[High-tech LED news / reporter Hu Yanling] On October 29, with the start of Beijing Guoan and Shaanxi people and the competition, Lehman Optoelectronics successfully displayed the first LED stadium display for the Chinese Super League, which also marked the top. The "selling door" incident, which is heavily questioned, has come to an end.
Lehman Optoelectronics' competitive advantage is concentrated in the field of LED full-color display, including packaged devices (60% of business), and the rest is application display and LED lighting (where the proportion of lighting business is less than 10%), and the company has a large proportion of export. Lehman Optoelectronics is small in scale, but it is often amazing. From the sprint of the GEM, Lehman Optoelectronics continued to play the "playing a small fight" drama. In cooperation with China Super, Lehman Optoelectronics was accused of exchanged more than 200 million yuan in advertising revenue for 21 million devices.
At the time of the initial listing, the company was widely criticized because of its small size (in 2009, the company's operating income was 101.64 million yuan, and the company's operating income was 87.68 million yuan in January-June 2011). However, due to the good situation of the LED industry at that time, the company was enthusiastically sought after by the institutional investors. The price-earnings ratio was as high as 59.89%, and the total amount of funds raised was 638.4 million yuan, of which the net amount of super-raised funds was 46.22 million yuan.
Over time, due to the expansion of production capacity, the gross profit level of LED display has dropped, and the pattern of low-cost homogenization has emerged. Industry reshuffle is inevitable. At the same time, due to the low price of domestic enterprises, "Made in China" has encountered many tests in the foreign display market. Under the background of low-cost competition, can Lehman Optoelectronics, which has been questioned, win the war without smoke?
"Made in China" has been tested
In order to avoid competition with domestic display customers, Lehman Optoelectronics chose to export 100% of its LED display. Li Mantel, chairman of Lehman Optoelectronics, said in an interview with Gao Gong LED reporter that the market for foreign display screens is very large, and the annual growth rate is maintained at 5%-10%. China Manufacturing has certain advantages. He also estimated that the market share of Chinese-made displays in the US market has reached 20%-30%, and 50% in two or three years is no problem.
Li Mantie is very optimistic about the market for billboards in the United States. It is now cost-effective to replace LED billboards, and it takes only about 15 months to recover the cost. “Because of the same location, LED billboards have four to five times the advertising revenue of traditional billboards.â€
There are more than 100,000 outdoor billboards in the United States. Three or four hundred pieces were rebuilt before the financial crisis. The traditional billboards were converted into LED billboards. The renovation project slowed down during the financial crisis, but this year the market began to become active again. He revealed that the company is looking for partners in the United States.
However, it is undeniable that the "Made in China" LED display is being tested. "The foreign market must be quality-oriented. Like the European and American markets we do, customers never complain about the price. They only pay attention to the quality, craftsmanship and after-sales of our products. Service." An old predecessor who has been deeply involved in the field of LED display for many years pointed out. But at present, in order to seize the foreign market share, domestic companies have been competing at low prices. Although a certain number of orders can be achieved in the short term to bring about performance growth, in the long run, it has damaged the reputation of "Made in China" to a certain extent.
It is reported that foreign display customers come to Shenzhen to inspect the project, the number of inspections reached more than a dozen or even more than 20, some foreign customers cooperate with two or three companies and can not change, need a patrol cooperation to determine the final strategic partner, this is the domestic The quality of the company's products is caused by instability.
"Overseas including EMC and various safety standards are getting higher and higher, so it is not a small business that can be put in place in one step. It is a process of accumulation. The overseas market must be Chinese enterprises in the future, but Chinese companies cannot give their own brands. It’s messed up.†The above person appealed.
Lehman Optoelectronics, which chose to export mainly, has not been very good recently. According to the data disclosed by Lehman Optoelectronics in the third quarter of 2011, the company realized a main business income of 65.55 million yuan, an increase of only 17.02% over the previous year; operating profit was 5.66 million yuan, a year-on-year decrease of 57.92%; total profit was 6.33 million yuan, a year-on-year decrease of 53.04%; net profit of 5.59 million yuan, down 53.73% over the same period of last year.
From January to September 2011, the comprehensive gross profit margin of Lehman Optoelectronics products fell again compared with the second quarter. The consolidated gross profit margin for the second quarter was 30.9%, down 8.29% year-on-year. The comprehensive gross profit margin for the third quarter decreased by 9.29% year-on-year.
The report shows that the main reason for the decline in net profit and gross profit margin in the third quarter was: (1) due to the rapid expansion of production capacity in the packaging industry, market competition intensified, and sales prices continued to decline; (2) prices of raw materials such as stents and metals increased due to increased market inflation this year. During the same period, the rapid increase, the production cost of products increased; (3) affected by the rapid appreciation of the RMB, the average exchange rate of the RMB against the US dollar in January-September 2011 was about 6.4975 yuan, which was 4.76% higher than the 6.8068 yuan in the same period of last year. Large scale.
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