[Source: "High - tech LED- lighting market " November issue reporter / Xiong Yuheng ]
In March last year, in the background of the LED lighting industry, NVC, as the leader in the domestic lighting field, held a new LED product launch conference and launched more than 300 products in six series, covering LED ceiling lights, LED downlights and LED grilles. Spotlights, LED track spotlights, LED street lights and other fields. It marks the official opening of NVC's LED lighting development strategy.
"NVC hopes to increase the market promotion of NVC LED products and enhance the market share of NVC LED products by virtue of its perfect channel network, capital operation, brand effect, engineering contracting, etc." NVC Chairman Wu Changjiang mentioned To.
However, in May of this year, Wu Changjiang resigned due to "personal reasons", including NVC Lighting and affiliated companies, and set off an uproar in the industry. In the past four months, Wu Changjiang’s “Management†and his “contract†have experienced many confrontations, attracting the attention of most people in the lighting industry. Now, with the return of Wu Changjiang, this farce is finally "dust settled."
Although the farce has ended, the price is terrible. The management of the sharply falling stock price and the disappointing sales target, which collapsed, all tested the vulnerable NVC. The industry believes that the difficulty of NVC lighting in the short-term recovery is comparable to the sky. At the same time, the pace of LED transformation, which is indefinite, will be significantly slowed down and more confusing.
Although, NVC's transformation of LED lighting encounters the bayonet, there are special reasons for its "guilty", but the traditional lighting transformation LED is not a smooth road, even if the action is frequent, there are not a few companies that are returning to the feathers, such as Foshan Lighting, Fangda Group and so on.
The action frequently has little effect
In the next few years, the LED lighting industry will usher in the development of blowout. More research institutions estimate that in 2015, only domestic LED lighting will form a market cake of 500 billion yuan. The traditional lighting transformation LED has become an industry consensus.
For traditional lighting companies, the transformation of LED is both a trend and a necessity, and it is the hottest vocabulary in the industry. According to the statistics of the High-tech LED Industry Research Institute, 80% of domestic traditional lighting companies have been involved in LEDs, and some SMEs have even abandoned traditional lighting. As a leader in the domestic lighting field, NVC is more active in the field of LED lighting.
On March 12 last year, NVC threw out a large number of more than 300 LED lighting products. These batches are said to have no stroboscopic, high luminous efficiency, high color rendering, good heat dissipation, stable performance, and great price advantage. They cover almost all products of LED lighting, marking the official opening of the LED lighting industry development.
On March 31 of the same year, NVC signed a strategic cooperation agreement with Curry, a world-renowned chip manufacturer, in Shanghai. I hope that with NVC's R&D, design, manufacturing and channel and brand advantages of LED lamps, combined with Cree's expertise in LED chips and packaging, we will provide high-quality LED lighting application products and solutions for the market.
What is even more striking is that on January 13 this year, NVC and the domestic LED packaging listed company Ruifeng Optoelectronics held a grand LED project signing ceremony in Huizhou. The agreement shows that NVC Lighting and Ruifeng Optoelectronics jointly funded the LED project, which is mainly engaged in LED packaging technology research and development, product manufacturing and sales. The project is expected to start production at the end of April this year.
However, despite the frequent actions of NVC in the field of LED lighting, the actual results achieved are not satisfactory.
According to the research data of the High-tech LED Industry Research Institute, in 2009, NVC LED revenue accounted for 0.8% of the company's total revenue, 1.7% in 2010 and only 3.5% in 2011. Zhang Xiaofei, CEO of Gaogong LED, believes that NVC’s LED lighting revenue last year was less than 200 million yuan. If the dealer inventory is removed, the performance is even more embarrassing and almost negligible.
In the first half of this year, NVC Lighting achieved a turnover of only 256 million yuan, down 18.1% from the same period last year. In the second half of the year, due to the "guilty" reasons, its sales have fallen sharply, and its LED lighting business performance is worrying.
Sunshine lighting, which is also at the transitional intersection with NVC, performs much better. In 2010, the LED lighting business accounted for only 2% of the company's total revenue, reaching 4% in 2011. According to Sunshine Lighting's 2012 semi-annual report, its LED lighting sales reached 90 million yuan, accounting for 8% of the company's turnover. Sun Yong, general manager of Sunshine Lighting, estimates that Sunshine LED sales this year is expected to exceed 300 million yuan, accounting for 50% of the company's revenue in five years.
OEM short board transformation
In the field of traditional lighting, NVC's advantage lies in its nationwide, more than 3,000 dealer system. In terms of production capacity, its factories in Huizhou and Zhejiang are unable to meet their sales needs, and some products are still OEM-based. The success of NVC's traditional lighting mode provides a reference for the development of NVC LED lighting.
According to Wu Changjiang's idea, NVC hopes to take advantage of the traditional lighting channels and brands to promote the rapid development of its LED business, and the product will still be based on OEM. In March last year, NVC launched more than 300 new LED lighting products. However, according to the NVC dealers, most of the lamps are provided by OEMs, aiming to promote the NVC.
The difficult OEM legacy has contributed to NVC's success in traditional lighting, but it has become a constraint to its LED transformation.
Technical constraints. There are two main ways for traditional lighting companies to quickly enter the LED field: mergers and acquisitions and OEMs. Through mergers and acquisitions, enterprises can quickly complete the original accumulation of technology. The drawback lies in the large investment in the early stage and the need to bear the risk. The OEM model is the main way to transform LEDs in traditional lighting due to the low cost input and rapid effect. In addition to NVC lighting, there are also OEM models including Snow Wright, Foshan Lighting, and Midea Electric.
"OEM can promote the transformation of traditional lighting enterprises to LED, but it will also cause the lack of core technology of the enterprise, so it is passive in terms of quality control, brand building, cost control, etc." said Jing Yantian, CEO of Shenzhen Diwo Optoelectronics.
In March last year, in the background of the LED lighting industry, NVC, as the leader in the domestic lighting field, held a new LED product launch conference and launched more than 300 products in six series, covering LED ceiling lights, LED downlights and LED grilles. Spotlights, LED track spotlights, LED street lights and other fields. It marks the official opening of NVC's LED lighting development strategy.
"NVC hopes to increase the market promotion of NVC LED products and enhance the market share of NVC LED products by virtue of its perfect channel network, capital operation, brand effect, engineering contracting, etc." NVC Chairman Wu Changjiang mentioned To.
However, in May of this year, Wu Changjiang resigned due to "personal reasons", including NVC Lighting and affiliated companies, and set off an uproar in the industry. In the past four months, Wu Changjiang’s “Management†and his “contract†have experienced many confrontations, attracting the attention of most people in the lighting industry. Now, with the return of Wu Changjiang, this farce is finally "dust settled."
Although the farce has ended, the price is terrible. The management of the sharply falling stock price and the disappointing sales target, which collapsed, all tested the vulnerable NVC. The industry believes that the difficulty of NVC lighting in the short-term recovery is comparable to the sky. At the same time, the pace of LED transformation, which is indefinite, will be significantly slowed down and more confusing.
Although, NVC's transformation of LED lighting encounters the bayonet, there are special reasons for its "guilty", but the traditional lighting transformation LED is not a smooth road, even if the action is frequent, there are not a few companies that are returning to the feathers, such as Foshan Lighting, Fangda Group and so on.
The action frequently has little effect
In the next few years, the LED lighting industry will usher in the development of blowout. More research institutions estimate that in 2015, only domestic LED lighting will form a market cake of 500 billion yuan. The traditional lighting transformation LED has become an industry consensus.
For traditional lighting companies, the transformation of LED is both a trend and a necessity, and it is the hottest vocabulary in the industry. According to the statistics of the High-tech LED Industry Research Institute, 80% of domestic traditional lighting companies have been involved in LEDs, and some SMEs have even abandoned traditional lighting. As a leader in the domestic lighting field, NVC is more active in the field of LED lighting.
On March 12 last year, NVC threw out a large number of more than 300 LED lighting products. These batches are said to have no stroboscopic, high luminous efficiency, high color rendering, good heat dissipation, stable performance, and great price advantage. They cover almost all products of LED lighting, marking the official opening of the LED lighting industry development.
On March 31 of the same year, NVC signed a strategic cooperation agreement with Curry, a world-renowned chip manufacturer, in Shanghai. I hope that with NVC's R&D, design, manufacturing and channel and brand advantages of LED lamps, combined with Cree's expertise in LED chips and packaging, we will provide high-quality LED lighting application products and solutions for the market.
What is even more striking is that on January 13 this year, NVC and the domestic LED packaging listed company Ruifeng Optoelectronics held a grand LED project signing ceremony in Huizhou. The agreement shows that NVC Lighting and Ruifeng Optoelectronics jointly funded the LED project, which is mainly engaged in LED packaging technology research and development, product manufacturing and sales. The project is expected to start production at the end of April this year.
However, despite the frequent actions of NVC in the field of LED lighting, the actual results achieved are not satisfactory.
According to the research data of the High-tech LED Industry Research Institute, in 2009, NVC LED revenue accounted for 0.8% of the company's total revenue, 1.7% in 2010 and only 3.5% in 2011. Zhang Xiaofei, CEO of Gaogong LED, believes that NVC’s LED lighting revenue last year was less than 200 million yuan. If the dealer inventory is removed, the performance is even more embarrassing and almost negligible.
In the first half of this year, NVC Lighting achieved a turnover of only 256 million yuan, down 18.1% from the same period last year. In the second half of the year, due to the "guilty" reasons, its sales have fallen sharply, and its LED lighting business performance is worrying.
Sunshine lighting, which is also at the transitional intersection with NVC, performs much better. In 2010, the LED lighting business accounted for only 2% of the company's total revenue, reaching 4% in 2011. According to Sunshine Lighting's 2012 semi-annual report, its LED lighting sales reached 90 million yuan, accounting for 8% of the company's turnover. Sun Yong, general manager of Sunshine Lighting, estimates that Sunshine LED sales this year is expected to exceed 300 million yuan, accounting for 50% of the company's revenue in five years.
OEM short board transformation
In the field of traditional lighting, NVC's advantage lies in its nationwide, more than 3,000 dealer system. In terms of production capacity, its factories in Huizhou and Zhejiang are unable to meet their sales needs, and some products are still OEM-based. The success of NVC's traditional lighting mode provides a reference for the development of NVC LED lighting.
According to Wu Changjiang's idea, NVC hopes to take advantage of the traditional lighting channels and brands to promote the rapid development of its LED business, and the product will still be based on OEM. In March last year, NVC launched more than 300 new LED lighting products. However, according to the NVC dealers, most of the lamps are provided by OEMs, aiming to promote the NVC.
The difficult OEM legacy has contributed to NVC's success in traditional lighting, but it has become a constraint to its LED transformation.
Technical constraints. There are two main ways for traditional lighting companies to quickly enter the LED field: mergers and acquisitions and OEMs. Through mergers and acquisitions, enterprises can quickly complete the original accumulation of technology. The drawback lies in the large investment in the early stage and the need to bear the risk. The OEM model is the main way to transform LEDs in traditional lighting due to the low cost input and rapid effect. In addition to NVC lighting, there are also OEM models including Snow Wright, Foshan Lighting, and Midea Electric.
"OEM can promote the transformation of traditional lighting enterprises to LED, but it will also cause the lack of core technology of the enterprise, so it is passive in terms of quality control, brand building, cost control, etc." said Jing Yantian, CEO of Shenzhen Diwo Optoelectronics.
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