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美媒:降价也没用!中国消费者对iPhone兴趣大减

  为了挽救在华销售颓势,苹果自一月起开始下调部分产品售价。然而在美国媒体看来,这一举措似乎收效甚微。从下滑了近50%的搜索量来看,iPhone对中国消费者的吸引力已大不如前。

  据美国财经网站CNBC报道,研究机构Longbow Research最近的一份分析报告指出,2月份中国消费者在百度上搜索iPhone的次数显着下滑,降幅高达48%。

  截图 via CNBC

  Chinese interest in Apple's iPhone seems to bewaning as fewer consumers search for the smart phone online, according to Longbow Research.

  Longbow Research的分析显示,在中国搜索iPhone的人越来越少了,这似乎意味着中国人对iPhone的兴趣正在减弱

  The number of iPhone searches on Chinese search engine Baidu plummeted 48 percent in February, slightly less than the 50 percent plunge in January, Longbow said. It was the fifth consecutive month of decline.The lackluster search trends came even after Chinese retailers slashed iPhone prices.

  在搜索引擎百度上,2月份iPhone的搜索量骤降48%,略低于1月份50%的降幅。这已经是连续第5个月下降了。即便是中国零售商大幅下调iPhone价格,也依然无法抵挡搜索下降的趋势。

  "Multiple iPhone price cuts did not stop China iPhone search trends from weakening further while February supplier sales wereabysmal ," Longbow analyst Shawn Harrison said in a note Tuesday.

  Longbow的分析师肖恩⋅哈里森周二在一份报告中写道:“多次降价并未阻止中国iPhone搜索趋势进一步走弱,而且2月份供应商销量简直糟糕透顶 。”

  ▲ Search trends in China show interest in iPhone down nearly 50% (via CNBC)

  肖恩进一步指出,参考百度搜索趋势是有理可循的,因为它基本可以看作是iPhone在中国市场需求的风向标了。

  图 via VCG

  Baidu iPhone search trends areindicative of iPhone demand, according to the firm. It said they have a 74 percentcorrelation to changes in Apple’s year-over-year sales in China during the past four years. The searches also have an 82 percentcorrelation to iPhone shipments into China, Longbow said.

  该公司表示,百度搜索指数是iPhone需求量的风向标 。在过去四年,这一指数与苹果在华销售额有74%的相关性 ,与其在中国出货量的相关性更是高达82%。”

  ▲ Search trends in China show interest in iPhone down nearly 50% (via CNBC)

  而彭博社的报道则在标题中直接引用分析报告中的原话,称苹果在中国的形势“每况愈下”。

  截图 via Bloomberg

  Apple continues to struggle with iPhone demand, particularly in China, with trends going "from bad to worse," according to Longbow Research.

  据Longbow Research,苹果继续在iPhone需求方面苦苦挣扎,尤其在中国,可以说是“每况愈下”。

  ▲ iPhone Trends Going 'From Bad to Worse,' Longbow Research Says (via Bloomberg)

  这一境况直接反应在股价上。Longbow Research表示,虽然苹果股价已从1月份的低点反弹了27%,并处于去年12月以来的最高水平,但相比去年10月仍低20%以上。因此,他们决定继续维持对苹果股票的中性评级。

  图 via VCG

  从报告中还可以看到,2月份中国的iPhone销量较去年同期下降5%,较一月份环比下降30%以上。在42家苹果供应商中,有37家在2月份“报告其销量低于季度销售情况”。

  "Without iPhone demand accelerationon the horizon , we currently do not see any catalysts near term to drive significant EPS upside," wrote analyst Shawn Harrison. He affirmed his neutral rating on the stock and said the lack of a rebound in iPhone sales creates risk and shifts more focus to Apple's March 25 event.

  分析师肖恩写道:“在iPhone需求量短期内 增长无望的情况下,我们目前看不到任何能推动每股收益大幅上升的催化剂。”他肯定了自己对苹果股票的中性评级,并表示,iPhone销售缺乏反弹带来了一定风险,还将更多的注意力转移到了苹果3月25日的发布会上。

  ▲ iPhone Trends Going 'From Bad to Worse,' Longbow Research Says (via Bloomberg)

  Longbow的这一分析得到了瑞银(UBS)的呼应。瑞银在对中国智能手机销售数据分析后指出,中国在这一块的需求“仍然疲软”。

  "The annual rate of decline for Apple iPhones in the month of February (down 67 percent y/y) is similar to the weakness in January and December months," the firm wrote to clients. However, this data is "neutral" for the stock, "as weak China smartphone is well understood as are iPhone struggles in China."

  瑞银在给客户的信中写道:“苹果公司的iPhone2月份的年下降率(同比下降67%)与1月和去年12月的疲软情况相似。”然而,这一数据对该股来说是“中性的”,“因为中国智能手机市场延续疲软状态是众所周知的,iPhone在中国的挣扎也是如此。”

  ▲ iPhone Trends Going 'From Bad to Worse,' Longbow Research Says (via Bloomberg)

  根据彭博社汇编的数据,苹果2018年财年收入中有近20%来自中国,而iPhone对苹果收入的贡献高达62%。

  图 via VCG

  但iPhone在中国市场的需求持续走下坡路,导致苹果公司今年1月下调第一季度营收预测。分析师认为,这种状况恐怕在第二季度也难以扭转。

  Apple’s second-quarter results will be released on or about April 30. Analysts expect the company to report adjusted earnings of $2.38 a share on revenue of $57.54 billion. These estimates indicate a drop of nearly 13 percent in profitability and sales falling 5.9 percent compared to the prior-year period.

  苹果第二季度业绩将于4月30日左右发布。分析师预计调整后的每股收益可能为2.38美元,营收预计为575.4亿美元。这些预测表明,与上年同期相比,苹果盈利能力下降了近13%,销售额下降了5.9%。

  ▲ iPhone Trends Going 'From Bad to Worse,' Longbow Research Says (via Bloomberg)

  然而不论是国内网友还是国外网友,似乎都对苹果目前的处境并不意外:

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