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Sharp Hisense: want to return to the brand, but also 100 million US dollars

via:博客园     time:2017/6/13 8:30:30     readed:906

In many claims to be recovered in North America after the brand authorization, Sharp finally shot.

According to the latest reports, Honghai Group (Foxconn parent company), Japan's electronics maker Sharp on Friday in the United States California court against China's Hisense Group filed a lawsuit to recover the North American market, LCD TV sales brand use rights. Yesterday (June 12), "Daily Economic News" from Hisense, Sharp both have received confirmation of this message.

Data show that Sharp had the North American market five years of television brand access to Hisense, but now requires Hisense to stop using its brand, and at least 100 million US dollars compensation. Sharp's reason is that Hisense to Sharp brand sales of low quality and low prices of products such as breach of contract.

In response, Hisense International Marketing Company responded to the "Daily Economic News" reporter said Hisense will actively respond to, and fully comply with the trademark licensing agreement between the two sides continue to produce and sell Sharp brand TV products in North America. The relevant person in charge of Sharp, told reporters that "because this is the case in dispute, we can not answer." & Rdquo;

The industry believes that with the Hon Hai Group to enter the main, Sharp's current strategy has changed significantly, Hon Hai Group Chairman Gou hope to Sharp to create a high-end brand, to further enhance the shipments, and the recovery of overseas brand authorization become important One of the means.

Hisense: will actively respond to, stick to the contract

Sharp's intention to recover the brand license in North America is no longer a secret.

According to the reporter learned that in July 2015 Hisense acquired Sharp all the shares and assets of the Mexican factory, while access to Sharp TV Americas brand use rights and all channel resources. Hisense information provided by the agreement, according to the agreement, Hisense hosted Sharp North American brand time for January 6, 2016 to January 5, 2021.

But in November last year, Sharp President Dai Zhengwu said at a press conference that he wanted to have complete control over the Sharp brand, and the recovery of brand licensing was the first step in a long-term strategy. According to the Wall Street Journal, he also expressed the desire to cancel the agreement with Hisense Group.

It is understood that in April this year, Sharp has been through the letter to the Hisense Group notice contract deadline, but Hisense refused, saying it will stick (use Sharp brand) contract. For Sharp in the United States filed a lawsuit, Hisense International Marketing Deputy General Manager Zhu Dan said that this is the "evil people first complained" is Foxconn Sharp's hatred and ralph lauren pas cher.

According to Zhu Dan introduced in 2015, the business difficult, the loss of serious Sharp tripled visit Hisense, hope for the North American Sharp & rdquo; the child looking for a best "people" and "people". He said that after Hisense (North America) Sharp, Sharp's product mix and market sales, sales have been significantly improved and improved, Sharp in North America gradually returned to the normal "business" and "

For Sharp's reasons for the lawsuit, Zhu Dan clearly denied: Hisense took over, the US market mainstream 32-inch, 50-inch, 65-inch TV, Sharp brand price index have a more substantial growth, Sharp called the individual model products "Quality issues" is an excuse.

"The overall quality of the current color TV has been very mature, Hisense as a leading brand of domestic television, low-quality low-quality products, the possibility of selling low. In the interview with the "Daily Economic News" reporter, for Sharp's accusations, home appliance industry observers Hong Shibin that unless the two sides signed a clear agreement on what kind of products are low-quality low-priced products, or this is no way To be effectively defined.

"Hisense will respond positively. "Zhu Dan said that Hisense will fully comply with the trademark licensing agreement between the two sides continue to produce and sell Sharp brand TV products in North America.

Sharp corporate strategy has undergone major changes

In the industry view, the core of this action is that this Sharp has been non-Xapap. Hisense is in the Honghai Group before the acquisition of Sharp in July 2015, made Sharp North America brand use rights, and now the actual control of Sharp has been attributed to the Hon Hai Group, Sharp overall strategy began to play on the Foxconn & rdquo; The mark.

Public information, in March 2016, Hon Hai Group announced to 388.8 billion yen investment in Sharp, Sharp received 66% of the shares. In August the same year Hon Hai Group's capital injection completed. Terry Gou Tzu-chiu began to helm Sharp, Dai Zheng Wu took office only 9 days to announce a series of Sharp's reform strategy, including the revival of Sharp's television business.

"The prosecution is a bit like & lsquo; saliva warfare, but it means that Sharp's attitude changes. "Hong Shibin that this change is largely because the stage is not the same as Sharp. Prior to the North American TV business sold to Hisense, is a last resort to self-help means. Now, with the money, manufacturing cost advantage, it may have a place in the global color TV market, and this is now Sharp and Sharp, the biggest difference between the past.

For Terry Gou, Sharp's significance for its development and Foxconn's development are closely linked. According to "The Wall Street Journal" reported that as one of the world's largest electronics OEM manufacturers, Foxconn faces low margins and limited growth potential. This is the reason why Gou bought Sharp. Terry Gou said he hopes to use Sharp this well-established brand after hundreds of years to build Foxconn as a respected high-tech consumer electronics innovators. In order to revive the Sharp brand, Terry Gou needs to recover some of the rights that Sharp has sold for the past few years to raise cash during the recurring business crisis.

Data show that in the year ended March 31 this year, 2016 fiscal year, Sharp loss of about 25 billion yen (about 220 million US dollars), lower than Foxconn had estimated 27.1 billion yen (about 246 million US dollars). For the year 2017, Sharp is expected to increase operating profit by 44% to 90 billion yen (about $ 821 million), resulting in a profit of 59 billion yen (about $ 538 million).

"Foxconn's strength, is unable to accept Sharp's North American market TV sales of brand use rights transferred to other companies." "Hong Shibin that, otherwise there will be impact on Sharp's global strategy. After Dai Zheng Wu and Hisense to recover the right to use the brand had met, but was Hisense refused. According to media reports, Dai Zheng Wu said that there are Hon Hai Group support, he can take "disruptive action" and "rdquo ;.

Behind this statement, Sharp's strategic goal this year worthy of attention. After the entry of Foxconn, Sharp corporate strategy has undergone major changes, from strategic defensive to strategic offensive transition. Earlier this year, Sharp announced a high-profile, the 2017 annual worldwide TV shipments from the original plan of 10 million units, increased to 14 million units.

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