Toshiba home appliances comes back to China


After the acquisition by Midea Group, Toshiba-brand will come back with its home appliances on the Chinese stores after more than a year. The brand, in fact, had been sold in China until 2015, when a drop of sales caused a retreat of the products from the market. Then Midea acquired 80.1% stake last year in Toshiba Lifestyle Products & Services, the white goods business of Toshiba, allowing the coming back of the brand range to the Chinese shops. Now, Toshiba still owns a 19.9% stake in Toshiba Lifestyle. The agreement between the two companies includes a first step, during which they will jointly develop microwave ovens, that will be manufactured by Toshiba. In a second phase, also refrigerators and other products will be realized.
According to Nikkei Asian Rewiew, Midea will position Toshiba appliances as top-of-the-line products among its offerings, while similar products traded under the Midea brand will be characterized by basic functions and carry low prices.

Submit your comment

Please enter your name

Your name is required

Please enter a valid email address

An email address is required

Please enter your message

Home Appliances World © 2017 All Rights Reserved