Ruituo appeared in the public eye with the label of “overseas market†and “sports stadium screenâ€. Just as Ruituo’s development in overseas markets was in full swing, Dehao Runda Runda’s stock market announced that “the company plans to invest 120 million yuan. Relying on the 40% stake in Shenzhen Ruituo Technology Co., Ltd. held by Shi Yaozhong, a natural person, Shenzhen Ruituo will become a wholly-owned subsidiary of the company."
Incorporating into Dehao Runda, Ruituo closely planned the “Second Venture†as a platform to expand the layout and realize another leap of the company.
Incorporating Dehao Runda to achieve a new leap
"High-tech LED ": Part of the reason why Yuanheng was merged into the big family was that the capital was not working well, and Ruituo has become a brand in the LED display market. What factors are considered based on the integration of Dehao Runda?
Shi Yaozhong: Entering Dehao Runda is not because Ruitai is not doing well, but to seek a path of rapid development. As an existing brand, Ruituo is difficult to achieve development if it continues to develop according to the original model. However, after entering Dehao Runda, through the development of some strategies and the use of resource advantages such as cost and scale, after one or two years of development It will be able to shake the entire platform accumulated by Ruituo for more than ten years and realize the leap of the new blueprint.
In addition, Dehao Runda has a relatively loose business scope for Ruituo. Based on the listed company platform, our team has a relatively large space for self-development.
"High-tech LED ": "Our next goal is to enter the domestic market", after the integration of Dehao Runda, what new actions does Ruitu have in opening up the domestic market?
Shi Yaozhong: Entering the domestic market, the first step is to integrate the industrial chain. Ruituo is currently building a 120,000-square-meter factory in Wuhu to concentrate on the production of LED lamp packages, modules and displays. The initial strategy of Ruituo is to standardize the Wuhu factory and implement the Red Sea strategy. The Shenzhen factory is a customized service, focusing on design, providing solutions and implementing the Blue Ocean strategy.
In addition, Ruituo has established marketing centers in various provinces and cities in China. With Dehao Runda's service company outlets throughout the country, a platform company is set up in each district to arrange engineers to station and extend their reach to various regions of China.
"High-tech LED ": Dehao Runda provides a platform for the development of Ruituo, and what kind of benefits can Ruitu bring to the group?
Shi Yaozhong: Ruituo plays a pioneering role in the LED vertical industrial chain of Dehao Runda. From the financial indicators, in the next 1 or 2 years, it will become the main contributor to the profit of Dehao Runda; from the brand, Ruituo as the leader of LED display, as an independent and influential brand, will drive the whole German Haorunda LED industry chain brand building.
Dehao Runda and Ruituo are two-way mutually beneficial relationship. Dehao Runda will cut into the LED industry through Ruituo's platform to create a mid-to-high-end brand image. Ruituo will continue to develop its own brand and drive the development of the entire LED industry.
Deeply cultivate overseas markets
"High-tech LED ": What kind of market does Reuter's display occupy in the overseas market?
Shi Yaozhong: The track of Ruituo in the past ten years is mainly concentrated in the high-end market in Europe and America. The case is the best publicity. For more than a decade, Ruitu has accumulated many large-scale classic projects in overseas markets. For example, Hong Kong's largest LED display (Victoria Port Samsung, America's most famous football stadium, New York Red Bull Stadium, Los Angeles Lakers) At home, the Staples Center bucket screen, the Bayern Munich home stadium, the Allianz Arena circle screen, the Tokyo Racecourse giant display, the Los Angeles Emperor Theater round screen, the Dutch center Rembrandt Square main screen, and the top products in these world famous places. Become the focus.
In terms of the structural distribution of overseas markets, the US market accounts for 50% of overseas markets, Europe 30%, and other 20%. In different countries, we have established long-term and stable strategic partnerships with local key distributors, and established service centers in the United States, Hong Kong, Germany, and Iran, from product service to installation and after-sales service to achieve integrated services.
"High-tech LED ": Ruituo has a proven track record in the international market. Compared with companies in overseas markets, what is the advantage of Ruituo?
Shi Yaozhong: Mainly in design. One of the premise design concepts that Ruituo follows is to interact with customers and integrate different display functions according to different environmental perspectives, paying attention to special services.
Secondly, it takes a long-term accumulation in the display market to promote the quality and R&D of products. Under the same conditions, the understanding of the customer should not be understood from the customer itself, but from the customer's evaluation of you to establish a long-term relationship with the customer. Judging from the overseas case made by Ruituo, Ruituo is currently the only company in the mainstream market in the United States, directly competing with international companies such as Barco in Europe and Dako in the United States.
In addition, Ruitu has an unparalleled advantage in the stadium market. By segmenting the market and building an international brand, this is the first step for Ruto to enter the overseas market.
"High-tech LED ": Quality is the bottleneck affecting the domestic display screen entering the overseas market. What is the difference in quality and effect between the display screens produced by foreign companies compared with domestic ones?
Shi Yaozhong: The most important thing about the display is to be stable. From the perspective of color rendering, it is not how it looks after half a year or one year after it is installed, but after two, three or even five years, whether the effect remains the same. stable. From this point of view, China's entire display technology is very lacking. Blindly price, resulting in bad money to drive out good money, quality can not be guaranteed. At present, the competition for LED display prices has reached a very dangerous stage, hindering the continuous improvement of product quality throughout the industry, continuous investment in research and development, and continuous improvement of display technology.
Red and blue sea strategy, competing for the Chinese market
"High-tech LED ": At present, with the development of Ruituo, there are also companies such as Chau Ming and Lianjian. Zhou Ming has just started to focus on the domestic market. At the beginning, why did Reuters choose to enter the overseas market instead of the domestic market? ?
Shi Yaozhong: LED display is a system, not an independent mass consumer goods. This system consists of four parts: design, production, installation and maintenance. Each part is indispensable. At present, due to the competition of most domestic enterprises, the manufacturers cannot meet the added value functions such as design and maintenance. Especially in Shenzhen, the price determines the order, and the price reduction reduces the added value of the product. At that time, Ruituo believed that the overseas market was an orderly quality competition, so it focused on overseas markets.
"High-tech LED ": Ruituo's market strategy is based on foreign markets. Under the state of domestic LED display market competition, how can Ruitu enter the domestic market smoothly?
Shi Yaozhong: The success of the overseas market has laid the basic standards for quality, design and service for Ruituo. This high standard has infiltrated into the work of Ruituo for more than a decade. We are very happy to switch to the domestic market under such high standards, so that the quality and performance of Ruituo will not be affected too much by the harsh competitive environment.
The competition of any enterprise is the competition of quality. From the manufacture of China to the creation of China, the quality determines the ultimate victory of the enterprise. The case is the best publicity. Many time-tested cases have established a good monument for Ruituo. Ruituo has defeated some well-known international brands and installed the first stadium ceiling screen in China for the Shanghai Oriental Sports Center.
“Experience is greater than learning†The experience that Ruituo has accumulated in overseas markets for many years has accumulated experience in the layout of the domestic market and laid a certain foundation.
Ruituo is ready to implement the Blue Ocean Strategy in the Wuhu factory, implement the Red Sea strategy in Shenzhen, and use the dual strategy of the Red and Blue Sea. At the same time, we will build channels, set up marketing centers, and network domestic markets.
"High-tech LED ": "Channel is king" is the consensus of the current domestic market layout. Zhou Ming captures the market with the concept of "the channel is the best in the world". What is the difference in the sales channels of Ruituo in the domestic and foreign markets? ?
Shi Yaozhong: Overseas to establish long-term cooperative relations through partners; while the main domestic channel is mainly through the World Expo, the first shot into the domestic market. Ruitu has established the largest LED application product production base in Wuhu, standardizing and mass production of LED tubes, surface mounts, modules and displays. The surface mount capacity reaches 260KK SMD per group/month, and the lamp production capacity reaches 144KK. / Monthly, in line with the current research and development and design capabilities of Shenzhen, fully develop the domestic channel market.
We mainly select strong channel partners in various market segments and major geographical regions, copy our long-term strategic cooperation model overseas, and fully help domestic channel partners to develop markets and provide comprehensive marketing promotion for partners. Integrated services such as design, production services, and maintenance.
"High- tech LED ": After more than ten years of development, the LED display industry has matured both in technology and in the market. What do you think is the future of China's LED display industry?
Shi Yaozhong: Most domestic companies are seeking cooperation, including software development. But at present, I think that the development of the domestic market, the most important thing is to integrate all of its resources into the overall solution of customers, forming a product of capital and information.
Vertical integration, layout new blueprint
"High-tech LED ": According to the research report of the high-tech reporter 2011 Jiangsu and Zhejiang stations, there is a consensus in the upstream and downstream enterprises: domestic enterprises hope to seek better development through strategic cooperation between the upper, middle and lower reaches. What do you think?
Shi Yaozhong: The specialized market segment has a lot of room for growth. For example, there is a big gap between the first and second companies in Europe and the United States. At present, there are no leading enterprises in China, and it is impossible to be unified. The most likely situation in the future is the Five Dynasties and Ten Countries. The leading enterprises in 5-10 industries form the three countries.
Since the cake on the display screen is not very large, it is expected that there will be no more than 5-10 companies with a scale of more than 500-100 million this year, but there will be more than 1 billion enterprises, but this requires talent, management, and industrial chain integration. The integration of aspects. In terms of R&D, is the research and development cost insufficient? Is there any new investment? How large is the R&D team? What is the management resource? All are issues that need to be considered.
"High- tech LED ": According to the survey of the High- tech LED Industry Research Institute, many large-scale enterprises integrating in China are LED display companies. There are not many enterprises that can achieve more than 100 million yuan, and fewer enterprises with 200 million or more yuan. As a company, will the display show a large-scale industry merger?
Shi Yaozhong: The LED industry is similar to the TV market. From the competition of the early 30s and 40s, it has developed to the situation that several large enterprises are moving forward together. But LED display enterprise integration is not so fast and concentrated. At present, small companies still have a large living space, mainly focusing on market segments, making featured products, enabling enterprises to have the competitiveness that large enterprises cannot replicate, and then realizing industry integration on this basis.
"High-tech LED ": LED lighting market is developing rapidly. In recent years, LED display companies have also entered the lighting market, and merged into Dehao Runda's Ruituo. Will the focus shift to the lighting field?
Shi Yaozhong: As a single brand, Ruituo focuses on the production of LED displays.
"High-tech LED ": What is the future competition model? After Ruitu entered Dehao Runda, did the goal change?
Shi Yaozhong: The competition mode of the future display screen must be the competition of the commercial capital model. The horizontal and vertical integration of the industry is the general trend.
Entering Dehao Runda is to make it bigger and stronger, and Ruitu will carry out standardization management. The first phase of Wuhu Plant can basically meet the planning requirements of Ruitu’s annual sales of 1 billion. This year’s plan is 500-600 million, next year will be Continue to expand production capacity and move toward the goal of 1 billion.
Incorporating into Dehao Runda, Ruituo closely planned the “Second Venture†as a platform to expand the layout and realize another leap of the company.
Incorporating Dehao Runda to achieve a new leap
"High-tech LED ": Part of the reason why Yuanheng was merged into the big family was that the capital was not working well, and Ruituo has become a brand in the LED display market. What factors are considered based on the integration of Dehao Runda?
Shi Yaozhong: Entering Dehao Runda is not because Ruitai is not doing well, but to seek a path of rapid development. As an existing brand, Ruituo is difficult to achieve development if it continues to develop according to the original model. However, after entering Dehao Runda, through the development of some strategies and the use of resource advantages such as cost and scale, after one or two years of development It will be able to shake the entire platform accumulated by Ruituo for more than ten years and realize the leap of the new blueprint.
In addition, Dehao Runda has a relatively loose business scope for Ruituo. Based on the listed company platform, our team has a relatively large space for self-development.
"High-tech LED ": "Our next goal is to enter the domestic market", after the integration of Dehao Runda, what new actions does Ruitu have in opening up the domestic market?
Shi Yaozhong: Entering the domestic market, the first step is to integrate the industrial chain. Ruituo is currently building a 120,000-square-meter factory in Wuhu to concentrate on the production of LED lamp packages, modules and displays. The initial strategy of Ruituo is to standardize the Wuhu factory and implement the Red Sea strategy. The Shenzhen factory is a customized service, focusing on design, providing solutions and implementing the Blue Ocean strategy.
In addition, Ruituo has established marketing centers in various provinces and cities in China. With Dehao Runda's service company outlets throughout the country, a platform company is set up in each district to arrange engineers to station and extend their reach to various regions of China.
"High-tech LED ": Dehao Runda provides a platform for the development of Ruituo, and what kind of benefits can Ruitu bring to the group?
Shi Yaozhong: Ruituo plays a pioneering role in the LED vertical industrial chain of Dehao Runda. From the financial indicators, in the next 1 or 2 years, it will become the main contributor to the profit of Dehao Runda; from the brand, Ruituo as the leader of LED display, as an independent and influential brand, will drive the whole German Haorunda LED industry chain brand building.
Dehao Runda and Ruituo are two-way mutually beneficial relationship. Dehao Runda will cut into the LED industry through Ruituo's platform to create a mid-to-high-end brand image. Ruituo will continue to develop its own brand and drive the development of the entire LED industry.
Deeply cultivate overseas markets
"High-tech LED ": What kind of market does Reuter's display occupy in the overseas market?
Shi Yaozhong: The track of Ruituo in the past ten years is mainly concentrated in the high-end market in Europe and America. The case is the best publicity. For more than a decade, Ruitu has accumulated many large-scale classic projects in overseas markets. For example, Hong Kong's largest LED display (Victoria Port Samsung, America's most famous football stadium, New York Red Bull Stadium, Los Angeles Lakers) At home, the Staples Center bucket screen, the Bayern Munich home stadium, the Allianz Arena circle screen, the Tokyo Racecourse giant display, the Los Angeles Emperor Theater round screen, the Dutch center Rembrandt Square main screen, and the top products in these world famous places. Become the focus.
In terms of the structural distribution of overseas markets, the US market accounts for 50% of overseas markets, Europe 30%, and other 20%. In different countries, we have established long-term and stable strategic partnerships with local key distributors, and established service centers in the United States, Hong Kong, Germany, and Iran, from product service to installation and after-sales service to achieve integrated services.
"High-tech LED ": Ruituo has a proven track record in the international market. Compared with companies in overseas markets, what is the advantage of Ruituo?
Shi Yaozhong: Mainly in design. One of the premise design concepts that Ruituo follows is to interact with customers and integrate different display functions according to different environmental perspectives, paying attention to special services.
Secondly, it takes a long-term accumulation in the display market to promote the quality and R&D of products. Under the same conditions, the understanding of the customer should not be understood from the customer itself, but from the customer's evaluation of you to establish a long-term relationship with the customer. Judging from the overseas case made by Ruituo, Ruituo is currently the only company in the mainstream market in the United States, directly competing with international companies such as Barco in Europe and Dako in the United States.
In addition, Ruitu has an unparalleled advantage in the stadium market. By segmenting the market and building an international brand, this is the first step for Ruto to enter the overseas market.
"High-tech LED ": Quality is the bottleneck affecting the domestic display screen entering the overseas market. What is the difference in quality and effect between the display screens produced by foreign companies compared with domestic ones?
Shi Yaozhong: The most important thing about the display is to be stable. From the perspective of color rendering, it is not how it looks after half a year or one year after it is installed, but after two, three or even five years, whether the effect remains the same. stable. From this point of view, China's entire display technology is very lacking. Blindly price, resulting in bad money to drive out good money, quality can not be guaranteed. At present, the competition for LED display prices has reached a very dangerous stage, hindering the continuous improvement of product quality throughout the industry, continuous investment in research and development, and continuous improvement of display technology.
Red and blue sea strategy, competing for the Chinese market
"High-tech LED ": At present, with the development of Ruituo, there are also companies such as Chau Ming and Lianjian. Zhou Ming has just started to focus on the domestic market. At the beginning, why did Reuters choose to enter the overseas market instead of the domestic market? ?
Shi Yaozhong: LED display is a system, not an independent mass consumer goods. This system consists of four parts: design, production, installation and maintenance. Each part is indispensable. At present, due to the competition of most domestic enterprises, the manufacturers cannot meet the added value functions such as design and maintenance. Especially in Shenzhen, the price determines the order, and the price reduction reduces the added value of the product. At that time, Ruituo believed that the overseas market was an orderly quality competition, so it focused on overseas markets.
"High-tech LED ": Ruituo's market strategy is based on foreign markets. Under the state of domestic LED display market competition, how can Ruitu enter the domestic market smoothly?
Shi Yaozhong: The success of the overseas market has laid the basic standards for quality, design and service for Ruituo. This high standard has infiltrated into the work of Ruituo for more than a decade. We are very happy to switch to the domestic market under such high standards, so that the quality and performance of Ruituo will not be affected too much by the harsh competitive environment.
The competition of any enterprise is the competition of quality. From the manufacture of China to the creation of China, the quality determines the ultimate victory of the enterprise. The case is the best publicity. Many time-tested cases have established a good monument for Ruituo. Ruituo has defeated some well-known international brands and installed the first stadium ceiling screen in China for the Shanghai Oriental Sports Center.
“Experience is greater than learning†The experience that Ruituo has accumulated in overseas markets for many years has accumulated experience in the layout of the domestic market and laid a certain foundation.
Ruituo is ready to implement the Blue Ocean Strategy in the Wuhu factory, implement the Red Sea strategy in Shenzhen, and use the dual strategy of the Red and Blue Sea. At the same time, we will build channels, set up marketing centers, and network domestic markets.
"High-tech LED ": "Channel is king" is the consensus of the current domestic market layout. Zhou Ming captures the market with the concept of "the channel is the best in the world". What is the difference in the sales channels of Ruituo in the domestic and foreign markets? ?
Shi Yaozhong: Overseas to establish long-term cooperative relations through partners; while the main domestic channel is mainly through the World Expo, the first shot into the domestic market. Ruitu has established the largest LED application product production base in Wuhu, standardizing and mass production of LED tubes, surface mounts, modules and displays. The surface mount capacity reaches 260KK SMD per group/month, and the lamp production capacity reaches 144KK. / Monthly, in line with the current research and development and design capabilities of Shenzhen, fully develop the domestic channel market.
We mainly select strong channel partners in various market segments and major geographical regions, copy our long-term strategic cooperation model overseas, and fully help domestic channel partners to develop markets and provide comprehensive marketing promotion for partners. Integrated services such as design, production services, and maintenance.
"High- tech LED ": After more than ten years of development, the LED display industry has matured both in technology and in the market. What do you think is the future of China's LED display industry?
Shi Yaozhong: Most domestic companies are seeking cooperation, including software development. But at present, I think that the development of the domestic market, the most important thing is to integrate all of its resources into the overall solution of customers, forming a product of capital and information.
Vertical integration, layout new blueprint
"High-tech LED ": According to the research report of the high-tech reporter 2011 Jiangsu and Zhejiang stations, there is a consensus in the upstream and downstream enterprises: domestic enterprises hope to seek better development through strategic cooperation between the upper, middle and lower reaches. What do you think?
Shi Yaozhong: The specialized market segment has a lot of room for growth. For example, there is a big gap between the first and second companies in Europe and the United States. At present, there are no leading enterprises in China, and it is impossible to be unified. The most likely situation in the future is the Five Dynasties and Ten Countries. The leading enterprises in 5-10 industries form the three countries.
Since the cake on the display screen is not very large, it is expected that there will be no more than 5-10 companies with a scale of more than 500-100 million this year, but there will be more than 1 billion enterprises, but this requires talent, management, and industrial chain integration. The integration of aspects. In terms of R&D, is the research and development cost insufficient? Is there any new investment? How large is the R&D team? What is the management resource? All are issues that need to be considered.
"High- tech LED ": According to the survey of the High- tech LED Industry Research Institute, many large-scale enterprises integrating in China are LED display companies. There are not many enterprises that can achieve more than 100 million yuan, and fewer enterprises with 200 million or more yuan. As a company, will the display show a large-scale industry merger?
Shi Yaozhong: The LED industry is similar to the TV market. From the competition of the early 30s and 40s, it has developed to the situation that several large enterprises are moving forward together. But LED display enterprise integration is not so fast and concentrated. At present, small companies still have a large living space, mainly focusing on market segments, making featured products, enabling enterprises to have the competitiveness that large enterprises cannot replicate, and then realizing industry integration on this basis.
"High-tech LED ": LED lighting market is developing rapidly. In recent years, LED display companies have also entered the lighting market, and merged into Dehao Runda's Ruituo. Will the focus shift to the lighting field?
Shi Yaozhong: As a single brand, Ruituo focuses on the production of LED displays.
"High-tech LED ": What is the future competition model? After Ruitu entered Dehao Runda, did the goal change?
Shi Yaozhong: The competition mode of the future display screen must be the competition of the commercial capital model. The horizontal and vertical integration of the industry is the general trend.
Entering Dehao Runda is to make it bigger and stronger, and Ruitu will carry out standardization management. The first phase of Wuhu Plant can basically meet the planning requirements of Ruitu’s annual sales of 1 billion. This year’s plan is 500-600 million, next year will be Continue to expand production capacity and move toward the goal of 1 billion.
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