In the conference room of Dehao Runda, Wang Donglei, the chairman of the company, talked with Gaogong LED reporter about his LED strategy blueprint. The gorgeous turn of Dehao Runda started as early as 2009, when the bread machine king officially entered the LED industry through the merger and acquisition joint venture, and he was taken off the apron gown and put on the dazzling LED evening dress. It is.
The development path of this LED industry is clearly visible: the production of epitaxial chips, light sources and applications, and the packaging of the middle reaches choose the cooperation mode. Through international technical cooperation, the company relies on government support to integrate downstream manufacturers. In the words of Wang Donglei, it is summarized as the plan of “grasping two ends and empty centers†and has been trying to learn from MediaTek’s business model. â€
The government set up a company to sing?
In the industry, the popular saying "LED companies" is not to find the market, but to find the mayor. I do not know whether government procurement directly induced the investment impulse of Dehao Runda, or government procurement indirectly formed the "Chinese-style" LED industry The prosperity of the company. Dehao Runda announced that it will spend 6 billion yuan to settle in the Wuhu Economic and Technological Development Zone at the end of 2009, and plans to build China's largest LED photovoltaic industry base.
With the government's "climbing relatives", Dehao Runda has a lot of income. According to the subsidy announcements received by Dehao Runda, from August 2010 to January 2011, Dehao Runda received a total of 46,349,580 yuan of financial subsidies from the governments of Wuhu and Dalian. Large government orders from Wuhu and Yangzhou. To this end, Gao Gong LED reporter interviewed the industry.
Li Hao, executive vice president of Zhejiang Mingxin Semiconductor, told the Gaogong LED reporter: “The investment-for-order model is a short-term behavior. The government’s means of attracting investment is only the relationship between the government and the company, which will result in most projects failing to close. ."
The government's procurement and policy support is not inconsistent. The Wuhu government's preferential policies for the LED industry are also implemented in Sanan Optoelectronics. According to the Gaogong LED reporter, the Dehao Runda base covers an area of ​​816 acres, and Wuhu Sanan covers an area of ​​2,000 acres. What makes people not only Lenovo's survival logic for investing in enclaves and enjoying government subsidies?
"But the government is not a savvy investor. If you don't get the money, the government won't give you an order. If you get the money to the government, the quality is not enough. The order is not available. The government gives you orders, of course, to your own. Responsible for political achievements, if you can't make good products, you can't get the funds in place, you can't really realize industrialization and social employment, then the government may not necessarily replace the LED lights." Feng Zhongxiang, CEO of Shenzhen Zhongdian Lighting Co., Ltd. Worker LED reporter said. Regarding "investment-for-order", Qinshang Optoelectronics may have a deeper understanding of this marketing logic. He added.
Hidden mergers and acquisitions and risks?
I don't know if Wang Donglei was inspired by the influence of Wal-Mart's acquisition of Dehao Runda and the stock price rose. Then Dehao Runda made a frequent acquisition of Guangdong Jianlong Optoelectronics Technology Co., Ltd. and Shenzhen Ruituo Display Technology Co., Ltd. Whether Dehao Runda has acquired packaging and application process experience, professional talents and terminal channels through the M&A model, we still don't know, but the merger has indeed played a short-term positive impact on the stock price.
However, Lai Bulian of Zhongyuan Securities told Gaogong LED reporter: "M&A can not substantially improve the operating performance of the acquired company. In theory, the performance of listed companies in the year of mergers and acquisitions and the year after mergers and acquisitions has been improved to some extent, in the long run The acquisition of the company's tradable shareholders does not necessarily result in significant gains from the merger. Most studies believe that after one year of mergers and acquisitions, the long-term performance of the acquisition company tends to be negative.
Corporate mergers and acquisitions are a double-edged sword. The use of good enterprises is extremely fast, and the competitiveness of enterprises is enhanced. On the contrary, the problems are numerous and the risks are heavy. After Luming Group acquired AXT's Optoelectronics Division, the lessons learned from the loss of technical talents hope to inspire some companies including Dehao Runda. The success of M&A depends to a large extent on whether it can effectively integrate the two companies. Human Resources. Whether the company's HR can retain the core talents from the higher compensation system or the implementation of stock option incentives, the participation of core talents in M&A activities, and the cultivation of a sense of belonging. In short, corporate mergers and acquisitions is a complex strategic decision-making and value creation project. I wonder if Dehaorun can find the answer to cross-border mergers and acquisitions?
" Joint marriage" is difficult to correct?
The last two years, the joint venture of the LED industry, the wind Masamori. On February 1, 2010, the signing ceremony of the cooperation between Dehao Runda and South Korea's Epivalley was held in high-profile and broadcasted on the CCTV news broadcast.
However, according to the survey of high-tech LED reporters, little is known about the Korean Epivalley in the industry. Therefore, I am worried about this international joint venture. First of all, there is no Epivalley name on the major international patent maps. Very few domestic manufacturers use Epivalley products and Korean talents. Whether the technology is excellent or not, we still have no research. Business "marriage" is like the transnational marriage of two people, the differences in language barriers, corporate culture, ideas and mechanisms, and regulations, and the need for long-term running-in between the two sides.
The journey of cooperation between domestic companies and overseas companies has never been smooth. The cold war deadlock between Buddha and Osram has cast a shadow over the Sino-foreign joint venture strategy. Zhong Xincai, chairman of Foshan Lighting, also publicly stated that "from the current point of view, relying on external introduction is not a feasible way, the key is to rely on yourself."
From Dehao Runda's nesting to attract phoenixes, heavy hiring of technical experts from the United States and Taiwan, and the formation of a team of independent experts to achieve talent pooling, Dehao Runda, which has not yet passed the "honeymoon period" with Epivalley, has already had a worry. awareness. We recognize that every company will carefully consider and plan before the cooperation, but in the process of actual implementation, it will be full of variables and full of variables. It should be noted that many times angels are in imagination, and the devil is in details that you have not seen.
The price war is a marketing puzzle?
China's LED enterprises can be described as the fierce competition of Fengyuelou. In the words of Wang Donglei, Dehao Runda is a strong three-dimensional war with capital, technology and management of sea, land and air. Wang Donglei "LED Light Source 2011" The declaration of falling to $1 per watt at the end of the year indicates that he wants to use the price war to capture the LED market share. The price advantage has also been the killer of Dehao Runda’s home appliance industry.
Wang Donglei denied that Dehao Runda is a newcomer to the emerging LED industry. "Because I think LEDs are high in chip technology, other components are in the electrical industry like small appliances." Wang Donglei said. It is undeniable that Dehao Runda has accumulated 10 years of cost control experience in the field of small household appliances. The raw materials required for the company's packaging business overlap with some of the raw materials needed for small household appliances. The bargaining power of the raw materials required for the company's procurement of LED packaging will be Very strong, can control the procurement cost to a low; the company will also build a chip manufacturing plant in Yangzhou to ensure the downstream chip supply, once the scale is formed, we guess the company will promote the industry to reshuffle with price cuts, but whether it can be reduced to watts per watt The price of 1 US dollar, the industry is skeptical.
"In the short run, this kind of business strategy is feasible. In the long run, the final acquisition of market share is determined by comprehensive strength. It is inevitable that the price advantage will appear to be thin."... Dongguan Jianda Lighting Co., Ltd. The champion told the high-tech LED reporter.
The general manager of Shuolang Guangke said: "If you do not consider the product quality, the price of LED in the market of Huaqiangbei Yulong is already less than 1 US dollar per W. The key is how to achieve synchronous control of price and quality. "
Li Hao believes: "At present, it is difficult to achieve every W/USD. The price war should be around 2013. It is still feasible to produce several specifications as market planning."
Considering the “incremental infiltration analysisâ€, to reduce the price, you must increase sales to ensure profits. If the sales are small, the cost ratio will be too high. Although the "price war" is one of the main means of competition, the strategic victory must not be equal to the tactical victory.
The development path of this LED industry is clearly visible: the production of epitaxial chips, light sources and applications, and the packaging of the middle reaches choose the cooperation mode. Through international technical cooperation, the company relies on government support to integrate downstream manufacturers. In the words of Wang Donglei, it is summarized as the plan of “grasping two ends and empty centers†and has been trying to learn from MediaTek’s business model. â€
The government set up a company to sing?
In the industry, the popular saying "LED companies" is not to find the market, but to find the mayor. I do not know whether government procurement directly induced the investment impulse of Dehao Runda, or government procurement indirectly formed the "Chinese-style" LED industry The prosperity of the company. Dehao Runda announced that it will spend 6 billion yuan to settle in the Wuhu Economic and Technological Development Zone at the end of 2009, and plans to build China's largest LED photovoltaic industry base.
With the government's "climbing relatives", Dehao Runda has a lot of income. According to the subsidy announcements received by Dehao Runda, from August 2010 to January 2011, Dehao Runda received a total of 46,349,580 yuan of financial subsidies from the governments of Wuhu and Dalian. Large government orders from Wuhu and Yangzhou. To this end, Gao Gong LED reporter interviewed the industry.
Li Hao, executive vice president of Zhejiang Mingxin Semiconductor, told the Gaogong LED reporter: “The investment-for-order model is a short-term behavior. The government’s means of attracting investment is only the relationship between the government and the company, which will result in most projects failing to close. ."
The government's procurement and policy support is not inconsistent. The Wuhu government's preferential policies for the LED industry are also implemented in Sanan Optoelectronics. According to the Gaogong LED reporter, the Dehao Runda base covers an area of ​​816 acres, and Wuhu Sanan covers an area of ​​2,000 acres. What makes people not only Lenovo's survival logic for investing in enclaves and enjoying government subsidies?
"But the government is not a savvy investor. If you don't get the money, the government won't give you an order. If you get the money to the government, the quality is not enough. The order is not available. The government gives you orders, of course, to your own. Responsible for political achievements, if you can't make good products, you can't get the funds in place, you can't really realize industrialization and social employment, then the government may not necessarily replace the LED lights." Feng Zhongxiang, CEO of Shenzhen Zhongdian Lighting Co., Ltd. Worker LED reporter said. Regarding "investment-for-order", Qinshang Optoelectronics may have a deeper understanding of this marketing logic. He added.
Hidden mergers and acquisitions and risks?
I don't know if Wang Donglei was inspired by the influence of Wal-Mart's acquisition of Dehao Runda and the stock price rose. Then Dehao Runda made a frequent acquisition of Guangdong Jianlong Optoelectronics Technology Co., Ltd. and Shenzhen Ruituo Display Technology Co., Ltd. Whether Dehao Runda has acquired packaging and application process experience, professional talents and terminal channels through the M&A model, we still don't know, but the merger has indeed played a short-term positive impact on the stock price.
However, Lai Bulian of Zhongyuan Securities told Gaogong LED reporter: "M&A can not substantially improve the operating performance of the acquired company. In theory, the performance of listed companies in the year of mergers and acquisitions and the year after mergers and acquisitions has been improved to some extent, in the long run The acquisition of the company's tradable shareholders does not necessarily result in significant gains from the merger. Most studies believe that after one year of mergers and acquisitions, the long-term performance of the acquisition company tends to be negative.
Corporate mergers and acquisitions are a double-edged sword. The use of good enterprises is extremely fast, and the competitiveness of enterprises is enhanced. On the contrary, the problems are numerous and the risks are heavy. After Luming Group acquired AXT's Optoelectronics Division, the lessons learned from the loss of technical talents hope to inspire some companies including Dehao Runda. The success of M&A depends to a large extent on whether it can effectively integrate the two companies. Human Resources. Whether the company's HR can retain the core talents from the higher compensation system or the implementation of stock option incentives, the participation of core talents in M&A activities, and the cultivation of a sense of belonging. In short, corporate mergers and acquisitions is a complex strategic decision-making and value creation project. I wonder if Dehaorun can find the answer to cross-border mergers and acquisitions?
" Joint marriage" is difficult to correct?
The last two years, the joint venture of the LED industry, the wind Masamori. On February 1, 2010, the signing ceremony of the cooperation between Dehao Runda and South Korea's Epivalley was held in high-profile and broadcasted on the CCTV news broadcast.
However, according to the survey of high-tech LED reporters, little is known about the Korean Epivalley in the industry. Therefore, I am worried about this international joint venture. First of all, there is no Epivalley name on the major international patent maps. Very few domestic manufacturers use Epivalley products and Korean talents. Whether the technology is excellent or not, we still have no research. Business "marriage" is like the transnational marriage of two people, the differences in language barriers, corporate culture, ideas and mechanisms, and regulations, and the need for long-term running-in between the two sides.
The journey of cooperation between domestic companies and overseas companies has never been smooth. The cold war deadlock between Buddha and Osram has cast a shadow over the Sino-foreign joint venture strategy. Zhong Xincai, chairman of Foshan Lighting, also publicly stated that "from the current point of view, relying on external introduction is not a feasible way, the key is to rely on yourself."
From Dehao Runda's nesting to attract phoenixes, heavy hiring of technical experts from the United States and Taiwan, and the formation of a team of independent experts to achieve talent pooling, Dehao Runda, which has not yet passed the "honeymoon period" with Epivalley, has already had a worry. awareness. We recognize that every company will carefully consider and plan before the cooperation, but in the process of actual implementation, it will be full of variables and full of variables. It should be noted that many times angels are in imagination, and the devil is in details that you have not seen.
The price war is a marketing puzzle?
China's LED enterprises can be described as the fierce competition of Fengyuelou. In the words of Wang Donglei, Dehao Runda is a strong three-dimensional war with capital, technology and management of sea, land and air. Wang Donglei "LED Light Source 2011" The declaration of falling to $1 per watt at the end of the year indicates that he wants to use the price war to capture the LED market share. The price advantage has also been the killer of Dehao Runda’s home appliance industry.
Wang Donglei denied that Dehao Runda is a newcomer to the emerging LED industry. "Because I think LEDs are high in chip technology, other components are in the electrical industry like small appliances." Wang Donglei said. It is undeniable that Dehao Runda has accumulated 10 years of cost control experience in the field of small household appliances. The raw materials required for the company's packaging business overlap with some of the raw materials needed for small household appliances. The bargaining power of the raw materials required for the company's procurement of LED packaging will be Very strong, can control the procurement cost to a low; the company will also build a chip manufacturing plant in Yangzhou to ensure the downstream chip supply, once the scale is formed, we guess the company will promote the industry to reshuffle with price cuts, but whether it can be reduced to watts per watt The price of 1 US dollar, the industry is skeptical.
"In the short run, this kind of business strategy is feasible. In the long run, the final acquisition of market share is determined by comprehensive strength. It is inevitable that the price advantage will appear to be thin."... Dongguan Jianda Lighting Co., Ltd. The champion told the high-tech LED reporter.
The general manager of Shuolang Guangke said: "If you do not consider the product quality, the price of LED in the market of Huaqiangbei Yulong is already less than 1 US dollar per W. The key is how to achieve synchronous control of price and quality. "
Li Hao believes: "At present, it is difficult to achieve every W/USD. The price war should be around 2013. It is still feasible to produce several specifications as market planning."
Considering the “incremental infiltration analysisâ€, to reduce the price, you must increase sales to ensure profits. If the sales are small, the cost ratio will be too high. Although the "price war" is one of the main means of competition, the strategic victory must not be equal to the tactical victory.
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