At present, the emerging industry is clearly a strategic focus on supporting the target country's future, including a new generation of information technology is a top priority. Changhong, China's electronic information industry as a leader in enterprises, in flat panel displays, home appliances, embedded software, digital home and other fields has yielded fruitful results, especially in the field of flat panel display, after the tireless efforts of recent years, Changhong has been playing a simultaneous development of the only plasma, LCD and OLED business, forming a flat-panel TV "panel + machine" in the whole industrial chain. As remarkable results, Changhong, "three-dimensional layout of the" strategic thinking for many people in the industry talked about.
Management Case Research Center of Peking University Visiting Fellow, Changhong Xu tomorrow once described: "Changhong to build three-dimensional aspect of a third strategic development of large flat panel system, the potential is enough."
Break the shackles of plasma technology
From 2007 to the present, Changhong PDP project is a "wait was worth it." Just 3 years, this "highly controversial" project not only withstood the earthquakes, landslides and other natural weather "torture", but also withstood the upstream technology, human resources, capital and other confusion. Earlier this year, Changhong plasma panel production line finally mass production. At this point, Changhong became the first line of display products and most complete industrial chain business, they become a major LCD, plasma research and development base.
The industry believes that the international intellectual property rights Changhong has the latest generation of new plasma display production lines, to achieve a "screen + machine" flat panel TV industry vertical integration, greatly enhance the color TV industry's national competitiveness. Changhong with state-level enterprise technical centers, through the integration of national engineering research centers and engineering labs, the establishment of a new flat panel display R & D platform for globalization, expand cross-regional, cross-industry collaborative R & D, form a complete basis for technologies, products, technology, technology such as multi-level R & D system, in materials, devices, processes, inspection and other fields has made significant innovations.
Changhong plasma panel project using the most advanced flat-panel display technology, mainly produced 42-inch, 50 inch and larger plasma screens, the formation of annual output of 600 million to 8 million plasma screen module capacity, market share is expected to reach 17 %, into the top three global industry. Changhong plasma screen project to bring huge industrial cluster effect, a full range of localization achieved breakthroughs in materials, devices, equipment, research and development and other fields, and domestic enterprises, research institutes, strategic cooperation in full swing, with dozens of companies, signed a joint development agreement and scientific research units.
In plasma technology, control a large number of core technologies of Changhong and about 600 patents, the vast majority of patents for inventions involving a new plasma display panel structure, process, raw materials, circuit design, software and hardware, many of which are based on the core patents. Changhong has already begun to lead a number of national standards, plasma, project work. Compared with other similar flat products, the use of self-luminous plasma, with the natural brightness uniformity, color gamut coverage of large, short response time, viewing angle, dynamic energy consumption is low, cost advantages of large screen. Changhong plasma overall performance in similar products in the world-class; in plasma chain-building, Changhong in materials, devices, equipment and research and development aspects of the progressive realization of localization, establish and improve the local plasma industry support system, and achieve sustainable cost advantage and technological advantages.
It is understood that the efforts of the rainbow, plasma technology has already made considerable progress. In the December 1 implementation of energy efficiency standards in the flat panel TV, Changhong's new plasma TV all in compliance with requirements.
Highlights the cost advantages of LCM integration
In an interview, general manager of Sichuan Changhong Electric Co., Ltd. physical Bin Liu told reporters: "Changhong will spare no effort to expand the LCD TV market." According to him, especially the field of large-screen 50-inch plasma TV should be above the world, while the small LCD TV size is more advantage. For Changhong, the foot plasma screen is the firm's strategic choice, and LCD TVs is to cater to the needs of the current market more practical choice.
In the LCD field, Changhong chose cooperation. October 2009, a joint venture between Changhong and AU Optronics formally unveiled a long intellectual, the first specifically for Changhong's LCD screen in full production. Friends of the rainbow and the strategic partnership of common wisdom long optical components, the main LCD monitors, LCD TV and optoelectronic components and related peripheral products, production, processing, assembly and repair operations. This marks the formal involvement of Changhong LCD drive module areas.
The reporters found that seems to play Changhong LCD display module involved in the "exemplary" role. It is understood that optical is the length of AUO Chi in China's first joint venture, acquisition and mainland China's leading Taiwan's flat panel TV manufacturers a powerful complementary. Long after the establishment of intellectual Optoelectronics, AUO has gradually and Haier, TCL and other TV companies adopt the model of joint cooperation. At the same time, the promotion of national policies and Changhong driven, TCL, Hisense and other TV manufacturers have started from the layout of the LCD module upstream, Huaxing power, BOE-generation LCD panel production line also began to layout.
In addition, Changhong active "machine + module" integrated design and manufacturing. At present, Changhong plasma and LCD TVs in the two areas of flat products have achieved integrated design, manufacturing, effectively reducing the manufacturing costs and greatly enhance the product competitiveness. Changhong thorough grasp of the plasma panel resources, innovation and achieve the level of raw materials, and the Korean and Japanese companies simultaneously; the same time to enter the field of LCD modules, chip-level innovation to achieve the raw materials level of innovation is still some distance, the distance is the distance and the Korean and Japanese companies . Through the screen, integrated modules and machine design, manufacturing, industry collaboration can play an effective product standardization to achieve internal and external to achieve product differentiation. On the one hand, the formation of more accurate and efficient "production - for - sale," the implementation of mechanisms to maintain the status screen state and relatively stable product, according to consumer demand in favor of new products to market quickly; the other hand, can reduce intermediate links materials, production, packaging, logistics, quality and service costs. "Electronic information industry restructuring and revitalization plan" also made it clear that to "strive in the new display panel production, the whole module integrated design, manufacturing, and other areas of the glass substrate to achieve breakthroughs in key technologies."
Third Research Institute of China Electronics Technology Group Senior Engineer Liu Quanen told reporters: "integrated design and manufacturing is an effective way to reduce product cost."
OLED research and development effort to devise strategies
Changhong insiders by saying, Changhong investment plasma panel known as the "convent", that is, take a path out of nothing, at first is very risky, but the project into the stable period after the benefit is greater; Changhong work to do with the AUO LCD Module called "route through" integration of their superior resources, expand the LCD TV integrated design, manufacturing, reduce overall costs industry; and invest in OLED display first production line is called the "Methodist", promising a forward-looking technology, there awareness of investment opportunities once the industry matures, we can quickly scale.
Sichuan Changhong Electric Co., Ltd. proudly Dan Yang, deputy chief engineer, told reporters: "At this stage, Changhong has been done in the PDP material level, and achieve in the LCD module level, in the OLED and achieve a pre-research level."
It is noteworthy that, Changhong had chosen horse plasma production lines, there are also strategic considerations OLED. It is understood, OLED development depends on the organic material in the development and improvement, and development, plasma the most important core area is materials, materials research and development, OLED and plasma is the same, so Changhong investment plasma is in fact solve the flat-panel TV Development material issues. If Changhong continued to cook on the plasma 5 to 6 years, then the plasma during the R & D and talent pool for future development of OLED is very helpful, and its OLED conducive to better address the challenges facing the material. In the next 6 to 7 years, OLED will become the market hit. Opportunities through the development of plasma pave the way for the development of OLED, which is the strategic layout of the rainbow, and do it two steps in the future will be able to Changhong in the OLED field with foreign enterprises stood side by side.
For the development of OLED industry, Changhong's rainbow, as the company is divided into two steps, first step is the small size of the industry, the second step is to focus on the development of large size. Currently, dozens of Rainbow, as the combined upstream and downstream enterprises OLED industry, the establishment of the OLED Engineering Laboratory, to create clusters of industrial chain advantage. Rainbow Project as a project PMOLED OLED mass production line was April 1, 2010 was put into trial production, the design capacity of 12 million years (calculated to 1 inch). December 2009 started construction of AMOLED pilot line, and already has a complete laboratory and AMOLED panel PMOLED laboratory, ownership of the industry's leading low-temperature polycrystalline silicon metal induced some of the key technologies, has successfully developed a 2.6 to 7.6 inches AMOLED samples .
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