Japanese home appliance kingdom shattered, Sony will lose $ 1.8 billion this year
In the eighty or ninety's of last century, the Japanese home appliance is popular around the world. As a high-speed pulling power of Japan's economic development,appliance industry has created "Made in Japan" a good reputation in the world market. But those days are gone,after entering the 21st century, Japanese home appliance enterprises are facing fierce international competition,gradually being overtaken by South Korea, China and other rising star.Sony Corporation of Japan recently announced,as the sales of smartphones, TVs and other consumer electronics products continued to decline,it is expected that 230 billion yen (about 1.84 billion US dollars) in huge loss will occur in 2014 accounting year.This is Sony's 6th huge losses in seven years since the 2008.
"Kingdom of home appliances" myth shattered
Since the 2011 fiscal year, the Big Three Japanese electronics industry Sony, Panasonic and Sharp were both on huge losses.The losses of Panasonic have created a new high among Japanese manufacturing losses.Although these appliances giant conducted a large-scale reorganization of the reforms, but still failed to stop operating performance continues to decline.The 2012 fiscal year, the three home appliance giants were on heavy losses continuously.The reasons for the decline of Japanese home appliance industry are complex,not only including corporate strategic decision-making mistakes, but also including experienced rapid development of Internet technology, international industrial structure changes and other factors.The typical cases of serious errors in strategic decisions is the dispute of digital recorders (DVD) specifications.In order to occupy the digital video recorder marketv, Japanese electronics manufacturers have invested heavily in research and development, and gradually formed a Sony, Panasonic led Blu-ray camp and Toshiba led HD camp.This specification war spent a lot of manpower and resources.Blu-ray specification, although the winner, but with the rapid development of the Internet and the emergence of a large number of audio and video site,the market demand for digital recorders continue to lower,the specification dispute of Japan's household electrical appliance enterprises turned into a zero-sum game with no winner.
Panosonic also appeared significant policy mistakes.In the biginning of this century,Sharp and other companies focused on developing the next generation of flat-panel LCD TVs ,but the Panasonic put bet on plasma.Panasonic believes that LCD technology has its limitations, it is difficult to produce large-size panels,Plasma is suitable for the production of large-size TVs, and plasma also has a high brightness and good visibility.However, with the development of LCD technology, more than 60 inches large screen panel also emerge as the times require.In addtion,they have the advantages of small power consumption, long service life,favored by consumers.In 2011, Panasonic invested 210000000000 yen, started only a year and a half of Amagasaki plasma plant was forced to stop production.Sharp is also a non-winner, the company for failing to control consumer psychology and market trends,betting on large screen LCD TV, invest 420000000000 yen to build the world's largest factory,the annual output of which are 6000000 sets of more than 60 inches LCD TV panel.But the market is not as Sharp look forward to, sales is not very ideal,the plants operating rate is less
than 50% since the second half of 2011,Sharp has incurred substantial losses.
Industrial transformation and breakthrough of survival
In recent years, the Japanese home appliance of representative enterprises SONY,
Panasonic, SHARP, Hitachi, Toshiba, MITSUBISHI, the Japanese electrical once mighty,
either run into difficulties,or fade out of home appliance market and find another way
to make their living.
Today, the manufacturers have shrink appliance business.These manufacturers are retreating from the appliance business overseas,reduce the scale of domestic appliances` production.They are concentrate on developing their own protitable business.
In addition, with 4K TV show pilot, Japanese electronics companies believe that the TV replacement New Era will coming.They want to take this opportunity to seek a comeback.Japnese market research company expects that the sales of 50 inches 4K TV will reach 1.2 million units in 2017.Recently, Panasonic introduced two series of seven kinds of models, screen sizes between 40 inches to 85 inches in 4K TV.It is reported that Toshiba, Sharp, Mitsubishi is also about to launch 4K TV, a new competition is carried out quietly.In thes new round of competition,whether the Japanese home appliance enterprises will revive the "home appliance kingdom" title.What will happen remains to be seen.
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