手機產業自1月至中國農曆年結束 (2月中旬) 的重點更新 / Key updates in the mobile industry from January to the end of the Chinese Lunar New Year (mid-February)
2 min readFeb 16, 2024
- 中國市場的Android手機出貨穩定YoY成長，主因在於1Q23出貨基期低，以及3,000–4,000人民幣以上的機型需求穩定恢復中。
- iPhone在中國市場出貨持續YoY衰退，年初降價對出貨幫助有限。
- 折疊手機全球近期銷售動能較為放緩。Samsung自去年下修摺疊手機出貨目標 (1,500萬台砍到1,000萬台) 後，今年的出貨成長目標 (1,200萬台) 較為保守。中國市場銷售放緩的原因在於，華為以外的品牌對銷售利潤較低的上下折機型興趣漸失，Oppo與Vivio甚至已停止原本預計在2024年發售的新款上下折機型的計畫。
- 受益於GenAI，Samsung S24的2024年出貨預估已調升約5–10%。S24已具備未來AI手機設計的基本概念，包括整合雲端與本地端的LLM、利用GenAI強化既有應用體驗 (功能與介面) 與提供關鍵應用 (即時翻譯)。
- Android smartphone shipments in the Chinese market grew steadily YoY, mainly due to the low shipment base in 1Q23 and the steady demand recovery for models above RMB 3,000–4,000.
- iPhone shipments in the Chinese market continued to decline YoY. The price cuts at the beginning of the year have limited help to shipments.
- The global sales momentum of foldable phones has slowed down recently. After revising its foldable phone shipment target from 15 million to 10 million units last year, Samsung plans to ship 12 million units this year, a relatively conservative target. The slowdown in sales in the Chinese market is due to brands other than Huawei gradually losing interest in less profitable clamshell models. Oppo and Vivo have even halted their plans to launch new clamshell models initially scheduled for 2024.
- Benefiting from GenAI, Samsung S24’s 2024 shipment forecast has been increased by about 5–10%. S24 already has the fundamental concept of future AI mobile phone design, including integrating cloud and local LLM, using GenAI to enhance existing application experience (functions and interfaces), and providing key applications (live translation).
