Nearly a year of continuous fermentation rumors finally settled, Toshiba Television Blossom Hisense is not just two things.
On November 14, Hisense Electric Co., Ltd., a publicly traded company of Hisense Group, and Toshiba Corporation jointly announced in Tokyo that a 95% formal transfer of ownership of Toshiba Visual Solutions Corporation (TVS) was made to Hisense. Upon completion of the transfer, Hisense Electric will enjoy a package business of Toshiba's TV products, brands and operation services, as well as Toshiba Television's 40-year global brand license, which is tentatively scheduled for 12.9 billion yen and is expected to be completed by the end of February 18.
Liu Hongxin, president of Hisense Group and chairman of Hisense Electric said that after the acquisition of the Toshiba TV business, Hisense will integrate R & D, supply chain and global channel resources to speed up the market and speed up its internationalization.
In fact, this acquisition not only provides a 'convenient channel' for Hisense's global expansion, but also makes a lot of sense for Toshiba and may even break the competition in the global color TV market.
Toshiba no longer to C closer one step
Toshiba's financial position has been deteriorating, dragged down by its U.S. nuclear business, Westinghouse, with an estimated loss of 750 billion yen (about 44 billion yuan) by the end of March 2018. Toshiba plans to invest 2 trillion yen Toshiba Storage (Tokyo), a semiconductor subsidiary, was sold to the 'Japan-US-Korea-Korea Commonwealth' led by Bain Capital, a US fund to fill a deficit.
However, Japan and the international review of the "Anti-Monopoly Law," the market generally believe that Toshiba Semiconductor completed the sale of time less than the end of March 2018, that is, the Tokyo Stock Exchange forced the delisting of Toshiba stock delisting deadline.
Toshiba, Japan's Toshiba, has long considered the possibility of enrolling in the market out of its restructuring because of concerns over the sale of semiconductors to antitrust review and the continued sluggish performance of personal computers and televisions.
As early as the end of 2015, Toshiba sold the land and construction assets (at a cost of about 25 million U.S. dollars) of its own manufacturing base for color TV sets and two-slot washing machine manufacturing to China Skyworth Group.
In 2016, Toshiba sold its subsidiary, the main white goods business to washing machines and refrigerators, to China Midea Group.
Now, the television business has blossomed, while the Toshiba computer business is also listed in. If you exit the computer market, Toshiba's business for the general consumer will almost disappear to social infrastructure and energy for the main business to B color will be more intense.
Hisense has a long-term global expansion of the 'stent'
Earlier, Qingdao Hisense International Marketing Co., Ltd. Zhu Xi, deputy general manager when interviewed by the media, Hisense is the Japanese market, local brands other than the highest market share in the market. Hisense Japan company was established in late 2010, March 2011 TV products The official listing, 2014 refrigerator, washing machine into the Japanese market in 2016. 2018 air-conditioning products will also enter the Japanese market.
Currently Hisense-branded products have entered five major Japanese supermarket chains and discount stores, and Hisense Japan acquired real estate as a center for after-sales services in March 2015 and December 2016. Estimated sales in Japan in 2017 Reached 10 billion yen, GFK third-party data show that Hisense Japan sales in the market share can reach 4.6%.
It is understood that TVS company's main Toshiba TV and peripheral products (including commercial displays and advertising displays), and in Japan have excellent R & D team, in the TV quality, chips, audio, has accumulated profound technical knowledge.
According to data from IHS, the international market research agency, in 2016, the sales volume of Toshiba TV is still the top three in the Japanese market, and the acquisition will help Hisense TV to enhance its influence in the Japanese market and even in the global market.
In fact, this is not Hisense's first cross-border mergers and acquisitions. On July 31, 2015, Hisense and Sharp Japan also announced that Hisense will pay $ 23.7 million to acquire the entire equity and assets of Sharp's Mexico plant and will gain access to Sharp's Americas brand rights And all channel resources.
However, the merger occurred before the acquisition of Sharp in Hon Hai. Hon Hai Sharp into the hope that Sharp from the hands of Hisense Group regains the right to use Sharp's Americas brand. Once the Sharp brand expires, Hisense Group in the Americas appliance Business is bound to be affected to some extent.
In this acquisition, Hisense Group can get Toshiba Television 40 years of global brand rights, which will provide Hisense's global expansion to provide long-term, stable development support.
Global TV market seating or will change
According to the latest research report of WitsView, in the third quarter of this year, TCL remained the third largest shipper due to its hard work in North American channels and the pick-up in the Chinese market. Hisense benefited from Export orders back to return to fourth shipments.Sharp TV experienced rapid growth in the first half, the third quarter, shipments have declined.
However, China Home Network reporter learned that Foxconn has implemented multi-brand strategy, Sharp brand positioning in the high-end machine, InFocus product line main cost performance, with multi-channel, multi-brand and strong panel resource integration capabilities, Sharp overall Upward momentum is expected to continue.
The acquisition of Toshiba TV by Hisense Group, is likely to break the current 'ecological balance' On the one hand, the acquisition of Toshiba in the brand, the industry chain, chain and other aspects of the formation of a 'sensational effect' may shortly mask the surge in Sharp's momentum , Leaving valuable time for the integration of resources.On the other hand, Toshiba TV shipments are also quite a few, Hisense and Toshiba strong combination of the two brands will be on the shipments of TCL formed catch-up trend.
After the final delivery is completed in February 2018, there may be a series of changes to the seating order of the global color TV market.