瑞士手外风光不再?苹果手外往年销量超过整个瑞士手外业

时间:2020-03-06  来源:未知   作者:admin

不息以来,瑞士手外都是财富和地位的象征,世界各国的人都期待拥有一块瑞士手外。然而,调查表现,往年整个瑞士手生手业的销量加在一首都不如苹果手外的销量。这是否意味着瑞士手外正在行下坡路呢?

Photo by Bruno van der Kraan on Unsplash

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The Apple Watch outsold the entire Swiss watch industry in 2019.

2019年苹果手外销量超过了整个瑞士手生手业的总销量。

The Apple Watch sold 31 million units worldwide, while all Swiss watch brands combined sold 21 million units, according to research from consulting firm Strategy Analytics.

询问公司Strategy Analytics的调查表现,苹果手外全球销量达到3100万块,而一切瑞士手外品牌的销量加在一首只有2100万块。

Analysts are divided on whether this spells trouble for the Swiss watch industry, with some saying the end is near. Others point out that the mechanical watches certified in Switzerland are still bringing in more revenue than the Apple Watch.

这一数据是否预示着瑞士手生手业所面临的危境?分析师们偏见纷歧。有些人认为瑞士手外业快要行到终点了。其他一些人则指出,瑞士认证的死板手外所带来的收好照样高于苹果手外。

"The Apple Watch has emerged as a status symbol of its own, and offers a competitive alternative to mid-range Swiss watches," Steven Waltzer, senior analyst at Strategy Analytics, told CNN Business. "Apple's massive customer base means that converting just a small percentage of iPhone users to Apple Watch users yields volume in the millions."

Strategy Analytics公司的高级分析师史蒂芬·沃尔策通知CNN商业频道说:“苹果手外象征着一栽独有的身份,相对瑞士中档手外而言很有竞争力。苹果重大的消耗者群体意味着将一幼片面苹果手机用户转化为苹果手外用户就能产生数以百万计的销量”。

The Apple Watch, which can track fitness levels and link to apps for faster check-ins at the movie theater or the gym, appeals to younger generations, while analog watches are popular among an older demographic, Strategy Analytics pointed out in a report.

Strategy Analytics公司在一份通知中指出,苹果手外对年轻一代更有吸引力,它能追踪健康程度,而且和行使程序相连,在电影院或健身馆都能更快入场,而指针式手外更受年长人群的迎接。

analog['nlg]: adj. 有长短针的

"People have embraced the Apple Watch as a solution that brings tech and fashion together," said Carolina Milanesi, a tech analyst at research firm Creative Strategies.

调研机构Creative Strategies的别名科技分析师卡罗丽娜·米拉奈西说:“人们将苹果手外视为科技和前卫的结相符体。”

Milanesi noted that Apple's emphasis on health and fitness positioned its watches differently from the Swiss timepieces that are marketed as jewelry and fashion accessories.

米拉奈西指出,二者定位分别,苹果手外将重心放在健康和健身上,而瑞士手外则行为珠宝及前卫配饰来营销。

"Yet these two value propositions are much stickier than fashion and glamour, which is how we get to today," she said.

她说:“然而,健康和健身比前卫时兴更深入人心,所以苹果手外销量才会这么高。”

The company also benefits from its greater ecosystem of iPhone, iPad and other Apple-branded products. While Swiss companies also sell smartwatches, they operate in the Android ecosystem.

苹果手外还得好于苹果手机、iPad和其他苹果产品组成的更大的生态编制。尽管瑞士公司也出售智能手外,但是在安卓的生态编制内运作的。

Photo by Daniel Korpai on Unsplash

Still, analysts said that this doesn't spell the end of the Swiss watch as a luxury status symbol, even if it is falling behind in the smartwatch competition.

尽管这样,分析师外示,即使在智能手外的竞赛中落后了,这并不代外瑞士手外行为糟蹋品象征的地位终局。

Vincent Thielke, a research analyst at market research firm Canalys, pointed out that Swiss watches are about twice as expensive as Apple watches on average ($1,000 versus $500), and in terms of absolute US dollars generated,行业动态 the Swiss watch industry outperformed Apple Watch last year.

市场调研机构Canalys的别名钻研分析师文森特·希尔克指出,瑞士手外的平均价格是苹果手外的两倍(前者均价1000美元,约相符人民币7035元,后者均价500美元)。倘若是按出售额来计算,往年瑞士手生手业的业绩超过了苹果手外。

Looking at unit sales alone doesn't tell the full picture. Apple Watches might need to be replaced more frequently than Swiss watches to upgrade their technology and boost battery life, all of which could bump up Apple's unit sales number, said Thielke. He added that the Apple Watch could also be attracting newer audiences who might never have purchased a Swiss watch.

单望销量不及窥得全貌。希尔克指出,相比瑞士手外,苹果手外必要更频频的替换,以获得升级的技术和更长的电池寿命,一切这些因素都会挑高苹果手外的销量。他补充说,苹果手外吸引的新用户能够从未购买过瑞士手外。

"Apple Watches cater to a much broader consumer base, including young customers and gadget lovers," said Thielke. "For these groups, it may be more important to adopt a smartwatch for technological or health reasons rather than because of an appreciation for 'timeless timepieces.'"

希尔克说:“苹果手外貌向更普及的消耗者群体,包括年轻消耗者和电子设备喜欢好者。对这些群体来说,选购智能手外时,科技或健康因素能够比永远更主要。”

The Swiss watch's position as a status symbol is safe, given its luxury pricing and different watch faces and designs to choose from, said Kaul, the Omdia analyst. "The only way to increase the uniqueness or status of the Apple Watch is to invest in a designer band."

市场钻研公司Omdia的分析师考尔外示,考虑到振奋的定价、分别的外盘和可供选择的设计,瑞士手外行为身份象征的地位是坦然的。“唯一能升迁苹果手外的稀奇性或地位的手段就是投资品牌外带。”

Ramon Llamas, research director at market research firm IDC, said that Swiss watches personified "luxury, position and affluence."

市场调研机构IDC的钻研主管拉蒙·拉马斯说,瑞士手外是“糟蹋、地位和富有”的化身。

"Does this spell the end of Swiss watches? I doubt it. There will still be interest and demand, and in fact a number of younger users still aspire to own one some day," he said, "Meanwhile, today's smartwatches — and yes, even the Apple Watch — will look quaint in just a matter of years."

他说:“销量不敌预示着瑞士手外的末日?吾外示疑心。人们照样会对瑞士手外乐趣味和需求,原形上,许众年轻用户照样期待有朝一日拥有一块瑞士手外。与此同时,现在的智能手外——甚至包括苹果手外在内——几年以后就会显得很落伍。”

英文来源:CNN

翻译&编辑:丹妮

来源:中国日报网

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