Sony China 20 years: listen to the President about how to reverse the Chinese market-Sony, Hirai-IT information
1996 has in Sony work 11 years of Gao Qiaoyang Mr followed Sony into China develop China market of sales work, small to visited to all stores big to Xidan such level of big Mall, they a again a again repeat of introduced Sony products, then of business line has involved has TV, and carry listening to, and camera,, they is such in China market buried Xia footprints, Sony China since this from scratch.
Went through several personnel changes, now Mr Gao Qiaoyang from global marketing department of Sony China again, this time his new identity was President of Sony China. Sony CEO Hirai at the end of March, Sony charm tour also come to China, he introduced the taking over of this action.
Sony China now comprises three business units – consumer products, specialty products and components business. In addition, in the Chinese market, Sony and Sony music, Sony Pictures and 7 plants.
Love all the new Gao Qiaoyang, President of the China deals with Sony Sony China's new vision as well as upcoming business, an opening he stressed his hope that he could give Sony China brought some new faces.
Earnings and the medium-term plan
2012-2014 was Sony CEO Hirai's first medium-term plan, Sony business architecture is the main task of the reform aim of Sony's operating system into a high profit businesses.
Reform goal for "no longer excessive pursuit of sales and market share growth, the pursuit of providing valuable products and services to customers. "So we see February 6, 2014, Sony shed VAIO laptop business, turn taken over by JIP; Sony mobile communication services are no longer individually developed products for the Chinese market.
For Sony, Sony through the consolidation of stable growth in profit contribution in the field of business, reduced wave action in the field of promotion of Sony's operating efficiency, focusing on operational goal is to improve the profitability of the product.
2015 – 2017 is the second three-year plan of Hirai, Sony Group targets entered the growth stage of business growth and investment. For task for Sony, they more is to improve the technology and competitiveness, to let the consumer feel the charm of Sony.
Mr Gao Qiaoyang TV business, for example, "sales volume declined, but lower cost through operational efficiency gains, and product structure to 4K, the large screen, high technology development, realization of 25.8 billion yen in operating profit. 2016 BRAVIA Sony 4K HDR product mix of the latest technology and the design of a floating motion picture. ”
2015 is Hirai's second three-year reform in the first year. Link to earnings figures, released a month ago by 2015 in Sony's earnings, according to generally accepted accounting principles included, Sony in 2015, achieving a total of 8.1057 trillion trillion yen (71.732 billion dollars) revenue, operating profit of 294.2 billion yen (about US $ 2.604 billion). Relative to the previous fiscal year net profit of 126 billion yen loss in fiscal 2015, Sony's net profit was 147.8 billion yen (about US $ 1.308 billion).
Sony's net profit the first profit in three years, which by some media as the inflection point of the Sony group. Operating profit more than 290 billion yen in the Chinese market, digital video and home audio and video businesses profit growth is very large. Meanwhile, the mobile communication business narrowed losses, Sony also believes 2016 mobile communications business will be profitable.
A few days ago, Sony business carried out in fiscal year 2016, based on the positive forecasts, including included images, parts and components production of Sony Group business earthquake effects, also adjusted operational profit target, the resulting operating profit figures show Sony in 2016 will reach 300 billion yen, a figure in 2015 294.2 billion yen, which means that Sony is to continue to grow.
Kumamoto earthquake
Sony in last month released a copies report, April 14 appeared has Xiong Benshou earthquake and aftershocks Hou, phone with image sensor of main 3 a production base--Sony Kagoshima Center not by effect; and Nagasaki, and Oita Technology Center in short shutdown Hou have heavy Kai; digital camera, and security camera and micro-displayed equipment image sensor of production base--Sony Kumamoto Technology Center is spent has most long of time adjustment.
2016 Suo Nicai that mentioned above the expected data in the Kumamoto earthquake effects for Sony will appear in two business areas, imaging products and solutions business operating profit was reduced by 45 billion yen, part business operating profit by 60 billion yen.
Kumamoto earthquake effect on sensors for mobile phones is more limited, in fact, is more of a digital camera.
Sony and China's "value for money"
In recent years the Chinese market blew a stream of "Configuring wind", millet and other representatives of manufacturers on the television show "cards", some other manufacturers to follow suit and join the fight.
Sony seems to have never been involved in such a war, return is still at the high end of the market continues to invest.
2015 vision of Sony launched the world's Thinnest LCD TV X9000C and equipped with a high resolution audio speaker with Ferrofluid's flagship model X9300C; continue 4K HDR technology; for some people with high requirements for music launched MDR-1A Hi-Res Audio headphones.
In the eyes of Hirai, consoles PS4, Alpha 7 series cameras, black RX card cameras are also very successful high-end products. In the opinion of Sony, this is a Sony's stubborn insistence is Sony brand.
Despite the market's performance isn't up to par, but Sony seems to China and the United States Japan's Sony world's three-largest single market, also is an important profit contributor.
"We want to increase the intersection between Sony and its customers, to provide customers with more products, contents, solutions and services. We have selected two of Sony's target audience, seeking people with high quality of life and young fashion crowd. Through the study of their needs, to provide them with high-end products and One Sony (music, film, games and other content and hardware combinations) of entertainment content. "Mr Gao Qiaoyang introduction.
From the mouth we learned that Mr Gao Qiaoyang, Sony will not blind pursuit of quantity in this respect, but in some cases of profit, Sony also is to increase sales.
Referring to Sony's China and Japan of the functional relationship between Headquarters. Although Sony China has so many functions, there are also such sectors such as research and development, design, Sony's China headquarters, their attitude was largely obeyed. Earlier media reports said Sony's industrial design and UI design of independent development, market and product sector, which directly linked with the design department.
"In three years of structural reform, there is a specific permissions for each product division, so that they have more autonomy, but also responsible for business results. Each Division the right to choose the market in which to do business, in which the market will pull back. Sony China as part of a group, we are subject to the system. At the same time, each product Division will learn from constructive comments, but Sony will tell them which products Chinese consumers like China, exert their influence on their decisions. ”
Expanded "cord powder" group
Mr Gao Qiaoyang my marketing background seems to be reflected in Sony's new China market action, Sony hired a new generation of Idol Yang Yang of China and huge endorsement Sony's product, which is also a reflection focused pursuit of life quality crowd.
"We have through various channels, including social networks and stores to reach consumers, last year we invited Yang Yang endorsement of audio products, this year huge endorsement and digital television products. Hu's elegance and the high quality of life, claims tally with Sony products. ”
In March of this year, "cable-pink night" event, Sony Sony fans from the whole country were selected over more than 50 iron powder for AC outlets in Beijing Wangfujing, Sony CEO Hirai also arrived on the scene, is a crazy fan, they even brought a personal collection of Sony's various lines of business. Talking about Sony fan culture, Hiroshi Takahashi shared the view that it is Sony's most valuable asset.
"The last weekend of each month we will have country-wide cable-Pink Festival, Sony direct store will have a product experience, family science, offers discount and other special entertainment events. Everyday, our cable-powder are welcome to use our products and publish their experiences online. ”
In addition to these products, Sony is also actively exploring new business, such as Sony image sensor will enter the automotive market, KOOV educational robot components will also be put on the market this year.
Sony has some special, because we have such powder. Not only in China, in Japan, too, there is a Sony universal feelings, considered representative of Sony technology, has created many firsts in the history of technology, they always look to your what's next? Even after the reforms, Sony has many skilled, enthusiastic, creative engineers, we have the power to continue to develop new technologies, new products and infrastructure.
Sony China 20 years old this year, it has worked in the company has undergone many changes of scale and structure, functions, but Mr Gao Qiaoyang in communication will be stressed more than once, "Sony is a company that excite and satisfy your curiosity. ”
索尼中国二十年：听总裁聊如何逆转中国市场 - 索尼,平井一夫 - IT资讯
1996年已经在索尼工作11年的高桥洋先生跟随索尼进入中国开拓中国市场的销售工作，小到走访到各个门店大到西单这样级别的大商场，他们一遍一遍重复的介绍索尼产品，那时候的业务线已经涉及了电视、随身听、相机等，他们也就是这样在中国市场埋下脚印，索尼中国自此从无到有。
经历了几次人事变动后，现在高桥洋先生从全球营销本部的位置再度回到索尼中国，这次他的新身份是索尼中国区总裁。索尼CEO平井一夫在3月底的索尼魅力赏活动也亲自来到了中国，由他介绍了这次的接任行动。
现在索尼中国包括三个事业部——消费产品、专业产品和部件业务。此外，在中国市场索尼还有索尼音乐、索尼影视以及7家工厂。
爱范儿与索尼中国区新任总裁高桥洋先生谈及了索尼中国的新愿景以及即将开展的业务，一开场他就强调希望他的到来能给索尼中国带来一些全新的面貌。
财报及中期规划
2012–2014年是索尼CEO平井一夫的第一个中期计划，索尼的主要任务是业务架构的改革，目标是将索尼的经营体制转型成为高度利润化的企业。
改革的目标具体为“不再过度追求销售量和市场份额的增长，追求为顾客提供有价值的产品和感动的服务。” 于是我们看到了 2014年2月6日，索尼宣布剥离VAIO笔记本业务，转由JIP接管；索尼宣布移动通信业务也不再为中国市场单独开发产品等。
对于索尼来说，索尼通过巩固稳定增长领域的利润贡献业务，削减波动领域的动作提升索尼的运营效率，重点运营目标是提升产品的盈利能力。
2015–2017年是平井一夫的第二个三年规划，索尼集团的目标进入了业务成长与投资增长的阶段。对于索尼的任务来说，他们更多的在于提高产品的技术力和竞争力，不断让消费者感受到索尼的魅力。
高桥洋先生拿电视业务举例，“销售数量有所下降，但通过运营效率的提升降低了成本，同时产品结构向4K、大屏、高端技术发展，实现了258亿日元的营业利润。2016年的BRAVIA 4K HDR新品则搭配了索尼最新的技术和浮空映画的设计。”
2015年是平井一夫第二个三年改革的第一年。联系到财报数字，在一个月前公布的2015年索尼公司财报中，按通用会计准则计，索尼在2015年共实现了81057亿日元（717.32亿美元）的营收，营业利润为2942亿日元（约合26.04亿美元）。相对于上一财年1260亿日元的净利润亏损，2015财年，索尼的净利润为1478亿日元（约合13.08亿美元）。
索尼净利润三年间的首次赢利，这也被一些媒体称为索尼集团的拐点。营业利润超过2900亿日元，在中国市场，数码影像和家庭音视频业务的利润增长贡献很大。与此同时，移动通信业务亏损收窄，索尼还认为2016年移动通信业务将会实现盈利。
几天之前，索尼公司在业务基础上开展了2016财年目标的积极预测，包括计入了影像、零部件业务地震减产对索尼集团的影响外，还调整了移动业务的扭亏为盈的目标，在最后得出的营业利润数据显示索尼会在2016年达到3000亿日元，这个数据在2015年是2942亿日元，也就是说索尼要继续增长。
熊本地震
索尼在上个月发布一份报告，4月14日出现了熊本首震和余震后，手机用影像传感器的主要3个生产基地——索尼鹿儿岛中心未受影响；而长崎、大分技术中心在短暂停工后相继重启；数码相机、安防相机和微显示设备影像传感器的生产基地——索尼熊本技术中心则花费了最长的时间调整。
在上面提到的那份2016年索尼财报预期的数据中，熊本地震对于索尼影响将出现在两个业务领域，影像产品及解决方案业务的营业利润被下调了450亿日元，零部件业务营业利润下调了600亿日元。
熊本地震对手机用传感器的影响比较有限，其实更多是数码相机。
索尼与中国的“性价比”
近些年中国市场刮起了一股“配置风”，小米乐视等代表厂商在电视业务上亮出“底牌”，一些其他厂商也纷纷跟进加入这场争斗。
索尼似乎从未想卷入这样的战争，换来的是依旧在高端市场上的持续投入。
2015年索尼视觉推出了当时全球最薄的液晶电视X9000C 和搭载了支持高解析度音频的磁流体音箱的旗舰型号X9300C；继续推进了4K HDR技术；针对一些对音乐有较高要求的人群推出了MDR-1A Hi-Res Audio耳机等。
在平井一夫的眼中，游戏机PS4、α7系列微单相机、RX黑卡相机同样都是非常成功的高端产品。在索尼人看来，这是一种索尼的固执，也是索尼对于品牌的坚持。
而尽管此前中国市场的表现不如人意，但在索尼看来中国与美国日本是索尼全球三大单一市场，也会是重要的利润贡献者。
“我们希望扩大索尼与顾客之间的交集，为顾客提供更多的产品、内容、解决方案与服务。我们选定了两大类索尼的目标顾客，追求高品质生活人群和年轻时尚人群。通过研究他们的需求，为他们提供高端产品和One Sony（音乐、影视、游戏等内容与硬件的组合）的娱乐内容。”高桥洋先生介绍。
从高桥洋先生口中我们得知，在这方面索尼不会盲目追求数量，但在保持一定利润情况下，索尼还是要提高销量。
谈及索尼中国与日本总部之间的职能关系。尽管索尼中国设有非常多的职能，也有研发、设计等此类部门，但索尼中国对于总部来说，他们的态度大体上是服从。此前有媒体报道称索尼的工业设计和UI设计独立开发、市场和产品部门，由总部的设计部门直接管辖。
“在三年的架构改革中，有一项就是明确每一个产品事业部的权限，让他们拥有更多的自主经营权，同时也对经营结果负责。每个产品事业部有权选择在哪些市场做生意、在哪些市场会撤出。索尼中国作为集团的一部分，我们要服从这个体制。与些同时，每个产品事业部也会吸收建设性的意见，但索尼中国会告诉他们中国消费者喜欢哪些产品，对他们的决策施加影响。”
扩大“索粉”群体
高桥洋先生本人的营销背景似乎也体现在索尼中国的新市场动作上，索尼中国聘请了新生代偶像杨洋和胡歌代言索尼的产品，这些也是聚焦追求生活品质人群的体现。
“我们通过各种渠道，包括社交网络和实体店去接触消费者，去年我们邀请杨洋代言音频产品，今年请胡歌先生代言数码和电视产品。胡歌的优雅和对高品质生活的追求，与索尼产品诉求高度契合。”
在今年三月的“索粉之夜”活动，索尼从全国索尼粉丝中挑选了50多名铁粉在北京王府井直营店里进行了交流，索尼CEO平井一夫也到达了现场，粉丝的表现可谓疯狂，他们甚至带来了索尼各个业务线的个人藏品。谈及索尼的粉丝文化，高桥洋同样认为这是索尼最宝贵的财富。
“我们每双月的最后一个周末会有全国范围的索粉节活动，在索尼直营店会有产品体验、亲子科普、优惠酬宾及其它特色娱乐活动。在日常，我们欢迎索粉使用我们的产品并在线上发表他们的使用体验。”
而除了这些既有产品，索尼也在积极的探索新业务，比如索尼影像传感器将会进入车载市场，KOOV教育机器人组件也将会在今年年内投放市场。
索尼公司有些特殊，因为我们有索粉。不仅在中国，在日本也是如此，普遍存在着一种索尼情怀，大家认为索尼代表着技术，创造了技术史上的许多第一，他们总是期待你们下一个是什么？即使经过了架构改革，索尼公司还有许多有技术、有热情、有创意的工程师，我们有不断开发新技术、新产品的力量和基础。
索尼中国今年20岁，它已经在公司规模、架构、职能上发生了不少变化，但在沟通会上高桥洋先生也不止一次强调，“索尼是一家激发并满足您好奇心的公司。”