"LED industry out of the" income does not increase profits "of the cycle, not too long."
Dong Lei Wang, chairman of BDO Runda appear more relaxed during a recent interview with reporters. With the led street lights price unique intuition, he cut into the market five years ago, and later entered the at the end of 2012, at this stage doing strategic layout .
In founder Wu Changjiang, investor disputes when Yan Yan, Wang Dong-lei decisive shot at the end of December 2012, Wu Changjiang individual shares by way of absorption, has become the largest shareholder.
And in the personnel structure, this year on April 5, Yan Yan NVC resigned from all his positions, as chairman to succeed by Wang Dong-lei; early June, recommended by Wang Dong-lei, Wu Changjiang once again served as the executive director of NVC. NVC From BDO Runda acquisitions, to return Wu Changjiang, probably spent about half the time.
"BDO Runda cooperation with NVC has just begun." Said Wang Dong-lei, NVC sales driven, BDO Runda has always focused on manufacturing, definitely need some run-in period between each other. However, due to both the business fit (one sale terminals lighting products, one is in favor of LED chip and packaging technology), the two companies have a lot of room for cooperation.
"BDO Runda can use the other large sales channels to expand their business." Wang Dong-lei believes that cooperation with based aspects: First, BDO Runda LED chip supplier NVC can give each other is upstream and downstream partnerships; secondly, LED application products have been licensed brand NVC, NVC can enter sales channels to promote; third, each can become a "partner" on the project, such as August of this year the two sides in 80 million yuan of registered capital, established in Huizhou, Guangdong LED packaging companies.
But on the upstream and downstream cooperation, the short-term Neilei Shi lighting upstream suppliers, and not all at once into BDO Runda, after all, the former numerous previous supplier, at least 200 or more. But for BDO Runda, it may benefit from greater because of its downstream channels will become wider, which is also the king of the Donglei acquisition plans.
Wang Dong-lei does not deny the past, BDO Runda really targeted at the low end of the LED chip products, to gradually adapt to the high-end positioning, need to further enhance their development efforts, "This is no problem for us and we also started doing a few years ago the technical reserves, invest in research and development, we are almost regardless of the cost. "next year in the end of this channel by NVC sell many products, access is not yet known how much sales However , Wang Dong-lei said with a smile: "Digital certainly surprising."
In the led street lights price industry as a whole in a slump on the occasion, Wang Dong-lei but seemed optimistic: "time earnings may be next year."
He said the next three years, a large number of government grants, fierce competition and oversupply of LED upstream multiple factors such as the former, the industry really depressed for a long time. Moreover, BDO Runda and other large-scale LED chip manufacturers to shore, but also with government grants, government procurement related.
"If the government does not support, expensive purchases from vendors of LED lights, no one is willing to try this industry can not be able to develop so fast. After three years, government subsidies should end soon, but some LED chip company's cash flow is positive, showing that the market is recovering. "said Wang Dong-lei, in the past more than 50 yuan a LED light bulb, and now the price to ten dollars, and the price of energy-saving lamps the same. And this change in the price system, but also promoted the development of LED lighting, stimulating market demand.
He felt the development of led street lights price downstream faster than upstream, but like BDO Runda such companies, which will control the cash costs, and actively adjust their business model, profits will be faster.
If the LED chip production, BDO Runda nearly 100 sets of MOCVD equipment, and full production. He also said that the cooperation, the strategic focus of BDO Runda be adjusted as to focus more on the channel, brand and lighting, "LED chip industry was profitable in the past, but now look, downstream LED lighting industry is significantly higher gross profit, we ourselves will be appropriately adjusted. "
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