'High-value, big screen, good feel, wide field of view' full screen mobile phone hot, is becoming the current and future mobile phone market for a long time the mainstream, the mobile phone 'black technology' the focus of the battle from multi-camera Turned to a full screen.At present, including full screen mobile phones such as Apple, Samsung, Huawei, OPPO, vivo, glory, millet, Jinli and many other mobile phone manufacturers have listed one after another, which seems to be the mobile phone manufacturers marketing Packaging key.
However, with the full screen into a mobile phone standard and begin to popularize, the upper reaches of the supply chain will be the most full-screen in this war of words. Because regardless of mobile phone manufacturers how to market packaging 'black technology', full screen Competition is basically the ability to compete in the supply chain, if the product is subject to the supply chain and can not be quickly shipped in bulk, 'black technology' packaging is no better, that is 'do wedding dress for others'.
Full screen cell phone competition in the competition what?
In recent months, the full screen mobile phone has become the mobile phone market leading products and replacement users preferred.After Apple, glory, vivo, millet, Jinli and other manufacturers get together in September to launch a full screen new machine, enter the October, Huawei, Nubian, as well as the beginning of this month OPPO released its first full-screen products, the full-screen cell phone battle officially started.
Compared with the traditional mobile phone screen design, the full screen has a larger screen display area, the phone front is almost completely covered by the screen, the view space becomes larger.
Lei Jun, CEO of Xiaomi, said that the core of the full screen mobile phone is to break through the limitations of 16: 9 to show the ultimate screen share, so the 18: 9 millet MIX1 was released first to play the concept of "full screen." MIX1's "innovation" Although there is no lack of criticism, but MIX1 attracted all eyes is an indisputable fact that the latest millet MIX2 also continued the concept of MIX1 'full screen', the proportion of the screen to further enhance.
Objectively speaking, many people now know that the term 'full screen', thanks to the millet MIX series. However, what is a full screen mobile phone, the industry so far there is no uniform definition of the general view that the full screen mobile phone refers to a positive Is the screen of the mobile phone, the screen accounted for up to 100%, is the proportion of high-screen mobile phone development of the most extreme state.But due to technical limitations and functional requirements, the current screen accounted for 100% can not be done.Currently Can call it 'full screen' smart phones, the screen ratio is generally 18: 9 or even more than 18: 9, the screen accounted for more than 80%.
Millet launched last year, MIX1 does bring the concept of full screen heat, but the first full screen mobile phone is not launched millet as early as 2013, Sharp introduced its first Sharp 302SH mobile phone, which is a screen up to 80.5% of the ultra-narrow bezel mobile phone, when most of the screen accounted for mobile phones are about 60% -70%. Sharp put this slim frame and up to 80.5% of the proportion of mobile phone screen called 'EDGEST' whole body screen design.
However, the concept that Sharp mobile phone pushed that year has not been accepted and popularized by the market.However, not long ago glory play 7X full screen conference, glory president Zhao Ming once again to the originator of the full screen - Sharp salute.
At present, Sharp is also introducing the largest full-screen mobile phone manufacturers, its full-screen series, including Sharp 305SH, Sharp Aquos Crystal, Sharp S2, etc. In fact, as a full screen origin Sharp itself is also a supply chain manufacturers, which launched a variety of comprehensive Screen mobile phone already shows the key to full screen mobile phone competition, that is, the upstream supply chain because Sharp is not only mobile phone manufacturers, but also the world's leading panel makers in mass production and technology can be self-produced, So in the screen technology innovation and application of the initial maturity of the moment, the full screen mobile phone battle, the upstream supply chain is the competition of the fortress and the key.
Supply chain is the product of the 'life gate'
The issue of full-screen mobile phone has become a showdown with the supply chain as mobile phone-related memory, optical sensors and screen resources are experiencing a wave of price increases beginning in the second half of last year. As cell phone screens become Larger, more lightweight, screen supply and demand have been unequal.
Fu Liang, an independent telecom analyst, said in an interview that the supply chain will be the full-screen lifeguard of domestic mobile phones. If the supply of components such as screens is insufficient, the production capacity can not be guaranteed and the opportunity of full screen will be missed. Analysis, a full screen of screen resources is a major constraint, so that mobile phone manufacturers in full screen mobile phone competition, more of the supply chain competition.
If the handset manufacturers supply chain system is not competitive, the product's delivery capacity will naturally be affected.As a universal screen concept to popularize millet millet released MIX 2, according to the latest show millet official website, millet MIX2 only 6G + 64G version available, 6G + 128G version and 6G + 256G version are displayed out of stock, and all-ceramic body exclusive version, you need to make a reservation to buy, and online channels, the same need to make an appointment.
Whether the product can enjoy the propaganda bonuses brought by the successful 'black technology' packaging, the greater test is the supply chain control ability and the manufacturing process delivery capability. Of course, we can not deny that the millet MIX series has been successfully packaged, but only the supply chain It is an indisputable fact that only a sufficient number of products are delivered to consumers under the premise of ensuring stable supply by manufacturers.
As an Internet phone millet in supply chain management has always had drawbacks.Lei Jun has already announced in 2016 to personally grasp the mobile phone supply chain management, but from the MIX series of performance, the relevant supply chain companies did not give too much support for millet, Supply chain management is still room for improvement in the millet.If millet can not quickly fill the short board to enhance the delivery capacity of its first mover advantage or will be occupied by the latter, the current user missed the full screen of the replacement needs.
To create a blast can not rely on the sky, manufacturers should follow the laws of industry
And millet MIX2 out of stock compared to the current situation, such as Huawei Mate10, glory play 7X, Jin M7, OPPO R11s, vivo x20 and other full screen mobile phones are fully stocked, after the release of a comprehensive listing of sales, the key lies in a complete Supply chain system support, to ensure that production capacity, with a stable delivery capacity.
Among them, the same glory of the Internet phone, and millet in a full screen models on the market strategy is completely different.Golden glory glory play 7X full screen mobile phone, the emphasis is that with the full screen of the camera capabilities, systems and thousands of files Of the price, while the supply chain, Huawei has a strong supply chain management capabilities to ensure that the ability to deliver products without question, which quickly opened the full screen market.Sino data show that the first three quarters of this year, the glory of the Internet phone Shipments of 39,195,000 units, sales of 56.8 billion yuan; millet were 37.21 million units, 45.66 billion yuan.
As the fourth quarter, all full screen mobile phones listed one after another, similar models of shipments will also have a huge impact on the sales data by the end.According to forecast by Northeastern Securities, the total global mobile phone sales in 2017 to 1.5 billion , Full screen mobile phone penetration rate will reach 5% .In 2018, with the iPhone X and other flagship machine heavy volume and user replacement tide promotion, full screen mobile phone sales will enter the outbreak, reaching more than 40% penetration Rate; in 2019 is expected to reach 60% penetration rate, a mid-range mobile phone standard.
Full screen at this stage is concentrated on the amount of time, the screen resources are still relatively tight.At present, OLED suppliers are mainly Samsung and JDI, the domestic BOE began to heavy volume, followed by Tianma Microelectronics, and glow panel manufacturers are expected to join The ranks of suppliers, panel production capacity will continue to improve, production bottlenecks will be further alleviated.
Full screen is the embodiment of screen technology is not the unique technology of a mobile phone brand, depends on the complete supply chain, handset manufacturers should follow the law of industrial development, should not mislead the market in the early stages of full screen scandal, emphasizing this The 'black technology' is its own invention, but should strengthen supply chain management, together with the upstream manufacturers to enhance the supply chain delivery capacity, while the joint innovation around the technology to continuously optimize the user just needed technology, combined with the formation of a comprehensive screen Differentiation advantage, to create a full screen explosion models.