In September this year, Apple released iPhone8 / 8 plus, iPhone X three new smartphones, but these three new products make Apple and its supply chain into an embarrassing situation.
This year, the market share of the iPhone was once surpassed by Samsung and Huawei. Although it returned to the runner-up with the sales of iPhoneX in the fourth quarter, the weakness of the subsequent success was all-encompassing.
Not only the market share was once overtaken by the Android camp, and even proud of the mobile phone operating profit from last year's nearly 90% cliff fell to 68% According to market research firm Strategy Analytics report, Apple 7-9 months Accounting for only 32% of the global mobile phone revenue, and the gap between Samsung narrowed less than 8%.
For the iPhone, the third season should be the traditional season, but also the best time to throw off opponents, but this year was accidentally chased by rivals, the reason is that the iPhone X extended to November listing, while the iPhone 8 and lack of combat power Due.
There is also news that Apple is also miserable for vendors and retailers in order to keep iPhone X sales down for too long, pushing down vendor prices and retail margins.
Apple supply chain myths fade, 'apple concept' is a double-edged sword
iPhone sales are not good, is the direct impact of Apple's supply chain.
Earlier this year, Apple released its 2017 Supplier Responsibility Progress Report, which showed that Apple had 705 suppliers worldwide in 2016. To be sure, there is a huge supply chain behind this empire of science and technology, and Apple Indeed help their suppliers to create a rise of myth.
Today, Apple's supply chain myth seems to be gradually fading.
Apple's fall conference, the iPhone 8 series in appearance with the iPhone 6 series, iPhone 7 series basically unchanged, and even ironically as 'four generations' in this case, the iPhone 8 series with the tenth anniversary edition of the iPhone X's right hand beat each other in the fight, poor sales.
(iPhone8 listed the same day)
iPhone 8 to buy a weak reaction directly to its supply chain in late October, Taiwan's supply chain news came under the iPhone 8 sales as expected impact, Apple under its supply chain under repair November, December iPhone8 / 8 plus orders , As high as 50% .In mid-November, Taiwan's supply chain said that after the cut list, Apple once again notify the relevant suppliers to reduce iPhone8 / 8 plus parts offer 10% to 15%, and requires the assembly plant and Shuo, Wistron and other first Self-absorption costs.
In this round of chopping a single, after the price adjustment turmoil, the assembly plant bear the brunt, quite injured.November 9, He Shuo at the French said the meeting announced Q3 performance, although the season increased by 40.1%, an annual increase of 6.5%, but the hair Interest rate was only 3.4%, setting a record low for the single season, and Shuo bluntly: 'This year the overall more hard.' It is reported that Apple is the largest and largest single customer, contribution and large 60% revenue this year for the Apple Foundry iPhone8 , This 'more difficult' is probably related to the iPhone 8.
Vendors that have always benefited from the big sales of Apple products have also experienced the pain of poor product sales. Being an Apple supplier is not exactly equal to profit or loss.
In the much-favored iPhone X body, and then further exposed the Apple supply chain's own weaknesses.
In the dismantling report for iPhone X, well-known organization IHS Markit pointed out that iPhone X is by far the most expensive smart phone by Apple. The cost of AMOLED screen is 110 US dollars. It is the most expensive for all components and far more expensive than the price offered by Samsung internal companies. Because Samsung occupies 99% of the world's small OLED screen market share, so the iPhone X AMOLED screen is exclusively supplied by Samsung, IHS Markit that Apple in order to obtain OLED screen apparently paid a premium to rival Samsung.
In addition, iPhone X also suffered a serious capacity bottleneck in the production process and became the most difficult-to-produce smartphone in the history of Apple. The main reason for its dysthymia lies in the two important components of its Face ID, Romeo, Juliet and Samsung OLED screen, resulting in iPhone X postponed to November listing.
iPhone X production capacity, the same make the assembly plant Foxconn affected.Fuji 14, Foxconn parent company Hon Hai, Taiwan released this year's Q3 earnings report, which is apparently not a pretty report card - by iPhoneX related components supply Drag the chain adverse factors, Hon Hai this year Q3 net profit of NT 21 billion yuan, down 39%, far less than the market expected.
In the top 25 list of global supply chain of well-known consulting firm Gartner, Apple has occupied the top position for 8 consecutive years. Fox, former chief executive of Fox Supply Chain, publicly acknowledged the strong supply chain of Apple. People always like to talk about the key to Apple's success. Their products, and although I agree, their ability to supply and bring new products to market is unprecedented and unprecedented, which is a huge competitive advantage. "However, their supply and availability on the iPhone X Efficiency This makes Apple proud of the two lost the chain.
Although up to now, the upstream and downstream suppliers in the mobile phone industry are still scrambling to squeeze into the iPhone supply chain, hoping to catch the 'apple concept', but entering the Houmen deep sea, and as an apple supplier is like a double-edged sword Although you can get ample profits in the short term, be prepared to be kicked out anytime soon.
This year, Apple announced that it would halt the use of graphics chips from Imagination Technologies, Britain's largest semiconductor company, and terminate the payment of royalties in the next two years, after which its share price plummeted by 70% to hit an eight-year low.
In addition, shares of Dialog chip maker Apple Inc., which offers power-management integrated circuits, plunged 20% and Apple accounted for more than 70% of Dialog's revenue, as analysts believe it may abandon its supplier base.
The year VCM motor pioneer in Japan think, the panel maker Taiwan Shenghua due to Apple replace the supply chain or the introduction of new technology led to bankruptcy liquidation.
Admittedly, so far Apple is still the most profitable mobile phone manufacturers, and has a strong supply chain system and control capabilities, but it is hard to deny that Apple's supply chain myth is slowly fading.
Andrews market share continued to expand, Samsung's stable decline in China
In stark contrast to the iPhone, Android market recovered rapidly this year, according to the latest data from market research agency, the market share of Android in the third quarter of 2017 has reached 87%.
The interesting thing is that in the Chinese market, Android camp is still a scene of twilight.
Although Samsung still occupy the market share of the first place, but the proportion has shown a continuous decline.According to the market research Strategy Analytics recently released 2017-2018 global smartphone market share forecast, Samsung in the global market in 2017 The share of approximately 19.9%, down 4.3% from 20.8% in 2016, the first time below the 20% mark.
Especially in the Chinese market, Samsung's share in China's mobile phone market was only 2% in the third quarter of this year and its share in the fourth quarter further dropped to 1.6%, while Samsung's market share in China will continue to fall in the next year , To about 1.2%.
Although Samsung S8, Galaxy Note8 very dazzling, but also the industry as Samsung's classic in recent years, but still difficult to get rid of the downturn NOTE7 explosion caused by the two phones in China's sales are extremely bleak.
According to the relevant data, since the Samsung S8 listed for nearly two months, sales in the entire region of China but 300,000 units, Samsung mobile phones in China has reached the edge of no return. So, the next Galaxy Note8 Been sent high hopes.
However, contrary to expectations, according to incomplete statistics, from September 13 to the end of 28, a full two months of pre-sale period, note8 in the country in the e-commerce platform for the number of pre-orders, only about 10,000 units. A blessing of shopping blessing, note8 a full range of three models sold in Jingdong but not more than 20000. Samsung China's desire to reinvent dominated by Note8 ', again frustrated.
Samsung Electronics is not the only international brand that has failed in China's mobile phone market.In addition to the rapid rise of mainland Chinese brands, data from external agencies show that the Chinese smart phone market has shrunk and living space has become narrower. , Many international brands have been gradually marginalized, including Taiwan, Nokia, HTC, Sony, Sharp, Blackberry, LG and other brands.
The four major domestic manufacturers led by Huawei, OPPO, vivo and Xiaomi have achieved an astonishing 69% share in China's mobile phone market, up from 57.3% a year ago. Coupled with the continuous heavy volume of Meizu and Jinli, , So the share of domestic handsets in the Chinese market in the future is expected to exceed 80% or 90%.
Behind the brilliant domestic mobile phone is the rise of domestic supply chain
Can not deny that the rise of domestic mobile phone can not be separated from the support of the supply chain in terms of technology or size, the domestic supply chain has been narrowing the distance with the international manufacturers, and even beyond the international manufacturers.
The first is the domestic panel leader - BOE recently announced the first 6-generation flexible AMOLED production line in advance mass production, and to AMLOED flexible display to Huawei, OPPO, vivo, Xiaomi, ZTE, Nubian and more than 10 customers. OLED panel technology has been monopolized by South Korea's Samsung and LG, Samsung has accounted for more than 90% of the global market for small and medium-sized OLED panels. It is worth mentioning that in 2016 BOE revenue has surpassed Japan's only Display Panel Enterprise JDI.
Another typical case is the top science and technology.As China's local fingerprint chip maker, the top technology exchange this year top 200 million shipments, the monthly volume of more than 20 million to maintain sales, the first quarter of this year, the top science and technology Beyond the FPC to become the world's largest camp Android fingerprint provider, technology, the top science and technology released earlier this year under the screen fingerprint recognition program.
As with BOE, the customer base of Top Tech focuses on domestic mobile phone brands, including Huawei, OPPO, vivo, Xiaomi, ZTE, Meizu, Lenovo, Jinli, TCL, etc. For the achievements of recent years, Aspects: First, benefiting from the substantial increase in the global competitiveness of domestic mobile phone brands, the strong rise of customers such as Huawei, OPPO, vivo and Xiaomi has given the Exchange a very good external environment. Second, it has benefited from the top ten Continued R & D investment.
Sunny optical is also one of the typical cases of the rise of domestic supply chain. Sunny optical business covers the three major areas of optics, optoelectronics, equipment, the current overall shipments in the field of mobile phones second in the world, technically unique MOB / MOC module Technology to make it quickly seize the dual camera market in 2016. Currently, the market share of dual camera modules in non-Apple mobile phones ranks first in the market. In the first half of this year, Sunplus Group once again set a new record with sales up nearly 70% %, Reached 10 billion yuan, Sunny Optical stocks also exceeded 100 billion yuan market capitalization.
Similarly, Sunny Optics has not set foot in the camera phone market for Apple's mobile phones. Its customer base is concentrated in domestic handset brands such as Huawei, OPPO, vivo, Xiaomi and Lenovo.
In the aspect of ODM, the dominant and supply chain management ability of ODMs, which is led by Wenteng Technology, is getting stronger and stronger. Wentek, Hutchison, Longqi and Germany still occupy the top four, especially ODM leader Technology, this year has not only become the first unit of mobile phone ODM, and shipments are expected to hit a record high .In November, IHS released '2017 the first three quarters of handset ODM smartphone shipping' list, Wen Tai with the first three quarters of shipment 6050 Million units, up 32% year-on-year obvious advantage, sit tight champion, IHS is expected to over 80 million units of the scale of the year.
The past two years, Wen Tai Technology is entering a period of super-high-speed development.October 29, Wen Tai Technology released the third performance report, Wen Tai Technology's Wen Tai Communication January-September achieved a revenue of 123.93 billion yuan, an increase over the previous year 53.78%; net profit of 422 million yuan, an increase of 125.67% .After this surge in profits, the same can not be separated from the growth of domestic mobile phone shipments.It is understood that the first three quarters, Wen Tai Technology shipments in the growth of millet smart machine Reached 74.2%, Huawei's project shipments also increased by more than 70%.
Not only that, Wentech's business is also more flowering.In addition to mobile ODM, but also in the VR, car networking / automotive electronics and notebook computers and other fields has layout.It is reported, Wen Tai technology has been with the storm, Skyworth, charm, Paul Thousands of customers such as the introduction of VR one machine, 360 ° panoramic camera and VR mobile phones and other VR products; and Dongfeng, Kai Rui and other car companies T-BOX car products have begun shipping; In addition, Qualcomm and strategic partners to research and development The first Qualcomm platform chip notebook computers will also be available by the end of this year; the future of Thailand Science and Technology will also launch intelligent electric vehicle embedded vehicle computing unit (core board), into the smart electric car industry chain.
In addition to Wen Thai science and technology, such as the dragon flag, Long days are actively seeking listing.
In addition to the above several typical enterprises, there are long-Ying precision, Ophelia, Heli Thai, BYD and other domestic mobile phone camp supply chain manufacturers have achieved substantial growth in recent years, revenues have crossed the 10 billion threshold. These enterprises are not rely on the myth of Apple, but rely on the success of this home-made mobile phone counter-attack.
More than a decade, China's mobile phone now from the cottage to the world, the mobile phone supply chain from scratch, from now to the world's largest and most mature mobile phone supply chain system, domestic mobile phone and domestic supply chain mutual achievements of each other, and now these rely on The rise of domestic mobile phone and the rise of supply chain companies have begun to form a Chinese forces to the world - only the rise of China's brand, China's mobile phone industry chain will grow and develop.