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全球智能手机市场受到Covid-19爆发的沉重打击

2020-3-25 15:42

 

通常情况下,一年中的第一季度是智能手机制造商的旺季。今年3月,三星电子(Samsung Electronics)、华为技术有限公司(Huawei Technologies)和小米等主要厂商推出了最新的旗舰设备。


然而,今年,尽管一些关键企业延续了这一传统,但供应限制正影响着这个行业,鉴于各国为抗击冠状病毒爆发而实施的封锁,许多工人发现很难进入工厂。


局势何时才能恢复正常还不确定。


根据Strategy Analytics的数据,2月份全球智能手机出货量从去年同期的9,920万部下降38%,至6,180万部。这是全球智能手机市场历史上最大的跌幅。


6家最大的智能手机制造商当月的出货量都出现了下降。三星以1800万部的销量保持了市场领先地位,仅比1月份略有下降。这可能是因为该公司的大部分工厂都在韩国和越南,而这两个国家的工厂在此期间仍能保持正常运转。


然而,苹果的出货量下降了37.5%,只有1000万台;苹果的大部分iphone都是在中国大陆的富士康工厂生产的。


中国品牌小米、华为、OPPO和Vivo 2月份环比下降超过40%。华为的销售额下降了55%,这也是由于美国的贸易禁令。


与此同时,小米取代华为,成为全球第三大智能手机制造商。该公司2月份的出货量为600万部,而华为为550万部。


虽然小米在网络营销方面似乎已经超过了华为,但华为在国内和海外市场都表现强劲。


小米今年2月在中国推出了其旗舰产品Mi 10系列,但华为将在本周推出P40系列。这意味着小米在销售其最新产品方面享有一个月的优势,尽管中国仍在抗击疫情。


小米周一发布了最新旗舰产品红米K30 Pro,价格实惠。这款手机配备了高通(Qualcomm) S865移动5G连接平台,以及一个圆形摄像头模块,四个镜头被安排在一个正方形里。它有一个6.67英寸的屏幕和一个弹出式前置摄像头。


这款手机的售价为2999元(424.12美元)。变焦版有更好的相机规格,起价3799元。


尽管K30 Pro是为中国的大众市场设计的,以推动5G的增长,但随着它配备了谷歌移动服务,这款机型也将考验海外市场。海外智能手机用户只需从谷歌播放商店下载一系列谷歌应用程序和服务,就可以使用这些应用程序和服务。


这是一个巨大的优势,因为没有谷歌服务是美国政府命令下华为新智能手机的痛点。这意味着,考虑到海外用户严重依赖谷歌应用和服务,小米可能会抢占华为的部分市场份额。


对于三星(Samsung)和苹果(Apple)等许多全球厂商来说,由于疫情在欧洲和美国不断加剧,它们的智能手机3月份发货可能仍面临压力。


作为对抗冠状病毒的努力的一部分,苹果公司已经关闭了其在大中华地区以外的所有零售店。本月早些时候,苹果甚至对其广受欢迎的iPhone产品设置了购买限制;在美国、中国内地、香港和欧洲的苹果网上商店,每款iPhone只能购买两部手机。


但苹果周二放弃了这一安排,由于冠状病毒爆发,苹果在大中华地区以外的所有零售店都已关闭。


不到一个月前,苹果(Apple)向投资者发布了收入预警,指出由于病毒肆虐中国业务,该公司正面临供应问题和需求减弱。


该公司预计其工厂将在3月底前恢复全面运营。

 

Normally, the first quarter of the calendar year is a busy season for smartphone makers. Major players such as Samsung Electronics, Huawei Technologies and Xiaomi launched their latest flagship devices for the first half of the year in March.

This year, however, while key players have carried on with the tradition, supply constraints are affecting the sector with many workers finding it hard to go to factories in view of the lockdowns imposed in various countries to fight the coronavirus outbreak.

It is still uncertain when the situation will return to normal.

According to Strategy Analytics, global smartphone shipments tumbled 38 percent to 61.8 million units in February, from 99.2 million a year ago. It was the biggest drop in the history of the global smartphone market.

All the top six smartphone makers saw shipment declines for the month. Samsung maintained its market-leading position with 18 million units, down only slightly from January. That’s probably because most of its plants are in South Korea and Vietnam, which were still able to keep their factories churning during the period.

Apple, however, saw its shipment tumble 37.5 percent to only 10 million units; most of its iPhones are produced in Foxconn’s plants in mainland China.

Chinese brands Xiaomi, Huawei, OPPO and Vivo suffered month-on-month declines of more than 40 percent in February. Huawei saw a 55 percent drop, which is also due to the US trade ban.

Xiaomi, meanwhile, overtook Huawei as the third-largest smartphone maker. It shipped 6 million units in February as against Huawei’s 5.5 million units.

But while Xiaomi appears to have surpassed Huawei in online marketing, Huawei has performed strongly in both the domestic and overseas markets.

Xiaomi launched its flagship Mi 10 series in China in February, but Huawei will only launch its P40 series this week. That means Xiaomi has enjoyed a month’s advantage in selling its latest products in the market even though China is still fighting the outbreak.

Xiaomi on Monday unveiled the Redmi K30 Pro, its latest flagship product with an affordable price. The phone comes with Qualcomm S865 mobile platform for 5G connectivity, and a circular camera module with four lenses arranged in a square. It has a 6.67-inch screen and a pop-up front camera.

The phone will sell for 2,999 yuan (US$424.12). The zoom edition with better camera specifications will start at 3,799 yuan.

While the K30 Pro is intended for China’s mass market to drive 5G growth, the model will also test the overseas markets as it comes with Google Mobile Services. Overseas smartphone users can use a series of Google applications and services by just downloading them from the Google Play store.

That’s a great advantage as the absence of Google services is the pain point of Huawei’s new smartphones under the US government order. And that means Xiaomi could capture some of Huawei’s market share, given that overseas users rely heavily on Google apps and services.

For many global players like Samsung and Apple, their smartphone shipment could still face pressure in March as the outbreak has been intensifying in Europe and the United States.

Apple has closed all of its retail shops outside the Greater China region as part of its efforts to combat the coronavirus. Earlier this month, Apple even set a purchase limit on its popular iPhone products; online customers could buy only two units for each iPhone model on Apple online stores in the US, China, Hong Kong and Europe.

But Apple dropped the arrangement on Tuesday as all of its retail stores outside the Greater China region have been closed in view of the coronavirus outbreak.

Apple less than a month ago issued a revenue warning to investors, noting that it was suffering from supply issues and weakened demand as the virus ravaged its Chinese operations.

The company expects its factories will return to full operation by the end of March.

 

来自: ejinsight