I heard that there was a color TV war in China in 2002, and it took five years for the color TV industry to recover? Which friend knows more details, please tell me?

In 2000, the color TV industry in China was badly damaged.

Wang Baojun

In 2000, the color TV industry in China was badly damaged. The CEO of a color TV enterprise concluded that the continuous heavy rain of the price war ruined the performance of the color TV industry this year. The voice did not fall, and the bad news followed. On June 3rd, 65438, Xoceco lost money ahead of schedule, followed by the news that the color TV industry lost money for the first time, which chilled the color TV market that should be booming every year.

The flood of price reduction flooded domestic color TV sets, but foreign color TV sets flooded for several years surfaced, and the market share increased from about 10% in the past to more than 30% in 2000.

Hollow giant

Playback 10 color TV war, the price war has changed from the initial helpless strategy to the routine of color TV industry. Since 1996, there have been eight famous price reduction actions and countless other rains in Mao Mao. After the last crazy performance last year, I opened the books of color TV companies, all of which were red. Director Zhang Qi of the Ministry of Information Industry revealed that the price war loss data was 654.38+047 billion yuan; The boss of a color TV company said that at least 20 billion yuan is still a conservative estimate.

Three months later, the price war made China's color TV industry pass by the core technology, and the R&D enterprise of color TV was seriously short of funds and weak in innovation, becoming a hollow giant today. In the simulation era, the technical gap between us and foreign brands is not big, but with the advent of the digital era, China enterprises busy with price wars can only engage in some conceptual wars, but they can't produce real things; Blindly pursuing a single scale benefit and simply expanding market share, product profits have been declining year by year, and innovative research and development have become "cooking without rice", so we have to repeat "yesterday's story" and continue to spend huge sums of money to buy the core technologies of multinational companies. As early as 1997, in view of the huge analog technology production capacity of China color TV industry, Dr. Wang Xiaoqiang from the Economic Research Institute of the State Council Development Research Center issued an early warning of "Where has the production capacity of 30 million color TV sets gone?". Unfortunately, the cry of scholars was drowned in the price reduction frenzy in the color TV market and was ignored.

Li Dongsheng said that if the initial price war consolidated the market share of domestic color TV sets and played the role of "keeping the outside busy", then the price war in the late 1990s became "a wrong price war launched at the wrong time and place".

After the last madness, the color TV industry was collectively silent at the end of the year and the beginning of the year. The ship finally capsized, and the whole industry fell into the abyss of loss from the era of meager profit. Unfortunately, Zhang Qi's prediction said, "Everyone became porters, worked hard to produce, and finally even sold it below the cost price. Free handling, to go at a loss ... "

However, Wu, the boss of Lehua, who just plunged into the 34-inch color TV in February of 65438, said in an interview: "We are fighting the price war with blood. If it doesn't fall, it won't sell. There are always people in this industry who are taking the lead in reducing prices. "

It took 28 billion yuan from the country, returned 450 billion yuan to the country, and provided more than 200,000 jobs, making China the largest color TV country in the world, which is a real contribution (Zhang Qiyu). The annual production capacity of 87 color TV enterprises is 50 million sets, the actual annual production and sales volume is about 35 million sets, and the annual export does not exceed100000 sets. "A multinational company can buy all the color TV enterprises in China with $20 billion." (Guo, CEO of Xoceco Electronics).

We have to admit that we have devoted too much national feelings to the color TV industry, and our glory has passed away. The cruel reality makes China color TV giants begin to put their profits on the table.

Zhang Qi's criticism of the current situation of color TV industry is as follows: First, the technology is weak, the R&D ability is not strong, and the investment in R&D funds is seriously insufficient; Second, core technologies, especially some chips, and key components still rely on foreign countries, and their independent innovation ability is not strong. This year, the spot check results of color TV price reduction market organized by the State Bureau of Quality and Technical Supervision also confirmed Zhang Qi's description. The overall technology of price reduction color TV is low and there are few additional functions. Some color TV sets with reduced prices were even designed ten years ago, and 50% of them are single-chip computers with relatively backward technical level. The mystery of these "problem color TVs" has not been unveiled so far.

Zhou Qiren, a famous economist, once said: "The mistakes that China government and enterprises often make are common sense mistakes." For various reasons, we think a lot of things, but we can't always do them.

What China color TV industry needs now is a sense of urgency and rational action. Liang Yugu, an associate professor at the School of Business and Technology of Renmin University of China, said in an interview that the external troubles of China's color TV industry are more serious than internal troubles. With China's accession to the WTO just around the corner, the competition to take off the emperor's new clothes will be naked.

Foreign brands: stronger wolves

Just when the price war in the domestic color TV industry was in full swing, foreign-funded color TVs that had already taken root in the domestic market took advantage of it and gained a lot. The market share rebounded to more than 30%, and the sales volume was about 50%. In recent years, foreign brands have quietly completed the localization in China market: technology research and development and transfer, localization talent strategy, localization market network construction, and completed localization production. Last year, foreign-funded color TVs that were "acclimatized" turned into stronger wolves and began to fight back in an all-round way.

The price sword that we once regarded as a "patent" is no longer an exclusive secret. In July and August this year, when the domestic color TV industry was diving and bungee jumping, many foreign color TVs also joined in, conveying the same meaning: I am not afraid of price wars.

With the internationalization of China market, competition has become an international local market. Japan's Sony, Panasonic, Toshiba, Sharp, Hitachi and Sanyo have their roots in Shanghai, Jinan, Dalian, Nanjing, Fuzhou and Shenzhen, South Korea's LG and Samsung have their roots in Shenyang, Tianjin and Philips has settled in Suzhou. Multinational companies have worked hard in China for many years and become Buddhists.

First of all, the control of core technology has formed the advantage of leading technology; Secondly, advanced scientific management, strict and standardized system and cheap domestic labor force make its production cost strictly controlled; Third, the western humanistic culture absorbed the essence of China culture, combined with capital advantages to attract a large number of localized talents. Through the organic integration of Chinese and Western cultures, multinational companies formed their own core competitiveness.

When we shout "standardize the market and clean up the door" again and again, foreign color TV sets are doing their part as businessmen to "earn the maximum profit". In the first two months of this year, Shanghai Sony achieved its annual profit target. Liu Zhongxin, manager of TCL Guangzhou, said: "In the Guangzhou market, TCL's sales volume has always been the first, about twice that of Sony, but in terms of sales volume, we only occasionally surpass Sony." This made Li Dongsheng feel very painful. "The source of an enterprise's ultimate profit is sales, not sales."

Like Sony, Philips adjusted its "leadership team" again this year and recalled Zhang Yaping, the former general manager of Philips VCD movement in China. As soon as he took office, Zhang led a team to hold exhibitions of new products such as Philips color TV in Beijing, Shanghai and other cities; Not long ago, Toshiba also convened hundreds of dealers in Beijing to showcase its new products. Even Sharp, who has been silent for many years, has made a comeback with its LCD TV, playing a "high-tech" signboard. When Sony first introduced the "Gui Xiang" flat-panel color TV, the price of the 29-inch flat-panel color TV once exceeded 1.2 million yuan. According to industry insiders, Sony still has a high profit when it drops to 6000 yuan. Tian of the Home Appliances Department of Sony China Co., Ltd. said: "In the future, Sony will no longer compete with China brands in low-end products. Our development direction will be high-value-added high-tech products and more competitive in price."

Guiding the market with high technology is the market competition strategy of foreign color TV sets. Using the advantages of new technology, China color TV industry can only follow the "Handan toddler". In this way, when we get the "imported" flat-panel color TV tube, the price of foreign color TV will be greatly reduced, forcing you to reduce the price. When domestic enterprises reduced the price of 29-inch flat-panel color TVs to 4980 yuan on 1999, foreign color TVs suffered a big drain, and the price dropped to 5000 yuan or 6000 yuan. Selling flat-panel color tubes alone makes more money than selling complete sets by China enterprises. If you lower the price again, I will make a dirty trick to "knock off your soup pot". The bully is that you don't have the production technology of flat color tubes. Market analysts pointed out that one of the black hands behind the price reduction of domestic color TVs is foreign color TVs.

Innovation is the sword, and profit is king.

It's not that I don't understand The world is changing rapidly. When we have the largest color TV production scale in the world, the global economy has changed direction. Everyone began to pursue the ultra-high monopoly profit of "speed economy".

Guo's theory of $20 billion acquisition of China color TV enterprises is not groundless, but the bigger crisis is our lack of innovation ability. Fu Ju, deputy general manager of Gome Electrical Appliances Company, said: "We know that competition is a means to standardize the market and optimize the allocation of resources, but imitative competition and creative competition; Homogenization and professional competition are worlds apart. In this regard, some foreign brands have given us a good demonstration. " Encouraged by a blind national sentiment, we achieved the largest scale in the world, but we made no profit. Without the bounden duty of businessmen, how can we "take the revitalization of national industries as our own responsibility"? How can you "dance with wolves" without profit? How can we change the unprofitable situation of "love outside the core" Without profit, how can we fulfill the promise of "who rises and who is the sun" in the new century?

I hope the home appliance industry can leave the madness to the past and let the rational light illuminate the new century of home appliances in China.

265438+20th Century Business Herald 2006 54 38+0 65438+ 10/5.