Xiang Jianyong: LED display market cake is still very big

[Source: "High-tech new industry" May issue / Tang Guirong] The highly competitive LED display industry is already a sunset industry in the eyes of most LED display manufacturers, but the deputy general manager of Lianjian Optoelectronics (300269.SZ) According to Jian Yong, the LED display market is still in a period of rapid growth, and the market structure has not been fully formed.

"Lianjian Optoelectronics will focus on the LED display field in the future, and become bigger and stronger." In April, Xiang Jianyong told the "New Industry" that although many LED display manufacturers have turned to invest in growth in order to expand their revenue scale. The fast LED lighting field, but a completely different market operation mode, will bring great trouble to the transformed LED display manufacturers, and the market risk is self-evident.

"In fact, the gathering of large manufacturers in the LED display market has become more and more obvious. The growth rate of LED display manufacturers will also be significantly higher than the average growth rate of the market."

According to the goals of Jianyong and Lianhe Optoelectronics, Lianjian Optoelectronics will become the top two in the global LED display market within three years. By then, the annual revenue of Lianjian Optoelectronics will exceed 1 billion yuan.

In fact, Xiang Jianyong is not the founder of Lianjian Optoelectronics, but the changes he brought to Lianjian Optoelectronics are crucial.

In his two years as the CEO and general manager of Lianguang Optoelectronics, Lianjian Optoelectronics' revenue increased rapidly from 184 million yuan in 2008 to 350 million yuan in 2010.

Lianjian Optoelectronics also quickly entered the first camp from the second camp of the LED display industry. In 2011, Lianjian Optoelectronics became one of the first companies to list LEDs in China, with an annual income of 512 million yuan.

"The LED display market is still a big cake, and there will still be 25%-30% growth every year." Xiang Jianyong said that the LED display show has the fastest growing market in China. Last year, China's LED display market was about 200. About 100 million yuan, and the market share of Lianjian Optoelectronics as the first camp is less than 5%. "It is not surprising that there are many subscribers and exiters in the LED display."

Because most LED practitioners don't go deep into the LED market, it is often what they are rushing to do.

Sprint IPO

In 2008, the sales of Lianjian Optoelectronics was only 184 million yuan, which was at a medium level in the industry. At this time, the pattern of the LED display industry is undergoing subtle changes.

Because the LED display market is in a period of rapid growth, market opportunities can be seen everywhere. The talents of the old LED display companies have also come out looking for entrepreneurial opportunities for various reasons.

"The old LED display manufacturers such as Qingsong Technology, Luopu and Lantong have become the Whampoa Military Academy of today's LED display manufacturers." Recalling the things of a few years ago, Xiang Jian has been relishing. Today's LED display manufacturers Sansi, Century Chengtong, Liard (300296.SZ), etc., their entrepreneurial teams are from Qingsong Technology, Luopu and Lantong.

"Enterprises are generally not externally knocked down, but there is a problem with internal management." Xiang Jianyong also left Qingsong Technology.

In 2008, Xiang Jianyong, who served as the deputy general manager of Konka Video Display Division for half a year, was invited by Liu Hujun, the founder of Lianjian Optoelectronics, to join Lianjian Optoelectronics as the CEO of the company.

The first thing that technology-born Xiang Jian joined the company was to strengthen the company's technology research and development capabilities and improve product quality. On the one hand, it established a research institute abroad, and hired foreign top talents to participate in research and development; on the other hand, it reached a technical cooperation agreement with Xi'an University of Electronic Technology.

In addition, in order to further enhance the image of Lianjian Optoelectronics and expand the influence of overseas markets, Lianjian Optoelectronics began to apply for product certification in a series of foreign markets such as CE and Rohs.

In 2009, Lianjian Optoelectronics successfully won the bid for China's 60th anniversary of the National Day LED display project, and subsequently successfully won the Hainan Province Spring Festival Gala and other large-scale events.

The success of the model project has boosted the performance of Lianjian Optoelectronics. In 2009, the annual revenue of Lianjian Optoelectronics reached 255 million yuan, a year-on-year increase of 38.59%, and a net profit of 36.18 million yuan, an increase of 21%.

At this time, Lianjian Optoelectronics has initially met the conditions of IPO.

In order to further form product features and expand the market scale, Lianguang Optoelectronics acquired 100% equity of Dishida in 2010 and obtained 8 invention patents in the field of outdoor LED large-screen display. In the same year, Unicom Optoelectronics also acquired a 51% stake in Hunan Lianjian, holding shares in Zhonghao Media Co., Ltd., and established Shanghai Lianjian Optoelectronics.

A series of actions quickly improved the overall strength of Lianjian Optoelectronics. In 2010, Lianjian Optoelectronics became the LED display supplier of the 16th Guangzhou Asian Games Complex, Olympic Sports Center, Shenzhen Universiade and other large-scale event venues.

In 2010, the revenue of Lianjian Optoelectronics reached 350 million yuan, a year-on-year increase of 37%, and a net profit of 40.42 million yuan, a year-on-year increase of 12%.

Xiang Jianyong pointed out that although the LED display market increased due to the increase in participants, the gross profit margin of the product decreased, but the growth rate of Lianjian Optoelectronics was significantly higher than the market average. "The gathering of large manufacturers has become more and more obvious."

However, at this time, Jian Yong has basically completed his mission of joining the phased development of Lianjian Optoelectronics. At the critical moment of Lianjian Optoelectronics sprint IPO, the position of Jianyong quietly changed from CEO to deputy general manager and technical director. Founder Liu Hujun served as CEO of the company. Xiang Jianyong, who is technically born, is more willing to deepen LED display. Technical field.

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