存储涨价连锁反应：手机、PC降出货目标 面板、镜头被波及

Core Viewpoint - The continuous rise in global storage chip prices is significantly impacting the consumer electronics industry, leading to price increases and strategic adjustments among various brands [1][2][3]. Group 1: Impact on Brands - Meizu has canceled the launch of its Meizu 22 Air due to the substantial increase in memory prices, reflecting the pressure on mid-tier brands [2]. - Other brands like realme have returned to OPPO for resource sharing to cope with cost pressures, while ASUS has also confirmed a halt on new product launches for 2026 [2]. - Major brands including Lenovo, Dell, HP, and Xiaomi have raised prices for their products, with increases ranging from hundreds to thousands of yuan [2][3]. Group 2: Storage Price Trends - The price of 256GB DDR5 server memory has exceeded 40,000 yuan, with a significant supply-demand imbalance expected to persist throughout the year [3]. - Since September 2025, the spot price of DDR5 memory chips has surged over 300%, while DDR4 prices have increased by 158% [2]. Group 3: Market Forecasts - The rise in storage costs has led to a 10% to 15% increase in material costs for smartphones, with a projected 2.1% decline in global smartphone shipments for 2026 [3]. - Major smartphone manufacturers have adjusted their shipment targets downward, particularly affecting brands with a higher market share in the low-end segment, such as Xiaomi and Transsion [3]. Group 4: Component Demand Weakness - The demand for mobile phone panels and optical lenses is weakening due to rising storage prices, leading to reduced production rates and downward price pressure in the panel market [5][6]. - The overall utilization rate of mainstream mobile panel manufacturers has dropped by 20% to 30% compared to the previous quarter [5]. Group 5: Strategic Adjustments - Companies are prioritizing core components that directly affect user experience, such as SoC performance and battery capacity, while reducing specifications for less critical components [1][5]. - The rising costs are forcing brands to make trade-offs in their BOM (Bill of Materials), impacting the upgrade paths for non-core components like optical lenses [6][7].