A while ago, Hisense Toshiba TV's acquisition of the hubbub was uproar, the voice of the major mainstream media are one-sided down call for Hisense, and a complimentary upper case! But things really just see it so Simple? I think there is still a need to explore in depth.
In recent years, Chinese companies to buy Japan's home appliance giant, already no big news .2011, Lenovo Group acquired Japan's NEC notebook business; Haier acquired Sanyo White. Last year, the United States acquired Toshiba's white ... ... There are so many examples that the Chinese government actively encourages enterprises to go global and overseas to invest in M & A. Over the years, in the Japanese market, Chinese enterprises have indeed achieved fruitful results and made them angry.
These brilliant achievements give us the most profound impression that the Chinese enterprises have finally risen and we have bought old rivals such as Japan and the Japanese home appliance giants. However, Japanese who have always been known for their 'shrewdness' will really So silly? They really reluctantly 'reluctantly love' it? So Chinese enterprises in the end is to grab the baby, or picked up a pile of junk?
For Hisense's acquisition of Toshiba, many domestic media coverage, the title has used 'Hisense acquired Toshiba' and other words.In fact, Hisense acquired the brand of Toshiba TV services, not the whole industry Toshiba TV .This all Helpless move, I am afraid due to Toshiba some time ago 'false accounts scandal', resulting in double the deficit, combined with Japan's rigid thinking of various companies have emerged contradictions within the company, so Toshiba had to 'cut meat' to save businesses in the water and fire .
Now, Toshiba's computer business is also listed on the list, if the matter is finalized, Toshiba's general consumer business will disappear, completely out of the stage of history. At present, in addition to Sony, Panasonic, known as 'Made in Japan' Japanese brand appliance business has all been mergers and acquisitions by Chinese companies to become 'original' made in China, but also hung the Japanese brand Logo only.
Japan users see Toshiba was acquired one after another, but also distressed .Turns on the left said: Toshiba really finished.Also cheaper than Neymar. (PS: Brazilian football player Nemanja moved from Barcelona to Paris Saint-Germain this summer, the transfer fee reached a record Of the 222 million euros (about 290 billion yen).) The right to say: Toshiba, in the end what is left? And Sharp, Sanyo the same fate, it is regrettable ah.
As we all know, the Japanese have always given the stereotyped image of being obedient. Japan's corporate style has always been conservative, its system is rigid, its bloated large-scale enterprise is widespread, and over-worshiping technology slows down the pace of innovation. The development of the Internet era, it can not keep up with changes in the market, competition, but Korean manufacturers is an indisputable fact.
Sagging Japan's home appliance companies have to sell 'belongings', on the one hand except because it is to ease the loss making the survival of the helpless move; I think the more important reason is that these so-called 'home', the Japanese home appliance business, In fact, drag on the cumbersome, or even 'rubbish' .Japanese companies withdraw from the market because of their factories and distribution channels have a huge loss; but they always clenched their teeth, never give up the cost of technology research and development.
Japanese manufacturing companies are paranoid about technology because of their esteem for 'craftsmanship.' In order to increase their products by 1%, they cost 30% of the cost, which has left Japanese-made manufacturing at a price that has lost its international competitiveness. Excessive technology led to reduced product cost, the market price is often higher than other similar products several times, or even dozens of times.
Let's take a look at Dafa, where Sony has been producing its own computers before, but in the entire Asian market, especially in China and South Korea, where the notebook industry has reached an all-time high, Hirai fought again with China and South Korea to fight the market It does not make any sense.
Therefore, Sony chose to give up all the cause of the computer, which in the end is helpless or wise policy we are not assertive, but from the results, its operating profit in the first half has reached 361.8 billion yen, creating a 5 Year-old high.Sony abandon appliance industry has been committed to intelligent and IoT construction, while expanding the music, entertainment, video technology development, to further expand the advantage.
Sony is transitioning from 'making products' to 'making technology.' Despite the financial losses that have cropped up in previous years, Sony has not abandoned its research and development of television technology, and Sony officials have said it is expected to launch 16K by the Tokyo Olympics 2020 Of the video technology.China has only a handful of families have 4K TV, and Japan has basically popularized.It can be seen, 16K technology is not just a manufacturer can casually developed.Sony now transformed into a core technology developers, and Firmly control the next generation of technology core.
When we pick up the various assets of Japanese appliance manufacturers, we must start a profound reflection - what we do not want to do with other people's rubbish?
One of the acquisitions of the former Japanese giants appliance brand may give us a sense of superiority - In the past, we have with Japan, Germany, the United States one-vote developed countries to learn; now we are strong, you can buy the top foreign brands, which have a Kind of proud emotions.
China's home appliance industry is currently the most basic contradiction is the influence of its own brand in the world is still relatively weak.Chinese home appliance short board is big and not strong, to the scale of winning.Although the Chinese home appliance enterprises are swept the trend of the fall of Japanese appliances to force However, we must admit that the influence of our own brands is still weak. The acquisition of the Japanese veteran giants in the short term can raise the international recognition and influence of Chinese brands and is also a clear and visible shortcut.
However, the current basic household electrical appliances, China, South Korea's production technology has been very mature, the market has entered the sea of blood stage. Want to kill in the bloody siege, it is necessary to expand the market, go overseas. There are decades of overseas market experience of the old Japanese home appliance business seems understandable.
Quietly think about it, we really need to acquire Japan's home appliance business to explore the untapped Southeast Asia and even Africa market? According to the survey shows that in Africa, a relatively high reputation of home appliances brand is a Samsung in South Korea, the other is Haier in China, although Haier launched in Africa is only a number of low-end products, but it is undeniable that it has gained a certain reputation and reputation in the local and establish a brand image. On the contrary, many people do not even listen Said Toshiba this brand.
So for some undeveloped overseas markets, Chinese home appliance manufacturers do not need to buy Japan's home appliance brands, should have confidence in using their own brand image to open up a blue ocean.For example, Huawei, it never thought to acquire Sony's mobile phone business, and Is to rely on independent research and development, playing Huawei's Chinese brand.So it can today become a world-class brand, and further open the African market and even the Japanese market, I think this is the way China's home appliance business should go.
Junior high school mathematics teacher's words I still remember: 'eat human chewed, no taste!', Can be interpreted as the true meaning of the words rough rough not reference to Japan and South Korea's restructuring of enterprises, are not Business focus shifts to more technologically focused core technologies to create new business models of their own.Core technology will eventually change the future - this is not a longing for simple acquisitions, but a fall in heart Come in a field of deep plowing and pay, no less ambiguous.
In addition, I am particularly curious is that the next step Sony hands-on?