新闻资讯     |      2023-02-01 22:09
本文摘要:HONG KONG — The most important market for Chinese smartphone makers may no longer be——对中国智能手机制造商而言,中国也许早已不是其最重要的市场了。


HONG KONG — The most important market for Chinese smartphone makers may no longer be——对中国智能手机制造商而言,中国也许早已不是其最重要的市场了。For years, hundreds of millions of Chinese have purchased new smartphones. In the process they lifted the fortunes of local handset makers, from the well known like Huawei and Lenovo to the obscure like Coolpad and Gionee.多年来,数亿中国人出售了新的智能手机。在此过程中,本土的手机制造商的业绩大幅度快速增长,无论是著名的华为和误解,还是像酷派和金立等比较不著名的品牌。

But the era of fast growth is coming to an end in China, where the research group IDC said on Monday that phone sales fell 4 percent in the first quarter from a year earlier, the first contraction in six years. IDC expects no growth in China’s smartphone market in 2015.然而在中国,智能手机快速增长的时代早已落幕。IDC研究公司周一回应,中国一季度手机销量比去年同期上升了4%,这是六年来首次衰退。

IDC预计,2015年中国的智能手机市场将会快速增长。The saturated Chinese market — more than 800 million people there use smartphones, according to IDC — means fewer new buyers, and a slowing economy means less spending. So Chinese companies are turning to India, trying to catch a $14.5 billion market on the way up.据IDC的数据表明,多达8亿中国人用于智能手机。早已饱和状态的中国市场意味著较少的新买家,而经济上升又意味著消费开支上升。因此,中国企业于是以将目光改向印度,企图逃跑这个规模约14.5亿美元并且仍在持续增长的市场。

“It is India first for us,” said Varun Sharma, Coolpad’s chief executive of Indian operations. He said Coolpad, a Shenzhen-based company, planned to use its patents and manufacturing infrastructure to sell devices “at $100 price points for the Indian market and not at $800 or $1,000 price points that global brands are doing.”“对我们而言,印度市场是放在第一位的,”酷派印度首席执行官瓦伦·沙尔玛(Varun Sharma)说道,酷派是一家总部坐落于深圳的公司,计划利用其专利和生产设施,“在印度市场销售正处于100美元价位的手机,而不是像其他国际品牌在800美元或1000美元的价位。”India’s smartphone sales are just a fraction of China’s. But as one of the fastest-growing smartphone markets in the world, with hundreds of millions of potential new customers, India may indicate whether a new generation of Chinese hardware companies can grow beyond their country’s borders.印度市场的智能手机销售量只相等于中国市场销量的一小部分,但作为一个快速增长最慢的智能手机市场,享有数以亿计的潜在消费者。

印度也许不会表明出有,中国新一代的硬件制造商否具备向中国以外的国家和地区扩展的能力。It is intensely competitive, with more than 150 brands. Among the best-selling brands are several indigenous companies with an inside track on local phone habits. Another top seller is a multinational, Samsung, which has deep experience selling across different cultures.150多个手机品牌在此白热化竞争,在最畅销品牌中有几家是本土企业,它们更加擅于跟踪本土手机用于习惯。

另一个最畅销品牌是跨国公司三星,该公司在有所不同文化的市场上销售手机的经验非常丰富。Xiaomi, the most successful Chinese company in India, owned only 4 percent of the market in the fourth quarter.小米是在印度最顺利的中国手机公司,在去年第四季度也只占据4%的市场份额。But India is also the only place that has a scale like China’s. Indians are expected to buy 111 million smartphones this year, and 149 million in 2016. And China’s smartphone makers say Chinese and Indian customers have a lot in common: Both tend to obsess over arcane features and specs, and both are highly sensitive to cost.但是印度是唯一一个享有与中国非常的市场规模的国家。

今年,印度人预计将出售1.11亿部智能手机,到2016年这个数字不会减少到1.49亿部。而且中国智能手机制造商声称中国和印度的消费者有很多共同之处:两者都著迷于手机的一些怪异特性和规格,而且都对价格十分脆弱。At a bustling Sangeetha Mobiles shop in Bangalore’s Koramangala neighborhood, the 20-year-old store attendant, Murthy Lakshmipathy, took careful aim at those expectations.在班加罗尔市科尔芒加拉街区挤迫的Sangeetha Mobiles手机店里,20岁的店员穆尔托·纳克什米帕托(Murthy Lakshmipathy)细心地利用着这种思维。“See the display and the camera,” he said to customers, holding up a new handset made by the Chinese vendor Oppo. “And here, it’s all unbreakable plastic and Gorilla Glass. You won’t get any other stylish phone with these features at this price.”“看这个显示屏和摄像头,”他对客户说道,手里拿着中国厂商OPPO刚发售的一款智能手机,“这些地方都是由坚不可摧的塑料和钢化玻璃做成的。

在这个价位,你去找将近任何其他具备这些功能的时尚手机。”Many Chinese companies are trying to make their case directly to potential Indian buyers online. It is a technique pioneered by Xiaomi, which used e-commerce to overcome difficult-to-manage and expensive storefronts and distribution deals in China and now India.许多中国公司正试图在网上必要与潜在的印度消费者展开认识。小米在中国是首度使用这一模式的公司,利用电子商务来解决各种问题,从无法管理的便宜店面到分销协议。

而现在,小米在印度也采行了这一模式。So-called flash sales, which offer limited batches of phones to drive up demand and build brand cachet, have rattled the current top sellers in India, the local company Micromax and the South Korean giant Samsung, according to analysts.所谓的闪购,就是获取限量的手机以哄抬市场需求,以此来打造出品牌的影响力。据分析师透漏,这种作法早已让印度本土的手机企业Micromax和韩国巨头三星深感紧绷。

目前,这两家公司是印度市场上销售量仅次于的企业。The tactic is cheap and effective, said Mr. Sharma of Coolpad: “We don’t need to spend tens of millions of dollars on marketing or building distribution networks.”这一策略是廉价而有效地的,酷派公司的沙尔玛说道,“我们并不需要花费数千万美元的营销费用或建构分销网络。”Analysts said companies like his were arriving in their new market at the right time.分析人士称之为,与酷派公司类似于的公司在准确的时间转入了这个新的市场。

“Chinese manufacturers can find a lot of play in India, which is in the early phase of growth, and they can fight for meaningful revenues and profits,” said Anshul Gupta, a research director at Gartner.“中国制造商在正处于早期快速增长阶段的印度市场上可以大有作为,他们可以努力奋斗,借此获得一定的利润和收益,”低德纳(Gartner)公司的研究主管安舒尔·古普塔(Anshul Gupta)说道。Even so, many Chinese companies have set ambitious targets for themselves. Coolpad, which will introduce its inexpensive Dazen phone online in coming weeks, said it aims to sell three million to four million smartphones in one year, and 15 million to 20 million in three years.许多中国公司都给自己原作了宏伟目标。酷派将于未来三周在网上发售平价的大神手机(Dazen)。

该公司说道,他们的目标是在一年内售出300万到400万部智能手机,三年内售出1500万到2000万部。Xiaomi, now worth $45 billion, moved into the top five sellers in India in the fourth quarter of 2014. Underscoring the company’s focus there, the international vice president and former Google executive Hugo Barra recently presided over an Apple-like blowout introductory event in New Delhi for its Mi 4i phone, designed specifically for India. The company says it aims to be the top handset brand in India by 2020.小米公司现在的估值为450亿美元。

2014年第四季度时,小米挤身印度最畅销的5个手机品牌之佩。小米科技全球副总裁、前谷歌高管雨果巴拉(Hugo Barra)近期在新德里(New Delhi)主持人了一场和苹果类似于的新产品发布会,引人注目了小米对印度市场的推崇。在发布会上,雨果巴拉发售了小米4i(Mi 4i),这是专门印度市场打造出的手机。

该公司回应,它的目标是到2020年时,小米能问鼎手机销售冠军。The smaller Chinese start-up OnePlus, which puts equal emphasis on selling in China and abroad, began selling its flagship One phone in December, and has sold 200,000 phones already. It is shooting to sell a million devices by the end of this year.规模更加小的中国初创公司一加科技(OnePlus)把中国和海外的销售看得某种程度最重要。去年12月,一加科技开始销售其旗舰手机一加手机(One phone),目前为止早已售出20万部。


其目标是到今年年底售出100万部。In the path of those ambitions are a host of Indian rivals, each hoping to use local knowledge to repeat the success of Chinese phone makers in China. Micromax, which owns the second-largest share of the Indian market after Samsung, is already adapting to the Chinese invasion, holding online-only sales and making some phone models Internet exclusive.在构建这些目标的过程中有许多来自印度本土的竞争者,它们都想要利用对当地的理解来拷贝中国手机制造商在本国的顺利。

Micromax占有了印度手机市场第二大市场份额,仅有位列三星(Samsung)之后,它早已开始针对中国品牌的侵略作出转变。Micromax现在也不会只在线上销售一些手机,并且还在生产更加多仅限于互联网销售的手机。“We have always been the first to identify the gaps in India and have worked toward addressing them,” said Micromax’s chief executive, Vineet Taneja.“仍然以来,都是我们年所找到印度市场的缺口,并且希望空缺它们,”Micromax的首席执行官温内特塔内特(Vineet Taneja)说道。

Skirmishes have already erupted. Micromax briefly won a sales injunction against OnePlus over a contract with the company Cyanogen, the creator of a popular operating system for phones that run Android by Google. The case has since been withdrawn. In December, Xiaomi was temporarily blocked from India because of a patent complaint by the Swedish telecommunications manufacturer Ericsson. And the Indian government’s “Make in India” policy began levying hefty duties on imports in April.一些小冲突早已愈演愈烈。Micromax与一加科技因与Cyanogen的合约而产生了纠纷,Cyanogen公司是谷歌研发的安卓平台上一个很热门的手机操作系统的开发者。


去年12月,小米也因瑞典移动通讯设备制造商爱立信(Ericsson)明确提出的专利诉讼而在印度继续遭禁。与此同时,印度政府实行的“印度生产”(Make in India)政策于4月开始对进口产品实施高额关税。

No strangers to intrusive government industrial policies, Chinese companies are already expanding operations within India. Xiaomi, OnePlus and the early market entrant Gionee all plan to set up research and development centers there. OnePlus, Xiaomi and Coolpad also want to produce phones in Indian factories.中国公司对于极具侵入性的政府工业政策并不陌生,它们早已开始不断扩大在印度的业务。小米、一加以及早期进占印度市场的金立公司都计划要在印度成立研发中心。

一加、小米和酷派还想在印度生产手机。One of the most successful Chinese brands in India so far, Xiaomi has gone to great lengths to create products catering to customers there. Its new Mi 4i phone costs more than many rivals at about $200, but supports six Indian languages, with local engineers working to increase that number.作为目前在印度最顺利的中国品牌之一,小米竭尽全力地为印度顾客打造出合适他们的产品。小米的新产品小米4i比大多数竞品要喜,价格大约为200美元。

但是它反对6种印度语言,其本土设计师团队还在之后减少这个数量。The company has also built an online store that focuses on India’s passions of cricket and Bollywood, and has plans to open 100 stores around the country before the end of the year.小米还进了一家网上商店,以顺应印度人对板球和宝莱坞的青睐。小米计划在今年年底之前在印度开办100家新店。

“We want to become an Indian company,” Xiaomi’s chief executive, Lei Jun, told a local newspaper after the introduction of the Mi 4i.“我们期望能沦为一家印度公司,”小米的首席执行官雷军(Lei Jun)在公布小米4i手机时对一家当地报纸这样说。One recent convert to a Chinese brand is Anusheel Nahar, a longtime BlackBerry user, who bought a Lenovo smartphone for 8,500 rupees, or about $140. Mr. Nahar had never owned a touch-screen phone before, but said the Lenovo device’s specs and cost stood out.中国品牌的近期粉丝安努什尔纳哈儿(Anusheel Nahar)曾是黑莓(BlackBerry)的心目中用户,他花上了8500卢比(约合822人民币)买了一部误解的智能手机。

纳哈儿此前未曾卖过触屏手机,但是他说道误解的规格和成本令其它脱颖而出。“It was priced right and seemed hardy enough to carry around in my back pocket,” he said.“它的定价很合理,或许也很牢固,能让我放到后裤兜里走来走去。