South Korean media: Chinese brand TVs dominate the Japanese market!

On March 21, South Korean media Chosun Ilbo published an article stating that the leadership of the Japanese television market is shifting from Japanese companies to Chinese domestic enterprises.

Japanese home appliance companies that once dominated the global television market have continuously exited the market, causing the Chinese companies' share in the Japanese market to approach 60%.

With Sony Group deciding to transfer the leadership of its TV business to a joint venture with Chinese company TCL, the market share of Chinese TV manufacturers in Japan is expected to rise from around 50% to 60%.

Currently, Regza (26.0%) holds the top position in the Japanese TV market. This company was established after Hisense acquired Toshiba's TV business and now firmly holds the leading position in the industry.

If the market shares of Hisense's own brand (16.6%) and TCL (10.2%) are combined, more than half of the Japanese market is already controlled by Chinese companies.

Even Sony (8.4%) has effectively exited independent production, and the only major Japanese home appliance company that still maintains independent TV production is Panasonic Holdings (8.4%).

Since the 1960s, Japanese companies successfully dominated the global market with products such as cathode ray tube televisions and Sony's "Trinitron."

However, since the transition to terrestrial digital broadcasting in 2011, they gradually began to exit the market due to factors such as price wars.

At that time, Japanese companies focused on competing for market share through low-profit, high-volume sales, but later suffered consecutive setbacks in competition with South Korean companies like Samsung Electronics and Chinese companies that emphasized low-price strategies, leading to a sharp decline in profitability.

Eventually, Hitachi stopped producing televisions in Japan in 2012, and Toshiba sold its TV business to Hisense in 2018. In 2024, Mitsubishi also ceased sales.

Currently, Japanese home appliance companies are shifting their business structure from home appliances such as televisions to higher-profit areas such as digital solution services in infrastructure fields.

Experts analyzed that: "Although Japanese consumers may still retain the 'Japanese brand' label in their minds, the reality is that the market has been dominated by Chinese brands and this situation has become increasingly stable."

Original: toutiao.com/article/1860271631363148/

Statement: The article represents the views of the author.