The “home” under the new crown epidemic has begun to change the popular model of TV. Small, low-cost models that can watch video sites are expanding sales. With the popularity of flat-panel TVs, Japan’s domestic TV market is expanding, but the demand for consumers who want to watch TV alone is increasing, and Chinese TVs that have captured this demand are gaining popularity in the Japanese market.
Nihon Keizai Shimbun (Chinese version: Nikkei Chinese website) compiled the sales rankings of flat-panel TVs in Japan in April 2022, according to the POS survey of electrical appliance stores by BCN, a data statistics company. The price refers to the company’s direct selling website and the estimated market price at the time of listing.
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The results show that in April 2022, 40,000 yen (about RMB1969 yuan), 4 models entered the top 10, an increase of 3 models compared to April 2019. Among the top 10 models, 9 models are below 80,000 yen, and low-priced LCD TVs are clearly popular. Only 6 models in April 2019. The size is mainly small TVs such as 24 inches and 32 inches. Sharp, China’s Hisense, and Hisense’s TVS REGZA, which sells Toshiba’s “REGZA” brand TVs, are among the top players.
Small TV: Chinese companies grow, Japanese companies decline
The first is the 32-inch TV of TCL, a major Chinese home appliance company. The market reference price is about 36,000 yen (about RMB 1,782). Although the price is low, it is equipped with an Android TV system and can watch major video sites such as Netflix. Screens larger than computers and mobile phones have become the trump card for TVs, and a clerk at Bic Camera’s main store in Ikebukuro said, “There are many cases of single college students buying it.”
Sharp at No. 2 and REGZA at No. 3 also entered the list with 32-inch TVs. REGZA uses a 36-color “color axis”. The clerk of the Biku Camera Yurakucho store said, “This is a lot in a small TV.” The price is not expensive, but the color display is richer.
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In order to improve profitability, Japanese companies have reduced the supply of low-cost small TVs in China, and Chinese companies’ models are in the forefront. Among the new products released by Panasonic in April and May, the minimum screen size is 43 inches, and there are no small TVs. On the other hand, Hisense released a new 24-inch TV in May that supports online video.
Chinese companies have increased their price competitiveness by using large quantities, such as bulk procurement of parts and components, to supply low-cost TVs around the world. According to the global TV supply share in 2021 by the British research company Omdia, TCL ranked third (11.5%) and Hisense ranked fourth (9.9%), both higher than Japanese companies.
Japanese companies focus on “4K” 55 inches
From the perspective of large-scale TVs that Japanese companies are actively developing, Sony’s 55-inch models ranked 14th and 15th. 55 inches is a fierce battle zone for a rich product line. Statistics from the Japan Electronics and Information Technology Industries Association (JEITA) show that in 2021, products over 50 inches will account for 38.1% of Japan’s TV supply, an increase from 28.9% in 2019. In terms of picture quality, 4K has become the mainstream.
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