????小米殺入非洲了,！

????小米手機以低價“高質(zhì)”廣受歡迎，一度成為全球估值最高的創(chuàng)業(yè)公司,。隨著中國內(nèi)地智能手機銷售增長放緩,，小米為保持增速正努力拓展海外市場，最新進(jìn)展是,，小米已打入非洲的尼日利亞,、肯尼亞和南非,。

????小米在中國崛起的獨門絕技是輕資產(chǎn)模式：不設(shè)實體店，沒有下屬工廠,，幾乎不花錢做市場推廣,。

????可這次小米在非洲和南非公司Mobile in Africa Limited的合作模式卻截然不同：對越來越商品化的智能手機仍然選擇了傳統(tǒng)的銷售方式,?！度A爾街日報》報道指出,，小米的南非合作伙伴會負(fù)責(zé)小米手機在非洲的進(jìn)口和營銷工作，并提供售后服務(wù),。

????從印度,、巴西到現(xiàn)在的非洲市場，如果采用與當(dāng)?shù)馗偁帉κ窒嗤哪Ｊ?，小米要怎樣贏得理想的市場份額我們尚不清楚,。

????比如在印度，自去年進(jìn)入該市場以來,，今年第三季度小米的銷售業(yè)績首次出現(xiàn)環(huán)比下滑，當(dāng)季降幅接近46%,。市場調(diào)研機構(gòu)Counterpoint Research認(rèn)為,，如此大跌源于“聯(lián)想和印度本地手機制造巨頭Micromax的Yu品牌等對手的激烈競爭，特別是在銷量更高的100美元以下手機市場,?！比缃瘢∶自谟《鹊氖袌稣加新蔬€未擠進(jìn)前五強,。說到底,，小米在印度市場站穩(wěn)腳跟比開發(fā)上述三個非洲國家更為重要，那三個國家的人口加起來,，都趕不上印度人口的五分之一,。

????另外，小米在大本營中國內(nèi)地的表現(xiàn)也不容樂觀,，挑戰(zhàn)不僅來自市場飽和,，還有中國國內(nèi)的對手一直在努力從小米手中奪走龍頭位置。市場調(diào)研公司易觀國際此前表示,，三季度華為已超越小米，在內(nèi)地市場的占有率晉升第一,。（財富中文網(wǎng)）

????譯者：Pessy

????審校：夏林

????On to Africa!

????Once the world’s most valuable startup, Xiaomi, the Chinese smartphone maker praised for cheap but ‘high-spec’ phones, is expanding sales to Nigeria, Kenya and South Africa in a bid to keep smartphone growth growing as its home market in mainland China slows down.

????Driving Xiaomi’s ascent in China was as a capital-light business: no stores, no company-owned factories, little paid marketing.

????The deal in Africa, with South Africa-based Mobile in Africa Limited, is much the opposite: a traditional approach with an increasingly commoditized product in smartphones. Xiaomi’s South African partner will lead imports, marketing and support for phones sales, the Wall Street Journal noted.

????It’s unclear how Xiaomi will gain traction in markets like India, Brazil and now Africa, as it has said it wants to, if it follows the same model as local competitors.

????In India this past quarter, for instance, Xiaomi’s sales experienced their first quarter-to-quarter decline after expanding there last year— almost a 46% tumble “due to fierce competition from Lenovo and Micromax’s Yu brands especially in the higher volume sub-$100 segment,” says Counterpoint Research. It doesn’t rank in India’s top five market share. And if anything, Xiaomi needs to be present in India than it does in those three African markets, all of which together have barely one-fifth of India’s population.

????Xiaomi’s also hurting in its home market of mainland China, and that’s more than just a result of market saturation. IChinese competitors have stepped up their efforts to steal Xiaomi’s crown. Research firm Canalys said Huawei passed Xiaomi for the highest market share in the third quarter.