- On April 12, 2018, Sony (China) Co., Ltd. (hereinafter referred to as Sony China) held an annual large-scale brand event in Chengdu - '2018 Sony EXPO Sony Charm Reward'. Sony China Chairman and President Gao Mr. Qiao Yang attended the event and gave a keynote speech. He reviewed Sony's achievements in the Chinese market in the past year, and disclosed for the first time Sony's new strategic path after it is about to achieve the highest profit in history.
Sony China, Sony Mobile, Sony Pictures, Sony Music, Sony Interactive Entertainment, Aniplex Animation, and other Sony companies in China participated in this large-scale brand event and demonstrated the status quo of electronics, film and television, music, games, animation and education. , Presenting a unique Sony entertainment experience created by products, technologies, services and content, and then demonstrating the spirit of Sony that has inspired users through continuous innovation.
At Raffles City in Chengdu, Sony held a spring new product event for four days in a row and interacted with Sony fans at zero distance. On the evening of the 12th, Sony fans from all over the country went to 'Sophie Party' to experience the latest Sony technology. The audio-visual entertainment feast created, with the company employees and business executives to describe the feelings of Sony.
Mr. Takahashi said: 'In early February of this year, Sony announced its earnings forecast for fiscal year 2017. The group is expected to create the best historical performance of operating profit of 720 billion yen throughout the year! The Chinese market undoubtedly played the main theme of Sony's victory. In the first half of 2017 alone, Sony’s performance in the Chinese market increased by more than 30% year-on-year. The two major trends that are occurring in the Chinese market will provide a strategic opportunity for Sony’s next development: First, the construction of a mobile Internet ecosystem. The first is the diversified, personalized and qualitative consumer demand that emerged during the consumer upgrade. In the future, under the leadership of the new president and CEO Mr. Kenji Yoshida, Sony will take the opportunity to take advantage of this trend. The business development in China has been pushed to a new strategic stage.
In the keynote speech, Takahashi Yang proudly stated that: Consumer electronics businesses, including television, digital imaging, and audio, have consolidated their leading position in the industry through their unceasing high-end product strategy.
In 2017, although the overall scale of China's TV market has shrunk, Sony seized the opportunity of increasing demand in 4K, large-size segments, and increased the supply of high-value-added products to lead the upgrading of consumer structures, ultimately at the high end. In the big screen segment, the successful market share climbed steadily. This spring, A8F OLED TVs and X9000F LCD TVs were first introduced on the Chinese market. They all carry an advanced version of Sony's exclusive 4K HDR image processing chip X1. Among them, the A8F inherited. A1 screen sound field technology that directly outputs sound through screen vibration, its immersive audio and video combination of shocking effect and competitive price, will further promote the development of China's OLED TV market. BRAVIA X9000F series 4K LCD TV adopts Sony's latest research and development Mingrui dynamic technology can ensure that the motion picture is smooth and clear without reducing the brightness of the screen. It is considered to be a wise choice for TV upgrades.
From left: X8500F, OLED TV A8F series, X9000F series
As more and more music lovers no longer satisfy the sound quality effects of ordinary MP3s, Sony has launched high-resolution audio formats since 2014, striving to make music recorded, stored, and disseminated in a more realistic and delicate way. Based on high-quality sound quality, Sony is eager to observe, ingeniously develop, continuously expand the lineup and use of audio products, and construct exciting music and entertainment experiences in many life scenarios: from players, amplifiers, headphones The desktop three brothers are composed of a noise canceling headphone with headbands, hanging necks, and in-the-ear manners. The Bluetooth speaker is a convenient, beautifully connected, group-coordinated Bluetooth speaker. The whispering chamber of the room. Takahashi Yang concluded that: When Sony Black Technologies created all the advanced features of wireless, noise reduction, and waterproofing, and combined it with the comfort, lightness, fashion, and personalized needs, it was creating a colorful scene. Music entertainment enjoy!
Sony launched a new series of audio in the spring of 2018
From left: Full Wireless Noise Reduction Waterproof Sports Headphones Sports Noise Reduction Bean WF-SP700N, Full Wireless Open Headphones XperiaTM Ear Duo
According to statistics, in the fiscal year 2017 that has just passed, Sony's digital imaging products have experienced a climax. The Micro SingleTM full-frame flagship camera A9, supported by a stacked CMOS image sensor, supports 20 high-speed continuous shutters and 1/32000 second high-speed shutter speeds per second. , Can capture those moments that have never been captured. Quality Pioneer A7RM3, Built-in about 42.4 million effective pixels, Full-frame back-illuminated image sensor, High-speed continuous shooting function of 10 frames per second in AF/AE tracking mode , Has 15 levels of dynamic range tolerance, high sensitivity, low noise, whether it is shooting still photos or video, have excellent performance. Microcamera A7M3 released last month, proposed 'Sony full-frame new benchmark' slogan, price close to the people , Strong performance, its emergence marks the full-frame anti-camera market, into the new stage of Sony's leading technology development and writing industry rules! In 2017, China's digital camera market growth slowed down, Sony is in the field of non-reverse and full-frame Constantly launching competitive products, cutting through the pain point of interest people in photography, achieving sales figures and market share rose against the market.
From left: Micro SingleTM flagship A9, 'Full Frame, New Reference' A7M3, Pioneer A7R M3
Sony’s mobile business, which is expected to be profitable for two consecutive years, also appears in the Sony Charisma Reward. Since the launch of the first XZ series handset in 2016, Sony Mobile has been dedicated to using Sony’s best components and audio and video technologies to provide consumers with Experience the WOW experience of video, music, and entertainment. The latest Xperia XZ2 mobile phone introduces a new design concept: Ambient Flow, a streamlined process that makes it more fitting to the palm of your hand, comfortable to hold; it is also the world's first support 4K HDR camera Recorded mobile phones, regardless of viewing or video recording can be called visual feast. At the same time, Sony also continues to enrich the mobile product lineup. The upcoming Xperia Ear Duo, is a left and right separation, open wireless headphones. It uses the human body Engineering design allows users to enjoy music and make phone calls while feeling the changes in the surrounding environment.
For professional systems and components business, Takahashi Yang said: 'Whether in China or in the world, with the development of technology, traditional industries have undergone tremendous changes, and technology companies based on big data are also striving to establish their own products and services. Ecosystem. And Sony must rely on Blacktech products and services to propose last-inch solutions with unique value; meanwhile, it actively intervenes in the technology upgrading of traditional industries and takes its place in the Internet ecosystem.
Faced with the opportunity of China's supply-side reform to upgrade the manufacturing and service industries, Sony China Professional Systems Group will firmly lock in the advantages of audio and video, display, IP network, communications and signal processing, and rely on advanced Sony products. , System and business operations solutions, in the media, education, theater, entertainment, sports, medical, these six sub-sectors focus on strength. At the end of 2017, Guangdong achieved a 4K Ultra HD channel pilot; World Cup, Olympic Games and other sports events It is bound to become a new opportunity for the broadcasting and TV industry to achieve 4K technology leapfrogging! On the other hand, as more and more technology Internet companies step into the media content production field, more professional cameras, monitors, and editing stations from the non-radio broadcasting industry will switch Taiwan, even the demand for OB trucks has become a huge opportunity for Sony.
The professional system business focuses on six major segments including media, education, cinema, entertainment, sports, and medical services.
According to Sony's disclosure, the world’s top six mobile phone makers are using different proportions of Sony’s CMOS image sensors. With the continuous upgrading of smart phone features, customers take pictures at high quality, depth perception, high-precision radio frequency, large integrated circuits In terms of new materials and other aspects, it will put forward higher requirements. Sony will provide strong support for China Manufacturing 2025 through technology accumulation, engineering capabilities and on-site services! In addition, it will explore more opportunities in the development of China's mobile Internet and smart society. , Sony China's component industry has established a new business development project called 'DASH', involving displays, data centers, automotive, automation, artificial intelligence, wearables and healthcare, among other industry sectors.
From left: Deepen opportunities in the field of mobile devices; launch 'DASH' new services
Sony's movie and music entertainment business has always been a bright color of Sony's charm!
Sony Pictures has owned Hollywood's top film studios and strong distribution teams all over the world. In FY 2017, the Chinese Film Division successfully brought several visual effects and word-of-mouth masterpieces to Chinese movie audiences, including popular superhero movies. "Spider-Man: The Return of a Hero", a blockbuster action movie that swept the global box office, "The Brave Man: Jungle Jungle", pays tribute to the classic sci-fi aesthetic system "The Silver Wings Killer 2049", the entertaining Icarus cartoon "The Blue Wizard", Betty Rabbit etc. In fiscal year 2018, Sony is expected to present more exciting content for the global audience on the big screen. For example, "Elk Hostel 3: Crazy Holidays", "Spider-Man: The New Era" and "The Silver Jubilee Black Cat etc.
2018 New Products
The Golden Melody Award is the most important important music award in the Chinese language world. At the 28th Golden Melody Awards last year, Sony Music, which took the lead with 21 nominations, finally won four awards. Since 2017, Sony Music has entered the concert market and is working hard to create a new one. Concert series 'Sony Music Live', and held concerts in many cities for its popular singers. In the future, Sony will continue to strive to expand the lineup of artists, providing music lovers with a wide range of music options.
Constantly expanding the number of artists
The PlayStation game business under Sony Interactive Entertainment was officially entered into China in 2015. As the world's largest game market, China's development in the family gaming sector is still in its infancy and has great potential for development. Sony Interactive Entertainment, which is popular among Chinese console game fans Mr. Tian Tianwu, President of (Shanghai) Co., Ltd. delivered a speech and said: 'The game business has officially returned to China over the past three years. A total of more than 150 game titles have been released to provide players with rich, high-quality content. 'At the same time, PlayStation is committed to In China, we have actively cultivated talents in the game industry, explored potential game development teams through the China Star Program, supported them in the development of high-quality games on the PlayStation platform from technology, funds, and development tools, and helped them to enter overseas markets. In 2018, PlayStation's China-based boutique project, 'The Return of the Holy Grail' PS4, is eye-catching. This game based on the Chinese classic IP Journey to the West will have the opportunity to introduce the Chinese traditional culture to players around the world through the PlayStation platform.
In addition, in the field of virtual reality that has attracted much attention in recent years, PlayStation VR products have always insisted on the development direction of content and experience. As of December 3, 2017, PS VR has sold 2 million units worldwide and launched over 150 models. Premium PS VR games, with more than 12.2 million PS VR games sold globally (including digital downloads). In China, PS VR has not only received attention and support from numerous game development teams, but also cooperated with YouTube, Youku and other iQiYi video platforms. , To provide users with richer virtual reality video content.
Through this Sony Charisma Tour, Sony also introduced for the first time a new business that is actively developing in China. Takahashi Yang emphasized: 'China, as a strategic market for the Sony Group, we not only want to introduce the most advanced products and services, The community of interest continues to be impressed, and it also devotes itself to researching customer groups and accurately capturing the pulse of the market. In response to the consumer needs of the quality of life population and young fashion groups, we must be able to cover all aspects of our existing business in a comprehensive and diversified manner. We can't cover the part of our existing business, we also have to be forward-looking, strategic layout. '
The KOOV Educational Robotics Kit is a teaching tool to develop children's programming skills. Last year, the first Sony Smart City KOOV Youth Innovation Challenge was held. The children demonstrated their skills in the areas of construction, programming, automation, etc. Sony also cooperated with some elementary schools. , Conducted the KOOV campus curriculum practice, the product initially obtained the recognition of the school and the market. In the future, Sony hopes to find more partners in China, and constantly develop programming-related courses to provide better service and support for the Chinese faculty.
The 'Sony Select' website has launched a high-resolution music purchase download service since 2015, and has continued to expand the music library through cooperation with more than 20 music brands such as Sony Music Entertainment, Sony ATV, and Naxos. By the end of 2017, The number of albums on the platform has exceeded 1,500. In addition to the continued expansion of the label and music library in 2018, Sony also plans to launch a new music service.
Sony China New Business, KOOV Education Robot Suite and 'Sony Select' High Resolution Audio Download Platform
Since 2017, Sony has introduced Aniplex Animation's business to China, providing a wealth of online anime videos and animated films for young people interested in animation. In just one year, it successfully introduced 50 videos through cooperation with Chinese video sites. A number of copyrighted animation works. In the 2018 Sony Charisma Tour, Sony announced cooperation with Aniplex headsets, will be Fate big movie "Fate of the fate of the sky," the cup of the omen's flowers, characters, scenes or props, Engaged in stylish earphones and earphones with fashionable designs and colors, the fans presented personalized audio products with anime fashion tags to the anime fans, highlighting the strength of Sony's hardware technology and software culture together to create stylish entertainment! In January of this year, the first part of the "Destiny/Corporate Designation" mobile game, which Yu Zhi assisted with operations, has been successfully completed. From April onwards, the two companies will continue to work together to bring new chapters to the game for the majority of anime enthusiasts. .
Sony (China) and Aniplex Launch Cooperative Earphones
Mr. Hirai Hirai, chairman of Sony Corporation, attended the 2018 Sony Charm Reward as a special guest. He shared with guests the feelings of a visit to Shanghai as a member of the Sony Corporation Board of Directors in September last year: 'Benefit from the development and application of technology centered on the mobile Internet. , China's traditional industries and emerging business areas are making amazing developments and breakthrough innovations. In China, both in the coastal and inland areas, more and more affluent consumers are turning their attention from conventional products to high-end products. Hair began to pursue more intuitive, more creative, more sophisticated ways to enrich the way of life, enjoy leisure time, and promote daily communication. This is exactly in line with the unique value proposition provided by Sony, and it also provides Sony with tremendous growth opportunities. I hope China will not only continue to stabilize one of Sony's largest and most important markets, but will also increasingly become the key driver of future growth.
Speaking of Sony's new president and CEO, Yoshida Yoshida, Mr. Hirai said: “Mr. Yoshida has been my trusted friend and business partner for many years. In our reform and revitalization plan, he always supports me closely. He is A truly global visionary with deep strategic thinking, broad vision and rich cross-business field experience. I firmly believe that he will lead the company to grow and move forward. '
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