台北讯 -- 中国领先的智能手机制造商OPPO表示，目标是在2027年将其在欧洲的高端智能手机销量翻倍，因为全球手机行业不得不推高端产品，以应对零部件前所未有的短缺和高价导致出货量受损。
TAIPEI -- China's leading smartphone maker Oppo has said it aims to double sales of its premium smartphones in Europe in 2027, with the global handset industry having to push its high-end products as volumes suffer from the unprecedented shortages and high prices of components.
全球第四大智能手机制造商周三在西班牙马略卡岛举办的活动中发布了最新的高端Find X10系列，该市场被视为公司极具增长潜力的关键市场。旗舰系列中最先进的机型Find X10 Pro Max搭载了联发科最新的高端芯片天玑9600 Pro，该芯片采用台积电尖端的2纳米制程技术制造 -- 这一制程节点也用于苹果最新的iPhone 18 Pro和iPhone Duo。
The world's fourth-largest smartphone maker unveiled its latest premium Find X10 lineup on Wednesday at an event in Mallorca, Spain, a key market where the company sees strong growth potential. The Find X10 Pro Max, its most advanced model in the flagship series, is powered by MediaTek's latest premium chip the Dimensity 9600 Pro, manufactured using Taiwan Semiconductor Manufacturing Co.'s cutting-edge 2-nanometer process technology -- the same node used for Apple's latest iPhone 18 Pro and iPhone Duo.
据公司称，2026年Find系列在欧洲的销量较上一年增长了四倍。在英国等部分市场，Find系列现在占OPPO总出货量的近50%。过去两年，高端智能手机在总出货量中的占比逐年翻倍，凸显了其对OPPO业务日益增长的重要性。
Find sales have grown fourfold in Europe in 2026 compared with the previous year, according to the company. In some markets, such as the U.K., the Find series now accounts for nearly 50% of Oppo's total shipments. Over the past two years, premium smartphones, as a share of overall shipments, have doubled year on year, underscoring their growing importance to Oppo's business.
OPPO海外首席营销官刘凌告诉《日经亚洲》，中国手机制造商认为欧洲为进一步的高端增长提供了最大潜力，目标是在明年将该地区高端机型的销量翻倍。根据美国研究公司Omdia的数据，在拉丁美洲，OPPO的高端机型表现相对较好，在售价600美元及以上的机型中市场份额近10%，而其整体市场份额约为5.6%。
The Chinese handset maker sees Europe as offering the greatest potential for further premium growth and aims to double sales of its high-end models in the region next year, its overseas chief marketing officer Ling Liu told Nikkei Asia. In Latin America, Oppo's high-end models are doing relatively well, with a market share of nearly 10% in models priced at $600 and above, while its overall market share there is about 5.6%, according to U.S. research firm Omdia.
OPPO表示，在东南亚整体智能手机市场排名第二，并在包括马来西亚和泰国在内的部分国家占据首位，公司旨在保持这些地位。Omdia数据显示，OPPO在“大中华区”（包括香港）的市场份额为15.4%。
Oppo has said it ranks second in the overall smartphone market in Southeast Asia and holds the top spot in some countries, including Malaysia and Thailand, positions it aims to maintain. Omdia gives it a 15.4% market share in "Greater China," including Hong Kong.
OPPO 海外首席营销官刘玲（图）表示，Find 系列是这家中国手机制造商的“高端化先锋”。（OPPO）刘玲说：“内存和元件成本上升正给整个行业带来压力，仅靠规模已不足以应对，这提升了价值创造、产品差异化和可持续增长的重要性。”
Oppo's overseas chief marketing officer Ling Liu, pictured, says the Find series is the Chinese handset maker's "spearhead for premiumization." (Oppo) "Rising memory and component costs are adding pressure across the industry, making scale alone less sufficient and increasing the importance of value creation, product differentiation, and sustainable growth," Liu said.
“高端化不是定价策略，而是价值创造策略。Find 系列是我们的高端化先锋，帮助我们将技术创新转化为更强的品牌资产和可持续的业务增长，”刘玲说。
"Premiumization is not a pricing strategy. It is a value-creation strategy. Find series is our spearhead for premiumization, helping us turn technological innovation into stronger brand equity and sustainable business growth," Liu said.
“强大的产品组合并非要在每个价格区间都靠销量取胜，而是要为合适的消费者提供合适的价值，”她补充道。
"A strong product portfolio is not about winning every price segment with volume, but about delivering the right value to the right consumers," she added.
前所未有的全球元件短缺对入门级智能手机细分市场冲击尤为严重。根据 Omdia 数据，2025 年上半年，售价低于 200 美元的智能手机占全球出货量的 41%，但该比例在 2026 年上半年跌至 31%。与此同时，售价超过 1,000 美元的高端智能手机出货比例在同一时期从 13% 上升至 17%。
An unprecedented global component shortage has hit the entry-level smartphone segment particularly hard. In the first half of 2025, smartphones priced below $200 accounted for 41% of global shipments, but that share plunged to 31% in the first half of 2026, according to Omdia data. Meanwhile, the share of shipments for premium smartphones priced above $1,000 rose from 13% to 17%, when comparing the same periods.
刘玲表示，OPPO 的全球制造布局帮助提升了供应链韧性。除中国的两个生产中心外，公司在印度尼西亚、土耳其、巴基斯坦、孟加拉国、巴西和埃及也设有工厂。
Liu said Oppo's global manufacturing footprint had helped strengthen its supply chain resilience. In addition to two production centers in China, the company operates factories in Indonesia, Turkey, Pakistan, Bangladesh, Brazil and Egypt.
“我们海外工厂超过 90% 的员工是本地招聘。这些中心同样展示了我们的先进制造能力，从现代化生产线到精密制造。这让我们能够灵活应对当地市场情况，强化供应能力，并在更靠近消费者的地方生产产品，”她说。
"More than 90% of our overseas factory workforce is hired locally. These centers also showcase our advanced manufacturing capabilities, from modern production lines to precision manufacturing. This gives us the flexibility to respond to local market conditions, strengthen our supply capabilities and build products closer to consumers," she said.
然而，Omdia 预测，2026 年智能手机总出货量将同比下降 12%，并在 2027 年再次下滑，加速了从“量”向“值”的转型。“智能手机行业正经历其历史上最具变革性的时期。在新兴市场扩张、高端化以及生成式 AI 融合主导的两年之后，市场遭遇了迄今最严重的供应链瓶颈，”Omdia 分析师 Runar Bjorhovde 在最近的一次新闻发布会上对记者表示。
However, Omdia forecasts total smartphone unit shipments will fall 12% year on year in 2026 and drop again in 2027, accelerating a pivot from "volume to value." "The smartphone industry is undergoing the most transformational period in its history. Following two years defined by emerging market expansion, premiumization, and generative AI integration, the market has been hit by its worst supply chain bottleneck yet," Omdia analyst Runar Bjorhovde told reporters at a recent news conference.
“受持续的存储芯片短缺驱动，厂商已迅速将重心从追求出货量增长转向能够提升长期运营可持续性的营收和利润目标，”他说。
"Driven by the ongoing memory crunch, vendors have rapidly shifted their focus from volume growth ambitions towards revenue and profit targets that can boost long-term operational sustainability," he said.