Although the mobile phone market is now extremely fierce in competition, people still want to come in. However, people inside do not want to go out. After the market dividends gradually fade away, consumers are increasingly rational about smart phone consumption, and after replacement, smart phone manufacturers Only in the stock market can each other's market for each other, this eliminates each other. Therefore, along with the expansion of some brands, the influence of other brands gradually weakens. When it comes to Sony, many people’s first impression is that their products are full of black technology. This is also the case today, and this is exactly the reason why countless 'soap powder' people like 'Dafa'. However, in the last two years in consumer electronics In the field, especially the products that are most in touch with consumers, such as notebooks, mobile phones, etc., Sony suddenly became 'unclear'.
On the MWC 2018, Sony released the Xperia XZ2 and XZ2 Compact phones, equipped with a Qualcomm Snapdragon 845 processor, and the Xperia XZ2 has a double-sided 3D glass body that looks very refined and powerful enough. Recently, At the iF awards ceremony in the "Design Academy Awards", Sony's previous generation flagship Xperia XZ1 won the gold medal and made it the only one to receive a gold medal smart phone. Behind these scenes is the Xperia XZ2's rugged frame and obvious forehead and chin. This is incompatible with other manufacturers' full-screen phones. This is followed by the camera, which supports 4K HDR video recording and 1080p 960fps slow-motion recording. However, it is still difficult to compensate for the attractiveness of consumers caused by the lack of double shots. Especially in China, marketing has a very big impact on the sales impact. The single shot of the Xperia XZ2 lost from the very beginning.  In recent years, Sony has actually been more than just 'accustomed to' in China. In the global market, the performance of Sony's mobile phones is also unsatisfactory. Prior to this, Sony’s financial report for the third quarter of 2017 showed that Sony’s third quarter of 2017 The year-on-year increase of 2.6723 trillion yen (about 24.371 billion U.S. dollars) was a year-on-year increase of 11.5%, while the net profit was 295.9 billion yen (approximately 2.699 billion U.S. dollars), which was a year-on-year increase of 1407.3%. This includes movie entertainment and the semiconductor sector in particular. Strong, however, Sony's mobile phone shipments continued to decrease in the third quarter of 2017, a decrease of 900,000 units compared to the same period last year and a loss. Image Source: Tencent Technology
Fortunately, Sony is not alone, at least in the Chinese market. According to the data released by the international survey agency GFK, in 2017 China's mobile phone market, Huawei glory ranked first with 102 million sales, with a market share of 23%. It was OPPO, Vivo, Apple, and Xiaomi. Even Samsung, who was once unrivaled, was ranked eighth, while Sony was ranked in the ranks of Others. This included LG who had recently withdrew from the Chinese market. The Chinese market can no longer be described as tragic. According to data provided by Counterpoint, global mobile phone shipments reached 1.55 billion units in 2017, which is a year-on-year increase of 2%. However, Sony's figure is still hard to beat among the top ten manufacturers. In 2017, global shipments of mobile phones increased, but shipments in the Chinese market showed a declining trend. According to statistics, in 2017, China's smart phone market shipped 444.3 million units, which was 4.9% lower than 2016. The first decline did not result in a decrease of 5% in the global mobile phone market in the fourth quarter of 2017. The importance of the Chinese market in the global mobile phone market can be seen here, but Sony is not only in the top ten in the global mobile phone market, but also in the Chinese mobile phone market. However, even so, Sony still shouted that it would not withdraw from the Chinese market. The reason is that it is no longer necessary to say that China has now become one of the world's largest mobile phone markets. No one wants to give up such a big piece of cake. What Sony did not see or more accurately say that it did not want to see was that the Chinese market was already saturated. One of the performances was the first-ever decline of the Chinese market in terms of the increase in global market shipments mentioned above.  Another manifestation is that Chinese mobile phone manufacturers have successively expanded into overseas markets. Currently, most mobile phone manufacturers are targeting the Indian market, and the Indian population is second only to China. However, unlike the situation in China, the smart phones in the Indian market have not yet been popularized. , Is in the incremental market, the prospect is broad. Among them the best performance is Xiaomi. At the end of last year, Xiaomi surpassed Samsung to become the largest smart phone brand in India. At this time, Xiaomi began selling mobile phones in India for 3 years. In addition to Xiaomi, OPPO, Vivo, Jinli, etc. have all contributed to the Indian market, becoming another competing venue for Chinese mobile phone brands outside of China, just as China had a few years ago. In the case of Sony in China, it is undoubtedly difficult to capture the meat of other mobile phone manufacturers. This is because the Chinese market is not only the most competitive market, but also the world's largest mobile phone manufacturers and rising speed. The fastest country. Although foreign monks will read the Scriptures, foreign monks will be disaffected. Compared with Chinese mobile phone manufacturers who are familiar with Chinese consumers and are well versed in Chinese marketing and advertising, Sony is obviously still just a new student. Chinese mobile phone manufacturers are very suitable for the habits of Chinese consumers whether they are designs or systems. It is the system, the small design from the appearance to the function and then the humanization. It is all summed up from the Chinese consumer's point by point, so Chinese consumers are comfortable to use and do not need to learn the cost. Together with marketing (this is China is a very important part, and marketing also includes not only advertising, sponsoring variety shows, celebrities, etc. The naming of functions and parts of the mobile phone is part of marketing, such as full screen (this Xiaomi invented the word ), it is very easy for people to remember and have a strong sense of the screen, but before Sharp Xiaomi has a variety of full-screen mobile phones, but there is no big wave (of course, with the non-entry into the Chinese market). Compared with the Chinese mobile phone market, Sony did not really fight back. Even Samsung began to make changes. At the Galaxy S9 conference on March 6th, he invited Zhu Yawen, Jing Boran, and Brilliance 3D spokesperson. However, Sony remains unmoved. Whether it is from the line of the last couple of years or the last two years, it is hard for Sony to appear. It is difficult for consumers to see Sony's efforts in marketing, channel construction, and no advertising. , Stars, endorsements, sponsorships and fan systems, offline channel construction, even offline physical stores are hard to find Sony counters, Sony mobile phones are not really no stranger to the presence of others.  After Hirai Hiroyuki took control of Sony, he launched the 'One Sony' project, striving to streamline the product line, focus on building high-quality products, and thus seize the high-end market with Samsung, Apple, LG, etc. But since then, the Sony mobile phone gives the impression It has always been a difference. It was always configured. When other manufacturers are equipped with the latest processors, Sony's latest flagship is still using the previous generation of processors, or the memory is not upgraded for two or three years; now is the camera, Full screen, etc., camera photography is undoubtedly Sony's advantage, but Sony's performance on mobile phone photography is not very satisfactory, and toothpaste-type innovation also makes consumers more and more impatient, in the dual camera has long been popular At the moment, Sony’s latest flagship still uses single shots, and the proportion of screens is also full of two or three years ago. Some netizens even ridiculed that Sony’s mobile phone was a design, a three-guard, and even dared to buy for so many years, even if Apple did not dare to. This is so dry, so how can such a mobile phone in a market with such a fierce competition allow consumers to actively take out wallets? Regardless of whether the Sony mobile phone is 'deviation' in the Chinese market or in the global market, apart from external competition factors and its own factors, when Hirai Hirai came into power at the time when Sony’s business was declining, Sony would have numerous businesses. Or sell or split the reorganization, and focus on mobile, video, and games. As the business of the latter two divisions becomes more and more outstanding, Sony needs to step out of the quagmire and start to force these two departments to obtain more profits. In exchange for a better-looking financial report, the mobile phone mobile sector has naturally begun to be deserted, and when it comes to revitalization, the rivers and lakes have long since been replaced. Sony's products have always given people a full sense of technology and are very cool. This coolness is very good on the PS4, cameras, TVs, Walkman and other products, but the mobile phone is an exception. The phone is also cool and full. Full of sense of technology, but in addition to these, it also needs temperature. People get it back to feel intimacy, can easily get started, this is mainly reflected in the software system of the mobile phone. However, the system of the Sony mobile phone is just broken Android native system Some minor changes have been made, which are not suitable for the Chinese market. And the Japanese companies' advocating hardware innovation also makes the Sony mobile phone lack of innovation in software, and even some Chinese consumers are very common. Other mobile phones have the same features. Go in, so it is reasonable to accept disobedience. The loss of Sony’s competition in the high-end market with Apple and Samsung led to a decline in sales and the loss of users. The consequent decline in its price control capability led to a reduction in the price of high-end flagships. The price of mobile phones has become too severe. The impact on the brand of Sony mobile phones is also fatal, so a vicious cycle, the final result will be Sony's difficulty in establishing a foothold in the high-end mobile phone market. Sony's mobile phone was originally a good hand, but it was very sluggish. It was very regrettable. Although the road twists and turns, but talent is still after all, I hope that Sony will also bring us a product with technology and temperature in the future , Although the outlook is not very optimistic now.
Although the mobile phone market is now extremely fierce in competition, people still want to come in. However, people inside do not want to go out. After the market dividends gradually fade away, consumers are increasingly rational about smart phone consumption, and after replacement, smart phone manufacturers Only in the stock market can each other's market for each other, this eliminates each other. Therefore, along with the expansion of some brands, the influence of other brands gradually weakens. When it comes to Sony, many people’s first impression is that their products are full of black technology. This is also the case today, and this is exactly why countless 'soap powder' people like 'Dafa'. However, in the last two years, consumer electronics In the field, especially the products that are most in touch with consumers, such as notebooks, mobile phones, etc., Sony suddenly became 'unclear'.
On the MWC 2018, Sony released the Xperia XZ2 and XZ2 Compact phones, equipped with a Qualcomm Snapdragon 845 processor. The Xperia XZ2 has a double-sided 3D glass body, which looks very sophisticated and powerful enough. Recently, it has had At the iF awards ceremony in the "Design Academy Awards", Sony's previous generation flagship Xperia XZ1 won the gold medal and made it the only one to receive a gold medal smart phone. Behind these scenes is the Xperia XZ2's rugged frame and obvious forehead and chin. This is incompatible with other manufacturers' full-screen phones. This is followed by the camera, which supports 4K HDR video recording and 1080p 960fps slow-motion shooting. However, it is still difficult to compensate for the attractiveness of consumers caused by the lack of double shots. Especially in China, marketing has a very big impact on the sales impact. The single shot of the Xperia XZ2 lost from the very beginning. In recent years, Sony has actually been more than just 'accustomed to China’ in China. In the global market, Sony’s cell phones have also performed unsatisfactorily. Previously, Sony’s financial report for the third quarter of 2017 showed that Sony’s third quarter of 2017 The company's revenue of 2.6723 trillion yen (about 24.371 billion US dollars) was up 11.5% year-on-year, while its net profit was 295.9 billion yen (about 2.699 billion US dollars), up 1407.3% year-on-year. This includes movie entertainment and the semiconductor sector in particular. Strong, however, Sony's mobile phone shipments continued to decrease in the third quarter of 2017, a decrease of 900,000 units compared to the same period last year and a loss. Image Source: Tencent Technology
Fortunately, Sony is not alone, at least in the Chinese market. According to data released by the international survey agency GFK, in 2017 China's mobile phone market, Huawei glory ranked first with 102 million sales, with a market share of 23%. It was OPPO, Vivo, Apple, and Xiaomi. Even Samsung, who was once unrivaled, was ranked eighth, while Sony was ranked in the ranks of Others. This included LG who had recently withdrew from the Chinese market. The Chinese market can no longer be described as tragic. According to data provided by Counterpoint, global mobile phone shipments reached 1.55 billion units for the full year of 2017, which is a year-on-year increase of 2%. However, among the top ten manufacturers in shipments, it is still hard for Sony to appear. In 2017, global shipments of mobile phones increased, but shipments in the Chinese market showed a downward trend. According to statistics, in 2017, China's smartphone market shipped 444.3 million units, a 4.9% decrease from 2016. The first decline did not result in a decrease of 5% in the global mobile phone market in the fourth quarter of 2017. The importance of the Chinese market in the global mobile phone market can be seen here, but Sony is not only in the top ten in the global mobile phone market, but also in the Chinese mobile phone market. However, even so, Sony still shouted that it would not withdraw from the Chinese market. The reason is that it is no longer necessary to say that China has now become one of the world's largest mobile phone markets. No one wants to give up such a big piece of cake. What Sony did not see or more accurately say that it did not want to see was that the Chinese market was saturated, and one of the performances was the first decline of the Chinese market in terms of the increase in global market shipments mentioned above. Another manifestation is that Chinese mobile phone manufacturers have successively expanded into overseas markets. Currently, most mobile phone manufacturers are targeting the Indian market, and the Indian population is second only to China. However, unlike the situation in China, the smart phones in the Indian market have not yet been popularized. , Is in the incremental market, the prospect is broad. Among them the best performance is Xiaomi. At the end of last year, Xiaomi surpassed Samsung to become the largest smart phone brand in India. At this time, Xiaomi began selling mobile phones in India for 3 years. In addition to Xiaomi, OPPO, Vivo, Jinli, etc. have all contributed to the Indian market, becoming another competing venue for Chinese mobile phone brands outside of China, just as China had a few years ago. In the case of Sony in China, it is undoubtedly difficult to capture the meat of other mobile phone manufacturers. This is because the Chinese market is not only the most competitive market, but also the world's largest mobile phone manufacturers and rising speed. The fastest country. Although foreign monks will read the Scriptures, foreign monks will be disaffected. Compared with Chinese mobile phone manufacturers who are familiar with Chinese consumers and are well versed in Chinese marketing and advertising, Sony is obviously still just a new student. Chinese mobile phone manufacturers are very suitable for the habits of Chinese consumers whether they are designs or systems. It is the system, the small design from the appearance to the function and then the humanization. It is all summed up from the Chinese consumer's point by point, so Chinese consumers are comfortable to use and do not need to learn the cost. Together with marketing (this is China is a very important part, and marketing also includes not only advertising, sponsoring variety shows, celebrities, etc. The naming of functions and parts of the mobile phone is part of marketing, such as full screen (this Xiaomi invented the word ), it is very easy for people to remember and have a strong sense of the screen, but before Sharp Xiaomi has a variety of full-screen mobile phones, but there is no big wave (of course, is not related to entering the Chinese market). Compared with the Chinese mobile phone market, Sony did not really fight back. Even Samsung began to make changes. At the Galaxy S9 conference on March 6th, he invited Zhu Yawen, Jing Boran, and Brilliance Three-dimensional spokesperson. However, Sony remains unmoved. Whether it is from the line of the last couple of years or the last two years, it is difficult to capture Sony's presence. It is difficult for consumers to see Sony's efforts in marketing, channel construction, and no advertising. , Stars, endorsements, sponsorships and fan systems, offline channel construction, even offline physical stores are hard to find Sony counters, Sony mobile phones are not really no stranger to the presence of others. After Hirai Hiroyuki took control of Sony, he launched the 'One Sony' project, striving to streamline the product line, focus on building high-quality products, and thus seize the high-end market with Samsung, Apple, LG, etc. But since then, the Sony mobile phone gives the impression It has always been a difference. It was always configured. When other manufacturers are equipped with the latest processors, Sony’s latest flagship is still using the previous generation of processors, or the memory is not upgraded for two or three years; now is the camera, Full screen, etc., camera photography is undoubtedly Sony's advantage, but Sony's performance on mobile phone photography is not very satisfactory, and toothpaste-type innovation also makes consumers more and more impatient, in the dual camera has long been popular At the moment, Sony’s latest flagship still uses single shots, and the proportion of screens is also full of two or three years ago. Some netizens even ridiculed that Sony’s mobile phone was a design, a three-guard, and even dared to buy for so many years, even if Apple didn’t dare to. This is so dry, so how can such a mobile phone in a market with such a fierce competition allow consumers to actively take out wallets? Regardless of whether the Sony mobile phone is 'deviation' in the Chinese market or in the global market, apart from external competition factors and its own factors, when Hirai Hirai came into power at the time when Sony’s business was declining, Sony’s business would be numerous. Or sell or split the reorganization, and focus on mobile, video, and games. As the business of the latter two divisions becomes more and more outstanding, Sony needs to step out of the quagmire to gradually develop these two departments to obtain more profits. In exchange for a better-looking financial report, the mobile phone mobile sector has naturally begun to be deserted, and when it comes to revitalization, the rivers and lakes have long since been replaced. Sony's products have always given people a full sense of technology and are very cool. This coolness is very good on the PS4, cameras, TVs, Walkman and other products, but the mobile phone is an exception. The phone is also cool and full. Full of sense of science and technology, but in addition to these, it also needs temperature. People get it back to feel intimacy, can easily get started, this is mainly reflected in the software system of the mobile phone. However, the system of the Sony mobile phone is just broken Jade native Android system. Some minor changes have been made, which are not suitable for the Chinese market. And the Japanese companies’ advocating hardware innovation also makes the Sony mobile phone lack of innovation in software, and even some Chinese consumers are very common. Other mobile phones have the same features. Go in, so it is reasonable to accept disobedience. The loss of Sony’s competition in the high-end market with Apple and Samsung caused its sales to decline and users to churn. It also resulted in a drop in its price control capability. The high-end flagship went on the market for price reduction soon, and the price of mobile phones is diving too hard. The impact on the brand of Sony mobile phones is also fatal, so a vicious cycle, the final result will be Sony's difficulty in establishing a foothold in the high-end mobile phone market. Sony's mobile phone was originally a good hand, but it was very shabby. It was very regrettable. Although the road twists and turns, but talent is still after all, I hope that Sony will bring us a product with high technology and temperature in the future. , Although the outlook is not very optimistic now.
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