Wang Donglei: BDO Runda’s revenue exceeds RMB 10 billion

One year after completing the acquisition of NVC Lighting, BDO Runda has a complete industrial chain of chips, products, sales, and brands in the field of LED lighting. On the previous day, BDO Runda Chairman Wang Donglei accepted an exclusive interview with reporters. He predicted that in 2014, DHL and NVC will have revenues of RMB 10 billion to RMB 12 billion in the LED industry. In the future, Dehao will continue to increase its stake in NVC Lighting. Wang Donglei remarked that it took five to ten years for Dehao to enter the top three in global lighting. However, he also stated frankly that Chinese companies still need the efforts of two or three generations on the road to internationalization.

LED industry to the global outbreak of time According to the statistics of some provinces and cities in the fourth quarter of 2013, the export growth rate of LED lighting products reached 80% year-on-year. Some analysts pointed out that LED lighting products have reached a "sweet spot" and it is expected that the review growth rate in the next two years will be 60%. "In the next three years, it is time for the LED industry to break out in the world." As chairman of two important lighting companies, BDO Runda and NVC Lighting, Wang Donglei is very optimistic about the future of LED lighting industry. Wang Donglei told reporters that the current LED technology is mature, the cost can also be controlled at a relatively good level, the future lighting products will be replaced, the market is vast.

After completion of the acquisition of NVC Lighting, BDO Runda currently completes the layout of the entire industry chain of chip R&D, packaging, production, and sales of LED lighting, and has leased two brands of Whirlpool and AEG in the field of lighting products. Right of use. At the same time, as a company that has long been exporting, DHL will also be able to exert its power on domestic sales. Prior to this, Wang Donglei had considered launching DHL products that accounted for “one wall” in each NVC store. However, at present, this target is still difficult to realize. In terms of domestic sales, BDO Runda will focus on launching some high-quality products. Enter the domestic market.

Talking about the advantages in the LED industry chain, Wang Donglei told reporters that at present compared with several giants ranked before Drehl, BDO's cost control is better. Compared with other companies, DHL also has certain technical advantages. . Wang Donglei believes that, in terms of core chip technology for LED lighting products, BDO Runda has reached the level of first-class enterprises in Taiwan in the field of "Front Mounted Chips" and has achieved world-class level in "Reverse Chip Mounting" technology.

Talking about business objectives, Wang Donglei predicts that in the next three years, BDO Runda expects annual growth in the LED sector to reach 150%-200%. He remarked that it is expected to use five to ten years, DHL will be in the field of international LED lighting In the top three. Wang Donglei told reporters that in addition to the advantages of the two giants Philips and Osram, the two GE and Matsushita companies that currently rank in front of BDO are large in size, but the strategic focus is not in the field of lighting.

Cannot be in the top three of the world and will not be involved in "There are many places where BDO needs to learn from giants such as Philips. The first is internationalization." Wang Donglei admitted that for international giants such as Philips, BDO Runda is still difficult Beyond, there are many areas that need to be learned in terms of management concepts, personnel training, and brand awareness. In terms of brand building, in addition to launching its own brand, DHL has already leased the right to use the famous brands of Whirlpool and AEG in two European and American markets. Wang Donglei frankly stated that Chinese companies have lagged behind in brand building for a long time. There is no well-known brand in Europe and the United States and it is difficult to win the trust of consumers. At present, the “window period” of the LED industry is fleeting, so DHL can only “embark by boat”. .

In fact, in addition to the LED field, BDO Runda has long been an international giant in the field of small household appliances. Its long-term market share of bread machine products is the world's largest. After completing the acquisition of North American appliances, its ACA brand bread machine is also currently working on the domestic market. Wang Donglei told reporters that in the future in the field of small household appliances, BDO Runda will expand through strategic mergers and acquisitions. However, Wang Donglei predicts that in 2014, DHL's revenue, LED products and small household appliances will reach 6:4.

“If a company cannot achieve the top three in the world in one area, it will not be involved.” Wang Donglei told reporters that at the company’s operational level, it will not expand into areas such as real estate for the time being, but will only do its own familiar areas.

With the support of Wu Changjiang, it has more than one anniversary of the holding of NVC shares and the acquisition of NVC Lighting. The integration between BDO Runda and NVC Lighting is also accelerating. "There are still some problems in the third quarter, and the fourth quarter will be much smoother." Wang Donglei told reporters that BDO Runda and NVC Lighting, as two companies, had no previous business models, ideas, corporate culture, etc. Small differences, therefore, there are still many problems in business integration and connection. However, Wang Donglei said that these issues are mainly some details of the problem, the two companies also need time to run.

"The future of DHL will further increase the stake in NVC Lighting." Wang Donglei said that the long-term goal is that BDO Runda as the majority shareholder of NVC holdings NVC, Wu Changjiang is not a direct shareholder of NVC, and As the second largest shareholder of BDO Runda, it indirectly holds shares in NVC Lighting. He said that this would better guarantee the implementation of the strategic intentions of BDO and NVC.

In spite of this, Wang Donglei stated that as the chairman of the board, he will only be responsible for the management of the company's strategy. In the future, NVC will continue to be responsible for the operation of NVC. "I served as chairman of the board of directors for the first time, nominated Wu Changjiang as CEO; the second meeting, nominated him to return to the board, spent a lot of strength." Wang Donglei said. At present, Wu Changjiang is the CEO and executive director of Ren Lei Lighting.