Sony , Panasonic lift Online ban, take 360 degree turn
Consumer electronics majors, including Sony and Panasonic, are now encouraging their trade partners to sell their products online, lifting a ban on such sales imposed on the face of heavy discounting on ecommerce marketplaces. Two industry executives requesting anonymity said several of these firms were under pressure from their headquarters to come up with an online sales strategy to cash in on the rapid growth of India’s ecommerce market.
Japanese firm Sony has already partnered with Snapdeal to appoint its dealers as sellers in the ecommerce marketplace, which will ensure pricing parity with offline trade, genuineness of product and warranty support in perhaps the first such deal.Sony plans similar deals with Amazon India and Flipkart.
Its Japanese rival Panasonic, too, is selling online through its trade partners. Two senior trade executives said others including Samsung may soon follow suit.
Last year, all top companies had prevented their brickand-mortar retailers from selling online since the products were getting heavily discounted creating pricing disequilibrium in the market and forcing smaller retailers to revolt against such sales. Sony’s Nayyar said the guerrilla war of discounting has now corrected and the brand has understood its online partners and accepted them as a sales channel. “This way, it will be a win-win partnership for all and we expect sizeable revenue from online sales,”