According to the Daily News Agency, in the coastal city of China, Qingdao, not only is it famous for producing beer, but it is also well known as a gathering place for Chinese home appliance manufacturers.
In early 2016, Qingdao Haier announced the acquisition of the home appliance division of the United States General Electric (GE), and Hisense Group (Hisense), which is growing rapidly in the flat-panel TV market, has annual sales of more than 100 billion yuan, and the technology level is also to the Japanese Home Appliances Corps. Hot pursuit.
In late July, the reporter went to Qingdao Hisense headquarters and research and development base to visit its flagship television business.
Large screen laser projection TV
Hisense currently has the largest share of the Chinese flat-panel TV market. Although the main products of Hisense are OLED TVs and LCD TVs, Chen Weiqiang, Vice President of China Hisense Group, said in an interview that in the future Chinese market, Hisense Group will focus on large-screen laser projection televisions, that is, lasers will image them. Transfer to the curtain.
Currently, in the Chinese market, 55-inch TVs are the best-selling ones. Hisense Group will also cater to the mainstream market to produce larger-screen TVs in the future. The non-laser TVs with relatively low screen prices and relatively easy mass production are the only ones. .
In fact, from the latest laser television products launched by Hisense, it can be seen that although it is a television projected onto a wall curtain, the picture quality is not inferior to the high-precision 4K TV products on the market, and it can also reduce equipment investment costs. In turn, they will use the low price strategy that Chinese manufacturers are best at.
Gao Yuling, the senior executive of Hisense Television's television department, pointed out that LCDs and organic EL TVs all have technical limitations, and the opportunities for laser TVs are in the future.
Not only in China, Hisense also accelerated the progress of its television business in Japan and is expected to set off an upsurge of laser television.
"Non-refundable" for Sharp TV brand
After Sharp signed its North American brand contract with Hisense in a period of five years after 2016, the reporter discovered at the research and development center of Qingdao Hisense that the Sharp brand television produced by Hisense stood on the corridor.
Sharp is now back in the TV business of Hon Hai Precision. However, Sharp, who has regained vitality, began to look for an opportunity to return his initiative from Hisense to give Hisense brand rights to use in the North American market. After Hon Hai’s acquisition of Sharp in 2016, it has filed several lawsuits in courts in the United States and elsewhere, requesting the recovery of its Sharp trademark use rights in North America.
In response, Zhu Xi, deputy general manager of Qingdao Hisense International Marketing Co., Ltd. expressed that he was strongly dissatisfied with Sharp's move to recover the right to use the brand from Hisense.
“Sharp is a very good brand, and consumers also have high appraisals. After Hisense acquired its brand, it invested the Group’s excellent resources and dispatched elites to rebuild its sales network. In 2017, the US market Sharp brand. The total sales of TVs increased by 47% over the same period, while the growth rate in 4K TVs was 360%, said Zhu Xi.
In the case of Sharp's redemption of its brand, after Hon Hai's acquisition of Sharp, Sharp replaced a new president and unilaterally announced the recall of Sharp's brand in North America. Prior to this, he did not communicate with Hisense. Hisense believes that this shows that there is no contract spirit and it is a great disrespect to Hisense.
Exceeds the technical level of Japanese manufacturers
In recent years, Japan's home appliance manufacturers have gradually peeled off many brands and technicians that have accumulated over the years under long-term sales. At the same time, Chinese home appliance manufacturers like Hisense are gradually taking over. In addition to making efforts in the television business, Chinese home appliance manufacturers are also catching up with Japanese manufacturers in the most advanced areas such as semiconductor devices and medical equipment represented by surgical assistant systems.
Based on this reality, how will Japan adjust its future development strategy? After all, the era of "cheap, not good goods" in Chinese products is over.
About this item
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