LED business exceeded expectations Sunshine lighting reported a sharp increase in net profit

[Text|High-tech reporter Yue Mengdi] "We have three business divisions: China Business Unit, Asia-Pacific Business Unit and US Business Department", Sun Wei, Director of Marketing Planning, Sunshine Lighting Domestic Marketing Center, told the "High-Tech LED" reporter, "The three The business unit is now going hand in hand."

Thanks to the company's strategy of balanced development of the global market, Sunshine Lighting's 2014 net profit increased significantly.

Recently, Sunshine Lighting (600261.SH) released its 2014 semi-annual report. The report shows that the company achieved operating income of 1.524 billion yuan during the reporting period and realized a net profit of 135 million yuan, an increase of 4.07% and 35.05% respectively over the same period of the previous year. Net profit attributable to shareholders of listed companies excluding non-recurring gains and losses increased by 88.60%.

Since the entry into LED lighting, the transformation speed of sunlight lighting has been accelerating, and the effect is obvious. According to the data of the mid-year report, the proportion of LED lighting products in the company has reached more than 70%.

At the same time, the growth rate of LED business is also higher than the industry average. In the first half of 2014, the revenue of Sunlight LED lighting products increased by 60.23% year-on-year, and the gross profit margin also increased by 2.29 percentage points. Although the overall lighting market has rapidly turned to LED, the solar lighting energy-saving lamp business has declined, but the energy-saving lamp business has gradually become less and less affected.

Hu Wei said that although the energy-saving lamp business has declined, the company will not consider giving up this market for the time being. "The law of lighting development will not change." He said that LED lighting is now more competitive than competitors, but the sales model and customer needs have not changed.

The e-commerce channel is also a direction for Sunshine Lighting's key development in channel expansion this year. At the beginning of 2014, the company set up an e-commerce elite team to establish an e-commerce sales model on Alibaba, Jingdong, Amazon and other platforms, and there is huge room for growth in the future.

Hu Wei also said that e-commerce, automation equipment and smart home lighting are the main directions of the company in the future.

In fact, in the past two years, due to the increase in labor and labor costs, the trend of machine substitution through automation has become more and more obvious. Sunlight Lighting invested in automatic production equipment for bulbs last year. In the first half of this year, it continued to invest in T8 tube automatic lines and a number of lighting-related automation equipment. In the future, it will increase investment in the installation and commissioning of automation equipment to improve production efficiency and products. Competitiveness.

Compared to traditional lighting technology, LED lighting is easier to achieve intelligence. Sunlight Lighting has also clearly defined its development direction in LED intelligent lighting. It has established a professional team. In the first half of the year, it has cooperated with Jingdong Smart Home Cloud Platform to launch Sunshine Smart Home Lighting products. Next, it will actively promote Alibaba, Xiaomi, etc. Cooperation. “The next step is to develop from smart home lighting to smart commercial lighting and outdoor lighting.” Hu Wei said that through active layout, it is expected to occupy a favorable position when smart home and smart life become mainstream.

LED lighting as an end consumer product, the establishment of brand reputation and the importance of the maintenance of marketing channels have become increasingly prominent. Hu Wei told reporters: "Future sunshine lighting will also promote the brand's promotion efforts and enhance brand advantage."

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