Chinese manufacturers are stepping up their offensive in the Japanese market by introducing low-priced products ahead of the “air conditioner 2027 problem,” as energy-efficiency standards are set to become stricter next April. For models designed for rooms of about 6 tatami mats, TCL is targeting a price below ¥80,000, narrowing the gap with domestic manufacturers.
Energy-efficiency standards for household air conditioners will become stricter next April, and Chinese manufacturers are introducing low-priced models for rooms of about 6 tatami mats in their 2026 lineups. TCL has indicated plans to sell its products at a base price of around ¥77,000, while Haier is also expected to sell models in the ¥80,000 range. Prices in the Japanese market vary between mass retailers and online stores, and domestic manufacturers' standard prices tend to be higher.
The government is promoting tighter energy-efficiency standards, and estimates suggest that annual utility costs for 6-tatami-room models meeting the new standard will be lower than those for existing models. At the same time, higher air conditioner performance is driving up manufacturing costs, raising concerns that prices for affordable mainstream models will increase. As competition between domestic and overseas manufacturers intensifies, consumers are expected to have a wider range of choices.
Daikin continues to hold the top share of the domestic market, while the influence of Chinese manufacturers is still considered limited. Shipments in the first half of 2026 totaled 6,527,000 units, up 19.4% year on year, indicating continued strong demand. Some industry participants say sales of low-priced products are growing, supported by demand ahead of the new standards and large-volume purchases.
Japanese manufacturers are aiming for full compliance across their 2027 models, while Panasonic has also announced plans to transition many of its specifications. Price-comparison sites indicate that the cheapest models have room for price increases, but also expect development efforts to lead to a greater number of affordable products.