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From selling PC business to stripping TV business, Sony's future exit from consumer electronics business is becoming clearer. Sony is turning into a B2B company like many Japanese companies.
Recently, according to overseas media reports, due to the low trading volume of stocks, Sony will delist from the London Stock Exchange around August 29. It is reported that Sony will spend 10 million yen (US$97,000) per year to maintain its listing in London. Since November last year, many Japanese companies such as Fujitsu and Toshiba have been delisted from the London Stock Exchange because the transaction volume in the European market is too small, and delisting helps to reduce costs.
This is a shameful decision. The consumer goods giants and idol-class companies that have been admired by countless people have chosen to withdraw from the market for the cost savings of $97,000. After selling PC business and splitting TV business, Sony now hopes for mobile devices and games. However, the future is still full of great uncertainty, so where is the future of Sony's redemption?
Withdrew from PC and TV, Sony retired in the consumer goods field
On February 6 this year, Sony announced that it has signed a memorandum of understanding with Japan Industrial Partners Inc. (JIP), which will sell the computer business under the VAIO brand to JIP. Since entering the personal computer market in 1982, the Sony PC has come to an end.
For the reason of the sale, Sony's reply is: Sony comprehensively considered and analyzed the factors including the huge changes in the global computer market, Sony's overall business portfolio and strategy, and finally decided to focus the mobile product line on smartphones and tablets. It is currently the best choice to transfer the computer business to a new company founded by JIP.
At the same time, Sony also announced the spin-off of the TV business, operating it as a wholly-owned subsidiary, and cutting 5,000 employees, and also announced the official closure of the online e-book store (ReaderStore) in North America. In the TV field, Sony has been entrenched in the high-end market and is Sony's main source of profit. At present, Sony continues to exert its strength in OLED TVs and 4K TVs, leading the market, covering a wide range of TV models ranging from 49 inches to 85 inches. In terms of software and content, Sony has acquired companies such as Columbia Pictures and MGM, and has strong strength in music, film and television.
No matter how pity you think, Sony is squandering its computer and TV business in order to make a profit, and pinning its hopes on smartphones, tablets and gaming devices. However, in these three areas, Sony's life will still not be better.
In the field of smart phones, Sony can't be far behind high-end Apple and Samsung, which was once despised by itself. In the low-end market, Japanese companies have completely retired, and they are completely the world of Chinese companies. Huawei, ZTE, Lenovo, Xiaomi and other companies have become more and more brave in the past two years, completely monopolizing the market below 2,000 yuan, regardless of performance and price. Sony has no room for display at all.
In the tablet market, Sony is being marginalized. According to IDC's latest data, in the tablet market in the second quarter of this year, Apple ranked first with 26.9%, Samsung ranked second with 17.2% market share, and Lenovo ranked third with 4.9%. The next market was dominated by Asus (4.6%) and Acer (2.0%). Sony can only be attributed to "others".
Game equipment is Sony's strength, but the future is also not optimistic. PS4 sells well, but it is probably the last swan song. Recently, it was reported that Sony will abandon the development of PS5. Recently, Sony Global Studio President Yoshida Shuiping revealed in the interview that the future Playstation platform may completely transform the cloud game and give up the host. In fact, this is already the trend of the times. As the functions of smartphones and tablets become more and more powerful, individual game consoles are becoming more and more unnecessary. Sony's space for acquiring revenue through game console hardware is getting smaller and smaller.
Therefore, looking at Sony's consumer hardware business, with the abandonment of computer and TV business, Sony pinned the market on mobile phones, tablets and game consoles. However, whether it is a mobile phone or a tablet, Sony is caught between Apple and Chinese manufacturers. And as the trend of device convergence becomes more apparent, the game console is also coming to an end. Sony has nowhere to go on consumer hardware.
The mystery of Sony's decline
A shark believes that the decline of Sony is very complicated. First of all, the consumer goods hardware business that it started with has been strongly challenged by Korean manufacturers and Chinese manufacturers. The rise of Korean manufacturing and Chinese manufacturing has made Japan have no way to go. This is the background of Sony's decline. The Korean manufacturing, led by Samsung, is more than made in Japan, and then Chinese manufacturing, led by Lenovo, Huawei, and ZTE, is beyond the trend of Korean manufacturing and Japanese manufacturing.
In the PC field, Lenovo has become a global leader by strengthening its supply chain management capabilities and by further strengthening its technology and brand through the acquisition of Thinkpad. In the field of mobile phones, Huawei, ZTE, Lenovo and other vendors have sprung up. With the help of cost advantages and the strengthening of technology research and development and Internet thinking capabilities, Japanese manufacturers have been forced to retreat and are challenging Samsung. In this context, Sony is in hardware. Decline in manufacturing capacity is inevitable.
Secondly, Sony's decline is the epitome of the decline of Japanese manufacturers, which has nothing to do with the unique characteristics of Japanese companies and Japanese. As everyone knows, the Japanese are particularly striving for refinement and work very seriously. However, it is precisely because of this that many Japanese companies are pursuing the perfection of details and neglecting the grasp of the general trend of the industry, so that they did not grasp it during the transformation. There is an old saying in China that if you want to bury your head and pull your car, you have to look up the road. Because you have to forget to look at the road while pulling the car, you will naturally go astray.
The mobile phone field is a very typical example. Although Sony Ericsson started the mobile phone business very early, it has also been brilliant in the mobile phone field because of the advantages of Walkman and audio and video. However, whether it is the Apple full touch smart phone in 2007, or Google The breakthrough on the Android operating system is not with Sony. Especially when many mobile phone manufacturers are building into the ecological chain of "hardware software", Sony is still struggling with hardware manufacturing, and the decline has already been doomed.
It is also said that Sony lacks Internet thinking and does not have a timely transition under the tide of the Internet. In fact, the essence of Internet thinking is the concern for user needs, and Sony is doing worse and worse at this point. As Sony is getting bigger and bigger, he is getting farther and farther away from consumers. Especially the strong leadership culture makes him blind and confident. It is not difficult to understand the collapse of the consumer goods industry.
Is Sony's future a part company?
Where is Sony's future path? One shark believes that Sony's entire exit from consumer goods hardware is the trend of the times, Sony's future or in the B2B field, its future will become a parts company.
Compared to Sony's glory in consumer products, Sony's strength in B2B is also not inferior. For example, on the battery, Sony has strong strength in laptop batteries and smart phone batteries. At the end of last year, in the face of the company's internal requirements to sell the battery business, Sony finally decided not to sell the lithium battery sector, hopes to use the battery business to achieve recovery.
In the mobile phone camera market, Sony is monopolizing the camera supply of most Android flagship phones with its advantages in audio and video. Even the iPhone has adopted Sony's camera from the fifth generation. On the upcoming iPhone6, it is said that the Sony Exmor IMX220 sensor will also be used. Its strength is evident. Recently, Sony announced that it will invest 345 million US dollars (about 2.13 billion yuan) to increase the imaging sensor capacity of smartphones and tablet devices in order to cope with the surge in front camera sensors caused by the popularity of self-timer.
Since consumer products can't win, Sony may wish to do B2B business, whether it is battery or audio, or its software, content and other fields. B2B business does not need to be affected by ever-changing consumer demand, and it is more stable, just grab a small number of large customers. Sony can also continue to take advantage of its technological innovations, especially in basic research.
In fact, this assertion has already begun in other Japanese companies, and Japanese companies such as Hitachi and Toshiba have already completed the transition from B2C to B2B. Take Hitachi as an example. Since 2007, it has gradually abandoned the consumer electronics business, from discontinuing the PC to selling the hard disk business, and then discontinuing the TV in August 2012. Now Hitachi has basically transformed itself into a B2B company, focusing on cloud computing. Smart city, construction machinery business, live is not bad, do not have to worry about the price of the Red Sea. Sony really should learn from Hitachi in this regard.
Sony's incarnation of B2B from the well-known B2C consumer goods giant will be a sign that marks the end of the Japanese manufacturing era. Is the next era an era of Chinese manufacturing?
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