/ Chaowen/Guangzhou, August 30, 2022 -- SONY recently launched several new models of its BRAVIA XR series, all of which are equipped with further upgraded XR cognitive chips. Combined with XR dynamic backlight system Master version, XR Tricolor MAX technology, screen sound field flagship version, multi-channel screen sound field technology and many other SONY sound and picture control technologies, Various display devices such as the newly introduced Mini LED(Sati Series 8K Mini LED TV Z9K and 4K Mini LED X95EK) and the first domestic QD-OLED(Sati Series A95K) are accurately driven, demonstrating SONY's strength in the field of sound and painting.
At an offline experience event for SONY's new TV in Hangzhou at the end of August, Sina Digital and other media outlets chatted with Xie Biao, president of SONY (China) Co., LTD. 's consumer electronics business headquarters, about China's home appliance industry and SONY's development in the domestic market.Let's start with a look at China's color TV market in the first half of 2022, according to a survey by Ovi Cloud. In the first half of this year, due to the epidemic and other reasons, domestic and foreign parts shortage predicament, the overall color TV industry overall situation is relatively depressed, offline market sales only accounted for 68% of the same period of last year, revenue down 22%. Online sales rose 1 per cent, while revenues fell 10 per cent.
In terms of size, compared with the same period last year, the sales volume of large sizes 75 inches and above in the offline market showed an upward trend, while that of sizes 65 inches and below showed a downward trend; Online sales of 65 inches and above showed an upward trend, while sales of 55 inches and below showed a downward trend. Large-size screens have become the first choice for users in both online and offline markets.
In the 65 inch and above size segment, especially in the 75 inch and above large screen market, SONY has a clear advantage with a high market share.
Previously, the industry predicted that the large screen is becoming a new direction of the transformation of China's color TV industry, but also a new springboard for many enterprises to upgrade. SONY TV, dating back to the "high-end large-screen" market strategy launched in 2014 and firmly practiced in China, is taking root and growing fast.
Larger TVS are becoming a trend. For SONY, the focus is not only on size, but also on accurately understanding consumer needs and continuing to build strength in market segments. Xie Biao, president of SONY China's consumer Electronics division, said: "Over the past few decades, the development of home appliances in China was basically to solve the problem of household penetration, that is, the difference between having and not having. However, in 2016, the total domestic color TV market exceeded 50 million units. Among TV household users, the family ownership rate of color TV is very high, and the TV market is nearly saturated. Once the penetration rate is complete, SONY predicts that consumer characteristics will move towards a higher quality of life. The next consumer trend will be diversification of demand, and price will not be a factor. "SONY's confidence in the Chinese market is mainly due to the fact that China is a large market of over one billion people, where quality of life and diverse needs can coexist and will continue to exist for a long time to come."
SONY, however, has already been working hard in the niche market. Take the game segment as an example. As early as two years ago, SONY became the first brand to launch a complete product line of game TV in the domestic market. In that year's product (X9000H), it was equipped with 4K 120 Hz, HDMI2.1 and other important functions for game players. SONY has used its experience in the game console field to add features such as game mode optimization for console games into the TV, which has an incomparable advantage in the color TV industry.
Ecology does not necessarily mean closed-loop open attitude and active participation in the local ecology
More and more mobile phone brands began to wade into the field of home appliances and regard TV as a "member" of their closed-loop ecology. Closed-loop ecology can bring users better intelligent experience, but at the same time, users are highly bound to the brand's own ecology.
SONY has a different view on ecology.
SONY did not deliberately create a completely closed SONY ecosystem, on the one hand, make good use of its own advantages, SONY products. SONY uses its technical and industrial advantages in the whole industry chain of "shooting, editing and broadcasting", as well as its resources and accumulation across the layout of music, film and television, games and other fields, to provide users with SONY's unique value. For example, SONY Game TV, in addition to maintaining the high standard of sound and picture produced by SONY, also adds the exclusive function created for PlayStation 5, the game console, the TV and PS connection, automatic recognition, adjustment and optimization, further upgrade the user experience. For users who love watching movies, SONY's flagship high-end HT-A9, HT-A7000 and other home video and audio system products make SONY TV synchronous as the central sound field, achieving the audio-visual effect of integrating sound and picture. Through better connectivity between products, SONY is delivering the experience that consumers have come to expect. From the lens to the living room, from hardware to software, from content to hardware comprehensive coverage, for consumers to build a more immersive living room entertainment space.
On the other hand, SONY has an open attitude to cooperate with domestic enterprises and join the local AIoT ecosystem, such as Jingdong Xiaojia, Tencent Xiaowei, etc. At the same time, SONY TV's system is also more localized, making smart connectivity more user-friendly. For example, the UI is more suitable for Chinese users, and SONY has made many improvements to the screen projection function of the phone. It is not intended to connect mobile phones and TVS in SONY's own products, but to understand the new lifestyle behaviors of the young generation under the mobile Internet from the perspective of users, and to connect with different brands of hardware with a more open attitude, which is more convenient for consumers to use.
The most obvious change in SONY's TV products this year, aside from the landmark sound and graphics breakthrough, is the camera above the TV. Domestic users are familiar with various forms of cameras from TV brands, but this accessory, called BRAVIA camera, not only achieves rich functions, but also undertakes a unique mission given by SONY.
"The camera of SONY TV optimizes the presentation of the picture quality and sound quality of the TV by detecting the position and number of viewers, so that each viewer can enjoy the best sound and picture -- that is, the AI environment induction adjustment Pro function, representing SONY's new definition of artificial intelligence for TV products." When talking about BRAVIA camera, Xie Biao also clarified the intelligent direction of SONY TV -- return to people's essential demand for TV, after all, is to "see and hear". The intelligence of camera also needs to serve the audio-visual.
In addition, "people-oriented" product logic, in addition to a deep insight into user needs, but also reflected in the accurate understanding of consumer usage habits. The BRAVIA camera provides video calling function, which does not require additional download of APP or any phone brand, but can be implemented through wechat mini program, making the experience easier.
Beyond the camera, changes to the SONY TV remote control are also getting attention from users. According to Xie Biao, the addition of the camera and the improvement of the remote control, both from SONY China propositions. As for the remote control, the young consumer groups in China now watch more Internet content, and the demand for switching content through simple buttons has exceeded the demand for digital buttons on the traditional remote control, so it is natural for SONY China to put forward this request. The 2022 remote control upgrade is also a testament to SONY's positive response to user needs and feedback.
From the full screen to the BRAVIA camera to the localization of smart apps, including the remote control design, these are just a few of the concerted efforts of SONY's China marketing and product planning team. To meet the needs of Chinese consumers, SONY China has insisted on expressing and implementing localization strategies in its global product lines over the years.
At the end of 2021, SONY moved its China-related product planning department from headquarters to China, in order to tailor product design to local users' needs and habits from the very beginning, and on the other hand, to develop more active and extensive cooperation with local business partners. "SONY is confident in this market and is willing to seriously plan SONY products for Chinese consumers that are tailored to their local needs."
< /p>SONY's business in China began in 1978 and has been developing for more than 40 years. Looking back at the TV market, only a few of the first color TV brands are still active, and SONY is one of the brands that is still healthy and sustainable. "It is not difficult to make TV, but it is difficult to make TV well." Xie Biao believes that the product competitiveness with technology as the core, accurate consumer insight, and continuous in-depth segmentation of interested groups are the underlying logic of "people-oriented", which is the root of SONY TV's roots in China.
