On Jan 31, China’s leading electric vehicle manufacturer BYD started selling its sports utility vehicle Atto 3 in Japan, with its first dealership opened in Yokohama.
TOKYO: While Japan’s unique business culture and a strong emphasis on quality may have deterred some foreign firms seeking quick money to enter the country, an increasing number of Chinese companies, with their long-term commitment and solid steps, are starting to gain a foothold in the market.
On Jan 31, China’s leading electric vehicle manufacturer BYD started selling its sports utility vehicle Atto 3 in Japan, with its first dealership opened in Yokohama.
The automaker is also planning to introduce two more models later this year and to have more than 100 dealerships in Japan by the end of 2025.
In the home appliance sector, Chinese company Hisense Group has gained increasing recognition. Hisense products ranging from television sets to refrigerators have found prominent places in stores that have long been monopolised by local established brands.Hisense’s share in the Japanese TV market came in at 13.4% last year, ranking fourth.
If including the Regza TV brand that Hisense acquired, the market share amounted to more than 30%, according to Tokyo-based research firm BCN.
Li Wenli, general manager of Hisense Japan, attributed Hisense’s breakout in Japan to factors including cost advantages, cooperation with local partners and a clear target market strategy that centres on consumer demands from 26 to 35-year-olds.
To cater to the needs of demanding Japanese customers, both BYD and Hisense have adopted differentiated approaches in the country.
Instead of using the more efficient and low-cost online sales model, BYD has decided to go for brick-and-mortar dealerships.
Apart from the home appliance sector, Hisense is actively exploring opportunities in other areas including the Internet of Things. — China Daily/ANN
