'Thousands of machines' was once a label that couldn't be rigged on an Android phone. In addition to the disadvantaged status of the supply chain, the ready-made market cake under the 'Apple Effect' is actually the biggest temptation. It's like someone has given a standard answer. It doesn’t seem to be stupid to write down.
Even the apple cycle has appeared in the supply chain. If you catch up with Apple's new machine, high-end components may become tight. At this time, most mobile phone manufacturers need to take a detour to look for alternative solutions or wait for production line production. Businesses doing business around Apple are eagerly looking forward to the best business cycle in the year.
In the past two years, the market situation has undergone some changes.
The success of home-made mobile phones in marketability in cost-effectiveness and localization led to Apple’s sales volume falling onto the decline channel. At the same time, the critical voice for Apple’s innovation has also increased. But taking a look at the flagship models on the market, It is not difficult to find Apple's 'shadow', from the full screen of Liu Haier to the blessing of the AI concept, after ridicule and irony, Apple is still the favorite object of contrast among various manufacturers' conference PPT.
For example, Xiaomi said that Face ID is no longer unique to iPhone X, Android users can also enjoy a convenient and secure face unlocking experience. Huawei said that its flagship new product is less than half the length of iPhone X, and both sides can also set aside. More space to display other notification information.
However, compared to the comparison, the self-confidence and innovation of domestic mobile phones have indeed changed greatly in the past. Even Apple’s most friendly technical support partner, Qualcomm, began to shift its resources toward Chinese mobile phones.
So, can the domestic mobile phone out of the shadow of Apple? Really out of their own way in innovation?
For such a problem, it is actually difficult to answer in a depressed market environment. However, from the actions of the head mobile phone manufacturers in the near future, it can be seen that the fight for the 'future mobile phone' has begun.
On June 14th, OPPO officials released a Find X exploration poster with the text 'Variety is simple, technology should be perceived only when needed'. A few days ago, Vivo released its first release in Shanghai. NEX handsets affected by the appearance of the iPhone. Hu Baishan, executive vice president responsible for vivo technology, said that the conservative strategy has not been able to go. Apple's good elements can learn as much as possible, but can no longer continue on Apple's old road.
In April 2017, Vivo convened the top suppliers in the mobile phone industry to the headquarters in Dongguan. Vivo told these industry leaders that Vivo's cooperation methods and cooperation rhythm should be adjusted. In short, Vivo wants to re-emphasize technological innovation. To change the previous technology follow-up strategy, lay out ahead of time in key areas involving mobile phone innovation, and to advance the cycle of technology tracking and cooperation to 18 months or even 36 months. This is because competition between mobile phone companies often fights It is the first half of the innovative technology dividend period, even three months.
However, there are risks in doing so. The technological perfection cycle takes time. The success of new mobile phones can enjoy the "new technology" brought about by the unit shipment bonus. The bigger test lies in the manufacturers' ability to control the supply chain and the supply chain. Manufacturing and technical capabilities, and preparations for 'adventure trial and error'.
Take the example of 'screen fingerprinting'. In fact, in early April of this year, Vivo switched the X21's offline fingerprint identification technology provider from Synopsys to Huiding, which caused the X21 to stop shipping for more than a week. In a critical period, the switching of suppliers is not a particularly good choice for mobile phone manufacturers.
Huang Wei, director of product marketing, explained that at present, the company has done similar camera sensor and calibration business, and vivo is doing lens products. We have invested huge resources in these directions and we have mastered some of the key we think. Technology. But if you lose money, the loss caused by Vivo and the meeting will be half.
Using the form of 'risk order' allows both parties to concentrate more on their investment. Selecting such a form between the headphone manufacturers and suppliers may soon become a trend. Because in a depressed market environment, The cost of mistakes is insignificant compared with the success breakthrough.
Wu Qiang, vice president of OPPO, once told the author that “the current mobile phone market has undergone fundamental changes. From the pyramid form to the T-shaped form, the top five mobile phone manufacturers’ market share exceeds 80% of the overall market. It is very difficult for any one manufacturer to eat the share of others. Of course, the premise is not to make mistakes. '
And now, it seems that some mobile phone manufacturers have already begun to imitate Apple's route. They have to fight opponents through aggressive technological strategies. At this time, 'can not make mistakes' may not be enough. In the fight for 'future mobile phones', the second half I believe there will be more things to watch.