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On November 20th, Lianjian Optoelectronics announced that the company agreed to lift the "Strategic Cooperation Framework Agreement" signed by Beijing Beiguang Mobile Media Co., Ltd. (hereinafter referred to as "Beiguang Mobile Media") three years ago, "China Petroleum Refueling" Station LED product supply contract, "equity transfer agreement" and other agreements, Beiguang Mobile Media returned 5 million yuan equity transfer advance payment and paid 1.5 million yuan in compensation.
In addition, the company agreed to transfer 10% of the shares held by Zhongsheng Media Co., Ltd. (hereinafter referred to as “Zhongyi Mediaâ€) (ie 5 million shares) to Beiguang Mobile Media at a price of not less than RMB 6.5 million. The specified third party.
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According to public information, as early as September 27, 2010, Lianjian Optoelectronics signed the above-mentioned series of cooperation agreements with Beiguang Mobile Media, and the two sides plan to carry out in-depth cooperation.
At that time, Beiguang Mobile Media had obtained the exclusive operation right of the multimedia advertisement of PetroChina National Gas Station (hereinafter referred to as “PetroChina Media Projectâ€), but the operation of this project required the use of a large number of LED application products and the underlying liquidity. After the time consultation, Lianjian Optoelectronics became the exclusive supplier of LED application products for the project, and both parties established Zhonghao Media Co., Ltd. for this project operation.
According to the agreement reached between the two parties at the time, Beiguang Mobile Media exclusively purchased LED display, LED light box and LED lighting fixtures with a total amount of 250 million yuan from Lianjian Optoelectronics from September 27, 2010 to September 27, 2013; The founder of the company, Lianjian Optoelectronics received a 10% stake in the company (5 million shares) with a cash of 5 million yuan and a 10 million yuan LED product approved by Beiguang Mobile Media.
However, as of September 27, 2013, Beiguang Mobile Media has not purchased LED products from Lianjian Optoelectronics, and Lianjian Optoelectronics has paid 5 million yuan as an equity transfer advance payment, and the remaining 10 million yuan of products have not been transferred to equity investment. The procedures for the transfer of equity have not been processed. The parties have been unable to reach an agreement on the operation of Zhonghao Media and the implementation of the relevant agreements.
"The specific difference between the two sides to terminate cooperation is that after signing the agreement, Beiguang Mobile Media did not use the company's LED display and light box products to do the CNPC media project." Lianjian Optoelectronics Secretary-General Zhong Juying is accepting the "High-tech LED" reporter In the interview, he said that before signing the above project cooperation agreement, Beiguang Mobile Media had purchased some LED related products from some companies, but the trial effect was not very good.
Previously, a staff member of the Joint Chief Executive Office of Lianjian Optoelectronics said in an interview that the reason for the termination of the cooperation between the two parties was that the cost of LED products was higher during the actual implementation of the project, and the other party did not use it too much, and the actual situation of Zhonghao Media The business situation is not ideal.
In this regard, Zhong Juying said that the high cost of LED products is not the main reason for the termination of cooperation between the two sides, but it is indeed affected. "It (Beiguang Mobile Media) company is not very big. After signing the agreement, there is not much plan to lay LED related products. It may end up using traditional inkjet products, which is not comparable to LED products in terms of cost price. "Zhu Juying said.
Zhonghao Media's shareholding structure: 
(Unit: RMB)
The 250 million yuan exclusive LED display and light box procurement project failed to perform smoothly, making Zhongyi Media has been in a quagmire of losses. According to the regular report data disclosed by Lianjian Optoelectronics, in the first half of 2011, 2012 and 2013, the net profit of Zhonghao Media was -235.75 million yuan, -27.12 million yuan and -10.652 million yuan respectively.
Zhonghao Media 2011 - First Quarter 2013 Net Profit Income Statement 
(Unit: 10,000 yuan)
"In fact, the strategic cooperation agreement signed three years ago is only a framework agreement. Zhonghao Media is still a new company after all. It has a lot of problems. (Before) we are holding the attitude of operating while watching, but the company has been losing money. After the two sides negotiated without specific talks, they terminated the cooperation." Zhong Juying told reporters that the cooperation between the two sides failed, and that the construction of Optoelectronics did not have much loss. Now they only hope to recover the previous investment and costs.
The prospects of the media business are unpredictable
Although Beiguang Mobile Media returned the prepayment of 5 million yuan equity transfer and paid compensation of 1.5 million yuan, it is undoubted that the termination of the cooperation between the two parties means that Lianjian Optoelectronics will improve the LED display segment by laying out the media business in the early stage. The initial failure of market capacity.
However, in the eyes of the industry, most of the expectations of participating in the media company or expanding the media business to increase the sales of LED displays have ended in failure or have their reasons.
“In fact, this is an over-marketing practice. It is a transition in case marketing that some (or some) sales cooperation that may or may not be settled is determined by a framework agreement or a shareholding cooperation. Propaganda.†Wu Xiaogang, general manager of Qipu Optoelectronics, told the “High-tech LED†reporter that the LED display factory itself did not enter the specific plan of the media industry (follow-up), just to improve sales performance.
In Wu Xiaogang's view, there are many cases of such a transitional trend in the LED display industry. Display companies have made hundreds of millions of funds for reverse purchases, such as Dehao Runda (002005.SZ) and AirMedia. Cooperation project on Sinopec gas station.
"Like this kind of cooperation (usually) has the active side and the passive side. The active party may be the display manufacturer, and every effort must be made to cooperate with others. The passive side is naturally Sinopec or PetroChina, and the initiative will promise relevant benefits, but There is no detailed plan for each project that is specific to the passive side.†Wu Xiaogang said that the real thing is that the actual transaction is one-in-one, one-to-one business, under this framework strategic agreement. The transaction is likely to be gone, and it will be difficult to implement.
In fact, the cooperation with Beiguang Mobile Media has been forced to terminate. It may not be a good sign for Lianjian Optoelectronics, which is currently expanding its LED outdoor advertising network business but is in a lucrative and difficult position.
The LED outdoor advertising network business of Lianjian Optoelectronics has not yet formed a sales scale. According to the latest quarterly report data disclosed by Lianjian Optoelectronics, from January to September 2013, Lianjian Optoelectronics’ advertising contract amount was 12.54 million yuan. Due to the long contract execution period, the confirmed advertising revenue was only 2,018,800 yuan, net profit. The loss amounted to 15.54.28 million yuan.
According to the data of its 2013 mid-year report, Lianjian Optoelectronics' subsidiary company's linkage culture realized LED display advertising revenue of only 1.35 million yuan in the first half of 2013, and net profit loss of 10.15 million yuan, but its self-operated advertising point reached 70. The remaining, its increasing advertising point time cost amortization and operating expenses or difficult to achieve the expected goal of the linkage culture to achieve breakeven in the second half of this year.
Up to now, the major asset restructuring of Lianjian Optoelectronics has been unresolved for many days. Lian Jian Optoelectronics CEO Xiang Jianyong told reporters that the progress of restructuring between the two parties is still going on, and then the audit of the CSRC will be seen, but The details of the acquisition are not disclosed in the future, and the subsequent announcements will prevail.
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[High-tech LED reporter / Wang Cairong ] After nearly 40 days of suspension of trading, the major assets restructuring planned by Lianjian Optoelectronics (300269.SZ) still did not disclose relevant substantive progress, but recently disclosed a termination and disposal with Beiguang Bad news of mobile media cooperation.