Comments: Japanese electronics manufacturing decline of the storm

The last century, Zeng Sheng Japanese electronic manufacturing companies in a very global, but now it has a collective defeat, loss and layoffs become common position by the Japanese electronics bigwigs. Japanese-funded enterprises in the end how? The decline of this point is the tragedy of technological change or strategic mistakes. Panasonic, Sony, Sharp introduced the self-help program, whether the Japanese electronics to reproduce the brilliant?
Japanese electronics giant recession
Recently, news that Japan's Matsushita Electric Industrial Company is considering a reduction of half of the employees of the Corporation in 2012, the number will reach up to 4,000 people. Although the Panasonic aspects of the authenticity of the message did not give an official response also requires considerable courage, but for the Panasonic, so many people laid off. Because Japan has been pursuing a "lifelong employment system, laid off too many employees, is simply an incredible decision.
The loss is probably the most direct reason for Panasonic to make this decision. Panasonic was founded by Konosuke Matsushita in 1918, ranked 50 in the 2011 Fortune 500. Sony, Sharp, and it is listed as Japan's three major home appliance giant. However, Panasonic released the 2011 annual results, the 772 billion yen (about $ 9.67 billion) in one fell swoop hit its inception in 1918, the most serious loss record. This figure is twice the previous estimate, but also to create the most serious annual loss in Japanese manufacturing enterprises in history. And Industry insiders estimate that the 2012 Panasonic company's performance does not occur significantly improved.
Panasonic stay in the same door as Sony and Sharp the day is not better than the earnings figures show that Sony announced on May 10, 2011 fiscal year ended March 31 this year, the net loss of 456.66 billion yen ($ 5.73 billion dollars), also a record of the company's history. In addition, according to the official news of April 27, Sharp, Sharp fiscal 2011 sales revenue of $ 30.5 billion, down 18.7 percent; net profit loss of $ 4.66 billion, the same refresh the company's biggest loss record.
Related statistics show, Panasonic, Sony, Sharp and three total losses amounted to 1.6 trillion yen (about $ 20 billion). Since the start of the year, the shares of three companies have the performance of the weak, the three companies the current market value of nearly half when compared to last year, the highest price the sum of evaporation.
In fact, the Japanese electronics companies in the last century fame in the 1980s, these enterprises with the launch of the VCR, the Walkman series of killer products, once reached the status of industry peak. Japanese electronic products in the Chinese market all the rage, Sony, Panasonic products in short supply.
A lot of image display and chip core technology are Sony, Panasonic, Toshiba and other companies have, these companies sell their products not only in the terminal each year by the patent to obtain a lot of money profits. Japanese companies was arrogant, and beyond the reach of the Korean series, as well as Chinese enterprises.
These companies also set a very strong brand reputation, at the time, the Japanese electronics brand products seems to have a high-end lifestyle, today, many fans will still buy products first to patronize Sony Panasonic booth, because these brands have been in the minds of consumers constitute an indelible Japanese complex.
Japan's economic downturn
The face of this disparity in the market situation, many Japanese manufacturing enterprises Thailand floods and last year's earthquake in Japan as the main factors affecting the results.
Meanwhile, the yen continues to appreciate than natural disasters, but also Japanese companies complain incessantly. Japanese manufacturing popular "six heavy bitter" six means the manufacturing industry is facing structural difficulties, including the appreciation of the yen, labor policy, the corporate tax burden, trade liberalization, hysteresis, pressure to reduce emissions, power shortages. Among them, the appreciation of the yen is the most urgent, but also the greatest difficulty to squeeze corporate profits.
Home appliances analyst Liu Buchen, pointed out that Japan's economy over the past decade has been in a slump in the global situation. Japan's home appliance industry year by year, landslides, especially when compared with China plate and South Korea plate, the downward trend, the U.S. debt crisis and debt crisis in Europe exacerbates the decline.
However, Matsushita, president of Tianjin He Yihong attributed to plasma investment is too high, its looking forward to adjust the stop within the next year through the company's internal business was mentioned, the former president Fumio Ohtsubo, Panasonic will be looking for a partner with the welcome enemy.
Sharp official explanation for the loss, the global LCD panel prices, the poor performance of the main LCD business. Compared with Sony, Panasonic, Sharp's advantage lies in the upper reaches of the LCD panel production line. As Japan's largest LCD TV manufacturers, LCD panel sales revenue accounted for about 30% of Sharp's total revenue. However, as also Xiao Xiao loser ". Has been through the screen advantage, Sharp reduce the overall cost, but in the "winter" of the global panel industry, Sharp swallow.
Sony did not face the misunderstanding of their own business, still emphasized that "such a huge loss of the culprit is the impact of the earthquake in Japan, Thailand, floods and other multiple factors".
However, seen from the analysis of data, Sony's loss of business from the consumer electronics and professional equipment. In accordance with the division, Sony's consumer products and services business, and professional equipment and solutions revenues were down 18.5%, 12.6% and an operating loss of 229.8 billion yen, 20.2 billion yen, other pictures, music business financial services business to make money, that is, Sony's loss of business from mobile phones, computers, televisions and other consumer electronics products and professional equipment, this Sony's TV division has eight consecutive years loss.
Lack of innovation ruined the future of Japanese companies
Many industry insiders believe that the lack of innovation has ruined the future of the Japanese-funded enterprises. Na Suoni For example, Sony over the years unambitious product development, there is no innovative industrial design, do not know how to study the market demand ... This led to the tragedy. There are many insiders admitted that "overly broad business involves too much emphasis on holding high hit, elongated front, Sony's failure, like a failure when the Second World War, are derived from arrogant".
Sony's innovation capacity recession, wait outside the nostalgia Sony Managing Director Long that company executives are also to blame. Sony founder Masaru Ibuka period, some Sony employees do not fear the authority of the boss's boss to appreciate and trust the men, not indifference, "Evaluation of the vision to look at the men to develop new technologies and new products. However, this depth big time attitude and management philosophy that encourages innovation and is not inherited.
On the other hand, took office in 2005, American Howard Stringer as CEO of Sony, Stringer announced code-named "Japan plans to reform policies in their early days, but he found that the transformation Sony is not as he imagined that simple. Stringer's reform progress is very slow due about Japanese law and tenure of employment culture, plant closings and layoffs are also facing many problems difficult to enforce and so, the management model of Japanese corporate family elders so that he does not have real authority. Sony's short-term Westernization is also even more difficult. Thus, Sony's management in a western modern management model and the traditional Japanese intertwined state, which makes Sony's reform and innovation into a patchwork, piecemeal, it is difficult to make a good enough fast enough in response to external changes changed.
"Global Chinese Radio Network Japanese observers Ye Qianrong, the rage of products launched in Japan the 1980s, 1990s, this product is very difficult to be born, their ability to innovate has not keep up with Apple - Apple iPad and iPhone production capacity to keep up with Samsung Electronics (Samsung Electronics Co.) - Samsung Electronics in semiconductors, mobile phones and television plays a decisive role. Compared to the three Japanese companies forecast a loss of $ 20 billion, Apple is only the latest in a quarter earned $ 13.1 billion, Samsung 2012, capital expenditures given a budget of $ 41 billion. Conservative and lack of innovation has led to the widening.
Rely on the coaching change, restructuring self-help
How to restore the decline, these Japanese-funded enterprises to be solved, and personnel changes to become spontaneously choose. April 1, Sony, Panasonic, Sharp, coincidentally the coaching change, Kazuo Hirai, Tianjin He Yihong, Okuda Long Division, three new faces will be as the CEO of Sony, Panasonic, Sharp. The second is layoffs, Sony plans to lay off about 10,000 people, accounting for 6% of the total number of employees during the year; Matsushita also plans to lay off 17,000 people.
In addition, in the face of losses, the Japanese-funded enterprises Guantingbingzhuan hand the number of production projects, loss on disposal of items. NEC to accept Chinese assistance, entrusted half of the PC business to Lenovo of China. Toshiba to terminate production of the TV in Japan, the transfer of business to foreign countries to boost performance. Panasonic will sell just the acquisition of Sanyo white goods segment to Haier, China, and is ready to close the lithium-ion battery plant in Osaka Prefecture, Kaizuka City, the production transferred to the factory in Suzhou, China, South Korean companies by holding down production costs to compete. It also will be held this summer, the full transfer of the mobile phone production to China and other overseas factories. Sony divestments, joint venture S-LCD Corp. ceded South Korea's Samsung.
In addition, these companies come up with a self-help program, Sony's latest program including strengthening digital imaging, games, mobile services three core business, and losses to change the TV business for many years to further strengthen the solid entertainment and financial services business business base, will enter a new market segment of the medical and electric car batteries. This decision means that, in the past a significant proportion of the TV business has been a loss of years of status has been significantly lowered. It is understood that after the completion of the acquisition of the Sony Ericsson (microblogging) shares, the proportion of digital imaging, games and move three major areas of projected sales in the electronics sector will be 60% in fiscal 2011 to FY 2014 70% will contribute 85% of the profits of the entire department. The entire electronics sector, accounting for 75% of Group sales, and its position Needless to say.
Panasonic recently announced to set up a system communications marketing company in Asia, which is Panasonic Communications marketing companies on every system worldwide. Matsushita Electric (China) Co., Ltd. Public Relations person in charge of Matsushita Electric Division from 16 to streamline 9 9 Division around the three pillar industries, namely, the family life of electrical components and systems solutions for industry. Panasonic's "12th Five-Year Plan, the system solutions industry the most important market is China.
Panasonic Panasonic's TV strategy began to change, has been the main push plasma TV from the beginning of this year the main push LCD TV, Panasonic TV sold in the market after the adjustment of product structure, product, plasma TV share will fall to 40%. Linling Jie, general manager of Matsushita Electric (China) Limited audio-visual products marketing company, product structure of the beginning, Panasonic will no longer be in accordance with the size differentiation, ion and LCD TVs this year, but according to market demand, and plasma and LCD TVs, the mix of Before the product structure of the Panasonic TV and Plasma TV accounted for 60% LCD TVs accounted for 40 percent, this year, Panasonic launched the Olympic TV, the proportion of the structure of the LCD TV and Plasma TV will be adjusted to 6:4. Plasma TV will continue to produce, but the proportion of occupied Panasonic TV will be adjusted according to market conditions.
Sharp is no longer solely rely heavily on liquid crystal plate, on April 1 this year, Sharp (China) Investment Co., Ltd. established the Third Division - LCD Business Systems Business Division, headquartered in Nanjing. May 21 in Wuxi, the new Part IV - Electronic Components Business Unit. Division management capabilities in Japan, the transfer of full depth development of real estate to marketing to a very high market share. In addition, the production copier Sharp Office Equipment (Changshu) Co., Ltd., invested about $ 200 million to build the second plant production began in April of this year.
Liu Buchen, for the Japanese-funded enterprises, how to lower profile, how to rectify the management, how to open up the idea, is the real need to address the problem, so any case of a change, what kind of brand reshaping all need a sense of innovation, may be left to the Japanese-funded enterprises the opportunity to really not much. As the return to Japanese executives at the helm of Sony's new CEO Kazuo Hirai said, "for the Sony's not much time.