Two years ago, AUO’s “green commitment†began with the “cognition†within the company, evoking the understanding of employees and suppliers about green. Two years later, AUO's corporate strategy evolved from “green commitment†to “green choiceâ€. A “green evolution theory†from the inside out is gradually changing the career map of AUO.
In the past decade, the panel industry has pursued a capacity competition, but in the next decade we have to rely on new technologies, new markets and new applications to win in the market. "Youda General Manager and CEO Chen Lai assisted a few words in public on the occasion, pointing out the future trend of the panel industry. The key to his success is the energy-saving trend emerging in the post-Copenhagen era, and each technology Big green business opportunities that big factories must not ignore.
On January 28th, the panel maker AUO held the operation briefing session in the fourth quarter of last year. Chen Laizhu began to describe the development of the panel industry in 2009 with the beginning of the question mark and the end of the exclamation mark. Although AUO has listed the antitrust lawsuit fees and settlement amount of 10 billion yuan, and let the annual net profit after tax fall from positive to negative, AUO's footsteps in the green business layout are not due to poor operating conditions last year. And pause.
At the end of October last year, Chen Laifu published the latest corporate strategy of AUO with the title of “Green Choice for a Low-Carbon Society†at the “FPD International†Forum held in Yokohama, Japan. ─ Green SELECT, including solar, energy service, lighting, E-paper, car and TFT Display, will become The six core areas of AUO's future development.
Chen Laizhu also announced that AUO will significantly increase capital expenditure to 100 billion yuan this year, of which 10% to 15% will invest in the development of solar energy and energy. He estimated that the revenue of the solar energy industry this year is expected to contribute 10 billion to 20 billion yuan to the company. In addition to the solar energy business, LED, electronic paper, energy services and other fields are also key projects for AUO's future development in the green energy industry.
“We will focus on panel manufacturing and actively expand the business footprint of the green energy business to provide consumers and customers with “Total Green Solutions†(complete green solutions),†said Chen Laifu, in addition to producing green products. In addition to building a green knowledge platform, AUO will also become a supplier of renewable energy and provide customers with comprehensive energy services.
Play the management advantages of the three and two
New technologies, new applications, new markets, what new growth momentum is expected to bring to AUO? Among the six major areas, the solar energy industry can be said to be the most active layout of AUO.
“There are more than three, two, two, two and two fast in the panel industry,†Chen Laizhu pointed out. The three are more capital, more technology, and more capabilities. (The panel industry needs to integrate chemistry, semiconductors, and assembly. Characteristics); Erguang is a wide product line and a wide customer base; the second difficulty is that the quality system is difficult to control and the reliability is difficult to improve; the second is the long supply chain and the long market front; the second is the fast product cycle and the price falls quickly.
Chen Laifu said that the development of the solar energy industry has been going on for some time. The main problem of development is how to balance supply and demand. Therefore, the key to winning the manufacturer is not technology, but supply and demand control and supply chain management. Coupled with the large size and fragility of solar modules, transportation is also a big challenge. He believes that AUO, which has global operational capabilities and is in the panel industry, can overcome these challenges.
At the end of June last year, AUO announced that it would spend US$125 million (equivalent to NT$4 billion) to participate in the cash increase case while the industry is slowly stepping out of the downturn. It is a major move to Japan's solar upstream polysilicon and chip specialty M. .Setek. AUO's choice of cutting from the raw material end of the industry chain as the first step in the energy industry can be said to be unexpected. Originally, everyone thought that AUO, which was born in the panel industry, would choose “thin film solar energy†with high similarity to the panel manufacturing process. However, AUO invested in polysilicon manufacturing by investing in M. Setek, becoming the only mass production capability in Taiwan. Solar polysilicon factory.
Solar layout after the first arrival
At present, M.Setek can supply 3,000 tons of polysilicon capacity per year. At the beginning of this year, it will receive another AUO 15 billion yen (equivalent to NT$5.3 billion) as a fund for the construction of a new plant. It is expected that after the completion of the new plant, The annual production capacity will be greatly increased to 7,000 tons. Compared with other peers, AUO has joined the M. Setek's new force. In the layout of upstream raw materials, it has already been “post-first-comeâ€.
As for the middle section of the solar energy supply chain--the manufacture of solar cells, although AUO still lacks self-control ability, M.Setek has always been the raw material supplier of domestic solar cell manufacturer Yitong, and the outside world guessed it to Yitonghe. M.Setek's friendly relationship and Yitong's recent positive attitude to cooperate with AUO, the future AUO is very likely to form an alliance with Yitong to complement the gap in the solar cell supply. In the middle and rear section of the module production, AUO's module production line in Taichung is also expected to be mass-produced in the first quarter of this year.
In order to strengthen the related strength of solar energy, AUO also established the “Reliability Laboratory†of solar modules to test the quality level of solar modules produced by AUO. Qiu Fengliang, a manufacturing associate of AUO Solar Photovoltaic Business Unit, said, “Because solar modules must be installed outdoors for a long time, they must be able to withstand wind, rain, high temperature exposure or severe cold and snow for a long time.†AUO's reliability laboratory can use it. To test, so that AUO products can maintain quality assurance for up to 20 years.
“The layout strategy of AUO in the solar energy industry is to grasp the left and right ends of the “smile curve†with high technical threshold and high price.†Chen Laizhu’s smile curve “left end†is through stock participation. M.Setek, the key technology for mastering solar energy conversion efficiency chips; as for the right end of the smile curve, it is the most downstream and the most profitable terminal "system integration service". t
Entering energy services from the 8.5-generation factory
In order to seize the huge business opportunities of solar energy system integration services, AUO established AUO Energy Technology Co., Ltd., which focuses on energy system integration and technical services, in May last year, to carry out various power plants, business offices and general residences around the world. Solar roof power generation project services. This is also one of AUO's important development directions in green selection - energy services.
“The 8.5-generation factory of Zhongke is our best training place for entering the energy service industry,†said Chen Laizhu. The 8.5-generation factory was not only built in accordance with the green building standards, but also received the “Energy and Environment†issued by the US Green Building Association last year. Leadership Design (LEED) Gold certification, which has good results in water efficiency, energy and gas management and reuse. Therefore eight. The success stories of the five generations of factories and the know-how of building factories have also become the best publicity for AUO's energy service industry.
With the successful experience of the green factory of the 8.5-generation factory, coupled with the full assistance of AUO Group, AUO successfully captured the solar power plant standard in Hungen, Germany last year. Up to three megawatts (MWp), it can also supply electricity to 800 local home users. An investment institution said that Europe will become the top energy service market for AUO. In the future, AUO will also actively compete in the battleground of Europe as a strategic alliance with local players.
Over the past year or so, AUO’s layout in the solar energy industry has long been freed from the thinking of manufacturing and OEM production, but from the perspective of “energy service industryâ€, it has reached Chen’s “providing complete green for customersâ€. Solution" goal.
In addition to solar energy, the continuation of green lighting for LED backlight applications is also a current concern. For AUO, the layout of green lighting is not only for LED backlight applications in displays, but also for general lighting and automotive lighting. In the case of LED backlight applications with energy-saving concepts, whether it is LED TV or laptops that use LEDs as backlights, the growth of the notebooks in the next few years is considerable. Peng Shuanglang, executive vice president of AUO's global business and general manager of the TV business group, said that the penetration rate of LED TV in 2009 was only 3% to 4%, but this year it is expected to climb to 15% to 20%.
LED lighting industry chain formation
Optimistic about LED backlight application trends, AUO has recently actively invested in the upstream and downstream supply chain of LEDs, such as the upstream extension plant Ronda, the downstream packaging factory Kaiding, and the hot and cold cathode lamp (CCFL) and packaging. The factory power alliance is a subsidiary of AUO Group. In mid-December last year, Ronda and Kaiding also announced a merger, and in the future Ronda will become a surviving company.
The outside world believes that the emergence of "New Ronda" will help AUO's vertical integration of the supply chain in the LED industry, the middle and lower reaches, and the future acquisition of components by AUO Group, and even the development of modules will be even more To be beneficial. In addition, after the merger of Ronda and Kaiding, Power League will focus on lighting and backlight applications, and the future division of the new Ronda and Power League will be established.
The fourth letter "E" selected by green refers to electronic paper. In March last year, AUO announced that it had acquired NT$1 billion in electronic paper material manufacturer Dayi Technology (formerly Sipix) and acquired a stake in Sanyi Technology, and AUO launched a new e-paper business. Liu Junting, chairman of Dayi Technology, said that Dayi is adopting electrophoretic soft display technology, which is not only low-power consumption, readable under daylight, but also quite thin and can be bent. The patented Microcup technology and the patented roll-to-roll patent technology have made Dayi competitive in the electronic paper market. In the future, AUO will also seize the market for e-books, smart cards, electronic labels and electronic newspapers.
As for the fifth letter "C" in the automotive field, Chen Laifu said that AUO can cut into the field, including display, energy and lighting. For vehicle displays, such as navigator panels, car entertainment system panels, etc.; energy part, can provide power management and charging services for hybrid electric vehicles or electric vehicles; lighting includes LED or organic light emitting diodes (OLED) As the headlights, taillights, direction lights and reading lights of the car. “The nature of the automotive industry looks different, but many products are interoperable with electronic products,†said Chen Laizhu.
Develop new technologies for low carbon panels
The last letter "T" of the green selection represents AUO's most specialized industry - panel new technology. AUO has recently actively developed “low carbon emission†TFT display technology. In addition, since the TFT-LCD panel requires a backlight, it is a passively illuminated panel, and there is still room for improvement in energy conversion efficiency. Therefore, AUO is actively developing panels that can "actively illuminate", such as organic light-emitting diodes and fields. Field Emission Display (FED). In terms of organic light-emitting diodes, AUO has mastered many key patent technologies and will enter the mass production phase from the research and development stage in the near future.
Recently, the green energy industry with constant topics has gradually changed the market ecology of the original small factory individual combat after the joining of AUO, Lite-On, TSMC and other group forces. AUO, which started from the panel industry, is relying on innovative technology and abundant resources of the group to make its first move in the green energy industry.
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