7年海外路，小米能否“拿下”拉美市场？

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7年海外路，小米能否“拿下”拉美市场？

36氪2021-06-06

从0到50万部，在2021年 Q1，小米成为智利增长最快的智能手机品牌。据市场研究机构 Strategy Analytics 数据显示，2021年 Q1 智利智能手机出货量同比增长71%，达到创纪录的290万部。而其中，小米表现最为抢眼，以50万部的出货量夺得市场第三名，年同比增长高达1025%，成为该地区增长最快的智能手机品牌。与此同时，小米在智利的市场占有率也从去年同期的2.4%上升至...

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爱上投资学
·2021-06-06
投資者要給小米一點時間去發展和滲透市場。小米同時保持現有銷售數據，那麼小米的移動終端用戶就會不停的上漲。其實小米有萬物互聯，萬物互聯能通過電器設備的互聯提高小米滲透率使用率，進一步打入市場。
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- 爱上投资学:
  认同
  2021-06-09
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- 美港股韭菜哥Replying toSteveJobs:
  打新要这么多钱？
  2021-06-09
  Reply
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- 股大V:
  现在应该是加仓的好时候了！
  2021-06-09
  Reply
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willy86
·2021-06-06
Good
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紫心旋
·2021-06-06
支持小米
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- HCBICE:
  支持小米
  2021-06-06
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我太难
·2021-06-06
[得意]
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1
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HY99
·2021-06-06
加油
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VivienneLee
·2021-06-06
[驚訝]
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1
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- VivienneLee:
  ??
  2021-06-06
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第N次大变革大分流
·2021-06-06
小米有當年亡秦必楚的氣質，必將戰勝華爲工會炒房團，於納稅人而言，於消費者而言，於勞工而言，皆是好事
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5
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HUATKIMT
·2021-06-06
加油加油加油加油加油
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1
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金币飞来
·2021-06-06
沒有問題，前途無量
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2
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Yucy_TG_Mini
·2021-06-06
相信小米
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- 土豆灰灰:
  我也是
  2021-06-06
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- Yucy_TG_Mini:
  哈哈
  2021-06-06
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shib
·2021-06-06
國產⛽️
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俊霖
·2021-06-06
請按贊和留言謝謝
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- 俊霖:
  谢谢
  2021-06-06
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- Yucy_TG_Mini:
  好
  2021-06-06
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的出货量同比增长71%就足以证明。”\n拥有“良好”智能手机发展环境的智利，对于小米在拉美市场的布局来说也是至关重要的一步。据悉，早在2018年12月，小米就已经开始布局智利市场。然而，初入智利时，小米并没有马上部署“小米授权店”（米店），而是通过一些大型商场和手机专营店来进行产品的销售，但销量似乎并不是非常理想。为了进一步打开智利市场，2019年4月27日，小米的首家智利“米店”在智利首都圣地亚哥东部繁华商圈开业。\n而对于小米此次能够在智利取得如此战绩的原因，Strategy Analytics 高级分析师 Rajeev Nair 分析称：“小米旗下的红米手机具有很高的性价比，这使得该款手机在因为疫情而“消费 降级”的智利消费者中获得了强烈认可，从而帮助小米在该地区获得了出货量第三名的位置，也进一步提高了市场占有率。此外，华为手机此段时间的‘失利’也给了小米很大的增长空间。”\n不过，在智利，小米还要面对三星、联想-摩托罗拉、苹果等其他竞争对手的围剿，尤其是仍旧“制霸市场”的巨头三星。Strategy Analytics 总监 Woody Oh 称：“三星在智利的智能手机市场份额目前保持相对稳定，大约42%的水平。2021年，三星在智利的智能手机出货量同比增长 63%。”不过，关于小米在智利的发展空间，Strategy Analytics 的分析师 Rajeev Nair 补充道：“如果目前的增长趋势继续下去，小米将在2021年底之前超越联想-摩托罗拉，成为智利第二大智能手机品牌。”拉美：酷爱“买买买”的沃土\n拉丁美洲，通常泛指美国以南的美洲地区，包括墨西哥、中美洲、西印度群岛和南美洲。联合国数据显示，拉丁美洲和加勒比海地区共有33个国家。2021年，该区域人口已经超过了6.5亿。尽管人均 GDP 不低（平均9000美元左右），拉丁美洲区域发展并不平衡。其中，巴西、墨西哥、哥伦比亚、阿根廷、智利和秘鲁六国是这一区域发展水平较高的国家，也成为了各赛道玩家重点布局的市场。\n从手机渗透率来看，根据全球移动通信系统协会（GSMA）数据显示，截至2020年底，将近70%的拉美居民拥有个人手机。而对于拉美消费者来说，三星仍旧是该地区最受欢迎的产品，除此之外还有摩托罗拉、苹果、华为和 LG 等其他品牌。\n从市场占有率来看，根据 StateCounter 2021年的数据，三星在拉美市场的市占率高达45%，一路领跑。此外，摩托罗拉和苹果分别以16%和10%的市场份额位列第二、第三。而小米和华为以相差不多的市场占有率跻身前5名。然而，对于2015年就开始布局拉美市场的小米来说，这样的成绩不算亮眼。\n据悉，早在2015年，小米就曾试水拉美市场。而作为拉美最大经济体的巴西成为了小米的首选。然而，当时巴西整体的经济状况不佳，消费者不得不“勒紧钱袋”过日子，再加上巴西高昂的税收，以及政府因本土保护主义而出台的一系列“不友好”政策，小米在频频受挫后，最终于2016年遗憾离场。暌违3年之后，已经在国际上获得一定知名度的小米决定重回巴西。2019年6月，小米在巴西圣保罗开设了第一家实体店。随后，小米加快了在拉美的布局，通过在线商城和线下“米店”将产品卖到了巴西、墨西哥、哥伦比亚、智利和乌拉圭等市场。\n如今，小米在巴西、哥伦比亚等主要市场的市占率排名基本都在前五，并在2021年 Q1 进入了智利市场前三名。不过，如今的拉美市场仍旧被三星“统治”，除此之外，拥有强大“群众基础”的摩托罗拉、知名度和实力兼具的苹果，以及华为、vivo、OPPO 和 realme 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