NVC's marriage, Hao Runda, intends to enter the top three in the world of lighting

Due to the turbulent NVC storm in 2012, Wu Changjiang is still in the critical period of returning to the board of directors. This transaction has caused infinite speculation, cashing in, abandoning "lei", containment and other doubts. Feeling unexpected.

The transformation of the lighting industry to LED is the trend of the times

Under the government's promotion, LED lighting with the goal of environmental protection, energy conservation and emission reduction has rapidly spread in the field of public facilities lighting, and promoted the LED lighting to actively penetrate into the commercial lighting, office lighting and home lighting markets, which also promoted LED lighting throughout the lighting. The share of the field continues to rise. In contrast, the proportion of traditional lighting is shrinking, and the trend is very obvious. Wu Changjiang believes that LED lighting is expected to reach half of the lighting industry's share this year and next, with unlimited business opportunities. If NVC Lighting misses it, there is a risk of being eliminated.

Although NVC Lighting is a leading enterprise in China's lighting industry, and has been involved in the research, production and sales of LED lighting earlier, its progress and performance are not ideal. It is not in line with the status of NVC lighting, Oupu and Sanxiong. Competitors such as Aurora have put a lot of pressure on NVC lighting. If NVC lighting does not lead in LED lighting, it means losing industry leadership and affecting NVC's future development strategy. This is a "heart disease" of Wu Changjiang.

In Wu Changjiang's view, NVC lighting must achieve breakthroughs in LEDs. It must break through two major "bottlenecks": one is the technical threshold, that is, the performance of LED chips is stable, and the quality of products is guaranteed; the second is the price threshold. The price of LED chips is the main determinant of the price of LED lighting products. At present, the main roadblock for the widespread popularity of LED lighting products is its high price. This is the popularity of LED lighting, LED companies to achieve the key to staking.

The alliance of Dehao Runda blew into the world's top three horns

The understanding of NVC lighting is Wu Changjiang. He believes that with the current strength and resources of NVC lighting to do LED, the pace is too slow to keep up with the established strategic objectives of NVC lighting. Finding partners with complementary resources and advantages is a game that Wu Changjiang has been promoting and laying out. As a founder, it is Wu Changjiang's long-cherished wish to be stronger and bigger. He admits that NVC Lighting's goal in the past two years is to be the world's top three. To achieve this goal, NVC Lighting's annual sales scale needs to reach about 30 billion.

Previously, GE had looked for Wu Changjiang and hoped to sell the lighting business to NVC Lighting. Wu Changjiang also had a heartbeat, because as long as GE lighting was acquired, NVC lighting's plate was immediately big, and it was within reach of the world's top three. But reason tells him that this is a very dangerous game. Due to cultural and management differences, NVC lighting needs to integrate GE lighting. The difficulty is imaginable. If it cannot be digested, it will bring NVC lighting. Disastrous consequences, this kind of example has been a lot in China, which Wu Changjiang did not want to see.

This cooperation is not an accident. As early as two or three years ago, Wu Changjiang and Dehao Runda’s Wang Donglei introduced and understood each other through friends, and they felt sorry for each other. As of November 2012, Dehao Runda and a Canadian company controlled by Wu Changjiang began business cooperation. The company used the LED products of Dehao Runda, and its products have been highly recognized by the Canadian market. The customer feedback said that the quality of the products and Samsung have a fight. This makes the two sides determined to work together through stock exchanges to achieve deep complementarity of resources and advantages, and jointly strengthen and expand the industrial chain.

According to the data, in recent years, Dehao Runda has invested 560 billion yuan, and has introduced a large number of high-end talents and advanced chip life equipment from abroad. The technology has continuously broken through the chasing and blocking of foreign manufacturers, and the performance and quality of the products have even surpassed Taiwan. The company is at the same level as Europe, America, Japan and Korea, and can guarantee the quality of LED products.

What makes Wu Changjiang even more excited is the huge cost advantage brought by the large-scale operation of Dehao Runda. An LED product in NVC lighting planning costs about 120 yuan. Wang Donglei told Wu Changjiang that the same quality, Dehao Runda can reduce its cost by 2/3. NVC Lighting is sold at a price of 60 yuan, and it still makes a lot of money, and it can realize the scale sales by price advantage. But NVC lighting itself does, obviously does not have this advantage. From this point of view, if the products of Dehao Runda are sold in the strong channels of NVC Lighting, the synergy generated by this cooperation mode will become a rush to promote the full popularity of LED lighting. Power, help NVC lighting stand out in the LED industry, achieve quality breakthroughs and leap in sales scale, complete the sales scale of 20 billion in two years, and launch the impact on the world's top three in the lighting industry.

Wu Changjiang said that it is similar to Wang Donglei's philosophy. NVC Lighting and Dehao Runda are both Chinese companies, and resources and advantages can be perfectly complemented. As for the sacrifice of the status of the largest shareholder, Wu Changjiang said that he would not regret it, because if this cooperation is used to realize the industrial upgrading of NVC Lighting, the healthy development of the company in the future, and become the world's top three lighting, he is the first The cakes of the five major shareholders are not smaller than the cakes of the first major shareholder of NVC, which missed the opportunity. He hopes that all stakeholders including NVC Lighting and shareholders will achieve a win-win situation in this cooperation. .

(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.)

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