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Introduction to OSRAM Direct Supply: The evolution of light sources for stage lighting equipment is a history of technological advancement from bonfires to intelligence. Its core has always been the continuous innovation of light sources—transitioning from uncontrollable to precisely controllable, from low efficiency and high energy consumption to increasing energy savings. This journey witnesses humanity's progression from passively relying on natural light to actively using technology to create and shape light, ultimately elevating it into the language of art. The key driver behind the constant breakthroughs and innovations in stage lighting equipment has been every transformation centered on the light source. An excellent stage lighting manufacturer relies on the steadfast support of a strong light source supplier behind the scenes. Now, Xmlite has ushered in a highlight moment with OSRAM. Please read on.
On the afternoon of April 12, 2024, the signing ceremony for the direct supply cooperation between Guangzhou XMLITE Stage Lighting Equipment Co., Ltd. (hereinafter referred to as "XMLITE Lighting") and ams OSRAM (China) Lighting Co., Ltd. (hereinafter referred to as "ams OSRAM") was grandly held at the Guangzhou Huaju Junyue Hotel. The event was attended by Mr. Lince, General Manager of XMLITE Lighting, Ms. He Jiaoyi, Director of the Entertainment and Industrial Lighting Business Unit, China Region of ams OSRAM, along with industry experts, distinguished guests, and media representatives, totaling over 80 attendees. The ceremony was simultaneously live-streamed online, attracting over 2,455 viewers to the live broadcast room.
At the event, Mr. Lince, General Manager of XMLITE Lighting, was the first to take the stage and deliver a speech. On behalf of all the company's employees, he thanked the attending online and offline guests for their support. He mentioned that while industry competition is increasingly fierce, XMLITE Lighting always focuses on user needs, advancing product development and service optimization, and has maintained a steady development momentum. Relying on industry-differentiating services such as a three-year warranty and product recycling, the company has gained recognition from more and more users. Mr. Lince also promoted best-selling products like the C10 LED 1000W Profile Moving Head Light, the LLP450 Moving Head Light, the LM660 six-color beam wash light, and the H3 compact profile moving head light. He emphasized that XMLITE Lighting consistently pursues a total cost leadership advantage for these key products. Finally, he reviewed the 10-year cooperation history with ams OSRAM and expressed sincere gratitude to the partnering company for its longstanding support.
Subsequently, the signing ceremony officially commenced. Mr. Lince, General Manager of XMLITE Lighting, and Ms. He Jiaoyi, Director of ams OSRAM China, took the stage together and solemnly signed the cooperation contract. Witnessed by all parties, the signing was successfully completed, marking the official upgrade of XMLITE Lighting from a distributor of ams OSRAM to a direct supply customer. In the future, the ams OSRAM China team will directly provide supply and supporting services.
After the ceremony, Ms. He Jiaoyi, Sales Director for Entertainment Lighting at ams OSRAM, took the stage to deliver a speech. She reviewed and affirmed the past achievements of the cooperation between the two parties, noting that XMLITE Lighting has always been down-to-earth and, together with ams OSRAM, has launched multiple market-best-selling products. This deepened direct supply cooperation will bring customers more efficient and higher-quality product and service support. Ms. He also shared the future development plan for ams OSRAM's entertainment lighting: while continuously improving and enriching the lamp product line, the company will vigorously expand its LED module product series. Leveraging globally leading technology and production processes, a localized R&D and production base, and a worldwide sales and service network, ams OSRAM aims to better meet the diverse needs of the market.
The following segment was the guest speech. In his address, President Wang expressed that he was glad to see many old friends from the industry at the event. He stated that XMLITE Lighting's qualification for direct supply cooperation with an internationally renowned brand fully demonstrates its own growth and strength. He wished that XMLITE Lighting, with the strong support of suppliers like ams OSRAM, will achieve even greater success.
Mr. Liang from the Guangdong Stage Art Research Association expressed his honor to attend this event in his speech and wished for a more splendid next decade of cooperation between ams OSRAM and XMLITE Lighting. He mentioned that XMLITE Lighting has established a complete closed-loop service covering fixture R&D, application, and end-of-life recycling, which provides great convenience for users and is worthy of recognition from the industry. Meanwhile, he thanked XMLITE Lighting for its support to the Guangdong Stage Art Research Association in the past and looked forward to maintaining close cooperation in the future.
Mr. Zhu, Chairman of the China Entertainment Technology Association, delivered a video speech congratulating the signing ceremony on its complete success. He pointed out that China is a major country in the production and export of entertainment equipment, and China's professional lighting technology has reached a world-leading level. The trade-in service launched by XMLITE Lighting is highly consistent with the country's current policies; the upgrade from agent to direct supply customer this time not only marks the rapid development of XMLITE Lighting's business in recent years, but also will further enhance its ability to serve global customers.
After the conclusion of the conference session, the on-site guests took a group photo to commemorate the occasion. On the same evening, the organizers also held an industry exchange dinner where people from all walks of life gathered to discuss development. With this, the signing ceremony came to a successful conclusion.
XMLITE Lighting was founded in 2010 and has maintained in-depth cooperation with ams OSRAM since 2014. As a leading global brand in the entertainment lighting sector, ams OSRAM applies extremely stringent standards for selecting direct supply customers, which mainly cover three core dimensions: First, the partner must be a leading enterprise in product and technology within the industry, capable of reversely driving OSRAM's product innovation and upgrading; second, it must possess a certain scale and strength, meeting the requirements in terms of settlement methods, target achievement rate, sales volume, etc., to ensure that the direct supply model—after eliminating intermediaries—achieves mutually beneficial economic benefits for all parties; third, it must have a good reputation in the industry to guarantee the long-term stability of the cooperation. Currently, the number of OSRAM's direct supply customers in the stage lighting industry does not exceed 10.
After becoming an OSRAM direct supply customer, overseas clients of XMLITE Lighting (XMLITE) will enjoy four core benefits:
Significant cost advantage: By eliminating intermediate agent links, foreign customers can directly access the original factory direct supply price, effectively reducing procurement costs;Synchronized technology and after-sales service: Sharing ams OSRAM’s world-leading technical resources, foreign customers are entitled to priority qualification for new product trials.
Long-term stable cooperation: Backed by the rigorous selection for OSRAM's direct supply qualification, XMLITE Lighting can ensure long-term stable supply of goods, avoiding supply disruptions caused by channel changes in cross-border trade and helping foreign customers stabilize their business layout;
Customized adaptation services: Combining the national conditions and usage scenarios of different overseas markets (such as large-scale concerts, theater performances, etc.), it provides stage lighting fixtures of diverse light source series to accurately match the needs of foreign customers.
The reason XMLITE Lighting has successfully upgraded to a direct supply customer lies in its comprehensive strength accumulated over 10 years:
Technically, it boasts a professional R&D team and an internationally certified production system, enabling in-depth participation in co-creation of products;
In terms of scale, its business covers more than 70 overseas markets worldwide with steady growth in annual sales performance, fully meeting the quantitative requirements for direct supply;In terms of reputation, it has gained an excellent reputation among domestic and foreign customers through distinctive services such as a three-year warranty and trade-in programs, which also serves as the core foundation for the deepening of cooperation between the two parties.
XMLITE Lighting & ams OSRAM Direct Supply Cooperation FAQ
1. What are the core changes of this direct supply cooperation reached between XMLITE Lighting and ams OSRAM compared with the previous cooperation model?
The core change lies in the upgrade of the cooperation level: previously, XMLITE Lighting was an "agent customer" of ams OSRAM and needed to obtain products through intermediate agent links; after upgrading to a direct supply customer, it will be directly supplied by the ams OSRAM China team, which will simultaneously provide supporting services, eliminating the barriers of the intermediate agent links.
2. ams OSRAM applies extremely stringent standards for selecting direct supply customers. Specifically, it includes several core dimensions? How has XMLITE Lighting met these standards?
The core selection criteria for ams OSRAM direct supply customers cover three key dimensions, and XMLITE Lighting’s alignment with these criteria is as follows:
First, the candidate must be a leader in product and technology within the industry, capable of reversely driving product innovation. XMLITE Lighting boasts a professional R&D team and an internationally certified production system, enabling in-depth participation in product co-creation and meeting the requirements at the technical and innovation level.
Second, the candidate must possess a certain scale and strength (including settlement methods, target achievement rate, and sales volume) to ensure that the direct supply model achieves win-win outcomes for all parties. XMLITE Lighting’s business covers more than 70 overseas markets worldwide, with steady growth in annual sales performance, fully meeting the quantitative requirements for direct supply.
Third, the candidate must have a high reputation in the industry to ensure the stability of long-term cooperation. By virtue of distinctive services such as a three-year warranty and trade-in programs, XMLITE Lighting has accumulated an excellent reputation among domestic and foreign customers, meeting the standards at the reputation level.
3. What practical benefits can overseas customers of XMLITE Lighting obtain after it becomes an ams OSRAM direct supply customer?
Overseas customers will enjoy four core benefits:
First is the cost advantage: By eliminating intermediate agent links, customers can directly access ams OSRAM’s original factory direct supply price, effectively reducing procurement costs.
Second is technical and after-sales support: Customers can share ams OSRAM’s world-leading technical resources, obtain priority access to new product trials, and enjoy more direct after-sales responses;
Third is supply stability: Backed by ams OSRAM’s direct supply qualification, XMLITE Lighting can ensure long-term stable supply of goods, avoiding supply disruptions caused by channel changes in cross-border trade.
Fourth is customized services: It can combine the national conditions and usage scenarios of different overseas markets (such as large-scale concerts and theater performances) to provide suitable light source series stage lighting fixtures, accurately matching customer needs.
What is ams OSRAM’s future development plan in the entertainment lighting sector? Does this direct supply cooperation with XMLITE Lighting align with this plan?
ams OSRAM’s future plan for entertainment lighting is clear: on the basis of continuing to improve and enrich its light bulb product line, it will vigorously develop the LED module product series; at the same time, relying on its world-leading technology and production processes, localized R&D and production bases, as well as its global sales and service network, it will better meet market demands.
This direct supply cooperation is fully aligned with this plan — as a partner covering multiple global markets, XMLITE Lighting can more efficiently reach overseas end customers with ams OSRAM’s light bulb products and future LED module products. Meanwhile, by virtue of its localized service capabilities, it will help ams OSRAM further expand the global entertainment lighting market, serving as practical support for its development plan.
