日本家电商争相开拓“佛系”年轻客户

Core Viewpoint - The Japanese consumer electronics market is experiencing a significant decline in brand presence, with only Panasonic and Sony expected to remain among the top five TV brands by 2024, down from all five being Japanese brands a decade ago [1][4]. Group 1: Market Trends - The market share of Japanese consumer products is continuously decreasing, particularly in the TV, washing machine, and vacuum cleaner sectors, where Korean and Chinese brands are gaining ground by emphasizing innovation and performance [1][4]. - The shift in consumer demographics is evident, as Japanese brands have overly relied on the purchasing needs of middle-aged and older customers, making it crucial to attract younger consumers [4]. Group 2: Company Strategies - Panasonic is expanding its offerings targeted at younger consumers, including the "noiful" rental service for home appliances, which has seen a significant increase in the number of applicable rental properties, projected to grow from approximately 500 in 2023 to 1,000 by 2025 [2]. - The company is also restructuring its home appliance business, planning to split its operations into three separate companies by 2025 to improve profitability and efficiency [2]. - EDION is launching a new line of colorful home appliances aimed at young consumers, successfully increasing the proportion of buyers aged 10 to 20 from about 7% to over double that figure [3]. Group 3: Consumer Engagement - Events targeting younger audiences, such as Seiko Watch's dance event, are being organized to enhance brand recognition among younger consumers, showcasing products at various price points to attract a broader audience [3].