Chinese home-appliance giant Haier regards Japan as a key target market and is preparing to open a showroom for retailers in Taito Ward, Tokyo. It plans to focus on families going forward and is considering introducing models tailored to the local market.
Chinese home appliance maker ハイアールジャパンセールス is preparing to open a showroom for retailers in Taito Ward, Tokyo, where it is expected to display refrigerators, freezers, washing machines and air conditioners. Its lineup has so far focused mainly on small and medium-sized products for single-person households and couples, but it plans to strengthen its appeal to families.
松田完一 (松田完一), general manager of the marketing department at the company's Tokyo branch, said Japan is "a market that should be targeted as a priority" and discussed its launch strategy in Japan and the rollout of local models. There are also indications that the introduction of fixed pricing in Japan is viewed as a desperate measure by major companies.
Haier does not plan to introduce fixed pricing in Japan and claims to have held the top position in global market share for large home appliances for 17 consecutive years. For Japan, it uses global models in addition to offering some Japan-specific models. The view is that it is pursuing economies of scale, underpinned by advantages in material costs, as Japanese labor costs are not significantly different from those in other regions.
The company's declining presence at home appliance retailers in Japan has been noted, and the two-way dominance of Chinese companies and local brands may continue.