Just do not make production what Suo Ni puts down, still have giant constituent framework and the inertial thinking that change hard.
Author: Chen Qingchun
What are two essential factor with the mainest television? Suo Ni's answer is a picture pledge and content. So, suo Ni tries hard ceaselessly in these two respects: It is known as market of high quality TV all the time " big boss " ; Also need not be copyright of movie and TV and headache, because buy company of Colombian movie estate and company of estate of Mi Gaomei movie, have nearly 10 thousand film data-base at least nowadays.
Unfortunate is, in this ideal framework falls, suo Ni is walk with difficulty however. This year 2 quarters, suo Ni is in rank of amount of shipment of global TV firm, still be exceeded by LG eventually, glide by the 2nd reach dog stairs best buy the 3rd, this is in with its imitate times (CRT) resides first case not to be named on the same day with firmly; Deliver goods in the whole world of liquid crystal TV the quantity is ranked in, suo Ni is to fall more the position of the 4th, not enemy SamSung, LG, Xia Pu, and Suo Ni liquid crystal ever still was ranked 2007 the first.
TV business go from bad to worse, stop deficient pace is a little hard. Up to a quarter June 30 is medium this year, net loss of all alone Buddhist nun is 37.1 billion yen (add up to) of 390 million dollar, and last year of the corresponding period this is occupied for gain 35 billion yen. 2008 money year, suo Ni sufferred what come 14 years first deficit -- total sales revenue seventy-eight billion eight hundred and seventy-seven million dollar, deficit 1.01 billion dollar.
The TV professional work that once made its proud, become the culprit of deficit however. Arrive from 2006 2008, the sales volume of liquid crystal TV of this company rose by 1 million 15 million, be next to SamSung, but 4 years total of this business loss already reached 2.3 billion dollar in the past. This year although sales volume of TV of liquid crystal of 2 quarters Suo Ni increases compared to the same period 3% , nevertheless unit price drops and yen appreciates to cause sale to decrease instead however 24% .
Howard Sijinge took up the post of Suo Ni in June 2005 when company president holds CEO concurrently, its manage a group to ever expressed: "Those who do not have electronic branch is renascent what do not have Suo Ni is renascent " , "Those who do not have TV business is renascent what do not have electronic branch is renascent " . 2007 money year, suo Ni ever saw a hope, profit of company net profit reachs 369.4 billion yen first (add up to) of 3.5 billion dollar about, in those day Sijinge represents business of Suo Ni TV 2008 money year will gain profit, but the crisis of a banking 2008, destroyed this his desire flintily. 2009, si Jinge quickened the pace that the company reforms apparently.
Strategy of small capital fund
On September 1, suo Ni sold it to be in North America area factory of the last liquid crystal: Sign an agreement with grand sea group, factory of Baja California of plan general Suo Ni the equity of 90% (include 3000 workers) , TV of Mexican liquid crystal assembles plant part to produce equipment to sell grand the of great capacity. Before this, suo Ni had closed the plant of liquid crystal TV of Ni Yazhou of standard of evening of state guest is in the beauty. This with one action is moved, again confirm Suo Ni " strategy of small capital fund " , also be one of actual and effective strategy that Sijinge adopts to TV business.
Suo Ni company held water 1946, the sale went radio of the first transistor 1955; 60 time develop 20 centuries successfully gun giving sheet technology of picture tube of 3 bundles of color, changed colour television machine to show the quality that resemble thoroughly; Rolled out a tape recorder to listen 1979 (namely Walkman) , make the enterprise van that goes after innovation product.
Because every time industry jumps move the capital to another place to come from,drive at the technology just about, suo Ni company all the time since having intense technology to adore complex the best selling dog crates large, also formed its are peculiar " perpendicular unifinication " business mode, arrive from core component namely overall in producing entire industrial chain to master in him hand. Its jumping-off place is the total value in exclusive value catenary, control cost well, depend on this mode, camera of camera of its TV, number, number enters global first place in succession. But, this mode also has drawback, once the core link in value catenary appears exterior the person that replace, so other link becomes overstaffed and redundant.
Fl dog stairs at TV is a wonderful counterexample. All alone the respect also admits the Buddhist nun: "We made wrong decision in transition period. " 1996, suo Ni overcomes a company to combined research and development to give plasma plane to display screen with American peaceful, but regard its as however transfer product, the overlord that will not show the market is organic glow indication screen (OLED) . Mode of perpendicular unifinication business still has another big drawback: Not easy face about. Although discovered an error, throw oneself into his arms very hard also to flat TV immediately. 1997, o dog crates large f the summit summit that alls alone the Buddhist nun rolled out imitate times make -- Gui Xiang TV, use planar CRT technology, solved screen brim image to take the issue of form. Suo Ni established a large CRT plant in those days, anticipate the time ability that wants 10 years at least has investment get one's own back. This became its defer to change flat to the main reason of TV however. Additiona dvd discovery l, suo Ni had gone to bigger ante sign right now on OLED, amount to hundreds of 100 million dollars according to saying to throw, this is the business mode of perpendicular unifinication likewise.
Suo Ni and SamSung electron are joint-stock company of electronic production of liquid crystal face plate is formal in April 2005 put into production, after this consultative and as joint-stock as Xia Pu build plant of fac the most popular selling dog crates large e plate of liquid crystal of 10 acting lines. Theoretic joint-stock means assured the demand of liquid crystal face plate. But actually Suo Ni must purchase face plate of liquid crystal TV from the joint ventures of it and SamSung, carry to what be in Asia, United States and Europe the factory undertakes assembly. With Xia Pu joint-stock also go aground again and again, till today, suo Ni still needs large quantities of quantities to purchase face plate of Taiwan liquid crystal.
Lost liquid crystal face plate after segment of this one principal industry, suo Ni controls cost very hard already, mode of perpendicular unifinication business loses magic power at this point. Perhaps, suo Ni can draw lessons from commercial pattern of the apple.
Malic company grabs innocently each profit in value catenary, it is firmly palm is accusing the one annulus with highest redound only. Malic company is in charge of the design of IPod and sale, undertake assembly by Taiwan OEM manufacturer, and its are main co the most popular selling dog stairs mponent comes from Japan, Korea and American supplier. Investment does not consider malic research and development high, came 2006 2008, its funds of year of research and development hold clean sale 3.7% , 3.3% with 3.4% . Investment of research and development should occupy the 7% above of sales revenue. But the result is a group of can call classical number contrast however: Before 2008 10 months, suo Ni's sales revenue makes an appointment with 3 times Yu Ping fruit, and business profit margin of the apple however 9 times Yusuoni.
Be mode of time change business. This year on January 22, suo Ni company is announcing money year outstanding achievement revises a report (deficit of a huge sum) while, also gave out " the measure that promotes gain ability and competition ability " , the measure that is aimed at business of liquid crystal TV among them is " the distribution that pursues OEM/ODM and ' strategy of small capital fund ' " . Shut and selling a plant is situation place apparently inevitable, suo Ni shares 57 factories in the whole world, the basis plans to will shut among them Home 5~6 first.
Si Jinge states the meeting is first the bag outside considering to pass (wrap outside television production especially) in order to reduce cost. So far, of business of TV of Suo Ni liquid crystal outside bag scale has risen 30% . Except TV, jotter of camera of code of exactly the amount of other electron product, VAIO mixes Suo Ni the partial production of PlayStation sport plane, also had commended contract manufacturer.
Retrorse thinking12 volt adaptor
Appear on the market in Japan when IPod when, the apple is in the ad saying in the subway is " adieu! MD " , conceal its none to Suo Ni distain. Want to know, before this Suo Ni believes firmly MD still can take the successful course of CD all the time. So, suo Ni interior is no dog stairs and ramps t to like to make oneself and malic company relative. According to saying, every time somebody asks why Sijinge alls alone the Buddhist nun cannot more when resembling an apple, his metropolis is agitated and blank.
However, commercial pattern of the apple still brought Sijinge a lot of inspiration, small capital fund is on one hand, more important is innovation thinking mode of the apple. The apple pays attention to the latent capacity that will consider a product from the angle of the user, undertake developing for the center with this. Suo Ni is the angle from company itself will develop a product. The Suo Ni before Si Jinge, always think " if do not have new product to roll out, other company can exceed Suo Ni " . All alone the market strategy of the Buddhist nun also becomes: "Lead the market, let consumer accept their product, is not the opinion that seeks customer. is not the opinion that seeks customer..
A typical case listens namely. The CEO at that time fills Tian Zhaofu ever conceited say: "I do not believe enough dope listens to any market survey vivid kinetic energy can gain a success, should not say it can make the hot product that causes a large number of borroweding more. " regretful is, since 20 centuries 90 time metaphase rolls out PlayStation(sport plane) later, suo Ni does not have any contribute in side of distinctive new product.
This also is the germ seat that causes its to was surmounted by SamSung 2002 probably. 2008, suo Ni sales revenue seventy-eight billion eight hundred and seventy-seven million dollar, samSung electron sales revenue is 96 billion dollar. Suo Ni is dedicated all the time the first P among 4 P, namely product (Product) , samSung criterion energetically dedicated at other on 3 P, the price (Price) , channel (Place) and sales promotion (on Promotion) .
Nevertheless, si Jinge is changing all these. On September 16, suo Ni was released have " libretto matchs " function (broadcast along with music show libretto automatically) player of new fund music " Walkman " , si Jinge was releasing the spot to do a specification to this one new function, express self-confidently: "This will be become this year the requisite of christmas " . Because, before this, suo Ni made investigation to the market: "The high school schoolgirl of 57% hears music is to OK is pulled to sing in card. Accordingly, the demand of this function is very big. The demand of this function is very big..
Suo Ni is trying in order to to innovate toward completely opposite thinking way product. "We cannot again bigoted, always think oneself opinion is true, and feel the idea of consumer has by accident. Cannot roll out the product kimono Wu that oneself are willing to see only. " the viewpoint that this is Sijinge. This kind of train of thought appears already be successful, share of market of player of the music inside the Japan that released on September 2, 2009 according to BCN of company of Japanese market research shows, about 4 years are lain between when alling alone the Buddhist nun is in chief throne was recaptured from inside malic hand afresh after 8 0 months.
Means of this kind of thinking also should apply to other electron product, for instance reader. Suo Ni is in early rolled out the reader with elegant design 2006 (Reader) , but sell not beautiful, content of its electronic bookseller inn is dated, on line at the beginning of provided 10000 kinds of reader only.
The comment thinks, suo Ni spends what the Qianbiyamaxun on Reader market sale popularizes Kindle to want much, but it never wants to persuade consumer to try a kind to read kind newly truly it seems that. Suo Ni is too expensive to its price (original Reader fixes a price 350 dollars) , and Yamaxun is right user very have an insight into: It gifts join of Internet of on-line of Kindle free Ju Yongyuan, upgrade an electron screen into books to distribute a system. The new fund reader that Suo Ni will release August this year (the change that Daily Edition) had produced essential sex. This product contains feeling screen (Kindle does not have) , can store many 1000 novel, can use high speed of 3G mobile network to download books. It is OK that it still has with " borrow a book " the form lends the application that reviews books the program to the library (Kindle does not have) . This, suo Ni goes in front of Yamaxun's.
Open the core that making Suoniwen change. Suo Ni still rolled out the digital watch for an opportunity that can pass photograph to Internet directly and Internet TV this year. In Feburary 2008, suo Ni chooses WindowsMobile system to regard its as the operating system of Xperia mobile phone. What Suo Ni's newest network television uses is the software of Yahoo company. This also again test and verify another meaning of strategy of small capital fund of Suo Ni TV: Use a few methods in computer production in TV production, be not mode of perpendicular unifinication business namely, stress ability of exterior resource conformity however.
The IPhone of the Reader of Yamaxun's Kindle, Suo Ni, apple(The mobile phone gets online), Suo Ni's Walkman, who does compare more cruel more dazzle more does the user like?
Simplify organization
Suo Ni changes " light " is asset and thinking mode not merely, still have the constituent framework that makes sure its business moves. On Feburary 27, suo Ni was announced great recombine a plan, become conformity of subordinate and all business group of Wu of two great undertaking: It is firstly " network product and service group " , by recreation of Suo Ni computer, personal computer " VAIO " , include " Walkman " inside mobile product, and software of Suo Ni media and service department are formed. Another is " consumer goods group " , wait for camera of camera of business of all canal TV, number and number the number video business, and the core of the business of Suo Ni electron such as domestic frequency and video -- business of equipment of seeing and hearing.
In addition, suo Ni returns will new the department that establishs two cross a company: Software of applicable to both or all and technical platform, production / content flows / purchase platform, aim to assure the successful development of technology of conformity of group of Wu of two great undertaking, and those who supply catenary efficiency is the biggest change.
Sijingexi hopes this recombines " will make Suo Ni departmental a joint efforts, make its transition becomes more innovation, confluence and agile globalization company. " while him Si Jinge also is holding the position of president and CEO, fine of the earthen bowl in replacing is treated take up the post of post of Suoniji's round president. Such human affairs is arranged, it is to ensure Sijinge's strategic principle is more effective carry out.
In fact, in Sijinge when appearing on the stage 4 years ago, he is worn with respect to bear the important task dog crates large dogs that reforms Suo Ni to organize a framework. 1994, stimulative income and improvement are after giving what the well extends to hold the position of a president balance sheet, suo Ni was introduced " company system " , reset of 19 business unit becomes 8 " company " . Suo Ni headquarters resembles a holding company, investment of only responsible new business and whole are harmonious.
This kind of dispersive organization writtens guarantee construction lacks efficiency into resource allocation, more abet bureaucratism. Even somebody thinks, suo Ni does not lack technical capacity, just organized framework problem to cause the failure that new product develops. To do away with internal barrier, strengthen the communication between business unit, when Si Jinge assumes office, still introduced " Sony United " (Suo Ni is integrated) such catchword. This year Feburary great recombine, just also quicken the company that begins 4 years ago to reform, just organize a framework to become more simple.
Interesting is, the time that gave what the well extends to use 10 years, although add the product painstakingly the function of Internet, did not finish the conformity of content and product. And the American that Sijinge does not know Japanese this, be in however weak point in time of 4 years, especially in this year, let people see content and the sign that the product stands together: The change of thinking means lets naturally of Suo Ni product be close to Internet, was close to content again through Internet, for instance camera of Walkman, reader, number and Internet TV, those who organized the adjustment of the framework to assure both confluence is expedite. After numerous reform, hardware product of Suo Ni and content whether the synergism with very good generation, still want finally to rely on outstanding achievement to examine.
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