最貴的奢侈手機Vertu品牌被中國收購
The Chinese smartphone family, long known by its average-quality and inexpensive devices, is all set to welcome a new member. Only, the new entrant is a cut above the rest as its major customers are nattily dressed businesspeople who sport customized gadgets handcrafted with sapphire crystal screens and high-end leather.
中國的智慧手機產品,以其價效比優勢為人熟知,現在,中國智慧手機產品這個大家庭又迎來一位新成員。有一點不同的是,這位新成員的客戶主要是那些穿著西裝革履的高階商務人士,配備該品牌由藍寶石水晶、高階皮質雕刻製作的手機。The United Kingdom-based luxury smartphone vendor Vertu Co Ltd was sold by its Swedish owner EQT Holdings AB to a group of unknown investors in Hong Kong.
總部設在英國,由瑞典投資集團殷拓EQT所有的智慧手機奢侈品牌Vertu(威圖)有限公司,日前已被香港某投資集團收購。EQT said the ownership change was completed in mid-October. Details of the transaction, including the amount, were not disclosed.
EQT集團表示,Vertu(威圖)在10月中便已易主,但交易的諸多細節,如成交額等資訊未予披露。
The private equity firm acquired Vertu from Nokia in 2012 for more than 200 million euros ($220 million). The phone maker subsequently changed its operating system from Symbian to Google Inc's Android and launched a range of new products.
2012年,瑞典的投資集團殷拓EQT以逾2億歐元的價格從諾基亞手中收購了Vertu。手機制造商隨後便放棄其塞班作業系統,加入谷歌的安卓系統陣營,並推出了系列新產品。However, the price of Vertu devices far exceeds the flagship devices sold by Apple Inc or Samsung Electronics Co Ltd. Prices for a Vertu phone easily reach 50,000 yuan ($7,900) in China, compared to 7,788-yuan price tag for the most expensive model of the iPhone 6S Plus selling in the country. Vertu provides 24-hour worldwide concierge service to its phone users to access "money-can't-buy" events and experiences.
但是,Vertu的手機價格遠遠超過了蘋果、三星等手機。在中國,一部普通Vertu手機的價格高達5萬,而時下熱銷中國最貴的iPhone 6S Plus也才7788元。此外,Vertu不僅僅是一部手機,它能為使用者提供24小時的全球貴賓服務,讓使用者體驗到用錢都難買到的私人服務。The company runs retail outlets in high-end shopping malls in cities including Beijing and Shanghai. Chinese shoppers' zeal for luxury products has been driving Vertu's expansion.
該公司門店主要集中於北京、上海等城市的高階商場。中國消費者對奢侈品的購買慾推動了Vertu的擴充套件。Vertu, which was originally started by Nokia in 1998, will need to find a new chief executive following the change in ownership.
Vertu,由諾基亞於1998年建立,隨著此次所有權的變更,需要一位新的執行總官。Massimiliano Pogliani, the company's chief executive for three years, is believed to have stepped down from his post.
時任三年Vertu執行長的MassimilianoPogliani表示,是時候將接力棒交給新團隊了。It was also not immediately clear as to how the ownership change would affect Vertu's operations. Hong Kong-based investment company Godin Holdings, a key investor in Vertu, did not reply to e-mails sent by China Daily seeking comments.
Vertu所有權變化對公司的影響也不會立即明確顯現。總部位於香港的投資公司戈丁控股公司, Vertu的一個主要投資公司,沒有答覆中國日報尋求意見的電子郵件。Vertu's Hong Kong office said the company would issue a statement regarding the ownership and leadership changes on Wednesday. But no statement was made by Wednesday evening.
Vertu的香港公司表示,公司會在週三發出關於Vertu所有權和領導權變更的宣告。但是,週三晚上並沒有相關聲明發布。Hong Kong investors have showed a rare interest in buying overseas smartphone makers lately.
香港投資商最近已經表現出收購海外智慧手機的極大興趣。REX Global Entertainment Holdings Ltd, a Hong Kong-listed firm, paid $100 million for 64.9 percent stake in Russian smartphone maker Yota Devices last week.
REX環球娛樂集團有限公司,是一家香港上市公司,上週支付 1億美元收購了俄羅斯的智慧手機制造商Yota公司64.9%的股份。TZ Wong, a senior analyst at Singapore-based research company Canalys, said Vertu is facing strong headwinds because of its pricing strategy.
黃,新加坡一家調研公司的資深分析師表示,Vertu由於其定價策略正面臨強大的瓶頸。"The previous owner chose a good timing to exit as Vertu is facing expansion pressures," he said. "The company may shift its focus to China and other Asian markets after the takeover."
他分析到,“Vertu的前老闆在面臨公司擴充套件壓力時,選擇了一個恰當的時機退出”,“目前該公司被收購後,其市場重心可能會轉投中國和其他亞洲市場。”