[High-tech LED reporter Zhao Hui] In the sixth year of the LED industry, Dehao Runda seems to have encountered some problems.
Recently, Dehao Runda and NVC Lighting's 37 operation centers nationwide signed the “2014 Regional Operation Center Distribution Agreementâ€, hoping to sell its LED light source products through NVC's existing channels. From the outside world's view, this strong push channel is somewhat related to the unfavorable progress of the Dehao Runda LED business.
According to the 2013 performance report, Dehao Runda's total operating revenue for 2013 was 31,172,500,000 yuan, a year-on-year increase of 13.04%; the net profit attributable to shareholders of listed companies was 9,363,900 yuan, a year-on-year decrease of 94.22%.
Dehao Runda’s bet on the NVC channel also indirectly reflects the true intention of Dehao Runda: that is, through the NVC national channel sales, it will reverse the unfavorable situation of the decline of the LED business of Dehao Runda. For Dehao Runda, in the case that the chip business has not improved, the LED lighting market can not tolerate any loss.
Since the end of 2013, DHL Runda has invested in NVC Lighting, and the new brand NVCCETI launched by both parties has also taken advantage of the NVC lighting marketing channel, which has been fully rolled out since mid-2013. However, from the feedback from dealers in various channels, the sales situation of the products at that time was not good.
“There are some products of Lester Dehao in the store, such as bulbs and tubes. But Dehao’s products are not selling well, and the lights are still some amount, and the downlights are basically not sold.†Beijing Chen Jiufeng, manager of NVC Lighting Store, Shilihe Lighting City Project Light Building, told Gaogong LED reporter.
Wang Donglei, chairman of Dehao Runda, once said that Dehao Runda is mainly based on light source products, while NVC is mainly based on lamps. But in fact, the product lines of the two companies overlap.
The channel advantage of NVC Lighting is engineering and part of home lighting, and the light source circulation products are not long. This also led to the product sales of Dehao Runda has not improved.
During the period, in order to make Lexter's 37 operation centers more aware of Dehao Runda and its market support policies and product performance, and accelerate the terminal store, Dehao Runda LED Lighting Division and Marketing Department held the last year. In the first phase of the 2013 brand and product training in 2013, the “ETi 2013 Product and Marketing Tour Training†campaign was held in various operation centers across the country, but the actual results were not satisfactory.
This time, Dehao Runda borrowed the NVC LED new product launch conference and bundled the NVC dealers to sign a consignment agreement. The industry is not optimistic about the implementation of this intentional agreement.
Previously, Dehao Runda had signed several sales agreements with the parties, but the actual amount of execution was very small.
According to the financial report, Dehao Runda and Hangmei Advertising Group Co., Ltd. signed the “Purchasing and Cooperation Framework Agreement†on January 18, 2012. The total price of the agreement is 210 million yuan, and the performance period is from 2012 to 2014. . As of the end of the third quarter of 2013, the contract only realized sales income of 66.187 million yuan. The compliance rate is only 31.52%.
The "Lighting Business Cooperation Program" signed with the Japanese Double Bird Company on February 28, 2012 stipulated that the transaction amount of the two parties for the three-year period should reach US$45 million (approximately RMB 283 million). The period is from 2012 to 2014. As of the end of the third quarter of 2013, only 4,180,200 yuan of sales were completed, and the compliance rate was only 14.80%.
Although different from the above two agreements, Dehao Runda is already the largest shareholder of NVC Lighting, but the degree of running-in between the two sides still needs a long time test.
It would seem impossible to complete the contracted sales target for the rest of the year.
"This is an intentional agreement. It is hard to say how much it can be executed." A retired sales executive of NVC Lighting said that the LED lighting products of Dehao Runda are not cost-effective, and the market competitiveness is not strong, even if there is The strong push of the NVC channel is also difficult to make a difference. After all, the market will ultimately have to look at the price/performance ratio.
Recently, Dehao Runda and NVC Lighting's 37 operation centers nationwide signed the “2014 Regional Operation Center Distribution Agreementâ€, hoping to sell its LED light source products through NVC's existing channels. From the outside world's view, this strong push channel is somewhat related to the unfavorable progress of the Dehao Runda LED business.
According to the 2013 performance report, Dehao Runda's total operating revenue for 2013 was 31,172,500,000 yuan, a year-on-year increase of 13.04%; the net profit attributable to shareholders of listed companies was 9,363,900 yuan, a year-on-year decrease of 94.22%.
Dehao Runda’s bet on the NVC channel also indirectly reflects the true intention of Dehao Runda: that is, through the NVC national channel sales, it will reverse the unfavorable situation of the decline of the LED business of Dehao Runda. For Dehao Runda, in the case that the chip business has not improved, the LED lighting market can not tolerate any loss.
Since the end of 2013, DHL Runda has invested in NVC Lighting, and the new brand NVCCETI launched by both parties has also taken advantage of the NVC lighting marketing channel, which has been fully rolled out since mid-2013. However, from the feedback from dealers in various channels, the sales situation of the products at that time was not good.
“There are some products of Lester Dehao in the store, such as bulbs and tubes. But Dehao’s products are not selling well, and the lights are still some amount, and the downlights are basically not sold.†Beijing Chen Jiufeng, manager of NVC Lighting Store, Shilihe Lighting City Project Light Building, told Gaogong LED reporter.
Wang Donglei, chairman of Dehao Runda, once said that Dehao Runda is mainly based on light source products, while NVC is mainly based on lamps. But in fact, the product lines of the two companies overlap.
The channel advantage of NVC Lighting is engineering and part of home lighting, and the light source circulation products are not long. This also led to the product sales of Dehao Runda has not improved.
During the period, in order to make Lexter's 37 operation centers more aware of Dehao Runda and its market support policies and product performance, and accelerate the terminal store, Dehao Runda LED Lighting Division and Marketing Department held the last year. In the first phase of the 2013 brand and product training in 2013, the “ETi 2013 Product and Marketing Tour Training†campaign was held in various operation centers across the country, but the actual results were not satisfactory.
This time, Dehao Runda borrowed the NVC LED new product launch conference and bundled the NVC dealers to sign a consignment agreement. The industry is not optimistic about the implementation of this intentional agreement.
Previously, Dehao Runda had signed several sales agreements with the parties, but the actual amount of execution was very small.
According to the financial report, Dehao Runda and Hangmei Advertising Group Co., Ltd. signed the “Purchasing and Cooperation Framework Agreement†on January 18, 2012. The total price of the agreement is 210 million yuan, and the performance period is from 2012 to 2014. . As of the end of the third quarter of 2013, the contract only realized sales income of 66.187 million yuan. The compliance rate is only 31.52%.
The "Lighting Business Cooperation Program" signed with the Japanese Double Bird Company on February 28, 2012 stipulated that the transaction amount of the two parties for the three-year period should reach US$45 million (approximately RMB 283 million). The period is from 2012 to 2014. As of the end of the third quarter of 2013, only 4,180,200 yuan of sales were completed, and the compliance rate was only 14.80%.
Although different from the above two agreements, Dehao Runda is already the largest shareholder of NVC Lighting, but the degree of running-in between the two sides still needs a long time test.
It would seem impossible to complete the contracted sales target for the rest of the year.
"This is an intentional agreement. It is hard to say how much it can be executed." A retired sales executive of NVC Lighting said that the LED lighting products of Dehao Runda are not cost-effective, and the market competitiveness is not strong, even if there is The strong push of the NVC channel is also difficult to make a difference. After all, the market will ultimately have to look at the price/performance ratio.
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