TPK adheres to technology priority strategy | once again become a flexible screen touch leader

Qi Hong (abbreviated as TPK, hereinafter referred to as 'TPK') is one of the world's leading manufacturers of transparent glass projection capacitor technology. It has a vertically integrated production process and can provide customers with a full range of touch technology application solutions. In the field of control screens, both in terms of technology level and production capacity, and in the history of touch technology, TPK is one of the landmark enterprises that cannot be circumvented. It used to rely on capacitive touch technology to make people cross Into the new era of touch.

However, the development of touch technology is changing with each passing day, from resistive screen to capacitive screen, from plug-in to in-line.... The development of technology is often accompanied by industry turmoil. From 2007 to now, the touch industry has developed and prospered. New information such as recession, redevelopment, mergers, reorganizations, bankruptcies, and bankruptcies is dazzling. As a leader in the touch industry, TPK has adhered to the technology-leading strategy and is flexible. Screen touch technology has once again become the industry leader.

On August 22, 2018, the author was interviewed by Shenzhen International Touch and Exhibition. He interviewed Mr. Liu Shiliang, TPK Strategy Director. Although Mr. Liu was in the United States, the local time in the United States was late at night, but Mr. Liu took time to accept The interview is not easy. Here is the interview with Mr. Liu:

TPK, revolutionary in the touch industry:

In the field of human-computer interaction, people living today cannot imagine, without the development of human-computer interaction technologies such as touch, voice, gesture, AR/VR, how boring and inefficient life is. However, before 2007 The way people talk to the machine is mainly the keyboard and the mouse. At that time, the resistance screen just emerged, and the capacitive screen is even more difficult to talk about.

Touch technology is the most direct and most user-friendly interactive technology. TPK first perceived this huge business opportunity and invested heavily in the development of capacitive touch technology. The historical pointer came to 2007, Apple The launch of the first generation of iPhone began to subvert the entire mobile phone industry. Apple's iPhone cool touch technology has made TPK the leader in the field of touch.

Liu Shiliang, chief of the TPK strategy, said in an interview with the author that TPK is a revolutionary in the entire touch industry. Since the first iPhone was launched in 2007, multi touch has been invented by TPK. Since the beginning of the millennium, TPK has been in a leading position. Subsequently, TPK has carried out the layout of the vast mainland touch-screen market, and fully exploited the market. Due to the advanced nature and uniqueness of TPK technology, Xiaomi , OPPO, Meizu, ZTE and other smart phone manufacturers have become TPK customers, and there is no such thing.

After a hard time, you have to calm down:

At the same time, the development of the touch industry and technology was at the same time, the touch-screen market was gathering more uncertain unknown risks, revealing its turbulent and unpredictable side.

After the global market demand for touch-screens broke out, the rapid growth of the touch industry from 2010 to 2012 led to more resources flooding into the touch industry, resulting in oversupply of touch-screen production capacity in a short period of time, such as the day-to-day touch. The market situation has turned sharply. In 2013, especially in the second half of the year, the competition in the overall touch industry has intensified, and the price of touch modules has dropped significantly. Although Liu believes that this is a process that any industry must undergo in the process of evolution. However, the mainland's highly competitive touch-screen market has surpassed TPK's estimates, and TPK has encountered unprecedented difficulties.

In 2012 and 2013, Apple's iPhone shifted from the original out cell touch technology to in cell touch technology. Originally, TPK occupied most of the touch-screen market with massive shipments of Apple phones, as if overnight. The cell touch screen has been abandoned and it has not become a 'chicken rib'. The TPK has experienced a sharp decline in both shipments and turnover. At the same time, due to the oversupply of the Chinese touch screen, the TPK is completely Without profit, I had to withdraw from the mainland touch screen market.

In response to the severe market situation, from 2014 to 2015, TPK began to carry out substantial rectifications, both in terms of strategy and the entire system, to make drastic adjustments, layoffs, temporarily close its subsidiaries, and integrate production lines. Let TPK quickly get out of the quagmire of loss.

The 2016 TPK adjustment has been completed one after another, and has begun to embark on the normal development path. Because TPK is the technology leader of the entire touch industry, it is inevitable to re-start and re-start. After a series of disasters, the TPK of Phoenix Nirvana understands : Technology is the core competitiveness of the company. With core technology, the future can deal with all uncertain market risks.

TPK has sought solutions to the corporate risks caused by over-reliance on a single customer. In 2012 and 2013, TPK also tried to diversify customers and diversify risks. Later, the global touch-screen market was followed by 80. The /20 law, that is, 80% of the market share is in the hands of 20% of customers. The final conclusion: Market risk is actually the risk of the overall economy rather than the risk of a single customer.

Based on the breakthrough of the inherent thinking, TPK still follows the laws of the market economy: The big one is Evergrande. As the leader of touch technology, and also the strongest in the touch screen field, it is still 20% that can eat TPK massive orders. The customer, and that 80% of the customers are difficult to digest the massive shipments, the orders are scattered and complex, TPK is unacceptable in terms of mass production and cost.

As Liu said: 'The past is the market situation, there should not be too much change in the future. The way to completely avoid market risks is to establish the core competitiveness of the company itself - the leading technology , can not be said to be only a price competitor, this is also a direction our company has been working since 2014, 2015, I hope that we are a company that wins with technology.

'With the technical advantage, no matter how many customers are on the market, the first thing they want to cooperate with is the you, you will succeed, this is the technology priority strategy.'

The TPK after the market has been able to cope with it, no matter how big the market shocks, TPK can take it easy.

Don’t forget your heart

I don’t forget my heart, I’m always, I’m easy to get, I’m always stuck.

At present, flexible screen has become one of the hot applications in the current industry. In the future, flexible screen will become one of the standard devices for smart terminals. Under this development trend, TPK has already laid out 'chess pieces' in this field, and technical research and development has been Advance, do not dare to slack off. Since TPK has identified a technology-first strategy, it is natural to make a big difference in this field and make a difference.

According to Liu Shiliang, in order to seize this business opportunity, TPK has invested a considerable amount of resources in developing nano-silver line touch technology since 2012, and cooperates with some companies in Silicon Valley in the US, focusing on next-generation mobile phones or mobile wisdom after 2020. Terminals, the biggest problem facing a revolutionary change is the flexible touch technology, which is a folding application.

In the past ten years, the main material of touch has mainly used ITO, but ITO has no way to fold because of some inherent limitations. One of the reasons why TPK chooses nano silver wire is that silver is a soft metal. After some special structure treatment, it Suitable for applications in a soft or flexible, foldable or even curlable screen. TPK has been in development since 2012, and there have been many advances in the past five or six years. Currently, nano silver wire touch applications are being delivered one after another, only flexible. The display screen is still not mature. The touch application of the initial TPK nano silver line is still on the hard screen. As for the whole function and cost compared with some mainstream products, the nano silver line has an absolute cost competitive advantage. It also has advantages over ITO or Metal Mash products.

Therefore, with more than a decade of ITO touch technology, there will be no breakthrough in the current situation. TPK invests resources to develop nano-silver line touch technology for flexible screens. This is also the focus of TPK's future development planning, specializing in applications. Nano-silver line touch technology on flexible screens to seize market opportunities in future small and medium size and large size terminal applications.

Because nano silver wire features low impedance, it is very suitable for large-size touch screens, such as commercial whiteboards, commercial displays, etc. Currently, TPK is shipped from 20, 30 inches to 80 inches, which indicates that Customers have recognized TPK's nano silver line touch technology.

Therefore, TPK is very optimistic about the application prospect of nano silver wire touch technology.

Standing at the high end, facing the future

From 2007 to the present, no matter how much the smart phone or tablet looks, it has always been a box. The change is only limited to the screen ratio and the narrowing of the border. The appearance of the flexible screen breaks more than just The appearance of mobile terminals is more intrinsic technological changes, such as display technology, touch technology, basic materials technology and so on.

Liu Shiliang, TPK Strategy Director, said: 'The application of flexible screens can be doubled or doubled in the existing size regardless of whether it is foldable or curlable in the future. This is important because of the current trend of flexible screens. After 2020, there will be a greater chance of commercialization, and at this time, the application of 5G will mature. The two complement each other. When 5G becomes the mainstream of communication, everyone has a larger screen. The demand has doubled, and the flexible screen just cuts this gap. This is a huge potential business opportunity. Currently, the development of smart phone devices has actually reached a bottleneck period. The next big change is the flexible screen, that is, it can be curled. Foldable flexible screen. '

Although the flexible screen application is the first consideration of TPK's development of nano-silver line touch technology, it is not mature enough for the current flexible screen. Applying this technology to hard-screen is only an expedient policy, flexible screen mature and nano-silver technology application. It also needs to be promoted by upstream and downstream enterprises. BOE and other panel companies are all working hard to develop flexible OLED display screens. The flexible screens also need related supporting technologies and manufacturers. The nano silver touch technology developed by TPK is not for a specific customer. It is developed for the development of the entire industry. Because any technology to become the mainstream of the industry is definitely not a success, companies that need to unite the upstream and downstream industry chain together, TPK is also willing to work with all OLED display panel manufacturers. Cooperation, formulate the next stage of flexible display screen and flexible touch screen industry specifications, make the industry bigger and stronger.

It is reported that TPK has decided to participate in the 2018 Shenzhen International Touch and Display Exhibition (November 22-24, 2018). As the leading international touch and display professional exhibition, it has established in the touch and display industry for more than ten years. Widely influential, attracting more than 36,000 professional visitors from touch display terminal application companies in China and overseas. TPK will take advantage of the resources of the exhibition platform to provide more stringent wisdom, office and retail for cost and weather resistance. Smart factory, home, automotive, telemedicine and other application companies showcase a full range of nano silver touch solutions.

It is reported that the 2018 exhibition will bring together hundreds of well-known companies from the global touch screen, display panel, manufacturing equipment, application materials, measurement and testing components and related industries. According to the organizer, the exhibition It will bring together the Chinese and foreign industry leaders in the entire touch and display industry chain, such as touch screens and touch display modules. Representative brands: TPK, Yuntian Ge, Zhongqiang Optoelectronics, Huake Chuangzhi, Weiyeda, Ke Lishi, Hengyi Optoelectronics, Qianhe Optoelectronics, SCHOTT, Dongxu Group, Xinjing, Taiwan Glass Group. Representative exhibitors in touch screen manufacturing equipment: Applied Materials, Dongyuan Machinery, United Equipment , ABB, Taiqun Seiki, Jiashunda, Jiatie, Xiangqi Group, Dazu Laser, Zhisheng Technology, Isla, Zhongdian Branch Fenghua. Representative Brands in Touch Screen Manufacturing Materials: Linde Branch, Panasonic, Seiko Ink, Ten Ink, Gaoren, Pioneer, Ashridge, Duen Optics, Suzhou Yuluo, Yongguang Group, Heraeus, Shin-Etsu Chemical, Youwei, Green Kaixima, etc. will focus on the latest Touch and display products, materials and finished equipment, Welcome to visit the photo displayed on the upstream and downstream industry chain professional visitors to visit!

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Visit consultation:

Ms. Sun Mei

Phone: +86 10 5763 1828

Email: mei.sun@reedexpo.com.cn

Exhibitor consultation:

Mr. Li Xiang

Phone: +86 21 2231 7018

Email: info@reedkuozhan.com

Sweep immediately to visit pre-registration

Sweep, pay attention to the official WeChat to learn more about the touch industry

Micro Signal: International Film & Tape Exhibition

Follow the official website: http://sz.quanchu.com.cn/

Source: C-TOUCH & DISPLAY

About the organizer

Shanghai Li Extension Co., Ltd.:

Shanghai Reed Exhibition Co., Ltd. is operated by Reed Exhibitions (the world's leading exhibition and conference event organizer) and Shanghai Extended Exhibition Services Co., Ltd. (a company that specializes in planning and organizing large and medium-sized exhibitions and conferences at home and abroad) in 2015. The joint venture company established in China is the world's leading exhibition organizer of the international touch screen industry in China. It is also one of the nine outstanding member companies of Reed Exhibitions in China. Currently, the company holds industry in Shanghai and Shenzhen respectively. The exhibition, including the well-known China International Touch and Display Exhibition (abbreviation: C-TOUCH & DISPLAY), International New Display Technology Exhibition (referred to as: DISPLAY CHINA), Shenzhen International Film and Tape Exhibition (referred to as: FILM& TAPE ). In addition to making the exhibition a professional one-stop industry comprehensive learning, procurement and experience platform, Shanghai Li Extension Co., Ltd. also holds various professional technical forums each year to attract smart terminals, automobile manufacturing, For professional audiences and buyers at home and abroad in the fields of industrial control, aerospace, media advertising, smart medical and smart home Learn the most comprehensive and leading-edge products and technology solutions, and actively promote the rapid development of China and the global optoelectronic industry.

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