Toshiba

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Toshiba works to satisfy nation's changing industry

Not a newcomer in the Chinese market, Toshiba, one of the world's leading producers of household appliances, is nevertheless facing a changing market here at the home of more than 1.3 billion people.

"It is impossible that Toshiba could develop all by itself in the Chinese market in the days to come," said Taizo Nishimuro, president and chief executive officer of the Toshiba Corp yesterday. "We will co-operate with Chinese enterprises to provide products that bring benefits to consumers."

Only a decade ago, the Chinese household appliance market was dominated with products stamped with the words "made in Japan." Today, however, more people tend to take a liking for such home-made brands as TCL and
Changhong.

Even so, the 64-year-old CEO still believes that the Chinese market is one with great potential. To him, the reason lies far beyond the huge population and the demand it generates.

"The Chinese market is not one that lags behind," said Nishimuro, who is in Shanghai to attend this year's Fortune Global Forum.

The debut of Toshiba's latest flat screen television set, for instance, took place simultaneously in China and the United States.

"It is important that we continue to sell our high-tech products in the Chinese market," pledged Nishimuro, obviously encouraged by the market's bright future.

As for the competition from Chinese producers of household appliances, Nishimuro took it as a natural thing in development.

"Judged from their quality, the products of major Chinese factories have already met very high international standards," he said. "As competitors, Chinese producers can also stimulate us to probe deeper into our research and development."

However, as a major supplier of components, Toshiba is also co-operating closely with some Chinese factories, according to Nishimuro.

Even though household appliances account for less than 25 per cent of all products the company makes, to ordinary Chinese, the name "Toshiba" still connects closely with televisions and refrigerators.
(China Daily)

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