三星電子將減少智能手機型號

Samsung Electronics will cut the number of its smartphone models next year in an effort to pare back costs, amid increasing competition from lower-cost Chinese rivals.

在低成本中國對手日益激烈的競爭下，三星電子(Samsung Electronics)將於明年減少其智能手機款式，以降低成本。

The South Korean company would cut the number of models by 25-30 per cent in 2015, Robert Yi, Samsung’s senior vice-president, said.

三星資深副總裁Robert Yi表示，2015年該公司會把所生產智能手機的型號減少25%到30%。

“In 2015, we will lower the number of smartphone models by one fourth to one third compared with this year,” Mr Yi told an investor forum in New York.

Robert Yi在紐約一個投資者論壇上表示：“2015年，我們會把智能手機的型號相對今年減少四分之一到三分之一。”

“[This] would allow us a chance to lower the prices of [remaining models] through mass production.”

“（這麼做）令我們有可能通過擴大產量降低（剩餘型號）的價格。”

Samsung said the overhaul of its product portfolio would boost efficiency by focusing on more competitive models. But the group declined to give the number of smartphone models it currently has available on the market.

三星表示，對產品組合的全面整改有助於提高效率，因爲這麼做令該公司能把注意力集中在更有競爭力的型號上。不過，該公司拒絕透露目前市場上共有多少款三星智能手機。

The move comes after Samsung posted its weakest quarterly earnings for three years in the third quarter, hit by increasing competition at both ends of the smartphone market.

就在三星推出這一舉措之前，由於在高低端智能手機市場都遭遇了日益激烈的競爭，該公司剛剛在第三季度財報中報出三年內最疲軟的季度盈利數字。

Apple’s new iPhones with larger screens have been hugely popular in the premium market, while Samsung has faced the growing threat from Chinese competitors such as Xiaomi, Huawei and Lenovo in the low- and mid-range markets.

在高端市場，蘋果新推出的大屏iPhone人氣一直居高不下。而在中低端市場，小米(Xiaomi)、華爲(Huawei)和聯想(Lenovo)等中國競爭者對三星的威脅也日益增大。

Samsung’s share of the global smartphone market fell to 24.7 per cent in the third quarter from 35 per cent a year earlier, according to Strategy Analytics, while Xiaomi jumped to third place – with its market share rising from 2.1 per cent to 5.6 per cent.

根據Strategy Analytics的數據，今年第三季度三星在全球智能手機市場的份額從一年前的35%跌至24.7%。與此同時，小米的市場份額則從2.1%增至5.6%，從而躍升至第三名。

Samsung said last month it would offer more attractive phones at lower prices, aiming to find cost savings by standardising the components used in different models.

上個月，三星曾表示將以更低價格提供更具吸引力的智能手機，並試圖通過將不同型號手機中的零部件標準化，實現降低成本的目的。

Its operating profit margins from the mobile business fell to 7 per cent in the July-September period, down from above 15 per cent for 10 consecutive quarters.

今年第三季度，三星移動業務的運營利潤率曾跌至7%。此前，這一數字曾連續10個季度保持在15%以上。

Samsung’s executives said last month it would try to maintain double-digit percentage margins next year. Samsung has so far produced multiple models to cater to each segment of the market, making it difficult for the company to cut costs, while rival Apple produces fewer models.

上個月，三星主管曾表示明年將努力把利潤率維持在兩位數。到目前爲止，爲適應各細分市場的需求，三星推出了多款智能手機，這讓它很難削減成本。相比之下，蘋果(Apple)生產的手機型號要少得多。

Analysts expect Samsung to become much more aggressive on specifications and pricing in the low-to-mid-end segment to regain its lost market share, but they say it would be difficult for the company to boost smartphone margins to above 10 per cent.

分析師預計，爲奪回失去的市場份額，三星將採取更爲激進的配置和定價策略。不過，他們表示三星很難把智能手機利潤率提升至10%以上。

“It is time for the company to make choices and focus on a few competitive models to compete better with Chinese rivals that can offer similar products at significantly lower prices,” said Chung Chang-won, analyst at Nomura. “Its margins will be squeezed further as the company tries to cut prices while improving specs.”

野村證券(Nomura)分析師Chung Chang-won表示：“三星的中國對手能以低得多的價格提供類似商品。爲了與這些對手更好地競爭，三星必須加以取捨，將注意力集中於少數有競爭力的型號。在三星試圖在提高配置的同時壓低價格之際，它的利潤率將受到進一步擠壓。”