PIONEER paye le prix de l’excès de confiance en la notoriété de sa marque

La firme PIONNER a soumis au vote la prise de participation offerte par le fonds d’investissement Baring Private Equity Asia lors de l’assemblée générale extraordinaire des actionnaires qui s’est tenue le 25 janvier.  L’enjeu est de taille car si elle est adoptée, PIONNER l’ancien géant d’électronique vieux de quatre vingts ans d’existence confirmera le retrait de la bourse de Tokyo.  En difficulté depuis des années et trop sûre de sa philosophie « rebelle », la firme n’a pas pu se rendre compte à temps des effets néfastes de sa posture sur le marché de l’électronique.

Le pionnier des matériels de sonorisation et de l’électronique Made in Japan

 L’histoire de la marque commence dans les années trente lorsque que son fondateur, M. Nozomu MATSUMOTO découvre les enceintes électriques lors d’un voyage aux Etats-Unis. Profondément ému par la qualité sonore des « Dynamic Speaker » (enceintes dynamiques) américains, il rentre au Japon avec la ferme intention de fabriquer un jour le premier appareil équivalent Made In Japan. Son rêve se réalise en 1937 avec la mise au point d’une première enceinte de fabrication entièrement japonaise. En 1938, est fondée l’ancêtre de la société actuelle « Fukuin Shokai Denki Seisakujo » (littéralement, « l’atelier de fabrication des appareils électriques de la société des voix de l’évangile », comme pour illustrer sa mission civilisatrice). Plus tard le nom d’un des modèles fabriqués sera définitivement adopté comme nom de la société.

Les réussites s’enchaînent rapidement avec les ventes à succès des enceintes de toute taille et des tourne-disques durant la période d’après-guerre. Dans une époque plus récente les systèmes audios embarqués dans les automobiles et les écrans plasma ont hissé la marque au rang des géants mondiaux de l’électronique grand public. En un peu plus de soixante ans PIONEER est devenu une des marques emblématiques de la qualité Made in Japan.

Concurrencé par les technologies numériques, le chiffre d’affaires de PIONEER chute à partir du milieu des années deux milles. Aujourd’hui son chiffre d’affaires annuel se situe autour de 400 milliards JPY (env 3.2 milliards EUR) alors que quinze ans plus tôt, la barre symbolique des 1000 milliards JPY (env 8 milliards EUR) était tout juste à sa portée.  Le PDG actuel M.Koichi MORITANI espère faire perdurer la marque dans le domaine des solutions de cartographies numériques même après son retrait de la bourse de Tokyo.

Les innovations qui avaient conquis le marché domestique et mondial

Lorsque dans les années soixante et soixante-dix PIONEER développe le premier HIFI aux enceintes séparées (gauche/droite) destiné aux particuliers, toute l’attention du monde fut braquée sur la marque. En effet, le HIFI familial reproduisait un son de qualité jusque-là accessible seulement dans les lieux publics comme les cafés. Une innovation historique qui déclencha le boum mondial du système audio grand public et la démocratisation de l’écoute musicale.   Plus tard le public se souviendra de l’apparition des « vinyles qui produisent de l’image » communément appelé Laser Disc, une autre invention de la marque des années quatre vingts et quatre vingt dix. Les salles de karaoké en acquirent en masse pour projeter les clips vidéo accompagnant la musique. Les particuliers en achetèrent aussi pour visionner les films en qualité haute définition. Enfin, le début des années deux milles marqua l’apogée de la marque nippone avec ses télévisions à écran plasma. PIONEER a dominé la quasi-totalité du marché nippon dans ce domaine. Même si la taille de l’entreprise fut modeste comparée aux deux géants rivaux de l’électronique de l’époque que sont PANASONIC et HITACHI, elle fut un temps partie du « trio incontesté des écrans plasma Made in Japan ».

L’entreprise prise de court par l’évolution rapide du marché mondial

Si la force de PIONEER était sa capacité à innover en un temps très court, sa faiblesse était incontestablement son manque d’anticipation de l’évolution du marché.

La société doit sa croissance aux réussites de ses appareils HIFI grand public. Pour autant, elle n’a pu proposer aucun appareil portatif de lecteur de musique à l’instar des baladeurs. Quant au Laser Disc principalement conçus pour les salles de karaoké, celles-ci les ont délaissés au profit des appareils intelligents qui réceptionnent les données dématérialisées. Enfin les écrans plasma ont été supplantés par les écrans à cristaux liquides bon marché et moins onéreux au niveau du coût de la production.

GPS, un échec cuisant

Dans les années quatre-vingt-dix PIONEER se lance dans la fabrication des GPS embarqués à travers sa marque Carrozzeria. Son modèle AVIC-1 était le premier au monde capable d’indiquer en temps réel le positionnement de l’utilisateur. Or le fabricant se lance, en partenariat avec les marques de voitures HONDA et TOYOTA, dans la production des modèles entièrement encastrés dans le tableau de bord dans une époque où le monde entier commence à prendre le virage numérique.

Aux Etats-Unis, le public est resté indifférent aux fonctionnalités hautement sophistiquées des GPS de chez PIONEER. Le fonctionnement de ces derniers était complexe car taillé sur mesure au réseau routier japonais particulier et dense.  Le GPS japonais n’a jamais eu de succès espérés auprès des automobilistes américains. A partir de 2010, GOOGLE et son service de cartographies fait une entrée fracassante sur le marché des solutions de géolocalisation et a définitivement mis la marque japonaise en échec.

Aujourd’hui nombreux sont ceux chez PIONEER qui admettent que l’excès de fierté dans son propre savoir-faire technologique avait empêché d’anticiper de façon lucide la révolution numérique en cours dans le monde. A la fin des années quatre-vingt-dix, la firme PHILIPS avait proposé un partenariat mais « la discussion a vite pris fin avec les homologues japonais fiers de leur marque et qui s’obstinaient à défendre leur indépendance », se remémore un cadre d’une banque d’affaire.

Equiper les voitures autonomes du futur

Le marché japonais des GPS embarqués fut longtemps dominé par quatre grands du secteur que sont PIONEER, JVC KENWOOD, ALPINE et CLARION. La valeur de ces quatre entreprises réunies n’atteint plus qu’un septième de leur valeur à leur apogée. A l’exception de JVC KENWOOD tous cesseront d’être côtés à la bourse de Tokyo si ce n’est déjà fait.

ALPINE s’est retiré de la bourse le 26 décembre 2018 après une fusion avec une entreprise repreneur. C’est le cas aussi de CLARION qui est devenue une filiale de l’équipementier français FAURECIA.

M. Shane PREDEEK, CEO de Baring Private Equity Asia qui intégrera PIONEER dans son portefeuille d’activité prochainement, espère redonner de la croissance à la marque nippone dans le domaine des équipements de voitures autonomes : « La marque nippone possède encore un savoir-faire technologique fort dans le domaine des capteurs de véhicules qui seront indispensables pour équiper les voitures autonomes de demain».

       (Source NIKKEI  25/01/2019  パイオニア上場廃⽌へ 「とんがり」続けた代償)

164 réponses sur “PIONEER paye le prix de l’excès de confiance en la notoriété de sa marque”

  1. I’m very happy to find this great site. I want to to thank you for ones time for this wonderful read!! I definitely enjoyed every bit of it and i also have you bookmarked to check out new things in your web site.

  2. May I simply say what a relief to discover someone that actually understands what they are talking about on the internet. You definitely understand how to bring an issue to light and make it important. More people ought to look at this and understand this side of the story. I was surprised you aren’t more popular because you certainly possess the gift.

  3. When I originally left a comment I appear to have clicked the -Notify me when new comments are added- checkbox and now each time a comment is added I recieve 4 emails with the same comment. There has to be a means you are able to remove me from that service? Appreciate it.

  4. An outstanding share! I’ve just forwarded this onto a colleague who had been conducting a little homework on this. And he in fact bought me dinner simply because I discovered it for him… lol. So let me reword this…. Thanks for the meal!! But yeah, thanks for spending time to talk about this matter here on your web site.

  5. Your style is unique in comparison to other folks I’ve read stuff from. Thank you for posting when you have the opportunity, Guess I’ll just book mark this web site.

  6. Having read this I believed it was extremely enlightening. I appreciate you taking the time and energy to put this informative article together. I once again find myself personally spending way too much time both reading and posting comments. But so what, it was still worth it.

  7. After going over a handful of the blog posts on your website, I seriously appreciate your technique of writing a blog. I saved it to my bookmark site list and will be checking back in the near future. Take a look at my web site too and let me know your opinion.

  8. You are so cool! I don’t think I’ve read something like that before. So wonderful to discover someone with a few original thoughts on this issue. Really.. many thanks for starting this up. This site is one thing that is needed on the internet, someone with some originality.

  9. Hello there, I do believe your site might be having internet browser compatibility problems. Whenever I look at your web site in Safari, it looks fine but when opening in Internet Explorer, it has some overlapping issues. I just wanted to give you a quick heads up! Apart from that, excellent site!

  10. You’re so interesting! I don’t suppose I’ve read a single thing like this before. So wonderful to find someone with a few unique thoughts on this issue. Seriously.. many thanks for starting this up. This website is something that’s needed on the web, someone with a little originality.

  11. Hello, I do think your site could be having web browser compatibility problems. Whenever I look at your site in Safari, it looks fine but when opening in I.E., it has some overlapping issues. I simply wanted to provide you with a quick heads up! Other than that, great website.

  12. The next time I read a blog, Hopefully it doesn’t fail me as much as this one. After all, I know it was my choice to read, but I actually believed you’d have something interesting to talk about. All I hear is a bunch of complaining about something you could fix if you were not too busy searching for attention.

  13. After looking at a handful of the articles on your web page, I honestly appreciate your technique of blogging. I book-marked it to my bookmark website list and will be checking back in the near future. Please visit my website too and let me know your opinion.

  14. I’d like to thank you for the efforts you have put in penning this site. I am hoping to view the same high-grade blog posts by you later on as well. In truth, your creative writing abilities has encouraged me to get my own, personal site now 😉

  15. Having read this I believed it was extremely enlightening. I appreciate you taking the time and effort to put this information together. I once again find myself spending a significant amount of time both reading and posting comments. But so what, it was still worthwhile!

  16. As a person that’s constantly bewared about my blood sugar, locating
    Sugar Defender has been an alleviation. I really feel a lot a lot more in control, and my recent check-ups have actually shown favorable improvements.
    Understanding I have a reliable supplement to sustain my routine provides me comfort.
    I’m so happy for Sugar Defender’s influence on my wellness!

  17. For years, I’ve battled unpredictable blood sugar swings that left me really feeling drained pipes and sluggish.
    However given that incorporating Sugar Protector right into
    my routine, I’ve noticed a considerable enhancement in my overall power and stability.

    The feared mid-day thing of the past, and I value that this all-natural treatment achieves these results without any
    undesirable or negative responses. truthfully been a transformative exploration for me.

  18. Next time I read a blog, Hopefully it won’t fail me as much as this particular one. After all, Yes, it was my choice to read through, however I actually thought you would have something interesting to say. All I hear is a bunch of whining about something you could possibly fix if you weren’t too busy looking for attention.

  19. I truly love your site.. Great colors & theme. Did you make this web site yourself? Please reply back as I’m planning to create my own personal site and would love to find out where you got this from or what the theme is called. Many thanks.

  20. I’d like to thank you for the efforts you’ve put in writing this blog. I am hoping to see the same high-grade blog posts from you in the future as well. In truth, your creative writing abilities has inspired me to get my own, personal site now 😉

  21. Hi there! Do you know if they make any plugins to assist with
    SEO? I’m trying to get my site to rank for some targeted keywords but I’m not seeing very good success.
    If you know of any please share. Kudos! You can read similar text here: Eco product

  22. Oh my goodness! Awesome article dude! Thank you so much, However I am having difficulties with your RSS. I don’t know why I cannot subscribe to it. Is there anybody having identical RSS problems? Anybody who knows the answer will you kindly respond? Thanks!!

  23. Oh my goodness! Incredible article dude! Thank you so much, However I am having problems with your RSS. I don’t know the reason why I cannot join it. Is there anybody having similar RSS problems? Anybody who knows the answer will you kindly respond? Thanx!

  24. After exploring a number of the blog articles on your website, I really appreciate your way of writing a blog. I saved as a favorite it to my bookmark website list and will be checking back soon. Please check out my website too and tell me your opinion.

  25. I’m amazed, I must say. Rarely do I come across a blog that’s both equally educative and amusing, and without a doubt, you’ve hit the nail on the head. The issue is something not enough men and women are speaking intelligently about. I am very happy I came across this during my hunt for something relating to this.

  26. Aw, this was an exceptionally good post. Spending some time and actual effort to generate a top notch article… but what can I say… I procrastinate a whole lot and never seem to get anything done.

  27. That is a really good tip especially to those fresh to the blogosphere. Short but very precise information… Thank you for sharing this one. A must read article!

  28. Your style is unique compared to other people I’ve read stuff from. Many thanks for posting when you have the opportunity, Guess I will just book mark this blog.

  29. I was excited to uncover this site. I wanted to thank you for your time just for this fantastic read!! I definitely liked every bit of it and i also have you book marked to check out new things in your web site.

  30. I’m amazed, I have to admit. Rarely do I come across a blog that’s both equally educative and entertaining, and without a doubt, you have hit the nail on the head. The issue is something not enough men and women are speaking intelligently about. I’m very happy that I came across this in my hunt for something concerning this.

  31. Hello there! I could have sworn I’ve visited this website before but after looking at some of the articles I realized it’s new to me. Anyways, I’m definitely pleased I found it and I’ll be book-marking it and checking back often.

  32. After looking at a handful of the blog articles on your web page, I really like your technique of blogging. I bookmarked it to my bookmark site list and will be checking back in the near future. Take a look at my website too and let me know how you feel.

  33. Having read this I believed it was really informative. I appreciate you spending some time and effort to put this short article together. I once again find myself personally spending a significant amount of time both reading and commenting. But so what, it was still worth it!

  34. Howdy! I simply would like to offer you a huge thumbs up for your excellent information you have here on this post. I’ll be returning to your blog for more soon.

  35. I’m amazed, I have to admit. Seldom do I come across a blog that’s both educative and engaging, and without a doubt, you have hit the nail on the head. The issue is something which not enough folks are speaking intelligently about. I’m very happy that I found this in my hunt for something concerning this.

  36. I truly love your blog.. Great colors & theme. Did you build this website yourself? Please reply back as I’m hoping to create my very own blog and want to know where you got this from or exactly what the theme is called. Many thanks.

  37. Hi there! I could have sworn I’ve been to this web site before but after looking at many of the articles I realized it’s new to me. Anyhow, I’m definitely delighted I found it and I’ll be book-marking it and checking back often!

  38. sugar defender
    For several years, I’ve battled uncertain blood glucose swings
    that left me feeling drained pipes and tired. Yet given that incorporating Sugar Defender right into my regular, I’ve noticed a substantial improvement in my overall energy and security.
    The dreadful mid-day distant memory, and I value that this
    natural treatment accomplishes these results without any undesirable or adverse reactions.
    honestly been a transformative exploration for me.

  39. The next time I read a blog, I hope that it won’t fail me just as much as this particular one. After all, I know it was my choice to read through, however I really believed you would probably have something helpful to talk about. All I hear is a bunch of moaning about something that you could possibly fix if you weren’t too busy searching for attention.

  40. Good post. I learn something new and challenging on blogs I stumbleupon every day. It will always be helpful to read through articles from other authors and practice something from other websites.

  41. I have to thank you for the efforts you have put in penning this website. I really hope to view the same high-grade content by you later on as well. In truth, your creative writing abilities has motivated me to get my own, personal website now 😉

  42. Howdy, I do believe your blog could be having web browser compatibility problems. When I take a look at your blog in Safari, it looks fine however, if opening in Internet Explorer, it’s got some overlapping issues. I just wanted to give you a quick heads up! Apart from that, wonderful website.

  43. I must thank you for the efforts you have put in writing this site. I really hope to view the same high-grade blog posts from you in the future as well. In truth, your creative writing abilities has inspired me to get my own, personal blog now 😉

  44. Hi! I could have sworn I’ve visited this site before but after going through a few of the posts I realized it’s new to me. Anyhow, I’m definitely delighted I found it and I’ll be book-marking it and checking back regularly!

  45. I blog often and I really thank you for your information. The article has really peaked my interest. I’m going to bookmark your website and keep checking for new information about once per week. I opted in for your RSS feed as well.

  46. Early estimates recommended that the tornado household-recognized by some media retailers as a « Quad-State tornado », due to the storm’s long monitor and similarity to the 219-mile (352 km) Tri-State tornado of 1925-may need cut a path of as much as 250 miles (four hundred km) throughout the affected areas, making it the longest-tracked twister in historical past.

  47. An impressive share! I have just forwarded this onto a friend who has been conducting a little research on this. And he actually bought me breakfast because I found it for him… lol. So allow me to reword this…. Thank YOU for the meal!! But yeah, thanks for spending some time to discuss this issue here on your site.

  48. I was excited to discover this website. I want to to thank you for your time due to this wonderful read!! I definitely appreciated every little bit of it and I have you saved as a favorite to see new stuff in your blog.

  49. I truly love your website.. Excellent colors & theme. Did you develop this amazing site yourself? Please reply back as I’m planning to create my very own website and would like to know where you got this from or what the theme is named. Thank you.

Laisser un commentaire

Votre adresse e-mail ne sera pas publiée. Les champs obligatoires sont indiqués avec *