中国高端手机市场面临变局，从苹果一家独大到与荣耀双雄争霸？

CCTIME飞象网2021-08-17

飞象网讯（一飞/文）“荣耀Magic3系列是面向未来的高端机型。在中国市场，荣耀的战略竞争对手就是苹果。我们要从苹果手中抢回高端份额”。8月12日，荣耀Magic3系列发布会后，荣耀CEO赵明对媒体表示。此前，赵明曾在多个公开场合表达荣耀冲击高端市场、对标苹果的决心和信心。这句话的背景是，赵明在发布会透露，截至今年第二季度，苹果占据70%的高端市场份额，真正的一家独大。其中的35%份额，是从荣耀和...

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IronChives
2021-08-19
IronChives
荣耀**
- IronChives:
  荣耀腊鸡，跟我念一遍
JasonFang
2021-08-17
JasonFang
哦
ANUBIS
2021-08-17
ANUBIS
转发
ANUBIS
2021-08-17
ANUBIS
评论转发
ANUBIS
2021-08-17
ANUBIS
测试转发
ANUBIS
2021-08-17
ANUBIS
测试转发

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glory?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"AAPL":1},"content_text":"飞象网讯（一飞/文）“荣耀Magic3系列是面向未来的高端机型。在中国市场，荣耀的战略竞争对手就是苹果。我们要从苹果手中抢回高端份额”。8月12日，荣耀Magic3系列发布会后，荣耀CEO赵明对媒体表示。此前，赵明曾在多个公开场合表达荣耀冲击高端市场、对标苹果的决心和信心。这句话的背景是，赵明在发布会透露，截至今年第二季度，苹果占据70%的高端市场份额，真正的一家独大。其中的35%份额，是从荣耀和华为“夺”过去的。市场份额的抢夺从来都是产品实力的较量。荣耀希望用荣耀Magic3系列打破这种局面，而其硬刚苹果的底气，更多则在于秉持“双轮驱动”的创新理念，打造出来的代表荣耀最高技术实力的极致主义产品。对标苹果，荣耀被寄予厚望由于众所周知的原因，华为从去年开始无法在高端市场大量供货。这为OPPO、vivo和小米冲高，留下了足够的市场空间。但最终的结果，却稍显尴尬。近日苹果发布的财报显示，苹果在2021财年第三财季，iPhone的销售总营收为395.7亿美元，同比激增近50%；大中华区的营收增速高达58.2%，达到147.6亿美元。另一组数据是，这个财季，iPhone在全球范围内的销量只增长了1%，但大中华地区的销量却增长了17%。市场研究机构赛诺在7月份周度数据分析中也提到，“苹果在5000元以上市场上占有绝对优势”。“一个能打的都没有”，或许是苹果在高端市场上，对竞争对手们的台词。赛诺认为，下半年国内安卓厂商依旧会在高端产品上投入力量。荣耀Magic 3系列的到来，将使下半年高端市场的比拼更加激烈。尤其是国产品牌集体冲高未见成效的背景下，无论是业界还是消费者，都对荣耀抗衡苹果寄予了厚望。全能科技实力，荣耀Magic3系列集齐荣耀“最硬的鳞”抗衡苹果，不能只喊口号，而要以实力说话。“无论是中国还是全球的高端手机市场，只有开发出性能和体验超越苹果的产品才真正能够去竞争”，赵明对此十分清醒。那么，荣耀Magic3系列具备这样的能力吗？作为荣耀打造的年度全能科技旗舰，荣耀Magic3系列集当下前沿科技之大成，代表荣耀最高科技水准。荣耀将其影像、底层创新、AI、设计、隐私安全等方面“最硬的鳞”——最领先的技术，都赋能荣耀Magic3系列，使其不仅可以与苹果“对战”，甚至在多个方面的体验优于苹果。例如影像方面，荣耀Magic3系列首次将电影工业视频流程AI化，使专业走向大众，让用户随手便可拍出电影大片，充分表达自己的情绪与审美。与此同时，荣耀Magic3系列在复杂环境下的色彩还原对比也强于iPhone 12 Pro。赵明自信强调：“在色彩管理上我们已经接近苹果，在某些场景下色彩管理甩开它一条街”。在性能和散热方面，荣耀Magic3系列的综合体验也是强于苹果的。根据发布会公布的数据，在运行大型游戏《原神》时，荣耀Magic3 Pro的平均帧率，要比iPhone 12 Pro高5.4帧。在机身温度方面，荣耀Magic3 Pro低0.5度。快充方面，苹果的18W、20W功率一直为用户诟病。荣耀Magic3系列的66W有线超级快充，毫无悬念全面胜出。苹果手机的重要优势之一，还在于iOS系统的流畅性。赵明透露，“荣耀未来会基于安卓体系开发自己的OS Turbo X。在对手最强大和最有优势的地方，我们持续发力比肩和改造”。OS Turbo X技术已经在荣耀Magic3系列上首发，运用超低时延引擎、抗老化引擎、智慧内存引擎，能够大幅提升系统流畅性、系统抗老化性和系统功耗表现。荣耀“双轮驱动”，构建面向未来核心能力综合荣耀Magic3系列的性能和体验，的确具备抗衡苹果的实力。公允得讲，在绝对性能上，OVM三家的高端手机硬件配置并不差，但依旧无法与苹果一战。这是什么原因呢？一大关键因素是“品牌势能”。小米难以从“性价比”的标签走出来，即使小米10、小米11提高了定价，依然被调侃为“高端旗舰机的守门员”。OPPO、vivo在高端市场的尝试也算不错，但囿于创新能力不足，无法再向上走一步。荣耀拥有此前长期积累的品牌势能，又承袭的华为的技术优势，在各方面整合完毕后，得以快速恢复市场份额。今年第一季度，荣耀的市场份额曾跌落至 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