Taiwan display panel supply chain emergency: mobile phone panic! -Taiwan, the screen Panel-IT information

A few days ago, according to the Taiwan media said city, smart-phone display panel supply shortage occurred, including ZTE, Vivo, Jin and other firm executives rushed to Taiwan visited Chunghwa Picture tubes, AUO, Innolux display screens, such as suppliers, seeking suppliers supply security, trying to get enough from these manufacturers display panel supply.

On one hand, mobile phone manufacturers in the Mainland went to Taiwan to seek assurance of supply, the city screen Panel capacity in an emergency-related, domestic mobile phone in case of a large stock, forced to seek Taiwan suppliers. The other hand, Taiwan display quality in the production of more high quality, is again the overall Smartphone cheap models and shipments decline also makes Taiwan also were affected, according to people familiar with the matter said was due to decline in Panel prices, Taiwan's upstream manufacturers reduces the production of smartphones Panel.

But now, with Taiwan display panel supply chain tension, some cell phone manufacturers have to second. For example, according to the Taiwan media pointed out that Huawei has ordered mainland BoE technology group tianma microelectronics companies such as smart phones and display panel production.

Smart phones cheap competition was hurting the domestic mobile phone supply chain manufacturers

Shortage of mobile phone display screen behind the shows, smart phones cheap competition was hurting the domestic mobile phone supply chain manufacturers, because the price strategy is clearly based on the pressed parts and components on the basis of the cost price of the supplier and supplier in yield loss, human cost costs, equipment costs, and lower profits. In addition, Smartphone shipments of fluctuations in these two years is too big, many manufacturers ' shipments fell, inventory backlogs. Supplier profit, forced to cut supplies. The other hand, technology moves too fast also contributed to shuffle the panels industry boom accelerated, technology is continually being updated, many suppliers unable to follow up on the research and development expenses can be eliminated.

So we see that the city phone touch panel manufacturers, including force technology in Jiangxi province, and truly photoelectric have visited Taiwan seeking solutions delivery and technical upgrading of the road, which also reflects the lack of scale of Chinese panel makers, competitiveness of the status quo.

Domestic competitiveness also in the future a display panel technology transitions of power shortage

For example, the industry suggest the future will use OLED screen, on your new iPhone is likely in 2017, with OLED screen and planned to use this screen to on the iPad and MacBook. As the iPhone or OLED screen for the news in the future, domestic phone, Huawei, OPPO, VIVO, Jin and other brands have, or plan to use OLED screens. So technically the panels, panel makers of mobile phones in the future need to face the problem of transition to the OLED screen.

Data show that in OLED technologies, Korea Samsung and LG, two of the global capacity 95%, Foxconn's takeover after sharp, also plans to mass-produce OLED screen. While BoE and dark Pegasus, Kunshan visionox and other companies began to invest in the OLED Panel, but production could take until 2018. On the surface of the OLED screen, there are BoE Chengdu factory production line design, while Samsung OLED mass production capabilities already available in 2010, upstream of the current OLED organic light-emitting materials, and is largely in the hands of Japan and South Korea, the United States and other foreign makers, in other words, even in the future competitive OLED for large customer orders on Chinese panel makers still lag behind others.

Lack of screen Panel is out of stock and technology are greatly suppress domestic mobile phone inventories, shipments and sales and product yield. Insiders pointed out that recently included phone, Lenovo ZUK and many other domestic mobile phone brand has been the phenomenon of flagship handset supply, it may be associated with the screen tight supply in the upper reaches.

Panel stock to Taiwan asking is domestic phone supply chain system big and not strong of a side, we know, in panel screen zhiwai, domestic phone shipping, actually more without Japan parts and hardware industry chain of support, many domestic manufacturers of screen by Japan displayed company JDI and sharp by production, most with of is Sony camera, even small to Wi-Fi module, and tiny of storage can capacitor ceramic, are is procurement since Japan parts business, many parts from Japan Corporation village field making by Murata Manufacturing Co. and Japan Electronics giant TDK Corp.

International parts suppliers under the sneeze, the situation of domestic mobile phone will have a cold is not changed

Typical cases frequently over the last two years make a Sony camera supply shortage, of course, Apple Samsung Sony camera sensor module is also scrambling for objects, factors such as the order quantity and brand, Sony camera build orders often monopolized by the two domestic cell phone tend to face a situation where supply is scarce.

Too dependent on Japan parts supply has become a domestic cell phone but not strong features, such as not long ago, Japan earthquake, Sony's CMOS sensor plant there are two close to the epicenter, Sony is said to be completed in August this year a new plant put into production and, therefore, made the new flagship of the future, subject to the large possibility of Sony's CMOS sensor is out of stock. But especially the new iPhone released, the major supply manufacturers need to meet orders for iPhone first, then consider other manufacturers, subject to parts availability, often leading to new flagship missed the best time and miss the best time to sell a node of the node.

So we see that parts suppliers hit by international big sneeze, domestic mobile phone cold situation has not fundamentally changed, development of domestic mobile phone for so many years, capacity control of the supply chain and supply chain management as a whole, compared to Samsung and Apple are still lags.

Domestic mobile phone manufacturers supply chain management drawbacks: game opponents suppliers as

This layout with domestic mobile phone up models, models increases, more vendors, and once involved in mass production orders, resources, logistics, international market channels, input management, marketing bottlenecks obvious. With the domestic mobile phone price war intensified, parts suppliers are being dragged into the abyss. On one hand, said before domestic mobile phone low price strategy led to domestic manufacturers lack of cash flow and development of competitive supply chain formed parts, low profit product yield rate is not high, many manufacturers have closed down. Last year, Huawei, ZTE's tier one supplier fuchang electronic technology co, Shenzhen star Enterprise announced after the micro group in Shenzhen, Huizhou, Shi science and technology and Shenzhen led optoelectronic company mobile phone spare parts manufacturers closing down production.

Domestic mobile phones form a supplier and weak competitiveness, lack of bargaining chips, cell phone manufacturers by keeping supply component prices to ensure that costs are controlled, which leads to lack of forward-looking component suppliers industry layout and input. Insiders pointed out that Chinese mobile phone manufacturer supply-chain management is a quarter or period what percentage must be reduced in price and game vendors as opponents, leading suppliers have no profits to improve their ability to respond quickly, domestic manufacturers often out of stock.

We see Apple, Apple due to used of is double supply chain business system, coupled with profit high, and shipping volume big, and itself is high value of competition mode promoted suppliers constantly technology upgrade, Apple also through control related link core patent and technology, into to core suppliers link, through cooperation and joint venture of form support core manufacturers docking itself supply, promoted industry chain a wing furniture wing, Foxconn and TSMC, enterprise also for Apple earned of basin full bowl full, this mode has its stability and inventory turnover sex high of side.

In turn, the cheap competition in domestic mobile phone manufacturers supply chain factories and parts increased vulnerability, leading to product prices and the decline in the value of, and could result in insufficient domestic manufacturers suppliers of docking components of stability, upstream manufacturers because of downward price pressure on margins can only reduce the production and research and development, leading to industry in a downturn and technology upgrades, lack of motivation then lag behind others.

Domestic manufacturers need to improve and reflect on their own competitive model and supply chain management

This effect is caused by mobile phone hardware technical product specification to improve, the whole industry less competitive, which is a closed-end mutual transmission of the vicious circle, along with industrial restructuring and upgrading, winter of our supply chain and weak and insufficient capacity, less competitive situation would obviously be transmitted to mobile phone manufacturers in the future.

We return to the topic screen suppliers, Taiwan media point out that from the front, Taiwan screen supplier capability in an emergency, Huawei ordered mainland BoE technology group and the tianma micro-electronics company's display panel. Both display panel manufacturers face the status quo is not enough capacity, technology is relatively lags behind Samsung, LG Display, AUO, but turned up the air for Huawei in key hardware form will, which led to the difference in the user experience, which can make both its brand and the sales and reputation of being implicated. We look at Apple, Apple a touch-screen vendors, has been investing in "nano-wire flexible touch screen" can be commercial in nature. Conductivity of nanowires, and to a certain extent, improve the texture of the touch-screen operation, the technology also will enable touch screen upgrade. The differences in cell phone brand premium, but also from the experience of these products and technologies upgrade optimization details.

This indicates the domestic manufacturers need to improve and to reflect their industry competition modes and supply chain management, to transition to higher-value competition mode, with suppliers to form a win-win mechanism enabled us to promote the mobile phone supply chain transformation in low mode, thereby improving overall domestic handset supply chain capabilities and level, whereas the industry and its own brand into the abyss.

台湾显示面板供应链告急：国产手机慌了！ - 台湾,屏幕面板 - IT资讯

日前，据台媒称，大陆智能手机显示面板出现了供货紧张问题，包括中兴、Vivo、金立等厂商的高管急忙奔赴台湾拜访中华映管、友达光电、群创光电等手机屏幕供应商，寻求上游供应商供货保障，试图从这些厂商手中获得足够的显示屏面板供应。

一方面，内地手机厂商奔赴台湾寻求供货保证，这与大陆屏幕面板产能告急有关，国产手机在缺货量太大的情况下，不得已寻求台湾供应商。另一方面，台湾显示面板的品质于产能相对更为优质，再次是整体智能手机的低价模式与出货下滑也使得台湾也受到了影响，据知情人士的说法是，因为由于面板产品价格下降，台湾的上游制造商降低了智能手机面板的产量。

但目前，随着台湾显示面板供应链的紧张，部分手机厂商不得不退而求其次。比如，据台媒指出，华为则已预定了内地京东方科技集团和天马微电子等公司的智能手机显示屏面板产能。

智能手机的低价走量竞争模式正在伤害国内手机供应链厂商

手机显示屏幕紧缺的背后体现出，智能手机的低价走量竞争模式正在伤害国内手机供应链厂商，因为性价比策略显然是建立在压制了供应商零部件的成本售价的基础上，而供应商在良率耗损、人力成本、设备成本成本支出在见长，利润就更低了。加之，这两年的智能机出货量波动太大，许多厂商的出货量走低，导致库存积压。供应商无利可图，只能削减产品供应。另一方面，行业技术更新太快也是导致面板产业洗牌潮加速，技术在不断更新，不少供应商在研发支出费用上无法跟进只能被淘汰。

所以我们看到，大陆的一些手机触控面板制造商包括江西的合力泰科技，以及信利光电等纷纷拜访台湾寻求解决供货与技术升级之道，这同样体现出国产面板厂商的规模效应不足，竞争力不强的现状。

国产显示面板竞争力不强还体现在未来技术转型方面的实力不足

比如说，业界透露苹果未来会使用OLED屏幕，有可能会在2017年在新的iPhone上使用OLED屏幕，同时计划将这种屏幕使用到iPad和MacBook上。随着iPhone未来或采用OLED屏幕的消息不胫而走，目前国产手机中，华为、OPPO、vivo、金立等多个品牌已经或者计划使用OLED屏。因此在面板技术上，未来的手机面板厂商需要面临向OLED屏幕转型的问题。

数据显示，在OLED新技术上，韩国三星和LG两家产能占到全球的95%，富士康收购夏普之后，也计划量产OLED屏幕。虽然国内京东方和深天马、昆山维信诺等企业开始在OLED面板加大投资，但投产时间可能要到2018年。在曲面的OLED屏幕上，国内只有京东方成都工厂有产线设计，而三星在2010年就已经具备OLED量产能力，目前OLED上游的有机发光材料，也主要掌握在日、韩、美等国外厂商手中，也就是说，即便是在未来竞争OLED的大客户订单上，国产面板厂商依然落后于人。

而手机屏幕面板的缺货与技术欠缺，则会大大钳制国产手机的库存、出货量与销售量以及产品良率。比如有业内人士指出，近期包括小米手机、联想ZUK等诸多国内手机品牌已出现旗舰手机供应紧张的现象，可能就与上游手机屏幕供应紧张有关。

面板缺货去台湾求人也是国产手机供应链系统大而不强的一个侧面，我们知道，在面板屏幕之外，国产手机出货，其实更离不开日本零部件与硬件产业链的支撑，许多国产厂商的屏幕由日本显示公司JDI与夏普所生产，多数用的是索尼摄像头，甚至小到Wi-Fi模块、微小的储能电容陶瓷等都是采购自日本零件商，许多零部件来自日本株式会社村田制作所Murata Manufacturing Co.和日本电子元件巨擘TDK Corp.

国际零部件供应商打了下喷嚏，国产手机就会感冒的现状还没有改观

典型案例前两年曾频频闹出索尼的摄像头供应缺货事件，当然，索尼的摄像头传感器模组是苹果三星也纷纷争抢的对象，由于订单量与品牌等因素，索尼摄像头组建订单往往也被这两家垄断，国产手机则往往因此面临供应紧缺的现状。

太过于依赖日本零部件供应也成了国产手机大而不强的一大特点，比如前不久日本地震，索尼的CMOS传感器工厂有两座都在地震中心附近，索尼新工厂据说今年8月完工投产，因此，未来国产新旗舰，受制于索尼CMOS传感器缺货的可能性会比较大。而尤其是每次iPhone新机发布，各大供应厂商需要首先满足iPhone的订单，其次才考虑其他厂商，受制于零件部供货，往往导致新旗舰错失最佳的发布时间节点而错失最佳销售时间节点。

所以我们看到，国际上大的零部件供应商打了下喷嚏，国产手机就会感冒的现状还是没有根本上的改观，国产手机发展了这么多年，供应链的产能的掌控与供应链的整体管理上，与苹果三星相比始终还是有明显差距。

国产手机厂商供应链管理弊端：把供应商当成利益博弈对手

这一方面与国产手机坚持多机型布局相关，机型增加、供应商变多，而且一旦牵涉到大规模量产订单，国际市场的资源、物流、渠道，管理、营销投入的瓶颈凸显。而随着国产手机价格战加剧，正在将零部件供应商拖向深渊。一方面，前面说到，国产手机低价战略导致国内供应链厂商缺乏资金周转研发有竞争力的零部件组建，利润低产品良品率不高，许多厂商纷纷倒闭。去年，华为中兴的一级供应商、深圳市明星企业福昌电子技术有限公司宣布破产之后，深圳中显微集团、惠州的创仕科技以及深圳领信光电有限公司等手机零配件生产商纷纷关门停产。

而由于国内手机组建供应商竞争力弱，缺乏谈判筹码，手机厂商也通过压低供应商供应组件的价格来确保成本可控，这导致零部件供应商对产业缺乏前瞻性的布局与投入。有业内人士指出，国产手机厂商的供应链管理方式就是一个季度或者周期内价格必须降低多少个百分点，把供应商当成利益博弈对手，最终导致供应商没有利润去提高自己快速响应的能力，国产厂商断货的情况时有发生。

我们看苹果，苹果由于采用的是双供应链商体系，加之利润较高、出货量大、本身又是高价值的竞争模式推动供应商不断技术升级，苹果也通过掌控相关环节核心专利与技术，进入到核心供应商环节，通过合作与合资的形式扶持核心厂商对接自身供货，推动产业链一荣俱荣，富士康与台积电等企业也因苹果赚的盆满钵满，这种模式有其稳定性与库存周转性高的一面。

反过来，国产手机厂商的低价竞争模式导致供应链代工厂与零部件厂商脆弱程度加剧，导致产品价格与价值下降，继而会导致国产厂商对接供应商零部件的稳定性不足，上游制造商迫于价格下行利润降低的压力只能降低产品的生产与研发，导致产业陷入颓势以及研发技术升级的动力不足继而落后于人。

国产厂商需要改善并反思自身的产业竞争模式与供应链管理方式

这导致的影响是，手机硬件产品技术与规格水平难以提升，整个产业缺乏竞争力，这就是一个封闭式互相传导的恶性循环，随着手机产业转型升级在即，供应链的寒冬与弱势局面与产能不足、竞争力不强的现状显然会传导给未来的手机厂商。

我们回到屏幕供应商的话题，从前面台媒指出，台湾屏幕供应商产能告急，华为则预定了内地京东方科技集团和天马微电子等公司的显示屏面板。而这两家显示屏面板厂商面临的现状是产能不足，技术相对落后于三星、LG Display、友达光电，但对于处于上行风口的华为来说，在关键的硬件组建上的将就，这就导致了用户体验上的差别，这可能使得其品牌与销量、口碑均受到牵连。我们看苹果，目前苹果的某家触控屏的供应商，已经在着力提升“纳米线柔性触摸屏”的可商用性。纳米线的导电性更强，能在一定程度上提升触屏操作的手感，该技术也将推动触控屏的升级。在手机品牌溢价上的差异，也来自于这些产品与技术升级之后带来的体验优化细节。

这也预示着国产厂商需要改善并反思自身的产业竞争模式与供应链管理方式，尽量转型到高价值的竞争模式，与供应商形成双赢机制，才能推动国产手机供应链技术转型改善低效模式，进而改善整体国产手机的供应链掌控能力与水平，反之则会将产业与自身品牌带入深渊。