HTC's road to self: review of dislocation, rugged-HTC, Cher Wang, HTC Vive-IT information
During the Spring Festival, Taiwan HTC Chairman Cher Wang in the United States were $ 7.4 million of fraud (about RMB 48.6254 million) news spread like wildfire. But that aside, it makes her feel is their headache must be braced with HTC bad year's market performance. According to the latest results, based on the sharp contraction in annual revenue last year compared with 35.2% in January this year HTC's revenues fall sharply again 47.23%, monthly NT $ 6.48 billion yuan (about 1.27 billion yuan) business harvests hit a ten-year low.
According to research institutions IDC released of data displayed, due to intelligent phone business weak, in global phone market ranking Shang, HTC has back to 10th name , especially former makes its apprentice of United States market, HTC of share more is fell to completely bottom of embarrassing seats; and in China territory market Shang, HTC also was extrusion Qian ten of precedence , market share only has district of 2% also not to.
Observed both as a Windows Mobile phone manufacturer, also is launching its own branded Android Smartphone,HTC has been adhering to and promoting the high price and high profit business model . Good, with Yu started more early and Diego generation quickly of advantage, HTC in Android market dash, even initially completely no consider user of need on can easily to from one price high have was staggering of phone Shang squeeze to ideal of profit, and more let HTC confidence full of is, only in with Ann Zhuo system launched intelligent phone a years Hou, himself in United States market of shipping volume on cover had Nokia, and Samsung and Apple , and eventually enjoy embrace global intelligent phone 10% above of market share, Until the "best cell phone companies" awards held in the hand.
Station Shang King location of HTC completely intoxicated, people from "Quietly Brilliant" (quietly to brilliant) such mouthful of Slogan in the has not difficult see HTC at near blind type of narcissism, so, dang iPhone5 carry iOS this a powerful heart station to himself before Shi, HTC decided to fuck up has Lance, to a months out one new machine of courage and other expand has "machine sea tactical", In an attempt to knock the die with Apple at the high end of the market. Results than most people can imagine: Apple patent for using violent shelling hit the HTC fell head over heels . While fighting on the front of HTC and Apple, Samsung Galaxy series helical assassination into and through advertising and marketing from the hands of HTC carpet crazy Rob high-end customers. Two clips HTC started in us and European markets losing ground, and eventually into today's marginalized vendors.
HTC links with the defeated had to look into the China market, but even within the market,HTC wouldn't lower myself down for a long time, and remains fully committed to the expensive route . However, the territory of the Smartphone market has clearly formed a monopoly high-end Samsung and Apple, Huawei, millet and other leading low, midrange competitive landscape, and in the "Red Sea" HTC seems to be just a spectator.
As a review of their failure,HTC's top more than once that his problem is in marketing . Indeed, unlike Samsung Electronics to advertising market put huge amounts of money and Apple heavily wide shop online store, financially strapped HTC to marketing operations at great expense, of course. In practice, however, fatal weakness is lack of marketing capability is not HTC. Neither Samsung to control upstream CPU, Flash memory, memory, screen and in the middle of designing and manufacturing and Assembly work, nor as strong as Apple controls the downstream manufacturers and develops mobile phone chips , and HTC all spare parts from third parties. The obvious disadvantage of this supply chain management makes the HTC's life has always been controlled by others and even competitors. So, as long as it takes, Nokia, Samsung and Apple will always raise patent block sword, let HTC fell and bruised; Samsung HTC stock according to the own interests occasionally staged prank, which also just swallow it. The point is, due to the absence of core components, HTC's bargaining power always encounter clamped, are locked into high cost, which is HTC can't let go of the arm in the low-end market desperately fighting the root cause.
Serious results forced her from the position of Chairman of the market went to the CEO on the front desk, as Taiwan "God of management," Wang Yuanqing's daughter, she constantly release to revive the HTC or even "remains to be the world's first" mission. Therefore, in addition to massive lay-offs and replace the head of Department, HTC non-handset business plate is especially virtual reality action frequently. A month ago, HTC launched HTC Vive, this product was HTC launched jointly with the Valve's first virtual reality headset and at the recent International Consumer Electronics Show (CES), HTC has launched a new generation of developers Vive Pre version of virtual reality helmet, the product could be provided to the target. However, the new field does not show in the market so easily thanks to fist Kung Fu. It is learnt that the Oculus has announced that its consumer version of virtual reality helmet in a high profile Rift CV1 reservation, Ant II helmet prototype Cyclop also comes to the fore, while millet the first time officially announced a few days ago will enter the field of virtual reality. Therefore, HTC also faces a growing number of rivals in new areas. As phone business field, she is vows not sold seeking save, and released has "if future phone manufacturers only left 2 home, HTC must is which a" of rhetoric, but in Nokia has fell, and Motorola committed Yu people and black Berry meaning found new main, commercial story of foil zhixia, lost industry competition law control right of HTC also can insisted long or can will comeback? Answer only to the time.
(Author, economics professor and Director of the China Society of)
HTC的自救之路：检讨错位，崎岖坎坷 - HTC,王雪红,HTC Vive - IT资讯
春节期间台湾宏达电董事长王雪红在美国遭人诈骗740万美金(约合人民币4862.54万元)的消息不胫而走。但这姑且不论，令王雪红最感头疼的是自己必须打起精神面对HTC流年不利的市场业绩。据最新财报，在去年全年营业收入同比大幅收缩35.2%的基础上，今年1月HTC的营收再次急速下滑47.23%，单月64.8亿元新台币(约12.7亿元人民币)的营业收成创下了十年新低。
据调研机构IDC发布的数据显示，由于智能手机业务不振，在全球手机市场排名上，HTC已经退至第10名，尤其是昔日令其飞黄腾达的美国市场，HTC的占有率更是跌落至完全垫底的尴尬席位；而在中国境内市场上，HTC也被挤出前十的位次，市场份额仅有区区的2%还不到。
观察发现，无论是作为Windows手机的代工商，还是推出自有品牌的安卓智能手机，HTC一直恪守和推进的都是高价格与高利润商业运行模式。不错，借助于起步较早和迭代迅速的优势，HTC在安卓市场纵横驰骋，甚至起初完全用不着考虑用户的需要就能轻松地从一部价格高得令人咋舌的手机上榨取到理想的利润，而更让HTC信心满满的是，仅在借助安卓系统推出智能手机一年后，自己在美国市场的出货量就盖过诺基亚、三星和苹果，并最终尽情拥抱全球智能手机10%以上的市场份额，直至将“最佳手机公司”的大奖捧在手上。
站上王者位置的HTC完全陶醉，人们从“Quietly Brilliant”(静静地辉煌)这样拗口的Slogan中已不难看到HTC当时近乎盲目式的自恋，于是，当iPhone5携带iOS这一强大心脏站到自己面前时，HTC毅然操起了长矛，以一个月出一部新机的勇气与对方展开了“机海战术”，以试图在高端市场同苹果死磕。结果超出了一般人的想象：苹果运用猛烈的专利炮击将HTC打得晕头转向。就在HTC与苹果正面作战的同时，三星Galaxy系列斜刺杀入，并通过地毯般的广告营销从HTC手中疯狂抢夺高端客户。两面受夹的HTC开始在欧美市场节节败退，并最终沦落成今日的边缘化厂商。
接连败北的HTC不得已将眼光转移到了中国境内市场，但即使迈进了境内市场，HTC很长时间也不愿降低自己的身段，依然恪守着高价路线。然而时至今日，境内智能手机市场已经清晰形成了三星与苹果垄断高端，华为、小米等主导低、中端市场的竞争格局，而置身于“红海”的HTC似乎只是一个看客。
作为对自己失利的检讨，HTC的高层不止一次表明自己的问题是出在营销之上。的确，不同于三星电子每年可以向广告市场投放巨额资金以及苹果重金广铺线下门店，财务上捉襟见肘的HTC当然难以在营销上运筹大手笔。然而实际上，营销能力不足并不是HTC致命的软肋。既不具有三星能够控制上游的CPU、闪存、内存、显示屏以及中游的设计与组装制造的功夫，也不能像苹果那样强势操控下游厂商和自己研发手机芯片，HTC所有的零配件都来自第三方。这种供应链管理的明显劣势使得HTC的命门始终为他人甚至竞争对手所控。于是，只要需要，诺基亚、三星和苹果都会随时扬起专利封杀之剑，便让HTC摔得遍体鳞伤；至于三星按照自己的兴趣偶尔上演对HTC断货的恶作剧，后者也只有忍气吞声作罢。关键是，由于核心元器件的缺席，HTC的议价能力始终遭遇钳制，成本被锁定于高位之上，这也是HTC不能放开膀子在中低端市场拼命一搏的根本原因。
十分严峻的市场结果倒逼着王雪红从董事长的位置上走到了CEO前台，作为台湾“经营之神”王元庆的千金，王雪红不断地释放出要重振HTC甚至“仍要做世界第一”的抱负。因此，除了大规模裁员和内部更换部门主管之外，HTC在非手机业务尤其虚拟现实板块已是动作频频。一个月前，HTC推出了HTC Vive，这款产品是HTC与Valve联合推出的首款虚拟现实头戴设备；而在不久前的国际消费类电子产品展览会(CES)上，HTC又推出新一代的开发者版本虚拟现实头盔Vive Pre，该产品可能即将提供预定。不过，新的领域并没有那么容易地在市场中尽显独门拳脚功夫。据悉，Oculus已高调宣布其消费者版本虚拟现实头盔Rift CV1启动预定，蚁视二代头盔原型机Cyclop也将走到前台，同时日前小米也首次官方宣布将进军虚拟现实领域。因此，HTC在新领域同样要面对越来越多的竞争对手。至于手机业务领域，王雪红虽誓言不会卖身求存，并放出了“若未来手机厂商只剩下2家，HTC一定是其中一家”的豪言壮语，但在诺基亚已经倒下、摩托罗拉委身于人以及黑莓意寻新主等商业故事的衬托之下，失去行业竞争法则掌控权的HTC还能坚持多久或者能否会东山再起？答案只能交给时间。
(作者系中国市场学会理事、经济学教授)