Sony will follow Apple's promotion store form to promote sales

In early morning on December 1, Beijing time, Sony COO Phil Molyneux pointed out at a press conference in New York on Wednesday morning that the company’s next strategy would be to increase retail sales. The market's product promotion, and this move in the outside world, is that Sony will continue to follow the model of Apple's retail stores to sell their own products.

Molyneux did not directly indicate that Sony would "plagiarize" or "imitate" Apple during the conversation. However, from a commercial point of view, Sony has gradually shifted its attention to its own branded products in recent years, and it has mainly promoted the concept of a multimedia platform, which more or less reminds people of Apple and Apple’s current core business. . The biggest success of Apple in the past few years is that the store's operating model has greatly improved the company's sales. With the success of the Apple store model, many high-tech giants, including Microsoft and Sony, have also seen success. It began to emulate this model to promote products in all directions.

Sony Store and Apple Store look similar Sony set up Sony Store, the company’s first official retail store in Century City, Los Angeles, in April, even though Sony used to own a Sony Style store. Responsible for the sale of Sony's various products, but now Sony Store replaced Sony Style as a new name for Sony's retail store. The store's interior design is very similar to that of the Apple Store. The structure of the store is fully open. Through floor-to-ceiling windows and arches, consumers can clearly see the white and neat display tables, electronic products, and game products in the store. At one end of the store there is a set of dedicated experience areas for consumers to experience Sony Home Theater.

This kind of store layout naturally reminds people of Apple Store. In fact, Apple has applied glass and open design to the ultimate company. Although there are a large number of shops that now use large glass doors to serve as storefronts, giant glass doors are used, and even the full glass design of only the Apple family - Apple has a fully transparent store on Fifth Avenue in New York City.

Unique service design The overall promotion of the sale of a successful specialty store is certainly not only made up of huge glass doors and windows and an open store layout. What's more important is that the sales staff in the store can provide high-quality services to consumers. In this regard, Sony plans to provide consumers with high-quality on-site value-added services, and Molyneux referred to the service as the “walk out working” concept. The on-site value-added services provided by Sony include: helping customers to set up products and instructing customers on how to use the products; helping customers to personalize settings; helping customers to activate any products with bundled contracts; providing PC and IT technical support; On-site installation and consultation. This series is all service content of the Apple Store.

In addition, Sony also has some new promotional retail programs, one of which is codenamed "Golden Stroe" (gold store). This program is primarily for Sony to observe which appliance retailers are about to start some sales activities. Then Sony will sell its own company’s sales representatives to Sony’s counters of these retailers to help consumers promote their products. They will also take the initiative to train Sony’s clerk’s staff on Sony’s products and guide them on how best to market Sony’s products. . At the same time, the "Golden Store" program will also be dedicated to promoting Sony's home entertainment products.

Overall, Sony seems to have begun to silently learn about Apple's successful experience, and began to try to develop Sony's distinctive retail development path. Sony currently has 46 retail stores in the United States, including stores such as the Sony Store, as well as brand discount stores. (Lin Jing)