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 - 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].