China's homegrown manufacturers beat Sony?

Paper/knife Horse

Not long ago, Sony adjusted its deficit, apparently the original smartphone strategy did not help Sony reverse the trend. How to save oneself becomes very crucial, otherwise the loss will increase. Since reselling the PC business and peeling off the TV, Sony hopes to make a difference in the mobile internet market with smartphones and even shout out the world's top three. But today it's not about the three, not even the top five.

If only is the share problem, perhaps also can reluctantly boil down for the rise of Chinese local manufacturers, in the low-end market share, especially the popular thousand-yuan intelligent machine and so on to give Sony a lot of pressure. Sony's expected share in the smartphone market has not been met. Sony is also clearly aware of the problem, so it is necessary to adjust accordingly.

Just how to choose, is to continue to drive down costs, hard to fight in the low-end market, and Chinese enterprises to contend with, or in the high-end market, direct and Apple Samsung Arm wrestling? In fact, both roads are a tough choice for Sony.

First of all, we talk about the low-end market. In fact, Sony shouted out into the world's share of the market, that is, to enter the low-end market can also gain the popularity of users, and thus occupy the advantages of emerging markets.

But it is clear that Sony has overlooked several problems: one is that Sony's brand influence has changed in the smartphone market, not to say no, at least for more new users, Sony represents the previous era, has been outdated, not in the emerging market areas.

The second is that Sony has underestimated its rivals and the capabilities of smartphone makers in the Chinese market.

From the Chinese market, "China cool" and millet and other manufacturers of the rising speed is very fast, not only quickly occupy the majority of the local market share, while tentacles have already extended to overseas markets, in particular, Huawei, ZTE's global brand reputation is unusually high, in China's emerging markets outside the reputation and recognition is also very competitive, And the millet and cool faction are also internationalization expansion.

Sony does not have the slightest advantage in competing with these rivals, and Chinese manufacturers have a good price fight, cost control is better, a relatively high configuration, relatively low prices to seize market share, and achieved the desired effect. This is precisely what Sony lacks. So it is conceivable that the share is suppressed.

Next, the middle-end market. This market is undoubtedly the world of Apple and Samsung, the fact that they also occupy the smartphone market more profits, which is the industry's recognized fact. If Sony used to be a fashion pronoun for consumer electronics, but it was in the era of Walkman, pop music, the MP3 era of quality change, now including the Apple ipod almost out of the historical arena, Sony's fashion visibility is naturally mingluosunshan.

In a popular saying, Sony has lacked the ability to find users ' pain points, and it's not as beautiful as iPhone6, including the Samsung Galaxy S series, the note series, and how can it attract the younger generation? Give an example of an improper analogy, today's Sony is similar to our ordinary university graduates, not the skills of blue Xiang skills, naturally there will be no blue-collar advantages and needs, but also not to the low-end users of the recognition; there is no master, graduate, including 985 background quality brand influence, Between the two ordinary graduates, what to let bosses favor you? So Sony is in a stools position in the market.

And with Sony putting almost all of the recovery expectations in the smartphone market, the market is in a rut, and it's even worse. The increase in losses is inevitable.

If something goes wrong, change it. Sony has chosen to be on par with spring. It is reported that Sony Mobile will lay off 15%, streamlining smartphone product line with high end. It is clear that Sony wants to take the route of Apple and Samsung and occupy a niche in the high-end market. But does Sony still have the courage and ability to do this?

Hirai obviously did not have the luck of Cook, at least the latter obtained jobs very thick. Want to save oneself then start from layoffs, this has become the practice of the industry, Sony is no exception. In fact, many Japanese manufacturers have varying degrees of loss, layoffs are inevitable. This time, the Sony Mobile division will cut its workforce by 15%, or about 1000 jobs. Sony also said it would streamline its smartphone product line to meet the needs of the high-end market.

It is reported that Sony in the United States market, few high-end Xperia mobile phones through the U.S. wireless operators to sell. In this respect, Sony Mobile department head Suzuki Country reiterated the commitment to the U.S. market: "It is clear that we need to continue to invest in the U.S. market."

I think we can achieve a growing share of the market in a step-by-step way. "However, as we all know, the high-end market in the United States has become saturated, not so attractive, coupled with the Apple iphone products in the high-end market influence and share more advantages, in addition to Samsung's eyeing, Sony can get how many opportunities?" Therefore, to enter the high-end market, Sony's road will not be smooth.