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扭转价低质次传统印象 中国本土手机逆袭战持续上演

2017-04-26 10:16:08   经济参考报

与此同时,更适合中国市场需求的产品营销策略也成为中国本土手机品牌赶超国际巨头的重要推动力。过去几年中,在大力发展线上销售、加快“互联网+”的同时,包括华为、小米、OPPO、vivo等在内的手机企业都投入巨资,铺设了数百甚至数千家实体店面,满足了消费者偏爱现场体验拍照、音乐、语音等功能的市场需求转变。

但在看到追赶成绩的同时,人们也应清醒地认识到,中国本土手机的“逆袭战”将是一场艰苦的“长跑淘汰赛”。去年以来,受关键零部件供应量不足导致价格上涨、品牌竞争激烈程度持续提升、市场需求增速放缓等影响,中国本土手机品牌销量增长有所放缓,利润率受到明显挤压,苹果、三星两大巨头占据全球手机市场主要利润份额的局面没有发生根本改变。

“在产品性能逐步赶上的基础上,中国品牌和跨国品牌竞争的焦点已经集中在了操作性能的体验上,手机‘软件’性能的优劣将决定未来的市场方向。”余承东说。

全球智能手机市场已经趋于饱和是导致这一转变的根本原因。华为消费者业务部云服务总裁苏杰说,在全球年出货量超过1亿部后,目前华为消费者云服务的全球移动用户数已经达到2.1亿人,对手机服务性能要求更高的换机需求已经成为市场主流,“安全、丰富、高品质的应用和内容服务成为争取国际国内市场的重要砝码。”

余承东表示,在借鉴苹果、三星成功经验的基础上,华为正在进一步加大对安卓操作系统的研发投入,并联合国际上下游产业链条推进适合安卓系统的绿色、安全生态体系建设,以此提升中国品牌的全球竞争力。

“我们将不断扩大安卓平台的适用范围,这一点不仅在中国国内市场得到体现,在国际市场上也将得到体现。”他说。

人工智能领域也是中国本土手机品牌发力的重要方向。去年以来,多家手机厂商推出了智能语音、智能操作等方面的新功能、新服务。此外,移动支付、虚拟现实等也是本土手机企业关注的重点领域。

一些业界专家则提醒说,在这场“淘汰长跑”中,中国本土企业必须保持高强度的研发投入,持续走特色化竞争之路。

普华永道内地及香港科技、媒体及通信行业主管合伙人周伟然说,在市场接近饱和的当下,要打破消费者的审美疲劳,企业必须拿出独一无二的看家技术,避免陷入“千机一面”的恶性竞争之中。

余承东说,在“下半场”竞逐中,华为将借助在通信产业上的雄厚积累,通过持续增大研发投入继续保持赶超步伐,“华为去年的研发投入超过100亿美元,仅次于大众和三星排在全球第三位,我们将在通信性能和操作系统等领域持续发力改善,我们对实现自身目标充满信心。”

而雷军表示,“小米过去几年成长太快,(包括)售后(在内)有很多细节的确有问题。所以,这两年在减速调整,优化细节。”对于小米的未来,雷军强势表态说:“我相信,我们迟早可以回到中国第一!”记者 王攀 广州报道

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