[Text/High-tech LED reporter Tang Guirong] On January 10, 2013, Dehao Runda (SZ.002005) and one of the world's largest manufacturers of large household appliances, Whirlpool Corporation (English name: whirhpool) (NYSE: WHR) Shenzhen signed a strategic brand agreement, namely Dehao Runda produces LED lighting products, which are sold in the North American market with the help of Whirlpool channels and brands.
This is the third time in the world that after the acquisition of the equity of NVC Lighting (HK.02222) and the brand strategy agreement with Germany's ADG, Dehao Runda's third high-profile lighting channel in the world.
The global channel pattern of Dehao Runda LED Lighting has initially appeared.
Borrowing the power of others is the consistent style of Wang Donglei, Chairman of Dehao Runda. In the market of NVC, in cooperation with ADG and Whirlpool, and in the European market and the North American market, this series of actions is difficult to hide Wang Donglei's ambition for LED.
At the same time, this is also related to the urgent need for Dehao Runda to open its upstream chip production capacity as soon as possible. According to the third quarterly report of Dehao Runda, only 38 of the 80 MOCVD equipments of its two subsidiaries are in mass production, and another 5 are used for R&D. The operating rate is only slightly higher than 50%. According to statistics from the High-Tech LED Industry Research Institute (GLII), the upstream operating rate of LEDs is less than 50% due to overcapacity.
Wang Donglei once said in public that the company will use five years to build a production value of 30 billion yuan, of which LED lighting applications will achieve a sales target of 1 billion yuan in 2013.
Whirlpool is a manufacturer and marketer of home appliances, with around 10,000 stores in North America. “On average, every Whirlpool user uses 295 fixtures. In an average of 10 households worldwide, one family owns Whirlpool products, while in the US, every three families have one Whirlpool product.†Dehao Runda Advanced Vice President EVA said that in terms of LED lighting, Whirlpool's market potential in North America is 86.9 million products. Whirlpool's goal for the next three years is to become the top three brands in North America's LED lighting selection in 2016.
"The cooperation with Whirlpool has actually started from 10 years ago. At that time, it was mainly small household electrical appliances. LED lighting products must enter the home field in order to spread in the North American market." Wang Donglei said that the choice to cooperate with Whirlpool is also Based on market demand. First, Dehao Runda does not have such a large financial strength to lay the channel; second, if the Dehao Runda has enough funds to lay the channel, the LED game is over.
In fact, Dehao Runda has to digest its huge LED chip production capacity, and the layout of LED lighting channels is its only choice. "160 MOCVDs are all started, and the LED lighting output value driven by its chip production capacity will occupy 7%-8% of the global market share." Wang Donglei said that the layout will be good, and the company will consider acquiring LED lighting manufacturers to meet Channel demand.
Wang Donglei said that with the cooperation of Whirlpool, the company will not adopt the OEM method, and all the products are produced by Dehao Runda.
At the same day, Dehao Runda also released two LED lighting products, including LED fluorescent tubes, the luminous efficiency reached 140lm/w, and the LED bulbs achieved a total lighting efficiency of 135lm/w. The relevant person in charge of the company said that the new products are now ready for mass production and will be introduced to the market in June this year.
This is the third time in the world that after the acquisition of the equity of NVC Lighting (HK.02222) and the brand strategy agreement with Germany's ADG, Dehao Runda's third high-profile lighting channel in the world.
The global channel pattern of Dehao Runda LED Lighting has initially appeared.
Borrowing the power of others is the consistent style of Wang Donglei, Chairman of Dehao Runda. In the market of NVC, in cooperation with ADG and Whirlpool, and in the European market and the North American market, this series of actions is difficult to hide Wang Donglei's ambition for LED.
At the same time, this is also related to the urgent need for Dehao Runda to open its upstream chip production capacity as soon as possible. According to the third quarterly report of Dehao Runda, only 38 of the 80 MOCVD equipments of its two subsidiaries are in mass production, and another 5 are used for R&D. The operating rate is only slightly higher than 50%. According to statistics from the High-Tech LED Industry Research Institute (GLII), the upstream operating rate of LEDs is less than 50% due to overcapacity.
Wang Donglei once said in public that the company will use five years to build a production value of 30 billion yuan, of which LED lighting applications will achieve a sales target of 1 billion yuan in 2013.
Whirlpool is a manufacturer and marketer of home appliances, with around 10,000 stores in North America. “On average, every Whirlpool user uses 295 fixtures. In an average of 10 households worldwide, one family owns Whirlpool products, while in the US, every three families have one Whirlpool product.†Dehao Runda Advanced Vice President EVA said that in terms of LED lighting, Whirlpool's market potential in North America is 86.9 million products. Whirlpool's goal for the next three years is to become the top three brands in North America's LED lighting selection in 2016.
"The cooperation with Whirlpool has actually started from 10 years ago. At that time, it was mainly small household electrical appliances. LED lighting products must enter the home field in order to spread in the North American market." Wang Donglei said that the choice to cooperate with Whirlpool is also Based on market demand. First, Dehao Runda does not have such a large financial strength to lay the channel; second, if the Dehao Runda has enough funds to lay the channel, the LED game is over.
In fact, Dehao Runda has to digest its huge LED chip production capacity, and the layout of LED lighting channels is its only choice. "160 MOCVDs are all started, and the LED lighting output value driven by its chip production capacity will occupy 7%-8% of the global market share." Wang Donglei said that the layout will be good, and the company will consider acquiring LED lighting manufacturers to meet Channel demand.
Wang Donglei said that with the cooperation of Whirlpool, the company will not adopt the OEM method, and all the products are produced by Dehao Runda.
At the same day, Dehao Runda also released two LED lighting products, including LED fluorescent tubes, the luminous efficiency reached 140lm/w, and the LED bulbs achieved a total lighting efficiency of 135lm/w. The relevant person in charge of the company said that the new products are now ready for mass production and will be introduced to the market in June this year.
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