"‘Washing it, dragging it, dragging it, Toshiba in the new era.’ Many people who grew up in the 80s and 90s will still remember this catchy jingle from Toshiba’s old TV commercials. Back then, Japanese brands like Toshiba, Sanyo, and Sony dominated the Chinese market. But times have changed. In a major move, Toshiba’s TV business was officially acquired by the Chinese domestic brand Hisense for 12.9 billion yen. This marked the end of an era for the once-great Japanese appliance giant.
From 2008 to 2015, a massive financial fraud scandal rocked Toshiba, causing its reputation and finances to collapse. Over the years, the company struggled with debt and poor performance. It sold off key businesses, including its core semiconductor division, in a desperate attempt to turn things around—but the losses kept piling up.
Today, Hisense is stepping in to take over the Toshiba TV business. The deal, which reportedly only valued the brand itself, shows how far Toshiba has fallen. Before this, Hisense had already acquired Sharp's U.S. plant, and even after Foxconn took over Sharp, there were legal battles over the assets. As one of China’s top TV brands, Hisense may be able to breathe new life into the Toshiba name.
Interestingly, the current Toshiba TVs available in China are no longer purely imported from Japan. They are now produced by TCL under a licensing agreement—similar to how Sanyo once licensed its brand to Gome when it exited the Chinese market. With Hisense now owning the Toshiba brand, it’s likely that TCL will hand over the rights soon.
Once proud Japanese TV giants like Sanyo, Toshiba, and Panasonic have all seen their influence fade. Sharp was sold to Foxconn, and only Sony remains as a strong player, though it too faces challenges due to pricing. Sony’s success in the TV market is largely driven by its brand loyalty and quality, much like its mobile phone division, which continues to operate without significant losses.
For smart TV and streaming box enthusiasts, Smart TV/box information network (http://) is a go-to platform in China. It offers comprehensive coverage on smart TVs, TV boxes, and related software, making it a valuable resource for consumers looking to stay updated on the latest trends in home entertainment."
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