Xida Electronics Wang Ruiguang: COB development has returned to rationality

This year, the introduction of virtual pixels has kept the topic of COB cost reduction popular.

Whether it is cost or application scenarios, the combination of COB and virtual pixels is expected to reach a larger market; but the undercurrent also brings new thinking and challenges.

So, how do COB technology pioneers represented by Sida Electronics view the next development of virtual pixel technology? Against the background of COB's rapid development, what adjustments have they made in terms of strategy?

One year later, Wang Ruiguang, general manager of Xida Electronics, told experts that Display had reunited at the "ISLE" exhibition and had another in-depth exchange.

General Manager Wang Ruiguang

The following are some highlights of the dialogue for everyone.

About COB market development and judgment

Experts say: Recently, what are the most intuitive feelings brought to you by the two important LED display exhibitions (ISE and ISLE)?

Xida Electronics Wang Ruiguang: This year, the quality of LED display products and the number of viewers have been improving overall; in particular, two important and obvious changes have taken place in the COB market:

1) COB products have been recognized in the global small-pitch market. At present, most small-pitch manufacturers, whether self-developed or outsourced, have deployed COBs;

2) A clear consensus has been reached between the markets that COB products should be positioned at the mid-to-high end in the field of small spacing.

Compared with ISE, we are more fully prepared at ISLE, which can be seen from the area, location and products of the booth.

The exhibits at this exhibition of Xida Electronics cover P0.4 - 1.5, covering multiple application scenarios; green energy conservation is the key theme this time. The main screen of Xida's exhibition (P0.9) has a starting temperature lower than that of the human body (36 ℃). The other is reliability. The biggest factor affecting it is heat, so I optimized the heat and the overall optimization was achieved.""

Experts say: Compared with last year, what are the new changes in COB's penetration and application market?

Xida Electronics Wang Ruiguang:

At present, COB prices have returned to rationality and have rebounded. COB's development tends to be stable. Overall, P1.2 accounts for a large proportion; the current mainstream has gradually shifted from P1.2 and P1.5 to P0.9 and P1.2; and P0.7 has a rapid development trend; and from the perspective of ISLE and ISE exhibitions, many screen manufacturers have replaced 0.9 with 0.7 this year; According to market attention, foreign countries are more concerned about P1.2/P1.5 and P0.9; domestically, P1.2 and P0.9 are the main ones, and P0.7 has a certain amount.

The trend of spacing miniaturization is accelerating; the smaller the spacing, the more favorable it is for us; the Cedar Electronics P0.4 can be completely mass produced; the spacing of 0.4 - 0.7 is our advantage.

Experts said: Since last year, virtual pixels have attracted much attention on the COB track. How do you view the next development of COB + virtual pixels?""

Xida Electronics Wang Ruiguang: COB + virtual pixels increase the cost optimization space for LED display; more and more manufacturers are willing to try such a combination; market acceptance is gradually opening up, allowing LED displays to enter more application scenarios.

In particular, family giant screen consumer TVs are currently favored by wealthy people in the Middle East, European and American stars in the international market; taking into account factors such as the base of high-end groups, different consumption concepts, the sales capabilities of international partners, and overall cost optimization, this market is expected to become an increase this year.

Experts said: Sida Electronics launched virtual pixel technology products in a low-key manner three years ago. Why didn't it vigorously promote it at the beginning?

Xida Electronics Wang Ruiguang: Our magic crystal series products mainly use the core technology of flip-chip COB, integrating the silicon crystal arrangement of RGB sub-pixels and the unique patented pixel doubling technology.""

Among them, the patented pixel doubling technology is one of the core technologies independently developed by Sida Electronics; it can reduce the original RGB arrangement pixel spacing by half."" At the same time, matching software controls the pixel doubling algorithm to increase the display resolution per unit area. Through this technology, the magic crystal series products can effectively reduce the raw material and process costs of each production link. At the same resolution, the price is theoretically more competitive than that of conventional display products.

There were three reasons why we didn't really sell to the outside world back then: 1) COB was small in size and one manufacturer alone had insufficient influence; 2) market acceptance required a development process; 3) the cost was still high at that time.

However, as COB product cost optimization accelerates, I believe it is not far away from truly entering the consumer market. Our Magic Crystal series of 120-inch 4K TVs has entered the 200,000 range. At present, many interested international manufacturers have come to negotiate cooperation. The future optimization goal is to enter the target market of 150,000 to 100,000 yuan.

Experts said: Do you think this product will accelerate the early entry of LED displays into the consumer market in the future?

Xida Electronics Wang Ruiguang: Yes, it's just a matter of time. If we go quickly, we may see hope from the second half of this year to next year.

In fact, several major TV manufacturers are currently stepping up preparations, but it depends on which model they choose. If you choose the self-developed and self-produced model, the time span will be 3 - 5 years; if you choose to cooperate with a company represented by Xida that has mastered COB technology, the time will be reduced by half.

About Xida Electronics COB Strategic Planning

Experts say: As a pioneer in COB technology and an important company in the industry, Xida Electronics can sense the pulse of the industry more quickly; in the face of the above changes, what strategic adjustments has Xida Electronics made in the new year?

Xida Electronics Wang Ruiguang: Due to the impact of public health incidents in the past two years, LED displays are currently in the process of overall recovery, and the competition is relatively cruel. The test is the all-round integration of technology, products, brands and strategies.

This year we will focus on:

1. The dual policy of differentiation + innovation is parallel, aiming to bring higher added value to customers;

2. Taking the exhibition as a starting point, we will accelerate our penetration into the global market; this year, ISE and Xida Electronics sold out all the products displayed;

3. Starting from the market, it covers a full range of products; Xida Electronics 'display last year basically focused on the magic crystal series; based on the development of market acceptance and cost technology optimization, this year's Xida products combine real pixel and pixel multiplication technology to achieve a full range of high-end custom COB display units (MCU, MCBP, RCU series).

This series of products has attracted the focus of attention from major internationally renowned brands, and is applied in combination according to the needs of the scene.

4. Call on more companies to join and rationally promote COB;

In terms of seeking truth from facts, it must be the strength of the entire group to support an entire industry. On COB, from the outshine of Xida Electronics to the blooming of flowers in the entire industry, and the comprehensive lead of China camp in the international camp and gaining recognition from the global market are both the result of our efforts and common expectations."""" I hope that COB will continue to follow rationality and develop positively in the future, bringing more excellent display products.