手机中的战斗机是如何掉队的？

文｜风马牛 （微信公众号：冯仑风马牛）

封面题图｜《黑鹰坠落》

2007 nianchunwan，“baiyun”he“heitu”youyicidengshangyangshiwutai。zaixiaopin《cehua》zhong，songdandanshiyande“baiyun”hanchuyijudoulelequanguoguanzhongdekouhao：xiadangongji，gongjizhongdezhandouji，eye！zheiju“xiaoguoshizu”dekouhaoyuanzidangshideyijuliuxingguanggaoyu：bodaoshouji，shoujizhongdezhandouji。

yizhuanyan 12 nianguoqu，“baiyun”he“heitu”jinianqianbianbuzaidengshangyangshichunwandewutai，neijujingdianguanggaocidezhujiao——bodaoshouji，yezaijiliedejingzhengzhongdiaoxiaduilai。cengjingdediyidaiguochanshoujizuiqiangzhe，zaoyi“minranzhongrenyi”。

1

在 1990 年代的创业者中，波导四人团显得与众不同。

1991 nian，xulihuacongxinanjiaotongdaxueshuoshibiye，zaiwaiziqiyezuoxunhujiyanfagongzuo。yanchouzhexunhujijinruzhongguozhihou，shichangguimojiuyimeinian 150% desudujuzeng，taxinlihenkumen，“pingshenmezhongguorenzhinengyonglaowaidexunhuji？”xulihuahetongxuepujiexiechuyifen《guanyuyanzhishengchanzhongwenxunhujidekexingxingbaogao》，nazhezheifenbaogao，liangrenpaobianquanguoxunzhaotouzishang。

cishidezhongguo，chuangyejiqinggangbeidianran，reqianyikaishiyongdong。congzhejiangshengfenghuashidaqiaozhenzhengfuneili，xulihuahepujiededaolezibenzhichi。tamensuijiyaolaihaoyouxuxiguanghesuibo， yu1992 nianchenglifenghuabodao。zongtouzi 1000 wanyuan，qizhongsirenchuangyetuanduiyijishurugu，zhehewei 490 wanyuan，zhanbi 49% ，chuangxiadangshijishuruguzuigaojilu。

xulihua、pujie、xuxiguanghesuibodoushigangbiyedeshuoshi，xulihuashijingjiguanlishuoshi，qitasanrenweigongxueleishuoshi。fenghuabodaochenglishi，sirenzhongxulihuanianjizuida， 29 sui，danrendongshizhangjianzongjingli，qitasanrendoushi 28 sui，fenguancaiwu、renshihejishu。

资金到位后，波导就像其英文名 Bird （鸟）yiyang，chaoqipengbodikaishishifei。 1993 nian 5 yue，bodaoxunhujizhengshitouchan。dangshixunhujishichangyichanghuobao，shengchanchangshangmotuoluolasuiranezhulejishudehoulong，queduizhongguoshichangdeqianliyugubuzu，zhangqiquehuo。yinci，bodaoxunhujiyijinrushichang，bianchengleqiangshouhuo。jinjinzheiyinian，bodaoshixianchanzhi 2100 wanyuan。

然而在摩托罗拉这样的跨国大企业面前，波导的研发力量还是太弱了。 1994 年摩托罗拉解决了生产线问题，重新杀回市场时，第一批售出的波导寻呼机却因为质量问题，被大量退货。yishijiantuihuilaideqiqianduotaixunhujiduimanlekufang，jigeyueqianhaimanfuheyunzhuandeshengchanshebei，yankanjiuyaotingzhiyunxing，zhidengluohuile。

波导寻呼机

shijicongquan，bodaoyijingmeiyoushijianhezijinzhichizaijingxiaxinlaigongkejishunantile。weilehuozhe，bodaosichuxunzhaotouzi，xinghaozhiqiandexunhujiyijingweibodaodachuleyixiemingsheng，xianggangtongyonggongsiyuanyijizheigenianqingdeguochanpinpaizhuzi 4000 wanyuan。jiuzheiyang，xianggangtongyongzhanjule 82.5% dejueduikongguquan，fenghuabodaogengmingwei“jitongbodaoyouxiangongsi”。

yikaoxianggangtongyongdailaidezijinhejishu，bodaoxunhujigongkezhiliangnanguan。cinian，bodaotuichudierdaixiuzhenxingzhongwenxunhuji，jiqugangweishejihou，zheikuanchanpinwaiguanlingrenyanqianyiliang，zhiliangyegengwending，yumotuoluolade“yangxunhuji”buxiangshangxia。bodaohuoxialaile。

chongmanlexijuxingdeyimushi，bodaogangyouhaozhuan，xianggangtongyongbianyinweixingongchangdequzhiwentihebodaotuanduichanshenglefenqi。youyubodaojianchiyaoliuzaizhejiang，gangfangjuedingchezi，zheishizhejiangshengfenghuashidaqiaozhenzhengfujuedingtouzi，yigequanxinde“bodaoyouxiangongsi”jiucichengli。

suihoubodaogenjuxiaofeizhedebutongxuqiu，liangshendazaoleshangyonggupiaoxunhuji、shuzixunhujidengshiduogebutongkuanshichanpin，xunsuzhanlingshichang。3 nianhou，bodaoxunhujixiaoshouedadao 2.2 yiyuan，shouwoguoneixunhujishichang 20% deshichangfene。

正当外界都认为波导公司春风得意时，四人团队却十分焦虑。由于一直紧盯日韩和港台市场，徐立华等人清楚地看到在这些经济更为发达的地区，寻呼机市场正在手机压制下急剧萎缩。负责产品的隋波直接提出：“日本、香港及台湾的通信市场是我们国内通信市场未来发展的写照。”

zaizheizhongyupanxia，bodaojuedingzhubutuichuxunhujishichang，zhuanshentourudaoguochanshoujizhizaoyezheipianlanhaizhong。suiranxunhujidamairangbodaoxiaoyoujixu，mianduiguowaishoujizhizaoyejutou，bodaorengrangandaozijinshangdeyali。 1998 nian 9 yue，zaizhejiangshengzhengfudezhichixia，bodaoyuguoyouqiyeningbodianzixinxijituanhezuochengliningbobodaogufenyouxiangongsi，bodaocongyijiaminyingqiyezhuanbianweiguozikongguqiye。

yinianhou，bodaochengweishoupihuodeguojiayidongdianhuashengchanxukezhengdeqiye。zheishihou，zhenggeguochanshoujideshichangzhanyoulvjinwei 5% 。

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1998 nianbodaoxiadingjuexintouzizaoshoujideshihou，guanlituanduibaofaleyicijiliedezhenglun。yourenrenwei，guochanshoujidekunjinghedangniandeguochanxunhujibiewuerzhi，yaozuochuzhenzhengde“guochanshouji”，zhinenglaolaoshishizuoyanfa。

也有人认为，当年做寻呼机研发就是太死心眼了，如果能一开始就遵循“拿来主义”，波导就不至于遭遇生死危机，这次一定不能重蹈覆辙。作为波导团队的领头人，徐立华持第二种意见，直言“在技术策略上，要两条腿走路，就是技术合作和自主开发同时进行”。

最终第二种意见被采纳了，波导决定寻找一个合作伙伴，解决波导手机从无到有的门槛。此时法国萨基姆（ Sagem ）gongsizhudongzhaoshangmen，zuoweiquanqiu 500 qiangdaqiye 、diliudashoujizhizaoshang，sajimuduizhongguoshichangchuixianyijiu，danzaimotuoluola、nuojiyadeweizhuidujiexiacongweichenggongguo。tingshuobodaoyaozuoshouji，sajimujuedingzhuanhuansilu，zhudongtigongjishu，yishijichanpindaruzhongguoshichang。shuangfangyipaijihe， 1999 nian 2 yue，bodaohesajimuqianyue， 5 geyuehoubodaojiujianchenglediyitiaoyidongdianhuashengchanxian，bingkaigongshengchan。

鲁迅：拿来主义，拿什么，怎么拿？

hedangshisuiyijinhuo、biandikaihuadetiepaishoujibutong，bodaohesajimudeyuedingshifenyange，pingsajimujishuzaizhongguoshengchandeshoujiyilvyibodaopinpaixiaoshou，ersajimubunengzaizhongguoyizijidepinpaijinxingxiaoshou。

ruciyilai，bodaoshoujigangjinruguoneishichang，jiushiyisajimujishuweizhutuichudehuanying rc838 shouji。zheikuanshoujibujinjubeicaiqiao、quxianzaoxingde“waizaimei”，gengzhongyaodeshi，jiyusajimujiqiangdetongxunjishu，huanying rc838 detongxinnengliyeshifenqianghan，qixinhaojieshounenglizaitongqichanpinzhongpaidiyiwei。dangshiquanguoshoujijizhanjianshehenbuwanshan，zheikuanneiwaijianxiudeshouji，yanxulecongbodaoxunhujijileierlaidehaokoubei。

youyusajimushifaguohuanyingzhandoujidetongxinshebeitigongshang，bodaoshoujihaidachule“bodaoshouji，shoujizhongdezhandouji”deguanggaoci，langlangshangkou，yipaoerhong。 2000 nian，bodaonianxiaoshou 70 wantaishouji，duodeguochanshoujixiaoshoudiyi。

2001 年，波导发现其它品牌的手机也在通信能力上奋起直追。为了做出差异化，波导联系韩国企业，在保留萨基姆优秀detongshi，jiangbodaoshoujizuochenglegengxiaoqiao、jingzhide s xilie。zheiyinian，jin s1000 xingshouji，bodaojiushouchu 100 wantai。

波导S1000：翻盖、透视窗

xunhujishidaidehuihuangzaiyicichuxian。 2002 nian 12 yue，bodaodi 1000 wantaishoujijinrushichang。 2003 nian 1 yue，zaixinxichanyebukaizhandediaochazhong，bodaoshoujiyijuzhanhuo“tonghuazhiliangmanyichanpinjiang”“waiguanshejimanyichanpinjiang”“chuangxingongnengmanyichanpinjiang”。zheinianbodaoyicixingtuichu 18 kuanxinshouji，di 4 nianchanlianguochanshoujixiaoshouguanjun。

在总结波导的成功时，徐立华坦言，波导产能可以提升得这么快，全靠“快鱼吃大鱼”的经营理念，保证好产品质量，追求“一定利润下的规模最大化”。yinwei“congjiushiniandaizhonghouqikaishishiguoneishoujishichangxunsupengzhangdeshiqi”，zhiyoukuodachanneng、kuaisuzhanlingshichang，bodaocainengyoulizuzhidi。

zuochanpindesuibogengshixili：

“shoujiruguoyinianzuobudao 100 wantai，chizaoyaosi， 100 wantaishiyigeshengcundemenjian， 300 wantaishiyigefazhandemenjian，guobule 300 wantaishixiaodaxiaonao，bukenengchengweishichangshangdezhuli。guole 300 wantaicaisuanhuodelefazhanquan。”

guanlicengguanyuguimodejinpoganbeixunsuzhuanhuaweixingdong。zaizaoqigangzuoshoujishi，bodaojiuyishidaocengjidailizhixingbutong。 1999 nian 3 yue，bansuidiyikuanbodaoshoujishangshi，bodaochenglixiaoshouzonggongsi，zijianxiaoshouqudao。daole 2001 nian，bodaozujianle 27 gexiaoshoufengongsi，chenglile 100 duogebanshichu，yigeshixianzhendequanguoshoujixiaoshoudiyidawangjiucilakai。

在这张大网中，波导尤为看中销售终端，也就是门店的作用。dangshishoujihaishixinxianshiwu，bachanpinwanzheng、shenzhizanmeidizhanshichulai，duixiaoshouyoujudadetuidongzuoyong。bodaoyaoqiugegebanshichujinxingzhongduanrenyuanpeixun、mendiantongyizhuangxiu、jiadaguanggaolidu。youyupangdadexiaoshouwangluotouru， 2001 nian，suiranbodaoshiguochanshoujixiaoliangdiyi，bodaoxiaoshougongsiquekuisun 1.72 yiyuan。ranerbodaorenweizheizhongfangshishizhengquede， 2003 nian，bodaoxiaoshoufengongsikuozhangdao 41 ge，banshichuzengzhi 400 ge，lingshouzhongduangaoda 5 wanduoge。

波导直营店

jinguanxiaoshouwangluopangda，bodaoquezaijiageshangshishi“xiaoquyufengbishiguanli”，jianyanzhijiushibagegediquhuafenweiruoganxiaoquyu，xuanchujigedailishang，anzhaobodaoguidingdejiagexiaoshou，buyunxukuaquxiaoshou。

此外，波导在品牌策略上也贯彻了“快字诀”。gangkaishizuoshoujishi，guoneishoujichangshangdouhenbaoshou，buyuantouzizuoguanggao，ranerbodaoquezaishoujihaimeishangshi、zijinfeichangjinquedeqingkuangxia，daikuan 4000 wanyuan，qinglaidanghongmingxingliminzuoweixingxiangdaiyanren，yiyizhi“liminjiashizhandouji”deguanggaozaiyangshichuixianglejinjunshoujixingyedehaojiao。suizheyejidepansheng，bodaodeguanggaofeiyongyeshuizhangchuangao。 jin 2003 nianshangbannian，bodaoguanggaofeiyongjiugaoda 2.03 yiyuan，bishangniantongqizengzhang 203% 。

zheiyinian，bodaorengshiguochanshoujixiaoliangguanjun，lingxiandiermingmotuoluola 200 wantai。

然而，“烈火烹油”之际，危机四伏。 2003 年，国产手机厂商达到数十家，中国手机产能达到 2 亿台。gedachangshangdouzaijiakuaixinpintuichudesudu，caipingshoujiyizhandaduoshu，zhenduishangwurenshi、bailingnvxing、nianqingrendenggeleirenqundexifenqushiyeyuefamingxian，zhinengshoujikaishizhanlutoujiao，xiaolingtong、3g jishudechuxianyoujilechangshangshengjipeitaofuwudeyali，bushaopinpaidoujiadalejishutouru，bodaohaishineigeniantouru 5% xiaoshoushouruyanfa，queyilaisajimuhexinxinpianjishudebodao。

此外，国美、苏宁、大中、永乐等家电大卖场也加入了手机零售商的行列，这些大零售商为了争取更大的利润空间，采用直供、买断的方式，导致手机不得不大幅降价，厂商的自主定价权大受威胁，尤其是波导大力推广的“小区域封闭式管理”，其锁死定价的模式在卖场大幅降价的冲击下，毫无还手之力。

2004 nianxiabannian，jujuetaiwanlianfake，youjibodaodailaileyixiangbudaodeweiji。zaiyanfachuba mp3 heshoujixinpianjiehedaoyiqidejishuhou，taiwanlianfakepobujidaidihesuoyouzhengguishoujichangshanglianxi，danzaidangshi，mp3 gongnengyizhishimotuoluola、nuojiyadenggaoduanjidepeizhi，bodaorenweiyuqishoujidingweibufu，bianjujuelelianfakedehezuoyaoqiu。

danshizheixiangjishudedaoleshichangdehuanying。qitayixiepinpai，baokuodaliangde“shanzhaishouji”caiyonglianfakedejishu，yikao mp3 gongnengqiangzhanledaliangdeshichang。

山寨手机：只有想不到，没有做不到

zheiyichangyinrediancuoweiyinfadexingyedizhen，rangbodaoshuaidebiqinglianzhong。 2005 nian，bodaojukui 4.7 yiyuan，liangnianqiankuozhangdechanneng，douchengweilebudebuyaoyashuaichudebaofu。

最坏的情况还未到来。那几年，“山寨手机”不仅吞噬了国产手机的市场份额，甚至开始扎推“冲向国际市场”时，摩托罗拉、诺基亚、索尼爱立信等跨国企业们也回过头来，试图在中国咬下一口中低端市场。motuoluolalvxianpaochu moto c117 ，faxingjiabudao 500 yuan，nuojiyajinsuiqihou，chuangxia nokia 3210 dankuanquanqiuxiaoliangguoyitaidejilu。

zheiyiniancenggaoda 58% deguochanshoujifene，xiahuazhi 31% 。zaimeitifenfenxiechu“bodaoshibailun”“guochanshoujibengkuilun”zhihou，bodaoxuanzezaiciyusajimuhezuo，chengliningbobodaosajimudianziyouxiangongsi，xiwangzhenzhengcongyanfahuanjiejiangerzhedechannengjicheng。jingjianxinpin、jixuzouxingjiabimoshisihuduanzandijianxiaole，bodaoniukuiweiying，danquebuxiangsikeshoujile。

bodaozai 2006 niannianbaozhong，mingquetichuyaoweigudong“jijixunzhaoxindelirunzengzhangdian”，erbodaoguanlicengzhaodaodeshi“zaoche”，chuleyuzhangfengqichehezuo，haichuangjianlemingwei“ningboshenmaqichezhizaoyouxiangongsi”dequanzizigongsi。

congniaodaoshenma，bodaoxiangwangtiankongdexinyizhimeibian，danxunhujishiqidehuihuangquezaimeizhongxianguo。dashoubitouzizhengcheyewuliangnianhou，bodaochuangxia 5.94 yiyuandekuisun。kandaobodaoquanlitouruzaocheerruohualebodaoshouji，sajimuyubodaodemocayeyuelaiyueduo，zhongyuzai 2008 nian 3 yue，bodaojianghezizigongsigufenquanshuzhuanrangjisajimugongsi，shuangfangzhongjiehezuo。

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2008 nian，quanqiushenxianjinrongweijinitan，shoujishichangquefengyunbianhuan。pingguogongsituichule iphone 3g ，jihutongshi， htc tuichudiyikuanzhuangyou android xitongdezhinengshouji htc g1 yingzhan，liangdazhenyingchuxianduanni。

jiuzaisuoyoushoujichangshangdoubei“zhinengshouji”zheiyixinxinggerenzhongduanlahuitongyiqipaoxianshi，bodaoqueyinweifangqihesajimuhezuo，shiqujishudiedaizhichi，qinshoubazijilaxialeguochanshoujidiyizhenxian。bujinruci，youyuqianqitouzidezhangfengqicheheshenmaqichexiaoliangcandan，bodaodashoudaji，youdiaotouzuoqilefangdichanshengyi。

yigecengjinglizhiyaozuo“shoujizhongdezhandouji”deqiye，zaisuihoujiniandenianbaoli，jihumeiniandouzaizhongfuyao“jijikaituoxindeyewumoshiheyinglilingyu，zuohaochanyeshengjihechanyezhuanxing”。ranerbodaoniukuiweiyingkaodebushizizhuyanfadexinxingzhinengshouji，ershichiyuanyoude 2g gongnengshoujidelaoben，jiangzhongxinwangnanmei、feizhou、dongnanyadenghaiwaibufadadiqushichangqingxie。

错过第一波智能手机发展大潮后，波导手机市场份额迅速被国际品牌吞噬，业务演变为手机主板加工、为中小品牌设计和代工手机，为了保证利润，波导甚至还涉足了住房租赁和放贷业务。当年缔造波导神话的“快字诀”，已经变成为了生存的“拖字诀”，第一代国产手机品牌俱已名存实亡。

4000 万广告雨打风吹去

从被退货的波导寻呼机，到带领国产手机夺下 58% 市场份额的波导手机，短短十几年，波导这个品牌就已演绎出一段波澜壮阔的历史。当波导有“神话”之名时，它和萨基姆公司的无间合作、在渠道上的独树一帜、敢于贷款 4000万 做广告都为其锦上添花，但当波导遭遇汹涌气流，“没有核心技术”就是其最致命的弱点。

2005 nian，bodaoshoujiheshanzhaishoujidediyicizaoyuzhanzaoyishuoming：yibodaoweishoudediyidaiguochanshoujiguoyuyilaigainianheredian，zaiguanggaohongzhahexianxiaqudaodezhichixia，bodaopingdijiayaguoleguojipinpaigaoduanji，ranerzaizhongdiduanshoujishichang，qudaozuodezaihao、guanggaozaixiangliangdepinpai，pengshangjiagegengdi、gongnenggengfengfudeshanzhaishouji，yezhiyourentongdashuaimai。

dangzhinengshoujitengkongchushi，shoujixingyeyichaoxipai，jianchiyanfa、jindingshichangdechangshanghenkuaijiunengzhuanhuandaoxindesaidao，ranerduiyuguofenguzhidenuojiya，huozhezaozaofangqidebodaolaishuo，jibiancengjingshiguojidiyi、guoneiguanjun，yezhinengbeiyoushangmenshuaizaishenhou。

shijinianqian，bodaoguanggaoxiangchedajiangnanbeishi，huaweishoujihaizhengzhazaishengsixianshang，oppo ganggangchengli，xiaomihaizhishileijunxinzhongdeyigeshexiang。rujinzheijigeguochanpinpaibujinlaolaozhanjuleguoneideshichangfene，yefenfengaodiaochuhai，er“shoujizhongdezhandouji”，quezaoyiwushengdi“zhuiluo”le。