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Following the new coronavirus infection (Corona19), distribution channels have been closed in major countries such as the United States. When offline stores open, increased consumption is predicted to recover. A Best Buy employee in Texas, USA. USA, Delivers products that have been reserved online to customers on a drive-through basis. Yonhap News
’64 .7% vs. 10.5%. ‘As of 17th of last month, Hyundai and Kia Motors and the utilization rates of the US General Motors (GM) plant. USA This contrasts with other global automakers, such as Renault (15.0%), Ford (17.2%) and BMW (18.2%), whose capacity has not exceeded 10%. The world’s auto factories have been halted due to the new coronavirus infection (Corona19), but Hyundai and Kia are avoiding the “production cliff.” Proactive prevention and supply chain management prevented the closure. Not just cars. In March, the average utilization rate of the national manufacturing industry was 74.1% (announcement by the statistical agency), which is similar to the one prior to Corona 19.
Manufacturing, which has been the backing of the Korean economy, is preparing for a counterattack. Even in the global pandemic (pandemic epidemic) situation, large investments are made and opportunities are explored. LG Display plans to start operating the Organic Light Emitting Diode (OLED) panel factory in Guangzhou, China in Q3. This is to prepare for the explosion in demand for OLED TV. Since the end of the year, Samsung Electronics has also been focusing on improving its competitiveness by applying the world’s first extreme ultraviolet exposure (EUV) equipment that can reduce DRAM size to the DRAM process. José Muñoz, Chief Operating Officer (COO) of Hyundai Motor Global, said: “When the Corona 19 ends, Hyundai will be able to supply a stable supply, increase its market share and become a winner.”
In the past, Korean companies have been struggling with the crisis. Samsung Electronics has become a global company since the financial crisis of 1997. The market capitalization, which was only 3 trillion won, increased more than 6 times in 3 years. Catherine Man Citigroup senior economist predicted that Korea, which has a strong manufacturing base, will be able to make a rapid “V-shaped recovery.”
Woo Tae-hee, vice president of the Korean Chamber of Commerce and Industry, brought back the words of former British Prime Minister Winston Churchill: “Never waste a good crisis.” “After the Corona 19 crisis, I see many items that will increase demand,” he said. “I want our companies to take advantage of this crisis as an opportunity.”
“November bluff game” 韓 Manufacturing corps captures global ‘retaliatory consumption’
“Demand for replacement TVs, appliances and products will be concentrated immediately.”
“Black Friday in November will be the starting point. “Retaliatory consumption” is likely to occur worldwide. “
This is a carefully crafted story by a marketing executive for a large national company. It was explained that the new coronavirus infection (Corona 19), which affected the United States and Europe, plans to pretend that this summer it is slowing down. Another great corporate strategy executive also said: “We are preparing a” post-crown “plan separating some of our organizations.
○ Companies preparing for ‘Post Corona’
Recently, the attention of national sign companies such as Samsung Electronics, Hyundai Motors, and LG Electronics has focused on the United States and Europe. It is also important to see if there are any problems with local production subsidiaries, but it is also the main concern when frozen Corona 19 consumption resumes. This is to determine when to launch a strategic product and the size and marketing method. An LG Electronics official said, “Marketing will be less profitable today.” “We plan to focus on the” fire “after the second half, when the consequences of the crown appear to be overwhelming.”
Market research firms are also optimistic about the market situation after the Corona 19 crisis. Although market size is inevitable this year, there are many observations that the “V-shaped” rebound is likely to be as low as next year. In a report released on the 24th of last month, Omdia predicted that demand for displays for next year will increase by 9.1% from this year. I thought display products that couldn’t be sold this year with Corona 19 will be sold at the same time next year. The DRAM market for PCs and smartphones is also expected to grow rapidly. Gartner forecasts that the DRAM market next year will be $ 83.9 billion, 38.2% more than this year. An industry official explained, “Television, appliances, cars, etc. have something in common like” a product that changes when the time comes. “
○ The “R&D clock” will also be set after the fourth quarter.
The content of the first-quarter earnings conference call, which has continued since the end of last month, is very similar. “It is difficult to predict the market situation after the second quarter due to worsening consumer sentiment caused by Corona 19.” He said: “The investment for the future proceeds as planned.”
R&D clocks of large companies are scheduled for the fourth quarter and next year. This is to prepare a differentiated product line and target the post-crown market. Samsung Electronics is working on “micronization” to reduce the size of the DRAM and increase energy efficiency. The world’s first extreme ultraviolet exposure (EUV) equipment is applied to the DRAM process. After testing later this year, it plans to mass-produce 3G 10-nano-class DRAM starting next year. Samsung Electronics plans to invest more than 10 trillion won in the EUV in the medium and long term.
SK Hynix’s strategy is similar. Although investment in facilities was reduced this year, construction of clean rooms in the new Icheon factory (M16) will continue until the end of the year. The plant will begin mass production in earnest next year.
The display industry is moving faster than the semiconductor industry. LG Display will begin testing the OLED plant in China in the second quarter. Large-scale production starts from Q3. The company explained that it is in a hurry to operate the Guangzhou factory to respond to the explosion in demand for OLED TV.
Companies believe television, appliances and cars will serve as pioneers in pioneering the post-crown market. Televisions are large products over 70 inches long. It is an analysis that the desire for “big screen TV” has grown after spending a lot of time at home with Corona 19. Samsung Electronics plans to diversify the ultra-large product ‘QLED 8K’ and increase the ‘micro LED’ model on a large scale, the next generation product. A plan to subdivide the product line into 75, 88, 93, 110, 150, 292 inches, etc. is discussed.
Health gadgets like air purifiers and clothing managers are also expected to become popular. Corona 19 is the result of an increased awareness of viruses and bacteria. There is also the possibility that the demand for auto replacement will be concentrated immediately. Hyundai and Kia plan to launch new models like Tucson, Sportage, G70, Santa Fe, and Carnival this year and prepare for a ‘demand explosion.’
Reporter Song Hyeong-seok / Do Byeong-wook / Hwang Jeong-soo [email protected]
