Sony (China) Co. Ltd. announced in April that it would set up Sony (China) Design & Engineering Group at Zhangjiang in Shanghai, which indicates that Sony's China business has entered a new phase of development.

Shizuo Takashino, president of the Sony (China) Design & Engineering Group, said the group would become the design, R&D base for Sony products in China. It would design new products according to the particular market in China, Chinese consumers' demand and their preference. At the same time it would establish commodity plan, design and production system adapted to the local life style, and further the development of design, production and manufacture of localized products.

Shizuo Takashino has high hope for the new group: "China is one of the fastest growing markets with the fiercest competition in the world. To work and live in this market, which is full of challenges, is very exciting. I wish that the new group will not only make contribution to Sony's business growth in China, but also bring locally developed 'Chinese-made' new products to the world."

Nobuyuki Idei, CEO of Sony Group, said since its foundation in 1996 Sony (China) has always adhered to the principle of "being rooted in China and long-term development" and strived to make the Chinese market the pillar of its global business. In a few years it has successfully built an all-dimensional operation platform bridging product R&D, production, marketing and service etc. In last year alone Sony's China electronic business launched nearly a hundred new products. Its sales in 2004 grew by 70 percent over the previous fiscal year reaching about $3 billion.

In recent years Sony keep increasing its investment in China and introducing more advanced technologies. The production and marketing of new products have basically realized synchronization with those in Japan. More new products have been launched first in China. Currently almost all products Sony (China) sells are produced locally. Ninety-eight percent employees are from China totaling more than 20,000. Sony also provides great opportunities for many Chinese suppliers.

By People's Daily Online