传音与小米“同列”2018年IDC报告全球第四,它们的差别到底在哪?

3月29日,上海证券交易所公布了深圳传音控股股份有限公司(以下简称传音)科创板上市招股说明书。零镜网注意到,在说明书中,传音援引IDC统计数据表示其“2018年公司手机出货量1.24亿部,根据IDC统计全球市场占有率达7.04%,在全球手机品牌厂商中排名第四;非洲市场占有率高达48.71%,排名第一;印度市场占有率达6.72%,排名第四”。

作为对比,我们再来看一组数据。在IDC于2019年1月30日公布的《Smartphone Woes Continue with Worldwide Shipments Down 4.9% in the Holiday Quarter Capping off the Worst Year Ever, According to IDC》(意译:《智能手机出货量持续低迷 18年Q4季度同比大跌4.9%》)报告中,包含一份被广为传播的IDC 2018年智能手机出货量排行榜榜单。榜单出货量单位以百万计,其中排在全球第四的则是销量高达1.226亿台的小米。

与传音一样,小米也在2018年加大了其在印度市场的投入力度。IDC公布的《India Smartphone Market Exits 2018 with Highest Ever Shipments of 142.3 million, IDC India Reports》(意译:《印度智能手机市场达到有史以来的最高出货量 1.423亿台》)报告中,2018年印度智能手机市场Top 5榜单中,第一至第五位分别是小米、三星、vivo、OPPO、传音。小米以28.9%的市场占有率计4110万台的出货量排名第一,传音则以640万台4.5%的市场占有率排名第五。

同样是在这份报告中,IDC发布了2018年印度Q4季度Top 5出货量榜单,小米、三星、vivo、Realme、OPPO分别名列第一至第五位,传音手机则并未上榜。

可能会有人提出疑问,传音不是说它在2018年全球手机厂商中排名第四,在印度市场同样排名第四吗?为什么IDC报告中的排名却与此不同?需要进行说明的是,上述IDC报告中指的是Smartphone(智能手机),而传音在科创板上市招股说明书中提到的却是手机。

招股说明书中,传音表示,其“主要产品为TECNO、itel和Infinix三大品牌手机,销售区域主要集中在非洲、南亚、东南亚、中东和南美等全球新兴市场国家。”

对于传音来说,风险在于“新兴市场智能机替代功能机的进度(也)将受到影响,从而影响手机产品的总体销量。”换句话来说,传音统计数据中的手机包含了智能手机和功能机所有的销量,与此同时传音也尝试在新兴市场发力智能手机,但是可能会面临各种各样的问题。

在传音的收入组成中,智能手机占比69.81%,功能手机占比26.84%,而其他包括数码硬件、家用电器和互联网服务业务等收入占比仅达3.35%。整个2018年传音的主营业务收入为221.719608亿元。

作为对比,我们再来看看小米相关数据,小米在2018年收入为1749.154亿元,智能手机收入占比仅为65.1%。

虽然“同列”全球第四,但是两者的差距显然不是一星半点。而随着小米、华为等国内手机品牌在海外市场的扩张,以及对非洲市场的重视,传音或许将在未来感受到更大的压力。

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