As the electrification and intelligence trends in the global automotive industry become increasingly obvious, the importance of electronic components in automobile manufacturing is increasing day by day. Sunlord Electronics, as a leading domestic supplier of electronic components, is not only consolidating its position in the domestic market with its outstanding performance in the automotive field, but also challenging the giants in the international market. In 2023, Sunlord Electronics' turnover reached 5.04 billion yuan. Recently, China Exportsemi Net interviewed Xu Jiarou, a senior technical marketing engineer in the automotive electronics marketing engineering department of Sunlord Electronics, to reveal to us how Sunlord Electronics achieved today's achievements.
Leading position in the domestic market
Since its establishment in 2000, Sunlord Electronics has focused on the research and development, production and sales of various types of chip electronic components. In 2016, the company established a dedicated automotive electronics division, marking its official entry into the automotive electronics field. With its technical accumulation and market reputation in inductor products, Sunlord Electronics quickly passed the certification of internationally renowned companies such as Bosch and Valeo, becoming the only inductor supplier in mainland China and continuing to deliver products.
Xu Jiarou told China Exportsemi net that after years of development, Sunlord Automotive Electronics has supplied in batches to many large OEMs and Tier1s at home and abroad. At present, the vehicle-mounted application areas involved cover the following ten: vehicle-mounted lighting, BMS, intelligent driving, intelligent cockpit, t-box&v2x, OBC, DCDC converter, electric drive, hybrid system and thermal management system. The main types of vehicle-mounted products include EMC components, inductors, transformers, magnetic beads, thermistors, LTCC, power devices and other products.
Figure 1: Xu Jiarou (right), senior technical marketing engineer of Sunlord Electronics, is introducing its automotive electronic products to Chen Lu (left), editor-in-chief of China Exportsemi Net
Technological innovation and product advantages
Sunlord Electronics' investment and achievements in technological innovation are particularly significant, and the following is an introduction to Sunlord's current achievements according to product lines. These achievements are also due to Sunlord Electronics' continuous investment in R&D and strict control of product quality.
1. EP transformer product line
Automotive electronics has an automated and intelligent production and manufacturing platform. Its EP transformer production line is the first company in the world to adopt a fully automated production line, occupying more than 50% of the global market share. The 0 km failure rate of this product is 0ppm.
2. Power inductor product line
The power inductor product line is also the first manufacturer in the world to adopt automated production, and currently ranks among the top three in global shipments. The number of production lines exceeds 500, and the annual shipment volume exceeds 10 billion.
3. Common mode product line
The chip common mode choke has dozens of automated production lines, covering CAN.CAN-FD, A2B and Ethernet applications.
4. Power device product line
In the category of magnetic devices, five platforms and three applications have been formed. The first fully automated drive transformer production line in China and the first fully automated power magnetic ring production line in the world have been built.
Figure 2: Sunlord Electronics product display, the smallest inductor product is even finer than fine sand 0.2x0.1mm
Figure 3: Sunlord Electronics product display, PCB, capacitors, RF devices, sensitive components, EMC components, etc.
Challenges of international competition
Faced with competition in the international market, Sunlord Electronics is not satisfied with its achievements in the domestic market. The company actively challenges the market position of international giants through continuous R&D innovation and market expansion. Xu Jiarou told China Overseas Semiconductor Network that compared with international brands such as Murata and TDK, Sunlord Electronics has significant advantages such as faster delivery time and more favorable product prices. At the same time, Sunlord has also spared no effort in innovative technology, with more than 1,200 R&D personnel. According to market feedback, Sunlord Electronics' products are reliable and trusted and loved by customers.
The supporting role of the central laboratory
As the company's technical support, Sunlord Electronics' central laboratory has advanced equipment and a professional team, providing strong experimental and analytical capabilities for the entire process from product development to small-batch production. Founded in 2011, it covers an area of about 5,000m2, with equipment assets of more than 100 million yuan. It currently has more than 100 professional laboratory personnel and an expert consulting team mainly composed of product managers, R&D engineers, and quality engineers. It has physical and chemical laboratories, reliability laboratories, electrical research laboratories, pilot plants, and simulation laboratories. In September 2016, Sunlord Electronics and Keysight Technologies, a world-renowned electronic measurement expert, cooperated to establish the "Sunlord Electronics-Keysight Technologies Electronic Measurement Joint Laboratory". The laboratory mainly conducts test technology research, test platform construction, and talent training in the field of electronic measurement based on Sunlord's needs. The CNAS national accreditation obtained in 2017 further proves the professionalism and authority of the laboratory. The establishment and development of the central laboratory has provided a solid foundation for Sunlord Electronics' technological innovation and product quality improvement in the field of automotive electronics.
Summary
Sunlord Electronics' deep cultivation and innovation in the field of automotive electronic components have not only consolidated its position in the domestic market, but also laid a solid foundation for its challenges on the international stage. As the global automotive electronics market continues to grow, Sunlord Electronics is expected to continue to occupy a more important position in the global market with its technological advantages and market insights.
Sunlord Electronics' development strategy and technological innovation have set a benchmark for China's automotive electronics industry, and have also contributed Chinese wisdom and solutions to the development of the global automotive electronics industry. Looking to the future, Sunlord Electronics will continue to be driven by technological innovation, continuously expand the international market, and provide global customers with better products and services. In the great changes in the global automotive industry, Sunlord Electronics is writing a new chapter in Made in China with its outstanding performance.
