金融時(shí)報(bào):三星淪為街頭小店？

三星淪為街頭小店？

盡管三星在營銷上投入巨大，但從未成功說服消費(fèi)者，讓他們像渴望蘋果那樣去渴望三星。

測試中可能遇到的詞匯和知識(shí)：

cement [s?'ment] 加強(qiáng)；膠合

paranoia[.per?'n???] 多疑；妄想癥

prescient[‘pre??nt] 預(yù)知的；先覺的

manifold[‘mæn?f??ld] 五花八門；繁茂的

How the smart went out of the Samsung phone(777 words)

By David Pilling November 26, 2014 4:38 pm

South Korea's group has never persuaded consumers its brand is as desirable as Apple's

It was in 2010 that Lee Kun-hee, chairman of the Samsung group, warned that South Korea's most famous company risked becoming a “corner shop”. In fact, at the time of his premonition, Samsung Electronics, by far the most profitable company in the sprawling Samsung empire, was on the verge of a golden streak.

It cemented its place as the world's biggest technology company by sales, and as Asia's most valuable brand, ahead of Japan's Toyota, no less. It went on to become the first South Korean company to reach a market capitalisation of $200bn. Yet now, as 72-year-old Mr Lee lies gravely ill in a hospital bed following a heart attack, his paranoia looks almost prescient.

Samsung Electronics is certainly no corner shop. It continues to dominate the country's corporate landscape to an uncomfortable degree. Yet its problems are manifold and its horizons darkening. Last month it reported third-quarter profits down 60 per cent as margins on smartphones withered. Now, as it prepares for life after Mr Lee, who will be succeeded by his son, Lee Jae-yong, there is talk of a wholesale revamp. As if to rub salt in the wound, the market capitalisation of arch-rival Apple, whose third-quarter results were as rosy as Samsung's were funereal, this week touched $700bn, more than four times that of the South Korean company today.

What has gone wrong? Paradoxically, most of Samsung's problems are down to its smartphones, the product for which it has become world renowned.

At the premium end of the market, where handsets cost upwards of $500, its once-spirited challenge to Apple with its Galaxy smartphones has faded. The US company's more stylish products command a higher premium and occupy an app-rich ecosystem that has proved far easier to turn into cash. Despite huge spending on marketing, Samsung has never managed to persuade consumers that its brand is as desirable as Apple's. Nor is its generic Android operating system as easy to tailor as the proprietary iOS system. To top it all, Apple is now offering larger-screen phones, cancelling out Samsung's biggest differentiating feature.

At the cheaper end of the market, too, Samsung's advantages are fast evaporating. A crop of Chinese companies based in the fiercely competitive Shenzhen cluster, including Huawei, Xiaomi, Lenovo and ZTE, is robbing Samsung of volume and pricing power. In the second quarter of 2013, Samsung accounted for more than 32 per cent of global smartphone sales, according to research company IDC. By the third quarter of this year, that had shrivelled to less than 24 per cent. “Samsung is being squeezed at both ends,” says Benedict Evans, a partner at venture capital firm Andreessen Horowitz.

At home, Samsung finds itself under pressure of a different kind. Many South Koreans take great pride in the company's achievements. There is, however, also resentment at the dominance of Samsung and other chaebol conglomerates, which are seen to have benefited from government largesse and to have prospered by squeezing the little guy. Official policy is slowly catching up with public anger. From next year, a tax on retained earnings is likely to come into force. Other measures will cajole big companies into distributing more of their profits in wages and dividends.

One might conclude Samsung's best days are behind it. Certainly, the transition to the third generation of Lee family control will be testing. The group is in the process of an upheaval that some put down to an attempt by the family to reduce inheritance tax. That may be so, but spin-offs could also result in a simpler, more investor-friendly structure.

On the operational front, the position may not be quite as grim as it appears. The company has culled its smartphone range, a strategy that should bring economies of scale as well as simplification. Samsung makes more than 320m smartphones a year and has a market share nearly five times that of Xiaomi, its nearest Chinese rival. That means it ought to be able to go head-to-head on price, particularly as it steps up its big manufacturing operations in low-cost Vietnam.

Mark Newman, an analyst at Bernstein Research, says the worst could even be over for Samsung's handset business. He predicts the massive semiconductor division is entering a golden era of its own. According to his reckoning, it is worth paying current depressed prices for Samsung shares for access to the semiconductor business alone. If he is right, that would mean the market has marked down the smartphone business to zero, surely an overreaction. Even the corner shop of Mr Lee's nightmares is worth more than that.

請(qǐng)根據(jù)你所讀到的文章內(nèi)容，完成以下自測題目：

1.According to this article, which one below is not a different feature between the smartphone products of Samsung and Apple?

A.Stylish design

B.Large screen

C.App download system

答案(1)

2.Why does the author mention Huawei, Xiaomi, Lenovo and ZTE in paragraph 6?

A.To argue the perspective that Samsung is facing pressure from the Chinese government.

B.To give examples of competitors of Sumsung in the lower end market.

C.To make a list of companies which Sumsung is planning to acquire.

答案(2)

3.According to the author, which one below is not a reason that South Koreans feel dissatisfied with companies like Sumsung?

A.Companies like Sumsung have benefited from government largesse.

B.Companies like Sumsung have prospered by squeezing little companies.

C.Companies like Sumsung always sell their products with high price.

答案(3)

* * *

(1)答案：B.Large screen

解釋：原文提到蘋果公司的產(chǎn)品與三星智能手機(jī)相比更加時(shí)尚、定價(jià)更高，同時(shí)擁有一個(gè)眾多應(yīng)用程序的生態(tài)系統(tǒng)，并且開始提供大屏手機(jī)，這就抹掉了三星最大的差異化特征，所以“大屏幕”已不屬于兩者之間的區(qū)別點(diǎn)。

(2)答案：B.To give examples of competitors of Sumsung in the lower end market.

解釋：文中提到華為、小米、聯(lián)想和中興等一批中國公司都在搶奪三星在較低端市場的份額和定價(jià)權(quán)，這些公司和三星是競爭關(guān)系。

(3)答案：C.Companies like Sumsung always sell their products with high price.

解釋：雖然韓國人對(duì)三星的成功感到非常自豪，但是同時(shí)也對(duì)其所占據(jù)的優(yōu)勢地位感到憤憤不平，認(rèn)為類似于三星的大企業(yè)收到了政府的照顧和扶持，是通過擠壓小企業(yè)的生存空間才發(fā)展起來的。