Why did the MBA have screwed up a LED leader?

Following the closure of the product, LED companies exposed bankruptcy news. According to the news, Zhejiang Zhongzhou Optoelectronics went bankrupt and reorganized. Lierda Technology intends to acquire 100% equity held by the existing shareholders of Zhongzhou Optoelectronics, and the consideration price is 40 million yuan. The author checked the information and found that Zhongzhou Optoelectronics registered capital of 66 million yuan, with a total investment of more than 400 million yuan. Compared with the two, the company's assets have shrunk severely.

What kind of company is Zhongzhou Optoelectronics? The above news emphasizes that Zhongzhou Optoelectronics is “the industry's recognized benchmark for LED filaments”. According to various comprehensive information, Zhongzhou Optoelectronics was established in 2004, with an annual output of 1.2 billion high-power, ultra-high-brightness LEDs. It is the largest LED packaging and application product manufacturer in East China, and is a national semiconductor lighting company. The key development enterprises of the project.

Let's take a look at the helm of Zhongzhou Optoelectronics. Zhu Xiaoyu, founder and chairman of the company, graduated from Zhejiang University of Technology in 1991 with a major in applied electronics. He can be said to be a graduate of the LED industry. In the second year after the establishment of the company (2005), Zhu Xiaotong studied for a master's degree in business administration from Fudan University and obtained an EMBA degree in 2007. His tutor, Professor Lu Xiongwen, is a well-known economist and is a management school of Fudan University. Dean, it can be seen that Zhu Xiaoyu also attaches great importance to enterprise management knowledge.

Zhu Xiaoyu not only has LED professional technical knowledge, enterprise management knowledge, but also many years of LED industry experience. In 2001, Zhu Xiaoyu founded Hangzhou Zhongzhou Technology, engaged in the import trade of LED related equipment. In the business, he found that the future market of LED has great potential, so he founded Zhongzhou Optoelectronics in 2004. Zhu Xiaoyu has served as the president of Hangzhou Yuhang Lighting and Optoelectronics Industry Association and the executive vice president and secretary general of Hangzhou LED Industry Association. It seems that there are also human resources.

However, it is such a well-established entrepreneur who has cultivated and developed his own company into an LED leader and has personally smashed his own business. What is the reason? Various guesses are possible, we may wish to interpret them one by one.

1, Mulinsen killer theory: This opinion believes that Mulinsen pushes the LED filament lamp, and the result is "LED filament lamp benchmarking enterprise" Zhongzhou Optoelectronics has closed down. Mulinsen is really a "market killer". In fact, Mulinsen lay a gun, and the black pot of Zhongzhou Optoelectronics bankruptcy should not be backed by Mulinsen.

Mulinsen pushed the LED filament lamp. It was first reported in December 2015. The Taiwan media exposed the crystal power plan and joined the wood forest to push the LED filament lamp. This news was reprinted by the domestic media, causing the reaction of LED filament lamp experts and enterprises. The bombing propaganda campaign of the organization and its media for more than a month, so there appeared a phenomenon of (surface) the LED filament lamp boom in China.

The author consulted the judgment document of the Hangzhou Intermediate People's Court of Zhejiang Province [(2015) Zhejiang Hang Shang (pre) word No. 1], which ruled that Zhongzhou Optoelectronics entered the bankruptcy reorganization procedure. The date of the instrument is 2015 3 On the 30th of the month, comparing the time, it can be seen that Zhongzhou Optoelectronics Bankruptcy has nothing to do with Mulinsen’s push of LED filament lamps.

The bankruptcy of Zhongzhou Optoelectronics is not directly related to the 2015 LED price war. In 2015, the LED price war started in the summer of 2015. Zhongzhou Optoelectronics decided to enter the bankruptcy reorganization process in March 2015. According to the legal dispute prosecution and handling procedures, Zhongzhou Optoelectronics should have an accident in the second half of 2014, and 2014 The LED market is better than 2015.

2, LED new products see death theory: This opinion believes that this year's LED filament lamp is hot, "LED filament lamp benchmarking enterprise" Zhongzhou Optoelectronics has gone bankrupt, LED market no longer "blue sea", and even " The Red Sea is no longer there, only the "Dead Sea." In fact, Zhongzhou Optoelectronics bankruptcy is a setback in LED packaging. Fortunately, Zhongzhou Optoelectronics has the characteristic business of LED filament lamp, and he has the opportunity to be reorganized, not to "dead without a whole body."

In the message quoted at the beginning of this article, Zhongzhou Optoelectronics is positioned as the "LED filament lamp benchmark enterprise", which is not very accurate. Zhongzhou Optoelectronics is first and foremost an LED packaging company, with LED lamp product lines for industrial, home appliance and PC peripheral applications, lighting and display packaging components, as well as infrared LED and automotive LED lighting products.

In 2013, Zhongzhou Optoelectronics worried about the LED packaging market situation and began to use LED filament lamps as a new business. The LED filament lamps have been vigorously promoted and expanded. I hope to start the LED lighting market in 2014. chess. From the time point of view, it is probably too early for Zhongzhou Optoelectronics to expand the LED filament lamp at that time.

However, just because Zhongzhou Optoelectronics has the characteristic business of LED filament lamps, it will now be reorganized by Lierda Technology. Lierda Technology plans to merge its intelligent light control system with Zhongzhou Optoelectronics' LED filament lamp industry, and incorporate Lierda intelligent light control system into Zhongzhou LED filament lamp technology to form a complete intelligent light control system industry chain.

Any LED emerging market is worth looking forward to and support, the key is moderation. Due to the above situation, the current LED filament lamp heating phenomenon does not exclude non-market factors boosted by enterprises, institutions and media, and the application of LED filament lamps is a niche product, so it is best to be cautiously optimistic about the LED filament lamp market. .

3, 2016 LED collapse theory: This opinion believes that the product has just closed down soon, and now Zhongzhou Optoelectronics has also fallen, the 2016 LED closure tide is coming. In fact, as mentioned earlier, Zhongzhou Optoelectronics should have an accident in the second half of 2014. The bankruptcy of Zhongzhou Optoelectronics is not the result of the feedback from the LED market in 2016; Pinyi Lighting was in danger at the beginning of 2016, and it was only the LED price in 2015. The aftermath of the war.

Zhongzhou Optoelectronics was convicted and reorganized by the court in March 2015. However, the bankruptcy of Zhongzhou Optoelectronics has only been widely reported by the media and is well known to the industry. It can be seen that even if the media does not report, the phenomenon of the collapse of LED enterprises has been quietly existed. It is estimated that there are many large and small LED companies closing down every day without knowing it.

The collapse of LED companies may become a normal phenomenon in the process of industrial upgrading. Entrepreneurship always has risks. If you are afraid of the straits, you will miss the opportunity. LED companies can only spur themselves with the setbacks of other companies and increase their experience.

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