What is going on with Japanese appliances? Even in the case of Waterloo, it shows continued growth in shipments

The acquisition of Japanese home appliance giants by Chinese companies is no longer big news. In 2011, Lenovo Group acquired the NEC notebook business in Japan; Haier Company acquired Sanyo White. In 2016, Midea acquired Toshiba White; Foxconn acquired Japan's Sharp. In 2017, Hisense took over Toshiba TV ... the list is endless. Obviously, under the background of Chinese home appliances singing high triumphs, Japanese home appliance brands seem to usher in a great collapse.

However, according to the report on the actual domestic shipments of home appliances used by Japanese nationals in 2017 released by the Japan Electrical Machinery Industry Association (JEMA), the supply of white goods in the Japanese market reached 2.3479 trillion yen in 2017, which is not only an increase from last year 2.0%, and the highest level since 1997. One side is Waterloo of Japanese home appliances, and the other side is the continuous growth of Japanese home appliance shipments. It really makes people wonder why this is all about?

We all know that Japanese manufacturing companies have a paranoid pursuit of technology, often in order to improve the performance of products by 1%, at the expense of 30% of the cost, so that the pace of innovation is slowed down, and this is destined to fail to follow in the rapidly developing Internet era Changes in the market, the decline in competitiveness is also expected. In addition, the style of Japanese companies has also been relatively conservative, the system is rigid, and large enterprise diseases with bloated systems are common, which has led to too rigid stereotypes of thinking among Japanese home appliance companies.

In fact, to put it bluntly, the reason why Japanese home appliance companies can't compete with Chinese and Korean manufacturers is definitely not "not as good as people", but it is a self-appointed enterprise management and concept. This is definitely the most important thing for Chinese companies that are accelerating their global layout. With the acquisition of Japanese home appliance giants, Chinese companies combine their global sales network with the deep technical precipitation of Japanese home appliance brands and are committed to deep digging. Global Market.

In fact, although Japanese home appliance brands such as Samsung and Sharp are labeled as China, smart Chinese merchants have not changed the "taste" of Japanese home appliances, whether it is localized operation or targeted innovation, Both aim to achieve in-depth mining of local needs.

It should be pointed out that, in addition to the localized operation strategy, the expansion of Japanese market demand in 2017 is also closely related to the demand for the “last grab policy” before the consumption tax increase, and the growth in demand caused by changes in consumer preferences. From the perspective of the hot-selling products in the market, energy-saving products and value-for-money products are very popular. For example, household appliances that save time as dual-worker households are more popular, large-capacity refrigerators and washing machines, and so on.

After the continued market downturn, the Japanese white goods industry hit the highest rebound space in 20 years, which also seems to mean that excellent technical quality, coupled with appropriate marketing strategies, will certainly be able to obtain new business opportunities and cakes.