LED company's American "immigrant" dream
(Text / high-tech LED reporter) opening a branch in the United States, is a new choice for many domestic export enterprises to solve difficulties. In the LED industry, many companies have “immigrated†to the United States to gain higher profits by avoiding the channels of intermediate channels by building their own marketing channels in the North American market, or to build nests to attract phoenixes. Localization of the company to attract overseas talent. But can this be a viable way to get rid of the current market slow-moving difficulties and the lack of talent?
The US market is very large, and there are many opportunities. The significance of entering the US market as soon as possible is more well known. However, the US market is also very mature and the competition is fierce. It is not easy for a new foreign company to squeeze into this market.
At the end of December 2011, two LED listed companies, Sanan Optoelectronics (SH.600703) and Zhouming Technology (SZ.300232), successively announced that they had invested US$9 million and US$1 million respectively to establish wholly-owned subsidiaries in the United States. According to their respective plans, the US branch will be mainly engaged in the research and development and sales of LED products without exception.
Gao Gong reporter interviewed Lin Yufeng, chairman of Chau Ming Technology, and said that he intends to set up a wholly-owned subsidiary in the United States to develop the US LED display and lighting products market. As a platform for the company to exchange and cooperate with internationally renowned LED channel vendors, this move will effectively increase orders in the US market.
At the same time, he also said: "Through the 'bridgehead' in the United States, it can drive the markets of Canada, Mexico and Latin America. In addition, through localization services to improve the quality of services, thereby increasing the added value of the company's products and improving the gross profit level of the company's exports to the United States. ."
However, not all export-oriented LED display companies share the same view of the way overseas markets are developed.
Lianjian Optoelectronics, one of the listed companies listed as a display company, has no plans to set up a subsidiary in the United States. The general manager of the company, Xiang Jianyong, told the reporter that the cultural conflict and the immeasurable project budget are the main factors for Lianjian Optoelectronics to give up this idea.
"In addition, the long management front, the subtle political factors, the technical traps buried under the water, the hard and unobtrusive trade unions, the unfamiliar legal rules, the endless labor disputes, the immeasurable project budget, etc. Factor considerations have led Lianjian Optoelectronics to abandon plans to open branches overseas.†Xiang Jianyong’s statement is full of uncertain risks. Obviously he has also thought about this strategy.
"The domestic management has to manage the foreigners with blue eyes and high noses. There is always a generation gap." Rui Tuo shows that Chairman Shi Yaozhong also expressed his concern. "Because Liard, who used to be a LED display company, used to open a branch in the US, it ended up failing. And, so far, there have been no cases in which LED companies have established branches in the US to succeed."
In fact, many Chinese companies have repeatedly failed in the globalization of cross-border investment, and their grand dreams have finally died.
TCL, Lenovo, China Ping An and other big-name companies are still struggling and bitterly exploring the dream of Chinese companies going global. In the early stage of development, they are also lacking in the "soft power" of LED companies. How can they "hold"? ?
Wang Keyang, former general manager of VEECO China, told reporters: "In a sense, this is a means for listed LED companies to "please" the board of directors, so that investors can see the hope of the company's internationalization road; secondly, the net Foreign R&D talents, and finding patents in some small local technology R&D companies to pave the way for the future development of the company, but in the short term it is impossible to achieve results in research and development."
Regardless of how heavy the pace of participation in the international LED industry is, I believe that domestic LED companies will continue to advance. The international market is a battleground, and Chinese companies must come out of this step sooner or later. A basic fact is that the Chinese entrepreneurs who are based on the experience of their predecessors have reached an unprecedented level of glory, and their minds have been rigorously rigorous. They are about to sail and expect their "immigrant" dreams to become a reality.
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