The question is: Will Samsung be the next Sony?

It has been reported recently that Sony Mobile will sharply reduce the losses of the serious loss of Sony mobile phone China business, to stop targeting the Chinese market for specific mobile phone model development. In fact, Sony has been losing nearly 7 consecutive years since the fiscal year 2008, while the 2014-year deficit has continued to expand, with Sony increasing its expected loss this year from 50 billion yen to 230 billion yen. Also, we know that Samsung has fallen for three consecutive quarters this year, and the common denominator is that the decline of Samsung and Sony is being dragged down by the mobile business. Sony, the third-largest smartphone maker after Apple and Samsung in 2012, has been marginalized and faded from the market share of Sony smartphones in the domestic terminal market, as global smartphone sales have increased dramatically. Samsung will become the next Sony when it comes to the low end of the year, with the Chinese cool, the trend of the high-end being suppressed by Apple, and the trend of the recession becoming more apparent. Product line too wide drag brand hardware innovation into chicken in fact, Samsung and Sony, in a certain degree similar, such as advocating technology, to hardware technology, but with the development of the smart machine to the top, some of its hardware innovation began to keep up with the user needs, gradually become like the existence of chicken. such as Samsung's eye control function and note Edge surface screen mobile phone. and Samsung surface screen has not been in the user community to trigger Word-of-mouth, Samsung compared to the main advantages of domestic manufacturers are mainly, the advantages of its supply chain compared to domestic manufacturers too large. Another look at Sony, Sony's three mobile phone seems to let people see Japanese enterprises advocating product durability of the thinking inertia, but in today's mobile internet market, technology has become a strategic short board. Sony and Japan, like most enterprises, is the epitome of the entire industrial era, immersed in the hardware details of the perfect build, for their own technology and aesthetic judgment too self-confident, but not with the user close contact, to launch the market, users often do not buy. Sony's product line layout is quite extensive, it is reported that Sony has more than 1000 kinds of products, involving game equipment, televisions, video cameras, computers, music players, E-books and toys, film studios and music brands, etc., the product range, the front is too long, but the problem is that the product line of Sony continues But few products have the core competitiveness to drive the brand up. Sony has penetrated into too many areas such as consumer electronics and even music and movies, whether the product is good or bad, all areas of high school low-end products are unified Sony brand logo, which caused the Sony's brand image weakening, Sony in all product layout, also lacks a central point that is the core products, So Sony also lacks core competencies in the core business sector. Samsung's product line is also widespread, Samsung has dabbled in smart machines, home appliances, insurance, construction, aviation, military and many other industries, almost all aspects of the Korean economy. But Samsung's advantage over Sony is its brand in the area of mobile phone terminals, the only thing in the high-end market to compete with AppleMale handset manufacturer. For now, Samsung is supporting Samsung's flagship brand products. But Samsung's problem is also that the front line is too long, in the terminal area, high school low-end broad layout, Samsung brand value of the loss of a major reason in the low-end market has not made a cost-effective quality sense, which has caused a certain damage to Samsung's Terminal brand, Samsung's broad layout of the product line and the quality of the low end of the reputation of the phone products are pulling down its brand height, you can see the common problem of two manufacturers, in the Consumer electronics product line is too broad, resulting in a weakening brand and gradually blurred, is dragging its high-end market brand premium, This is an important reason for Samsung's possible future in the footsteps of Sony. Look back at the Apple. Apple only makes a small number of products, and the products maintain a high degree of consistency between temperament and Dan, that is, whether it is the ipad, iphone or Imac,ipod, from the design, maintain a visual temperament and the Apple brand of unity and agreement, and all products in the field to maintain high prices, This is the source of high-end premium brands. Technology genes instead of internet gene products can't control the user pain Point mobile internet age, Apple's soft and hard integrated closed system of eco-chain construction unrivaled global, but in fact, in the mobile terminal area, the software ecological layout is Samsung and Sony common short board. We know that both Samsung and Sony have too strong a hardware-making gene, Samsung has a horizontal integration of the supply chain advantage, while Sony is famous for technology, hardware manufacturing technology has been the proud advantage of Sony, but Samsung and Sony in the hardware developed to the top, this advantage was gradually stripped away. We see that Sony's wholly-owned buy-back Sony Ericsson, in camera performance, video playback and other technical aspects still have some advantages, but this kind of hardware performance of the weak difference is no longer determines the user to buy a smart machine is an important factor. Users pay more attention to the appearance of fashion sense, software ecology and operating system fluency and so on, Samsung in Moore's law, in the high-end market gradually exerting force, the brand premium shrinkage is an indisputable fact. In addition, Sony has little to do with mobile software content, while Samsung has no success in software. For example, Samsung's Bada system does not have the vitality, Samsung TouchWiz interface widely criticized and so on. Samsung's Entertainment store Samsung Services (Samsung Hub) and a number of apps such as S Voice, S Tiyatien, Chat on and Group play have been muted. Sony is known as the declining aristocracy, in the industrial age of the Craftsman spirit and technical ability praised. In the mobile-phone camera market, for example, most Android flagship handsets are supplied with cameras from Sony. But Sony still lacks the ability to match cutting-edge technology to the needs of its users, even the Xperiaz series, which is proud of Sony, has no obvious advantage in terms of performance and cost-effectiveness, compared with Samsung or even domestic Chinese cool. In the Internet age, Internet software has a kind of anti subversive power to the hardware, and leading the upstream of the industrial chain. This is the userFor Wang and product experience and demand to promote the era of hardware technology innovation, the iOS operating system as the core of the software eco-layout is Apple relative to all other Android companies have the absolute advantage, and the mobile internet age users of the operating system, software content experience needs, Sony phones, however, are increasingly disconnected from user demand. Sony has praised the technology, but its technology can not match the needs of users, Sony's products all over the world, it is possible to say that it has a large user, but Sony does not know where users and user needs, this is a lack of internet thinking. In fact, this is also reflected in Samsung, Samsung and Sony, some of the current hardware innovation can not find the user's pain point, mentioned above, we saw Samsung's surface screen mobile phone launch, and Sony's three phone, are not users buy, which is in fact, and Nokia made can smash walnut cell phone is the same nature , that is, the need for users to use mobile phones and pain points are not here. Samsung and Sony have been steeped in the hardware industry for too long, lacking software genes, and their product performance is beginning to lack a control over the needs of users in the Internet age. Too much hardware. Lack of soft power to support the brand premium in the high-end market in fact, Sony from 2012 to 2014 has launched a new flagship model of 4000 yuan, it is reported that two years on the launch of the Z, Z1, Z2, Z3 and other 6 new flagship, and then constantly increase the expected, after the loss of It seems Sony hasn't found a way to sell high-end smartphones. Of course, this is not why other brands in the Android camp scoff at Sony. Because we also see Samsung and domestic manufacturers, once the launch of the new flagship model, the old flagship price will plummet, this is to do high-end big taboo. On the other hand, the Android camp's high-end handsets are largely unable to support the brand premium at the moment. We see that even if the IPhone6 release, the price of iphone5s is still not much lower, in the final analysis, Apple through the core of iOS built a good closed-end of the iOS camp dominated the entire industry chain, and support its high-end brand premium, with a certain degree of preservation, Maintaining the stability of the high-end price is the market strategy that drives Apple's brand influence toward luxury handsets. On the other hand, we often mention that Samsung has been hit by Apple's big screen and the domestic handset in the low-end of the attack, in fact, Sony has encountered this problem earlier. In the smartphone era, HTC, Samsung in the Android camp has been a glorious moment, Sony Ericsson has relied on the advantages of Walkman and audio-visual in the terminal area of the short-lived brilliant, but then in the forgotten Corner, because of Sony in the channel, marketing weakness, The consumer hardware business on which it started was hit by Samsung and HTC, Chinese manufacturers, and the rise of South Korea's manufacturing and Chinese manufacturing made the Japanese manufacturing road narrower, while Samsung's reliance on its stylish design and vertical integration of hardware made this point in timeLater. Today, Samsung, which is no longer a hardware advantage, is beginning to suffer from the powerful encroachment of Chinese manufacturers. We know that Apple has released its HealthKit (health), HomeKit (smart Home), Cloudkit (cloud) Three platforms this year, through its core system of iOS and the continuous delivery of quality services and content to users via itunes and Applestore. , it can be seen that Apple's future focus will be shifted to software and content services. And that's one of the big problems for Samsung and Sony, a company that started with hardware, and it's hard to quickly adjust itself to being a software-oriented hardware company. This is also one aspect of genetic decision, we see, the upstream of the industrial chain has been apple, Microsoft, Google, Amazon, Facebook and other software genes or soft and hard to combine (Apple) Giants. Manufacturers of pure hardware genes tend to end up at the top of a hardware industry and then either sell the product to shrink the product line (Sony sold the PC business, split the TV business) or go into a new hardware field to expand the new product line. At present, Sony is gradually fading out of the Chinese market, and Samsung encountered problems and Sony is not the essence of the difference, are the apple ceiling, under the strong challenge of Chinese manufacturers. But Samsung is currently in the hardware horizontal integration of the industrial chain advantage is still, reduce the cost of profit margin is still, and Sony because of the system within the conflict of interest and the global strategy of the fault, so that its early exit stage. Industrial thinking, marketing strategy, the impact of the industrial environment and Samsung in the long-term development, but also formed a clear, hierarchical, seamless enterprise management system, resulting in an industrial era of thinking, and today's open Internet management system is very different, this architecture system for the stimulation of innovation awareness has been suppressed. But the conservative, but not the mentality of Samsung to offset the risk of the best choice, so we see Samsung mobile phone overall to the external impression is always follow the strategy, lack of radical innovation mentality. At the end of the terminal, Samsung and Sony also have a common denominator: the performance of a traditional hardware maker is still evident, that is, the hardware configuration to please consumers. Samsung in the social media platform marketing basically no trace, television media and other media input is still its main marketing strategy, this is also fully reflected in Sony, the social media era, can hardly find Sony, on the other hand, the Chinese user marketing tastes and user-level demand changes, The marketing of social media becomes the main battlefield, the handset terminal brand relies on the Internet channel's marketing to penetrate to the most vast user, this is the millet popular Sony gradually fades the important reason. Of course, Sony's decline also has deeper factors, such as the industrial transfer of manufacturing technology, which is related to the big background of Japan's electronics industry, but the hidden dangers from the electronics manufacturing gene may also come to Samsung. Samsung now has a market-strategy adjustment in the terminal, such as Samsung's launch of the Galaxy A3 and A5 two mid-range machine to deal with the impact of Chinese manufacturers, HTC One series flagship began to impact the low-end price. But the problems Samsung faces are becoming more and more like Sony, even is entering the trajectory of Sony's decline, Samsung will become the next Sony, but also to see whether Samsung in compliance with the trend of hardware industry transfer, optimize their own software and hardware gene allocation, find the right market positioning, and from industrial thinking to the internet thinking, the tide of attack, There is not much time left for Samsung.