(Text / high-tech LED reporter) On February 9, Shiyida (002137) announced that it plans to invest 403 million yuan to invest in LED projects, including Wuxi LED indoor commercial lighting production and construction projects; Wuxi LED lighting R & D center construction projects; Wuxi LED lighting marketing network system construction projects. Beneficial plus code LED lighting, Wuxi is expected to return.
This is another event of capital increase in Wuxi Shiyida after the investment of 120 million US dollars in the first half of 2011. Lu Changrong, general manager of Wuxi Shiyida, said that LED lighting is a consumer market of 100 billion yuan, and the current penetration rate is not more than 5%. It is understood that in 2011, Wuxi Shiyida sales reached 500 million, including LED power, drives, lamps, light sources, etc., while LED lighting gross margin still maintained about 30%. The high performance is obviously a guarantee for Wuxi Shiyida to invest heavily in the commercial field.
Despite such a huge market, Shida has chosen the segment of commercial lighting in the field of LED lighting. The first two years were two years of rapid growth and improvement of LED commercial lighting, maintaining a growth rate of 20%. In these segments, commercial lighting has a high gross margin of 30%, while industrial lighting is only 20% and general lighting is only 15%. Lv Changrong was full of confidence when interviewed by Gao Gong LED reporter: "We are positioned in professional LED commercial lighting."
However, the trend of “polarization†has been shown within the industry. The stronger the stronger and the weaker the weaker, the more obvious. According to statistics, this year's export volume has maintained a growth rate of more than 60%, but there are also 20% of enterprises, whose performance has shown a downward trend.
To this end, Lu Changrong said that the strong need to have core competitiveness. Although the business photo has more profit, it poses a great challenge to the team. “There must be a rich product line, and we must constantly renovate our products and carry out professional design.â€
Layout product line pays attention to professional design
High-tech LED : Last year, NVC launched 500 lighting products, which attracted much attention from the industry. Can a company that builds its own channels be able to build so many production lines at the same time? Has caused a lot of attention in the industry. How many LED lighting products do you currently have?
Lv Changrong : The power is different, and the shape may be different. This kind of variety is much more. In terms of style, we have 7 series of nearly 300 LED lighting products, including bulb series, lamp series, PAR lamp series, AR111 series, track light series, downlight series and so on. Commercial lighting has many segments, and we have divided the three series of specialty store series, hotel series and office lighting series. Office lighting is relatively simple, mainly light tubes, light panels, downlights. Most of the hotels are ceiling lights, downlights, spotlights, etc. The clothing store is mainly track lights.
At present, our positioning is professional LED commercial lighting, specializing in lighting, and quickly matching the light source. In the field of commercial lighting, ceiling lamps, downlights, and track spotlights are the best.
High-tech LED : Considering the cost factor, some international companies are looking for one or two segments to break through. Commercial lighting has many segments, which area are you best at? What is the gross profit?
Lu Changrong : The office series is relatively simple and there are many enterprises. We are best at the specialty store series. The store is very complicated. It is required to use the downlight as an example. Because different styles of clothes have different angles of hanging, the requirements for light are different. The downlights need to adjust the angle continuously and are very flexible.
High-tech LED : The light source's gross profit is relatively low, generally it can be maintained at 15%, and the net profit is around 10 points. In 2011, the gross profit of LED light source dropped by 20% and 30%. Many enterprises faced severe production tests and slowed down their production. However, you are still expanding production. How much do you expect the price to decrease in 2011? Are you losing or earning now?
Lu Changrong : The profit of the lamps is higher than the light source, and it is maintained at more than 30%. If this is not possible, the net profit is generally around 20%. However, the difficulty of lighting is to change every year. You have to know what to do this year, what to do next year, so the key to making lamps is to win by differentiation. Although the world is facing a financial crisis this year, our LED lighting products have a gross margin of 30%.
High-tech LED : It is understood that many lighting companies are now seeking hidden channels. In the past few years, you have hosted several lighting design seminars. Where do you put the design?
Lu Changrong : We have invested a lot in design, so the indoor lamps are very delicate and beautiful. The designer has 50 people, including design and development staff, lighting designers and so on.
In fact, many domestic enterprises rely on price and cannot impress others. Power saving is one aspect, and image is also one aspect. If you do terminal consumption, they are sensitive to prices for ordinary people. However, if you are targeting professional markets such as Starbucks, Adidas, Metersbonwe, etc., lighting accounts for a small overall cost of renovation, they are not so sensitive to price, so your lights must have characteristics, like artworks. . These customers don't look at other ones, and the effect is good after lighting, so it's OK.
This is another event of capital increase in Wuxi Shiyida after the investment of 120 million US dollars in the first half of 2011. Lu Changrong, general manager of Wuxi Shiyida, said that LED lighting is a consumer market of 100 billion yuan, and the current penetration rate is not more than 5%. It is understood that in 2011, Wuxi Shiyida sales reached 500 million, including LED power, drives, lamps, light sources, etc., while LED lighting gross margin still maintained about 30%. The high performance is obviously a guarantee for Wuxi Shiyida to invest heavily in the commercial field.
Despite such a huge market, Shida has chosen the segment of commercial lighting in the field of LED lighting. The first two years were two years of rapid growth and improvement of LED commercial lighting, maintaining a growth rate of 20%. In these segments, commercial lighting has a high gross margin of 30%, while industrial lighting is only 20% and general lighting is only 15%. Lv Changrong was full of confidence when interviewed by Gao Gong LED reporter: "We are positioned in professional LED commercial lighting."
However, the trend of “polarization†has been shown within the industry. The stronger the stronger and the weaker the weaker, the more obvious. According to statistics, this year's export volume has maintained a growth rate of more than 60%, but there are also 20% of enterprises, whose performance has shown a downward trend.
To this end, Lu Changrong said that the strong need to have core competitiveness. Although the business photo has more profit, it poses a great challenge to the team. “There must be a rich product line, and we must constantly renovate our products and carry out professional design.â€
Layout product line pays attention to professional design
High-tech LED : Last year, NVC launched 500 lighting products, which attracted much attention from the industry. Can a company that builds its own channels be able to build so many production lines at the same time? Has caused a lot of attention in the industry. How many LED lighting products do you currently have?
Lv Changrong : The power is different, and the shape may be different. This kind of variety is much more. In terms of style, we have 7 series of nearly 300 LED lighting products, including bulb series, lamp series, PAR lamp series, AR111 series, track light series, downlight series and so on. Commercial lighting has many segments, and we have divided the three series of specialty store series, hotel series and office lighting series. Office lighting is relatively simple, mainly light tubes, light panels, downlights. Most of the hotels are ceiling lights, downlights, spotlights, etc. The clothing store is mainly track lights.
At present, our positioning is professional LED commercial lighting, specializing in lighting, and quickly matching the light source. In the field of commercial lighting, ceiling lamps, downlights, and track spotlights are the best.
High-tech LED : Considering the cost factor, some international companies are looking for one or two segments to break through. Commercial lighting has many segments, which area are you best at? What is the gross profit?
Lu Changrong : The office series is relatively simple and there are many enterprises. We are best at the specialty store series. The store is very complicated. It is required to use the downlight as an example. Because different styles of clothes have different angles of hanging, the requirements for light are different. The downlights need to adjust the angle continuously and are very flexible.
High-tech LED : The light source's gross profit is relatively low, generally it can be maintained at 15%, and the net profit is around 10 points. In 2011, the gross profit of LED light source dropped by 20% and 30%. Many enterprises faced severe production tests and slowed down their production. However, you are still expanding production. How much do you expect the price to decrease in 2011? Are you losing or earning now?
Lu Changrong : The profit of the lamps is higher than the light source, and it is maintained at more than 30%. If this is not possible, the net profit is generally around 20%. However, the difficulty of lighting is to change every year. You have to know what to do this year, what to do next year, so the key to making lamps is to win by differentiation. Although the world is facing a financial crisis this year, our LED lighting products have a gross margin of 30%.
High-tech LED : It is understood that many lighting companies are now seeking hidden channels. In the past few years, you have hosted several lighting design seminars. Where do you put the design?
Lu Changrong : We have invested a lot in design, so the indoor lamps are very delicate and beautiful. The designer has 50 people, including design and development staff, lighting designers and so on.
In fact, many domestic enterprises rely on price and cannot impress others. Power saving is one aspect, and image is also one aspect. If you do terminal consumption, they are sensitive to prices for ordinary people. However, if you are targeting professional markets such as Starbucks, Adidas, Metersbonwe, etc., lighting accounts for a small overall cost of renovation, they are not so sensitive to price, so your lights must have characteristics, like artworks. . These customers don't look at other ones, and the effect is good after lighting, so it's OK.
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