From the development of CREE's 2013 earnings quest 2014 industry trends

After reading the PHILPS, an integrated company's earnings report, today to introduce another more focused and industrial chain from top to bottom is also a complete company - CREE13 earnings.

CREE earnings overall style, there is no PHILPS to the delicate, style is more serious, more ancient. All in all, unfortunately there is no mention of its performance in each market, but it is the growth performance.

Earnings can clearly see the different focus of the two companies. Both a large number of mentions accelerate, technology, innovation etc. This product concept, in promoting the accelerated technology oriented, innovation, to meet the rapid growth of this market in the industry, this is indeed the most enterprises should pay attention to the current LED, this is the main theme.

If we say that in the traditional lighting, the channel is king, then a new generation of LED lighting, it should be more technology is king, the product is king. There are still many technical difficulties on the existing LED products do not break (heat / light / drive), there is a broad space for technological progress.

Another difference is that Cree in the earnings report a lot of reference to the brand building, in the future, will increase the brand building and brand promotion. Obviously, PHILPS does not need to spend so much in the brand, regardless of the industry or industry, the industry has been flying benchmark.

Another interesting point is that Cree is also playing a single product detonated this method (Taobao burst ah ah, this method has been playing the electricity supplier is bad). Although Cree other products are also very good (the next meeting Cree other product analysis), but the results clearly mentioned the importance of the bubble. Is not only a product, but also the whole company's brand image. The following is the earnings cover, showing the company's attention to this product.

It has become powerful vehicle communicate Cree brand the, and a for core brand values of and leadership innovation that pays for itself a the symbol to

In fact, most of the traditional transformation of the company can do so, to create a burst, and then drive other product lines. A direct attack on all fronts, in addition to toil, you hold live? Big and small as beautiful.

Gossip is not much to say, look at the data speak, fiscal year 2013 total revenue of $1.4 billion, compared with last year, an increase of 19%. Cree's business includes 3 main content.

LED Products

Lighting Products

Power and RF Products.

1 LED Product segement

LED products products including LED chip, chip and SiC materials. 13 years LED products revenue $801.5 million, gross margin $344.6million, gross margin of $43%. At this stage, the overall performance of LED prodcuts good, gross profit margin decreased from 05 in to 07 in 34%, in recent years to maintain at around 40%.

Nichia, OSRAM, Lumileds, Sansung are classified as the main competitors. From the introduction of the first 04 years after the first packaging products XLamp series of foot packaging field, began to face the loss of customers, OSRAM and other large packaging company purchasing volume loss serious.

And Cree believes that, according to industry information, Nichia currently has the largest market share. He also mentioned the domestic manufacturers of beads rising quality and price advantage to competition. Will continue to improve efficiency, performance and cost reduction as a target.

2 lighiting product segment

Lighitng part of 2013 revenues of $495.1million, gross profit was $148.9million, gross margin was 30%.

From the beginning of the 08 years of the acquisition of LED Lighting Fixture, formally enter the lighting industry; in 2012 the acquisition of another industry leading outdoor lighting company Ruud Lightingm, and in the same year in March launched a high-profile bulb products, you can see the 12 years was the explosive growth.

2012 can also be regarded as the first year of application, showing a good momentum of growth in 13 years. It is no wonder that a lot of Cree mentioned in the Lighting brand publicity, after all, can be said to be a recruit.

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