A | 该图片使用了AI生成技术 本文来自微信公众号： TS消费观察 ，作者：Adrianhts 7月上旬，脉脉中有人发帖暗示有手机品牌即将退出中国市场。 On August 10, 1961, American forces for the first time spayed Agent Orange in Vietnam as part of its herbicidal warfare program, Operation Ranch Hand.,Here’s a closer look into this highly toxic defoliant chemical, the use of which by the US military during the 1955-1975 Vietnam War resulted in up to one million people being disabled, according to the Red Cross of Vietnam’s estimates.,What is Agent Orange?,The defoliant derived its name from the color of the orange-striped US gallon barrels in which the chemical was shipped and stored.,It was created in 1940 and used in the United States as an agricultural defoliant, as it had the ability to kill some plants while leaving others unaffected.,Using the Defense Production Act of 1950, the US government prodded several American companies to make Agent Orange for military use. A 50:50 mixture of the herbicides 2,4,5-T and 2,4-D, the defoliant contains an extremely toxic dioxin compound.,Effects of Agent Orange,A 50:50 mixture of the 2,4,5-Trichlorophenoxyacetic acid and 2,4-Dichlorophenoxyacetic acid, Agent Orange contains the Tetrachlorodibenzo-p-dioxin, or TCDD, the most toxic of the dioxins, classified as a human carcinogen by the US Environmental Protection Agency.,Even short-term exposure to TCDD can cause cancer, liver problems and a severe acne-like skin disease, known as chloracne. The dioxin is also linked to type 2 diabetes, immune system dysfunction, nerve disorders, muscular dysfunction, hormone disruption and heart disease.,Additionally, the chemical can cause miscarriages, spina bifida and other problems with fetal brain and nervous system development.,Use of Agent Orange in Vietnam,During the 1955-1975 Vietnam war, the first US defoliation missions were launched near the Vietnamese village of Dak To in 1961.,The goal was to remove cover and concealment used by the Viet Cong and North Vietnamese Army, so as to reveal hidden bases, communications centers and potential targets, and to improve visibility in tracking troop movements.,More than 13 million gallons (about 59 million liters) of Agent Orange was used by the US military in Vietnam, or almost two-thirds of the total amount of herbicides used during the entire Vietnam War.,The chemical was available in slightly different mixtures, sometimes referred to as Agent Orange I, Agent Orange II, Agent Orange III and “Super Orange”.,End of Agent Orange?,In 1969, the American Association for the Advancement of Science (AAAS) urged the Pentagon to end its use of herbicides containing dioxin, specifically Agent Orange, something that the Department of Defense (DoD) eventually did.,Even so, the defoliation campaign continued, with the US military switching to Agent White, a chemical herbicide that did not contain the dioxin contaminant.,In May 1970, the US Air Force (USAF) flew its last defoliation mission, and almost a year later, the DoD announced that all crop destruction missions would also cease.,The remaining 2.22 million gallons of Agent Orange were moved by the USAF to Johnston Island Atoll in the South Pacific, where they were incinerated.,Legacy,The Vietnamese government said that up to four million people in the country were exposed to Agent Orange, and as many as three million people had suffered illness because of the defoliant.,The Vietnam Red Cross in turn pointed out that the defoliant had affected at least 150,000 children, and that babies in Vietnam are still being born with birth defects due to Agent Orange. In this regard, numerous studies revealed that dioxin levels are still in place in the blood samples of the citizens of both North and South Vietnam.,The chemical also caused immense environmental damage in Vietnam, with more than 3,100,000 hectares (31,000 km2) of forest being defoliated ( for comparison's sake, Taiwan measures 36,197 km2).,Opinion & AnalysisAnniversary of Agent Orange Disaster: Only United Can We Relieve the Suffering of Many Generations10:21 GMT,Agent Orange-related issues also emerged in the US after an increasing number of returning Vietnam veterans and their families began to report a range of health problems, including skin irritations, miscarriages, psychological symptoms, type 2 diabetes, birth defects in children and cancers such as Hodgkin’s disease, prostate cancer and leukemia.,1979 saw a class action lawsuit filed on behalf of 2.4 million US veterans, who were exposed to Agent Orange during their service in Vietnam. In 1984, seven major US chemical companies that manufactured the defoliant agreed to pay $180 million in damages to the veterans or their next of kin.,Vietnam War,The 1955-1975 Vietnam War, which involved Laos and Cambodia, pitted communist North Vietnam and the Viet Cong revolutionary organization against South Vietnam, supported by Washington.,Preconditions for the war pertained to the desire of North Vietnam, which defeated the French colonial administration in 1954, to unify the entire country under a single communist authority, like in the Soviet Union or China. The South Vietnamese government, for its part, sought to preserve a Vietnam more closely aligned with the West.,The US was concerned over the spread of communism to South Vietnam and then to the rest of Asia, which prompted Washington to end money, supplies and military advisers to help the South Vietnamese government.,On August 2, 1964, North Vietnamese boats attacked a US Navy destroyer, the USS Maddox, patrolling in the Gulf of Tonkin near Vietnam, in what was used by the White House as a pretext to escalate the war and send American combat units to the South East Asian country. However, the US costs and casualties in the war prompted Washington to withdraw American troops by 1973, and a couple of years later, South Vietnam fell to a full-scale invasion by the North.,An array of war crimes was committed by the US military during the war, including the My Lai massacre, in which up to 504 unarmed South Vietnamese civilians, including women, children, and infants, were killed by US Army soldiers on March 16, 1968.,Another war crime pertains to Operation Speedy Express, conducted by the US Army in Vietnam’s Mekong Delta between December 1968 and May 1969 as part of the American military’s effort to pacify the Viet Cong. The operation led to 5,000 to 7,000 casualties who were reported to have been civilians.。 联想到5月三星家电宣布退出中国市场，大家纷纷在评论区留言“三星一路走好”。7月16日，Realme副总裁，中国区总裁徐起在微博发布告别信并确认：Realme真我手机退出中国市场，未来专注出海。 自家兄弟无独有偶，同为OPPO系的一加（Oneplus）未来将逐步收起海外布局专注中国市场。近年来OV在智能手机市场水花不大，尤其是OPPO前些年专注在内斗，自家产品线令消费者困惑，可如今终于三线一齐理顺，也走到了发展的岔路口。 1 一个不是为中国生的品牌 Realme其实压根不是给中国市场准备的。 时间拨回到2018年，OPPO看杂粮厂带着Redmi在印度市场杀得昏天黑地馋得流口水，自己又爱惜羽毛，不想脏了OPPO这块中高端招牌。于是CEO陈永明让VP李炳忠带队单飞，在印度另起炉灶，专打线上专拼价格。半年横扫东南亚六国，一年出货量破千万台。 这速度放在今天看都夸张，更何况是智能手机出货量极为差劲的2018年。2018年是全球智能手机销量的转折点，出货量同比下滑5%，从2017年的15.1亿台下降至14.3亿台。
B | 那会儿Realme根本没打算回国，它是OPPO派出去的一把尖刀，任务是抢红米，传音碗里的饭，OPPO大哥发展得顺风顺水，哪里需要它回来帮忙？ 2019年国内两千元以内价位段的手机市场正好出现真空，华为忙着冲高端，红米刚独立还在磨合期。真我X一发布，旗舰级配置下放进千元机，"敢越级"三个字喊得整条赛道都跟着紧张。 回国之后的真我，日子过得越来越像乒乓球队的陪练，累一点没少挨罪一点没少遭，好处是一点没捞到。 一加主打线上性能，真我主打极致性价比，OPPO自家Reno系列主打线下轻薄影像，三条产品线挤在2000到4000元这同一个价位段，抢的是同一批预算有限、又想要好配置的年轻人。 研发各自调教各自的产品线，供应链各谈各的芯片订单，营销各请各的达人。支出集团掏了三份，可资源确是一点也没整合，有点能耐全用在自己人身上了。 2 握指成拳 多品牌打法在增量时代是加法，可在存量时代需要的是做减法，显然OPPO也深谙此道。 面对难以维系的分散内耗情况，以及2026年上游存储芯片与元器件价格疯涨的窘迫现实，集团不得不按下重组的加速键。
C | 对于均价高、溢价高的旗舰机来说，毛利率尚且维持在健康的水平，零部件涨价无非是少赚一点。但对贴着成本卖、靠规模换利润的性价比走量机型来说，成本每增加一分，对于品牌整体的盈利能力都是致命打击。
D | 规模上不去，元器件拿货价就贵，定价就更无从下口。与其在有限的国内池子里内卷耗尽血量，不如理顺逻辑把分散的指头收回来。 这次OPPO推进的产品线重整，本质上是一场极度务实的三维重组： 新的分工已经清晰明了，每个品牌的管辖地界也已经重新规划。一加专注国内，暂停在欧洲、北美发新品，印度市场照常运营；真我全面转向海外，中国区不再上新。 Realme只是退出国内市场不是“跑路”了，老用户的售后和保修由OPPO门店统一接手，用老大哥既有的基础设施消除了Realme现有用户的后顾之忧。 系统层面也逐渐统一，下一代ColorOS上线后一加和真我的设备都能统一升级，OxygenOS、Realme UI三套系统最终并成一套。 减去内耗，加上协同。这次握指成拳不是说Realme在国内玩不转了，而是整个OPPO体系终于想明白，把所有分散的指头收回来打成一个硬拳头，远比五指张开乱挥更能打。 3 中国手机出海格局 都说经济下行期要出海，可海里早早地站满了人。
E | "出海"两个字被喊得挺响，听着像一片蓝海任君遨游，实际情况更像早高峰的4号线，车是新开的，人是越挤越多的，位置是没有了的。 中国手机出海品牌布局简图 OPPO把真我整体外派海外，小米早就有POCO常年驻扎印度和欧洲，两个品牌的诞生理由几乎一模一样。都是国内亲儿子舍不得内卷性价比，就派个干儿子出去打。现在真我彻底断了国内的念想，专心跟POCO在同一片市场里贴身肉搏，这场仗从顺带打打变成了"背水一战"，激烈程度可想而知。 Vivo和OPPO和小米不太一样，它没有像OPPO、小米那样单独孵化一个出海子品牌，而是让主力部队亲自下场，早早在印度、印尼扎根做渠道和本地化，这也是为什么这次出海潮里，iQOO几乎不太被提及。 非洲之王传音则完全不在这套叙事里，它本就“生”在广袤的非洲大地上，谈不到出海。前面三家好歹都有个国内主品牌当靠山，传音从出生那天起就没打算回中国市场。旗下Tecno、Itel、Infinix三个牌子几乎是为非洲量身定制的，适配多卡多待、优化深肤色人像算法，靠着对当地需求的极致理解，一度拿下非洲市场超五成的份额。 但2025年以来这份祖传优势正在被稀释，小米、荣耀纷纷加码非洲，部分季度出货增速甚至反超了传音，传音2025年利润一度腰斩，2026年一季度才靠主动砍低毛利机型、提高中高端占比缓过一口气。 四条出海路径四种活法，唯一的共同点是国内牌桌越来越挤，大家都在往外走。 4 结尾 过去十年华米OV都信奉一个逻辑，品牌越多，坑位占得越满，盘子就能越摊越大。这套打法在增量时代确实好使，铺子摊得大才能有更多好故事能讲。可市场一旦进入存量博弈，兜里空空的消费者换机周期从一年拉长到两三年，多品牌的另一面就暴露出来了，资源分散，内耗严重，谁都吃不饱。 重新集结资源打有准备之仗，远比在红海里硬撑面子明智得多。 本内容由作者授权发布，观点仅代表作者本人，不代表虎嗅立场。如对本稿件有异议或投诉，请联系 [email protected]。
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