Since when, the familiar domestic brands gradually fade out of our sight? When the little nurse, Wahaha, Lucky film, Shuanghui these familiar names slowly become a memory, we found that mergers and acquisitions of foreign enterprises in the more severe the scratch.
The takeover of the national brands are able to escape the fate of three: one is to play dead; Second, the development was inhibited; glue stick third of China for foreign capital to extract the wealth of tools. Obviously, the experience acquired Osram Foshan Lighting currently belongs to the second. Of course, ultimately no "first" or "third"glue gun situation, need time to verify.
National brand become foreign companies into China's "stepping stone."
OSRAM Foshan Lighting to become the largest shareholder.
As the world's second-largest lighting manufacturer Osram, Philips, General Electric Lighting Company have formed a joint venture in China the domestic landing light source market. Because, electric light hot market development, and to electric light industry in 2002 a joint venture and wholly owned enterprises has reached more than 300, the market competition tends to incandescence. Through strategic acquisitions to improve their market share, it will become an international leading-edge lighting, the Big Three to ensure that strategic choice. So the line of sight targeting OSRAM is known as "King of China's light," said the Foshan Lighting, OSRAM 2005, it purchased a stake in Foshan lighting to 13.47% of the equity share of a major shareholder. Followed in November 2008, OSRAM Prosperity held in Hong Kong to buy some shares, so that 39.86% of the shares to become the largest shareholder of Foshan lighting.
Buddha promised cooperation will continue into the talk?
OSRAM has made three major acquisitions at the same time commitment: First, tradable share reform and the sale is completed within four years, will be the Annual General Meeting in Foshan lighting proposed distribution of profits and to vote in favor of the motion, the proposed distribution of motion the proportion of profit distribution in Foshan Lighting of not less than the distributable profits of the year to achieve 65%. Second, the share reform and the sale of shares within five years after completion of the transfer, the acquirer OSRAM lighting products will be purchased in accordance with the terms of the contract to purchase lighting products from Foshan Lighting at least 1,000 million U.S. dollars. Most importantly, commitment OSRAM share transfer is completed, will be in accordance with the Foshan Lighting the terms and conditions agreed to consider the latter to provide appropriate technical assistance and know-how.
The responsible use of Osram Foshan Lighting's good cost control capability to produce high quality products combined with OSRAM's own brand can be more abundant profits, expand product market share.
However, looking back four years later, this commitment has become a dead letter. In fact, the original White Osram Foshan Lighting, eyes on the Buddha according to the scale of production and bases its production base into the Asia Pacific region. When such a purpose can not be achieved, OSRAM's commitment will be impossible to achieve. Then, on July 3, OSRAM thrown "in Foshan's expansion plans progress, officially put into operation two new factories, to 2010, total investment will reach 400 million yuan." Such a message, we OSRAM seems to be found "abandoned" Foshan Electrical and Lighting, "China Light King" If there is no large shareholder, then the days can be imagined.
Foshan Lighting LED when the focus will be planning business, need technical support, but this, OSRAM is ignored. "We are currently discussing with the Buddha according to provide some LED products to them." Goetzeler special emphasis is LED products, not technology. "So in order to develop LED lighting industry, Foshan Lighting had to look for other cooperation.
At present, LED's core technology lies in Osram, Nichia, Lumileds and other international companies Samsung and hands. This Foshan Lighting and Nichia and Samsung as co-operation becomes possible.
If, Osram Foshan Lighting and the "rivalry" or so "entangled" down, then the two companies will most likely fall apart.
When the largest shareholder of a "rival" national brand crisis.
In fact, the two companies, "scores" far more than that. Foshan Lighting as a national brand, sales of energy-saving lamps on the past performance has been good. And also do OSRAM energy efficient lighting products. There are two competing for the enterprise itself. When OSRAM become a major shareholder, what will happen? Has been reported that: in Foshan Lighting shareholders meeting, some investors questioned, "Why is this year but not as good as the brand of Foshan Lighting the past? In Foshan on the road, you can see," OSRAM "and other large billboard lighting products From time to time passing, Foshan lighting billboards are relatively rare? "
Foshan Lighting's performance declined, forcing 67-year-old clock at the end of 2008 the letter was out of the mountains, facing the problem OSRAM, one can only sigh: "As a competitor, do not expect him to help me."
In fact, in addition to equity while Foshan Lighting, Osram has also set up in Foshan, "OSRAM Foshan Lighting Co., Ltd." in the part of the business, in direct competition with the Foshan Lighting.
Such a situation, national brand, "Foshan Electrical and Lighting" is facing a severe crisis can be imagined.
OSRAM Foshan Lighting booming downhill path
Whether or revocation of future Osram Foshan Lighting of the shares in, or greater efforts to eat Foshan lighting. White from OSRAM Foshan Lighting she had to say, Foshan Lighting is a good stepping stone, at least, by Foshan Lighting's influence in China, OSRAM lighting the way to go relatively smoothly. These results can be distinguished from the description of the problem.
For example, China 2010 Shanghai World Expo Lighting global partners; OSRAM Opto Semiconductors GoldenDRAGONPlusLED been recognized, for the Shanghai Yangtze River Tunnel Lighting Project; OSRAM in the Guangzhou International Financial Center (West Tower) of the curtain wall lighting, LED (light emitting diodes) products he won the bid to become the new landmark building in Guangzhou is also an important sports event in 2010 and the only lighting equipment supporting projects suppliers; OSRAM energy-saving lamps in China won the bid campaign, will provide China with 14.5 million green lighting products.
These are but OSRAM many achievements in the corner, and Osram in China's performance continues to grow, OSRAM Global CEO Goetzeler said: "We plan 10 years OSRAM energy efficient lighting products, share of sales increase of 80%. "Obviously, OSRAM is based on brand, technology resources are constantly strengthening the brand in the Chinese market the right to speak.
However, the acquisition of Foshan lighting, there is no such a good score. Over the past decade have been able to adhere to the dividend Foshan Lighting, wore the "cash cow" of the title, still could not escape the embarrassing decline in the main business of the distress, and is gradually approaching the plight of competitors. 16 years, Foshan Lighting accumulated up to 2.11 billion yuan in cash dividends, but after spinning off its investment income, Foshan Lighting year 2004 -2008 from the main business of the real total profits were 290 million yuan, 2.6 billion yuan, 240 million yuan, 170 million yuan, 0.79 billion, significantly increases gradually decline. The peer enterprises in Zhejiang but is catching the sun, from a number of important business data, the former king of Foshan Lighting lamps integrated growth rate has lagged behind the Zhejiang Sunshine.
Earlier the end of 2008, Foshan Lighting performance has been declining, so that the letter was re-Zhong Zhang veteran helm. However ability to recover is difficult to predict the performance of Foshan Lighting.
Lighting industry needs to create its own brands.
After the first joint venture acquisition strategies and personnel to conduct the localization of the expansion of many multinational companies modus operandi of the Chinese market. Either from the battery to Resources from the Nanfu paint, from Robust to Wahaha, from Five Star to the Supor. So as the "China Light King" is no exception, Foshan Lighting, a joint venture acquisition of experience, suffered a cold, suffered a threat, the future go? The lighting industry's national brands, to the future is worrisome. In this feast of lighting, OSRAM is clearly enjoying the beautiful banquet, and Foshan Lighting undoubtedly the cracks in the survival of many famous brands.
Although, Foshan Lighting is to have half a century old national brand in the competitive 21st century, faced with a lot of embarrassment. Foshan Lighting is a veteran business, but not a world-renowned brands. Needless to say, consumers, and even their understanding of the industry are poorly understood. Foshan Lighting unmatched in the country of the old qualifications, but the lighting is not a benchmark Foshan enterprises, few people follow the Buddha according to model; Foshan Lighting is a publicly traded company, but this is not a good use of capital leveraged companies, in the face the hands of hundreds of millions of element of the cash flow does not make full use of. Foshan Lighting is a leading enterprise, failed to use their influence to integrate industry resources to fully create the leading position of the right to speak.
In fact, not only Foshan lighting, many domestic and foreign enterprises have established business cooperation, but only stay in the "traditional manufacturing" business development stage. Brands in the market, the lack of the right to speak, the marketing is weak, the channel network is not compact, simply can not compete with the international brand.
It seems that the future of lighting companies in China worrying. So how to change this situation, so that our national brand to be strong? Technology and human resources, management and marketing, how Enhancing "Internal Strength" is the lighting companies in China had to study.