Fei Le audio talked about buying "Xiao Wang" and playing "Da Wang"

As one of the most innovative lighting companies in the world, Osram, its sense of presence has always been strong without any brushing, especially in April this year, it released its two major spin-off businesses (traditional lighting and ballasts, LEDs) After the signals to be sold together, several Chinese LED companies, including Mulinsen, Dehao Runda, Feile Audio and Tongfang, all came together to discuss the acquisition of Osram. It’s even more fun to guess that it’s ultimately “who’s dead”. There are various rumors about this coming from the wind, and the attitudes of various companies are different. There are confessions and confession.

Backtracking Since 2012, with the rapid increase of indoor lighting such as LED bulbs and lamps, even the international giant Osram, which has a good brand and technical team, seems to have to face the difficulty of adapting to the current short-lived LED lighting product life cycle. The embarrassing situation, the cost is too high and other issues need to be resolved, in order to "lightly install", it is bound to make this "big monster" set foot on the road of rapid "slimming" sooner or later. Recently, in a media interview with the China Lighting Industry Eco-Innovation Summit Forum in 2015, Han Min, Director of the Lighting Solutions Division of Osram Greater China, responded to the following questions.

Han Min, Director of Lighting Solutions, Osram Greater China

Talking about transformation

In the process of transformation, OSRAM will adhere to three focuses, one is the product intelligence of the German brand, and the other is the huge investment every year to innovate - such as OLED automotive lighting, innovation in business capabilities, business services, and products. The third is quality. These are all important principles and foundations for OSRAM's transformation. In addition, adjustments are needed. It is now possible to see that some of OSRAM's organizations are undergoing changes, and these are all around the above aspects, focusing on future growth and attribute growth. This is the specific path of OSRAM. Just as it was decided to transfer part of the equity of Foshan Lighting, this logic is to hope that the future transformation will be smoother, or that the future development will be more logical, which is part of the whole development.

Talking about the past

In the past year's development, we can see that the economic situation is quite bad. On the one hand, it is weak from external demand, on the other hand, it is overcapacity. For example, some of the large-scale architectural design institutes I have contacted have lost an average of 30% since March this year, which means that the development of our industry will be very difficult in the future. As far as OSRAM is concerned, because it took action earlier, it was spun off from Siemens in Germany two years ago and listed on the Frankfurt stock market. Thanks to the layout strategy at the time, the company's growth so far is still relatively healthy. This is mainly reflected in the fact that the growth in the LED market is obvious, and the second is still well controlled in the case of the decline of the traditional light source industry. Throughout 2015, it is hard to say which companies are living “moisturizing”. If there is no decline in the company itself, it is a good company to survive. However, the more the market is weak, the better the opportunity to expand.

Talking about the future

2016 is expected to be a year of continued weakness. In terms of two aspects, the first is to focus on customers, and the second is to enhance service capabilities, that is, from manufacturers to service providers with strong service capabilities, or providers with integrated solution capabilities. This is the main thing, all market behavior is carried out around this piece, if you focus on this point, you will find that achieving the goal is actually very simple. If the company can provide customers with the products and solutions needed, it can let the customers grow up healthily, can meet the market's bright spots for production, and the transformation layout will naturally be more successful. In fact, OSRAM is also around these paths. Among them, the transformation of services is the transformation of product sales, which will be a big topic, as well as the design of business models, etc., including the design of the entire channel, must focus on these topics, and need to do a lot of basic actions. Therefore, the most basic measure for the company is to train the internal strength and prepare for the winter.

Talking about intelligence

In the development process of smart cities, as IT and Internet development begin to innovate in application, they can be divided into many subsystems. First of all, "Rome is not built in one day," but it is divided. In the end, to achieve interconnection, it is the real smart city. This is expected to take 15 to 20 years to complete. In this regard, Osram's attitude is to actively embrace. This involves cross-border innovation. Future luminaires may have intelligent control systems, big data, etc. in one system, so future luminaires and luminaires will be able to communicate. For manufacturers, the most important thing is to carry out two aspects of layout, one is the smooth input of the product, the other is the clear innovation of the business model, specifically the smart city, you can see the smart street lights, big data. This is just a small part of the splitting system. There are many smart cities, such as the relationship between security and lighting, such as how big data analyzes behaviors, such as advertising and charging piles, there are many applications. Enterprises must have research and development, innovation, road maps, and preparations. When the wind rises, they can stand in the air and be blown up.

Talk about opportunities

Some industry experts believe that there will be no Internet in the future, and all walks of life will be an Internet. The Internet provides only a path and tools to ensure that every industry can be completely transformed. In this process, each manufacturer and company find different opportunities and different roadmaps. Internet +, at best, is part of this process, which means a lot of things to do. First, we must seriously analyze, the second actively reserve, and the third embraced enthusiastically. Among them, the situation is different every year. Opportunities and risks exist for every company. It is hard to imagine that big companies like Nokia will crash down. Therefore, the same is true for large enterprises and small enterprises. Risks exist and opportunities exist. Embracing the Internet+ is a big topic. It involves financial innovation inside, and it also involves innovation in the industry platform. It also involves product innovation and solution innovation. There are many entry points, and the home is different from the traditional one. The light source is different from the module. The software is different from the hardware. It is quite complicated, and it is not that everything is ready, so you can find a breakthrough point.

Talk about acquisition

SYLVANIA Xiwannian Lighting Group was founded in 1901 in Massachusetts, USA, and has a history of more than 100 years. It was made in the United States and later divided into two major blocks. The core part was bought by Osram in the 1990s, and the other part was acquired by Javier in India in 2007, but that is only a channel. A few days ago, it was reported that Feile Audio signed an agreement to purchase 80% of Xiwannian. In fact, this has nothing to do with Osram. Javier has owned and sold the Xiwannian brand except North America, and the North American Xiwannian brand still belongs to Osram. Therefore, Fei Le Audio bought this thing, just like buying a "Little King" and playing a "big king."

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