Chinese

English

banner
Company NewsIndustry NewsFAQ

          

Behind the rise of China's mobile phone: advance upstream indust

                                                                                                                                                           

        

Last week, Canalys released a report that Huawei's shipments in Europe, the Middle East, Africa, the growth rate of up to 70% in the third quarter sold 10 million, has to catch up with Apple. In southern Europe, Italy, the market share reached 27.3%, more than Samsung 24.7%, becoming the first in the market. In other European countries, but also quickly narrowed the gap and Samsung, such as Spain, the gap between the two share of only 0.9% of the.

 

      

 

 Huawei mobile phone is not cheap, such as the latest out of the flagship Mate 9, the European price of 699 euros, equivalent to more than 5,000 yuan. Porsche Design Edition price is as high as 1395 euros, about more than 10,000 yuan.

 

In the domestic, the influence of local brands have also been fully up, the third quarter, Apple sales fell to fifth, Samsung sixth, the total market share of 16%, which means that local brands have occupied 84% of the mobile phone market. This inside, OPPO and VIVO's sales doubled, the counterattack became the new boss.

 

In particular, OPPO, this year's shipments target is 100 million, the momentum of rainbow, next year's target Jianbian 130 million in the Southeast Asian and Indian markets have started crazy hit advertising, so that foreign friends have a "charge for 5 minutes, call Two hours "happy life. According to IDC data, in the second quarter of this year, OPPO has become the second largest mobile phone brand in Southeast Asia.

 

Huawei, OPPO, VIVO, millet, and known as the four new mobile phone family in China, this year all the power of more than 2,000 yuan in the high-end mobile phones:

 

Huawei: flagship P9, Jingdong price of 3688 yuan, the main 12 million pixel dual camera, Kirin 955 chip.

OPPO: flagship R9S, Jingdong price of 2799 yuan, around the main 16 million pixel camera, VOOC flash technology.

VIVO: flagship X7Plus, Jingdong price of 2798 yuan, the main hit before and after the 1600-megapixel soft light shooting, HIFI sound quality.

Millet: flagship 5s Plus, Jingdong price of 2299 yuan, the main 13 million pixel dual camera, 2.5D arc screen.

         

In the past, the high-end market has always been Apple, Samsung control, but in 2016, the two leading advantages have been substantially compressed. The new flagship of the four have been favorable for the market, almost monopolized the mid-price segment.

 

To have such results, and domestic machine in the product technology is inseparable from the polished.

 

On the one hand, is the trend of new technology to lead the domestic machine has repeatedly performed well. Such as dual cameras, from the wave of Huawei; battery fast charge technology, the streets do know by the OPPO smell, VIVO is engaged in a 20 million pixel +800 megapixel front dual camera, combined with night shooting soft light, Will play to the extreme self-timer.

 

Many of these technologies are micro-innovation, but the grasp of the market, had to sigh, or the Chinese people better understand the needs of the Chinese people. To give two examples:

One is the OPPO VOOC flash technology.

Mobile phone charging is slow, life time is always a problem for users, but the traditional methods of improvement are through algorithms, materials, etc. to solve the problem, slow progress. Charging speed is slow, a very important reason is the safety considerations, because the high current charging will lead to fever, so are generally behave with a small current.

In order to solve this problem, OPPO would dare move. Of course, not reckless, and their innovative charge control circuit from the phone out, into the adapter, the equivalent of the heat source will be isolated. And then joined the smart identification chip to ensure the safety of the use of high current charging.

Such a small change, so that greatly enhance the speed of charging, but also to OPPO's technical image set up.

 

On the other hand, domestic manufacturers in the innovative technology to follow up faster and faster.

 

This inside, behind the show, it is the mobile phone parts industry chain of great changes. A few years ago, the mobile phone parts, most of which are supplied by the United States, Japan and South Korea, but now, there are more and more new technologies, is supported by the Chinese local manufacturers.

 

Today, talk about the largest mobile phone innovation in three directions: dual cameras, fingerprint recognition, hyperbolic screen.

 

Dual cameras

Caring friends will find a trend, the past two years, mobile advertising on the chip mentioned frequency is getting lower, and on the camera, but more and more placed in the most important position.

For example, several of the flagship machine above, the main selling point is the camera, 13 million pixels, 16 million pixels, 20 million pixels, dual cameras, dual front camera, VR camera is said to be three cameras are in intense R & D.

Just as no one to care about the phone call quality is not clear, as a function fully meet the needs of users, there is surplus, the mainstream technology upgrade direction will change. Mobile phone chip is facing this is about to be marginalized dilemma, as we are no longer concerned about the computer chip upgrade the same.

Obviously, now the direction of innovation in mobile phones, has fallen to the "camera" feature on the progress. In this area, a single camera to the replacement of the dual cameras, a direct impetus to the expansion of market size.

                 

 

          

                           手机摄像头产业，最重要的三块，就是CMOS传感器、光学镜头和模组封装。

 

CMOS sensor, responsible for the optical signal into electrical signals, the highest technical threshold, the most profitable. Previously, this is basically Japan's Sony, the United States Howe, South Korea's Samsung three monopoly. But the times have changed, the Chinese government has hundreds of billions of dollars of semiconductor funds, technology can not attack, can not buy it?

April 2015, the United States Howell Technology was a mysterious Chinese consortium to 1.9 billion US dollars to buy, and then changed hands to the Beijing-Jun integrated circuit company, CMOS technology so fall into the hands of China.

Followed by the phone lens.

 

Lens for the importance of taking pictures, needless to know, this stuff is also a high technical content. A few years ago, Apple, Samsung's high-end lens has been monopolized by a Taiwanese manufacturer, Da Li optical. In 2015, the company's revenue is 55.8 billion Taiwan dollars, net profit of 24.1 billion Taiwan dollars, net profit margin of 43%, higher than his client Apple, really envy others.

But such a good life, I am afraid to maintain not too long, because the lens manufacturers from China is reached the high-end market. In 2015, Shunyu optical market share doubled, the rapid rise, came to second place. Their family has entered the mass production of iris recognition lens, Huawei's Lycra certification dual camera was his win.

 

Finally, the camera module.

This is mainly a processing assembly, the technical threshold is relatively low, so soon became a domestic manufacturer of fat. It is also in this one, we witnessed China's mobile phone industry chain in the most inspiring dark horse.

                 
 
 

If you say, in Hong Kong stocks, you buy Tencent at any time can not be wrong, in the US stocks, you buy NetEase any time can not be wrong, then in my big A shares, buy Ophelia light is also right at any time.

 

Ophelia set up in 2001, the beginning is to do communication thin-film components, but not easy to sell, struggling for a few years, heavily in debt. In 2004, the founder of the equity transfer, the net assets of 8.21 million yuan, the transfer price of only 4.39 million yuan, jump off the sale price.

 

The new boss called Cai Rongjun, business is amazing. He turned the business to the mobile phone parts market, to do something called "infrared cut-off filter," a small thing, a few years has become the leader in this area, listed in 2010, the market value of A shares are scattered small speculation to 2 billion yuan.

 

You know, when the Ophelia light income of only 370 million yuan, profits of only 70 million yuan ah, even if the stock has been so bubble, and Ophelia still did not let investors disappointed. Because, no matter where you are in a historical period to buy Oufei light stock, and finally can earn money.

 

Ophelia's competitiveness lies in the rapid execution and superior price warfare capabilities. Said the image of the point, he is the mainland mobile phone parts industry chain in the "price butcher", the ability to control costs, the price war will rival to destroy, expel the market. When the industry becomes concentrated, and then by way of price increases in profits, nurturing the next golden eggs will be a hen.

 

This is too terrible competitiveness, such as fingerprint identification module, mass production last year, this year has become the industry leader, in one fell swoop to do a few billion in revenue. This year, Sony acquired the camera module factory, access to high-end packaging technology, almost take-all rhythm. Next to enter the automotive electronics, automotive electronic controller, the control touch screen, car camera module and millimeter-wave radar and all eat.

 

Fingerprint recognition

Fingerprint recognition by Apple from the wave, and now has become the standard high-end mobile phones. In this area, although the above Ophelia fingerprint control module in the roost, but the real profit is still the bulk of the core algorithms and chips.

In the field of algorithms, the world's only four suppliers, one was Apple received, one and Samsung cooperation, one far away in Sweden, there is a China's ZTT.

As this year 's A shares of new shares, the top science and technology on October 17 listing, even pull 20 daily limit, all the way to the rainbow soared to nearly 800 billion market value, easily beyond the music, the Taiwan chip leader MediaTek is not on Eyes. Have to say, my big A shares is indeed a place to create legendary, unparalleled imagination.

Although the stock bubble, the top technology is still an excellent science and technology companies. The good part is that he not only has scarce fingerprint identification technology, but also the only company in the world with "live fingerprint detection technology". This is terrible.

It turned out that our existing mobile phone fingerprint recognition, in fact, security is not high. Although the fingerprint is unique, but through the clay or transparent tape engraved fingerprints, the same can be mobile phone chip recognition. Just like a door lock, as long as a copy of a key, you can open the door. With this simple method, whether Apple, Samsung or Huawei's mobile phone, can be easily unlocked.

With such low security, the technology being replaced is only a matter of minutes.

Meeting the top technology, is the first to come up with a replacement program manufacturers. At the beginning of this year's MWC World Mobile Communications Conference, the top of the show exhibited their "live fingerprint detection technology", the principle is through the dual sense of capacitance + optical, not only the detection of fingerprints, but also combined skin color, heart rate signal comprehensive identification, Improve the threshold of cheating.

This technology came out, is undoubtedly subversive, and soon got a snowflake-like order, to contract the entire fingerprint identification of the fish pond seems not far away.

 

Hyperbolic screen

Curved screen is also a major trend, which is brought from the wave of Samsung, is made in the machine was quickly followed up.

The curved screen consists of two pieces of technology, focusing on the display, that is, Samsung developed AMOLED technology, this technology is self-luminous, can do more than the traditional LCD thinner, softer, higher refresh rate, so Popular in wearable equipment, such as watches, VR helmets, are widely used.

On the phone, the greatest value is the appearance of a beautiful, used to watching the boxy screen, suddenly saw the surface screen, do have the feeling of shines.

If Samsung's OLED technology in the early reserves, is groundbreaking, is a monopoly, but in the next, this situation will be difficult to maintain, because China's Hyena Corps is a large-scale Sharu. To the BOE, Huaxing photoelectric, Tianma, Truly, and Hui, Victoria Xinsuo as the representative of the six panel factories in China, have developed a brutal investment plan. Such as BOE, the first phase of the investment program as high as 24.5 billion.

Expected from 2018 onwards, China's large number of OLED production lines will be completed and put into operation, the rapid increase to about 37% share, a strong erosion of Samsung's share.

                 

                

 

According to South Korean media reports, the recent BOE joint TCL and other nine companies, co-investment of a US OLED technology company Kateeva8800 million. Kateeva was founded in 2008 by researchers at the Massachusetts Institute of Technology, which can use inkjet printing to deposit a layer of chemicals directly on an OLED screen. Compared with the current evaporation technology, this technology can significantly reduce production costs.

 

Another technology, also have to mention.

 

Curved screen, in addition to be able to bend the OLED display, but also have to bend the 3D glass cover. In this area, it basically belongs to the domestic manufacturers of the world, and blue, Bourne, Ophelia ... ... looking ahead are familiar faces. Especially the A-share women's richest woman Miss Zhou Qunfei blue technology, after the first, a few years on the counter-attack into the industry leader, is also a legend of the industry.

 

 

This year, the mobile phone parts industry, the hottest word is "out of stock", because out of stock, so have prices. Screen prices, chip prices, the module also prices.

 

Why is it out of stock?

 

On the surface, is due to upstream manufacturers for the downstream demand forecast inaccurate, did not expect the new domestic sales rose so fierce, leading to short supply. In essence, it is reflected in the upstream parts of the ecological concentration, because the early market share competition is over, only a few suppliers industry leader, the normal overcapacity end.

China's parts industry, large companies are no longer satisfied with the low-end bargain, began to advance to the high-end food chain. BOE, Sunny Optics, Ophelia, BlueScience and Technology, Meeting the top technology, more and more leading this industry, Japan and South Korea is reproduced by the Taiwan electronics industry has been the rise of the path.

 

 

Disclaimer: This article represents the author's personal point of view, has nothing to do with the REWODA. Its originality and the text and content of the statement without the site confirmed on this article and all or part of the content, the authenticity of the text, integrity, timeliness of this site does not make any guarantee or commitment, the reader is for reference only, and please Self-verification related content.

 Original article, author: monarchs, should reprint, please indicate the source：http://36kr.com/p/5056926.html


                   

Back

MORE >

PARTNER

Site Links： Xiaomi Google

2016 © Shenzhen Rewoda Electronics Co., Ltd.     

Address：深圳市龙华新区大浪街道嘉安达大厦908室 Tel：+86-755-33525517 Fax：+86-755-28141823