Sharp's recent moves have successfully caught the attention of the TV circle. After arbitrarily breaking the "food" of Samsung and Hisense, they immediately bought more than half of UMC's shares, and the determination to return to the European market was undoubted.
In the past two years, Sharp has frequently conducted brand licensing transactions, especially in North America and Europe: In September 2014, Sharp announced the sale and sale of Sharp Poland TV factory and European Sharp TV to UMC; In July 2015, Hisense The group and Sharp also announced that Hisense invested US$23.7 million to fully take over the television business of Sharp America. However, after Hon Hai Group completed the acquisition of Sharp, Dai Zhengwu clearly stated to Sharp employees on August 22 that “Sharp will take over the brand use rightsâ€. Just four months later, Dai Zhengwu fulfilled this promise.
On December 22, Dai Zhengwu announced that it would acquire a 56.7% stake in Skytec Group's SKYTEC UMC LTD (SUMC) for 10.4 billion yen ($88.7 million). Since SUMC owns 100% of UMC Poland and UMC Slovakia, Sharp will indirectly hold the UMC's dominance after the transaction is completed, and return to the European market in production and sales.
The North American market is clearly a big heart disease for the "new" Sharp. After Hon Hai entered Sharp, Sharp and Hisense started negotiations to buy back the brand use rights of Sharp North America and the Mexican factory, but Hisense turned a deaf ear. The brand use rights of Sharp owned by Hisense took effect in January 2016. At this year's CES, Hisense released 25 new Sharp TV products at a time, and also announced that it will release 22 Hisense brand TVs in the future. It seems that to complete the global layout of Sharp TV, there is still a hard battle to fight in the future.
According to the China Times News, Dai Zhengwu said that he would like to buy the stake in SUMC because Sharp decided to establish a new management system in August this year. Under the highest guiding principle of ONE SHARP, he hopes to improve Sharp's overall situation. Combat power and business cooperation depth of each business group, thereby expanding the business and meeting the expectations of shareholders. With this in mind, it is necessary for Sharp to take back the brand authorization that was originally released.
In addition, Sharp is also changing its strategy in the LCD panel business, Sharp and Foxconn is the world's third largest TV panel supplier. Currently, Sharp SDP (Sakai Display Products) has confirmed the termination of Samsung Electronics and Hisense's panel supply agreement, although Samsung Electronics is the largest customer of SDP, Hisense has a 5.9% share of the global flat-panel TV market, but things seem to have no room for recovery Negotiations with LG Electronics for termination contracts are also underway.
Although SDP has the world's leading 10th generation line, it is losing money all the year round. According to the Nikkei News Disclosure, some sources said that the price was not negotiated as the main reason for ending the cooperation with Samsung. More people speculated that Guo Taiming had a round of intense negotiations with existing customers to optimize SDP in the panel market. Status.
Losing Samsung's customer will obviously affect SDP's capacity utilization unless there are new customers. The first purchase of SUMC sells 800,000 sets of Sharp TVs every year, but there are not many panels from SDP. Therefore, in order to improve the operation of the SDP plant, it is imperative to supply panels for SUMC.
In recent years, the market share of Sharp TV has been declining. After Foxconn participated, the Sharp TV business and the panel business were more closely integrated. Foxconn and Sharp are considering building a new panel factory in Guangzhou, which is scheduled to be completed in 2019 and will become the world's largest TV panel factory. In addition, Sharp plans to achieve the sales target of 10 million Sharp TVs in FY 2018.
Bold investment and willingness to terminate the supply relationship will inevitably bring greater risks to Sharp's future discovery, especially in the face of fierce competition from Chinese companies. Before the completion of Sharp Guangzhou Panel Factory, Huaxing Optoelectronics Shenzhen 11th generation TFT-LCD and AMOLED new display production line (G11) is expected to be mass-produced in March 2019, while BOE Hefei 10.5th generation thin film transistor liquid crystal display device production line is expected to be 2018 In the second quarter of the year, in the fierce market competition, the panel industry may experience price declines and stockpiles. On the other hand, the share of Chinese brands such as TCL, Hisense and Skyworth in the global TV market is steadily rising.
Despite the many uncertainties, the parent company Foxconn insists that the aggressive attack on TV and panel business is the key to reshaping Sharp.
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