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厦华:传统彩电品牌如何升级平板“新贵”厦华:传统彩电品牌如何升级平板“新贵” 厦华:传统彩电品牌如何升级平板“新贵” In July 1st, the first global consumer electronics exhibition held in China, address of Qingdao, in the global appliance giant from the famous exhibition, Xoceco received from a number of international famous home appl...

厦华:传统彩电品牌如何升级平板“新贵”
厦华:传统彩电品牌如何升级平板“新贵” 厦华:传统彩电品牌如何升级平板“新贵” In July 1st, the first global consumer electronics exhibition held in China, address of Qingdao, in the global appliance giant from the famous exhibition, Xoceco received from a number of international famous home appliance chain giant 450 thousand Taichung large size flat-panel TV orders, and in 2005 China's flat-panel TV market capacity is 2 million of the whole. In the afternoon of June 30th, the United States home appliance chain giant Circuit City and the famous brand distributor Polaroid top line three lightning visit to Xiamen Xoceco headquarters, and Xiamen Overseas Chinese general manager Xie Siyu met the night that he rushed back. Obviously, has changed the traditional TV Era "unknown to the public" xoceco. In the past, China TV makers, Xiamen Overseas Chinese name, has been ranked TCL, Changhong, SKYWORTH, Konka and Hisense. But at present, the situation has changed dramatically. "Black and white television to color television transformation achievements of a group of enterprises, color TV to flat-panel TV transformation, and will achieve a number of enterprises." In the opinion of the State Council Development Research Center researcher Lu Renbo, was a "second tier brand" Xoceco, enjoying the new opportunities brought by industrial upgrading. In fact, in the year 2004, Xoceco has received a flat-panel TV export and domestic sales "double" achievements. "The process of re shuffle in the color TV market, the Xoceco wins in the flat." Xie Siyu, a former general manager, said to the Chinese entrepreneur over a year. Seize the opportunity "The lifeblood of the company almost Xiamen Overseas Chinese are in charge of the flat tv." This is also the evaluation of Xiamen Overseas Chinese industry. Founded in 1985, mainly the production of TV Xoceco. Color TV industry is one of the most fierce domestic competition in the industry, because the opportunity at the beginning of 90s did not keep up with the rapid rise of the domestic color TV enterprises, compared with Changhong, TCL and other brands, Xoceco scale and financial ability a lot less, has been ranked in the second tier. Until late 90s, when the domestic color TV market is still the biggest price war, Xoceco set a new business strategy, will shift the focus from low-end to high-end, from the beginning of 1996 invested enormous human and financial resources for research and development of flat-panel tv. In 1997, Xoceco China developed the first 42 inch plasma TV, first Chinese production of flat-panel tv. In 2001, the development of LCD TVs to flat-panel TVs Xoceco start; in Chinese few market in 2003, Xoceco 70% R & D center of human have been put into the flat tv. But the money problem xoceco. Early, because of the domestic flat-panel TV market is far from being a high-end, so large amount of resources into the field of Xoceco, had to bear the test. Since listing in 1995, Xoceco financing capacity has been weak, only less than 800 million of the net assets, to ensure the current market share of the domestic color TV market 10%, already stretched. According to industry estimates: in the CRT TV era, the sale of 1 million color TV needs 150 million mobile capital; and the era of flat-panel TVs, sales of 10 thousand LCD TV or plasma TV, you need 1 billion. Although there are some technical advantages, but because of lack of funds, in the high-end TV Xoceco scale has been limited, directly affect the profitability. From 2000 to 2001, is the traditional television downhill, Xoceco flat-panel TV input on the peak, but the market has not yet formed when Xoceco losses were 0.79 yuan per share and 0.77 yuan, was put on ST hat. But even more bearish stock market and financial distress, Xoceco has not given up the development and investment of flat-panel TVs, "high withstand great pressure to survive," an old employee of visiting "Xiamen Overseas Chinese entrepreneurs" said Chinese. Turn at the end of 2003, the domestic flat-panel TV market began, Xiamen Overseas Chinese investment returns in the market constantly. In April 30, 2004, Xoceco to wear off for two years at the head of the ST hat, the head of Guo Zeli "retreats", "very focused on the market strain capacity," Xie Siyu took over as general manager. When Xie Siyu took office, he made internal changes. Through the Department integration, supplier integration, R & D and market linkage, local differentiated sales, and so on, shorten the product development cycle, manufacturing cycle, marketing cycle, and capital turnover cycle. At present, Xoceco realize basically no inventory, the import of raw materials to finished production turnover has been increased to 2-3 day; at the same time, in order to save the cost of procurement, Xoceco LCD screen suppliers from 580 minus 300. Thus, the "quick fish" has become another principle to consolidate the advantages of the Xiamen Overseas chinese. "Flat age" business model is completely different from traditional television, fast and efficient is the theme of the era of flat-panel." Xie Siyu says. Until then, the big Changhong has focused on traditional TV that are turning to flat-panel TVs, but one step ahead in the market Xoceco has obvious advantages. "Appliance industry has launched a new round of big reshuffle. Xoceco early cut into the flat-panel TV, and especially in technology development two times to do a lot of effort. The quality and function of the products are no less than those of some foreign enterprises. Now, flat-panel TV sales climax, natural opportunity." Wang Ning, vice president and Secretary General of the China Electronic Chamber of Commerce, said. Integrated upstream and downstream Many traditional TV era bosses all force flat-panel TV, Xiamen Overseas Chinese do, is to use the advantage of technology and market integration has been formed on the downstream resources, expand the advantage, the high threshold. The partners of Prima directory, in addition to the Circuit City and the United States Polaroid channels, and including the cooperation with enterprises Chinese never before SHARP, Samsung and LG.PHILIPS have flat core technology manufacturers, in addition, there are Pixelworks chip giant. The list includes almost all of the industry's most influential peers in the flat-panel TV industry chain. Samsung is one of the world's largest manufacturers of LCD screens and plasma screens. In June 28th this year, Samsung Electronics vice president of a delegation traveled to Xiamen for talks with Xie Siyu, as one of Samsung's largest customers, preferential conditions made Xoceco LCD screen one month after the payment of the goods. LG.PHILIPS is Korea LG electronics and Holland PHILPS (PHILIPS) joint venture LCD TV screen manufacturer, is currently one of the world's two largest suppliers of LCD. The establishment of cooperation in January this year, the consumer electronics show, Xoceco has become the biggest customer in LG.PHILIPS Chinese. In July 21st, Xiamen Overseas Chinese electronics and screen supplier LG.PHILIPS signing ceremony was held in Xiamen, a strategic partnership to jointly explore the international market. "The international giants frequently visit, which indicates that the right to speak more and Xiamen Overseas Chinese electronics in the flat-panel TV industry chain more important." Xoceco assistant general manager Sun Guangrong said. "Xoceco in the industry chain has been integrated into a powerful resource." "The main component of flat screen TV is the screen," Xie Siyu said. In the past, the supplier provided what products, we can only accept passively. Now, due to the integration of R & D ability Xoceco, high market share, the weight is heavy. We have the initiative in the development of new products, Xoceco can be put forward various technology and specifications requirements to the upstream enterprises, make international suppliers according to production orders." It is said that the screen supplier for Xoceco, not only to ensure timely supply of resources, but also in the price and payment terms are "attaches great importance to the attitude of overseas chinese". At present, Xiamen Overseas Chinese and global digital TV chip giants ATI, Trident, Pixelworks, Genesis, TI, Micronas and other companies have also set up a joint laboratory, to design a new chip in the upstream company is involved in the functional requirements design and prototype system development, in order to make their products with the world's most advanced chip synchronization. It is worth mentioning that the Joint Laboratory of scientific research achievements of the intellectual property right of all overseas chinese. Perhaps it is because of the cooperation and the international giant, Xiamen Overseas Chinese domestic counterparts in the first into the mainstream market in Europe and america. Back in 2002, Xoceco digital high definition television won a bid for the largest home appliance chain stores, followed by the United States government procurement orders. Good performance in the U.S. market, so that when the 2004 U.S. Department of Commerce issued anti-dumping order of China TV, the lowest rate was 5.22% in the Xiamen Overseas Chinese domestic firms. In the United States Department of Commerce to make a final ruling after a week of time, Xoceco received from the U.S. mainstream customers order 62 thousand and 800 effective digital color television. In July 2004, Xoceco flat-panel TV for the first time into the international appliance brand city of the Japanese market, which caused the Japanese industry a surprise. "This year we are in the Japanese market, the growth should be more than 300%., which proves that our products and technologies can be recognized by the Japanese market."." Xie Siyu is satisfied with the overseas sales structure. According to customs data show that in 2004 overseas Chinese exports reached $210 million, flat-panel TVs accounted for 60%, of which exports accounted for total exports of plasma TV Chinese 25.46% ranks first, 21 inch LCD TV exports ranked first. In 2005 1-6 month, Xoceco flat-panel TV export is 8 times the same period in 2004. "In the domestic market is still small, full impact on the international market, and thus the accumulation of brand value and large-scale production experience will be in the upcoming domestic market blowout in the initiative." A comment personage thinks, "if can take advantage of Xoceco interlocking relay continues, it will undoubtedly become the big winner of the flat-panel TV upgrade." Author:
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