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Sony try to go cheap way Japanese brands in emerging markets attempt

Consistent with high-end image of itself as the Sony laptop battery has suddenly put down the shelves.

2010 New Year's Eve, Sony suddenly introduced in the domestic market price is only 2999 yuan a 32-inch LCD TV. Industry analysts believe that Sony launched low-cost medium and small size of TV, is an attempt by the Chinese in this key emerging markets to avoid Chinese-made low-end product line, South Korea Department of the two camps competing to seize Inspiron 1520 battery,Inspiron 1521 battery market share.

In fact, this is not only Sony, a change in thinking. The face of fierce market competition, has always been proud of the Japanese consumer electronics brand has begun to reflect on and change the marketing strategy, from just staring to show concern for high-end market in line with the "mainstream consumer application of demand" in the low-priced products to meet the emerging market demand.

Price tied Domestic TV

Sony in 2009 launched the final days of a sudden this model 32BX205 32-inch LCD TV, the listed price of just 2999 yuan. In fact, this 32-inch LCD TV The actual sale price can be lower. Chain stores, the Sony was placed on the counter of "Local participation in Trade-in program, can enjoy 10% discount" poster, this calculation, eligible consumers can buy the price of 2699 yuan television Inspiron 1525 battery,Inspiron 1526 battery.

It is understood that the price has to catch up with the price level of China-made brands, so that when a lot of knowledge of the industry have expressed shock.

"Shipping is very fast, one day be able to sell more than 10 units a day on New Year's holiday can even out the more than 40", Shanghai Suning Appliance Zhongshan Park store staff told reporters. Even in the New Year Festival, the reporter saw stores there are still many consumers come to consult this TV.

Good sales momentum in the momentum so that Sony has been persistent efforts, the reporter learned that Sony will introduce a Jinshou 2399 yuan of 26-inch LCD TV, the current channel has begun Distribution.

These signs indicate that Sony and the former somewhat different. 2009 "11" golden weeks, consistent with the high-end Sony itself as to the promotion seems to have little interest in war. "They do not participate in the discount store activities, is not looking any fight," commented Sony store at that time. However, this attitude of do not care about paying the price for Sony, during which the brand sales have fallen sharply. According to informed sources, last year's "11" period, Sony color TV sets in Beijing Gome, Dazhong and Suning's sales compared to the same period the previous year dropped by 50% in Shanghai Yongle, Gome, Suning's sales also fell by 30% . In response, Sony China was on the "Daily Economic News" reporter explained that due to supply shortages.

Targeting emerging Inspiron 1720 battery,Inspiron 1721 battery markets

Medium and small size of this year's main TV

This time, Sony's change in position is clearly a reflection of the market against them.

Sony's fiscal year 2008, suffered a net profit of 100 million U.S. dollars for the low -10.1; 2009 Sony In spite of the business integration, factory revocation, cut a series of layoffs and other means of making a net loss for the year 2009 the valuation down from ¥ 120,000,000,000 to 950 billion yen, but in 2009, July 1 to September 30 report in the second quarter, Sony's net profit still -2.92 billion.

Due to lack of resources in the upper panel, high operating costs, Sony flat-panel TV business trapped in a loss of the Sony LCD TV to become the hope of reversing their losses.

Last year, November 19, Sony announced three-year business plan, the proposed 2010 annual LCD TV business to achieve profitability, and 2012 annual sales of worldwide market share to 20% target. Last week, Sony released news that it is planned for fiscal year 2010 sales of LCD TVs will increase 50% to reach 23 million units. However, this plan is very difficult to market research firm DisplaySearch's "2009 Global TV Market Report Q3" display, LG Electronics continues to lead Sony to market 12.9% of sales revenue accounted for ranking the second place, Samsung Electronics 21.9% of the market share among the highest. South Korea's two major brand market share and more than 30%. Sony appeared quarterly chain, quarterly year on year, the annual three-year indicators of "negative growth", a double-digit Inspiron 2600 battery,Inspiron 2650 battery market share for the first time dropped below 9.9%.

In the three years in order to achieve a 9.9% market share increase to 20% above target, the Sony will focus on emerging markets.

To this end, Sony a call for "Rio Tinto China and other emerging markets," China as "Sony Group's largest potential growth market" and "operational value chain, an important part." In December 2009, Sony CEO Howard Stringer's visit to China the world, which he established in 2006 to attend the tenth anniversary of Sony China after the second visit to China, which fully shows the Sony's confidence in the Chinese market and attention.

Price 2999 yuan for 32-inch LCD TV is Sony's first attempt. Appliance industry observers Liu-step dust that Sony in the past over-emphasis on its high-end brand image, which constrains the development of low-end product line. Sony's product strategy is now being adjusted, plans to use high-end products to make a profit, with low-end products take market share.

In addition, small and medium-size LCD TVs, made a force, might be able to make Sony's positioning in the product price to avoid direct contact with the competitors. Su Ning, deputy general manager of Shanghai Zhu Gui said that the current strong performance of domestic brands camp with Samsung, LG and other Korean brands of competition focused on the big screen 42-inch and above products, Sony 32-inch and 26-inch field test the water, developing first-tier cities Family second LCD TV market to avoid direct conflict with the competitors.

Sony China told the "Daily Economic News" reporter, small and medium-size LCD TVs Sony has developed this year will be the focus. At the same time, according to Sony in China's internal sources, Sony will be announced in the near future China's latest TV products a comprehensive strategy, and will soon be put in the CES (Consumer Electronics Show) announced the introduction of 3D TV products in China, to complement its high-end product line.

Reflections on Japanese firms

Japanese domestic manufacturers low-priced products without fear of

Sony's bow in the Chinese market turned around in fact originated from Japanese home appliance manufacturers in the market suffered the Inspiron 5150 battery,Inspiron 5160 battery embarrassment.

China, a Japanese brand insiders told reporters recently lamented that in the last century 80's to 90's have contributed a lot of profit for the Japanese brand of home appliances to win great reputation, and now "tasteless taste" more and more evident.

Compared with machinery and electronics, heavy industry products and consumer electronic home appliances, as well as the pursuit of exquisite Japanese manufacturers earlier durable, high quality and high thinking so that their products are caught in a general population farther and farther away from the embarrassing situation; the same time, the global home appliances manufacturing capacity continues to expand, also makes home appliances become increasingly thin profit margins.

In addition, the pressure of market competition so that Japanese companies are deeply disturbed. On the one hand, Samsung, LG and other Korean companies in recent years with the Department of upstream resources, support, and a strong marketing push for the formation of Japanese brands continued repression in the global rankings on the color television market, Sony has been LG exceeded, fell to third place, At the same time Sony, Panasonic, Sharp, the three major Japanese brands last year, the cumulative market share in the third quarter were lower by 1.6 percentage points to 24.9%. On the export side, compared to depreciation of won to Samsung, LG provides a catalytic role, while the continued appreciation of the yen makes Japanese home appliance manufacturers miserable Inspiron 6000 battery,Inspiron 630m battery.

Multiple difficulties under Japanese household electrical appliance enterprises have always proud of their attitude to make amendment.

In late November last year, Panasonic on all major foreign business executives said the company plans to produce and sell in some countries low-cost white goods, to cope with the challenges of low-cost competitors.

Matsushita President Fumio Ohtsubo said the future no longer manufacture, sell high-performance, high-priced products are the main, but will provide consumers with their "affordable" products. Europe and the United States than in the past a high degree of sophisticated high-end market-oriented strategy, today's Japanese manufacturers started to pay attention the mainstream consumer demand.

Sony's move is the Japanese manufacturers to change the manifestation of ideas. Price 2999 yuan for the emergence of 32-inch LCD TV is a product of the idea. In addition, the introduction of the above low-cost LCD TVs at the same time, Sony also cut prices up to 6,000 yuan in a 32-inch models,

Sony China explained that it is small and medium-size LCD TV product features are developing in the direction towards a more simple, the industry believes that this is the applicability to the product needs to move closer to the mainstream.

"We will not be too worried," a domestic appliance manufacturer person in charge of marketing in the Japanese brands take the cheap route at the same time, domestic appliances brand influence and skill levels are also rising, in fact, the advantages of both sides of each other in the past and strategies to both learn from, the future of the race will see the combined value of their product lines in the minds of consumers who take advantage of.

"Japanese manufacturers have a very mature Inspiron 6400 battery,Inspiron 640m battery technology research and development on the accumulation, but sales in emerging markets and ways of thinking need to make up classes," Liu-step dust that how to deal with Japanese manufacturers aside your traditional moves brought by the pressure, it will be under the domestic consumer electronics manufacturers to step to face the issue.

21 Jan 2010

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Apple's launch of the Nokia For more fierce resistance to counter their handsets into the United States

Nokia for patent infringement on behalf of three times within three months after the prosecution of Apple laptop battery, Apple launched an even more violent response. January 15, the U.S. International Trade Commission official online Apple posted a complaint and asked the United States banned the import of Nokia handsets. To industry sources, two mobile phone manufacturers patent dispute was finally reflected in the competition on the consumer market. However, with this "exist side by side" is that the domestic mobile phone DELL laptop battery users will have the "concept of tiger Gean fighting" mentality, look forward to a "price war" instead of "patent war."

January 17, some foreign media reports, Apple has filed a new Nokia patent litigation, and hoped that the U.S. stopped the import of Nokia handsets. Prior to two days, the U.S. International Trade Commission Web site, Apple's Notification of the indictment. This Apple's "radical" move by the industry considered to be two companies in the smart phone technology disputes from escalating further. According to market research firm Gartner statistics, last year's third quarter, Nokia's Inspiron 1100 battery,Inspiron 1150 battery market share of 42.3% from a year earlier, slipped to 39.3%, while the Blackberry and Apple iPhone's market share will increase.

It is reported that the U.S. International Trade Commission, a government department whose duty is to protect the U.S. market, to avoid patent infringement and other unfair trade practices. If the department has agreed to consider Apple's complaint may be completed within 15 months related to the investigation. But the department did not say whether the investigation has not released details of Apple's complaint. Similarly, the department has yet to prosecute on the Nokia Apple made it clear whether to initiate an investigation.

In response, Nokia spokesman Mark Durrant, said Nokia is looking to Apple's lawsuit, and will continue to actively protect their own interests. But the lawsuit does not change the fact that Apple did not use Nokia's technology to reach an appropriate agreement with Nokia Inspiron 1300 battery since 2007, since the launch of iPhone has been trying to free use of Nokia's innovations. To this end, Nokia is also trying to stop Apple's iPhone, iPod and MacBook computer products exports.