Sunshine Lighting Guan Yong: LED samples of traditional lighting companies

Recently, the new energy company carrying the new hope of Foshan Lighting's (000541.SZ) LED business announced its dissolution. Continued infighting and turmoil have also hit NVC Lighting's (02222.HK) LED business. The domestic two major traditional lighting companies are hitting the rock in the LED business, making everyone deeply concerned about the traditional lighting companies' transition to LED.

Sunshine Lighting (600261.SH) has submitted a satisfactory report card in the first half of this year with its stable development ideas, which has also increased confidence in the transformation of traditional lighting.

According to the 2012 semi-annual report of Sunshine Lighting, Sunshine Lighting generated revenue of 1.195 billion yuan from January to June 2012, an increase of 12.6% year-on-year. The net profit attributable to shareholders of the parent company was 88.36 million yuan, an increase of 21.6% year-on-year. Among them, the revenue of LED lamps and related lamps exceeded 90 million yuan, which has exceeded the revenue of last year and achieved rapid growth.

"The development speed of the LED industry has far exceeded expectations." Guan Yong, general manager of Sunshine Lighting, said that in 2011, the company's monthly manufacturing capacity of LED lamps was 400,000. By March this year, this number had climbed to 1.4 million. .

LED accounted for 50% after 5 years

The LED opportunity is coming. Relevant data from Zhejiang Province show that from January to June 2012, the export growth of traditional energy-saving lamp lighting in Zhejiang Province was only 1%, and before last year, the annual export growth of traditional energy-saving lamp lighting industry in Zhejiang Province could reach 13% -14%.

"The changes in the energy-saving lamp market will inevitably stimulate the growth of the LED industry." Guan Yong said that the traditional lighting market is closely watching changes in the LED market, increasing investment, and avoiding missed market opportunities. "The company's LED sales target this year is that its sales revenue accounts for more than 10% of the company's total revenue." Sunshine Lighting, known for its "OEM energy-saving lamp production and export", intends to make LED one of the development priorities of the domestic market .

The development of LED is not unsatisfactory. In 2010, the sunshine lighting LED business accounted for about 2% of the company ’s total business, and in 2011 the LED lighting business doubled, accounting for 4%. In the first half of this year, its proportion has reached 8%. "The doubled growth of LED performance, on the one hand, the LED base is small, on the other hand, the LED industry is developing faster than expected." Guan Yong said that it is expected that the company will perform better in the LED lighting market in the second half of the year. Sunshine Lighting will receive 3 For the LED business income of more than 100 million yuan, the profit contribution will exceed 20 million yuan.

Currently, 60% -70% of the total revenue of Sunshine Lighting comes from overseas OEM orders, and the rest are sold by domestic brands. In the future management plan of Sunshine Lighting, domestic domestic brand sales will occupy half of the seats, and the proportion of OEM order revenue will drop to 50%. In the division of sales regions, half are overseas markets and half are domestic markets.

"LED will accelerate the possibility of strategic realization." Guan Yong predicts that the LED business of Sunshine Lighting will account for 50% of the company's total revenue in the next five years. LED will be one of the key projects for Sunshine Lighting to explore the domestic market and build its own brand.

Guan Yong introduced that Sunshine Lighting divided the domestic market into four parts: home lighting, commercial lighting, LED city outdoor lighting, and national major projects, and fully supported Sunshine Lighting's "China Green Lighting Leader" brand positioning.

Sunshine Lighting has gradually established a multi-level marketing system with complete functions and wide coverage. Formed a core distribution network with more than 20 sunshine logistics operation centers across the country, and provincial distributors as the marketing backbone network, covering the nationwide sales service network. The company's domestic distribution network has penetrated into some county-level cities. The gradual development and maturity of the domestic marketing system will be a strong guarantee for the development of the domestic market and the completion of the target of 50% of domestic sales revenue.

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