“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 mobile phone era in the region after over a decade of presence [3][10]. Group 1: Historical Context - Sony's journey began in 1946 with a startup capital of 190,000 yen, evolving into a technology empire known for innovations like the first transistor radio and the Walkman [5][6]. - The Xperia brand was established in collaboration with Ericsson in 2001, achieving significant market share in the early 2010s [8]. Group 2: Market Performance - From 2015 to 2019, Sony's global smartphone sales plummeted from approximately 25 million units to just over 3 million units, a staggering decline of 88% [10]. - The last model released in China was the Xperia 5 V in September 2023, with subsequent models not being launched in the market [10]. Group 3: Strategic Shift - Sony's exit from the smartphone market is part of a broader strategic realignment, focusing on core businesses such as gaming, music, and film, which account for over 60% of its consolidated sales revenue [14][16]. - The company has been reallocating resources away from underperforming sectors like mobile phones to enhance its competitive edge in more profitable areas [14][16]. Group 4: Market Dynamics - Despite having advanced technology, Sony's smartphones struggled due to high prices and a lack of localization, leading to a minimal market share in China [16][17]. - The competitive landscape in the Chinese smartphone market is fierce, with local brands dominating and Sony's offerings being relegated to a niche status [17]. Group 5: Future Directions - Sony continues to supply key sensors to major smartphone manufacturers and is exploring new applications in sectors like automotive technology, indicating a shift towards B2B opportunities [17].