Japanese home appliance companies are marginalized, why are Sony and Panasonic so hot and cold?

In recent years, the operation of most Japanese home appliance companies has been sluggish. Not only is the financial report data “unsightly”, but the various home appliance businesses are constantly being acquired by Chinese home appliance companies. Japanese home appliance brands seem to usher in a big retreat.

In fact, as early as ten years ago, Japanese home appliance companies began to be marginalized, and the global pattern has quietly changed. Understand that in the 2008 fiscal year, Toshiba, Sharp, Panasonic, Hitachi, and Sony experienced a collective loss situation, and in the 2007 fiscal year, each family is still infinite, and Toshiba’s performance has reached its peak. In 2007, the year when the first generation iPhone was launched, the mobile hardware was quickly iterated and the mobile Internet era came.

At that time, the changes in the old and new industries also indicate to some extent the downward trend of Japanese home appliance brands. The decline of Japanese companies is different, but the way to sell their own “self-rescue” is quite similar, while Chinese-funded home appliance companies have started the acquisition model and carried out the go-ahead. In 2016, Hon Hai Group acquired Sharp for 700 billion yen; in the same year, Toshiba white electricity business was sold to the US group; in 2017, Toshiba TV business was transferred to Hisense Group; earlier, Sanyo's home appliance business was sold to Haier by Panasonic.

As a mainstream Japanese company that has remained in the field of home appliances, Sony and Panasonic are facing two very different situations. Judging from the performance of the two companies in the recent period, Sony is on the rise, and the “post-rejuvenation” phase is coming; while Panasonic is in the quagmire of home appliances, and all kinds of home appliance business are losing ground.

Sony's performance soared, TV and other businesses revived

According to public data, Sony achieved a net profit of 507.62 billion yen in the first three quarters of 2017 (April 1 to December 31, 2017), 11 times more than the 45.639 billion yen in the same period of last year; sales, Sony 2017 In the first three quarters of the fiscal year, sales increased by 15.7% year-on-year, which was approximately 6.6 trillion yen.

The soaring performance seems to let us see Sony at its peak, and the Chinese market has contributed a lot to Sony's revival. Recently, Mr. Gao Qiaoyang, Chairman and President of Sony (China) Co., Ltd. said that Sony is expected to create the best historical performance of 720 billion yen in operating profit for the full year of 2017, and Sony in the Chinese market in the first half of 2017. The performance increased by more than 30% year-on-year.

Takahashi also said that in the consumer electronics business consisting of TV, digital imaging and audio, Sony has consolidated its leading position in the industry through its continuous high-end product strategy.

Take TV as an example. Among the top5 TV companies in the world, Sony has become a Japanese company's “single seedling”. The other four are Korean Samsung, LG, and domestic Hisense and TCL.

In 2017, although the overall scale of China's TV market has shrunk, Sony has seized the market demand of 4K, large size and other user demand enhancements and consumption upgrades. Through continuous innovation and research on products, it has finally achieved in the high-end and large-screen TV market. Good grades.

Nail Technology noted that this spring, A8F OLED TV and X9000F LCD TV were first launched in the Chinese market, they are equipped with Sony's exclusive 4K HDR image processing chip X1 advanced version. Among them, A8F inherits the screen sound field technology that A1 directly outputs sound through screen vibration, which brings the effect of immersive sound and picture integration, and will further promote the development of China's OLED TV market.

The BRAVIA X9000F series 4K LCD TV adopts the latest development of the Octavia dynamic technology of Sony, which can ensure the smooth and clear motion picture without compromising the brightness of the picture, and better meet the viewing needs of users who love sports. The current trend of sports development.

Panasonic's product quality problems frequently occur, and home appliances are in recession.

In sharp contrast to Sony's recovery opportunity, Panasonic is in the decline channel of the home appliance market. According to data from Yikang, a market research institution, Matsushita Electric's performance in the Chinese market is not optimistic. Its refrigerator and air conditioner market rankings have been squeezed out of the top ten, and small household appliances have not yet formed scale.

In addition to the rapid decline in market share, Matsushita has suffered a credibility crisis in recent times. According to Nail Technology, in the past four months, Panasonic has announced four recall plans, recalling three categories of products, the number of millions. Panasonic's continuous recall, involving a wide range of recalls and a large number of recalled products, is one of the larger recalls in the history of home appliances.

In December last year, Matsushita had a fire hazard for the battery of the laptop, and announced that it would recall about 142,000 related batteries and replace them for free. Recently, there is news that Panasonic has announced the recall of more than 1.16 million laptops due to battery problems.

In addition to laptops, Matsushita has continuously recalled more than one million products in both food and television categories in the past two months, and has had a certain impact on consumer safety.

In February of this year, Matsushita announced the recall of its more than 970,000 food machines sold in Japan. The cause of the accident was the quality problems of the cooking machine parts. Two Japanese consumers caused the mouth to be mistaken for eating foods mixed with metal sheets. Injury; on March 27, Matsushita announced that it would recall about 15,000 TV sets in China. The safety hazard of this TV set is because the base is made of a resin material that is extremely deformable.

In fact, the Panasonic recall is nothing new. As early as 8 years ago, Matsushita had urgently recalled more than 360,000 Panasonic refrigerators that had been sold. In combination with a series of recent recalls, Panasonic's product quality problems have become more prominent, and the coverage has also expanded dramatically. At the same time, it can also reflect that the effect of Panasonic's product quality improvement in recent years does not seem obvious.

Matsushita used to be a powerful home appliance giant in the world. However, in recent years, Panasonic's product quality problems have frequently caused not only to quickly fall behind in the first-line brands in the Chinese market, but also to deplete its brand value.

In the view of Nail Technology, Panasonic should adjust its strategy in a timely manner, strengthen the control of product quality, restore the trust of consumers, and then increase product research and development efforts, and stimulate consumers' desire to purchase again. Conversely, Panasonic may be in the Chinese market. Gradually marginalized.

Why are Sony and Panasonic so hot and cold?

In recent years, foreign brands such as Japan have gradually lost their positions in the global home appliance market due to the turn of the companies such as Haier, Midea and Hisense. Domestic brands have occupied a leading position in various industries such as refrigerators, televisions, and air conditioners, and a large number of Chinese home appliance companies have not satisfied the leading position in the domestic market. They are competing for the culmination of the global mid-to-high-end market, and China's manufacturing is gaining momentum in the world.

Under such circumstances, traditional Japanese companies represented by Sony and Matsushita will bear the brunt of the impact, and the attitudes and strategic adjustments of the two companies in the face of the "crisis" will determine their subsequent development. Going.

It can be said that the Chinese market is a very important market for all consumer electronics companies worldwide. Benefiting from the development and application of mobile Internet-centric technologies, China's traditional industries and emerging industries are making breakthroughs. In China, more and more consumers are turning their attention from conventional products to high-end products, and the boom in quality consumption has arisen. This is in line with Sony's unique value proposition and provides tremendous growth opportunities for Sony.

In recent years, Sony has always adhered to technology-oriented, constantly exerting efforts in product innovation and research, and various "black technologies" are frequently used. For example, the above-mentioned screen sound field technology, Octavia dynamic technology and X1 picture quality chips have enabled Sony to lead. OLED TV high-end market.

In the face of peer challenges and market changes, Panasonic has not given up on the home appliance business, but it seems to be "three hearts and minds", not enough attention. When Panasonic fell into the quagmire of home appliances, it chose to change, disruptive B2B transformation, and began to expand into residential, automotive and other fields.

In this process of change, the largest is the contraction and restructuring of its business system. Large-scale "slimming" and layoffs on the business line, while the retained home appliance business has caused Panasonic to suffer. In the Chinese market, in addition to the product quality problems mentioned above, due to tactical mistakes, poor mechanisms and other factors, Panasonic’s market share has gradually been eroded by competitors and even overtaken by many Chinese manufacturers, thus further falling into the quagmire. Inextricable.

Nowadays, new technologies such as artificial intelligence and the consumer electronics industry are undergoing rapid integration. Panasonic is still slow in this area, and the products are difficult to meet the needs of users, so that Panasonic gradually loses its competitiveness in this market environment.

In contrast, Korean home appliance brands seem to be more precise in grasping Chinese consumers, and they have a strong Chinese character from product development to market penetration. In addition, the strong R&D and technical strength of Korean home appliances is a powerful endorsement of market competition.

At present, Matsushita's home appliances seem to only rely on brands to eat old, and have been overtaken by Chinese and Korean brands. Nail Technology believes that to enhance its core competitiveness, it is necessary not only to increase the research and development of core technologies, to comply with the trend of the times, to seize market opportunities, but also to maintain its brand reputation and strengthen brand building, thereby further enhancing brand value, and this is also Sony. And Panasonic is now at the heart of two different situations. Of course, for domestic appliance companies, in the process of accelerating global expansion, they still need to exert their efforts in these areas to establish an international brand image.

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