The mobile phone industry under the big test: occupying half of the rivers and mountains, can’t escape the chip curse | Annual Economic Observation

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  1. Market space is forced to stimulate mobile phone manufacturers to carry out more technological innovation. They are still waiting anxiously, waiting for the breakthrough of Chinese self -developed chips to bring a greater game space.
    “Chinese Entrepreneurs” Cheng Lu
    Editor Li Wei
    Tourist photography Deng Pan
    2020, perhaps the most ups and downs of the Chinese mobile phone industry.
    It from the new crown pneumonia’s epidemic in the year of the year, the entire business society shrouded pessimistic and uncertain emotions to the changes in the international situation, and mobile phones and even semiconductor manufacturers together with the harsh chip “encirclement”. When the dividend of population has gradually disappeared, the transfer of low -end manufacturing towards Southeast Asia and other places is the general trend. 5G seems to be the first dawn before dawn in the mobile phone industry.
    The battle has become the only choice. Mobile manufacturers are connected with short soldiers, performance, system, screen, video, battery life, etc., each track’s technical competition is becoming more and more intense.
    The latest report released by the China Information and Communication Research Institute shows that from January to November 2020, the total shipments of the domestic mobile phone market were 281 million units, a year -on -year decrease of 21.5%. The trend of shipments has shown ups and downs of twists and turns in this year. Mobile phone manufacturers are full of life and hope, showing a strong vitality.
    In 2020, the story of mobile phone rivers and lakes, which is made up of survival, prosperity, competition, and innovation.
    The history of opening the Chinese mobile phone industry for more than 30 years. There may not be any other industries as dramatic as the mobile phone industry. The pits and gold are all over the ground. The top giant can also collapse overnight.
    The past decade is the golden ten years of the unprecedented prosperity of electronic products. Until 2016, the domestic mobile phone market pattern was gradually stabilized to “Huami OV”, and the concentration of head brands exceeded 80 %. Chinese mobile phone manufacturers entered the global mobile phone stage and have the ability to compete with Samsung and Apple.
    , the “entity list” incident that began in 2019 made Chinese people realize that the chip grasped the life door of the Chinese mobile phone industry. Huawei has represented an important force of China’s key technology in China’s impact industry. Huawei’s founder Ren Zhengfei expects to Hisilicon chips: “We must stand up to reduce dependence on the United States.”
    The production and manufacturing of high -end chips has become a talker on paper. In desperation, Ren Zhengfei adjusts Huawei’s business strategy and has to endure “glory”. All of this is to let Huawei this like the Il-2 fighter that was hit by artillery in World War II, continued to fly and returned smoothly.
    “We are in a great era and in the most difficult period. We were originally a small grass. The wind and rain in the past two years did not defeat us. It will make us a small iron tree. The iron tree will eventually bloom. “Ren Zhengfei said emotionally at the Honor Farewell Meeting, once the” divorce “should not be cut off, and we must achieve their own goals.
    The confession incident made the Chinese mobile phone industry, including Huawei, soberly recognized the problem of the stuck neck. Mobile phone manufacturers realized that the self -research of domestic chips had to go. TSMC took nearly 20 years to come to today’s position. It is not easy for Huawei to achieve breakthroughs in a short period of time. However, the Chinese core must be localized, and the upstream and downstream supply chain must be established. We are running with time. If you don’t do it now, the time will only be longer.
    The past decade is also the ten years of China’s semiconductor industry. In the context of decades behind, China has continued to explore the semiconductor industry, and semiconductor companies such as design, packaging, testing, equipment and other semiconductor companies have grown up in the land of Shenzhou in 2020. Among them, there are determinations to have the national “909 project” and the national integrated circuit industry investment fund, as well as various foams, such as continuously exposing the stars’ chip projects to end, leaving only one place for chicken feathers.
    In December 2020, a “resignation storm” in SMIC put the difficult and bitterness of China to make the hardships of China on the table. SMIC’s joint CEO Liang Mengsong stated in the resignation letter that SMIC is facing various suppression of the United States, and the development of advanced processes has been seriously threatened. Generally, the company needs to spend decades to complete the task. SMIC has completed 28nm 28nm. , 14nm, 12nm, and N 1 technological leap. However, the international 7nm, even 5nm and 3nm, SMIC also needs to wait for the arrival of the EUV lithography machine.
    The semiconductor industry is divided into IP development, design, foundry, seal testing and other links from the production process. Nowadays, the industry is fine and content. Why is it so difficult to make core? Generally speaking, China’s most lacking is the production capacity of high -end chips. The construction of high -complex and systematic capabilities such as chips usually has a long investment cycle and a huge investment cost, while China’s shortcomings, material restrictions, device physical restrictions, and photocoli process are all in the hands of other countries.
    This roads are destined to be difficult, but they must go. Fortunately, investment in the field of domestic chips is enthusiastic. According to statistics, as of September 1, 2020, 7021 new semiconductor companies have been built across the country, and more than 10,000 new semiconductor companies have been built in 2019. According to Qingke Private Equity Data, from January to October 2020, there were 345 projects for VC/PE investment semiconductors in China, which was 10 % less than the same period in 2019, but the scale of financing increased significantly, reaching 711.13 billion yuan in October in the first October, 2019 2.5 times the same period of the year.
    The mobile phone manufacturer also moves in industrial investment. Xiaomi and the Yangtze River Industry Fund jointly launched the Yangtze River Xiaomi Industry Fund, which raised a total scale of 12 billion yuan. It mainly invested in Xiaomi related manufacturing upstream technology and core components. At present, nearly 80 enterprises have been invested.
    Hongxin Capital Partner Zheng Junyan said in an interview with “Chinese Entrepreneurs”: “We are optimistic about the upgrading of the entire Chinese semiconductor industry in the next three years. In the current international situation, many government funds in the government are supporting hardening hardships. The nuclear technology and chip industries, in addition, the registration system of the science and technology board also reflects the country’s support for high -tech enterprises. In the next three years, China’s semiconductor industry will usher in a rapid development, and even a number of IPO companies will appear. “
    Although the “disconnection” of chips in the short term will have a negative impact, only when facing life and death, the Chinese semiconductor industry chain and the Chinese mobile phone industry will further develop under the drive of the Huawei incident. Mobile phone manufacturers may invest or invest in technology research and development, and hope to break the dilemma of the current country through their own strength.
    Ifly affected by multiple factors such as chips, the domestic mobile phone industry pattern in 2020 is experiencing an unprecedented change.
    The epidemic caused by the supply chain crisis and evolved into global supply and demand issues. In addition to the impact of the incident, mobile phone manufacturers including Huawei, Xiaomi, and OV have made adjustments. The war was opened.
    The data from the research institution Canalys shows that after the first quarter of 2020, mobile phone shipments fell 17%. Thanks to the stock reserve, the second quarter ushered in a rebound and won the global market. But at the same time, in the third quarter, Xiaomi’s mobile phone shipments increased by 46%year -on -year. It broke into the top three worldwide. OPPO and vivo gradually slowed down from the epidemic. Chinese mobile phone manufacturers established a foothold in the global market.
    However, Huawei’s market share has dropped from 18%in the first quarter to 14%in the third quarter. Faced with the crisis of confession, Huawei comprehensively contracted the front and consciously controlled the shipments. From the perspective of the outside world, Huawei ’s move is to allow chip inventory to support Huawei mobile phones a little longer, so as to find more self -rescue methods. After all, survival is the first priority of Huawei.
    On the other side, Xiaomi, OPPO, vivo and other mobile phone manufacturers are ready to go. Xiaomi frequently adjusts the organizational structure. Vivo revolves around product lines, systems, and chips. OPPO also made a series of active pre -war adjustment from personnel and product lines to its good channel operation strategies. The above three mobile phone manufacturers have raised their shipments in 2021 by 50%.
    The gameplay of “high -end tree brand, low -end low -end volume” is still practiced. Redmi firmly controls the basic disk of Xiaomi’s shipments. The volume of the main cost -effective Realme and IQOO has gradually improved. For domestic mobile phone brands, high -end markets have become a necessary way to establish brand tone.
    In 2020, Xiaomi, which has always been known for its cost -effective, has released the Xiaomi 10 series and Xiaomi Mi 10 Extreme Memorial Edition. Those who get high -end to the world, Xiaomi strives to break through high -end ultimate technologies, and then sinks the technology to the RedMi series, so that thousand yuan machine users can also enjoy the experience brought by the technological breakthrough. Conversely, tens of millions of Redmi users can also experience high -end technology, slowly grow up a number of high -end users to form a virtuous circle. “
    The offline channels are also continuously shuffled. Since Huawei mobile phones have continued to be out of stock due to the disconnection of the chip, OV and Xiaomi have begun to change the attitude towards dealers. In the county seat, OV also sorted out the channel layout again. Liu Bo, president of OPPO China, previously told “Chinese Entrepreneurs” that OPPO’s position was concentrated in the crowd. The point is to improve the image and efficiency of the store.
    Today, the problems facing the entire mobile phone industry are also common, such as the disappearance of the demographic dividend, the continuous shrinking of the market, the serious supply chain out of stock, etc. The global mobile phone market in 2020 enters the stock stock Times, the transition from 4G to 5G, everyone does not seem to feel the huge changes like 3G to 4G.
    , the epidemic has made the supply chain step on a brake, but the epidemic passed and the demand suddenly became. Including chips Many electronic components including the supply chain have occurred, and the shortcomings of the supply chain have become the most difficult problems in the industry, and this shortage may continue until the beginning of 2021.
    The market space forced to stimulate manufacturers to stimulate manufacturers We have carried out more technological innovation, leaving the second -tier mobile phone brand. In the field of chip, mobile phone manufacturers are still waiting anxiously to wait for the breakthrough of Chinese self -developed chips to bring a greater game space .

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