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垂死的小猫

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垂死的小猫

2021-12-17

$老虎证券(TIGR)$什么情况？？？

垂死的小猫

2021-12-02

$Grab Holdings(GRAB)$Wow[笑哭] lucky i no buy yet

垂死的小猫

2021-12-02

这篇文章不错，转发给大家看看

小米真的“重回低谷”了吗？

垂死的小猫

2021-12-02

$老虎证券(TIGR)$越补越跌[无语] [无语] [无语]

垂死的小猫

2021-11-19

$Twitter(TWTR)$Wat happen

垂死的小猫

2021-11-18

$老虎证券(TIGR)$[流泪] [流泪] [流泪]

垂死的小猫

2021-11-04

$AMD(AMD)$还能买吗

垂死的小猫

2021-11-04

$AMD(AMD)$[财迷]

垂死的小猫

2021-10-29

$老虎证券(TIGR)$这辈子做的最错的决定[流泪]

垂死的小猫

2021-10-26

$Borqs Technologies, Inc.(BRQS)$$老虎证券(TIGR)$$特斯拉(TSLA)$lets go[看涨] [看涨]

垂死的小猫

2021-08-25

$老虎证券(TIGR)$[笑哭] [笑哭] [笑哭] [喷血] [喷血] [喷血]

垂死的小猫

2021-08-20

$老虎证券(TIGR)$[流泪] [流泪] [流泪]

垂死的小猫

2021-08-12

$老虎证券(TIGR)$发生什么事

垂死的小猫

2021-08-12

$老虎证券(TIGR)$烂泥扶不上墙

垂死的小猫

2021-08-10

$老虎证券(TIGR)$抛售[流泪]

垂死的小猫

2021-08-10

$老虎证券(TIGR)$涨一天跌四天

垂死的小猫

2021-08-10

$老虎证券(TIGR)$每天一样的套路

垂死的小猫

2021-08-06

$AMD(AMD)$画个大V？

垂死的小猫

2021-07-26

$老虎证券(TIGR)$哇怎么回事

垂死的小猫

2021-07-02

$Borqs Technologies, Inc.(BRQS)$真恶心

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href=\"https://laohu8.com/S/TIGR\">$老虎证券(TIGR)$</a>什么情况？？？","listText":"<a href=\"https://laohu8.com/S/TIGR\">$老虎证券(TIGR)$</a>什么情况？？？","text":"$老虎证券(TIGR)$什么情况？？？","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/699963021","isVote":1,"tweetType":1,"viewCount":1040,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":603778716,"gmtCreate":1638456804397,"gmtModify":1638456804529,"author":{"id":"3582191381367811","authorId":"3582191381367811","name":"垂死的小猫","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3582191381367811","authorIdStr":"3582191381367811"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/GRAB\">$Grab Holdings(GRAB)$</a>Wow[笑哭]&nbsp;lucky i no buy yet","listText":"<a href=\"https://laohu8.com/S/GRAB\">$Grab Holdings(GRAB)$</a>Wow[笑哭]&nbsp;lucky i no buy yet","text":"$Grab Holdings(GRAB)$Wow[笑哭] lucky i no buy yet","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":6,"commentSize":2,"repostSize":0,"link":"https://laohu8.com/post/603778716","isVote":1,"tweetType":1,"viewCount":2113,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":603839218,"gmtCreate":1638395024775,"gmtModify":1638395025098,"author":{"id":"3582191381367811","authorId":"3582191381367811","name":"垂死的小猫","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3582191381367811","authorIdStr":"3582191381367811"},"themes":[],"htmlText":"这篇文章不错，转发给大家看看","listText":"这篇文章不错，转发给大家看看","text":"这篇文章不错，转发给大家看看","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/603839218","repostId":"2188568227","repostType":4,"repost":{"id":"2188568227","kind":"highlight","pubTimestamp":1638371621,"share":"https://www.laohu8.com/m/news/2188568227?lang=&edition=full","pubTime":"2021-12-01 23:13","market":"hk","language":"zh","title":"小米真的“重回低谷”了吗？","url":"https://stock-news.laohu8.com/highlight/detail?id=2188568227","media":"智东西","summary":"说来有趣，中国排名前五手机厂商中，只有小米一家上市了，每到财报发布季，小米通常都会成为舆论的焦点，毕竟，你是在“裸奔”。\n随着今年三季度财报发布，增长的营收和净利并没有拉回小米连续下跌了小半年的股价，","content":"<p>说来有趣，中国排名前五手机厂商中，只有小米一家上市了，每到财报发布季，小米通常都会成为舆论的焦点，毕竟，你是在“裸奔”。</p>\n<p>随着今年三季度财报发布，增长的营收和净利并没有拉回小米连续下跌了小半年的股价，反而各路“唱衰”之声开始弥漫，手机出货量同比下跌，而vivo、OPPO、<a href=\"https://laohu8.com/S/AAPL\">苹果</a>、荣耀等对手们的销量却是高歌猛进。</p>\n<p>甚至苹果刚刚在过去的10月里，凭借iPhone 13系列的强劲销量直接力压vivo登顶中国手机市场。</p>\n<p>今天，<a href=\"https://laohu8.com/S/QCOM\">高通</a>新一代移动平台骁龙8发布，小米CEO雷军亲自站台宣布首发。</p>\n<p><img src=\"https://img.36krcdn.com/20211201/v2_ef503e5da15c4146a189907b85382090_img_000\" tg-width=\"588\" tg-height=\"333\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\">▲今天雷军以视频形式参加2021高通骁龙技术峰会，宣布小米12将全球首发骁龙8平台</p>\n<p>但雷军话音刚落，摩托罗拉、realme、OPPO、iQOO、中兴等众多厂商也接连宣布将“首批发售”，抢首发的火药味可谓十足，着实给小米不小的压力。</p>\n<p><img src=\"https://static.tigerbbs.com/953268f60e63bfb1e863a78e17f2a757\" tg-width=\"1000\" tg-height=\"1000\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\">▲国内多家手机厂商宣布将发布搭载骁龙8平台的智能手机</p>\n<p>小米真的走到了“艰难时刻”吗？雷军3个月前刚刚誓言要冲击全球第一，眼看就要熄火了？</p>\n<p><b>当我们把观察视角拉到全球手机市场，一些数据开始表现的“不太一样”。</b>小米手机出货量虽然下降，但似乎只是波动增长中的一次正常调整，甚至与行业老大哥<a href=\"https://laohu8.com/S/SMSN.UK\">三星</a>相比，小米还有几分赢面。</p>\n<p>一位小米线下经销商也告诉智东西，他们觉得三季度“卖的挺好的”。</p>\n<p>有句话说得好，不能看他们怎么说，要看他们怎么做的。为此 <b>我将2021年所有国内头部手机厂商的120多款主流新机进行了详细梳理，并将2018年至今的所有季度出货数据进行深入分析，以图表形式发掘其背后的规律。</b></p>\n<p>小米到底有没有重回低谷？这个三季度，小米和他的“小伙伴们”究竟经历了什么，而雷军冲击全球第一的目标，究竟还能否实现？全球手机市场的玩法，远没有表面看上去那么简单。</p>\n<p><img src=\"https://img.36krcdn.com/20211201/v2_2460f8b68a4841d98b6c4d9476e60ea4_img_000\" tg-width=\"1080\" tg-height=\"670\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<h2><b>01.手机市场“缺芯”遇冷，小米出货份额波动增长</b></h2>\n<p>根据Counterpoint的最新数据，今年第三季度，小米全球手机出货量同比下降大约4.5%，当然，这样的数据并不乐观，但行业整体情况如何呢？</p>\n<p>今年三季度全球智能手机出货量为3.42亿部，相比2020年同期的3.66亿部同比下降了约6.9%。</p>\n<p><img src=\"https://static.tigerbbs.com/ac4b0ef6f193411a573f4e1a7ea093b5\" tg-width=\"1080\" tg-height=\"579\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2015-2021年第三季度全球智能手机出货量情况，数据来源：Counterpoint</p>\n<p>国内市场同样逃不过下滑的命运。从Counterpoint给出的数据来看，第三季度国内智能手机出货量同比降幅达到了9%，甚至要超过全球市场的降幅，相比第二季度的环比提升仅有3%左右。</p>\n<p><img src=\"https://img.36krcdn.com/20211201/v2_f7d495b362f94f24839a8dc228904af6_img_000\" tg-width=\"1080\" tg-height=\"605\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2021年第三季度国内智能手机市场份额情况，数据来源：Counterpoint</p>\n<p>众所周知，目前整个科技行业仍然没有摆脱“缺芯”的困扰，半导体产能的缓解仍然需要时间，全球CPU、GPU头部玩家之一<a href=\"https://laohu8.com/S/AMD\">AMD</a>的CEO苏姿丰博士曾在接受采访时称， <b>产能短缺真正缓解可能要等到2023年。</b></p>\n<p>毕竟，半导体行业是一个高投资、长周期、慢回报的产业。国内手机厂商的各类芯片对于进口依赖较为严重，缺芯造成的影响也更为明显。</p>\n<p>不仅是SoC芯片，例如内存和闪存等存储芯片、相机模组所使用的CMOS图像传感器芯片、手机全身上下必不可少的各类电源管理芯片甚至是通信相关的各类射频芯片，都遇到了短缺的问题。</p>\n<p>目前高通推出了骁龙8平台，而联发科的天玑9000也即将发布。有爆料人士称，根据小米中国区总裁卢伟冰回复网友的话来看，天玑9000芯片方案售价高昂，甚至一套就可以接近2000元。</p>\n<p><img src=\"https://static.tigerbbs.com/7c6c6268229e196c7c23caab756b8d75\" tg-width=\"954\" tg-height=\"932\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲卢伟冰在<a href=\"https://laohu8.com/S/WB\">微博</a>上回复网友评论</p>\n<p>而高通的方案，还要更贵。<b>芯片激涨的售价，可能暗示着产能并不充裕。</b></p>\n<p>此外，今年三季度，东南亚疫情不断加剧，越南、马来西亚等半导体重点“工厂”国家都纷纷受到影响，采取了各类出入境限制措施，增加了用人的难度，对芯片短缺可以说是雪上加霜。</p>\n<p>随着目前新冠肺炎新毒株奥密克戎的发现，短时间内，全球人员和货物的往来又将迎来一波收紧。</p>\n<p>小米总裁王翔也在三季度财报电话会议中回应称，芯片缺货大约影响了小米1000-2000万部的手机出货量。</p>\n<p>整体来看， <b>在缺芯和疫情的双重打压下，不论是全球手机市场还是中国手机市场，都迎来了一次短暂的“遇冷”，出货量都有明显下降。而小米自身的出货量情况是要优于全球和中国手机市场整体情况的。</b></p>\n<p><img src=\"https://static.tigerbbs.com/b9459c0c9e91863259e86e7c3eb46bb3\" tg-width=\"1000\" tg-height=\"819\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2018-2021TOP手机品牌出货量趋势图，单位：百万部，数据来源：Counterpoint</p>\n<p>中国最大的购物季“双11”和海外市场的“黑五”对于手机销售的刺激，还要等到四季度才能体现，而四季度智能手机市场整体或将迎来一次明显反弹。</p>\n<p>除了优于手机市场整体情况，单看小米本身，其出货量表现也称不上一些报道中所说的“低谷”。</p>\n<p>我将Counterpoint统计的季度出货量数据进行了汇总整理，并用折线图的形式进行呈现，从中我们可以明显的看到， <b>小米手机市场出货份额占比是呈现一种波动增长的趋势的，其<a href=\"https://laohu8.com/S/42T.SI\">趋势线</a>有明显的上扬态势。</b></p>\n<p><img src=\"https://static.tigerbbs.com/63b543fa18c7183929ad8bfe3e7eea2c\" tg-width=\"1079\" tg-height=\"612\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2018-2021年小米全球手机市场份额占比，数据来源：Counterpoint</p>\n<p>小米市场份额此前出现过多次下降，但时间线一旦拉长来看，每次下降基本上都是波动增长的“回调”阶段，一路直上的增长在手机行业也是不现实的。</p>\n<p>此次三季度份额的下降很可能只是再次上扬前的一次回调。</p>\n<p>一位业内分析师告诉智东西，手机行业但看某一个季度的数据大多数时候是说明不了问题的。</p>\n<p>在第一手机研究院院长孙燕飚看来，今年手机市场大环境呈现走低态势， <b>全球手机出货量可能迎来10年新低，而中国手机市场的年出货量也可能仅仅在3亿部左右。</b></p>\n<h2><b>02.过去的三个月，小米到底“输”在了哪里？</b></h2>\n<p>当然，大家之所以揪住小米出货量下降的“小辫子”不放，更多还是因为小米的友商们都在“增长”。</p>\n<p>如果从全球市场来看，根据Counterpiont数据统计，苹果三季度出货量同比增长达到了15.1%、vivo为8.7%，而OPPO这一次在统计中将一加的销售量并了进来，因此同比达到了22%左右，剔除一加后增幅约为8.5%。</p>\n<p>聚焦国内市场，小米面对的竞争显然更加激烈，vivo和OPPO的出货量同比增长分别达到了21%和26%，苹果的同比增长更是达到了48%，还有一匹“黑马”值得注意，就是realme，其三季度出货量同比增长了682%，市场份额也来到了4%。</p>\n<p><img src=\"https://static.tigerbbs.com/cdcb887c63448b89809be105d58be0cf\" tg-width=\"1080\" tg-height=\"605\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2021年第三季度国内智能手机市场份额情况，数据来源：Counterpoint</p>\n<p>要知道，目前华为在国内市场的份额仅剩8%左右，也就是说，realme仅仅杀入国内市场两年多，如今已经做到了“半个华为”的出货体量。</p>\n<p>很多人都认为新荣耀是小米的主要对手，实际上，今年三季度荣耀国内市场出货量同比下降7%，虽然市场份额来到了15%、国内第三，但同比增速相比vivo和OPPO依然稍显逊色。</p>\n<p>而小米三季度国内市场出货量反而同比增长了15%。</p>\n<p>在手机行业中，其实单独看某一个季度的出货量占比，参考意义是比较有限的，因为 <b>手机行业存在一个非常明显的特点，就是出货量跟厂商新品发布节奏密切相关。</b></p>\n<p>从这一点切入，我将今年1月至今主流厂商发布的120多款新机进行了梳理，从中我们可以更直观地看到各家厂商是如何规划自己的新机发布节奏的，从中我们也能够看到销量和新机发布节奏的相关性。</p>\n<p><img src=\"https://static.tigerbbs.com/3d2dda359d21d837ba6a4e8c0bad45bd\" tg-width=\"1080\" tg-height=\"562\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2021年1月-11月主流手机厂商新发布机型</p>\n<p>苹果应该说是所有厂商中最具有代表性的一个，苹果每年只会发布一个新的iPhone系列，而且时间通常都在9月下旬，而大规模出货则要进入10月后，也就是第四季度，所以每年的第四季度，苹果都会呈现出出货的峰值。</p>\n<p><img src=\"https://static.tigerbbs.com/7327d560201ad6cc3d566ae9d789f564\" tg-width=\"1000\" tg-height=\"633\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2018年-2021年各季度苹果手机出货量统计，单位：百万部，数据来源：Counterpoint</p>\n<p>如果用折线图的形式来看，这一特点会体现的更为明显。</p>\n<p>此次苹果三季度出货量的高同比增长，实际上是有特殊性的。大家不要忘了，去年iPhone 12系列的发布时间是10月14日，而今年iPhone 13系列发布时间为9月17日。</p>\n<p>不要小看这一个月的时间差，据国内媒体报道，iPhone 13发布仅仅一周，国内订单预定量已经超过了500万部，几乎是一天100万部的节奏。iPhone 13的火爆毫无疑问提升了苹果三季度整体出货量。</p>\n<p>当然，苹果的发力重点还在第四季度，这不，刚刚过去的10月，苹果就力压vivo暂时登顶了中国智能手机出货市场，单品百万级别的销量令对手难以企及。</p>\n<p><img src=\"https://static.tigerbbs.com/db233b4086d86b54bd07b3238eb4b69e\" tg-width=\"834\" tg-height=\"469\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2019-2021年中国智能手机市场出货量占比走势图，数据来源：Counterpoint</p>\n<p>接下来是vivo和OPPO两家老牌厂商，根据智东西统计，vivo在今年三季度发布了超过9款新机，并且从入门级到旗舰级能够实现完整覆盖。</p>\n<p><img src=\"https://static.tigerbbs.com/8854c9ad144a00c57d28413d7ad1ab27\" tg-width=\"1080\" tg-height=\"305\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2021年1月-11月vivo、OPPO新发布机型</p>\n<p>比如我们熟悉的vivo X70系列旗舰机，其中vivo X70 Pro+也被多家国内科技媒体称为“安卓影像机皇”，热度颇高。</p>\n<p>vivo子品牌iQOO则发布了年度最重磅的旗舰机iQOO 8系列，iQOO 8 Pro更是首发了三星2K E5材质屏幕，并且在拍照、充电、处理器配置方面都直接拉满，成为了一部几乎无死角的旗舰水桶机。</p>\n<p>甚至有网友评论戏称，iQOO打起自己老大哥来，出手真是一点也不含糊。</p>\n<p>中端侧，vivo S10系列主打拍照、轻薄，瞄准女性用户和年轻群体，也是vivo的出货主力之一，而低端侧，vivo还推出了vivo Y53s t2版，其实vivo的Y系列T系列很少被线上用户感知，但实际上也是vivo在线下市场出货的主力之一。</p>\n<p>目前中国手机市场仍然是以“千元机”为主，vivo这些产品都是瞄准了这个价位段发力的机型。</p>\n<p>OPPO这边也没有手软，发布了OPPO A93s、OPPO A11s、OPPO K9 Pro等多款新品，覆盖中端、低端市场。据内人士透露，OPPO的A系列、K系列一直是走量的大头，对其出货量贡献是非常明显的。</p>\n<p><img src=\"https://static.tigerbbs.com/57846ab8771aa13cc995d7894509e66c\" tg-width=\"1080\" tg-height=\"192\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2021年1月-11月OPPO新发布机型</p>\n<p>当然，OPPO还拿出了OPPO Find X3 Pro摄影师版，填补了在高端旗舰侧的空白。</p>\n<p>再看常常被业内认为是小米最主要对手的荣耀，三季度其发布了年度最重磅的旗舰Magic3系列，虽然Magic3系列不论从外观还是硬件配置上来看，仍然没有彻底摆脱“华为的影子”，但也是新荣耀成立后花大力气打造的一款产品。</p>\n<p><img src=\"https://static.tigerbbs.com/f81597eada2cdd2e9fcd1cb623bf6ff4\" tg-width=\"1080\" tg-height=\"249\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2021年1月-11月荣耀新发布机型</p>\n<p>荣耀甚至单独为Magic3系列背后的影像技术开了一场发布会，强调自己自研技术的重要性，并且荣耀CEO赵明还在多期央视节目中露面，这在之前并不多见。</p>\n<p>除了Magic3系列，荣耀还发布了荣耀50 SE、荣耀X20 SE、荣耀Play5T Pro、荣耀X20等四款新机，从千元机到两千元、三千元档位均有覆盖。</p>\n<p>看完了苹果、OPPO、vivo和荣耀的三季度新机发布节奏，我们不妨回过头来看看小米做了什么，可以说， <b>三季度几乎是小米今年新机发布的“最低潮”。</b></p>\n<p><img src=\"https://static.tigerbbs.com/60c05a5c4f2ab6c5d1f82e8e59cd4343\" tg-width=\"1080\" tg-height=\"243\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2021年1月-11月小米新发布机型</p>\n<p>7月到9月，小米仅仅发布了一款小米MIX4和小米Civi，小米MIX4是一款主打4000元以上价位段的顶级旗舰机，也是小米屏下摄像技术的试水产品，并非销量主力。</p>\n<p>而小米Civi则是一款主打颜值、拍照，瞄准女性用户群体的手机，这是小米一条全新的产品系列，其市场认知度能有多高，不言而喻。</p>\n<p>那么重磅新机真的会给小米在销量上带来直观反馈吗？答案是肯定的。</p>\n<p>智东西整理数据发现，今年二季度，小米出货量表现十分亮眼，一度曾超过苹果位列全球第二，而在该季度，小米连发了7款手机新品，并且可以说是款款重磅。</p>\n<p><img src=\"https://static.tigerbbs.com/f2b4eebf8a80a31594f1e6fef14f7c24\" tg-width=\"1080\" tg-height=\"318\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2020年1月-12月小米新发布机型</p>\n<p>覆盖旗舰侧的小米11 Ultra、小米首款万元折叠屏手机小米MIX FOLD、小米11 Pro和小米11青春版，还有Redmi K40游戏增强版、Redmi Note 10系列。</p>\n<p>根据行业数据，Redmi Note系列和K系列一直都是小米出货量的主力，再加上多款旗舰机发布，小米第二季度可以说是“杀疯了”。</p>\n<p>再加上雷军在3月底的3小时激情演讲引起了市场较高的舆论关注度，小米的二季度才实现“赢麻了”的效果。</p>\n<p><img src=\"https://static.tigerbbs.com/52804f4360cf734a9105ab01aa8c69b9\" tg-width=\"1000\" tg-height=\"637\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲2018-2021年小米全球手机市场出货量走势，2020年Q3为突出高点，单位：百万部，数据来源：Counterpoint</p>\n<p>通过小米和其友商们的新机发布节奏以及销量对比，我们可以得出明确的结论， <b>在手机行业中，手机出货量受新品发布影响非常明显，因此某一个季度的数据一定要结合新品发布节奏来看，才有实际意义。</b></p>\n<p><b>通过统计图我们也能看到，历年的三季度，小米并没有规律性的出货峰值或低谷，出货情况主要还是根据当年具体情况而定。</b></p>\n<p>孙燕飚告诉智东西，其实小米冲击高端的策略势必会对销量产生一定影响，但从财报来看，净利润的提升也的确是有成效的。</p>\n<p>放眼手机行业整体情况，我们也能够看到，时至今日，以线下起家的OPPO和vivo，仍然在“机海战术”方面玩的很熟练，中低端市场是其出货量取胜关键。苹果这边，则是“爆品制胜”。</p>\n<p>反观小米， <b>在新机“寥寥无几”的情况下，全球出货量的下滑可能只是暂时的，并且值得注意的是，小米在国内市场仍然维持着增长态势。</b></p>\n<p>今年11月发布的Redmi Note 11系列是小米手机出货的主力，而即将发布的搭载高通新骁龙8平台的小米12系列旗舰机，按照“惯例”，也将成为同价位段的“性价比守门员”。</p>\n<p>小米的反击，或许已经在酝酿之中。</p>\n<h2><b>03.高层调整、加码IoT业务，海外市场首次唱主角</b></h2>\n<p>其实相比荣耀、OPPO和vivo这些老对手，小米在手机业务之外的优势是相对明显的，比如IoT业务。</p>\n<p>最近这些业务的一些调整都值得注意，或许在小米手机业务冲击全球第一的路上，它们都会成为小米的关键优势。</p>\n<p>有业内人士告诉智东西，尽管小米的对手们都不服气，但就现状来看，在 <b>中国智能家居市场，如果选一套较为完整的智能家居解决方案，小米仍然是唯一解</b>。</p>\n<p>近来，小米大有加强IoT业务发展的势头，就在几天前，小米刚刚通过内部信的形式发布了新一轮组织架构调整及干部任命通知。</p>\n<p><img src=\"https://static.tigerbbs.com/1398d59a2b8f637b8be32a92fa13eec9\" tg-width=\"678\" tg-height=\"1035\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲目前国内媒体报道整理的小米内部信原文（未经证实）</p>\n<p>小米集团合伙人之一、小米高级副总裁张峰不再兼任集团参谋长，而是将全部精力放在他分管的大家电、电视、笔记本业务，可以看到 <b>小米对于大家电领域的重视程度在进一步提高。</b></p>\n<p>要知道，张峰此前所操盘的小米大家电、电视、笔记本业务在今年都有不错的表现，小米电视销量继续稳坐中国第一，并跻身全球前五，小米的新风空调、米家冰箱也成为了其所在品类的黑马。</p>\n<p><img src=\"https://static.tigerbbs.com/823c800a462dd6c0ceb59415ce6e6858\" tg-width=\"991\" tg-height=\"833\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲小米集团合伙人、小米高级副总裁张峰</p>\n<p>与IoT业务相关的人事变动还有一条值得注意，小米IoT平台部这次被并入了手机部软件部，前小米IoT产品负责人王博将担任手机部软件部IoT平台部总经理。</p>\n<p>值得一提的是，手机部软件部也是此次组织架构调整中由软件与体验部和手机部系统软件部合并而来的。前软件与体验部总经理、MIUI负责人金凡担任手机软件部总经理，前系统软件部总监张国全担任副总经理。</p>\n<p>这样的调整， <b>很明显就是小米推动其“手机xAIoT”核心战略发展的重要举措。</b></p>\n<p>就目前来看，智能家居的核心依然是手机，短时间内不可能被取代，因此小米加强IoT业务与手机业务的融合，提升系统层面的协同体验，也会进一步巩固其在AIoT领域的优势。</p>\n<p>此次中国区的人事调整中，小米国际销售部副总裁刘毅将担任中国区副总裁兼电商部总经理，也就是说，小米国际业务的主力可能将与中国区总裁卢伟冰一起重点优化国内的销售业务。</p>\n<p><img src=\"https://img.36krcdn.com/20211201/v2_e8588f3cb1f84c23abcabd7907bf6aab_img_000\" tg-width=\"842\" tg-height=\"786\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>▲小米中国区副总裁兼电商部总经理刘毅</p>\n<p>在小米今年的财报中，有一个非常值得注意的点，就是小米海外业务营收占比来到了52.4%，这是 <b>小米海外业务营收占比首次超过50%</b> 。也就是说，单从收入角度来看，小米海外市场份额已经超过国内市场。</p>\n<p>2019年10月，小米成立了国际运营商拓展部，而身为国际销售部副总裁的刘毅就是该新部门的直接汇报人，如今两年时间过去，小米海外市场营收占比过半，根据业内信息来看，小米海外市场手机出货量占比约为四分之三。</p>\n<p>小米海外业务的架构和人事调整也算取得了阶段性成绩。而此次刘毅将一部分重心分回国内市场，也表明 <b>小米的新零售业务可能会采用国内外“一体化”的思路。</b></p>\n<p>当然，对于企业盈利来讲，小米的互联网业务、IoT业务和中高端手机业务的重点依然是国内，因此国内市场仍然是小米兜里钱多钱少的关键， <b>海外业务占比太高，尤其是在疫情的大背景下，或许对小米来说也并非都是好事。</b></p>\n<h2><b>04.结语：雷军誓要冲击全球第一，OV荣耀也不会坐看</b></h2>\n<p>从数据的深入分析来看，虽然小米三季度手机出货量同比有所下降，但结合行业整体情况以及自身的新机发布节奏来看，这样的表现也在情理之中，远未到“危急关头”或者“走入低谷”的境况。</p>\n<p>并且随着高通新平台骁龙8的发布，国内市场还会迎来一波新机潮，小米能否在四季度扬头直追，在一众友商的“围追堵截”中杀出一条血路，还有待观察。</p>\n<p>当然，对于小米来说，当下的形势可以说是“危机四伏”， <b>这种危机包括内在和外在两方面。</b></p>\n<p>OPPO和vivo的机海战术之外，其两家的子品牌realme和iQOO也对小米出货量主力Redmi发起了一轮又一轮“刺刀见红”的近身肉搏，在性价比三个字上频频不服Redmi。</p>\n<p>荣耀稳定后，能吃回多少华为失去的市场，将成为它能否座上国内市场头把交椅的关键。</p>\n<p>可以说不论是冲击高端还是打性价比，小米的对手们都虎视眈眈。</p>\n<p>内在方面，小米造车工厂已经落户北京亦庄，预计2024年实现首车下线量产，小米汽车团队规模也超过了500人，并收入宝马、吉利、极狐多位大佬。但目前小米造车，能不能得到市场认可，业务能不能挣钱，仍充满不确定性。</p>\n<p><img src=\"https://static.tigerbbs.com/5b7d1eb63fe97b887d98866db447bf6f\" tg-width=\"850\" tg-height=\"567\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"></p>\n<p>雷军定下了手机业务三年冲击全球第一的目标，这个目标的时间进度刚刚过去了五分之一，剩下的五分之四里，雷军能在手机、汽车甚至家电行业带来什么惊喜我们尚未可知。</p>\n<p>但有一点相对明确，今天的小米，对于52岁的雷军来说，仍然是一场没有走完的长征。</p>","source":"36kr_stock","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>小米真的“重回低谷”了吗？</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ 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}\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n小米真的“重回低谷”了吗？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-12-01 23:13 北京时间&nbsp;&nbsp;&nbsp;<a href=https://36kr.com/p/1508730533596928><strong>智东西</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>说来有趣，中国排名前五手机厂商中，只有小米一家上市了，每到财报发布季，小米通常都会成为舆论的焦点，毕竟，你是在“裸奔”。\n随着今年三季度财报发布，增长的营收和净利并没有拉回小米连续下跌了小半年的股价，反而各路“唱衰”之声开始弥漫，手机出货量同比下跌，而vivo、OPPO、苹果、荣耀等对手们的销量却是高歌猛进。\n甚至苹果刚刚在过去的10月里，凭借iPhone 13系列的强劲销量直接力压vivo登顶...</p>\n\n<a href=\"https://36kr.com/p/1508730533596928\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/aea2b9ab8a046974039715aed46d9985","relate_stocks":{"BK1521":"挪威政府全球养老基金持仓","BK1607":"新IT概念","01810":"小米集团-W","BK1193":"电脑硬件、储存设备及电脑周边","BK1502":"双十一","BK1523":"武汉本地概念股","BK1575":"同股不同权","BK1506":"5G概念","BK1589":"北水核心资产"},"source_url":"https://36kr.com/p/1508730533596928","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2188568227","content_text":"说来有趣，中国排名前五手机厂商中，只有小米一家上市了，每到财报发布季，小米通常都会成为舆论的焦点，毕竟，你是在“裸奔”。\n随着今年三季度财报发布，增长的营收和净利并没有拉回小米连续下跌了小半年的股价，反而各路“唱衰”之声开始弥漫，手机出货量同比下跌，而vivo、OPPO、苹果、荣耀等对手们的销量却是高歌猛进。\n甚至苹果刚刚在过去的10月里，凭借iPhone 13系列的强劲销量直接力压vivo登顶中国手机市场。\n今天，高通新一代移动平台骁龙8发布，小米CEO雷军亲自站台宣布首发。\n▲今天雷军以视频形式参加2021高通骁龙技术峰会，宣布小米12将全球首发骁龙8平台\n但雷军话音刚落，摩托罗拉、realme、OPPO、iQOO、中兴等众多厂商也接连宣布将“首批发售”，抢首发的火药味可谓十足，着实给小米不小的压力。\n▲国内多家手机厂商宣布将发布搭载骁龙8平台的智能手机\n小米真的走到了“艰难时刻”吗？雷军3个月前刚刚誓言要冲击全球第一，眼看就要熄火了？\n当我们把观察视角拉到全球手机市场，一些数据开始表现的“不太一样”。小米手机出货量虽然下降，但似乎只是波动增长中的一次正常调整，甚至与行业老大哥三星相比，小米还有几分赢面。\n一位小米线下经销商也告诉智东西，他们觉得三季度“卖的挺好的”。\n有句话说得好，不能看他们怎么说，要看他们怎么做的。为此 我将2021年所有国内头部手机厂商的120多款主流新机进行了详细梳理，并将2018年至今的所有季度出货数据进行深入分析，以图表形式发掘其背后的规律。\n小米到底有没有重回低谷？这个三季度，小米和他的“小伙伴们”究竟经历了什么，而雷军冲击全球第一的目标，究竟还能否实现？全球手机市场的玩法，远没有表面看上去那么简单。\n\n01.手机市场“缺芯”遇冷，小米出货份额波动增长\n根据Counterpoint的最新数据，今年第三季度，小米全球手机出货量同比下降大约4.5%，当然，这样的数据并不乐观，但行业整体情况如何呢？\n今年三季度全球智能手机出货量为3.42亿部，相比2020年同期的3.66亿部同比下降了约6.9%。\n\n▲2015-2021年第三季度全球智能手机出货量情况，数据来源：Counterpoint\n国内市场同样逃不过下滑的命运。从Counterpoint给出的数据来看，第三季度国内智能手机出货量同比降幅达到了9%，甚至要超过全球市场的降幅，相比第二季度的环比提升仅有3%左右。\n\n▲2021年第三季度国内智能手机市场份额情况，数据来源：Counterpoint\n众所周知，目前整个科技行业仍然没有摆脱“缺芯”的困扰，半导体产能的缓解仍然需要时间，全球CPU、GPU头部玩家之一AMD的CEO苏姿丰博士曾在接受采访时称， 产能短缺真正缓解可能要等到2023年。\n毕竟，半导体行业是一个高投资、长周期、慢回报的产业。国内手机厂商的各类芯片对于进口依赖较为严重，缺芯造成的影响也更为明显。\n不仅是SoC芯片，例如内存和闪存等存储芯片、相机模组所使用的CMOS图像传感器芯片、手机全身上下必不可少的各类电源管理芯片甚至是通信相关的各类射频芯片，都遇到了短缺的问题。\n目前高通推出了骁龙8平台，而联发科的天玑9000也即将发布。有爆料人士称，根据小米中国区总裁卢伟冰回复网友的话来看，天玑9000芯片方案售价高昂，甚至一套就可以接近2000元。\n\n▲卢伟冰在微博上回复网友评论\n而高通的方案，还要更贵。芯片激涨的售价，可能暗示着产能并不充裕。\n此外，今年三季度，东南亚疫情不断加剧，越南、马来西亚等半导体重点“工厂”国家都纷纷受到影响，采取了各类出入境限制措施，增加了用人的难度，对芯片短缺可以说是雪上加霜。\n随着目前新冠肺炎新毒株奥密克戎的发现，短时间内，全球人员和货物的往来又将迎来一波收紧。\n小米总裁王翔也在三季度财报电话会议中回应称，芯片缺货大约影响了小米1000-2000万部的手机出货量。\n整体来看， 在缺芯和疫情的双重打压下，不论是全球手机市场还是中国手机市场，都迎来了一次短暂的“遇冷”，出货量都有明显下降。而小米自身的出货量情况是要优于全球和中国手机市场整体情况的。\n\n▲2018-2021TOP手机品牌出货量趋势图，单位：百万部，数据来源：Counterpoint\n中国最大的购物季“双11”和海外市场的“黑五”对于手机销售的刺激，还要等到四季度才能体现，而四季度智能手机市场整体或将迎来一次明显反弹。\n除了优于手机市场整体情况，单看小米本身，其出货量表现也称不上一些报道中所说的“低谷”。\n我将Counterpoint统计的季度出货量数据进行了汇总整理，并用折线图的形式进行呈现，从中我们可以明显的看到， 小米手机市场出货份额占比是呈现一种波动增长的趋势的，其趋势线有明显的上扬态势。\n\n▲2018-2021年小米全球手机市场份额占比，数据来源：Counterpoint\n小米市场份额此前出现过多次下降，但时间线一旦拉长来看，每次下降基本上都是波动增长的“回调”阶段，一路直上的增长在手机行业也是不现实的。\n此次三季度份额的下降很可能只是再次上扬前的一次回调。\n一位业内分析师告诉智东西，手机行业但看某一个季度的数据大多数时候是说明不了问题的。\n在第一手机研究院院长孙燕飚看来，今年手机市场大环境呈现走低态势， 全球手机出货量可能迎来10年新低，而中国手机市场的年出货量也可能仅仅在3亿部左右。\n02.过去的三个月，小米到底“输”在了哪里？\n当然，大家之所以揪住小米出货量下降的“小辫子”不放，更多还是因为小米的友商们都在“增长”。\n如果从全球市场来看，根据Counterpiont数据统计，苹果三季度出货量同比增长达到了15.1%、vivo为8.7%，而OPPO这一次在统计中将一加的销售量并了进来，因此同比达到了22%左右，剔除一加后增幅约为8.5%。\n聚焦国内市场，小米面对的竞争显然更加激烈，vivo和OPPO的出货量同比增长分别达到了21%和26%，苹果的同比增长更是达到了48%，还有一匹“黑马”值得注意，就是realme，其三季度出货量同比增长了682%，市场份额也来到了4%。\n\n▲2021年第三季度国内智能手机市场份额情况，数据来源：Counterpoint\n要知道，目前华为在国内市场的份额仅剩8%左右，也就是说，realme仅仅杀入国内市场两年多，如今已经做到了“半个华为”的出货体量。\n很多人都认为新荣耀是小米的主要对手，实际上，今年三季度荣耀国内市场出货量同比下降7%，虽然市场份额来到了15%、国内第三，但同比增速相比vivo和OPPO依然稍显逊色。\n而小米三季度国内市场出货量反而同比增长了15%。\n在手机行业中，其实单独看某一个季度的出货量占比，参考意义是比较有限的，因为 手机行业存在一个非常明显的特点，就是出货量跟厂商新品发布节奏密切相关。\n从这一点切入，我将今年1月至今主流厂商发布的120多款新机进行了梳理，从中我们可以更直观地看到各家厂商是如何规划自己的新机发布节奏的，从中我们也能够看到销量和新机发布节奏的相关性。\n\n▲2021年1月-11月主流手机厂商新发布机型\n苹果应该说是所有厂商中最具有代表性的一个，苹果每年只会发布一个新的iPhone系列，而且时间通常都在9月下旬，而大规模出货则要进入10月后，也就是第四季度，所以每年的第四季度，苹果都会呈现出出货的峰值。\n\n▲2018年-2021年各季度苹果手机出货量统计，单位：百万部，数据来源：Counterpoint\n如果用折线图的形式来看，这一特点会体现的更为明显。\n此次苹果三季度出货量的高同比增长，实际上是有特殊性的。大家不要忘了，去年iPhone 12系列的发布时间是10月14日，而今年iPhone 13系列发布时间为9月17日。\n不要小看这一个月的时间差，据国内媒体报道，iPhone 13发布仅仅一周，国内订单预定量已经超过了500万部，几乎是一天100万部的节奏。iPhone 13的火爆毫无疑问提升了苹果三季度整体出货量。\n当然，苹果的发力重点还在第四季度，这不，刚刚过去的10月，苹果就力压vivo暂时登顶了中国智能手机出货市场，单品百万级别的销量令对手难以企及。\n\n▲2019-2021年中国智能手机市场出货量占比走势图，数据来源：Counterpoint\n接下来是vivo和OPPO两家老牌厂商，根据智东西统计，vivo在今年三季度发布了超过9款新机，并且从入门级到旗舰级能够实现完整覆盖。\n\n▲2021年1月-11月vivo、OPPO新发布机型\n比如我们熟悉的vivo X70系列旗舰机，其中vivo X70 Pro+也被多家国内科技媒体称为“安卓影像机皇”，热度颇高。\nvivo子品牌iQOO则发布了年度最重磅的旗舰机iQOO 8系列，iQOO 8 Pro更是首发了三星2K E5材质屏幕，并且在拍照、充电、处理器配置方面都直接拉满，成为了一部几乎无死角的旗舰水桶机。\n甚至有网友评论戏称，iQOO打起自己老大哥来，出手真是一点也不含糊。\n中端侧，vivo S10系列主打拍照、轻薄，瞄准女性用户和年轻群体，也是vivo的出货主力之一，而低端侧，vivo还推出了vivo Y53s t2版，其实vivo的Y系列T系列很少被线上用户感知，但实际上也是vivo在线下市场出货的主力之一。\n目前中国手机市场仍然是以“千元机”为主，vivo这些产品都是瞄准了这个价位段发力的机型。\nOPPO这边也没有手软，发布了OPPO A93s、OPPO A11s、OPPO K9 Pro等多款新品，覆盖中端、低端市场。据内人士透露，OPPO的A系列、K系列一直是走量的大头，对其出货量贡献是非常明显的。\n\n▲2021年1月-11月OPPO新发布机型\n当然，OPPO还拿出了OPPO Find X3 Pro摄影师版，填补了在高端旗舰侧的空白。\n再看常常被业内认为是小米最主要对手的荣耀，三季度其发布了年度最重磅的旗舰Magic3系列，虽然Magic3系列不论从外观还是硬件配置上来看，仍然没有彻底摆脱“华为的影子”，但也是新荣耀成立后花大力气打造的一款产品。\n\n▲2021年1月-11月荣耀新发布机型\n荣耀甚至单独为Magic3系列背后的影像技术开了一场发布会，强调自己自研技术的重要性，并且荣耀CEO赵明还在多期央视节目中露面，这在之前并不多见。\n除了Magic3系列，荣耀还发布了荣耀50 SE、荣耀X20 SE、荣耀Play5T Pro、荣耀X20等四款新机，从千元机到两千元、三千元档位均有覆盖。\n看完了苹果、OPPO、vivo和荣耀的三季度新机发布节奏，我们不妨回过头来看看小米做了什么，可以说， 三季度几乎是小米今年新机发布的“最低潮”。\n\n▲2021年1月-11月小米新发布机型\n7月到9月，小米仅仅发布了一款小米MIX4和小米Civi，小米MIX4是一款主打4000元以上价位段的顶级旗舰机，也是小米屏下摄像技术的试水产品，并非销量主力。\n而小米Civi则是一款主打颜值、拍照，瞄准女性用户群体的手机，这是小米一条全新的产品系列，其市场认知度能有多高，不言而喻。\n那么重磅新机真的会给小米在销量上带来直观反馈吗？答案是肯定的。\n智东西整理数据发现，今年二季度，小米出货量表现十分亮眼，一度曾超过苹果位列全球第二，而在该季度，小米连发了7款手机新品，并且可以说是款款重磅。\n\n▲2020年1月-12月小米新发布机型\n覆盖旗舰侧的小米11 Ultra、小米首款万元折叠屏手机小米MIX FOLD、小米11 Pro和小米11青春版，还有Redmi K40游戏增强版、Redmi Note 10系列。\n根据行业数据，Redmi Note系列和K系列一直都是小米出货量的主力，再加上多款旗舰机发布，小米第二季度可以说是“杀疯了”。\n再加上雷军在3月底的3小时激情演讲引起了市场较高的舆论关注度，小米的二季度才实现“赢麻了”的效果。\n\n▲2018-2021年小米全球手机市场出货量走势，2020年Q3为突出高点，单位：百万部，数据来源：Counterpoint\n通过小米和其友商们的新机发布节奏以及销量对比，我们可以得出明确的结论， 在手机行业中，手机出货量受新品发布影响非常明显，因此某一个季度的数据一定要结合新品发布节奏来看，才有实际意义。\n通过统计图我们也能看到，历年的三季度，小米并没有规律性的出货峰值或低谷，出货情况主要还是根据当年具体情况而定。\n孙燕飚告诉智东西，其实小米冲击高端的策略势必会对销量产生一定影响，但从财报来看，净利润的提升也的确是有成效的。\n放眼手机行业整体情况，我们也能够看到，时至今日，以线下起家的OPPO和vivo，仍然在“机海战术”方面玩的很熟练，中低端市场是其出货量取胜关键。苹果这边，则是“爆品制胜”。\n反观小米， 在新机“寥寥无几”的情况下，全球出货量的下滑可能只是暂时的，并且值得注意的是，小米在国内市场仍然维持着增长态势。\n今年11月发布的Redmi Note 11系列是小米手机出货的主力，而即将发布的搭载高通新骁龙8平台的小米12系列旗舰机，按照“惯例”，也将成为同价位段的“性价比守门员”。\n小米的反击，或许已经在酝酿之中。\n03.高层调整、加码IoT业务，海外市场首次唱主角\n其实相比荣耀、OPPO和vivo这些老对手，小米在手机业务之外的优势是相对明显的，比如IoT业务。\n最近这些业务的一些调整都值得注意，或许在小米手机业务冲击全球第一的路上，它们都会成为小米的关键优势。\n有业内人士告诉智东西，尽管小米的对手们都不服气，但就现状来看，在 中国智能家居市场，如果选一套较为完整的智能家居解决方案，小米仍然是唯一解。\n近来，小米大有加强IoT业务发展的势头，就在几天前，小米刚刚通过内部信的形式发布了新一轮组织架构调整及干部任命通知。\n\n▲目前国内媒体报道整理的小米内部信原文（未经证实）\n小米集团合伙人之一、小米高级副总裁张峰不再兼任集团参谋长，而是将全部精力放在他分管的大家电、电视、笔记本业务，可以看到 小米对于大家电领域的重视程度在进一步提高。\n要知道，张峰此前所操盘的小米大家电、电视、笔记本业务在今年都有不错的表现，小米电视销量继续稳坐中国第一，并跻身全球前五，小米的新风空调、米家冰箱也成为了其所在品类的黑马。\n\n▲小米集团合伙人、小米高级副总裁张峰\n与IoT业务相关的人事变动还有一条值得注意，小米IoT平台部这次被并入了手机部软件部，前小米IoT产品负责人王博将担任手机部软件部IoT平台部总经理。\n值得一提的是，手机部软件部也是此次组织架构调整中由软件与体验部和手机部系统软件部合并而来的。前软件与体验部总经理、MIUI负责人金凡担任手机软件部总经理，前系统软件部总监张国全担任副总经理。\n这样的调整， 很明显就是小米推动其“手机xAIoT”核心战略发展的重要举措。\n就目前来看，智能家居的核心依然是手机，短时间内不可能被取代，因此小米加强IoT业务与手机业务的融合，提升系统层面的协同体验，也会进一步巩固其在AIoT领域的优势。\n此次中国区的人事调整中，小米国际销售部副总裁刘毅将担任中国区副总裁兼电商部总经理，也就是说，小米国际业务的主力可能将与中国区总裁卢伟冰一起重点优化国内的销售业务。\n\n▲小米中国区副总裁兼电商部总经理刘毅\n在小米今年的财报中，有一个非常值得注意的点，就是小米海外业务营收占比来到了52.4%，这是 小米海外业务营收占比首次超过50% 。也就是说，单从收入角度来看，小米海外市场份额已经超过国内市场。\n2019年10月，小米成立了国际运营商拓展部，而身为国际销售部副总裁的刘毅就是该新部门的直接汇报人，如今两年时间过去，小米海外市场营收占比过半，根据业内信息来看，小米海外市场手机出货量占比约为四分之三。\n小米海外业务的架构和人事调整也算取得了阶段性成绩。而此次刘毅将一部分重心分回国内市场，也表明 小米的新零售业务可能会采用国内外“一体化”的思路。\n当然，对于企业盈利来讲，小米的互联网业务、IoT业务和中高端手机业务的重点依然是国内，因此国内市场仍然是小米兜里钱多钱少的关键， 海外业务占比太高，尤其是在疫情的大背景下，或许对小米来说也并非都是好事。\n04.结语：雷军誓要冲击全球第一，OV荣耀也不会坐看\n从数据的深入分析来看，虽然小米三季度手机出货量同比有所下降，但结合行业整体情况以及自身的新机发布节奏来看，这样的表现也在情理之中，远未到“危急关头”或者“走入低谷”的境况。\n并且随着高通新平台骁龙8的发布，国内市场还会迎来一波新机潮，小米能否在四季度扬头直追，在一众友商的“围追堵截”中杀出一条血路，还有待观察。\n当然，对于小米来说，当下的形势可以说是“危机四伏”， 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