Sony in China: Do you really think that you have "Dafa"?

Wen/engaged in machine brother yesterday Sony Mobile China area big layoffs news, make machine brother feeling unceasingly. With Samsung at home, other international brands in the Chinese market, facing the competition of local brands, their advantages are not the same year, at least in the brand premium ability can not convince consumers, in the same configuration, why should I dig one thousand or two thousand more to buy your mobile phone instead of homemade mobile phone? The rapid advance of domestic mobile phones is one reason why Sony handsets are selling in China, but this is definitely not the root cause of the big layoffs in the Sony Mobile China, which is the result of a series of Sony's own reasons, and external competition merely accelerates its decline. The sense of marketing is weak, advertising does not give the power of Samsung a flagship of the marketing publicity cost is the same as Sony Mobile all the promotional costs of all products, in addition to North Canton deep into such large and medium-sized cities, you basically see the Sony mobile phone billboards, and even many cities even the Sony phone counters are not. This is also the crux of the whole Sony, Sony's flagship machine in Android is a particularly competitive product, Sony is too religious "wine is not afraid of alley deep" truth, but in today's social media era, marketing is the kingly way, even if it is a second-rate products, through the continuous boast of marketing, can also be a first-class products , of course, Sony people may not be willing to admit that their mobile products are second-rate products, but in the eye of the machine brother, including the use of the past, always give people a kind of incomplete beauty, know the shortcomings of their products, but Sony is not willing to change, or simply to drag the product to the next generation of shortcomings. Can you imagine the rise of Samsung, if not the power of marketing, do you really think Samsung has the strength of the iPhone? Samsung's advertising campaign is to take advantage of the IPhone's flaws and play a misaligned game to tell consumers why you need Samsung. And you go to look at Sony mobile phone ads, still confined to the engineer thinking, tell you a lot of hardware parameters, advanced technology How to make a decision, but consumers really care? Local services do not highlight Sony's core strengths in the international version of the Xperia mobile phone, not only the full set of GMs, but also Sony's own music Unlimited,video unlimited musical and film rental services, and PlayStation Mobile offers a number of exclusive game content. At home? The music to Dom and Baidu, not to be integrated into the Walkman channel rather than just a shortcut, I can not use the Walkman app itself to play more than meters or Baidu Music library songs, or need to open a third-party program, then what is the use of it? Video to Sohu, set up a special Sony zone, but the experience is really too bad, PlayStation more do not think. Other such as social platform sharing, call recordings, Sony apps, these things are all Chinese cool, and do a better job, you do not have I have, you have I do more outstanding. Internal MutualThe battle over Sony's internal battles is definitely enough to make a palace play. Sony has been in the process of merging Sony Electronics and Sony Mobile, from market to operation, to procurement, but not smoothly, after acquiring part of Ericsson's stake. Beginning with Z Ultra, Sony Electronics took over the open market channel's handset sales completely, but Sony Electronics apparently had no experience to do this thing, except in its own Sony store to put the machine to the brim, is a lot of bulk to Sony dealers, The result is that before the Z1 market soon after the price collapse, some dealers even the Z1 gift box to send the mobile power and mobile phones separately sold to earn two of dollars. And Sony Mobile also clung to the operator of this thigh, the two sides of their respective actions, although all are the same Sony company, but is in "I do well is my credit, I do not find the other side of the responsibility of the state," completely did not see each other as a family. Price virtual high diving fast in the Sony electronic, Sony Mobile itself is a certain ability to control price, at least the licensed will not be one months down 700 listed in a few days to adjust prices, the cheap Sony mobile phones are mostly from the parallel imports bought. And now, because Sony Electronics does not have enough operating experience, often developed mobile phones, on a large number of goods scattered to distributors, dealers arbitrarily reduce prices to improve sales. Without taking into account the first batch of high-priced buyers of Sony's flagship machine, we should know that selling products is not just a business, no one wants to buy a mobile phone at a high price, the price will shrink after two weeks. Ya I bought 4999 flagship machine, after one months to give me down to 4299! Two months to 3699! I don't have any grades on this machine! This is a former Sony powder turned black heart. The high price is not only reflected in the Xperia Z series as the top-end of the Sony mobile phone flagship, its price and Samsung, HTC, the iPhone on par with the problem, Sony powder also accepted. But the T-Series M-series pricing is really a better death than one. T2 Ultra listed mobile version 2888, Unicom version 2399, the same time configuration than it is more outstanding HTC 816 to 1999, advertising still dozen than you fierce, you say consumers choose who? There are M2, the adoption of Qualcomm 400CPU, no bright spot of the machine also dared to price 2399 directly, the result is a arrival on the adjustment. To put it bluntly, Sony is still unable to fit its own posture, to compete with the rapid domestic mobile phone. The result is high prices, the product is not good enough, advertising marketing is not to force, consumers with what to buy your home phone? Is it because of the word "Sony"? Do you really think that Sony powder has the "Sony Dafa good" faith? And those who clamor for "Sony Dafa good" Sony powder, they worship only Sony games and games, rather than Sony mobile phones, Sony mobile phone from the date of birth, has not been a full lead time! Sony has played one of Sony's strategies since Hirai's predecessor. No doubt, Sony Mobile will be one of Sony's core products, Sony has no reason not to do mobile phones, and there is no reason to abandon the world's largest users of the Chinese market. Sony should face up to rivals ' rise, put down its own posture, and use its own exclusive advantage to tell consumers the value of Sony's mobile phone. (Disclaimer: This article only represents the author's opinion, does not represent Sina's position.) ）