The OSRAM Group Board of Directors recently decided to sell its luminaire business. As part of its strategic restructuring plan, OSRAM will continue to focus on growth markets in the high-tech sector. OSRAM will arrange discussions with potential buyers. The OSRAM Board of Directors will also announce the latest developments in this strategic plan at the Capital Markets Conference in November.
In the OSRAM financial reporting system, the performance of the Professional Lighting Systems Solutions (LS) Division is included in the Lighting Systems Solutions (LSS) segment. The largest plant of the LS division is located in Traunreut, Germany, which produces lighting products for industrial and commercial locations, street and stadium lighting.
As an international lighting giant with a history of nearly 100 years, Osram's changes not only reflect the company's own major adjustments in its business strategy, but also reflect the major changes in the global lighting industry. In recent years, Osram has undergone tremendous changes, not only successfully sold its general lighting business part, Landwells, to the Mulinsen joint bidder, but its major shareholder Siemens also parted ways.
Today, OSRAM has once again decided to sell its luminaire business, which further advances its transition to high-tech companies, from product providers to solution providers. Olaf Berlien, CEO of OSRAM Group, said: “Because of a number of measures, the financial income of the OSRAM Professional Lighting Solutions Division has stabilized. This also allows us to initiate the sale of the business in an orderly manner, thus ensuring At the strategic level, OSRAM has always focused on applications with high growth potential."
LEDs are changing the entire lighting industry. In the future, OSRAM will focus on automotive lighting and components for driving assistance, autonomous driving; health monitoring technologies for smart watches and other mobile devices; street lighting and building lighting with smart lighting solutions, stage and Entertainment lighting, as well as some special lighting (such as plant lighting) and digital communication solutions, such as indoor positioning technology.
In fact, not only has OSRAM made major adjustments, but the global LED industry landscape is also undergoing tremendous changes. Philips and GE also have the same experience as Osram.
In the second half of 2014, Philips merged the LED chip with the automotive lighting division and made it an independent subsidiary. The new company is called Lumileds. Subsequently, Philips sold 80.1% of Lumileds to American corporate management company Apollo; in May 2016, Philips split the lighting business and went public separately. Philips Lighting officially changed its name to Sisnify (Chinese name “昕诺飞â€).
GE's situation is even more rampant, and it is withdrawing from the lighting industry. Previously, GE's lighting business has already withdrawn from the China, Europe, Middle East and Africa markets, and will soon sign a sale contract for the US lighting business. It is reported that GE will sell the lighting business in 2018, and the seven main businesses, such as medical equipment and transportation, will be split and sold four, and the business will focus on three departments: electricity, aviation and renewable energy.
Interestingly, whether it is Osram, or Philips and GE, it seems that all of the business sales are active in China's lighting companies. All these kinds of things have triggered the optimistic expectation of the lighting industry to “go forward and retreatâ€. From the High-tech Research Institute LED Research Institute (GGII), China's position in the global lighting industry is growing.
According to GGII data, the global LED lighting market output value reached 536 billion yuan in 2017. Among them, the output value of LED lighting in mainland China was 296.9 billion yuan, a year-on-year increase of nearly 21%, and the global proportion reached 55.40%. Considering that the global LED lighting penetration rate still doubles, GGII expects that the scale of China's LED lighting market is expected to maintain a market growth of around 15% in the next few years. In 2020, China's LED lighting market will reach 461.4 billion yuan.
Throughout the history of the entire lighting industry, since Edison invented the electric light in 1879, until the year 2000, international lighting companies occupied an absolute leading position. However, in the past ten years, with the support of national policies, the voice of China's lighting industry has gradually increased, and gradually occupied a leading position in the global LED industry. For Chinese companies, this also officially ushered in a great opportunity for global expansion.
In fact, the fading out of the lighting industry by Siemens and Philips does not mean that there is no future for Osram and Philips lighting. On the contrary, after they “soloâ€, they are accelerating the deployment of emerging areas such as smart lighting and optical communications. At the 2018CES, OSRAM has released LED, laser and optoelectronic sensing solutions for autonomous driving, and is one of the leading suppliers of sensors for iris unlocking in smartphones. At the 2018 Frankfurt Lighting Fair, Yannuo launched the IoT platform for intelligent lighting; and for the first time exhibited Visible Light Communication Technology (LiFi), which can transmit multiple HD movies simultaneously with video telephony.
From the scale, after the "single flight", Philips Lighting's revenue in 2017 was 6.965 billion euros, and OSRAM's revenue in fiscal year 2017 was 4 billion euros, which is the annual revenue of 30 billion to 50 billion yuan. In contrast, the leading enterprises in China's lighting industry, although growing fast, still have a small volume. Huacan Optoelectronics, Mulinsen, Sunshine Lighting, Sanxiong Aurora, etc. are all working towards the goal of tens of billions. Obviously, regardless of revenue, profit scale, brand influence, and technology accumulation, there is still a clear gap between Chinese lighting companies and multinational lighting giants.
Some insiders said that for Chinese lighting companies, a strong international giant has always been a challenge to develop and grow, so it is not blindly optimistic. On the contrary, Chinese companies can directly or indirectly obtain the diffusion of advanced management concepts and advanced technologies through competition and cooperation with multinational giants, as well as mergers and acquisitions, and at the same time, they will also benefit from high-quality talents and other industrial factors.
From the acquisition of Landwells by Mu Linsen, the acquisition of Toshiba Lighting's China business by Konka, and the frequent cooperation between Chinese companies and Philips and GE sales, we can see the ambition of Chinese lighting companies to go global. Chinese companies are taking the road of internationalization, and in the future, competition in the overseas market will be inevitable with the competition between 昕诺飞 and OSRAM.
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