Philips Siemens fades out of the lighting industry but Chinese LED companies cannot be blindly optimistic

The LED lighting industry is welcoming new opportunities such as smart lighting and optical communications, but European giants such as Philips and Siemens are fading out.

Both Philips and Siemens are the oldest manufacturers of electric lights in Europe. Their bulb business has a history of more than 100 years. Lighting was once one of their leading businesses. Philips became one of the largest carbon filament bulb manufacturers in Europe in the late 19th and early 20th centuries. In 1919, Siemens and the other two companies jointly established the OSRAM bulb company.

In the era of incandescent lamps, Philips, Osram, GE and other European and American companies have been in the limelight. However, with the popularization of LED lighting, the technical route has completely changed, and the technical barriers of traditional lighting giants have collapsed. Asian companies, including Chinese companies, have rapidly emerged by virtue of their industrial chain and cost advantages. The revenue growth of Philips and Osram's lighting business declined and profits were thin.

Looking at the fierce competition in the consumer electronics sector, Siemens and Philips began a strategic transformation a few years ago. In 2014, Siemens released its vision for the 2020 company, which will focus on electrification, automation and digitization in the future. Philips continues to drive the company's transformation into a leader in the field of health technology.

Since the lighting business is relatively small in their overall profit, they have chosen to make the lighting business "single fly". In July 2013, Siemens split Osram's independent listing. 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.

The “Independence” Philips and Osram lighting business has become the target of Chinese companies. In 2015, Philips had planned to sell 80.1% of Lumileds' shares to the Chinese consortium, which was terminated by the US Foreign Investment Committee. In May 2016, Philips split the Philips lighting business separately.

In July 2016, OSRAM sold its LEDVANCE company, which is responsible for the lighting business, to Mulinsen and its strategic partners. At the end of 2017, China's leading LED chip company Sanan Optoelectronics and a Chinese-funded consortium with Jinshajiang Venture Capital background wanted to take over 17.34% of the shares held by Siemens' OSRAM Lighting, but the German economic minister expressed his opposition.

"Chinese companies are taking the international road. In the future, competition with Philips and Osram will be inevitable in overseas markets," said Zhang Hongbiao, a senior analyst in the LED lighting industry.

All these kinds of things have triggered the optimistic expectation of the lighting industry to “go forward and retreat”.

In fact, Siemens and Philips have faded out of the lighting industry. It does not mean that Osram and Philips Lighting have no future. On the contrary, after they “solo”, 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. Philips Lighting released the IoT platform for smart lighting at the 2018 Frankfurt Lighting Show last week; and for the first time exhibited Visible Light Communication Technology (LiFi), which can transmit multiple HD movies simultaneously with video telephony.

Light, previously used only for lighting, can be used for wireless communication, sensing distance in the future, applied to intelligent driving, information transmission, becoming the entrance of smart city, even used to cultivate crops and adjust the mood of patients. Therefore, after diluting the traditional lighting business and entrusting more LED lighting business to Chinese enterprises, Osram and Philips Lighting, which will soon be renamed Signify, are exploring the future of light and developing high-additions of LED chips and LED lighting. The value field provides a complete service plan for smart lighting.

In terms of scale, after “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 are growing fast, but their volume is still small. Sanan Optoelectronics, Mulinsen, NVC Lighting, Sanxiong Aurora, etc. are all working towards the goal of 10 billion, like NVC's 2017 revenue of 4 billion yuan. 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.

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