When it comes to Op Lighting, people in the lighting industry often think of the first brand of home lighting, one of the three giants in the traditional lighting era, the end channel outlets, the high brand awareness and influence. Nowadays, the public has a new memory point. That is the booming listing in the past two years. Listing process On May 17, 2013, OPEC embarked on the listing process. According to the basic information of the initial public offering (IPO) declaration enterprise announced by the CSRC on May 17, 2013, Op Lighting intends to be listed on the Shanghai Stock Exchange. For the first trial. Opto Lighting's listing counseling agency is CITIC Securities. Entering the IPO preliminary review list means that Op Lighting has stepped into the market. It is reported that the chairman of Op Lighting is Wang Yaohai, 48, and his wife, Ma Xiuhui, is the president of the company. According to the 2012 data of Hurun Report, Wang Yaohai and Ma Xiuhui’s family reached 3.4 billion yuan, ranking 508th. If the IPO of the Op Lighting is in progress, the book wealth of the two will increase substantially. It can be said that in the traditional lighting period, Op Lighting is a gold-plated sign that has withstood the test of the market. However, this lighting company, which was well received by the industry, has been questioned and suffering after applying for listing: Sohu Finance reported that Optel Lighting plans to add 1.2 billion plus green lighting, and the products are repeatedly blacklisted; Oriental Fortune Network reported that Opto Lighting IPO: Industry The profit level is declining, and the core product market demand is facing challenges; NetEase Finance said that Opto Lighting IPO is now in the triple worry, the lighting industry is subject to cooling by the real estate market; Phoenix Home said that Opto Lighting has a second impact IPO: Home lighting has turned into a challenge for LED; China Business Network pointed out The listing process of Op Lighting has been swayed by quality, and it has been ridiculed by Opp for three years. What is wrong with this? According to observations, the media's gunfire on Op Lighting is mainly concentrated on two points: First, the sales of network data to promote the seedlings; Second, the product quality is repeatedly on the black list. In this regard, Op Lighting official did not give any response. In view of the brand concept of Op Lighting and the speciality of its advantages in home lighting, Opp has evolved the existing channel model of Opp based on the original generation, logistics and operation center model, and penetrated into the county, even township and other third and fourth levels. The market, channel tension and the distribution network compared to the NVC, can be described as more than nothing. Interestingly, some media reports pointed out that in the first half of the IPO preliminary trial, Opt's sales outlet data was boosted by the growth of its propaganda, and it was doubled. The latest official data of Op Lighting shows that there are more than 30 offices in China, and there are more than 30,000 sales outlets in various channels in China. In December 2012, the company gave data: 37 offices and more than 5,000 stores across the country, more than 10,000 sales outlets. The 30000 outlets must have water. This year, the number of outlets in the second and third-tier markets of Guangdong Province has shown a downward trend. A provincial capital dealer who has been working in the Guangdong lighting industry for 20 years and whose chain business has penetrated many counties and cities said. A former Oup marketing director also said: plus all hardware stores are likely to reach 30,000, but some are FIT, the sustainability is not strong and the mobility is great. At the same time as the number of outlets was questioned, the quality of the most popular products was also met. In September 2006, the company was awarded the title of China Famous Brand Product by the State Administration of Quality Supervision. In the second year, it was checked by the State Administration for Industry and Commerce that the quality of energy-saving lamps was not up to the national standard. In 2009, Op Lighting began to implement a strategic shift, across the Pearl River, the Yangtze River Delta, and the marketing center moved to Shanghai. The Suzhou Wuhu Op Industrial Park, which cost more than 1 billion yuan, was fully operational. The continuous improvement of hardware and software has indeed helped its brand image and sales performance, but it does not seem to bring quality and reputation. Incomplete statistics, in the past three years, Op Lighting has been exposed to at least four times in the relevant departments of various localities, and the products have been rejected by the media. However, some industry insiders pointed out that in the lighting industry, in the terminal market, if any company really wants to pursue it, it will not escape the quality problem. The reason why Op is repeatedly concerned is mainly because it is on the cusp of listing. If Op is able to successfully list, the domestic lighting listed company group is expected to add new ones. However, the company's listing means higher exposure. The quality problem has not been known about the impact of the Opto Lighting IPO process, but quality as a corporate lifeline is undoubtedly the focus of investors and consumers. From March 30th to April 4th, 2014, Op Lighting set up many image advertisements at the world's largest lighting professional exhibition in Frankfurt, Germany, but did not display products and became a hot topic in the industry. In the era of LED lighting, no one can say no, Op Lighting is also. From last year's aggressive attack on LED commercial lighting, to the disclosure of its recent prospectus, we can easily see the determination and ambition of Op Lighting in the LED era. On May 5, 2014, OPEC's second impact IPO On May 5, 2014, the name of Op Lighting appeared on the list of 30 IPO pre-disclosure companies issued by the CSRC. This is the company's second sprint on the Shanghai Stock Exchange. In the basic information of the IPO filing company announced by the China Securities Regulatory Commission in 2013, the status of the Ou Pu lighting audit was in the preliminary review, which was questioned due to quality issues. According to the prospectus, Op Lighting Co., Ltd. plans to publicly issue no more than 58 million new shares, and plans to raise about 1.2 billion yuan for green lighting production projects, exhibition centers and marketing network construction projects, and R&D center construction projects. Big project. Among them, about 230 million yuan is used for the construction of LED production projects. It is reported that Oupu Lighting's operating income has grown steadily in the past three years. In 2013, its revenue was about 3.39 billion yuan, and its net profit was about 478 million yuan, up 8.3 and 11.1 year-on-year respectively. In 2012, revenue was 3.13 billion yuan, up 16.7 percent year-on-year. The profit increased by 187.9 year-on-year, which was a larger increase than that in 2011. The company explained that it was caused by the company's shareholder transfer of equity formation management fees in 2011. Op Lighting is positioned as a professional green energy-saving lighting company. The prospectus shows that LED is still the top priority of its future development. Opto will build a workshop with an annual output of 22.74 million LED products in Wujiang, and plans to invest a large amount of resources in the expansion of the LED lighting business under the premise of stabilizing the leading position in the traditional energy-saving lighting market, and continuously improve the professionalization in the field of LED lighting. Level and competitiveness. However, despite the prospects for LED development, the uncertainties in the development of the LED industry still exist: the industry quality standards are not clear, the testing system is not fully established, the number of participating manufacturers is large, the product specifications are not standardized, and the market is disorderly. In this regard, Op Lighting said that if these problems cannot be solved, it will not be conducive to the healthy development of the LED industry, and will also have a huge impact on the development of large-scale brand lighting companies. It is worth mentioning that Oupu's core products are home lighting and light source. In the past three years, home lighting revenue accounted for 37.62, 37.66 and 43.52 respectively. However, LEDs are mainly used for public lighting applications. The market's resistance is not small. At present, although the home lighting products have completed the transition to LED, the LED home lighting market development is not enough, and the whole industry is still in a chaotic state. Under this circumstance, it is an opportunity and a challenge for Ou to vigorously develop LED. In addition, Op Lighting intends to use about 470 million yuan for the construction of marketing networks, further improve the layout of offline networks, and enhance the company's channel penetration capability and three-dimensional coverage capabilities by strengthening the investment and construction of commercial, e-commerce and overseas channels. Market performance Opto has been attacking the LED lighting market. The channel advantage has been the capital and weapon of Opto Lighting's terminal market. In the new era of LED lighting, the advantages of Op Lighting continue. According to the data, Op Lighting currently has 36 branches/offices, more than 3,000 brand stores, more than 5,000 home lighting professional outlets, more than 3,000 supermarket outlets and more than 500 commercial lighting professional outlets. More than 95 county-level cities across the country. In February 2013, Chairman Wang Yaohai said at the National Distributors Conference of Opus Lighting 2013 Commercial Division that 2013 will officially become the first year of Opto Lighting's LED commercial market. According to his estimation, the total sales growth rate of Ou Pu Lighting Commercial Division in the four major fields of home, light source, commercial photo and electrician will reach 70 or above in 2013. Ding Long, CEO of Op Lighting China, said in an interview with the media that LED and traditional lighting have different profit margins. LEDs belong to emerging markets, the market is not transparent, and the standards are not clear. Large traditional lighting companies are not completely involved in LED companies. The overall quality of small enterprises is worrying, the prospects are not clear, the entire LED industry is in a rising period, and the remaining 80 companies in 8000 companies are terrific. Op Lighting is rapidly gaining market share in the LED market and is trying to become one of the remaining companies in the competition. At the dawn of the new era of LED lighting, how is the development of LED lighting business as one of the traditional lighting giants? What is the response to the terminal market? How is the business evaluation? Listening to the sound from the front line, by visiting the Op Lighting distributor, going deep into the provincial capital and the first-tier cities and prefecture-level markets, and extending the reach to the county-level market, the current characteristics of the current Op Lighting market are as follows: 1. Op Lighting products, Including LED products have been laid to the county market; 2, Op Art traditional lighting products still occupy an absolute advantage; 3, Opto Lighting terminal network LED sales accounted for more than 20-30; 4, Op lighting products at the current stage of commercial lighting, light source Class and household products are the main products; 5, the merchants reflect that Optel LED lighting products have less style and convergence, and the competitive advantage is not big; 6. The merchants reflect that the price of Op Lighting LED lighting products is high, but gradually decreases; 7. Op Lighting Sales Thanks to the brand effect, and recognition; 8, the business reflects that Op Lighting products are greatly affected by e-commerce, especially home products.
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