The market is full of domestic TV without fear of foreign investment.

As for the reporter’s field visits to Beijing’s several electrical appliance stores, home appliances sold on the domestic market now show Japanese, Korean, and domestic “three pillars”. Some media have analyzed that the total market share of domestic brands such as Skyworth, Changhong, TCL, Hisense, Konka, and Haier has already accounted for more than half of the domestic market. Foreign-funded companies such as Samsung and LG have firmly dominated the Korean brands.

Japanese TV companies encounter multiple bottlenecks

It is reported that Sharp, Sony, Panasonic's three companies in fiscal 2011 accumulated a loss of 1.6 trillion yen, of which Panasonic to 780 billion yen in huge losses hit the company's largest loss in the history of Sony's net loss of nearly 4567 billion yen. Last year, Japan's TV business was generally sluggish, and Sharp, Sony, and Panasonic have all been using TV as the pillar business. The total TV business of the three companies lost about 200 billion yen in the previous year. As we all know, Japanese electronics manufacturers adhere to the "key device strategy," that is, "high-quality components contribute to product differentiation and make products have advantages," insisting on independent development and manufacturing of major components, but mainly in the television On the product, this strategy has encountered a bottleneck.

According to previous media analysis, Matsushita’s losses were mainly dragged by the appreciation of the yen, Japan’s earthquake, the debt crisis in Europe and the United States, and the declining demand from the main consumer electronics market. Liu Buchen, an expert in the home appliance industry, said in an interview with the media that Matsushita’s loss was due to the deterioration of the economic environment. But more importantly, over the years, Matsushita has not adjusted its product strategy, resulting in a sharp decline in its share of the color TV market. Liu Buchen believes that Panasonic still insists on plasma in the era of flat-panel TVs and puts it in a very important product strategic position. Plasma is not exactly the mainstream of flat-panel TVs. It is reported that Panasonic has significantly reduced the shipment target of plasma TVs this year, from 5.7 million units in 2011 to 2.5 million units this year, and the scale of production has been reduced by more than half.

Sony's recently introduced product is hard to see the shadow of technological innovation. In the Chinese market, Japanese TVs are also facing South Korean brand Samsung's price and technology competition. Mr. Stringer, the president of Sony who has just left office, believes that Sony is at a disadvantage in its competition with Samsung. The "curse" lies in the appreciation of the yen.

According to the reporter's understanding, Sharp also faced no small losses. In order to reverse the situation, at the beginning of the year, Sharp basically moved all the R&D and production of products to Nanjing, and Nanjing also became Sharp's headquarters in China. Since then, Sharp's "Imported" myth has long been advertised will be broken.

The rise of Korean-owned and domestic brands TV

When Japanese-funded television suffered from "internal and external problems," Korean-funded enterprises gradually emerged. According to the fourth quarter report of the US professional market research organization DisplaySearch 2011, LCD TVs and plasma TVs of South Korea’s Samsung Electronics accounted for 46.3% of the world’s flat-panel TVs. This is also the absolute number of flat-panel TVs that Samsung Electronics has occupied for six consecutive years after 2006. Advantage.

From the perspective of the world television market, Japan’s TVs have become all-powerful before 2000. Since the late 2000s, Korean companies have been struggling to catch up. Today, in South Korea's Samsung Electronics’ core business such as semiconductors, mobile phones, displays, and televisions, the influence of Japanese electronics manufacturers continues to decline. Currently, Toshiba’s flash memory business alone can compete with Samsung in single parts and products. However, in terms of both components and products, the gap between Japanese electronics manufacturers and Samsung is widening.

In the current Chinese television market, domestic brands such as Skyworth, Changhong and TCL occupy more than half of the market share. Domestic brands have more advantages in manufacturing and distribution than foreign brands, and domestic TVs are in 3D and cloud technology. "The response rate of the aspect is also faster. At present, TV demand in China's first and second-tier cities is becoming increasingly saturated, while the third and fourth-tier markets are emerging growth points in the future. This part of the market has also been firmly grasped by domestic brands.

In this year's "Energy-saving Products Benefiting the People's Project" launched by the government, TV sets have benefited the most from domestic brands. According to the reporter's understanding, Panasonic, a well-known and well-known company, was among the 1460 TV models of the 15 companies that were shortlisted. According to industry sources, this aspect may be Panasonic's failure to meet standards in energy conservation. At the same time, this round of energy-saving appliance subsidies takes the form of subsidizing fiscal funds to home appliance manufacturers. Household appliance manufacturers and home appliance stores subsidize consumption in the form of price cuts. However, the subsidy payment will be paid by the company in advance, and then reviewed by the relevant ministries and then distributed to enterprises. This will bring pressure on some manufacturers to cash flow. Panasonic's poor performance in recent years, financial pressure may be a major reason for the "lost".