Lower profits Panasonic is tesla take away?

　　Recently, panasonic President jin He Yihong understanding about the 2016 fiscal year expected profits for shareholders, to is in the turning period of panasonic, and even in the downturn, Japanese electrical home appliances enterprise casts a shadow over again. This is the tianjin He Yihong announced in March this year in fiscal 2018 sales target after cut cut again, suggest that panasonic mismanagement, continuous was unable to complete a predetermined performance targets.
　　
　　Once, panasonic has experienced the dark period of losses for two consecutive years, after a profit due to its bold, cut down the performance of the black power and panel enterprise, promote white electricity enterprise profit margins, at the same time to the car battery as the core of the automotive industry, housing, and other areas of the enterprise transformation. Now cut in fiscal 2016 expected earnings, from panasonic give message cannot see their faces how much damage, more is in the process of the transformation operation level, tactics level problem, difficult to solve.
　　
　　Air conditioning performance or will decline
　　
　　Panasonic is the four divisions, home appliance contribution by the department of revenue came in second, but the bottom contribution to profits. According to the panasonic announced the 2015 fiscal year, the first camp charge department of automotive and industrial system operating profit is 102.7 billion yen. Followed by the environmental protection solutions, operating profit of 78.4 billion yen. Again is AVCNetwork department, operating profit was 74.7 billion yen. The last is home appliance department, operating profit of 72.2 billion yen.
　　
　　Panasonic home appliances department contribute revenue came in second, but its profit margin is only 3.2%, compared to China‘s home appliance enterprise gree, midea sent many, both the net profit margins at around 10%. Panasonic home appliances department in color TV proportion accounts for a very few, mainly refers to the white, the air conditioning is panasonic home appliances in the largest proportion.
　　
　　Of yi kang Wei Jun white home appliance division general manager, told reporters that the air conditioning industry recession in recent years, panasonic lower fiscal 2016 profit forecast, and its air conditioning business downturn. Now the whole air conditioning industry in the ceiling, down a lot of air conditioning enterprise performance targets, panasonic also is likely to lower air conditioning expected profit.
　　
　　Panasonic China big ze handsome once revealed, appliances in the panasonic about accounting for 18% of total sales, also can have development in the future, but other businesses, such as vehicle, energy storage and so on development will be faster, won‘t make home appliances more than 20% of the likelihood estimation.
　　
　　Although panasonic home appliances business performance is affected by the environment will decline, but because of the home appliance plate margins are low, the proportion is not large, so the impact on the annual performance is limited. Home appliance observers liu buchen tells a reporter, lower management goal, again just means panasonic transformation was not well done, the new growth point is not cultivated.
　　
　　The on-board business alongside the tesla
　　
　　However, for the reason of lower profit forecast, tianjin He Yihong in the interpretation of the shareholders‘ meeting is: car batteries and retrofitting buildings renovation investment will reduce the expected profit, and consciously choose to reduce profits. From his explanation words speculation, panasonic can not expand car batteries, building renovation renovation investment, it can guarantee the expected profit. But for the sake of the future with the development of more smoothly, panasonic temporary decided to expand investment.
　　
　　Automotive and industrial sectors in vehicle battery as the core, panasonic is in the core competitiveness of the department to the lithium ion battery and tesla‘s biggest partners. Panasonic is tesla motors only battery supplier. The data shows, panasonic to profitability in 2013, began and tesla‘s cooperation. The next few years, tesla motors sells very fire, and sales of 50580 units in 2015 electric cars, completed the annual plan. Work closely with tesla‘s saved the panasonic, help get rid of the plight of the losses for two consecutive years, panasonic also for panasonic to automotive business transformation provides a strong argument.
　　
　　Panasonic cooperation with tesla began in 2011. At the beginning of the cooperation, tesla engineers with panasonic engineers looking for tesla‘s lithium ion battery, the goal is to improve the security and reliability of the battery, and have high efficiency at the same time. Cooperation let both sides are satisfied, then in October 2013, the two sides also signed a four-year lithium-ion battery supply contracts, contracts, panasonic will supply 2 billion knots to tesla before 2017 lithium-ion batteries, worth up to $7 billion.
　　
　　Allegedly, panasonic first in order to obtain the tesla this high quality clients, was once a loss-leader. Usually battery costs more than 50% of the cost of pure electric vehicles, however, in the first cooperation, panasonic for tesla model S models of battery costs accounted for less than 50%, even 25%, counting down the tesla actually has saved about 25% of the cost of production. Visible panasonic tesla to help partners succeed try out a big enough sincerity is given.
　　
　　Tesla lay the ground for panasonic battery market leading position. According to south Korean body analysis the results of the study, published in the first half of 2015, panasonic in 576.2 million shipments, global small lithium-ion battery main business shipments list first, market share reached 20.5%. Followed by South Korea‘s samsung SDI, and South Korea‘s LG chem.
　　
　　Build on the express, tesla panasonic in the corporate world looked up again. Even the Japanese media evaluation, now consumer electronics field competition is intense, profit gradually thin, transformation of panasonic automotive, residential and enterprises B2B, strategy and the direction is correct.
　　
　　Expand investment affect profits
　　
　　With tesla bundled in a chariot, for panasonic has always been cautious challenge is very large.
　　
　　Rocketed tesla motors worldwide, in order to expand production, around the it supplier is hard to keep up with the rhythm of it, if the drag tesla‘s hind legs, is likely to be dropped their chariots. This may explain the panasonic temporary expansion of investment, the reason of lower profit expectations.
　　
　　Tesla to panasonic comes together in 2014, founded the tesla Sagittarius, vowed to invest in the U.S. $5 billion super battery factory, panasonic is the only partner. Musk is still in the trip to China confide preference for the panasonic. He told the media revealed that tesla‘s heart is in Japan. But panasonic response but not salty not pale, tianjin He Yihong to employees in the company email only emphasized the importance of cooperation with tesla. Panasonic such performance, in fact, is closely related with its financial strength. Fiscal year 2014, panasonic‘s operating profit of 381.9 billion yen ($3.19 billion), the net profit of 179.5 billion yen ($1.5 billion), accounted for only 2% of their income, to put tesla‘s battery factory, insufficient fund slightly.
　　
　　However, musk natural won‘t ignore panasonic difficulty. Recently, tesla said three entry-level Model order of the electric car has 373000 vehicles, the vehicle will be in the second half of 2017 and put into production and delivery, and plans to produce 500000 to 2018 Model 3 electric vehicles, this plan early for two years before. In just the past 2015 years, tesla was only 50580 cars in sales. Tesla‘s explosive growth, urgent need to keep up with the capacity battery supplier. So musk warn suppliers, if they can‘t perform their duties, tesla can independent production cell at any time.
　　
　　So panasonic quickly gesture will not become the Model 3 capacity "bottleneck". Panasonic automotive and industrial departments ITO produce at a recent conference, said: "if necessary, we will push the schedule as much as possible." Learned, panasonic plans in the next few years for $1.6 billion tesla‘s battery factory, begin from the end of the production of the battery.
　　
　　Panasonic was tesla pulled away, the analysis of the reason is that panasonic unstable status in the field of battery. One is the panasonic faces competition from South Korea‘s LG chem, samsung SDI. According to understand, because need to quickly boost capacity, battery capacity is likely to become a bottleneck, tesla is and LG, samsung SDI interface chemistry. If the negotiation is successful, panasonic will no longer is the only tesla battery supplier. Panasonic now except in the field of lithium ion batteries, are less than in other areas of the market share of LG chemical, panasonic in the battery market position in jeopardy. 2 it is panasonic battery technology is not absolutely lead. The reason it won the tesla‘s orders, mainly to the panasonic battery low cost, high stability, the craft is mature, consistency, good comprehensive considerations, and at the beginning of the panasonic battery will support the tesla. Panasonic battery technology comes from many years ago acquired sanyo, leading in not necessarily better than LG chem, samsung SDI, panasonic‘s technical barriers is not high. And musk often publicly say they are fully production technical strength of the battery.
　　
　　Not absolute leading position of panasonic, to curry favor with the tesla, keep up with the footsteps of tesla, annual profits have to sacrifice, to expand investment.