2015 phone transcripts: unfinished KPI-Huawei more than millet, millet, Meizu, HTC-IT information

Millet has not completed annual sales target of 80 million Lei set earlier this year, but still keep the domestic shipments of the first title, at least for official said.

However, back in 2015, Lei said there is some small loss – we took the 80 million expected for the task, our actions shape, fine management, brand building and the core technology of "catch-up" is the key word this year.

Although "regrets" or responded to the guilty pleasure rivals does not rely on action, but all in all, after the millet, home of several major mobile phone manufacturers have announced a 2015 annual sales. Is the worry is, each well clear.

Data inventory

In millet's "more than 70 million units" in addition to the published data are as follows:

Huawei:

In the just-concluded United States CES exhibition, Huawei announces 2015 annual smartphone sales locked in 108 million; breakthrough billion digital gateway nodes on December 22, Huawei has its an offline memorial ceremony was held at the Songshan Lake, Dongguan plant, but with roots in the overseas market, Huawei didn't specify in the domestic and foreign market sales.

As a reference, Huawei smartphone sales in 2014, the year is 75 million, Yu earlier announced target of 100 million units.

Meanwhile, Huawei has also announced that, in 2015, the company's overall revenue is expected to reach 390 billion yuan, an increase of 35.3%, where consumer BG's revenue is expected to exceed $ 20 billion, about closer to 132 billion yuan.

TCL communication:

According to annual report released last week, TCL communication, in 2015, the year of smart-phones and other products (including function) cumulative sales of 83.546 million units, an increase of 13.7%, in which smartphones 48.004 million units, an increase of 15.8%.

Different from most of the bigger domestic mobile phone manufacturers, TCL communication burgeoned in the overseas markets, the official said overseas sales of its domestic mobile phone brand champion. Just this past December, TCL communication phone sold for 8.9 million units, an increase of 4%; sales come from overseas markets was 8.193 million, an increase of 15%, accounted for sales of 92%.

As a reference, TCL communication throughout 2014 Smartphone and functional machine sales to 73.49 million units, objectives set for 2015 earlier this year of 100 million units.

OPPO:

Last month organized by 2015 China Mobile, worldwide Partner Conference, OPPO Vice President Wu Qiang, said "over the past year, OPPO's sales growth this year is expected to exceed 50%." According to the OPPO 30 million annual sales figures for last year, to 50% growth calculation, its 2015 annual sales of about 45 million or so.

vivo:

With the Vivo is a step by step system in 2015 performance par with the OPPO. According to Vivo Vice fen Lei break the news at the end of November, VIVO total sales volume is expected to exceed 40 million units in the year, revenues exceeded 40 billion yuan.

Jin:

Including domestic and overseas market, Jin in 2015, Smartphone shipments for the year exceeded 30 million units. The 2016 goal for domestic market 30 million guaranteed, secured 40 million; overseas markets 16 million guaranteed, secure exceeded 20 million units.

Meizu:

Compared with, charm family is most can't wait to wants to took out 2015 years performance of a, its in December 22--2015 also not end will announced has when of digital--today afternoon, charm family technology in Beijing held has 2015 year-end media communication will, charm family Deputy President Linan Mr announced 2015 charm family phone of year-end performance: total sales over 20 million Taiwan, compared growth 350%; which, charm blue series phone total sales over 10 million Taiwan, The 2016 target to 25 million units.

Music video:

New who used as mobile phone ring, good grades in 2015, 2016 's ambition is not really small. According to official figures released on Wednesday, letv mobile products sales of 4 million units in the first year, domestic targets sales of 15 million units this year.

Odd:

With new players after ownership dispute of odd cool, but its music video, can be much more low-key. Qi Zhu Fanghao when in an interview with Chi, President of cool, great brand sales close to 2014, about 5 million or so; and September have singular brand of products available, it did not disclose specific sales figures, also does not give a 2016 sales expectations.

CoolPad:

Associated with a singularly cool cool has not released specific sales this year, but the sales plan for the 2016: cool brand targets sales of 30 million in China, ivvi brand targets sales of 5 million units; target sold 8 million units in overseas markets and other intelligent Terminal targets sales of 2 million units.

ZTE:

Under the influence of reporting dates, ZTE has yet to be released in 2015, sales for the full year. But, according to its Vice President, Terminal Executive Vice President China Yu yifang said ZTE Smartphone sold 41 million units worldwide in the first three quarter, which for more than 10 million units in China. The 2016 goal, goal is sales in the domestic market is more than double by 2015.

Lenovo:

Lenovo at the end, is because its so far from the official channels to disclose the results in 2015 and the 2015 target of the message.

However, from Taiwan's third party data TrendForce-Agency data released yesterday, holding a Motorola mobile Lenovo's global market in 2015 year total sales of about 70 million in 2014, representing close to 92 million complicated shipments fell 24%. Nevertheless, given its huge volumes (including mobility), it was saved by its global sales still top 5 and top 3 in domestic sales location.

P.S. 's results also seemed to affect the management of change: in the year 2015, Liu retired mobile business group President, Xudong Chen baton; today, the latter acting as General Manager of Lenovo mobile business China, Ren Weiguang join mobile business strategy for China operations.

Smaller room for growth

In fact, although public opinion often 2015 mobile phone market compared to do winter, but most of the domestic manufacturer of performance than in 2014 and still growing. According to TrendForce expects global Smartphone shipments grew last year 10.3% and according to IDC estimates, this figure could reach 9.8%.

The home by competition of more is in "100 million Taiwan" of mark, and sales growth and in the high-end products of layout Shang, for former for, Huawei considered is a alone show; for Hou both,, we see has digital, also see has products, as Huawei of Mate 8, and ZTE of AXON secret, and charm family of PRO 5 and pricing has been not is low of OPPO and vivo.

In 2015, however, mostly good seems to be less likely to carry over into this year – even if the most optimistic TrendForce, given the growth rate is only 8.1%. "The future world (leading cell phone manufacturer) not more than three or four manufacturers, you can see that most of the manufacturers disappear or disappear on the way ... ... Both the traditional way and is known as the Internet model, a part of the future of mobile phone manufacturers in China from the historical stage, only a few can survive. "This is when Yu had an interview with intellectual judgement on the trend of the mobile phone market in the coming year. In fact, even in 2015, fame, Huawei also faces pressure to maintain this momentum this year.

From the above data, we can see that domestic mobile phone manufacturers have now been accounted for 7 of the top 10 global mobile phone brand, and total shipments will total this year, Samsung, Apple, won almost half of the global share.

At home, also monopolized the market's top 5.

But the results are difficult to drive the future of the industry. Under competition in the stock market, from spelling parameters to price wars, whether technical or marketing on mobile phones "playability" have been completely excavated. In a "change" in the market from rival there to rob the costs can be much higher than new users, out to sea, and India market has become almost all manufacturers of keywords.

Bitter end or to

When the high end of the market is contracting Apple, Samsung, low-end market dominated by domestic mobile phone manufacturers, for the future of the mobile phone industry seems to be has never been doubted.

Looking overseas, Samsung yesterday at a cost of $ 7.4 billion to expand the OLED production line, Sony began to fade into the background with you are good at business camera sensors, and HTC is hoping with the HTC Vive Steam cooperation to build a new eco-virtual reality.

Back home, each from a product perspective have tended toward perfection of technology, have also head up a "sideline". Of course, but also attained not so satisfactory, "just be happy" millet – at today's annual meeting, Lei announced in 2016 while focusing on core business, but also form a special forces, breaking the key technology for core components. In addition, officially announced the formation of millet research laboratory, research on VR, robotics and other advanced technology.

Perhaps, such a move some tried to "East, it is light in the West," the embarrassment. But when smart phones more and more like a few years ago when the PC, it's time to open up the battlefield, grasp the opportunity of the next technology wave.

2015手机圈成绩单：没完成KPI的不止小米 - 华为,小米,魅族,HTC - IT资讯

小米没能完成年初雷军设定的8000万台的年度销量目标，但仍然保住了国内市场出货量第一的头衔，至少官方是这样表示的。

不过，回顾2015年，雷军的表态多少还是有些小失落——我们把8000万台的预期当成了任务，我们的动作变形了，对精细化运营、品牌建设和核心技术的“补课”是今年的关键词。

尽管或“遗憾”或窃喜的竞争对手们并未借势做出回应动作，但总之，小米之后，国内的几家主要的手机厂商都已经公布了2015年全年的销售业绩。是忧是喜，各自心知肚明了。

数据盘点

在小米的“超过7000万台”之外，各家自己公布的数据如下：

华为：

在刚刚结束的美国CES大展，华为宣布2015年全年的智能手机销量已锁定在1.08亿台；突破亿台数字关口的节点在12月22日，华为还为此在其东莞松山湖工厂举办了一场下线纪念仪式；不过，深耕海外市场的华为并未透露具体在国内及国外市场分别的销量情况。

作为参考，华为在2014年全年的智能手机销量为7500万台，年初余承东所宣布的目标为1亿台。

同时，华为还宣布，在2015年的公司整体收入预计将达到3900亿元，同比增长35.3%；其中，消费者BG的预期收入将超过200亿美元，约合人民币接近1320亿元。

TCL通讯：

根据TCL通讯在上周公布的年报，其在2015年全年的智能手机及其他产品（包括功能机）累计销量为8354.6万台，同比增长13.7%；其中，智能手机销量为4800.4万台，同比增长15.8%。

与大多数较大的国内手机厂商不同，TCL通讯在海外市场做的风生水起，官方称其是国内手机品牌海外销量冠军。在刚刚过去的12月，TCL通讯的手机总销量为890万台，同比增长4%；来自海外市场的销量为819.3万台，同比增长15%，占据总销量的92%。

作为参考，TCL通讯在2014年全年的智能手机及功能机总销量为7349万台，年初为2015年设定的目标为1亿台。

OPPO：

在上个月举办的2015年中国移动全球合作伙伴大会上，OPPO副总裁吴强称“和去年相比，OPPO今年的销售规模增长预计将超过50%”。根据OPPO去年公开的3000万台的年度销售数据，以50%的增长计算，其在2015年全年的销量大约在4500万台左右。

vivo：

同属步步高系的vivo在2015年的业绩与OPPO比肩。根据vivo全球副总裁冯磊在11月底透露的消息，vivo在当年的总销量预计将超过4000万台，总收入则突破400亿元。

金立：

包括国内市场和海外市场，金立在2015年全年的智能手机出货量超过3000万台。2016年的目标为，国内市场3000万台保底，争取到4000万台；海外市场1600万台保底，争取突破2000万台。

魅族：

相比之下，魅族算是最迫不及待地想要拿出2015年业绩的一家，其在12月22日——2015年还未结束便宣布了当年的数字——今天下午，魅族科技在北京举行了2015年终媒体沟通会，魅族副总裁李楠先生公布2015年魅族手机的年终业绩：总销量超过2000万台，同比增长350%；其中，魅蓝系列手机总销量超过1000万台，2016年的目标为2500万台。

乐视：

作为手机圈的新入局者，乐视在2015年的成绩还算不错，2016年的野心也着实不小。根据上周三官方公布的数字，乐视移动在产品上市的第一年销量为400万台，今年国内的目标销量为1500万台。

奇酷：

同为新玩家的还有历经股权纷争的奇酷，不过其较乐视来说可就低调的多。据此前奇酷总裁祝芳浩在接受智东西采访时的表示，大神品牌的销量与2014年相近，约500万台左右；而9月才有产品面世的奇酷品牌，则未透露具体的销量数字，也未给出2016年的销量预期。

酷派：

与奇酷相关联的酷派也未公布今年具体的销量情况，但提出了2016年的销量计划：酷派品牌中国区目标销量3000万台，ivvi品牌目标销量500万台；海外市场目标销量800万台，其他智能终端目标销量200万台。

中兴通讯：

受财报日期影响，中兴通讯还未公布自己在2015年全年的销量情况。但根据其副总裁、终端中国区常务副总裁俞义方此前透露，中兴智能手机前三季度的全球销量为4100万台，其中中国区为1000多万台。2016年的目标，是在国内市场的销量目标是比2015年翻一番。

联想：

之所以将联想放在最后，是因为其截至目前尚未从官方渠道透露有关2015年业绩和2015年目标的消息。

不过，根据来自台湾的第三方数据机构TrendForce昨日公布的数据，手握摩托罗拉移动的联想在2015年全年的全球市场总销量约为7000万台，较2014年接近9200万台的合并出货量下滑24%。尽管如此，鉴于其庞大的体量（包括摩托罗拉移动），这样的成绩仍然让其保住了全球销量前5和国内销量前3的位置。

P.S.这样的成绩也似乎影响到了管理层的变动：2015年年中，刘军卸任移动业务集团总裁，陈旭东接棒；今日上午，后者代任联想移动业务中国区总经理，任伟光加盟负责移动业务中国区战略运营。

变小的增长空间

事实上，虽然舆论时常将2015年的手机市场喻做寒冬，但大多数国内厂商的业绩相较2014年仍然有所增长。根据TrendForce的预计，去年全年全球智能手机出货量将同比增长10.3%；而根据IDC的预计，这一数字也能达到9.8%。

各家所比拼的更多是在“1亿台”的关口、销量增速和中高端产品的布局上，对于前者来说，华为算得上是一家独秀；对于后两者而言，我们看到了数字，也看到了产品，如华为的Mate 8、中兴的AXON天机、魅族的PRO 5和定价一直不算低的OPPO和vivo。

但是，2015年大多还算顺利的形势似乎不太会延续到今年——即便是最乐观的TrendForce，给出的增长速度也只有8.1%。“未来全球（主要的手机厂商）不会超过三四家厂家，大家可以看到大部分的厂家在消失了或者在消失的道路上……而不论是传统方式还是所谓的互联网模式，未来的大部分中国手机厂家都会退出历史的舞台，只有极少数可以活下来。”这是余承东在此前接受智东西采访时对来年手机市场大势的判断。实际上，即便是在2015年风光无限的华为，今年也面临着保持这种增势的压力。

从上述的数据中可以看到，国内手机厂商如今已经占据了全球手机品牌前10名中的7席，总体出货量也将在今年超越三星、苹果总和，拿下全球份额的几乎半壁江山。

而在国内，也垄断了市场的前5名。

但这样的成绩却难以驱动行业的未来。在存量市场的争夺下，从拼参数到价格战，手机不论是技术上还是营销上的“可玩性”都已经快被挖掘殆尽了。而在一个“换机”市场中，从对手那里抢用户的成本可比教育新用户高多了，出海、印度市场也因此成为了几乎所有厂商的关键词。

血战到底或者转向

当高端市场被苹果、三星承包，中低端市场被国内手机厂商占据，人们对于手机行业的未来似乎从未如此怀疑过。

放眼海外，三星昨天耗资74亿美元扩大了OLED生产线，索尼开始退居幕后发力自己擅长的相机传感器业务，而HTC则希冀于与Steam合作的HTC Vive构建一个虚拟现实的新生态。

回到国内，各家从产品上看都趋于工艺上的极致，也纷纷开动脑筋搞起了“副业”。当然，也包括成绩不太尽如人意、“开心就好”的小米——在今日举行的内部年会上，雷军宣布在2016年聚焦核心业务的同时，也要组建特种部队，突破核心元器件的关键技术。此外，还正式宣布成立小米探索实验室，研究VR、机器人等前沿科技。

也许，这样的举动有些试图“东方不亮西方亮”的尴尬。但当智能手机的前景越来越像几年前的PC时，也是时候另辟战场，把握下一次技术浪潮的先机了。