Chinese home appliance brands have become the main force of new life in Japan

Chinese home appliance brands have gradually become the main force in the Japanese new life business war, and Chinese brands have tried to reshuffle the Japanese market with local brands as the core by virtue of the product quality and cost advantages honed in the global market.

 

At the new home appliances counter of Bic Camera Yurika, a large Japanese electronics chain, Chinese appliances such as refrigerators from Haier and washing machines from Hisense are displayed. The five-piece package of home appliances, including microwave ovens, vacuum cleaners and rice cookers, ranges from 60,000 to 130,000 yen, with nearly 70 percent of the products being Chinese brands. Salespeople say that many people will choose Chinese brands after integrating features, design and price. Chinese brands are also well known, and some customers even specify.

 

Even for the mall's own brands, Chinese manufacturers are showing a strong presence. Japanese home appliance chain brand giant Edion vigorously promotes its own brand home appliances jointly developed with Hisense and Haier. Yamada Holdings, another home appliance brand, also commissions its own products mainly to Chinese manufacturers. Data show that in 2023, the market share of Chinese brand refrigerators in Japan's domestic appliance market reached 28%, almost doubling in the past 10 years. Analyst Nishida Kazutaro said: "In the low to medium price range, Chinese brands that can meet the required features at a low price stand out."

 

Chinese products with popular European and American designs appeal to the younger generation in Japan. At Bic Camera, the store's own-brand refrigerator, developed in partnership with Haier, is a bestseller. It eschees the white color common in Japan and is popular in its unique stainless steel and black design. In television sets, Chinese brands are gradually entering the premium market. If Chinese brands become popular and user stickier, high-priced Japanese brands will gradually fail.

 

(From: Global Times)