惠普擬在高端筆記本市場叫板蘋果
Five months after its historic split, HP Inc, maker of printers and PCs, is hoping to take on Apple in the laptop market as it searches for fresh sources of growth.
在經歷了歷史性的拆分5個月後，正在尋找新增長源的打印機和個人電腦(PC)製造商惠普公司(HP Inc)希望在筆記本電腦市場叫板蘋果(Apple)。
Dion Weisler, chief executive, told the Financial Times that focusing on new premium products was one of his priorities.
惠普首席執行官戴恩•韋斯勒(Dion Weisler)向英國《金融時報》表示，聚焦於新款高端產品是他優先考慮的事項之一。
“I think we are pretty effective with building a premium line to take on share in Apple’s traditional space,” he said, pointing to HP’s newest laptops. “Over the last five to six years, we weren’t doing enough at the high end.”
“我想我們在打造高端產品線、奪取蘋果傳統地盤的市場份額上相當有效，”他在談到惠普最新款筆記本電腦時表示，“過去五、六年，我們在高端市場做得不夠。”
While the global PC market has been shrinking since 2013, Apple has bucked the trend and seen sales of its MacBook increase a trend that HP wants to emulate.
儘管全球PC市場自2013年以來不斷縮水，但是蘋果逆勢而上，實現MacBook銷量增長這正是惠普希望效仿的趨勢。
HP, the world’s second largest PC maker by shipments after Chinese rival Lenovo, faces a challenging outlook, with the company planning to make about 6 per cent of its 50,000 staff redundant this year.
按出貨量計算，惠普是僅次於中國競爭對手聯想(Lenovo)的全球第二大PC製造商。該公司面臨着富於挑戰的前景，計劃今年裁減其5萬員工的6%。
The company relies on PC sales for two-thirds of its revenue. Mr Weisler said he believes the decline in the PC market “will moderate over time”, but did not know exactly when an uptick would occur.
該公司三分之二的營收要依賴PC銷售。韋斯勒稱，他相信PC市場的下滑趨勢“將隨着時間的推移而逐漸趨緩”，但是不知道何時才能止跌回升。
Analysts at Credit Suisse forecast that HP’s PC sales will fall 9 per cent this year.
瑞信(Credit Suisse)分析師預計，今年惠普的PC銷量將下滑9%。
Another challenge has been the strong dollar and the weak yen, which gives Japanese competitors a big cost advantage. “We accept that it is the new normal,” Mr Weisler said, adding that HP’s response had been to cut costs. These measures have included accelerating the pace of lay-offs.
惠普面臨的另一個挑戰是美元走強、日元疲軟，這使得日本競爭者擁有了較大的成本優勢。“我們已經接受了這個新常態，”韋斯勒稱，並補充稱惠普的對策是削減成本。相關措施包括加速裁員步伐。
