Sony Group(US:SONY) Xin Lang Ke Ji·2025-12-02 00:59Core Viewpoint - Sony's television market share in China has significantly declined, with foreign brands collectively holding less than 5% of the market in 2024, averaging around 1.25% per brand [1][8]. Group 1: Sales Decline and Quality Issues - The decline in sales is attributed to quality issues, with many users reporting that their high-priced Sony TVs malfunction shortly after the warranty period, leading to repair costs of several thousand yuan [2][4]. - Users have reported widespread issues with specific models, such as the XR-65X90J, which has experienced a failure in sound output, indicating potential design flaws [3][4]. - Complaints about Sony TVs have surged on various platforms, with thousands of users expressing dissatisfaction over similar problems, particularly after the warranty expires [4][6]. Group 2: Customer Service and Brand Perception - Sony's customer service has faced criticism for not adequately addressing the quality concerns raised by users, with many feeling that the issues are not isolated incidents but indicative of broader quality problems [5][6]. - Industry experts suggest that Sony should acknowledge the issues, apologize to customers, and consider extending warranties or offering discounted repairs to restore consumer trust [6][9]. Group 3: Market Position and Competition - Sony's television sales have plummeted, ranking last among the top ten global TV brands, with a significant drop in market share due to the rise of domestic competitors like TCL and Hisense [7][9]. - The company's failure to adapt to local market demands, particularly in smart systems and user experience, has further weakened its position against local brands [9][10]. Group 4: Broader Business Challenges - Beyond televisions, Sony's mobile division has also exited the Chinese market, marking a significant retreat from a once-prominent position in the smartphone sector [10][11]. - The company's overall financial performance shows that while some segments are growing, the television and mobile businesses are struggling, contributing to a decline in overall profitability [11][12].