"Sony always grows bigger and stronger each time myths are shattered," and the former headman, Ichii Ito, expressed it in "The Five Mysteries of Sony's Myth." Since its establishment in 1946, Sony has always followed the principle of “doing things that no one has done before†and set a benchmark for product innovation. This time, Sony once again rises and begins to move toward a green development path with “zero environmental loadâ€.
Sony Global Plan "Environment Zero Load"
The old consumer electronics giant is accelerating its "green" turn.
On June 20th, Sony released a PS3 exclusive model with a version number of CECH-3001B that is considered greener and lighter in Japan. It reduced the original 230W power rating to 200W and the weight was reduced from the original 6.6lb to the present. 5.7 lbs. The new model also limits the video resolution. Blu-ray movies can only output up to 480i if they are not using HDMI or HDCP mode. The new product will be delivered on June 30. The 320G B price will be the same as the previous version, which is 436 US dollars.
This is just a subtle and concrete manifestation of Sony's recent global strategy of "zero load on the environment." As early as last April, the Sony Group proposed a bold plan to achieve “zero load on the environment†by 2050. The goal is to minimize the use of energy and waste, and to strive for zero-emissions of greenhouse gases and disposable materials for key resources. Use zero and maintain and restore biodiversity through various activities.
In early June of this year, at the China-Japan Green Expo 2011 jointly organized by the China Council for the Promotion of International Trade and the Japanese Economic Organization (hereinafter referred to as the Green Expo), Sony displayed a series of cutting-edge environments in the fields of new materials, new energy, energy conservation, and purification. technology. Among them, Sony's "Future Room" showcases a vision of the future concept of life that can achieve zero load on the environment: solar-powered windows (dye-sensitized solar cells), tiled walls made from shredded discs, and power generated by windows can be stored. In the energy storage equipment on the wall...
The reflective film and dimming film above the hotline are the latest achievements of Sony's energy-saving technology. The reflective film technology above the hot line, ie, the window glass thermal insulation film, can selectively reflect only infrared rays, and realize the reflection in the direction of the light source such as the sun. The visible light can pass normally, and the light transmittance and heat insulation are best reflected; Membrane technology is to achieve a better indoor light environment by adjusting the angle of light and brightness, and reduce the lighting inside the building.
It is understood that Sony's “environment-friendly†treatment of products in the traditional field has become increasingly apparent. This time it is a fire-retardant recycled plastic SoR Plas with a utilization rate of recycled materials up to 99%. The main raw material is the discarded optical sheets produced by Sony factories. Discarded discs from other disc factories. Moreover, Sony discs can also be made into recycled PC resins for use on product packaging.
In addition, when new energy became a global topic, Sony also proposed its own new energy strategy. At the end of June last year, Sony announced a new energy storage module for killer enamel products, namely olivine lithium iron phosphate batteries. At the Green Expo, Sony demonstrated a new type of fuel-sensitized solar cell with a photoelectric conversion efficiency of 9.9%. The main material used fuel molecules instead of silicon, which converts light energy into electric energy through the use of fuel molecules.
Not only that, Dr. Nakajima Tanaka, vice chairman of the Sony Group, said that in order to achieve “zero load on the environmentâ€, the Sony Group has set every five-year work goal, covering the entire product life cycle from technology development to product recycling. This is obviously a very high degree of difficulty for Sony. Zhongli Liangzhi admits that environmental protection and green are currently only necessary conditions for the development of the company because it cannot bring direct profits to the company. However, if Sony wants to continue to lead the world, it must do so.
Gradually bid farewell to the traditional manufacturing model
In May 1946, the founder of Sony Corporation, I. S. I., and Akio Morita jointly created "Tokyo Communication Industry Co., Ltd.". Later in 1958, it was renamed Sony Corporation and its headquarters was in Tokyo, Japan. Subsequently, this company that persistently pursued technological innovation and unique design style brought the world's first transistor radio, the first portable stereo, the first laser disc player, and the first to have a three-dimensional picture effect. Home TV game consoles and other products, and become the first Japanese company listed on the New York Stock Exchange.
Over the years, Sony has grown from a small radio repair shop into a global giant in the consumer electronics industry. However, in the eyes of some people, now Sony seems to be losing its glory.
On May 26th, Sony released its annual report for the fiscal year ended March 31, 2011, which accounted for nearly 3.5% of its total revenue. The consumer, professional electronics and components group achieved sales of 3.57 trillion yen ($43 billion), but The operating profit was only 2.9 billion yen (35 million US dollars). The television business, dubbed “No Sony Revival Without Its Revival,†was a huge loss of 926.4 million U.S. dollars, which is the seventh year of Sony TV’s loss year.
In fact, not only Sony. In recent years, in Japan's manufacturing industry, particularly in the home appliance motor industry, formerly prominent companies such as Mitsubishi, Hitachi, Toshiba, and NEC have been or have faded out of the world competition stage.
In this regard, Li Yi, a researcher at the Institute of World Economics and Politics at the Chinese Academy of Social Sciences, said that the high-tech content in the home appliance industry is small. Chinese companies and Korean companies can all produce standardized products. Japan’s cutting-edge high-tech advantages are difficult to standardize. Is reflected in the product. As a result, Japanese companies began to learn about American companies and took away those departments that were irrelevant and even dragged the company forward, such as manufacturing factories.
In this way, we can see that Sony has sold its two factories to Taiwan’s OEM company Hon Hai, including an LCD TV plant in Slovakia, and Sony’s production of digital cameras, notebooks and PlayStation game consoles. It has also been outsourced. At the same time, Sony also successfully expanded its content provision area through the acquisition of Columbia Pictures and MGM.
Not only that, Sony began to reorganize into two major groups, one is a consumer products and services group, and the other is a professional and component solutions group focused on new energy.
From the perspective of Japanese experts, Sony’s transformation is actually a natural expression of Japanese companies’ development in conformity with the times. “The Japanese industry itself has a particularly long industrial chain, and the development focus in each period is not the same. It is easy for people to regard the production characteristics of a stage Japanese company as their main characteristics. In fact, most Japanese companies usually have a period of time in ten years. There is a more important transformation.†Professor Yoshimura Ichimura, who has taught Japanese economic theory for many years at Japanese universities, believes that Japan will undergo industrial transformation almost every ten years. After the postwar revival period, Japan has successively replaced several major industries. Textiles in the 1960s, steel in the 1970s, home appliances in the 1980s, automobiles in the 90s, and the rapid internationalization of Japanese companies after entering the 21st century, “these have caused the business content of many Japanese companies to be complex and always new. When the industry came, several companies entered the new field at the same time, rapidly forming a momentum here and there was no opportunity for foreign capital to enter Japan, and the Japanese companies themselves had a relatively rapid development,†said Professor Imura.
Sony's business transformation is a microcosm of Japan's manufacturing transformation in decades. At present, Japan has taken a forward-looking view of earthquake disasters as a turning point for the future. From the recent transformation of Japanese traditional household electrical appliance companies such as Sony, the consumer electronics industry is no longer the main target of Japanese manufacturing. After decades of exploration, Japan's manufacturing industry has gradually extended its reach to the environment, energy and other fields, and even some of the company's main business has transformed the green industry. These former giants are excavating new product lines and business growth points from purely manufacturing manufacturers along the lines of creating green families, neighborhoods, and even entire cities.
Aiming for a higher level of "green competition"
When we still remain in the misunderstanding of Japan's home appliance manufacturing collective decline, Sony and other Japanese electronics companies have already quietly transitioned, aiming for a higher level of “green competition†and achieving great success.
For more than 60 years of development history, Sony has always been adept at winning the future with advanced technological capabilities and has thus won the title of "Technology Sony". This time is no exception. "It's not a slogan," said Lieutenant Prime Minister, Sony, who hopes to become a leader in the field of environmental protection.
Previously, Sony's global vice president of environmental affairs, Takamatsu Kazuko also said that "increasing Sony's focus on environmentally friendly products and green operations" has been determined by Sony CEO Howard Stringer at the beginning of the year to promote innovation and growth for Sony's global accelerated transformation. One of the four major measures. "In the future, we will continue to set environmental protection targets for various departments, and at the same time introduce more new environmental protection products. Sony hopes that environmental protection can become our new label and highlights." Takamatsu Haruko said.
The reason why this is so, Zhongli Liangzhi believes that the Great Earthquake in Japan changed the way consumers think about energy use. Whether it is the company, the government, or the public, they all recognize that there is a limit to the growth of resources through the earthquake. This is a kind of rehearsal education for “zero environmental loadâ€.
It now appears that the earthquake has caused some trouble to Japan's manufacturing, but it also catalyzed Sony and other companies to move toward the "green technology." Green technology may also be referred to as environmentally friendly technology or environmental health technology (EST). This concept stems from Agenda 21 adopted by the United Nations Conference on Environment Development in 1992. In a broad sense, green technology is a technology that can achieve sustainable development, support the world economy, protect the ecological environment, and reduce poverty and human suffering. Green technology can also be seen as a brand new technology and economic model that integrates environmental protection, ecological improvement, efficiency improvement, and economic development. From an economic point of view, it can be regarded as a technology that simultaneously reduces the external and internal marginal costs of production and consumption.
In fact, green has changed from a topic to a set of ideas and technologies, and the importance of green is much higher than that of manufacturing and trade itself. Some international economic experts analyze that the current "green product" ratio is about 5% to 10%. In another 10 years, all products will enter the green design family, can be recycled, easily disassembled, parts or whole machine can be refurbished and recycled. . In other words, green products will become the leading product in the world commodity market in the next 10 years. At the same time, as people's awareness of environmental protection increases, those enterprises that do not promote green technologies and do not produce green products will be eliminated in the market competition, and the development of green technologies is imperative.
Because of this, Sony and other world-class companies have launched a new round of rally on the green competition track, and green technology is becoming their effective running shoes.
The “Technology Sonyâ€, which has been a leader in the economic wave in the past, has begun to lead a new round of “green competition,†and its main reliance on living in the world’s leading energy-saving and environmental protection technologies will be the future killer of Japanese companies. The first-mover advantage of Japanese companies makes Japan's environmental industry, energy-saving technologies, and new energy use all lead the world for a long time.
Sony Global Plan "Environment Zero Load"
The old consumer electronics giant is accelerating its "green" turn.
On June 20th, Sony released a PS3 exclusive model with a version number of CECH-3001B that is considered greener and lighter in Japan. It reduced the original 230W power rating to 200W and the weight was reduced from the original 6.6lb to the present. 5.7 lbs. The new model also limits the video resolution. Blu-ray movies can only output up to 480i if they are not using HDMI or HDCP mode. The new product will be delivered on June 30. The 320G B price will be the same as the previous version, which is 436 US dollars.
This is just a subtle and concrete manifestation of Sony's recent global strategy of "zero load on the environment." As early as last April, the Sony Group proposed a bold plan to achieve “zero load on the environment†by 2050. The goal is to minimize the use of energy and waste, and to strive for zero-emissions of greenhouse gases and disposable materials for key resources. Use zero and maintain and restore biodiversity through various activities.
In early June of this year, at the China-Japan Green Expo 2011 jointly organized by the China Council for the Promotion of International Trade and the Japanese Economic Organization (hereinafter referred to as the Green Expo), Sony displayed a series of cutting-edge environments in the fields of new materials, new energy, energy conservation, and purification. technology. Among them, Sony's "Future Room" showcases a vision of the future concept of life that can achieve zero load on the environment: solar-powered windows (dye-sensitized solar cells), tiled walls made from shredded discs, and power generated by windows can be stored. In the energy storage equipment on the wall...
The reflective film and dimming film above the hotline are the latest achievements of Sony's energy-saving technology. The reflective film technology above the hot line, ie, the window glass thermal insulation film, can selectively reflect only infrared rays, and realize the reflection in the direction of the light source such as the sun. The visible light can pass normally, and the light transmittance and heat insulation are best reflected; Membrane technology is to achieve a better indoor light environment by adjusting the angle of light and brightness, and reduce the lighting inside the building.
It is understood that Sony's “environment-friendly†treatment of products in the traditional field has become increasingly apparent. This time it is a fire-retardant recycled plastic SoR Plas with a utilization rate of recycled materials up to 99%. The main raw material is the discarded optical sheets produced by Sony factories. Discarded discs from other disc factories. Moreover, Sony discs can also be made into recycled PC resins for use on product packaging.
In addition, when new energy became a global topic, Sony also proposed its own new energy strategy. At the end of June last year, Sony announced a new energy storage module for killer enamel products, namely olivine lithium iron phosphate batteries. At the Green Expo, Sony demonstrated a new type of fuel-sensitized solar cell with a photoelectric conversion efficiency of 9.9%. The main material used fuel molecules instead of silicon, which converts light energy into electric energy through the use of fuel molecules.
Not only that, Dr. Nakajima Tanaka, vice chairman of the Sony Group, said that in order to achieve “zero load on the environmentâ€, the Sony Group has set every five-year work goal, covering the entire product life cycle from technology development to product recycling. This is obviously a very high degree of difficulty for Sony. Zhongli Liangzhi admits that environmental protection and green are currently only necessary conditions for the development of the company because it cannot bring direct profits to the company. However, if Sony wants to continue to lead the world, it must do so.
Gradually bid farewell to the traditional manufacturing model
In May 1946, the founder of Sony Corporation, I. S. I., and Akio Morita jointly created "Tokyo Communication Industry Co., Ltd.". Later in 1958, it was renamed Sony Corporation and its headquarters was in Tokyo, Japan. Subsequently, this company that persistently pursued technological innovation and unique design style brought the world's first transistor radio, the first portable stereo, the first laser disc player, and the first to have a three-dimensional picture effect. Home TV game consoles and other products, and become the first Japanese company listed on the New York Stock Exchange.
Over the years, Sony has grown from a small radio repair shop into a global giant in the consumer electronics industry. However, in the eyes of some people, now Sony seems to be losing its glory.
On May 26th, Sony released its annual report for the fiscal year ended March 31, 2011, which accounted for nearly 3.5% of its total revenue. The consumer, professional electronics and components group achieved sales of 3.57 trillion yen ($43 billion), but The operating profit was only 2.9 billion yen (35 million US dollars). The television business, dubbed “No Sony Revival Without Its Revival,†was a huge loss of 926.4 million U.S. dollars, which is the seventh year of Sony TV’s loss year.
In fact, not only Sony. In recent years, in Japan's manufacturing industry, particularly in the home appliance motor industry, formerly prominent companies such as Mitsubishi, Hitachi, Toshiba, and NEC have been or have faded out of the world competition stage.
In this regard, Li Yi, a researcher at the Institute of World Economics and Politics at the Chinese Academy of Social Sciences, said that the high-tech content in the home appliance industry is small. Chinese companies and Korean companies can all produce standardized products. Japan’s cutting-edge high-tech advantages are difficult to standardize. Is reflected in the product. As a result, Japanese companies began to learn about American companies and took away those departments that were irrelevant and even dragged the company forward, such as manufacturing factories.
In this way, we can see that Sony has sold its two factories to Taiwan’s OEM company Hon Hai, including an LCD TV plant in Slovakia, and Sony’s production of digital cameras, notebooks and PlayStation game consoles. It has also been outsourced. At the same time, Sony also successfully expanded its content provision area through the acquisition of Columbia Pictures and MGM.
Not only that, Sony began to reorganize into two major groups, one is a consumer products and services group, and the other is a professional and component solutions group focused on new energy.
From the perspective of Japanese experts, Sony’s transformation is actually a natural expression of Japanese companies’ development in conformity with the times. “The Japanese industry itself has a particularly long industrial chain, and the development focus in each period is not the same. It is easy for people to regard the production characteristics of a stage Japanese company as their main characteristics. In fact, most Japanese companies usually have a period of time in ten years. There is a more important transformation.†Professor Yoshimura Ichimura, who has taught Japanese economic theory for many years at Japanese universities, believes that Japan will undergo industrial transformation almost every ten years. After the postwar revival period, Japan has successively replaced several major industries. Textiles in the 1960s, steel in the 1970s, home appliances in the 1980s, automobiles in the 90s, and the rapid internationalization of Japanese companies after entering the 21st century, “these have caused the business content of many Japanese companies to be complex and always new. When the industry came, several companies entered the new field at the same time, rapidly forming a momentum here and there was no opportunity for foreign capital to enter Japan, and the Japanese companies themselves had a relatively rapid development,†said Professor Imura.
Sony's business transformation is a microcosm of Japan's manufacturing transformation in decades. At present, Japan has taken a forward-looking view of earthquake disasters as a turning point for the future. From the recent transformation of Japanese traditional household electrical appliance companies such as Sony, the consumer electronics industry is no longer the main target of Japanese manufacturing. After decades of exploration, Japan's manufacturing industry has gradually extended its reach to the environment, energy and other fields, and even some of the company's main business has transformed the green industry. These former giants are excavating new product lines and business growth points from purely manufacturing manufacturers along the lines of creating green families, neighborhoods, and even entire cities.
Aiming for a higher level of "green competition"
When we still remain in the misunderstanding of Japan's home appliance manufacturing collective decline, Sony and other Japanese electronics companies have already quietly transitioned, aiming for a higher level of “green competition†and achieving great success.
For more than 60 years of development history, Sony has always been adept at winning the future with advanced technological capabilities and has thus won the title of "Technology Sony". This time is no exception. "It's not a slogan," said Lieutenant Prime Minister, Sony, who hopes to become a leader in the field of environmental protection.
Previously, Sony's global vice president of environmental affairs, Takamatsu Kazuko also said that "increasing Sony's focus on environmentally friendly products and green operations" has been determined by Sony CEO Howard Stringer at the beginning of the year to promote innovation and growth for Sony's global accelerated transformation. One of the four major measures. "In the future, we will continue to set environmental protection targets for various departments, and at the same time introduce more new environmental protection products. Sony hopes that environmental protection can become our new label and highlights." Takamatsu Haruko said.
The reason why this is so, Zhongli Liangzhi believes that the Great Earthquake in Japan changed the way consumers think about energy use. Whether it is the company, the government, or the public, they all recognize that there is a limit to the growth of resources through the earthquake. This is a kind of rehearsal education for “zero environmental loadâ€.
It now appears that the earthquake has caused some trouble to Japan's manufacturing, but it also catalyzed Sony and other companies to move toward the "green technology." Green technology may also be referred to as environmentally friendly technology or environmental health technology (EST). This concept stems from Agenda 21 adopted by the United Nations Conference on Environment Development in 1992. In a broad sense, green technology is a technology that can achieve sustainable development, support the world economy, protect the ecological environment, and reduce poverty and human suffering. Green technology can also be seen as a brand new technology and economic model that integrates environmental protection, ecological improvement, efficiency improvement, and economic development. From an economic point of view, it can be regarded as a technology that simultaneously reduces the external and internal marginal costs of production and consumption.
In fact, green has changed from a topic to a set of ideas and technologies, and the importance of green is much higher than that of manufacturing and trade itself. Some international economic experts analyze that the current "green product" ratio is about 5% to 10%. In another 10 years, all products will enter the green design family, can be recycled, easily disassembled, parts or whole machine can be refurbished and recycled. . In other words, green products will become the leading product in the world commodity market in the next 10 years. At the same time, as people's awareness of environmental protection increases, those enterprises that do not promote green technologies and do not produce green products will be eliminated in the market competition, and the development of green technologies is imperative.
Because of this, Sony and other world-class companies have launched a new round of rally on the green competition track, and green technology is becoming their effective running shoes.
The “Technology Sonyâ€, which has been a leader in the economic wave in the past, has begun to lead a new round of “green competition,†and its main reliance on living in the world’s leading energy-saving and environmental protection technologies will be the future killer of Japanese companies. The first-mover advantage of Japanese companies makes Japan's environmental industry, energy-saving technologies, and new energy use all lead the world for a long time.
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