Television is a high value -added route Sony, Panasonic circumstances --Itmedia News

　According to an industry organization made by electronics manufacturers and the like, the electronic technology industry association (JEITA), the domestic shipment of a flat -screen TV in 2021 fell in the recoil of 20 years, when demand increased due to nesting demand and benefits.。On the other hand, in large and high -quality models, the demand for replacement is increasing.In the global market, domestic electrical manufacturers, which have been pushed by the rise of manufacturers in South Korea and Chinese, which are strong in price competition, are forced to shrink their businesses, and are focusing on high -value -added products.

11 years is a turning point

　JEITA announced on January 25 that the number of domestic shipments in flat -screen TVs in 2001 was 0.7 % year -on -year, 5.38 million units.Looking at JEITA's statistics, it was 11 years since the turning point for the TV business of domestic manufacturers.

　This year, a complete transition to terrestrial digital broadcasting took place.In the previous year, the demand for replacement increased, and the number of thin TV shipments was nearly 5 times the current 25 million units, but the number of shipments has dropped sharply since 2011.In the global market, Samsung Electronics and LG Electronics have already expanded, and Japanese electronics manufacturers, which have emphasized the domestic market, have been forced to fight.

　On the other hand, looking at the number of domestic shipments in 2009, large and high -quality models have been strong.The 50 -inch or more increased by 10.4 % to 250,000 units, 4K compatible, up 0.3 % to 3.06 million units, and the organic EL increased by 40.6 % to 630,000 units.Each company is competing for high -value -added TVs.

Sharp of the game at 8k

　Sharp, who had a huge amount of deficit in pursuit of sales volume in the 2000s, has a huge deficit in pursuit of sales volume, but he is expected to reinstate the TV business.is.

　In 2017, 8K home LCD TV was released for the first time in the world.In addition, the strategy of developing business in various fields such as video production, medical care, and research is being launched.The engineer involved in the development proud that "high -definition 8K requires delicate video processing skills. Sharp, who has been working on 8k early, has a long day."

　However, 8K television has few corresponding content, and the rate of sales in the domestic market has been less than 1 %, and it is expected to take some time to spread.So, in December 2001, Sharp launched a television that uses a technology called a "mini LED", which is a high -density of small light emission diodes (LEDs), for the first time as a domestic company.A next -generation machine that can express a highly contrast with a high liquid crystal and a tight black such as an organic EL will expand its share.

Sony changed to a dollar box

　The TV business has been in the red for 10 consecutive years since 2004, and the Sony Group, which has been lost to about 800 billion yen, has later improved its business and has increased profits.

　In the 11th year, when the domestic television market began to look shady, it gradually improved on the high -value -added route, and it gradually improved, and turned into a black in FY2014.With the appearance of 4K, large, and the appearance of organic ELs, the average unit price of Sony TV has been increasing more than 10,000 yen in nearly 10 years.

　The person in charge said, "I was able to focus on describing the best video using my own video processing engine. Utilizing good image quality, we will provide new experiences to users in collaboration with content such as movies and games.You can do it. "

　In April 2001, a 4K TV "Bravian XR" equipped with a processor that recognizes images like a human brain.It is said that by utilizing the characteristics that more detailed recognition of the parts that people are watching, high -quality image quality is increased by focusing on important parts in the image.

　Sony's television business will deduct the electronics business with operating profit, which indicates the key to the main business in the fiscal year ending March 2001, to 139.2 billion yen.A strategy that emphasizes added value without following the sales volume has changed its unprofitable business to a "dollar box".

Shrinking Panasonic

　On the other hand, Panasonic, who once boasted a global share of 10 % or more, is going to shrink business.For low -priced models, the company plans to outsource production to overseas manufacturers.In addition to the domestic base of Utsunomiya City, it has been withdrawn from television production in Vietnam and India, etc., and will narrow down production bases to two locations, Malaysia and Taiwan.

　The company's television business was demand for nesting due to the new colon virus. In the fiscal year ending March 31, 2001, it achieved a surplus for the first time in three terms, but the price of Chinese manufacturers with low prices has been in the red for many years.

　Following the intensification of price competition, he announced the withdrawal from LCD panel production in the first year.The situation is not good even in the high price range.According to the research company BCN (Tokyo), Panasonic is the fourth place in the domestic market share of LCD TV, mainly in the high -priced range of 4K and 8K.In the past, Sony and Sharp were fighting for the top, but their share gradually declined, and China's high sense approached.

　Therefore, we find a way out of the performance with a different perspective from other companies.In December 2001, the director of the digital home appliance business such as television said, "pursuing products that have simple values that customers want, rather than added value due to multifunctionalization."In October, the tuner has already released a "layout -free TV" that does not require antenna cable, which is transmitted wirelessly, and will launch a new machine.

　"Television has become a strict business for Japanese companies because the difference in quality with overseas manufacturers has been reduced compared to the past," said President Hideyuki Araki of Resona Research Institute.He pointed out that "Sony has been successful in added value such as high image quality, but may need to find new value, such as cooperation with other home appliances," he pointed out.(Hironori Kuwashima)

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