Sharp faces the most difficult year in 100 years

Sharp Corporation was founded in 1912 and its head office is located in Osaka, Japan. Sharp is now operating in 25 countries and 62 regions in the world. It is a large-scale integrated electronic information company.

Vice President of Sabour Trading (China) Co., Ltd., Mr. Sakai, said to the "First Financial Daily" yesterday that the soon-to-be-passed 2012 is the most difficult year for Sharp's 100-year history. Affected by the overall environment, Sharp's operating revenue in China in 2012 decreased by 20% from last year.

Sakai Keng said frankly that Sharp faced three difficulties: First, the Japanese market is in a downturn. The Japanese government has overdrew the market for digital TV exchange policies in previous years. This year, the overall size of the Japanese color TV market has fallen by 70% from last year; second, the Chinese home appliance market. This year, there has also been a contraction. Third, the recent Sino-Japanese relationship has also brought about a certain impact on Sharp's sales in China.

However, Sakai Gong said that Sharp's current overall situation has improved. After the introduction of Qualcomm cooperation this month, Sharp's share price recently returned to 360 yen/share; Sharp's tenth-generation line after cooperation with Hon Hai, the operating rate It has increased from 30% to 90%. In the third quarter of this year, it achieved profitability in the quarter.

Sharp's white goods business is still growing rapidly in the Chinese market this year. Sakai Gong said that from April to September of this year, Sharp's air purifier sales in the Chinese market were twice that of the same period of last year, and sales of washing machines and refrigerators also grew rapidly. Sharp TV has maintained the top position among foreign brands in the Chinese market this year.

This is due to the expansion of channels. Sakai Gong said that Sharp had mainly covered Beijing, Shanghai, Guangzhou, and Shenzhen before the Chinese market, and this year it extended the network to Shandong, Fujian, and other places, and radiated to second and third-tier cities at the same time.

Sakai, who is currently responsible for Sharp's Chinese marketing, expects that the size of China's home appliance market will remain unchanged from this year in 2013, while small home appliances and the 34th and 4th markets will be Sharp's key areas for expansion in China.

He said that the growth of small appliances is better than that of household appliances. In the past, Sharp had only sold TV sets in Gome and Suning. Now it puts white goods into it. In addition to air purifiers, Sharp's small home appliances camp in the Chinese market has also expanded to intelligent sweepers, hair dryers, rice cookers, steam cookers and so on.

Compared with big cities, the potential of the tertiary and tertiary markets is even greater. Sakai Gong said that some regional chains and small-scale retailers have high consumer trust and sales prices are not necessarily low, but the entry fee is relatively low, and the agents are generally cashing in cash. "It is the focus of our efforts." Sharp will choose to make efforts in township markets in developed coastal areas such as Guangdong, Jiangsu and Zhejiang.