Guangzhou Sony Ericsson Digital Technology Co., Ltd. is a comprehensive high-tech enterprise focusing on the research and development, manufacturing and sales of digital MP3, PMP, and digital video disc players. The company focuses on digital and digital audio-visual products as its main industry group, while also expanding into notebook computers, computer (TV) all-in-one machines, digital learning machines, digital cameras and mobile phones. Basic introduction Company name: Guangzhou Sony Ericsson Digital Technology Co., Ltd. Headquarters location: Guangzhou City, Guangdong Province Date of establishment: 2004 Business scope: MP3, MP4, DV, audio, DVD/VCD Company type: Private enterprise Company profile, About Sony Ericsson, Enterprise Culture, technological innovation, trademark dispute, mobile phone market, four major mobile phone BRICS, clearing obstacles, mobile phone strategy, company profile About Sony Ericsson and Sony Ericsson The former is a national brand and the latter is a joint venture brand of multinational companies Sony and Ericsson. There is a trademark dispute. The target consumer group of the Sony Ericsson brand is positioned at the fashionable young people who pursue high-quality life. With "innovation, fashion, and vitality" as its brand connotation, and "Initial & Inspire (I&I)" as its product development policy, it is committed to In order to provide consumers with high-quality, cost-effective goods and services, Sony Ericsson digital products have become synonymous with modern high-quality life, and ultimately improve people's quality of life. Sony Ericsson signed He Jie as its image spokesperson. Sony Ericsson executives have long-term tracking of the global digital field. After research, Sony Ericsson has formulated its long-term development strategy in the Chinese market, and plans to make Sony Ericsson a leading brand in the domestic digital field in the next three years through huge continuous investment in R&D, marketing and branding. About Sony Ericsson Guangzhou Sony Ericsson Digital Technology Co., Ltd. The company (hereinafter referred to as "Sony Ericsson") was established in 2004. It is a comprehensive high-tech enterprise focusing on the research and development, manufacturing, sales and service of digital products such as MP3, MP4, DV, audio, DVD/VCD. The company has nearly Thousands of employees, with an annual output value of hundreds of millions of yuan. In 2007, Sony Ericsson was selected as one of the "Top Ten Influential Brands in China's Digital Industry" and a "Famous Trademark of Guangdong Province" and is rapidly growing into a leading brand in China's digital industry. Liu Jianjia Sony Ericsson takes "the sea embraces all rivers" as its corporate culture, "innovation, fashion, and vitality" as its corporate brand connotation, "Initial & Inspire (I&I)" as its product research and development policy, and "thought, height, and responsibility" as its corporate culture. "As a corporate value, we are committed to providing high-quality, cost-effective products and services to young Chinese consumers, making Sony Ericsson products synonymous with modern high-quality life, and ultimately improving people's quality of life. Sony Ericsson is strictly organized in accordance with the five major operation centers, namely "Product R&D Center", "Production Management Center", "Marketing Center", "After-sales Service Center" and "Product Quality Management Center". The five major operation centers are composed of young teams full of ideals, passion and ideas. Adhering to the international, professional and standardized company operation ideas, they are moving towards the goal of forming a modern enterprise full of vigor. Product innovation and marketing innovation are the two magic weapons for Sony Ericsson to win the market. Sony Ericsson, which has always followed the "fashionable and high-quality" route, has specially established a mold R&D company and a solution R&D company. It is also the only company in the industry that integrates production and R&D, which has greatly enhanced Sony Ericsson's core in appearance design, product technology research and development, etc. Competitiveness also means that Sony Ericsson's future products will develop towards fashionable, personalized and high-quality "patented machines". With its strong R&D and production capabilities, Sony Ericsson has created many fashionable products, such as the industry's original titanium alloy shell design, touch technology that revolutionized human-computer interaction mode, full-format playback technology that supports RMVB/RM, and products that represent intelligence. The applied capacitive touch technology, and the high-definition MP5 that represents the development trend of the industry, etc. Sony Ericsson believes that "products are the primary productive force" and also firmly believes in the theory that "a good brand is indestructible". Marketing innovation is another magic weapon for Sony Ericsson to win the market. With its innovative marketing ideas, Sony Ericsson has led dealers across the country to win major victories again and again, achieving the goal of "making Sony Ericsson agents the most enviable agents in the industry." "Promise.

Sony Ericsson products In 2007, Sony Ericsson creatively proposed the brand strategy of "entertainment marketing" and signed the well-known superwoman He Jie as the brand spokesperson of Sony Ericsson. Through TV, print and Internet advertising, thousands of terminal store images across the country, as well as product packaging, etc. In various forms, Sony Ericsson's brand concept of "innovation, fashion and vitality" is delivered to consumers. Sony Ericsson adheres to the two strategic routes of "provincial general agent" and "terminal image construction", and has established a "Core Agent Alliance Committee" to integrate agents nationwide into Sony Ericsson's corporate management, creating a team with the most strategic thinking and A highly cohesive and effective marketing team. Today, Sony Ericsson has built 7 marketing centers, 31 branches, more than 100 core agents and more than 6,000 sales terminals across the country. Channels and terminals have become one of Sony Ericsson's greatest competitive advantages. Carrying forward the past and looking forward to the future, in 2009, Sony Ericsson proposed the great development goal of "Sony Ericsson for the Nation and Sony Ericsson for the World". In addition to focusing on the local market, Sony Ericsson has also formulated a long-term development strategy in the global market, that is, through long-term tracking and research on the global digital field, and guided by the internationalization of technology, market and brand, with digital as the core development direction , to achieve strategic layout in the global market in the next five years, and strive to build Sony Ericsson into a globally renowned national brand. Through the unremitting efforts of Sony Ericsson people, the dream of "Sony Ericsson for the nation and Sony Ericsson for the world" will surely come true! Corporate Culture Brand Values ??A belief is felt here, a spirit is gathered here, a power is condensed here, and a hope is ignited here. Sony Ericsson Products Sony Ericsson Technology, Achieve Dreams! Sony Ericsson's brand connotation is "innovation, fashion, and vitality." The Sony Ericsson brand is positioned at young and fashionable people who pursue high-quality life. They are between the ages of 18 and 35. They are full of passion for life, have the courage to face challenges, and are full of realization. Dreams of success; they are optimistic by nature, take care of their families, and are tolerant and caring to others; they like music, are keen on surfing the Internet, and are good at communicating with others; they love work, are full of energy, have positive values, and have the courage to face the rapid development of the information age. The challenge of rhythm life! Sony Ericsson's product connotation is "Initial & Inspire", referred to as "I&I". Sony Ericsson takes Initial & Inspire as its product research and development policy, pays attention to the inner needs of consumers, and strives to provide customers with high-quality, cost-effective products and services. , improve people's quality of life. Sony Ericsson's values ??are integrity, customers, and innovation. Integrity is the foundation of business operations, customers are the cornerstone of corporate development, and innovation is the driving force for corporate change! Technological Innovation 2009.02—Venixing L85, the first to adopt the industry's largest A unique parallel-type luminous lamp. 2008.12—Love L520, the first to adopt touch-based lighting control technology. 2008.11—MG L310, the first in the industry to adopt the 120-frame Zhongxing micro solution. The industry's largest, unique parallel-type luminous lamp. 2008.06 - Venus L85, the first to use the industry's largest, unique parallel-type luminous lamp. There is a saying in China: Good things come in pairs, and misfortunes never come singly. ! After relevant media reported that Sony Ericsson suffered a global loss of US$387 million in the first quarter of 2009 and would lay off 2,000 employees worldwide, industry insiders once again broke the news about Sony Ericsson Mobile Communications Products (China) Co., Ltd.’s trademark lawsuit in China Losing the lawsuit again is undoubtedly aggravating the situation for Sony Ericsson, whose global performance is declining. The reporter called Mr. Fu Jianjun, general manager of Guangzhou Sony Ericsson Digital Technology Co., Ltd. (hereinafter referred to as Sony Ericsson Digital) regarding the rumors of the trademark lawsuit, and received an official confirmation from the other party. Reply. Fu Jianjun said that on March 12, 2009, the Beijing Higher People’s Court issued an administrative judgment (2008) Gao Xingzhong No. 717: 1: Cancellation of the Beijing No. 1 Intermediate People’s Court (2008) First Bank of China Administrative Judgment No. 196; 2: Uphold the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce [2007] No. 11295 "Sony Ericsson" Trademark Dispute Ruling No. 3492439. 3: This judgment is final. The trademark was eventually awarded to Guangzhou Sony Ericsson Digital Technology Co., Ltd.

At this point, the dispute over the "Sony Ericsson" trademark that lasted for four years between the national brand Sony Ericsson Digital and the international giant Sony Ericsson has finally been settled. In fact, the "grievances" between Sony Ericsson Digital and Sony Ericsson already happened a few years ago. Sony Ericsson's latest LOGO In September 2003, Liu Jianjia (currently Chairman of Sony Ericsson Digital) applied to the State Trademark Office to register the "Sony Ericsson" trademark for the ninth category of products, covering digital electronic products such as MP3/MP4, telephones, and mobile phones. In 2004, Registration was approved on August 7. After registering the "Sony Ericsson" trademark, Liu Jianjia registered and established Guangzhou Sony Ericsson Digital Technology Co., Ltd. and Shenzhen Bao'an District Xixiang Sony Ericsson Digital Electronics Factory in Guangzhou and Shenzhen respectively in 2005 and 2006, focusing on MP3/MP4, etc. Digital industry. Since the Chinese trademark registered by Sony Ericsson Mobile Communications Products (China) Co., Ltd. in China is "Sony Ericsson", in their view, the "Sony Ericsson" trademark registered by Sony Ericsson Digital is illegal, so Sony Ericsson negotiated, legal means and Media and public opinion and other means hope to take possession of the Sony Ericsson trademark as their own. According to media reports, several units and individuals had communicated and negotiated with Sony Ericsson in 2005. Especially in 2006, it was most frequent. They once offered relatively high prices to Sony Ericsson Digital to transfer the "Sony Ericsson" trademark. However, Liu Jianjia flatly refused at that time. It is still unknown whether these units and individuals were entrusted by Sony Ericsson. Of course, the purpose of these units and individuals hoping to obtain the "Sony Ericsson" trademark through negotiation was ultimately frustrated because of Liu Jianjia's refusal. In June 2005, Sony Ericsson submitted an application to the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce of the People's Republic of China (hereinafter referred to as the Trademark Review and Adjudication Board), requesting the cancellation of Liu Jianjia's registration of the "Sony Ericsson" trademark. However, since there is insufficient evidence to prove that Sony Ericsson is the abbreviation of Sony Ericsson, according to the priority principle of the Trademark Law, Liu Jianjia is certainly the legal owner of the "Sony Ericsson" trademark, and Sony Ericsson's request was not supported by the Trademark Review and Adjudication Review. Moreover, the Trademark Review and Adjudication Board also issued the Commercial Review Zi [2007] No. 11295 "Decision on the "Sony Ericsson" Trademark Dispute No. 3492439" on November 28, 2007, clearly ruling that the "Sony Ericsson" trademark is owned by Liu Jianjia. After negotiations and trademark re-examination failed, at the end of 2007, Sony Ericsson filed a protest with the Beijing No. 1 Intermediate People's Court, taking both Trademark Review and Sony Ericsson to court. Sony Ericsson asked the court to revoke the trade review ruling. In September 2008, the Beijing No. 1 Intermediate People's Court made a first-instance judgment requiring the Trademark Review and Adjudication Board to re-ruling the Sony Ericsson trademark registration. In October 2008, the battle between the two parties over the Sony Ericsson trademark intensified. Sony Ericsson was dissatisfied with the judgment of the Beijing No. 1 Intermediate People's Court on "requiring a re-ruling of the trade review review" and filed a lawsuit with the Beijing Higher People's Court, requesting that the judgment of the Beijing No. 1 Intermediate People's Court be revoked. The Beijing Higher People's Court finally made the above judgment on March 12, 2009, after a hearing on December 17, 2008. At this point, the four-year Sony Ericsson trademark battle ended with the final victory of the national brand Sony Ericsson Digital. Looking back on the road to rights protection in the past four years, Fu Jianjun, general manager of Sony Ericsson Digital, said: We have endured a lot of pressure and grievances, and have put in a lot of hard work and efforts. On the one hand, we have to engage in research and development, production, and open up the national market; on the other hand, we have to go all out to deal with lawsuits. Sometimes we have to face crazy public opinion attacks and malicious slander from certain media with malicious intentions. This may be the "growing pains" faced by all national brands. In July 2007, when Sony Ericsson Digital was in full swing building channels and launching sales across the country, a number of print and online media outlets across the country, including Chongqing, Hubei, Shandong, Zhejiang, Jiangsu, Shanxi, etc., appeared on almost the same day targeting Sony Ericsson. Digital negative attacks, such large-scale negative reports that occurred simultaneously across the country, cannot be ruled out as being carefully planned and specially manipulated by certain people. Faced with public opinion attacks from the media, Sony Ericsson Digital did not engage in unnecessary war of words. Instead, it strengthened its investment in R&D, production, channels, terminals and brand promotion, and won the hearts of channel agents and consumers with its excellent product quality. trust. It achieved an annual growth rate of 400% that year, quickly entered the top ten in the industry, and won the title of "Top Ten Influential Brands in China's Digital Industry" in 2007. It became the fastest growing dark horse in China’s digital industry that year.

Sony Ericsson Digital finally countered the malicious slander and attacks by its competitors with brilliant performance. Just after the Beijing No. 1 Intermediate People's Court made a ruling on the Sony Ericsson trademark dispute in September 2008, some media attacked the trade review review with harsh words such as "sit idly by" and "turn a blind eye". This behavior is against The relevant departments of our country’s *** are a very blatant provocation. To put it bluntly, they want to put pressure on relevant state departments through media and public opinion to achieve their own goals. Fu Jianjun said that in order to safeguard the legitimate rights and interests of the national brand and the reputation of the national brand, Sony Ericsson Digital has never made any mistakes to its competitors in the face of Sony Ericsson's application to the Trade Review and Adjudication Review and its protest to the Beijing No. 1 Intermediate People's Court. Regardless of any compromise, we always believe that the law is fair and just, and the dignity of Chinese law is sacred and inviolable. The final verdict of the Beijing Higher People's Court also gave justice to the national brand Sony Ericsson Digital. The Sony Ericsson trademark dispute is another intellectual property dispute between a local brand and an international giant after the Wahaha trademark dispute. Although the industries are different, the result is the same. In the end, the national brand will win the final victory, which indicates that The true rise of national brands will greatly invigorate the national spirit and inspire the confidence of the Chinese people. Mobile phone market In July 2010, the domestic mobile phone market ushered in a new face - Guangzhou Sony Ericsson Digital Technology Co., Ltd. (hereinafter referred to as Sony Ericsson), which was once known as the biggest dark horse in the field of MP3/MP5, recently announced Reached a brand endorsement cooperation with Korean superstar and Asia's ever-changing Queen Cai Yan. Cai Yan will serve as the brand image spokesperson for Sony Ericsson mobile phones. At the same time, Sony Ericsson also announced that two i fashion series mobile phones will be launched in August this year. Suddenly, the domestic mobile phone market has With the addition of Sony Ericsson and Cai Yan, the drama continues to heat up. Guangzhou Sony Ericsson Digital Technology Co., Ltd. was established in 2004. It is a comprehensive high-tech enterprise focusing on the research and development, manufacturing, sales and service of MP3, MP5, DV, audio, DVD, VCD and other digital products. The company has nearly a thousand employees. In 2007, Sony Ericsson was named "Top Ten Influential Brands in China's Digital Industry" and "Famous Trademark of Guangdong Province". In 2009, it was named "The Most Valuable Enterprise of the Year". Sony Ericsson mobile phone image spokesperson: Cai Yan Sony Ericsson takes "opening up to all rivers" as its corporate culture, "innovation, fashion, and vitality" as its corporate brand connotation, "Initial & Inspire (I&I)" as its product development policy, and " "Thought, height, responsibility" are corporate values, and Sony Ericsson is committed to providing high-quality, cost-effective products and services to young Chinese consumers, making Sony Ericsson products synonymous with modern high-quality life, and ultimately improving people's quality of life. Sony Ericsson strictly follows the five major The five operation centers, namely "Product R&D Center", "Production Management Center", "Marketing Planning Center", "After-Sales Service Center" and "Product Quality Management Center", are composed of young teams full of ideals, passion and ideas. Composed, adhering to the company's operating ideas of internationalization, specialization and standardization, it is moving towards the goal of forming a dynamic and modern enterprise. The final addition of Sony Ericsson marks OPPO, known as the "Four Bricks" in the digital industry. , Patriot, Sony Ericsson, and Meizu have all entered the mobile phone market. Compared with international brands, domestic IT companies, home appliance companies, and even the crazy copycat companies in previous years, whether the four major players in the digital industry can achieve a collective breakthrough, the new army will Can Sony Ericsson become a dark horse in the mobile phone industry again? What is the product positioning and market strategy of Sony Ericsson's mobile phones? This series of issues has attracted more and more attention from the industry with the high-profile participation of Sony Ericsson. The mobile phone market can be described as a world of ice and fire. On the one hand, it is the huge market capacity. According to the latest data released by the Ministry of Industry and Information Technology on the "Operation of my country's Communications Industry from January to May", the number of mobile phone users in my country has reached 796 million. On the other hand, the mobile phone market has become quite mature after more than 10 years of development. Especially with the participation of hundreds of domestic and foreign manufacturers, competition in today's mobile phone market has become extremely fierce. In the past few years, domestic mobile phones were once fierce. Becoming the leader in the market, once occupying half of the country, coupled with the continuous influx of some copycat companies, there is even more momentum to wipe out foreign brands from the country.

However, since 2009, with the development of 3G and new mobile phone smart technologies, especially the launch of Apple iPhone, BlackBerry, Google Android and other smart phones, the market seems to have returned to the hands of foreign brands. The Four Digital Bricks On the other hand, the development of domestic brands in the past two years has been very unsatisfactory. First, there were media reports that as early as the first half of 2008, Bird and Amoi reported huge losses, and then Lenovo sold its mobile phone business. Finally, at the end of June, Skyworth sold 80% of its shares in the mobile phone business. The once glorious company Domestic mobile phone brands have collapsed one after another, and the market share of domestic mobile phone brands has therefore fallen below 20%. In terms of attention, according to ZDC's latest survey data, domestic mobile phone brands only receive 11.3% of user attention in China's overall mobile phone market, which is far behind 88.7% of foreign brands. This is enough to prove that in the new round of competition, domestic brands are already at a disadvantage compared with foreign brands in terms of market share and user attention. In the mobile phone market, it can generally be divided into foreign brands, domestic IT brands (such as Lenovo, BenQ, ViewSonic, etc.), home appliance brands (Haier, Hisense, Changhong, Konka, etc.), digital brands (such as OPPO, Patriot, Meizu, Sony Ericsson, etc.) etc.) and copycat enterprises. Industry analysts believe that among domestic brands, most IT and home appliance manufacturers entering the mobile phone industry, especially copycat companies, have led to chaotic competition in the industry and shrinking overall sales and market share due to lack of product innovation and blind price wars. reduce. However, despite the overall decline of domestic mobile phone brands in the market in the past year or two, we still feel that there is an emerging domestic mobile phone brand that is rising rapidly. Among them, domestic brands represented by digital manufacturers, such as Meizu and OPPO, although entering the mobile phone market later than traditional IT and home appliance companies, have achieved impressive sales results in the past two years. . Among domestic mobile phone brands, digital manufacturers have risen rapidly in a new round of competition. The addition of Sony Ericsson, also a leading brand in the digital industry, has increased the collective competitiveness of digital manufacturers in the domestic mobile phone market. Clearing Obstacles At the beginning of this year (referring to 2010), Sony Ericsson, as a dark horse and upstart in the domestic digital industry, proposed a big brand strategy of MP3/MP5, DV/DC, and mobile phones going hand in hand, especially for the mobile phone market that is about to be launched. , Mr. Liu Jianjia, chairman of Sony Ericsson, even described it as "sharpening a sword for ten years" and "planning carefully". In fact, like other major digital manufacturers, the road to market for Sony Ericsson mobile phones was not smooth sailing, but full of twists and turns. It was not until the end of 2009 that Sony Ericsson truly cleared the three major obstacles on the road to the mobile phone market. First, there is the trademark lawsuit. In the industry, a trademark dispute between Sony Ericsson and the foreign giant Sony Ericsson lasted for four years, and was finally settled with the victory of the domestic brand Sony Ericsson. Fu Jianjun said that as early as 2007, Sony Ericsson had initiated a mobile phone project, but it had been unable to launch a mobile phone. The most critical reason was the trademark lawsuit with Sony Ericsson. On March 12, 2009, the Beijing Higher People's Court made the final judgment that the Sony Ericsson trademark belonged to Guangzhou Sony Ericsson Digital Technology Co., Ltd. It was not until 4 years later that Sony Ericsson finally put the Sword of Damocles on its head to good use. Remove. Secondly, original capital accumulation. From 2007 to 2009, Sony Ericsson focused on the two major businesses of MP3/MP5 and DV. After three years of rapid development, it has completed the accumulation of original capital. Different from traditional home appliances and IT manufacturers, Sony Ericsson is an emerging digital manufacturer. Even compared with OPPO, Patriot, and Meizu in the same industry, Sony Ericsson could not compare with them in the early days of entering the digital industry. Sony Ericsson relied entirely on With his new marketing and publicity strategy, he became a dark horse in the industry and quickly made his first pot of gold. It only took 3 years to complete the accumulation of original capital. This first pot of gold is not only the initial accumulation of funds, but more importantly, the accumulation of experience in product development, market channels, terminal systems, etc. Again, the mobile phone department is formed. Trademarks and capital solve the core issues of Sony Ericsson's legality and funding, channels, and terminals.

In October 2009, Sony Ericsson's mobile phone R&D department was established, fully equipped with independent research and development capabilities in mobile phone ID design, MD design, HW design, SW design, and UI design. The company conducts open cooperation on the basis of independent research and development, and has cooperated with many global companies. Well-known multinational companies such as MTK, VIA, Wolfson, SIMCOM, Longcheer, Hitachi, and Sharp have formed strategic partnerships. Two years ago, Sony Ericsson also launched two hardware projects for mobile phones on the market - the Shenzhen Sony Ericsson factory with an area of ??more than 10,000 square meters and the Guangzhou Sony Ericsson Industrial Park with an investment of tens of millions of yuan and an area of ??70 acres. It can be said that in terms of talents and hardware facilities All preliminary preparations have been completed. With the three major obstacles in front of it cleared, Sony Ericsson can enter the mobile phone market with great fanfare. Mobile Phone Strategy Success Can Be Copied New Army Sony Ericsson generously signed Cai Yan as its brand spokesperson, showing the style of a major international brand right from the start. An industry insider disagreed, saying that success in the digital industry does not mean success in the mobile phone industry, and Sony Ericsson cannot become a dark horse in the mobile phone market again. Fu Jianjun, general manager of Sony Ericsson, is full of confidence in the future development of Sony Ericsson mobile phones. He said: Success can be completely copied. Sony Ericsson must copy its successful model in the digital industry to the mobile phone market, and even our success in the mobile phone market. The ambition is bigger than the digital market. Looking at Sony Ericsson's three-year rapid development history, it is not difficult to see that there are four secret weapons for Sony Ericsson's success: entertainment marketing, premium strategy, channel dive and terminal route. These four secret weapons are also what distinguish Sony Ericsson from other manufacturers. So whether Sony Ericsson can successfully apply these four secret weapons to mobile phones, Fu Jianjun said that Sony Ericsson's future strategy in the mobile phone market will still adhere to these four strategies unwaveringly. Sony Ericsson's success in the digital industry will definitely be able to Copied to mobile market. Sony Ericsson mobile phone posters The first secret weapon: entertainment marketing. In 2007, when MP3/MP4 was considered a sunset industry by other manufacturers in the industry, and many manufacturers turned to enter the mobile phone industry with higher profits, Sony Ericsson really entered this market on a large scale. The manufacturer is 4-6 years late. As soon as Sony Ericsson entered the MP3/MP4 market, it achieved an annual growth rate of 400% and became a dark horse in the digital industry. To this day, despite the extreme shrinkage of the industry, Sony Ericsson is still able to maintain a growth rate of 20-30 years. With an annual growth rate of more than %, Sony Ericsson has firmly occupied the top position in the digital industry. One of the secret weapons of Sony Ericsson's success is entertainment marketing. In 2007, Sony Ericsson was the first in the industry to propose the "entertainment marketing" strategy. That year, it signed He Jie as its brand spokesperson and launched large-scale advertising on well-known media such as CCTV, Hunan Satellite TV, and "Reader". Almost overnight, Sony Ericsson's The brand became popular all over the country. In 2009, Sony Ericsson announced its entry into the DV market. It once again invested heavily in inviting the famous host Wang Han to serve as Sony Ericsson's new brand image spokesperson, and fully sponsored Hunan Satellite TV's "Happy Girls" program. Sony Ericsson once again became a dark horse in the DV market. This time to enter the mobile phone market, Sony Ericsson chose Cai Yan, who is internationally famous and influential, as the brand spokesperson, which also continued the entertainment marketing route that Sony Ericsson has always adhered to. Regarding Cai Yan's endorsement of Sony Ericsson mobile phones, Fu Jianjun said: As a well-known superstar in South Korea, Cai Yan has already completed the triple jump to break out of Asia and go global. Sexy, fashionable and hot, she is known as the "Queen of Changes" and "Sexy Goddess". She has fans all over the world. Such a prominent star effect and status can quickly improve Sony Ericsson's reputation in the mobile phone industry. Notability and influence. In particular, Cai Yan's ever-changing fashion characteristics are very consistent with the future fashion route of Sony Ericsson mobile phones. Sony Ericsson Digital Image Spokesperson Industry analysts believe that Cai Yan is from South Korea, and fashion has become synonymous with Korea. The perfect combination of Sony Ericsson mobile phones, Cai Yan, and South Korea maximizes the fashionable features of Sony Ericsson mobile phones. And through widespread advertising through the media, Sony Ericsson can quickly form an inherent fashion impression among consumers. The cooperation between Sony Ericsson and Cai Yan can be called a perfect marriage in the mobile phone industry. The second secret weapon: quality strategy. In the mobile phone market, many manufacturers engage in "sea of ????machine tactics" and engage in price wars, especially domestic manufacturers. In Fu Jianjun's view, the machine-to-sea tactic is not feasible in an extremely mature market. Sony Ericsson will not engage in the machine-to-sea tactic, let alone engage in price wars like other manufacturers.

He said that for a successful company, its model is very simple and its products are equally simple. Why does it only take Apple one or two years to launch an iPhone to set off a buying frenzy around the world? Why does Microsoft only launch an iPhone every few years? operating system, which can bring an experience revolution to users every time. Fu Jianjun said that Sony Ericsson will still adhere to the "high-quality line" in the research and development of mobile phone products. Compared with other manufacturers who rush to launch dozens of mobile phones at every turn, Sony Ericsson has launched only two i fashion mobile phones this time. Fu Jianjun said that Sony Ericsson wants to make high-quality mobile phone products. Sony Ericsson's i fashion mobile phone pursues fashionable and personalized appearance design, product quality and refinement of workmanship. If we adopt the mobile phone tactics like other manufacturers, Then Sony Ericsson will lose its own characteristics, and it will easily fall into a spiral of homogeneity and price wars. At the same time, the more products there are, the less likely it is to produce high-quality products, and it will also bear greater risks for the company. The third secret weapon: channel dive. Also in the digital industry, Sony Ericsson was the first manufacturer to propose a channel dive strategy (also known as "rural areas surrounding cities"). Sony Ericsson did not choose first-tier cities as its focus, but went to second- and third-tier cities where competition was relatively weak. This strategy of Sony Ericsson has been warmly welcomed by second- and third-tier agents in the market and construction of terminals. They can easily become the exclusive local agents of Sony Ericsson and quickly establish Sony Ericsson base areas in these markets together with Sony Ericsson. Cai Yan endorses Sony Ericsson mobile phones. Regarding mobile phone channels, Fu Jianjun said that Sony Ericsson will still use "channel dive" as the core channel strategy of Sony Ericsson mobile phones. Fu Jianjun said that the mobile phone market in first-tier cities is currently in the process of upgrading and developing towards more intelligent products, while Sony Ericsson is positioned in the mass fashion mobile phone category, focusing on quality and appearance. We will support a large number of agents in second- and third-tier markets, work with them to develop local markets and build terminals, so that Sony Ericsson and its agents can quickly become leaders in the second- and third-tier mobile phone markets. The fourth secret weapon: the terminal route. In the era of MP3/MP5 and DV, Sony Ericsson has established more than 6,000 terminal systems across the country. Every year, it invests millions of yuan to support and help agents build channel networks and terminal images, and create a good shopping environment and After-sales service system. Fu Jianjun said that Sony Ericsson's powerful terminal system is a highlight in the digital industry and is also Sony Ericsson's biggest advantage. Fu Jianjun once compared the terminal to Sony Ericsson's snail shell and cash machine that resists all risks and maintains stable growth across the country. Fu Jianjun said: "In the mobile phone and digital fields, brands without terminals are fake brands." After entering the mobile phone market, Sony Ericsson will still adhere to the terminal route and increase investment in terminal systems. In terms of specific strategies, it will mainly focus on image stores and specialty stores in county-level markets. Our goal is to become Coca-Cola and Wong Lo Kat. similar terminal. Although the initial investment is large and difficult, terminal construction is of strategic significance from the long-term perspective of brand development. The mobile phone market is a high-investment, high-return, and high-risk industry. The market size of tens of billions to hundreds of billions once attracted countless gold diggers, and a large number of industry pioneers eventually became martyrs. This time, after ten years of hard work and preparation, can Sony Ericsson, which is famous for its marketing, rely on the four secret weapons of the digital industry to once again play the role of a dark horse in the new mobile phone market? Can digital manufacturers represented by Sony Ericsson and OPPO turn the tide for domestic brands? This series of issues remains to be proven by time. The addition of Sony Ericsson has added a force for domestic brands to compete with foreign brands. Regardless of its success or failure, it is a good thing for domestic brands and consumers. I wish Sony Ericsson can achieve good results in the mobile phone market.