產品定價最高卻也最熱賣!台灣已成「超 - 手機討論

By Heather
at 2020-04-30T08:53
at 2020-04-30T08:53
Table of Contents
產品定價最高卻也最熱賣!台灣已成「超高階」手機市場
文/記者黃敬淳/ 2020-04-30 07:56
美國、日本因 iPhone 市佔穩穩超過 4 成,成為全球屬一屬二的高階手機市場,不過
許多用戶可能沒注意到,台灣智慧手機市場經過幾年發展,也已悄悄成為類似美日的格
局。據調研機構 GfK 數據,蘋果 iPhone 在各大實體通路的市佔,已穩定落在 35% 上
下,銷售額佔比甚至能到來到將近 7 成,顯示台灣已成為均價愈高反而最熱賣的「高
階」手機市場。
作為對比,市佔僅次蘋果的第二大廠三星,雖然和蘋果的市佔差距能拉至 5% 以內,但
最熱銷的機種皆為入門機或中階機,單價與動輒兩萬的 iPhone 差距甚大,使得兩者收
獲的銷售額也有不小的差異。
GfK 數據更指出,三星的旗艦機 Galaxy S20+ 在首發開賣的 3 月份,也僅排上單機銷
售榜第 20 名,且已是全台 Android 旗艦銷售最佳的單機,遠不及拿下全台 Android
「機王」的自家入門機 Galaxy A20 和 A51,顯示對多數台灣用戶來說,有 2、3 萬元
的預算要入手高階手機,幾乎已只認定蘋果 iPhone 一家。
實際上,中國品牌華為在 2016 年在台推出旗艦機 Mate 8 時,就曾言明台灣是非常高
階手機的手機市場,定價 1.5 萬以上的手機就佔了總銷量的 4 成,使得華為在登台初
期就決定盡快引進旗艦機,以提升在台的品牌形象。
這或許也顯示雖然有所得分配,以及房價高漲、一般受薪階層不容易買房安居的問題,
但台灣用戶並不吝於在高價 3C 產品上花些錢「犒賞」自己。
也有部份品牌觀察到類似現象,並藉此斬獲不錯的銷售成績。如 Sony Mobile 儘管市
佔排名因新機遲遲未發而不斷跌落,甚至來到第十名的邊緣,但依靠主攻高價手機的策
略,在今年 3 月的銷售額佔比上仍可搶下第四,僅次蘋果、三星及 OPPO。
https://3c.ltn.com.tw/news/40253
心得:
台灣的手機市場這邊認為是超高階市場,不過確實高階市場相當考驗客戶的忠誠度
以及對品牌的認同程度
以台灣來講能賣得不錯的高階手機除了蘋果之外,大概就是三星了
--
Sent from Google Chrome on Windows 10 Pro.
--
文/記者黃敬淳/ 2020-04-30 07:56
美國、日本因 iPhone 市佔穩穩超過 4 成,成為全球屬一屬二的高階手機市場,不過
許多用戶可能沒注意到,台灣智慧手機市場經過幾年發展,也已悄悄成為類似美日的格
局。據調研機構 GfK 數據,蘋果 iPhone 在各大實體通路的市佔,已穩定落在 35% 上
下,銷售額佔比甚至能到來到將近 7 成,顯示台灣已成為均價愈高反而最熱賣的「高
階」手機市場。
作為對比,市佔僅次蘋果的第二大廠三星,雖然和蘋果的市佔差距能拉至 5% 以內,但
最熱銷的機種皆為入門機或中階機,單價與動輒兩萬的 iPhone 差距甚大,使得兩者收
獲的銷售額也有不小的差異。
GfK 數據更指出,三星的旗艦機 Galaxy S20+ 在首發開賣的 3 月份,也僅排上單機銷
售榜第 20 名,且已是全台 Android 旗艦銷售最佳的單機,遠不及拿下全台 Android
「機王」的自家入門機 Galaxy A20 和 A51,顯示對多數台灣用戶來說,有 2、3 萬元
的預算要入手高階手機,幾乎已只認定蘋果 iPhone 一家。
實際上,中國品牌華為在 2016 年在台推出旗艦機 Mate 8 時,就曾言明台灣是非常高
階手機的手機市場,定價 1.5 萬以上的手機就佔了總銷量的 4 成,使得華為在登台初
期就決定盡快引進旗艦機,以提升在台的品牌形象。
這或許也顯示雖然有所得分配,以及房價高漲、一般受薪階層不容易買房安居的問題,
但台灣用戶並不吝於在高價 3C 產品上花些錢「犒賞」自己。
也有部份品牌觀察到類似現象,並藉此斬獲不錯的銷售成績。如 Sony Mobile 儘管市
佔排名因新機遲遲未發而不斷跌落,甚至來到第十名的邊緣,但依靠主攻高價手機的策
略,在今年 3 月的銷售額佔比上仍可搶下第四,僅次蘋果、三星及 OPPO。
https://3c.ltn.com.tw/news/40253
心得:
台灣的手機市場這邊認為是超高階市場,不過確實高階市場相當考驗客戶的忠誠度
以及對品牌的認同程度
以台灣來講能賣得不錯的高階手機除了蘋果之外,大概就是三星了
--
Sent from Google Chrome on Windows 10 Pro.
--
Tags:
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