[High-tech LED news / reporter Hu Yanling] Founded in 1906, Osram is famous for its excellent light source technology. As a wholly-owned subsidiary of Siemens, OSRAM has become the most innovative lighting company in the world and has several world-leading core patents.
In 1994, OSRAM took the lead in setting up a China office in Shanghai. One year later, OSRAM (China) Lighting Co., Ltd. (hereinafter referred to as “Osram Chinaâ€) was established. At present, OSRAM China has three production bases and a research and development center. The company has nearly 8,000 employees in China.
The acquisition of joint ventures and the localization of strategies and talents is the common path for many multinational lighting companies in China. Philips, General Electric, Osram is no exception. In August 2004, Osram entered Foshan Electrical and Lighting Co., Ltd. (hereinafter referred to as “Foshan Lightingâ€), and quickly opened up the Chinese lighting market through its mature channels and production capacity.
However, after experiencing the bumpy “marriage†with Foshan Lighting, in the LED business that represents the future trend of energy-saving lighting, in recent years, the German warship of OSRAM has not entered China for a long time to achieve localized production.
It seems that Osram China is very cautious in the LED layout and is looking for another way to make a comeback.
This time, OSRAM China chose to set up a wholly-owned factory.
Gaogong LED reporter learned from relevant persons of Wuxi Municipal Government of Jiangsu Province that Dr. Fang De, CEO of Osram Asia Pacific, has recently visited Wuxi, Jiangsu Province to inspect the investment environment of the place, aiming to provide the final reference for the company to invest in building LED optoelectronic semiconductor packaging factory in China. .
According to the plan, the OSRAM project for LED packaging in China will be implemented in two phases. The company will also select the final investment sites in Chengdu, Xi'an, Suzhou and Hangzhou at the end of July.
Leveraging Foshan Lighting to open up the Chinese lighting market
In 2005, Foshan SASAC transferred its 23.39% Foshan Lighting State-owned shares to Osram Prosperity Holdings Co., Ltd. (a joint venture between OSRAM and Hong Kong Prosperity, and later changed to Osram) and Hong Kong Youchang Lighting Equipment Co., Ltd. . After the transfer, the shareholding ratio of the two companies was 13.47% and 10.50% respectively. Osram became the largest shareholder of Foshan Lighting, which is known as the “China Light Kingâ€.
At the time, both sides could be said to be desirable. Foshan Lighting wants to use the technology of Osram to become bigger and stronger, while OSRAM looks at the strong production capacity of Foshan Lighting and can provide OEM products with lower prices. “Only by gaining a minority stake in Foshan Lighting can further strengthen our presence in the Asian market. The status of the company, Mr. Bobst, who was the chairman of Osram, said at the completion of the acquisition. Subsequently, Osram China successfully occupied the market share, and its production base in Foshan has been expanded and expanded four times. It has become Osram's largest energy-saving lamp production base in the world.
In the acquisition in 2004, OSRAM's share of the Chinese lighting market was only 2/3 of that of Foshan Lighting. By 2009, the Chinese market has become the third largest market for Osram in the world after Germany and the United States, with annual sales. More than 200 million euros, equivalent to nearly 1.7 billion yuan.
However, the cooperation between the two parties was not smooth. On August 3, 2010, Foshan Lighting announced that it chose LED lighting technology and solution research and development and production company Purui Optoelectronics Co., Ltd. as its general lighting market lighting and lighting product research and development strategy supply. Business.
The announcement of Foshan Lighting has made the parties stunned. The source pointed out that it is Osram that does not give LED technology. It is very likely that "want to finally obtain control of Foshan Lighting", and Foshan Lighting’s approach, "is to want to put Osram's 'å°ç–†ç›˜' broke." Regardless of whether the rumors are true or not, the infighting between the two sides has long been a well-known fact in the lighting industry. The paper announcement of Foshan Lighting has made the parties speculate that the two sides will cooperate to jointly operate the Chinese LED market, and it will add a mystery to OSRAM's LED localization strategy.
Prior to this, OSRAM also tried to acquire LED local companies to achieve localization. In 2007, when Career acquired Huagang Optoelectronics, OSRAM had given a higher price, but its purpose was to completely replace the original management team, and Cree promised to build Huagang into a Chinese-based Cree, the final division. Sharp wins. Subsequently, Career’s sales in China increased significantly.
In December 2010, Cree announced its production in Huizhou. In the same year, Nichia began to set up factories in China to produce LED phosphors. In 2011, Nichia expanded its plant scale again, and the new plant is responsible for the production of LED devices for display and lighting. Compared with the trend of Career and Nichia, the pace of localization of OSRAM is slightly slow.
In 1994, OSRAM took the lead in setting up a China office in Shanghai. One year later, OSRAM (China) Lighting Co., Ltd. (hereinafter referred to as “Osram Chinaâ€) was established. At present, OSRAM China has three production bases and a research and development center. The company has nearly 8,000 employees in China.
The acquisition of joint ventures and the localization of strategies and talents is the common path for many multinational lighting companies in China. Philips, General Electric, Osram is no exception. In August 2004, Osram entered Foshan Electrical and Lighting Co., Ltd. (hereinafter referred to as “Foshan Lightingâ€), and quickly opened up the Chinese lighting market through its mature channels and production capacity.
However, after experiencing the bumpy “marriage†with Foshan Lighting, in the LED business that represents the future trend of energy-saving lighting, in recent years, the German warship of OSRAM has not entered China for a long time to achieve localized production.
It seems that Osram China is very cautious in the LED layout and is looking for another way to make a comeback.
This time, OSRAM China chose to set up a wholly-owned factory.
Gaogong LED reporter learned from relevant persons of Wuxi Municipal Government of Jiangsu Province that Dr. Fang De, CEO of Osram Asia Pacific, has recently visited Wuxi, Jiangsu Province to inspect the investment environment of the place, aiming to provide the final reference for the company to invest in building LED optoelectronic semiconductor packaging factory in China. .
According to the plan, the OSRAM project for LED packaging in China will be implemented in two phases. The company will also select the final investment sites in Chengdu, Xi'an, Suzhou and Hangzhou at the end of July.
Leveraging Foshan Lighting to open up the Chinese lighting market
In 2005, Foshan SASAC transferred its 23.39% Foshan Lighting State-owned shares to Osram Prosperity Holdings Co., Ltd. (a joint venture between OSRAM and Hong Kong Prosperity, and later changed to Osram) and Hong Kong Youchang Lighting Equipment Co., Ltd. . After the transfer, the shareholding ratio of the two companies was 13.47% and 10.50% respectively. Osram became the largest shareholder of Foshan Lighting, which is known as the “China Light Kingâ€.
At the time, both sides could be said to be desirable. Foshan Lighting wants to use the technology of Osram to become bigger and stronger, while OSRAM looks at the strong production capacity of Foshan Lighting and can provide OEM products with lower prices. “Only by gaining a minority stake in Foshan Lighting can further strengthen our presence in the Asian market. The status of the company, Mr. Bobst, who was the chairman of Osram, said at the completion of the acquisition. Subsequently, Osram China successfully occupied the market share, and its production base in Foshan has been expanded and expanded four times. It has become Osram's largest energy-saving lamp production base in the world.
In the acquisition in 2004, OSRAM's share of the Chinese lighting market was only 2/3 of that of Foshan Lighting. By 2009, the Chinese market has become the third largest market for Osram in the world after Germany and the United States, with annual sales. More than 200 million euros, equivalent to nearly 1.7 billion yuan.
However, the cooperation between the two parties was not smooth. On August 3, 2010, Foshan Lighting announced that it chose LED lighting technology and solution research and development and production company Purui Optoelectronics Co., Ltd. as its general lighting market lighting and lighting product research and development strategy supply. Business.
The announcement of Foshan Lighting has made the parties stunned. The source pointed out that it is Osram that does not give LED technology. It is very likely that "want to finally obtain control of Foshan Lighting", and Foshan Lighting’s approach, "is to want to put Osram's 'å°ç–†ç›˜' broke." Regardless of whether the rumors are true or not, the infighting between the two sides has long been a well-known fact in the lighting industry. The paper announcement of Foshan Lighting has made the parties speculate that the two sides will cooperate to jointly operate the Chinese LED market, and it will add a mystery to OSRAM's LED localization strategy.
Prior to this, OSRAM also tried to acquire LED local companies to achieve localization. In 2007, when Career acquired Huagang Optoelectronics, OSRAM had given a higher price, but its purpose was to completely replace the original management team, and Cree promised to build Huagang into a Chinese-based Cree, the final division. Sharp wins. Subsequently, Career’s sales in China increased significantly.
In December 2010, Cree announced its production in Huizhou. In the same year, Nichia began to set up factories in China to produce LED phosphors. In 2011, Nichia expanded its plant scale again, and the new plant is responsible for the production of LED devices for display and lighting. Compared with the trend of Career and Nichia, the pace of localization of OSRAM is slightly slow.
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