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On October 25, Shellett said in its third-quarter earnings report that due to the failure of the brand channel to achieve major sales breakthroughs, LED and UV lamp products were also affected by the market environment and failed to reach the expected sales value. It is expected that the company will not be able to achieve 645 million in 2012. Yuan's sales target.
“I was affected by the quality of products last year. This year, the snowy OEM business has fallen sharply.†An insider of Shellett revealed to the “New Industry†that the sales disputes caused by product quality have caused a group of sales personnel to leave. In addition, at the beginning of this year, Snow Wright launched LED lighting products, the market reaction is not very satisfactory, and currently only a small number of orders can be obtained by government promotion projects.
There are indications that the "bright sword" action proposed by Shell at the beginning of the year has basically failed.
Zhou Hongwei, deputy secretary-general of the China Lighting Society, said that as a relatively large traditional lighting listed company, with the arrival of the L ED lighting era, its traditional OEM business will not have much development, and the current transformation is also based on The market's helpless move.
Damaged OEM business
At the beginning of this year, Shellett proposed the goal of “2012 annual sales revenue of 645 million yuan, an increase of 37.53% over the previous yearâ€. At the same time, it cooperated with the national fencing team to launch the brand promotion plan of “Swordâ€.
However, "New Industry" has learned through a number of partners in Shell, Shelle has not yet got rid of the "quality door" effect last year, the OEM business is seriously damaged, the so-called "sword" action does not seem to bring any effect.
According to the dealers of Snowlight Shenzhen Longhua, the Shelllight tube had a large-volume problem product last year and was returned. The root cause was the use of lower-cost raw materials. Moreover, the problem product is not only energy-saving lamps and metal halide lamps, but also almost all of its product lines.
The quality of Shell Wright products directly leads to the rapid loss of its OEM customers.
According to the 2011 financial report of Sunlight, Chengdu Shenglu Electric Appliance Co., Zhongshan Xiye Lighting Co., Ltd., Foshan Nanhaige Lighting Co., Ltd. and Zhongshan Puer Lighting Appliance Co., Ltd. have terminated their cooperation with Shellech last year due to product quality problems. Subsequently, its metal halide customer Dongguan Zhiyu Lighting Company also terminated its cooperation with Shellett due to quality problems. All of the above customers are Shell's OEM customers.
According to a person familiar with the matter, Shenzhen Xiwannian Technology Co., Ltd., as one of the large customers of the Snowlight Metal Halide Lamp, also terminated its cooperation due to product quality problems.
The relevant person in charge of Xi Wannian only said in an interview with "New Industry" that it is not convenient to make any comments. The Snow Wright official did not respond to the issue of OEM customer churn.
>>>>>> For more details, please refer to "New Industry" December issue:
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Snow Wright’s “Ruyi abacus†slammed the “Bright Sword†action basically failed
[Source: "New Industry" / reporter Wu Juping] Lighting manufacturer Snow Wright (002076) set the "Ruyi abacus" at the beginning of the year, and finally fell through.