With the advent of the smart TV era, foreign TV brands that have led the trend of TV are also actively transforming. From the perspective of market data and word-of-mouth feedback, Sony is one of the most successful foreign brands.
Coincidentally, a recent commentary by Teacher Wu Xiaobo used Sony's high-end TV examples to support the escalation of China's new middle class consumption concept. As the most concerned about technology products, we also want to take a look at this trend, the phenomenon, and the view of Teacher Wu Xiaobo to see the winning formula of “better performanceâ€.
It is believed that some people still had an impression on Sony's exit from the PC market in 2014 and the spin-off of the TV business to establish a subsidiary. On July 1, 2014, Sony Vision Products was established to take charge of the splitting of TV and to assume responsibility for its own profits and losses.
After the independent development of Sony TV business, the situation was gradually reversed:
In May of this year, Sony’s financial report for fiscal year 2015 (as of March 31, 2016) showed that Sony’s LCD TV sales totaled 767.8 billion yen (US$7.06 billion) in fiscal year 2015, and operating profit increased to 25.8 billion. Yen (2.28 billion U.S. dollars);
In August of this year, Sony released its first fiscal quarter 2016 financial report, showing that Sony's home entertainment and audio (HE&S) business had sales of 235.9 billion yen, and operating profit increased by 9.3 billion yen from the same period last year to 20.2 billion yen;
In November of this year, Sony’s fiscal second-quarter earnings report for 2016 showed that Sony’s home entertainment and audio (HE&S) business generated sales of 234.9 billion yen and operating profit of 17.6 billion yen, which is the tenth consecutive TV business. profit.
In each quarterly earnings report, Sony remarks on the rapidly growing TV business as "high value-added models increase profits." In fact, in the spin-off of the Sony TV business in 2014, Sony made it clear that “the spin-off TV business subsidiary will accelerate its shift toward high value-added products and respond quickly to changes in market demand and changes in the business environment. The next 4K TV will become one of the representative products of Sony Vision Products Co. "It seems that for the past two years, Sony has been firmly adhering to the "high value-added products" line. In more general terms, Sony is taking the high-end line, especially "High quality quality" route.
The cheapest Sony TV model sold at JD.com is 4,499 yuan, which is equivalent to the mid- to high-end price of Internet TV brands. The most expensive one is as high as 6,999 yuan, which is already categorized as luxury-grade pricing.
In August of this year, Sony released a high-end flagship TV Z9D series in China, which includes 65,75 inches in two sizes, priced at RMB 32,999 and RMB 4,399, respectively. According to the monitoring data of China Ellen White during the Golden Week 11, the Z9D series showed strong performance. , In the TV season National Day Golden Week to enter the TOP10, is also the only TOP10 price over 40,000 models.
Source: China Yikang Line Offline Database 2016 Week 40
Contrary to Sony’s positioning of the high-end market, Internet TV brands have played a big role in cost-effectiveness. Even brands have launched “Hardware Free Day†promotions in order to win the market. Hardware is not only not profitable but also sticks money. It is profitable by content value-added or ecological subsidies. . In this market environment, why can Sony take the high-end line of success?
Cost-effectiveness is less important, high quality is more and more importantWu Xiaobo's Channel has recently released a "consumption upgrade. Are you willing to pay an extra 1% for the product and pay 1? “The article pointed out in the article that China's color TV industry is facing a new round of industrial upgrading and transformation, and is a golden opportunity for consumer upgrading. In the sub-market of TV-centered living room products, a group of more rational and willing to be high quality and The middle-class consumer groups that are paying for high performance are rising. This is the best time. We are in the transition period from the old world of TV to the new world of smart TV watching online, which is a good phenomenon for consumers and brands with segmented demand.
Whether people need smart TVs is no longer a question worth discussing. The only controversial question is: What kind of smart TV do people need? Some manufacturers place great emphasis on content. Some manufacturers attach great importance to configuration. Others use low prices as a magic weapon. However, if we want to sum up the success of Internet smart TVs in the past two or three years, "cost-effectiveness" is a well-deserved chief hero - smart phones and other fields are producing similar stories. People always like to spend less money and buy better. Things or services.
However, the price-to-performance ratio is becoming less and less important. It can even be said that the cost-effectiveness is outdated and high-quality consumption is becoming more and more important. Whether it is a mobile phone or a TV, people need high-quality consumption instead of Cost-effective consumption.
China is ushering in the first real consumption upgrade
China has gone through the food and clothing industry and is heading towards a well-off society. Driven by real estate, consumers’ buying power and purchasing power are becoming stronger:
People traveling abroad will find that New Matai has been occupied by the Chinese people. To experience the exotic style, they must fly farther.
People who are born with a second child are no longer satisfied with the request for the month, but have to stay in a monthly center that is more expensive than a five-star hotel.
People want to live bigger and better houses, to better decorate the house, and to configure higher-end appliances;
For a family, the living room is the most important space; for a living room, television is the most critical product. Plus three to five years for a change, so many families attach great importance to television. If you buy a new one, you will choose the best one that you can afford; if you want to update, let alone choose the best one. It can be said that television is the focus of consumer upgrades, and prices will no longer be the most concern for consumers. Many people's decision-making philosophy is: Millions of homes can afford it. Can a good TV still not be able to afford it? ?
Cost-effectiveness is not the core criterion for all customers' consumption decisions
It must be admitted that price/performance is still very effective for some users. For example, smart phones were once very popular running points, how cost-effective, basic can be quantified, e-commerce platform will be sent out a "in accordance with the price" sorting function.
However, in the initial stage of the market, the price/performance ratio is indeed very important. However, as the market matures and consumer demand becomes more and more detailed, the price/performance ratio becomes more and more difficult to be effective. In 2016, the best selling mobile phone is no longer Xiaomi but OPPO. , VIVO and other higher-priced products, this shows that there are a group of users do not care about the cost, and do not say whether these users have reached the standard defined by the teacher Wu Xiaobo China's new middle class, but at least we can see that the price It is no longer so "effective" as before.
Sony is aiming for a price that is not very sensitive, but it must be a consumer group that is sensitive to image quality, design, etc. They are concerned with quality and will not spend too much time on consumer decision making and value brands and services. As the middle-class population grows, more and more consumers become consumers. The high-end trend in different markets is evident. Even fruit stores have emerged as chain stores like Baiguoyuan, which provide more freshness and taste than ordinary fruit shops, but the price is also high. Higher product.
Jon Moeller, CFO of Procter & Gamble Group, previously stated that Chinese consumer demand is shifting to high-end products:
“I lived and worked in China in the mid-nineties of the last century. High-end or ultra-high-end products accounted for only about 2%, but today's accounted for more than 50%, which is one of the most end-to-end markets in the world.â€
Rising TV infrastructure costs make high-end products more competitive
LeTV announced in November that LeTV began to increase its price due to the lack of supply chain panel supply and the continuous increase in panel prices. In fact, the problems that LeTV is facing are also problems faced by the industry, and panel prices are only one factor that affects TV costs. In addition, content costs and labor costs are also rising. These will bring about an increase in average television prices, which means that low prices are a false proposition for TV itself.
However, this kind of cost increase does not have a big impact on high-end TVs where the pricing itself leaves enough room for profit, so it can be “preserved†at the original price: for price-sensitive users, they are forced to upgrade. Budget, this time will find that you can buy more high-end products with more money.
Source: IHS Markit Monitor Supply & Demand & Equipment Tracking
It can be seen that from the point of view of China's environment, the trend of the television industry itself and the changes of consumers, high-end television is an increasingly important market, and Sony is targeting this market. A single breakthrough and success.
How did Sony win the high-end TV market in China?In the past few years, with the emergence of smart TVs, the term cost-effectiveness has been deeply rooted in people's minds, and the high-end market has been overlooked by many manufacturers. Some of the brands that had wanted high-end products in the past began to learn Internet brands to fight price wars, to make cost-effectiveness, and to miss the high-end market.
While Sony split its TV business in 2014, it is determined to take the “high value-added products†route and not to follow the trend. It now appears that this decision is foresight. Sony bet is correct, and in a relatively less competitive situation. The fierce market segment has taken the lead.
Brand: Sony Dafa good high-end image
In the TV field, the Sony brand, which is known as "Sony Dafa is good," has a high reputation in itself and represents the high-end image of Japanese electronic brands. Both the camera and the mobile phone and the home appliance have a reputation for loyalty and entertainment. The high-end image is deeply rooted in people's minds. This means that Sony TV still has a high-end image in the minds of consumers. As mentioned before, high-end consumers will not spend too much time fine-tuning but will make quick decisions based on brands. Sony brand is very important.
(Hu Ge’s elegant temperament is very consistent with the high-end positioning of Sony TV)
Quality: Technology accumulates black technology, throws off opponents
Television is used to look at the same quality and content, determining the "look" experience is the most critical of the two factors. Sony focuses on high-end, large-size, and consumer TVs at the product level, focusing on determining the quality and content of “lookingâ€.
At the picture quality level, Sony will always have the best advantage. Sony owns the panel's independent R&D technology. In 2014, it was determined to take the 4K route. The basic product is 4K TV, and considering the cost of the Sicbo LCD panel, combined with Sony Black technology, to achieve the best picture quality. For example, Z9D has “high†"Density independent LED light control technology", "HDR dynamic image reconstruction technology", "Dual Image Noise Reduction Database", "4KHDR 14bit Smooth Gradient" and other black technologies will achieve the ultimate in TV picture quality. The accumulation of technology in these black technologies requires time and experience. Latecomers will have difficulty keeping up in the short term.
Content: Cooperation Route, Heiner River
At the content level, it is hard to say that Sony is difficult to follow the self-control route as an external giant. In fact, TV platforms that now use content routes have little to do with LeTV, and the LeTV Group is still faced with various crises.
Millet, TCL, Skyworth and other domestic brands have taken the cooperation route. Sony is no exception. It cooperates with local Chinese content manufacturers, such as introducing massive content libraries of Sohu Video in partnership with Hua Digital, and introducing music and game content in cooperation with QQ Music and Tencent Games so that people can have me and even partner with them. The development of content suitable for the Sony TV platform is considered to be an even greater pursuit of Sony's content quality. In addition, Sony also implemented Android-based deep optimization on the system, and the interactive experience caters to the latest user habits.
It can be seen that based on the original accumulation of high-end brands, Sony took root in the high-end market in its products, made it possible for people to have excellent image quality, and achieved content and human beings. It successfully embraced the tide of smart TVs and was in the high-end market. Has formed a unique advantage.
With the increase of high-end consumer groups in China and the rise of middle-class consumption, the concept of cost-effectiveness is outdated, and high-quality consumption will increasingly be favored by the market. Sony's advantages will become increasingly apparent. In fact, it is difficult to make high-end products with low-end products, but the opposite is relatively easy - it is very difficult for the general public to grab the target group of BMW, but BMW can continue to penetrate the low-end market. Sony can also do this. It seems that Sony's good show is still behind.
Wall charger is AC/DC Adapter, which plugs into home Socket directly to use, no need to connect another Cable , it has EU plug, US plug, UK plug, AUS plug, Brasil Plug and Argentina Plug, used in different countries. Wall adapter is widely used for mobile phone, tablet, pos machine, modem, led light, cctv camera, DVD, router, and other small home devices.
The normal output voltage of wall plug adapter is 5V, 9V, 12V, 24V, but yidashun can do any voltage like 8V, 15V, 18V, 22V and so on, the maximum power is 48W. And the DC Cable of wall mount adapter is 1.2m normally, but yidashun can do 1.5m, 1.8m, 2m, 3m and longer as you want, so any customized wall plug in adapter is welcome!
Wall Charger,USB Wall Adapter,Portable Wall Charger,Wall Mount Adapter
Shenzhen Yidashun Technology Co., Ltd. , https://www.ydsadapter.com