关键字：智能手机
Canalys指出，低于200美元的入门级智能手机是推动这一增长的主要动力。2012年，中国入门级智能手机占市场的份额为25%，预计2015年时将增长至40%。在中国的智能手机市场，尤其是在低端市场，本土品牌的比重将日益增加。而近日纷纷高调挤入智能手机市场的品牌互联网公司，如阿里巴巴和百度，也期望在低端市场中分得一杯羹。
“价格降得很快”，Canalys中国研究中心负责人Nicole Peng指出，“新的低成本机型，如联想A65，仅以约700元人民币（110美元）的价格进入市场。而在去年第四季度时，同等规格的机型售价为1000元人民币（158美元）左右。”
中国的移动运营商公开招标的智能手机硬件最低规格上升，也是造成价格进一步下降的主因之一。比如，2012年初开始，中国联通对其1000元智能手机的硬件要求是至少4英寸显示屏、1GHz的处理器；而在2011年第三季度，其要求仅为3.5英寸显示屏、600MHz处理器
“越来越多的本土品牌进入智能手机领域，成为与国际品牌相抗衡的一股生力军。” Peng补充道，“现有的手机制造商，比如酷派、金立和天语，优势在于运营商关系和渠道。而新入者如小米和青橙，也迅速在年轻市场建立了自己的声誉。”
中国本土互联网公司也希望能在移动领域获得增长。除了百度和阿里巴巴，还有其它互联网公司也于近日宣布进入智能手机市场，或与国内手机品牌联合推出智能手机。这些互联网公司包括奇虎360（杀毒软件龙头之一），网易（互联网门户龙头之一）以及盛大（领先的在线游戏运营商）。
“这些互联网公司还处于尝试与各个硬件厂商及渠道合作，对商业模式进行摸索的阶段。” Canalys亚太地区及移动领域的执行董事Rachel Lashford表示，“但是，这些大公司的加入也进一步加大了价格压力，尤其是在入门级智能手机市场，因为他们普遍利用广告和服务收入来补贴智能手机的价格。网商也将变得更加重要，因为这些互联网公司都希望能凭借无与伦比的网络营销能力促进其智能手机的出货。”
Canalys预计，国际品牌将维持在高端市场的强势。“如三星，苹果和HTC等品牌有望保持其在售价高于2500人民币（400美元）的高端智能手机市场的主导地位。” Peng指出，“到2016年，这部分高端市场仍能占据整体智能手机市值的三分之二。领先的本土一线品牌，如华为、中兴等，发布了一系列高端旗舰级机型，以期能在入门级市场以外的领域获得建树。不过，这需要投入极大的资本用于营销和品牌塑造，而想获得显著的回报需要经历很长的一段时间。想分食高端市场这块蛋糕，产品创新是本土品牌最佳的选择。遗憾的是，目前我们还没看到这方面的努力。”
Local brands, low prices to drive China smart phone growth
- By 2015, more than 40% of smart phones in China will be priced below US$200
Shanghai, Palo Alto, Singapore and Reading – Tuesday, 19 June 2012
According to the latest forecasts published by analyst firm Canalys, China will account for more than a third of the global increase in smart phone shipment volumes in 2012 (over 2011). The country is already the largest smart phone market in the world. Canalys points to entry-level devices driving this growth and expects sub-US$200 models to represent more than 40% of the market by 2015, up from just over 25% this year. Local brands are playing an increasingly important role, particularly at the lower price points. The recent entry into the smart phone market of leading Internet companies, such as Alibaba and Baidu, is also expected to increase competition at the low end.
‘Price erosion is accelerating,’ said Shanghai-based Nicole Peng, Canalys Research Director for China. ‘New low-cost models, such as the Lenovo A65, have come to market at around RMB700 (US$110). In Q4 last year, devices with a similar specification were priced around RMB1,000 (US$158).’
Chinese mobile operators publicly outlined new minimum hardware specifications for smart phone procurement, these are one of the key reasons behind prices being driven down further. For example, from early 2012, China Unicom required its RMB1,000 smart phones to have at least a 4-inch display and 1GHz processor. This is up from a 3.5-inch display and 600MHz processor in Q3 2011.
‘We are also seeing more local brands enter the smart phone arena and they represent a growing force for competition against international vendors,’ Peng added. ‘Established mobile phone makers, such as Yulong, Gionee and K-Touch, have the advantages of strong operator relationships and channels. In addition, emerging vendors, like Xiaomi and Green Orange, are building a reputation quickly in the youth market.’
Local Internet companies in China are also attempting to gain more prominence in the mobile space. In addition to Baidu and Alibaba, several others have recently announced or launched smart phones by partnering with domestic handset brands. These include Qihoo 360 (one of the largest security software vendors), NetEase (one of the largest Internet portals) and Shanda Interactive (a leading online games operator).
‘Comparisons to Google may be somewhat premature, as these Internet companies are still at the stage of experimenting with different business models, working with various hardware vendors and channels,’ said Rachel Lashford, Canalys Managing Director for APAC and Mobile. ‘But the involvement of these big players in China will further increase pricing pressure, particularly at the entry level, as they use advertising and service revenues to subsidize smart phones. Online retailers will also become more important as these Internet players seek to leverage their strong online marketing capabilities to promote their devices.’
Canalys expects international vendors to remain strong at the high end of the market though. ‘Vendors such as Samsung, Apple and HTC should continue to dominate in the space above RMB2,500 (US$400),’ said Peng. ‘This segment will still account for almost two-thirds of shipment value in 2016. Leading local tier-one brands, such as Huawei and ZTE, are diversifying beyond the entry level by launching a number of high-profile, flagship smart phones, but it will require significant marketing and brand investment to deliver a significant return and this will take a long time. Product innovation is the best route for local brands seeking to increase share in higher-value segments, and we are yet to see the radical moves needed here.’