[In-depth analysis] Overseas performance of LED companies in 2014 and layout in 2015

In 2014, with the continuous promotion of global energy conservation and environmental protection, the development of the LED lighting industry ushered in a peak period of development. At present, major countries and regions in the world are vigorously developing the LED industry, forming an industrial pattern with the United States, Japan, and the European Union leading the way, and South Korea, Taiwan, and Mainland China developing rapidly. The global political and economic stability in 2014 brought good opportunities for expansion of the development of my country's LED lighting industry. In 2014, my country's LED companies achieved great results in overseas markets: NVC Lighting's total international sales reached 440 million yuan, Absen's LED display exports reached 850 million yuan, and Leyard's overseas contracts signed 350 million yuan... Let's take a look at the details of the achievements of LED companies!

NVC Lighting’s LED overseas performance is impressive

In NVC’s 2014 annual report, one highlight worthy of attention is the performance of LED overseas markets. According to the annual report, the total international sales of NVC brand products in 2014 increased by 20.6% compared with the same period, reaching 440 million yuan. Among them, the sales of LED lighting products increased by 300.2% compared with the same period, or tripled, reaching 251 million yuan. The proportion of international sales revenue of NVC brand products increased from 17.2% in the same period to 57.0%.

In terms of the international NVC brand market, in 2014 NVC increased investment and development in key markets such as South America, the Middle East, Australia, India and Southeast Asia, and developed 5 new brand stores, including Dammam, Saudi Arabia, 2 in Indonesia, Kenya and Chile.

At the same time, NVC leverages the International Swimming Federation World Diving Series sponsored by NVC to conduct in-depth brand promotion in Dubai, Russia, Oman and Mongolia. In particular, the promotion of LED lighting products has accelerated the transformation from traditional products to LED lighting products in various regions.

NVC will continue to delve into key overseas markets, explore and establish a successful and replicable model to continue to expand into other blank areas. For the current major markets, we will continue to increase the development and promotion of LED lighting products and accelerate the transformation from traditional products to LED lighting products in various regions. At the same time, it will increase its efforts to expand overseas retail and wholesale channels, increase the exposure of the NVC brand through exclusive stores and store-in-store programs, and establish the brand image of mid-to-high-end products. In 2015, NVC plans to hold 7 recommendation meetings in Riyadh, Dammam, the United Arab Emirates, Qatar, Oman, Indonesia and Mongolia, and sponsor FINA's title diving series to promote the NVC brand to global audiences.

Therefore, NVC Lighting plays a leading role in developing overseas markets and provides a good reference for many domestic lighting companies to explore foreign trade markets.

Absen's revenue is mainly from overseas business

2014 can be said to be a bumper year for Absen: after eight years, it finally realized its dream of going public. In that year, it achieved operating income of 1,079.4662 million yuan, a year-on-year increase of 47.92%; it achieved net profit of 158.8439 million yuan, a year-on-year increase of 38.96%. Among them, in 2014, the company strengthened its advantages in international sales of LED displays and devoted its main energy and resources to the development of the international market for LED displays. The export volume of LED displays for the year was 850 million yuan, a year-on-year increase of approximately 53%.

Absen said that its advantages in international sales have been accumulated over many years. From the beginning of product design, it has targeted the needs of international customers, made a large number of improvements and upgrades to existing products in the fixed installation and rental fields, continued to maintain the competitive advantages of its products, and laid a product foundation for international market development.

Among them, fixed-mounted products continue to be favored by customers in the overseas mid-to-high-end market. In 2014, orders for fixed-installation products sold to the international market increased by approximately 40% year-on-year. Among them, the total international orders for outdoor fixed-installation star products A1688 and A1088 in 2014 were approximately 175 million. The main features of rental products are good display effect, thin and light, easy to install, easy to maintain, and seamless splicing. They are mainly sold to the international market. In 2014, orders for rental products sold to the international market increased by approximately 51% year-on-year.

In order to further develop the international market, the organizational structure of international sales was adjusted in 2014 and an independent accounting system for the three regions was established. The organizational structure ensures the independent operation of each region, allowing each region of international sales to formulate sales strategies, product strategies, price strategies and after-sales service strategies based on the characteristics of the region, and at the same time provide targeted localized services.

In order to further strengthen contact with customers and achieve localized operations and services, in 2014, the physical operations of Absen America and Absen Germany were strengthened, and preparations were started to establish Absen Middle East Company, Absen Mexico Company, Absen Japan Company, Absen Company Bison Brazil has sent its outstanding international sales and engineering service personnel to the local area, hired local employees with industry backgrounds, and hired local experts with senior backgrounds as the company's consultants. The localized operation of international sales and services has effectively promoted the development of international business. In 2014, international ACE training was launched to recruit Absen certified engineers in the global industry and trained a group of engineers who have mastered Absen product knowledge and were certified by the company. Some of these engineers have already begun to provide services for Absen locally.

Absen said that in 2015, it continued to strengthen the development of overseas markets. During the reporting period, it registered and established a wholly-owned subsidiary, Hong Kong Absen, and carried out preliminary preparations and registrations for companies in the Middle East, Japan, Mexico, and Brazil. In January 2015, three wholly-owned subsidiaries (grandsons) of Absen Middle East Company, Absen Japan Company, and Absen Mexico Company completed their registration and establishment, which established strong support for the company to provide localized services locally. At the same time, more employees are stationed overseas and local personnel are hired to work for the company, further realizing localized operations and services. And strengthen the expansion of overseas markets, accelerate the construction of overseas companies, enable Absen's overseas companies to operate independently as soon as possible, strengthen communication and contact with customers through overseas companies, strengthen overseas service capabilities, and create a global after-sales service system. At the same time, more advertising will be placed in overseas professional magazines to promote the company.