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华为余承东:P10销量要破1000万 赶超苹果

2017-3-27 10:58| 投稿: lofor |来自: 互联网

摘要: 要知道,华为的P10Plus的高配置版本在5000元以上,而在三年前,华为手机的ASP(平均销售单价)仅为176美元。以至于出现这样的调侃:以前是没钱的人买华为手机,现在是没有钱买华为手机了。出于研发的积累以及市场的准 ...

要知道,华为的P10Plus的高配置版本在5000元以上,而在三年前,华为手机的ASP(平均销售单价)仅为176美元。以至于出现这样的调侃:以前是没钱的人买华为手机,现在是没有钱买华为手机了。

出于研发的积累以及市场的准确判断,华为在手机领域取得的成绩有目共睹,但把价格卖到5000元以上,市场真的准备好了吗?也许,无论对于国产手机还是市场而言,这都不是一个肯定的答案。

首先目前智能手机的红利天花板日渐显现,特别是中国市场的竞争尤为激烈。

在赛诺今年1月份的整体市场报告中,华为手机品牌(除电商荣耀)销量和销售额呈现双跌态势。1月份华为销量为472万台,微跌0.4%,销售额为108.9亿元,跌幅为1.5%。两个榜单的市场排名仅为第四。

当然,加上荣耀的数据,华为仍然是榜单中的第一名,但也许分开看更能体现华为在中高端市场的实力,毕竟,荣耀在过去一直是华为内部主打中低端市场的分支。

其次,在与消费者情感的沟通上,华为显然与其他厂商风格不太相同,工程师的思维在市场上的碰壁也让华为终端部门看到了差距。于是,可以看到,这几年请国际范儿的代言人以及强调设计感都是华为力求出新的地方,但问题在于罗马不是一日建成的,消费者特别是高端消费人群对于产品力和品牌力的要求也许会更高。华为除了向苹果、三星发出赶超口号外,也许,也需要学习其他国内手机厂商的市场沟通能力。

一个典型的案例是,有多少人知道华为的P系列当中有一项牛的技术“指关节截屏”,身边一个用了华为产品一年的人都不知道如何使用此项技术。传播力与硬件能力的不匹配也是华为在高端市场的挡板。

但说到赶超苹果、三星,华为是认真的。余承东甚至不怕任老板的“罚款”,发布会现场不但在屏幕、电池、通信等功能上拿P10与iPhone7做直接对比,并表示多项指标都“甩苹果、三星几条街”。

这种“吹牛”在过去的中低端市场也许是有用的,因为国产手机在技术上的进步非常快,性价比高于国外品牌,而中国手机供应链的成长也支撑了国产机在3000元市场的爆发。但在价格线超越5000元时,也许消费者就会对比得更多,提出更多的要求。毕竟,怀旧和民族情结支撑不了高端市场的爆发,产品牛才是真的牛。

反观国产品牌与苹果的差距,也许最大的仍然是闭环生态的差距。苹果的iOS是苹果手机的一道高墙,并且苹果一直在加强其生态的能力,而这一能力也在为苹果带来可观的收入。这一点,华为也许在追赶,据了解,2016年华为应用市场累计用户数已达6亿,应用下载量达450亿,同比增长157%。但开发者数量仅为24万,差距仍在。

但也有人说这是安卓手机的通病,但认真想想看,一味将机器运行慢归结于安卓的问题,作为力求做到全球第一的品牌,这其实不应该成为一个问题。

5000元市场其实是手机市场的深水区,也是与国际品牌正面较量的战场,华为敢于向三星和苹果叫板,我们应该为这样的企业点赞,但对于国产手机,包括华为而言,这将是一步险棋,也是一场硬仗,需要做好长跑的准备。三两年,也许真的不够。

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