没有技术只能做OEM挣加工钱，现在没有技术要做反向的OEM，连加工钱都没的挣，没有技术超前的恶果已经显现。

　　彩电格局回到了20年前，但那时跨国巨头投资的是现在的普通彩电。20年时间，普通电视在中国已经从家庭大件变为普通消费品，这个市场逐渐远去。未来十年中国市场的彩电图景已经非常清楚：背投数字彩电将成为中国彩电市场的主流。不仅在中国，在日本、美国、欧洲背投彩电已经潮流而起了。

　　虽然本土彩电企业对背投彩电的市场前景感到遥远，但是跨国巨头的举动已经不是在做试探，背投彩电大规模产业化时代已经开始了。

　　跨国巨头20年前在中国投资的时候，中国没有一个彩电品牌，20年之后的今天，中国已经有了自己的彩电品牌，但可惜的是，在向下一个十年进行技术转移的时候，中国只有长虹一个品牌。

　　在普通彩电上赚足利润的长虹及早转身，开始了背投彩电技术的研发，在大家的置疑声中研制出拥有自主知识产权的背投彩电，目前已经成为中国背投彩电市场份额增长速度最快的品牌，成功的狙击了东芝、SONY、日立等跨国品牌，并以自己的特有的价格优势迅速扩大着自己的市场份额，可喜的是长虹的背投彩电的增长幅度超过了1000%，国内品牌仅有的20%左右的占有率，长虹自己就占到了19%左右。

　　从行业发展分析来看，长虹在普通彩电上拿到了最多的利润后，它并没有盲目的延展自己的产品线，把自己装扮成一个产品线丰富无比的大的家电企业，而是以技术为支撑点在彩电技术上投入巨资做了技术的前瞻性研发，现在看这个战略决策已经取得阶段性的成功。

　　这种成功更重要的是表现在全球市场上。在普通电视时代，长虹没有过早的走出去，因为没有品牌的走出去是没有多少利润的。在背投时代的长虹因为掌握了关键技术使自己与跨国巨头占到了同一起跑线上，还没有走出去，背投的定单已经走进来了，美国、欧洲的背投定单正在改变长虹。长虹的背投战略验证了一句老话：决策的成功是最大的成功，决策的失败是最大的失败。集中资源在技术长跑中跟住跨国巨头是明智的选择，但跟住的只有长虹一个。

　　英文版

Ordinary color TV manufacturers in China facing all-round business collapse

According to a report recently released by Pully Brand Technology Consulting Company, increasingly fierce competition has wiped out the profits margin of ordinary color TV manufacturers in China, and the whole ordinary color TV manufacturing sector in the country is facing an all-round business collapse.

According to statistics, Konka Group Co. posted about 700 million yuan (US$86.64 million) in loss for 2001, which was the second consecutive year for the company to report significant losses. Hisense Electric Company’s profits also kept declining, with arnings per share dropping from 0.4 yuan (US$0.05) when it got listings three years ago to the current negative 0.03 yuan (US$0.004). Although color TV giant Sichuan Changhong Electric Company’s results have a slight improvement from 2001, its earnings per share only reached 0.04 yuan (US$0.005). In addition, other color TV conglomerates, such as Skyworth and Xiahua, also posted losses. Ordinary color TV manufacturing sector in China has plunged into an all-round money-losing status.

As a matter of fact, ordinary color TV manufacturing sector was in all-round loss-making situation as early as in 1998. Although some companies claimed that they were still profitable in color TV manufacturing business, the so-called profitability was actually offset by earnings from other businesses. May color TV companies used their earnings from real estate business or capital market investment to support their collapsing color TV manufacturing.

The decline in ordinary color TV manufacturing business not only plagued domestic firms, but also hit some multinational brands. Japan-based Hitachi Electronics Ltd. has withdrawn its investment from its joint venture in Fuzhou, capital of Fujian province, and sold its 48 percent interest in the firm to local cooperation partners. Another Japanese company JVC also closed its two factories in Fuzhou and Wuhan, capital of Hubei province. There are also many multinational companies are planning to withdraw from the ordinary color TV sector.

The peak season for ordinary color TV has come to an end around the world, except in some underdeveloped countries in Africa and other continents. Scaling back from the ordinary color TV market in China is actually an important part of multinational companies’ global business restructuring.

Multinational companies once again advanced ahead of indigenous companies in this business structuring.

Sony Corp.’s joint venture in Shanghai now only manufactures 29-inch- and larger than 29-inch-screen color TV and rear-projection TV. JVC is managing to produce super-thin large-screen plasma TV and high- definition rear-projection color TV. Dalian Toshiba plans to increase investment to expand production capacity of rear-projection TV, and Hitachi has set up a large-screen projection ray tube (PRT) manufacturing base, Shenzhen Seg-Hitachi Color Display Devices Company Limited, and poured 4 billion Japanese yen (US$30.79 million) in rear-projection TV manufacturing. Matsushita Electric Industrial Co., Ltd. also launched rear-projection TVs onto the Chinese market. French company Thomson SA, which did not get involved in China’s ordinary color TV market, started to invest in rear-projection TV manufacturing. In addition South Korean company Samsung Electronics Co. Ltd. and LG also started to expand rear-projection TV manufacturing.

In contrast to foreign competitors’ responses, when foreign giants were shifting their focus to the rear-projection market in China, Chinese companies hesitated, doubting the market prospect, and hence missed out the opportunity.

According to Pully Brand Technology Consulting Company, Chinese companies engaged in business diversifying too early, which already made it miss some industry restructuring opportunities. Big color TV manufacturers failed to make investment in some key technologies after building up capital. Instead, they swiftly diversified their business into personal computers, air conditioners, refrigerators, washing machines and some small home appliances. However, market conditions of these products have no significant difference from that of color TV. These companies, which intended to reap profits from multiple fields, found their business deteriorating in many sectors. Color TV cannot help the companies to perform better in other fields, while other businesses diverted these firms’ efforts in color TV manufacturing and marketing. Konka, TCL and Hisense all posted significant losses in their PC and refrigerator businesses.

After new business expansion consumed huge amount of investment of these color TV giants, these firms, intending to make a breakthrough, made serious mistakes in choosing technology solutions. There were two ways for the breakthrough. One is manufacturing rear-projection TVs in line with international color TV technology standards and the actual market demand in China, which has proved to be a shortcut to success. Sichuan Changhong　

Electric Company adopted this strategy. The other, which was adopted by Hisense and TCL, is integrating information technology with color TV manufacturing. This strategy proves to be not in line with international color TV technology development trend and not compatible with the actual market demand in China. Hisense’s strategy in making interactive TVs and TCL’s strategy in producing HID (home information display) products turned out to be inefficient in generating profits, although they are feasible theoretically and the products seemingly have promising prospect.

The outlook of color TV market in China for the next 10 years has become very clear. High-end products led by digital rear-projection TVs are expected to be leading items in China’s color TV market. Sichuan Changhong Electric Company is the only indigenous manufacturer who seized the opportunity.（brandl）

　　欢迎您与作者探讨您的观点和看法，作者的联系电话：0532－5923987；电子邮件： brandl@sin.com

第 1 2 3 页

	罗清启：现为帕勒咨询资深董事，并兼任多家跨国家电企业的中国营销顾问。联系电话：0532-85897296，电子邮件：luoqingqi@126.com
	查看罗清启详细介绍　　浏览罗清启所有文章

相 关 文 章（共14篇)

中日彩电路线开始出现同步性异化 （2006-07-21, 中国营销传播网，作者：罗清启） 亚洲兵败等离子 （2002-11-22, 中国营销传播网，作者：罗清启、窦在元） 中国彩电技术开始冒泡？ （2002-10-17, 中国营销传播网，作者：罗清启） 帕勒、伊莱克斯、松下、ＬＧ、西门子对话　跨国家电巨头中国化策略 （2002-09-20, 中国营销传播网，作者：罗清启） 中国本土彩电出现雁阵格局 （2002-08-16, 中国营销传播网，作者：罗清启） 中国出现全球最大彩电企业 彩电格局面临五大惊变 （2002-07-11, 中国营销传播网，作者：罗清启） 2002年中国市场家电品牌影响力50强排行榜 （2002-06-21, 中国营销传播网，作者：罗清启） 中国背投彩电市场面临五大巨变 （2002-05-16, 中国营销传播网，作者：罗清启） 卖掉中国彩电业的时候到来了 （2002-03-06, 中国营销传播网，作者：罗清启） 评论：中国彩电业需要重新整合 （2000-09-06, 中国营销传播网） 彩电企业的困惑 （2000-08-23, 中国营销传播网） 彩电企业面临生存危机？ （2000-08-23, 中国营销传播网） 理性竞争，实现中国彩电业整体性突围 （2000-07-24, 中国营销传播网，作者：郭则理） 生存还是灭亡－－关于新世纪中国彩电业发展的若干思考 （2000-07-17, 《销售与市场》杂志社，作者：刘海波）