Japanese TV to a low domestic brands tackle the Japanese market

Days ago, SKYWORTH, SVA, Shinco, Xoceco color TV and other domestic brands have landed on the Japanese market, selling, marking the domestic color TV "counterattack" battle against the Japanese market.

The domestic color TV market is only a short while ago, Japanese brands in the world, SONY, Toshiba, Matsushita and other big manufacturers occupy half of the country, and now has to grow up domestic brands not only to recover lost territory ", and playing the" self-defense war ", the war has been burned to Japan's doorstep.

Dongyang door open domestic TV

Japan TV market strong gathers, has always been the world TV market benchmark. Not only Japan's domestic brands firmly dominated more than 70% market share, and major appliance brands such as Philip, general electric and other multinational companies are also grappling, regardless of the cost of the Japanese market. Xoceco, SKYWORTH, SVA, Shinco, Chinese color TV brands landing in Japan market, a "hukouduoshi".

It is understood that the second half of 2004, Xoceco flat-panel TV's first large quantities are exported to Japan, product line rich, specifications include 50 inches, 42 inches, 40 inches, 32 inches, 30 inches, 27 inches and more than and 10 main dimensions.

Xiamen Overseas Chinese products on the Japanese market, immediately caused a shock in Japan in the industry, but also caused some domestic appliance brand actively follow up, followed by the Japanese started landing. Recently, SKYWORTH flat-panel TV is also a large number of multi - standard products knock on the door of the Japanese color TV market.

According to customs statistics, this year 1-6 month SKYWORTH flat-panel TV exports to Japan reached 3125 units, Xoceco flat-panel TV to reach 5295 units, up and new flat-panel TV also broke the record of zero exports to japan. Customs data also show that Japan has been following the EU after China's color TV across the board products (including the traditional CRT color TV and flat-panel TVs) the second largest export market.

Experts estimate, according to the current development trend, the 2005 annual domestic flat-panel TV (including LCD TV and plasma TV) is expected to grow more than 300% in the Japanese market.

Japan is a mature color TV market, the competition is extremely fierce, why domestic color TV can open the door to the Orient?

Industry believes that, on the one hand, the domestic color TV price 20% lower than the Japanese products - 40%, and the overall quality of the product has reached a good level; on the other hand, China's color TV enterprises to adjust product structure optimization and high-end product development work has achieved remarkable results, high tariff and non-tariff barriers at the same time, the international market to hinder China's color TV exports are gradually eliminated, these are China's color TV exports to Japan have created favorable conditions.

Domestic Japanese TV to the bottom

And domestic TV strode into the Japanese market, Japanese TV has been lopsided in China's prosperity.

According to the introduction, in 80s the Japanese TV in China in more than 90% market share, from 1990 to 1996, the market share is as high as 70%, after 1996, the Japanese TV gradually dispirited, over the years did not achieve a major change. Until this year, the Japanese color TV market share in China is less than 10%, and there is no sign of recovery, some brands have been withdrawn from the Chinese market.

Expert analysis, in recent years, the Japanese TV products in China in the doldrums, mainly in four aspects: first, the market share has always been difficult to break into the mainstream industry. At present, the majority of Japanese color TV products in China is a third army brand image, which is a big gap with the original image. Moreover, this product strong, weak market situation has not been a fundamental breakthrough. Second, brand influence decreased year by year. For a long time, the Japanese TV China image in the minds of consumers are relatively good, but with the local brand growth and China extrusion and other international brands, Japanese products "Nishuixingzhou, go" situation. Third, in recent years, most Japanese TV companies failed to achieve a good profit. For a long time, the Japanese TV to high-end brand, positioning itself in the similar products in the superior price, this position from the truth should be able to bring good profit to the enterprise, that is not the case, the majority of Japanese companies in China is not ideal operating conditions, even appear different degree of loss. Fourth, the ability to lead new industries is getting weaker and weaker. In the simulation of the era of consumer electronics, Japanese TV is a leader in the image of the industry, but in the digital consumer electronics era, China's leading Japanese TV was replaced by the Korean brand.

For Japanese TV now, want to have a superior performance in the Chinese market, must from adjust China market strategy of Korean and European companies to see how they treat China market, to China market attention not only in words, to take practical action. In addition, the implementation of the localization marketing, to China type marketing China market, instead of doing a "drop in The climate does not suit one".

Domestic TV do not make price war in Japan

National brand going out is a good thing, but the reporter noted that some domestic TV brands in the Japanese market has resorted to domestic proven "price" banner.

This, home appliance industry veteran pointed out, not for poor so-called market share to a low-cost. These years, the European Union and the United States of Chinese TV anti-dumping drums just at ease, if the domestic brands do not as soon as possible to get rid of bad habits