存储等核心元器件成本上涨手机行业竞争格局重构

每日经济新闻01-22

1月19日晚间，荣耀发布三款定位差异明显的新品，分别是主打轻薄的Magic8 Pro Air，与潮玩IP（知识产权）泡泡玛特联名的500 Pro Molly款，以及定位高端市场的Magic8RSR保时捷设计。《每日经济新闻》记者注意到，从产品组合来看，这更像是一次针对不同消费人群的集中补位。此前荣耀用户中男性占比较高，此次发布也被视为其在新管理团队带领下，正积极尝试拓展年轻圈层与女性用户的信号。从...

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Molly款，以及定位高端市场的Magic8RSR保时捷设计。《每日经济新闻》记者注意到，从产品组合来看，这更像是一次针对不同消费人群的集中补位。此前荣耀用户中男性占比较高，此次发布也被视为其在新管理团队带领下，正积极尝试拓展年轻圈层与女性用户的信号。从...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260122223317a44a5b17&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0314106906.USD","symbol_name":"MANULIFE GF GLOBAL EQUITY \"AA\" (USD) INC","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260122223317a44a5b17&s=b","article_id":"2605497155","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260122223317a44a5b17&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, 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restructured","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"688525":1.62,"AAPL":0.9,"ON":1.64,"MACW.SI":0.6},"content_text":"1月19日晚间，荣耀发布三款定位差异明显的新品，分别是主打轻薄的Magic8 Pro Air，与潮玩IP（知识产权）泡泡玛特联名的500 Pro Molly款，以及定位高端市场的Magic8RSR保时捷设计。《每日经济新闻》记者注意到，从产品组合来看，这更像是一次针对不同消费人群的集中补位。此前荣耀用户中男性占比较高，此次发布也被视为其在新管理团队带领下，正积极尝试拓展年轻圈层与女性用户的信号。从行业视角来看，当前智能手机市场正面临双重压力：一方面，存储等核心元器件成本持续上涨，不断侵蚀本就有限的利润空间；另一方面，国内市场的增量空间十分有限，排名前五大手机厂商之间的市场份额差距仅约1个百分点，在高度饱和的竞争中必须寻找新的增长点。调研机构Omdia认为，2026年，全球智能手机市场将进入一个由“成本压力”与“价值创造”共同主导的新阶段。同时，市场分化趋势愈发明显：高端机型保持增长韧性，入门级产品受到成本挤压的影响。Omdia研究负责人刘艺璇分析指出，2026年的关键不再是“还能卖出多少部手机”，而是消费者愿意负担什么价位及什么配置的产品，以及厂商能否向消费者清晰界定并捍卫自身的独特价值。这也意味着，全球智能手机行业正逐步告别以出货量增长为核心的扩张逻辑，转而进入一个以价值重构为主导的新阶段。在这一变化中，海外市场的重要性也被进一步放大。2025年前三季度，全球智能手机累计出货量约9亿台，其中中国厂商合计出货占比已超过60%。市场分化加剧：中高端增长vs入门机型承压日前，IDC（国际数据公司）发布的数据显示，2025年，全球智能手机出货量达到12.6亿部，同比增长1.9%。尽管智能手机出货规模在2025年出现温和修复，但这一轮回暖更多由中高端机型、区域性换机需求所推动。从厂商表现来看，2025年，苹果与三星成为前五大智能手机厂商中增长最强劲的两家，同比增速分别达到6.3%和7.9%，两者合计市场份额升至39%，较2024年的37%进一步提升，体现出全球消费者购智能手机，持续向高端机型集中的趋势。相比之下，其他多数智能手机厂商仍承受较大压力。2025年，小米和OPPO的市场份额略有下滑；其中2025年第四季度，小米出货量出现两位数下滑，主要受制于产品结构向高端转型的阵痛，以及中国市场竞争加剧，但其2025年全年出货量仍位居全球第三；OPPO受海外市场需求疲软影响，出货量排在第五。过去，高性价比的智能手机入门机型，是中国厂商打开海外市场的利器。然而，随着存储等核心元器件成本大幅上涨，这一盈利模型正遭受严峻考验。压力之下，国产手机厂商的竞争方式和产品主攻价位带发生了改变——中高端市场正成为新的竞争焦点，厂商试图在规模与利润之间重建平衡。以荣耀为例，其扩张节奏较为激进。Omdia数据显示，2025年前三季度，荣耀海外智能手机出货量同比增长约55%；其中，欧洲市场承担着荣耀海外高端化战略的支点，而拉丁美洲则是其出货规模的重要支撑区域；中东非市场快速增长，整体出货规模正逐步接近拉美市场，成为新的增量来源之一。“在多数新兴海外市场，智能手机新增需求仍主要集中于200美元以下的入门级市场，但荣耀选择将资源更多投入300美元至499美元价位段，该价位段占荣耀海外出货量的约23%，在主要中国厂商中处于较高水平。”Omdia分析认为，打入智能手机中高端市场的基础，在于荣耀渠道和产品策略等的调整，包括强化与品牌专卖店及关键KA（重点客户、大客户）渠道的合作，以及在续航、耐用性等产品维度上更贴近本地消费者需求。《每日经济新闻》记者注意到，其他中国厂商也开始在对海外路径进行再校准。比如，在400美元以上中高端智能手机机型，OPPO的出货量从2024年第二季度的270万台，增长至2025年第二季度的400万台。vivo则更强调区域差异化策略，其执行副总裁胡柏山曾将海外市场划分为三类：一是南亚和东南亚等已建立规模优势的市场；二是拉美及非洲部分发达地区，这些地区经济水平接近东南亚，但运营商和大客户占比较高，可以从低机型份额向高份额突破；三是欧美成熟市场，目前仍处于探索阶段，目标是逐步成长。存储成本飙升：供应链压力传导至终端市场推动全球手机市场明显发生改变的核心因素之一，是存储等核心元器件价格的持续上行，而这一因素也被业内认为是影响2026年市场走势的关键变量。Omdia高级分析师Runar认为，在LPDDR4（低功耗双倍数据速率4X内存，它是DDR4的移动端版本）和LPDDR5供应均受限的情况下，各厂商围绕供应和控制成本的竞争非常激烈。“所有厂商都在采取应对措施，例如强调长期合作伙伴关系、利用规模优势锁定产能，以及聚焦核心供应商。对于依赖入门级智能手机的厂商而言，情况尤为严峻，因为此类机型价格高度敏感，而内存和存储成本在整机物料成本中占比更高。”Runar表示。回顾2025年第二季度初，部分存储原厂停产LPDDR4X、DDR4（第四代双倍数据率同步动态随机存取存储器）等旧制程DRAM（动态随机存取存储器）产品，仅保留个别产线。在供应急转直下的持续影响下，该产品价格率先止跌后强势反弹，2025年四季度，服务器需求集中爆发并释放巨量订单，甚至出现厂家不惜高价提前锁定未来一到两年的产能，存储原厂产能战略性更多地转向服务器市场，国内消费类供应同步减少。至此，存储现货市场资源端、成品端价格出现连续多次剧烈上涨。CFM闪存市场数据显示，DRAM（动态随机存取存储器）、NAND（闪存）2025年全年涨幅分别高达386%和207%。研究机构Counterpoint Research还预计，2025年第四季度，内存价格飙升40%至50%，2026年第一季度还将再涨40%至50%，2026年第二季度预计再上涨约20%。面对存储涨价，一位手机行业的从业人士向《每日经济新闻》记者直言“压力很大”。“真正艰难的都是中国这几个手机厂，原来大家都已经签订了512GB（订单），但近期不少厂商重推256GB的主流配置。同时终端售价面临涨价。”该业内人士还表示，从过往手机厂商的供应链逻辑来看，行业不会选择大规模囤货（存储）。据《每日经济新闻》记者了解，智能手机行业健康的存储库存水位，应该在8至10周。可以看到，在成本持续高企的背景下，存储价格的波动正进一步放大不同智能手机厂商在产品结构、区域布局和供应链能力上的差异。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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存储等核心元器件成本上涨 手机行业竞争格局重构

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存储等核心元器件成本上涨手机行业竞争格局重构