An analysis of the LED manufacturing environment: Japanese giants under the Diaoyu Islands Dispute

Japanese electronics giant variables

September 15th is the Japanese consumer electronics giant SHARP's centenary, SHARP China Investment Co planned events SHARP entrepreneurship century "in Shanghai in September 8th. However, due to the Diaoyu Islands incident triggered the deterioration of Sino Japanese relations, the event was halted SHARP executives.

Similarly, in the new president Kurita Nobuki took office, SONY (China) Co. Ltd. focus recently released a series of television and digital products, this is SONY has long planned for Chinese marketing is greatly reduced due to the Diaoyu Islands event.

Panasonic, MITSUBISHI heavy industries and other Japanese companies more serious situation, after being included in the first batch of Chinese Internet users to boycott the object, the performance has been a substantial decline in Panasonic, etc..

According to the market research company in the PRC, the third week of July and the second week of September data show that SHARP TV share fell from 8.8% to 4.7%; SONY's share fell from 5.9% to 4.4%; Matsushita's share has dropped to 0.4%, while Toshiba, SANYO and other Japanese brands share fell below 1%.

In fact, in order to reverse the strategic error caused by betting plasma, Panasonic began in July of this year for large size LED LCD TV for nearly billion in the CCTV and other media to promote the Olympic core, but these advertising seems to be a boondoggle, market share declined.

Japanese enterprises in the crevice

"We are most worried about is that the media will boycott the meeting, these days we have been in communication with the media, I hope you can come to the participants. For the September 12th Guangzhou SONY digital video products fall release, SONY China's public relations personnel are particularly nervous.

Although the day most of the media or to spread revolutionary, but the effect of "micro" products released by SONY for just happened to the Japanese island of purchase events greatly reduced, from the beginning of September to prepare for the counter offensive China market SONY felt hitherto unknown pressure.

Reporters learned that the new president Kurita Nobuki took office in April this year after the market has been in the investigation, he also saw SONY and other Japanese brands in television and other fields of retreat, but the Diaoyu Islands after the incident is plummeting.

Although SONY in the Japanese brand's performance is relatively stable, still have certain advantages especially in the high-end market, but compared with the former Nagata Haruko SONY in the year two times China digit growth, SONY eyes performance obviously can not let Li Tian satisfied.

However, due to SONY's headquarters in Japan put forward the "no longer simply the pursuit of scale" approach, as well as the China company profits, the new strategy of Kurita and SONY China management, is to use high-end products to guarantee profits, and follow the pattern of the apple store to weaken the Gome and Suning appliance chain dependence.

SONY released a price of 169999 yuan in the 84 inch LCD TV, as well as the average price of nearly double the card machine micro single product. According to SONY's plan, is to have a brand advantage in a second tier cities in the high-end market to maintain profit SONY.

But the escalation of the Diaoyu Islands incident triggered the first part of the consumer market to resist the purchase of Japanese goods one or two. In fact, we are also aware of the Japanese government's approach this time. "SONY Chinese Public Relations Department official told reporters:" now in the market China Japanese companies and the Japanese government has said of an aged person, in relation to the key problems China sovereign line adventure, a lot of Japanese enterprises in China will inevitably have to exert pressure to the Japanese government. "

SHARP has been planning entrepreneurship centennial celebration is the same situation. China market has already become the largest market for SHARP overseas revenue of nearly 47%, is regarded as key markets for SHARP out of the quagmire of huge loss. At the end of last year, SHARP has just set up an investment company in China, and many of the functions of the Japanese headquarters to China Investment Co.

"We have been busy for several months to prepare for the celebration, and now it is cancelled. Many activities will be postponed until October. SHARP China Investment Co relevant person told reporters: more importantly, SHARP's market share will certainly be a greater impact, which we do not want to see. "

In fact, Japanese companies are also different, like Toshiba, Hitachi, Matsushita, MITSUBISHI many products is indeed the government and military suppliers in these enterprises is unlikely to die, but all products from companies like SHARP are civilian. SHARP China Investment Co, said the person concerned.

Inseparable from the Chinese market

It is clear that SONY, SHARP these Japanese TV giants have been inseparable from the Chinese market.

In fiscal year 2011 (April 2011 -2012 March), as Japan's top three TV brands, SONY, SHARP, Matsushita had huge losses, the decline in the continuation of fiscal year 2012. Some people say that the Japanese home appliance is dead.

The latest Displaysearch research report pointed out that SONY, Matsushita and SHARP in the Japanese market demand continues to decline, the global flat-panel TV business in the first quarter of fiscal year 2012 (2012 4-6 months) revenue fell more than 30%. At the same time, Chinese TV brand's global market share rose 14 percentage points, the Korean brand share increased by 9 percentage points, including Samsung's global market share reached a record 28%, and the profit is almost the sum of other TV giants.

In the first quarter of the new fiscal year, only 1 million 660 thousand TV sales SHARP this year will be shipped from the target of 16 million units down to $8 million