摆脱小米乐视:索尼在华彩电业务模式突变

    |     2016年8月14日   |   电视机      

  8月10日,索尼正式发布了2016年旗舰4K
HDR电视新品Z9D系列,包括100英寸的超高端电视机型。业内人士指出,国内中低端电视市场基本都被国内厂商占据,索尼进军超高端既是为了挽回中国市场,也是为了获得高利润。

  索尼Z9D系列包括65英寸、75英寸、100英寸三个规格,拥有动态背光系统——大师版技术并配备了X1
Extreme图像处理芯片,起售价32999元。这是索尼首次推出100英寸电视产品。索尼中国董事长兼总裁高桥洋解释,一方面是因为目前整个彩电市场大尺寸产品的发展趋势非常迅猛;另一方面也是由于索尼目前技术水平的提升能够让更加清晰的画面在100英寸的屏幕上得以完美呈现。

  目前46英寸以上电视已占国内市场六成的份额。中怡康统计显示,2016年上半年线下液晶市场4K渗透率接近50%,55英寸和65英寸等大尺寸电视成为2016年上半年最畅销的产品。

QQ截图20160814220326.jpg

  业内人士指出,索尼近几年在中国市场发展不太如意,在电视市场,中国国产品牌崛起迅速,占据了87%的市场份额,尤其是乐视、小米等互联网电视兴起之后,日系品牌在国内市场面临的竞争日益激烈。

  奥维云网(AVC)的数据显示,2016年上半年的国内彩电市场,互联网品牌的份额同比增长7.9%-16%;而包括索尼在内的外资品牌的份额同比下跌4.1%-9%,其中,索尼电视在中国市场的零售份额仅为2.21%。

  此外,索尼在华业务进展缓慢,前年索尼移动中国区更是进行了大裁员,由此还引发了外界对于索尼One Sony战略的质疑。

  市场份额有所下滑,但索尼电视的销量却出现了回暖的迹象。一季度,索尼电视出货量为240万台,排在中国彩电企业海信、TCL和创维之后;二季度销量则达到了265万台,比一季度增长10.4%,超过TCL上升至全球彩电市场销量排行榜第四位。

  高端化的战略确实对索尼的业绩产生了积极影响。今年4-6月,索尼彩电的营业利润同比增长至27亿日元,液晶电视销售台数的增长起到了积极影响,同时亦受益于高附加值型号带来的产品结构优化。高桥洋坚定地认为:“高价位产品在中国一定有市场。”如果索尼在设计、内容、品质等综合方面都达到了令人满意的程度,相信完全能得到消费者的青睐。

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