LG Electronics is poised to make a significant return to the Japanese market by resuming the sale of washing machines this year, marking its first move into this category in 12 years. According to a report by Nihon Keizai Shimbun (Nikkei) on January 20, LG has previously sold select home appliances like TVs and stylers in Japan, but this new strategy aims to expand their presence and product lineup in the competitive market.
While LG currently holds a 10% share of the Japanese TV market, its performance in other categories, including washing machines and refrigerators, has been limited. However, the company has conducted trial sales of premium models priced around 500,000 yen (roughly $3,205) between 2020 and 2022. These trials revealed significant demand in Japan for washing machines equipped with advanced drying functions.
LG’s decision to resume washing machine sales in Japan is part of a broader strategy to capture a larger share of the country’s home appliance market. The company is also considering entering the large refrigerator segment following the success of its earlier refrigerator sales.
Nikkei’s report highlighted that LG is not alone in bringing high-end white goods to Japan. Chinese company Hisense is set to introduce a drum washing and drying machine to the Japanese market this spring, signaling an influx of premium products from both Korean and Chinese manufacturers.
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