|제목||Starting with the parking lighting solution, IoT company and M&A, CEO Hong Hyun-chul of LEDSAVER|
Joint Planning of the Seoul Business Agency X Biz Reports>
(Editors) The Seoul Business Agency (SBA) was established for the efficient implementation of the Seoul Metropolitan Government's policies for industrial development and fostering small and medium-sized enterprises. It supports start-ups, distribution, education, content, patents, and R&D consulting to help start-ups successfully execute their goals and grow into 'strong and small businesses'. SBA-run Seoul Startup Hub is a leading domestic startup incubation center. Online content group 'Biz Report' introduces the success stories of many startups that have grown with the support of SBA and tips for business. We will try to provide helpful information for startups.
CEO Hong Hyun-chul of LEDSAVER
LEDSAVER is a company that specializes in manufacturing lighting and IoT household appliances. Hong Hyun-chul, CEO of LEDSAVER, has a unique history of working in the export industry and then starting up as a manufacturing company. Under the motto "Make It Bright," he hopes lighting will be a warmth that can provide psychological comfort as well as function, and is looking at a new vision of a smart lifestyle service using IoT technology through mergers and acquisitions. I met with CEO Hong Hyun-chul of LDISaver, which is steadily expanding its business area from lighting to IoT home appliances.
I want to have my own brand, my life as a tech-savvy, manufacturing company.
-What made you change your career from export to manufacturing?
Its first start-up was an offer to import semiconductor subsidiary materials. Connecting various brands and consumers, there has been a deep interest in the production process of products. I wondered how the products I made could come to the world and have a social impact, and I wanted to grow my own brand.
Personally, I had a wish to comfort people by conveying light to an underdeveloped environment without "light," and naturally became interested in the lighting business. By 2010, the energy saving effect of LED products was drawing attention, and the LED market was growing at its peak. However, when I was agonizing over the lack of competitiveness in simple manufacturing, I happened to meet a person with wireless-linked technology, and I felt the possibility and started again as an "L-DISaver" in 2011.
CEO Hong Hyun-chul of LEDSAVER
LEDSAVER is conducting R&D, sales, and electrical engineering projects for power-saving lighting and related components. Its flagship brand is 'SAVERLUX', which is a parking lot official manufacturing name system. LEDs equipped with self-developed wireless linkage modules detect movement and automatically adjust lighting in parking lots.
The 40-watt light stays at a minimum of 4-watt light when there are no people, and when a car or a person enters the parking lot, the light turns on at a maximum of 40 watts depending on the speed. It detects the speed of a person or car in advance and is linked to it. This wireless linkage method can save an average of 70 percent of energy.
LEDSAVER illumination product
LEDSAVER's parking lot manufacturing name system is provided in various places including apartments, underground parking lots in corporate buildings, stairs, corridors and lamps. Next year, the company will supply about 4 to 9,000 underground parking lot lighting and parking control systems for each site, including four sites with about 2,000 households in KCC E&C's new Switchen apartment, KT&G's new office building site in Sejong, LG Household & Health Care plant remodeling site, and Seoul St. Mary's Hospital. It has KCC E&G, KT&G, LG U+, Samsung Hospital and Samsung Life Insurance as its main customers, and expects annual sales of 3 billion won this year and 7 billion won next year.
Was there any trial and error in developing the -LED wireless interlocking system?
In the early days of the project, data errors were found at the site where wireless interlocking systems were installed and started in the parking lot, which led to a failure. There was no problem in the experimental stage, but when I installed it at the site, I found a problem with stabilization. Trust is paramount in the manufacturing industry, so all employees worked all night at the site to catch errors. It was the employees of L.E.D.Saver who understood customers and instilled them until their trust was stabilized. We go through the process and restore our trust with the customer concerned, and we are still in a good relationship.
Hong Hyun-chul Answering Interview Questions
Its vision is to take over M&A with GBSOLUTIONS, which specializes in IoT, and smart lifestyle.
LEDSAVER finished M&A with IoT company GBI Solutions in September. If it has been focusing on B2B business through Saberux, which is a parking official manufacturing name system, it is planning to expand its business area to B2C business through GB Solutions and M&A that have IoT technology such as Bluetooth and Wi-Fi. It is currently releasing new smart home appliances such as smart lighting and smart humidifiers.
-How did the GBSOLUTIONS and M&A go?
L.D.Saver belongs to the Hi Seoul Brand Company, a common brand for small and medium-sized enterprises supported by the Seoul Business Agency (SBA) and the Seoul Metropolitan Government. As a small and medium-sized company, it is difficult to brand abroad, and if introduced overseas under the joint brand "High Seoul Brand," it will increase credibility, which will greatly help the company's image.
GBSOLUTIONS got to know through SBA. Just in time, the company was planning to diversify its B2B business direction into B2C, which focused on smart home lighting and household appliances. GBSOLUTIONS is an IoT company that has been carrying out M&A due to the expectation of good synergy effect through R&D.
CEO Hong Hyun-chul of LEDSAVER
-What changes after M&A?
LEDSAVER has two brand systems: 'SAVERLUX', which is an existing parking lot lighting system, and 'Luna Square', which produces smart lighting and smart home appliances. For existing B2B products, the priority is to reduce costs, and for B2C products, the company is transformed into a smart and sophisticated lifestyle-oriented company.
In addition to smart IoT mood lights, the company aims to provide customers with a smart lifestyle with products that incorporate IoT functions such as humidifiers, fans and hot air conditioners. IoT home appliances are also considering entering overseas markets through infrastructures in Japan, China, and Southeast Asia.
CEO Hong explained, "The biggest goal is to grow into a company that can provide consumers with an environment where their personal lifestyles are automatically customized through M&A." "We want to develop L.D.Saver's IoT technology in a way that can provide convenience to users by acquiring and analyzing big data by incorporating it into various parts of the living environment," he said.
CEO Hong Hyun-chul of LEDSAVER
Start-up with manufacturing. Without original technology, it is difficult to survive.
While experiencing the manufacturing industry, Hong said he felt deeply that "the people in the manufacturing industry are patriots." The process of starting with manufacturing was not that easy. He says he feels difficulties in manufacturing, such as inventory management, collection and cash flow difficulties, price competition with Chinese products, labor shortages and organizational difficulties, and product copy problems, and that he wants to protect the pride of the Korean manufacturing industry.
-What was difficult about your first experience in manufacturing?
There was a difficult time when the first wireless interlocking technology lighting copy products came to market. However, since it has technical skills that develop wireless interconnection modules on its own, it was able to overcome crisis situations by differentiating itself from other businesses while upgrading modules itself.
Another difficulty was the problem of manpower. Due to the nature of start-ups, they start with small-scale personnel, and the manufacturing industry has too many points to manage in detail, such as development, purchase, production and inventory management, forcing employees to expect an all-round player. However, this type of work has its disadvantages, such as reducing employee morale due to heavy workload and failing to carry out work efficiently. However, the focus was on reducing management points because it is not easy to hire more people or change the environment.
They managed parts through modularization and outsourced detailed parts. Fewer management points make the division of work clearer and less work creates a virtuous circle in which employees can focus on the company's performance and goals themselves. It is important to create this virtuous cycle.
-Is there anything you'd like to tell anyone who's planning a start-up in manufacturing?
It should start with core technology rather than simple manufacturing. Already, China has a production structure specialized in simple manufacturing, making it difficult to win the price competition. However, high value-added manufacturing is worth challenging if it is one that can generate high value-added products, as the nation is ahead.
In addition, diversification of business and collaboration with third parties are essential processes for growth. Times are changing too fast to insist on one thing. Efforts should be made to try new things in line with the times.
Hong Hyun-chul, CEO of the company, said, "The key to manufacturing is to increase technical skills and to find talented people with technical skills. This is because when you have your own technology, you can be recognized for quality as a ratio, and you have the potential to expand your territory based on it," he advised.
(편집자주) 서울산업진흥원(SBA)은 서울시의 산업발전 및 중소기업 육성 정책의 효율적인 추진을 위해 설립된 기관입니다. 스타트업이 성공적으로 목표를 실행하고 '강소기업'으로 성장할 수 있도록 창업, 유통, 교육, 콘텐츠, 특허, R&D 컨설팅 등을 지원합니다. SBA가 운영하는 서울창업허브는 대표적인 국내 스타트업 인큐베이팅 센터입니다. 온라인 콘텐츠그룹 ‘비즈리포트’는 SBA의 지원을 받아 성장한 많은 스타트업들의 성공 스토리와 사업을 위한 Tip을 함께 소개합니다. 스타트업의 도움이 되는 정보를 제공하도록 노력하겠습니다.
[비즈리포트] 안지은 기자 firstname.lastname@example.org=엘이디세이버는 조명 및 사물인터넷(IoT) 생활 가전 제품을 제조하는 전문 기업이다. 엘이디세이버의 홍현철 대표는 수출업에 종사하다가 제조업으로 스타트업한 독특한 이력을 가지고 있다. 어두움을 밝히는(Make it bright)’을 모토로, 조명이 기능뿐만 아니라 심리적인 위안을 줄 수 있는 따뜻함이 되기를 바란다는 그는 최근 인수합병(M&A)를 통해 IoT 기술을 활용한 스마트 라이프스타일 서비스라는 새로운 비전을 바라보고 있다. 조명에서 사물인터넷(IoT)가전 제품까지 사업영역을 꾸준히 확장하고 있는 엘이디세이버의 홍현철 대표를 만났다.
나만의 브랜드 갖고 싶어, 기술력 갖추고 제조업으로 인생 ‘피봇’
-수출업에서 제조업으로 진로변경을 하게 된 계기가 있다면?
엘이디세이버는 절전형 조명 및 관련 부품의 연구개발, 판매, 전기공사업을 진행하고 있다. 대표브랜드는 주차장 관제조명 시스템인 ‘세이버룩스’다. 자체 개발한 무선연동 모듈을 탑재한 LED 등이 움직임을 감지해 주차장의 조명을 자동으로 조절한다.
엘이디세이버의 주차장 관제조명 시스템은 아파트, 기업사옥의 지하주차장, 계단, 복도 및 램프 등 다양한 곳에 제공되고 있다. 내년엔 KCC건설 신규 스위첸 아파트 약 2,000세대 규모의 4개 현장, KT&G 세종 신규 사옥 현장, LG생활건강 공장 리모델링 현장, 서울 성모병원 등 각 현장마다 약 4~9,000개의 지하 주차장 조명 및 주차장 관제 시스템을 공급할 예정이다. KCC건설을 비롯하여, KT&G, LG유플러스, 삼성병원, 삼성생명을 주요 고객사로 두고 있으며, 올해 연 매출은 30억, 내년엔 약 70억원 매출을 기대하고 있다.
IoT전문 업체 지비솔루션즈와 인수합병(M&A), 스마트 라이프스타일을 비전으로.
엘이디세이버는 지난 9월 IoT업체 지비솔루션즈와 인수합병(M&A)을 마쳤다. 그간 주차 관제조명 시스템인 세이버룩스로 B2B 비즈니스에 전념해왔다면, 블루투스, 와이파이 등 IoT 기술력을 갖춘 지비솔루션즈와 M&A를 통해 B2C 비즈니스로 사업영역을 확장할 예정이다. 현재 스마트 조명, 스마트 가습기 등 스마트 가전제품을 새롭게 출시하고 있다.
-M&A 이후 변화되는 부분은?
제조업으로 스타트업하기. 독창적 기술력 없으면 살아남기 어렵다.
제조업을 경험하면서 홍 대표는 ‘제조업 하시는 분들이 애국자구나’ 라고 깊이 느꼈다고 한다. 그만큼 제조업으로 시작하는 과정이 쉽지 않았다. 재고관리, 수금, 현금흐름에 대한 애로사항, ,중국제품과의 가격경쟁, 인력난과 조직관리의 어려움, 제품 카피문제 등 제조업의 어려움을 통감하며 오히려 한국 제조산업의 자존심을 지키고 싶은 오기도 생겼다고 말한다.
모듈화를 통해 부품을 관리하고 세부적인 부분은 외주를 통해 진행했다. 관리 포인트가 줄어들면 업무의 구분이 명확해지고, 일이 줄어들면서 직원들 스스로 회사의 성과와 목표에 집중할 수 있는 선순환 구조가 생긴다. 이런 선순환을 만들어주는 것이 중요하다.
홍현철 대표는 “제조업은 무엇보다 기술력을 높이는 것, 기술력을 가진 인재를 찾는 것이 핵심이라고 생각한다. 자체 기술이 있을 때 비로서 품질을 인정받을 수 있고, 그것을 기반으로 영역을 확장할 수 있는 가능성이 생기기 때문.”이라고 조언했다.