It is more desirable for LED companies to break through the LED business and gradually infiltrate the LED business.

The industry's overcapacity and price competition are fierce, which is the impression that the LED industry has given the outside world in recent years. How LED companies have become the focus of attention of all parties through cross-border breakthroughs.

Different from the way that Qinshang Optoelectronics transformed through direct mergers and acquisitions, Lehman shares replaced the super-advertising display time in 2011 by providing LED display equipment, and gradually infiltrated into the sports industry.

However, at present, the cross-border enterprises in the LED industry are beginning to be quite awkward. Some enterprises cross-border is an inadvertent move. Peng Jie, secretary general of the LED Branch of the Guangdong Electric Appliances Chamber of Commerce, analyzes, “Now these companies are still developing, and the transformation effect remains to be seen. Observed."

Lehman's dual main business strategy

In 2011, Super League intends to replace the previous fixed advertising board with LED display, which can enhance its commercial value and publicity in advertising communication. At that time, Lehman became the official partner of the Super League and the only LED screen supplier with the cooperation of resource replacement.

The reporter learned that in fact, Lehman did not particularly want to extend to sports. Of course, cooperation with China Super is an opportunity. Lehman, vice president and secretary of the board of directors of Lehman, said, "We have obtained some of the advertising time management rights for each game in the Super League. Because we considered Lehman's brand abroad. More visibility and influence, in order to enhance Lehman's domestic popularity, in the first year of obtaining advertising management rights, we did not sell externally, and all the advertising time was spent on Lehman's own advertising."

In the following two years, Super League saw the commercial value of the LED display instead of the fixed advertising board, and repurchased some advertising time to Lehman. It is understood that Lehman clearly proposed to develop into the sports industry. At the end of 2011, the company repeatedly argued and analyzed that the sports industry can expand its space and there are many business opportunities, so it has entered the sports industry.

On the evening of August 19, 2015, Lehman's board of directors announced that it would change its short name from the original “Lehman Optoelectronics” to “Lehman Shares” to reflect its dual main business strategy.

According to public information, after sponsoring the Super League in 2011, Lehman sponsored the company in 2014 and began to comprehensively layout the sports industry. It was named the Portuguese Professional Football League, the Lehman Kaixing Sports Culture Fund, and Lehman Media. , participating in the world's second largest sports market marketing company - Swiss Infront Sports Media Group.

In addition to optimistic about the future prospects of the sports industry, the establishment of Lehman's dual main business strategy has a lot to do with the status quo of the LED industry. After the explosive growth of the LED industry from 2008 to 2010, with the influx of large amounts of capital inside and outside the industry, the competition in the entire industry from 2011 to 2013 was very intense, so the listed companies in the LED industry did not perform well at the time. . According to the Lehman Annual Report, in 2011, the company's operating profit was 34.787 million yuan, down 18.70% year-on-year; net profit was 33.109 million yuan, down 15.03% year-on-year.

However, it should be noted that in 2015, the LED industry accounted for 89.99% of Lehman's operating income, and the sports industry accounted for 10.01%. It can be seen that the layout of the sports industry requires a continuous investment process.

The effect of transformation is to be observed

Peng Jie said that LED companies cross-border, is also based on the current decision on the industry's analysis, overcapacity and price competition, are the problems that companies need to face.

For the transformation of enterprises in the LED industry, an industry insider told reporters that directly from the LED industry to another industry, this may be related to the bottleneck period in the development of the LED industry. Lehman's approach to gradual penetration into another industry with its own LED business is preferable.

Luo He also said, "From the way Lehman is involved in the sports industry, it should be a process of integration. There is a relationship between business collaboration and acceptance, not to say that it has suddenly entered a new field."

Compared with Lehman’s “inadvertent” move into the sports industry, will other companies engaged in LEDs face the status quo similar to the LED industry after choosing a cross-border industry?

Peng Jie believes that as long as there is profit in the industry, there will be a problem of relative surplus, especially in the field of many low thresholds. In those high-tech, hard-to-access industries, companies lack the enthusiasm for investment. Faced with this situation, there is currently no good way to resolve it. It is only through market competition that some enterprises have become the mainstay of the industry.

"Although many LED companies have made corresponding layouts on the cross-border, they are still developing, and the results are not the time to make a conclusion." Peng Jie said.