以下文章来源于硬氪 ，作者张子怡 硬氪 . 专注全球化、硬科技报道。36kr旗下官方账号。 非洲兄弟的生意还好做吗？ 文 ｜ 张子怡 编辑 ｜ 袁斯来 来源｜ 硬氪（ID： south_36kr） 封面来源 ｜ 企业官网 手机市场的战火，如今在没什么利润的地方也烧得铺天盖地。 在传音控股每一年的年报里，都能看到他们为了海外用户耗费心力。 尤其是，传音引以为傲的大本营非洲市场中，小米和Realme的增速都异常迅猛，Realme同比增速超89%。传音在非洲独特的分销渠道网络建设，曾经让 国内手机厂商望而却步，但在今天，各家逐渐学会了传音的路数。 对于业绩的增收不增利，传音回应称，受市场竞争以及供应链成本综合影响，毛利率有所下降，扣非净利润因此有所减少。 简单解释原因，就是新兴市场竞争显著加剧。传音在受到巨头持续的冲击。 小米除性价比之外，还着力结合本地化拉动"米粉"；Vivo则主攻本土化出海战略；Realme则主打年轻潮流人群。 东南亚、拉美、中东市场同样如此。各家的目标很明确：瓜分传音的份额。 低价路线是传音的优势，也使得其难以向上做高端化。智能手机供应链高度成熟的今天，大厂一旦下定决心要流血占地，传音很难抵御 ...

21世纪经济报道记者骆轶琪 广州报道 受益于新兴市场手机消费力而快速成长的"非洲之王"传音，未能延续"神话"，在2024年突然"泯然众 人"。 最新财报显示，传音控股2024年实现营业收入687.15亿元，同比增长10.31%；归母净利润55.49亿元， 同比微增0.22%。 而让传音真正"上桌"全球手机厂商Top5的2023年，传音营收增速33.69%、归母净利润增速122.93%—— 此前迥异于同业的增长速度在逐渐放缓。 销售层面也面临多方面挑战，第三方机构统计显示，传音2024年在大本营中东非市场，已经连续多个季 度市场份额出现下滑，其他中国厂商正借助累积优势，在传音要向上冲刺的价位段对其狙击，对传音优 势价格端也发起挑战。 好在拓新持续获得新进展，东南亚多个市场，传音已经悄然崛起。 但伴随海外新兴市场高成长空间而来的，是可持续成长的不确定性。这些市场更容易受全球宏观经济、 货币环境等因素所影响。 借力新兴市场站稳头部阵营的传音，如今却陷入低价困局。未来，创始人竺兆江如何带领公司走出困 局？ 不同于目前国内主流安卓阵营厂商起步于国内市场，传音是率先起步于海外市场，并公开表达过不计划 回国发展。 这背后是 ...

Core Insights - OnePlus launched the OnePlus 13T, a small-screen performance flagship, which is expected to see a sales increase of over 50% year-on-year due to the inclusion of consumer electronics in national subsidy policies [1][5] - The OnePlus 13T features a 6.32-inch screen, Snapdragon 8 Gen 2 mobile platform, and a 6260mAh battery, targeting gamers who prefer small screens [1][4] - The company emphasizes market insights and user needs as the foundation for product development, with the OnePlus 13T filling a gap in the market for high-performance small-screen devices [1][2] Market Strategy - OnePlus is focusing on user insights and technological investment as key competitive advantages, with significant efforts in battery life, heat dissipation, and gaming ecosystem [2][3] - The company plans to adjust future product designs towards simplicity and refinement, maintaining confidence in upcoming products [2] - The introduction of AI features in smartphones is seen as a gradual process, with OnePlus aiming to integrate AI capabilities while ensuring user privacy [2][3] Sales Performance - OnePlus reported a strong sales performance in Q1 2025, with the OnePlus 13 showing a 40%-50% increase in lifecycle sales compared to the OnePlus 12, and the Ace 5 series exceeding 1.6 million units sold within 100 days [4][5] - The company anticipates continued growth in the gaming performance segment and expects overall sales to increase by over 50% compared to the previous year [5] - The impact of the US "reciprocal tariff" policy on OnePlus is currently negligible, with the company focusing on meeting user needs rather than external market pressures [5]

Group 1 - Apple and Xiaomi have achieved top sales in the global and Chinese smartphone markets respectively, with Apple's global market share reaching 19% in Q1 2025, surpassing Samsung's 18% [1] - Xiaomi's domestic smartphone activation volume reached 3.2437 million units in March 2025, giving it a market share of 17.98%, making it the number one in China [1][6] - The growth in high-end smartphone market share is driving competition, with Chinese brands like Xiaomi increasingly targeting this segment [1][8] Group 2 - Apple's global smartphone sales benefited from the launch of the iPhone 16e and increased demand in countries like Japan and India, despite facing challenges in the US, Europe, and China [2] - Counterpoint and IDC provide different metrics for smartphone sales, with IDC focusing on shipment volumes and Counterpoint on actual sales to consumers, leading to discrepancies in reported rankings [3] - Apple's first-quarter shipment volume reached a historical high, driven by preemptive stockpiling to avoid tariffs and concerns over supply chain disruptions [3] Group 3 - Xiaomi's CEO Lei Jun expressed gratitude for the support as the company leads in smartphone activation in China, with a notable year-on-year growth of 16.99% [6] - Xiaomi plans to open 10,000 physical stores overseas in the next five years to enhance its global brand influence, which is crucial for its smartphone and IoT product expansion [7] - The high-end smartphone market in China has been expanding, with the share of smartphones priced over $600 increasing from 11% in 2018 to 28% in 2024, benefiting local brands [8] Group 4 - Chinese smartphone brands have significantly increased their market share in the high-end segment, with their share rising from 28% in 2018 to 46% in 2024, while Apple's share has been declining [8] - The preference for local brands is evident as they dominate the $400 to $600 price range, increasing their market share from 89% in 2023 to 91% in 2024 [8] - Consumer demand is shifting towards overall performance and user experience rather than just brand or price, providing more opportunities for domestic brands in the high-end market [9]

Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company reported a revenue of 68.74 billion yuan for 2024, representing a year-on-year growth of 10.35%. The net profit attributable to the parent company was 5.59 billion yuan, a slight increase of 0.96% year-on-year. However, the net profit excluding non-recurring items decreased by 10.2% to 4.61 billion yuan [4][5] - In Q4 2024, the company achieved a revenue of 17.49 billion yuan, which is a 9.2% decline year-on-year but a 4.8% increase quarter-on-quarter. The net profit for the quarter was 1.69 billion yuan, up 2.0% year-on-year and 60.4% quarter-on-quarter [5] - The company is experiencing growth in emerging markets, with a smartphone shipment of approximately 107 million units in 2024, a year-on-year increase of 12.7%, and a market share of 8.6%, up 0.4 percentage points [6] - The company has resolved patent issues with Qualcomm, which is expected to facilitate smoother market expansion [7] - The company is optimistic about AI applications driving market growth, as the smartphone market transitions to a replacement cycle influenced by new AI capabilities [8] Financial Summary - For 2024, the company expects revenues of 68.74 billion yuan, with a year-on-year growth of 10.4% projected for 2025 and 8.6% for 2026. The net profit attributable to the parent company is forecasted to be 6.38 billion yuan in 2025 and 7.40 billion yuan in 2026, reflecting growth rates of 14.1% and 16.0% respectively [9][11] - The gross margin is expected to be 22.3% in 2024, slightly decreasing to 22.6% by 2026. The return on equity (ROE) is projected to decline from 24.8% in 2024 to 20.4% in 2026 [11]

以下文章来源于盐财经 ，作者闰然 来源：盐财经（ID： nfc-yancaijing ） 对大多数国人而言，手机的更新换代已经很难引起兴趣，但今年国内手机厂商的角逐依旧激烈，只是 战场不在国内，而在亚非拉 。 近些年，一家名为"传音"的深圳手机公司统治了非洲手机市场的半壁江山，被称为"非洲之王"。IDC 数据显示，截至2024年上半年，传音控股在非洲智能手机市场的市场份额超过40%，排名第一，将排 名第二的三星远远甩在身后。 但凭借先发优势站稳脚跟的传音控股并非高枕无忧，如今，越来越多竞争对手都加入了亚非拉市场的 争锋。 今年9月，雷军出席中非企业家大会，他表示未来要加大在非洲大陆的投入。他特意提及，今年二季 度，小米的手机在非洲市场出货量实现了同比45%的大幅度增长，市场份额约12%，排名第三。 盐财经 . 洞察趋势，睿智人生。《南风窗》旗下专业财经媒体。 作者： 闰然 大厂们来势汹汹，传音的地位开始受到挑战， 它的"舒适圈"，正在缩水 。 01 传音业绩变脸 5年前，传音手机在非洲的市场占有率是52%。尽管今天，传音仍然保持第一的位置，但在非洲市场 的占有率出现了下降。 亚非拉手机市场起点低、前景广阔，每 ...