華為升至世界第三 2015年全球手機廠(chǎng)商排行榜
近日，市場(chǎng)調研機構Digitmes Research公布了2015年第三季度全球智能手機出貨量數據，根據報告顯示，今年第三季度三星、蘋(píng)果依然占據出貨量前兩名的位置，而排名第三的手機廠(chǎng)商則是來(lái)自中國的華為。
在第三季度，全球智能手機出貨量共計3.32億部，環(huán)比增長(cháng)10.5%，同比增長(cháng)7.7%。本季度三星出貨量比重最大，占到總數的25.6%，而蘋(píng)果則占到14.5%，國產(chǎn)廠(chǎng)商華為則擁有7.4%的市場(chǎng)份額。
其實(shí)華為在2015年第一季就已經(jīng)榮升至全球第三，而在緊接著(zhù)第二季度的排名華為仍舊是霸占第三。而現在第三季度的排名毫無(wú)疑問(wèn)再次成為了國內第一，全球第三。
筆者認為，在全球手機廠(chǎng)商排行榜前五名當中，第三至第五是最容易易主的，因為這幾家廠(chǎng)商的實(shí)際市場(chǎng)份額都相差不大，而且產(chǎn)品的差異化比較小，既無(wú)法做到蘋(píng)果領(lǐng)先的技術(shù)創(chuàng )新，也沒(méi)有三星強大的垂直整合能力。
但是華為能夠連續三季牢牢站穩全球第三也讓我們不得不正視：看似普通的華為憑借什么能夠力壓LG和小米?這或許就是筆者今天要解開(kāi)的迷。
雙品牌戰略：回旋余地更大
2013年，華為榮耀品牌開(kāi)始獨立發(fā)展，作為當時(shí)模仿小米模式的互聯(lián)網(wǎng)手機品牌，榮耀手機此后一路狂奔，成為當時(shí)銷(xiāo)量?jì)H次于小米的手機品牌，可以說(shuō)榮耀品牌為華為手機的整體銷(xiāo)量做出了很大的貢獻。
當國產(chǎn)手機在小米的帶領(lǐng)下大打性?xún)r(jià)比戰的時(shí)候，華為通過(guò)走中低端的互聯(lián)網(wǎng)品牌榮耀抓住了這一波紅利。同時(shí)其主打高端的手機品牌華為也并未放慢腳步，通過(guò)P系列和Mate系列兩大子品牌開(kāi)始觸及國產(chǎn)手機自動(dòng)回避的高端手機市場(chǎng)。而Mate 7就是華為的風(fēng)口，在低端手機開(kāi)始萎靡的時(shí)候，華為適時(shí)的找到了高端市場(chǎng)的入口，抓住了手機行業(yè)的下一波紅利。
反觀(guān)當時(shí)的國產(chǎn)手機，在2015年初小米發(fā)布小米Note主打高端，但是相比華為已經(jīng)整整晚了兩年的時(shí)間，這就像是溫水煮青蛙的過(guò)程，當小米察覺(jué)到危機的時(shí)候，已經(jīng)無(wú)力回天了。
可以說(shuō)華為相比小米魅族這些國產(chǎn)手機廠(chǎng)商有著(zhù)更長(cháng)遠的戰略眼光，著(zhù)眼當下，布局未來(lái)，而這也是華為最后脫穎而出的關(guān)鍵原因。
自研芯片：自己掌握命根子
華為手機表面的光鮮其實(shí)離不開(kāi)其始終重視對手機核心技術(shù)的研發(fā)投入。我們縱觀(guān)華為智能手機的歷史就會(huì )發(fā)現這其中海思麒麟芯片基本上貫穿了華為手機的整個(gè)歷史。
筆者不得不承認的是，海思麒麟芯片早期確實(shí)在性能上和兼容性上有很多問(wèn)題。但是隨著(zhù)Android系統的發(fā)展，麒麟芯片之前的問(wèn)題都慢慢的解決了。而能夠自研芯片不僅證明了華為強大的研發(fā)能力，更是讓華為在手機研發(fā)進(jìn)度上游刃有余。
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