystal abundance of Mingyuan's power management chip has a broader application market.
"Rural surrounded by the city" to fight a piece of sky
In the eyes of many people, entrepreneurship is a "nine deaths and one life", but in Hu Liqiang here, entrepreneurship is just "a job".
"At that time, I have some unproven technology, a friend advised me to come out to start a business, so start a business ah, failed to go back to do R & D engineers." Referring to the creation of Jingfeng Mingyuan, Hu Liqiang said with a smile that his entrepreneurial journey is not so "sad". 2007, the LED lighting industry is booming, they happen to be in the research and development of LED lighting with driver chips. Accompanying a friend to do investment to see a few projects, was persuaded to start a business.
In October 2008, Jingfeng Mingyuan was founded, Hu Liqiang led the team soon developed the first chip. Products have, how to sell? "2009 Canton Fair, I brought 100 sets of demos (samples) to sweep customers, harvested the first dealer." Hu Liqiang said, at that time he set technology, sales in one, and even when visiting customers have to be a driver.
"At that time, Jingfeng Mingyuan only 4 employees, I, the dealer at once recruited 9 employees to sell my chips." Hu Liqiang told reporters, it is this trip to the Canton fair, along with the dealer's vision, he saw the huge market potential and opportunities for LED, began to think about how to quickly penetrate this market.
"Rural surrounded by the city." This is Hu Liqiang set the market strategy. 2009, trekking, in the cab can not reach the place, Hu Liqiang unearthed the largest customer, the company sales open acceleration, just 3 years, the company's sales from 1 million yuan quickly rose to 100 million yuan.
Then, Hu Liqiang began to think, how to make the dealer's work easier. He began to work on the "system", and gradually chip peripheral capacitors, bridge stacks, diodes and other components with the driver chip integrated together, not only reduces the cost of the entire solution, but also improve product yields, and improve the sales efficiency of dealers. At the same time, in order to increase the technical support for dealers, JFMT has established a technical support team of more than 100 people to help dealers develop solutions.
It can be said that the growth history of Jingfeng Mingyuan is the history of China's LED lighting from the beginning to popularization. In this golden track, the "altruistic" concept of helping customers, partners and employees has become the core of Jingfeng Mingyuan's corporate culture.
Intelligent Lighting "Lighting" New Dynamic Energy
Walking into the Jingfeng Mingyuan building, one can see the difference of this company: there is no traditional LED light on the ceiling, hanging a sparkling "small fan".
"These small fans are actually a smart light that adopts the intelligent LED driver chip of Jingfeng Mingyuan, in addition to dimming the light and adjusting the color, the fan blades rotate up to purify the air." Seeing the reporter's curious eyes, Hu Liqiang joked, home installed this light, you do not have to worry about someone smoking.
Industrial changes are being staged. In the general lighting gradually reduced to the "red sea", LED market ushered in a new round of "wind mouth", especially intelligent lighting for the industry has brought new imagination.
"Intelligent lighting development speed is very fast, is expected to copy the general lighting development path." Hu Liqiang said, with the improvement of people's living standards, the desire for a better life, prompting people to choose lighting products, pay more attention to the appearance of the product, light color and intelligence, intelligent lighting products at the right time. In particular, after the rise of the smart home, people can control smart lights more conveniently and quickly through cell phone apps or smart speakers and other entrances, and the good user experience has led to the outbreak of the industry.
Foresight Industry Research Institute expects that by 2022, the market size of China's intelligent lighting industry will reach 43.1 billion yuan, with an annual growth rate of about 23%, and the market potential is huge.
Compared with the general LED driver chip, the research and development of intelligent LED driver chip is more difficult. Hu Liqiang told reporters that for general LED lights, the driver chip can have constant current over power protection. But in the intelligent LED lights, to realize dimming, color, wireless control, voice control, interactive, without power and other functions, you need to connect on the MCU, auxiliary power management chip and a series of chips, but also to do the low power consumption, the overall program is much more difficult.
"The low standby power consumption technology mastered by Jingfeng Mingyuan can make the standby power consumption of intelligent single firewire panel 1 milliwatt, which is leading in the world." Hu Liqiang said, also because of the chip complexity enhancement, smart LED with driver chip market participants are much less, the chip's gross profit margin is significantly higher than the general LED driver chip.
"In the future, the real smart lights can be automatically adjusted by sensing the environment, the scene, and each person, rather than through the App or voice entrance." For the ultimate development path of LED lights, Hu Liqiang smiled and said that the road of smart lights still has a long way to go. The 2020 annual report of Jingfeng Mingyuan shows that the company has developed a number of internationally leading driver chips for smart LEDs, which have widely served well-known customers such as millet and graffiti.
Entering the power management chip market
In the LED lighting driver chip field to establish the head advantage, jingfengmingyuan opened the development of multiple product lines, to the application of more "sky high and wide" power management chip (ACDC) into.
"The company's intelligent LED driver chip is a constant voltage 3.3V, and integrated WiFi, Bluetooth, infrared and other intelligent modules power management chip, has realized large-scale sales." Hu Liqiang introduced, essentially, the LED driver chip is also a power management chip, which is to convert alternating current (AC) into direct current (DC) with a constant current. On this basis, combined with low power consumption and other technologies, the company developed a constant voltage smart home with power management chip, is a matter of water.
Power management chip market prospects? According to Semiconductor and other organizations, from 2015 to 2018, the global power management chip market size grew from $19.1 billion to $25 billion, and is expected to reach $56.5 billion in 2026; China's power management chip market accounts for about 50% of the world.
"After landing on the Science and Technology Innovation Board, the company's capital strength is stronger, and it has gained more opportunities to develop power management chips, which also gives the company the ability to absorb more excellent talents." Hu Liqiang excitedly told reporters that after the listing of Jingfeng Mingyuan, it acquired 100% equity of Shanghai Lai lion semiconductor technology Co., Ltd. and 51% equity of Shanghai core fly semiconductor technology Co., Ltd. which enriched the variety of LED lighting driver products and increased the external AC/DC power supply chip products. The company also through equity investment in 8 companies and funds, business involves MCU and signal chain chips and other semiconductor fields, and gradually establish a product "moat".
"LED lighting driver chip using constant current technology, power management chip is constant voltage technology, we mastered these two technologies at the same time, both the development of constant current chip, can also develop constant voltage chip, the next product can be to cell phones, computers and other applications to expand." Hu Liqiang said that the power management chip for fast charging is a typical constant-current constant-voltage chip, the company has completed the pre-research of fast charging power management chip, the first application in fast charging scenarios of external