Recall the relevant legislation is inadequate, leading to many problems in the global recall, only exceptional cases even made the Chinese market. However, because the law can not be a sound can not escape responsibility.

Toshiba has announced the recall 41,000 units SatelliteT series notebooks, mainly because of overheating risks that may cause the user burns. It is worth mentioning that the recall area mainly for Europe and the United States, Dan China is not in The recall Zhinei, Chinese users, Toshiba Zhi Shi in China’s official Web show some solutions – to upgrade 2.70 version of the BIOS.

According to reports, Toshiba has received 129 reports related to incidents, including two minor injuries not requiring medical care, the report of a small amount of property damage and two reports. However, for the reasons in China do not recall, Toshiba China, given this explanation: “China has not received the relevant laptop because of heat damage to property report and, therefore, will not recall these same models in the domestic notebook products.”

It is understood that took place in notebook had quality problems, mostly concentrated in such as motherboards, graphics cards, displays and other important parts, but also due to defects in product design for small parts on the overall damage caused by the phenomenon of fault. Toshiba, the awarding of this was due to “certain batches of products in use when the power adapter, in a very small risk of overheating may occur and may lead to the shell near the DC input jack deformation. So far, Toshiba computer network (Shanghai) Co., Ltd. has not received any report on this issue; but when this problem occurs, if the touch to the skin near the DC input jack will be burning feeling. “industry experts believe the upgrade method is not insurance:” By upgrading BIOS to some extent, optimize system power management module, and enhanced security protection factor; but the main problem lies in the hardware on, we still need parts replacement to completely eliminate hidden dangers “.

Toshiba remedy seems only superficial and does not completely solve the problem. Similarly, the user, why hurt by the loss of foreign customers can “recall”, but users in China as not “burst” accident would not adopt a “recall” mean? Toshiba arrogance of the Chinese market, or have tired of the Chinese market and give up on themselves?

Look at Toshiba’s development in recent years seem to keep up with the pace of market performance is also slightly weakness. Lack of product characteristics, innovation is not enough, the price advantage is not obvious, in addition, a significant decrease as propaganda, brand influence, have suffered, many of its products in the Chinese market and even slowly being marginalized. S Center for Research on internet consumption during the first half of 2010 rankings in notebook brand Guan Zhu, Toshiba You Yu Jishu introduce new products Sudu slower, plus Jiage obvious advantages, factors that promote the efforts Buzu Deng Ying Xiang, Paimingyiran Zai low hover. Toshiba has recorded the first out of ten, but the attention, while less than 5%, even still after the Shenzhou. In this case, the Toshiba To comeback, sweeping away the tide is still quite difficult.

Years of weakness may lead to Toshiba, which has been struggling to give up on themselves the face of Chinese consumers, so the notebook market in China after the incident broke out not recall it appears logical. However I believe that, based on Toshiba’s industry and technology are still good, in China also has accumulated a certain degree of brand recognition. Once upon a time, “Toshiba, Toshiba, Toshiba’s new era” and “ok karaoke recorder, Hitachi’s 777” and other Japanese popular in river north and south line appliance ads, at that time, Toshiba’s products in people’s eyes can be said to fashion, a synonym for high technology, is also a symbol of high quality. But today, if they give up, can not help but very unfortunate. Toshiba may wish to take a go, full attention from Chinese consumers, understand their demand characteristics, re-adjust strategy in China, could also pump out a new world.

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Category: Business Management
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