Toshiba TV puts a lower body in second- and third-tier markets and plans to make a comeback

Toshiba TV, which has performed poorly in the Chinese market in recent years, is planning a "return." Toshiba Digital Products and Services Co., Ltd. President Masaaki Otaru revealed in an interview with this reporter that Toshiba will significantly increase the number of stores in China in the next two years. The number of Toshiba TV's large-scale retailers and specialty stores in China will increase from 6 this year. The number of 3,500 at the end of the month increased to 15,000 in 2013, and at the same time, it achieved the goal of selling more than 10 million LCD TVs and computers in 2013.

Toshiba said that in October last year, Toshiba and China's home appliance giant TCL Group Co., Ltd. jointly established a sales joint venture “Toshiba Video Products (China) Co., Ltd.” with a total investment of 50 million yuan, of which Toshiba Holdings 51%, TCL electrical sales company holds 49%. After the establishment of the joint venture company, Toshiba’s production capacity in Dalian has been gradually transferred to Huizhou, while the Dalian plant is mainly for overseas markets and high-end products.

The reporter learned that in 2010, China’s LCD TVs have surpassed the United States in sales statistics, becoming the world’s largest LCD TV market, and it is expected that in the next three years, the Chinese LCD TV market will maintain an 18% growth rate.

Toshiba, once an overwhelming force in the TV market, was somewhat overpowered in the process of flattening, but Toshiba did not want to give up in the face of China’s huge market. “Toshiba's growth will focus on the third and fourth levels of the market.” Toshiba Li Wenqiang, a merchandising department, told this reporter.