On November 14, Hisense Electric Co., Ltd., a publicly traded company of Hisense Group, jointly announced with Toshiba Corp. (hereinafter referred to as "Toshiba") that Hisense acquired Toshiba TV for 12.9 billion yen and this transaction reflected the decline of Japanese home appliances And the rise of domestic appliances, not only Hisense, including Gree, TCL and Haier, including domestic enterprises have shown in the global market growing strength.
Blossom Hisense
Hisense and Toshiba have announced the official transfer of 95% equity interest of Toshiba Visual Solutions Corporation (hereinafter referred to as 'TVS') to Hisense. Upon completion of the transfer, Hisense will enjoy a package of services including Toshiba's TV products, brands and operation services and will own Toshiba Television global brand authorization for 40 years, the equity transfer amount tentatively scheduled for 129 billion yen, is expected to be completed by the end of February 2018 delivery.
In the past two years, Hisense has accelerated its strategic deployment in the global market. Hisense hosted "Sharp's North American TV business in 2015, and continuously sponsored the world's top sports events such as the 2016 European Cup and the 2018 World Cup, strongly promoting the internationalization strategy.
Wu Chunyong, CEO of Convergence Network, believes that the acquisition of Toshiba TV by Hisense Group is of great value in many aspects. First of all, although TVS Corporation is in a very sluggish business, its main Toshiba TV and various peripheral products (including commercial displays and advertising displays) Japan has an excellent R & D team, which has accumulated profound technical skills in TV quality, chips, audio, etc. Hisense's acquisition of personnel and technology is a valuable asset. "In terms of market share, the sales volume of Toshiba TV in 2016 The top three Japanese market (IHS), can be said that should not be underestimated. Hisense can also further penetrate the Japanese market, there is more room for growth. 'Wu Chunyong said.
Japanese defeat
In the past two years, Toshiba has been selling assets to save the performance.In March 2016, Midea and Toshiba reached a memorandum of understanding on the acquisition of its white goods business, the United States acquired the controlling stake in Toshiba's white goods business acquisition; the same year in December, Canon announced the completion of The acquisition of Toshiba Medical Systems program, the amount of 665.5 billion yen acquisition; the end of September this year, Toshiba officially announced that it will 2 trillion yen in the price of its memory chip business will be sold to the Bain Capital consortium.
TOSHIBA's financial position continued to deteriorate as a result of its US nuclear power company Westinghouse Co. Toshiba said in a statement that the company had a net loss of 965.7 billion yen for the fiscal year ended March 31, this year, lower than analysts' On average, the company estimates a net loss of 977.4 billion yen, and Toshiba expects the company to resume net profit for the fiscal year ending in March next year, but last month Toshiba added that after calculating the tax on chip sales, Fiscal year net loss of nearly 1 billion US dollars.In fact, not only Toshiba, Japanese consumer electronics companies in recent years are not very good days.
Liang Zhenpeng, an appliance industry analyst, pointed out that most Japanese companies have such problems as bloated architecture, too long decision-making chains, low operating efficiency, and slow response to consumer terminal consumption. Moreover, their intelligence, Internet and IT The trend is not sure, the Japanese company's home appliance business has failed to keep pace with the overall market.
International speed
In recent years, with the decline of Japanese home appliances, more and more domestic appliance enterprises to speed up the process of internationalization, the progress of this process can be seen from the corporate earnings.
Taking TCL as an example, the third quarter report of TCL Group in 2017 shows that the overseas market of TCL TV continued to grow with a distinct competitive advantage, with sales volume in overseas markets surging 29.5% YoY, of which sales in North America increased significantly by 97.4% YoY and that in North America in August from 10.4% in June rose sharply to 16.3%, the market ranked third.It is understood that the future TCL will also accelerate the layout in Europe, the United States and Southeast Asia and India, Brazil, Russia's business.
Domestic appliances in overseas expansion is not only the possession of sales and market share, the internationalization of China's home appliance business, has also gone from 'OEM' to the process of independent brand change.In the past, domestic appliance companies mostly OEM, Without their own core technologies and self-owned brands, this weakness has also caused them to suffer many setbacks in the process of globalization.
'In the early stages of overseas development, although we exported more, but mainly for the OEM production of foreign brands, and now' go out 'are all their own brand, I think this is the biggest change in the Gree.' Dong Mingzhu, chairman of Gree It seems, 'OEM' Although the volume of sales to the sea, but tantamount to doing the wedding dress for others, to build their own brand is the inevitable choice.
Prospect Industry Research Institute pointed out that the global pattern of home appliances continue to change, the rise of China's home appliance has been overwhelmed, but the future of international competition may not only face the competition of foreign brands, as well as the brutal competition of domestic counterparts.