作者 沈建缘 沈建缘/文 日前，在中国家电及消费电子博览会（AWE2026）期间，松下发布了集团新体制下的松下电器株式会社中国东北亚事业战略及松下家电中国事业战略。松 下集团将于2026年4月正式启动新事业体制。松下集团三大业务中，解决方案领域作为成长引擎，聚焦于具备全球竞争力的解决方案事业，创造集团协同效 应；元器件领域则为高增长收益；智能生活领域作为具备全球增长潜力的事业，代表集团引领松下品牌。原组织架构中，松下电器株式会社旗下生活电器公 司、中国东北亚公司，与松下娱乐·互动株式会社共同组建成新的"松下电器株式会社"。 原中国东北亚公司（CNA）完成使命，正迈向第二阶段的中国东北亚事业（CNAB），在设有大家电、小家电、AVC产品轴业务部门及全球市场营销部门的 架构下，中国东北亚事业隶属于新松下电器株式会社，是其组织结构下唯一以区域为轴、具备跨业务统筹职能的组织，承担引领全球增长的目标。在新事业 体制下，围绕中国市场创新的"产研销"商业闭环从"在中国，为中国"向"在中国，为全球"升级。 松下电器株式会社中国东北亚事业副总裁、智慧生活事业部事业部长林一斌表示："当前中国家电市场需求持续下降、存量市场内卷不断 ...

Core Insights - Panasonic Group is undergoing a significant organizational restructuring aimed at enhancing long-term growth and profitability, with a clear focus on the Chinese market as a vital strategic area [1][2][3] Organizational Changes - The restructuring will involve the dissolution of Panasonic Electric Company into three independent business entities, including a new Panasonic Electric Company focused on home appliances and smart living [2][3] - The new structure will officially launch in April 2026, with expected revenue improvements of over 150 billion yen by 2026 and an additional 150 billion yen by 2028, totaling over 300 billion yen [3] Strategic Importance of China - China is identified as a crucial strategic market for Panasonic, contributing nearly 100 billion RMB (approximately 24% of the group's total business) and about 30% of the group's profits [5][6] - Panasonic has generated over 15 billion RMB (30 billion yen) in operating cash flow in China from 2019 to 2024, showcasing the market's significance [6] Talent Localization and Development - The proportion of local executives in Panasonic Electric China Northeast Asia Company has increased from 38% to 64% between 2019 and 2024, reflecting a commitment to local talent development [7] - Panasonic employs over 40,000 staff in China, including 10,000 in R&D, with a significant focus on software development [7] Mission Upgrade - The mission of Panasonic Electric China Northeast Asia has evolved from "China for China" to "China for Global," emphasizing the company's intent to leverage its competitive advantages in the global market [8][12] - The company aims to provide comprehensive solutions rather than just hardware, aligning with sustainable development goals [4][12] Investment and Growth - Panasonic is making substantial investments in China, including a recent 7.5 billion yen investment in a new production line for multilayer substrate materials to meet AI server demand [13] - The company has launched multiple new investment projects in China, focusing on AI and smart living solutions, with a total investment exceeding 1.5 billion RMB [13][14] Alignment with Economic Development - Panasonic's organizational adjustments align with China's push for high-quality economic development, positioning the company as a key player in innovation and model exportation [18]

松下集团于2025年2月宣布进行大规模经营改革，其力度之大备受关注。但真正的变革，从来不是对过 去的否定，而是对企业初心的重新确认。松下始终践行"企业是社会公器"的使命，在经营改革中，以契 合时代变迁的产品创新为支点，撬动自身发展的全新可能——这正是松下面对变革时代所给出的答案。 自1978年中国改革开放以来，百年日企松下深耕中国市场已48载，作为外资企业的标杆，松下始终与中 国市场同频共振。当前，中国家电市场陷入存量内卷加剧、消费需求K型分化的困境，需求下滑与本土 品牌崛起的双重压力，让外资企业面临严峻挑战。松下集团启动大规模经营改革，中国家电事业作为其 全球战略核心阵地，成为改革的核心引领者和推动者。 依托集团改革带来的体系化赋能，松下中国家电事业在持续迭代中沉淀出独特的发展优势与核心竞争 力，不断推进战略升级，并在2026年中国家电及消费电子博览会(AWE)上集中呈现最新成果与场景化实 力，向着中国外资家电品牌NO.1的目标稳步迈进，也为更多外资企业在华实现高质量、可持续发展提 供了可参考的实践路径。 改革破局：松下全球重构，中国家电迎赋能新机 松下集团本次经营改革，核心目标是推动业务模式向"可持续发展 ...

【环球网科技综合报道】3月12日，上海新国际博览中心的2026中国家电及消费电子博览会（AWE）现场，松下N4馆"百年匠心 智慧怡居"主题展区人头攒 动。沉浸式全屋智慧生活体验区里，从喜马拉雅系列嵌入式套系家电到Xtra零零煲电饭煲，从四筒全热泵洗烘护一体机到智感健康空间解决方案，全景式呈 现着科技与生活的深度融合。而在同日举办的战略发布会上，松下正式官宣从"在中国，为中国"迈向"在中国，为全球"的新征程，以中国东北亚事业 （CNAB）新体制为支点，撬动全球智能生活业务升级。 "我们把中国市场定位为全球范围内最有利于创新的试验场。"松下电器株式会社CSO、中国东北亚事业总裁中山正春在接受采访时坦言。2026年4月，松下 将正式启动新事业体制，由第一阶段的中国东北亚公司（CNA）升级为中国东北亚事业（CNAB），在新体制下，中国东北亚事业成为松下电器株式会社伞 下唯一以区域为轴、具备跨业务统筹职能的组织，将承担从"在中国，为中国"向"在中国，为全球"升级的战略使命。 战略升级：中国能力成为全球核心竞争力 这一转型并非偶然。自2019年CNA成立以来，松下以"中国的事情在中国决定"为指针推进本土化改革，2019至 ...

3月17日，据广东黄埔发布，近日松下机电株式会社宣布，将向其位于黄埔的松下电子材料有限公司投 资约75亿日元，用于扩建多层基板材料"MEGTRON"新生产线，该产线计划于2027年4月投产。 ...

Core Insights - The recent AWE in Shanghai highlighted the challenges and strategies of the home appliance market in China, with Panasonic unveiling its new strategic direction for its Chinese operations [1][3]. Group 1: Market Characteristics - The current characteristics of the Chinese home appliance market include a continuous decline in demand and increasing competition within the existing market, leading to challenges in overall industry growth [3]. - Consumer demand is exhibiting a K-shaped differentiation, indicating varied recovery and growth patterns among different segments [3]. Group 2: Strategic Initiatives - Panasonic's Chinese operations will focus on three main strategies: 1. Continuously launching popular star products, such as the world's first four-tub heat pump washing and drying machine ALPHA G5 and the rice cooker "Fan Guang Guang," while enhancing "living space" solutions based on user experience [4]. 2. Strengthening the "one set of living space" comprehensive solution by launching flagship products like the Himalaya series and upgrading existing product lines by 2026 [4]. 3. Building an open commercial ecosystem to foster deep collaboration and synergy across the entire industry chain [4]. Group 3: Organizational Changes - Panasonic Group will initiate a new business structure in April 2026, transitioning from the China Northeast Asia Company (CNA) to the China Northeast Asia Business (CNAB), which will have a cross-business coordination function [5]. - The CNAB will focus on sustainable development, aiming to provide solutions that balance health and environmental contributions, aligning with the company's Wellness Smart health initiative [5]. Group 4: Global Expansion - Panasonic plans to expand its "Made by China" initiative, promoting innovative products originating from China to the global market, thereby accelerating its global business expansion [6].

Core Viewpoint - Panasonic is set to launch a new business structure in April 2026, focusing on three key areas: solutions, components, and smart living, as part of its strategic upgrade from "China for China" to "China for Global" [1][5][6] Group 1: Business Strategy and Structure - Panasonic will transition from the China Northeast Asia Company (CNA) to the China Northeast Asia Business (CNAB), which will have a unique regional structure with cross-business coordination functions [5][9] - The new structure aims to enhance Panasonic's brand value and customer proximity while contributing to society [5][6] - The company has generated over 15 billion RMB (300 billion JPY) in operating cash flow from 2019 to 2024, attributed to product specialization, market engagement, and talent [5][6] Group 2: Competitive Advantages - Panasonic identifies "Chinese cost, Chinese speed, and Chinese model" as core components of its competitive strength in the Chinese market [6][7] - The company views the Chinese market as a leading innovation testing ground due to its rapid technology iteration and high adaptability to new challenges [6][7] Group 3: Product Development and Innovation - The kitchen appliance sector will undergo comprehensive reforms, with decision-making and R&D powers being delegated to Chinese teams to enhance efficiency and product quality [8][9] - Panasonic aims to leverage local talent and capabilities to customize products for different regional demands while maintaining a strong supply chain [7][8] Group 4: Wellness Smart Initiative - The company is committed to providing sustainable living spaces through its Wellness Smart (WS) initiative, which focuses on health, environmental friendliness, and sustainable development [12][13] - Panasonic has established a strategic headquarters for the WS initiative in Shanghai, aiming to integrate AI and IT technologies to improve construction management and deliver high-quality results [13][14] Group 5: Market Performance and Future Outlook - In 2025, Panasonic's direct sales in the appliance sector saw a 106% year-on-year increase, with market share rising over 30% [15] - The company plans to focus on promoting "living space appliances" and will reduce low-margin products to concentrate resources on high-potential offerings [15]

Core Insights - Panasonic showcased its commitment to integrating space aesthetics with health living concepts at the 2026 AWE in Shanghai, emphasizing a smart home ecosystem through its refrigerator offerings [1][2] - The newly launched Norway Sea 6 series refrigerator aligns with modern kitchen space needs and reflects Panasonic's century-long brand quality [2] Group 1: Product Launch and Features - The Norway Sea 6 series refrigerator was introduced with the brand proposition "Hidden Half, Gather All Fresh," targeting modern family kitchen requirements [2] - Panasonic's refrigerator products focus on core advantages such as quality craftsmanship, large capacity storage, and health preservation technology [2] Group 2: Market Position and Strategy - According to AVC data, Panasonic ranked among the top in sales for five-door and six-door refrigerators in China from 2022 to 2025, establishing itself as a market benchmark in the multi-door refrigerator segment [2] - The company aims to continue its "Century Craftsmanship Wisdom Living" philosophy, driving product innovation to enhance quality and create comprehensive fresh-keeping solutions for consumers [2]

Core Insights - The 2026 China Household Appliances and Consumer Electronics Expo (AWE) commenced in Shanghai, with Panasonic showcasing its theme "Centennial Craftsmanship for a Comfortable Home" [1] - Panasonic aims to integrate space aesthetics with health living concepts, presenting an immersive smart home exhibition area [1] Group 1: Product Innovations - Panasonic's flagship home appliance series, the Himalaya series, draws inspiration from the Himalayan mountain range, merging natural aesthetics with modern industrial design [3] - The white appliance series targets young professionals, featuring a slim embedded design and three core technologies for intelligent coordination of temperature, humidity, and light [5] - The Panasonic Xtra series addresses the needs of young consumers with innovative features and emotional design, including a health-focused rice cooker that avoids coating risks [8] Group 2: Kitchen Ecosystem - Panasonic emphasizes the "Good Pot, Good Rice, Good Water" concept in its kitchen small appliances, quantifying it as "Good Rice = 50% Good Rice + 20% Good Water + 30% Good Pot" [9] - The new Norway Sea 600 series refrigerator is designed for seafood storage, featuring independent cooling cycles and ultra-low temperature rapid cooling technology [13] - The ALPHA G5 washing machine introduces a unique "four-tub" design, providing a comprehensive laundry solution [13] Group 3: Personal Care and Smart Technology - The personal care section highlights the L690U shaver and the EH-NC80 hair dryer, which utilizes advanced technology for a superior grooming experience [19] - Panasonic's smart technology includes a cleaning robot that offers a hands-free experience and a climate station that maintains optimal living conditions [22] - The exhibition features a full range of products, including imaging, audio, and massage equipment, showcasing Panasonic's comprehensive ecosystem [25] Group 4: Marketing and Engagement - Panasonic created an integrated online and offline interactive experience during the expo, including product launches and live streaming to engage a wider audience [25] - The company emphasizes its commitment to innovation and local adaptation in the Chinese market, aiming to enhance its home ecosystem with sustainable products and services [25]

Core Viewpoint - Panasonic is transitioning from a "For China, in China" strategy to a "For the World, in China" approach, leveraging local innovations to drive global business growth [1][7] Group 1: Strategic Developments - Panasonic will officially launch a new business structure in April 2026, focusing on three key areas: solutions, components, and smart living [3] - The newly established Panasonic Electric Co., Ltd. will lead developments in these areas, with the China Northeast Asia Business (CNAB) being the only regionally focused organization responsible for cross-business coordination [3] - Since the establishment of the China Northeast Asia Company in 2019, Panasonic has generated over 15 billion RMB in operating cash flow from 2019 to 2024 [3] Group 2: Market Positioning and Innovations - Panasonic aims to provide solutions that balance health and environmental contributions, encapsulated in the Wellness Smart (WS) initiative [5] - The company plans to expand its "Made by China" initiative, promoting innovative products from China to global markets [5] - Panasonic's kitchen small appliance sector will undergo comprehensive reforms, leveraging China's supply chain advantages to accelerate innovation and cost competitiveness [5] Group 3: Industry Challenges and Responses - The Chinese home appliance market is characterized by demand decline, inventory competition, and K-shaped consumption differentiation [6] - Panasonic adopts a "coexistence and win-win" business philosophy to create a development ecosystem benefiting customers, channels, and enterprises [6] - Despite industry price wars, Panasonic's sales in direct categories are projected to grow by 106% year-on-year, with market share increasing by over 30% [6] Group 4: Future Outlook - Panasonic's strategic upgrade is a recognition of its local innovation achievements and a critical step in its global smart living industry layout [7] - The company will leverage local R&D, supply chain, and market operations to enhance global business value [7]