At that time, Donglin Electronics' own brand "Firefly" also encountered Osram's squatting in 18 countries in Europe, which directly led Donglin Electronics' "Firefly" energy-saving lamps to be rejected by Germany, Britain, France, Spain and other countries. In the face of this crisis situation, Donglin Electronics chose to fight up and regain the "Firefly" trademark on energy-saving lighting products in October 2003 after negotiations with Siemens Osram under the mediation of the Chinese Ministry of Commerce and the European Union. Ownership and use rights. The fight against the anti-dumping war is seven years and has always been adhered to.
"We have our own development plan. This year's LED business revenue will exceed 100 million yuan, and we will be able to achieve 300 million yuan in the next two years." Huang Shuhua, deputy general manager of Donglin Electronics, has shown firmness to Donglin Electronics' LED lighting business. Confidence, "We strive to achieve 30% of the company's LED business turnover before the listing, preferably 50%."
Huang Shuhua, deputy general manager of Donglin Electronics
The road to transformation of traditional lighting companies
"High-tech LED": You are transforming from traditional lighting to LED. In addition to the price, what problems are encountered in this process? Such as marketing and so on.
Huang Shuhua: We have our own advantages and disadvantages. At the beginning, we may have some resistance in product promotion. We have our own channels, there are international first-line dealers, and foreign first-class customers, from energy-saving lamps to LEDs, they need to have an acceptance process. Because they are basically distributors, agents, including supermarkets, they also need to do appropriate product promotion. If they don't get consumer support, they can't buy our products. However, we also have our advantages, we have channels, we have priority.
"High-tech LED": Can your LEDs be covered by your channel? Can the original energy-saving lamps channel cover existing LED lighting products?
Huang Shuhua: It can be covered, this is an industry trend. LED is a historical change. For example, energy-saving lamps, the price increase of raw materials in the first half of the year, the price increase of energy-saving lamps will naturally lead our customers to consider LED lighting. Many of my friends in China are doing LEDs in Shenzhen. They used to be half-dead, but due to the price increase of energy-saving lamps, sales are in a state of stagnation. So, you can see that many LED lighting companies in China are on fire. But if our traditional energy-saving lighting market and supply chain are restored, I still believe that energy-saving lamps have many advantages. Because, whether it is capacity or cost performance, energy-saving lamps can quickly take down customer channels.
"High-tech LED": After doing traditional lighting for so many years, how do you feel that you should take advantage of LED to truly achieve the level of replacement of energy-saving lamps?
Huang Shuhua: LED is the development trend, LED is definitely a mainstream product of future lighting. Because the technology is developing so fast, many of the characteristics of traditional lighting can be replaced by LEDs, and the market is very big in the future.
For our company, don't be too greedy, we will only locate the light source. Of course, it must be carried out in stages, and core characteristics and competitiveness should be formed in one stage, including technology and marketing, combined with the actual situation of the company. If you hit it, it must be dead.
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