The father of liquid crystal is now the trend of Hisense Royale to acquire Sharp America!

Sharp, a Japanese electronics and electronics manufacturer with the reputation of the “Father of LCD,” issued an official announcement on July 31st. It has signed an agreement with Hisense Group that will license sales of all American Sharp color TV products other than Brazil to the Chinese home appliance manufacturer Hisense Group and sell it. Mexican television factory gave Hisense Group. The television brands licensed by Hisense include SHARP, AQUOS and Quattron.

The Hisense Group also stated in its official announcement that Hisense will invest US$23.7 million to acquire the entire equity and assets of the Sharp Mexico plant and obtain Sharp TV's brand use rights and all channel resources in North America and South America.


This was established in 1912. Since the beginning of Hiroshi Katsukawa, electrical and electronic companies started with automatic pencils, after a long period of development and development, it has become a world-renowned company involved in household appliances, digital communications, office equipment, solar energy products, and engineering equipment. Large-scale integrated electronic information company. Sharp has gone through a hundred years of brilliant road, with the three ace products of LCD products, mobile terminals and solar cells, has a profound influence in the world.

However, after entering the 21st century, the development of the liquid crystal display industry has grown by leaps and bounds. In particular, the smart home market led by smart TVs has been extremely competitive in recent years. It seems that Sharp missed an optimal opportunity to lead this rapid iteration and filled with the smell of gunpowder. The progress of emerging markets. The "world's most advanced LCD technology", which Sharp once prides itself on, has no place. No matter how advanced the liquid crystal technology of Sharp has been, it is only a matter of time before Sharp's products are surpassed by many competitors.

According to the performance of the electrical appliance market in recent years, it is not just Sharp. Many Japanese companies, including Sony, Panasonic, NEC, Sanyo, Olympus, etc., seem to be suffering from this relatively conservative and inward-oriented development. "Japanese illness."

According to Sharp's official earnings report for April-June 2015, the global sales of Sharp LCD TVs were 1.41 million units, down 18.49% from 1.73 million units during the same period last year; LCD TV sales were 64.1 billion yen, up from the same period last year The 85.7 billion yen fell by 25.2%. In response to the slump in sales of LCD TVs, Sharp explained that in addition to the increase in sales of LCD TVs in Japan, it withdrew from the European color TV market last year. In 2014, Sharp granted TV production and sales rights in Europe to Slovak TV maker UMC. Charged brand service fees.) With the fierce competition in the large American TV market and the sluggish market conditions in China, sales have decreased significantly from the same period last year.

Baina Haichuan Hisense

As early as March of this year, it was reported that Hisense intended to access Sony TV. Zhou Houjian, chairman of Hisense Group, who was participating in the two sessions, rumors that the interviewee said, “Sony is a great company. Ten years ago, our benchmark was Sony, Hisense picked up Sony as the media speculation. But Sony is really out of the industry. I really can seriously consider this matter." When asked about the view of the color TV industry, Zhou Houjian said, “I’m talking to the color TV industry or The display technology industry still has 'ambition'. In the next five years, China will surely be a world-class giant. I certainly hope Hisense."

At that time, Hisense staged “Snapping Elephants” to acquire Kelon at a price of 900 million RMB, realizing the expansion of its electrical business. Today, Hisense has staged “The Wolf Eats Tiger Food” to acquire Sharp at a price of 23.7 million US dollars (about 150 million yuan). America's TV brands have realized the globalization of their TV industry. In the domestic market, although Hisense is in line with TCL, Haier and Changhong, the company has always been eager to have the same international brand awareness and market share as Samsung, LG and Sony.

With the advent of the smart era, Hisense's industrial transformation and globalization are obvious to all, and its products have been spread over more than 130 countries and regions. In particular, recently Hisense, with its outstanding picture quality indicators and excellent smart experience, can still occupy a place in the domestic weak TV market. This is inseparable from its rapid product upgrade and structural adjustment. At the same time, with the gradual deepening of Hisense's overseas expansion, the awareness of intellectual property protection has been gradually strengthened, and an intellectual property strategy of “steadfast innovation and healthy development” has been proposed.

Edit Comment: Sharp saw the fierce status of color TV market erode, but also saw the bottleneck of its own development and expansion. Cutting off the color TV business in the Americas may be a successful burden reduction. A large number of technical patents and industry chain foundations are still Sharp's advantages. However, the transition requires time and requires more clear picking up and discarding. With Hisense's huge asset strength and gradually accumulating technology foundation, coupled with hunger and desire for the international market, we have reason to believe that Hisense's overseas acquisition will become a turning point in its history.

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