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"G20-LED Summit member companies " Sunshine Lighting announced the minutes of the 2013 annual performance briefing meeting. Chairman of Sunshine Lighting Chen Wei, General Manager Guan Yong, Chief Financial Officer Wu Jie and Secretary of the Board Zhao Fanghua interpreted the 2013 annual results.
In 2013, Sunshine Lighting's revenue was 3.169 billion yuan, a year-on-year increase of 22.22%; the net profit attributable to shareholders of listed companies was 232 million yuan, an increase of 10.27%. In 2013, the company's LED lighting products revenue was 983 million yuan, a year-on-year increase of 170%, sales of 32.01 million (sets), an increase of 271%; integrated electronic energy-saving lamps revenue of 1.540 billion yuan, down 0.06% year-on-year, sales of 240 million, The year-on-year growth was 9.45%; the energy-saving lamp sales revenue was 576 million yuan, a year-on-year decrease of 7.91%, and the sales volume was 23.16 million sets, a year-on-year decrease of 14.91%.
Self-owned brand has higher gross profit margin
In 2013, the LED revenue structure of the company's customers was 52% for Philips, 30% for other foundries, and 15%-20% for independent brands. The gross profit margin of foundry is relatively low, and the gross profit margin of self-owned brands is relatively high, generally differing by 6-10 percentage points. The net profit level is still higher than that of foundry.
Therefore, the future development strategy of Sunlight Lighting has transformed the energy-saving lamps into LEDs, the transformation of light sources into lamps, and the transformation from OEM to OEM and independent brands. The focus in the next few years will be on increasing the proportion of luminaires in revenues while strengthening the expansion of self-owned brands.
Sunshine Lighting said that the current price of LED products has dropped by 15-20% compared with the end of the previous year. The company's gross profit margin has been improved compared with the previous two factors. First, the company's cost reduction is greater than the price decline, and second, the LED's self-owned brand revenue with higher gross profit margin has further increased.
The market demand for traditional business in the next three years is expected to decline by 15-20%, and the decline of traditional lamps will be faster than the decline of light sources. As for the end of market demand, it should not disappear completely in the next few years, at least after 2020.
Sunshine Lighting mentioned in the annual report "Automatic bulb assembly line of 1500 per hour" can now achieve an efficiency of 1,200 per hour. The two automated production lines introduced by the company are producing LED products. At present, the monthly production capacity of the existing non-automated production lines is 200,000/month, and the automation line can reach the theoretical capacity of 600,000/month. As for the number of new automation lines added in 2014, it is necessary to re-determine the actual effects of the current two lines.
Sunshine Lighting won the bid for the 2012/2013 semiconductor lighting product promotion project. For the 2013 promotion subsidy of the company, it was received according to the 2012 shipment and the 2013 shipment. The actual promotion shipment in 2013 was about 90 million yuan. . In 2014, the company's budget for the country's promotion of subsidies was 60-70 million yuan, of which about 10 million yuan lasted.
In the 2013 annual report of Sunshine Lighting, the operating budget for 2014 was 3.9 billion yuan and the profit was 330 million yuan, including 2.1 billion yuan for traditional business and 1.8 billion yuan for LED business. This means that the proportion of LED business revenue in 2014 will increase from 31% in 2013 to 46% in 2014. In 2018, it is estimated that the sales will be 10 billion yuan. Sunlight Lighting said that the plan for the income structure is all LED products, but if there is energy-saving lamp business, it will continue to do so.
In 2014, the e-commerce revenue target was about 30 million yuan.
Sunshine Lighting has officially launched the flagship store of Tmall and JD. There will be some promotion activities. At present, the person in charge of the e-commerce has a wealth of experience in e-commerce operations. Previously, other companies have had good sales performance in the industry. At present, the proportion of e-commerce channels in the domestic lighting field is about 7%. In 2014, the company's revenue target for e-commerce is not high, between 20 million and 30 million yuan. The channel of e-commerce will not have a major impact on existing dealers. The company will follow the “three-step†development strategy and finally realize online and offline interaction. At present, the cost of Tmall is in accordance with the deduction point. JD is determined according to the annual agreement.
At the same time, Sunlight Lighting believes that the domestic market should be done well. First, it is based on products and services, and the products have sufficient cost performance. Second, the cooperation in the dealers has not yet reached an optimal cooperation state. It is necessary to strengthen a good cooperation model with dealers. If you can find the goal of supplementing the company's business, it does not rule out the company's extension.
The overseas market is mainly strengthened through the construction of personnel and teams. The domestic market is mainly strengthened through brand promotion and advertising investment. At present, the main business of the international market network is in Asia, Europe, North America and Latin America; the domestic market basically covers all provinces and most prefecture-level cities and county-level cities. At present, there are about 3,000 dealerships in domestic channels and about 3,000 hardware outlets. .
In the future, LED lighting will develop toward smart products, thereby further expanding the application boundary of LED lighting. The company is currently actively preparing to build a dedicated intelligent product team, led by the general manager. In the next few years, simple intelligent control products will be applied first, and the popularity will be faster. The company's target future smart products will increase to 30-40%.
In 2013, Sunshine Lighting's revenue was 3.169 billion yuan, a year-on-year increase of 22.22%; the net profit attributable to shareholders of listed companies was 232 million yuan, an increase of 10.27%. In 2013, the company's LED lighting products revenue was 983 million yuan, a year-on-year increase of 170%, sales of 32.01 million (sets), an increase of 271%; integrated electronic energy-saving lamps revenue of 1.540 billion yuan, down 0.06% year-on-year, sales of 240 million, The year-on-year growth was 9.45%; the energy-saving lamp sales revenue was 576 million yuan, a year-on-year decrease of 7.91%, and the sales volume was 23.16 million sets, a year-on-year decrease of 14.91%.
Self-owned brand has higher gross profit margin
In 2013, the LED revenue structure of the company's customers was 52% for Philips, 30% for other foundries, and 15%-20% for independent brands. The gross profit margin of foundry is relatively low, and the gross profit margin of self-owned brands is relatively high, generally differing by 6-10 percentage points. The net profit level is still higher than that of foundry.
Therefore, the future development strategy of Sunlight Lighting has transformed the energy-saving lamps into LEDs, the transformation of light sources into lamps, and the transformation from OEM to OEM and independent brands. The focus in the next few years will be on increasing the proportion of luminaires in revenues while strengthening the expansion of self-owned brands.
Sunshine Lighting said that the current price of LED products has dropped by 15-20% compared with the end of the previous year. The company's gross profit margin has been improved compared with the previous two factors. First, the company's cost reduction is greater than the price decline, and second, the LED's self-owned brand revenue with higher gross profit margin has further increased.
The market demand for traditional business in the next three years is expected to decline by 15-20%, and the decline of traditional lamps will be faster than the decline of light sources. As for the end of market demand, it should not disappear completely in the next few years, at least after 2020.
Sunshine Lighting mentioned in the annual report "Automatic bulb assembly line of 1500 per hour" can now achieve an efficiency of 1,200 per hour. The two automated production lines introduced by the company are producing LED products. At present, the monthly production capacity of the existing non-automated production lines is 200,000/month, and the automation line can reach the theoretical capacity of 600,000/month. As for the number of new automation lines added in 2014, it is necessary to re-determine the actual effects of the current two lines.
Sunshine Lighting won the bid for the 2012/2013 semiconductor lighting product promotion project. For the 2013 promotion subsidy of the company, it was received according to the 2012 shipment and the 2013 shipment. The actual promotion shipment in 2013 was about 90 million yuan. . In 2014, the company's budget for the country's promotion of subsidies was 60-70 million yuan, of which about 10 million yuan lasted.
In the 2013 annual report of Sunshine Lighting, the operating budget for 2014 was 3.9 billion yuan and the profit was 330 million yuan, including 2.1 billion yuan for traditional business and 1.8 billion yuan for LED business. This means that the proportion of LED business revenue in 2014 will increase from 31% in 2013 to 46% in 2014. In 2018, it is estimated that the sales will be 10 billion yuan. Sunlight Lighting said that the plan for the income structure is all LED products, but if there is energy-saving lamp business, it will continue to do so.
In 2014, the e-commerce revenue target was about 30 million yuan.
Sunshine Lighting has officially launched the flagship store of Tmall and JD. There will be some promotion activities. At present, the person in charge of the e-commerce has a wealth of experience in e-commerce operations. Previously, other companies have had good sales performance in the industry. At present, the proportion of e-commerce channels in the domestic lighting field is about 7%. In 2014, the company's revenue target for e-commerce is not high, between 20 million and 30 million yuan. The channel of e-commerce will not have a major impact on existing dealers. The company will follow the “three-step†development strategy and finally realize online and offline interaction. At present, the cost of Tmall is in accordance with the deduction point. JD is determined according to the annual agreement.
At the same time, Sunlight Lighting believes that the domestic market should be done well. First, it is based on products and services, and the products have sufficient cost performance. Second, the cooperation in the dealers has not yet reached an optimal cooperation state. It is necessary to strengthen a good cooperation model with dealers. If you can find the goal of supplementing the company's business, it does not rule out the company's extension.
The overseas market is mainly strengthened through the construction of personnel and teams. The domestic market is mainly strengthened through brand promotion and advertising investment. At present, the main business of the international market network is in Asia, Europe, North America and Latin America; the domestic market basically covers all provinces and most prefecture-level cities and county-level cities. At present, there are about 3,000 dealerships in domestic channels and about 3,000 hardware outlets. .
In the future, LED lighting will develop toward smart products, thereby further expanding the application boundary of LED lighting. The company is currently actively preparing to build a dedicated intelligent product team, led by the general manager. In the next few years, simple intelligent control products will be applied first, and the popularity will be faster. The company's target future smart products will increase to 30-40%.
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