“信仰品牌”倒下，又一段青春记忆被清空了

Core Viewpoint - Sony has decided to exit the smartphone market in mainland China, marking the end of its over ten-year presence in the region, as indicated by the recent deactivation of its official WeChat account and the removal of its mobile category from the website [5][8][21]. Group 1: Sony's Historical Context and Market Presence - Sony's journey began in 1946, with a focus on innovation, leading to the creation of groundbreaking products like the Walkman and PlayStation, which defined entire industries [10][12]. - The Xperia brand was launched in 2001 through a partnership with Ericsson, achieving significant market share in the early 2010s, but later faced a decline [15][18]. - The peak of Xperia sales occurred in the 2014 fiscal year, with approximately 40 million units sold globally, but this success was not sustained [15][18]. Group 2: Reasons for Market Exit - Sony's smartphone sales in China plummeted by 88% from approximately 25 million units in 2015 to just over 3 million units by 2019, indicating a severe decline in market relevance [13][18]. - The company's refusal to adapt to local consumer preferences, such as the demand for fast charging and AI features, contributed to its poor performance in the Chinese market [16][18]. - Despite attempts to localize its offerings, such as a partnership with Meizu, Sony's efforts were insufficient to bridge the gap in user experience and functionality [18][21]. Group 3: Strategic Shift and Future Focus - Sony's CEO has emphasized that the core pillars of the company are now in gaming, music, and film, which account for over 60% of its consolidated revenue, leading to a strategic shift away from less competitive sectors like smartphones [21][24]. - The company continues to supply key sensors to leading smartphone manufacturers and is exploring new applications in the automotive sector, indicating a pivot towards B2B opportunities [24][25]. - The exit from the smartphone market reflects the harsh realities of the mature Chinese consumer electronics market, where understanding user needs is crucial for sustained success [25].