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The domestic LED market is fiercely competitive, and the “war†spread to overseas
The domestic LED lighting industry is fiercely competitive. Some LED companies have already targeted overseas markets, avoiding the sharpness of domestic counterparts and preparing to make great achievements in overseas markets. More and more domestic LED lighting companies are going out, which is good news for Chinese brands and a great opportunity for enterprises. However, both domestic and foreign, the domestic LED lighting industry is fiercely competitive. Some LED companies have already targeted overseas markets, avoiding the sharpness of domestic counterparts, and preparing to make great achievements in overseas markets. More and more domestic LED lighting companies are going out, which is good news for Chinese brands and a great opportunity for enterprises. However, whether it is at home or abroad, it is necessary to face the challenges of the peers and the test of the market. Can it stand the test of this double test, and look at the self-discipline of each family. Dr. Mu Linsen On March 5 this year, Mu Linsen and his co-investment partner acquired LEDVANCE, a lighting business segmented by the German company Osram (OSRAM). Since then, Mulinsen Investment's partnership, Mingxin, a subsidiary of Mingxin, has held LEDVANCE100%. Equity. Subsequently, Mulinsen announced a new partnership with foreign companies. According to the announcement issued by Mulinsen on March 21, Mulinsen and the old American lighting company Lighting Science Group (LSG) and LSG MLS JV HOLDINGS (a subsidiary of LSG, hereinafter referred to as "SPV") signed "GLOBAL VALUE LIGHTING". Limited Liability Company Operating Agreement. Mulinsen will invest USD 4,900,000 (equivalent to approximately RMB 38.84 million) to establish GLOBALVALUE LIGHTING Co., Ltd. with SPV, accounting for 49% of the company's total capital contribution. The SPV is 51%. In addition, in this transaction, Mulinsen will receive a preferred stock of SPV. Mulinsen will expand its overseas lighting business with the advantages of multinational giant Osram's channel business and LSG's strong sales network and customer base in North America, further extending the industry chain to the downstream, and improving the terminal marketing market, especially in Europe and the United States. Shortly after the first two transactions were completed, Wood Forest followed suit. Mulinsen issued an announcement on the evening of March 30. The announcement showed that the company intends to purchase a 100% stake in Mingxin Optoelectronics at a price of 4 billion yuan, and the proposed fundraising will not exceed 1.255 billion yuan. The company's acquisition target is LEDVANCE, a supplier of overseas lighting solutions. The latter is mainly engaged in traditional light sources and LED light sources. Enterprises will use this transaction to globalize and expand overseas markets. It is reported that Mulinsen intends to purchase 100% equity of Mingxin Optoelectronics held by Harmony Mingxin and Zhuo Rui Investment through the issuance of shares and payment of cash. Among them, it is planned to issue 96,246,600 shares at 28.53 yuan/share, the share price is 2.746 billion yuan, and the cash consideration portion is not more than 1.254 billion yuan. In order to acquire LEDVANCE, Mingxin Optoelectronics deliberately set up an SPV (Special Purpose Platform) architecture in Luxembourg and established an intermediary company. According to the "Overseas Share Purchase Agreement", Mingxin Optoelectronics shall transfer a freely available fund of 510 million Euros to the bank account under the name of the above-mentioned intermediary company to pay the transaction settlement and related expenses. The diplomatic cuts were completed on March 3rd in central Europe, and the initial price of LEDVANCE 100% equity diplomatic cut was 485.7 million euros (about RMB 3.594 billion). Mulinsen said that since the company and LEDVANCE's main business involve lighting equipment and solutions, after the completion of this transaction, the two sides will form complementary advantages in sales channels, operating costs, technology research and development and management experience, and will play the high-end brand of OSRAM. The synergy effect of Mu Linsen's manufacturing cost advantage. At the same time, this transaction will become an important measure for enterprises to achieve globalization. Comments: The domestic market is a normal state, and it is wise for enterprises to actively explore overseas markets. Mulinsen focuses on overseas markets, expands sales channels, and grabs market share of foreign brands. In particular, he attaches importance to the layout of major overseas markets in Europe and the United States, showing his determination to go international. Going out of enterprise products is undoubtedly a great help for expanding brand awareness and enhancing brand value. Op Lighting products are exported to more than 50 countries. As a leading integrated lighting company in the domestic industry, how to get the Optel lighting on the road to the overseas market. In recent years, while Opto Lighting is developing its local market, it is also actively expanding its overseas business. It has established a good brand image in emerging markets such as the Middle East, South Asia and South Africa. Currently in the overseas market, Opal products are exported to more than 50 countries and regions around the world. Op Lighting has more than 6,000 franchised stores and 41,000 sales terminals around the world. Overseas channel construction has established sales organizations in Europe, the Middle East, South Africa, India, Thailand and other regions, and established a local service operation system for emerging markets. Opto Lighting said: In the face of increasing product quality appeal and brand awareness in the international and domestic lighting market, Op Lighting will continue to strengthen R&D investment and technical strength, further enhance product value mining and brand advantages, and optimize the diversified layout of sales channels. Output, while stabilizing and deepening the advantages of the company's distribution channels, enhance the channel penetration and three-dimensional coverage of the company by strengthening the investment and construction of commercial, e-commerce and overseas channels. Comments: The layout of Op Lighting in overseas markets has yielded considerable results. OPEC products are exported to more than 50 countries and regions around the world, and are also building local service operation systems in emerging markets. From the perspective of regional development, Europe, North America and Asia Pacific are the main markets for Op Lighting. From the perspective of regional growth, Asia, especially China, will become the fastest growing market with rapid economic restructuring and rapid consumption levels. Zhou Ming invested in Florida's recent Zhouming Technology announcement, in order to further expand overseas markets and enhance the company's after-sales service capabilities in overseas markets, Shenzhen Zhouming Technology Co., Ltd. plans to use its own funds of 900,000 US dollars and 800,000 US dollars respectively. Capital Subsidiary Zhouming Technology Florida Co., Ltd. and Chau Ming (Netherlands) Co., Ltd. increased capital. After the completion of this capital increase, the registered capital of Chau Ming Florida increased from US$100,000 to US$1 million, and the registered capital of Chau Ming Holland increased from US$200,000 to US$1 million. Zhou Ming said that this time, the capital increase for Chau Ming Florida and Chau Ming Holland is to further expand the overseas market, establish a better after-sales service system and sales channels, accelerate the realization of the industrial chain layout, and help to further improve the company overseas. Market competitiveness and profitability. Comments: Zhouming Technology's involvement in the overseas market is facing risks such as increased competition in the LED display industry, less-expected overseas market expansion, and less-than-expected transformation. While the enterprise is developing, it should also clearly recognize the risks and solve the relevant problems in order to sail more smoothly. Guoxing Optoelectronics has established an overseas subsidiary. At present, Guoxing Optoelectronics is actively developing and arranging overseas markets. It has invested in RaySent Technologies of the United States and established a strategic partnership with South Korea's Samsung Electronics to export its lighting products to more than 20 countries and regions around the world. In the past two years, Guoxing Optoelectronics has successively established German subsidiaries and US subsidiaries. Among them, Guoxing Optoelectronics, based on the German subsidiary, adopted a localized service approach to quickly and effectively respond to customer needs in Germany and Europe by recruiting local employees and finding high-quality agents and contractors. In addition, with the rapid growth of emerging markets such as India and Dubai, Guoxing Optoelectronics has seized market opportunities and made major breakthroughs in emerging markets. It has developed rapidly and the overall overseas market sales have achieved significant growth. . It is reported that in 2016, Guoxing Optoelectronics' overseas market sales were 282 million yuan, accounting for 11.67% of total operating income, an increase of 56.44%. Comments: The demand for the entire market is constantly increasing. Although the demand for LEDs continues to increase, the competitiveness of overseas packaging giants in general lighting devices is gradually weakening. While expanding overseas markets, we will seek differentiated markets, expand LED packaging capacity, and seize market share. This may be the way for Guoxing Optoelectronics. Postscript Domestic LED companies have entered the overseas market, which has made the company's future more likely. If enterprises want to go to the international stage, they will have greater brand influence, and this is the only way. For a company, having a mature overseas market and a strong export performance, in addition to bringing a certain sales income to the company, it also means that the company has strong product competitiveness and international influence, and to a certain extent It is also the embodiment of a company's comprehensive competitiveness. The overseas market is very concerned about the quality, certification and engineering services of the products, especially represented by the European market. Their product certification has a strict auditing system. To this end, to win the overseas market, companies must pay attention to product quality, certification and patents, and win the trust of overseas customers with efficient, professional and caring services. I hope that our Chinese LED brand can really go out and let more and more foreign consumers use LED products from China to win the recognition of more foreign consumers and become a brand that makes the people proud and proud.