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1, 2020, more than 75% of smart phones with fingerprint recognition, mobile payment tends to popularize;
DIGITIMES Research, fingerprint recognition has become a basic high-end smart phone to go (2017) Although the Apple flagship iPhone X model does not use fingerprint sensor (fingerprint sensor), use face recognition Way, but the global smart phone with fingerprint sensor shipments still reach 920 million, the penetration rate of about 64%, with the estimated growth in shipments of smart phones and mobile payments and other needs of heating up in 2020 equipped with fingerprint sensor smart phones Shipments of up to 1.25 billion, the penetration rate will exceed 75%.
2, Counterpoint data: OPPO share of mobile phone market in Asia ranked first;
According to Counterpoint, most of the handset market in Asia is dominated by domestic handsets, of which OPPO ranks first with a 15% market share and followed by a 13% market share with Xiaomi and Samsung at 12% Third in the market share, ranked fourth in the Huawei, its mobile phone market share in Asia was 11%.
In general, the domestic mobile phone brands led by OPPO account for the majority of the market share in Asia.
Another data show that OPPO smart phone in shipments accounted for 8% of the global market share.Samsung to lead the global smartphone market with 21% market share, Apple accounted for 12% market share, Huawei accounted for 10% of the market Counterpoint points out that in 2017, one out of every three mobile phones in the world is a Chinese brand.
While most smartphone makers are more focused on online retail channels, OPPO has expanded its offline retail operations from the very first day it entered the Indian market, and OPPO said they have further expanded the range of outlets and after-sales services in order to Consumers provide a better customized experience.
Strong advertising in areas such as the Bollywood and entertainment industries has also boosted sales growth.Counterpoint reports that OPPO Mobiles India's sales in the previous fiscal year increased by 750% while the government's 'made in India' program OPPO also set up a factory in Noida.
3, slowdown in smart phone chip giant cross-border smart car new business; The slowdown of global smartphone growth is profoundly affecting the upstream industry chain. The search for the next mobile phone business has become the focus of business expansion in recent years for handset chip makers.
Taking stock of the mobile phone chip market in 2017, while Big Brother Qualcomm is trapped in Broadcom's M & A pursuit, the 'bargain' with the Dutch chipmaker NXP NXP is continuing, and the latter is a leader in the automotive processor business. The Qualcomm in the field of mobile phones, the old rival MediaTek also continued to force in the field of automotive electronics, and the battlefield at the focus of the European car companies and the domestic Internet 'made the new forces' According to the official said MediaTek investment in the field of automotive electronics Accounting for about 30% of the overall investment, second only to mobile phone chip direction.
In addition, although Huawei HiSilicon did not publicly announce any plans for smart cars, but from the official announcement that 'every year will invest hundreds of millions of yuan for research and development in the field of car networking' attitude, Huawei's chip in the car Technical reserves will not be missing.
There are many opportunities for automotive electronics chips. For the time being, electric vehicles and self-driving cars, for example, will need high-quality and high-safety semiconductor components to meet the growing demand for electric vehicles and self-driving vehicles. " State Extension Optoelectronics Research Institute analyst Yao Jiayang told the first financial reporter, taking self-driving as an example, such as car radar, car networking, automotive information, automotive sensors, etc., will be a very important opportunity for semiconductor manufacturers point .
But for these handset chip players, the challenge of new entrants does not come merely from 'cross-border'. "There are already a lot of semiconductor suppliers involved in smart cars, including NXP-fancy NXP, Infineon, Semiconductor, Renesas and other companies, and have a solid customer relationship in the market, in the initial entry of mobile phone chips, in principle, there will not be many advantages. "Yao Jia Yang told reporters.
However, in the face of such a large industry cake, I believe no one does not go all out.
Looking for partners
The automotive industry is undergoing a profound change that will change as the car becomes a computer with four wheels.
From the industry structure, the past dominated the automotive semiconductor market, mainly NXP, Infineon, STMicroelectronics, Renesas and other companies, as the market is relatively stable, outsiders have no chance to enter .But with ADAS, automatic driving The rise of technology and the explosion in demand for computing and data-processing capabilities by smart cars have given offensive reasons for technology companies that are already interested in this market.
With the smart phone market growth momentum began to slow down, the mobile phone chip industry began to diversify, it is already an inevitable thing to Qualcomm, for example, as early as three to four years ago, already started to put resources to the Internet of Things , Security monitoring and drone and other fields, car networking is a huge market. 'Yao Jia Yang told reporters that from the automotive electronics, mobile chip companies have LTE and WiFi technologies at this stage, can be regarded as advantages one.
In fact, Qualcomm introduced the car version of the Snapdragon 820A processor as early as 2016 at the Consumer Electronics Show, though it's also called the 820, but it's a system-on-chip designed specifically for cars with performance and mobility The Snapdragon 820 is pretty much the same and has the LTE connectivity module, and in September 2017 Qualcomm officially released the 9150C-V2X chipset to allow cars to talk to each other, and by the end of the year, unmanned vehicles equipped with Qualcomm chips have been allowed In the United States on the road test.
Technology stack can not guarantee success in the market.Media and Deputy General Manager Xu Jingquan told reporters that the difference is that with the mobile phone business, the car is still a strong B2B properties of the industry, a cell phone messed up, You can come back in six months, but the car may be two to three years, implying that the pry open the traditional car market is not an easy task.
And, the car's front-loading market is a high threshold, high degree of trust, need to work with program makers to intervene in the car market early product development, for handset chip makers, this is not easy .Then look for more reliable Partners have become the inevitable choice in the face of business.
Earlier, the German car makers Audi, BMW and Daimler announced their alliance with Ericsson, Huawei, Intel, Nokia and Qualcomm to form a 5G car alliance to accelerate the development of interconnected devices for autonomous vehicles. In China, there are also "China Automotive Electronics Industry Ecology Alliance ', Qualcomm, Huawei and other incoming.
MediaTek is also looking for more partners, including key focus with the European car companies and head solutions company to cooperate, the other is also in the Mainland and BAT and other Internet companies to try more cooperation. 'Xu Jingquan told reporters that at present MediaTek Has been in contact with businesses in the BAT As for the release of smart cars, he revealed that the depot-class products are expected to be delivered in 2018.
Yao Jia Yang believes that in addition to the cooperation of car prices, handset chip makers can get AEC-Q100 certification is also very important vehicle safety conditions, if you can get the certification, it is easier to get first-line components suppliers favor.
Can pry car chip market?
Automotive semiconductor market growth alarming rate in recent years.
Global semiconductor industry research released by ICInsights, a market research institute, shows that the output value of automotive semiconductors grows rapidly at 10.8% per annum from 2013 to 2018. However, Qualcomm, MediaTek, and others want to duplicate their output value in consumer electronics Splendid field will not be easy.
Traditional chip companies are fighting back.
Traditional car chip companies such as Renesas and STMicroelectronics have also introduced their own solutions and Bosch set up a driver services division in its early years. In addition to providing a full range of ADAS solutions to several companies, Work with map providers.
According to Bosch's introduction, the high-precision map with Bosch road feature location function can be successfully integrated into the autonomous driving vehicle and achieve precise positioning. Testing and verification of highway traffic conditions is about to begin in early 2018 with the map business.
As well as the Nvidia and Intel cut from the data end. Thanks to its GPU technology, NVIDIA introduced a variety of vehicle computing platform for 2017 AI technology such as depth learning, and pulled Audi and other companies ready to be in the amount of around 2020 While Intel is also stepping up its investment in autopilot and pulling BMW up with the ADAS oligarch Mobileye to set up the car alliance and subsequently move Mobileye into the bag.
At the same time, dozens of startups around the world are hoping for a slice of the world, including Horizon, Wo Duo, Wise, Tucson, King Chi, nuTonomy, Plus.ai, drive.ai, AutoX Other companies.
More importantly, mobile chip makers also have their own difficulties.
At present, Qualcomm acquired NXP Semiconductors in addition to the price not yet settled, but also need the approval of the relevant antitrust agencies, as both sides failed to provide the relevant documents, the EU antitrust agency in June 2017 to suspend the acquisition Antitrust Review After the relevant materials have been provided, the EU will resume its antitrust review.But there still exist some uncertainties about whether the EU's antitrust review will pass. The EU had previously worried that Qualcomm's acquisition of NXP Semiconductors will change its wisdom Pu semiconductor current patent licensing methods, raising the cost of patent licensing, weakening the competitiveness of competitors.
As for MediaTek, automotive business as a new business needs more sustained investment, the current mobile phone chip market turning point in a critical moment, whether to take more radical market action is to test the wisdom of managers.
Yao Jia Yang told reporters that the mobile phone chip companies turn to the automotive chip industry is the pursuit of corporate revenue growth and other financial indicators, but also need to consider the hidden risks in the market.
4, Ren Zhengfei stressed the importance of low-end Huawei terminal to 'winter'?
Huawei's consumer terminal business made a major breakthrough in 2017. Huawei Consumer Business CEO Yu Chengdong estimated in 2018 New Year's speech that Huawei's mobile phone sales in 2017 are expected to reach Rmb260bn in 2017, up about 30% from the same period in 2016. Huawei and Glory Brand smart phones shipped 153 million units in the year, keeping its market share in China with the global share exceeding 10% and ranking TOP3, with the global Mate 9 and P10 series shipments representing Huawei's high-end brands exceeding 10 million respectively.
When the market share and high-end products are to produce brilliant transcripts, Ren Zhengfei why the old re-mentioned, emphasizing the low? Beijing News reporter found that behind the dazzling achievements of Huawei terminals, Huawei consumer business revenue growth rate It has been declining in the past two years and has slipped from 70% in 2015 to 30% in 2017.
Huawei's consumer business growth slowed for two consecutive years
'In the future, the consumer business will face more pressure than the operator business and we will need to devote our energies to the future in the best time for growth.' On January 2, Huawei's outgoing speech by Ren Zhengfei conformed to his usual mode of thinking, That is, at the moment when the company has achieved impressive results, it splashed a bucket of cold water and pointed out the potential danger.
Renowned as the "Winter in Huawei", Ren Zhengfei talked about the crisis and the failure when his sales in Fiscal Year 2000 were 22 billion yuan and the company ranked the top 100 in the country with a profit of 2.9 billion yuan.
In the first three quarters of 2017, Huawei Terminal (including Glory) shipped 120 million sets worldwide, surpassing Apple and ranked second in the world. From January to November 2017, Glory's total sales reached 49.68 million units, Amounting to 71.6 billion yuan, sales, sales ranking first in China's Internet handset share.
Ren Zhengfei admits this achievement, he said Huawei support for the entire platform under the auspices of the terminal business has become increasingly prominent advantage, and will be by leaps and bounds in the next year or two.Apple does not have a network system, Ericsson has no terminal, but Huawei across the two System, Huawei terminal is therefore an important reason for progress.
However, to become the boss of the domestic mobile phone market, did not let Huawei relax.Apple rely on the fourth quarter of 2017 new product release, easily surpass Huawei, to become the world's second.
At the same time in the Chinese market, millet blood full of blood revived in 2017, online and offline continue to conquer new territories .Old rivals OPPO and vivo rely on marketing and channel advantages have been eyeing the domestic boss.
Beijing News reporter access to Huawei consumer business data in recent years found that its revenue growth rate is declining.
In 2014, the revenue from Huawei's consumer business reached 12.2 billion U.S. dollars, surpassing the milestone of 10 billion U.S. dollars for the first time in a corner overtaking, up 30% year-on-year. In 2015, Huawei's consumer business grew rapidly with an annual revenue of over 20 billion U.S. dollars, surging nearly 70% % In 2016, the sales revenue of Huawei's consumer business reached 178 billion yuan, up 42% over the same period of previous year. According to the data released by Yu Chengdong in 2017, the revenue from Huawei's consumer business was about 236 billion yuan, an increase of about 30% over the same period of last year.
Huawei terminal is still triumphing, but the momentum is slowing down.
Ren Zhengfei had asked Yu Chengdong to profit as the center
All along, domestic mobile phone manufacturers are facing the embarrassment of incremental increase profits.
In early 2017, when asked by the media, Yu Chengdong mentioned in his interview: 'If we have to criticize what we criticize in general, we should criticize our profitability or lack of profits. Profit growth is too slow. Too much profit is earned by the channel operators. We have become a channel to work for a job.This is the total more unsatisfactory.'While there is news that Huawei made adjustments in the product line to reduce the low-end models, the main high-end models of profit margins.
Xu Zhijun, vice chairman of Huawei, told the media that Huawei has increased its investment in the future, research and innovation, and future-oriented mobile phone brand chain system. (On the specific data) the terminal gross margin does not exceed 30%, to B Business gross profit more than 40%, due to the terminal structure will naturally increase the proportion of the structure of the impact of the structure.Xu Zhijun said the terminal of this business in the future not to pursue the scale of the center, but profit as the center, that is, to ensure a reasonable profit important.
Under the guidance of profit-oriented philosophy, Huawei has steadily advanced in the high-end market by relying on the continuous innovation in small steps. Rely on the Leica dual-camera technology and the unicorn chip depth to optimize the system to solve the Andrew Caton problem, the artificial intelligence technology optimization Full experience, Huawei from the P9, Mate 9, Glory 8 and other forces began to gain a place in the high-end market, and in the P10 and Mate 10 series introduced after the consolidation of high-end status.
In the meantime, the profitability of Huawei's terminals has risen.Counterpoint report data points out that in the third quarter of 2017, Apple's mobile phone sales revenue accounted for nearly 60% of global smartphone revenue in the same period, down 26% from the same period of last year. In China smartphone manufacturers , Huawei's highest profit growth, accounting for 4.9% of the global smartphone market profit, ranking third in the world.
According to Counterpoint report, Huawei's profit growth of 67%, a record high, mainly due to the sharp expansion of the price of each product, in particular, is worth noting that, with the Mate and P series boosted, the average selling price of Huawei smart phones increased 6% %.
Standard Samsung Apple Huawei 'low-end defensive high-end'
Huawei's pride in the high-end market faces a real threat to the glorified low-end market, with the biggest threat being millet revived in 2017. The millet MIX series full screen mobile phone represents a more aggressive and innovative offensive At the same time, its low-end market has also been eroded by constantly increasing its market share, reversing the decline of the previous two years. In addition, OPPO and vivo are also strong competitors in the low-end market.
Yu Chengdong, CEO of Huawei's consumer business, has been positioning Samsung and Apple as the targets of Huawei's handsets. The industry's view is that Yu Chengdong has been sitting in this position for many years, behind which is Ren Zhengfei's appreciation and support for his goal. However, To beat Samsung and Apple, Huawei needs to do more.
Huawei, for example, experienced a rare weakness in the hugely populated Indian market, with Xiaomi, OPPO, vivo and even Lenovo all doing well in the Indian market, but Huawei is unknown in India, with more than half of its revenue coming from international Huawei market, can be described as failure.Industry analysis is because the Indian market is still the world of low-end machines, Huawei is not enough attention in this market.
Speaking on January 2, Ren Zhengfei said that the value of low-end products can not be ignored, low-end products should be of good quality, low cost and maintenance-free during the life cycle. Moreover, low-end products are used to defend high-end products Earlier, in 2017, Ren Zhengfei said in his internal speech: 'Ninety percent of the world's poor are poor, low-end mobile phones have a poor market and do not underestimate them. Huawei has to do as well Low-end machines, our old products may be settling down to do low-end machine. '
'Low-end machine's success, (should) be positioned as a commercial success,' Ren Zhengfei said, 'We have to correctly deal with the commercial value of low-end machines, do not think that engaged in low-end business is the low-end talent, high-end talent is high-end talent '.
Not long ago, Huawei issued a glory branded mobile phone single commission bonus program, the number of sales and bonuses directly linked to glory brand mobile phone bonus = single commission * sales * Accelerated incentive coefficient * contribution profit amount of completion. 13 employees can Take 23 bonuses, according to relevant media reports Huawei 23 employees quarterly bonuses up to nearly 1 million yuan.It is generally believed in the industry, Huawei will launch a new round of glory under the brand defense.
Honor CEO Zhao Ming in an interview with the Beijing News and other media revealed that from mid-2017 thinking about the overall layout of overseas, 'from China's Internet mobile phone competition, the Chinese market competition, the future growth of space China will encounter Many bottlenecks, it is impossible to maintain rapid growth every year, glory has been the focus of overseas countries and regions, our glory of products and business models layout, these efforts gave us great confidence.
Huawei to build a "strategic depth of consumer business"
Huawei 2016 annual report shows that Huawei achieved global sales revenue of 521.6 billion yuan, an increase of 32%, net profit of 37.1 billion yuan, an increase of 0.4%, of which operators revenue 290.6 billion yuan, accounting for 55.7% of total revenue, an increase of 24%; corporate business income of 40.7 billion yuan, an increase of 47%; smart phone revenue 179.8 billion yuan, an increase of 44%.
It can be seen that the growth rate of Huawei's major revenue sources is less than that of the other two major businesses, which is closely related to the gradual transition of the communications market in recent years. Huawei's carrier business mainly relies on equipment procurement by operators around the world. Operators affected by the Internet, some equipment procurement budget down.
According to Liu Qicheng, a communications expert, 4G equipment has been completed in a period of 10 years, so Huawei equipment is waiting for 5G like all communications equipment manufacturers.
Huawei's other business is the enterprise business. At Huawei All-in-One HC2017, Huawei unveiled its cloud computing transformation strategy for enterprise services. Huawei continued to invest in the development of cloud-based professional service products and the construction of cloud platforms and cloud ecology to provide end-to-end Cloud transformation service solutions.However, although the business growth of the fastest, but the base is small, the next few years is difficult to play a big task.
Therefore, the most promising smart phone-themed consumer business will become the pillar of Huawei's growth in performance in the next 3-5 years, and Ren Zhengfei said that we should gradually build a strategic depth in recent years, although in some areas to build up Our core competencies, such as product competitiveness, channel, retail, service ... But there is a certain gap compared to Samsung and Apple, and in the strategic depth of certainty, we did not do enough, then the uncertainty We should unswervingly continue our efforts to build an ecological chain from China and gradually build it around the world.
■ Industry Watch
Mobile phone industry gradually into the 'winter'
The end of 2017, the smart phone industry chain came news that mobile phone brands, including Huawei, OPPO and vivo, including orders for manufacturers have shrunk by more than 10% .China Institute of Information and Communication released the latest data show that in November 2017 the domestic mobile phone market out Volume of 43.2511 million units, down 20.7%. At the same time, cell phone replacement cycle has been extended to 20 months or more, all indications that the mobile phone industry is about to enter a new round of winter.
Chinese users switch cycle extended to 22 months
Research firm Counterpoint's report shows that the average global mobile phone replacement cycle is 21 months, while China's average mobile phone replacement cycle is 22 months, below average. In recent years, smartphones suffer from industry bottlenecks and lack of innovative products is hard to move January 4, a Meizu store in Xicheng District, Beijing, employees told the Beijing News reporter, by the overall offline store traffic weakness, compared with two years ago, now the phone is not good to sell.
A mobile phone offline channel agents said that the ability of users to screen mobile phones is improving, not only look good, but also look at the configuration, because mobile phone configuration is generally higher now, lengthen the replacement cycle, people's choices more sensible.
The second half of last year, the full screen product focus on the outbreak, almost all domestic manufacturers have released their own full screen products.Sharp handset global CEO Luo Zhongsheng that the full screen is the biggest outlet before the advent of 5G Full screen quickly became popular an important reason Manufacturers believe that it is a differentiated selling point, will bring new growth points and exchange tide, consumer electronics industry observer Liang Zhenpeng said, 'the major handset manufacturers more sought after the concept, for young consumers like the trendy, full screen Mobile phone is a new thing, more attractive.
However, the full-screen mobile phone did not play an expected role. According to the "Analysis Report of Domestic Mobile Phone Market Operation in November 2017" released by China Academy of Information Communications, the domestic mobile phone market shipped 43.2511 million units in November 2017, down YoY 20.7%; 77 new models listed, a year-on-year decrease of 22.2%.
A mobile phone offline channel agents told reporters that offline sales are not optimistic, the situation will be even more severe this year. 'Chinese users buy a new not buy the old, we all say good, but the product came out for more than six months, you will not buy The market will fall from T1 (Tier 1 cities), T2, and then to T3 and T4, and up to T5 and T6, that is, backward cities, counties, rural areas and townships.
Mobile phone manufacturers generally use the method of price cuts to stimulate the user to buy iPhone 8 two months after the release, the reporter found Jingdong in the Suning platform, iPhone 8 mobile phone price cuts over a thousand dollars, the national version of the discount even more cost-effective than the Hong Kong version. Purchasing data released by research firm Consumer Intelligence Research Partners show that iPhone 8 sales are not as good as iPhone 6s two years ago.
In last year's Twin Twelve Shopping Festival, Meizu flagship Pro 7 series straight down 600 yuan, the price of 1999 yuan since the release of this phone price of 2880 yuan since mid-November, has cut prices more than 300 yuan, was Netizens joked that the smart phone 'Diving King' in 2017. The reporter saw on Taobao some of the stores selling Pro 7 contract machines with the lowest price of 1,499 yuan.
Manufacturers are targeting overseas
In view of the domestic mobile phone market approaching the ceiling, the domestic handset manufacturers have laid out overseas markets, especially in the world's second largest mobile phone market in India has achieved good results in the end of March 2017 fiscal year 2016-2017, China's three major smart phones Brand millet, vivo, OPPO sales in India increased sharply to 2252.7 crore, the market share to further expand.
More and more companies use overseas business as a measure of how far a company can go. Zhao Ming, CEO of Glory, said: 'In addition to maintaining domestic growth, glory will aim at overseas markets by 2018, by continuing to export valuable Products and the internet model using light assets to create the top five brands in the global handset market in five years and to reach 50% of sales in overseas markets by 2020.
Lei Jun said that the international business of millet has risen by 300% in 2017 and is expected to reach 100% in 2018, according to related media reports. "In recent years, our internationalization has highlighted the key points. For instance, India must first, We have done it in three years, and we have also entered the European market. We have already reached the fourth place in Eastern Europe.
According to the latest data report released by research firm Counterpoint, OPPO has become the No. 1 handset brand in the Asian mobile phone market with a market share of up to 15%. OPPO ranks No. 4 in the global smartphone industry.
Domestic mobile phone market is dominated by several major manufacturers, ranked companies in the bottom of the blue ocean in the overseas market gold rush.
Meizu recently adjusted its organizational structure and set up an overseas business unit to oversee the overseas business of the company's products.The former overseas marketing department moved to Overseas Business Unit and Guo Wanshi as Meizu Vice President and concurrently president of overseas business unit responsible for business and team management of overseas business unit , Report to the chairman / CEO Huang Zhang public information shows that the overseas business unit originally belonged to the Meizu division, now independent of largely shows the determination of Meizu expedition.