Sony began to tie up furniture for TV sales

If you recently visited a Sony outlet store on Huaihai Road, you will find that the second floor has changed so much, as if you walked into a model room with a Sony 4K TV - a sofa, a coffee table or even a writing desk. If you still see a sofa, you can buy it directly at a Sony store.

Maybe you would wonder if Sony 4K TV is not selling well and started to transform and sell furniture? At least, the official does not say so. According to Sony’s official statement, this is the first concept audio/video retail experience store in Sony that integrates audio/video and home in the world. It provides users with in-depth experience and simulates home living.

In any case, Sony wants consumers to buy more high-end 4K TVs without any doubt.

Sony's financial report for the second quarter of fiscal 2014, which was released earlier, showed that sales revenue from the television business reached 1.832 billion U.S. dollars, an increase of nearly 15% year-on-year, and operating profit was 45 million U.S. dollars, reversing nearly 90 million U.S. dollars in losses during the same period last year.

It should be noted that Sony’s TV division had previously suffered operating losses for 10 consecutive years. It was not until the separate spin-off of subsidiaries in July this year that the situation improved.

It seems that Sony TV is selling well. Chen Jun, Director of Domestic Display Products Division at Sony China Consumer Electronics Business Division told the author that China, Japan and the United States are the three largest markets for Sony TV business in the world, with the Chinese market growing fastest.

Even though the Chinese market has maintained a growth trend, nearly 70% of Chinese consumers still choose domestic brands. “Our goal is how to make Sony's old customers like this experience. Next time we purchase Sony products, our TVs and other TVs. Not the same, this is the best way, so we must return to an environment of experience." Abey said that what Sony needs to do is differentiate.

Sony's TV is indeed different from other homes. Despite having low-end and mid-range TVs, 4K, large screens, and high-end TVs are still Sony's strategic directions. This also confirms why Sony is trying to choose international brand furniture manufacturers to build. Such a living room model room, perhaps the only way to reflect the value of Sony's high-end television.

Chen Hao told the author that Chinese consumers have a special liking for large-size TVs. "The performance of Sony 4K TV in the Chinese market has exceeded expectations, and the large size is very popular."

The recovery of high-end TV may still help Sony's overall business. After all, the smart phone business still has a drag on its performance.

At the Sony Investor Conference in late November this year, Sony said that even if TV sales in the future fell by 20% to 30%, the company still plans to create a profitable business structure, and its product portfolio may be downsized by 30%. This was interpreted by the outside world as the continued restructuring of the television sector.

Therefore, Sony, who sets up a stage for fine furniture, does not want to sell furniture but wants to make consumers understand the value of high-end television through such experiences.