World marketing comments (http://mkt.) in a competitive global market for mobile phones, Sony Ericsson is an exception. In the face of the Chinese market pressures, left with Nokia, Motorola, Samsung, LG and other Giants lead robbed bit, right with waveguide, TCL, Lenovo, Amoi and other Chinese giant strong spell, enter the Chinese market was late but later ' home Sony Ericsson, successfully staged a perfect "counterattack" warfare.
Recently, this newspaper and the people's network, a joint interview with Sony Ericsson mobile phone channel Chinese companies to the Government and public relations, Vice President of Ning shuyong. Through communication with him, we have been trying to find Sony Ericsson in recent years of success and a brisk weapons finally has the answer.
In addition to the trafficking in cultural goods
By Sweden's Ericsson and Sony Corporation of Japan holds a 50% respectively of the Sony Ericsson was established in 2001, then in the global market is not only very small nor famous, ranked in the Chinese market only 21-digit. In April 2003, joined Ning shuyong, Sony Ericsson company every day, still in deficit. However, when the time threshold of 2004, this fully reversed, not only complement all the early losses, also achieved a considerable profit.
Just a few years, went through the Sony Ericsson Ltd is how to achieve profit? face competitive Chinese market, Sony Ericsson is dependent on what the "Blue Ocean"? found with media and transnational enterprises dual experience of Ning shuyong in answering this question, full of emotion and excitement.
In Ning shuyong it seems that Sony Ericsson is fully understanding the consumer demand, quickly made to meet industry trends. First, do no longer a simple phone call, but rather increases the phone's camera, music, business, and other functions. Sony Ericsson thus introduced the world's first built-in digital camera phone, also began to lead the industry in the development direction. Despite the difficulty of the famous at that time Sony has come up with $ 100 million to promote music mobile phone does not reset the possibility, but Ning has revealed that, in order to promote a product and make it as acceptable, Sony Ericsson will inject a variety of resources.
Secondly, make full use of the two giants of resources. Sony music, multimedia, and other entertainment on forward-looking strengths, Ericsson in traditional communication technologies on the accumulation of huge experience in Sony's platform a cleverly fusion breaks out as product competitiveness. World's first Walkman Sony Ericsson mobile phone features quickly became the market's killer, quick "captive" a large number of liturgical yet fashionable, personality of young users. This also opens up fusion "fashion personality, mature charm" are two major elements for the integration of new mobile phone users.
Despite the various features on the market and the style of the cell phone, but Sony is unique. The reason is that Sony Ericsson found "products + application + content" stereo policies from promote products deduct leading the fashion consumption patterns. At this point, Ning shuyong quite proud to say that many people do not put Sony Ericsson as a popular brand, but rather treat it as a symbol of life style, which combined with high-tech and luxury.
Integration of resource use force fighting force
The short term, Sony Ericsson in mobile phone market in rapid rise, apart from the right path and way out of things, Ning shuyong also believe, cannot ignore the Sony Ericsson on the integration of the resources and capacity to network of lending force development.
Sony Ericsson is a cross in the Western culture of transnational enterprises. At the strategic level, while at the same time with Europe and Japan, but the enterprise after years of fusion, has become a cultural diversity of the enterprise. Now Sony Ericsson China company, both the European enterprises of subtle and elegant, and Sony's fine pragmatic, hard-working Chinese people. It is through the fusion of culture, Sony Ericsson in the market to find the breakthrough of differentiated marketing. This culture of radiation to the product that is reflected in addition to emphasize the appearance, more focused on content. In quality and features an effective balance between found.
The management level, the Sony Ericsson can free Sony in showbiz, entertainment, music, and other aspects of the shared resource. Ning shuyong disclosed that Sony CEO kucukcekmece, even told Sony all its business units, and Sony all resources if you have a wireless connection, be sure to ask suoniaili credit. At the same time, the Ericsson group, they hold the leading communications technology, particularly in the 3 g network technical reserves leading peer, this undoubtedly gave Sony Ericsson leads the industry in the future development trend of the run-up.
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