您所在的位置:首页商情Market › 正文

在中国,苹果何止是一部手机、一台平板!

Danny翻译,Danny发布英文 ; 2012-07-30 15:24 阅读次 
  • 中文
  • 中英对照

在中国,苹果何止是一部手机、一部平板!苹果在中国可不仅是生产产品;苹果在中国市场的销售情况,那才叫真正的大火大热。

但凡对西方人讲“苹果(Apple)”和“中国(China)”这两个关键词的时候,大多数人脑海中立刻蹦出来的画面就是“血汗工厂”。很多人指责富士康,认为工人受到了严重的剥削。因此,苹果公司已经给出承诺,要全力改善工人的用工环境。

在中国范围问与苹果有关的话题,除了赞不绝口以外,听到的评论几乎是很少。在这个泱泱大国,苹果堪称是一个最受尊重的品牌。去年一份来自斯坦福大学研究人员的调查结果显示,在中国北京的一所精英中学里,iPad拥有人数远比加州的帕洛阿尔托精英中学要多。据统计,今年第一季度,苹果在大中华区的销售总额约为79亿美元,也因此,中国当之无愧的成为了苹果在全球的第二大消费市场。最近一次销售活动便是7月20号,新一代iPad在中国内地的上市亮相。

苹果公司于7月24日宣布了最新销售情况报表。最新季度,苹果全球总收入大约为350亿美元,毛利率接近43%。然而,令人惊讶的是,苹果股价却比投资者预期跌了4.3%。分析师称,这是由于欧洲市场的需求疲软以及iPhone上市谣言导致的购买延期等原因所导致。

大中华区,尽管第一季度发布了期待已久的iPhone 4S,销售额依然暴跌28%,降至57亿美元。然而,这也是预料之中。无论如何,更能说明问题的还是收入同比增长幅度为48%。

在中国,智能手机(包括所有品牌)销量大幅飙升已是不争的事实。仅4月,就已经上涨288%。同期首度超过普通手机。投资研究公司桑福德-伯恩斯坦公司(Sanford C. Bernstein&Co)认为,中国大约有2.7亿人能够负担苹果产品,且每年大约5700万人购买苹果产品。大多数中国人还是只能望梅止渴。据媒体报道,今年,中国最贫困省份之一——安徽的一名小男孩居然卖肾买iPhone和iPad。

苹果究竟为什么能让中国人如此疯狂呢?不置可否,苹果的产品的确外观精美,但是所有的应用程序、音乐和电影都必须到苹果商店下载方可使用。所以,吸引消费者的最大诱饵便是利润丰厚的iTunes系统。乍一看,中国是前途市场;光去年应用程序下载量就已暴涨300%,上升到占全球总量的18%。中国销售额的增长也与iTunes系统开始接受人民币支付有关系。

然而,对于中国人来说,接不接受人民币支付关系都不大。因为他们都希望应用程序免费,或者至少是“免费增值”服务模式。一家技术咨询公司估计,一款相同的游戏程序,在日本售价约为1.9美元,美国0.67美元,但在中国却只售0.07美元。这样的情况便使苹果很难扩展市场。

苹果公司在中国,不仅仅是一家电子产品企业。它无疑有助于中国企业现代化的进程。中国的消费者,不仅渴望拥有产品,还渴望了解企业背后的传奇缔造者——《史蒂夫•乔布斯传记》的销售也是异常火爆。此外,苹果公司甚至还有可能帮助推动中国政府对知识产权保护的进程。

在中国,苹果何止是一部手机、一部平板!苹果在中国可不仅是生产产品;苹果在中国市场的销售情况,那才叫真正的大火大热。

但凡对西方人讲“苹果(Apple)”和“中国(China)”这两个关键词的时候,大多数人脑海中立刻蹦出来的画面就是“血汗工厂”。很多人指责富士康,认为工人受到了严重的剥削。因此,苹果公司已经给出承诺,要全力改善工人的用工环境。

在中国范围问与苹果有关的话题,除了赞不绝口以外,听到的评论几乎是很少。在这个泱泱大国,苹果堪称是一个最受尊重的品牌。去年一份来自斯坦福大学研究人员的调查结果显示,在中国北京的一所精英中学里,iPad拥有人数远比加州的帕洛阿尔托精英中学要多。据统计,今年第一季度,苹果在大中华区的销售总额约为79亿美元,也因此,中国当之无愧的成为了苹果在全球的第二大消费市场。最近一次销售活动便是7月20号,新一代iPad在中国内地的上市亮相。

苹果公司于7月24日宣布了最新销售情况报表。最新季度,苹果全球总收入大约为350亿美元,毛利率接近43%。然而,令人惊讶的是,苹果股价却比投资者预期跌了4.3%。分析师称,这是由于欧洲市场的需求疲软以及iPhone上市谣言导致的购买延期等原因所导致。

大中华区,尽管第一季度发布了期待已久的iPhone 4S,销售额依然暴跌28%,降至57亿美元。然而,这也是预料之中。无论如何,更能说明问题的还是收入同比增长幅度为48%。

在中国,智能手机(包括所有品牌)销量大幅飙升已是不争的事实。仅4月,就已经上涨288%。同期首度超过普通手机。投资研究公司桑福德-伯恩斯坦公司(Sanford C. Bernstein&Co)认为,中国大约有2.7亿人能够负担苹果产品,且每年大约5700万人购买苹果产品。大多数中国人还是只能望梅止渴。据媒体报道,今年,中国最贫困省份之一——安徽的一名小男孩居然卖肾买iPhone和iPad。

苹果究竟为什么能让中国人如此疯狂呢?不置可否,苹果的产品的确外观精美,但是所有的应用程序、音乐和电影都必须到苹果商店下载方可使用。所以,吸引消费者的最大诱饵便是利润丰厚的iTunes系统。乍一看,中国是前途市场;光去年应用程序下载量就已暴涨300%,上升到占全球总量的18%。中国销售额的增长也与iTunes系统开始接受人民币支付有关系。

然而,对于中国人来说,接不接受人民币支付关系都不大。因为他们都希望应用程序免费,或者至少是“免费增值”服务模式。一家技术咨询公司估计,一款相同的游戏程序,在日本售价约为1.9美元,美国0.67美元,但在中国却只售0.07美元。这样的情况便使苹果很难扩展市场。

苹果公司在中国,不仅仅是一家电子产品企业。它无疑有助于中国企业现代化的进程。中国的消费者,不仅渴望拥有产品,还渴望了解企业背后的传奇缔造者——《史蒂夫•乔布斯传记》的销售也是异常火爆。此外,苹果公司甚至还有可能帮助推动中国政府对知识产权保护的进程。

Apple doesn’t just make stuff in China; its sales there are booming, too

SAY the words “Apple” and “China” to Westerners, and many will think of sweatshops. Campaigners have accused Foxconn, which makes most of Apple’s gizmos in mainland China, of overworking and underpaying its staff. Apple has promised to insist on better working conditions.

Ask about Apple inside China, however, and you hear little but praise. It is one of the most admired brands in the Middle Kingdom. A survey last year by researchers at Stanford University found that iPad penetration was greater at an elite high school in Beijing than at one in Palo Alto, California. In the first quarter of this year Apple earned $7.9 billion in greater China, making it the firm’s second-biggest market (see chart). The latest iPad was launched on the mainland on July 20th.

Apple’s latest results, announced on July 24th, were excellent by normal standards: global revenues for the most recent quarter were $35 billion, with a gross margin of nearly 43%. Amazingly, this was worse than investors expected, so Apple’s shares slipped by 4.3%. Analysts blamed weak demand in Europe, as well as purchases deferred because of rumours of a new iPhone launch.

Sales in greater China fell to $5.7 billion, a plunge of 28% from the spectacular first quarter (when Apple launched the much-awaited iPhone 4S in the country). That was expected, however. More telling is that revenues rose by 48% year-on-year.

Sales of smartphones (of all brands) in China are soaring: they rose by 288% in April, year-on-year, and for the first time outpaced the sales of dumbphones. Sanford C. Bernstein, an investment bank, estimates that 270m people in China can already afford Apple’s products, and that each year another 57m will be able to. Many Chinese are desperate for its gadgets. This year a boy from Anhui, one of China’s poorest provinces, reportedly sold one of his kidneys to buy an iPhone and iPad.

The secret of Apple’s wild profitability in other countries is not just its elegant devices but the apps, music and films that customers download onto them. Its phones and tablets lure consumers into its lucrative iTunes ecosystem. At first glance, China is a promising market: last year app downloads shot up by 300%, rising to 18% of the global total. And Chinese sales at iTunes have gone up since it started accepting payments in yuan.

However, Chinese consumers are not parting with many of those yuan. They expect apps to be free, or at least to be offered on the “freemium” model. App Annie, a technology consultancy, estimates that payments made per Apple game app average $1.90 in Japan and $0.67 in America, but just $0.07 in China. This makes it hard for Apple’s business model to work there.

Some say Apple should copy an idea from Henry Ford. The great American carmaker paid his employees enough to afford a Model T. Will the workers who assemble iPads one day be able to own one? With wages soaring in China, that may not be a pipe dream. Given that wages account for only 2% of the retail price, bumping them up would hardly cripple Apple’s margins. And removing the “sweatshop” stigma might help its global reputation.

Apple has arguably helped to modernise Chinese attitudes towards enterprise and design. Chinese shoppers are eager not only to own its products but also to learn about the man behind the company; sales of a biography of Steve Jobs have been huge. Apple may even have helped nudge the Chinese government towards stricter protection of intellectual property—though pirated copies of the Jobs biography were available within days of the original, and at a fraction of the price.


关键字: 苹果 iPhone iPad 乔布斯 智能手机 科技产业
分享到: