The integration of eastern and Western cultures, and landvance to create different transnational corporations

At the Shangri-La Hotel in Guangzhou in June 10th, Lund vans held a media meeting on the theme of "different, New Horizons" on the light Asian exhibition, which was the second appearance of Lund vans in Guangya Exhibition. Mr Tan Changlin, the newly appointed Mr. Tan Changlin, led the management team to media reporters and analysts about the latest strategic deployment and development vision of the landvance 2 era.

Strategic change: serving the local market, turning from the globalization strategy to the transnational strategy

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

Erol Kirilmaz, chief marketing officer of Lund Vance

In the past two years, Erol Kirilmaz, the chief marketing officer, said the two years were the most exciting time since he joined SIEMENS (OSRAM's parent company), which was too stable in the past, the German company was stable, and the lighting industry was stable. However, after breaking out from OSRAM, Lund vans began to operate independently, and can concentrate on the general lighting business 100%. The whole business sector has a greater and more autonomous development, so Erol is full of confidence in the future of the company.

In the past, in the OSRAM system, the overall business strategy was a global strategy and developed mainly in the German headquarters. The products were mainly produced in the European and North American Free Trade Zones and sold to more than 140 countries in the world. In the era of traditional lighting, the strategic layout of globalization has brought a strong competitive advantage to OSRAM.

Mr. Tan Changlin, Mr. Tan Changlin

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

1 unreasonableness: with the rapid rise of the function / added value of LED products, the price of LED products is falling continuously, contrary to the logic that the better the quality of the traditional lighting products, the better the price.

2 the rigour of competition: there are thousands of new competitors, the fierce competition makes the profit difficult, and many companies have gone bankrupt.

3 dynamic: the life cycle of the product is getting shorter and shorter. The relevant laws and regulations make the traditional lighting exit the market. LED products should adapt to different application scenarios and customer differences.

The response ability of globalization strategy to different regional markets is becoming more and more difficult to adapt, so the strategic adjustment of landvance is imperative.

Dr. Tan put forward the five strategic pillars of Lund Vance

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

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

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

4 excellent supply chain: the competitive advantage of economies of scale through perfect coordination and central control of supply chain management

5 manufacturing and purchasing: the European and American factories specializes in the production of high-end products, and the mass circulation products are made in China.

Under the new strategic guidance, landvance pays more attention to the layout of China. The Great Bay area of the Pearl River Delta, known as "Silicon Valley of China", has become one of the most important R & D centers in the world and the site of the largest supply chain manufacturing base.

Cultural integration: integration of eastern and Western cultures and the construction of the core competitiveness of Lund vans

Before joining him, Lund Vance was a typical German company.

Mr. EROL Kirilmaz gives examples of the relationship between SIEMENS, OSRAM and LAD Vance, like a grandmother, a mother and a young man. The German company has a perfect system, mature operating experience and rich technology precipitation, in the past, the various responses are slow, especially in the face of fast changing market. The overall operation and response efficiency has been significantly improved since the departure of landvance from OSRAM.

And Asian companies generally have rapid adaptability and strong enterprising. In the case of the company, for example, the company continues to develop global business and has rich accumulation in the LED industry. After joining Lund Vance, he inherited the experience of SIEMENS, a grandmother, but also becomes more dynamic and better adapted to change.

As for the two completely heterogeneous organizational cultural integration of the outside concern of Lund Vance and shareholders, Dr. CEO Tan Changlin said that his entry was to solve the problem. At present, he has entered the 2 version, the most difficult stage has passed, and the moving stones have been moved away.

Dr. Tan said that after he joined, the company's organizational structure was adjusted to promote the integration and synergy between the two cultures of the East and the West. Now, landvance integrates the advantages of the East and the west to form a unique core competitiveness.

On the one hand, Lund Vance is a long history global lighting company, covering 140 countries and regions around the world, with more than 100 years of experience in lighting industry, and has strong R & D ability and famous product brand as well as distribution channels and customer reputation.

On the other hand, it integrates the genes of more Asian lighting enterprises, and through deepening the market development of the Greater China, integrating China's strong manufacturing capacity, the strong LED technology and rich knowledge of electronic technology in the Asian market, combined with the experience and industry resources of the global operation of landvans, better services are becoming more and more open. The Chinese market.

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