TCL - Consumer Research on Home Appliance Products
Company overview
Toshiba Video Products (China) Co., Ltd. is a Sino-foreign joint venture established in 2019 by Huzhou TCL Appliance Sales Co., Ltd. and Toshiba Corporation. The total investment amount is RMB 50 million. In terms of registered capital, TCL contributes RMB 24.5 million (49%), while Toshiba contributes RMB 25.5 million (51%). The company primarily handles the sales of Toshiba-branded televisions and other video products across mainland China, including full-unit sales, spare parts supply, after-sales service, consumer consultation, product recycling, and related import and export operations. As a key outcome of the strategic cooperation between TCL and Toshiba, the joint venture integrates TCL's local distribution capabilities with Toshiba's technological and brand strengths, aiming to further expand its market share in the Chinese home video product sector.
Research background
Since its establishment, Toshiba Video Products (China) Co., Ltd. launched the 'Raycon U6900C' series, which received positive market feedback during the 2019 618 e-commerce festival, laying a solid foundation for the brand's repositioning in the Chinese market. In the rapidly evolving home appliance market—particularly in the increasingly competitive smart TV segment—the company plans to launch an upgraded version of this series during the 2020 618 festival. To ensure that the new product's design, feature configuration, and marketing strategy better align with the actual needs of target users, the company intends to conduct a dedicated research study to gain deeper insights into current consumers' purchasing preferences, buying behaviors, media exposure habits, and potential pain points. This research will provide actionable support for product optimization and marketing strategy development.
Research scope
In April 2020, CEIDEA Research was commissioned by Toshiba Video Products (China) Co., Ltd. to conduct in-home interview-based research targeting current product users and competitors' customers. The study covered core consumers of smart TVs in first and second-tier cities, collecting comprehensive user profiles and demand feedback. The research scope included basic user demographics, household usage scenarios, preferred purchasing channels, and key purchase-influencing factors (such as brand awareness, picture quality, system performance, voice functionality, and after-sales service). It also explored users' attention to new product design, smart features, content resources, and UI experience. Additionally, the study examined consumers' daily media exposure channels and pathways for brand information acquisition, providing strategic insights to support future promotional timing and media channel planning.
Expected outcomes
The research will help Toshiba Video Products (China) Co., Ltd. comprehensively identify the consumption characteristics and behavioral patterns of core smart TV users, accurately map the profile of target consumers, and clarify their preferences and expectations regarding product features, design, price, system performance, and content offerings. Through comparative analysis with competing products, the study will identify the current positioning advantages and gaps in users' mental models. Ultimately, the research findings will provide quantifiable data to support decisions on new product design, feature optimization, user communication strategies, and channel selection, thereby enhancing market fit and competitiveness and driving the commercial performance of the 2020 618 new product launch.
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