Compared with Taiwan, ma件分inland mobile p睡計hone industry chain development Ch謝藍ina although late, but now the midstre務鄉am and downstream indus錯店try chain is very complete. In the des西河ign of the key chip manufacturi裡姐ng, upstream, downstre要器am of the peripheral components, an風水d brand and other aspects of th頻輛e industry chain, many manufactu師風rers have invested. In the key chip,道知 the baseband chip and拿懂 application processor development fa船厭ster, the former incl鐘一udes Spreadtrum,兵媽 with the core, which 街海contains other ven哥又dors Hass, spreadtrum. 站們Among them, Spreadtrum i小們n 2013 received a 70% s影喝hare in the Chi務弟nese, TD-SCDMA market, an那子d began to focus on research and de件很velopment of WCDMA products, in the b海靜aseband chip power is stron紙影g. In the Samsung in t國短he Chinese and China Mobile to lau事個nch products, most of them will Spr離裡eadtrum chip as standard. The co門飛re is the Datang Telecom (60村體0198, stock it), the ba林飛ckground, current develop線高ment of tablet comput靜能er products with an emphasis那爸 on the integra文制tion of NFC and 3G functio房鐘n, and the other competi在票tors differentiation. Overall, 裡國due to the current mainstream mobile ph務匠one products, Chinese 黃北were treated by turn土好-key solution, so the sol路小ution of fundamental and applicatio遠對n processor integration中銀.
A Chinese mainland mo東高bile phone industry chain
In the manufacturing i嗎我ndustry, in recent years, thanks歌一 to the China mobile phone brands in懂街 global market share to grow significan著拍tly, and OEM orders are appointed by th一筆e local supply chain, but also by many拿司 manufacturers, whic舞樂h can be divided into three kind短就s of different business models, i校站ncluding design,說算 client design and pro但雪duction (IDH/ODM) and othe術國r companies, commissioned 外熱the production (EM但冷S). One of the most representative of習購 the industry, have heard, Shan東些ghai Huaqin comm謝弟unication, dragon flag, SIM technology靜林 in commissioned th空會e design and production. BYD E筆老MS (BYD chisel i服慢n (002594, stock it)). 件厭At present, Chinese ma門高inland brand manufac呢習turers, such as Lenovo, ZTE, Coolpad 雜術and Huawei, for飛科 the cooperation and the large commi遠樹ssioned the design firms, but the lar白一ge brand design company c時微ommissioned the orders are mos微很tly low-end prod都她ucts, product margins higher order 在有is small, it Chi路輛nese, commissioned to design t事術he company will expand t都話o overseas customers, by provid紙輛ing overseas custome謝高r PCBA and the OD好的M to increase revenue信飛.
In the aspect of the brand business d她得evelopment, the rapid increase 為章in Chinese mainlan劇村d brand industry坐物, which Huawei, ZTE and other large man玩照ufacturers overseas m黑愛arket share has grown, Tian醫錢yu, cool, millet and other two ech司話elon industry, in the lo在吃cal market also achieved success, led t又請o the Chinese brand business,刀鐵 industrial activity. In 2013 t近問he global smart mobile phone bran計雜d market share, China m會站anufacturers accounted for four (筆林Huawei, ZTE, Lenovo, cool, eleventh wer習妹e TCL). Among t明也hem, but also because計計 of Chinese local market brands in the 用吧low market fierce f土新ighting, and saw s行美trong demand in emerging ma民有rkets, mobile phone, China brand manuf算開acturers have to strengthen the lay民知out of the emerging market.
Analysis of two, mo頻事bile phone sales是厭 market, China
In 2013, China mobile phone sales ma日草rket, the rapid development o通算f intelligent mobile快計 phone sales, the proportion玩綠 of smart mobile phone by刀笑 the rapid rise of mobile ph綠物one Chinese, drive, output朋制 growth. The intelligent mobile phone但現, toward the high performance (large sc雨術reen, high speed CPU) direc我空tion, so the pur靜中chase of mobile phone demand also co水很ntributed to Chinese吃現, mobile phone sale得書s value for further growth, 20員媽13 sales of about $62100000000, compare靜子d to the previous year growth of approx錯費imately 35.8%.
Prospect in 2014, mobile phone sales 話什market forecast China, intelligent mob明喝ile phone will increase to 88%新北, is expected to drive the value市在 of $73400000000, compared 劇秒with 2013 growth of about 18裡你.4%. But it is worth n可子oting that, in 2014 t輛會he overall market main分家stream products女司 will be further to the deve數高lopment of low-cost,還數 on the contrary, and befor少下e the 2013 target market, 數中small and medium-siz謝白ed city and rural users, by 空答lower income groups (child又朋ren, migrant workers, house快校wives, the elderly and the populari看也ty of the market) will become th街會e main driving f理紅orce.
The recent developm鐘通ent of dynamic, Chine弟謝se important mob笑我ile phone manufacturers, three
(a) Huawei: 2013 mobil吧制e phone market ranked th化和ird in the Chinese H光冷uawei. Huawei mobile ph弟子one sales began in 2003, the orig來如inal mobile phone 謝分as the core and base station prod門日ucts sell cheap products, after s他理everal years of廠微 development, in 2009 w志微ith the launch o文玩f IDEOS smart mobile phone Huawei 錯兒in overseas markets, as well 購兵as Vision and Honor brand launch, sta拿她rt started product visibility, market s師歌hare gradually gro討技w. In market strategy, Huawei take c河愛ooperation and overse你湖as operators to promote b門家usiness, currently more th視國an 500 operators and more 東湖than 150 countries and他可 regions to cooperate, by telecom草機 customized mobile phone sale林熱s in the international market price.費資 At present, Huaw關城ei has been carried out in Japan L的姐TE intelligent mobile phone s呢他ales. Also due to the風哥 recent Huawei in the North 樹商American market bu友去siness promotion as 頻舊expected, nearly a year to fo間這cus Huawei overseas上書 business has turned into the European 聽新market, Germany, Italy, spons如姐ored by the Spanish football gam數還e started advertising awareness. 機內In addition, with道少 the mobile phone China i知明n e-commerce sales platform sales, 相開because the cost of e-請朋commerce sales pipeline is low and grad舊生ually increased, Huawei 們雨also actively open up the electricity快男 supplier sales channe老笑ls, such as the 20技如14 May release of 動坐P7, the synchronization in the熱去 Huawei mall, Tesco Suning, Gome onlin又路e store sales platfor學看m synchronization etc..
(two): ZTE ZTE (000063,新湖 stock it) in 2002 began the dev東河elopment of mobile terminal p光聽roducts, from the begi飛街nning of 2005, in order to cooperate月白 with the overseas market system b討笑ase station sales, ZTE生有 began involvement of mobile pro事科ducts business. With the mobile自資 terminal market慢房 demand, in 2005 b是內egan to set up factorie問他s in India, Pakistan, Venezue刀樹la and Brazil constructi遠舊on. Overall, in 2011, ZTE mobile pho綠笑ne business is based on low order produ輛樹cts, ZTE telecom operators to cooperate她我 with internatio地問nal sales of customized pr間兒ice models, has b鐘讀een in North America, Europe and媽物 Latin America market a fi行你rm pace. Beginning 美對in 2011 with the resurgence in 相如the overseas market to provide LTE s刀聽ystem solutions, and relea兒分sed the Nubia brand in 20計女12, ZTE mobile phone business to月物 high order path.
In the developme你習nt of smart mobile phone, ZTE in 201離呢1 to 2012 in America and Ch電男ina market, by virtue of CDMA m綠日obile phone, accounting 什紅for fourth of the ranking. Since 2鐘木013, ZTE also increase又都 the brand managemen吧兵t, including sponsorship NBA rockets, a都子nd the strengthening of the Bes是上tBuy, Walmart c農做urrent sales channel management. 2013又做 the global intelligent mobile phone r金為anked seventh (4%),化嗎 the 2013 production of 現河about 40000000 i錢器ntelligent mobile phone shipment道區s in 2014, the targ高議et is 60000000.
(three): in 2013, lenovo mobile phon腦文e brand China, ranking first for Sams很農ung (21.7%), followed by local bran們又ds, Lenovo, cool second, Huawei月日 equal three (Huawei and co外湖ol, for the same, both 7.1%). Among身舞 them, Lenovo acc商他ounted for about 2.7% years in the g關物rowth of 2012~2013 brand, to 9.1% in 2熱樂013, became the first domestic mobile p女不hone brand, China, growth rate is l匠弟arger local brands.務門 Starting in 2012, Lenovo accoun還美ted for there is rapid growth, th到子e low order A series 輛金mobile phone play an indispensa窗訊ble role, such as the low order entry o著紙f A278t mobile phone, equipped with Sp話和readtrum SC8810T, 3.5 inc子化h display, at t北算he lowest price 600 yuan of sales in都照 the market, reach兒區ed 5000000 units shipped. In書中 2012 China Mobile 醫開custom machine control purchase 市拿quantity is about 6000離鄉0000 units, the association o微男f single models accounted白如 for 1/10. In 2013 Lenovo acquisition 地草of Google's Motoro喝線la mobile phone sector, so that the家個 global intelligent 店紙mobile phone market share up to third,音黑 hoping to enter the銀冷 European market i歌從n emerging markets, such 務是as the Middle East Af音朋rica.
Millet: millet (four) sinc畫房e its inception in 2010, m電匠ore than 3 years of 唱你rapid growth, in 2013 the來放 global smart mobile pho女短ne number twelfth (and the 那拍same column). Millet sm女呢art mobile phone produc也大ts before the launch, 校呢the first investment of MIU近可I development, to cultivate the opera科關ting system developed 物站based on Android system,去新 and support for other大個 mobile phone products, cultivate 湖白a loyal fans. In order如你 to apply the MIUI software f和懂unction is reflected in the hardwa哥爸re, then millet遠亮 in 2011 August launched the first in也間telligent mobile ph湖討one, priced at 1999 yuan, welcome in秒白 the young great雜下ly, and open the market popularity又站.
Analysis of mill路火et product line is very simpl請從e, the first generation of mobile phone哥自 M1, basically is to provide high with但國 cheap products i兒公n 2000 yuan, although也秒 not to the basic models, 外民models, product l些南aunch is often based on the existing 相做products modification說我, and launched to support different舊工 communication standards fo喝票r mobile phone version,那一 and by virtue of the management of use煙的r forum, collect us高山er feedback, cons熱煙tantly optimize the u分在ser experience, in or劇服der to maintain the performance op吃時timization of the mo機下bile phone, forming good user reputati河內on, high repurchase rate to manufa友玩cturing (42%, 2013 to statistics). In t離雜he platform, millet pro車金ducts in the past to giv呢影e priority to the use of Qualc城商omm platform, inc費哥luding the MSM8260, the APQ8064 in 2白秒012 2011. But in th輛作e 2013 launch of the 799 yuan price of 還費red rice machine議分, is the use of MediaTek MT6589T prod站去ucts. With the Google And如機roid Hugo Barra mi影對llet with top en城電try in the second half of的厭 2013, is expected to European a醫愛nd American markets for millet will str影低engthen management.