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Linsen and Osram Marriage, you do not understand the inside
- Jul 14, 2017 -

From Osram internal staff learned that the use of Osram brand in the time is not alone Osram logo, the need to Osram and Landevince two brands exist simultaneously. In other words, Linsen bought the Hollande Vance to use Osram brand, must put Osram and Landevince two brands at the same time.

Recently LED lighting industry's biggest news, no more than Linsen, such as the three-party joint investment Team (hereinafter referred to as "Linsen Consortium") to 400 million euros in the acquisition of Hollande Vance (ledvance, Osram light source business) of the transaction, which means that in the industry uproar over a cross-border takeover of a key hammer, a few twists and turns of the acquisition has

News, industry veteran personage Peng Banxio bluntly: "First congratulate Linsen successful merger, but the road is still far?" ”

Osram is dumping "baggage"

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For this cross-border takeover case, Peng Banxio believes it needs to be viewed in a more rational way. "From a variety of information including disclosure of the announcement, in fact, the most valuable business is still in Osram hand, Osram this sale is its ' baggage ' business, the actual it is to dump ' baggage ', for the acquisition of enterprises is not a cost-effective. "he said.

Peng Ban Water assured the reporter, the above view in its and Osram China's internal personnel communication is also confirmed. "They also think that the sale to the Linsen consortium is basically part of the traditional business, although there is LED lighting this part of the light source, but this part is basically on the Chinese foundry, can be said that the sale is part of the competition is hot, basically there is no too high value-added business. ”

No long-term international brands available

According to Landevince and Osram agreement, the former at the product level will continue to use Osram (Osram) and North American Nian (Sylvania) brand, but there is a key issue is not mention: Osram Brand's use of life, including Nian brand is not long-term use.

"I have learned that Osram brand can only be used for 10 years, but according to Osram internal staff revealed that Landevince use Osram brand seems to be only 2.5, not more than three three. If so, the value of this merger is even worse. "Peng Ban water does not disguise its not optimistic."

He added that it would not be as good as Lenovo's acquisition of IBM, which used the five-year-old IBM brand to Lenovo's own brand, and that many consumers in the international market would not be able to endorse the new brand.

"If the North American Nian brand can be used over a long period of time, it may be valuable. Because Chinese companies or other foreign companies enter the U.S. market, American companies will take some local protectionism, they first sue you, then you can not sell in this country, but Nian brand is different, in this country has a certain basis, they are easy to achieve sales. ”

Peng Banxio also from Osram internal staff learned that the use of Osram brand in the time is not alone Osram logo, the need to Osram and Landevince two brands. In other words, Linsen bought the Hollande Vance to use Osram brand, must put Osram and Landevince two brands at the same time.

An imperfect takeover?