Toshiba reportedly planed to sell two million LCD TVs in the China market in the fiscal year of 2011 ended March 2012, which was four times its current target for 2010 fiscal year ended March 2011. In order to achieve the aim, the company would introduce a broad line-up of nine series and a total of 24 models, including high value added TVs.

The China LCD TV market was expected to surpass the US as the world's largest TV market in 2010 fiscal year. Toshiba has established Toshiba Visual Products (China) (TVC) which was a sales and marketing joint venture with China-based TCL and started operation on October 1, 2010. The joint venture would put in place a nationwide network of mass merchandisers and smaller outlets, with the goal of expanding Toshiba's current network of about 2,200 stores to a total of 15,000 by 2013 fiscal year.

Also, its new flagship LCD TV, the 55X1000C, would meet China's high-end home entertainment market, which features a mega LED-backlit panel and employs Toshiba's newly developed new Regza Engine, a high-performance multi-processor platform, software to deliver outstanding image quality, sharp, realistic 3D, and excellent sound.