Wright Optoelectronics: "Blue Ocean Strategy" accelerates its own brand building

[Text / Engineering LED reporters Long Hui were] subject to the European debt crisis on the global economy and ever-increasing competitive pressures LED industry, a number of listed companies in 2011 reported a sales growth is slowing down. With the involvement of relevant government policies and further regulation by the industry itself, 2012 will be a key year for the LED industry to be reshuffled. Starting with LED packaging, Shenzhen Wright Optoelectronics Technology Co., Ltd. (hereinafter referred to as "Wright Optoelectronics"), which is now in the field of LED indoor lighting, has maintained a rapid growth trend in the 2011 LED battle.

It is understood that with the establishment of Taiwan International Trade Company and Dongguan Base, Wright Optoelectronics has completed the construction of two industrial bases in Shenzhen and Dongguan, and the strategic layout of Hong Kong, Taiwan, East China, North China, Northeast China and Southwest China. The increase rate is 60%-70%.

Wright Optoelectronics was established in Hong Kong in 2000. In 2004, it shifted its strategic focus to the mainland market. Since Mr. Feng Haitao, the general manager, entered the Guangbao Group since the beginning of the industry, Wright Optoelectronics has received great support from the technology and management of Lite-On Group since its establishment, and has successfully become the largest LED agent of Lite-On in mainland China. All the optical products of Guangbao. Driven by Lite-On's technology, Wright Optoelectronics began branding its own packaging "Wright" and LED lighting "Green". In 2011, it successfully signed a contract with Samsung backlight series products and became one of Samsung's three first-class agents in mainland China. With the successful signing of Samsung's agent, it will become the new sales growth point of Wright Optoelectronics together with lighting.

Blue Ocean Strategy accelerates the development of its own brand

In recent years, because the government support policy has given the wrong investment information to the industry, everyone has only seen huge business opportunities and neglected the quagmire before the business opportunities. In the case that the general market for LED downstream has not been fully opened, the blind investment of various capitals has made the external performance of overcapacity increasingly obvious. From another perspective, the innovation of LED technology and the non-standardization of products have provided certain difficulties for the industry to set standards. There is no standard market for lighting companies to have the opportunity to attack the illusion of the "Boss" throne. Enterprises without technology fight for price, and enterprises with technology must eventually be dragged into the mud pond of price wars, especially in the domestic LED industry.

Wright Optoelectronics started out as an agent and package, and its packaging products include lighting, indicator lights, home appliances, display and other markets. Last year's industry downturn package still brought about 60 million sales to Wright Optoelectronics, accounting for nearly 60% of total sales. "Wright's optoelectronics package uses Taiwan's Lite-On's technology and management model. The customer's reliability is high. The packaged products are used in addition to their own lighting brand Green, and all other exports include Japan, the United States and the United States and Asia. ”

The revenue in the packaging sector does not meet the objective needs of the continued development of Wright Optoelectronics. With the shift in demand from the downstream general market this year and the huge blue ocean business opportunities in the special lighting market, Wright Optoelectronics has been building its own lighting brand, Green, since 2010. Based on the huge technical advantages of packaging, coupled with the management style of Taiwanese companies, the Green brand lamps have been recognized by the industry in terms of quality. Green produces special lighting products including LED fluorescent lamps, bulbs, downlights and other indoor lighting products.

For the US financial crisis, the European debt crisis and the rise of domestic raw materials and human capital last year, LED competition is becoming increasingly hot. Feng said that based on the huge advantages of traditional high-end products relying on Lite-On, the main profit points of Wright Optoelectronics will be to the lighting and The transfer of medium power products. Although the market is very attractive, Wright Optoelectronics still positions its own development model based on its own package-based technical features. “In 2011, the sales of private label increased from 42% in 2004 to 60%, and its brand sales profit potential is huge.”

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