China's mobile phone shipments plummeted 26.1% in the first quarter

Xiaomi founder Lei Jun once said, "China's mobile phone market has basically matured in the past two years. We have four (Huawei, Xiaomi, OPPO, vivo) plus Apple, no one else." Huawei's consumer business leader Yu Chengdong also worked on different occasions. It is said that there are only three to four mobile phone manufacturers that can survive in the future. The predictions of these two mobile phone industry giants seem to be fulfilling.

According to the "Analysis Report on the Operation of Domestic Mobile Phone Markets in March 2018" released by China Information and Communication Research Institute, China's smart phone industry continued to experience negative growth. The shipment of Q1 mobile phones was only 87.370 million units, down 26.1% year-on-year. The volume of goods decreased by 27.8% year-on-year.

In the exchange with the "Securities Daily" reporter, Sun Yanwei, the president of the First Mobile Phone Research Institute, said that the slump in shipments in the first quarter is still stable from the data changes of last year, because the market shipments in the first quarter of 2017 are still In the upward trend, the year-on-year decline began in the second quarter, so the data decline in the second quarter of this year should be slowed down.

However, the harsh winter market is already an indisputable fact.

At the same time, the industry's Matthew effect has intensified. The oligopoly pattern in the domestic mobile phone market has further intensified, and the living space of second-tier mobile phone brands has been further squeezed.

As the market share of the head brand continues to expand, the space left for small and medium-sized manufacturers has become less and less. According to GfK's nearly three-year "China's smart phone market brand share share trend", the current smart phone market has gradually transformed from the inverted pyramid structure of the previous two years to a T-shaped structure.

According to the GfK report, the five mobile phone brands (iPhone, Huawei, OPPO, vivo, Xiaomi) in the top of the “T-shaped” pattern accounted for 83% of the market. And the mobile phone manufacturers that share the remaining 17% market share have the same name: Others.

In Sun Yanxi's view, 80% of the market will focus on competition with big brands. In fact, many small brands have been left with many opportunities. "On the contrary, those with medium volume will survive very hard."

The data also shows that those medium-sized mobile phone manufacturers that originally had a certain market share have been hit harder. In the past three years, the market share of 6 to 10 mobile phone manufacturers in the market has plummeted from 27% to 11%. In contrast, the number of small brands that belong to “Others” has only dropped by 1% from 5% to 4%.

In the brutal market competition, second-line brands such as Jinli, Lenovo, Meizu, Zhongxing and Coolpad have been left behind, and the situation is increasingly difficult.

Yu Chengdong said in February 2018 that any company with a market share below 10% is currently at a loss. In April, he predicted that China's mobile phone brand will decrease in the next few years.

These behind-the-scenes brands have their own problems, commonalities, and individuality. Who will be the next one to disappear? Who can find a way out of the crisis?

Golden plaque

In debt crisis

With Jin Li's previous momentum, the most promising second-line brand hits the head brand is Jin Li. However, after the market ranking soared, Jin Li suddenly suffered a debt crisis.

The occurrence of the debt crisis, despite its accidental factors, is not only the last straw that overwhelmed the camel.

Some analysts pointed out that Jinli, now facing the break of the capital chain, can be said to be the biggest victim of improper marketing strategy. Although Jin Li and OPPO and VIVO are willing to spend a lot of money on marketing, the income is a slap in the face.

Moreover, Jin Li's positioning has been vacillating, sometimes focusing on business style, and sometimes wooing young people, a brand with unclear positioning, and consumers' eyes are equally vague.

Lenovo Mobile Personnel Unrest

Blockchain mobile phone is referred to as hotspot

As with Gionee, there are also associations that are unclear. Some analysts pointed out that Lenovo's mobile phone products have always been contrary to market trends, and the configuration is lower than other manufacturers, but the price is higher than the market.

And its module mobile phone, blockchain mobile phone, the number of products are more "alternative".

Internet analyst Ge Jia told the "Securities Daily" reporter that the blockchain mobile phone is a hard-hitting way to create some hot spots and create a concept. Lenovo mobile phones need to achieve real innovation on the product.

Some analysts pointed out that the lack of technical ability is also the cause of the decline of many mobile phone manufacturers. Insufficient technology, products can not keep up with the development trend, the fall of the team is also the inevitable result, Lenovo is a very typical example.

Lenovo's own mobile phone patents are small, mainly supplemented by acquisitions. In 2014, it acquired more than 2,000 patents and 21,000 patent cross-licensings through the acquisition of Motorola, and subsequently acquired several patents of patent organizations UnwiredPlanet and NEC. However, Lenovo lacks the ability to integrate and upgrade patents. Motorola's large number of patents have not been well used, and hardware development has always fallen behind.

From Lenovo’s earnings report released in February, Lenovo’s mobile business is still not satisfactory. The financial report showed that Lenovo Mobile achieved a turnover of US$2.076 billion in the third quarter, down 5% from the same period last year.

Along with this is Lenovo's constant personnel shocks. Gao Shou, president of Speedway, pointed out that cellular management and frequent executive adjustments have made Lenovo Mobile worse.

In addition, 80% of Lenovo's mobile phones rely heavily on carrier channels, which is one of its weaknesses. In the customized mobile phone market of the three major operators, Lenovo’s mobile phone market share has been the first in the long-term, relying on the operator channel to break into the top five of China’s mobile phone sales. When operators began to adjust the subsidy policy in 2014, the subsidy ratio of custom machines was lowered. The profit of the low-end custom machine was reduced, and the association of the crisis behind the channel was not realized, and it has never recovered.

ZTE mobile phone

Outside the wall

ZTE Mobile is also a company that is too dependent on the operator channel.

According to the data, before 2016, 90% of ZTE's shipments came from operators, while Nubian, who was born in ZTE, changed its social channels, but relied heavily on online channels. The ratio of online and offline channels was 7: 3, extremely unbalanced. This is also why ZTE has a foothold in the US market, but there is no wave in the Chinese mobile phone market. Because the US market is mainly based on operator channels.

According to data released by IDC, a foreign authoritative research institution, in 2017, ZTE Mobile ranked ninth in the global smartphone market and ranked ninth in the domestic smartphone market.

In its heyday, market research firm market research firm Statista data showed that ZTE's 2012 Q4 and 2013 Q1 ranked fifth in the global smartphone market share, second only to Huawei in domestic mobile phones, with a market share of over 4.2%.

In 2018, ZTE Mobile tried to make a difference in the domestic market. In March, it established the “Zhongxing Terminal China” holding company to strengthen the expansion of the mobile phone business in China's open market. However, ZTE immediately encountered the US activation of the lock-up order, and the ZTE mobile phone with broken components was only able to wait and see.

Lost Meizu

Loss, layoffs, guilt

Recently, it was reported that Meizu will carry out a new round of layoffs, and the number of layoffs may exceed one thousand. In response, Meizu confirmed that the layoffs did exist, but said that it belongs to the annual “last elimination” mechanism, and the number is equivalent to 2017, and will not exceed 10%. In 2018, Meizu has been laid off for the third consecutive year. In addition, according to media reports, since the end of last year, the market has heard news of Meizu stores closing from time to time.

The Meizu executives who have recently exposed the infighting have revealed all kinds of chaos inside Meizu. Recently, Zhang Jia, the former director of Meizu’s former creation department, publicly bombarded Yang Hao, senior vice president of Meizu Technology, on Weibo, thinking that he did not have the ability to bring Meizu out of the predicament. Meizu subsequently issued an internal mail decision to give Zhang Jia an expulsion. Zhang Jia issued a statement on Weibo saying that he would not accept the evaluation of himself in the company's mail, and would take legal measures to protect his rights. He also said that Yang Lan is not only a matter of ability and attitude, but also has the problem of abuse of power, the use of designated suppliers and the existence of tax evasion.

Data show that in 2015, Meizu lost 10.3 billion yuan. In the first half of 2016, the loss was 304 million yuan. Throughout 2016, Meizu adopted a more aggressive product strategy and launched a total of 11 “concert” press conferences. At the almost one-month press conference, Meizu invited 12 artists to perform, leaving 26 songs. .

Meizu, who had opened a "concert" for a year, turned around and turned a profit, but did not announce specific figures.

Can Meizu, who has been trying to get rid of losses for the listing, can finally realize its listing dream?

LeTV Cool

Sustained loss

Cool mobile phones affected by the LeTV crisis are now inferior to the online market. In July 2017, some analysts told the media that in the first quarter of 2017, Coolpad’s market share had fallen to 11 places.

In addition to the bleak performance, Coolpad has also fallen into a serious debt crisis and huge losses. Since July 2017, Coolpad has been charged by the bank three times in a month, involving a total amount of 240 million yuan. In August 2017, Coolpad announced on the Hong Kong Stock Exchange that the company is currently in a state of sustained losses. As of July 31, 2017, its operating income was approximately HK$2.716 billion, a year-on-year decline of approximately 52% and liquid assets were lower than Current liabilities, increased pressure on debt repayment.

At the same time, some media reported that Coolpad had cancelled hundreds of students who were about to join the school in the first half of 2017. A large number of employees also left the company. The size of the original 3,000 people was only half of that after leaving the company. In August 2017, the company's CEO Liu Jiangfeng also chose to resign.

Screwdriver

Screwdriver,2M Tape Measure,Cute Measuring Tape,Yellow Measuring Tape

SHANGQIU CHAOYUE MEASURING TOOLS CO., LTD , https://www.equipmentool.com