Case Background Analysis
PCB stands for name of printed circuit board, also as circuit board, accompanied
by conductor wiring coated on insulation material as formed as an electronic structural
components. PCB is substrate mainly by printed copper clad on the surface of insulation
material, its complex processes generally include: copper film coating on insulation
material board→ PCB forming → (cleaning, drying) → drilling or punching → anti-etch
film covering on the circuit diagram then the film drying→ coated circuit diagram
inspection or repairing → copper film etching →anti-etch film materials cleaning
and drying → scrubbing and drying →circuit diagram anti-solder covering (common
green oil), UV solidifying →circuit diagram character tag printing , UV curing→
preheating, punching and shaping → electrical on/off test → scrubbing, drying →
pre-coating anti-oxidants and assist-welding agent(drying), or spray tin HASL →
inspection and packaging → product ready for delivery. PCB will play a role of protecting
a driller and coated copper film in the drilling process. The flatness, hardness,
thickness tolerance, Warp is the most critical technical indicators for its product.
China PCB Industry Status:
PCB was first produced in Europe and America, as global economic integration, electronics
makers have shifted it into Asia-Pacific developing region and driven the PCB demand
grew rapidly, in Eighties it entered into China, mainly Taiwan, Hong Kong manufacturers,
today the mainland has the highest growth amount three major PCB production area
of Taiwan, Japan in Asia Pacific, was promoted to the global top in 2006. Due to
the mainland advantages of low costs, rich labor resources, and high market potential,
the future is expected for the continuous growth market, the share is expected to
reach 32.08% in 2008, more likely to move up to 50% of the global market shares
in the future. In 2007 the whole domestic industry’s book-to-bill ratio is 1:0.8,
it indicted a rapidly development in the field. Due to the policies, resources,
labor, costs and other effects in the dominance layout from the Pearl River Delta
region has developed into the Yangtze River Delta, the eastern coast of Bohai Bay
area, central and other regions.
ATP management team is formed by numbers with rich experienced, from the world's
top multinational corporations.
ATP in China owns multiple production bases located in Leshan, Sichuan; Shishou,
Hubei; Shenzhen, Heyuan, Huizhou, Guangdong and other places. The total investment
assets is over more than 200 million U.S. dollars, it has nationwide 25 logistics
centers, 750 flooring retail stores, 850 MDF sales distribution offices, and nearly
3,000 employees from the world around.
The Chart presents the proportion of various regions as followed:
60% Pearl River Delta region
35% Yangtze River Delta region
5% other region
Industry Status 2
The electronic industry develops rapidly, integrated PCB board compression resulted
PCB drilling process more precise on the board, for different drilling size requirement
uses different type of HDF pad can reduce the cost from PCB materials. In order
to meet diverse customer or demand, pad suppliers must have a comprehensive product
portfolio and even re-processing capacity in order to be competitive.
The development of the domestic PCB pad:
Phenolic board was widely used for drilling pad original, the Taiwan electronics
industry was the first to replace partially of the wood fiber board as the industry
transferred into the mainland, initially began by the imported “三林???” brand, with
the domestic board industry development, such as ATP and other PCB manufacturers
promotion, import plate had gradually withdraw from the market, as demand for diversity
it formed melamine board bases and market for processing both HDF/MDF board material
(cover paper oil soaking, UV, melamine pasting and so on ). Therefore, the current
drilling pads mainly have four types: phenolic board, melamine board, HDF (high-density
fiberboard), MDF (medium density fiberboard).
Proportion scheme of mainly four drilling pads:
40% MDF (directly drilling)
10% phenolic board
25% melamine board (HDD, MDF matrices)
25% HDF (directly drilling)
Solutions
PIncreasing of PCB industrial market capacity, China's economy rapid development will drive the electronic industry development continuously. Improved living standard will lead high demand for high-tech products also large-scale electronic enterprises into China. Electronics industry is a technology-intensive industry, encouraged and supported by local governments. A variety of macro-policy adjustment increases the business cost, PCB providers are required to conduct the market segmentations required by PCB application diversification, to form the advantages in the various segmented markets, to address product strategy and development to meet different needs for different segments. The board manufacturers, distributors, end-users must work closely with the development of new products to meet the various needs, establish the image of PCB drilling experts, provide a solution on full ranges of board products brands for drilling process, discard the previous concept of “consumable material supplier is only based on reputation-scores”, raise brand awareness and added-value.
The specific programs:
1、Coding of products to improve product image and anti-counterfeiting
2、Exhibitions: participating in a variety PCB trade shows to promote new products, and improve the brand image
3、Outdoor advertising