[LED Engineering News text / special correspondent Meng Dan]
Lianhe Optoelectronics listed on the GEM on October 12, mainly providing mid-to-high-end LED full-color display application products and related ancillary services, widely used in indoor and outdoor advertising media, stage performing arts, government and enterprise propaganda and sports venues. The company's R&D adopts the integrated product development IPD model, and through the implementation of integrated product development, establishes a market-driven R&D management process, which is divided and coordinated by the product management team and the technology development team. At the same time, the company uses the product data management PDM model to manage all processes related to product and product development, ensuring timely discovery of potential problems in product development. Most of the products are customized products, with many specifications and complicated processes. To ensure quality and speed, the company mainly produces its own products, and a small number of production processes such as painting and electroplating are entrusted to the external factory.
First, the advantage
1. Has become a system solution provider
Lianjian Optoelectronics is no longer a product provider, but a system solution provider. Product providers rely on low cost and channel as their core competitiveness, and the gross profit margin of products is generally around 15-20%. There are fewer vendors that can provide complete solutions, and the differentiated features and regional characteristics of competitive products are more obvious. The gross profit margin of products is generally between 25% and 30%.
It can be seen that the proportion of full-color display products has increased significantly, and the gross profit margin of full-color products is nearly double that of monochrome products, and nearly three times that of two-color products:
2. Effective expansion of the domestic market
In the domestic market, the sales model based on the past channels has gradually changed to the marketing model of “direct sales and channel supplementâ€. Among the company's domestic sales revenue, the proportion of direct sales revenue has increased from 47.82% in 2008 to 83.42% in 2010.
The main direct selling customers are divided into two categories: one is advertising media customers and some LED performance equipment leasing companies, mainly including Phoenix Metropolis Media, Dalian Guoyu Wujiang Media Group Co., Ltd. and Beijing Zhongshi Xunchi Wumei Art Co., Ltd. Because these customers have strong solvency and long-term product requirements, and have cooperated with the company many times, they are regarded as core customers; second, in government and enterprise propaganda, stage performances and sports venues, etc. Customers who continue to develop in the application field, such as government agencies, institutions, local TV stations, large and medium-sized listed companies, banks, central enterprises, and top three hospitals. These customers belong to different industries and usually do not have the demand for continuous purchase. Therefore, the regional distribution varies from year to year, and the total is mainly in East China, North China and South China.
In the channel mode, the company directly sells the products to dealers everywhere, and the dealers are responsible for product installation and subsequent maintenance. Generally speaking, in the channel model, the company mainly sells products with lower value and higher standardization, and the delivery period is shorter, and the cash is generally cash. Due to the diversified needs of end customers in the industry, dealers everywhere do not only represent the products of one manufacturer.
In March 2009, Lianjian Optoelectronics established a wholly-owned subsidiary in the United States, which is mainly responsible for business development in North America and accumulated experience in the company's overseas direct sales business. The company plans to build it into an operation center in North America in the future, and gradually increase the proportion of direct sales in the company's export products.
Due to the greater development of the domestic market, the proportion of exports has been relatively narrow:
Lianhe Optoelectronics listed on the GEM on October 12, mainly providing mid-to-high-end LED full-color display application products and related ancillary services, widely used in indoor and outdoor advertising media, stage performing arts, government and enterprise propaganda and sports venues. The company's R&D adopts the integrated product development IPD model, and through the implementation of integrated product development, establishes a market-driven R&D management process, which is divided and coordinated by the product management team and the technology development team. At the same time, the company uses the product data management PDM model to manage all processes related to product and product development, ensuring timely discovery of potential problems in product development. Most of the products are customized products, with many specifications and complicated processes. To ensure quality and speed, the company mainly produces its own products, and a small number of production processes such as painting and electroplating are entrusted to the external factory.
First, the advantage
1. Has become a system solution provider
Lianjian Optoelectronics is no longer a product provider, but a system solution provider. Product providers rely on low cost and channel as their core competitiveness, and the gross profit margin of products is generally around 15-20%. There are fewer vendors that can provide complete solutions, and the differentiated features and regional characteristics of competitive products are more obvious. The gross profit margin of products is generally between 25% and 30%.
It can be seen that the proportion of full-color display products has increased significantly, and the gross profit margin of full-color products is nearly double that of monochrome products, and nearly three times that of two-color products:
2. Effective expansion of the domestic market
In the domestic market, the sales model based on the past channels has gradually changed to the marketing model of “direct sales and channel supplementâ€. Among the company's domestic sales revenue, the proportion of direct sales revenue has increased from 47.82% in 2008 to 83.42% in 2010.
The main direct selling customers are divided into two categories: one is advertising media customers and some LED performance equipment leasing companies, mainly including Phoenix Metropolis Media, Dalian Guoyu Wujiang Media Group Co., Ltd. and Beijing Zhongshi Xunchi Wumei Art Co., Ltd. Because these customers have strong solvency and long-term product requirements, and have cooperated with the company many times, they are regarded as core customers; second, in government and enterprise propaganda, stage performances and sports venues, etc. Customers who continue to develop in the application field, such as government agencies, institutions, local TV stations, large and medium-sized listed companies, banks, central enterprises, and top three hospitals. These customers belong to different industries and usually do not have the demand for continuous purchase. Therefore, the regional distribution varies from year to year, and the total is mainly in East China, North China and South China.
In the channel mode, the company directly sells the products to dealers everywhere, and the dealers are responsible for product installation and subsequent maintenance. Generally speaking, in the channel model, the company mainly sells products with lower value and higher standardization, and the delivery period is shorter, and the cash is generally cash. Due to the diversified needs of end customers in the industry, dealers everywhere do not only represent the products of one manufacturer.
In March 2009, Lianjian Optoelectronics established a wholly-owned subsidiary in the United States, which is mainly responsible for business development in North America and accumulated experience in the company's overseas direct sales business. The company plans to build it into an operation center in North America in the future, and gradually increase the proportion of direct sales in the company's export products.
Due to the greater development of the domestic market, the proportion of exports has been relatively narrow:
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