Integration of eastern and Western cultures, landward vs. different multinational companies

In June 10th, Guangzhou Shangri-La Hotel, landvance held a media meeting on Guangya Exhibition on the theme of "different and New Horizons". This is the second appearance of landward Vance at Guangya Exhibition. Mr. Tan Changlin, the newly appointed CEO of landward Vance, led the management team to media reporters and analysts to introduce the latest strategic deployment and development vision of landward von 2.

Strategic change: to serve the local market, from global strategy to transnational strategy

Lund Vance was split by OSRAM. In March 2017, the Chinese consortium, including the wood Lin Sen, successfully bid for it, and became a 100% holding company in March 2018.

Lund Vance, chief marketing officer, Erol Kirilmaz

In the past two years, great changes have taken place in landward Vance. The chief marketing officer, Erol Kirilmaz, said that these two years were the most exciting times in 27 years since he joined SIEMENS (the parent company of OSRAM). In the past, it was too stable. German companies were very stable and the lighting industry was stable. However, landward vans began to operate independently after splitting from OSRAM. 100% can focus on general lighting business, and the whole business sector has greater and more independent development. So Erol is confident of the company's development prospects.

In the past, landward Vance, because in the OSRAM system, the overall business strategy is the strategy of globalization, and the research and development is mainly in the German headquarters. The products are mainly produced in the European and North American Free Trade Area and sold to more than 140 countries. In the traditional lighting era, the strategic layout of globalization brings OSRAM a strong competitive advantage.

Landward Vance CEO Mr. Tan Changlin

However, in the era of LED lighting, everything has changed. Mr. Tan Changlin summed up the three characteristics of the LED lighting era:

1 unreasonableness: with the rapid increase of the function / value added of LED products, the price of LED products is continuing to decline, which is contrary to the logic of the better quality of traditional lighting products and the higher prices.

2 the crux of competition: thousands of new competitors have emerged, fierce competition has made profits difficult, and many companies have gone bankrupt.

3 dynamic: the life cycle of products is becoming shorter and shorter. The relevant regulations make traditional lighting exit from the market, and LED products have to adapt to different application scenarios and customer differences.

Globalization strategy is increasingly unable to adapt to the different regional market responsiveness. Therefore, landward's strategic readjustment is imperative.

Dr. Tan put forward Lund Vance's five strategic pillars.

1 Leadership: give the regional team more authority and freedom of operation to meet various customers and market needs.

2 business expansion: use market pull and technology thrust to develop new products to meet the needs of different stages of the market.

3 research and development: enhance R & D centers in China, Germany and the United States, and R & D centers are responsible for different key areas of technology. Shenzhen R & D center will focus on the development of circulation products and the implementation of related projects. The German R & D center will be responsible for all R & D strategy formulation and forward-looking technology exploration, such as human lighting, while the US R & D center will focus on intelligent lighting products.

4 excellent supply chain: achieving competitive advantage brought by scale economy through perfect synergy and central control of supply chain management.

5 manufacturing, processing and purchasing: factories in Europe and the United States specializes in high-end products, and public circulation products are made in China.

Under the new strategic guidelines, landward vans paid more attention to the layout in China, known as the "Silicon Valley of China" in the Pearl River Delta area, becoming one of the world's most important R & D centers and the largest supply chain manufacturing base.

Cultural integration: integrating East West culture and building landward's core competitiveness

Prior to joining Lund Vance, he was a typical German company.

Mr. EROL Kirilmaz, for example, describes the relationship between SIEMENS, OSRAM and landvance, just like Grandma, mom and a young man. German companies have perfect systems, mature operational experience and rich technology precipitation. In the past, various responses were slow, especially in the face of rapidly changing markets. Since landward's departure from OSRAM began its independent operation, its overall operation and response efficiency have been significantly improved.

Asian companies generally have fast adaptability and strong initiative. Take Mu Lin Sen as an example, the company has continuously expanded its global business and has accumulated a lot in the LED industry. After joining Lund Vance, SIEMENS inherited the experience of grandmother level, but also became more energetic and better adapted to change.

As for the two kinds of heterogeneous cultural integration of Lund Vance and Stockholm, CEO Tan Changlin said that he joined in order to solve this problem. At present, landvance has entered the 2 version. The most difficult stage has passed, and the stone that has been moved away has been moved away.

Dr. Tan said after joining landward Vance, he adjusted the organizational structure of the company to promote the integration and synergy between the two cultures of East and West. Today's landvance integrates the strengths of the East and the west to form a unique core competitiveness:

On the one hand, Lund Vance is a global lighting company with a long history. Its business covers 140 countries and regions in the world. It has more than 100 years of lighting industry experience, and has strong R & D capabilities and famous product brands, as well as distribution channels and customer credibility.

On the other hand, landward Vance has incorporated more genes in Asia's lighting industry. By deepening the market development in Greater China, integrating China's strong manufacturing capabilities and strong LED technology and rich electronic technology knowledge in the Asian market, and combining with the experience and resources of landward vans global operation, we can better serve the growing market. The Chinese market.

For more LED related information, please click LED net or pay attention to WeChat public account (cnledw2013).