1. The structure of China's mobile phone industry
Compared with Taiwan, although the mobile phone industry chain in mainland China has developed late, the middle and lower reaches of the industrial chain are now quite complete. In the upstream key chips, peripheral components, downstream design and manufacturing, and brand and other industrial chain links, there are many manufacturers to invest. In terms of key chips, baseband chips and application processors have developed rapidly. The former includes Spreadtrum and Lianxin, and the latter includes Spreadtrum and HiSilicon. Among them, Spreadtrum achieved a 70% market share in the TD-SCDMA market in mainland China in 2013, and began to focus on the development of WCDMA products, and its strength in the baseband chip. Most of the products launched by Samsung in China and China Mobile are standard products of Spreadtrum. Lianxin has the background of Datang Telecom's subsidiary. The current product development focuses on tablet PCs that integrate NFC and 3G functions, and differentiates from other competitors. Overall, since the mainstream mobile phone products in mainland China all adopt turn-key solutions, the solution of integrated baseband and application processor is adopted.
Figure 1 China's mobile phone industry chain
In terms of manufacturers, thanks to the significant growth of mobile phone brand manufacturers in mainland China in recent years, and the commissioning of OEM orders from local supply chains, it has also catalyzed many manufacturers, which can be divided into three different businesses. Models include self-design, commissioned design and production (IDH/ODM), and commissioning of other company production (EMS). Among the more representative operators, Wentai, Shanghai Huaqin Communication, Longqi and Chenxun Technology were commissioned in design and production. There is BYD (BYD) in the EMS. At present, major brands in mainland China, such as Huawei, ZTE, Lenovo and Coolpad, have cooperated with the above-mentioned large-scale commissioned design companies for many years, but the orders of large-scale brand commissioned design companies are mostly medium and low-end products, and the products have higher profits. Small, and then the Chinese mainland commissioned design company will also extend its reach to overseas customers, by providing overseas customers PCBA and machine ODM to increase revenue.
In terms of brand business development, mainland Chinese brand players have increased rapidly. Among them, large overseas manufacturers such as Huawei and ZTE have gradually grown. The two echelon companies, such as Tianyu, Coolpad and Xiaomi, have also achieved good results in the local market, which has driven the brand business in mainland China. Industry activity. In 2013, the global smart phone brand market accounted for four Chinese manufacturers (Lenovo, Huawei, ZTE, Cool, and the eleventh TCL). Among them, due to the fierce competition in the low-cost and high-standard market in mainland China, and the strong demand for mobile phones in emerging markets, mainland Chinese brand manufacturers have strengthened the layout of emerging markets.
Second, the analysis of mobile phone sales market in mainland China
In the mobile phone sales market in mainland China in 2013, with the rapid development of smart phone sales, the proportion of smart phones has risen rapidly, driving the growth of mobile phone production in mainland China. Among them, smartphones are heading towards high-performance (large-screen, high-speed CPU), so the demand for mobile phone purchases has also contributed to the further growth of mobile phone sales in mainland China. In 2013, the sales amount reached approximately US$62.1 billion, up from the previous year. About 35.8%.
Looking ahead to the outlook of China's mobile phone sales market in 2014, it is estimated that smartphones will increase to 88%, which is expected to drive the output value of 73.4 billion US dollars, up 18.4% compared with 2013. However, it is worth noting that in 2014, the mainstream products of the overall market will further develop towards low prices, which is exactly the opposite of the target market before 2013. Among them, small and medium-sized cities and rural users are low-income people (migrant workers, children, housewives, elderly people). The popularity of etc. will become the main force driving the market.
Third, the recent developments of important mobile phone manufacturers in mainland China
(1) Huawei: In 2013, Huawei ranked third in the mobile phone market in China. Huawei's mobile phone business began in 2003. The initial mobile phone was used as a cheap product with the core base station products. After several years of development, Huawei launched the IDEOS smartphone in overseas markets in 2009, and later Vision and Honor brands. The launch of the product began to build awareness of the product, and the market share gradually grew. In terms of market strategy, Huawei has cooperated with overseas operators to promote its business. At present, it has cooperated with more than 500 operators in more than 150 countries and regions to sell in the international market through telecom customized low-cost mobile phones. Currently, Huawei has launched sales of LTE smartphones in Japan. Also, due to the recent failure of Huawei's business promotion in the North American market, Huawei's overseas business focus has shifted to the European market in the past year, and it has become famous by sponsoring football competitions such as Germany, Italy and Spain. In addition, with the sales volume of China's mobile phones in the e-commerce sales platform, due to the low cost of e-commerce pipeline sales, Huawei is also actively exploring the e-commerce sales pipeline. For example, the P7 released in May 2014 will be synchronized in Huawei Mall. Suning Tesco, Gome Online and other seven major store platforms are synchronized.
(II) ZTE: ZTE began to develop mobile terminal products in 2002. Since 2005, in order to cooperate with the sales of overseas market system base stations, ZTE has been involved in mobile products business. With the expansion of demand in the mobile terminal market, the establishment of factories in India, Pakistan, Venezuela and Brazil began in 2005. Overall, before 2011, ZTE's mobile phone business was dominated by low-end products. ZTE has gradually sold in North America, Europe and Latin America through cooperation with international telecom operators to sell customized low-cost models. The market is firmly established. In 2011, as ZTE provided LTE system solutions in overseas markets and released the Nubia brand in 2012, ZTE's mobile phone business began to move toward higher-order routes.
In terms of the development of smart phones, ZTE was dominated by the US and China markets from 2011 to 2012, and ranked fourth in the market with CDMA handsets. After 2013, ZTE also increased its brand management, including sponsoring the NBA Rockets and strengthening the sales channels in BestBuy and Walmart. In 2013, the global smartphone ranked seventh (4.0%). In 2013, it produced about 40 million smartphones. In 2014, the shipment target was 60 million.
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