In fact, this is not the first time that retailers have been involved in the color TV industry for the first time as a channelist. Gome and Suning purchased two Japanese TV brands, Sanyo and Pioneer, respectively, as early as 67 years ago. right. With helpless rivers and rivers, Sanyo and the Pioneer have been unable to step out of the declining predicament even in the hands of China's top store retailers. After all, Wen Dao has successively had specialization in the industry.
Retailers bought back the brand and brought back the declining Japanese color TV status because they did not buy technology, and they did not have any experience in manufacturing color TV at all, such as Suning Gome. They could only outsource to the factory. To extract the last little reputation value of these Japanese brands. Until it becomes worthless. Let’s take a look at how these two Japanese brands became “worthlessâ€.
Pioneer - Panasonic, again packaged for SuningPioneer television in the plasma era, the technology is second to none, its classic products and high-end technology have always been worshipped by enthusiasts. However, its high-quality, high-price strategy, with 50-inch plasma TVs priced at more than 40,000, has become impractical in the fast-changing years of flat-panel television technology. In 2008, Pioneer announced the suspension of production of plasma panels, and the same year's Sony TV has already gone down the price of the altar.
Pioneer Plasma TV
Later, Pioneer Plasma Division merged with Panasonic to start production of LCD TVs. All of the frustrations of making compromises to the market meant that Pioneer TV gradually came out of the popular era of Japanese TV.
Until August 2010, Pioneer decided to launch a 24-inch to 55-inch Pioneer LCD TV in China, taking into consideration the development prospects for audio and video in the Chinese market. Pioneer entered China to adopt a channel cooperation model exclusively underwritten by Suning Appliance. Suning took on Pioneer LCD TV. Sales in China include terminal retailing for Chinese consumers and agency sales to other sales channels, while Suning also undertakes a series of circulation functions such as logistics and after-sales service for Pioneer TV.
It is a pity that Pioneer TVs sold on the mainland after that have no longer been a pioneering TV. The right to use Pioneer TV was handed over to Suning, and Suning took a look at the factory for production, followed by the Pioneer brand, and then sold it at various supermarkets in Suning. Pioneer TV sales in the country went down the price altar, but also went down the quality altar.
In 2014, Pioneer sold its proud video and audio business to rival Onkyo. According to Pioneer's official website in Japan, its main business has become a car audio and car navigation product.
Sanyo - Sold to Panasonic and Hosted by GomeSanyo TV and Pioneer have similar patterns. In the 60s of the last century, Sanyo’s peak sales exceeded sales of competitors such as Panasonic and Toshiba, making it a famous home appliance giant in Japan. How fashionable it was to have a Sanyo radio recorder at that time. However, with the acceleration of the pace of innovation in the entire industry, Sanyo's slow pace of transformation has eventually created a crisis.
In order to reduce production costs and maintain low-cost sales, Sanyo began entrusting the production of some washing machines and refrigerators to the Haier Group in China in the 1990s. It became the first multinational electronics company to entrust products to Chinese processing companies, but it was Made a "Made in China" and worth fell. The first person to eat crab was caught by a crab.
The biggest crisis was of course acquired by Panasonic in 2008. By 2009, Panasonic was completely affiliated. At this time, they have become the largest electronics manufacturer in Japan. But the good times are not long. Sanyo’s business has also started its “custodian†model in China. In 2011, Sanyo and GOME signed a five-year deep cooperation agreement. In 2015, Sanyo licensed mainland TV business to Changhong, and the contract period is four years. .
Sanyo has been spoiled by Matsushita. One of the most important reasons is that because of the high degree of coincidence between the two brands in the household appliances business, Panasonic has no need to retain the Sanyo brand in the home appliance market. At this time, Panasonic is also eager to withdraw from the loss of home appliances business.
Would you like to ask Sanyo now? Can only sigh, Panasonic stopped the Sanyo brand in 12 years, the same year Sanyo's digital camera business out of the SANYO DI Solutions subsidiary. By the end of 14 years, this home appliance giant with more than 60 years of history and once ascended the throne had officially withdrawn from the stage of history.
Gome TV is comedy?From the perspective of Gome's strategic layout, there are currently six industry segments: offline retail, Internet ecology, smart home, smart phone, financial investment, and real estate. In the field of smart home, Gome is mainly through integrating suppliers, analyzing big data, and then Chip vendors cooperate in the development of smart devices. The focus should be on super apps for smart home development, open protocol cooperation, and compatibility with smart devices from various manufacturers.
Does the United States issue TV? If you ask the United States mobile phone, the answer must be uniform, not reliable. Gome TV is also very incomprehensible.
Judging from the TV products released by GOME, there are no impressive places on the hardware or content platform, even with 4K resolution, 178° viewing angle, and H.265 hard solutions. The function to do publicity, the price of 55 å‹ 3399 yuan is not too high in the price of Internet TV. Purely rely on channel flicker to sell products.Not to mention R&D, Gome has no experience in color TV R&D, and there is no experience or discourse power in the color TV supply chain. To put it bluntly, it is to put someone else's TV on their own brand.
to sum up:
Although retailers are eager to maximize their profits by acquiring home appliance brands or personally slashing brands, they also seem to have never seriously considered how to run a brand well. Making products with channelized thinking is only suitable for the era of information asymmetry. Now, whether it is mobile phones or home appliances, the cost has gradually become transparent, consumers have become more and more clever, and the choice of markets has become more and more abundant. , To not pay for you, really do not only look at your store to do very big.
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