Sony China reciprocal performance, their uncle's smile charm is no longer? -Sony, Hirai-IT information
Since then, Sony has reached the age of China.
Held in Beijing late last month, "cable-pink night", which fans jokingly referred to as "uncle," Sony President and CEO Hirai of the scene, full of confidence, intends to fight.
However, less than a month, Japan Kumamoto earthquake makes a camera Sony chip factories have been forced to suspend production, the plant is a key component in global Smartphone supply chain.
Kumamoto plant began operations in 2001, is responsible for the production of CMOS (complementary metal oxide semiconductor) sensor chips that can convert light into digital signals, a digital camera and one of the key components of Apple's iPhone and other smart phones. If such a supply disruption of digital imaging chip, it could cause the smartphone makers were forced to postpone production, sales will also suffer losses.
You know, in October last year, Hirai has made it clear that "If the smart phone sector next fiscal year could not be profitable, and the company will consider alternatives" for Sony, this earthquake is definitely a bad news!
21st, Sony announced that, for the parts installed on the Smartphone's camera "camera module" business "impairment losses" in the 2015 fiscal year earnings are counted and 59.6 billion yen (about 3.5 billion yuan) of loss. Sony's operating profit in fiscal 2015 from 320 billion yen down to 290 billion yen.
Stop loss
2016 is Sony mobile phone business after the first year, and it gives some transcripts are not much to look at.
In Japan, a survey published by 2015, Japan native camera and lens product sales in the Sony rankings drop rather than increase.
Not only that, earlier this year, in 2015 years Sony reported third-quarter revenue data, Sony camera and sensor sector have suffered cold, whole sales fell 5% in the digital imaging sector. Although Sony is still maintained a profitable, but the company is lowering its forecasts for the future of these two sectors.
Compared with the digital imaging sector, Sony image sensor sector suffered against much larger, 12% sensor sales plunge in the third quarter. Sony Smartphone business downturn has slowed demand for their sensor, and the sensor's large customers of Apple's iPhone sales more difficult.
In this transcript, Sony's performance in China, as always, very ugly.
As Sony world's last overseas sales market, 2015 7 in September, Sony's revenues in China totaled 150.595 billion yen (about 7.9 billion yuan), Sony's worldwide revenue is only 8%, while Japan and the United States, the proportion of revenue in Europe are more than 20%.
Revenue growth%, Sony in the United States is 20.1%, only 4.2% in China. 2015 4 September for six months, Sony's China revenues total 281.296 billion yen (about 14.7 billion), accounted for only 7.6%, only 1.3% per cent.
Sales in Sony's five global regions (Japan and the United States, Europe, China, Asia Pacific region straddling India, and Korea, and Australia), the Chinese market has always been in the bottom of the first.
Sony group over the past years successive losses to sale, sold, sold, sold stock in January 2013, to sell headquarters building in New York in February 2014, selling VAIO laptop business, sell parts of Shinagawa, Tokyo Royal temple mountain real estate including the old headquarters building July 2014, the spin off television business.
Statistics show that over the past few years, and today Sony's loss has amounted to 1.15 trillion yen (about 60 billion yuan). 2015 1 March, Sony all five business recorded an operating loss, caused Sony 2015 annual operating loss for the first quarter reached 97.773 billion yen (about 5 billion yuan), are two consecutive years of losses.
You know, in 2012, said Hirai became President and CEO of Sony, "Sony will bring new and innovative products and services to the user, it will make the world praise will become the symbol of Sony, resurrection".
Today, Sony does not see even the slightest signs of resurrection.
Change after layoffs
Sony, or Japan business into a sign of danger, is a succession of personnel changes.
Earlier this year, Sony President of replacement China, with effect from April 1, 2016, the current Department of consumer electronics marketing President of Sony Group Hiroshi Takahashi, will become Sony (China) limited, the current Sony (China), Chairman and President of Kurita water stretched after trees in the past four years, will be officially retired in June 2016. This struggle in the Chinese market with Sony are not unrelated.
That can't help but bring to mind 2012 scene.
Four years ago, Hirai also stepped in to replace his predecessor, Howard Stringer (Howard Stringer), Sony's new President and CEO.
At the time, Sony in competition with rivals such as Apple, Samsung, overwhelmed, lost in the music player market to Apple iPod, in the area also failed to resist the Samsung TVs and game consoles and Nintendo's challenges, resulting in losses for four consecutive years, compared to the then share price and Stringer took office in 2005, down more than half.
Stringer left to the "Uncle" of 170,000 employees, 41 plants and more than 2000 kinds of products, including mobile phones, medical printing equipment and equipment for production of 3D movies.
However, Hirai has not led Sony to return the path to glory. In 2012, the major home appliance companies are in the business of recovery period, but Sony is a loss. And the digital imaging, tied the game three core business of mobile business continues to decline, continued layoffs.
Sony senior erupted in complaints, want out as soon as possible as President, and evaluated it as: "English level is very high but not management professionals".
Selling assets, laying off can not rescue Sony, for it is, these are appearances, and some were never changed round.
Earthquakes gave it the final blow?
Internet Sony Japan established businesses struggling. However, in 1946, Morita and Ibuka, co-founder of Sony that electronics era, its name was very brilliant.
Sony China's 20-year anniversary of the event, Hirai talks about his favourite Sony products, said they most like the 1973 one radio, and usually most like walk man portable, as well as photography powder.
Walk man portable is the golden age very good witness, is also Sony's decline from a node.
In July 1979, Sony began to Walkman. Deeply influenced by the younger generation love, Walkman quickly became popular worldwide, and become synonymous with the series.
However, after entering the 21st century, increasing popularity of the Internet, represented by the MP3 digital music format became popular, Walkman, the mainstream has gradually been replaced by MP3 player. In 2001, Apple introduced the iPod, matching up online music store, quickly become the Overlord in portable players.
Sony has its own music, also had Apple developed the first electronic products which can download music. However, as Stringer said, Steve Jobs (Steve Jobs), Sony also came up, but Sony failed to put into practice, because the guy doesn't want to see CD of music disappears.
Therefore, remember the iPod, forget Sony.
Similarly, in the field of television, Sony has also made similar mistakes. When the beginning of the 21st century, sharp, Samsung and other companies when new standards are set up flat-panel TVs, Sony still seize the Trinitron (Trinitron, a color picture tube TV) TV do not let go. Until 2014, ten consecutive years of massive losses, Sony's TV business as Sony's biggest burden, was forced to completely Peel.
From the first to the last person, sometimes just a small decision-making errors. Sony, always the same error cycle again and again.
If the conformism are the death of Sony's formidable, Sony repeated in all one vertex down; then the earthquake for Sony, may be another powerful curse, is always on a low end when Sony next despair.
In 2011, sijingeben think this should be the company harvests "first year", but Japan in March, a magnitude 9 earthquake and earthquake that triggered a tsunami, forcing Sony closed 10 factories, and cause the maximum loss in 16 years at the Sony.
Originally planned in the 2010 fiscal year could gain $ 2 billion operating profit, turned into a net loss of 3.1 billion dollars.
A year later, Stringer was replaced.
Now, another quake struck at his successor's term.
This unexpected disaster to Japan resulted in the deaths of dozens of people, buildings were destroyed, the high-speed train derailed, Sony camera chip production plant as a result of the earthquake.
Hirai's heart should be crushed. Although he was in his most serious losses overseas sales market, smiling, said he liked "uncle," the nickname, because it means that we are a family, and feel very warm.
You know, the market is cruel, who has never been a man.
It is undeniable that Sony's plight, there are too many unavoidable natural disasters, but in addition to this, its own problems but also of the need to consider. Japan enterprise there is a spirit of fighting back, perhaps, once the rest of the Sony, true to the time of the outbreak of energy!
索尼中国业绩倒数，姨夫的微笑魅力不再？ - 索尼,平井一夫 - IT资讯
转眼间，索尼中国已到不惑之年。
在上月底北京举行的“索粉之夜”上，被粉丝们戏称为“姨夫”的索尼总裁兼CEO平井一夫来到了现场，信心满满，打算大干一场。
然而，不出一个月，日本熊本县的一场地震使得索尼旗下一座相机芯片工厂被迫暂停生产，而这座工厂是全球智能手机供应链中的一个关键组成部分。
熊本工厂在2001年开始运营，负责生产CMOS（互补金属氧化物半导体）传感器芯片，这种芯片能将光转换为数字信号，是数码相机和苹果公司iPhone等智能手机的关键组件之一。如果这种数字成像芯片的供应中断，则可能会导致智能手机厂商被迫推迟生产，销售量也将遭遇损失。
要知道，去年10月份，平井一夫已经明确表示，“如果智能手机部门在下一财年无法实现盈利，则公司将为其考虑其他出路”，这场地震对索尼来说绝对是个噩耗！
21日，索尼宣布，将针对安装在智能手机上的摄像头零件“摄像头模组”业务实施“减值损失处理”，在2015财年财报中计提596亿日元(约合人民币35亿元)的损失额。索尼把2015财年的营业利润预期从3200亿日元下调到了2900亿日元。
挡不住的巨亏
2016年是索尼宣布手机业务重组后的第一年，而它给出的几个成绩单都不怎么好看。
在日本一家调查机构公布的2015年日本本土相机及镜头产品销售数据中，索尼的排名不增反降。
不仅如此，今年早些时候，在索尼集团公布的2015年三季度营收数据中，索尼的相机及传感器部门均遭遇寒潮，整个数码影像产品部门的销售额下降5%。尽管索尼在目前还是保持了盈利状态，但公司还是调低了对这两个部门的未来收益预期。
与数码影像产品部门相比，索尼的图像传感器部门所遭受的打击还要更大一些，其三季度的传感器销售额骤降12%。索尼的智能手机需求量下滑已经拖累了自家的传感器业务，而其传感器的大客户苹果公司iPhone的销量更是雪上加霜。
在这份成绩单中，索尼中国区的业绩一如既往地难看。
作为索尼全球倒数第一的海外销售市场，2015年7-9月份，索尼中国区的营收总额达1505.95亿日元（约79亿元），占索尼全球营收比重仅8%，而日本、美国、欧洲的营收占比都在20%以上。
按营收同比增长率，索尼在美国是20.1%，在中国只有4.2%。在2015年4-9月份的六个月间，索尼在华营收总额2812.96亿日元（约147亿元），占比仅7.6%，同比增长率仅为1.3%。
在索尼的五个全球销售大区（日本、美国、欧洲、中国、亚洲太平洋地域〈印度、韩国、澳大利亚〉）中，中国市场一直是排在倒数第一。
索尼集团过去几年也是连年巨亏到卖楼、卖产、卖地、卖股票：2013年1月，出售纽约总部大楼；2014年2月，出售笔记本电脑业务VAIO，出售东京品川区御殿山部分地产包括旧总部大厦；2014年7月，分拆电视机业务。
统计数据显示，过去几年，索尼的亏损额累计已达1.15万亿日元(约合人民币600亿元)。2015年1-3月份，索尼五大业务全部录得营业亏损，造成索尼2015开年第一季营业亏损达977.73亿日元（约合50亿元人民币），是连续两年巨亏。
要知道，2012年，平井一夫出任索尼为总裁兼CEO时曾说，“索尼将会把新的独创产品和服务带给用户，这将令世界为之赞叹，将成为索尼复活的象征”。
而今，索尼却连一丝复活的迹象都看不到。
换帅之后又裁员
索尼，或者说日本企业进入危险期的一个标志，就是接连不断的人事调整。
今年年初，索尼宣布更换中国区总裁，自2016年4月1日起，现任索尼集团消费电子营销本部总裁的高桥洋将出任索尼（中国）有限公司总裁，现任索尼（中国）董事长兼总裁栗田伸树在任四年之后，将于2016年6月正式退休。这与索尼在中国市场的惨淡经营不无关系。
这不禁让人联想到2012年的那一幕。
四年前，平井一夫同样临危受命，接替他的前任霍华德·斯金格(Howard Stringer)，成为索尼新任总裁兼CEO。
彼时，索尼在与苹果、三星等对手的竞争中不堪重负，在音乐播放器市场败给苹果iPod，在电视和游戏机领域也未能抵御三星和任天堂的挑战，导致其连续四年亏损，当时的股价和斯金格上任的2005年相比，累计下跌过半。
斯金格留给了“姨夫”17万名员工、41座工厂及2000多种产品，其中包括手机、医疗打印设备及3D电影制造设备。
然而，平井一夫并没带领索尼重返光荣之路。2012年，各大家电企业的营业状况均处于回暖期，唯独索尼一家亏损。而其原本和数码影像、游戏并列三大核心业务的移动业务，持续下滑，持续裁员。
索尼高层爆发出了不满，希望其尽早让出社长职务，并评价其为：“英语水平很高但不是经营人才”。
变卖资产、裁员根本救不了索尼，对于它来说，这些都是表象，还有一些是从未改变过的轮回。
地震给了它最后一击？
互联网时代让索尼这个日本老牌企业举步维艰。然而，在1946年盛田昭夫和井深大共同创办索尼的那个电器时代，它的名字曾经无比辉煌。
在索尼中国20周年的活动现场，平井一夫谈及他最喜欢的索尼产品，表示自己最喜欢1973年的那个收音机，而平时最喜欢walk man随身听，同时也是摄影粉。
Walk man随身听便是那个辉煌年代极好的见证，也是索尼由盛转衰的一个节点。
1979年7月，索尼开始推出Walkman。由于深受年轻一代喜爱，Walkman在全球范围迅速走红，并成为该系列产品的代名词。
然而，进入21世纪之后，互联网逐渐普及，以MP3为代表的数字音乐格式逐渐流行，随身听的主流地位也逐渐被MP3播放器所取代。2001年，苹果公司推出了iPod，搭配上在线音乐商店，迅速成为便携播放器领域的霸主。
索尼有自己的音乐内容，还曾先于苹果研发出了能下载音乐的电子产品。然而，正如斯金格所说，乔布斯(Steve Jobs)想到了，索尼也想到了，但索尼没能付诸实践，因为做音乐的家伙不希望看到CD消失。
所以，历史记住了iPod，忘记了索尼。
同样，在电视领域，索尼也犯下相似的错误。当21世纪初，夏普、三星等公司树立平板电视新标准时，索尼还依然抓住Trinitron(特丽珑，一种彩色显像管电视)电视不放手。直到2014年，连续十年巨亏的索尼电视业务成为索尼最大的负担，被迫彻底剥离。
从第一到最后一名，有时只是一个小小的决策失误。而索尼，总是在相同的错误中轮回反复。
如果说因循守旧是索尼难以跨越的死穴，让索尼反复在一个极盛的顶点跌落下来；那么地震对于索尼来说，或许是另一个强大的诅咒，总在一个低谷快要过去的时候让索尼陷入下一场绝望。
2011年，斯金格本认为这应是公司收获的“第一年”，但日本3月份的一场9级强震引发了地震和海啸，迫使索尼临时关闭10座工厂，并直接导致索尼出现了16年来的最大亏损。
原本计划中2010财年可以收获的20亿美元营业利润，最终变成了31亿美元的净亏损。
一年后，斯金格被换掉了。
现在，又一场地震发生在了他继任者的任期。
这场猝不及防的灾难给日本造成了数十人的死亡，建筑被毁，高速火车脱轨，索尼的摄像头芯片厂同样因地震而停产。
平井一夫此时的内心应该是崩溃的。尽管，他刚刚还在他亏损最严重的海外销售市场，笑着，说他很喜欢“姨夫”这个外号，因为这意味着与大家是一家人，感觉很亲切。
要知道，市场是残酷的，它从未把谁当过一家人。
不可否认，在索尼的悲惨遭遇中，有太多无法回避的天灾，但在这之外，其自身的问题也该好好思量。日本企业总有一种绝地反击的精神，或许，重新休整后的索尼，真的到了该爆发能量的时刻了！