Japanese electronic giant variable
On September 15th, the 100th anniversary of Sharp, the Japanese consumer electronics giant, Sharp China Investment Corporation originally planned to hold a large-scale event of “Sharp Pioneering Centenary†in Shanghai on September 8. However, due to the deterioration of Sino-Japanese relations caused by the Diaoyu Islands incident, the activities were suspended by Sharp executives.
Similarly, after the new president, Kuroda, took office, Sony (China) Co., Ltd. recently released a series of TV and digital new products. This is Sony's long-planned marketing for the Chinese market, but it was greatly discounted due to the Diaoyu Islands incident.
The situation of Japanese companies such as Matsushita Electric Industrial Co., Ltd. and Mitsubishi Heavy Industries is even more severe. After being listed as the first batch of targets by Chinese netizens, Matsushita, whose performance has fallen sharply, is even worse.
According to market research company data in the third week of July and the second week of September, Sharp's share of color TV dropped from 8.8% to 4.7%; Sony's share fell from 5.9% to 4.4%; Panasonic's share has fallen to 0.4% The share of Japanese brands such as Toshiba and Sanyo fell below 1%.
In fact, in order to reverse the strategic mistakes caused by the bet plasma, Matsushita Electric began to promote nearly 100 million Olympic Games in the core media such as CCTV in July this year, but these advertising fees seem to have been squandered. Market share does not rise and fall.
Japanese company in the crack
"What we are most worried about now is that the media will collectively boycott this meeting. We have been communicating with the media these days. I hope everyone can come to the meeting." For the new release of Sony digital imaging products in Guangzhou on September 12, Sony China's public relations staff is particularly nervous.
Although most of the media still attended the meeting that day, Sony’s revolutionary “micro-single†product spreads were greatly discounted due to the recent Japanese island purchases. Sony’s preparations for counterattacking the Chinese market in September have never been seen before. pressure.
It is understood that the new president, Kuroda, has been inspecting the market since taking office in April this year. He also saw that Japanese brands such as Sony have lost ground in television and other fields, and the Diaoyu Islands incident has plummeted.
Although Sony's performance in Japanese brands is relatively stable, especially in the mid-to-high-end market, it still has certain advantages. However, compared with the previous two-digit growth of Sony in the Yongtian Qingkang era, Sony's immediate performance is obviously not satisfactory to Litian.
However, because Sony's Japanese headquarters proposed the policy of “no longer simply pursuing scale†and the profit requirements for Chinese companies, the new strategy developed by Kurita and Sony China’s management is to use high-end new products to ensure profits and follow the example of Apple’s store. Weaken the dependence on the chain of electrical appliances such as Gome and Suning.
Sony released an 84-inch LCD TV with a price of 169,999 yuan, and a micro-single product nearly twice the price of a regular card machine. According to Sony's plan, it is necessary to maintain profits in the high-end market of first- and second-tier cities where Sony has a brand advantage.
However, the upgrade of the Diaoyu Islands incident first triggered some consumers in the primary and secondary markets to resist the purchase of Japanese goods. "In fact, we have a view on the Japanese government's current approach." Sony China Public Relations Department told reporters: "Japanese companies are now struggling in the Chinese market, and the Japanese government is taking risks on key issues related to China's sovereign bottom line. Many Japanese companies in China are bound to exert pressure on the Japanese government."
Sharp, which has been planning a centennial celebration, is also in the same situation. The Chinese market has long been the largest market for Sharp's overseas revenues of nearly 47%, and it has been seen as a key market for Sharp after a huge loss. At the end of last year, Sharp had just set up an investment company in China and transferred the functions of many Japanese headquarters to Chinese investment companies.
"We have been busy for a few months in preparation for the celebration. Now it has been cancelled. Many activities will be postponed until October after the change of the situation." Sharp China Investment Corporation said: "More importantly, Sharp's market share It will definitely be subject to even greater impact, which we do not want to see."
"In fact, Japanese companies are different. Many products like Panasonic, Toshiba, Hitachi, and Mitsubishi are indeed suppliers of government and military products. After all, these companies are unlikely to die, but all products of Sharp are all civilian products." The relevant person of Sharp China Investment Company said.
On September 15th, the 100th anniversary of Sharp, the Japanese consumer electronics giant, Sharp China Investment Corporation originally planned to hold a large-scale event of “Sharp Pioneering Centenary†in Shanghai on September 8. However, due to the deterioration of Sino-Japanese relations caused by the Diaoyu Islands incident, the activities were suspended by Sharp executives.
Similarly, after the new president, Kuroda, took office, Sony (China) Co., Ltd. recently released a series of TV and digital new products. This is Sony's long-planned marketing for the Chinese market, but it was greatly discounted due to the Diaoyu Islands incident.
The situation of Japanese companies such as Matsushita Electric Industrial Co., Ltd. and Mitsubishi Heavy Industries is even more severe. After being listed as the first batch of targets by Chinese netizens, Matsushita, whose performance has fallen sharply, is even worse.
According to market research company data in the third week of July and the second week of September, Sharp's share of color TV dropped from 8.8% to 4.7%; Sony's share fell from 5.9% to 4.4%; Panasonic's share has fallen to 0.4% The share of Japanese brands such as Toshiba and Sanyo fell below 1%.
In fact, in order to reverse the strategic mistakes caused by the bet plasma, Matsushita Electric began to promote nearly 100 million Olympic Games in the core media such as CCTV in July this year, but these advertising fees seem to have been squandered. Market share does not rise and fall.
Japanese company in the crack
"What we are most worried about now is that the media will collectively boycott this meeting. We have been communicating with the media these days. I hope everyone can come to the meeting." For the new release of Sony digital imaging products in Guangzhou on September 12, Sony China's public relations staff is particularly nervous.
Although most of the media still attended the meeting that day, Sony’s revolutionary “micro-single†product spreads were greatly discounted due to the recent Japanese island purchases. Sony’s preparations for counterattacking the Chinese market in September have never been seen before. pressure.
It is understood that the new president, Kuroda, has been inspecting the market since taking office in April this year. He also saw that Japanese brands such as Sony have lost ground in television and other fields, and the Diaoyu Islands incident has plummeted.
Although Sony's performance in Japanese brands is relatively stable, especially in the mid-to-high-end market, it still has certain advantages. However, compared with the previous two-digit growth of Sony in the Yongtian Qingkang era, Sony's immediate performance is obviously not satisfactory to Litian.
However, because Sony's Japanese headquarters proposed the policy of “no longer simply pursuing scale†and the profit requirements for Chinese companies, the new strategy developed by Kurita and Sony China’s management is to use high-end new products to ensure profits and follow the example of Apple’s store. Weaken the dependence on the chain of electrical appliances such as Gome and Suning.
Sony released an 84-inch LCD TV with a price of 169,999 yuan, and a micro-single product nearly twice the price of a regular card machine. According to Sony's plan, it is necessary to maintain profits in the high-end market of first- and second-tier cities where Sony has a brand advantage.
However, the upgrade of the Diaoyu Islands incident first triggered some consumers in the primary and secondary markets to resist the purchase of Japanese goods. "In fact, we have a view on the Japanese government's current approach." Sony China Public Relations Department told reporters: "Japanese companies are now struggling in the Chinese market, and the Japanese government is taking risks on key issues related to China's sovereign bottom line. Many Japanese companies in China are bound to exert pressure on the Japanese government."
Sharp, which has been planning a centennial celebration, is also in the same situation. The Chinese market has long been the largest market for Sharp's overseas revenues of nearly 47%, and it has been seen as a key market for Sharp after a huge loss. At the end of last year, Sharp had just set up an investment company in China and transferred the functions of many Japanese headquarters to Chinese investment companies.
"We have been busy for a few months in preparation for the celebration. Now it has been cancelled. Many activities will be postponed until October after the change of the situation." Sharp China Investment Corporation said: "More importantly, Sharp's market share It will definitely be subject to even greater impact, which we do not want to see."
"In fact, Japanese companies are different. Many products like Panasonic, Toshiba, Hitachi, and Mitsubishi are indeed suppliers of government and military products. After all, these companies are unlikely to die, but all products of Sharp are all civilian products." The relevant person of Sharp China Investment Company said.
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