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One of the funds raised by OPEC is an annual output of 22.7494 million LED green lighting products, and the project is expected to invest 230 million yuan. This shows that Op has realized the urgency of accelerating the transformation of LED lighting.
Although Op Lighting did not disclose in detail the proportion of LED business in total revenue in the past three years, according to market feedback, the pace of Ou Pu's transformation of LED is obviously slower than that of other traditional lighting giants.
Take Sunlight (600261.SH) as an example. In 2013, the proportion of sunshine lighting LED business in total revenue has exceeded 30%. Sunshine Lighting's operating budget for 2014 was 3.9 billion yuan in revenue and 330 million yuan in profit, including 2.1 billion yuan for traditional business and 1.8 billion yuan for LED business. This means that the proportion of LED business revenue in 2014 will increase from 31% in 2013 to 46% in 2014. In 2018, it is estimated that the sales will be 10 billion yuan. Sunshine Lighting said that the revenue structure is all LED products.
Li Quan, brand manager of Sanxiong Aurora, also said in an interview with Gaogong LED reporter: "In the first half of the year, the sales proportion of LED products of the company has increased significantly, and in some months it has reached more than 50%. It is expected that in 2014, the sales of LED products will be sold. The amount will account for about 45% of the entire company."
The market's response to Op LED products is that the category is single and the price is very high.
The person in charge of Shandong Opus Operation Center said: "The price of Ou Pu LED products is high, it is difficult for ordinary consumers to accept, and the household products are single, almost no bright spots."
According to the interviews of high-tech LED station reporters, the dealers believe that the LED products of the Opal store are diversified, and only 27% of the market terminal demand can be met. 56% think that the product line is not rich enough, and 17% think that its product is single. There are very few highlights.
"This year, we have got three new LED products here." A distributor in Fujian said that this is far from meeting its terminal sales needs.
In addition to making the dealers miserable, these problems have also given other LED lighting companies the opportunity to seize the market and compete for Optel dealers.
On April 15 this year, the “Red Head Document†of the Opto Lighting Co., Ltd. Zhengzhou Office was verified. Its content is similar to the exclusive "blocking order" issued by some provincial-level operating centers in the past year. Including: NVC Lighting, Wrigley Lighting, Yiguang Lighting, Fengguang Legend, Simon, Home, etc., "listed on the list", covering various brands of commercial products, home, light source, electrician and other multi-product lines.
“Only relying on traditional word-of-mouth and listed capital operations is not enough to support its long-lasting brand status.†The Opus dealers in a prefecture-level city in Fujian said that they are already talking about cooperation with two LED home lighting brands. In the future, we will not rely solely on the Opal store to develop key markets.
It is worth noting that since the beginning of this year, the domestic LED lighting market has attracted many foreign consumers, and many of the distributors represented by multinational giants, traditional lighting giants and new LED lighting companies are waiting for opportunities.
Recently, there have been many mergers and acquisitions in the lighting industry. The intention is to strengthen the products and channels and accelerate the layout in the LED lighting market.
Although Opup has proposed to focus on the development of LED high-end LED products such as LED spotlights, lamp strips and table lamps for home and business hotels, the difficulty is not small. The technology and products of LED lighting are not a day's work, and the commercial lighting field is not good at Op. The channels of Shangzhao and the original distributor channels of Op are basically two roads, two sets of people. While maintaining the original distribution channels, the time and investment required to develop a new commercial lighting channel is undoubtedly huge. And all this has to face many competitors.
"High-tech LED" reporter found that in the prospectus, Opp also acknowledged that the market competition, means and intensity of the lighting industry will change in the future. If the company can not adapt to the future competition situation, it may face market share loss. risk. 
[Text / Zhao Hui] In May, Op Lighting once again embarked on the IPO road, ready to go to the main board of the Shanghai Stock Exchange. It plans to issue no more than 58 million shares, or will raise more than 1.2 billion yuan for three fundraising projects.