OSRAM Digital Lighting Systems: A Special Three Years, A Transformative Three Years
The following article originates from OSRAM Digital Lighting Systems , by the author of successful transformation
Zhong Hui still clearly remembers the conversation he had three years ago with Dr. Gernot Steinlesberger, then CEO of OSRAM Digital Lighting Systems Eurasia Region.
At that time, Zhong Hui was still serving as the General Manager of the China region for the Security Products Division (TSP) at Johnson Controls, the leading smart building company in China by market share, when he suddenly received an invitation from OSRAM Digital Lighting Systems. "I was quite surprised at the time, given how far this was from my long-standing business. So, I just went along to chat out of curiosity."
Unexpectedly, this conversation revealed the General Manager of OSRAM Digital Lighting Systems for the Asia-Pacific region who is not from a professional background, and also brought to light a leader who guided OSRAM's digital lighting business through successful transformation and growth against the backdrop of the three-year pandemic .
Zhong Hui openly admits that he is a "newcomer" in the lighting business. He worked at Hewlett-Packard China for 11 years, during which he received HP's highest global sales award: "Winner Summit". While working at HP, he was always the company's "firefighter". Half-jokingly, he said, "To this day, I may still hold the record for the most widely rotated regional general manager within HP China." For example, while working at HP's Personal Information Products Group and Printing Imaging Systems Group, Zhong Hui served as Regional General Manager for East China, South China, Southwest China, and Northeast China, and began overseeing the entire Greater South China region in 2010. Later, Zhong Hui joined Johnson Controls, working in the building automation sector. "So, in my communication with Gernot, the sentence that moved me the most was, 'We want you to lead OSRAM Digital Lighting Systems in the Asia-Pacific North region through transformation.'."
Transformation is not unfamiliar to Zhong Hui. Having come from the IT field, he has already witnessed the shift in PC and printer businesses from "selling products" to "selling solutions," and has also experienced the transformation of the security business from analog to digital, and from isolated solutions to IoT intelligence.
"Dr. Gernot told me that the goal of OSRAM Digital Systems Group (DS) is to promote the implementation and application of 'Digital Ceiling': using the essential lighting grid in buildings as nodes, equipped with various sensors, to provide digital signals based on international standards for dozens of independent subsystems in standard buildings, controlling their respective terminal devices, making buildings smarter and more energy saving. I think this will be the foundation for transitioning to a solution provider."
Zhong Hui said that after this communication, he ultimately decided to take on this challenge and lead OSRAM Digital Lighting Systems in transforming from a supplier of lighting product components such as power supplies and drivers into a lighting system Solution provider.
In October 2019, Zhong Hui officially assumed the role of General Manager of OSRAM Digital Lighting Systems for the Asia-Pacific region.
Unfortunately, just three months after taking office, an unprecedented pandemic began.
Encountering such a change right at the start of the journey was a significant blow to everyone, and Zhong Hui was no exception. But after calming down and reflecting, he became even more determined to transform. "Under the pandemic, customers' considerations have become simpler: it is no longer just about what products they need, but what application effects they need. As long as the results are good, which product they use is not their top concern."
Thus, with the support of headquarters, he made sweeping adjustments throughout this year.
1 首先是产品层面，除了传统的电源模组业务之外，其他的都归类到智能照明控制管理系统，并将其分成三类：一是有超强能力的大型灯光控制系统，可以针对大型楼宇，以及多栋楼宇进行照明管理和控制；二是以DALI为代表的解决方案，可以做中型部署，针对楼层或楼宇；三是针对小规模部署的，以HubSense蓝牙系统为代表。
2 Secondly, adjustments to the product line , Zhong Hui also led internal business team adjustments targeting the Asia-Pacific region, including China, Japan, and South Korea, dividing them into three "combat teams" : first, a direct sales team for international clients; second, a channel sales team for local partners; third, a dedicated project team responsible for promoting customized lighting system solutions in the market.
3 Finally, Zhong Hui also actively promoted cooperation between and sister companies as well as local partners . For example, to enhance cross-selling with Traxon, OSRAM Digital Lighting Systems can integrate components, controls, and Luminaire, providing users directly with an overall Solution. At the same time, for large buildings, OSRAM Digital Lighting Systems also jointly developed with local partners the OSRAM Star® Lighting Control System , offering comprehensive lighting control means.
"It should be said that many competitors in the market are also beginning to realize the need to transition from products to solutions, but we are truly starting from applications and viewing lighting needs from the perspective of building automation." Zhong Hui said he hopes to lead his team to do more creative work, thereby driving business breakthroughs.
从事过楼宇自动化领域的钟辉，清晰地看到智能楼宇建设过程中的一大难题：各自的系统互不联通，比如暖通、新风、消防、机控，甚至窗帘，所有的系统都是独立的。“比如，一个办公室可能有30平米，在里面每个系统都要装各自的传感器，窗帘的控制要装一个，空调、灯光各自还要装各自的，大家都想把自己的传感器放在最好的位置。与此同时，这些传感器收集的数据又是互不相通的。”
钟辉敏锐地发现，如果有一家供应商可以将这些数据联通起来，实现整体控制，无疑会给用户带来显著的价值。“我们觉得，欧司朗数字照明系统具备这个潜力。最简单的一点，照明系统对每一栋楼宇都是必须的：你可以不装新风，可以不装窗帘控制，但是你一定要装灯。”
"Today, as many of our partners and competitors continue to make LED drivers smaller and more powerful, we are thinking about how to better integrate with all levels of building automation suppliers, share more data with them, and improve the efficiency of smart buildings," said Zhong Hui. Under this approach, OSRAM Digital Lighting Systems have successfully participated in many construction projects, such as Beijing Daxing Airport, Hangzhou Metro, and Changsha Metro in China, among others. Through these practical projects, the company has not only strengthened its team but also gained greater confidence in its transformation direction.
Of course, the most important recognition comes from the company's performance. Zhong Hui introduced that in 2020, against the backdrop of the pandemic, the entire lighting industry saw an average decline of more than two digits, while OSRAM Digital Lighting Systems North Asia achieved growth; in 2021, the industry average growth was 10-20%, while OSRAM Digital Lighting Systems North Asia's growth exceeded 40%; in 2022, due to factors such as the Shanghai lockdown, many domestic lighting enterprises declined by more than 30%, while OSRAM Digital Lighting Systems North Asia achieved basically flat performance.
The results of the transformation are gratifying, but for Zhong Hui and his team, difficulties will not be limited to just one.
In July 2020, ams announced the successful completion of its Acquisition of OSRAM, and completed the integration in March 2021. The company was renamed ams OSRAM. In June 2021, ams OSRAM announced the sale of OSRAM's digital lighting systems business in Asia and Europe.
Changes in ownership, while not affecting the progress of OSRAM's digital lighting system transformation, undoubtedly raise concerns among customers and partners regarding the company's future development. In response, Zhong Hui firmly stated, " Our commitment to users remains unchanged. Regardless of future ownership, we will continue to provide the best service to customers based on the existing technical standards of our digital lighting system. We also commit to being the best solution provider for customization and customer responsiveness."
不仅如此，钟辉还认为，两家公司的产品互补性很强，会涵盖室内小功率和户外大功率两个领域；同时，两家公司的客户和市场的互补性也很强，合并后能实现对欧洲、亚洲、北美等更广阔领域的覆盖。
"We expect to achieve a '1+1>2' effect after business integration , becoming the largest company in this field and providing customers with the most complete Solution, the best service, and products."
After the adjustments of 2020, the growth of 2021, and the reflection of 2022, Zhong Hui's expectation for 2023 is "Integration and Acceleration". In his view, the direction and positioning of digital lighting system Solution suppliers are clear; what needs to be done is to unite efforts and accelerate forward in the new environment.
Personal Profile
Zhong Hui, General Manager of OSRAM Digital Lighting Systems for the Asia-Pacific Region
Mr. Zhong Hui currently serves as the General Manager of OSRAM Digital Lighting Systems for North Asia, based in Shanghai. He joined OSRAM in 2019 and assumed the role of General Manager for North Asia, primarily responsible for OSRAM's power supplies, modules, and smart lighting control systems' sales and marketing strategies in China, South Korea, and Japan, fully leveraging market potential to enhance OSRAM's sales performance and market share in North Asia.
Mr. Zhong Hui has over 25 years of management experience in multinational corporations and possesses deep insights into products and markets. Before joining OSRAM, Mr. Zhong Hui held various management positions at companies such as Philips (Signify) and Johnson Controls. Mr. Zhong Hui graduated from Duke University in the United States with a Master's degree in Business Administration.