According to Kyodo News, Chinese home appliance giant Hisense Group has announced its acquisition of the "TOSHIBA" television brand for a 40-year period. This deal allows Hisense to sell TOSHIBA-branded TVs globally, marking a significant step in its international expansion strategy. By leveraging the well-known TOSHIBA name, Hisense aims to boost its brand visibility, increase sales, and strengthen its market positioning on a global scale.
The Japanese consumer electronics industry has been struggling for years, with domestic manufacturers facing fierce competition from international players. Hisense has been particularly aggressive in the Japanese market, offering its own branded products at prices that are 2 to 30% lower than those of major local companies like Sony and Panasonic. This has further weakened the position of traditional Japanese brands. In a related move, Toshiba recently sold its unprofitable TV business to Yamashina for around 1.29 billion yen (approximately RMB 760 million), with the transaction expected to be finalized by February 18th.
However, Hisense now faces a challenge: Toshiba's TV business has been withdrawing from overseas markets since 2015, and different regional partners have already taken over the brand. For instance, Compal in Taiwan handles TOSHIBA TVs in North America, while Vestel in Turkey manages the European market. Skyworth is responsible for selling TOSHIBA TVs in Asia. With this new long-term license, Hisense will need to carefully manage how it integrates with these existing regional partners and ensures a smooth transition without causing confusion or brand dilution.
Additionally, as part of its broader restructuring efforts, Toshiba plans to remove its iconic billboards from Times Square in New York City by the first half of next year. It will also discontinue its long-running Japanese TV programs, "Miss Conch" and "Sunday Theater," which have been sponsored since 1956. These moves are part of the company’s strategy to cut costs and focus on more profitable areas of its business.
From a business perspective, even though the TV industry is declining, the TOSHIBA brand still holds significant value. Hisense’s acquisition demonstrates a common trend in the corporate world—leveraging established brand equity to gain a competitive edge. Now, in addition to owning its own brand, Hisense also holds a 40-year license for the TOSHIBA TV brand. Moreover, it also has the rights to the Sharp brand in North America. With such a strong portfolio, the company has the potential to offer a wider range of products to consumers worldwide. Let’s hope Hisense can make the most of these opportunities and deliver innovative, high-quality products that meet customer expectations.
Through Hole Donut Load Cells,Cheap Load Cell,Donut Load Cell,Through Hole Load Cell
Xiaogan Yueneng Electronic Technology Co., Ltd. , https://www.xgsensor.com