On the night of June 24th in Japan against Senegal, there was suddenly no Chinese sponsor of Hisense on the field. Instead, the replaced 'REGZA' and Japanese character-like advertisements triggered intense curiosity and attention from the audience, especially the Japanese audience. As we all know, from Sony After exiting, there was no Japanese company among the sponsors of the Russian World Cup.
The reporter learned that REGZA is the main brand of Toshiba TV in Japan. The 'master' behind the advertisement is the official sponsor of the World Cup. It acquired the Chinese company Hisense from Toshiba TV. On November 14 last year, Hisense Electric acquired Toshiba Television TVS 95% equity and TOSHIBA, REGZA brand use rights in the global market for 40 years, and completed the formalities of equity transfer on February 28, 2018. In this World Cup match with Japanese national team, Hisense took himself The exclusive advertising rights were given to its own sub-brand, Toshiba REGZA TV. This Japanese advertisement was also the fourth language advertisement of the international company Hisense after the Russian World Cup in Russia, English and Chinese advertisements.
Caption: His advertisement for Russian in the opening game of the World Cup in Russia.
Li Wenli, general manager of Hisense Japan Branch, introduced: Toshiba has a profound accumulation of TV picture quality, sound technology and quality control, and Hisense has obvious advantages in supply chain and corporate management. Hisense Chinese management staff and original Toshiba TV Japan The close collaboration between management personnel and the continuous integration of the advantages of both parties has quickly reversed the operating situation of Toshiba TV. Since March 1st, Toshiba Image has achieved profit for three consecutive months, and the integration effect of acquisition has achieved initial results, achieving 1+1>. The effect of 2
Japan is the world’s most demanding and hard-to-find market. TV sales have also been tepid in recent years. However, the sales of Hisense TV in Japan have been increasing in contrarian directions. According to statistics, the sales of Hisense TV in Japan from January to April are the same With a growth of 44%, sales increased 48% year-on-year, ranking fifth in the Japanese television market and Japan’s first overseas TV brand. After Hisense acquired Toshiba TV, Toshiba’s market share of REGZA 4K TV products also continued to rise, and On the official launch of the month, Japan’s first TV product with built-in 4K BS broadcast signal is highly sought after by Japanese high-end consumers.
Li Wenli said that under the pulling effect of the World Cup, the Japanese TV market began to pick up from late May. Especially after the victory of the Japanese national team in the first round on June 19, the topic of the World Cup rose straight among the Japanese public. Hisense TV and REGZA TV borrowed. At this time, a series of marketing activities were launched, and sales of Hisense TV as the official sponsor of the World Cup were particularly evident. 4K high-end products have increased by nearly 300% since May.
The reporter learned that Toshiba last sponsored the World Cup in 2006. Twelve years later, Japan’s Toshiba TV returned to the World Cup with the help of Chinese company Hisense. Toshiba TV, after taking over from Hisense, is experiencing excellent market performance and continuously improved management standards. Welcome a fundamental reversal.
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