On December 30, 2021, the Global Key User Survey and Research Center (hereinafter referred to as Qianqu GKURC), a professional market research institution, released the "2021 Home Appliance Consumer Electronics TOP100 Media People Gold Selection List" report in Beijing, and the Qianqu GKURC Industry and Economic Think Tank was established at the same time.
At this event, the organizer selected the "2021 Home Appliance Consumer Electronics TOP100 Media Person Gold Selection Award" according to the survey results, of which Sony won two awards: "TV Technology Innovation First Brand" and "Public Relations Communication Most Appreciated Enterprise" (Sony China), and won the full recognition of professional media people in the two dimensions of product technology and brand communication.
All along, the media circle is not only a recorder and witness of the innovation and change of the home appliance consumer electronics industry, but also a key participant and promoter of the market. Their views and tendencies play a pivotal role in industrial development, consumption guidance, and brand promotion. The survey was conducted by Qianqu GKURC for 100 well-known home appliance consumer electronic media people at home and abroad, focusing on the brand, technology and industrial development trend of related enterprises, and formed a professional report.
The "Report" shows that the professional media circle of home appliances and consumer electronics attaches great importance to the strong technical barriers and high brand value of enterprises, which is also the focus of their attention and reporting. In both respects, Sony has a good performance.
Since the beginning of this year, Sony has overcome many difficulties caused by uncertainty in the external environment, seized new opportunities under the new normal, adhered to the long-term doctrine of "black technology" innovation and research and development and high-value brand building, and maintained the smooth and high-speed operation of the enterprise.
Thanks to the successful high-end product portfolio strategy and brand value communication strategy of TV, digital imaging products and audio products, Sony's electronic business has maintained considerable growth and continues to serve as an important support for the development of enterprises, while China is the highlight of Sony's major markets, and continues to maintain its dominant position in product competitiveness and brand reputation.
Especially in the TV category, on the one hand, the release of new technologies and new products has once again been a brand landmark action in the first half of the year, laying a good start for the electronics business; on the other hand, the continuous rise in product market performance has also become the main driving force for maintaining a good development trend this year. The new star items of the Painting Truth series and the "XR" cognitive chip, which represents the continued practice of the concept of "black technology is the foundation of the establishment", have attracted the effective attention of high-net-worth individuals.
In the Chinese market, sony TV's original technology and Sony China's brand communication have also played a set of beautiful "combination punches".
In terms of product technology, Sony continues to adhere to the high-end and high-quality route with a unique rhythm. In March this year, the new TV products representing Sony TV in the highest level of 8K LCD, 4K LCD and OLED display products were officially launched, including the 8K LCD TV Z9J, 4K LCD TV X95J, and the OLED TV A90J of the Painting Series. Judging from the subsequent performance, these products bring diversified choices to the high-net-worth market and are favored by people who pursue audiovisual quality.
At the same time, the cognitive chip code-named "XR", as the core support of a new generation of high-level television, debuted together with the new products of the Painting Truth series, and the C bit debuted. Not only will the part that the audience most want to "see clearly" be deeply optimized, not only to adapt to the viewing habits, but also to ensure that the performance output of the chip is stable and efficient; at the same time, the new sound quality optimization function is added to take the lead in realizing the "integration of sound and picture" at the chip level.
In terms of brand communication, the theme of "Cognitive Creation 'Core' Sound and Picture Future" comprehensively demonstrates Sony's technical characteristics and innovation ability in consumer-grade large-screen terminals, accurately grasps the just need for TV consumption upgrades and the future development trend of the industry, and intuitively presents the image of Sony TV's "value guide".
At the same time, on the basis of the established high-end large-screen market and brand route, Sony is also committed to formulating a more targeted product strategy for potential interest communities, as well as a more accurate brand communication strategy. Among them, the successful development of the demand for gamers is a typical performance.
The observation and recognition of Professional Media people on Sony China's public relations communication and brand operation is not limited to the TV category.
The concept of "developing a creative entertainment ecosystem and creating a value chain of delivery touch" continues to be practiced, and the Sony value chain, which is interlinked by product technology, entertainment content and platform services, has achieved a wide coverage of demand through the provision of content, services and software and hardware tools, ensuring the acquisition of a complete experience, and establishing a plump and three-dimensional brand image.
This year, on the one hand, Sony cut to the new needs under the new normal, "online release of flagship new products, innovative marketing methods, close to the interest of the crowd", has become Sony's daily life; on the other hand, Sony is also striving to achieve deep integration with users, for example, the sixth annual Sony in China employee innovation competition has made an open display, so that the outside world can better understand Sony's innovation environment and atmosphere.
In addition, as a foreign company with full operations in China such as electronics, semiconductors, and entertainment, Sony has also experienced many obvious and potential crises caused by changes in the external environment in 2021. Sony's public relations team showed a comprehensive strategic perspective, mature strategic thinking, steady tactical style, through the mainstream media close communication, continuous transparency to highlight the corporate position, effectively eliminate misunderstandings and differences at the same time, but also through skillful and flexible self-media operation, with many Interested Communities of Sony fans to maintain active and in-depth interaction, resolutely implement the "close to people" corporate policy, and effectively consolidate the "creative entertainment company based on a solid technical foundation" corporate positioning.
Overall, technology and creativity are still the core keywords of the Sony brand, and they are also the insistence of Sony China in its daily operations. Under the new normal, new needs continue to derive, new opportunities continue to emerge, and the increasingly sophisticated brand values of original "black technology" and "moving users" will continue to serve as an effective driving force for development.
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