Zhen Mingli's controlling rights change hands "contract system" is difficult to break the high cost threshold

[Reporter / Wang Cairong] After several games, Zhen Mingli is arrogant again. On January 28th, Tongfang Co., Ltd. (600100.SH) issued the “Proposal on Signing a Letter of Intent for the Issuance of New Shares by Subsidiary Subsidiaries and Zhen Mingli Holdings Co., Ltd.”. According to the announcement, in order to expand the overseas business of the company's semiconductor lighting industry, THTF ES, a wholly-owned subsidiary of the company, intends to subscribe for 100 million new shares to be issued by Zhen Mingli Holdings Co., Ltd. (1868.HK) at a price of HK$0.9/share. The face value of each share is HK$0.1. The subscription price is HK$900 million, equivalent to RMB700 million.

If this subscription plan is implemented, Tongfang Shares will hold a 51.6% stake in Zhen Mingli through THTF ES and become its controlling shareholder. In the midst of more than two months, the industry’s rumors that Zhen Mingli was acquired by Tongfang’s shares gradually surfaced.

So far, this is the case in which the first billion-scale enterprise in the LED industry will be acquired. However, it is worth noting that from the peak of the market value of 15 billion Hong Kong dollars listed on the Hong Kong Stock Exchange in 2006 to the current 1.6 billion Hong Kong dollars, the market value evaporated nearly 80%, behind the sharp decline in the main business, what is the reason, Zhen Mingli Is it as rumored that there is only one empty shell?

The decline from the “lighting aircraft carrier” in the global market to the controlling stake has led to the inconvenience of its decline, but at the market level, its main business continues to be sluggish, and the most important reason for the rapid decline in global market share One is the loss of its product cost advantage and the “short board” of after-sales service.

“For example, the company purchased a spotlight product before, the cost of parts cost is more than 200 yuan, but the products on the market only sell for more than 100 yuan. After processing into products, it is more expensive to sell to agents, count various costs, and the profit is very low. A person who had approached the production department of Zhen Mingli told reporters that in fact, Zhen Mingli had problems in the entire procurement process. Although it was a large-scale purchase, sometimes due to the long account period, the purchaser mitigated the risk. Raise the price of parts, so the cost is actually not low.

Wu Yulin, general manager of Foshan Kaixiou Lighting Design Co., Ltd., believes that the sensitivity of the management team of Zhen Mingli to the domestic market is obviously not enough. “The most important reason why Zhen Mingli is caught in the current dilemma is that the management has not adjusted the company’s product strategy and industrial layout in time according to changes in the Chinese mainland market.”

In the 1980s and 1990s, when Zhen Mingli set up factories in the mainland, it was more competitive in terms of cost than Taiwan and other regions. However, with the rise of the LED lighting industry, it has been difficult to compete in the Zhongshan area. Manufacturer.

In fact, in the breakthrough of high-cost thresholds, the real high-level executives are not indifferent. Around June 2013, Zhen Mingli began to implement the contracting system in landscape lighting and Gonghe Town manufacturing plants, but this did not achieve the expected results.

“The company contracted the molds (including private models), factories and projects, etc. to some small enterprises outside, and then bought their LED lighting products to buy their own brand, basically equal to their own All the factories are outsourced, so there will be many contractors in the company's factory responsible for the processing and production of each system." The above-mentioned close to the real Mingli production department told reporters that the company's executives want to borrow this model to reduce costs, but In fact, the cost has increased.

The person said that despite the labor cost savings, the contractor added his own profits, the cost is higher, and the product cost calculation between Zhen Mingli and the contractor is different, so the entire contracting system is quite in the implementation process. For the confusion.

In addition, the neglect of after-sales service has always been another important reason for the continued shrinkage of the market inside and outside the city. A person who left Yu Mingli in the second half of 2013 even bluntly stated that during his tenure, “selling after retreat” was once the “slogan” insisted by the company’s top management. “The company’s decision makers have not paid much attention to after-sales and maintenance services. The boss's approach is to just sell the goods, which has a very direct consequence that the customer loss is getting worse."

Just before the deadline, the reporter also received news that Zhen Mingli is gradually relocating the more advanced packaging equipment of the Gonghe Township factory in Jiangmen City to the Vietnam base with lower labor costs, which seems to have a reorganized posture. However, people in the industry are not optimistic about this. “The employees in the Vietnam factory basically cannot play a major role. Although the labor costs are low, the local employees are difficult to manage. Basically, they can only work in the management of inventory, unless they have A deeper layout."

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