The Water Cube and the World Expo, these world-famous events, have brought countless business opportunities and also brought a large bucket of gold to LED lighting application companies.
On July 28th, Pan Xiaofeng, managing director of Jinshajiang Venture Capital, said: In the past, LED lighting applications, the main source of money for enterprises is the government's LED landscape project. Now with the improvement of LED efficiency and cost, private enterprises also have the power to use LED lighting, and the market will enter the blowout phase.
Xu Zhengjun, managing director of Qingyun Ventures, also pointed out that signal lighting, backlight and other lighting is a more realistic application market, and is also the main source of profit for LED applications.
Zhaoyuan energy-saving: big projects to make a name for small projects to make profits LED industry is still continuing the 2010 boom.
In 2010, the LED chip manufacturing and packaging in the middle reaches were on the fast, and Sanan Optoelectronics (600173.SH) and Dehao Runda (002005.SZ) competed for MOCVD equipment, the latter for manufacturing. Special equipment for the chip, the unit price is tens of millions; LED packaging company Guoxing Optoelectronics (002449.SZ) first listed A shares. Han's laser (000208.SZ) and so on also entered the industry.
In 2011, the fire began to burn to downstream applications. Although many PE people agree that LED residential lighting is the biggest market in the future, this market is in the hundreds of billions of dollars. LED lighting instead of incandescent lamps, energy-saving lighting is the general trend.
According to the reporter's incomplete statistics, Jinshajiang Venture Capital has invested in a total of eight LED industries, totaling about 200 million US dollars. Among them, there are also LED application companies, such as Jiangxi Jinghe Lighting, which focuses on various street lights, tunnel lights, and indoor lights. Jinshajiang Venture Capital is interested in its high performance.
The vast market in the future is like a huge cake, attracting countless people to enter the market. At this stage, many companies can only stretch their hands in the small industry of LED landscape lighting. Although behind this small industry, it is the famous project Water Cube, Expo Axis, Shenzhen Universiade Center.
Shanghai Guangmao Guangyi Technology Co., Ltd. (hereinafter referred to as Guangmaoda) has undertaken some of the LED landscape lighting projects mentioned above.
Guangmaoda’s Dongshou Plateau told reporters that we only have one or two million or more projects, and we operate about a dozen projects a year. This makes Guangmao look more like a company doing engineering projects.
The same industry's Zhaoyuan Energy Saving (full name Shanghai Zhaoyuan Energy Saving Technology Co., Ltd.) has taken a completely different path. Its venture capitalist, Wen Zhizhi, said that we are not doing projects, but about products. The real profit is still based on small projects, the profit rate of small projects is higher, and the big projects are mainly to make the company famous. Jie Wenzhi also gave a small example. Sometimes the customer would ask, what projects have you done? We told him that we have done the project. He listened very satisfied, and then he said that he actually just ordered some gallery. Just the light.
Zhaoyuan Energy has taken over the lighting system of several countries and theme pavilions in the Expo Park. But its main business is public lighting. Lighting in areas such as squares, parks, lawns, or halls, corridors, and stairwells. Compared to large-scale landscape lighting projects with a capacity of one or two million, public lighting is a small project.
Large projects have higher overall operating costs and longer cycles, and are more complex in many aspects. Not to mention the objective complexity of art design and control technology, there is a lot of trouble in single construction. For example, if you do a project in a different place, you have to ask the construction team off-site. Collection is also a big problem: the amount of the project standard is usually divided into the initial period, the mid-term period, the final period and the last paragraph. The final amount of 10-15 is usually regarded as the quality guarantee, and the payment is paid one or two years after the completion of the contract. Jie Wenzhi told reporters that sometimes the tail payment would be no longer the case, and the construction cost of the project 20 must be paid by the company itself.
However, even such a small cake is still embarrassed by many people. On July 21, Liu Gengqi, director of the media department of Shanghai Yaming Bulb Marketing Department, introduced that lighting companies are involved in the field of LED landscape lighting, which is a trend. The internationally renowned company Osram entered the field of LED landscape lighting by acquiring a professional landscape lighting company.
However, foreign lighting giants are mostly the role of equipment suppliers who stay in landscape lighting. Philips has expanded its business from the upstream to the most end-use applications, but most of the landscape lighting projects provide lighting, as does GE.
Guangmaoda: The main task of the government project night water cube, the blue image of light and shadow has become a classic in the hearts of the world. Not only is this rhyme of the party and the beauty of the water deeply rooted in the hearts of the people, the golden dragon that slowly swims on the water cube at the opening ceremony is also refreshing.
This is a visual feast for the moon.
Yuexia is the wholly-owned subsidiary of Shanghai Guangmaoda Optical Technology Co., Ltd. The main business is to provide a system solution for LED landscape lighting, which is to customize the landscape lighting for different buildings, from the initial creative design to the final lighting installation. In addition to the Water Cube, Yuexia also undertakes LED landscape lighting projects such as Shenzhen Universiade Center and Kunming Airport.
Another brand owned by Guangmao is Keyihua, which sells standardized lamps and intelligent control systems. Undertook the project of the Expo Axis, Dubai Crescent and Crescent Moon. Yuexia Jingmu and Keyihua's operating income and profit accounted for 60 and 40 respectively.
The key to competing for projects such as the Water Cube and the Expo Axis is that our technology is relatively stronger. Wenxia, ​​chief value architect of Yuexia, told reporters.
Take the water cube as an example. On the one hand, the surface film of the water cube is a transparent material, and the light is easy to form a strong light point, so that the subtle feeling of water is destroyed. Yuexia has passed several light-effect tests and has developed 6 generations of lamps. Finally, it realized the feeling of uniform, soft and subtle water color, which stood out in the field competition before the bidding of the Water Cube.
On the other hand, Guangmao has developed suitable scene editing software for the Water Cube, so that the Water Cube can not only display the usual blue light and shadow, but also display the words of dragon, holy fire and welcome at the opening ceremony. Later, if you need a new scene, you can edit it directly in the editing software, just as easy as using word. Wen Yuan said.
Their colleague, Wang Chunlong, general manager of Beijing Liangye Lighting also admitted that the advantage of Guangmaoda is that they used to be a robot company and have strong control technology.
According to the introduction of the plateau, most of the moonlight operations are government projects, and the company will mainly focus on this aspect in the future. The current government landscape lighting project is about the final lighting effect, instead of adopting the low price of the past, but adopting the method of setting the price. For example, if the government is going to do a project now, the budget is 10 million, and the price of the block may be set between 9 million and 10 million. The companies will do the 9 million to do the solution they can get, and then who The creativity is good, whose technical realization ability is strong, and whoever achieves the final effect.
The plateau told reporters that the bargain price will be set at a more reasonable position, so the profit is more reasonable. Shanghai Yaming Bulb Liu Gengqi also said that government projects are not sensitive to prices.
Thanks to this, according to the plateau, Yuexia’s business revenue last year was 140 million yuan; in recent years, the net interest rate is also above 20.
Although the current profit is ideal, Yue Xia is still subject to this business model. We can't expand very quickly, but our goal is to do fine products; the expansion of the company's scale depends on Keyihua, standardized mass production. The plateau is frank.
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