Ronda is the only one-stop vertical integration plant in the LED industry. From upstream die, package and finished product to providing integrated solutions, Chairman Su Fengzheng said that it is a difficult problem for the industry to maintain profitability under the price drop. The company has progressed to provide integrated solutions to develop new markets for new applications through the development of new applications such as the Internet of Things, automotive and sensing.
Su Feng is talking about the fact that despite the fierce killing of the global LED industry, manufacturing faces a meager profit margin, and the Chinese mainland has broken through patent barriers through mergers and acquisitions to open up overseas markets, making LED factories adjust their product lines to avoid serious price competition. Ronda, in response to the pressure of lighting prices falling sharply every year, reduced the proportion of LED bulbs to single digits in revenue, lighting to high value-added flat panel lights, human-induced lighting, and smart lighting products combined with indoor positioning systems.
Su Fengzheng pointed out that in addition to manufacturing one-stop to reduce costs, Ronda further adds value by providing integrated solutions. For example, smart lighting products combined with positioning systems not only integrate positioning functions, but also cooperate with software companies to provide cloud big data back-end. Services, increasing the functionality and value of integrated systems, are currently working with large-scale retailers to test systems and integrate into smart lighting combined with big data.
Su Fengzheng said that because the manufacturing industry is facing the decline of gross profit margin, it is actively increasing the profit margin through integrated products, and entering the provision of integrated services and integrating service providers can provide customers with a variety of small solutions, some of which are owned by themselves. Brand Wellypower cut into the market and increased brand awareness; and through the cross-industry alliance and other modes to cut into the ready-to-go IoT market, to meet new business opportunities.
Ronda is profiting from the new operating model and target, and the transition needs time to gradually react. It is expected that the two major product lines will still account for the main revenue share this year. It is expected that the backlight revenue will be about 55-60%, and the lighting proportion will exceed 30%. The proportion is less than 10%. Su Fengzheng said that the operation adjustment must be gradually changed. It is expected that the performance of vehicle and infrared (IR) sensing will reach double digits ahead of next year; while the existing backlight and lighting business will continue to adjust and take advantage of the niche.
Su Fengzheng pointed out that Ronda currently has a global market share of 10% for TV and display backlights and 20% for NB backlights. The combination of AUO BenQ Group resources to stabilize the basic disk and master major customers, while the lighting field is obvious. Reduce the bulb product line, and invest in added value and high threshold products to avoid competition from mainland manufacturers. The new business is the main source of follow-up profit growth. At present, in addition to the introduction of high-speed rail applications to determine the product quality of the company, it also enters the general aftermarket market, while the pre-installation market is currently undergoing customer product sample certification, and it is expected that the follow-up will bring profit. contribution.
Su Fengzheng said that in addition to the existing lighting, indications and backlights, in the future, with the automatic driving and car networking, it is expected to bring huge business opportunities. The transmission and sensing requirements are expected to be amplified, with the automotive electronics and The digitalization has enabled the technology factory to cut in. Despite the risk of car repair or compensation, it is due to safety factors that make the entry threshold high, effectively blocking the entry of the industry into the Red Sea competition, which can highlight the quality of Ronda products and is expected to be able to get rid of the mainland factory. competition.
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