If you don’t sell films and tablets, how did Fuji survive like we don’t know?
A new crown virus exploded a wave of magical companies. After knowing that the mask giants 3M and Honeywell are not masks, our strange knowledge has recently increased a bit.
▲ Image from ：Bangkok Post
In the recent news about the treatment of new coronary pneumonia, a drug called “fapilavir” has become a new focus. On March 17th, Zhang Xinmin, director of the Biological Center of the Ministry of Science and Technology of my country, confirmed the law. Lavir has a good effect in the clinical treatment of the new crown epidemic.
The voice of just fell, and the Fujifilm daily limit on the Tokyo stock market the next day. That’s right, Fapilavir is the flu medicine developed by Fujifilm, the Fuji of “Namibo Bay”.
Fuji did not suddenly light up the drug development skill tree because of the epidemic. People familiar with this company will not be surprised by this news. After all, Fuji has been transforming for more than ten years, although the name still contains There is the word “film”, but the former film giant is now a diversified company with comprehensive healthcare and electronic businesses.
How did all this happen?
Guessing the digital wave is just the beginning of Fuji’s transformation
Fujifilm’s capabilities in the camera industry need not be repeated. From the green box in the film era to the GFX in the digital era, one sentence “abdominal muscles” Nanbo Bay” says it all.
Many review articles attribute Fuji’s gorgeous transformation to far-sighted changes, because Fuji has formulated a digital strategy in the 1980s to prepare for the possible transformation. Wasn’t Kodak able to judge the situation in advance?
In fact, when Kodak engineer Stephen Sassoon invented the world’s first digital camera in 1975, the company realized that this electronic device would threaten the development of its main business film, and simply stopped Related research and development.
Kodak and Fuji, one guessed the beginning and the other guessed the end.
▲ Image from : Unsplash
After Kodak abandoned the development of digital cameras, traditional film still maintained its peak period for more than ten years, and Kodak and Fuji compete for hegemony in the market. Until 2000, film-related businesses contributed nearly 60% of Fuji’s operating profit, but the good days of the traditional film industry came to an end.
The ensuing digital revolution has swept the world, and film sales have plummeted, falling by 90% in ten years. In the film era, Kodak filed for bankruptcy protection in 2012, which ended with a rather dark humor.
But if only from film to digital, the story of Fuji’s transformation will not be as legendary as it is today.
▲ Polaroid It must be Fuji’s few surviving traditional image business. Picture from: xxx
Although due to the timely layout, Fuji has no shortage of masterpieces in the digital age. Just playing mirrorless does not prevent it from becoming the best camera manufacturer. One, but unlike the unattainable and lucrative film, the digital camera market is much larger and has lower profits. Therefore, even if it is not photographed on the beach in this wave, Fuji has no plans to Baoquan is betting on the field of digital cameras. It should be said that it has been able to stand until today thanks to the two treasures of cosmetics and medicine.
Cross-border: Old technology and new use
Fujifilm’s cross-border starts with cosmetics.
You may be no stranger to Fuji cosmetics. The brand name is “Aishiti”. It is a skin care product that focuses on antioxidants and contains collagen ingredients. The official Weibo introduction is written like this : “It is derived from the crystallization of Fujifilm’s 70 years of scientific research, and Rong Group has developed technologies and technologies accumulated in the fields of collagen, antioxidant, nanotechnology, and light control medical.”
▲ Picture from: Fuji’s official website
How to return the film technology Can it be related to skin care? In fact, the technical gap between the two is not as big as we imagined. Antioxidant, which is vital in film production, is also the most important effect of skin care products. Collagen, which is common in skin care products, is also an important component of film. In essence, the research and development of cosmetics and film are inseparable from polymer chemistry, so Fuji’s years of technology accumulation have found a place in new behaviors.
Ai Shiti was born in 2007 and entered the Chinese market in 2011. You can often see cursive texts on the Internet. Now the brand also has sunscreen, make-up, hair care and other products. The rising star of Japanese cosmeceuticals shows quite good results.
Since it started selling cosmetics, it is even more logical to cross the border to pharmaceuticals. Moreover, according to Fuji’s plan, skin care products are originally the first link in the medical industry chain.
▲Fuji early Among the products, there are X-ray film images from: Fuji’s official website
Speaking of which, Fuji’s relationship with medical care is much deeper than cosmetics. Medical X-ray film began to be produced in 1936, the first digital X The radiographic imaging diagnostic system also comes from Fuji. After the transformation, Fuji has used the technology originally used for film production in drug research and development, such as the use of nano-dispersion technology to realize the dispersion of drugs without alcohol in order to detect foreign objects.
▲Image from : Fuji’s official website
In short, the profound technical reserves in chemistry are an important reason for Fuji’s transformation.
But in the pharmaceutical industry, in addition to relying on its own technology, mergers and acquisitions are also indispensable. Fuji has also made great efforts in the pharmaceutical field in recent years. In 2018, it spent 800 million to buy two biological subsidiaries controlled by JXTG. He also bought Denmark’s Hillerod for US$890 million. The favipiravir that made the limelight this time also came from Toyama Chemical, which Fuji acquired in 2008. The transaction cost Fuji US$1.2 billion.
Fuji’s pharmaceutical business first received attention, precisely because favipiravir, and Radixivir, which was first regarded as the anti-new crown savior, was originally intended to fight Ebola. It was initially used to treat Ebola. When the virus raged in 2014, Favipiravir had an effect on some patients, and Fuji was once the focus of world attention.
Fuji’s ambitions are not limited to infectious disease research. Their drugs for patients with mild cognitive impairment and early Alzheimer’s disease have also entered the phase II clinical trials in Europe.
In the field of medical hardware, Fuji has not forgotten to give full play to the advantages of its image processing technology and introduce digital camera technology into medical diagnostic imaging systems, which is also the core of its medical business.
is neither a film company nor a digital camera company
Today’s Fuji is indeed as the CEO has described for many years, “It is neither a film company nor a digital camera company. Think of it as a “comprehensive information technology company”.”
This point is fully reflected in the income structure.
▲ Image from : Fuji’s Q3 financial report
The medical and healthcare business has also become Fuji’s business engine. In the first three quarters of fiscal 2019, sales of healthcare and high-performance materials reached US$6.8 billion, accounting for 42.88% of total revenue. The ultra-traditional imaging business’s US$2.441 billion, and the document processing business, mainly printing systems and printers, has become another important performance pillar.
Rather than saying that Fuji’s imaging business, which has continued for more than 80 years, has become increasingly non-existent, it is better to say that Fuji has found a new way to realize its years of technology accumulation, and has laid the groundwork for selling cosmetics and pharmaceuticals. It must be no surprise that Fuji will enter any new fields in the future.
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