A text to understand OPPLE lighting IPO roadshow online say what

Yesterday (8) afternoon, OPPLE lighting Limited by Share Ltd held an initial public offering of A shares online investors exchange. OPPLE lighting director and general manager Ma Xiuhui, OPPLE lighting, OPPLE lighting board secretary Wu Yiming financial director Han Yiquan through the Shanghai roadshow center, Chinese securities network two platform with online roadshow to answer investors' questions, and adequate communication with investors. Next, the online king will exchange profiles as follows:

Management Articles

Q: OPPLE brand awareness in the industry how?

Ma Xiuhui: OPPLE lighting adhering to the "light value" mission to build global lighting lighting enterprises, establish brand leaders, become a grand vision of Chinese most respected enterprises, after 20 years of unremitting efforts, has become a well-known brand of lighting. OPPLE as a domestic lighting enterprises, online and offline channel market share is the leading domestic consumers, as one of the first to develop energy-saving lighting industry products, OPPLE lighting in 2007 was recognized as "A Well-Known Trademark in China", since 2008 the country to promote energy-efficient lighting, green and efficient "continuous bid lighting project. 2009 OPPLE lighting in Shanghai in 2010 (China) World Expo private enterprises Joint Pavilion exhibitors, World Expo private enterprises to provide a joint Museum of the overall lighting solutions. In addition, OPPLE lighting became a partner in the field of lighting World Expo Vanke Milan 2015.

Q: what are the company's plans for R & D innovation?

Ma Xiuhui: R & D innovation is the vitality of enterprises, the competitiveness of sustainable development. First of all, it is important to provide R & D team with a good R & D environment and a good incentive mechanism to stimulate their potential, so that they can play the ability to innovate, but also to attract talented people. The company will continue to introduce and train professional counterparts, expand the professional R & D team. On the one hand, continue to grow and develop their own R & D system, modular industrial design, fashion and aesthetic design, lighting humanized design, strengthen the depth of excavation and innovative lighting applications; on the other hand, to strengthen industry associations and professional lighting design institutions and institutions of normal communication timely information about the idea of development, policy and market from professional institutions for the latest industry, and as a basis for the timely adjustment of the company's development strategy and optimization system.

Secondly, the company will continue to increase research funding, in the continuous improvement of existing energy-efficient lighting products quality and self-control ability at the same time, and actively expand the application field of energy saving lighting products category, and strive in the domestic and international market to establish and strengthen the lighting technology and product design and the competitive advantage of the company's leading position.

Q: what are the main business of OPPLE lighting?

Wu Yiming: OPPLE lighting as a professional green energy-saving lighting enterprises, mainly engaged in lighting source, lamps, control products R & D, production and sales. Since its inception, the company's main business has not changed.

Q: what are the main products of the company?

Wu Yiming: at present, the company's main products are divided into 4 categories, including home lighting, lighting, commercial lighting, lighting control and other products.

Q: does the company have a seasonal revenue?

Han Yiquan: during the reporting period, the sales revenue of the company in accordance with the seasonal distribution of consumer goods industry, especially the general characteristics of building materials industry and lighting industry practice, the second half of the sales significantly better than the first half, especially the four quarter quarter for the annual sales of the most exuberant.

Q: the company's gross margin higher than the industry level, the main reasons for what?

Han Yiquan: during the reporting period, the company's gross profit margin is higher than the industry average, with the company's brand advantage, product mix and sales policies. Specific reasons are as follows:

(1) independent brand premium high. The company's products are sold for their own brands, and positioning in the high-end, compared to the OEM business accounted for a relatively high industry companies, brand advantage.

(2) better product mix. Lighting products and lighting control products due to higher value-added products, higher gross margin. The company lighting products and lighting control products business accounted for an average of more than 60%, compared with the high value-added products to the main source of Companies in the same industry; on the other hand, in view of commercial lighting project competition, according to the characteristics of customer's higher price sensitivity, according to product gross profit rate is generally lower than the gross margin Home Furnishing lighting company to Home Furnishing. Compared with lighting, so according to business and business oriented companies in the same industry gross margin higher.

(3) sales model differences. Advantage of the company's products to some extent, benefit from the company's investment channels, promotional fees, advertising fees, etc.. However, the above brand building and maintenance of the channel on the cost of sales led to increased costs. In order to fully reflect the profitability of the company's products in the sales process, the company's overall gross profit margin to reduce the cost of sales rate indicators for comparison. The company's gross profit margin after deducting the cost of sales rate in the industry average.

Q: please tell us about the size of the company's accounts receivable and the reasons for the changes in the past three years.

Han Yiquan: the end of 2013 to the end of 2015, the company accounts receivable balances were $139 million, $174 million and $290 million. 2014 the balance of accounts receivable increased by 27.05% compared with the beginning of the year, the main electricity supplier sales accelerated,