【華碩裁員】強國手機壓境 找來大咖孔劉也難救 - 工程師
By Rae
at 2018-09-25T08:33
at 2018-09-25T08:33
Table of Contents
華碩ZenFone系列手機在2014年上市時,一度在東南亞、俄羅斯、中東等新興市場攻城掠
地。沒想到兩年前開始,面臨華為、小米、OPPO等大陸品牌手機,同樣訴求性價比,讓華
碩手機愈來愈難賣,即使連續2年砸大錢找韓星孔劉代言,大打行銷戰,但交出的成績單
卻不如人意。
本刊調查,去年喊出要華碩人換腦袋的董事長施崇棠,將改革重任交給執行長沈振來操刀
,但1年下來,華碩並未駛出逆風,營運日漸險峻,全力衝刺的智慧型手機遭華為、OPPO
、小米等大陸品牌壓境,雙雙遇到挫折,營收獲利不如預期。
眼見營運不見好轉,去年被施崇棠找回當救火隊的副董事長兼策略長徐世昌決定扮起黑臉
,出重手整頓,大刀砍向不賺錢單位,對重壓手機事業的沈振來下最後通牒,訂出今年第
四季前要讓手機虧轉盈,最壞情況不排除收掉手機事業。「TED(徐世昌)認為,目前全
球手機業的9成獲利都集中在前三大(蘋果、三星、華為),以華碩手機1千多萬的出貨量
根本沒法賺錢,不如集中資源做有前途的事。」知情人士透露。
像今年代表機種ZenFone 5上市備受好評,卻因供應鏈出貨不及影響,導致上市時間太晚
,錯失銷售時機,在內憂外患夾擊下,「華碩內部評估今年Zenfone可衝1,200萬支,但可
能賣不到900萬支。」業內人士觀察。
由於沈振來仍相當堅持,日前更瞄準手遊市場,全力打造ROG Phone電競手機,配置頂級
旗艦規格搭配豐富配件,話題性一點都不輸給新iPhone。「目前看來,第三季手機出貨有
機會成長超過10%,在新興市場還是能夠一拚。」華碩高層透露。據了解,沈振來將資源
集中到東南亞等市場,希望力挽狂瀾。
https://bit.ly/2NB1VNl
--
地。沒想到兩年前開始,面臨華為、小米、OPPO等大陸品牌手機,同樣訴求性價比,讓華
碩手機愈來愈難賣,即使連續2年砸大錢找韓星孔劉代言,大打行銷戰,但交出的成績單
卻不如人意。
本刊調查,去年喊出要華碩人換腦袋的董事長施崇棠,將改革重任交給執行長沈振來操刀
,但1年下來,華碩並未駛出逆風,營運日漸險峻,全力衝刺的智慧型手機遭華為、OPPO
、小米等大陸品牌壓境,雙雙遇到挫折,營收獲利不如預期。
眼見營運不見好轉,去年被施崇棠找回當救火隊的副董事長兼策略長徐世昌決定扮起黑臉
,出重手整頓,大刀砍向不賺錢單位,對重壓手機事業的沈振來下最後通牒,訂出今年第
四季前要讓手機虧轉盈,最壞情況不排除收掉手機事業。「TED(徐世昌)認為,目前全
球手機業的9成獲利都集中在前三大(蘋果、三星、華為),以華碩手機1千多萬的出貨量
根本沒法賺錢,不如集中資源做有前途的事。」知情人士透露。
像今年代表機種ZenFone 5上市備受好評,卻因供應鏈出貨不及影響,導致上市時間太晚
,錯失銷售時機,在內憂外患夾擊下,「華碩內部評估今年Zenfone可衝1,200萬支,但可
能賣不到900萬支。」業內人士觀察。
由於沈振來仍相當堅持,日前更瞄準手遊市場,全力打造ROG Phone電競手機,配置頂級
旗艦規格搭配豐富配件,話題性一點都不輸給新iPhone。「目前看來,第三季手機出貨有
機會成長超過10%,在新興市場還是能夠一拚。」華碩高層透露。據了解,沈振來將資源
集中到東南亞等市場,希望力挽狂瀾。
https://bit.ly/2NB1VNl
--
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