On April 12, 2018, Sony China held an annual large-scale brand event in Chengdu - "2018 Sony EXPO Sony Charm Awards". Mr. Gao Qiaoyang, chairman and president of Sony China, attended the event and made a keynote speech. He reviewed Sony's achievements in the Chinese market in the past year, and for the first time disclosed Sony's new strategic path after the highest profit in history.
Sony China, Sony Mobile, Sony Pictures, Sony Music, Sony Interactive Entertainment Aniplex Animation and other Sony enterprises in China jointly participated in this large-scale brand event, demonstrating the development status of electronics, film and television, music, games, animation, education and other businesses, comprehensively presenting the unique Sony entertainment experience jointly created by products, technology, services and content, and then demonstrating the Sony spirit that moved users through continuous innovation.
In Chengdu Raffles Square, Sony held a spring new product experience activity for four consecutive days, and had a close interaction with Sony fans. On the evening of the 12th, Sony fans from all over the country went to the "Sony Fans Party", not only to experience the audio-visual entertainment feast created by Sony's latest black technology, but also to share Sony's feelings with company employees and corporate executives.
Mr. Gao Qiaoyang said: "At the beginning of February this year, Sony announced its revenue forecast for fiscal year 2017, and the group is expected to create the best historical performance of operating profit of 720 billion yen in the whole year! And the Chinese market undoubtedly played the main theme of Sony's triumph! In the first half of 2017 alone, Sony's performance in the Chinese market grew by more than 30% year-on-year! The two major trends taking place in the Chinese market will bring strategic opportunities for Sony's next development: one is the construction and enrichment of the mobile Internet ecosystem, and the other is the diversified, personalized and high-quality consumer demand in the process of consumption upgrading. In the future, under the leadership of Mr. Yoshida, the new president and CEO, Sony will seize the opportunity and follow the trend to push its business development in China to a new strategic stage. " In the keynote speech, Takahashi proudly declared that the consumer electronics business composed of TV, digital video and audio has consolidated their leading positions in the industry through their unremitting high-end product strategies.
In 2017, although the overall scale of China's TV market has shrunk, Sony seized the market opportunity of increasing demand in 4K, large size and other sectors, led the upgrading of the consumption structure by increasing the supply of high value-added products, and finally achieved a steady increase in market share in high-end, large screen sectors. This spring, A8F OLED TV and X9000F LCD TV were the first to be launched in the Chinese market, both of which are equipped with Sony's exclusive 4K HDR image processing chip X1 advanced version. Among them, A8F inherits A1's screen sound field technology of directly outputting sound through screen vibration. Its shock effect of immersive sound and picture integration and competitive price will further promote the development of China's OLED TV market. BRAVIA X9000F series 4K LCD TV adopts Sony's latest cutting-edge dynamic technology, which can ensure smooth and clear sports pictures without reducing the brightness of the pictures. It is considered to be a wise choice for upgrading TV in the sports year.
OLED TV A8F series
As more and more music lovers are no longer satisfied with the sound quality effect brought by ordinary MP3, since 2014, Sony has launched a high-resolution audio format to make music recorded, stored, transmitted and appreciated in a more authentic and delicate way. Based on the high standard sound quality, Sony has concentrated on observation, ingenious research and development, constantly expanded the lineup and use of audio products, and built an exciting music entertainment experience in many life scenes: from the three desktop brothers composed of players, amplifiers, and headphones, to the noise reduction headphones that present a quiet world through headwear, neck hanging, and in ear; From Bluetooth speakers with convenient connection, bright colors and group collaboration, to echo walls that are simple and beautiful and surround a room with Dolby panoramic sound. Takahashi concluded that when Sony Black Technology has created advanced functions such as full wireless, noise reduction and waterproof, and fully combined with the needs of comfort, portability, fashion and personalization, it is creating colorful music entertainment!
Sony launched a series of new audio products in spring 2018
Full wireless open headset Xperia ™ Ear Duo
According to statistics, Sony's digital imaging products have reached climaxes in the past fiscal year 2017. Micro single supported by stacked CMOS image sensor ™ Full frame flagship camera A9 supports 20 high-speed continuous shots per second and 1/32000 second high-speed shutter function, which can capture those moments that have never been captured. The picture quality pioneer A7RM3 has about 42.4 million effective pixels, a full frame back lit image sensor, a high-speed continuous shooting function of 10 pictures/second in AF/AE tracking mode, and 15 levels of dynamic range tolerance, high sensitivity, and low noise. It has excellent performance in both static photos and videos. The micro single camera A7M3 released last month put forward the slogan of "Sony's new benchmark for full picture". Its price is friendly to the people and its performance is strong. Its emergence marks the market of full picture camera without reflection, and it has entered a new stage where Sony leads the development of technology and composes the rules of the industry! In 2017, the growth rate of China's digital camera market slowed down, but Sony continued to launch competitive products in the field of non counter and full frame, hitting the pain points of photography interest groups, and achieving a counter market rise in sales figures and market share.
"Full frame, new benchmark" A7M3
Sony's mobile business, which is expected to be profitable for two consecutive years, also appears in Sony Glamour Awards. Since the launch of the first XZ series mobile phone in 2016, Sony Mobile has been committed to using Sony's best components and audio and video technology to provide consumers with a WOW experience integrating video, music and entertainment. The latest product Xperia XZ2 mobile phone introduces a new design concept: Ambient Flow， Streamlined process makes it more suitable for the palm and comfortable to hold; It is also the first mobile phone in the world to support 4K HDR recording, which can be called a visual feast whether watching movies or recording. At the same time, Sony continues to enrich its mobile product portfolio. The upcoming Xperia Ear Duo is an open wireless headset with left and right separation. It is ergonomically designed so that users can feel the changes of the surrounding environment while enjoying music and making phone calls.
As for professional systems and components business, Gao Qiaoyang said: "With the development of technology in China and the world, great changes have taken place in traditional industries. Technology companies based on big data are also trying to establish their own product and service ecosystems. Sony must rely on black technology products and services to propose the last inch solution with unique value; At the same time, it actively participates in the technological upgrading of traditional industries and occupies its own place in the Internet ecosystem. "
Faced with the opportunity of upgrading the manufacturing and service industries brought about by China's supply side reform, Sony China Professional Systems Group will firmly focus on audio, video, display With technical advantages in IP network, communication, signal processing and other fields, relying on Sony's advanced products, systems and business operation solutions, it focuses on six sub industries: media, education, cinema, entertainment, sports, and medical care. At the end of 2017, Guangdong realized the trial broadcast of 4K UHD channel; Sports events such as the World Cup and the Olympic Games are bound to become new opportunities for the radio and television industry to achieve 4K technology leapfrogging! On the other hand, as more and more technology Internet companies enter the field of media content production, more orders for professional cameras, monitors, editing stations, switchboards, and even rebroadcasting vehicles from non radio and television industries have become huge business opportunities for Sony.
Professional system business focuses on media, education, cinema, entertainment, sports and medical care
According to Sony, the top six mobile phone manufacturers in the world are using CMOS image sensors provided by Sony in different proportions. With the continuous upgrading of smartphone functions, customers will put forward higher requirements in terms of high-quality photography, depth perception, high-precision RF, large integrated circuits and new materials. Sony will provide strong support for Made in China 2025 by virtue of its technology accumulation, engineering capabilities and on-site services! In addition, in order to explore more opportunities in the development of China's mobile Internet and intelligent society, Sony China's component industry has set up a new business development project called "DASH", which involves display, data center, vehicle, automation, artificial intelligence sensing, wearable, medical care and other industries.
Sony's film, television and music entertainment business has always been a highlight of Sony's charm!
Sony Pictures has a top Hollywood film studio and a strong distribution team all over the world. In fiscal 2017, China Film Business Department successfully brought a number of visual effect blockbusters and acclaimed masterpieces to Chinese film audiences, including the popular superhero film Spider Man: Hero Returns, the action adventure blockbuster Brave Game: Battle in the Jungle that swept the box office worldwide, and the classic sci-fi aesthetic blockbuster Blade Runner 2049 The cartoon "Smurfs", "Beed Rabbit", etc. In fiscal year 2018, Sony is expected to present more exciting content to the global audience on the big screen, such as "Spirit Hotel 3: Crazy Holiday", "Spider Man: A New Era" and "Sable and Black Cat".
The Golden Melody Award is one of the most important music awards in the Chinese speaking world. At the 28th Golden Melody Awards last year, Sony Music, which led the way with 21 nominations, finally won four awards. Since 2017, Sony Music has entered the concert market, focusing on creating a new concert series "Sony Music Live", and holding concerts for its popular singers in many cities. In the future, Sony will continue to strive to expand the lineup of artists and provide music lovers with a wide range of music choices.
Constantly expand the lineup of artists
PlayStation game business in charge of Sony Interactive Entertainment officially entered China in 2015. As the largest game market in the world, China's development in the field of home games is still in its infancy, with huge development potential. Mr. Takeren Tian, President of Sony Interactive Entertainment (Shanghai) Co., Ltd., who is popular among Chinese console game fans, delivered a speech, saying: "Since the game business officially returned to China three years ago, more than 150 game works have been released, providing rich high-quality content for players." At the same time, PlayStation is committed to actively cultivating talents in the game industry in China, exploring potential game development teams through the "China Star Program", supporting them to develop high-quality games on the PlayStation platform from technology, funds, development tools, etc., and helping them enter overseas markets. In 2018, PlayStation's boutique project in China, "The Return of the Great Sage" PS4 game, was eye-catching. This game based on China's classic IP Journey to the West will have the opportunity to introduce Chinese traditional culture to global players through the PlayStation platform.
In addition, in the field of virtual reality, which has attracted much attention in the industry in recent years, PlayStation VR products have always adhered to the development direction of focusing on content and experience. As of December 3, 2017, the global sales of PS VR reached 2 million units, more than 150 high-quality PS VR games were launched, and the global sales of PS VR games exceeded 12.2 million units (including digital downloads). In China, PS VR is not only concerned and supported by many game development teams, but also provides users with richer VR video content through cooperation with Youku, iQiyi and other video platforms.
Through this Sony Glamour Award, Sony also made a comprehensive introduction to its new business in China for the first time. Gao Qiaoyang emphasized: "China, as the strategic market of Sony Group, we should not only introduce the most advanced products and services, so that relevant interested communities can continue to be touched, but also devote ourselves to studying customer groups and accurately capturing the market pulse. For the consumption needs of people with quality life and young fashion people, we should meet them in an all-round and diversified way in the part that our existing business can cover; In the part that our existing business cannot cover, we should also be forward-looking and strategic. "
The "Sony Select" website has launched a high-definition music purchase and download service since 2015. Through cooperation with more than 20 music brands, such as Sony Music Entertainment, Sony ATV, Nasos, etc., it has continuously expanded its music library. By the end of 2017, the number of albums on this platform had exceeded 1500. In 2018, in addition to continuing to expand the brand and music library, Sony also plans to launch new music services.
Sony's new business in China, KOOV educational robot kit and "Sony Select" high-definition audio download platform
Since 2017, Sony has introduced the business of Aniplex Animation Company to China, providing a wealth of online animation videos and animation movies for young people who love animation. In just one year, it successfully introduced and played more than 50 copyrighted animation works through cooperation with Chinese video websites. At the 2018 Sony Charm Awards, Sony announced the launch of cooperative earphones with Aniplex, which grafted the characters, scenes or props in Fate's big movie "Night of Destiny [Cup of Heaven] Flower of Omen" with Sony's hear.on earphones with fashionable design and color, and presented cartoon fans with personalized audio products with cartoon fashion labels, It highlights the strength of Sony's hardware black technology and software cultural content to jointly create fashion and entertainment! In addition, in January this year, the first mobile game "Destiny/Title Designation", which was operated with the help of Bilibili, was successfully completed. From April, the two companies will continue to work together to bring a new chapter of the game to animation fans.
Sony China and Aniplex launch cooperative earphones
Sony Chairman Ichiro Hirai attended the 2018 Sony Charm Awards as a special guest. He shared with the guests his feelings about his field visit to Shanghai as a member of the board of directors of Sony last September: "Benefiting from the development and application of mobile Internet centric technology, China's traditional industries and emerging business fields are making amazing development and breakthrough innovation. In China, whether in coastal or inland areas, more and more affluent consumers are turning their attention from conventional products to high-end products. Consumers are increasingly seeking more intuitive, creative and refined ways to enrich their lifestyle, enjoy leisure time and enhance daily communication. This perfectly matches the unique value proposition provided by Sony, and also provides a huge growth opportunity for Sony. I hope that China will not only continue to sit firmly in one of Sony's largest and most important markets, but will increasingly become a key driver of future growth. "
Referring to the new president and CEO of Sony, Yoshihiro Yoshida, Mr. Hirai said: "Mr. Yoshida has been my valued friend and business partner for many years. He has always supported me closely in our reform and revitalization plan. He is a manager with a truly global vision, with profound strategic thinking, broad vision and rich cross business experience. I firmly believe that he will lead the company to grow and move towards the future. "
