Sanyo Died In China Will Go From Here?
Editor’s note before the domestic production and sales of Sanyo Electric
TV Huaqiang Sanyo joint venture can not afford the high entrance fee for color TV from the States United States
Suning Withdraw and other chain stores, was acquired Panasonic.
Despite the stakeholders Sanyo admits to adjust the marketing strategy, but from China
Home Appliances Authority of the investigative body of statistical data, in the first months of Sanyo’s market share has been less than 1% market share declined significantly Sanyo is an indisputable fact.
Brilliant behind the assassination The late 90s of last century, Sanyo began to abandon the development of own brands and turn to “OEM strategy” of Japan’s manufacturing advantages, such as the leading quality control system and a complete industrial system to OEM for other large companies. This strategy has brought a period of time for the Sanyo brilliant, a few years after 2000 is the Japan’s economic downturn, but by virtue of OEM Sanyo has earned huge profits, the profits of 2001, more than 50 billion yen, The heyday of the stock far more than competitors such as Matsushita. It is this strategy under the guidance of Sanyo entered China early, to China as a strategic market for overseas production base rather than. In
Sony Samsung home appliance giants such as Japan and South Korea replenishment of a new round of expansion, Haier, Midea, TCL, the rise of domestic brands, Japan’s Sanyo is clearly seriously underestimated the outbreak of the China market quickly the market value of consumption and investment.
Sanyo famous as a Japanese home appliance brand in the Chinese home appliances market, from the fame of the setting sun now, I believe that it is indeed far from satisfactory in the following points.
First chain is incomplete, slow transition, a single product. In
Flat Panel TV Competition in the market, there is no LCD screen upstream resources and technology support, in the Chinese market will be very difficult. Sanyo is the latest foreign brands in the transformation of a business, until two years ago, are still in production
CRT TV, and did not like Sony, Samsung, Sharp, cut into the same upstream. The previous judge on the TV trend of the errors that cause partial CRT and flat light situation, to date, Sanyo flat product development and sales lagging far behind other foreign brands.
Followed by lack of consideration for the implementation of brand strategy. Sanyo also an important reason for the decline is the branding of dull. Sanyo has really put a lot of TV commercials, has demonstrated its commitment to send forces, but whether the Chinese household electrical appliance enterprises have marketing or branding blossom everywhere, Sanyo stepped in did not turn tricks of strength, really hard to win consumer acceptance .
Furthermore, the high cost of its products, sales channels, sales channels too costly. In the “channel for the King” pattern of home appliance chain under a large home appliance chain store retail use occupies the terminal position of strength, resulting in co-operation process, the supplier shall not pay the long delay, unilateral “Overlord Treaty”, the name of the entry of various Field fees, business behavior and the phenomenon of inequality is still frequent, has seriously damaged the interests of home appliance business and survival. It is reported that last year’s Sanyo to the discount is 15% this year as Gome and Suning to 17%. In the case of high raw material costs, Sanyo almost in .
Finally, Sanyo TV products in the domestic market suffered the embarrassment of abandonment is considered mainly due to Sanyo TV industries due to the strategic decision-making errors. And other Japanese TV companies insist on continuous innovation and the whole idea of integration of different industrial chain, Sanyo color TV or even in both the consumer electronics market for its “strong low-cost” production obsession. Long-standing winning production and profits OEM Sanyo blind optimism led to serious neglect and loss of industrial R & D capability.
Reflection and lessons First, the Chinese color TV enterprises to support domestic flat-panel production line, to the high resistance to foreign competitors
Panel
Profit. Now foreign brands, especially Japanese sub-brand flat-panel production lines are independent. The domestic TV brands made large purchases of foreign brand products, has earned high profits on low-end, allows them to be more calm on flat sales of price-fixing.
I am Cheap On Sales writer, reports some information about shoe horn wood , wooden storage cube.
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