[Mobile China News]On January 23, Nikkei Chinese published an article reporting on the strong performance of China’s Hisense Group and TCL Group in the Japanese flat-panel TV market. According to statistics, the total share of these two Chinese companies in the Japanese market will expand to 21.4% in 2023. Compared with 12.1% in 2019, the share has nearly doubled in just four years.
Japanese market research company BCN has statistics on the domestic flat-panel TV market share in Japan in 2023. Among them, TVS REGZA (formerly Toshiba Imaging Solutions) ranks first with a market share of 24.9%, while Sharp ranks second with a market share of 22.3%. %. Hisense surpassed Sony and rose to third place for the first time.
The competitive strategies of Hisense and TCL in the global TV market are mainly to reduce costs through mass purchase and mass production of components. Around 2020, as the demand for home offices expanded, they successfully attracted a consumer group centered on young people with their reasonable price positioning, thus opening up the Japanese market. Currently, the recommended retail price of Hisense’s 40-inch standard product is 50,000 yen (approximately RMB 2,428.25). This price positioning will undoubtedly make it more competitive in the Japanese market.
In contrast, Japanese local brands such as Sony and Panasonic have adopted different strategies. They increase the appeal of their products by increasing screen size and image quality, and use high-priced products to compete with Chinese companies such as Hisense and TCL.
The rise of Hisense and TCL in the Japanese flat-panel TV market is a phenomenon that cannot be ignored. The successful experience of these two companies shows that through reasonable market positioning and cost control, Chinese brands can gain competitive advantages in the international market.
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