In the southern part of Foxconn's Longhua Park in Shenzhen, the style of the Sharp building is often overlooked in the warehouse next to the cottage. In fact, where the presence of Sharp black power 'united front.' Little known is that the region was originally located in the park The oldest plant, with 25 years of 'service age', and now the plant is being slowly transformed into Sharp's Chinese base camp.
Base of the old and new as the Sharp brand remodeling, Sharp TV with a hundred years of history, is becoming a Chinese brand.
On the evening of October 30, Sharp in Hong Kong, Victoria Harbor, big screen, which is Foxconn's little brand output behavior, while Sharp's performance this year is also remarkable, according to Sharp announced on October 28 Express, The net profit for the first half of September was 34.7 billion yen, compared with 45.4 billion yen in the same period last year.
Double brand operation
Sharp TV since last year's double back to the Chinese market has been menacing, Japanese standards with the people's price has become an important killer.At the same time, this year's music TV retired education capital market, the Internet brand share began to let the traditional color TV manufacturers We eroded.
According to data from the Group's Research Optoelectronics Research Center (WitsView), Sharp's second quarter shipments in the second quarter of 2017 showed a multiple growth compared to the first quarter, ranking from ninth to fourth, overall shipments in the first half 3.8 million units, an increase of 70% .But it is worth noting that Sharp domestic sales channels in China is too high stock phenomenon, coupled with the Chinese brand is also prepared to strengthen the second half of the promotion, internal and external problems, Sharp in the Chinese market can maintain The first half of the fiery performance, decided this year, the brand can successfully reach the Chinese market 10 million shipments of the target.
According to Foxconn's plan, the Sharp brand is still positioned as a high-end brand, with 8K TV as the flagship product, using the Japanese Sharp screen. In the low-end product line by Foxconn original brand Fuke to make up, mainly concentrated in 50 inches, 40 inches , 32-inch TV, the use of group of the screen.Enterity brand related person in charge of Ren Tingming told reporters: 'Group hopes to reach the domestic market share in 2018 first, just do high-end market is not enough to make up for entry-level products. Sharp 32-inch TV sales of the current domestic market accounted for more than 30%.
Multi-channel, multi-brand is Sharp's offensive strategy, Foxconn Technology Group Vice President Chen Zhenuo said: 'September 30 this year, rich in China to start again, the first quarter of next year, Qunchuang will also start selling TV, High-end brand only Sharp, in the high-end class will be Sharp, InFocus dual-brand appears. 'Today, Sharp's production base has not only in Nanjing, as well as Yantai, Foshan, Chongqing, Guiyang, Beijing and other places Are the origin of the country.
In the overseas market, double brand strategy will continue.Chen Zhenguo said that in the US market Sharp has not yet take their own brand back, the first step will be the first to push the rich visual brand; the second step in the United States launched the 'Eagle (Flying Eagle) brand. Previously, Foxconn decided to carry out the Eagle project in the United States, the project, including television, mobile phones and other products.
'New Sharp' transformation
Investment in Sharp, Sharp brand has become an important basis for the transformation of Foxconn in the television industry, Foxconn from production to marketing have carried out the rectification of Sharp, in Japan, Foxconn Group Vice President Dai Zhengwu as president of Sharp, the implementation of the reform plan, Chen Zhenguo is the main attack on the Chinese market, set up in Shenzhen, Sharp's global R & D, design center, co-ordinate the operation of the procurement, approval process, reward and punishment system and other aspects of change;
In the integration of Sharp and Foxconn, the two sides also have difficulties.Chen Zhenuo said: 'On the one hand is the team in the language of communication barriers; the other is a cultural conflict, such as a product standard that, in our view China to sell, of course, according to Chinese standards, but Sharp hopes to follow the original Japanese standards, so the details of the standard, the level will be discussed.
According to Foxconn Group Chairman Terry Gou's plan, Foxconn in the future is definitely not a manufacturing company, but from the manufacturing service industry to the transformation of science and technology services.
At the same time, the establishment of brand and ecology is also accompanied by the renewal of hardware facilities, Shenzhen Longhua Park will also be a new round of reform. 'Group has 38 factories in the country, Longhua Science and Technology Park is the first generation of the park, The second generation in Kunshan and Yantai, when the main task is the construction of industrial chain cluster; third generation park in Chengdu, Zhengzhou, the purpose is to expand the factory. Four generations of the park to Guiyang standards, the main environmental protection, energy saving, science and technology, 'Chen Zhenuo specific introduction Road,' the future Longhua Park hope to play the fifth generation of the park, as the industry 4.0 demonstration park and intelligent park, rather than processing park.
It is reported that the Shenzhen Longhua campus multimedia interactive interface research center also support Sharp TV.For example, the research center of the user experience research laboratory was established in June last year, for the Chinese market design UI system in the park, the 21st century economy The reporter also visited the television testing center, including television electromagnetic radiation measurement, packaging drop, extrusion test, mechanical impact test, etc., to detect mechanical parts vulnerability, product strength and packaging performance.
He also revealed that Shanghai Foxconn business headquarters will be completed next year, located in Lujiazui, will become the group financial center and business business center.