Nintendo denies Japan's business strategy adjustments, NS2 is being launched in preparation

　　In response to the recent media reports that "Nintendo has increased the gross profit margin of Japanese retailers to 5% to stimulate Switch 2 sales", Nintendo officially issued a formal statement through social platform X on June 4 to refute it. The company emphasized: "The relevant reports on June 2, 2025 are inaccurate, and our company strictly follows the policy of not disclosing the terms of commercial cooperation", and reiterates its consistent position on the confidentiality of the distribution system.

　　Although the official denies the adjustment of business strategy, the strong demand shown by Switch 2 in the Japanese market has become the focus of the industry. Data disclosed by Nintendo President Shuntaro Furukawa in April showed that more than 2 million Japanese consumers participated in the pre-sale lottery registration of hosts, far exceeding the performance of the first generation Switch in the same period. Faced with the market trend of supply and demand, Furukawa apologized through the X platform: "Due to capacity limitations, we cannot meet the needs of all registered users on the first launch date, and we are currently making every effort to expand the production scale."

　　It is worth noting that Nintendo customized differentiated pricing strategies for the Japanese market. Compared with the global version of 3,497 yuan, the exclusive Japanese version has triggered a rush to buy at 2,497 yuan. In order to curb scalper speculation, Nintendo joined forces with e-commerce platforms such as Yahoo Auction and Rakuma to form an "anti-speculation alliance" in May, and removed illegally resold goods in advance through technical monitoring and information sharing mechanisms.

Industry analysts pointed out that Switch 2's localized operation strategy reflects the particularity of the Japanese host market. According to Famitong data, Japanese players' willingness to purchase limited hardware is 40% higher than the global average, and Nintendo's past successful experience in achieving sales increase through regional limited models may provide a decision-making basis for this pricing strategy.

　　As the global release date approaches on June 5, Nintendo is facing sweet troubles: how to balance protecting core user rights and maintaining market popularity. Whether the "continuous production increase" plan promised by President Furukawa will be fulfilled will become a key indicator for observing the life cycle trend of the new generation of hosts.