Exclusive Interview with Zhuosheng Lighting CEO Zhuang Junjie: The Next Decade of Zhuosheng and the OSRAM Brand, Walking with Partners in "Shared Intelligence"

In January 2026, Zhuosheng Lighting and ams OSRAM officially renewed their ten-year strategic brand licensing cooperation agreement, once again securing the exclusive licensed right to use the "OSRAM" and "欧司朗" trademarks in mainland China, Hong Kong, and Macau for professional general lighting luminaires and dynamic lighting. This agreement, which lays the foundation for development over the next decade, marks a new phase for both parties moving from "licensing cooperation" to "strategic co-construction."

At this key strategic starting point, Zhuosheng Lighting will hold its 2026 Zhuosheng Lighting Partner Conference in Kunming, Yunnan on March 24, themed "Gathering Momentum with Intelligence · Light Bestows a New Chapter". On the eve of the conference, Hong Bing, Editor-in-Chief of China Light Network, had an exclusive dialogue with Mr. Zhuang Junjie, CEO of Zhuosheng Lighting, providing an in-depth analysis of the core value of the new decade's licensing, outlining the blueprint for channel upgrade, and revealing in advance how this conference, which disrupts tradition, will take "co-creation" as its core to join hands with global strategic partners to embark on a new journey in the lighting industry.

Hong Bing: Hello, Mr. Zhuang. First of all, congratulations to Zhuosheng Lighting on successfully renewing the licensing cooperation with OSRAM for another decade. In your view, what is the most important strategic value of this long-term licensing agreement for Zhuosheng Lighting?

Zhuang Junjie: Thank you, Teacher Hong Bing. This is not just a renewal, but also a confirmation of "strategic alignment" for the future. It means that our development blueprint for the next decade is highly synchronized with OSRAM. For us, its core value lies in "certainty" and "depth". It allows us to plan for the future and make sustainable investments together with our partners based on a stable, long-term brand foundation. We will no longer just discuss products for the next season, but will be able to jointly plan the technical path for the next three years and the market layout for the next five years, truly forming a community of shared destiny with our partners and sharing long-term value.

Hong Bing: The realization of strategy cannot be separated from the support of channels. In the new ten-year cycle, how will Zhuosheng reshape its relationship with dealer partners to consolidate and expand the market advantage of the OSRAM brand?

Zhuang Junjie: You mentioned a keyword — relationship reshaping. In the past, the relationship between manufacturers and dealers was more of a simple business relationship. In the new cycle, our goal is to upgrade to "strategic co-creation partners". Specifically, our channel construction will focus on systematic empowerment and value sharing. We will no longer just provide products and policies, but will systematically output an "empowerment package" including scenario-based solutions, joint technical training, and customized marketing tools.

At the same time, we have established awards in multiple dimensions to precisely identify and incentivize partners who create value for our joint brand in different tracks and in different ways. Our goal is to move from "business cooperation" to "capability co-construction" and "value symbiosis".

Hong Bing: e:cue, the German high-end control brand under Zhuosheng Lighting, will release important annual new products at this Global Ecosystem Conference. We understand that e:cue is expanding from the traditional professional lighting control field to broader smart life scenarios. Could you please introduce what core intelligent concept this new product launch focuses on? How will it redefine the role of light in people's daily lives?

Zhuang Junjie: Okay. The e:cue brand originates from Germany and possesses profound expertise in professional lighting control technology. Last year, we officially expanded its technology and product line into the smart living sector, aiming to bring precise, reliable, and expressive light control experiences to a broader range of Chinese households and consumers.

The core concept embodied by this new product"Self-Controlled Living · More Than Just Brightness", is to enable light to transcend basic illumination functions, becoming an intelligent entity capable of perceiving the environment, understanding needs, and proactively creating suitable atmospheres.We call this "Light Follows Your Heart"—it means that light is no longer a passively executed command,but rather a partner that intelligently adjusts according to life scenarios, personal emotions, and even natural rhythms,truly integrating into and enhancing the quality of daily life.

Specifically, the new products launched this time will achieve this invisible yet considerate intelligence through deeper hardware-software integration and intelligent algorithms. It not only focuses on "whether it is bright," but more importantly on "when to light up, how to light up, and why it lights up this way," making light the emotional language of space and a tacit companion in life.

To allow our partners to understand and apply this concept more intuitively, this Conference will not only provide a detailed interpretation of its technical architecture and ecosystem integration capabilities but also features an experience zone. Participants can personally configure and "co-create" various lighting scenes, experiencing firsthand the unique value and market competitiveness brought by this people-centric intelligent light control.

Hong Bing: The theme of this Conference is "Gathering Momentum with Intelligence · Light Writes a New Chapter". Compared to previous years, what are the fundamental differences in format and content of this Conference that reflect the "strategic co-creation" you mentioned?

Zhuang Junjie: For this Conference, we adhered to a firm principle from the very beginning of planning: we would absolutely not hold a one-way, rigidly structured launch event. The core difference lies in the fact that we designed nearly half of the agenda for "two-way interaction" and "practical workshops". For example, we set up a "Brainstorming Session," inviting our core Dealers, industry experts, product managers, and marketing teams to form mixed groups, tackling real channel challenges and emerging scenarios through timed problem-solving and solution competitions.

We believe that wisdom lies on the front lines, and answers are found in the market. The goal of the Conference is not for us to tell our partners "what the future is," but to jointly "define and create the future." All strategies, products, and policies must undergo this co-creation tempering to truly take effect.

Hong Bing: The last question, also asked on behalf of all partners heading to Kunming. At this Conference full of co-creation spirit, what kind of future do you most hope to "lock in" together with your partners? And what do you hope they take away?

Zhuang Junjie: What I most hope to lock in with our partners is a collaborative growth model of "you within me, and me within you." I hope they take away, not a pile of materials and gifts, but a clear joint action map, a group of comrades who can fight side by side, and a strong sense of participation and belonging of "we jointly decide the future."For this Conference, we have arranged an immersive experience of the "Zhuosheng Traceability Journey", reviewing the path traveled with OSRAM; we also created a time-space corridor light and shadow installation,allowing for an intuitive feel of the possibilities of technology. But the most important chapter will be written by all of us together in Kunming.

I look forward to not just "meeting up" with everyone, but also "aligning perspectives," "synchronizing watches," and "drawing one blueprint together." More suspense and specific action consensus, let us jointly reveal and achieve them through brainstorms and candid exchanges in Kunming.