Toshiba, Toshiba, a new era of Toshiba! ', I believe many Chinese people are very familiar with this ad. At that time, Sony, Toshiba, Hitachi, Sanyo, Panasonic and several other well-known Japanese manufacturers in the global home appliance market is very brilliant , Japanese electrical products advertising is in the streets that year, smell the streets, once synonymous with high quality, but this has become a tense.
On November 14, 2017, 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 completed. After that, Hisense Electric will enjoy a package business of Toshiba's TV products, brands and operation services, and will own a 40-year global brand license of Toshiba Television Co., Ltd. The share transfer amount is temporarily estimated at 12.9 billion yen (about RMB798 million).
Whether it is for Japan Toshiba, eager to help themselves, or the rapid rise of China Hisense, perhaps the deal is a 'best choice'.
Toshiba's Westinghouse Electric suffered a spill from the Fukushima nuclear power plant, causing its nuclear business hit hard, hurting other businesses, into a serious financial crisis of insolvency.In fiscal 2015, Toshiba net loss of 483.2 billion yen for the year, a record 140 years History of the largest loss record.
In order to fill the hole in nuclear power business, Toshiba began to Zaguomaitie, closed down overseas manufacturing plants, substantial staff abolition of the sale of trademarks in Europe, Southeast Asia and other regions, staged an international retreat. And for the imaging business, it is clear that Toshiba is difficult to invest more Multi-resources, in order to maintain the competitiveness of TVS and corporate value, the best choice is to rely on a big rich man, with excellent management ability and strong capital Hisense is naturally a good thigh.
For Hisense, Toshiba in the quality of technology has a profound accumulation of technology, focus and quality of the chip and image core algorithms and other aspects of thousands of patents, the acquisition is undoubtedly beneficial and Hisense in picture quality display ability. , Hisense ranked third in the global color TV market, but with Samsung, LG still have some distance, although the current situation of poor Toshiba, but the hard power is still very powerful, but also in Japan's domestic market, still in second place. Under Toshiba, help to consolidate Hisense's position in the international color TV market.
Therefore, this acquisition of Toshiba's Hisense business can be described as a win-win situation, the combination of the two formed a 1 + 1> 2 commercial effect, but also for the entire television industry provides a new breakthrough in the future.
Hisense overseas acquisition is not the first time investing heavily in research and development of new products is not as good as the acquisition of appliance manufacturers with technical strength but poor management, so mergers and acquisitions of foreign well-known appliance manufacturers, has become China's household electrical appliance enterprises to expand product line price is a very high way. In 2005, Hisense Air Conditioning Company and Gu Chujun Greencool led an agreement to purchase 900 million yuan held by Guangdong Greencool held 26.43% stake in Kelon Electrical, which Kelon Electric Air Conditioning became the largest shareholder and The actual controller, became the largest acquisition of the domestic appliance industry a case.
Through the acquisition of Kelon, Hisense has once held Hisense, Kelon, Yung-Sheng three brands, with Kelon's original brand benefits, Hisense white area in the field from the second line instantly referred to the white front line.
On July 31, 2015, Hisense Group and Sharp Japan also announced that Hisense will invest $ 23.7 million to acquire the entire equity and assets of Sharp's Mexican plant and will receive 5-year Sharp brand rights to use the North American market from Sharp Television Corp. Today, Acquisition, Hisense staged again and again 'snake swallow like', through acquisitions, Hisense in the home appliance industry's status pushed to the forefront of the world, ambition also from the domestic stretch of the international market.
In contrast, Toshiba, in recent years involved in the acquisition of a lot of cases, but not to buy but sell .Lack of money in the field of nuclear energy lag, in order to avoid business losses forced delisting, Toshiba embarked on the road to selling assets.
At the end of 2015, Toshiba sold Skyworth Group's land and construction assets (at a cost of about 25 million U.S. dollars) for its own color TV production plant and two-slot washing machine manufacturing base in Indonesia. In 2016, Toshiba turned to the Skyworth Group, which sells washing machines and refrigerators, In October, Toshiba sold the flash memory chip unit for 2 trillion yen (about 17.5 billion U.S. dollars) to Bain Capital (including Apple, Dell, Hynix, etc.) Led the consortium; now the television business also fits Hisense Group If you exit the computer market, Toshiba's business for the general consumer will almost disappear, only to keep the upstream industries of consumer electronics products.
Chinese enterprises to buy and buy overseas In recent years, Chinese home appliance enterprises go abroad and mergers and acquisitions of foreign companies are not uncommon cases .As early as 2010, Pioneer TV brand in China has long been sold to the use of Suning, followed by China's home appliance business like a Hanging, the pace of cross-border acquisitions have not stopped. Counting these years, the Chinese home appliances overseas acquisitions how?
Haier, which was the first to go abroad, acquired R & D and sales of washing machines and refrigerators from Japan's established appliance maker Sanyo Electric in Japan, Indonesia, Malaysia, the Philippines and Vietnam in 2011 with a cost of US $ 128.3 million. In 2012, it spent about US $ 766 million New Zealand's national treasure-class kitchen appliances Fisher Fisher Parker, 2016, but also the price of 5.5 billion acquisition of the world's top appliance company General Electric.
In 2015, Changhong, China's leading TV brother, took over the Sanyo TV business from Panasonic. Skyworth also followed the TV service from the German TV manufacturer Meads and Sharp's production line in Mexico. At the end of the year, TCL acquired Novatel Wireless MIFI business.
As the white industry to play, the United States overseas acquisitions business did not fall, in November 2011, the United States to 223.3 million US dollars for the price of the acquisition of Lee Air Conditioning America's 51% stake in air-conditioning companies to improve the layout of the United States, home appliances in the world 2015 In the United States and 3.3 billion yuan to buy Toshiba white goods 80.1% of the shares of the business.
Lenovo swallowed 90% of Japan's NEC and 51% of Fujitsu's personal computers the year before, and this year, Sharp married into Hon Hai.
Japanese traditional brands acquired by Chinese companies are not uncommon. In addition to Sony, Panasonic and other home appliance brands, almost all state-owned, Toshiba, Takata, NEC and other Japanese home appliance brands have been incorporated.
Global Collaboration Separates Japan's Advantage First, look at external causes. In today's mobile Internet era, Japanese manufacturing enterprises are faced with the embarrassment of multiple attacks. They are facing the squeeze of the United States in the upper reaches of the industry chain, the competition of Korean enterprises at the same level, the low-end market , Japanese companies also face the competition with Chinese companies, but now also face the danger of being annexed.Previously, Japan's home appliances have two magic weapon competition, first, leading technology, and second, the price is moderate, and now the two major advantages have been basically lost Do.And now Japan's household appliances gives the impression is more 'quality is not bad but a bit expensive'.
Followed by internal factors, with the development of digital technology barriers have been getting lower and lower, the rapid development of semiconductor technology makes it easier to create the same function and performance of the product more affordable. Popular products favored by consumers, Japanese companies, however, are sticking to past successes and believing that as long as they are of good quality, they will surely have a market and stick to the principle of manufacturing high-performance products.
Once the cost advantage of Japanese products in today's 'meager profit era' is no longer an important reason, because the survival mode of Japanese enterprise groups, from materials, manufacturing equipment, research and development, manufacturing, by Japanese companies to complete this closed mode while ensuring high quality However, in the era of smart devices, the benefits brought by these advantages of Japanese companies are rapidly declining. On the contrary, outsourcing by manufacturers such as Apple has reduced the manufacturing cost so that its products are both technologically and price-wise Take advantage, so that consumers pay.
Summary: Overall, Japan's decline in home appliances, not completely defeated in technology and products, largely defeated in the mechanism and concept.Japanese companies there is bloated architecture, the decision-making chain is too long, operating efficiency is low and the civilian terminal Consumer response slow and other issues, and their smart home appliances industry, Internet, IT trend not sure, Japanese companies have failed to keep pace with the overall appliance market.
Due to the maturity of the traditional home appliance industry, the profit of its end products is also getting lower and lower, becoming the first abandoned industry.Is sticking to the inherent mode of production and management of Japanese companies obviously can not continue to adapt to market development, began to sell a large number of appliances Business, followed by the withdrawal of mobile phones, computers, black, white, small appliances market, while the share of Japanese home appliance business is declining, but its brand is still there, and technology licensing, more is the manufacture and sale of the exit, and free More energy and capital to develop high-tech industries, as the final retreat of most Japanese home appliance business, Japan's home appliance business may be from the B2C to B2B areas, but the final shape of the various transitions, need more time to verify.