2015/16 fiscal year, the aura of the king abandoned the world, the transition to seek profit stick Sony TV, good performance, with full-year operating profit of 25.8 billion yen (an increase of 17.5 billion yen) Sony was split to become independent operators a more substantial business.

According to the home network to view, in the fiscal year 2014/15 annual report, Sony’s TV business to achieve operating profit of 8.3 billion yen. So, last year, Sony TV is also rare in the past decade a good year.

Of course, Sony TV consecutive annual profit, is a large-scale reduction of the global LCD TV sales volume for the price, in short, “to scale, for profit.”

Thus, in the 2015/16 fiscal year, Sony TV total sales fell 4.5% to 797.8 billion yen. In the 2014 annual report, the Sony official statement is substantially reduced Sony LCD TV sales in China.

China is just another addition to the US market, the world’s only remaining active LCD TV consumer market. People familiar with the TV all know that in the United States, the best-selling TV brand Samsung, especially high-end UHD TV, more than half of the brands on the market are Samsung grab to go.

In China, UHD, also called 4K TV, the whole is occupied by Chinese brands, coupled with Samsung, LG and Chinese Internet TV brand, Sony TV leave a space not much.

In addition, from the perspective of brand influence, involvement of Japanese TV Sony’s global retreat, in the TV area tends to influence weak, lost the aura of the early years of the world’s TV king.

Because Sony mobile phones, televisions, players and other consumer electronics products hit Apple, Samsung’s impact, even mass consumer demand, including powder, enterprises have switched to it, brand it, the objective is also to accelerate the weakening of the Sony brand in these areas sense of place.

Industry analysts view, Sony TV sales continue to cut just a potent reform strategy, the short-term performance boost TV the effect is obvious, but in the long term, fewer sales of his products, more and more small business scale, late growth drivers come from is a big problem, the high-end color TV market is not one size fits all, and more intense competition, Sony’s TV business spin-off, targeting high value-added market, to solve the loss of ten consecutive years, but where to go after the profits went, in China and South Korea TV companies squeezed, to maintain annual profit is not an easy task.

According to the home network to view, in the 2016/17 year (as of 2017 the end of March) performance forecast, HE Sony TV where & S segment operating income is expected down 10.3 percent, amounting to 1.04 trillion yen; operating profit of 36 billion yen, reducing the year 14.6 billion yen.

According to the annual report of fiscal 2015/16, Sony TV accounted for the vast majority of revenue HE & S department, so this sector is in fact reflects the basic Sony’s TV business. The official data on performance notice disclosure, Sony’s own money for this year’s TV business scene is not particularly good.

In the year 2015 the year Sony announced –2017 new year business plan, the company was the “growth drag” operations focused on business equipment, game consoles and network services, movies, music and other entertainment. Sony’s TV business, mobile communications business, audio and video services were listed as the company’s “high-risk” business.

From In this regard, in fact, to Sony’s TV business has its own set of properties, that is not the general direction of future growth or traction company mainstay business plans. Perhaps with Chinese consumers familiar proverb, “lives hand to mouth, to sell day is a day” to describe the more appropriate.

Although Sony TV current profit in good shape, but in the Chinese color TV brands international, Korean series TV brand stepped up instead of the background, constantly losing sales volume, sales territories and sales volume, Sony TV to bring new pressure on the operation.

More later, Sony give up this scale strategy may become domino defeat at low tide, Sony TV when faced with new choices and challenges.

Abandon profitable routes to hold the size of the existing positions, or to continue to allow competitors to squeeze their own profit share? The former is likely to return to a loss, which can make the Sony brand in the TV market this fall.

Perhaps in the near future, also taking advantage of the hands of gold light, Sony will follow the example of Toshiba, Sharp, Sanyo and other Japanese TV companies will sell the TV business to a suitable buyer, glorious exit this trade.

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