wen | donews  yanqiu

编辑 | 李信马

linjinniandi，huikanzheiyinianshoujixingyedefazhansihuyouxieganga——yiweidaoletianhuaban，shizeshijuandaoletou。changshangsuibajinglijizhongzaileai，yetuichulebushaozhuru“yijuhuadiankafei”degongneng，danshashoujiyingyongzanweichuxian，shichangyeweiyinglaisuoweidehuanjichao。

gengweifanchangdeshi，guochanqijianzhengjinglizheyibianzhangjiayibianjianpeidexianzhuang。

trendforcebaogaoxianshi，zheilunjitizhangjiahou，zhongguoqijianshoujideqishoujiayijingkuaguole600meiyuan（yuehe4200yuan）。danyucitongshi，henduoqijianjidepeizhiyuanditabu，shenzhihaigongran“daoche”。

qijianjibiande「butaiqijian」，daodishinalichulewenti？

01、根源：毛利较低，成本承压

guoneiyongyouqianlijudadeshichang，bentushoujipinpaifazhanzhijin，yichengweiquanqiushoujishichangshangyizhijiweizhongyaodeliliang。

raner，congyiwangyituodijiazouliang，daorujinfenfenchongjigaoduanshichang，guochanshoujidemaoliyijiuchuyujiaodishuiping。

bashijianbohuidaoshinianqian，dayangbiandeiphone6zaizhongguoshichangdeqishoujiawei5288yuan，xiangguanjigouchaijiefenxiqishijichengbenjin1227yuan。pingjiechaogaodeyingjianmaoli，pingguozhuandepenmanboman。

pingguonengyourucijingrendelirun，chanpinpinzhichuseshiqiyi，dangengguanjiandehaishiqiangdadepinpaihaozhaoli，zheizhonghaozhaolikeyirangtamenhuodejiyuchengbende100%、shenzhigengduodeshouyi。

bishi，guoneibufanianchuhuoliangdashuqianwanbujidechangshang，dandadoushiyidijiahuanlaide。maibushangjiage，dailaidejiushilirunlvpiandidewenti，biruhuaweituichudep6，dingjiazhiyou2688yuan，yuchengdongzaijieshoucaifangshichengren，「zheiyijiagejibenyijingmeiyoushenmelirunkongjianle」。

guoneichangshangxinzhiduming，xiangzhuanqian，jiuxuyaohepingguoyiyangdazaochuzugouyoushilidemingxingchanpin，zheiyeshijinnianlaifaligaoduandeyuanyin。danzhidaojintian，wulunshixiaolianghaishimaoli，yijiuwufayupingguobijian。

jucanalysfabude2024nianq3shujuxianshi，guoneigaoduanshoujishichang600meiyuan（yuehe4356yuanrenminbi）yishangjiaweiduan，pingguofenetongbixiahuale5%，rengyi52%weijudiyi。iphoneduiguoneixiaofeizhedexiyinliyijiuqiangda，huawei、xiaomi、rongyaojiazaiyiqiyewufachaoyue。

zaijieheqitashuju，jiuhuidedaoyigegenggangadejieguo。

jinnianiphone16debom（wuliaoqingdan）shi416meiyuan，zheherenminbichabuduo3000yuanzuoyou，eryitaibiaozhunbandeiphone16zuidishoujiashi5999yuan，zuigaoshoujiashi8999yuan。yejiushishuo，pingguomeimaichuyitaiiphone16，jiunenghuode3000-6000yuandelirun，lirunlvgaoda50-66%。

guochanqijiansuishuoyinglaizhangjiachao，anlilaishuonengzhuandaobushao，danxianshiquebingfeiruci。

yixiaomiweili，conggongsi2024niansanjiducaibaolaikan，xiaomishoujideasp（pingjunshoujia）tongbizengzhang10.6%，dadao1102.2yuan——zaiqijianzhaduidezhouqinengzhanwen1100yuandangweishishunande。danqishoujimaoliquecong69.3yiyuanjiangzhi55.47yiyuan，maolilvtongbixiahuajiejin5gebaifendianzhi11.7%。zheijiuyiweizhe，xiaomimeimaiyitaishoujidayuezhuan128yuan。

pingguogongsimeiyougaoyijianchangfang，meiyoumaiyijianshebei，danquenengzhuandaoguochanpinpaide20beibuzhi。zheiyejiunengjinyibujieshi，weishenmezai2024nianq3，pingguonengyi16%dexiaoshoufenenazou43%deyingshou。

guochanshoujichangshangbingfeiyouyi“kuqiong”，wentishi，sheibaqianzhuanzoule？

gaotongjinniandisanziranjiducaibaoxianshi，gaijidujinglirungaoda200yirenminbizuoyou，tongbizengzhang96%。qizhong，jinzhongguokehujiuweigaotonggongxianle46%deshouru。

yeneirenshifenxi，xiaolong8zhizunbandankechengbendadao180meiyuan（yue1282yuan），haibubaokuolingwaiyigejinkoulingbujiantuxiangchuanganqidechengben，yijitongyangbiaoshengdeneicunyushancunjiage。

zhiciwomenkeyiliqingyigeluoji：benxiangtongguochongjigaoduanshichanghuoqugenggaodelirun，queyinzaihexinjishushangmeiyouxingyeyijiaquan，beibierenqingeryijuchidiaolirundezengliang。

suishuojinjinian，huawei、rongyao、xiaomidengtoubuliliangjunzaidicengxinpianjicaozuoxitongyanfashangjielishangtan，danzheibijingshiyichang“chijiuzhan”，lihuoqugaomaolidemubiaohaiyouhenzhangyiduanjuli。

02、方法：找准角度，精准“刀法”

idcfenxishiguotianxianggaosudonews，guochanshoujichangshangmianduishangyoudailaidechengbenyali，bingbuhuijiangdizishenlirun，gengduoshiyadichengben。

“biru，jinkenenghuanchengguochangongyinglian，huangengbianyidegongyingshang，tongyibutongjixingshiyongdewuliao，liyonggengdaguimojiangdichengben，huoshizhijiezaiyixiexiaofeizhebutaiguanzhu、huoshifeizhongdiandazaodepeizhishangjinxingjianpei。”

neime，ruhejibunengyingxiangshoujizuoweiqijianchanpindezhengtixingneng，youyaojinliangbimiantourutaiduochengben？donewszhenglifaxian，shoujipingmu、yingxiang、kuaichong、5gpinduandengpeizhi，junchengweichangshang“dongdao”deduixiang。

zhongsuozhouzhi，sanxingdepingmushuxingyedingjian，jihushi“wusanxingbuqijian”。raner，zi2023nianyilai，guochanqijianshoujishiyongsanxingpingmujiuyuelaiyueshao，gejiafangfoshanglianghaoyiyangquanbucaiyongleguochanping，ruoppoxide“dongfangping”，rongyaode“lvzhouhuyanping”，zhongxingxide“wuquequanmianping”dengdeng。

yifangmian，guochanpingmujingbuduanfazhan，yiyouganchaosanxingzhishi，lingyifangmian，yeshizuihexinde，jiushiguochanyaobianyibushao。yongqitameitidehualaishuo，「jibenshangnengyong 50% dechengbenzaochu 80% dingjipingmudexiaoguo。」

chupingmuwai，jinniandeyingxiang“kan”deyouweimingxian，zhuyaojizhongzaizhusheshang。

xiaomi15 prokandiaolezhushedesidangkebianguangquan，bushangle5xqianwangzhangjiao，10cmzhangjiaoweijuyong5cmguangjiaoweijudaiti；find x8dezhushejiangji，chuanganqibianxiaodetongshiguangquanyebianxiao；iqoo 13dezhusheyecongyuanxiandeqijianjichuanganqi，jiangjidaolegenzhongduanjiyigepeizhi。

juanzhushe，yizhiyilaidoushishoujipinpaidebingjiabizhengzhidi，weihehuichengweijianpeide“zhongzaiqu”？youmeitifenxirenwei，zhushesuodailaidetiyantishengguoyuyouxian，yuanbujizhangjiaojingtou——houzhekeyidailaidaduoyonghufeichangzaihudebeijingxuhua，huozheshuojingshenxiaoguo。ruozhanzaiyonghutiyancengmian，zheizhongqusheyewukehoufei。

chupingmuheyingxiangwai，kuaichongyemeinengduoguo，jihumeiyouchangshangyuanyituichugaogonglvchongdiandeshoujile。zheishiyinweichongdiangonglvyueda，dianchidenengliangmidujiuyuexiao，changshanggengyuanyijiangyuanbengaoguigedekuaichongmokuai，tihuanweigengbianyidanchongdiangonglvgengdidebanben。

ciwai，jishencaizhi、mada、5gpinduandengdeng，douchengweibufenshoujichangshangjuede“ganzhibuqiang”dedifang......xianeryijian，guochanchangshangzhengzhujiansheqiyiwang「duoerquan」dezuofa，gengyuanyi「jiangqianhuazaidaorenshang」。

zheizhongzuofayouzhongbudeyierweizhidewunai，danyeyoudiangenfengbandequqiao。yidan“daofashiwu”，bianshiduipinpaixinrendudetouzhi，youxiechangshangbianduizheizhong“zhangjiajianpei”dezuofagongkaichifanduitaidu。

nubiyazongcainifeiciqianbianzaigerenshejiaopingtaishangtongchixingyeqijianjiangpeiluanxiang，chengzheimeduoyoushangtuichuleyikuanyouyikuan“youqiezhiyouxinpiansuandeshangqijianjidejiaqijianchanpin”、“xiaolong8zhizunbanchengbengao，beifanfunalaidangzuojiangpeidejiekou”，erzijizuoweiyigexingyelaobing，“jujueweibeichuxinquzuojiangjiu、wuqudechanpin”。

03、市场：有人质疑，有人支持

jinguanbufencanshudebianhua，zaishoujizhengtipeizhidezhanbibingbugao，dankeguanshangjiang，congyingjianshangshengxiademeiyifenqian，douhuizhijieyingxiangdaoshoujijiyonghudailaidezonghetiyan。

changshangdezheizhong“zhangjiajianpei”，yezaichengshouzheyonghugezhonggeyangdezhiyi。moushejiaopingtaichuxianlebushaoguanyuguochanshoujiyuelaiyueguidetiezi，yourenrenweichuangxindaidongdejiageshangzhangkeyijieshou，yibianjianpeiyibianzhangjia，nandaobushichengbendezhuanjia？

dajiatucaojiaoduode，shiduiyuyingxianggongnengdesuoshui。suishuomuqianaisuanfanengtishengyidingdehuazhishuiping，danzheizhongyingjiandetuibu，mingxianbufuheqijianjixingyingjubeideshuizhun，yongsuanlimibuyingjianbuzudezuofaxiangdangyu“tougongjianliao”。

lingwai，youdejixingqudiaole5gpinduan，changshangjieshishiyinweishiyongchangjingyouxian，danyourenrenweizheizhongzuofaboduolexiaofeizhedexuanzequan。

bufenrenduizhangjiajianpeidecaozuosuodichu，yeyourenyuanyimaidan。guotianxiangbiaoshi，gejiajinniandeqijianchanpinpubianxiaoshouqingkuangdouhaoyushangyidaichanpin，“gaoduanyonghugengrongyijieshouzhangjia，duijiagebumingan，zhiyaochanpinpinpaiyouxiyinli，bingbuyingxianggoumai。”

donewszoufanglejijiashoujipinpaidexianxiamendian，tanjishifoujieshoushoujizhangjiazheijianshi，youweixiaofeizhefanwen：xianzaishenmebuzhangjia？

tabiaoshi，helifanweineidediaozhengshikeyijieshoude，“zheimeduonianwoyongdeyizhidoushiguochanji，ganjuezheijinianyijingmeiyoukadun、fatangdemaobing，renjiazuoshoujideyebunengbaizuo，nijuedezhijiuhuaqianmai，buzhidejiumaibianyidiande，jiuzheimejiandan。”

xingyezhuanjiazhichu，zheiyixianxiangbeihoufanyingleshoujishichangmianlindeduozhongtiaozhan。yifangmian，xinpianhecunchujiageshangzhang，daozhichangshangzaichengbenkongzhishangmianlinjudayali；lingyifangmian，xiaofeizheduichanpindeqidaiyushijitiyanzhijiandeluocha，yerangshichangfanyingquyumingan。

huoxuchangshangmenzheizhongjianpeicelve，benzhishangyeshizaishitanxiaofeizhedejieshoudu，lejietamendechengshounenglizainali，cainengquebaoweilaichanpindehelidingjiakongjianzainali。

danshiwulunruhe，zheidoushiyichangjishuyushichangdejiaofeng。xiaofeizhexuyaolixingkandailizhixiaofei，changshangyeyaokaolvruhezaiweichilirundeqiantixiamanzuxiaofeizheduigaopinzhidezhuiqiu，gengguanjiandeshizaoritupohexinjishubilei，congdicengzhuazhulirunzengliang。