Japan business is in decline? Sony, Toshiba consumer market decline, but new world-Japan, Sony, Toshiba-IT information

Even after 20 years, some middle-aged consumers in the reference, see and use Japan brand appliances will be involuntarily let out a gasp: really good.

But the technology industry or in the field of consumer electronics, "the decline of the Japanese brands" argument and the argument over the years stopped. Most of the time, Japan consumer electronics brand has become a business school case, the worse being made in China and Korea brand beyond the pathos of the attack, reverse the supporting cast.

Japanese brands ' consumer market of Waterloo

At the end of last year, love like in the Sony did not go bankrupt, but Japanese manufacturers overall fall in a paper, combed the Japanese technology company's consumer electronics business declined external representation.

First, sales and share of the rapid decline.

In the most iconic Smartphone, computer industry, from China, the United States, and Korea brands occupy the forefront of Japanese brand presence is almost negligible; originally dominated the television market, Japanese brands began to be Korea opponent away, and chased by the Chinese enterprises.

Second, Japan enterprises began to quit the international stage, its overseas resources Japan enterprises taken over by outside.

In 2015, Toshiba officially came to an end in Japan color TV market in the world outside of independent research and development, sales and management. Meanwhile, Skyworth Digital December 21 announcement agreement with Toshiba, PT to buy Toshiba Electronics Corporation. Toshiba Consumer Products Indonesia all the shares.

Entered in 2016, on March 30, Hon Hai agreed to 388 billion yen (about US $ 3.46 billion) acquisition of Japanese electronics giant sharp. As early as July 2015, sharp will America (except Brazil), TV business was sold to the maritime trust.

Only sometimes, even have retreated to Japan domestic market, Japanese companies are also not having a hard time. Notebook computers, VAIO, Fujitsu, Toshiba's three major brands planning to merge business, hold together for warmth. However, Toshiba has recently announced the temporary retention of business, of course, is another story.

These are Japanese brands in the consumer electronics field decline of the tip of the iceberg, in more areas of the Pan and a wider dimension, the Japan consumer electronics brand's decline is more pronounced.

Bankruptcy, selling the building and so teasing tied tightly together with Sony, financial scandals, also appeared in a number of well-known Japan corporate news; for some Japanese companies, such as job cuts, the deficit is not news.

Japan manufacturing really have to end?

In the field of consumer electronics, in addition to specific industries, such as camera, the Japan brands were actually bright enough. The intuitive feel of whether consumers, statistical data or statistical agencies, confirms this.

Japan made this once-great name, that was no longer visited by the times and soon to be another term for old, failed to keep up with the pace? Maybe we can look at the issue from another angle--on the consumer market, this trend has appeared, not daring to say drubbing, but it is very difficult and in enterprises or specialized market, Japan manufacturing's influence does not decay, but further expansion.

(JDI 1000 nits brightness of the display screen)

Japan brand sales in the Smartphone industry, Japan brand presence is not weak, partly on the individual mobile phone launch, Sony image sensor and battery, sharp and JDI screens are as high end bonus selling points are repeated. Behind this high-end endorsement, you hide the Japan business transition in the professional field.

Same with Sony, for example, if their financial situation is the most difficult moment, Sony's semiconductor business that included an digital image sensor will play the role of a cash cow.

And have taken advantage of the premise, Sony announced last July to raise 300 billion yen (about RMB 15 billion) to develop its chip-making business. At the time, thanks to Apple and Samsung Smartphone Sony image sensor needs, Sony will increase their sales over the next three years to 1.5 trillion yen (about 75.3 billion yuan). And a few months later, Sony real messages a rumor for a long time: for 19 billion yen (about 990 million) acquisition of Toshiba's sensors business.

Ironically, Sony's latest, best 2015 years reported in recent years, Sony's various businesses are in profit, despite losses in mainstay mobile business and is part of the business (including image sensor business).

For a money-losing business, Sony's explanation is that "from camera module business and battery business long-term impairment of assets credited to, increased depreciation and amortization expenses and research and development expenses. ”

But under a series of upfront investment, Sony's image sensor business advantage to further expand. Mobile phone CMOS this market, Sony's market share has more than 45%. Kumamoto earthquake before Sony CMOS factory was forced to shut down, triggering fears of downstream manufacturers, which is Sony's influence and position in the industry.

Sony professional video content also has a near-monopoly advantage.

(From Sony, China)

At the recently concluded 22 Magnolia award, nominated for the 12 of the TV series, 9 are Sony cameras.

(A TV spot Sony headphones that appear, from 1978)

(Sony F65 camera 9·3 parade scene)

Coupled with his film company, consumption of video content as well as more than 300,000 color monitor, can say that Sony has the advantage of the whole industry chain in the field of film and television, which are unmatched by other companies.

Of course, in many people's opinion, still more lines, Sony marketing attack is not as a traditional Japan enterprises. But more than the Sony, the rest of Japan enterprises are also seeking a breakthrough in the business and professional market.

Japan consumer electronics front, Panasonic is from the consumer business, by virtue of the advantages of battery technology, cooperation with the Tesla, Tesla's battery supply was exclusive. Also, when Tesla has been losing money, Panasonic has earned big bucks.

Toshiba, who earlier had been portrayed in a negative, the latest news:

Toshiba in cooperation with Western Digital Western Digital, a total investment of 1.5 trillion yen in the next 3 years, currently at Japan's Flash memory plant yield. Its objectives for the fiscal year 2017, d storage of production up to half of the market share, and in 2018 fiscal year increased to more than 80%. In future, the joint venture of the two companies Japan Yokkaichi, Mie plant capacity, Korea Samsung Electronics, flagship plant about twice.

Japan Enterprise towards the enterprise market from the consumer market there are a lot of examples, does not list here. In General, we know Japan brand is unfamiliar territory extending to the average consumer.

Does not light in the East, West

Love all the summary before, in the consumer electronics market in the Red Sea, which Japan cannot like Apple is the absolute leader, with high prices for high profits such as Chinese manufacturers cannot keep costs down with low price in Exchange for the power to live in and share. At both ends, they went from the Red Sea to evacuate to or the blue sea enterprise is now market it's easy to understand, although, from the Japan corporate earnings data, this road is still hard.

FT article pointed out that, even if the Japan business is sending them to the enterprise market, they can still be alive. One of the major reasons is that Japan economy in many ways, still maintains a high degree of innovation. Since 1949, Japan has won 23 Nobel prizes--are concentrated in the areas of natural science. According to the World Intellectual Property Organization over the past 10 years, global top 10 patent holders, Japan enterprises occupy 7 seats.

In contrast is that Japan's weakness has been to commercialize these clever ideas. At Toyota, now Japan Lotte Executive Vice President Mr hyakuno believes, along with established businesses know the needs of opening, and a new generation of start-ups to more imaginative use of intellectual capital, the situation is rapidly changing.

In fact, business is doing. Sony has in the past looked very cool, but actually use very large black technology. Later, Sony established the future laboratory, the main objective of this project is open to the public some prototype products, through the idea of collecting public views to appropriateness of planning product development direction.

Such a practice might make some too far ahead was killed, but as long as one step ahead enough, two steps ahead of a lunatic. One step ahead to please consumers, crazy but is likely to die themselves.

In early May this year, the times selected 50 era of influence product, Toshiba DVD, Wii, Sony's PlayStation consoles, Walkman player, Trinitron TV, Japan products can be found.

To some extent, these products carry an age where an era and usher in a era. These classic records more than technological change, on their roles in the sale of Waterloo or success, been warranted before the people's expectations and leave you lonely, these organic forms the line of life, the outlines of life together, form the age of surfaces.

Between the disappointed and regrets, the once-great consumer electronics giants, needs is another go, they have the strength, the courage, even road has twists and turns.

日本企业在衰落？索尼、东芝消费市场沉沦，但仍有新天地 - 日本,索尼,东芝 - IT资讯

即使已经过了二十年，一些中年消费者在提到、看到、用到日本品牌的电器时，都会不由自主地发出一声赞叹：真好。

然而科技行业或者说消费电子领域中，“日系品牌式微”的说法和论调这些年来就没有停止过。更多的时候，这些日本消费电子品牌都成了商学院案例中，惨被中国国产和韩国品牌的超越、逆袭的悲情配角。

日系品牌们的消费市场滑铁卢

在去年底，爱范儿在《索尼并没有破产，但是日系厂商整体在沉沦》一文中，梳理了日系科技公司消费电子业务衰落的外在表象。

一是，销量与份额的迅速下降。

在最具代表性的智能手机、电脑行业中，来自中国、美国、韩国的品牌占据着前列，日系品牌的存在感几乎可以忽略不计；在原本占据优势的电视市场，日系品牌开始被韩国对手拉开距离，并被中国企业所追赶。

二是，日本企业开始退出国际舞台，其海外资源被日本之外的企业所接管。

2015年，东芝正式宣告彻底结束在日本以外世界彩电市场的自主研发、销售和经营。同时，创维数码12月21日同时公告宣布与东芝达成协议，收购东芝生活电器株式会社的PT. Toshiba Consumer Products Indonesia全部股份。

进入2016年，3月30日，鸿海精密同意以3880亿日元（约合34.6亿美元）收购日系电子巨头夏普。而早在2015年7月，夏普就将美洲（除巴西外）的电视业务出售给了海信。

只有有时，哪怕已经退守日本本土市场，这些日企的日子也同样不好过。笔记本电脑领域，VAIO、富士通、东芝三大品牌开始计划合并业务，抱团取暖。不过，东芝最近宣布暂时保留笔电业务，当然，这是后话。

以上都是日系品牌在消费电子领域衰落的冰山一角，在更泛的领域和一个更广的维度，这些日本消费电子品牌的衰落则更加明显。

破产、卖大楼等调侃与索尼紧紧地绑在了一起；财务丑闻等也出现在多家知名日本企业的新闻中；裁员、赤字等对于某些日企来说已经不是新闻。

日本制造真的要完？

在消费电子领域，除了相机之类的特定行业，这些日本品牌们的表现确实不够亮眼。不管是消费者们的直观感受，还是统计机构的统计数据，都在印证这一点。

日本制造，这个曾经辉煌的名字，就这样不再被时代所眷顾，而即将成为老旧、跟不上节奏的另一种说法？或许我们可以换个角度看该问题——在消费者市场，这种趋势确实有所显现，不敢说败局已定，但确实非常艰难；而在企业或者专业市场，日本制造的影响力并没有衰减，反而在进一步扩大。

（JDI展示的1000尼特亮度屏幕）

在日本品牌销量低迷的智能手机行业中，日本品牌的存在感并不薄弱，原因之一就是在各个手机新品发布会上，索尼的图像传感器和电池、夏普和JDI的屏幕等都会被作为有高端加成的卖点而被反复提及。这种高端背书的背后，则隐藏着这些日本企业在专业领域的转型。

同样以索尼为例，在财务状况最为艰难的时刻，索尼包含数码图像传感器在内的半导体业务便扮演起了现金牛的角色。

并在已经占据优势的前提下，索尼于去年7月宣布融资3000亿日元（约合人民币150亿元）以发展旗下的芯片制造业务。在当时，得益于苹果以及三星智能手机对于索尼图像传感器的需求，索尼将在未来三年将自己的销售额提高到1.5万亿日元（约753亿元人民币）。并在几个月后，索尼坐实了一则传闻已久的消息：将以190亿日元（约合人民币9.9亿元）的价格收购东芝的传感器业务。

虽然说来讽刺，索尼最新发布的、近几年最好看的2015年财报显示，索尼的各项业务均在盈利，除了一直在亏损的移动业务和原本是中流砥柱的部件业务（含图像传感器业务）。

对于这一业务的亏损，索尼的解释是“来自于相机模组业务及电池业务长期资产减值的记入、折旧摊销费用以及研发费用的增加。”

但在一系列的前期投入下，索尼在图像传感器业务的优势进一步扩大。在手机CMOS这个市场，索尼的市场占有率早已超过45%。之前熊本地震让索尼一家CMOS工厂被迫停产，进而引发下游厂家的恐慌，这也说明了索尼在这个行业中的影响力和地位。

索尼对于专业视频内容方面更是具有近乎垄断的优势。

（来自索尼中国）

在最近结束的22届白玉兰奖上，在获得各项提名的12部电视剧中，有9部都采用了索尼摄影机拍摄。

（某电视剧拍摄现场出现的索尼耳机，来自于正1978）

（9·3阅兵现场出现的索尼F65摄像机）

再加上自己的影视公司、消费影视内容的电视以及售价超过30万的彩色监视器，可以说索尼在影视领域具有全产业链的优势，而这是别的公司无法比拟的。

当然，在很多人看来，现在还在多线、多市场出击的索尼并不像一家传统日本企业。但不止索尼，其余的日本企业也在企业和专业市场寻求突破。

同为日本消费电子的门面，松下则在消费业务之外，凭借着电池技术的优势，与特斯拉展开合作，独占了特斯拉的电池供应。而且，在特斯拉一直亏损的时候，松下却赚得盆满钵满。

前面一直以负面形象出场的东芝，最近的一则新闻为：

东芝与西部数据Western Digital合作，将于未来3年共投资1.5万亿日元，为目前位于日本的快闪存储器厂房增产。其目标为到2017财年，将3D存储器的生产提升至占市场份额一半，并于2018财年增至逾80%。日后，两家公司合营的日本三重县四日市厂房的产能，将为韩国三星电子旗舰工厂的约两倍。

关于日本企业从消费者市场转向企业级市场的例子还有很多，这里也就不一一列举了。总的来说，不少我们熟知的日本品牌都在往普通消费者不熟悉的领域延伸。

东边不亮，西边亮

爱范儿之前也总结过，在消费电子这个红海市场中，这些日本企业无法像苹果那样处于绝对领先地位，用高售价换取高利润；也无法像中国厂商这样不断地压低成本用低价和份额换取活下去的权力。既然两头不占，他们从红海撤离去到现在看来还是蓝海的企业市场也就不难理解，虽然从这些日本企业的财报数据来看，这条路依然艰辛。

FT一篇文章指出，即使这些日本企业是被迫转向企业市场的，他们也依然能保持活力。其中一个很重要的原因是，日本经济在很多方面仍保持着高度的创新能力。自1949年以来，日本已获得23项诺贝尔奖——大都集中在自然科学领域。世界知识产权组织的数据显示，过去10年，全球排名前10的企业专利持有者中，日本企业占据7席。

与之相对的是，日本的弱点一直在于将这些聪明的创意商业化方面。曾在丰田工作、现任日本乐天执行副总裁的百野健太郎相信，随着老牌企业领悟开放的需求，而新一代初创企业以更具想象力的方式利用智力资本，这种状况正在快速改变。

实际上，已经有企业是这么做的了。以往索尼出过不少看起来很炫酷、但实际使用问题也很大的黑科技产品。后来，索尼设立了未来实验室，这项目的主要目的是向公众公开某些产品的原型，通过收集公众的想法意见来规划产品的发展方向是否妥当。

这样的做法或许会让一些过于超前的想法被扼杀，但创新只要领先一步就够了，领先两步的是疯子。领先一步的能取悦消费者，疯子却很可能作死自己。

今年五月初，《时代》评选出50款影响时代的产品，东芝DVD、任天堂游戏机、索尼PlayStation主机、Walkman播放器、特丽珑电视等日本企业产品均有出现。

一定程度上，这些产品肩负着一个时代，作别了一个时代，又开启一个时代。这些经典产品记录的不止技术变革，它们各自在销量上的滑铁卢或大获成功、面世前众人的期待和退场后大家的落寞，这些细微的点有机地构成了生活的线，生活的线条勾勒在一起，则组成了时代的面。

在失望与感慨之间，这些曾经辉煌的消费电子巨头，需要的是换一种继续走下去，它们有这个实力、也有这个魄力，即使前路也有曲折。