Ignored for many years in the Chinese market, the Japanese business group again landed in China, it can create its former glory
25-year-old Vena extremely busy recently, as the Nippon Electric Company (NEC) and the Chinese joint venture Shanghai SVA Group, a general R & D staff, the localization of raw materials to make her work overtime almost every day to 23:00. Vena serve the company was founded in June 2003, the main development and production of liquid crystal display.
"Here, learn something, to technology as the leading Japanese companies," recalls entered the company, has trained in China and Japan, the big six months, Vena think learned a lot.
The last two years, a group of Sino-Japanese joint venture of the new company quickly emerged in the Chinese market has attracted many young people the same as Vena. In attracting new talent while Japanese companies present in China with more than ten years ago, a completely different picture.
+ Channels to penetrate the high-end technology
In February 2005 the Ministry of Commerce issued a "multinational companies in China 2005 Report", the researchers highlighted, along with foreign capital in China home appliance industry to increase their investment on the rise, the Sino-Japanese joint movement This time there The new round of upgrades.
The Sino-Japanese cooperation in a prominent characteristic is foreign-oriented high-end products. November 16, 2004, by launching the "Hitachi Exhibition 2004" The machine has been very low-key president Zhuangshan Yue Yan Hitachi Ltd. announced in Guangzhou high-profile, the next three years will invest one billion U.S. dollars in China, the focus on investment, including information electronic and digital home appliance products, including the nine major areas of parts, and locking in sales in 2006 of 70 billion U.S. dollars, and strive to maintain double-digit year in the Chinese market for more than growth. Zhuangshan Yue Yan said that this is the Hitachi in the Chinese market three-year strategy to achieve recovery.
Similarly, in the global appliance industry renowned Sony, in November 2004 are also connected in Beijing and Shanghai to the Chinese market with its high-profile digital imaging, new high-end TVs.
Experts believe that the recent number of high-tech industries are the main driving force of economic recovery in Japan, Japanese companies hope to this recovery mode "cloning" to China, will not be launched in China, "80 meaning" of the appliance, but the plasma TV, etc. digital home appliances.
Hitachi home appliances to China's high-income groups on the target, in air conditioning and other products to stop a low-cost products with a focus on high-end products, Hitachi executives said, "With 10% of the rich who is a very big market, the only technology and services have increased value-added products, Japanese companies can receive a showdown in China's business opportunities. "
March to the high-end products, while low-end products will be transferred to Japanese companies in domestic enterprises. TCL Group has served as spokesman Liu Buchen, introduced not long ago, a unit of Matsushita has already commissioned the production of CRT TVs to TCL.
Moreover, Japanese companies also began to channel through the field of deep.
This part of Panasonic products in China, TCL's sales channels by the complete uniform. "The two sides co-operation in sales began in early 2004," the changes for the cooperation, Liu Buchen, profound understanding. Bilateral cooperation agreement, the TCL is responsible for the production of Panasonic "Panasonic" brand flat CRT TV, 9 provinces in China TCL share of sales and channels.
Not only Panasonic, Toshiba is the same. Since 1999, Toshiba and domestic production of air-conditioning compressor boss of beauty, in cooperation with commercial air conditioning, and took 4 years of negotiations, in June 2004 entered into a collaboration set up with Toshiba Carrier a joint venture, although the final negotiations had not reached consensus on the channel business model, but the U.S. advocacy group Office Manager Zhang said, with the further deepening of cooperation, does not rule out the possibility of future co-operation channels.
Meanwhile, in the automotive industry, the performance of Japanese control channel has become increasingly evident. September 6, 2004, by the Guangzhou Automobile Group Co., Ltd. joint venture with Toyota Motor Corporation's "Guangzhou Toyota Motor Co., Ltd." was established in Guangzhou, Guangzhou Automobile Toyota models, neither in the FAW-Toyota's distribution network sales not in the wide sales network of its own steam, but will build its own distribution network.
Japanese companies that value sales channels, with China's development before they have a great relationship.
Frustrated the Chinese market
80 years of the 20th century, Japan's household electrical appliance enterprises rely mainly on providing technical, transfer of production lines started cooperation with the Chinese household electrical appliance enterprises. At that time, Japan's household electrical appliances with a durable, high quality, beautiful and so feature win in the Chinese market a good reputation, Panasonic, Sony, Toshiba and other companies in the country have set up their own joint venture.
Chinese Academy of Social Sciences Institute Professor Feng Zhaokui Japan clearly remember the early 90s of the 20th century, the Japanese home appliances, automobiles in China, scenery, broadcast television ads are everywhere, "Toshiba, Toshiba, Toshiba's new era," "there is Road, there must be Toyota. "
But the reform and opening up, the Japanese company is the production base in China as to Hitachi, Matsushita, represented by a large number of Japanese home appliance parts are sent to China, before being exported to Europe and the United States. Automotive industry is no exception, the development of China's auto industry consulting company, chief analyst Jia Xinguang introduction, Toyota is a Japanese car in a typical 20th century, put forward 80 years to catch up with GM in the 21st century, it is Toyota's grand strategy was, Because of his share in the domestic market has been the first, so, 80's goal is to occupy the U.S. market, followed by 90 attacks the European market.
In the mid-80s, China's idea of "market for technology", when there are many Japanese cars into China, "such as Isuzu proposed to buy the number of car I'll give you a set of drawings." However, in China for joint venture projects in order to develop a time when cars, Toyota has insisted the "only selling products do not sell technology" principle, reluctant to achieve localization in China. As the Chinese market does not attach importance to Toyota's auto market in China has been in a comer.
Underestimated because of the Chinese market, the 20th century's 90 years since the rise of the domestic Changhong, Haier, TCL and a series of national appliance brands, and its absolute cost advantage, the Japanese home appliance companies disappeared for a moment.
China's economy has developed rapidly so that Japanese companies realize that here is their new battlefield. Japan Roland? Berger's report pointed out that in 2002 the scale of China's automotive aftermarket reached 50 billion yuan, while in 2010, the scale will reach 190 billion yuan, ranked second only to Japan in Asia 2.
Meanwhile, trade between China and Japan are also major content changes, Feng Zhaokui told reporters that 80 of the 20th century, Sino-Japanese trade in China's exports are mainly textiles, raw materials until the Japanese, and from there imported machinery. Today, the original exporting country's largest textile products to be replaced by mechanical and electrical products, products imported from Japan into the intermediate inputs of products, mainly parts and equipment.
Nihon Keizai Shimbun reports show that in 2004 Japan's largest trading partner, China replaced the United States. Japan's trade surplus in 2004 to 1.45 trillion yen. Although only the U.S. trade surplus of nearly 7 trillion yen to about 1 / 5, but almost no major changes in surplus with the U.S., while China has a surplus of 20% average annual rate of growth, Japan is very dependent on China likely to deepen.
Cai Linhai Cross Research Centre, Ministry of Commerce that such dramatic changes have taken place in the future investment in China, Japan and enterprises is bound to make new round of adjustment in particular, performance in the automotive and electronics industries.
Comeback
Japanese companies are China's huge market re-attracted, but the market changes, they have to make a new deal.
Feng Zhaokui analysis, China's new competition, and then rely on a control technology to win, is unlikely, because the U.S. and European companies are also expanding in China, which makes Japanese companies to bring better technology to enhance their competitive edge .
Especially in the field of home appliances, Panasonic and other household electrical appliance enterprises to give up on low-end products in the past, the real trump card out of the technology, the main experience on the high-end products, "to all the outsourcing to TCL CRT TV production, which is Panasonic apparent transformation, "said Liu Buchen, using their technological advantage, the Japanese companies to focus on the flat panel TV on the upgrading on a CRT TV.
In the automotive industry, Toyota last two years to speed up development in China caused a lot of industry attention, the behavior of the Toyota, Jia Xinguang deny the Japanese car market in Europe and the United States is not the dominant view, "Now the Japanese car market in the U.S. 1 / 3 of the shares, still very powerful. " Toyota, Nissan, Honda formed the Japanese Army in Europe and the United States market came in fourth place, "and the U.S. market is growing, some recovery in the Japanese market."
For China's strategic, Jia Xinguang that Toyota clearly in the first world war, while in China the largest market opportunities. Toyota 2004 global sales are more than 700 million, while American General is nearly 900 million, "Toyota must be found to have a more than 100 million vehicles in the market to catch up, the market only in China."
The current pattern of China's auto market, the first thing the general public, the second is common, the third Honda, the fourth is modern. But Jia Xinguang judge, Toyota will soon catch up. For the future, Jia Xinguang said the Chinese auto industry is the future structure of the microcosm of the world automobile industry, that is "6 +3" (GM, Ford, Toyota, Dai - g, Volkswagen, Renault - Nissan, BMW, PSA and Honda) dominant in China, led China's automobile industry.
Toyota continued to increase in China's business efforts of its wholly-owned, state policies and regulations, in addition to production processes only 50% of the joint venture, the parts and sales are permitted owned. "The key issue is not that Toyota is like owned," Jia Xinguang explained that the main trouble in the process of cooperation is very much the partners themselves are two systems, coupled with the conflict in corporate culture, cooperation is hard, Toyota is not unwilling to cooperate, the situation of Chinese enterprises is also one aspect of good.
However, Jia Xinguang stressed that foreign investors are coming to control the industrial chain. Technology itself control in their hands, followed by procurement, production, and finally to sales, from management perspective, before and after control is more important, supply chain and distribution control.
Extension of the upstream and downstream industries
And household electrical appliance enterprises pay more attention to different downstream sales, the Japanese company's investment in the automotive industry chain shows stronger sense of both upstream and downstream.
"Where do car companies, parts where commercial Jiugen" This is a famous automobile industry. State of auto industry production value in 2004 reached 62.9 billion yuan, rise to the concern of many auto parts manufacturers. It is understood that, in March 2005 8-10, there will be 87 Japanese auto parts makers gather in Guangzhou, organized by the Japan External Trade Organization and the Guangzhou Municipal Economic and Trade Commission jointly organized the "2005 Japanese Auto Parts (Guangzhou) Procurement Fair. "
Statistics show that nationwide more than 5,000 auto parts business, there are more than 1,200 foreign-invested enterprises, more than 1 / 5.
In the upstream parts manufacturing enterprises have entered China, while supporting many Japanese car companies have come.
According to China Association of Automobile Manufacturers statistics in 2004, car sales in China in 2003 4,390,800, two consecutive years of growth by 30%, an increase of the duration and increase the speed record of 25 years are the most. China's auto consumption in 2003 accounted for 7.5% of the global automotive consumption, the world's third largest auto consumer, auto production was fourth in the world.
The rapid growth of China's auto consumption, the Japanese automotive logistics providers see an opportunity. February 20, 2004, the Central Railway Modern Logistics Technology Co., Ltd. and Itochu Corporation of Japan established a joint venture of Iron Logistics Company Limited was officially Yitong. Prior to this, the Japanese Kawasaki Kisen Kaisha Ltd. and Nippon Yusen Co., Ltd. have separately and in the sea, the COSCO Group, a joint venture to expand market in China's auto shipping.
Car as a special consumer goods, while in use, the need for professional maintenance, so after-sales service, the Japanese are not relaxed. Yellow Hat (YELLOW HAT) and Autobacs (AUTOBACS) before and after the entry into the Chinese market.
Yellow hat Shanghai consulting firm said, although China's auto market because in 2004 the Government Shishi investment policy tightening, in the second half of the passivation Jing Li a short period of Danyiranyi 15% Zuoyou of Zeng Changlv Chixu expansion, above the day U.S. automotive consumer market. And, in particular the private car market car since the last 2-3 years the rapid expansion of automotive supplies market is expected to follow a high growth rate was. In this case, the yellow hat look for the fledgling automotive products to markets, to catch the Japanese automobile manufacturers to enter the Chinese market rate, plans to open in 2008 60 stores in China, 10 years and strive to reach with Japan equivalent of 500 stores.
As a yellow hat in Shanghai partner, Shanghai Automotive Industry Sales Corporation has been paying attention to this market, was responsible for co-operation, said initial work XIAO Zhi-hao, "We always wanted to enter this field." In his view, the Japanese car service companies to China's development has its inherent advantages, because in Japan, Southeast Asia and China, cars more than a means of transport, but also a standard of living standards improve, people's consumption concept in addition to requiring a a good opening, but also more attention to comfort, decoration, sound, smell and other non-technical factors, with Europe and the United States is different.
For such cooperation, the Shanghai Automotive Industry Sales Corporation is very optimistic, "technology, management, both sides have input, we are all out their true ability." Zhi-Hao Xiao explained, the company saw in the yellow hat in the store management, same time, because many products are in Japan, domestic production, both in and supplier relations, or in some specific technical practices, they have the advantage, so can some advanced ideas and marketing to lead came. "We are familiar with the Chinese market, the commercial operation of the rules on a specific kind, with a number of automotive supplier relations, all we can provide."
The current auto market is still relatively vacancies, in addition to foreign investment, the Chinese local enterprises should have the opportunity to grasp. XIAO Zhi-hao that although private enterprises in technology, lack of experience, but also has the advantage of low cost, general trends do things in, but also did a good job. Since many models on the market, there is no way many large-scale production of light bulbs, cushions, film products are local Chinese companies where the competition space.
Japanese automakers in China for the development of adjustment, Jia Xinguang stress that this is a trend, the reasons behind the market, but the performance is definitely the transfer of industrial clusters. Japanese automobile industry in the state complete chain, to China itself is a form of transfer of industrial clusters, is a leading vehicle, the other part will come along.
Liu Buchen, that the high-end domestic appliances business in the field of development is not up to a large extent the development of the industrial chain is incomplete due. The current high-end flat-panel and rear-projection TV production, is the brand and foreign brands where the main gaps. On the LCD TV products, domestic enterprises have to be prepared in the industrial structure, but rather two pieces missing, the quality of production from the technical decisions that naturally unnecessary enough, then there is the capacity of the upstream supply. China currently only BOE and SVA in the production of LCD TV screens, domestic enterprises, mainly from Japan, Korea and Taiwan imported, this is not a complete industry chain led to the upper reaches of the external strong dependence of domestic enterprises, while the price also there is no right to speak.
The same problem in the automotive profession is no exception, July 22, 2003, Japan's largest steel manufacturer Nippon 鍒?iron and steel Gongsi Shanghai Baosteel China's largest joint venture Qianshuxieyi. Program started in May 2005, mainly to Toyota, Honda, Nissan and other Japanese car factories in China to local supply. Nippon Steel has correctly identified that senior Chinese car plate vacancies. I believe in the near future, such changes may also be repeated in the field of home appliances.
Despite the difficulties along the way, Panasonic's boss Kimoto and Philosophy of the Chinese market is still full of confidence, "If you do well in China, Matsushita will not survive." Kimoto philosophy represents the attitude of many in the development of China today, Japan Enterprise voice, in their view, China is a very attractive market, but also to a new round of competition in the market.
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