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In 2012, the Chinese mobile phone industry restlessness, unusual. “Huawei mobile of 8,000 people, Lenovo Mobile 7,000 people, cool 5,000 people, Tianyu 1400 people, even in the middle of last year, only 200 people millet also has thousands of people, especially smart phone company phone company has a massive expansion plan for this year, it is estimated that next year is not embarrassed to say who you are is a mobile phone company. “On February 1, the Mobile Alliance Secretary General Wang Yanhui of China wrote on Twitter.
On the fair last year, the door is the Nokia booth, who laments the established phone is not what it was, relatively, Huawei and ZTE booth much visited House, luxury product portfolio provide two China-made mobile phones of unusual, eye-catching.
Simulation time, Motorola dominating the Lake; the digital age, Nokia list mountain; smart times, Apple becomes the clash back in mobile industry, you sang my debut.
Actually, domestic phone has been in looking for outlet, only unfortunately, in 2G times usher short of brilliant zhihou, once in ocean brand and cottage machine in the sink; in 3G times, original fought overseas of ZTE, and Huawei again regression, Lenovo in cloud cloth Xia has mobile interconnected of large chess; and Li dongsheng in accept excellence under reporter interview Shi, also with respect 2012 TCL phone will “killed back”, as Ma, and Li, and Ma and Lei Jun joined fray, hardware battlefield in the and more has several “range bite gold”.
China-made mobile phones make people full of hope, but unfortunately still exists. Number of communications compulsory for guys is not optimistic on the excellence of feedback: because China can’t birth of Steve jobs, only dawn is when turning-point occurred in industry, chances of overtaking in the curve.
Detonate new inflection point
“3G replace 2G, smart phones replace the function of trend is very clear”, Li Wang, Yulong screen cool, Executive Vice-President of the excellence of the journalists said.
ISuppli China Research Director Mr Wang of the excellence of the journalists primary estimation, 2011 Smartphone shipments by 60 million counted, more than 280 million for the entire mobile phone market in China, penetration is approximately 21.4%, compared to 35 million shipments of 2010, Smartphone growth 70%.
At present, domestic detonated thousands of intelligent machines is a new turning point, and it is the key to cost control.
Thousands of intelligent machines such as Lenovo, ZTE and Huawei have been shipped, making the original thousand Yuan from top to bottom of the main functional cell phones not cope.
“Andriod mobile phone operating system appeared, reducing the threshold, hardware costs with several major manufacturers on rapid scale, significant decline”, Li Wang pointed out.
Of course, in addition to breakthroughs in the operating system, reduce the cost of mobile phone chips is also a turning-point occurred in booster.
In his early years, high-throughput end to an era of monopoly Mobile CPU. In these two years, WCDMA is essentially formed a non-monopolistic market; TD areas, forming multiple vendors such as news; in EVDO connection, although Qualcomm a dominance, however, via also can form of checks and balances.
So, when the monopoly was broken, after smash-free, low-cost, let it be on a large scale, this is the cup of China-made mobile phones.
In contrast, operators in order to meet the dual inflection points, also stepped up the layout. On October 28, 2011, the mobile terminal company was founded, its goals are: expect 2012 to reach the Terminal sales 60 million sets, smartphones accounted for more than 50%. On the subsidy mechanism, pull the 3G network operators to allow thousands of intelligent machines a p r u (average per-user monthly contribution revenues), was moved from high-end to low-end, it is also bound to pull the massive growth of Smartphone made.
Greater opportunity is that overseas operators are no longer only in favor of Nokia, Samsung, HTC. The past two years, Huawei, ZTE, China-made mobile phones abroad appears to increase rapidly. According to the company’s expected worldwide in 2014, 2015 years, smart chance to go beyond non-Smartphone.
Huawei, China’s Regional Vice President, terminal business excellence for Li Kefeng told the press conference: “the economic recession in the high-end market, created the demand for cheap products, mobile phone industry is the same”.
Not to be overlooked is the Smartphone momentum for the rise of the more ferocious, shanzhai decline more quickly. In this connection, perhaps from the “father of the cottage” mediatek is evident in the results. Hope that a chip can instantly lower the threshold of day seems to be gone.
“Intelligent machine in the whole industrial chain integration requirements much higher than in the past, pure hardware manufacturer, cottage manufacturers, will be more difficult in the future. “Li Kefeng pointed out.
For those who are washed white “shanzhai” brands, Li Wang predicted his certain death, and directly at the “three deadly sins”: there is no continuous technology innovation ability; not a good user experience, marketing tactics to resolve user-aware; information asymmetry in the industry.
Low profits dilemma
Although the cottage may be unsustainable, however, the price rise of China-made mobile phones but also tragic.
“A meager profit time in the industry, the rapid rise of China-made mobile phones, has in fact dragged down the whole industry gross profit”, Li Wang on the excellence of journalists with respect.
From the perspective of global smart phone gross margin, only apples remain at a higher point, over 50%, about 30% Samsung, HTC, and local gross margin to 20 points. However, Mr Wang added that China-made mobile phones first in the 3G in the low end of the layout, which is an expedient measure. Korea Samsung has done on behalf of workers, a change from low-profit, to large-scale, high-quality the path to higher profits. Li Kefeng on the excellence of journalists in the past, the Smartphone market is an inverted pyramid, large proportion of high-end, low-end entry-level in very small proportion; however, now has reversed into a pyramid, low end than very large. But, this Smartphone will devour the original functionality of high-end space. Therefore, only focused on the $ 150 price area, the likelihood of explosive growth.
Inversion of the pyramid, it is because Apple broke the traditional competition, occupy the commanding point of profit, and Nokia and Motorola are not good grasp the trend of mobile Internet, making industry appear neutral, this is the chance of China-made mobile phones.
“China’s most important advantages is the manufacturing and integration, can now design and manufacture of the maximum pressure is that brands, brands need a process of accumulation”, Li Wang believes that local manufacturers are able to design a good product, but the whole industrial chain to be as complete as the Apple, no one can challenge.
Brand, about high profits. But over the years, overseas carriers can help the ZTE and Huawei on global, but is reluctant to label China a brand. “We have been over this problem”, said Li Kefeng, from pure OEM manufacturers turned to double the existing brand, and open market operations, investment in the brand will be more and more, with plenty of high end models in scale of support, with a few flagship machine-driven brands.
Worthy of note is the 2011 smartphones ranked fastest-rising star, in 2010 has done a major strategic decisions, that is cut away more than more than 100 models of mobile phone development, focusing on the development of an intelligent machine. Obviously, Samsung, Huawei, ZTE provided a successful model.
” Huawei, ZTE early access to global markets, launches low-priced Smartphone, low-cost operation, first, then get chip suppliers, and gradually establish a brand accumulation, then gradually towards the high end transformation, to rob the HTC, Samsung and Motorola’s market “, Mr Wang told the reporter game development path of excellence.
Of course, that does not have the advantage of scale of domestic brands, is not ready to go the same way. Yulong screen cool in recent years has been in the niche, high end try. Li Wang admits that “a little profit relative, however, pay the price. ”
Who-soup
Mobile Internet is across the sector competitive, so smartphones appears on the track of Alibaba, Baidu, Tencent, also is not surprising.
In this chain, creating an open operating system Google Andriod is an Internet company.
In contrast, China Internet giant is also secretly developed “autonomous operation system”, after July 2011, aliyun Alibaba platform of the mobile phone operating system, Baidu, Tencent QQ-service enter the political arena.
However, Google is not through Andriod is to make money, but rather through a suite of Internet services and advertising to profit. Similarly, Alibaba, Baidu, Tencent, tippler’s mind. The so-called “autonomous operation system”, which is entrenched in the mobile Internet terminal on a entry, to ensure that their core Internet service and business model can be successfully translated to the Smartphone.
Innovation works its Dim sum of CEO Zhang said company is none other than the Internet through phone seize more mobile Internet users, phone is not a goal, just seize the user’s carrier.
As Steve Jobs has used Apple’s success, confirmed the hardware, software, power of conjugal bliss. “Advantages of the traditional handset manufacturers want to maintain sustainable needs ‘ soft landing ‘, while the Internet company must be implemented as soon as possible a ‘ hard landing ‘. “Vice Chief Engineer of Ministry of Telecommunications Research Institute Chen Jinqiao said.
So, in order to attract more developers, 2011 Association of mobile developers Conference in full swing; the other, SINA and HTC understanding plus.
However, the mobile Internet Industry Association Secretary General Li Yi believes that mobile Internet firm, is at best a “grenade”, rather than an “atomic bomb”, destruction is minimal. Because most consumers are brands to buy cell phones, few users to Facebook or Twitter for an application to specifically buy a phone, hardware and quality remains the decisive elements in the user-which phone to buy.
With the traditional Internet companies, “hard landing” different, select the original Lei Jun “Smartphone on the Internet”. On December 20, 2011, millet got on China Unicom’s ride, by Unicom signed millions all year round supply framework, mobile phones the only enjoy millet and terminal of the iPhone the same subsidies, that is, three-year contract subsidies.
“I understand Internet phone is designed for a few, most people use” Lei Jun of the excellence of the journalists said he has done market research, after fan voting, he found their used cell phones to be that year’s “arcade”.
However, posted Shang China Internet brand of domestic intelligent phone, as traditional brand as, still has needs to be beyond of threshold: “operating system of core also in Americans hand Shang, China operators also in development, but we see these things are also is based on others of kernel in development”, Li Wang pointed out that, Andriod core development personnel only hundreds of bit, but, global around it development of has tens of thousands of people, then to application software even up is hundreds of thousands of of scale, this is a chain, is a step by step of process.
Of the excellence of the