By leveraging their technological advantages, the Japanese makers are aiming to establish their status as high-quality brands and to stimulate demand in Europe, the United States and elsewhere.
At the trade fair ISH 2023 for housing equipment in Frankfurt this month, Toto Ltd. showcased its high-end Neorest toilet with the features of its Washlet toilet seat series.
According to Toto officials, the Neorest is attracted to consumers in China and the United States despite its high price of up to 650,000.
The company hopes to boost overseas sales of Washlet from 920,000 units in fiscal 2021 to 1.34 million units in fiscal 2023.
Half of the five-star hotels in London and Paris have adopted our products, said Toto Managing Executive Officer Shinya Tamura.
In order to market its Washlet products in Europe, the company is approaching interior designers who mainly deal with wealthy clients.
Tamura said if we're recognized as a brand used there in luxury hotels in Europe, that's going to have a global impact.
A major housing equipment maker, Lixil Corp., which owns the INAX brand, is enjoying strong overseas sales of its bidet toilets, especially in the Chinese market.
The Chinese market is in a chaotic situation, as a Lixil official says: "The market is in a chaotic situation, with local companies entering the picture." In the North American market, Lixil saw a surge in sales due to a paper shortage caused by the coronaviruses.
The two Japanese makers are focused on the fast-growing Southeast Asian market.
Lixil offers products adapted to each region, including a bidet toilet without a warm-water spray function.
Toto President Noriaki Kiyota said that they wanted to maintain their industry-leading position in emerging markets. He said if the sewage situation improves in each country, we can help with our own water-saving technology.