Earlier Winter for Japanese Home Appliances
作者：
来源：《中国经贸聚焦·英文版》2012年第12期
        The “Golden Week” lasting from September 30 to October 7 was originally a high season for the sale of home electrical appliances. However, this was definitely not a good season for Japanese home appliance makers.
        The Diaoyu Islands dispute that made Chinese people boycott Japanese brands could be partially blamed for the situation. But more importantly, the Japanese home appliance makers hold conservative strategies, adopted less innovative technologies and paid no heed to consumer experience. This is another reason to explain their fall.
for the sale
        The Impact from Diaoyu Islands Incident
        “I will not choose Sharp TV. I will buy anything but Japanese products,” a consumer said to journalists in a shopping mall in Shanghai. The Diaoyu Islands incident indeed made some
Chinese consumers hold begrudge or hatred against Japanese products. During the “Golden Week”, the Japanese home appliance manufacturers and shopping malls launched sales-promotion campaigns massively, but could not save the bleak result of Japanese home electrical appliances in China.
        In a survey that included going to several shopping malls in Beijing during the “Golden Week”, journalists found that the high season for home electrical appliances did not benefit Japanese color TVs, fridges, air conditioners as very few people can be seen there. Judged by the consumers’ attention, Japanese home electrical appliances cannot be a comparison to Korean and Chinese counterparts. A consumer told journalists that he did not choose Japanese products also because they had low cost performance and no better quality than Korean and Chinese goods.
        Journalists stayed in a shopping mall in Caoyang District, Beijing and counted up the number of consumers that asked for brand information every ten minutes. They found that consumers attach more importance to TCL, Hisense and other domestic brands of colotr T
Vs since every minute one consumer came to ask for information about them. The Korean brands like Samsung and Hisense were popular as well for 5-7 consumers came to their display area every 10 minutes. In comparison, the Japanese home electrical appliances were rarely visited. Only one consumer came to the section of Toshiba TV but soon left after a glimpse. The salespersons were not in the display areas. According to a salesperson of a Chinese brand of color TV, the sales of Japanese home electrical appliances was much worse than domestic brands due to the impact of the Diaoyu Islands incident.
        Some experts said that the occurrence of Diaoyu Islands incident hurt the Chinese people and applied negative influence over the sale of Japanese products. This somewhat accelerated the recession of Japanese home electrical appliance markets. A sales manager of a shopping mall in Beijing said that the Diaoyu Islands incident was detrimental to Japanese products in China. For example, there were about 780 TCL color TVs sold every day but only 12 Sharp TVs were sold at the same time.
        Zhang Lijun, board chairman of the No. 1 Video Corp. said that the Diaoyu Islands incident detonated Chinese people’s anti-Japanese emotions. Such emotions may not be cooled off in a short while. Last year, Japanese color TV makers encounter the biggest loss ever. Sharp, Sony and Panasonic were reported to lose about 20 billion US dollars in 2011. The Diaoyu Islands incident only made things worse.
        The Cast-away Japanese Products
        According to the statistical data from All View Consulting further proved that the Japanese home electrical appliances were being discarded by Chinese consumers. The data about their sales volume in last July and this July disclosed the sharp fall of their sales. Among them, the market share of Sharp LED TV dropped to 3.4% and Panasonic’s market share in the ion TV dropped from 23.9% to 11.2% within a year.
        It is known that most of Japanese enterprises’ profit sources are in overseas markets. The Chinese market is always considered an important source of profits for them. With a decreasing competitive power, Japanese home electrical appliances’ market share in China
kept decreasing in recent years. Some people warned that Japanese home electrical appliance makers were very likely to be eliminated and acquired by their peers if they do not reconsider their strategies and make some great changes or innovations.
        In truth, the recession of Japanese home electrical appliances did not suddenly break out at one night. Sharp was reported with decreasing net profits in 2007, which was followed by an unstoppable recession trend. In 2011, its net loss reached 4.66 billion US dollars, the biggest loss in the company’s history. Sharp was forced to cut jobs to reduce cost. Meanwhile, Panasonic and other Japanese enterprises of that kind were also reported with great losses.
        Luo Qingqi, senior director of Palor Consulting, said:“The Japanese home electrical appliances are certain to meet decreasing market share in China even without the influence of Diaoyu Islands incident. This is caused by general circumstance.” As the home electrical appliance market in growing in China, Chinese domestic enterprises gradually take the domi- nant place and earned advantages that are enviable for Japanese and Korean enterprises.

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