Increase indoor lighting investment in the optical channel and relocate
[Source: Gaogong LED's "LED Research Review" magazine March issue Reporter / Zhao Hui] On the occasion of the bleak 2012 annual report of more than 60% of LED listed companies, Qinshang Optoelectronics, which is mainly engaged in high-power LED semiconductor lighting ( 002638.SZ) has handed over a response that is relatively satisfactory to investors.
According to the financial report, in 2012, Qinshang Optoelectronics' revenue reached 857 million yuan, up 11.15% year-on-year; net profit was 128 million yuan, up 3.08% year-on-year. If the accrued accrued accrued accrued expenses of 26.509 million yuan, net profit The actual increase was 24.35%.
“The economic and LED market environment at home and abroad has undergone major changes last year. The company’s performance growth has been affected to some extent, lower than expected. However, since the second half of last year, the company has signed many large orders since benefiting from the Guangdong Provincial Lighting Demonstration Project. Li Xuliang, chairman of Qinshang Optoelectronics Co., said that in 2013, the LED lighting market will usher in a breakthrough period. The company will also respond to the outbreak of the lighting market by various means and products and brands.
LED lighting penetration rate has been slow to increase, and it has not been able to enter thousands of households on a large scale. In addition to the price, there is also an important factor in LED lighting companies. The product brand is complicated, the quality of many small enterprises is not guaranteed, and the consumer's confidence in LED lighting products is insufficient.
"This year's development focus is on channel and brand building, using high-quality products to occupy the channel and enhance the brand's reputation." Li Xuliang told the "High-tech LED" reporter.
Increase indoor lighting investment
According to statistics from the High-tech LED Industry Research Institute (GLII), the scale of LED applications in mainland China reached 159 billion yuan in 2012, a year-on-year increase of 37%. Among them, LED indoor lighting output value of 33.5 billion yuan, an increase of 80%. It is expected that the output value of LED indoor lighting in China will maintain a high-speed growth trend in 2013, which is expected to reach 55.7 billion yuan, a year-on-year increase of 66%.
Qinshang Optoelectronics is known as a “street lamp expert†in the industry. Outdoor lighting revenue has always accounted for more than 50% of the company's total revenue. In 2012, with the support policies of the central and local governments on the support and promotion of LED lighting, Qinguang Optoelectronics has received multiple lighting standards. Among them, outdoor lighting accounts for more than 50%.
"The LED lighting industry will usher in an explosive period this year, especially in the commercial lighting field of indoor lighting." Dr. Zhang Xiaofei, CEO of Gaogong LED, believes that with the advancement of technology, the performance of LED lighting products continues to increase, prices continue to decline, lighting The overall cost has become closer and closer to traditional lighting.
Qinshang Optoelectronics reported that in the first three quarters of 2012, the company realized the indoor lighting business income of 55.251 million yuan, accounting for 9.32% of the total revenue, mainly from commercial lighting projects.
It is understood that Qinshang Optoelectronics has completed a number of indoor lighting renovation projects, including the Shenzhen Jingji Financial Center project with a total construction area of ​​600,000 square meters, the Manning Hall lighting hall of the Great Hall of the People, and the Shanghai New Century Department Store. Lighting energy-saving renovation project, Minsheng Group department store, supermarket new construction and renovation project.
"This year, while stabilizing the outdoor lighting business, it will increase investment in indoor lighting, enrich product lines, reduce costs, and make cost-effective indoor lighting products to meet market demand." Li Xuliang said that compared to outdoor lighting The indoor lighting market is many times larger. Only by grasping this market can enterprises be eliminated in the fierce market competition.
When talking about how to allocate capacity, Li Xuliang said that Qinshang Optoelectronics will not put all its products in its own factories in the future. It will consider to integrate some products into the industry's advantageous resources through OEM or ODM.
Qinshang Optoelectronics won part of the bidding project in 2012
Channel reengineering
Gaogong LED Industry Research Institute (GLII) released a report that in 2012, the overall luminous efficiency of indoor lighting products such as LED fluorescent tubes, LED bulbs, LED panel lights and LED downlights in China increased by 18.7%, the average price. It has dropped by 23%.
The price of LED lamps continues to decline, gradually narrowing the price gap with traditional lighting products, making LED lighting products more acceptable to consumers, effectively promoting the popularity of LED lighting. LED applications are becoming more widespread and penetration will increase rapidly.
Under such a background, the role of the channel is particularly important. Whoever seizes the channel can gain more market share, sales revenue, and even voice.
The leading position of traditional lighting companies such as NVC and Opp is that they have a huge distribution network across the country.
"To make a difference in the indoor lighting market, channel construction must keep up. Since 2009, we have launched the '100 City Stores' program to test the water for channel construction." Li Xuliang told the "High-tech LED" reporter.
However, due to lack of experience, the effectiveness of Qinshang Optoelectronics in channel construction over the past few years has not been satisfactory. Previously, the company issued a notice saying that the “Company Operations Management Center Project†in the fundraising plan ended only at the end of July 2012, only 0.1% of the planned investment amount, and the project was forced to be postponed until November 30, 2013.
The reporter learned that Qinshang Optoelectronics' “100-City Store†plan had only one hundred specialty stores put into operation by the end of last year.
“The economic environment was not very good last year. The growth of the indoor commercial and household markets was relatively slow and did not meet expectations. At the same time, the company’s choice of early dealers also had some ambiguity in its positioning.†Huang Guanzhi, vice chairman of Qinshang Optoelectronics Co., Ltd. Last year, the company began to try various ways in channel construction. There are many successful places and many shortcomings.
Since last year, all major LED application companies have carried out large-scale channel construction. Qinshang Optoelectronics naturally refuses to fall behind.
A large-scale LED lighting investment conference in China will be held on April 19, 2013 at the headquarters of Qinshang Optoelectronics Dongguan.
“The main goal of this investment conference is to find the best distributors all over the country, that is, the oligarch dealers and core distributors. We prefer dealers with engineering background, perfect distribution channels or invisible channel resources.†Huang Guanzhi told "High-tech LED" reporter.
Huang Guanzhi believes that the LED lighting market will be accelerated this year, and the penetration rate will be greatly improved. Accelerating channel construction is an urgent task. “This investment conference will invite 700 to 1000 customers from all over the country to participate. The goal is to build 1,000 sales outlets this year and build 3,000 effective outlets within three years.â€
At the same time, Huang Guanzhi revealed that Qinshang Optoelectronics will strengthen the training of dealers on products and technical support this year, and fully authorize the branches of various regions.
"At present, the pattern of LED channels is undergoing profound changes. The four major group armies, namely state-owned enterprises, LED lighting, traditional lighting, and foreign companies, have seized channel resources through different advantages." Dr. Zhang Xiaofei pointed out that the number of channels controlled is the focus, but more Focus on the quality of the advantages of channels and outlets.
Looking to the brand premium
At present, many dealers on the market do not understand LED companies and LED products, and they are very confused when choosing an agent brand.
At the same time, many products on the market are of mixed quality, lack of follow-up service guarantees, and the overall price is high, causing consumers or distributors to be discouraged from LED lamps.
"Products are the foundation, there are no good products, there are no more channels outlets are useless, only can die faster." Li Xuliang stressed that the first thing to do is to make the best value for money, especially for indoor lighting products. The influence of factors is relatively large.
Product innovation is also the focus of Qinshang Optoelectronics. "We will introduce more new products, so that dealers have face and competitiveness, so as to attract more customers to enter, whether it is retail or engineering channels. Only in this way, it is meaningful to open a store." Li Xuliang believes that Optoelectronics has the technological innovation strength and strong upstream bargaining power to make products that meet the needs of dealers and consumers.
Only products with excellent quality and first-class performance can lay a solid foundation for the brand of the company. At present, the LED lighting market still lacks a brand that can be called well. This is also the problem faced by the entire LED lighting industry, and it is also the market opportunity.
At the same time, however, the lack of brands has also made domestic LED lighting companies at a disadvantage in the market competition with traditional lighting and international brands.
“The promotion of the brand's reputation is also one of our important tasks this year. To obtain greater value through the value of the brand has become the key to our future competition. We will use the three-dimensional communication means to shape the brand image of Qinshang Optoelectronics. When Huang Guanzhi talked about the goal of Qinshang Optoelectronics this year, the brand can bring more premiums.
The reporter learned that Qinshang Optoelectronics has also recently publicly collected special slogans for corporate image promotion. The slogan requirements can fully reflect the entrepreneurial spirit of Qinshang Optoelectronics, and can also highlight the industry advantages of Qinshang Optoelectronics, show the high-end brand strength and high-speed development of the company, and become the image window of the whole society to understand and understand diligence.
Li Xuliang said that Qinshang Optoelectronics will not do very low-end products, and the goal is the most cost-effective lighting products. “We will do a good job of branding, internationalization, and then resource integration.
According to the financial report, in 2012, Qinshang Optoelectronics' revenue reached 857 million yuan, up 11.15% year-on-year; net profit was 128 million yuan, up 3.08% year-on-year. If the accrued accrued accrued accrued expenses of 26.509 million yuan, net profit The actual increase was 24.35%.
“The economic and LED market environment at home and abroad has undergone major changes last year. The company’s performance growth has been affected to some extent, lower than expected. However, since the second half of last year, the company has signed many large orders since benefiting from the Guangdong Provincial Lighting Demonstration Project. Li Xuliang, chairman of Qinshang Optoelectronics Co., said that in 2013, the LED lighting market will usher in a breakthrough period. The company will also respond to the outbreak of the lighting market by various means and products and brands.
LED lighting penetration rate has been slow to increase, and it has not been able to enter thousands of households on a large scale. In addition to the price, there is also an important factor in LED lighting companies. The product brand is complicated, the quality of many small enterprises is not guaranteed, and the consumer's confidence in LED lighting products is insufficient.
"This year's development focus is on channel and brand building, using high-quality products to occupy the channel and enhance the brand's reputation." Li Xuliang told the "High-tech LED" reporter.
Increase indoor lighting investment
According to statistics from the High-tech LED Industry Research Institute (GLII), the scale of LED applications in mainland China reached 159 billion yuan in 2012, a year-on-year increase of 37%. Among them, LED indoor lighting output value of 33.5 billion yuan, an increase of 80%. It is expected that the output value of LED indoor lighting in China will maintain a high-speed growth trend in 2013, which is expected to reach 55.7 billion yuan, a year-on-year increase of 66%.
Qinshang Optoelectronics is known as a “street lamp expert†in the industry. Outdoor lighting revenue has always accounted for more than 50% of the company's total revenue. In 2012, with the support policies of the central and local governments on the support and promotion of LED lighting, Qinguang Optoelectronics has received multiple lighting standards. Among them, outdoor lighting accounts for more than 50%.
"The LED lighting industry will usher in an explosive period this year, especially in the commercial lighting field of indoor lighting." Dr. Zhang Xiaofei, CEO of Gaogong LED, believes that with the advancement of technology, the performance of LED lighting products continues to increase, prices continue to decline, lighting The overall cost has become closer and closer to traditional lighting.
Qinshang Optoelectronics reported that in the first three quarters of 2012, the company realized the indoor lighting business income of 55.251 million yuan, accounting for 9.32% of the total revenue, mainly from commercial lighting projects.
It is understood that Qinshang Optoelectronics has completed a number of indoor lighting renovation projects, including the Shenzhen Jingji Financial Center project with a total construction area of ​​600,000 square meters, the Manning Hall lighting hall of the Great Hall of the People, and the Shanghai New Century Department Store. Lighting energy-saving renovation project, Minsheng Group department store, supermarket new construction and renovation project.
"This year, while stabilizing the outdoor lighting business, it will increase investment in indoor lighting, enrich product lines, reduce costs, and make cost-effective indoor lighting products to meet market demand." Li Xuliang said that compared to outdoor lighting The indoor lighting market is many times larger. Only by grasping this market can enterprises be eliminated in the fierce market competition.
When talking about how to allocate capacity, Li Xuliang said that Qinshang Optoelectronics will not put all its products in its own factories in the future. It will consider to integrate some products into the industry's advantageous resources through OEM or ODM.
Qinshang Optoelectronics won part of the bidding project in 2012
Channel reengineering
Gaogong LED Industry Research Institute (GLII) released a report that in 2012, the overall luminous efficiency of indoor lighting products such as LED fluorescent tubes, LED bulbs, LED panel lights and LED downlights in China increased by 18.7%, the average price. It has dropped by 23%.
The price of LED lamps continues to decline, gradually narrowing the price gap with traditional lighting products, making LED lighting products more acceptable to consumers, effectively promoting the popularity of LED lighting. LED applications are becoming more widespread and penetration will increase rapidly.
Under such a background, the role of the channel is particularly important. Whoever seizes the channel can gain more market share, sales revenue, and even voice.
The leading position of traditional lighting companies such as NVC and Opp is that they have a huge distribution network across the country.
"To make a difference in the indoor lighting market, channel construction must keep up. Since 2009, we have launched the '100 City Stores' program to test the water for channel construction." Li Xuliang told the "High-tech LED" reporter.
However, due to lack of experience, the effectiveness of Qinshang Optoelectronics in channel construction over the past few years has not been satisfactory. Previously, the company issued a notice saying that the “Company Operations Management Center Project†in the fundraising plan ended only at the end of July 2012, only 0.1% of the planned investment amount, and the project was forced to be postponed until November 30, 2013.
The reporter learned that Qinshang Optoelectronics' “100-City Store†plan had only one hundred specialty stores put into operation by the end of last year.
“The economic environment was not very good last year. The growth of the indoor commercial and household markets was relatively slow and did not meet expectations. At the same time, the company’s choice of early dealers also had some ambiguity in its positioning.†Huang Guanzhi, vice chairman of Qinshang Optoelectronics Co., Ltd. Last year, the company began to try various ways in channel construction. There are many successful places and many shortcomings.
Since last year, all major LED application companies have carried out large-scale channel construction. Qinshang Optoelectronics naturally refuses to fall behind.
A large-scale LED lighting investment conference in China will be held on April 19, 2013 at the headquarters of Qinshang Optoelectronics Dongguan.
“The main goal of this investment conference is to find the best distributors all over the country, that is, the oligarch dealers and core distributors. We prefer dealers with engineering background, perfect distribution channels or invisible channel resources.†Huang Guanzhi told "High-tech LED" reporter.
Huang Guanzhi believes that the LED lighting market will be accelerated this year, and the penetration rate will be greatly improved. Accelerating channel construction is an urgent task. “This investment conference will invite 700 to 1000 customers from all over the country to participate. The goal is to build 1,000 sales outlets this year and build 3,000 effective outlets within three years.â€
At the same time, Huang Guanzhi revealed that Qinshang Optoelectronics will strengthen the training of dealers on products and technical support this year, and fully authorize the branches of various regions.
"At present, the pattern of LED channels is undergoing profound changes. The four major group armies, namely state-owned enterprises, LED lighting, traditional lighting, and foreign companies, have seized channel resources through different advantages." Dr. Zhang Xiaofei pointed out that the number of channels controlled is the focus, but more Focus on the quality of the advantages of channels and outlets.
Looking to the brand premium
At present, many dealers on the market do not understand LED companies and LED products, and they are very confused when choosing an agent brand.
At the same time, many products on the market are of mixed quality, lack of follow-up service guarantees, and the overall price is high, causing consumers or distributors to be discouraged from LED lamps.
"Products are the foundation, there are no good products, there are no more channels outlets are useless, only can die faster." Li Xuliang stressed that the first thing to do is to make the best value for money, especially for indoor lighting products. The influence of factors is relatively large.
Product innovation is also the focus of Qinshang Optoelectronics. "We will introduce more new products, so that dealers have face and competitiveness, so as to attract more customers to enter, whether it is retail or engineering channels. Only in this way, it is meaningful to open a store." Li Xuliang believes that Optoelectronics has the technological innovation strength and strong upstream bargaining power to make products that meet the needs of dealers and consumers.
Only products with excellent quality and first-class performance can lay a solid foundation for the brand of the company. At present, the LED lighting market still lacks a brand that can be called well. This is also the problem faced by the entire LED lighting industry, and it is also the market opportunity.
At the same time, however, the lack of brands has also made domestic LED lighting companies at a disadvantage in the market competition with traditional lighting and international brands.
“The promotion of the brand's reputation is also one of our important tasks this year. To obtain greater value through the value of the brand has become the key to our future competition. We will use the three-dimensional communication means to shape the brand image of Qinshang Optoelectronics. When Huang Guanzhi talked about the goal of Qinshang Optoelectronics this year, the brand can bring more premiums.
The reporter learned that Qinshang Optoelectronics has also recently publicly collected special slogans for corporate image promotion. The slogan requirements can fully reflect the entrepreneurial spirit of Qinshang Optoelectronics, and can also highlight the industry advantages of Qinshang Optoelectronics, show the high-end brand strength and high-speed development of the company, and become the image window of the whole society to understand and understand diligence.
Li Xuliang said that Qinshang Optoelectronics will not do very low-end products, and the goal is the most cost-effective lighting products. “We will do a good job of branding, internationalization, and then resource integration.
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