AI越火手机越贵，OPPO、小米、三星集体涨价

棱镜one03-11

一颗指甲盖大小的存储芯片，正掀起消费电子行业的一场“价格风暴”。3月10日上午，OPPO在官方商城公告，宣布自3月16日0:00起对部分已发售产品上调价格，成为国内头部手机品牌中首个正式官宣涨价的企业。此次调价范围聚焦中低端机型，涵盖OPPO A系列（A5、A5i、A3x等）、K系列及一加相关机型，而OPPO Find系列、Reno系列等高端产品线因提前备货规避风险，暂未纳入调价范围。OPPO在...

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\"AD\" INC","LU0231483743.USD":"abrdn SICAV I - ALL CHINA SUSTAINABLE EQUITY \"A\" (USD) ACC","LU1719994722.HKD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (HKD) ACC","LU0348816934.USD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AT\" (USD)","SG9999001093.SGD":"United Greater China Fund A Acc SGD"},"translate_title":"The more AI fires, the more expensive mobile phones, OPPO, Xiaomi, and Samsung collectively raise prices","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"MIUmain":0.6,"01810":1.88,"XIACY":1.88,"HXXD.SI":0.6},"content_text":"一颗指甲盖大小的存储芯片，正掀起消费电子行业的一场“价格风暴”。3月10日上午，OPPO在官方商城公告，宣布自3月16日0:00起对部分已发售产品上调价格，成为国内头部手机品牌中首个正式官宣涨价的企业。此次调价范围聚焦中低端机型，涵盖OPPO A系列（A5、A5i、A3x等）、K系列及一加相关机型，而OPPO Find系列、Reno系列等高端产品线因提前备货规避风险，暂未纳入调价范围。OPPO在公告中表示，调价核心原因是“高速存储硬件等关键零部件成本持续上升”。自2025年9月以来，全球存储芯片价格开启“狂飙模式”，DRAM（内存）与NAND Flash（闪存）两大核心产品价格一路飙升，至今未现放缓迹象，其涨幅之猛、持续时间之长，创下近十年行业纪录。因此在进入2026年后，消费电子领域的涨价潮已全面蔓延，不仅OPPO，三星、小米、荣耀、苹果等手机品牌，戴尔、惠普、联想等PC厂商，均已宣布不同程度的价格上调，涉及手机、笔记本、台式机等核心品类。这也是近五年来手机行业规模最大、涨幅最显著的一轮集体调价，甚至可能出现一年内多次上调价格的局面。那么，消费电子的这波涨价潮是短期还是长期？答案几乎肯定是后者，上游存储芯片的短缺，短期内难以缓解。SK海力士在近期高盛电话会上表示，“全球存储器产业已彻底转向卖方市场，2026年价格涨势将贯穿全年”。该公司透露，目前DRAM及NAND库存仅剩约4周，没有任何客户能获得完全满足的供应；更关键的是，2026年HBM产能已提前售罄，标准型DRAM的极度短缺，正大幅提升供应商的议价权，终端厂商几乎没有议价空间。美光的表态则更为悲观，其运营执行副总裁Manish Bhatia指出，“当前内存芯片的短缺程度前所未见，AI所需的HBM占用了行业大量产能，导致手机、PC等传统领域面临严重短缺，这种紧张状况将持续到2026年之后”。为应对需求，美光已启动大规模扩产，不仅投资1000亿美元在美国纽约州建设存储制造中心，还计划以18亿美元收购力积电在中国台湾的晶圆厂，即便如此，新增产能也要到2027年才能逐步释放。这场成本风暴，正加速消费电子行业的格局重构。IDC预测，2026年全球智能手机出货量将同比下滑12.9%，创下2013年以来的年度最低水平；Counterpoint则预测，出货量将降至11亿部以下，同比下降12.4%。其中，售价低于100美元的超低端智能手机市场将成为“重灾区”，Omdia预测该细分市场出货量将同比下降近31%，因这类机型利润微薄，难以承受存储成本上涨的压力。与之形成鲜明对比的是，高端市场展现出强劲韧性。Omdia、Counterpoint、IDC等多家机构一致预测，2026年售价800美元以上的高端智能手机出货量将实现约4%的增长，苹果、三星等头部品牌凭借强大的供应链话语权和品牌溢价，能够更好地消化成本压力，市场份额将进一步提升。国内的OPPO、小米、vivo等厂商，则计划收缩中低端SKU，将资源集中于高端市场，通过高毛利产品对冲成本压力，小米就明确提出2026年将加大中高端机型出货比重。中小厂商则面临“生死考验”。成立23年的老牌厂商魅族，已因存储成本飙升陷入困境，2026年2月传出手机业务实质停摆、核心高管离职的消息，原计划发布的魅族23系列停摆，魅族22 Air更是取消上市计划，成为中小厂商生存困境的典型缩影——由于出货量有限，无法通过规模效应摊薄成本，也缺乏品牌溢价能力转嫁压力，最终被行业淘汰。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","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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