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从4G到5G,中国手机市场谁能步步为营?

超级大满贯PINGGUOCHUANGXINFALIDANXIAOSHOUYIRAN“ZHENXIANG”;HUAWEICHANPINYAOYAOLINGXIAN,DANYINMEIGUOZHICAIERTONGSHIOUMEISHICHANG;PINGGUODEFALIHEHUAWEIDESHOUXIAN,JISANXINGYIGEKONGZI;XIAOMIZHONGGUOSHICHANGSHIRUO、HAIWAIZENGZHANG,DANYIRANMEIYOUBAITUODIDUANXINGXIANG;OPPO、vivoZOUDEBIJIAOWENJIAN……

5GDANGKOU,SHOUJICHANYEGEJUYOUZAIYUNNIANGBIANJU。WOMENHUIKAN,ZHANZAIMEIYIGECHANYEZHUANZHEDIANSHANG,YINGXIANGYIGEQIYEHUOYIGEPINPAIZOUXIANGDE,HUIYOUDUOZHONGYINSU,BAOKUOZISHENDEJISHU、CHUANGXIN,YEBAOKUORUHECAIZHUNSHICHANGJIEZOU,DANGRANHAIYAOKANJINGZHENGDUISHOUDEBIAOXIAN。

DISANJIDUZHONG,GEDACHANGSHANGRERENAONAOFAXINPIN,DOUTIGAOLEXINPINFABUDEJIEZOU,CHANPINXIANYEGENGJIAFENGFU、FUGAIGENGQUAN。QIZHONG,PINGGUOHEOPPOZHIJINMEIYOUFABU5GSHOUJI,HUAWEI、XIAOMI、vivoDE5GSHOUJIDOUYIJINGLIANGKUANYISHANG,BINGQIEYOUDE5GSHOUJIYIJINGBAJIAGELADAO4000YUANYIXIA。DONGDONGZUIJINKANLEHENDUOSHUJU,BIRUTIANMAODESHUJUXIANSHIXIANJIEDUANGUANZHU5GDEYONGHUNANXINGZHAN75%;LIANTONGDESHUJUKEYIFAXIAN,RUTONGYIKUANJIXINGRUGUO4GYU5GTONGSHIFASHOU,JUEDADUOSHUHUIXUANZE5GSHOUJI,4GSHOUJIYULENG;ZHONGGUOXINTONGYUANSHUJUXIANSHI,8YUEGUONEISHOUJISHICHANGZONGTICHUHUOLIANG3087.5WANBU,5GSHOUJIJINZHAN21.9WANBU,YUANBUZU1%……

超级大满贯KEJIAN,ZHEIGEJIEDUAN,YONGHUDEXIAOFEIXINLIYEHENFUZA,DUOSHUYONGHUDUI5GHAISHICHIBIDAIGOUDEXINTAI。HUAWEI、XIAOMI、vivoZAI5GSHANGQIANGDEYIXIEXIANJI,PINGGUOHEOPPOYEBUSHIWENTUO。SHEINENGZHENZHENGYINGDE5G,SHANGNANDUANYAN。

No.1苹果变“性”,从“创新代言”到“性价比王牌”

超级大满贯9YUE,SHISUOYOUCHANGSHANGQIJIANJI、GAODUANJIMIJIFABUJIEDUAN,PINGGUODANGRANHAISHIZHEIGEYUEDEZHUYAOKANDIANZHIYI。JIEGUO,PINGGUOXINJIPORANGRENSHIWANG,LIANXUJIDAIXINJIDOURANGYONGHUGANJUECHUANGXINBUZU。iPhone11QUEXI5GGENGSHIQIQIANJINGBUMING,BUGUOQIDIAODIFASHOUJIAGEDEFANGSHIKEWEIYIDABIANZHAO,JIANGJIA“JIUSHI”、ZAI5GSHOUJICHULAIZHIQIANBAOZHUSHICHANGFENE,SHIQIMUDE。

超级大满贯QISHI,BUJINSHIDINGJIAJIANGDI,PINGGUOZHEIYIDAIXINJIFASHOUDANGTIANJIPOFA,DONGDONGBIJICONGQUDAOHUODEDEXINXISHIPINGGUOYOUYIJIANGDI。XIANRAN,YIXIANGGAOAODEPINGGUO,XIANZAIYEYIJINGBUDEBUDONGYONG“JIAGE”GANGGAN。

ZAIPINGGUOXINJIFABUHOU,ZHUANZHUANLIANHECHUANGSHIREN、3CSHIYEQUNZONGJINGLIXIANGCHANGFENGCENGYUCE:iPhone XRDEDUIWEICHANPINiPhone11FASHOUJIAXIADIAOSHIMINGXIANDEDAXINGJIABI,YINGGAINENGGOUBANGZHUPINGGUOQIANGHUIYIXIESHICHANG;ERiPhone11 Pro 999MEIJINDEFASHOUJIAGEYUQUNIANDUIWEICHANPINiPhoneXsHE2017NIANDEDUIWEICHANPINiPhoneXYIZHI,MaxBANBENYIRANPOWAN,GANJUEHUIJIPINGGUOGONGSIDAILAIXIAOSHOUYALI。

超级大满贯YUTADEYUCEYIZHI,SHIQUCHUANGXINBIAOQIANDEPINGGUO,YONGHUDUIQIGAOPEICHANPINDEXINGQUYEZAIXIAOTUI——RUGUOYIDINGYAOMAI,JIUMAIGEBIANYIDEBA。PINGGUODUIiPhone 11 Pro MaxZHEIKUANXINGHAODEDINGDANJINXINGLEDIAOZHENG,ZAIZHIQIANDEJICHUSHANGXIADIAOLEYUE10%ZUOYOU,ZHUYAOYUANYINSHIJIAGETAIGUI,YONGHUHUANXINDONGLIBUZU。YUCITONGSHI,iPhone 11、iPhone 11ProDINGDANLIANGSHANGDIAO。

超级大满贯iPhone 11XILIEXINJIFABUZHIHOU,QIANDAIPINGGUOXINJIYINGSHENGERJIANG。MUQIANGUANWANGSHANGiPhone XRDEJIAGEYIJINGJIANGDAOLE4799YUAN,64GB iPhone8GENGSHIDIZHI3499YUAN。DISANFANGQUDAOSHANG,64GB iPhone XSJIANGZHI7299YUAN,64GB iPhone Xs MaxJIAGEWEI7899YUAN。

超级大满贯iPhone 11PINGJIEDIJIACELVESHANGSHIZHIHOUCONGXIAOSHOUSHUJUKANBIAOXIANLIANGHAO,YEJIANJIETUIDONGLEERSHOUSHOUJISHICHANGPINGGUOJIXINGDEHUOYUEDU。ERSHOUJIAOYIPINGTAIZHUANZHUANFABUDE《2019NIANDUDISANJIDUSHOUJIXINGQINGBAOGAO》(YIXIAJIANCHENGQ3“ZHUANZHUANSHOUJIXINGQING”)XIANSHI,BUFENERSHOUiPhoneJIXINGPINGTAISOUSUOLIANGHEJIAOYILIANGYEZAITONGBUYUESHENG。YUCITONGSHI,iPhoneCIXINKUANiPhone Xs、iPhone Xs MaxDENGJIXING,ZAIZHUANZHUANPINGTAISHANGERSHOUJIDECHENGJIAOJIAGEHAICHUXIANLEBUTONGCHENGDUDESHANGZHANG。QIZHONGiPhone Xs MaxZUIGAOZHANGLE600YUANZUOYOU。ZHUANZHUANYOUPINYANJIUYUANDEFENXISHIBIAOSHI,PINGGUOLIANNIANCHUANGXINLIXIADIE,YERANGJIUKUANPINGGUOYUEFA“CHIXIANG”,PINGGUOZAIERSHOUSHICHANGDEXINGQINGYUJIAHUORE。

超级大满贯SUIRANBUFENPINGGUODEERSHOUSHOUJIJIAGESHANGSHENG,DANYEKEYIKANDAOMINGXIANDEQUSHI:GAOXINGJIABIDEJIUKUANPINGGUOGENGSHOUHUANYING。SHANGSHUQ3ZHUANZHUANSHOUJIXINGQINGXIANSHI,YUXINiPhoneTONGWEILIUHAIPINGDEiPhone XR、iPhone XsHEiPhone Xs MaxDEBAOZHILVJUNCHAOGUO50%,FENBIEWEI61.5%、55.2%HE59.9%。YOUYUiPhone XSHIPINGGUOQIANNIANDECHANPIN,SUIRANBAOZHILVJINWEI48.9%,DANQIXINGNENGHEPEIZHIBINGBUXUNSEYUXINKUANJIXING,YINCIFANERYINWEIERSHOUiPhoneXDEJIAGEYOUSHIZUISHOUYONGHUHUANYING。

ZHUANZHUANYOUPINYANJIUYUANDEFENXISHICHENG,iPhone XRDEGAOBAOZHILVZHUYAODEYIYUQIGENGWEISHIYONGDEPEIZHIHEXINGJIABI。ZAIQUNIANFABUDESANKUANJIXINGZHONG,iPhone XRSUIRANZAIPEIZHISHANGYOUYIXIE“RANGBU”,DANTONGYANGDAZAILEA12CHULIQI。ZAISHIJISHIYONGZHONG,XINGNENGBINGMEIYOUTAIDUODEXIAHUA,ERQIJIAGEXIANGJIAOYUTONGQILIANGKUANCHANPINZUIWEISHIHUI,YINCIDUIYUGUOFENLAISHUO,RUGUODUANQIWUFAGOUMAIPINGGUOXINJI,iPhone XRYESHIYIGEBUCUODEXUANZE。

超级大满贯SHUOSHIHUA,WULUNSHIXINJISHUJUHAISHIERSHOUJISHUJU,DOUKEYIKANDAOYIGEQUSHI:YIQIANYONGHUGENGGUANXINPINGGUOYOUNAXIECHUANGXIN,ERXIANZAIYONGHUGENGGUANXINPINGGUODEJIAGE。DANGPINGGUOBEITIESHANG“XINGJIABI”DEBIAOQIAN,SHIBUSHIYIZHONGBEIAINI?

PINGGUODEMINGYUNZOUSHIHAIBUMINGLANG,XIANZAIZONGTIKANSHANGQUSHIYIGEHENNIUQUDEZHUANGTAI。JINNIANXINJIFABUDESHIHOU,YONGHUFENFENTUCAOMEIYOUCHUANGXIN、PINGGUOLUOHOULE。BINGQIE,ZHEIDAIJIQIYESHIPINGGUOSHOUCIJIANGJIAFABUXINJI,CHULEGEBIEYANSEWAI,YIRANSHIKAIMAIJIUPOFA。CONGZHEIXIEJIAODUKAN,SIHUPINGGUOYIJINGJINRUXIAXINGTONGDAO。DANLINGYIFANGMIAN,ZAIYIPIANTUCAOSHENGZHONG,ZHEIYIDAIJIQIDEXIAOLIANGCHAOCHUYUQI,PINGGUOYIZHIZAIZENGJIASHENGCHANDINGDAN。TONGSHIYELADONGPINGGUOGUJIASHANGZHANG,SHIZHIYIDUZHONGFANQUANQIUDIYIDEWEIZHI。

RANER,PINGGUOJIAOLVDEKONGPABUZHISHIiPhone11XILIEJIAGEDEGAOKAIDIZOU,GUOCHANSHOUJIPINPAIDEWEIJIAOYIRANRANGPINGGUOZAIZHONGGUOSHICHANG“SIMIANCHUGE”。Q3“ZHUANZHUANSHOUJIXINGQING”XIANSHI,DISANJIDU,GUOCHANSHOUJIPINPAI7YUE、8YUEBUDUANFABUZHONGDIDUANJIXING“YIJIAQIUSHI”,9YUEQUESHIMIJITUICHUGEZHONGQIJIANJIXINGHE5GXINJI,QUANMIANQIANGZHANGENGDUOSHICHANGFENE。

BUDEBUCHENGREN,PINGGUOMEIYOU5GSHOUJIFABU,BINGBUWANQUANSHIRENWEI5GMEIYOUCHENGSHU、SHIJIGUOZAO,ERPINGGUOMEIYOUGAODING5GXINPIANZHEISHIBUZHENGDESHISHI。YEJIEPUBIANYUJI,MINGNIANSHANGBANNIAN5GSHOUJIJIANGGENGJIAMIJIFABU,BINGQIE5GSHOUJIDEJIAGEHUILADAO2000YUANZUOYOU,5GDEPUJIHUITISU。ERPINGGUORUGUOANZHAOCHUANTONGDEFABUJIEZOU,MINGNIAN9YUEFENCAIFABUYIXIADAIJIQI,ZHENDEHENYOUKENENGHUICUOSHILIANGJI。

DONGDONGYIWEI,JIAGESHIPINGGUOZAICHUANGXINFALIDEQINGKUANGXIA,ZUIHOUKEYIDONGYONGDEYIGEGANGGAN。SUIRANZHEIYIDAIJIQIDEXIAOSHOUHAISUANLIANGHAO,DANRUGUOJIXUPINGYONGXIAQU,JIAGEGANGGANDEZUOYONGYEZHONGJIANGHUISHIXIAO。

No.2国产品牌抢位5G保值率有待提升

7、8、9SANGEYUE,GUOCHANSHOUJICHANGSHANGFABUHUIGEWAIMIJI。CONGQ3“ZHUANZHUANSHOUJIXINGQING”XIANSHI,GUOCHANPINPAI7、8YUEZHUYAOZHELIYUFABUZHONGDIDUANJI,RUXIAOMIXUANZEZAI7YUESHANGSHI1799YUANQIDEXIAOMICC9,8YUEFABULE999YUANDERedmi Note 8XILIE;DAOLE9YUE,GUOCHANPINPAIFENFENKANZHUN5GSHOUJISHICHANG。CHULEBEISHOUGUANZHUDEHUAWEIMate 30 5GBANZHIWAI,vivoYEFABUDE4998YUANQIBUDENEX 3 5G,XIAOMIYIKOUQIFABULEXIAOMI9Pro 5GBANHEXIAOMIMIX AlphaLIANGKUANSHOUJI。

CIQIAN,ZHUANZHUANFENXISHICONGPINGTAISHUJUFENXIRENWEI“5GSHOUJIDEHUANJICHAOBUHUIGUOZAODAOLAI”,JINTIANZHEIGEYUCEDEDAOYANZHENG。YUNYINGSHANGDE5GBUWANGGANGGANGKAISHI,WANGLUOFUGAIHAIHENCHA,SANDAYUNYINGSHANGZAISANJIDUXUANBUTUICHI5GTAOCANDAO10YUEFABU。YEZHENGYINCI,YONGHUDUI5GSHOUJIGUANZHUDUGAO,DANCHUSHOUHUANMAN。SUIRANYIDAPI5GSHOUJIFABU,BINGMEINENGWEISHOUJISHICHANGZHURUHUOLI,ZHENGTIXINJISHICHANGYIJIUPIRUAN。GENJUZHONGGUOXINTONGYUANSHUJUXIANSHI,8YUEGUONEISHOUJISHICHANGZONGTICHUHUOLIANGDADAO3087.5WANBU,TONGBIXIAJIANG5.3%。GEFANGGUANDIANDOURENWEI,ZHISHAODAOMINGNIANSHANGBANNIAN,SHOUJIHAIJIANGSHICUNLIANGSHICHANGDEJINGZHENG,HUANJIGAOCHAOYOUKENENGCONGMINGNIANXIABANNIANZHENZHENGKAIQI。

ZUOWEIXINXIANSHIWU,NANMIANHUIJIAGEGAOANG,BINGQIESHOULINGPEIJIANXIANZHI,YOUXIEYOUJIXINGGONGJILIANGSHAO。ZHEIYEDAOZHIBUSHAOYONGHUXUANZEZAIERSHOUPINGTAISHANGCHANGXIAN。Q3“ZHUANZHUANSHOUJIXINGQING”JIUXIANSHI,ZAIERSHOUSHOUJISHICHANGSHANG,HUAWEIMate 20 X、vivo iQOO Pro、ZHONGXINGTIANJIAxon 10 Pro、vivo NEX 3 5GDENGJIXINGDOUSHOUDAOLEJIAOGAODEGUANZHUDU,vivo IQOO Pro 5G、SANXINGNote10+ 5G、vivo NEX 3 5GBANCHENGWEI5GSHOUJIJIAOYIPAIMINGTOP3JIXING。CONGZHEIGESHUJUKEYIKANDAO,CHANGSHANGQIANGFA5GSHOUJI,DUODUOSHAOSHAODUIPINPAIHAISHIYOULADONGZUOYONG,ZAIYONGHUXINZHONGZHANDE5GYIXI。TONGSHI,ZAIZHUDUOFABU5GDECHANGSHANGZHONG,XIAOMIDE5GCHANPINYINWEIFABUJIAOWAN,ZAISHICHANGSHANGHAIMEIYOUYINQITAIDADEGUANZHU。

超级大满贯ZAIYILUNXINJIDEMIJIFABUZHIHOU,GEDAPINPAIDECIXINJIHEERSHOUSHICHANGDEXIAOLIANGYEBIANDEHUOYUE。DANYUPINGGUOBUFENERSHOUSHOUJIJIAGESHANGZHANGDEQINGKUANGBUTONG,GUOCHANJIWULUNSHICIXINJIHAISHIERSHOUSHOUJI,DOUCHUXIANJIAGEXIAJIANGDEPUBIANQUSHI(RUXIATU)。BIRU,Q3“ZHUANZHUANSHOUJIXINGQING”JIUXIANSHI,KOUBEIFEICHANGHAODEHUAWEIP20XINJIJIAGEWEI2599YUAN,DANZAIZHUANZHUANSHANG,ERSHOUJIAGEJINWEI1880YUAN,JIANGFUDADAO28%。

CONGXIATUZHONGKEYIKANDAO,ZHIYOULIANGGEJIXINGDEJIAGECHUXIANSHANGZHANG,YISHIXIAOMI9ERSHOUSHOUJI,YISHIvivo iQOOERSHOUSHOUJI,QITADOUMINGXIANXIAHUA。CONGBAOZHILVLAIKAN,HUAWEIMateXILIE、XIAOMISHUZIXILIEBIJIAOHAO。

ZAIERSHOUSHOUJISHICHANG,YONGHUPUBIANZHUIQIUXINGJIABI。CONGQ3“ZHUANZHUANSHOUJIXINGQING”ZHONGFAXIAN,ERSHOUDEXIAOMISHOUJICHENGWEIGUOCHANSHOUJIJIAOYILIANGDIYI,QIZHONGXIAOMI8GENGSHICHENGWEIRESOUTOP10JIXING。CONGZHENGTIKAN,ERSHOUSHOUJISHICHANGRENGSHIZHONGGAODUANJIXINGDETIANXIA。ZHUANZHUANPINGTAIJIAOYILIANGJIAOGAODEGUOCHANZHULIJIXING,YEDOUSHIJINLIANGNIANFABUDEGUOCHANQIJIANJIXING,RUXIAOMI8、vivo X21、RONGYAO10HEOPPO R9DENG。

超级大满贯DUICI,ZHUANZHUANYOUPINYANJIUYUANFENXISHIRENWEI,GAODUANJIXINGBUJINCANYUJIAZHIGAO,ZAIQUCHUYIJIAHOUGENGJUXINGJIABI,YINCICIXINKUANDEERSHOUGUOCHANJIXINGPUBIANSHOUDAOHUANYING。BUGUO,ZHUANZHUANFENXISHIYEZHICHU,GUOCHANPINPAISUIRANZHONGFANGAODUANSHICHANG,DUISHOUJISHICHANGDEGAISHANLIDUQUEBINGBUMINGXIAN。CONGSHOUJIXIAOFEIKAN,GAOXINGNENGBINGBUSHIXIAOFEIZHEDEWEIYIZHUIQIU,GENGDUODEZHONGGUOXIAOFEIZHEYIRANDUIJIAGEMINGAN,ZAIXUANGOUSHOUJISHIRENGRANZHUZHONGXINGJIABI,YINCIJIJUJIAGEYOUSHIDEERSHOUGAODUANSHOUJIJIUCHENGWEIXINDEXUANZE。

ZAIZHEILI,DONGDONGXIANGBUCHONGYIGEGUANDIAN:CANZHI(BAOZHILV)SHICHANGSHANGYINGGAIGEWAIGUANZHUDEYIGESHUJU。WOMENZHIDAO,YONGHUZAIXUANGOUXINPINDESHIHOU,WANGWANGDOUHUIKAOLVZHEIGECHANPINDEBAOZHICHENGDU。PINGGUOZHISUOYIZHANGSHIJIANCHANGXIAO,HENZHONGYAODEYUANYINZHIYIJIUSHICHANPINBAOZHI,ERSHOUSHOUJINENGMAICHUYIGEXIANGDUIHELIDEJIAGE。TONGSHI,BAOZHILVYEKEYIJIANJIEZHENGMINGYIGEPINPAIHECHANPINPINZHI,TOUGUOCANZHI,KEYIDONGCHAYIGEPINPAIDEJIAZHI。

从这一点上看,国产手机与苹果还有一定差距。近两年苹果出现下滑,品牌调性失去了创新色彩,而国产手机在拍照、AI、视频、快充等技术创新方面不断突破,从口碑到品牌认知都不断提升。其实一些国产手机在性能上可以说已经全面超越苹果,但在品牌认知上还需要一个沉淀、积累的过程。这也需要国产品牌长期、持续努力。

超级大满贯QISHI,PINPAIDEJIANLI,WANGWANGZHIHOUYUJISHUNENGLI。SUOYITONGYANGZHIDEPINGGUOJINGTIDESHI,SUIRANXIANZAIPINPAIYINGXIANGLIHAIZAI,DANSHIYONGHUYIJINGKAISHISHIQUXINXINHENAIXIN。RUGUOPINGGUOBUNENGNACHUXIECHENGYILAI,PINPAIRENZHIJIANGJINYIBUXIAHUA。PINGGUO,WEILAIDEBIANSHU,YEJIANGSHIXINGYEZUIDADEBIANSHUZHIYI。

【结束语】

TONGGUOERSHOUSHOUJIJIAOYIREDUYIJISHOUJICANZHI,KEYIKANDAOYIGEPINPAIJIAZHIDEBIANHUA,ZHEIYESHI5GQIANYEYIGEGUANJIANZHIBIAO。TONGGUOERSHOUSHICHANGDEJIAGEZOUSHI、XUQIUREDU,KEYIFANGUANQIPINPAIJIAZHI,YIJIZAI5GKAIQISHIDEJINGZHENGWEISHI,DUISHICHANGJINGZHENGZUOCHUGENGJINGZHUNDEYUPAN。



SAOYISAO,ZUIXINZUIREJIADIANXINGYEDONGTAI,QUANWEISHUJU、ZHUANJIAGUANDIAN、XINWENREPINGJINZAIZHANGWO。WEIXINSOUSUO“SHANGHAIJIADIANWANG”/“shjiadian”JIKEGUANZHU,QIDAININDEDIANZANHUOPAIZHUAN!

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