分析師：蘋果和三星高端手機(jī)將在中國市場遭受擠壓
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????本周二，瑞銀集團(tuán)（UBS）的史蒂夫?米盧諾維奇在致客戶的報告中寫道：“昨晚的兩個事件表明，在中國的高端市場上，智能手機(jī)定價可能將承受一定的壓力。” ????原文引用如下： ????? 首先，三星（Samsung）事先公布的結(jié)果顯示，它在中國的市場份額縮水，從而導(dǎo)致更多中低端設(shè)備的平均售價出現(xiàn)了兩位數(shù)的下滑以及更為激進(jìn)的定價。 ????? 其次，據(jù)彭博社（Bloomberg）報道，中國國務(wù)院國有資產(chǎn)監(jiān)督管理委員會（國資委）可能要求電信公司削減銷售和營銷成本約20％，即400億人民幣（約合64億美元），而其中很可能三分之一以上是用于補(bǔ)貼手機(jī)產(chǎn)品。 ????瑞銀駐香港員工尼古拉斯?高鐸伊斯表示，三星正在通過降價向中國本土的Android智能手機(jī)廠商施壓，以期奪回部分丟失的市場份額。高鐸伊斯擔(dān)心，三星15-20％的份額可能不足以推動市場。 ????同時，中國電信運營商補(bǔ)貼削減33％可能將導(dǎo)致整個高端市場的銷售放緩。高端市場是三星在中國的收入來源之一，更是蘋果（Apple）在中國的唯一收入來源。 ????瑞銀預(yù)計，高端手機(jī)（含稅價超過500美元）市場在中國智能手機(jī)銷售總額中占比約20％。2013年，蘋果公司在中國高端手機(jī)市場上的份額為33％。 ????米盧諾維奇寫道：“對蘋果而言，好消息是，市場對iPhone 6的需求可能很旺盛。因此，它市場份額的增長有望抵消整個市場增長放緩的影響。”（財富中文網(wǎng)） ????譯者：項航 |
????“Two events overnight suggest that smartphone pricing in China’s high-end market could come under some pressure,” writes UBS’ Steve Milunovich in a note to clients Tuesday. ????I quote: ????? First, Samsung’s pre-announced results indicate share loss in China, contributing to a sequential double-digit ASP [average selling price] decline on more mid/low end devices and aggressive pricing. ????? Second, as reported by Bloomberg … China’s State-owned Assets Supervision and Administration Council (SASAC) may be ordering telcos to reduce their sales and marketing costs by 40 billion Yuan [$6.4 billion] or about 20%, out of which handset subsidies likely amount to more than one-third. ????. ????Nicolas Gaudois, UBS’ man in Hong Kong, says Samsung is cutting prices to put the squeeze on China’s homegrown Android smartphone makers, hoping to win back some of that share loss. He’s concerned that Samsung’s 15-20% share may not be big enough to drive the market. ????Meanwhile, a 33% cut in Chinese carrier subsidies would slow sales across the high end market, which is where Samsung does some of its Chinese business and where Apple does all of its. ????UBS estimates the high-end (+$500 w/VAT ) represents roughly 20% of Chinese smartphone sales, of which Apple had a 33% share in 2013. ????“The good news for Apple,” writes Milunovich, “is that demand for the iPhone 6 should likely be stellar, offsetting slow market growth with share gains.” |
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