Coquettish Rebirth

While Stringer was thinking this way, Jia Hongjian was actually not idle.Although he was shopping, shopping and having fun, at the same time he was also collecting Sony's information through various methods!Through this information, he really learned something that he didn't know much about before!For example, there used to be a saying in Japan that people used to say "Sony of technology" and "Panasonic of sales".In the heyday of development, Panasonic had 5 chain retail stores in Japan, and its sales ability had an absolute advantage in the industry, and no electronic manufacturer in Japan could compete with it.And Sony, even though it is ridiculed as an experimental guinea pig for large electronics manufacturers, is still unremittingly challenging new technology fields and striving to develop products that are refreshing to consumers.In a sense, it is not an exaggeration to say that "Sony of technology" and "Panasonic of sales" are leading the development of Japan's domestic home appliance market.

So, where did the so-called "Sony of Technology" technology come from?In fact, Osaki, the R&D base of Trinitron TVs, and Atsugi, the R&D base of professional broadcasting equipment and digital technology equipment, were located there.Osaki refers to the "Osaki Factory" located in Shinagawa, Tokyo, where the TV business department is located, and Atsugi refers to the "Atsugi Factory" located in Atsugi City, Kanagawa Prefecture, which was originally established as a semiconductor factory.Within Sony Corporation, it is common to use the location of a division like this as a colloquial name.In some respects, as long as these two R&D bases are still there, no matter how difficult the situation is, Sony’s electronics business will rise again. It is only a matter of time before the revival, and the “Sony of Technology” will stand up one day In front of the world; on the contrary, if these two pillars are shaken, the real crisis of "Sony of technology" will come.

A few months ago, at the press conference held by Stringer, Stringer once said that without the revival of the electronics business, there would be no revival of Sony, and without the revival of the TV business, there would be no revival of the electronics business.Since some time ago, the advertisements for Sony's "Br**ia" series of color TVs have continuously appeared on TV screens all over the world.And on such a br**ia series TV brand, it is said that the most high-end X model TV will use Sony's exclusive DRC technology.And it is said that in 04, Samsung tried everything possible to obtain such a technology that can convert SD images into HD images through calculation and filling, but Sony refused to give it life or death!

But in Jia Hongjian's impression, such a Br**ia series color TV seems to be endorsed by Liu Ruoying?The advertisement is very good, but it seems that Sony's TV business will continue to lose money soon.Why is Sony's technology so good and still losing money?Jia Hongjian felt that it was still because of the panel problem!You know, what Sony is going to do is mid-to-high-end products, the price is very expensive, and the quality requirements are relatively high.In such a situation, if you want to buy a good LCD panel, can the price not be expensive?Therefore, it is not easy to control the overall cost of the TV business.Moreover, from the perspective of the external environment, Korean manufacturers Samsung Electronics and LG Electronics have mastered the technical capabilities with high added value that were originally unique to Japanese manufacturers, and have commercialized LCD TVs.At the same time, in the mid-to-low-end market, with Huaxia Hi-Tech's large-scale panels, the Chinese manufacturer's attack is also quite fierce.Not to mention Sony, even Samsung is stumbling in the face of the price offensive of Chinese manufacturers!

At such a time, if Sony wants to run low-end traffic, then they can easily fall into a situation that LG has fallen into before, that is, the volume has increased, the market share has increased, but why is it not making money?If you want to make money, you have to sell it expensively, but after selling it too expensive, their color TVs can't be as popular as the iPhone in history, and they sell less, so they don't make money!So at such a time, Sony, who wants to make money more and more, can't make money at all!For such a matter, Jia Hongjian thought it was quite strange. Maybe it was because the traffic increased and he didn't make any money, so someone in the board of directors had an opinion?

…A business that is too used to success is like a kid who keeps getting good grades. He may be too confident about good grades, or he may think that I don't need to work hard to get good grades. In 1995, after Nobuyuki Idei took office as Sony eo, Sony has spread its business all over the world, with a turnover of more than 400 billion U.S. dollars, and its stocks have been traded continuously in 10 countries in more than 18 countries. The market share of Lilong TV, Walkman and other products ranks first in the world, and Sony is a real "giant" enterprise in the consumer electronics industry. "The absence of an enemy is the beginning of a crisis." The words of Gerstner, the former president of IBM, let us see the verification in Sony.Hiding behind the appearance is the arrogance of being too accustomed to success.

As the top leader of the company, the success that Nobuyuki Idei wants to achieve is a feat that can be compared with Sony founders Ibuka, Morita Akio, and former president Norio Ohga.Where did the results come from? Nobuyuki Idei's answer is that in the Internet age, Sony has transformed from an electronics factory into a king of entertainment content.To this day, Sony has previously acquired the world's largest entertainment companies such as Columbia Pictures. In October 1998, Nobuo Idei held a global business meeting in his third year as Sony president.Facing the tens of thousands of employees in the audience, Nobuyuki Idei proposed Sony's dream of becoming a "digital trendsetter". He told the audience who were at a loss at the time, including the developers of picture tubes and Trinitron TVs: "The important thing is the content. , who created it, who controls the network that distributes the content? Mr. Morita is the alkman waver, Mr. Oga is the d-machine waver, now we have to be the digital waver, if we don't develop a brand new business model, Sony will be reduced to the network Supplier of operator components. The new Sony products are a fusion of entertainment, electronics and emotion, and it doesn't matter if the TV screen is bright or has beautiful resolution."

Nobuyuki Idei's words not only surprised Sony's engineering team, but also caused a major tilt in Sony's strategic decision-making.In the company's positioning and business philosophy, Nobuyuki Idei proposed "realize your dreams at Sony", "the ubiquitous value network", "we sell personal experience, and the reason for our existence is to create people's desires and provide a Dreams. They are not necessary to sustain human life."

From such a perspective, Jia Hongjian was surprised to find that Nobuyuki Idei had actually wanted to turn Sony into a content-oriented company since before 2000!Didn't this start with Stringer?Jia Hongjian continued to research and discovered something interesting—Sony's internal electronics department, which accounts for the largest proportion of revenue, is vertically integrated around products such as TVs, digital cameras, and walkmans.Neglecting the development of hardware technology has prevented Sony from keeping up with the era of technological change, from parts to end products, which eventually led to a large backlog of parts in the vertically integrated system.Analysts at Standard & Poor’s in Tokyo pointed out that this part of the backlog of parts and components can only be treated as loss in the end. “The dream of digital life proposed by Nobuyuki Idei is at least four years faster than the market, and chip capacity, mobile phone chips, TV screen technology, and graphics card resolution have not reached the goal. The ability to handle graphics technology, and consumers are still used to Motorola brick phones, how do you make their digital life?"

However, Microsoft, another giant in the IT industry, did not call out the concept of digital home until 2004. At this time, mobile Internet and MSN have become indispensable communication tools.LCD TVs and music pods have replaced CRT TVs and Sony Walkmans, making Sony's movie and music content products lose their terminal access.One mistake, Sony's "arrogant disease" led the company to the abyss.Nobuyuki Idei's decision is based on the company's 50 years of success. They have created too many eras, and they should be able to recreate them now.However, after the company created a historical profit of US$2000 billion in 25, the stock price and revenue began to fall into the abyss in 2003. Sony's 2004 fiscal year report shows that the consequences of this error, Sony's electronics sector sales of about 5.216 trillion yen, but a loss of 343 billion yen.

…From such a point of view, Sony’s idea is right, but it’s too early?And at such a time, if there is Stringer walking the same path, will it be easy to go through?But why did Stringer fail in history? eo forgets that the pace of the times is wrong, and Sony's technology department has become a spoiled child on the basis of 50 years of success. "Engineer's Paradise", these short five words condense Sony's success, but it has become a note of "failure" in the past five years.When everyone started to change from product orientation and consumer orientation, Sony was still insisting on this.It is too habitual to let the inside of the company forget about the market.

Jia Hongjian discovered that in Sony, the engineering team does not need to consider the market or cost.Sony engineers have always believed that consumer needs should be guided and created rather than catered to.This kind of logic seems to be correct, just like Jobs and his Apple, which has always ignored the opinions of consumers, and has always advocated helping consumers decide what consumers need!It's like a parent decides what clothes and meals a child will wear.However, which product to choose will ultimately be paid by consumers.When Stringer took office in Japan, it is said that he would comment to reporters that Sony used to be the father of Alkman and also the president of China in the past two years, saying, "This guy, I don't know that he has made a lot of music besides inventing the Walkman. What did he do? How did he become the president of a large region? Because he invented the Walkman? He knows how to operate such a market? He knows what Chinese consumers need?"

In 2000, the global LCD TV era came, but Sony was developing a future technology.At that time, Sony's engineering team always believed that liquid crystal was a transitional technology, and OLED, that is, organic light-emitting display technology, was the future.Compared with oled and liquid crystal technology, although oled is far ahead in response speed, ultra-thin, picture effect, and self-illumination technology, it has two fatal flaws: 2004. Short service life; 876. Luminous efficiency fades over time. Deterioration, the light-emitting layer structure gradually becomes a non-luminous substance.However, within Sony, the engineering team always believes that as soon as OLED is born, LCD technology will be eliminated, and Sony will be able to dominate the market like a picture tube TV.However, analysts at Standard & Poor's believe that "the key issue is that in the eyes of consumers, liquid crystal is already a perfect innovative technology, and he will not consider the effect of oled to be better." The overall demand is 2005 million units, 2360 million units in 1973, and the growth rate of global LCD TVs doubles every year. In [-], Sharp began to develop LCD technology. We have not seen the possibility of LCD technology being replaced.Forget about the market, and only innovate for the sake of innovation, which made Sony fall from the altar in just three years.

However, talking about Sony internally, LCD TV is only one of the innovations out of the market.The aibo robot dog pet with a price of more than 1 yuan, an automatic cleaning robot project...these are all innovations that forget the market, why do we need a lifeless electronic dog?From these perspectives, Jia Hongjian felt that if he was Stringer, he would definitely attack the strange Japanese when he took office!Yes, your development of pet robot dogs is indeed beneficial to the brand, and you do have some technical reserves, but how much money did you burn?After burning so much money, they still can't sell a few... And don't forget, the Japanese often like to use "invention points" in some very strange ways!Anyone who sees your sister will be upset! r1152