In the 1980s, when products were scarce, "Made in Japan" became almost synonymous with excellence in China. Even at the beginning of the era of flat-panel TVs, Japan-based color TV products still maintain their leading edge in quality. However, in recent years, with the ever-changing competition in the color TV product technology, the performance of Japanese color TV companies in China seems to be lackluster. Hitachi, Toshiba and other once brilliant TV companies have gradually disappeared from people's attention. In contrast, Korean TV companies Samsung and LG are cutting-edge color TV sets. With their leading technology and products in recent years, they have been singing songs from LED TVs and 3D TVs to today’s smart TV era. enterprise. The Japanese earthquake has undoubtedly accelerated the formation of this pattern.
The demand for misplaced Japanese-South Korean color TV development two cases of Japanese color TV companies in product technology and quality and technical excellence for everyone to admire, once with good quality and win the trust of consumers, but day after day instilled in its proud " "Quality" has in recent years frequently experienced mass explosions such as the "Toshiba vertical line door", causing a crisis in the trust of Japanese color TV products in China. According to a survey conducted by the Consumer Electronics Survey Office of the China Electronic Chamber of Commerce, the value of Chinese consumers’ perceptions of Japanese TV brands and their brand dependence are gradually declining.
At the same time, Chinese consumers have become increasingly selective and no longer satisfied with the basic needs of product quality. According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce and famous home appliance expert, competition in the color TV market has evolved from homogenous product competition to brand competition guided by consumer psychological needs. If “quality†is the core concern of the product consumer market, the brand consumer market is more concerned with psychological experience.
Japanese color TV companies do not bother to understand the changes in individual needs of Chinese consumers. For example, in the era of flat-panel TVs, Hitachi is not as good as Panasonic TVs in insisting on technological innovations. LCD TVs have not kept pace with the market, leading to their elimination. It is reported that Hitachi TV recently hoped to take the road to home appliances to the countryside, with the help of expanding the secondary and tertiary markets to return to the Chinese market. In the early stages of the development of flat-panel televisions full of opportunities, and in the Case of such a saturated market, local mini-brand development routines are adopted, and the rural enveloping market strategy is out of place. The development of Hitachi TV China is not optimistic.
Compared with Japanese TV companies, which rarely study the different psychological needs of Chinese consumers, Korean TV companies have constantly drawn new ideas and attracted young consumers through cutting-edge creativity. For example, South Korea's Samsung, the first to promote LED TV products in 2009, the first brand of 3D TV in 2010, and then to this year's smart TV, are all guiding the consumer market through innovative ideas; and Japanese TV companies continue to continue with the "high-definition" The concept of "picture quality" lacks new ideas. In this uproar and color TV market, the voice from Japanese color TV companies is clearly too weak.
Upstream panel competition focus Korean companies into the marginalization of China's color TV market into the 3D TV era, the upstream panel field also showed the situation of sunset Han Qiang, South Korea's LCD panel maker Samsung, LG ranking has already won the global market sales. Sharp LCD panel makers in Japan have opened their minds to the outside world, but they have been restrained by production capacity and price factors. This has not temporarily threatened the development momentum of Korean companies. In the Chinese market, we also see the two Korean companies - Samsung, LG panel companies high-profile staged for the technical competition of different categories of 3D TV, and make various efforts. At the same time, Japanese color TV companies collectively lost their voices. Even the Sharp panel, which is the father of LCD, is hard to do in China. Some TV companies that once owned upstream resources not only abandoned the production of upstream panels, but also abandoned the core technology research and development capabilities of their color TV products, and switched to OEMs.
According to Lu Jiebo, a deputy secretary-general of the China Electronic Chamber of Commerce and a well-known home appliance specialist, the perfect Layout of the upstream panel industry can reduce the external dependence of color TV companies and is fundamental to the long-term development of the company. Now, Toshiba, Hitachi and other Japanese color TV companies are putting the cart before the horse and pushing their core strength outwards. This is an act that will undermine the market influence.
What is more, such as Toshiba TV attempts to seek domestic brands TCL as life-saving straw, but will give up its own strong technology R & D advantage, the product R & D and production of this core hand to TCL, replaced the OEM route. The Toshiba TV, which lacks technology to develop core competition, will not compete with the competitors in the Chinese color TV market.
The key to reshaping the market structure lies in strengthening the Chinese market. The Chinese color TV market has entered the era of high-tech, and the scene of dominating the group will intensify. While the color TV companies of Samsung, LG, etc. are booming, it is not difficult to see that the color TV companies in Japan are short of innovation ability. The lack of sense of quality and delays in the face of a crisis have led to a weak affinity for Japanese-color TV brands and a competitive disadvantage. According to research data from the Consumer Electronics Research Office of the China Electronic Chamber of Commerce, some Japanese color TV companies such as Hitachi and Toshiba have fallen into the top ten in terms of sales rankings and brand awareness, and are hard to find.
2011 is the first year of the development of smart TV in China's color TV industry. Domestic TV companies have already preempted the deployment of smart TV market at the end of last year. Samsung and LG have also held high-profile conferences for new smart TVs, leading domestic applications with powerful applications and intelligent platforms. In the market, its new products are currently being promoted synchronously with the global market in the Chinese market. The importance attached to the Chinese color TV market is evident. Contrary to this, while the development of smart TVs is in full swing, none of the color TV companies in Japan are still using smart TV as the main promotion, and they are still hampering the development of Internet TV products. What's more, Toshiba TV still stays in the sales promotion of LED TVs, and the gap between the pace of development and the market has caused the gradual decline of Japanese companies.
At present, some Japanese color TV companies have attached importance to the investment in the Chinese market in order to reshape the image of Japanese companies in China. For example, Sharp has used the Chinese market as the most important strategic core market in the past two years and has spared no effort to increase market input. Make it the only Japanese color TV company that can compete with Korean companies.
One hundred battles flow and the winner is king. We will wait and see if the color TV companies in Japan can turn the tide and turn the tide.
The demand for misplaced Japanese-South Korean color TV development two cases of Japanese color TV companies in product technology and quality and technical excellence for everyone to admire, once with good quality and win the trust of consumers, but day after day instilled in its proud " "Quality" has in recent years frequently experienced mass explosions such as the "Toshiba vertical line door", causing a crisis in the trust of Japanese color TV products in China. According to a survey conducted by the Consumer Electronics Survey Office of the China Electronic Chamber of Commerce, the value of Chinese consumers’ perceptions of Japanese TV brands and their brand dependence are gradually declining.
At the same time, Chinese consumers have become increasingly selective and no longer satisfied with the basic needs of product quality. According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce and famous home appliance expert, competition in the color TV market has evolved from homogenous product competition to brand competition guided by consumer psychological needs. If “quality†is the core concern of the product consumer market, the brand consumer market is more concerned with psychological experience.
Japanese color TV companies do not bother to understand the changes in individual needs of Chinese consumers. For example, in the era of flat-panel TVs, Hitachi is not as good as Panasonic TVs in insisting on technological innovations. LCD TVs have not kept pace with the market, leading to their elimination. It is reported that Hitachi TV recently hoped to take the road to home appliances to the countryside, with the help of expanding the secondary and tertiary markets to return to the Chinese market. In the early stages of the development of flat-panel televisions full of opportunities, and in the Case of such a saturated market, local mini-brand development routines are adopted, and the rural enveloping market strategy is out of place. The development of Hitachi TV China is not optimistic.
Compared with Japanese TV companies, which rarely study the different psychological needs of Chinese consumers, Korean TV companies have constantly drawn new ideas and attracted young consumers through cutting-edge creativity. For example, South Korea's Samsung, the first to promote LED TV products in 2009, the first brand of 3D TV in 2010, and then to this year's smart TV, are all guiding the consumer market through innovative ideas; and Japanese TV companies continue to continue with the "high-definition" The concept of "picture quality" lacks new ideas. In this uproar and color TV market, the voice from Japanese color TV companies is clearly too weak.
Upstream panel competition focus Korean companies into the marginalization of China's color TV market into the 3D TV era, the upstream panel field also showed the situation of sunset Han Qiang, South Korea's LCD panel maker Samsung, LG ranking has already won the global market sales. Sharp LCD panel makers in Japan have opened their minds to the outside world, but they have been restrained by production capacity and price factors. This has not temporarily threatened the development momentum of Korean companies. In the Chinese market, we also see the two Korean companies - Samsung, LG panel companies high-profile staged for the technical competition of different categories of 3D TV, and make various efforts. At the same time, Japanese color TV companies collectively lost their voices. Even the Sharp panel, which is the father of LCD, is hard to do in China. Some TV companies that once owned upstream resources not only abandoned the production of upstream panels, but also abandoned the core technology research and development capabilities of their color TV products, and switched to OEMs.
According to Lu Jiebo, a deputy secretary-general of the China Electronic Chamber of Commerce and a well-known home appliance specialist, the perfect Layout of the upstream panel industry can reduce the external dependence of color TV companies and is fundamental to the long-term development of the company. Now, Toshiba, Hitachi and other Japanese color TV companies are putting the cart before the horse and pushing their core strength outwards. This is an act that will undermine the market influence.
What is more, such as Toshiba TV attempts to seek domestic brands TCL as life-saving straw, but will give up its own strong technology R & D advantage, the product R & D and production of this core hand to TCL, replaced the OEM route. The Toshiba TV, which lacks technology to develop core competition, will not compete with the competitors in the Chinese color TV market.
The key to reshaping the market structure lies in strengthening the Chinese market. The Chinese color TV market has entered the era of high-tech, and the scene of dominating the group will intensify. While the color TV companies of Samsung, LG, etc. are booming, it is not difficult to see that the color TV companies in Japan are short of innovation ability. The lack of sense of quality and delays in the face of a crisis have led to a weak affinity for Japanese-color TV brands and a competitive disadvantage. According to research data from the Consumer Electronics Research Office of the China Electronic Chamber of Commerce, some Japanese color TV companies such as Hitachi and Toshiba have fallen into the top ten in terms of sales rankings and brand awareness, and are hard to find.
2011 is the first year of the development of smart TV in China's color TV industry. Domestic TV companies have already preempted the deployment of smart TV market at the end of last year. Samsung and LG have also held high-profile conferences for new smart TVs, leading domestic applications with powerful applications and intelligent platforms. In the market, its new products are currently being promoted synchronously with the global market in the Chinese market. The importance attached to the Chinese color TV market is evident. Contrary to this, while the development of smart TVs is in full swing, none of the color TV companies in Japan are still using smart TV as the main promotion, and they are still hampering the development of Internet TV products. What's more, Toshiba TV still stays in the sales promotion of LED TVs, and the gap between the pace of development and the market has caused the gradual decline of Japanese companies.
At present, some Japanese color TV companies have attached importance to the investment in the Chinese market in order to reshape the image of Japanese companies in China. For example, Sharp has used the Chinese market as the most important strategic core market in the past two years and has spared no effort to increase market input. Make it the only Japanese color TV company that can compete with Korean companies.
One hundred battles flow and the winner is king. We will wait and see if the color TV companies in Japan can turn the tide and turn the tide.
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