Over the past five years, Chinese home appliance brands have steadily increased their market share in Southeast Asia by moving beyond competitive pricing to offer services such as round-the-clock customer support and innovative product design, according to KrASIA.
Historically, Japanese brands like Panasonic, Toshiba, and Hitachi have dominated the region's home appliance market since the 1970s, particularly in Malaysia, where they established factories, supplier networks, and dealer relationships that secured their leadership position.
As Chinese brands gain traction, Japanese companies operating in Southeast Asia may need to adapt their strategies to maintain their foothold amid evolving consumer expectations and intensifying competition.