日企在华布局的“进与退”

Core Insights - Japanese brands are strategically adjusting their presence in the Chinese market, with notable exits from various sectors while simultaneously increasing investments in high-tech industries [1][12]. Group 1: Market Exit and Shrinking Presence - Sony's Xperia mobile business announced its exit from the Chinese market in November 2025, while Sharp has removed several mobile products this year [1][2]. - Mitsubishi Motors officially ceased production and sales in China at the beginning of 2025, closing its joint venture factory in Changsha, Hunan [1][3]. - Japanese automotive brands have seen their market share in China drop to 10.8%, a decline of over 50% from peak levels, while Chinese brands surged to 58.3% [2]. - In the home appliance sector, Japanese brands collectively hold less than 8% of the market, with Haier and Midea dominating at 72% [2]. Group 2: Strategic Investment in High-Tech Industries - Despite the market exits, Japanese investment in China increased by 55.5% in the first nine months of 2025, with a focus on high-tech manufacturing and energy-saving sectors [1][12]. - Japanese companies are investing in digital AI, industrial IoT, and biomedicine, collaborating with Chinese firms to develop innovative solutions [12]. - Panasonic is shifting its focus from low-end consumer appliances to high-end care appliances and commercial equipment, closing several production lines for low-end products [4]. Group 3: Challenges and Market Dynamics - Japanese brands have struggled to adapt to changing consumer preferences in China, leading to a misalignment with local market demands [9][10]. - The perception of Japanese products has shifted, with consumers becoming more price-sensitive and less reliant on the "import halo" [9]. - Japanese companies face high labor costs and lengthy decision-making processes, putting them at a disadvantage in competitive price wars [11]. Group 4: Future Outlook and Strategic Realignment - Japanese firms are not entirely retreating but are instead selectively withdrawing from low-end manufacturing while investing in emerging industries [12][13]. - The focus on high-quality products and advanced manufacturing indicates a strategic realignment to maintain competitiveness in the evolving market landscape [12][13].