Executives resigned as mergers and concessions, played price butchers to actively fight price wars, and low-key layout of smart homes. LED leading enterprises, Qinshang Optoelectronics, faced fierce competition in the industry and actively changed, three-pronged approach, to seize the industry reshuffle opportunities to improve the market Occupation rate, consolidate its leading position in the industry. Executives resigned as mergers and concessions on June 17, Dongguan Co., Ltd. announced that the company's chairman and general manager Li Xuliang, vice chairman Huang Guanzhi, director Liang Jincheng and deputy general manager Zhu Bingzhong and other four executives have been for personal reasons The day before, he announced his resignation and no longer held any position in the company. It is understood that the four executives of Qinshang Optoelectronics resigned at the same time, ostensibly in response to the SFC's penalties for not disclosing information according to regulations, and the deeper reason is to clear the obstacles for the next M&A action to be launched. . But for this statement, Qin Shang Optoelectronics did not make any reply. This means that as a leading company in LED lighting, Qinshang Optoelectronics has finally to join the tide of vigorous mergers and acquisitions. According to statistics, there were only 9 major mergers and acquisitions in the LED industry in 2013, including Sanan Optoelectronics' acquisition of US lumens, Dehao Runda teamed up with NVC Lighting, Jufei Optoelectronics acquired Xionglian Industrial, Hongli Optoelectronics acquired Guangzhou Fo Da Liard acquired the interconnection of Yida and Jinda Lighting. This year, Hongli Optoelectronics once again took the shot and spent 180 million yuan to win Smida. The industry resources are limited, and the quality resources are missed. This village does not have this store. As the industry leader, Qinshang Optoelectronics has been unable to sit still in the tide of mergers and acquisitions. According to market sources, the collective resignation of four executives is precisely to minimize the adverse effects. Without integrating mergers and acquisitions, there is no way to play in this industry. At the just-concluded Guangzhou Lighting Exhibition, many people in the LED lighting industry expressed similar views. Playing the price butcher actively fights the price war. In the face of fierce competition in the industry, Qinshang Optoelectronics has not chosen to respond passively, but took the initiative to attack and play the role of price butcher to take the initiative to set off a price war and accelerate the survival of the fittest. Recently, Qinshang Optoelectronics released the lighting replacement plan and the new series of products in 2014, claiming that LED street lights will be more than 4 yuan / W, LEDT8 lamps will be introduced to the market at a low price of 14 yuan, together with engineering dealers Seize the trillion replacement lighting market. As soon as this was done, the industry was in turmoil. Some insiders have decomposed the low-cost LED street lamp products, and the calculated raw material cost is no less than 6 yuan/W. This means adding labor and management costs, and the price is more than 4 yuan/W. LED street lights that are introduced to the market must lose at least 3 yuan / W. From the outside world, it is necessary to lose money on this move. However, the distressed dumping on the diligent has been carefully prepared. The team of the new executives said that the lost money will be used as an advertising fee to attract dealers, so that dealers will have more advantages in the terminal competition, and then monopolize the market, while the cash of about 1.7 billion yuan is high-profile. The low price impact market provides strong support. However, if you use all kinds of resources well, you may not lose money, and you may earn money. Li Xuliang, former chairman of Qinshang Optoelectronics, said in an interview with the media that he proposed to use EMC BT to create personalized solutions for users with energy-saving needs. By cooperating with insurance companies to purchase product quality insurance and commercial credit insurance, the EMC model is promoted. Smooth application in the application, allowing customers to change lights for free. Diligently played the industry's price butcher, high reliability, high cost performance, lower than the cost price, and the brand will be a big blow to the industry's LED product competitors, if you are on this low price strategy If it is implemented for a long time, then few companies will be able to withstand it. Industry insiders pointed out. Using optical communication as a platform to lay out smart homes, the order of the street lighting project of Qinshang Optoelectronics has been an important source of revenue. However, with the rise of the concept of smart home, Qinshang Optoelectronics has also begun to actively deploy smart homes. The smart home style has already risen in China. IT companies such as Xiaomi, Alibaba, and Huawei have cut into the smart home field by developing smart routers and providing cloud data services to control the signal control center and data transmission center of smart homes. The US, Haier, TCL and other home appliance companies are trying to build a smart home system based on their own hardware advantages in home appliances. In this system, what is the space for LED companies, can only be passively integrated into the existing smart home system as a lighting hardware supplier? The answer is obviously no. The development of visible light wireless communication (LIFI) has brought new value to LED lighting. In some experts' view, if the problem of information bidirectional propagation and light coverage can be properly solved, it is very likely to replace the commonly used WIFI wireless communication. Technology has become the basic platform for smart homes. If it can be achieved, LED lighting will become the foundation and core of smart home, not just a kind of insignificant hardware. Different from ordinary LED lighting companies, after building a smart home system based on a relatively complete range of home appliances, the LED lighting business under the home appliance brand has brought another consumer experience. At this year's Guangzhou Lighting Exhibition, the biggest change is the emergence of home situation lighting. Through the introduction of interconnection technology, lamps are no longer simple lighting tools, LED lighting family music party, LED lighting family sunshine medical maintenance and other intelligent functions, giving LED lighting a variety of new features. Qinshang Optoelectronics is also quietly planning. As early as last May, Qinshang Optoelectronics signed a cooperation agreement with Tsinghua University on LED wireless optical communication projects. More than a month ago, Huang Guanzhi, then vice chairman of the company, revealed that Qinshang Optoelectronics and Tsinghua University Laboratories have successfully developed LIFI communication hand board samples, and are still testing and improving process structure and performance in the laboratory.