Recently, with the Japanese century-old store Kobe Steel publicly admitting fraud, the news that Japanese manufacturing has gone down the altar is endless. Correspondingly, the global influence of Chinese manufacturing continues to increase.
On October 16, the first batch of Boston Orange Line subway cars developed by CRRC Changchun Railway Vehicle Co., Ltd. is scheduled to be delivered to the United States in December, becoming the first domestic rail transit equipment to enter the US market. By then, the American people will experience the "China speed."
Compared with the direct export of “Made in China†products, the “Made in China†transformation of overseas companies in the past two years has become more and more obvious. Among them, Foxconn, which represents China's high-end manufacturing level, is an example of the capital injection of Sharp, a well-known Japanese brand that has left the altar.
Previously, from the "father of liquid crystal" to huge losses, selling, a hundred years of Sharp has once become a typical example of the decline of Japanese manufacturing. However, from March 2012, after Hon Hai and Sharp reached a capital contribution agreement, the dawn of transforming Sharp gradually emerged. Since Foxconn invested in Sharp in August 2016, Sharp’s fourth-quarter earnings report turned from loss to profit. Force, returning to the sequence of high-end brands and market positions in global home appliances.
The data shows that only 618 E-Commerce Sharp accounted for 36.9% of the overall market sales. At the end of August, Sharp released the world's first consumer-grade 8K TV in Shanghai, China, Taiwan, Tokyo, Germany and Berlin.
From the rapid turnaround to profitability to the further innovation of technology, it is a successful case of China's manufacturing influence and transformation of world-renowned brands. So what happened to Sharp after being funded by Foxconn? What kind of experience can Foxconn give to Sharp to provide deeper seas for China?
Transforming Sharp
A hundred years of Sharp has a brilliant corporate history. Since the establishment of Sharp, the business has been carried out from radios, solar cells, and liquid crystal displays. Sharp has launched several "Japan's first" and "world's first" products.
But in recent years, Sharp has suffered losses for years. In 2014, Sharp lost more than 200 billion yen, and its high losses and liabilities made it necessary to sell off. Finally, on August 12, 2016, Foxconn parent company Hon Hai invested 368.8 billion yen (about 3.8 billion US dollars) in Sharp to acquire 66% of its shares, and successfully invested in the Sharp brand.
Like many Japanese electronics manufacturers, Sharp's decline has multiple reasons: slow Japanese corporate culture, slow market response, oversupply of its main products LCD panels and TVs... When these factors become more prominent, monotonous Sharp changes It’s not welcome.
Foxconn's entry can precisely bridge some of the disadvantages in the supply chain and production costs, and a series of reform strategies in personnel, operations, supply chain and so on. According to Foxconn's plan, Sharp Resources focuses on product planning, development and sales; while procurement, manufacturing and manufacturing are handled by Hon Hai, using Foxconn resources to increase production capacity.
Foxconn's scale advantage in procurement and energy in manufacturing are enormous. Taking LCD TV as an example, some of Sharp's products in 2017 were produced by Hon Hai. Prior to this, Sharp set up a manufacturing plant in Shanghai. At the end of last year, Foxconn invested 61 billion to build a factory in Guangzhou to build an 8K ecosystem of 10.5 generation lines. Industrial bases, and today, Foxconn's global production line will become a resource for Sharp's production, which can greatly reduce Sharp's production costs.
Reducing costs, being noble and not expensive, and increasing the market share of Sharp in a more intimate price and marketing manner is the running-through strategy of Foxconn after the injection of Sharp. At the same time, Foxconn relies on its deep understanding of the Chinese consumer market for decades. Help Sharp reopen China's huge market and expand Sharp's volume with a series of marketing measures.
In addition to participating in the e-commerce festivals such as Double 11, 618, Sharp also actively uses modernization and multiple marketing methods to implant a large number of variety shows, so that consumers can feel the existence of Sharp.
From the father of LCD to the new Sharp of 8K's father
As the world's largest foundry manufacturer, Foxconn is the foundry of mobile phone manufacturers such as Apple and Samsung. It has strong industrial production capacity, has the world's leading industrial chain coordination advantages, and has vertical integration in the supply chain and depth of management efficiency. There are great advantages in honing and deep-level product development technology, and Sharp has strong technical advantages in many technical fields such as liquid crystal display and plasma ion group, and has a long-term brand status in the minds of consumers.
Foxconn is taking a fancy to the complementary space between the two, constantly increasing the code for Sharp's transformation and empowerment, not continuously investing in research and development of new technologies, accelerating the commercialization and marketization of technology research and development, and investing more in the budget of market operations. Let Sharp's market share continue to expand and quality continues to improve.
Under Foxconn's empowerment, Sharp has also turned from a single growth of LCD TVs to a link of 8K technology, IoT/IT machines and cloud services, linking the ecosystem of smart homes, smart offices, smart factories and smart cities. Diversified growth.
The facts are also carried out according to the plan. After solving Sharp's survival problem and helping Sharp return to the high-end camp of TV, Foxconn invested a lot of scientific and technological innovation and released the world's first 8K TV. Chen Zhenguo, vice president of Foxconn Technology Group, once said that from 8K film source shooting, content editing, storage and transmission, to terminal 8K content playback, Sharp will not build a complete TV chain. In order to confirm Foxconn's determination to build an 8K industrial chain platform, Sharp also announced the official launch of the Foxconn Luhu Global Future Display Technology and Innovation Application R&D Center, which has been listed as a major project in Shenzhen in 2017.
Sharp, who entered the Foxconn era, is expressing its corporate identity in a different way. From the glory of the father of Rehabilitation LCD to the new name of the father of 8K, many color TV peers have really felt the pressure from Sharp. For example, when almost all color TV companies think that 2017 is difficult, Sharp's performance this year is beyond expectations.
"Made in China" transformation of the sea route
On behalf of China, the high-end level of Foxconn and Sharp "marriage", through the integration of resources and complementary advantages, to give "old brand" enterprises a new vitality. According to relevant experts, the “going out†of Chinese manufacturing is no longer a “selling and selling†of purely export products, nor is it just a “buy, buy and buy†of overseas acquisitions and investment mergers and acquisitions, and it is not to learn from the advantages of foreign advanced technology. Rather, it has the ability to “energyâ€. Through the integration and empowerment of the industry chain, it has the ability to transform globally renowned brands and enterprises and make it a brand that represents China's high-end manufacturing.
Among them, obtaining the upstream brand assets of the industrial chain is a major direction for China's manufacturing transformation. Guo Taiming, chairman of Foxconn, believes that if China wants to achieve transformation, it must go from behind the scenes to the stage. A well-known foundry group such as Hon Hai, through acquisition or other effective methods, obtaining brand assets upstream of the industrial chain is a crucial step in industrial upgrading.
Made in China, from imitation to innovation, from OEM to brand equity, the position of China's manufacturing industry in the international industrial chain is precisely through such transformation and upgrading. The success of Foxconn's ability to Sharp is also the epitome of the global influence of China's manufacturing, and is gradually being upgraded from the executives at the bottom of the industry chain to the leaders in the upstream of the industry chain. It is shifting from a manufacturing power to a manufacturing power, and is shifting from passive to active, and rebuilding the new global industry with the power of “Made in Chinaâ€.
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