索尼手机彻底退出中国：卷不过国产、跟不上时代

Core Insights - Sony's Xperia brand has officially ceased operations in China, marking a significant retreat from the market after years of declining performance [1][3] - The decision to shut down the brand is attributed to long-standing issues with market adaptation and competition from local brands [3][12] Historical Context - Sony's mobile division was once highly regarded in China, particularly during the Sony Ericsson era from 2005 to 2010, when it was popular among young consumers [4] - The introduction of the Xperia brand initially saw success, with notable models like the Xperia Arc and Xperia Z series gaining traction [6][9] - However, by 2016-2018, local competitors like Huawei and Xiaomi began to dominate the market, leading to a decline in Sony's market share [9][10] Market Performance - Sony's smartphone market share in China has dwindled to less than 0.1% as of 2023, reflecting its inability to compete effectively [12] - The brand's focus on niche features and high pricing has alienated mainstream consumers, contributing to its decline [10][12] Strategic Missteps - Despite the "One Sony" strategy aimed at leveraging synergies across its various business units, the mobile division failed to capitalize on these resources effectively [14][16] - Sony's lack of software support and local market adaptation has been a critical factor in its failure to resonate with Chinese consumers [16][19] Future Outlook - Sony's mobile division is no longer seen as a profitable business but rather as a platform for testing new imaging technologies [20] - The increasing collaboration between Sony's imaging business and Chinese brands raises concerns about the future viability of the Xperia brand [22]