On the market activity, or the industry move, Sony TV companies led by Sony are still reluctant to the Chinese market, posing a counterattack on the Chinese market, and Sony TV has repeatedly been guessed to quit the Chinese market contrast. However, in the increasingly concentrated TV market in China, is it possible for Sony TV to make a big splash?
Sony TV is not willing to "lose" China
China's huge consumer market, which makes any international company coveted. However, the complexity of the Chinese market has also led many large international corporations to return from their full confidence. Among these, there are both foreign brands dissatisfied with the soil, but also the maturity of the Chinese market and the rise of Chinese companies.
For Sony, the development in the Chinese market in recent years has been poor. Sony and Sony mobile phones have previously withdrawn from the Chinese market. The color TV business, one of Sony's few core product lines in China, is constrained by the decline of the overall business. , also facing the exit of the embarrassment.
According to the 2015/16 financial report, Sony China's operating income fell 1.1% year-on-year to 540.497 billion yen (approximately 32.5 billion yuan), ranking the penultimate number one in Sony's six major market regions, with a 6.7% revenue share.
In addition, in the first quarter of 2016, Sony China’s operating revenue fell 3.7% to 109.127 billion yen (approximately 6.57 billion yuan), and its revenue was only 6%. This is the only region in Sony’s four major sales regions where revenue declines.
The rumors of revenue dragging Sony TV out of the Chinese market have continued to emerge. In March this year, news broke that more than 100 stores selling Sony TVs in Wuhan left less than 10 stores. .
However, last year, Sony China's former chairman and president, Hideki Kurita, once stated that Sony did not consider exiting the TV business and would not withdraw from the Chinese market. TV products are an important part of the living room strategy. To use technology accumulation and R&D advantages, Sony will continue to enhance Sony. The traditional advantages in terms of quality, sound quality, design, etc.
It seems that Sony TV still has a longing for the Chinese market. However, the market does not want to be able to come, nor does it want to stay.
Sony TV Declined and Rising of Chinese New Forces
The color TV industry as a whole was weak and sales volume in the global color TV market showed a downward trend in 2015. However, the Chinese brands have shown a trend of contrarian growth, injecting new vitality into the color TV industry and leading to dramatic changes in the global market competition. The ones most affected by the negative are still Sony-led Japanese companies.
Earlier this year, IHS released 15 years of color TV data. In the first three quarters of 2015, Hisense and TCL outperformed Sony in third or fourth place, and the top five Chinese brands in the brand occupied two seats, showing that the Japanese brands were declining in 2015. Chinese brands rise rapidly.
In the fiercely competitive Chinese market, Internet companies, represented by music as their representative, have entered the game strongly, disrupting the TV market with low prices, ecological operations, and industrial mergers and acquisitions. Or traditional color TV companies such as Hisense, Skyworth, based on core product R&D and technological advantages, catch up on innovative operational thinking. Or the operators and content licensees base themselves on the content ecology and create new Internet TV products, all of which show the vitality of the color TV industry.
Overall, China's color TV brands have risen together, forming a strong squeeze on foreign brands such as Sony.
Recently, the monitoring data released by Aowei indicated that, as of June 2016, Sony TV's share of retail sales in the Chinese market was 2.21%, a decrease of 0.8 percentage points from the previous quarter, and the retail sales share was 4.4%, compared with 5.3% at the end of last year.
According to data from the 39th week of Zhong Yekang this year, in the ranking of online TV brand sales in the Chinese market, Sony has not been short-listed and has become a “other brandâ€. Only ranked in the ninth place in the offline channel, before the Sharp, which is also a Japanese company, the two brothers were almost nicknamed “other brandsâ€.
For the decline of Japanese-owned household appliances enterprises, before this, Hong Shibin, executive chairman of the China Home Appliances Commercial Association Marketing Committee, once pointed out: “Japanese-funded enterprises are an important force in the revitalization of the global home appliance industry. In recent years, they have experienced a decline in China, the world’s largest consumer of home appliances. The root cause is the fact that its dominant hardware-driven model has been unable to adapt to current business and consumer environments."
Sony TV "struggling" difficult to color
Sony TV is not willing to withdraw from China, and has recently made frequent moves in the Chinese market to show its determination to revive the Chinese market.
On the one hand, in the product end, in August, Sony held a 2016 Sony LCD TV Summer New Product Launch Conference at the Kerry Hotel in Pudong, Shanghai, released the latest flagship 4K TV Z9D series, and invited Chinese strength male star Hu Ge as the spokesperson. , At the press conference to highlight the brand's vitality.
On the other hand, on the content side, Sony TV reached strategic cooperation with China TV and Sohu Video, covering the rich content of Sohu Video's films, TV dramas, variety shows, animations, documentaries, etc., and reinforcing Sony TV's video content. Competitiveness,
Immediately afterwards, Sony TV made efforts in entertainment and emotional experience. Tencent TV games, QQ music, etc. were introduced as partners, hoping to allow users to see more exclusive exclusive content on Sony TV, and create a multi-dimensional and high-quality content resource matrix. To satisfy the many emotions such as freshness, accompany, and participation in the Internet + TV.
It seems that Sony TV's "return to the light" type of force action will not win a good lottery. The first is that Sony TV is awake a little late, and it takes half a beat slower than domestic and even South Korean males. Second, these are already the remaining routines of Chinese color TV companies. There is no new idea. Consumers are hard to buy.
These factors will accelerate the departure of Sony TV
Frozen feet are not cold in a day. The disadvantages of Sony TV in the Chinese market have made it difficult for them to return. It may only be a matter of time before they can withdraw from the Chinese market.
First of all, the branding of this shift, the strong rise of Chinese companies, whether it is the control of television ecosystem or the acquisition of globalization, the entire color TV market is entering the Chinese model, in terms of sound quality and product, quality are already incomparable. As a result, Sony TV's product advantages are being reduced, and brand influence is being impacted.
Moreover, with the rise of the Internet TV wave, China's color TV companies have been far ahead in the exploration of the operating model, and have greatly reversed the color TV industry.
Second, localized operations. Smart TVs are the beginning of big-screen operations, and product value theory has been obscured by service value theory. However, the premise of the operation is the user base, the use of content ecology and innovative service models, the formation of attractive to target consumers, and positive sales. This point, China's Internet TV brand has already surpassed Sony TV.
Even though Sony has a shortage of supplementary content by means of cooperation, however, content is not about people. People have my finely differentiated operations rather than the “completed mission†type of accumulation to users. This is not a user's operational thinking.
In addition, Sony is dragged down by profits, and market development has been hamstrung. Kurita Tomoki once said: "Sony is a listed company. Profit margins are an indicator that must be assessed and are also required by shareholders." However, after China’s Internet companies entered the color TV industry, color TV prices were almost slashed, and it was the top priority to quickly replace volume with profits. This misplaced style led Sony’s market share in China to fall and fall again.
For example, in the Chinese market, the price of 65-inch 4K TVs for LeTV, Xiaomi's Internet TV brand is 4,999 yuan. The price of Sony KD-65X7500D is currently around 9,500 yuan, and the price threshold is much higher. This is indeed a very sensitive price for consumers who lack awareness of the new technology.
Finally, Sony's own problems. It is undeniable that the rigorous working methods of Japanese companies have created excellent products. However, overly confident product thinking also exposed the drawbacks of the overall operation. On the one hand, new iterations of Sony TV are not as fast as Chinese companies, and they cannot accurately grasp the needs of users and miss a good opportunity to occupy the market.
On the other hand, Sony TV has a misalignment on the technical route. In 2007, it took the lead in launching the OLED industry and became a pioneer in the exploration of new technologies. It is also difficult to catch up with the LCD camp.
In general, after South Korea's tycoons beat Japanese companies and shape the new world color TV model, the rise of Chinese color TV companies not only in the Chinese market, but also in the international market will shake off Sony's and other Japanese color TV brands. Has already formed. In China's domestic market, the Chinese and South Korean TV companies have been caught in the attack. Even if Sony TV does not withdraw from China, the opportunity to bottom out is already very slim.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
Sony TV is not willing to "lose" China
China's huge consumer market, which makes any international company coveted. However, the complexity of the Chinese market has also led many large international corporations to return from their full confidence. Among these, there are both foreign brands dissatisfied with the soil, but also the maturity of the Chinese market and the rise of Chinese companies.
For Sony, the development in the Chinese market in recent years has been poor. Sony and Sony mobile phones have previously withdrawn from the Chinese market. The color TV business, one of Sony's few core product lines in China, is constrained by the decline of the overall business. , also facing the exit of the embarrassment.
According to the 2015/16 financial report, Sony China's operating income fell 1.1% year-on-year to 540.497 billion yen (approximately 32.5 billion yuan), ranking the penultimate number one in Sony's six major market regions, with a 6.7% revenue share.
In addition, in the first quarter of 2016, Sony China’s operating revenue fell 3.7% to 109.127 billion yen (approximately 6.57 billion yuan), and its revenue was only 6%. This is the only region in Sony’s four major sales regions where revenue declines.
The rumors of revenue dragging Sony TV out of the Chinese market have continued to emerge. In March this year, news broke that more than 100 stores selling Sony TVs in Wuhan left less than 10 stores. .
However, last year, Sony China's former chairman and president, Hideki Kurita, once stated that Sony did not consider exiting the TV business and would not withdraw from the Chinese market. TV products are an important part of the living room strategy. To use technology accumulation and R&D advantages, Sony will continue to enhance Sony. The traditional advantages in terms of quality, sound quality, design, etc.
It seems that Sony TV still has a longing for the Chinese market. However, the market does not want to be able to come, nor does it want to stay.
Sony TV Declined and Rising of Chinese New Forces
The color TV industry as a whole was weak and sales volume in the global color TV market showed a downward trend in 2015. However, the Chinese brands have shown a trend of contrarian growth, injecting new vitality into the color TV industry and leading to dramatic changes in the global market competition. The ones most affected by the negative are still Sony-led Japanese companies.
Earlier this year, IHS released 15 years of color TV data. In the first three quarters of 2015, Hisense and TCL outperformed Sony in third or fourth place, and the top five Chinese brands in the brand occupied two seats, showing that the Japanese brands were declining in 2015. Chinese brands rise rapidly.
In the fiercely competitive Chinese market, Internet companies, represented by music as their representative, have entered the game strongly, disrupting the TV market with low prices, ecological operations, and industrial mergers and acquisitions. Or traditional color TV companies such as Hisense, Skyworth, based on core product R&D and technological advantages, catch up on innovative operational thinking. Or the operators and content licensees base themselves on the content ecology and create new Internet TV products, all of which show the vitality of the color TV industry.
Overall, China's color TV brands have risen together, forming a strong squeeze on foreign brands such as Sony.
Recently, the monitoring data released by Aowei indicated that, as of June 2016, Sony TV's share of retail sales in the Chinese market was 2.21%, a decrease of 0.8 percentage points from the previous quarter, and the retail sales share was 4.4%, compared with 5.3% at the end of last year.
According to data from the 39th week of Zhong Yekang this year, in the ranking of online TV brand sales in the Chinese market, Sony has not been short-listed and has become a “other brandâ€. Only ranked in the ninth place in the offline channel, before the Sharp, which is also a Japanese company, the two brothers were almost nicknamed “other brandsâ€.
Chart: Ranking of Online Brand Sales in China Market
Chart: China's market under brand sales rankings
For the decline of Japanese-owned household appliances enterprises, before this, Hong Shibin, executive chairman of the China Home Appliances Commercial Association Marketing Committee, once pointed out: “Japanese-funded enterprises are an important force in the revitalization of the global home appliance industry. In recent years, they have experienced a decline in China, the world’s largest consumer of home appliances. The root cause is the fact that its dominant hardware-driven model has been unable to adapt to current business and consumer environments."
Sony TV "struggling" difficult to color
Sony TV is not willing to withdraw from China, and has recently made frequent moves in the Chinese market to show its determination to revive the Chinese market.
On the one hand, in the product end, in August, Sony held a 2016 Sony LCD TV Summer New Product Launch Conference at the Kerry Hotel in Pudong, Shanghai, released the latest flagship 4K TV Z9D series, and invited Chinese strength male star Hu Ge as the spokesperson. , At the press conference to highlight the brand's vitality.
On the other hand, on the content side, Sony TV reached strategic cooperation with China TV and Sohu Video, covering the rich content of Sohu Video's films, TV dramas, variety shows, animations, documentaries, etc., and reinforcing Sony TV's video content. Competitiveness,
Immediately afterwards, Sony TV made efforts in entertainment and emotional experience. Tencent TV games, QQ music, etc. were introduced as partners, hoping to allow users to see more exclusive exclusive content on Sony TV, and create a multi-dimensional and high-quality content resource matrix. To satisfy the many emotions such as freshness, accompany, and participation in the Internet + TV.
It seems that Sony TV's "return to the light" type of force action will not win a good lottery. The first is that Sony TV is awake a little late, and it takes half a beat slower than domestic and even South Korean males. Second, these are already the remaining routines of Chinese color TV companies. There is no new idea. Consumers are hard to buy.
These factors will accelerate the departure of Sony TV
Frozen feet are not cold in a day. The disadvantages of Sony TV in the Chinese market have made it difficult for them to return. It may only be a matter of time before they can withdraw from the Chinese market.
First of all, the branding of this shift, the strong rise of Chinese companies, whether it is the control of television ecosystem or the acquisition of globalization, the entire color TV market is entering the Chinese model, in terms of sound quality and product, quality are already incomparable. As a result, Sony TV's product advantages are being reduced, and brand influence is being impacted.
Moreover, with the rise of the Internet TV wave, China's color TV companies have been far ahead in the exploration of the operating model, and have greatly reversed the color TV industry.
Second, localized operations. Smart TVs are the beginning of big-screen operations, and product value theory has been obscured by service value theory. However, the premise of the operation is the user base, the use of content ecology and innovative service models, the formation of attractive to target consumers, and positive sales. This point, China's Internet TV brand has already surpassed Sony TV.
Even though Sony has a shortage of supplementary content by means of cooperation, however, content is not about people. People have my finely differentiated operations rather than the “completed mission†type of accumulation to users. This is not a user's operational thinking.
In addition, Sony is dragged down by profits, and market development has been hamstrung. Kurita Tomoki once said: "Sony is a listed company. Profit margins are an indicator that must be assessed and are also required by shareholders." However, after China’s Internet companies entered the color TV industry, color TV prices were almost slashed, and it was the top priority to quickly replace volume with profits. This misplaced style led Sony’s market share in China to fall and fall again.
For example, in the Chinese market, the price of 65-inch 4K TVs for LeTV, Xiaomi's Internet TV brand is 4,999 yuan. The price of Sony KD-65X7500D is currently around 9,500 yuan, and the price threshold is much higher. This is indeed a very sensitive price for consumers who lack awareness of the new technology.
Finally, Sony's own problems. It is undeniable that the rigorous working methods of Japanese companies have created excellent products. However, overly confident product thinking also exposed the drawbacks of the overall operation. On the one hand, new iterations of Sony TV are not as fast as Chinese companies, and they cannot accurately grasp the needs of users and miss a good opportunity to occupy the market.
On the other hand, Sony TV has a misalignment on the technical route. In 2007, it took the lead in launching the OLED industry and became a pioneer in the exploration of new technologies. It is also difficult to catch up with the LCD camp.
In general, after South Korea's tycoons beat Japanese companies and shape the new world color TV model, the rise of Chinese color TV companies not only in the Chinese market, but also in the international market will shake off Sony's and other Japanese color TV brands. Has already formed. In China's domestic market, the Chinese and South Korean TV companies have been caught in the attack. Even if Sony TV does not withdraw from China, the opportunity to bottom out is already very slim.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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