[Source: Gaogong LED 's " LED Good Products" magazine March issue reporter / Wang Cairong]
After experiencing the collapse of the LED display industry in 2012, the various enterprises in which they are involved are more or less implicated in the risk of capital chain breakage when the industry is in turmoil.
However, in the overall downturn of the market, there are still a few companies whose performance has achieved a counter-market growth. Shenzhen Yishida Electronics Co., Ltd. (hereinafter referred to as “Easyâ€) is one of them.
“At present, more than 70% of our operating revenue comes from overseas markets. In terms of revenue contribution, LED display products account for 90%.â€
In an exclusive interview with Gao Gong, Lei Yu, director of the market department of Easystar, said that among all the LED display export enterprises in China, Easystar is the largest exporting country and region. “Our unique advantage is the wide distribution of business locations in overseas markets, which is conducive to brand promotion, rapid expansion of international visibility, and lays a good foundation for follow-up business expansion.â€
Founded in 2007, Easystar is a professional service provider of LED display and lighting solutions. The registered capital of the company is 75 million yuan. The total revenue in 2012 is 300 million yuan. The products are exported to Europe, America, India, Malaysia, Indonesia and other overseas. market.
Differentiation and cost control
"In 2007, when the company was founded, it was only a few dozen people. The annual sales were only one million yuan. According to industry open data estimates, we are already the second largest LED display export enterprise in China." Lei Yu told reporters that as of now, Yi The LED display has been exported to more than 180 countries and regions. In 2012, the growth of LED display exports was very obvious.
According to the latest LED display report released by the High-tech LED Industry Research Institute (GLII), by the end of the year, the total export value of China's LED display products reached 6.931 billion yuan, accounting for 28.76% of the global market share. At the same time, the size of domestic LED display companies is generally small, and there are only a handful of companies with annual sales exceeding 500 million yuan, and most companies have annual sales of between 100 million yuan and 300 million yuan.
“Easystar has been insisting on differentiated innovation and cost-priority strategy.†When the company achieved a large sales growth in five years, thunderstorms showed joy.
The reason why Easystar can achieve success in just five years is mainly because “differentiated innovation includes product differentiation and differentiation of marketing models, maintaining technological leadership, developing products that others cannot make, and continuously developing A new customer base, creating a multi-dimensional marketing model."
The reporter learned that in March this year, Easystar launched a flexible LED display with independent intellectual property rights. The product can be twisted and deformed at 360 degrees. Once launched, it has attracted the attention of many customers. "From a technical perspective, the performance indicators of this product are only available to Easystar, and have received orders from a large number of customers."
It is worth noting that, compared with the domestic display market, the gross profit margin of display products in overseas markets is 15% higher, and export-oriented display manufacturers benefit from this, or have certain advantages. The reporter's investigation found that the gross profit margin of display manufacturers' products based on channel distribution has bottomed out, and the gross profit margin of engineering projects is slightly higher.
Lei Yu said that the gross profit margin of overseas markets will play a certain role in stimulating the growth of performance, but the key is to rely on the enterprise itself.
An industry insider said that after the technology level gradually matures, the LED display products are actually similar. In the future, more competition is the cost advantage, that is, whether the company can further in terms of procurement, R&D, supply chain and personnel management. Controlling and optimizing the cost structure will be the key to winning the market.
Unfinished , please refer to the March issue of Gaogong LED 's " LED Good Products" magazine.
After experiencing the collapse of the LED display industry in 2012, the various enterprises in which they are involved are more or less implicated in the risk of capital chain breakage when the industry is in turmoil.
However, in the overall downturn of the market, there are still a few companies whose performance has achieved a counter-market growth. Shenzhen Yishida Electronics Co., Ltd. (hereinafter referred to as “Easyâ€) is one of them.
“At present, more than 70% of our operating revenue comes from overseas markets. In terms of revenue contribution, LED display products account for 90%.â€
In an exclusive interview with Gao Gong, Lei Yu, director of the market department of Easystar, said that among all the LED display export enterprises in China, Easystar is the largest exporting country and region. “Our unique advantage is the wide distribution of business locations in overseas markets, which is conducive to brand promotion, rapid expansion of international visibility, and lays a good foundation for follow-up business expansion.â€
Founded in 2007, Easystar is a professional service provider of LED display and lighting solutions. The registered capital of the company is 75 million yuan. The total revenue in 2012 is 300 million yuan. The products are exported to Europe, America, India, Malaysia, Indonesia and other overseas. market.
Differentiation and cost control
"In 2007, when the company was founded, it was only a few dozen people. The annual sales were only one million yuan. According to industry open data estimates, we are already the second largest LED display export enterprise in China." Lei Yu told reporters that as of now, Yi The LED display has been exported to more than 180 countries and regions. In 2012, the growth of LED display exports was very obvious.
According to the latest LED display report released by the High-tech LED Industry Research Institute (GLII), by the end of the year, the total export value of China's LED display products reached 6.931 billion yuan, accounting for 28.76% of the global market share. At the same time, the size of domestic LED display companies is generally small, and there are only a handful of companies with annual sales exceeding 500 million yuan, and most companies have annual sales of between 100 million yuan and 300 million yuan.
“Easystar has been insisting on differentiated innovation and cost-priority strategy.†When the company achieved a large sales growth in five years, thunderstorms showed joy.
The reason why Easystar can achieve success in just five years is mainly because “differentiated innovation includes product differentiation and differentiation of marketing models, maintaining technological leadership, developing products that others cannot make, and continuously developing A new customer base, creating a multi-dimensional marketing model."
The reporter learned that in March this year, Easystar launched a flexible LED display with independent intellectual property rights. The product can be twisted and deformed at 360 degrees. Once launched, it has attracted the attention of many customers. "From a technical perspective, the performance indicators of this product are only available to Easystar, and have received orders from a large number of customers."
It is worth noting that, compared with the domestic display market, the gross profit margin of display products in overseas markets is 15% higher, and export-oriented display manufacturers benefit from this, or have certain advantages. The reporter's investigation found that the gross profit margin of display manufacturers' products based on channel distribution has bottomed out, and the gross profit margin of engineering projects is slightly higher.
Lei Yu said that the gross profit margin of overseas markets will play a certain role in stimulating the growth of performance, but the key is to rely on the enterprise itself.
An industry insider said that after the technology level gradually matures, the LED display products are actually similar. In the future, more competition is the cost advantage, that is, whether the company can further in terms of procurement, R&D, supply chain and personnel management. Controlling and optimizing the cost structure will be the key to winning the market.
Unfinished , please refer to the March issue of Gaogong LED 's " LED Good Products" magazine.
Easy Electronic Technology Co.,Ltd , https://www.pcelectronicgroup.com