HTC mobile phones great tragedy: selling more thanks to the more-HTC 10, Ms Wang, HTC-IT information
HTC mobile phone business is in decline on the road to go further.
IDC research data show that in 2015 second-quarter global smartphone market share rankings, HTC is still ranked tenth, but in the Chinese mainland market, HTC has already fallen out of the top ten. According to China's Taiwan marketing research company TrendForce released the 2015 global smartphone market report, global market share of the top ten have HTC gone.
Against this backdrop, markets are watching as 2016 flagship model HTC10 can take on HTC mobile phones businesses recovery Office. HTC 10 is known as HTC phones "resurgence", but the HTC10 Lifestyle (country version) on April 25 at the HTC official store, cat HTC the flagship store, Jingdong Mall open after the sale, availability is not optimistic. Reporters found that as of May 4, 16:00, Jingdong Mall HTC10 bookings for 22 gold, silver-grey 33 23, total 78; cat HTC the flagship store of the day bookings for 154.
Failure of differentiation strategies
HTC10 does not open late March 2016 launches only open on "virtual conference" after news of mobile industry ridicule HTC mobile phones businesses "too poor even to open Conference budgets are cut off the" sound of whips. After the real market, HTC discrimination between the Mainland of China and overseas marketing strategy, and HTC10 products, etc, were all kinds of ridicule by mainland consumers.
"Was actually released HTC phones: HTC10 and HTC10 Lifestyle, which is the international version, which is the State version. "Easy views wisdom library one analyst told newspaper reporter, both has three a aspects of difference: a is international version carrying flagship level of Gao Tongxiao Dragon 820 processor, country line version carrying of is is mycophenolate mofetil Dragon 652 processor; II is international version has 3GB/4GB two species memory option, and country line version only 3GB a; three is in USB interface Shang international version used speed faster of 3.1 interface, country line version just 2.0 interface. In other words, HTC10 Lifestyle is a shrink version sold in the Mainland's flagship, it caused enormous controversy in the industry.
On the configuration of "dwarf", but HTC doesn't want to make less money in the mainland market, so the price strategy also appeared on "slot".
Apple has been a benchmark of the global smartphone market, iPhone5 SE in March this year has inevitably become the reference of various manufacturers. First of all, in the overall pricing strategy, HTC10 International Edition costs $ 699, up iPhone SE, at $ 3499, 3799, and iPhone SE Basic. Second, the HTC10 listed on the International Board shortly push $ 100 coupon codes, opening price, reduced from $ 699 to $ 599 (about 3900 Yuan). "With shrunken products in the Mainland, mainland shoppers want to buy such pricing strategy really do? "The analysts said.
In addition, " all mobile phone manufacturers in the country this year are the main net, version HTC10 on a network system, has chosen to support China Mobile and China Unicom, with ' 4G' do not support China Telecom, which is also the product of a failure . "The analysts say.
In the global smart phone market, mainland Chinese market share of more than 1/3, so any blind to mobile phone manufacturers in the mainland China market will suffer.
Because the HTC10 package shrink causing many users crazy slots, HTC's official feel great pressure on the mainland market, has released HTC10 Lifestyle will also be released in May 2016 Xiao long version 820, but likely to rise the sales message, I do not know whether such a dismal presale HTC10 Lifestyle in the Mainland.
Sold thanks to more and more
Industry ridicule HTC "poor", is actually saying HTC Android phone "originator" in recent years, results have been dire. Data show thatin 2015 HTC t operating income of 121.684 billion yuan, down to 35.2%, its lowest since eight years; t 15.533 billion yuan net loss, since this is the 2013 3-year loss in a row. In fact, 2015 HTC gross margins and a loss per share of two financial data, create their worst performance since listing.
Foreign media recently analyzed the reason HTC in this situation: in 2015 the fourth quarter, HTC cell phone shipments only 3.4 million units, but the average selling price of $ 237 – with the current Android phones "boss" compared to Samsung, HTC cell phone price $ 12 per cent higher than the Samsung, but shipments only Samsung (2015 80 million units in the fourth quarter) 4%. In addition, while HTC phone prices are not low, but due to failure to control cost, HTC lost $ 38 every sold a cell phone, and Samsung sold a cell phone can earn $ 23.
The harsh reality is, 2016 HTC could create more dismal performance record. HTC official website, 2016 1 March, the company's revenues are 6.477 billion yuan NT, NT, NT $ 4.144 billion yuan 4.2 billion yuan, not only fell a month, but compared with the same period in 2015 appear respectively 47.23%, 54.48%, 79.3% fall, down also showed a rising trend.
Against this backdrop, even from HTC's "camp"-China Taiwan's media have said, "at present, the Smartphone market has basically taken shape, HTC probably numbered. "Especially when VR business--HTCVive to fame, there are more speculation that HTC will give up the Smartphone business.
On this issue, HTC Chairman Cher Wang's position is in an internal letter, "kinetic energy of our future business growth not only include smartphones, more into new areas such as RE, virtual reality, health services and other products. "The MWC2016, she was asked in an interview" phones and VR business within the company's weight "issue, the reply was" If you want me to say a cell phone compared to the proportion of, that is 50% to 50%. "
But HTC10 the flagship computer line was also abolished the press conference, Ms Wang Hao yan in the world spent $ 100 million around HTC Vive support VR industry and eco-business development, outside there is some doubt the authenticity of the above statement.
HTC VR China General Manager Alvin Wang graylin has recently said, "from 2010 to 2011, worldwide sales of mobile phone company HTC, we had been in this position (top), we hope that (by VR) back to this location again. "This statement shows HTC VR business not the same expectation, because they believe no one now pronouncements HTC mobile phones businesses can return to the top. But what is embarrassing is, VR is a still needs more input, enabling business, the Smartphone business is sold thanks to more and more, how to improve their business performance has become HTC currently facing the biggest challenge.
HTC
手机大悲剧：卖的越多亏得越多 - HTC 10,王雪红,HTC - IT资讯
HTC手机业务在衰落的道路上越走越远。
IDC调研数据显示，2015年第二季度全球智能手机市场份额排名上，HTC尚能位居第十，但在中国内地市场，HTC早已跌出前十。根据中国台湾市场调研公司TrendForce发布的《2015年全球智能手机市场情况报告》，全球市场份额前十已经不见HTC踪影。
在此背景之下，市场各方都在关注作为2016年旗舰机型的HTC10能否承担起HTC手机业务复兴大任。HTC 10被外界视为HTC手机“中兴之作”，但HTC10 Lifestyle（国行版）4月25日在HTC官方商城、天猫HTC旗舰店、京东商城开启预售后，预订情况却不容乐观。记者发现，截至5月4日16：00，京东商城HTC10预订量为金色22台、银色23台、灰色33台，共计78台；天猫HTC旗舰店的预订量为154台。
失败的差异化策略
2016年3月下旬HTC10不开线下发布会只开线上“虚拟发布会”的消息传出以后，手机业界吐槽HTC手机业务“穷得连开发布会的预算都砍掉了”的声音骤起。真正面市以后，HTC区别对待中国内地和海外的市场策略，以及HTC10的产品表现等，也遭到内地消费者的各种吐槽。
“HTC发布的实际上是两款手机：HTC10和HTC10 Lifestyle，前者为国际版，后者是国行版。”易观智库一位分析师告诉本报记者，二者有三个方面的区别：一是国际版搭载旗舰级别的高通骁龙820处理器，国行版搭载的则是骁龙652处理器；二是国际版有3GB/4GB两种内存选项，而国行版只有3GB一种；三是在USB接口上国际版采用速度更快的3.1接口，国行版只是2.0接口。也就是说，在内地出售的HTC10 Lifestyle是缩水版的旗舰机，因此在业界引起巨大争议。
虽然在配置上“矮化”国行版，但HTC又不想在内地市场少赚钱，因此在价格策略上也出现了“槽点”。
苹果一直是全球智能手机市场的标杆，今年3月发布的iPhone5 SE也不可避免地成为各厂商的参照物。首先，在整体价格策略上，HTC10国际版售价699美元，高于iPhone SE，国行版售价3499元、3799元，与iPhone SE基本相当。其次，HTC10国际版上市不久即推送100美元优惠码、开启大降价，由699美元降至599美元（约合人民币3900元）。“在内地提供缩水版产品，还希望内地消费者高价购买，这样的定价策略真的好吗？”上述分析师表示。
另外，“今年国内所有的手机厂商都在主打全网通，HTC10国行版在网络制式上却选择只支持中国移动和中国联通的‘双4G’，并不支持中国电信，这也是产品策略上的一大败笔。”该分析师认为。
在全球智能手机市场上，中国内地市场占据的份额达到1/3以上，因此，任何一家忽视中国内地市场的手机厂商都将自食其果。
由于HTC10国行版配置缩水引发了众多网友的疯狂吐槽，HTC官方感受到内地市场的巨大压力，因此已经放出HTC10 Lifestyle也将在2016年5月推出骁龙820版本、但可能涨价销售的消息，不知此举能否改善HTC10 Lifestyle在内地惨淡的预售情况。
卖得越多亏得越多
业界吐槽HTC“穷”，实际上是在说HTC这个安卓手机的“鼻祖”近年以来业绩惨淡。数据显示，2015年HTC营业收入1216.84亿元新台币，同比下滑35.2%，创下八年以来新低；净亏损155.33亿元新台币，这已是2013年以来连续3年亏损。事实上，2015年HTC毛利率和每股亏损两项财务数据，均创造上市以来的最差表现。
外媒近日分析了HTC陷入这种境地的原因：2015年第四季度，HTC手机出货量只有340万台，但平均售价237美元——与目前的安卓手机“老大”三星相比，HTC每台手机单价比三星还要高出12美元，但出货量仅相当于三星（2015年第四季度8000万台）的4%。另外，虽然HTC手机售价不低，但由于无法控制制造成本，HTC每卖出一台手机都要亏损38美元，而三星每卖出一台手机可以赚到23美元。
残酷的现实却是，2016年HTC可能会创造出更惨淡的业绩纪录。HTC官方网站显示，2016年1~3月，该公司营业收入分别为64.77亿元新台币、42.00亿元新台币、41.44亿元新台币，不仅出现了每月环比下降，而且与2015年同期相比分别出现了47.23%、54.48%、79.30%的下滑，同比下滑的幅度也呈现不断加大的趋势。
在此背景之下，就连来自HTC的“大本营”——中国台湾地区的媒体也开始说，“目前智能手机市场已经基本成型，HTC恐怕时日无多了。”尤其是在VR业务——HTCVive声名鹊起的时候，外界开始更多猜测HTC会否放弃智能手机业务。
对这个问题，HTC董事长王雪红在一份内部信中的表态是，“我们未来企业成长的动能不仅包含智能手机，更加入新的领域如RE、虚拟现实、健康服务与其他研发中的产品。”MWC2016期间，王雪红在接受采访时被问及“手机和VR业务在公司内部的权重”的问题时，答复还是“如果你们一定要我说一个跟手机相比的比重，那就是50%对50%吧”。
但在HTC10这样的旗舰机也取消线下发布会，王雪红却豪言投入1亿美元围绕HTC Vive在全世界扶持VR产业和生态企业发展的时候，对于上述表态的真实性外界多少还是有些怀疑。
HTC VR中国总经理汪丛青最近表态称，“2010年至2011年，全世界销量最多的手机公司就是HTC，我们也到过这个位置（巅峰），希望我们（通过VR）再次回到这个位置。”这个表态，充分说明HTC对于VR业务不太一样的期许，因为相信任何人现在也无法豪言HTC手机业务可以重回巅峰。但令人感到尴尬的是，VR是一项仍然需要较多投入、扶持的业务，智能手机业务却是越卖亏得越多，如何改善经营业绩已经成为HTC目前面临的最大难题。