松下中国＂变阵＂，一场从体制到供应链的基因重构
<p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">2026年4月，松下电器株式会社将正式启动新事业体制。此前一周，在中国家电及消费电子博览会（简称“AWE”）期间，松下电器株式会社中国东北亚事业副总裁、智慧生活事业部事业部长林一斌详解了这场改革的深层逻辑与具体路径。这场始于2025年2月的集团层面"经营改革"，在中国市场的落地尤为关键——这里贡献了松下集团约30%的利润，是其全球最大的利润来源地区之一。</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">此次经营改革的核心动作，是将松下电器公司旗下生活电器公司、中国东北亚公司与松下娱乐·互动株式会社整合为新的"松下电器株式会社"。原松下电器公司旗下业务被拆分重组为三家独立事业公司：除新的"松下电器株式会社"外，松下电器新风空调公司、冷链公司重组为"松下空调新风冷链集团"；电气工程公司重组为"松下电气工程株式会社"。</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">在这一架构下，原中国东北亚公司（CNA）升级为中国东北亚事业（CNAB）——新体制下"唯一以区域为轴、具备跨业务统筹职能"的组织。"我们设有大家电、小家电、AVC产品轴业务部门及全球市场营销部门，"松下电器株式会社CSO、中国东北亚事业总裁中山正春指出，"这不再是单纯的区域公司，而是承担着从'在中国，为中国'向'在中国，为全球'升级的战略使命。"</span></p><p style="margin-bottom: 10px; padding: 0px; color: rgb(68, 68, 68); line-height: 28.8px; text-align: center;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;"><img src="https://img.jiemian.com/101/original/20260317/import_1773736898839920250010.jpg"/></span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em; text-align: center;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">图：松下电器株式会社中国东北亚事业副总裁、智慧生活事业部事业部长林一斌</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">这一调整的直接背景，是六年本土化改革的成果验证：2019至2024年间，CNA累计创造营业现金流超150亿元人民币（约3000亿日元）。疫情期间的"被迫"前线化决策，反而证明了"中国的事情在中国决定"的有效性。</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">松下集团为此次经营改革设定了明确的量化目标：2026年度实现1500亿日元以上收益改善，2028年度再实现1500亿日元以上，总计3000亿日元以上。其中，家电事业将承担330亿日元的2026年度增长目标。</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">林一斌将达成路径概括为"选择和集中"——这一原则同时适用于全球改革与中国实践。具体而言，松下在中国明确区分"自己做"与"合作伙伴做"的边界：核心品类自主深耕，空白领域开放协同。</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">厨房小家电事业将启动"彻底改革"，加速源自中国的研发创新，推动事业成长与体质强化；嵌入式厨电等本土有需求但全球布局薄弱的品类，则通过"开放式生态系统"引入外部伙伴。"我们99%零部件供应链本土化，90%产品自主生产，"林一斌解释取舍标准，"差异化产品若请代工，会有技术壁垒问题，核心技术领先部分必须自主可控。"</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">松下高层此前在接受媒体采访时强调，此次调整"绝不仅限于组织架构调整本身"，目的是让业务模式实现"可持续发展"，从过去销售单件硬件产品转为向客户提供整体解决方案。</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;"><span style="color: rgb(35, 35, 35); font-weight: 700;">本土化不是妥协，而是基因重构</span></span></span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">供应链层面，松下提出"活用中国供应链"与"构建开放式生态系统"并行。前者依托成熟的本土化体系保障成本、品质与效率——截至目前，松下在中国拥有3000余家供应商；后者针对工程渠道、私域渠道及未覆盖小家电品类，引入价值链合作伙伴，"共同制定为消费者服务的目标"。</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">产品开发层面，改革聚焦于"Made by China"的扩大与"住空间家电"的深化。全球首创的四筒全热泵洗烘护一体机ALPHA G5、喜马拉雅系列冰箱等高附加值产品，均由本土团队开发；2026年计划在线下布局400家以上"住空间"门店，推动场景解决方案落地。</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">渠道改革体现为"三分天下"目标——自营、经销商、代理商三足鼎立，拒绝"一家独大"导致的生态失衡。价格管理则引入数字化手段严控破价，"拒绝透支渠道利润换取短期数据"。</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">这一机制的支撑逻辑是"共存共赢"：顾客、渠道、企业三方满意。2025年行业深陷价格战时，松下直营品类销售同比增长106%，市场占有率提升超30%，利润质量逆势改善。</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">CNAB的特殊定位，在于承担"China for Global"职能。2025年"China for Asia"项目首年实现200%增长，冰、洗、厨产品出口亚洲市场；未来各事业品类战略决策团队将前置至中国，"核心大脑功能在中国运转"。</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">面对中国品牌在日本电视市场等海外战场的强势崛起，松下的应对策略是：以能在全球竞争的"全球标准成本"实现日本品质，重新构建体制。</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><span style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px; padding: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit;">"我们在中国磨练出的中国速度、中国成本、中国模式，要复制到全球市场，"林一斌总结，"未来松下在中国的运营能力，就是全球运营能力。"</span></p><p style="margin-top: 0px; margin-bottom: 20px; padding: 0px; color: rgb(14, 14, 14); line-height: 28.8px; background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; font-style: inherit; font-variant: inherit; font-weight: inherit; font-stretch: inherit; font-size-adjust: inherit; font-kerning: inherit; font-feature-settings: inherit; text-indent: 2em;"><br/></p><p><br/></p>
页:
[1]