The Internet has come, we have always said that traditional brands are now pushed to the shore by constant waves. But from the perspective of biological evolution, landing can also be an expression of evolution. Did the brands that were known to us disappear from the public’s sight when they disappeared from the public’s sight?
Traditional home appliance brands have turned to TB
In the traditional brand, the most serious impact on the Internet may be the home appliance industry. Due to the hardware devices in the future Internet of Things era, smart home appliances have become a competitive point in the future. Therefore, we also saw that in this competition, the original appliance giants began to gradually fade out our realization, Panasonic, Sharp, Siemens and other brands.
So what are they doing? The author looks at it and seems to have transformed the TB business after launching the public eye.
Siemens
Robert? Bosch will acquire a 50% stake in the joint venture Bosch and Siemens Home Appliances Group (SBosch Appliances) held by Siemens for a total transaction price of EUR 3 billion. Then, the president and CEO of Bosi Household Appliances (China) Co., Ltd., Geerke, said that in the future, Siemens will focus more on its three main businesses and will not directly face consumers.
Panasonic appliances will no longer be the main business
After the acquisition of Sanyo Electric in 2009, Matsushita plans to find new business growth points by developing new energy sources. In addition to the cooperation with Tesla, in the huge potential of the Chinese market, Panasonic will also join hands with a number of car manufacturers to promote car battery products.
At the same time, the corresponding proportion of its home appliance business accounted for less than 30% of the overall group property. In the future, Matsushita will concentrate on the fields of car batteries, car entertainment systems, car safety equipment, etc. The home appliance business is no longer in its long-term planning.
The medical field has become the new favorite
Statistics from relevant research institutions show that the domestic medical electronics market has reached 210 billion yuan in 2013 and is expected to reach 340 billion yuan in 2015. In the past three years, the domestic medical electronics industry market has maintained a high growth rate of 15%-20%.
Therefore, in the face of such a huge cake, many traditional home appliance brands have begun to switch.
Philips
Last year, Philips sold its audio and video business to Japanese firm Funai Electric. The result of these two big moves is that Philips has split the company directly into two separate companies, one is an independent lighting company, and the other is a value of 15 billion euros. And the health care sector, focusing on human health.
In reality, Philips' newly established “Health Technology†division includes previous consumer-grade technology lifestyle products (including electric toothbrushes, razors, small appliances) and professional medical equipment divisions (including MRI machines and hospital patient data). Management system), so Philips Power did not withdraw from the direction of home appliances, but changed its positioning more clearly.
Toshiba switched to medical field
Toshiba recently cut its number of 24 TV sales companies worldwide to half. It also announced that it has acquired US solid-state hard disk manufacturer OCZ for US$35 million and is considering switching to a production base for medical devices and industrial motors.
Hisense Layout Medical Electronics
It is understood that at present, Qingdao Hisense Medical Equipment Co., Ltd. has been formally registered. Hisense tried to develop medical display equipment, portable ultrasound equipment, medical image processing systems and other medical projects using display technology and image processing technology that color TV companies have always been good at.
Those brands in the industry that are more and more frustrated
Contrary to the brands that have been transformed into other industries, there are also several brands in the home appliance industry that are more and more frustrated in adversity. Haier and Gree are typical examples.
Including Haier's recent "Do not play, not to live, the home party" and the previous launch of the smart home platform system U+, the participating Apple smart home management application HomeKit. In fact, Haier is also testing the water in the field of smart home appliances.
At the same time, Gree is more inclined to mobile phones, Internet finance and other fields. For example, Gree has announced that it has entered the smartphone market and is positioned to compete with Xiaomi. And Gree's cross-border financial sector.
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