2015 LED export data released in parallel with its own brand and OEM dual-track

According to customs data in 2015, China's LED exports reached US$10.228 billion in 2015, an increase of 10.95% from 2014 ($9.219 billion). Among them, LED bulbs still topped the list with an export value of 1.156 billion US dollars, but fell by 1.4% compared with 2014. The second largest export volume is the LED tube. In 2015, the export value was 927 million US dollars (including bracket lights), which was 12.66% higher than the US$823 million in 2014.

“The bracket light is very popular in North America.” Nie Pengxiang, chairman of the inductive testing company in the United States, said that because of the convenient assembly and unloading of the bracket light, it is relatively large in the North American market. From the point of view of export data, this is also confirmed.

With the increasingly fierce competition in the domestic LED market, Chinese LED companies are increasingly optimistic about overseas markets. “We achieved ground-breaking work in the Americas, Southeast Asia, India, Middle East, Central Asia and Africa markets in 2015. Lin Jingliang, executive general manager of Mulinsen (002745.SZ), told LED that the company is actively deploying overseas markets to seize the lighting opportunities in India and North America, and the entry point for its product layout is the light source lighting products.

In addition, the proportion of sunshine lighting (600261.SH) exports is not small. From the company's 2015 semi-annual report, we can see that in addition to China, other regions have contributed about 1.59 billion yuan of operating income to Sunshine Lighting, of which the operating income in Europe and North America reached 1.06 billion yuan, accounting for about the company's overseas exports. 2/3. “The company has implemented independent management strategies for regional subsidiaries in Europe, the United States and the Asia-Pacific region.” Chen Yiping, deputy general manager of Sunshine Lighting Group, believes that the company mechanism should be more market-oriented.

There is a saying that "quality is a transaction problem." How to make consumers believe that your product is good? Only through the brand. In China, there are also a number of LED companies such as Mulinsen and Sunshine Lighting, which have gone abroad through their own brands, and such enterprises are increasing.

But in fact, for the international brand OEM, it is also a big way for domestic LED companies to go overseas.

At the end of January 2016, Haoen Optoelectronics (835721), which specializes in overseas markets, landed on the New Third Board. Gaogong LED looked through its "Public Transfer Instructions" and found that Haoen Optoelectronics' revenue from January to June 2015 and 2014 was 100 million yuan and 211 million yuan respectively; net profit was 13.80 million yuan and 2335.41 million yuan respectively. The rate is over 10%. "(Haoen Optoelectronics) most of the marketing amount comes from the OEM for Osram," said an analyst who did not want to be named. Overseas markets + large-scale OEMs are a big reason for the company's high profits.

Indeed, among the top five customers, the “Public Transfer Prospectus” clearly shows that the sales of OSRAM in 2013, 2014 and January-June 2015 were RMB 33,157,500, RMB 10,407,100 and RMB 67,233,300, respectively. The operating income ratios were 80.44%, 47.91% and 67.22% respectively.

In addition, Lidaxin, Debang Lighting, Tongshida Lighting, Huizhou Yuanhui Optoelectronics and other more well-known enterprises also have a large number of OEMs.

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