Domestic mobile phone money chain cutoffs storms and then need to be saved!

Spring has arrived, and domestic mobile phone manufacturers are once again active. The release of the new machine can be described as very intensive. Among them, OPPO and vivo are all replaced with “Liu Haiping”, and the internal AI is full of eye-catching; Xiaomi MIX 2S releases the scene to compare Apple iPhone X frequently, and the effect of dark light dynamic shooting and voice assistant is outstanding. After Huawei's P20 Paris "appears" and "eye-catching" Leica three photos, the development level of 5G technology is regarded as the biggest threat by Samsung.

At the same time that the first-tier manufacturers of domestic mobile phones are “becoming beautiful” international first-class brands, the second- and third-line mobile phone manufacturers are another situation under the highly concentrated “T”-shaped market structure. After a number of brands fell, the Meizu, which was repeatedly laid off by the customs brokers, and the Jin Li, which caused the problem of capital chain scission, were still fighting like "sleepy beasts." Especially for second-tier mobile phone manufacturers, whether they can seize the next breakthrough point becomes the key.

Second echelon manufacturers are in a difficult situation

At the end of last year, Jin Li, who released eight comprehensive screen products in one breath, stirred the market. Liu Lirong, chairman of Jinli, made predictions. In 2018, the second generation of full-screen will have a lot of innovative technology, and “Liu Haiping” will be popular. stand up. At present, the market trend is indeed fulfilled as predicted, and the "veteran" Jin Li has not been able to keep up.

After the issue of capital chain scission was exposed, Jin Li has been implementing self-rescue in recent months. According to the official statement released recently, it has become a solution for Jinli to reduce costs and attract investment. By negotiating to terminate the labor contract and making compensation according to the “n+1” method, Jinli Industrial Park will retain about 50% of the employees to continue production. At the same time, ODM manufacturers also assisted in the production of Gionee mobile phones, which are supplied by Jinli in domestic and overseas orders.

When asked about the specific details and the next consideration, Jin Cube said that it was inconvenient to respond to the China Business Daily reporter, and said that the official statement and executive response represent the current attitude of the company.

"Golden history has had many crises, and every time it has come over, we will continue to continue the super battery." Yu Lei, vice president of Jin Li, has repeatedly indicated that "the cost of 6 billion celebrity endorsements" and "coming soon to leave" through personal microblogging channels. The statement is not true and conveys the position that will actively produce self-help. "More time" became the craving for Jin Li to solve difficulties.

Deep in the trouble of layoffs, there are Meizu who once had a moment. It is reported that the Meizu's new round of layoffs will exceed 1,000 people, and in view of the situation of the Meizu specialty store closed in the previous period, it seems that it is also facing a difficult situation. From the “sea tactics” in the 2016s to the rare actions in 2017, compared with Xiaomi and glory, which belong to the Internet brand mobile phones, Meizu has now fallen a big gap.

However, the recent response to the media by Meizu shows that the layoffs are true, but it adopts the “last elimination” mechanism, involving thousands of people who are seriously inconsistent with the facts. In the discussion, Meizu will also welcome Meizu 15's new machine release at the end of April. This work, which Meizu founder Huang Zhang called “small test knife”, may still cause market reaction.

Not only the days of Jinli and Meizu are not good, in fact, the living space of the second and third-line mobile phone brands has been squeezed. According to data released by international market research company Counterpoint Research, in the ranking of China's smartphone manufacturers in 2017, Huawei, OPPO, vivo, Xiaomi, and Apple ranked the top five, with a market share of 77%, and 2016. This figure is 67% in the year.

"For the mobile phone manufacturers of the second echelon, the pressure is very large. As far as the current market is concerned, it is very difficult to squeeze into the first echelon, and will not be willing to continue to sink." Communication industry observer Xiang Ligang told reporters "But it is not easy to deny the hopes of these manufacturers. The adjustment of funds, the direction of leadership and other aspects can make a change in the enterprise, and there is an opportunity to change the fashion between the old and the new."

External pressure only increases or decreases

In fact, for the smart machine market, the overall environment is not satisfactory. According to the analysis report of the domestic mobile phone market operation released by the Institute of Information and Communication Research in March 2018, the overall domestic shipments continued to decline. In March, the domestic mobile phone market shipped 30.185 million units, down 27.9% year-on-year. From January to March, the domestic mobile phone market shipped 87.37 million units, down 26.1% year-on-year. Among them, smartphone shipments were 28.083 million units, down 28.6% year-on-year. From January to March, smartphone shipments were 81.87 million units, down 27.0% year-on-year.

In other words, the situation faced by the head manufacturers is also more severe. According to data released by market research organization IDC, in the fourth quarter of 2017, Apple and Samsung ranked among the top two global smartphone shipments, and domestic brands such as Huawei, Xiaomi and OPPO ranked second. Among them, only Xiaomi became the only company with increased shipments, and other brands have declined to varying degrees.

Before the advent of the 5G era, although mobile phone manufacturers were engaged in AI implantation, screen changes, etc., products without major breakthroughs in innovation could not stimulate consumers' desire to change machines. With the improvement of quality, the mobile phone exchange rate is reduced, the replacement cycle is prolonged, and the overall demand is declining. Independent IT and telecom analyst Fu Liang said frankly to China Business Daily reporters that from the general trend, external pressures will not be alleviated in the near future, and the entire market is still not so good. It is difficult to seek a qualitative leap.

In this context, coupled with the further squeeze of the head manufacturers, second-tier domestic mobile phone manufacturers will be under pressure. Yu Chengdong, head of Huawei's consumer business, said on different occasions that there are only three to four mobile phone manufacturers that can survive in the future.

As a result of pressure, when the domestic market space becomes more and more narrow, the overseas market has become another “treasure place” for the masses to expand their business. It can be seen that Jin Li is still supplying overseas orders, and Meizu has a good performance in Southeast Asia and other places. However, among the domestically produced mobile phone manufacturers that are “top-notch” in several major overseas markets, there are few second-tier brands.

Where is the next breakthrough?

"The market is changing very fast, and it is difficult to judge how the pattern will change." Although the road ahead of the second-tier mobile phone manufacturers is very rugged, Xiang Ligang bluntly said that in addition to the 5G wave, what trends will be replaced in the future. Seeing is vague, the technical reserves and operational ideas of various manufacturers are not the same. It is unknown who can seize the opportunity.

For second-tier mobile phone manufacturers with fewer and fewer opportunities, it is inevitable to seek a major breakthrough in a short period of time. In Fu Liang's view, expanding the “width” of the enterprise is a solution from a profit perspective. With the development of the network, the demand for smart terminals will rise, and opportunities exist in smart homes and Internet of Things. Second, the mobile phone service can be extended to gain new value from mobile phone users. Apple's app store and mobile payment are good examples.

Back to the phone itself, the change of the times has brought about tremendous changes. Looking back at the era of “China Cool Alliance”, in the transition from 2G to 3G, ZTE, Huawei, Coolpad and Lenovo have brought the relationship with operators and achieved market share. The jump. In the subsequent consumption upgrade, operators have gradually lost their advantage in customizing their mobile phones. Only Huawei has quickly changed its mind and has been leading the way. Cutting-edge technology and fashion trends are difficult to grasp, but it is foreseeable through the reshuffle of the previous wave of market structure. The common "breakthrough" in front of the manufacturers is obviously the upcoming 5G wave.

It can be seen that the first-line mobile phone manufacturers have long been laid out. Taking the domestic mobile phone “big brother” Huawei as an example, it is understood that it has already carried out technical testing and construction of pre-commercial networks with 30 operators around the world, and plans to launch 5G smart phones in 2019. In the 5G large-scale product investment phase, on the basis of investing 4 billion yuan in 2017, Huawei will continue to increase investment this year.

Faced with this new wave of opportunities, second-tier mobile phone manufacturers naturally cannot fall. Nubia has publicly announced the 5G plan, which has started R&D in 2017, and plans to launch the 5G model in 2019, with the goal of becoming the first terminal manufacturer of 5G in the industry.

In the face of this wave of new wave, not only the games of the "giants", but also a rare opportunity and breakthrough point for second-tier mobile phone manufacturers. Despite the existence of certain capital and technology gaps with the head manufacturers, the industry believes that it is too early to deny the "breakthrough" of second-tier manufacturers by the example of "China Cool Alliance".

According to Fu Liang, there will be 5G terminals in the second half of 2019, and the large-scale demand for terminals will be ushered in 2020. And the outbreak of demand for smart terminals, mobile phones may only be part of the public form. From the perspective of various fields, when the 5G era is approaching, smartphones are not necessarily the best "players". The potential of the Internet of Things and autonomous driving cannot be ignored. For the second-tier mobile phone manufacturers seeking development, it is also necessary to broaden their horizons.

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