"一部旗舰机投入要很大，把钱挣回来很难，都是亏本卖。但是必须去做，如果不做的话，会慢慢跟消 费者距离越来越远。先在牌桌上，才能谈以后。"2025年9月，刚刚上任星纪魅族集团CEO不久的黄质潘 对作者说道。 但仅仅不到半年的时间，在资金和市场的重压之下，魅族还是失约了，没能战斗到底。就在一天前，针 对外界的传言，魅族官方正式发文称，"将暂停国内手机新产品自研硬件项目，并将战略转型，从过去 以硬件为主导转向为以AI驱动软件产品为主导的发展方向。" 披沙拣金，魅族的暂别只是当下手机市场收紧的一个缩影，下一个"魅族"不知又会是谁？ 主动按下暂停键，魅族还没"倒闭" "现在所遇到的困难，大于过去22年之和。"在去年9月的魅族22的发布会上，星纪魅族集团CMO万志强 直言。 作为一家"小而美"的手机厂商，魅族的体量远不如华为、小米、Ov这些大厂，在近几年也都未进入到 销量排行榜单之中。即便是对比大厂的子系列品牌，魅族也都低调得不像一个手机圈的"老炮"。 成立二十三载，珠海"小厂"一路起起落落，虽中间多次有"贵人"出手，但还是没能在乱世手机浮沉中挺 过来。当然，放弃不是体面，魅族并不是关张，品牌还在，似乎是给数千万魅友留下 ...

（图片来源：摄图网） 2月27日，魅族科技发布战略转型公告，宣布"暂停国内手机新产品自研硬件项目"，并坦言"内存价格持续暴 涨让下一步新产品的正常商业化变成了不可为" 这份声明，为持续数日的退市传闻画上了官方注脚——尽管 魅族否认破产重组、业务停摆等说法，但"暂停自研硬件"的实质，标志着这家曾被誉为"国产智能机之父"的 企业，正式退出主流智能手机市场竞争。 回看魅族的发展历程，2003 年，黄章在珠海创立魅族，以MP3播放器起家。2009 年，首款自研智能手机M8 上市，五个月销售额破5亿元，开创国产智能机先河。彼时魅族跻身国产手机第一阵营，与小米、OPPO、 vivo 等并称国产主流品牌，Flyme系统以极简设计和流畅体验赢得"小而美"口碑。 然而转折发生在2017年。PRO 7系列"智窗"设计遭遇滑铁卢，此后销量持续下滑，2019年跌破千万台，2023 年全球销量约280–300万台、份额不足0.3%。2022年吉利旗下星纪时代收购魅族后，推出 20、21、22 系列 试图重振，但2025年全年销量仅约80–98万台。原计划2026年发布的魅族23系列，因"内存成本大幅上涨"已 实质停摆。 魅族在公告中无 ...

（来源：科技头版） 时代抛弃你的时候，连声招呼都不会打。 出品 | 科技头版 作者 | 宋辉 4年前，魅族被吉利旗下星纪时代收入囊中。有了这棵大树靠着，时任魅族CEO的沈子瑜曾在2023年放出豪言："三年内，重回国内中高端市场TOP 5"。 然而，三年之期已到，大家等来的不是王者归来，而是退市的消息。 这一退，像是在给一个时代画上句号。那个曾经喊着"小而美"的魅族，在血雨腥风的市场里，终究还是没能扛住。 魅族退市 其实有关魅族退市的消息早在今年一月就有传闻。 当时，魅族科技在成都举行了一场2026魅友新春年会。会上，星纪魅族中国区CMO万志强宣布取消魅族22 Air 上市计划，理由是内存价格大幅度上涨。 ：快科技 这话一出，市场对其手机业务出现了担忧情绪。不过，官方也留了个话头，说会全力打造魅族23，算是给大家吃了颗定心丸。 到了二月份，有消息透露魅族正在清退外包团队，而魅族现有人力在外包撤场后难以支持魅族23项目的继续研发。 一时间，猜疑四起，昨天，各大官媒在晚间正式发布"魅族退市"的消息，坐实了传闻。 消息称，魅族手机业务已经实质性停摆，将于2026年3月正式退市。其FlymeAuto车机业务将独立运营， ...

"今天，我们正式对外公告：魅族将暂停国内手机新产品自研硬件项目，并在积极接洽第三方硬件合作伙伴，同时 原有业务不受任何影响。"魅族在公告中表示。 新京报贝壳财经讯(记者韦博雅)2月27日，魅族科技在微博发布战略转型公告。魅族科技称，近日互联网上关心魅 族的声音持续发酵，产生了很多错误解读。对于网上关于魅族公司"破产重组，业务停摆，手机退市"等谣言和不 实报道，公司将坚决追究造谣及传谣者的法律责任，守护清朗网络空间。 魅族表示，从寻求规模到高质量发展，找到一条能让魅族健康经营和持续创新的道路，成为春节前后公司上下面 对的终极命题。 魅族提及，近年来国内手机市场竞争激烈程度超乎想象，虽然魅族希望能保持魅族手机的正常迭代，但近来内存 价格的持续暴涨让下一步新产品的正常商业化变成了不可为。 魅族称，将积极推进全面战略转型，在全新的AI时代，从过去以硬件为主导转向以AI驱动软件产品为主导的发展 方向，并打造以Flyme开放生态系统为基座的良性运转的企业。 与此同时，海外手机业务、AI眼镜和PANDAER科技潮流品牌业务，也将启动市场化运作。 最后，魅族称，用户权益将得到持续保障：魅族手机、AI眼镜、PANDAER等相关 ...

每经编辑｜金冥羽 2月27日，魅族在官微发布公告称，魅族将暂停国内手机新产品自研硬件项目，并在积极接洽第三方硬件合作伙伴，同时原有业务不受任何影响。 魅族方面称，近年来国内手机市场竞争激烈程度超乎想象，很多品牌先后选择战略收缩，虽然困难重重，我们仍尽全力拼搏，希望能保持魅族手机的正常 迭代，但近来内存价格的持续暴涨让下一步新产品的正常商业化变成了不可为。 后续，魅族将战略转型，从过去以硬件为主导转向为以AI驱动软件产品为主导的发展方向，并打造以Flyme开放生态系统为基座的良性运转的企业。 此前有消息称，魅族手机业务被曝已实质性停摆，并将在3月正式退出智能手机市场。同时，魅族旗下原本计划于年中发布的魅族23系列项目已经不再推 进，手机业务部门多名员工离职或转岗。 就是刃这群最可爱的人和这个最可爱的阿代做最美炒的 产品。 我们也期待 Flyme + Al 的能力底座,以 Powered by Flyme 等形式，与各行业合作伙伴广泛开放共赢合作， 在全场景操作系统与智能出行等业务方向上有更加惊 人的表现。 与此同时,海外手机业务、AI 眼镜和 PANDAER 科技潮 流品牌业务,也将启动市场化运作,持续为大家带 ...

据多方消息源，魅族手机业务已全面终止，原计划于2026年亮相的魅族23系列彻底搁置，2026年3月将完成全渠道清场退市，手机研发、供应链、营销等 核心团队被整体裁撤，仅少量员工转入吉利极氪汽车体系。这个来自珠海的"小而美"品牌，终究没能扛过智能手机行业的残酷竞争。 最近，关于魅族手机停摆的消息一直在数码圈持续发酵。 尽管星纪魅族官方始终以"暂未接到相关通知"为由含糊回应，但内部员工的爆料、供应链的异常异动，以及新品的彻底停滞，都在侧面印证着这个老牌国 产手机品牌的终局。 回溯魅族的发展历程，它曾是国产智能手机行业的拓荒者，更一度站上国产手机市场的销量巅峰。 2003年，魅族从MP3业务切入消费电子领域，凭借精准的产品定位和扎实的产品品质，积累了第一批核心用户；2009年，魅族成功转型，推出国内首款智 能手机M8，上市仅五个月销售额便突破5亿元，后续推出的M9更是引发线下排队抢购的热潮，一举确立了其在"前华米OV时代"的技术领先地位。 2014年，魅蓝品牌应运而生，主打"青年良品"定位，精准覆盖年轻消费群体；2015年，魅族获得阿里5.9亿美元战略投资后，正式开启"机海战术"，当年 销量突破2000万部，同比激 ...

2月25日，关于魅族手机团队解散的传闻在社交媒体上引起广泛关注。 一张广泛流传的图片显示，一位魅族员工爆料称，星纪魅族将全面终止手机业务，原定于年中发布的魅族23系列已实质停摆，相关团队将整体裁员。而 FlymeAuto将独立运营并入吉利体系。爆料还称，"魅族"不会消失，还在吉利体系内，后续由其他吉利子公司承接相关业务。 据了解，自2026年以来，坊间已多次传出有关魅族裁撤手机团队的消息。早在1月中旬，便有网友透露，魅族正在清退外包人员。到了2月，有传闻称魅族为 员工额外增加了6天假期，被解读为"清空年假以便结算"。 2月10日，魅族前员工、科技博主"猫哥NothingCat"就曾发布视频，谈及魅族下一代手机魅族23的开发情况，并含沙射影地表示"纸是包不住火的……但是我 不想做这个(捅破窗户纸的)人，大家会知道发生了什么。" 2月25日下午，前魅族科技高管李楠也发布长文疑似回应此事。李楠谈到，他曾在2年多以前做过一个"重振魅族"的计划，但最终没有被彻底执行。李楠写 道，"今天，plaud销量破百万，meta销量将要破千万，而魅族销声匿迹，没什么可遗憾的。一个品牌，首先还是股东和员工的。当队伍已经没有战斗力了， ...

Core Insights - The Chinese smartphone market is experiencing a shift, with Huawei returning to the top position after five years, while brands like Honor and Meizu are becoming marginalized [1] - Honor is attempting to reposition itself by targeting younger consumers with new product launches and collaborations, indicating a strategy to escape the "Huawei alternative" label [2][3] - Both Honor and Meizu face challenges in brand positioning, technology accumulation, and market competition, leading to difficulties in establishing a strong market presence [3][4] Brand Positioning - Honor is struggling with its brand identity post-separation from Huawei, initially positioned as a "tech flagship" but now forced to compete in the mid-to-low-end market due to Huawei's resurgence [4][5] - Meizu, after being acquired by Geely, has lost its previous market strength and is now perceived as a secondary player, with its product offerings failing to meet high-end expectations [4][5] Market Challenges - Both companies are facing supply chain issues and increased competition in the mid-range market, leading to reduced profit margins and reliance on online sales channels [5][6] - Honor's average selling price (ASP) has declined as it has shifted focus to lower-end products, diluting its brand value [4][6] Technology and Innovation - Meizu's reliance on external components and lack of core technology has weakened its competitive edge, while Honor has some technological capabilities but lacks the differentiation needed to compete with leading brands [6][7] - Both companies are exploring AI as a potential solution for their challenges, but their approaches differ significantly, with Honor aiming for a broader ecosystem and Meizu focusing on niche markets within Geely's automotive ecosystem [8][10] Strategic Paths - Honor's strategy involves leveraging AI to enhance its product offerings and establish itself as a player in the AI terminal ecosystem, while Meizu's strategy is more reactive, focusing on providing support within Geely's framework [10][11] - The contrasting strategies highlight the different trajectories of the two brands, with Honor having more flexibility and potential for growth compared to Meizu's constrained position [11][12] Industry Implications - The smartphone industry is witnessing a "Matthew effect," where leading brands like Apple and Huawei are gaining strength, while smaller brands like Honor and Meizu are struggling for survival [12][13] - For smaller brands to survive, they must maintain core values, precise positioning, and differentiation while seizing opportunities in AI and innovation [13][14]

Core Viewpoint - Meizu Technology has successfully launched the technical preview version of the Doubao phone, showcasing the potential of AI integration with mobile devices and expressing a desire for deeper collaboration in creating better AI smartphones [2] Group 1: AI Strategy - Meizu's commitment to AI is not a sudden decision; the company announced an "All in AI" strategy on February 18, 2024, ceasing new traditional smartphone projects to focus entirely on the development of "tomorrow's devices" in the AI smart terminal sector [4] - The AI smartphone market is still in the exploratory phase, with high functional homogeneity and no disruptive "killer applications" yet identified [5] Group 2: Historical Context - Meizu once enjoyed a prominent position in the market around 2010, with flagship models like the MX and Pro series earning it the nickname "China's iPhone" due to its refined industrial design and smooth Flyme system [4] - At its peak, Meizu had significant market presence and user loyalty, with flagship releases generating considerable industry buzz and offline experience stores becoming popular among tech enthusiasts [4] Group 3: Competitive Challenges - Meizu has faced increasing competition from brands like Huawei, Xiaomi, and OV, leading to a decline in sales and a market share reduced to less than 20%, shared with other marginalized brands [4] - The anticipated flagship model, Meizu 22, has faced multiple delays, which has eroded market and fan patience [4] Group 4: Management Changes - Meizu has undergone several leadership changes in recent years, with the CEO position shifting from Shen Ziyu to Su Jing, and internal reports suggest these changes are linked to shifts in management power [5] - Frequent changes in leadership have led to strategic direction fluctuations, causing confusion among loyal users regarding the brand's positioning [5] Group 5: Future Challenges - The ability of Meizu's AI strategy to revitalize the brand remains uncertain, as it faces challenges in creating unique user experiences and establishing competitive advantages against leading brands with stronger technical resources and financial capabilities [5] - Rebuilding brand trust and attracting user attention through AI products are critical challenges that Meizu must address [5]

Core Viewpoint - The article discusses the dramatic decline of Meizu, once a leading smartphone brand in China, highlighting internal conflicts, management issues, and market challenges that have led to its current struggles [1][3][12]. Group 1: Historical Context - Meizu was once a dominant player in the smartphone market, known for its Flyme operating system and a strong fan culture, achieving significant market share [4][20]. - The company was founded by Huang Zhang in 2003 and gained fame with the release of the Meizu M8 in 2009, which sold 100,000 units in two months and generated over 500 million in sales within five months [5][20]. - By 2018, Meizu's smartphone sales plummeted to 9.48 million units, a 46% year-on-year decline, ranking it seventh in the market [18][20]. Group 2: Recent Developments - The departure of key figures, including Li Nan in 2019, marked the end of the "Three Swordsmen" era for Meizu, leading to a significant decline in its market presence [3][12]. - The recent public feud between former Flyme head Yang Yan and Meizu has raised questions about the company's internal stability and future direction [1][9]. - Meizu's new product, the Meizu 22 series, has faced multiple delays, initially scheduled for release in July but postponed to September, raising concerns about the brand's reliability [7][21]. Group 3: Management and Talent Issues - Former employees have reported a significant loss of talent within Meizu, with claims that the current management lacks product knowledge and has failed to capitalize on available resources [12][13]. - The acquisition by Geely in 2022 marked the end of Huang Zhang's era, leading to further management changes and instability [13][20]. Group 4: Market Position and Strategy - Meizu's market share has drastically decreased, with its presence nearly nonexistent among the top five smartphone manufacturers in China as of 2025 [24][23]. - The company has attempted to reposition itself by entering the AI smartphone market, but its low-price strategy has not reversed its declining fortunes [21][23][26]. - The brand's reputation has suffered due to product quality issues and a lack of innovation, leading to a loss of consumer trust [19][20].