Recently, China's home appliance industry showed a double-starred situation. On the one hand, Hisense acquired the Toshiba TV business forced to sell for 12.9 billion yen. In the hope of accelerating its internationalization, on the other hand, Hisilicon was once one of the four golden flowers in the refrigerator industry. Fly the litter.China's home appliance industry 30 years of development, there are, such as the United States, Haier and other home appliance business bigger and stronger, there are such as the new business such as the new fly in time and time again strategic miss with the opportunity to miss, and thus left behind.
Whether from the cottage to autonomy, or from OEM to brand output, in this way, China's home appliance business contribution to the world is probably the 'world factory', with flexibility, size, price to win the domestic market, one by one Decline, the Chinese consortiums continue to consolidate themselves by buying and buying, broaden the moat and capitalize on the stones of other hills. "Domestic appliance companies seem to have taken the time to find domestic and urgent international rivals.
On January 15, 2016, Qingdao Haier announced that it intends to spend 5.4 billion U.S. dollars to acquire the GE appliance business with a view to knocking the US market through its first-rate logistics and distribution capabilities and its strong retail network in the United States. March 30, Midea Group announced that it intends to about 3.1 billion yuan to acquire 80% of Toshiba's white goods business equity, access to 40-year global license of Toshiba brand and more than 5,000 patents related to white goods and patented technology November 14 , Hisense Electric and Toshiba jointly announced that they will acquire a 95% stake in Toshiba Imaging Solutions Corp. for 12.9 billion yen (approximately 754 million yuan) after the completion of the acquisition, and will enjoy the Toshiba Television Products, Brands and Operations Services Such as a package of business, and Toshiba Television has 40 years of global brand licensing.
September 2010 TPV entered the Philips Group to take over the procurement, distribution, marketing and sales of Philips-branded TVs in mainland China and subsequently acquired Philips' brand license in China through the establishment of a joint venture company etc. With the launch of the Chinese brand The rise of foreign brands under the great competitive pressure, 'brand transfer authorization' has become a universal model, but 'embrace the beauty of the people', 'Wuji fly on the branches of the Phoenix' does not apply to all desire to transform the 'Chinese consortium '.
The industry asked, in fact, through the acquisition of the former famous enterprises to speed up the international journey, in fact, is not a disguised 'OEM?' Foreign brands become 'fake foreign devils', and want to get rid of 'Made in China' domestic manufacturers At the same time, it also acquired the so-called innovative genes and quality genes of countries such as Germany, the United States and Japan with the help of 'foreign brands.' Followed by the issue of 'false foreign devils' The direct transfer of business, or product OEM production, may cause many potential threats to the brand itself, 'brand licensing' mode risk is not small.
But foreign brands such as Toshiba are increasingly keen on this. Correspondingly, the domestic 'Pan-Pan' who are also treasure it.This requires Chinese enterprises need to properly use the 'foreign brand' brought good : Keep the quality of the bottom line, or 'foreign brands' frequent quality problems will be counted in 'Made in China' on the books.
In addition, mergers and acquisitions are a shortcut, but relying on the capital 'fetching' is very difficult to help Chinese companies that are going out to obtain innovative genes, is nothing more than take the lead in possession of innovation and patents, but in a sense, to continue To buy and buy in the form of constantly filling the gap of China's independent innovation is not the only way to stand.From the strategic perspective of global competition in the huge manufacturing capacity scale, based on the Chinese home appliance enterprises must master the core technology to fully respond to complex Of the trading environment, in order to be more competitive products to open markets around the world.
These people also believe that although the decline of Japanese household appliances collectively, South Korea was squeezed to the edge of Europe and the United States rely more on home appliances OEM OEM, but this does not mean that is in the hillside of Chinese enterprises have been 'no war to win' reached International standards, which means that domestic appliance companies still need to climb to the peak, the slack domestic standards increase, at least decline in foreign-funded enterprises are not lost in technology, they have innovative sources beyond the Chinese enterprises, but as Sony high In the past, the author wrote that "performance-oriented destruction of Sony," rather than Chinese companies ruined foreign capital.On the contrary, the domestic appliance companies into 'buying technology to buy technology' this inertial path to foreign aid to achieve their own goals to strengthen and can not make The next Chinese company has innate innovative genes.
Manufacturing stakeholders believe that the acquisition is a shortcut to access to foreign-funded enterprises related to patented technology, and even core technologies that help companies to go out on the road to strengthen integration and arm themselves, but it will allow companies suffering from 'acquisitions Disease ', do not buy you feel lost their ability to innovate, and the current Chinese market there are a lot of' fake foreign devils' .Even easily get the old 'learned tyrants' through hard work and come to the standard answer, but only know one I do not know the second, even if the most advanced results are still 'learning slag' thinking. Take the fish than take the fish, take the people of the fishing net as it is to get its network thinking, although the truth is simple, but also Road resistance And long.
See Yin Xian Qi Yan, learn from each other through the acquisition of no original sin, but the real test of Chinese enterprises are waiting for them at the pinnacle of them, through acquisitions into the world can not find the target company no man's land, is the Chinese enterprises 'It is time for a mule to pull out and walk in a horse' to witness the capability of independent innovation. At that moment, it is no longer a 'buy' word that can be solved.