小米再度來襲，或?qū)⑴c三星展開激烈競爭

There’s more evidence of Xiaomi’s rapid growth in popularity in China, despite releasing its first smartphone only in 2011. According to data from a Kantar Worldpanel ComTech report from January to May 2014, Xiaomi unseated Apple from its second place in the country, accounting for a 21 percent share of smartphone sales, compared to Apple’s 16 percent share.

據(jù)外媒科技網(wǎng)站The Next Web報(bào)道，雖然小米在2011年才推出它的第一部智能手機(jī)，但越來越多的跡象表明，小米手機(jī)在中國市場的人氣劇增。根據(jù)市場研究集團(tuán)Kantar Worldpanel ComTech發(fā)布的2014年1月至5月的報(bào)告數(shù)據(jù)，小米憑借21%的中國市場占有率將蘋果公司擠下了第二名的寶座，而蘋果在中國智能手機(jī)市場上的份額場為16%。

In the meantime, Samsung continued to remain on top with a 23 percent share of smartphone sales — though as the figures show, Xiaomi is close behind the first ranker now as well.

與此同時(shí)，三星以其23%的占有率仍然穩(wěn)居榜首。不過數(shù)據(jù)顯示，目前小米正緊隨其后。

Kantar runs a continuous research panel of 15,000 individuals — which means it surveys those same people every month in order to understand how they use their smartphones and tablets, and what devices they have purchased to replace their old ones.

Kantar以一萬五千人為研究對(duì)象，對(duì)該小組進(jìn)行持續(xù)研究。換句話說，Kantar每個(gè)月都對(duì)這些研究對(duì)象進(jìn)行調(diào)查，來了解他們?nèi)绾问褂米约旱闹悄苁謾C(jī)和平板電腦，以及他們購買何種產(chǎn)品替代舊的設(shè)備。

The market research company found out that even though many featurephone upgraders helped to support Xiaomi’s sales performance, repeat smartphone buyers also formed a pertinent part of Xiaomi’s growth. For January to May this year, it found that close to 70 percent of customers who bought a Xiaomi device were already smartphone owners, and 20 percent were loyal Xiaomi repeat customers.

該市場研究公司發(fā)現(xiàn)，雖然很多非智能手機(jī)用戶在更換手機(jī)時(shí)選擇了小米，推動(dòng)了小米的銷量，但是智能手機(jī)用戶也為銷量增長做出了相當(dāng)大的貢獻(xiàn)。2014年1月至5月期間，接近70%的小米消費(fèi)者原先就已經(jīng)是智能手機(jī)的用戶，而20%的消費(fèi)者是忠實(shí)粉絲，多次購買小米手機(jī)。

Kantar noted in its report that this ratio of repeat Xiaomi purchases looks set to improve as earlier customers are also due to change handsets: “The hard work of building brand value and developing a better OS experience seems to (have started) paying off for Xiaomi. While attracting more customers to join its fan club, many existing fans are likely to stay.”

Kantar在報(bào)告中指出，小米手機(jī)的重復(fù)購買率很可能上升，因?yàn)樵缙谟脩粢餐瑯酉敫鼡Q手機(jī)：“小米公司努力打造品牌價(jià)值，研發(fā)更出色的操作系統(tǒng)體驗(yàn)，這些付出似乎(已經(jīng))得到了回報(bào)。在吸引越來越多的消費(fèi)者加入小米粉絲團(tuán)的同時(shí)，現(xiàn)有的這些粉絲們也將會(huì)繼續(xù)支持小米。”

Kantar also found out that even while Xiaomi’s sales increased to occupy a larger share of the market, Apple’s sales weren’t particularly affected in China, primarily due to their difference in product positioning. The report noted that less than 5 percent of new Xiaomi customers had switched over from the iPhone.

Kantar還發(fā)現(xiàn)，小米不斷增加的銷量已占據(jù)了更大的市場份額，但蘋果手機(jī)在中國的銷量并未受到多大影響，這主要是由于蘋果特別的產(chǎn)品定位。報(bào)告指出，只有不到5%的小米新客戶是棄用iPhone轉(zhuǎn)投而來的。

Instead, new Xiaomi customers switched over mainly from Samsung and other local smartphone brands — according to the report, 17 percent crossed over from Samsung, and 21 percent from the ‘Big Five’ local brands (Huawei, ZTE, Lenovo, Coolpad, Oppo). Former Nokia owners also formed a large pool of new Xiaomi customers, specifically 18 percent of them.

反而，大部分的小米新用戶之前使用的都是三星或其他國產(chǎn)品牌。據(jù)報(bào)告顯示，17%的消費(fèi)者曾是三星用戶，21%的則是“五大”國產(chǎn)品牌(華為，中興，聯(lián)想，酷派和Oppo)的用戶。此外，曾經(jīng)的諾基亞用戶也小米新客戶的重要組成部分，占了18%的比例。

Similar to a recent Flurry reportthat found Xiaomi users are spending more time in-app than other Android devices and even Apple, Kantar also measured the engagement of users on their smartphone devices. It found that in the three months ending May 2014, even though Xiaomi’s user engagement was still slightly behind Apple, it was ahead of Samsung “on all measures, particularly functions like watching online TV, mobile browsing, mobile shopping and GPS/navigation.”

手機(jī)市場分析公司Flurry的報(bào)告中也揭露，相比其他安卓系統(tǒng)設(shè)備，甚至是蘋果，小米用戶在內(nèi)置程序上花費(fèi)的時(shí)間更多。Kantar還觀察了用戶利用自己手機(jī)的情況，結(jié)果顯示截止到2014年5月的三個(gè)月內(nèi)，雖然小米用戶手機(jī)利用程度稍稍落后于蘋果，但在“所有程序上，尤其是網(wǎng)絡(luò)電視、手機(jī)瀏覽網(wǎng)頁、手機(jī)購物和定位導(dǎo)航等功能上”已經(jīng)全面超越三星。

As Xiaomi continues fending off criticismsabout how it is copying Apple, in particular after the launch of its latest flagship Mi 4 smartphone, it appears that at least Chinese consumers are still very much appreciative of the brand and flocking to it in preference of other Android smartphone brands.

小米公司一直不認(rèn)可他人指控其抄襲蘋果公司的說法，這種批評(píng)聲在近期旗艦版小米4的發(fā)布后越來越多。但從市場反應(yīng)來看，至少中國的消費(fèi)者們?nèi)耘f鐘情于斯，相比其他安卓智能手機(jī)品牌，他們更傾心于小米手機(jī)。