After a short weekend, Shenzhen’s office workers reopened the days of being awakened by an alarm clock. They bought breakfast using the iphone, which was widely seen. The sun was sunny. They stepped on Mobike bicycles, followed the traffic, and the gears turned under the feet. Parts are put together and become a busy road. Employees “Guo Xiaomen†have always been active in this old and time-honored factory, Foxconn’s Longhua Industrial Park in Shenzhen. When the passers-by and the people who ride Mobike’s work pass the park, they look "Hai Jing Precision" was deeply pondered. What kind of style is there? How spectacular is the 150,000 people in the park! But few of them know that the electronic alarm clock on their desks, the car parts under their feet, and the bicycles and televisions in their homes are all from here or its other campus “brothers†like the iPhones in their hands. It is said that the new headquarters of Sharp, a century-old manufacturer from Japan, is located in this historic park. Coincidentally, at the end of October, when the sun was warm, the Longhua plant finally unveiled its mysterious veil to the media. Surrounded by lush trees, the sun was interspersed with cracks. The foundry was more like a sound facility, eating, drinking, and having fun. In an integrated university town, it contrasts with the boring lines in the public's view.
It is understood that the Longhua Science and Technology Park is Foxconn's first generation factory. The biggest task at that time was to create job opportunities and foreign exchange. It provided a maximum of 450,000 jobs. The southern part of the park is home to Sharp's “New United Front†stationed at Sharp: the Sharp building, where the “SHARP†red sign stands on the lawn, and the bungalow next to the building is the oldest factory building in the park and has 25 years of service.
How Foxconn “Guo Ying Enterprise†is no longer the “Fu Tu Kang†in the eyes of Zhang Quan Egg
According to the author's rough understanding of the relationship between upstream and downstream industries, from morning wake up to sleep at night, all aspects of people's daily life are more or less covered by a layer of "Foxconn manufacturing" shadow, from the Foxconn building passing to work to Back home to open Sharp large-screen television, Foxconn manufacturing everywhere is infiltrating our lives. Foxconn, the world's largest manufacturing group, joined the century-old enterprise Sharp and completed the path from a world-class manufacturing “beheme†to a consumer-side “last mileâ€.
Even if our life has already been contracted by this global foundry giant, we do not really understand it. The stereotype of "Futukang and Zhang Quan Egg" to Apple's "shoes" is obviously not Foxconn's true face. Foundry (OEM) is our common name, referring to the original equipment manufacturer, and the foundry king, Foxconn, has become the world's largest electronic product representative business with Apple's foundry business, but this is not its full face.
Foxconn has made a lot of attempts to transform itself from the foundry business model, such as the production of its own brand of mobile phone accessories and television sets, and has also attempted a channel strategy in the direction of “market salesâ€. However, Foxconn has not abandoned the attempt to transform itself. It has adopted a "curve to save the country" policy, through the merger and acquisition of the era brand, combined with its own advantages of vertical industry chain, to complete the transformation from low-end manufacturing to technology services. Sharp profit turnaround in the short term proves that Foxconn's own manufacturing capabilities bring a unique price/performance advantage. After gaining energy from Foxconn, Sharp's advantage has been continuously enlarged, and the price of 8K TV is almost equal to the pro-people price. This benefits from the strong advantages of Foxconn's industrial chain integration: capital strength (acquisition of Sharp, redemption of Sharp building, participation in bidding for Toshiba semiconductor chips), upstream procurement capabilities and bargaining power, and superior manufacturing capabilities (to maximize precision manufacturing , Strict management and control of product processes and quality will save costs to every millimeter, and will maximize gross profit.
As Chen Zhenguo, vice president of Foxconn Technology Group, said, “The Group is transforming its technology and manufacturing industries into technology services, including clothing, food, housing, education, safety and health, and business and trade. The bottom of the (architecture) platform is various smart screen ports; ;The upper level is the channel and brand, which will open up to provide technology services."
If Chinese manufacturing is ubiquitous, then Foxconn is the “captain of the Chinese†in the manufacturing industry. Sharp, which was “inscribed†by the Chinese company, is considered by the color TV market as a time bomb. When 4K technology became the standard for color TVs, over 40 years of LCD technology development history and more than 60 years of television manufacturing history, the achievement of the "Father of LCD" reputation has to be renewed, so Sharp launched the layout of 8K TV, hoping to rely on large Screen goes out of the turbulence of Japan's home appliance collective sinking to achieve the future mainstream position. At the same time, Foxconn and Sharp are still preparing for the 2020 Japan East Olympics, an important time point for 8K technology. The Tokyo Olympics is also considered as a technical iteration. The watershed.
Is Sharp, the target of 14 million units, looking for a "reasonable profit margin"?
Some people have described this as saying that if Terry Gou is Liu Bei in the Three Kingdoms Period, then Xia Dai’s popularity is that of Zhao Zilong, who is under the command of Liu Bei. His return to the Chinese market is considered to be aimed directly at the “can not eat chicken†color TV market. This is also true.
Why does Sharp say straight to Huanglong? After being taken down, Hon Hai continuously raised his name on Sharp. He first bombed the color TV market at a low price, and the original high-end positioning was temporarily suspended. This seems to be the only price butcher strategy that will be adopted when Internet TV suddenly emerges. Now it is used by Sharp, and the promotional price of thousands of dollars from ten thousand yuan is considered to be the supporting tactic of Sharp’s continuous improvement of its sales target, which has increased from 8 million units to 10 million units, and has since been raised on this basis. 4 million units, a total of 14 million units.
The outside world has questioned Sharp's low-price impulse model, especially in the context of rising panel prices in the first half of this year. Large-screen sales have been inhibited and the market is expecting sales of large-screen TVs to be frustrated. Sharp, however, constantly raised screens and 8K to steal points from the big-screen market. However, the low price is not the stubbornness of Sharp's stubbornness for impulse, but follows the characteristics and style of “Guoying Enterpriseâ€. They are fully capable of utilizing the upstream and downstream cost control advantages to reduce the high price to the promotional price, and Seek a reasonable profit margin. On the manufacturing side, Foxconn has 38 parks across the country, which is enough to give play to the principle of “Guoying Enterpriseâ€. In the upstream, with the addition of Sharp, plus the original panel makers such as Innolux and Shenzhen Chaoyang, Hon Hai is in the panel industry. It has also been able to establish a one-stop model, with vertical integration of tentacles extending to the panel, more thorough one-stop service, strengthening the bargaining power of customer links and procurement, and integrating the benefits in supply chain management will create even greater results. The economic benefits.
It is understood that Foxconn has 38 industrial parks in China, which can be divided into four generations. The first-generation Shenzhen Longhua specializes in solving employment problems. The number of employees reaches 470,000 at most, and this number will undoubtedly become Shenzhen's largest employment guarantee. However, it is understood that in the future, Longhua Park hopes to create a fifth-generation industrial park and become an industrial 4.0 demonstration park and a smart park, rather than a processing park; the second-generation Yantai and Kunshan Industrial Parks are mainly responsible for the construction of industrial chains. This will greatly reduce costs; the third generation of Zhengzhou and Chengdu Parks will expand the plant area on the basis of the second generation, which is already a non-intensive industry; the Guiyang-based fourth generation will completely follow the policy and create environmental protection. Energy Saving and Science Park. Among them, there are 6 TV panels produced: Yantai, Nanjing, Foshan, Chongqing, Guiyang, and Beijing. In addition, Innolux and its Japanese factory in Japan, it is obviously enough to impact 14 million TV sets for Sharp TV, and it also reaches the limit in upstream cost control. In addition, Hon Hai announced a new 10.5-generation panel plant investment plan in Guangzhou, China at the end of 2016. At the end of July, US President Trump and Hon Hai Chairman Terry Gou held a press conference at the White House, and even announced that Foxconn’s Foxconn was in the United States. Wisconsin invested in a 10.5-generation panel production line and announced that it will build the most advanced LCD panel factory in the world. At the completion of the establishment of the plant in two or three years, it is almost at the time of Sharp's authorization of Hisense's brand sales rights in the United States in 2020. Prior to this, it was learned that Hon Hai would launch the InFocus and Flying Eagle brands in the US market.
Since Sharp switched to the low-cost model to return to the Chinese market, the industry has continuously questioned: What will Sharp's future be like? Can 14 million units be completed? Is there so much room in the Chinese market for Sharp to release? Sharp's return shows the threat. However, Sharp's lethality to the Chinese color TV industry will go far beyond threats. According to industry insiders, Sharp’s lethality is even worse than that of LeTV. China’s color TV market is large enough to accommodate Sharp’s 14 million units, because it eats the market that China’s declining brands have lost, making the color TV market more concentrated and staying at the top end of the market. To lower prices completely set off low prices, Sharp is starting a new round of market order. At the same time, the market in the Americas has reached the brand stage. Under the energy of Guo Ying's enterprise, Sharp will "red to purple".
In fact, Sharp plans to increase television sales to 14 million units throughout the year. In Europe, there are UMC's Polish factories, Hon Hai's Slovak factories, and in China, there are six major panel makers in Nanjing and Southeast Asia. There are factories in Malaysia, Indonesia and the Philippines that can produce and export to the United States. Regarding the purchase of TV panels, Dai Zhengwu once pointed out that “the panel will be purchased from the 10th generation panel maker in Handan City and the second plant from Sharp in Kameyama, and it will also consider purchasing from Hon Hai Group Inc. May participate in the supply, so the panel itself is not a bottleneck, and then watch how Sharp impulse.
In addition to doubts about whether the target sales can be completed, the outside world's Sharp's pricing strategy is also very critical. However, some people believe that Foxconn's strategy is to first impact the sales price with the people-friendly, after winning the first to lay the industry status and right to speak. According to Foxconn's plan, the Sharp brand is still positioned as a high-end brand, 8K TV as the flagship product, using Japanese Sharp screen, to seize the low-end market does not mean giving up the high-end. The low-end and mid-end product lines are supplemented by Foxcon's original brand, InFocus, focusing on 50-inch, 40-inch, and 32-inch TVs, using Innolux's screen. Beginning in the first quarter of next year, Innolux will also start selling televisions and reduce panel sales. Sharp only high-end brands, in the high-end department will have Sharp, InFocus dual-brand. Through multi-channel and multi-brand collaboration, it made up for the shortage of Sharp and Foxconn channels in the Chinese market. Ren Ting-Ming, who is responsible for the InFocus brand, said recently: “The Group hopes to reach the domestic market share first in 2018. It is not enough to just make high-end market, and it must make up for entry-level products. At present, sales of Sharp 32-inch TVs account for the domestic market. More than 30% of the overall market."
According to the public statistics, Sharp's global shipments in the second quarter of 2017 showed a multiple growth compared to the first quarter, ranking from ninth to fourth. In the first half of the year, total shipments reached 3.8 million units, an increase of 70% year-on-year. . At present, the last quarter has come, and after the completion of the 11th Golden Week, the growth rate of 246.7% under the line and 70% growth on the line are under the good momentum. Look at how the "Guoying Enterprise" has utilized the advantages of both parties to the fullest. The next double 11 and double 12 achieve the multiplication effect and complete the final "eat chicken" battle. By then, 38 mysterious "university cities" will be able to call "big profits and eat chicken at dinner".
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