Toshiba began to develop its overseas LED lighting business. The company plans to expand its "new lighting system business" centered on LED lighting products, and strives to achieve global sales of 350 billion yen in 2015. As part of this, the company decided to sell bulb-type LED lighting products overseas.
To conduct market research, Toshiba has set up offices in Europe, France, Germany, and the United Kingdom, and in the United States in North America. Among them, Toshiba's subsidiary, Toshiba Systems France, has been selling bulb-type LED lighting products (toshiba lighting technology production) in France since January 2010. The company sells to ordinary consumers through wholesalers. In 2010, the sales target of LED lighting products in France was 600,000.
To sell LED lighting products overseas, it is important to base on business practices, user preferences and cultural differences in different regions. For example, in Europe, people mostly don't like too bright lighting products. In addition, "Europeans pursue interesting lighting, such as manufacturing light and shadow contrast, in order to enjoy the atmosphere, etc." (Okura Masahiro, Director of the Overseas Market Strategy Promotion Office of Toshiba New Lighting Systems Business Integration Department). Moreover, "Europeans love candlelight very much" (Kokura Masahiro). Therefore, the color of the bulb is more popular. Therefore, in France, in addition to the color temperature of 4000K white, it also sells 2700K bulb color varieties. However, even if they are the same color of light bulbs, people in different regions have different preferences. Therefore, when selling outside France, various performance parameters including color temperature may be changed.
Business practices are also different. In Japan, lighting products are sold at home, etc., but in Europe, home electric stores are almost not sold, but mainly sold in large supermarkets and home centers.
LED lighting products have also created new distribution channels. For example, "French stores have only sold LED lighting products" (Tokura's Ogura). In the United States, ESCO (Energy Service Company), which provides services for the construction and management of energy-saving facilities, purchased Toshiba's LED lighting products. Kokura said with full expectation that "this may develop into a large sales channel in the future." "In addition to the existing sales channels, if you do not acquire this new distribution channel, it will be difficult to obtain the first place in the share" (Kokura).
In the future, in addition to Europe and North America, Toshiba plans to expand its LED lighting business to emerging market countries such as China, India, Russia, Brazil and the Middle East.
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