Panasonic Unveils New China Business Strategy: Emphasizing Star Products and Appliance Sets, and Highlighting "Made by China" for Global Expansion | Frontline Report

Recently, the China Appliance & Consumer Electronics Expo (abbreviated as "AWE") concluded in Shanghai. During the exhibition, Panasonic, a household appliance brand, held the "Panasonic China Business Strategy Release and Top Channel Partners Conference" and announced its new business strategy for China.

Panasonic China Business Strategy Release and Top Channel Partners Conference. Photo: Provided by the company

"Currently, the characteristics of the Chinese household appliance market are as follows: the demand continues to decline, and the involution in the stock market is intensifying; consumer demand continues to show a K-shaped differentiation, and the overall growth of the industry faces challenges. However, China remains the core hub of the global household appliance industry." Lin Yibin, Vice President of Panasonic Corporation's China Northeast Asia Business and General Manager of the Smart Life Business Unit, said in his speech at the conference.

Based on this situation, Panasonic's household appliance business in China will continue to deepen three major strategies in the future.

Specifically, first, continue to launch popular star products loved by consumers, such as the world's first four-drum all-heat pump washer-dryer ALPHA G5 and the Panasonic rice cooker with light and electricity; starting from the user's living experience scenarios, deepen the "living space" solutions.

Second, in 2026, it will strengthen the all-dimensional solutions for "a set of living spaces". In terms of new products, Panasonic's flagship suite of "living space household appliances", Himalayas, has been officially launched; the newly upgraded suite products in spring will also be released soon.

Third, build an open business ecosystem and carry out in-depth borderless cooperation and all-round coordination in all links of the entire industrial chain.

From the overall corporate planning perspective, Panasonic Group will launch a new business system in April 2026.

Under the new business system, Panasonic will be upgraded from the first stage - China Northeast Asia Company (CNA) to the second stage - China Northeast Asia Business (CNAB). With the business departments of major household appliances, small household appliances, AVC products, and the global marketing department, the China Northeast Asia Business belongs to the new Panasonic Corporation and is the only organization with cross-business coordination functions centered on the region.

Regarding the strategic thinking of promoting global growth starting from China, Nakayama Masaharu, CSO of Panasonic Corporation and President of the China Northeast Asia Business, pointed out that the core measure of the China Northeast Asia Business (CNAB) is to provide a space that takes into account both health and contributions to the global environment for a sustainable future. This is exactly the basic concept of the company's Wellness Smart business.

In addition, Panasonic will also expand the "Made by China" products, promote innovative products originating from China to the world, and accelerate the expansion of its global business.