No one buys Sony TV?The reason is only known to the insider,It's impossible to regain the peak
The reason why Sony's TV sales plummeted
High prices are difficult to meet the needs of the public
As a former color TV giant,Sony TV has always been positioned in the high-end market,The price of its products is generally high。 With the improvement of living standards, the demand of mass consumers for color TVs is no longer limited to the single function of watching TV programs, but pays more attention to multimedia entertainment experience. The high price of Sony TVs made it difficult to meet the needs of mass consumers, leading to a decline in sales.
Korean brands are fiercely competitive
In recent years, Korean brands such as Samsung and LG have performed well in the color TV market, constantly launching innovative products and adopting active marketing strategies, which has brought huge competitive pressure to Sony. These brands have not only won a large market share on a global scale because they are not only constantly innovating in technology, but also have relatively affordable products that are closer to the needs of mass consumption.
Lack of innovative technology leadership
Sony used to be a technology leader in the field of color TVs, but the pace of innovation has slowed in recent years, lagging behind competitors in emerging display technologies such as OLED, quantum dots, etc. Emerging technologies and application fields such as smart TVs and IoT TVs have also failed to seize the opportunity, making Sony's leading edge in technological innovation gradually lost.
The marketing strategy is lagging behind
Sony's marketing strategy seems to have failed to keep pace with the times, making it difficult to appeal to the younger generation of consumers. Young consumers pay more attention to the fashion, personalization and social functions of products, while Sony's investment and innovation in this area are relatively lagging behind. Sony also failed to grasp the development trends and consumption habits of emerging markets, resulting in the gradual weakening of the influence of its marketing strategy on a global scale.
Supply chain costs are rising
In recent years, the supply chain costs of Sony TVs have been rising, mainly due to factors such as rising raw material prices, increased labor costs, and exchange rate fluctuations. The high cost of production makes the profit margin of Sony TV squeezed, and it is difficult to occupy a dominant position in the price war, which further affects its competitiveness in the global market.
The overall market share of Japanese color TVs in the world has declined
In addition to Sony, the performance of other Japanese color TV brands such as Panasonic and Toshiba in the global market is also not optimistic, and the overall share is declining. The main reasons for this phenomenon are as follows:
Inability to keep up with new technology trends
Emerging display technologies such as OLED and quantum dots are leading the development direction of the color TV industry, but the investment and progress of Japanese brands in these fields are relatively lagging behind. Emerging application fields such as smart TVs and IoT TVs have also failed to seize the opportunity, making Japanese brands gradually lose their advantages in technological innovation.
Poor cost control
Compared with Korean brands, Japanese color TV brands have poor ability in cost control. The high cost of production puts them at a disadvantage in the price war, and it is difficult to meet the pursuit of mass consumers for cost performance. Japanese brands also lack localized production and supply chain layout for emerging markets, which makes it impossible to effectively reduce costs.
Marketing strategies are lagging behind
The marketing strategy of Japanese color TV brands seems to have failed to keep pace with the times, and it is difficult to attract young consumers in emerging markets. They lack innovation in product design, marketing and promotion, and fail to grasp the changing trend of consumer demand, resulting in a gradual weakening of their influence on a global scale.
Lack of localized operations in emerging markets
Emerging markets such as China, India and other countries and regions are becoming the main growth points of the color TV industry. Japanese brands in these markets have poor local capabilities, in-depth understanding of local consumer needs and habits, and lack targeted product and marketing strategies, resulting in lackluster performance in emerging markets.
Sony's path back to glory
In the face of the severe market situation, Sony must take decisive and effective measures to regain the favor of consumers and regain its glory. Sony needs to start in the following areas:
Increase R&D investment
To regain its technological leadership, Sony must increase R&D investment, especially in emerging display technologies, smart TVs, IoT TVs, and more. Only by maintaining technological innovation can we bring consumers a better product experience and win the market.
Optimize the product line to meet diverse needs
Sony needed to optimize its product line and launch a diversified product offering that met the needs of different consumer groups. On the one hand, it is necessary to have high-end flagship models to meet the needs of consumers who pursue the ultimate experience, and on the other hand, it is necessary to launch mainstream models with higher cost performance to attract mass consumer groups. It is also necessary to pay attention to the needs of young consumers for fashion and social functions, and launch products that match their tastes.
Strengthen marketing innovation and enhance brand influence
Sony needed to strengthen its marketing innovation and enhance the brand's global reach. It is necessary to keep up with the trend of the times, adopt new and interesting marketing methods to attract young consumer groups, have an in-depth understanding of the consumption habits of different markets and formulate targeted and localized marketing strategies, and make full use of new channels such as new media and social platforms to expand brand awareness and reputation.
Reduce production costs and improve cost performance
To gain an advantage in the price war, Sony must reduce production costs and improve the cost performance of its products. On the one hand, it is necessary to optimize the layout of the supply chain and realize localized procurement and production, and on the other hand, it is necessary to strengthen lean production management, eliminate waste and reduce the cost of each link. Sony may also consider relocating production to regions with lower labor and logistics costs.
Strengthen localized operations and deepen the cultivation of emerging markets
Emerging markets will be an important battleground for Sony to regain its strength. Sony needed to strengthen its local operation capabilities, deeply understand the needs and habits of local consumers, and launch products and marketing strategies that are suitable for the local market. Sony also needed to establish a localized supply chain and sales channels to lay the foundation for deep penetration in emerging markets.
The reason why Sony TV has fallen into such a passive situation,Mainly due to product positioning、Technological innovation、Marketing strategy、Cost control and other reasons。 In order to regain the market, Sony must comprehensively adjust its strategy and take decisive and effective reform measures in all aspects of products, technology, marketing, and costs, in order to regain the favor of consumers and regain its glory. Although the road is long and difficult, as long as Sony is determined and wise, it will be able to regain a firm foothold and stand out in the fierce market competition.