Nokia Facing China Backlash After Years of Dominance 诺基亚手机在华“失宠”

By newsdoug on August 16, 2011

Shopkeepers say no to Nokia While the rest of the world buzzes about Google’s (Nasdaq: GOOG) blockbuster deal to buy Motorola Mobility (NYSE: MMI), eyes in China are more focused on a worrisome report regarding struggling Nokia (Helsinki: NOK1V), which once dominated the Chinese market but is rapidly losing share to up-and-comers like Apple (Nasdaq: AAPL) and Samsung (Seoul: 005930). According to the report, a growing number of Chinese sellers are refusing to accept shipments of Nokia phones, in what looks like a rebellion after years of being bullied by Nokia when it dominated both the China and global markets. (Chinese article) The article doesn’t provide a lot more detail, but does say the insurrection has been going on since April, and could see Nokia report sharply lower sales in the world’s largest cellphone market by subscribers when second-quarter numbers start to come out. If true, this rapid fall in fortunes for Nokia would mirror its rapid global decline. Chinese consumers, like everyone else, are always looking for the latest and coolest cellphone, and Nokia’s offerings just don’t look nearly as sleek as smartphones from Apple or Samsung. What’s more, lower end producers like ZTE (HKEx: 763; Shenzhen: 000063) are appealing to more cost-conscious consumers, offering cool, low-priced smartphones costing as little as $100 each based on Google’s Android operating system. Nokia, by comparison, can only offer phones based on its own Symbian system, which most people find uninspired and is due for retirement by the end of this year. The trend for Nokia resembles what happened several years ago in China to Motorola, whose fall from grace was also rapid and for similar reasons. If this report is true, and I think there’s a good chance it is, Nokia could easily lose its crown as the top mobile phone seller in China within the next year.

Bottom line: A rebellion by Chinese cellphone sellers against Nokia reflects the company’s broader fall from grace, and could see it lose its market-leading position in China in the next 12 months.

谷歌<GOOG.O>收购摩托罗拉移动<MMI.N>成为全球热议话题，而在中国，一份有关诺基亚<NOK.N>的报告更令人关注。诺基亚曾是中国手机市场霸主，但其市场份额正迅速被苹果<AAPL.O>和三星<005930.KS>等新秀蚕食。该报告显示，大批中国代理商拒绝进诺基亚手机，看起来很像一场对诺基亚主导国内外市场多年的反抗。文章并未提供更多细节，但称从4月起，中国各地代理商开始对诺基亚“说不”。二季度数据出炉时，诺基亚在华销量料将大幅下滑。如果情况确实如此，诺基亚盈利迅速减少，将反映其在全球市场的迅速衰落。与其他国家一样，中国消费者也总是青睐最酷的新款手机，而诺基亚手机难与苹果或三星的智能手机媲美。此外，中兴通讯<0763.HK><000063.SZ>等较低端手机生产商推出时尚的Android智能手机，每款售价低至100美元，对节省开支的消费者更具吸引力。相比之下，诺基亚只有采用塞班系统的手机，许多人觉得该系统缺乏新意，预计将於今年年底前“退役”。这很像几年前摩托罗拉在华面临的困境，摩托罗拉当年也是由於类似原因，迅速走下坡路。如果这份有关诺基亚的报告属实，我认为，诺基亚很可能将在明年失去中国手机市场霸主地位。

一句话：中国大批代理商对诺基亚手机“说不”，证明诺基亚手机进一步“失宠”，或在一年内失去在华市场的主导地位。