TCL集团半年业绩“飘红”，但手机业务依然很尴尬TCL集团半年业绩“飘红”，但手机业务依然很尴尬时代周报百家号近日，TCL集团披露了半年度业绩预告，其预计上半年净利润同比增长1%-10%，盈利16.7亿元-18.2亿元；归属于上市公司股东的净利润比上年同期上升50%-60%。TCL电子业务的增长、TCL通讯业务减亏以及家电和其它业务的发展是TCL业绩增长的三大因素。虽然TCL通讯的亏损已大幅减少，不过从TCL手机的市场和产品层面来看，似乎仍未见“好转”。TCL集团直言，受海外手机市场低迷态势延续的影响，TCL通讯主要产品销量继续下滑。曾几何时，手机业务是TCL通讯利润来源的大头，一度占据集团总利润的80%以上。其中，2015年可谓是TCL通讯“最后的辉煌”，那一年，TCL全球手机销量实现8354.6万部，位列全球第五，也成为了中国手机厂商海外销量第一名。但从2016年开始，TCL通讯便陷入连续亏损，手机销量遭遇断崖式下跌。TCL集团财报数据显示，其2016年与2017年的手机销量分别为6876.6万和4387.6万，同比下降17.7%和36.2%。2016年，TCL通讯全年亏损约8亿元，而2017上半年，TCL通讯的亏损就超过8亿元。至此，TCL通讯成了严重拖集团后腿的业务板块。在出现业绩下滑之后，TCL通讯进行了一系列“调整”。2016年9月，TCL通讯宣布私有化，从港交所退市；2017年2月，TCL通讯全球COO兼中国区总裁杨柘离职；同年10月，TCL集团以4.9亿港元的价格转让了TCL通讯49%的股份；12月19日，TCL集团董事长李东生亲自挂帅TCL通讯担任CEO一职。如今，按照公告的说法，今年上半年TCL通讯的亏损将大幅缩小。但在外界看来，TCL通讯过去几个月并没有出现很大的变化，在产品上，今年上半年只发布了一款黑莓key2，但也没掀起多大波澜。图片来源：视觉中国“检索TCL对外发布的信息，找不到TCL通讯大幅减亏的依据。在市场销售层面，看不到TCL手机改善的迹象，至少在国内市场依旧处于被高度边缘化的状态；在产品层面，外界也没有看到TCL手机有任何惊艳的表现。”行业观察家刘步尘向时代财经指出，今年上半年TCL通讯减亏可能和TCL手机大幅减员和削减营销费用有关。但他亦表示，这样的降成本是不可持续的。自2016年底开始，为减少成本，TCL本部裁员30%，各产业整体裁员约1万人。TCL通讯在2016年末也砍掉了在北京的营销中心，涉及品牌、营销、销售等部门约上百人。TCL集团在近两年的公告中数次提及手机销量下滑的原因和海外手机市场态势低迷有关。全球手机行业确实告别了此前的高速增长，但更重要的是，TCL没有跟上智能手机的快速发展，更没有把握住国内市场。近年来，TCL通讯的重心主要放在海外市场，海外市场的出货量占其总出货量的比例高达80%-90%。退市前的2016年上半年，北美、欧洲及拉美市场作为TCL通讯的前三大市场，销售额合计占比为83.7%。就在那时，国内手机厂商积极向海外扩张，各地本土品牌也迅速崛起，而主要通过运营商渠道销售、功能机占比大、缺乏高端智能手机的TCL在这样的竞争形势下逐渐失去优势，业绩遭遇跳水，其在拉丁美洲、欧洲区、中东及非洲区的营业额均呈现大幅下滑。国内手机市场更是遍地红海，华为、小米、OV收割大部分市场份额，TCL想要分一杯羹不再容易。如今，TCL通讯手上的两张王牌主要是阿尔卡特（Alcatel）和黑莓。其中，主打功能机和低端智能机的阿尔卡特在整体消费升级的大潮中难以突破，走高端路线的黑莓也没能撑起TCL的销售额。Counterpoint Research数据显示，阿尔卡特去年以2070万台的销量位居全球第十，但这数据相比其2016年的3410万台，暴跌39%，是全球前十位手机品牌中销量下滑最严重的一个。至于黑莓方面，IDC分析师Franciso Jeronimo称，2017年全年黑莓手机的出货量仅有85万台。而这样的一个数据，已经谈不上有和其他品牌比较的可能了。在刘步尘看来，造成目前TCL手机困境的原因主要是其品牌形象的老化以及其整体产品的定位和个性不清晰。一方面，TCL传统家电企业的形象不能对旗下产品形成技术与品质层面的背书，尤其对手机这种技术要求高、迭代周期短的产品。另一方面，与华为的技术驱动、小米高性价比以及OV的时尚等鲜明特性相比，TCL未能给现在的用户带来存在感。尽管业绩和销售不佳，TCL始终没有打算放弃手机业务。李东生多次在公开场合强调TCL不会放弃移动业务。虽然李东生亲自操盘TCL手机，但面对如此困境，早已不是所谓的黑莓情怀和经典所能挽回的了，找准品牌定位、寻求创新和突破或许才是TCL通讯复苏的关键。本文由百家号作者上传并发布，百家号仅提供信息发布平台。文章仅代表作者个人观点，不代表百度立场。未经作者许可，不得转载。时代周报百家号最近更新：简介:中国最具品牌创新力财经报纸作者最新文章相关文章【预约服务】 - 华为服务与支持 - 华为手机官网
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HUAWEI Mate 10
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2400万海报级自拍
全部智能手机
HUAWEI Mate系列
HUAWEI P 系列
HUAWEI nova系列
华为畅享系列
4.0" - 4.9"
5.0" - 5.9"
6.0"及以上
超大容量电池
摄像头像素
500万-800万以下
800万-1300万以下
1300万-1600万以下
1600万及以上
已选对比机型
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返回笔记本&平板
已选对比机型
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返回穿戴设备
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返回智能家居
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