Shiyan Zhong, chairman of Shenzhen Ruituo, said that he would like to say a word. Because, as the officially designated display sponsor of the Shanghai World Expo, there is not much public knowledge that the 10,000-square-meter LED display at the opening ceremony came from Ruituo. Moreover, he still has some regrets, because the big screen could have been made bigger.
“The initial plan was 15,000 square meters. The organizers of the Expo, the Semiconductor Lighting Center of the Shanghai Science and Technology Commission, and the director team felt that the three months were too short and conservative.†Shi Yaozhong said that at the end of the opening ceremony, an official of the Expo said to him. I already knew that I could do more. However, Shi Yaozhong revealed that during the closing ceremony, the company's technology will be re-displayed with no less than 10 large screen display screens.
Who is Ruituo? Why can this strange name appear at the World Expo?
LED big screen shows invisible champion
Ruituo is indeed a relatively strange name. However, its parent company, Dehao Runda (002005.SZ), is somewhat famous. It is transforming from traditional small appliances to LED.
However, Ruituo is not a subsidiary of Dehao Runda. In July 2009, Dehao Runda acquired 60% of its shares through its subsidiaries for 21 million yuan. As a result, Ruitu has become an LED company indirectly controlled by Dehao Runda.
"In fact, I have been doing this for 18 years. In the past, I mainly worked on devices. I was positioned overseas around 2000. From 70% to 80% of my business came from overseas." Shi Yaozhong said.
He seems to have been stunned for a long time, and he has spoken out more than 10 major overseas projects. From the opening of the Expo to the big screen, Shanghai 80,000 people stadium, the Russian Prime Minister's Mansion, the famous squares of the Netherlands and Barcelona, ​​the American Red Bull Stadium, the Florida Stadium, the US F1 project, and the Iranian Arab Games, which have been stranded until now. Among them, the Russian Prime Minister's Building project has been around for 8 years and remains the country's largest LED screen.
“Right, there are 8 big screens around Hong Kong Victoria, and 7 of them are provided by us.†He said that Ruitu currently has about 8,000 cases in the world, and most of them are in mainstream markets such as Europe, America and Japan. It is not a third-rate market."
He criticized domestic and foreign competitors without name. Some overseas rivals have always said that they can do this, but once they let it talk about the application case, it simply can't get it. And this kind of project is "experience is greater than learning." He said that they "the floor is OK, but it can't be done on the ceiling."
Of course, there are also large-scale successful projects, such as the large screen of the Citibank Building in Lujiazui. Shi Yaozhong said that they have already studied it, and the project area is only 6,500 square meters.
He took the 10,000-square-meter LED display solution on the night of the opening of the World Expo on April 30 as an example. When he first contacted this project, he left the Spring Festival. In fact, the actual operation time is very short. This project with a total value of 100 million yuan, Almost all the technical strength of Ruituo is used, not only the display technology, but also the factors of safety, wind resistance and earthquake resistance.
"On the day of the opening ceremony, behind the screen, we have more than 20 engineers on the scene, and the result is no problem, that is, we regret not doing more." He revealed that the director of the opening ceremony, the director of the Sydney Olympics, said to him, "This Only the Chinese people can do it."
The hidden worry of the little giant
But this invisible champion also has its concerns. Although it has been in the global market for a long time, there is still a considerable gap compared with overseas giants.
LED large display field, the most competitive in the world, currently Japan's Mitsubishi, the United States Darktronics. Compared with the former, Ruituo is hard to match regardless of technology, product quality, market share or capital strength. Compared with Darktronics, it still has a big gap in the global market system, product standards and services.
“Standardization is a core problem.†Shi Yaozhong said that there are only more than 60 varieties of Mitsubishi products, but the monthly shipments are very high. The products of Ruituo are almost several times that of them. This is behind the standardization system.
This is not a problem facing the Ruituo family, but a problem facing the Chinese domestic market. Chen Rongyan, vice president of Ruituo, said that at least 2,000 companies in China claim to be LED display screens. The specifications and standards are confusing. If they cannot be simplified, and a standardized industrial system will be built, the development of local enterprises will encounter bottlenecks.
In this chaotic system, Shi Yaozhong said that Ruitu initially positioned the main market overseas, and was very fortunate. This aspect accumulated experience in technology and product standardization, and paved the initial global service system.
Chen Rongyan said that the strategy of Ruituo's overseas business is "global system, local service." For example, she said that after winning a big project in the United States, Panasonic North America has been contacting Ruituo, and must establish cooperation and jointly expand the global market, which is why the "Panasonic-Retop" brand was established. Currently, it mainly expands the North American market. . For the Russian project, Ruituo has almost never gone to the people. It is entirely an output technology and solution, and the local company is responsible for the follow-up work.
However, this service-oriented and maintenance business, with the help of cooperation, will also consume profits. This may be the reason why Ruitu has a small total revenue of 8,000 cases. Shi Yaozhong revealed that in 2009, the company exported 16 million US dollars, accounting for 80% of the revenue, which means that the total revenue last year was only about 150 million yuan.
Shi Yaozhong revealed that this year's revenue target is 500 million yuan. In the next two years, it will enter the top three in the world, while the proportion of domestic and overseas markets is half and half. This is equivalent to saying that Ruituo's revenue should be doubled at least twice in two years.
“We have brand influence, and we don’t worry about the simple revenue figures.†Shi Yaozhong said that the company is trying to get out of the market and expand its own brand, and the long-term goal is to build a richer business model.
The LED screen with a cost of 100 million yuan for the opening ceremony of the Expo, Rui Tuo did not make a penny, because it is free sponsorship. Shi Yaozhong said that this is the most effective brand marketing. For example, this sponsorship will bring about 30 million yuan of “additional contract†for the Shanghai World Expo. For example, the screens of all performance contracts of the Expo Bureau are under the responsibility of Ruituo, in addition to The Shanghai government has signed other "big orders."
Chen Rongyan revealed that the company is strengthening marketing and plans to set up a 2000 square meter experience store in Shanghai.
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