[PConline News] More and more Japanese home appliance companies are stripping capital and business in mainland China. We have witnessed the departure of Sanyo, Pioneer, Panasonic, Toshiba, and Sharp in the past few years. Now we are in various supermarkets. It has been difficult to find these "originally imported" TVs from Japanese brands. Businesses in mainland China are either acquired or joint ventures. Is the home appliance business in Japan a downturn in the home appliance business, or is it a business transformation? Let's take a look at them together in 2016.
Japanese home appliances in Europe and the United States market are not as dismal in China, and the factories they manufacture and manufacture in some countries in Southeast Asia, even in Africa, have been buzzing. Why do they choose to leave China? To sum up, one sentence: The cost of production in China is getting more and more expensive, and the profit of products is getting lower and lower.
China is constantly undergoing economic transformation and will not always carry the hat of the “world factory.†In the past few years, China’s labor costs have leapt to the top five. The land prices in the north, Guangzhou, Shenzhen, and other major cities have also risen. Several times. Japanese companies’ production costs in home appliance manufacturing in China have continued to rise, but their competitiveness has not improved significantly. Therefore, many Japanese home appliance companies have migrated some of their production bases to Southeast Asia and Africa, where labor is cheaper.
In the market, similar companies in China have gradually overtaken, especially China's Internet companies involved in traditional home appliances is rolled up a bloody storm, although the technical advantages are not obvious, but the continuous price war straight hook In the consumer desire, the home appliance market was quickly divided up. The rise in body mass of home-made household appliances has made Japanese home appliance companies unprepared.
On the one hand, the strategic adjustment and contraction of household appliances business, on the other hand, the low cost and competitive advantages of Southeast Asia, in the intrinsic gene-for-profit, the Japanese home appliance companies are gradually away from China. However, projects such as automobiles, medicine, precision instruments, and other Japanese absolute advantages still have a vast market in China.
Have you ever been in disbelief today, are you really doing it today?pioneer
Pioneer TV in the plasma era, the technology is second to none, its classic products and high-end technology have always been worshipped by fans. However, its high-quality, high-price strategy, with 50-inch plasma TVs priced at more than 40,000, has become impractical in the fast-changing years of flat-panel television technology. In 2008, Pioneer announced the suspension of production of plasma panels, and the same year's Sony TV has already gone down the price of the altar.
Pioneer Plasma TV
Later, Pioneer Plasma Division merged with Panasonic to start production of LCD TVs. All of the frustrations of making compromises to the market meant that Pioneer TV gradually came out of the popular era of Japanese TV.
Until August 2010, Pioneer decided to launch a 24-inch to 55-inch Pioneer LCD TV in China, taking into account the development prospects for audio and video in the Chinese market. Pioneer entered China to adopt a channel cooperation model that was exclusively underwritten by Suning Appliance. Suning undertook Pioneer LCD TV. Sales in China include terminal retailing for Chinese consumers and agency sales to other sales channels, while Suning also assumes a series of circulation functions such as logistics and after-sales service for Pioneer TV.
It is a pity that Pioneer TVs sold on the mainland after that have no longer been a pioneering TV. The right to use Pioneer TV was handed over to Suning, and Suning took a look at the factory for production, followed by the Pioneer brand, and then sold it at various supermarkets in Suning. Pioneer TV sales in the country went down the price altar, but also went down the quality altar.
In 2014, Pioneer sold its proud video and audio business to rival Onkyo. According to Pioneer's official website in Japan, its main business has become a car audio and car navigation product.
Sanyo
Sanyo TV and Pioneer have similar patterns. In the 60s of the last century, Sanyo’s peak sales exceeded sales of competitors such as Panasonic and Toshiba, making it a famous Japanese home appliance giant. At that time, it was a fashionable thing to have a Sanyo radio recorder. However, with the acceleration of the pace of innovation in the entire industry, Sanyo's slow pace of transformation has eventually created a crisis.
Sanyo recorder
In order to reduce production costs and maintain low-cost sales, Sanyo began entrusting the production of some washing machines and refrigerators to the Haier Group in China in the 1990s. It became the first company in a multinational electronics company to entrust products to Chinese processing, but it was Made a "Made in China" and worth fell. The first person to eat crab was caught by the crab.
The biggest crisis was of course acquired by Panasonic in 2008. By 2009, Panasonic was completely affiliated. At this time, they have become the largest electronics manufacturer in Japan. But the good times are not long. Sanyo’s business has also started its “custodian†model in China. In 2011, Sanyo and GOME signed a five-year deep cooperation agreement. In 2015, Sanyo licensed mainland TV business to Changhong, and the contract period is four years. .
Sanyo has been spoiled by Matsushita. One of the most important reasons is that because of the high degree of coincidence between the two brands in the appliance business, Panasonic has no need to keep the Sanyo brand in the home appliance market. At this time, Panasonic is also eager to withdraw from the loss of home appliances business.
Would you like to ask Sanyo now? Can only sigh, Panasonic stopped the Sanyo brand in 12 years, the same year Sanyo's digital camera business out of the SANYO DI Solutions subsidiary. By the end of 14 years, this household appliance giant with more than 60 years of history and once ascendant had officially withdrawn from the stage of history.
Toshiba
The first incandescent lamp, electric fan and washing machine in Japan was once the world's first notebook computer and DVD player. The Toshiba computer business once occupied the world’s largest market share. The resort hopes to restore its vitality through business restructuring and mergers and acquisitions. Especially in China's home appliance market, Toshiba has become increasingly marginalized in the face of increasing price pressures for Chinese companies.
At the beginning of this year, Midea Group purchased 80.1% of Toshiba Consumer Electronics Co., Ltd., the main body of Toshiba’s home appliance business, for 53.7 billion yen. At the same time, Midea also received 40 years of global authorization from Toshiba Brands, more than 5,000 patents related to white goods, and Toshiba’s home appliances, markets and channels in Japan, China, and Southeast Asia. For the acquisition of the United States is very good value, the threshold to enter the Japanese market is very high, from the technical and product terms, Toshiba's significance for any Chinese household electrical appliance companies are very significant.
The only part of Toshiba’s black-box power unit on the mainland is the joint establishment of “Toshiba Video Products (China) Co., Ltd.†with the TCL Group. TCL’s shareholding ratio currently reaches 70%. Although Toshiba has stopped the production of TVs in China and made TCL OEM, the design and research and development of Toshiba's TV products are still at its headquarters in Japan. So from the current Toshiba TV's flagship product, you can also see the tonality of Japanese products.
In 2016 Toshiba, almost all big moves were in the sale business, reducing losses. Even Japan’s largest medical equipment supplier Toshiba Medical Systems has sold Canon for US$6 billion.
Sharp
Sharp also suffered from a huge loss of Japanese household electrical appliances, and the "100-year-old father of LCD" has not reached the cruel and fierce market competition. It has been too slow to respond to industry innovators, and has finally led to the appearance of today.
Sharp's emphasis on LCD is so high that once the liquid crystal market is in a downturn, the entire Sharp Group may suffer a severe setback. The investments at both the Kameyama Plant and Handan Factory have reached as much as 100 billion yen. The entire Sharp Group is still unable to extricate itself under the halo of the LCD glory. In recent years, the sluggish liquid crystal market and the Chinese and Korean panel makers' attacks have made Sharp's financial situation worse.
In the face of this year, Hon Hai’s acquisition of 66% of the company’s shares for 388.8 billion yen is a matter of redemption for Sharp. Even if it’s totally helpless, it accepts capital injection and integrates Sharp through the rich industrial chain resources of Hon Hai. The best way to achieve it. In addition to this rich man, Sharp's actions this year are also clear, and spent 13.9 billion yen to buy the original headquarters building, announced that it will invest 570 million US dollars to develop OLED screens, and restore the supply of European LCD panels. How do these great masters come from losing money year after year?
For Sharp in 2016 and in the future, problems such as huge losses, inefficiency, and tendency to be conservative, etc., if solved here in Hon Hai and brought about a turn for the better, will be an important example of Japan’s traditional household electrical appliance companies out of the quagmire.
Technology never falls behind, but market perceptions have stagnatedIn terms of product technology, Japanese household appliances have been far ahead from the last century. This is an undeniable thing, and even technical paranoia cannot be overemphasized. There are still many places in China that need to learn from Japan. This is their advantage, but it also just became their shortcomings.
The credo of Japanese home appliance companies is "good products can be sold," while the credo of Chinese companies is "good products that can be sold." This led to such a serious product-oriented company, in the brutal competition in the market, in the overwhelming promotional copy of the text, can not brush the presence. With keen insight into the market and active change of product direction, it is easy for consumers in China and South Korea to hear their voices.
Especially in China, there are more Internet companies playing games, and there is no speculation. A little bubble is embarrassed to promote or seek financing. However, it is very difficult to do this with the pragmatic character of Japanese companies. There are also commonplace issues of business management, and China's localization is also not satisfactory.
Of course, Japanese household electrical appliance companies are not lying down and waiting to die, selling out redundant and unprofitable businesses; focusing on higher-end products with higher competitiveness; and shifting processing and manufacturing to lower-cost Southeast Asia and Africa. All are positive reforms. Moreover, smart Japanese companies have also learned the tragic lessons of manufacturing in China and began to transition to the services industry and then marched to China. Japanese companies have slowly learned how to reduce costs and maintain sufficient flexibility.
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