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vivo,比敌人更接近敌人

来源: 南方日报网络版     时间: 2019年08月18日 17:36:13
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(由)(此)(可)(以)(看)(出)(OPPO、vivo分)(别)(从)(拍)(照)(和)(音)(乐)(两)(个)(技)(术)(角)(度)(切)(入)(手)(机)(市)(场)(,并)(通)(过)(营)(销)(手)(段)(放)(大)(这)(种)(优)(势)(。然)(而)(在)(2014年)(,这)(种)(差)(异)(渐)(渐)(发)(生)(了)(变)(化)(,vivo发)(布)(Xshot系)(列)(开)(始)(主)(攻)(摄)(影)(,到)(2016年)(vivoX7、vivoX9发)(布)(时)(,与)(OPPO的)(R9、R9Plus产)(品)(差)(异)(已)(经)(逐)(渐)(缩)(小)(。2017年)(OPPO、vivo产)(品)(理)(念)(基)(本)(趋)(同)(。
根)(据)(IDC发)(布)(的)(2018年)(第)(一)(季)(度)(全)(球)(智)(能)(手)(机)(统)(计)(数)(据)(显)(示)(,排)(名)(前)(五)(位)(的)(厂)(商)(分)(别)(是)(三)(星)(、苹)(果)(、华)(为)(、小)(米)(和)(OPPO,除)(苹)(果)(、华)(为)(、小)(米)(同)(比)(增)(长)(之)(外)(,三)(星)(、OPPO均)(有)(下)(滑)(,其)(中)(OPPO下)(滑)(7.5%,而)(在)(榜)(单)(消)(失)(,成)(为)(其)(他)(的)(vivo下)(滑)(幅)(度)(高)(达)(15%。
OV双)(下)(滑)(,不)(断)(拉)(开)(距)(离)(,vivo跌)(出)(前)(五)(始)(于)(2017年)(,同)(样)(来)(自)(IDC数)(据)(显)(示)(,2017年)(Q4OPPO下)(滑)(13.2%,而)(2016年)(时)(OPPO、vivo曾)(全)(球)(排)(名)(第)(四)(、第)(五)(位)(,同)(比)(增)(长)(132.9%、103.2%。
在)(经)(历)(了)(巅)(峰)(时)(期)(的)(翻)(倍)(增)(长)(之)(后)(,OV面)(临)(着)(销)(量)(增)(长)(乏)(力)(的)(窘)(境)(。从)(整)(体)(市)(场)(来)(看)(,来)(自)(canalys数)(据)(显)(示)(,2017年)(国)(内)(手)(机)(市)(场)(出)(货)(量)(,首)(次)(下)(降)(,较)(2016年)(下)(滑)(4%。存)(量)(用)(户)(不)(愿)(更)(换)(手)(机)(,换)(机)(周)(期)(从)(18个)(月)(延)(长)(至)(22个)(月)(。
面)(对)(萎)(靡)(不)(振)(的)(市)(场)(,OPPO、vivo最)(初)(以)(快)(速)(的)(新)(品)(更)(新)(迭)(代)(,短)(平)(快)(式)(“爆)(品)(打)(天)(下)(”的)(策)(略)(在)(2017年)(下)(半)(年)(开)(始)(失)(灵)(。而)(OPPO、vivo崛)(起)(的)(重)(要)(原)(因)(就)(是)(将)(明)(星)(产)(品)(的)(有)(效)(生)(命)(周)(期)(控)(制)(在)(8个)(月)(之)(内)(,相)(比)(之)(下)(,华)(为)(、三)(星)(的)(明)(星)(旗)(舰)(产)(品)(生)(命)(周)(期)(在)(12个)(月)(左)(右)(。
在)(这)(种)(情)(况)(下)(OPPO、vivo产)(生)(了)(大)(量)(库)(存)(,举)(个)(例)(子)(,2017年)(6月)(发)(布)(的)(vivoX9s和)(2017年)(9月)(发)(布)(的)(vivoX20面)(临)(同)(期)(销)(售)(,与)(此)(同)(时)(,2017年)(6月)(发)(布)(的)(OPPOR11和)(2017年)(11月)(推)(出)(的)(OPPOR11s也)(面)(临)(同)(样)(问)(题)(。
OPPO、vivo两)(款)(旗)(舰)(产)(品)(同)(期)(销)(售)(即)(高)(端)(旗)(舰)(产)(品)(线)(混)(乱)(的)(情)(况)(和)(其)(他)(厂)(商)(相)(比)(表)(现)(尤)(为)(明)(显)(,这)(种)(情)(况)(一)(直)(延)(续)(到)(了)(今)(年)(春)(节)(前)(后)(。高)(库)(存)(带)(来)(的)(低)(周)(转)(率)(,旗)(舰)(产)(品)(之)(间)(互)(相)(排)(斥)(都)(是)(手)(机)(厂)(商)(们)(不)(能)(忽)(视)(的)(企)(业)(风)(险)(。而)(由)(此)(带)(来)(的)(新)(产)(品)(销)(量)(下)(滑)(在)(情)(理)(之)(中)(。
此)(外)(,在)(专)(利)(积)(累)(方)(面)(,OPPO明)(显)(好)(于)(vivo,2015年)(OPPO首)(次)(进)(入)(“中)(国)(发)(明)(专)(利)(申)(请)(受)(理)(量)(排)(名)(前)(十)(”的)(榜)(单)(中)(。根)(据)(国)(家)(专)(利)(局)(公)(布)(的)(专)(利)(数)(据)(显)(示)(,2017年)(OPPO发)(明)(授)(权)(量)(排)(名)(第)(八)(,较)(2016年)(同)(比)(增)(长)(142.3%。OPPO从)(2009年)(开)(始)(的)(专)(利)(申)(请)(获)(得)(了)(成)(效)(,而)(vivo至)(今)(没)(有)(出)(现)(在)(榜)(单)(之)(中)(,和)(OPPO相)(比)(差)(距)(较)(大)(。
中)(国)(政)(法)(大)(学)(知)(识)(产)(权)(研)(究)(中)(心)(的)(研)(究)(员)(李)(俊)(慧)(表)(示)(,华)(为)(、中)(兴)(属)(于)(长)(期)(“霸)(占)(”榜)(单)(的)(厂)(商)(,基)(础)(通)(信)(技)(术)(积)(累)(没)(有)(那)(么)(容)(易)(和)(快)(速)(。
值)(得)(注)(意)(的)(是)(,OPPO在)(MP3时)(代)(的)(长)(达)(十)(年)(的)(品)(牌)(效)(应)(延)(续)(到)(了)(今)(天)(,这)(也)(是)(OPPO一)(直)(领)(先)(于)(vivo的)(一)(个)(重)(要)(因)(素)(。换)(句)(话)(说)(,消)(费)(者)(面)(对)(OPPO、vivo两)(个)(品)(牌)(时)(一)(般)(会)(优)(先)(选)(择)(知)(晓)(度)(高)(、发)(展)(时)(间)(较)(久)(的)(品)(牌)(。
失)(守)(低)(端)(,难)(以)(挺)(进)(的)(高)(端)(
根)(据)(TalkingData数)(据)(显)(示)(,2018年)(第)(一)(季)(度)(,OPPO、vivo主)(要)(销)(售)(的)(手)(机)(型)(号)(集)(中)(在)(OPPOA57、OPPOR11s、vivoX20以)(及)(vivoX9s四)(个)(产)(品)(中)(,即)(中)(低)(端)(机)(型)(,价)(格)(在)(1000-3500元)(之)(间)(。
一)(位)(线)(下)(渠)(道)(商)(告)(诉)(记)(者)(,无)(论)(是)(OPPO还)(是)(vivo,高)(端)(系)(列)(产)(品)(销)(量)(并)(不)(理)(想)(,出)(货)(量)(主)(要)(集)(中)(在)(低)(端)(和)(中)(端)(机)(型)(。比)(如)(,一)(直)(以)(来)(vivo的)(Xplay系)(列)(销)(量)(均)(非)(常)(一)(般)(,价)(格)(贵)(、溢)(价)(低)(是)(重)(要)(原)(因)(。
一)(般)(情)(况)(下)(,OPPO、vivo的)(低)(端)(机)(型)(是)(不)(开)(发)(布)(会)(的)(,旗)(舰)(产)(品)(和)(高)(端)(系)(列)(才)(是)(宣)(传)(的)(重)(点)(。这)(样)(做)(的)(目)(的)(在)(于)(在)(市)(场)(树)(立)(起)(高)(端)(的)(形)(象)(,从)(而)(提)(升)(中)(低)(端)(手)(机)(的)(销)(量)(。
“2018年)(是)(手)(机)(同)(质)(化)(的)(一)(个)(节)(点)(,目)(前)(在)(存)(量)(用)(户)(不)(愿)(意)(更)(换)(手)(机)(的)(情)(况)(下)(,很)(多)(手)(机)(厂)(商)(改)(变)(策)(略)(,迎)(合)(市)(场)(趋)(势)(,开)(始)(逐)(步)(加)(强)(中)(低)(端)(机)(型)(。”第)(一)(手)(机)(界)(研)(究)(院)(院)(长)(孙)(燕)(飚)(说)(。
6月)(初)(,荣)(耀)(Play发)(布)(会)(上)(推)(出)(了)(一)(个)(新)(产)(品)(线)(荣)(耀)(9i定)(价)(1399元)(起)(,荣)(耀)(总)(裁)(赵)(明)(在)(发)(布)(会)(上)(表)(示)(,自)(荣)(耀)(成)(立)(以)(来)(就)(对)(1999价)(位)(段)(的)(手)(机)(产)(品)(线)(非)(常)(重)(视)(,今)(年)(将)(更)(加)(重)(视)(。
面)(对)(华)(为)(荣)(耀)(的)(千)(元)(机)(,以)(及)(华)(为)(针)(对)(年)(轻)(人)(消)(费)(群)(体)(推)(出)(的)(美)(颜)(拍)(照)(nova系)(列)(手)(机)(。OPPO、vivo的)(市)(场)(将)(会)(进)(一)(步)(受)(到)(冲)(击)(和)(蚕)(食)(。而)(4000元)(以)(上)(的)(高)(端)(机)(型)(头)(部)(集)(中)(效)(应)(明)(显)(,主)(要)(集)(中)(在)(华)(为)(、苹)(果)(等)(品)(牌)(中)(。
尽)(管)(vivo近)(期)(着)(力)(打)(造)(高)(科)(技)(形)(象)(,推)(出)(旗)(舰)(NEX。OPPO即)(将)(再)(次)(更)(新)(停)(滞)(已)(久)(的)(Find产)(品)(线)(,并)(首)(次)(在)(欧)(洲)(召)(开)(发)(布)(会)(。在)(短)(期)(时)(间)(内)(,OV对)(高)(端)(市)(场)(的)(影)(响)(力)(仍)(然)(有)(限)(。在)(华)(为)(率)(先)(推)(出)(了)(自)(家)(芯)(片)(硬)(件)(和)(软)(件)(技)(术)(结)(合)(的)(综)(合)(解)(决)(方)(案)(的)(情)(况)(下)(,技)(术)(积)(淀)(能)(力)(较)(差)(的)(OV,一)(意)(打)(“技)(术)(派)(”,除)(了)(显)(得)(比)(较)(吃)(力)(之)(外)(,很)(有)(可)(能)(吃)(力)(不)(讨)(好)(。
在)(海)(外)(市)(场)(中)(,印)(度)(市)(场)(一)(直)(被)(OV所)(重)(视)(,也)(是)(非)(常)(重)(要)(的)(战)(略)(点)(。相)(关)(数)(据)(显)(示)(,智)(能)(手)(机)(在)(印)(度)(覆)(盖)(率)(不)(足)(20%,巨)(大)(的)(市)(场)(空)(间)(让)(印)(度)(市)(场)(正)(成)(为)(国)(内)(手)(机)(厂)(商)(的)(第)(二)(战)(场)(。2017年)(,中)(国)(的)(手)(机)(厂)(商)(在)(印)(度)(智)(能)(手)(机)(市)(场)(的)(合)(计)(份)(额)(已)(经)(超)(过)(了)(50%。2018年)(印)(度)(本)(土)(品)(牌)(Micromax、Intex、KarbonnMobiles、Lava面)(临)(进)(一)(步)(的)(缩)(减)(,
来)(自)(Counterpoint的)(数)(据)(显)(示)(,小)(米)(印)(度)(出)(货)(量)(份)(额)(为)(31.1%,排)(名)(第)(一)(,力)(压)(vivo(5.8%)、OPPO(5.6%)。2014年)(小)(米)(进)(入)(印)(度)(市)(场)(之)(后)(,除)(了)(采)(取)(激)(进)(的)(价)(格)(策)(略)(,主)(推)(1880元)(以)(下)(的)(机)(型)(之)(外)(,和)(当)(地)(最)(大)(的)(经)(销)(商)(拉)(丹)(·塔)(塔)(集)(团)(合)(作)(,让)(小)(米)(的)(线)(下)(渠)(道)(迅)(速)(扩)(张)(,才)(是)(小)(米)(在)(印)(度)(市)(场)(强)(势)(的)(直)(接)(原)(因)(。
这)(让)(以)(渠)(道)(起)(家)(的)(OPPO、vivo备)(受)(攻)(击)(,成)(为)(了)(不)(争)(的)(事)(实)(。OPPO、vivo的)(低)(端)(系)(列)(以)(及)(专)(门)(针)(对)(印)(度)((市)(场)()的)(产)(品)(线)(Realme在)(与)(小)(米)(的)(红)(米)(系)(列)(的)(竞)(争)(之)(中)(,无)(论)(是)(配)(置)(还)(是)(价)(格)(不)(占)(有)(任)(何)(优)(势)(。
国)(内)(遭)(遇)(增)(长)(瓶)(颈)(,海)(外)(市)(场)(起)(步)(晚)(,同)(时)(又)(遇)(到)(其)(他)(手)(机)(厂)(商)(的)(强)(烈)(狙)(击)(。高)(端)(没)(有)(溢)(价)(能)(力)(,低)(端)(撑)(不)(起)(野)(心)(成)(为)(OPPO、vivo共)(同)(面)(临)(的)(难)(题)(。
边)(界)(模)(糊)(,逐)(渐)(消)(失)(的)(壁)(垒)(
任)(何)(一)(种)(商)(业)(模)(式)(都)(是)(阶)(段)(性)(的)(商)(业)(模)(式)(。比)(如)(,功)(能)(机)(兴)(起)(时)(,手)(机)(销)(售)(主)(要)(依)(靠)(线)(下)(渠)(道)(。随)(着)(互)(联)(网)(的)(渗)(透)(,线)(上)((互)(联)(网)()结)(合)(线)(下)(渠)(道)(成)(为)(现)(如)(今)(销)(售)(方)(式)(的)(主)(流)(。早)(年)(OPPO、vivo通)(过)(三)(、四)(线)(城)(市)(市)(场)(的)(渠)(道)(下)(沉)(迅)(速)(占)(领)(市)(场)(,2016年)(起)(两)(家)(逐)(步)(发)(展)(一)(、二)(线)(城)(市)(,出)(货)(量)(在)(短)(期)(内)(得)(到)(很)(大)(的)(提)(升)(。
2014、2015年)(以)(前)(手)(机)(厂)(商)(会)(明)(显)(的)(区)(分)(出)(哪)(些)(是)(线)(下)(的)(手)(机)(厂)(商)(,哪)(些)(是)(线)(上)(手)(机)(厂)(商)(。这)(一)(切)(在)(2017年)(年)(初)(发)(生)(了)(变)(化)(,华)(为)(、荣)(耀)(、小)(米)(等)(厂)(商)(,线)(上)(、线)(下)(的)(概)(念)(和)(边)(界)(已)(经)(变)(得)(模)(糊)(。荣)(耀)(总)(裁)(赵)(明)(曾)(对)(媒)(体)(表)(示)(,荣)(耀)(线)(上)(线)(下)(比)(为)(一)(比)(一)(。
根)(据)(赛)(诺)(2018Q1报)(告)(显)(示)(,国)(内)(手)(机)(线)(下)(呈)(现)(严)(重)(的)(萎)(缩)(态)(势)(,三)(四)(线)(城)(市)(出)(现)(了)(“关)(店)(潮)(”,由)(于)(OV出)(货)(量)(增)(长)(基)(本)(和)(线)(下)(门)(店)(数)(量)(增)(长)(成)(正)(比)(,OV销)(量)(分)(别)(同)(比)(下)(降)(16.8%和)(13.8%。显)(然)(,在)(4G红)(利)(殆)(尽)(,新)(产)(品)(扎)(堆)(,手)(机)(同)(质)(化)(的)(形)(势)(下)(,OPPO、vivo过)(去)(奏)(效)(的)(商)(业)(模)(式)(已)(经)(滞)(后)(。
过)(去)(,OPPO的)(广)(告)(创)(意)(让)(人)(们)(津)(津)(乐)(道)(,vivo对)(OPPO的)(广)(告)(营)(销)(全)(套)(复)(制)(,不)(但)(提)(升)(了)(两)(者)(手)(机)(的)(知)(名)(度)(,也)(塑)(造)(出)(了)(较)(好)(的)(手)(机)(品)(牌)(形)(象)(。特)(别)(是)(,在)(体)(育)(营)(销)(方)(面)(,OPPO、vivo投)(入)(特)(别)(巨)(大)(。
2015年)(OPPO和)(巴)(萨)(签)(订)(了)(三)(年)(合)(作)(协)(议)(,推)(出)(巴)(萨)(定)(制)(版)(手)(机)(。2016年)(vivo和)(NBA签)(约)(取)(代)(中)(兴)(成)(为)(NBA中)(国)(唯)(一)(的)(合)(作)(伙)(伴)(。2017年)(vivo成)(为)(世)(界)(足)(联)(FIFA的)(官)(方)(赞)(助)(商)(,包)(括)(2018年)(俄)(罗)(斯)(和)(2022年)(卡)(塔)(尔)(的)(两)(届)(世)(界)(杯)(。
体)(育)(营)(销)(在)(手)(机)(厂)(商)(中)(不)(是)(陌)(生)(的)(概)(念)(,华)(为)(、中)(兴)(都)(不)(同)(程)(度)(上)(通)(过)(体)(育)(代)(言)(扩)(大)(知)(名)(度)(。2016年)(华)(为)(签)(约)(梅)(西)(,努)(比)(亚)(签)(约)(C罗)(,平)(均)(代)(言)(费)(在)(400-600万)(欧)(元)(之)(间)(。和)(OPPO、vivo动)(辄)(几)(亿)(的)(营)(销)(投)(入)(,其)(他)(厂)(商)(有)(些)(小)(巫)(见)(大)(巫)(。
“体)(育)(营)(销)(对)(国)(内)(市)(场)(影)(响)(有)(限)(,主)(要)(面)(向)(国)(际)(市)(场)(。目)(前)(,体)(育)(营)(销)(投)(入)(产)(出)(已)(经)(失)(衡)(,收)(益)(越)(来)(越)(低)(。高)(昂)(的)(营)(销)(费)(用)(对)(于)(国)(际)(业)(务)(比)(较)(劣)(势)(的)(企)(业)(来)(说)(,作)(用)(不)(大)(。”一)(位)(行)(业)(分)(析)(师)(说)(。
2017年)(OPPO通)(过)(竞)(标)(以)(1.6亿)(美)(元)(打)(败)(vivo,获)(得)(了)(印)(度)(国)(家)(板)(球)(队)(五)(年)(的)(赞)(助)(权)(。在)(此)(前)(之)(前)(,2016、2017年)(两)(个)(赛)(季)(都)(是)(vivo冠)(名)(。此)(次)(,OPPO的)(赞)(助)(金)(额)(是)(以)(前)(赞)(助)(商)(的)(5倍)(之)(多)(。板)(球)(是)(印)(度)(的)(国)(球)(,覆)(盖)(62%以)(上)(的)(人)(口)(。花)(钱)(买)(不)(到)(出)(货)(量)(,这)(样)(天)(价)(的)(营)(销)(投)(入)(在)(印)(度)(市)(场)(却)(没)(有)(得)(到)(奇)(效)(。
此)(外)(,无)(论)(是)(OPPO还)(是)(vivo均)(在)(通)(过)(体)(育)(营)(销)(等)(不)(同)(手)(段)(为)(“出)(海)(”作)(准)(备)(,海)(外)(市)(场)(的)(复)(杂)(性)(,在)(OV体)(量)(规)(模)(不)(大)(的)(情)(况)(下)(,问)(题)(不)(会)(特)(别)(凸)(显)(。当)(销)(量)(和)(体)(量)(达)(到)(一)(定)(规)(模)(的)(时)(候)(,不)(排)(除)(会)(遭)(致)(来)(自)(其)(他)(专)(利)(运)(营)(机)(构)(的)(起)(诉)(。OV过)(于)(薄)(弱)(的)(危)(机)(意)(识)(很)(可)(能)(给)(企)(业)(造)(成)(重)(创)(。
线)(下)(渠)(道)(+广)(告)(轰)(炸)(曾)(经)(是)(OPPO、vivo在)(市)(场)(制)(胜)(的)(法)(宝)(,如)(今)(护)(城)(河)(逐)(渐)(消)(失)(。线)(下)(+广)(告)(越)(来)(越)(容)(易)(被)(模)(仿)(和)(超)(越)(。2015年)(OV两)(者)(净)(利)(润)(总)(和)(超)(120亿)(元)(,2016年)(接)(近)(200亿)(元)(,2017年)(超)(240亿)(元)(。高)(额)(的)(盈)(利)(利)(润)(固)(然)(抢)(眼)(。当)(然)(,巴)(菲)(特)(那)(句)(名)(言)(“只)(有)(当)(潮)(水)(退)(去)(,才)(知)(道)(谁)(在)(裸)(泳)(”对)(于)(OPPO、vivo同)(样)(适)(用)(。返)(回)(搜)(狐)(,查)(看)(更)(多)(
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