At the 106th Anniversary Celebration and New Product Launch Conference held in Shenzhen Foxconn Longhua Industrial Park, Sharp President Dai Zhengwu revealed that he has been the CEO of Sharp China since September 22 this year. In the future, Sharp will pursue quality in the Chinese market. The balance of growth, hope that the century-old Sharp brand will return to glory.
Dai Zhengwu, 68, is a legend. He has been with Foxconn for more than 30 years and is the right arm of Foxconn founder Guo Taiming. In 1992, he was the deputy general manager of Foxconn. He promoted the establishment of Foxconn in mainland China in 1988. He was responsible for expanding and managing Foxconn's huge production and operation business in China, claiming to have “experienced the storm of business management”.
At that time, the outside world questioned whether Dai Zhengwu could be qualified as the president of Sharp and whether he could revive Sharp. In the face of doubts, Dai Zhengwu "single knife to the meeting." Since November 2016, Sharp has achieved current profit and has remained profitable to this day.
Last year, Sharp Color TV quickly expanded its market share in China with a cost-effective route, and continued to grow against the Chinese market in the first half of this year. However, the cost-effective route has also damaged Sharp's high-end brand image.
Dai Zhengwu said that Sharp is different from Internet companies, and it is time to "return to the source."
Sharp is a company with deep technical know-how. His restructuring has improved since last year and has accelerated this year. The reason why in a few short years to achieve turnaround losses and accelerated profit growth, Dai Zhengwu attributed his accumulated knowledge of local culture in his previous Japanese work experience and his experience in large-scale corporate management at Foxconn.
Dai Zhengwu said that after he took office, he mainly integrated the Sharp branch to solve the internal struggle. He believes that the original Sharp president's technical background but lack of management experience, resulting in the Sharp branch can not play a synergistic effect.
Dai Zhengwu revealed that after the integration of the black and white power business, the next step is to target high-end mobile phones. He believes that Sharp has a full set of industrial chain and technological advantages compared to Huawei and OPPO.
Referring to the TV products of Internet companies such as Xiaomi, Dai Zhengwu believes that this is not to do TV, but to expand fan users. Xiaomi can't make high-end products, so it has been integrating sales content, which is a new idea. But these interconnected companies are not Sharp's competitors.
In the fiscal year 2017 of March 2018, Sharp achieved sales of 246.72 billion yen, up 19% year-on-year; operating profit of 90.1 billion yen, up 22% year-on-year; net profit of 70.2 billion yen, up 14% year-on-year, and turning losses For profit. In FY 2018, Sharp is expected to achieve sales of 289 billion yen, operating profit of 110 billion yen, and net profit of 80 billion yen, and continue to maintain its growth.
In the first half of this year, the overall sales of China's color TV market fell by 2.6%, and Sharp continued to grow against the trend. The data shows that in the first quarter of 2018, Sharp's sales increased by 3.8%, and it has entered the top six. However, the current cost-effective route has somewhat damaged Sharp's high-end brand positioning. In contrast, Sony has robbed more of China's high-end color TV market with its uniquely designed OLED TV. Of course, this is related to Samsung's QLED TV's unsatisfactory performance in China's high-end color TV market.
Talking about the key to revitalizing the Sharp process, Dai Zhengwu said that he is working hard to create "a Sharp" and unify the direction, so that everyone can work together to make Sharp quickly turn around.
It turns out that the person in charge of Sharp is technically born and lacks management experience, and Dai Zhengwu has rich experience in management. After he entered Sharp, he also promoted Sharp's structural reforms, reorganized supply chain relationships, resumed high-level customer meetings, and responded in good faith.
However, Dai Zhengwu also said that Sharp is a global enterprise. Although the turnover is about one-fourth to one-third of Foxconn's, he still has to face many difficulties.
Foxconn has always been based on OEM, and there is not much experience in brand operation. However, Sharp does not only have its own brand, but also many upstream components such as display panels and sensors. The industry covers TV, mobile phones, white batteries, robots and automation. The market is spread in many countries around the world, with offices and factories around the world. Dai Zhengwu said.
The new policy of Sharp China's business strategy is that Dai Zhengwu is also the CEO of Sharp China, realizing Sharp's global integrated business strategy; second, attaching importance to brand value and image, quality-oriented, awakening consumers' desire to purchase; third, constructing brand and The win-win strategy of channel coexistence and common prosperity strengthens the accuracy of channel activities; the fourth is to construct a new intelligent ecological chain platform.
Dai Zhengwu said that the operation of Sharp's color TV business in China is partial to the Internet. However, Sharp is different from Internet companies such as Xiaomi. Xiaomi is a TV, the focus is not on TV but on the Internet. By promoting 32-inch and 40-inch small-size TVs and low-cost strategies, we will build a wider Internet. The focus of Sharp is television.
On the same day, Sharp officially launched the Vision Series artificial intelligence TV in the Chinese market, covering 40~70 inches, and can use smart voice connection to order food, buy movie tickets and other services. Sharp will release 8K LCD TVs next month.
Dai Zhengwu also revealed that in addition to TV, Sharp will also introduce smart white goods, high-end mobile phones, notebook computers, multi-function machines and smart screens in the Chinese market. Sharp will launch a smartphone that uses its own OLED screen, but in order to avoid conflicts with Foxconn's foundry service customers, Sharp will turn to commercial and industrial phones.
