wen｜jinrongwaican  

suizhechanpingongnengdechuangxin，kechuandaishebeibuzaibeijiandandishiweishoujideyanshen，ershibeidangchengyizhongdulide、juyoudutegongnengheyoushidechanpin，shoudaoleyuelaiyueduorendeqinglai。

yifangmian，jishudejinbushidekechuandaishebeizaigongneng、xingnengheshiyongtiyanshangdedaoxianzhutisheng，xiyingengduoxiaofeizhedeguanzhuhegoumai。lingyifangmian，kechuandaishebeichangshangbuduanchuangxinchanpin、youhuayonghutiyanyijijiaqiangshichangtuiguanglidu，shidekechuandaishebeishentoulvbuduantigao。

pingguo、xiaomi、huaweidengzhongduanjutouyishidaokechuandaishebeishichangyoujudadefazhanqianli，jiangqishiweiyigezhongyaodechanpinpinlei，baochiwendingyouxudikaifadiedaijiezou。

canalysyanbaozhichu，2024niandiyijidu，quanqiukechuandaiwandaishebeidechuhuoliangda4120wantai，chuhuoliangyuquniantongqijibenchiping。changshangfangmian，2024niandiyijidu，pingguochixuliangweishudexiahua，danyijiuyi18%defenewenzuodiyi；xiaomitongbizengzhang38%，yi15%defeneweiliedier；huaweitongbizengzhang46%，yi13%deshichangfeneweiliedisan。

kechuandaiwandaishebeizhengtichuhuoliangtongbibuzengyebujian，yiweizheshichangburu“cunliangjingzheng”jieduan。ershichangjingzhengjilie，pingguo、xiaomi、huaweidengzhongduanjutouyezaijijixunzhaoxindezengzhangdian。

苹果“吃老底”，欲拓产品线

tidaopingguodekechuandaichanpin，budebushuopingguoshoubiao（apple watch）。guoqujinian，pingguoshoubiaopingjieqichusedexingnengheyonghutiyanyizhizaishichangshangzhanjuzhudaodiwei，babangzhinengshoubiaoshichangduonian。

genjushichangdiaochajigou watch faces shuju，pingguo apple watch zai 2022 niandenianxiaoliangdadao 5390 wankuai，shoucitupo 5000 wandaguan。zi 2015 nianfabuyilai，apple watch dezongxiaoliangyidadao 2.293 yikuai。shizhijinri，apple watchshichangfeneyijiukeguan。

pingguokechuandaishebeipingjieqiqiangdadechanpinli、pinpaiyingxiangliheyonghuzhongchengdu，baochileqiangjingdexiaoshoushitou。

yilai，pingguoshoubiaocaiyongjingzhideshejihegaopinzhidecailiao，tigongfengfuerqiangdadegongneng，wenzuogaoduanlongtoubaozuo；erlai；pingguoshoubiaoshipingguoshengtaixitongzhongdeyibufen，yuqitapingguoshebei（ruiphone、ipad、mac）jinmizhenghe，shidepingguoshoubiaohuodegengbianjieheyitihuadeshiyongtiyan；sanlai，pingguozuoweiquanqiuzhimingdekejipinpai，juyouqiangdadepinpaiyingxiangliheyonghuzhongchengdu。

buguo，suizhegedakejigongsiruxiaomi、sanxing、huaweideng，buduantuichuchuangxinchanpinqiangzhanshichangfene，kechuandaishichanghuanjingfashengxianzhubianhua。congpingguodeshujulaikan，kechuandaiwandaishebei（zhuyaoshizhinengshoubiaohezhinengshouhuan）zaijinnianyijidudequanqiushichangfenexiajiangle12%，zailameidiqu，pingguozhinengshoubiaodeshichangfeneshenzhixiajiangleyue40%。

pingguokechuandaiwandaishebeizhengtixiaoliangbushengfanjiang，mouzhongchengdushangsuanshizaiyilaiyiyoudeshichangyoushi，sucheng“chilaodi”。weilegaibiandangqianxianzhuang，pingguoyushengjiapple watch，tongshixinzenggengduokechuandaishebeichanpin，zengjiakechuandaichanpinpinlei。

julejie，pingguozhengjijitansuoweilaikechuandaishebeidegezhongkeneng，2024niandejihuabaokuo：tuichushoukuanhunhexianshi（mr）touxianvision pro；duiapple watchjinxingquanmianshengji，zengjiaxindejiankanggongneng，baokuoxueyaceliangheshuimianhuxizantingjiance；yanfazhinengyanjingyijizhinengjiezhidengdeng。

duiyupingguolaishuo，suizheshichangdechengshu，xiaofeizheduikechuandaishebeideqiwangbuduantisheng，xuqiubuduanzengzhang。zheishituichuduoyanghuaqiegongnenggengqiangdadekechuandaichanpin，youwangniuzhuanchuandaishebeiyewuxiaoshouexiahuayijitingzhibuqiandefazhanqushi。

zheiyeyiweizhe，pingguoxuyaozaijishuchuangxin、chanpinyijishengtaixitongjianshefangmianchixufali，yiqiweiyonghutigonggengyouzhidechanpinhefuwutiyan，congerzaijingzhengjiliedeshichangzhongbaochijingzhengyoushi。

华为“忙复苏”，强化高端形象

2023nianshihuaweizhongduanyewude“fusuyuannian”，zhinengshoujiyewuhuichun，kechuandaiyewuyequdelezhangzudefazhan。

huaweifangmiangongbudeshujuxianshi，jiezhi2023niandi，huaweizhinengchuandaichanpinquanqiuleijichuhuoliangyichao1.5yi，lianxu5nianwenjuzhongguozhinengshoubiaoshichangdiyi。lingjushichangyanjiujigougfkshujuqunian10yuebaogaoxianshi，2023nianzhongguozhinengshoubiao5000+jiaweichaogaoduanshichangxiaoliangfenezhong，huaweicongnianchude0%zengzhangzhi30%。

huaweizhinengkechuandaishebeishichangfenezhunianzengzhang，bingzaigaoduanshichangqudexianzhuchengjiu，zhengmingleqigaoduanhuacelveyijingzouxiao。

shouxian，huaweishoujiyewudefusuduikechuandaishebeiyewu，chanshenglejijiyingxiang。yonghuzaigoumaihuaweishoujishi，qingxiangyugoumaitongpinpaidekechuandaishebei，huaweishoujiyewuhuinuan，zhijiedaidonglekechuandaishebeidechuhuoliang。

zaiyingjianfangmian，huaweizaizhinengshoujilingyuyongyoufengfudejingyanhejishushili，jiangzheixieyingjianyoushiyanshendaokechuandaishebeishichang，baozhengqigaoduanchanpinpinzhi；zaishengtaifangmian，huaweihongmengcaozuoxitongbujinyingyongyuzhinengshoujiyefugailekechuandaishebeichanpin，zheixiechanpinkeyishujutongbuhegongxiang，nenggouhuxiangzhichiheqianghua。

qici，huaweizaizhinengchuandaishebeilingyudechanpinxianfeichangfengfu，duoyuanhuadechanpinxiannenggoumanzubutongxiaofeizhedexuqiu，kuodaleshichangfugaimian。

yizuijudaibiaoxingdehuaweizhinengshoubiaoweili，huaweizhinengshoubiaozhuyaofenweisigexilie：fitxilie、dxilie、gtxiliehewatchxilie，butongxiliegeyoutese。zhideyitideshi，huaweizai2024niandierjidujixuzengjiachanpinjiazuchengyuan，quanqiufabulebaokuowatch fit 3hewatch 4 protaikongtansuobanzaineideduokuanchuandaixinpin。

zaiyou，huaweijuyouqiangdadepinpaiyingxiangli，yituohuawei“guohuozhiguang”depinpailiyijiyouzhidechanpinhefuwu，zaizhongguogaoduankechuandaishebeishichangchenggongzhanjuleyixizhidi。

huaweikechuandaishebeibujinzaiguoneishichangbiaoxianchuse，zaiguojishichangyequdeleyidingdechengji。tongguozaiouzhou、dongnanya、lameidengdiqudeshichangbuju，huaweikechuandaishebeizhujianyingdelequanqiuxiaofeizhederenke，zheizhongguojihuabujujinyibutishenglepinpaidequanqiuyingxiangli。

weilai，huaweijiangjiyuduijishudetouruheduishichangdeshenrulijie，jixuyichaogaoduandepinpaixingxiangchixugongzhanquanqiuxiaofeizhedexinzhi。

小米“再扩容”，猛攻海外市场

congyijiduquanqiukechuandaiwandaishebeishichangzhanbilaikan，pingguoyi18%defenewenzuotoubajiaoyi，xiaomiyi15%deshichangfenejinsuiqihou。liangzhedechajuyuelaiyuexiao，xiaomideshichangfenedezengzhangshitoubukeweibuqiangjing，fanyingzaicaibaozhishang，xiaomiiotyewuchengxianzengzhangtaishi。

xiaomijituancaibaoshujuxianshi，iotyewushouru204yiyuan，tongbizengzhang21%，zhuyaoyoupingban、zhinengdajiadianhekechuandaichanpinladong，qiegongsizhudongdiaozhengchanpinjiegou、jujiaogaomaolilvchanpin，iotyewumaolilvdadao19.9%，tongbitisheng4.2gebaifendian，chaochuyuqi。

jiehedangqianxingqinglaikan，xiaomikechuandaishebeiyejishangzhangqushihuojiangchixu，zheideyiyuxiaomizaijishuchuangxin、kuodachanpinzuhe、haiwaishichangtuozhandengduofangmiandezonghenuli。

yifangmian，xiaomichanpinzaiduoyuanhua、gaoxingjiabidengfangmianxiazugongfu，yijingzaizhongdiduanshichangshulilejishulingxiandexingxiang。

zaijiagefangmian，xiaomitongguoyouhuagongyinglianguanlihedaguimoshengchanjiangdichengben，shideqinenggouzaibaozhengchanpinzhiliangdeqiantixia，tigonggengjujingzhenglidejiage，zheizhongchengbenkongzhicelveshidexiaomizaijiagemingandeshichangzhongzhanjuleyoushidiwei。

zaichanpinfangmian，xiaomitongguochuangxinxinlvjiance、shuimianzhuizong、huodongjiludenghexingongneng，yijikuozhanzhinengshengtaixitong，shidekechuandaishebeiyuqitaxiaomichanpinxingchenggengjinmidehulianhutong，tishengchanpindegongnengxingheshiyongtiyan。ciwai，xiaomizaishoubiao、shouhuandenggezhongchanpinbujujiaoduo，congdiduanderedmi watchxiliedaozhonggaoduandexiaomishoubiaoxilie，nangkuoleduogejiaweiduandexiaofeiqunti。

lingyifangmian，xiaomijiasuquanqiuhuabuju，tongguobendihuayunyingheyingxiao，jijituozhanhaiwaishichang，kuaisuzhanlingquanqiushichangfene。

quanqiushujudiaoyangongsicanalys“2023 niandisanjiduquanqiukechuandaiwandaishebei”baogaoxianshi，xiaomizaifeizhoushichangfenedadao24%，tongbizengzhang202%；ladingmeizhoushichangfene20%，tongbizengzhang98%；zaimoxigeshichangfene28%，tongbizengzhang197%。

zongzhi，gaoxingjiabidechanpin、youxiaodehaiwaikuozhangcelveyijipinpaiyingxiangli，zheixiezongheyinsubujingonggulexiaomizaiquanqiukechuandaishebeishichangdelingxiandiwei，yeweiqiweilaidechixuzengzhangtigonglejianshidejichu。

AI趋势下，两个关键词：技术创新、产品差异化

renhechanyedefazhandouhuijingliyigecongkuaisuzengzhangdaozhujianwendingdeguocheng，kechuandaiwandaishebeishichangyebuliwai。

muqian，quanqiukechuandaiwandaishebeishichangzengsuquyuwending，shichangyijingjinrucunliangjingzhengjieduan。jucanalysyuce，quanqiukechuandaiwandaishebeishichangzai2024nianjiangjixubaochizengzhangtaishi，tongbizengzhanglvyujijiangdadao7%，jingeweishu。erdao2025nian，quanqiukechuandaiwandaishebeishichangdechuhuoliangyouwangdadao2.17yitai。

yucitongshi，shengchengshiaidaxingqidao，zhongduanjutoubuduantansuozhongduanchanpinyuaijiehedefangshi，yiqishifanggengdadechanpinqianli。zaicibeijingxia，kechuandaishebeishichangdejingzhengweiraojishuchuangxinhechanpinchayihuaxuxuzhankai。

yilai，jishuchuangxinshikechuandaishebeipinpaibaochichanpinxingnenghegongnenglingxian、tishengyonghutiyanhejiejuejishupingjingdeguanjian。

duiyukechuandaishebeichangshangeryan，jishuchuangxinshibaochijingzhenglideguanjianyinsu，yinweixinjishudeyingyongbujinnengtishengchanpinjingzhengli，hainengyinfaxindeshichangxuqiu。suizheshengchengshiaijishudeshenruronghe，xiaomi、pingguo、huaweidekechuandaichanpin，jiangzhanxianchugengzhuoyuedexitongxingnenghegengguangfandeyingyongchangjing。

erlai，chanpinchayihuashikechuandaishebeichangshangmanzuyonghuduoyanghuaxuqiu、tigaoyonghuzhongchengduhezengqiangshichangjingzhengli，laibimiantongzhihuajingzhengdezhongyaoshouduan。

suizheshichangdefazhan，yonghuxuqiubiandeyuelaiyueduoyanghua，kechuandaishebeipinpaixuyaobuduantuichuxinpin，yixiyinxinyonghuheliuzhulaoyonghu。tongshi，tongguochanpinchayihua，keyikaifachuzhenduibutongyonghuquntidechanpin，biru：yundongaihaozhe、jiankangjiancexuqiuzhe、shangwurenshideng，weixiaofeizhetigonggengduoxuanze，yetuokuanleshangyehuaqudao。

zongshangsuoshu，zaijingzhengjiliedekechuandaishebeilingyu，chixudejishuchuangxinkeyibangzhupinpaibaochishichanglingxiandiwei。xiaomi、pingguo、huaweidengpinpaishangkeyitongguoshenruyanjiuyonghuxuqiu，xunzhaoxindechuangxindian，wajueqianzaideshichangjihui，congerzaijiliedeshichangjingzhengzhongtuoyingerchu。