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Island country, Sony headquarters.
"What's going on? In the second quarter, our Walkman sales dropped steadily. What did the sales department do?" Norio Ohga was very angry, especially during today's meeting, he was scolded by the president.
Because in sharp contrast to the decline in sales of Walkman, AIWA's products are selling hot. AIWA used to be their holding company, but due to consecutive losses and no improvement, Sony also lost money. In addition, Sony also needed to get rid of some non-performing assets due to the economic crisis, so they sold AIWA shares to Feng Yu at a low price.
But they did not expect that AIWA had already developed a new product by that time, and Hajime Yagyu had not reported it to him. If he knew that AIWA had successfully developed this new product, he would never sell his shares in AIWA. With such a good new product, AIWA will be able to turn losses into profits this year and will definitely get rid of the dilemma of negative equity within three years.
In particular, Sony also has a strategic cooperation agreement with AIWA. The agreement is very clear that they must maintain healthy competition and jointly resist the rise of other brands.
Now it seems that this is very successful. No other brand can compete with them in terms of Walkman. But Sony has never thought about letting AIWA surpass it. At least judging from the sales in the second quarter, AIWA will compete with Sony this year. What about next year
What made Norio Ohga most angry was that when he sold the shares of AIWA, everyone was praising him, saying that he sold a loss-making company at a high price. But today, as soon as AIWA gained momentum, they all changed their tune and began to accuse him of his poor decision-making!
Was this a mistake in his decision-making? Did everyone agree on it at the beginning? I'm just the vice president, if the president doesn't nod. If you directors don’t nod, can you succeed? You all have to share the credit, why is it that I am the only one to blame
The head of the sales department stood in front of Norio Ohga, bent down, lowered his head, and let Norio Ohga's spit bubble break all over him. Norio Ohga scolded for a while, and after losing some of his anger, he asked the head of the sales department to explain why AIWA's market share suddenly increased and what made it better than Sony.
It turns out that AIWA still has some old-fashioned production lines. It produces a single magnetic head, which only has a playback function and no recording function, which reduces AIWA's cost a lot, which is just suitable for the Chinese market at this time. Feng Yu made this point very clear. Although the Chinese market has gradually opened up the recording function, not all regions have opened it up. There is no recording function, but it allows AIWA's walkman to adapt to any region in China.
Besides, it’s just a Walkman, and everyone uses it to listen to it. There are very few recordings, and the recording effect of a Walkman is far inferior to that of a larger tape recorder.
And AIWA’s BEE technology makes its sound quality clearer. It's even more true, making those who like music more willing to choose AIWA. In addition, even for headphones, AIWA's technology has begun to catch up with Sony. This has led to Sony's market share declining.
The most representative ones are the island country market and the Chinese market. From the perspective of the island market, AIWA itself has relatively high awareness. With good products, they can accept a revival in sales, but as for the Chinese market, AIWA suddenly became so popular that almost no one even cares about Sony's products!
Originally, AIWA had tested the waters in China, but at that time it was using the AIWA brand and there was no market awareness at all. Later, it was abandoned. However, after the establishment of Xiangjiang Aihua Company in Hong Kong last year, it re-entered the Chinese mainland market with the Aihua brand. Only about a month later, it has completely suppressed Sony.
After analysis, they believe that there are several reasons: first, the name Aihua is more likely to be recognized by Chinese people. They will think it is a Chinese product, and the advertising slogan "Aihua Electrical Appliances, I love Huaxia" plays a major role; secondly, Second, Aihua's product positioning is not just about tape players, but also focuses on school supplies. This has also led many parents to buy Walkmans for their children to learn foreign languages. Naturally, the first choice is the Aihua brand Walkman as advertised. Listen; third point, Aihua shamelessly used the Walkman sound quality comparison, especially the product used is their Sony product. This comparison further highlights that Aiwa's sound quality is better, and makes those music enthusiasts also give up on Sony. , and then choose zé Aihua brand!
There are some other reasons, which are not too important. For example, Aihua has such a complete sales channel. In just one week, it has been distributed in major cities across the country. It is also supported by TV media advertisements and soft-text advertisements in newspapers. , investing heavily in advertising. What else is there is that Aihua offers higher profits to dealers, and dealers are more willing to sell Aihua brand Walkmans and so on.
After listening to his subordinate's report, Norio Ohga asked in a deep voice: "Then how do Europe and the United States explain it?"
In Europe and the United States, Sony has always been the leader in the Walkman market, but now AIWA has suddenly caught up. Are the reasons you analyzed available in Europe and the United States
Of course, AIWA has also done advertising in Europe and the United States, especially highlighting the characteristics of good sound quality. What's more, AIWA's Walkmans actually abandoned the traditional black and silver colors and produced a batch of colorful ones, which look very good-looking, making many girls choose AIWA as their first choice.
Sony did not expect this, which resulted in the two most important aspects of appearance and quality falling behind AIWA. Even the new products they launched this year received increasingly poor market response.
What worries Norio Ohga even more is that since Yagyu Hajime can hide such important news and launch new products immediately after the Chinese person takes a stake, then they must have more than one new product. If they continue to launch better quality products next year, Isn't the position of the leader in the Walkman market about to change hands
If this is really the case, then Norio Ohga would be in tragedy. He was originally the vice president, but after the president decided to buy Columbia Pictures, causing the company to be strapped for funds and even start to lose money, there were already calls for him to take over the position of president. And he is also a shareholder and director of Sony, so he has great opportunities.
But if Sony loses its position as the leader of the Walkman market because he insists on selling AIWA shares, then he may not be able to keep his position as vice president, let alone become president!
No, we can't let AIWA grow so smoothly. AIWA has the intention to gain momentum, so we must hold on and let it follow Sony honestly and block other competitors for Sony.
It is also to blame that he has been paying attention to the game console project in cooperation with Nintendo during this period, which led to him relaxing on the Walkman project, otherwise he would never have given AIWA the opportunity to rise so quickly!
Norio Ohga suddenly thought, why did he sell the shares of AIWA in the first place and all the directors agreed? Because AIWA has huge liabilities, the liabilities are more than ten times the assets!
In the beginning, it was because of Sony's reputation and those banks also had shares in AIWA that they did not pursue AIWA for repayment. But now, can they be allowed to pursue AIWA for repayment
Without working capital and money to purchase raw materials, it depends on how AIWA will develop.
If you fight with our son, you are seeking death! (To be continued.)
PS: Look, the fifth update is here, there is another update at midnight, it’s tomorrow. Thanks for the reward when I saw the sea when I got home, and thanks for the monthly votes cast by Qingjiang Rouqing, book friend 150610011331356, and Xiaozhou Xiaozhou. There are five updates today, and there are still updates at midnight. Is the fourth one working hard? The fourth child vomited at night. It was not because he was sick, but because he ate too much! I just thought about staying up too late for fear of starving, but I overestimated my appetite. Alas, I really don’t know how I gained weight because I can’t eat very well! ! !
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