The glory of the huge loss of the Japanese electromechanical industry in the Chinese market is no longer

March 31 is the last day of the Japanese fiscal year. When a new fiscal year is about to be ushered in, many Japanese companies have made a rough estimate of the 2011 revenue and expenditure situation. This kind of estimation usually does not change much in the future, and basically can use these data to determine the operating conditions of Japanese companies in the past year. If you see Panasonic's loss of 780 billion yen, Sharp's loss of 290 billion yen, Sony's loss of 220 billion yen, and NEC's loss of 100 billion yen, people will think that Japan's electromechanical companies are at a loss. It seems to be in jeopardy. However, there are also some companies that have not paid enough attention in Japan and abroad. For example, Hitachi’s profit will reach 200 billion yen in 2011, Mitsubishi Electric will be 100 billion yen, Toshiba will be 65 billion yen, and Fujitsu will earn 35 billion yen. Looking at the Japanese electromechanical industry requires observation of multiple companies. Can not be because Panasonic, Sharp, etc. are more famous, seeing their huge losses, they think that Japanese companies have been on the river. We also need to see that after the first decade of the 21st century, Japanese electromechanical companies have undergone great changes. The digital phase of television has passed, and the areas in which companies earn profits have begun to shift to social infrastructure. This change is usually not very common to ordinary consumers, but Japanese companies are indeed expanding in this field. If they are not affected by Japanese dissatisfaction and value diplomacy, there is a lot of room for sustainable growth in the future. The most important reason why earthquakes and floods are not losses is not only electromechanical enterprises, but also digital companies and auto companies in Japan have experienced many problems in 2011. Losses or profits have fallen sharply. The profit rate of Japanese companies is not high, but now it is lower or there is a phenomenon below the horizon. Every company has a lot of rhetoric. For example, the great earthquake on March 11, 2011, the lack of electricity after the earthquake, the flooding in Thailand that began in July 2011, the appreciation of the yen exchange rate, and so on. A little further, it can be traced back to the international financial turmoil caused by the collapse of Lehman Brothers in 2008. In recent words, the European economy has experienced a general decline in the European economy, and the international situation is very unfavorable to the development of enterprises. Even so, we still believe that the problems in the Japanese electromechanical industry are mainly in the industrial transformation, and the earthquake flood is not the absolute cause. How many consumers must choose a Japanese brand when buying TV in China today? Toshiba (China) Co., Ltd. President Tongshan Fufu said: "In the era of signal simulation, each manufacturer can produce its own unique style of products, the most famous manufacturers are mainly concentrated in Japan. But in the digital age, with the unification of digital technology The relevant components can assemble the TV, the role of the brand is relatively reduced, and the price strategy directly affects the consumer's purchase action." The parts are mainly produced by Japanese manufacturers, the design is carried out by the assembly company, and finally used. The brand of Japanese manufacturers to promote the TV model, after entering the 21st century, has no longer played an important role. Sharp and Sony’s losses in the television industry mainly came from this reason. Before the earthquake and the arrival of the flood, Sharp and Sony’s television business was in jeopardy. The arrival of the natural disaster was just the last straw that overwhelmed the camel. The market has also begun to gradually unify the LCD. Companies such as Panasonic have strong technical reserves in plasma, but they have not gained market understanding. The plasma TV factory, which has been heavily invested, has basically no recycling investment, and it has to stop production in October 2011. At the same time, Matsushita used 660 billion yen when it acquired Sanyo Electric, of which 518 billion yen was the cost of acquiring Sanyo brand. However, from the recent financial figures released by Panasonic, the value of Sanyo brand has been reduced by 2,500 in just a few months. Billion yen. In other words, Matsushita spent an additional 250 billion yen on the acquisition of the Sanyo Electric brand. If the state-owned enterprises in some developing countries encounter this problem, simply say something to the government, Japanese companies need to explain to shareholders. Of course, this explanation makes shareholders feel very unhappy when they sound. The investment in single crystal and polycrystalline semiconductor raw materials is very capital intensive. In the past, steel was the grain of the industry, and now semiconductors are playing this role. Most Japanese companies have failed to recoup their investment as planned after investing, which has put a heavy burden on the company. The glory and dilemma of Japanese electromechanical companies in the Chinese market have enabled Hitachi, Mitsubishi Electric and Toshiba to achieve higher returns in such an environment. We believe that emerging markets centered on China, in the construction of social infrastructure, The new opportunities for Japanese-funded enterprises, even those who have adapted to the needs of emerging markets, even if there are problems in television and semiconductors, even if they encounter earthquakes and floods, they will eventually be able to cheer up. The president of Toshiba (China) Tongshan said that the group had 10 factories in Thailand, all of which suffered floods. Up to now, six factories have failed to resume production, and the disaster has been quite serious. Toshiba is a TV manufacturer and an important manufacturer of semiconductors. Toshiba can achieve success in this natural disaster and industrial structure transformation. In the words of President Tongshan, it is "in the social infrastructure, such as elevators, thermal power, hydropower, power transmission, etc., has maintained good benefits and benefits." Without this higher efficiency, Toshiba may be included in the Panasonic camp. In Chongqing, the president of Ohno (China) Co., Ltd. Ohno said that the sales target for sales in China in 2015 was raised from RMB 100 billion in 2010 to RMB 160 billion. "Our development in China is faster than China's GDP growth rate," said President Ohno. The reason why this is so strong is because Hitachi has seen China's huge demand for social infrastructure. From construction machinery, to the signals needed in the railway, to the elevators needed in the building, to the power grid construction in smart cities, Hitachi has integrated social infrastructure equipment with IT and opened up markets in China. . The five-year growth of nearly doubled in five years is ambitious. However, Japanese companies face an insurmountable problem. At present, about 80% of the Japanese people are disgusted with China. The Noda cabinet has also clearly issued a policy of promoting "value diplomacy" to China. The negative reports of the Japanese media on China have greatly exceeded the positive content. Although Japanese companies are still making great efforts to open up the Chinese market, they have also made great achievements. However, when the Japanese media talked about China’s success, they intend to replace “China” with “emerging countries” and the success of electromechanical enterprises in China in China. Continue to develop, speak of success in emerging countries and continue to explore emerging markets. This kind of success and continued development will move forward in the deeper areas of medical equipment, sewage treatment, energy conservation and environmental protection. In this field, Japanese companies and Chinese local enterprises basically do not constitute a competitive situation. There is only competition between Japanese electromechanical enterprises, Japanese companies and a few European and American companies. Japanese companies can achieve greater results. But the only difference between Japan and Europe and the United States is that too many Japanese media are focusing on reporting negative news in China. Some Japanese politicians have taken the role of the remaining values ​​in the past century and Europe, which makes it possible to obtain in China. Japanese companies with greater achievements have become somewhat shrinking. As a result, compared with the electromechanical enterprises in Korea and Europe, it seems that the Japanese market share in the Chinese market will not be greatly improved. (Chen Yan, Executive Director of the Japan Enterprise Research Institute)

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