“信仰品牌”倒下，又一段青春记忆被清空了

Core Insights - Sony has decided to withdraw its mobile phone business from the Chinese market, marking the end of its presence in a market it once dominated for over a decade [1][10][12] Group 1: Sony's Historical Context - Sony's journey began in 1946, founded by Masaru Ibuka and Akio Morita with an initial capital of 190,000 yen, leading to innovations like the first transistor radio and the Walkman [3] - The brand became synonymous with high-end technology in China after entering the market in the 1990s, with products like a 29-inch Trinitron TV priced at 18,000 yuan, equivalent to three years' salary for an average worker at the time [4][5] Group 2: Decline of Mobile Business - Sony's mobile phone division, originally a joint venture with Ericsson, saw a significant decline in sales, dropping from approximately 25 million units in 2015 to just over 3 million units by 2019, an 88% decrease [6][10] - The last model launched in China was the Xperia 5 V in September 2023, with subsequent models not being released in the market, indicating a strategic retreat [10][12] Group 3: Strategic Shift - Sony's CEO has emphasized that the company's core business now lies in gaming, music, and film, which account for over 60% of its consolidated sales revenue, suggesting a shift in focus away from mobile phones [12][15] - Despite the decline in mobile, Sony has maintained a strong position in other sectors, such as audio and imaging, where it leads the market with significant shares [15][16] Group 4: Market Dynamics - The Chinese smartphone market is highly competitive, with Sony's Xperia brand struggling against local giants like Huawei and Xiaomi, leading to its classification as "Others" with negligible market share [16] - Sony's high pricing strategy and lack of localized marketing have contributed to its failure to resonate with Chinese consumers, who favor more affordable and feature-rich alternatives [10][16]