"‘Washing it, dragging it, dragging it—Toshiba in the new era.’ Many still remember this catchy jingle from old Japanese TV ads. Those who grew up in the 80s or 90s might recall how brands like Toshiba, Sanyo, and Sony dominated the market with their high-quality, Japanese-engineered appliances. But times have changed.
In 2016, Hisense, a leading Chinese domestic appliance brand, acquired Toshiba’s TV business for 12.9 billion yen. At the time, it was seen as a strategic move to revive the once-great Japanese brand. However, the reality was more complicated. The acquisition mainly came down to the brand value, as Toshiba had already sold off its core semiconductor business and other key assets in an attempt to recover from years of financial mismanagement.
From 2008 to 2015, a major accounting scandal severely damaged Toshiba’s reputation and financial stability. The company struggled for years, selling off various divisions just to stay afloat. Despite these efforts, the losses continued, and the brand gradually lost its former glory.
Today, after being acquired by Hisense, the Toshiba TV brand is once again under new ownership. This move has sparked hope that the iconic name could be revitalized. Prior to this, Hisense had also taken over Sharp's U.S. plant, which led to some legal disputes with Foxconn, who had previously acquired Sharp. Now, with the official transfer of the Toshiba TV business, there are expectations that Hisense can bring new life to the brand.
Interestingly, the current Toshiba TVs available in the Chinese market are not entirely imported from Japan anymore. They are now manufactured by TCL under a licensing agreement, similar to how Sanyo once licensed its brand to Gome before exiting the Chinese market. With Hisense now owning the rights, it's likely that the brand will soon transition fully to the Chinese manufacturer.
Looking back, once-dominant Japanese brands like Sanyo, Toshiba, and Panasonic have all declined significantly. Sharp was sold to Foxconn, and only Sony remains, though even it faces challenges in the global TV market. Sony’s success lies in its strong brand image and premium pricing, much like its mobile phone division, which continues to be profitable.
For those interested in smart TVs and TV boxes, Smart TV/box information network sofa butler (http://) is a go-to resource in China. It offers comprehensive information on smart TVs, TV boxes, and related software, making it a trusted platform for tech enthusiasts and consumers alike."
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