This year marks the 70th anniversary of Toshiba Television. With "Toshiba TV refresh!" With the theme, Toshiba TV launched the market renewal and upgrading of the Toshiba brand in Bangkok, Thailand on May 19, and released six new products for the Thai market, including 4K 120Hz OLED TV X9900, quantum dot TV M550, 4K smart TV C350, and E330, E31 and S25 series new products.
Toshiba TV Global Brand Manager Suga Ryoda introduced that Toshiba TV, which began in 1952, has had many world firsts and Japan's first innovations in the past 70 years, and as a world-class TV brand, it is recognized as a high-end TV brand worldwide. The new products released in the Thai market are designed and developed by Japanese designers, and are produced and quality controlled by TVS REGZA with high standards. "These new products not only uphold Toshiba's unique Japanese style, realistic image and audio quality, high craftsmanship and cutting-edge technology, but also combine the Thai market's new demand for TV picture quality, sound quality and intelligence, all in order to maximize the immersive audiovisual experience for users," nishioka said.
It is understood that Toshiba was adversely affected by the overseas brand authorization agency model in previous years, and the brand image quickly slipped. Since 2018, Toshiba's re-positioning as a high-end brand has recovered rapidly around the world.
Zhu Xiaofeng, head of the copy department of TVS Overseas Business Department, believes that after the pain of change and brand rebranding in recent years, Toshiba has undergone two "changes" and one "unchanged": the first change is that Toshiba TV regains its leading brand position in the Japanese market, from 2018 to 2022, Toshiba TV's market share has risen from 12.2% to 22.4%, becoming the best performing brand in the Japanese market in the past five years, while profitability has also increased significantly; the second change is that since 2018, Toshiba TVS has carried out a comprehensive reform of its sales and service structure, eliminating agents and reducing operating costs; in 2020, Toshiba TVS officially established the Global Operations Division, which is responsible for overseas business. With the gradual recovery of overseas operating rights, the self-operated Toshiba TV will once again cover the mainstream market on seven continents. He pointed out that Toshiba's unchanged is precisely the deep technical heritage and high quality of products. In terms of product design, R&D and quality system, Toshiba has continued its high standards for 70 years, and the integrity of the R&D system and R&D team has been preserved, and most of the R&D engineers have been working at Toshiba for more than 20 years. As a result, the good sound quality and excellent picture quality have been perfectly demonstrated in the new products released this time.
In June last year, with Toshiba TV's unique REGZA Engine 4K PRO and REGZA Power Audio PRO+ technology, simple and elegant design, and excellent product performance, the Z770 product won the BEST MIDRANGE 4K LED TV AWARD award from Thailand's TOP evaluation agency LCDTV, and was evaluated as a future-oriented high-quality, all-round "Dark Horse TV".
In terms of channels, Toshiba has cooperated with Thailand's Powermall, Powerbuy, shopee, LCD Thailand, JD, Lazada and other channel providers, and subsequently, Toshiba will continue to expand homepro, Lotus and other high-quality customer channels. With the launch of Toshiba TV brands and super new product lineups, coupled with the strong support of high-quality channel partners, the Thai market will usher in a better Toshiba market.