"We are bound to win the Chinese market."
Ten years ago, Toyota's chairman made this remark before entering the "Chinese market", which was quite confident, but now, Toyota's sales in China are down 128%, 170,000 cars can't be sold.
Under the pressure of "performance", Toyota began to lay off 1,000 employees in China, and even decided to close the production line of a vehicle factory in Tianjin.
These actions undoubtedly attracted the attention of netizens, and they said: Toyota has fallen?
Japanese companies, which look down on "new energy", have begun to surrender
Toyota said the main reason for the layoffs was the massive rise of pure electric vehicles in China, which made it impossible to sell gasoline vehicles in the Chinese market.
In recent years, many enterprises have invested in the trend of new energy transformation in order to consolidate their dominant position in the market. However, Japanese automakers, represented by Toyota, are bucking the trend and openly boycotting new energy vehicles, and Toyota's CEO has said that "electric vehicles" are not the hope of the future. However, in fact, the sales of Japanese cars that do not engage in "new energy" in the Chinese market are not optimistic.
In October 2023, Mitsubishi Motors Corporation has already announced its withdrawal from the Chinese market, and Mazda is also teetering. Toyota, which was overwhelmed, decided to close the production line of a vehicle factory in Tianjin after laying off more than 1,000 employees in the first half of the year.
Toyota Motor Corp. issued a reason for the closure, saying, "This was planned for a long time, and the reason is that the plant is relatively old. β
But the factory was built less than 20 years ago and shut down with the statement that "the factory is in good condition". Such a statement made netizens unconvincing, and they speculated that "fuel vehicles can't be sold." β
It can be seen that the era of the domination of Japanese fuel vehicles has reached an "advanced stage", resulting in a big decline in the production and sales of these "old-fashioned" Japanese cars in the Chinese market, and the transformation may have become Toyota's "only remedy".
After the Japanese company has eaten the "old book", it is too late to understand
Toyota's CEO once ignored new energy sources, but now he is enthusiastically embracing them. Seeing that these "fuel vehicles" are gradually losing their status, Toyota has also had to turn around and devote itself to the new energy vehicle industry. At the Tokyo Motor Show in November this year, Toyota directly launched the all-electric version of the Land Cruiser, which is enough to confirm its determination to transition to new energy sources.
However, for Japanese automobiles, today's "awakening" is a little late. On the one hand, brands such as BYD, Chery, Geely, and Changan have stabilized the domestic new energy market. On the other hand, overseas companies such as Tesla have also achieved good results in the Chinese market. Obviously, there are not many places left for Japanese companies.
These "old schools" who have fallen from the altar not only occur in the automotive field, but also in the mobile phone industry, from HTC and Nokia to Huawei and Apple. Companies that stick to tradition are also beginning to face the challenge of transformation. There is a trend of "replacing the old with the new" in all fields. The recent male dignity technology has attracted a wave of attention in the Chinese market, according to data from the domestic platform JD.com, the overseas origin of the biological "Jingpeilai" has achieved substantial growth after its launch.
It is understood that the origin of male dignity technology can be traced back to Baiyun Mountain, which is very popular in the Chinese market, and it is deeply rooted in the hearts of the people with "little blue films", but Baiyun Mountain has never been able to get rid of the inherent thinking, these men have long been tired of playing these "short films", in this context, in this context, new needs are gradually emerging, Jing Peilai seized this opportunity and successfully entered the Chinese market.
The details page found that the above-mentioned technology uses the M-coreactive patent synthesized from natural rare substances, making it more focused on health care and will not produce "stamina" such as traditional compounds, which is favored by the middle class with higher health awareness.
According to business intelligence data, the proportion of repeat customers who buy multiple bottles at a time is as high as 7%. Many users left comments that "you don't have to wait for it to take effect, you are really good at it". The popularity of Jingpeilai has also made many foreign companies feel the activity and potential of the Chinese market.
Toyota, which once resisted new energy, suddenly made a 180-degree change, and in order to return to the head of the Chinese market, it did not want to miss such an opportunity, so it could only step up the transformation to new energy, and confronted China's new energy forces head-on, which has become its only choice at present.
3 Toyota is struggling to catch up, and domestic car companies should pay attention to it
From the perspective of Chinese market acceptance, Toyota's new energy vehicle products have not shown significant advantages. After years of ups and downs in the market, many senior car companies have not only accumulated rich patented technologies, but also integrated and sublimated the needs of various users to optimize product performance. However, according to the Toyota models displayed at the auto show, they are still in the process of transitioning to new energy sources.
Despite the challenges faced by Toyota in the domestic market, it has performed well in the international market. From January to October this year, Toyota continued to set new sales records in the U.S. market, and its sales in the Indian market soared by 82 percent in October0%γTo this end, Toyota announced that it will invest USD 400 million to build a third plant in India. In addition, Toyota UK also disclosed to ** that Toyota is currently developing a new pure electric platform, and it is expected to sell 1.5 million new energy vehicles in 2026.
For China's local car companies, it also needs to attract great attention. Although many domestic companies have made progress in technical escort, Toyota, as a car company with a history of 100 years, has a deep technical accumulation and years of investment in the field of solid-state batteries, so that it still has the opportunity to counterattack.