二三線品牌遭遇生死危機：該如何應對？
Date: 2018-04-26
News Type:
根據Counterpoint的調研，2017年Q3華為手機單台利潤為15美元，OPPO、VIVO分別為14美元和13美元，小米手機利潤向來都很低，三季度單台僅為2美元；平均來看，大陸品牌手機的平均利潤約6－7美元／台，同比增長了約12％－15％。受供應鏈吃緊、物料上漲、渠道變窄等現實問題的影響，2018年智能手機整體價格的上漲趨勢將持續。
雖然大陸廠商的利潤仍然不高，但是比起以往蘋果、三星動輒佔據行業超過100％的利潤來說，今年三季度取得的成績已是非常亮眼。 Counterpoint數據顯示，大陸三駕馬車華為、OPPO和VIVO總共拿下了行業12％的利潤，其中華為佔4.9％，OPPO佔4％，VIVO佔3.1％。此外，大陸廠商利潤總和單季度首次超過了15億美元，這也是一個歷史性的突破。
對於二三線品牌來說確實是生死存亡的關頭，廠商們或許可以通過變通求生存，比如尋找遊戲手機等更加細分的市場，比如小米將於4月13日下午在北京正式發布的黑鯊手機針對的就是遊戲手機這個細分市場，還有努比亞也預計將在本月發布紅魔遊戲手機。
另外，AI、5G等新技術的發展進程，或許會成為各大手機廠商改變命運的轉折點。手機廠商的生命週期和是否能快速擁抱技術變革息息相關無疑將會是下一場技術變革的主題。 （新聞來源：光電與顯示）
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