本文摘要：What a difference two years makes. Back in 2013, Samsung was riding high in China’s smartphone market. According to data from China Confidential, a research service from the Financial Times, a third of prospective smartphone buyers (out of

What a difference two years makes. Back in 2013, Samsung was riding high in China’s smartphone market. According to data from China Confidential, a research service from the Financial Times, a third of prospective smartphone buyers (out of 1,500 surveyed by China Confidential in Q2 2013) planned to purchase a Samsung device, ahead of Apple and other domestic and multinational competitors.两年的变化真为大！叹2013年，三星(Samsung)还在傲然遨游中国智能手机市场。根据英国《金融时报》研究服务机构《中国投资参照》(China Confidential)的数据，当时三分之一的潜在智能手机购买者（《中国投资参照》在2013年第二季度针对1500人展开了调查）计划出售三星手机，领先于苹果(Apple)以及其他中国国内和跨国竞争对手。Since then, however, the Korean handset maker’s popularity has suffered a dramatic decline, as it has found itself squeezed from above and below. Its popularity more than halved between Q2 2013 and Q2 2014, and has halved again since, with just 7.4 per cent of prospective buyers in China Confidential’s most recent survey planning to buy a Samsung phone.然而，此后，这家韩国手机制造商的热门程度大幅度下降，该公司发现自己腹背受敌。

2013年第二季度至2014年第二季度，三星热门程度上升逾一半，此后再度上升一半，在《中国投资参照》的近期调查中，只有7.4%的中国潜在手机购买者计划出售三星手机。Apple’s popularity, by contrast, has surged over the same period, buoyed first by the launch of lower-priced iPhone models and more recently by the release of the large-screen iPhone6 and 6 Plus models last October — the large screen-size of many Samsung models had been a major reason for their previous popularity in China. Ahead of the iPhone 6 launch, a record 48.5 per cent of phone buyers said they planned to buy an Apple phone in China Confidential’s Q3 2014 survey. While Apple buying intentions moderated slightly in the immediate aftermath of the launch, they have remained strong, with Chinese buyers continuing to be attracted by Apple’s strong brand and the good reputation of its handsets.相比之下，苹果的热门程度同期仍然攀升，首先归功于价格较低iPhone机型的发售，而后又获益于去年10月iPhone 6和iPhone 6 Plus大屏手机系列的发售——很多三星手机配有的大屏幕仍然是三星之前在中国甚广热门的一个主要原因。

在《中国投资参照》2014年第三季度的调查中，在iPhone 6发售之前，创纪录的48.5%的手机购买者回应，计划出售苹果手机。尽管在iPhone 6发售后旋即，消费者出售苹果手机的心愿有所下降，但苹果手机的市场需求仍仍然强大，中国消费者之后被苹果的强劲品牌以及手机质量的较好声誉所更有。This has driven stellar China sales growth for the US company, with China iPhone sales soaring 72 per cent year on year during the first quarter of 2015, outstripping sales of the handset in the US for the first time. Strong buying intentions for Apple in China Confidential’s most recent survey suggest that this strong sales picture likely persisted into Q2 2015. By contrast, the fact that Samsung buying intentions continued to fall in despite the imminent launch of its heavily promoted Galaxy S6 and S6 Edge models does not bode well; the contrast with the surge in buying intentions ahead of Apple’s iPhone 6 launch was marked.这推展苹果在华销量强大快速增长，2015年第一季度，iPhone在华销量同比攀升72%，首次多达在美国的销量。

在《中国投资参照》近期调查中，对苹果手机的强大出售意愿指出，这种强大销量趋势可能会持续到今年第二季度。相比之下，尽管三星将要发售其大力宣传的Galaxy S6和Galaxy S6 Edge系列，但消费者出售三星手机的兴趣之后降温，这不是个好兆头；这与在苹果发售iPhone 6之前消费者出售iPhone兴趣攀升构成鲜明对比。Meanwhile, at the lower end, Samsung has found itself increasingly outplayed by lower-cost Chinese smartphone makers such as Huawei and Xiaomi, both of which make and sell feature-rich handsets using the same Android operating system as Samsung phones but at significantly lower prices. The cheapest model in Samsung’s popular Galaxy series retails in China for around Rmb2,000 ($322), whereas both Xiaomi and Huawei sell smartphone handsets for about half this price. In China Confidential’s most recent survey, 20.8 per cent of respondents said they planned to buy a Huawei phone, up more than 100 per cent year on year, while 10.1 per cent planned to buy a Xiaomi handset, ranking it ahead of Samsung for the first time in the survey.与此同时，在较低端智能手机领域，三星发现自己于是以日益被华为(Huawei)和小米(Xiaomi)等中国成本较低的手机制造商领先于，华为和小米生产和销售功能丰富的智能手机，都使用与三星手机一样的安卓(Android)操作系统，但价格却较低得多。

在颇受欢迎的三星Galaxy系列手机中，价格低于的机型在中国的零售价在2000元人民币（合322美元）左右，而小米和华为销售的智能手机价格为三星价格的一半左右。在《中国投资参照》的近期调查中，20.8%的受访者回应，他们计划出售华为手机，同比增加逾一倍，10.1%的受访者计划出售小米手机，这是《中国投资参照》开始此项调查以来小米名列首次多达三星。Samsung is taking measures to address this slide in its popularity, including the development of its own operating system and new product launches. Yet it faces an uphill task to win back lost market share in China, especially as smartphone sales begin to slow as the market matures.三星于是以采取措施应付人气下降局面，还包括研发自己的操作系统以及发售新产品。然而，该公司面对着夺取在中国失去的市场份额的艰难任务，尤其是随着市场的成熟期，智能手机销量开始上升。

Apple remains overwhelmingly the smartphone brand of choice among high-end consumers and is aiming to expand its appeal among lower-income consumers and those in lower-tier cities, where Samsung has previously enjoyed stronger popularity than its US rival.苹果依然是高端消费者智能手机品牌的不二自由选择，苹果还计划强化其在较低收益人群以及二三线城市消费者中的吸引力，在这部分人群，三星以前的热门程度要多达苹果。Meanwhile Huawei and Xiaomi, and emerging challengers such as Oppo and Meizu, in which Alibaba purchased a minority stake in February, continue to release new handsets and are investing heavily in research and development and marketing.与此同时，华为和小米，以及Oppo和魅族(Meizu)等新兴竞争对手，于是以之后公布新款手机，并在研发和市场营销方面投放巨资。今年2月，阿里巴巴(Alibaba)售予魅族少数股权。

The really bad news for Samsung is that these struggles are not confined to China. Chinese handset makers such as Xiaomi and Oppo are increasingly broadening their focus beyond the home market — in particular into India and Southeast Asia, where their low-cost, feature-rich handsets have already won them significant popularity in a short time. Samsung’s reversal of fortunes in China could well play out in other regional markets.对于三星而言，确实差劲的消息是，这种困境并不仅限于中国。小米和Oppo等中国手机制造商于是以日益不断扩大其对本国市场之外领域的注目，尤其是进占印度和东南亚市场，其低成本且功能丰富的手机已在短时间内让它们受到很大青睐。三星在中国命运的反败为胜很有可能会在其他亚洲市场重演。

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