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黑莓、夏普、VAIO扎堆重返中国 喜欢的人还在原地等候吗?

2017-08-14 12:20:38   中国青年网

黑莓的背后是TCL。2016年12月,TCL获得黑莓公司授权,将在全球范围内制造和销售黑莓品牌的移动设备。

如今的夏普手机其实是一家中国公司。2016年3月,夏普“嫁入”富士康母公司鸿海集团,由此成为有着日本血统的“中国品牌”。

而摩托罗拉手机早就成为联想集团的一分子,目前联想移动主推moto品牌。诺基亚手机虽然是由芬兰公司HMD运营,但富士康是实际的操盘者。

这些大牌们,无论哪一个都具有天然的“情怀”优势,以往就已经在国内拥有较好的口碑,有自己的群众基础。只是,那些喜欢他们的人还在原地等候吗?消费者还会为“情怀”买单吗?

中国市场已沧海桑田

老品牌靠“独门秘笈”能成功吗?

手机中国联盟秘书长王艳辉指出,这几年很多传统消费电子国际大牌走下坡路,给了一些中国公司冲击国际市场的机会。而中国市场又是兵家必争之地。

有意思的是,这些结伴在中国重新出发的国际电子大牌们,主要集中在手机终端领域。大市场、高需求,使得中国手机市场无时无刻不在吸引着新玩家和老品牌。但市场机会在哪里?

Counterpoint发布的2017年二季度中国市场手机的出货量研究报告显示,四大厂商占据了国内手机市场69%的盘子,留给剩余品牌的空间,已由去年同期的27.2%,被压缩到不足20%。

在罗忠生看来,目前中国手机市场集中度越来越高,而二三线品牌生存艰难,这恰是国际大牌的回归机会。数据表明,今年上半年中国手机销量出现20年来的第一次下滑,原因有很多,其中一大原因是千机一面、同质化严重;另外一方面,用户可能还需要新的品牌。而夏普的差异化攻略是,希望在全面屏上杀出一条血路。“全面屏是5G到来之前手机终端最大的风口。”

8个月前,手机行业老将罗忠生接盘夏普手机。他指出目前夏普最重要有三件事:唤醒品牌、打好基础、普及全面屏概念。他并不看重情怀这个事,最重要是给用户最好的产品。

在王艳辉看来,这些新进入者如果定位准确、运营得当,即使无法进入一线阵营,打造一个小而美的品牌还是有机会的。

现在看,无论是夏普的全面屏,黑莓的全键盘,摩托罗拉的模块手机,还是诺基亚的砸核桃,重出江湖的大鳄们显然都有“独门秘笈”。而在Counterpoint研究总监闫占孟看来,中国公司做手机硬件具有更好的基因。

讲真,在中国乃至全球手机市场,的确鲜有一个品牌“躺下后”能再重返辉煌的案例。但梦想总是要有的,万一实现了呢。诚如一位局内人士所言:复兴品牌,本身就是一件伟大的事情。

北京晨报记者 焦立坤

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