Osram's traditional business is affected by LED manufacturers
Due to the rise of LED lighting companies, this year, international lighting giants began to spin off their original traditional business. The so-called ç ’ ç ’ å¾ my honey, at this time Chinese local companies have thrown olive branches, expressed willingness to accept such assets. Then, why are Chinese companies willing to take over what others have abandoned? What do you need to think about in the process of taking over? To this end, by interviewing industry insiders, the intention is to clarify the business logic behind this, and at the same time provide a mirror for the acquisition of Chinese companies.
It is reported that Osram (China) Lighting Co., Ltd. Foshan plant (referred to as Osram Foshan plant) has stopped working and has subsided after ten days. The cause of the incident was the spin-off of the general lighting source business plan approved by the OSRAM Supervisory Board in June this year.
According to public information, the Osram Foshan plant has been in Foshan for 20 years. The factory's productivity has ranked first in the Asia-Pacific region of Osram, second in the world, second only to the United States. It is such a heavyweight subsidiary that OSRAM intends to sell it.
The industry believes that behind the sale of Foshan Lighting's equity and the spin-off of the general lighting business, OSRAM is affected by the LED technology revolution in recent years. The rise of China's LED lighting enterprises, low prices have become an enterprise advantage, making traditional lighting giants such as Europe and the United States have to make strategic adjustments.
The spin-off business leads employees to worry
It is understood that the Foshan factory was completed in 1995, with more than 2,000 employees, including 300 managers and 1,700 operating positions. The plant is Osram's largest manufacturing and promotion base in China and is dedicated to the production, development and sales of lighting products, lamps and control equipment. The OSRAM Foshan plant is also included in the OSRAM spin-off plan.
“It was revealed that the company had to split the general lighting source business. The employees and assets here should be packaged for processing. We are all old employees and have some concerns about the diversion problem,†said a surnamed Chen from Hunan Changde.
In fact, the reason is due to the plans approved by the OSRAM Supervisory Board in June this year for lighting products, brand licensing schemes, global factory restructuring, etc., that is, OSRAM will gradually divest its lower-profit general lighting business in the future.
On November 24th, an OSRAM related spokesperson replied that "Osram's plan to split the general lighting source business is designed to help the company achieve better and more flexible strategic decisions including partner strategies in the market. The products produced at the OSRAM Foshan plant are part of the general lighting source portfolio."
The above-mentioned OSRAM spokesperson also said that the OSRAM Foshan plant had resumed production on Monday, November 16, and all operations were carried out in an orderly manner. “The management also promised to provide more specific Foshan by January 31, 2016. Factory staff placement plan."
In the view of the industry, Osram is behind the spin-off of the general lighting source business segment, which is the rise of domestic LED lighting manufacturers, which is affected by low-priced products, forcing European and American traditional lighting manufacturers to adjust their strategies due to changes in the lighting market, and turn to higher thresholds. Business segments.
Liu Jun, deputy general manager of Guangzhou Aladdin E-Commerce Co., Ltd., said that it is not surprising that international lighting giants have been divesting assets or withdrawing from the Chinese market in recent years. OSRAM is also adjusting itself to optimize its business structure and over-competition in the global lighting market. Next, the business of selling low profits is undoubtedly the "broken arm survival."
LED brings pattern changes
As a traditional lighting giant, Osram has great advantages in producing traditional products such as incandescent lamps and energy-saving lamps. However, with the innovation of LED technology and capital, thousands of Chinese manufacturers have begun to produce LED bulbs, new competitors. Without the burden, with the lower cost advantage and low price strategy, the original foreign companies are caught in a decline in output value.
Ding Jianhua, deputy general manager of Zhejiang Hehui Lighting Technology Co., Ltd., told reporters that the divestiture of the general lighting business, on the one hand, can make Osram reduce light and light; on the other hand, it also promotes the concentration of advantageous resources to the business of high-margin and high-potential automotive lighting.
Osram's latest disclosures show that in fiscal year 2015 (October 2014 to September 2015), the company achieved revenue of 5.574 billion euros, an increase of 8.4% year-on-year; net profit of 171 million euros, down 11.2% year-on-year. It also disclosed plans for huge investments of up to 3 billion euros.
Osram said it will invest about 3 billion euros in new technologies and applications by 2020. About 2 billion euros will be used for research and development to enhance OSRAM's technological leadership and open up new markets. In addition, OSRAM plans to invest 1 billion euros to build a new LED chip factory in Malaysia.
In the eyes of the industry, behind the frequent stripping actions of traditional lighting giants, the impact of LEDs has gradually weakened the competitive advantage of the business.
Jin Xin, former vice president of North Asia Region of Osram (China) Lighting Co., Ltd., told reporters that the advent of the LED era has greatly improved the homogenization of many lighting products, especially LED-based civilian light sources. The improvement of homogenization has broken the barriers of some traditionally superior enterprises, making the market competition more intense, and also changing the competition mechanism and industrial structure of the lighting market.
In fact, the business adjustment of the OSRAM Foshan plant had a big move as early as July 2013, and OSRAM had closed the traditional spiral lamp workshop, which was losing its competitiveness. According to the Southern Daily report, Osram admitted in an internal document that "the lighting market is moving from traditional lighting to solid-state lighting (LED lighting). Due to the mistakes in our focus in the past, we are now to some extent Behind some competitors."
"From the perspective of the international situation, Osram has a greater influence in Europe and other places, followed by Asia, and the influence of general lighting business in other places is far behind Philips." Ding Jianhua, deputy general manager of Zhejiang Hehui Lighting Technology Co., Ltd. Tell the reporter.
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