【Global Internet Reports】 Recently, the lawsuits of Hisense and Sharp have been buzzing, but they are still being criticized. This has led to industry-led disputes. Due to the Japanese media's coverage of this incident, Japan’s attention to Hisense has Obviously increased.

There are two kinds of voices in Japan. One is Sharp's criticism. About 70% of people in the industry think that Sharp, controlled by Gou, loses his contractual spirit and fails to abide by the business rules. This behavior has led to shame for the Japanese home appliance industry. The other is that after Sharp was controlled by Terry Gou, the recovery of brand use rights in North America is the company’s normal demand.

At present, the outcome of the case is still unknown. However, the attention of the Japanese media community has also brought a lot of attention to Hisense. At the end of 2010, Hisense set up a branch in Japan. The Japanese home appliance industry and media people all expressed some doubts. Samsung from South Korea lost Japan. What kind of sea credit from China stood firm in Japan with many excellent brands?

Behind this idea is that the Japanese know about Chinese home appliances with certain limitations. Japan's home appliance industry has taken an undeniable mistake for China. It is believed that China's home appliance manufacturing technology lags behind Japan, ignoring the rapid development of Chinese home appliances after entering the 21st century.

Especially in the sharing era of big data and smart homes, the development speed of Chinese home appliances in hardware and software is beyond imagination.

The Vice President of Sales at Hisense Japan Branch, Masahiro Ibiyah, said in an interview with the media, "Now, unlike in the past, foreign brands entered Japan and consumers began to accept it. Coupled with the decline of Japanese brands and the adjustment of product mix, the impact of Japanese discount stores on foreign brands is increasing. Especially young consumers, they break the phenomenon of over-reliance on Japanese brands in the past and accept foreign brands that meet their needs. Therefore, the sales volume of foreign brands in the Japanese market has significantly improved over the past. ”

Shoji Imido said: “Talent, technology, brand, and marketing model, which have helped Japan’s home appliances to lay down half of the world, can now clearly see the shadow of Japan’s home appliance industry in Hisense. However, Hisense is better than Japan’s home appliance industry. The approach is more grounded and more violent. Using the core technological impetus to enter Japan, the more creative Hisense goal is not only to have a foothold in Japan, but also to represent China's home appliance manufacturing industry and allow Japan to re-understand China."

It is worth noting that the demand in the Japanese television market is shrinking. This directly affects the investment of companies in smart hardware and content, because companies will think that the input-output ratio is not suitable, and this gives Chinese companies an opportunity.

If it is said that in the 20th century, it was the success of the Japanese home appliance brand to capture the Chinese market with technology and brand. It is obviously outdated to use this kind of immutable method. At present, China's home appliance market, more emphasis is placed on the richness of smart hardware and content, and Japan has obviously lagged behind China.

“In terms of smart households, China leads Japan. Although Japan has technological innovations, it lags behind China in terms of model and content innovation, and this is one of the strengths of Hisense.” said Yasuhiro Yasuhiro, Deputy Minister of Development, Hisense Japan Branch. .

At present, sales of Hisense TVs, refrigerators, and washing machines have steadily increased in Japan. Hisense TV sales in 2016 accounted for 3.86% of the total market share in Japan, but the market share in the first half of this year has reached 4.56%; the share of refrigerators and washing machines in Japan in 2016 accounted for 1.18% and 0.39%, respectively. The market share in the six months reached 4.43% and 2.83%, respectively. This means that Hisense’s performance in Japan in the first half of this year has exceeded that of last year.

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