Breaking the Involution in the Lighting Industry: Zhuosheng Lighting's Zhang Meng Reveals the 'Ecosystem Strategy' for Multi-Brand Synergy

当下，照明行业正处于一场深刻的产业变革之中：AI技术加速渗透、“双碳”目标深化推进、消费需求从“照亮”向“智享健康”升级，照明行业正迎来从基础功能向智慧生态的关键转型期，多重变量交织也推动行业从“产品竞争”迈入“生态竞争”的全新阶段。在此背景下，“破局”与“升级”成为企业发展的核心命题，如何依托品牌矩阵构建差异化优势、凭借渠道革新夯实市场根基、借助技术创新抢占未来先机，成为企业破局升级的关键。作为照明行业的领军力量，佑昌集团携欧司朗专业照明、Traxon、e:cue三大核心品牌深耕多品牌协同战略，旗下卓生照明近期动作频频，一系列布局引发行业广泛关注。

为深度解码卓生照明的发展逻辑与战略布局，近日，中国之光网特别专访了佑昌集团销售总监兼卓生照明中国区销售总监张孟，围绕多品牌协同、渠道升级、新品亮点、市场拓展及下一代照明趋势等核心议题展开深度对话，为行业同仁带来前沿思考与实践参考。

▲佑昌集团销售总监兼卓生照明中国区销售总监张孟

China Lighting Network: The Group's "multi-brand synergy" model (covering OSRAM Professional Lighting, Traxon, e:cue, etc.) is one of its core competencies. How does this differentiated layout avoid internal competition while achieving a market coverage effect of "1+1>2"?

Zhang Meng: The core intention behind the Group's establishment of the multi-brand synergy strategy is to avoid the common internal friction in the industry, allowing each brand to deepen its expertise in its exclusive track and then form synergy through complementary advantages. How to avoid internal competition? The key is non-overlapping positioning and non-crossing tracks:

OSRAM Professional Lighting serves as the Group's "ballast stone", focusing on industrial, commercial, and large-scale engineering projects , with reliability, efficiency, and long-lasting durability as core strengths, dedicated to solving customers' essential lighting needs and striving to become their most trusted professional partner; e:cue acts as the "smart brain" of the entire system, leveraging Germany's deep technical heritage, focusing on the field of intelligent control. Whether for consumer smart products, core components, or professional control systems, everything revolves around "making light intelligent", with the core goal of building a seamlessly connected smart lighting ecosystem; Traxon is positioned as a "space aesthete", as a top global lighting brand, it does more than just provide lighting—it uses light as design, defining spatial style through customized solutions and meeting the visual experience needs of high-end scenarios.

Three brands, one ensures professional foundations, one empowers the intelligent core, and one elevates design aesthetics; each has its own role, so there is naturally no homogenized competition, but rather they can each go deeper and more thoroughly in their respective niche fields.

As for the "1+1>2" effect, it mainly forms the advantage of one-stop integration. Currently, when customers undertake projects, they generally fear dealing with multiple suppliers, which easily leads to high coordination costs and potential issues. Taking a high-end commercial complex project as an example, OSRAM can complete the basic functional lighting layout for all scenarios, ensuring brightness and stability; Traxon can provide customized luminaire design to enhance the texture of indoor and outdoor spaces; e:cue then achieves seamless connection between the two through intelligent systems, implementing smart functions such as scene switching and energy consumption management. This end-to-end closed-loop solution with a single plan is difficult for a single brand to provide, saving customers time and effort, while also extending the Group's market coverage from single products to full-scenario solutions, achieving a multiple amplification of market effects.

China Light Network: May I ask, is Zhuosheng Lighting currently adjusting its dealer system? How is it being adjusted?

Zhang Meng: That's right. Zhuosheng Lighting is indeed promoting a strategic optimization of its dealer system recently, but this adjustment is not simply "survival of the fittest"; the core is to transform channel relationships from traditional "pure supply-demand relationships" to "partnerships for value co-creation", with three specific directions for adjustment:

First is optimizing the channel architecture, focusing on core markets to select high-quality partners; key dealers with strong financial capabilities, outstanding service capabilities, and strong regional resource integration abilities are retained, while low-efficiency partners with weak willingness to cooperate and lagging business capabilities are eliminated, ultimately forming a hierarchical structure of "core dealers + regional service providers", concentrating resources in the hands of those who can and want to work, thereby improving overall operational efficiency;

Second is promoting digital empowerment; we have built a dedicated digital management platform for dealers, achieving full-process online operations including order docking, inventory inquiry, logistics tracking, and policy inquiry, greatly reducing communication costs; more importantly, the platform can also precisely match customer resources for dealers and output demand data analysis, helping them accurately grasp market demands and avoid blind stockpiling;

Third is laying out direct-operated flagship stores, establishing offline experience points in core cities; on one hand, serving as a brand showcase window, allowing customers to intuitively feel the product systems and solutions of our three brands; on the other hand, creating channel operation benchmarks, providing standardized references for operations, sales, and services for surrounding dealers, while also undertaking regional training and technical support functions, driving the upgrade of the entire regional channel service level.

China Lighting Network: We noticed your company released a new product. As a new professional lighting series, what are the core technical highlights of the Zhuolang series?

Zhang Meng: The original intention behind developing the Zhuolang series is simple: to allow users to spend the same amount as for international high-end brands and get genuine quality that doesn't fall short, without paying for inflated brand premiums. Therefore, the core advantage of Zhuolang is 'extreme cost-performance ratio in the same price segment' — no performance compromises, no configuration downgrades, and even more controllable costs.

性能层面，卓朗系列全面对标国际一线标准，部分配置甚至实现“加量不加价”。比如显色性，我们做到了Ra≥90、R9≥50，这一参数不是噱头，而是能实实在在精准还原物体本色，无论是商业展示、办公场景还是工业领域等对色彩还原要求较高的场景，都能完全满足需求。

More importantly, we firmly refuse 'low configuration at the same price'. Relying on the group's global supply chain integration advantages, the Zhuolang series strictly follows industry top-level standards in key process links such as core component selection, heat dissipation structure design, and Ingress protection (IP rating) assurance, without any discounts. Customers spending the same money buy not just a brand label, but solid performance and quality. This is exactly the core confidence of the Zhuolang series.

中国之光网：随着人工智能技术的发展、“双碳”目标的提出以及照明需求的变化，您认为下一代照明的关键突破点会在哪里？

Zhang Meng: I have always believed that the next generation of lighting is absolutely not a simple upgrade of lamps, but an evolution from purely functional illumination to a smart light environment that can perceive, think, and interact. I summarize its key breakthroughs into four directions:

第一是照明与AI的深度融合。未来的光不再是静态的，而是动态、自适应的。通过AI传感器和算法，系统能自动感知空间里的人员活动、自然光变化，进而动态调整照明参数，实现按需照明。

第二是可持续发展的深度践行。双碳目标不是一句口号，而是企业必须承担的社会责任，也是行业趋势。

第三是光环境的健康与人因价值。光对人体的影响，比如节律、情绪、视力，会被深度挖掘。下一代照明要能模拟自然光的色温和光谱变化，贴合人体24小时的生理节律，不论是为学校、医院还是办公场所，都能提供真正有益健康的光，而不只是照亮。

第四是极致的个性化体验。每个人对光的需求都不一样，未来的照明系统要能基于用户数据和偏好，实现千人千面的定制——工作时需要高亮度、高显色的光，休息时需要柔和、低色温的光，系统都能精准匹配，为每个个体提供最适合当下状态的照明方案。

China Light Network: In this regard, what forward-looking layouts has Zhuosheng made in terms of technology, products, and market expansion?

Zhang Meng: In response to these trends, Zhuosheng's layout is comprehensive and firm:

Technologically, we are increasing R&D investment. On one hand, we focus on core technologies such as adaptive lighting algorithms, human centric lighting (HCL) databases, and IoT platforms, breaking through key barriers in the integration of AI and lighting; on the other hand, we are also deepening low-carbon technologies, developing LED chips and LED drivers with higher efficiency and lower power consumption, exploring the application of recyclable and environmentally friendly materials, and promoting the transition of the entire industry chain towards low carbon.

Regarding products, we are preparing to launch an AI smart lighting series. Equipped with modules such as human body sensing and light sensing, it can autonomously learn user habits, achieve intelligent dimming and automatic scene switching, covering multiple scenarios including home, office, and commercial spaces.

Regarding market expansion, our core idea is to shift from selling products to providing light environment value. We are focusing on cutting-edge fields such as smart cities, healthy buildings, and high-end commerce, no longer simply selling lights, but working with partners to provide complete light environment solutions according to the needs of different scenarios, jointly defining the future of light.

Reviewing this dialogue, Director Zhang Meng's presentation clearly outlines Zhuosheng Lighting's strategic blueprint: using multi-brand synergy as a core barrier to achieve precise coverage of full-scenario [[Solution]]; taking channel value co-creation as a breakthrough point to solidify market foundations and service capabilities; and driving innovation as the core engine to precisely align with industry trends in intelligence, health, and low carbon. From deep cultivation in the professional lighting field to the extension of intelligent control technology into consumer markets, and further to forward-looking layout for next-generation lighting trends, every step taken by Zhuosheng Lighting closely follows industry pulses and user needs.

Currently, the wave of innovation in the lighting industry continues, and there are more possibilities waiting to be explored on the path of integrating intelligence and low carbon. In the critical period when the lighting industry is moving from "product competition" to "ecosystem competition", and in the important stage where the industry is advancing towards high-quality development, we believe that with clear strategic planning, solid technical accumulation, and an open ecosystem philosophy, Zhuosheng Lighting will not only achieve its own leapfrog development but also inject new growth vitality into the industry through benchmark models of multi-brand synergy and innovative practices of full-scenario smart lighting, leading the lighting industry towards a smarter, healthier, and more sustainable direction. In the future, China Light Network also looks forward to seeing Zhuosheng Lighting shine even brighter on the global lighting market stage and write a new chapter in industry development.