广东催生智能手机新品牌

When HTC was overtaken in China by Gionee, it may have been a surprise to foreign observers. While Gionee did not register in smartphone sales statistics a year ago, it now has a 4.7 per cent market share, selling more than 1m phones in the third quarter this year.

当宏达电(HTC)在中国市场被金立(Gionee)超越时，国外观察人士可能吃了一惊。一年前，智能手机销量统计报告中还找不到金立的名字；而现在，金立已占据了4.7%的市场份额，今年第三季度共卖出100多万部手机。

But Gionee did not appear out of nowhere. The company, along with a dozen equally fast-growing domestic peers, is well-known in China.

金立并不是凭空冒出来的。这家公司同十几家同样快速成长的国内同行一样，在中国颇有名气。

Most of these groups come from Guangdong, home to China’s main telecoms manufacturing hub, and originated as wholesalers or retailers of electronic goods.

这些公司多数位于广东（那里是中国主要的电信设备制造中心），而且大多是从电子产品批发或零售起家的。

When MediaTek, a Taiwanese chip designer, started offering handset chipsets at a lower price than global rivals and with an entire software pack that helps in the production of handsets, many of these small workshops entered handset manufacturing.

当台湾芯片设计商联发科(MediaTek)开始以低于国际竞争对手的价格提供手机芯片、并在芯片中嵌入能够简化手机开发的一整套软件包时，上述很多小公司开始迈入手机制造业。

They have dominated the lower-end and rural market for years. Last year, when MediaTek began selling the smartphone chips, several of these second-tier brands launched smartphones of their own.

多年来，这些公司主导着低端市场和农村市常去年，联发科开始销售智能手机芯片，这些二线品牌中的几家生产商便推出了自己的智能手机。

Gionee had been one of China’s pricier makers, with “very, very high brand awareness, says Nicole Peng of market researcher Canalys. “They have been in the market for a very long time, selling feature phones and building very good channels and infrastructure .?.?.?developing relationships with local distributors.

市场研究公司Canalys的彭路平(Nicole Peng)表示，在中国本土手机制造商中，金立产品价格较高，拥有“非常、非常强烈的品牌意识。“它们已在市场上存在了很长时间，一直销售特色手机，建立了很好的渠道和基础设施……与地方上的分销商建立了关系。

Another example is Oppo, which used to make MP3 players. It entered the handset business in 2008, selling its first smartphone only in August 2011. In the third quarter, it had a 2.2 per cent share of China’s smartphone market by unit sales, according to Gartner.

另一个例子是以前生产MP3播放器的Oppo。Oppo从2008年开始生产手机，2011年8月才开始销售它的第一款智能手机。研究公司Gartner表示，今年第三季度，按销量衡量，Oppo占据了中国智能手机市场2.2%的份额。

It plans to open 40,000 sales outlets, including 2,000 of its own shops, and ship 12m handsets in 2013.

Oppo计划开设4万个销售点，其中包括2000家自营店，2013年手机出货量目标为1200万部。