S10系列让三星在华市场份额回到1%,友商要注意,因为还有A60

在2016年经历了Note7变“Boom7”之后,三星智能手机在中国国内的市场份额急剧下滑,一路从2016年的4.9%,持续跌跌不休的态势,降至2017年的2.1%、2018年惨不忍睹的0.8%。安卓机皇的美名在安全面前几成空谈,大众对Boom7的担忧以及事实意义上的出行不便(航空公司禁止Note7登机),让越来越多用户转向了其他智能手机设备。

即便在Note7之后,三星迅速推出Note8试图挽回岌岌可危的口碑。但是更新的智能手机仍旧被视若无睹,购机者需要承受的不止是舆论的压力。人们精心炮制着三星手机在中国的衰亡溃败史,这个市场似乎注定要让在全球市场独占鳌头的三星折戟沉沙。但现在,三星凭借S10系列又开始在中国市场上重新找回了一丝丝存在感。

根据市场调研机构Strategy Analytics的数据,在2019年第一季度,三星手机在华出货量达到100万部,市场占有率为1.1%。或许只有对比此前提供的数据才能发现三星在中国市场迎来反弹的意义。

不得不指出的是,同样是在Strategy Analytics的报告中,2019年Q1季度全球智能手机出货量同比2018年Q1季度下降了4%。在中国市场,同比2018年Q1季度,2019年Q1季度智能手机出货量下降了6%。也就是说,在智能手机整体销量呈现下滑态势的时候,虽然三星在全球市场也以7180万台的销量呈现下滑态势,但是在中国市场的却迎来了一丝增长。当然,这个增长可能是微不足道的。

在中国市场,2019年Q1季度,华为、vivo、OPPO稳占前三,紧接着是小米跟苹果。三星需要面对的是比它所占市场份额多得多的对手(或者说友商,毕竟三星的市场份额只1%,而其他几家中国智能手机厂商(抛开苹果)的市场份额已经高达85.1%)。但是这似乎并未影响它的发声:凭借S10系列的良好反响,三星在中国市场有所回暖。

凭借S10系列出色的表现,三星多少在旗舰机市场挽回了颜面,部分消费者在三星发布S10系列手机后毅然决然地选择了等待发售。似乎市场面对三星的态度正在发生着变化。但是对于整个智能手机市场而言,决定市场份额的并非是指向口碑的价格高昂的旗舰机的销量,更多的反倒是走量的中低端机型的销量,它们才会最终决定手机厂商的市场份额。

对于三星来说,最可能也最盼望出现的情形是凭借三星S10系列获取用户的口碑,带来一定的销量,在旗舰机型上重新在中国市场找回其应有的地位;而在中低端市场,则同样要有所凭借,并以此进一步扩大战果,扩大三星在这个失败的战场上的市场份额。事实上,三星已经在如此做了。

在4月份,三星在国内市场一口气发布了定位中低端的Galaxy A60/A70/A80等多款新机。其中,又以售价1499元的三星A60元气版尤为突出。这款设备亮点颇多,6.3英寸挖孔屏、三星首款屏幕振动发声技术智能手机、骁龙675、3500mAh电池、15W快充、One UI系统、后置三摄(3200万像素主摄、500万像素虚化摄像头、800万像素超广角摄像头)、屏内1600万像素、全功能NFC,更为关键的可能是它的价格,6GB+64GB版本售价仅为1499元。

对于熟悉三星的用户来说,这在以往几乎无法想象。几乎可以毫不夸张地说,预算在这个价位的购机用户,可能做出的选择是什么十分明显。目前我们看到的2019年Q1季度统计出来的数据是1%,但在4月份的新机发布后,很可能会看到另外一个增长的结果。

改变策略的三星或许不单单正在从Boom7的阴霾中走出,还在因此走向更多的消费者。但是面对国内智能手机市场份额被头部手机厂商把控的局面,三星是否有能力撬动?或许这是三星至少要走到恢复Boom7前市场份额之后的故事了。在这之前,三星或许还需要回答一个问题,依靠产品力的爆棚是否能够让三星走出目前重重困难的局面呢?毕竟,在过去两年中,赚不到钱的三星渠道商们还剩多少呢?

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