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Once popular across smartphone users, homegrown Indian companies have lost out in the race to Chinese brands, which today account for six out of every 10 devices sold in the country.

曾经在智能手机用户中广受欢迎的印度本土手机公司,在与中国品牌的竞争中输了,如今,印度每销售10台智能手机,有6台来自于中国。



The exception to this sorry state of affairs of Indian brands has been RelianceNSE 0.25 % Jio, but only in features phones, which are mostly bundled with its mobile telecom services. Jio dominates feature phones market with a share of nearly 40%. Second-ranked Samsung is estimated to have a share of 12%.

印度品牌处于现在这种令人遗憾的状况之中,唯一的例外是Jio,但这仅限于功能手机,后者大多与移动电信服务捆绑在一起。Jio主导了功能手机市场,占有近40%的市场份额。排名第二的三星估计占有12%的市场份额。

So, what led to this fall of Indian brands? "The Chinese brands had been very aggressive from the very beginning. They were very strong when the transition from 3G to 4G devices was happening," says Tarun Pathak, associate director at Counterpoint Research. "Indian brands - such as Micromax - were busy clearing large pile-up of 3G inventory, which was clearly outdated." Also, Indian brands failed to read larger consumer trends. As Chinese companies expanded their portfolio and brought in new features, Indian companies were slow to react, lagging in introducing features such as 4G, dual camera, finger-print sensor, or glass-back. For example, Counterpoint estimates that glass-back - which gives a premium feel to devices - is already on 26% of smartphones, and is expected to have a 60% share by end-2020.

那么,是什么原因导致了印度手机品牌的衰落呢?”中国品牌从一开始就很有侵略性。当3G设备向4G设备过渡的时候,它们非常强大”Counterpoint研究部副主任塔伦·帕萨克说。印度品牌如micromax,忙于清理大量的3G手机库存,这显然已经过时了。随着中国公司扩大产品组合并引入新功能,印度公司反应迟缓,滞后于推出4G、双摄像头、指纹传感器或玻璃屏幕等功能的手机。例如,据Counterpoint估计,玻璃屏幕—给手机一种奢华的感觉—已经在26%的智能手机上使用了,预计到2020年底将占有60%的份额。



It is time to have "champion Indian brands" to counter the trend, says Pankaj Mohindroo, chairman of India Cellular and Electronics Association. "We have sought a special dispensation from the government for creating global Indian companies. It is the need of the hour. Fighting Chinese brands is like fighting a nation."

印度手机和电子协会主席潘卡吉·莫欣德罗说,现在是时候创建一个“印度联合品牌”来应对这一趋势了。我们已经寻求政府的特别授权,来创建全球化的印度公司,这需要时间,和中国品牌作战就像是和一个国家作战一样。”