To reduce the cost of surviving foreign brands TV OEM

At present, in the global market, in addition to Samsung, Sharp, and LG, Sony, Philips, Panasonic, Toshiba and other foreign-funded enterprises generally adopt flat-panel TVs for external production. This is a global sales volume of less than 10 million TV companies. A means of survival. ”

Recently, Liu Dan, the managing director of Huipu Electronics (Shenzhen) Co., Ltd., participated in the third quarter of 2010, the economic operation of China's electronic information industry and the color TV industry research conference. In the interview with China Enterprise News, he made the above statement.

It is reported that Liu Dan had previously been responsible for the marketing of television in Konka Multimedia, TPV and other companies. He had many years of experience in color TV and was familiar with the laws and business models of the global television industry. A few years ago, Sharp LCD TVs were sold in China because they referred to Taiwan screens as self-produced screens, and they faced consumer confidence crisis.

Insiders disclosure of hidden rules

It is understood that the current global TV field, from the technical point of view, there are plasma, LCD, 3D, LED; from a functional point of view, there is a PC-one, smart TV, Internet TV, streaming TV, from the size of , From 22 inches to 55 inches, in order to achieve a comprehensive layout of the above products, the company's product model should be at least more than 1,000.

Liu Dan believes that: "According to the above-mentioned product scale, for some enterprises whose industrial chain is not perfect and whose market sales scale does not reach more than 10 million units, it is very difficult to carry out a comprehensive product layout. Therefore, many foreign-funded enterprises To participate in the market competition, we must find some generic models for OEM."

For domestic enterprises, providing relatively low-cost foundry business for foreign investors can not only solve the problem of excess production capacity, but also earn certain processing costs, thus ensuring the company's own business scale. Liu Dan said: "Like TCL, domestic sales, exports, OEMs and other TVs have exceeded 10 million units, which is quite good."

However, Liu Dan said frankly that TV sets produced by foreign-funded enterprises outside the home market have no problems in product quality, but there will be differences in overall performance. In particular, the production process of the original Japanese factory is higher than that of some domestic foundries. This kind of performance can't be seen in the short term, but there are still many consumers in the market who still worry about buying OEM products.

In this regard, Zhang Guanghua, a partner of Jiangsu Jinchang'an Law Firm, believes: “The behavior of the foreign-funded companies’ foundries is understandable. This is a means and method for the operation of enterprises. However, in the end market, companies should The product of the product is clearly stated to the consumer, otherwise it constitutes an unfair act to the consumer, and even misleading consumers. It is also Sony's television sales that both consumers have the right to know, whether it is the original production or OEM."

Not only compete Earlier, media reports in Taiwan for survival <br> <br>, in order to alleviate operating losses, enhance market competitiveness, the proportion of OEM Sony TV upgrade from the existing 30% to 50% over the next It will even increase to more than 80%.

In response, Liu Dan pointed out: "The proportion of Sony's foundry is not that big, it should be about 30%. But Philips is now the world's largest number of OEMs, reaching more than 70%. Because Sony TV's LCD panels are from Samsung Sharp, so in the television market, its development is obviously constrained by these two companies."

Since the beginning of this year, foreign-funded enterprises have taken advantage of price reduction promotions to snatch up the domestic market share during holiday promotions such as May 1st and 11th. Liu Dan believes that: "Foreign-funded enterprises' foundry is only a means of survival. In order to reduce the operating costs involved in market competition, the future television market must be a large-scale war and the brand is highly concentrated.

It is understood that Liu Dan’s current control of Huipu Electronics Co., Ltd. mainly assumes that some color TV companies have OEM production and use domestic karaoke OK TV systems and other commercial markets to conduct business expansion. For the domestic personal market, Liu Dan said frankly that he decided to submit home appliances to the countryside in November this year. "If you win the bid, the domestic sales target is 500,000 units. If you don't win the bid, the goal is 200,000 units. Like the strength and scale of companies like Huipu Electronics, in the domestic personal consumption market, it is difficult to achieve scale improvement and must be exploited commercially. market."

It is understood that Huipu Electronics has also worked for foreign companies such as Sanyo. Hitachi, Toshiba, Matsushita and other companies are also looking for OEM cooperation in China.

Consumers refuse to buy OEM products <br> <br> response to these foreign TV brands have to find out OEM OEM issue, "China Enterprise News" reporter interviewed by telephone and street fashion, to Beijing, Shanghai, Guangdong and other places Consumers conducted an interview.

Mr. Gong, who lives in Fengxian, Shanghai, told the China Enterprise News: “The reason why you spend so much money on buying Sony TVs and Panasonic TVs is to take a look at their brands and trust their quality and craftsmanship. I would definitely not buy it.” Miss Shao of Dongguan, Guangdong Province, said: “The quality of the home appliances in Japan in these years has been so many problems. Toshiba’s vertical bar, Sharp’s Taiwan screen, anyway, I’m We will not blindly believe in foreign brands. Made in China is now getting stronger."

On the streets of Beijing, when many consumers heard that many LCD TVs from brands such as Sony, Panasonic, and Toshiba were all branded and produced in China, they were surprised and said that they would not buy these OEM products. Ms. Zhang, who lives in Guoxing Homestead in Xicheng District, said: “Foreign brand prices are much more expensive than domestic brands. If the products bought are manufactured by Chinese companies, why should I spend more money?”