中国智能家电在日本提升影响力

Core Viewpoint - Chinese home appliance companies are increasing their presence in Japan's smart home appliance market, focusing on smart features to attract Japanese consumers, despite the current low ownership rate of smart appliances at approximately 10% [1][8]. Group 1: Xiaomi's Strategy - Xiaomi has opened its first physical stores in Japan, selling not only smartphones but also smart home appliances, with over 160 products on display [1][3]. - The company aims to replicate its successful model from China, where home appliances account for 50% of sales in its stores [3]. Group 2: Other Chinese Companies' Initiatives - Haier launched its first IoT air conditioner in Japan on March 1, 2023, and plans to strengthen its smart appliance offerings targeting family-sized products [6]. - Hisense is also entering the Japanese market with products like a washing and drying machine and large refrigerators, focusing on enhancing its brand recognition through TV sales [6][7]. Group 3: Market Dynamics - Chinese companies have captured over 50% of the flat-panel TV market in Japan, with local brands like Sony and Panasonic holding less than 10% market share [7]. - OPPO has introduced a low-cost LCD TV without a built-in tuner, targeting consumers interested in streaming services like Netflix [7]. Group 4: Challenges and Consumer Perception - Despite the push for smart appliances, the penetration of such products remains low in Japan, indicating a need for better consumer education on the benefits of smart home technology [8]. - Chinese brands are leveraging price competitiveness to attract younger consumers in Japan, but they must also effectively communicate the advantages of smart appliances to increase brand recognition among family consumers [8].