Hidden behind the rise of China-made mobile phones: profits were too low, the supply chain is too weak-China-made mobile phones made in China-IT information

Never lack mobile industry leads, there are even more hot spots and war. Into the first years of the age of intelligent machines, Apple, Samsung international manufacturers of the world, Huawei, OV Chinese original equipment manufacturers to rapidly rise, pressing harder and harder.

Sales were poor, and why profits are very low?

In fact, judging from sales, IDC data showed global sales of the top five mobile phone manufacturers Samsung, Apple, Huawei, OPPO and vivo, the top five mobile phone manufacturers market shares accounted for: 21.2%, 14.6%, 9.5%, 6.8%, 5.3%, China-made mobile phones accounted for three. Data is displayed in the China market, OPPO 16.8% market share beyond its 16.4%, became the first great wisdom master machine manufacturers, Apple is very serious about the Chinese market, but fell 23.2%, Samsung is being squeezed out of the top five.

But market research firm Canaccord Genuity data show that in 2016, fourth-quarter global sales of Apple's share was about 18%, but 92% of the profits that it occupies the entire industry. Second Samsung Smartphone industry profits accounted for 9%, Sony 1%, BlackBerry even to 1%.

, Another market-research firm Strategy Analytics report can also see 2016 91% of the mobile phone market in the third quarter profits by Apple to win, while profits 2-4 of the manufacturers from China, Huawei, Vivo and OPPO, respectively.

So here's the thing, Samsung, Huawei, OV's sales were poor, Apple and Samsung, two shipments of smart phones are only 800,000 difference, but why Apple's profits are crazy to carve up more than 90%?

This must be an account, reference data from Walkley in 2016, fourth quarter, Samsung Smartphone average selling price of us $182, and Apple as much as $695, which is almost four times times. Analysis of market research firm IHS has, iPhone parts cost $224.90.

Back to domestic mobile phone manufacturers, however, OV, Huawei pricing while the biases in the high-end, but at the cost of promotion, research and development, marketing is an astronomical figure, greatly increases the production cost of a cell phone.

In other words, Apple the purposes of maximizing price, cost, however, is to minimize production costs.

This is China's domestic mobile phone manufacturers, it is a critical, rapid rise in sales, but profitability is so low, even at a loss, sells a lost one.

So next how to accelerate market expansion at the same time, can also increase brand premium profit ability becomes a Bank of China-made mobile phones must be crossed.

Price hikes are inevitable, but are behind supply chain control

If the mobile phone industry to 2016 El, escape to stock markets, offline channels is King, a clear trend of high-end machines, the price war to war and so on keywords.

But the public perception of the most obvious is the general rise in prices, which is the focus of interest to users.

In fact, judging from several third party data released recently, domestic manufacturers in addition to Huawei, OV, and several others are bitter, low prices are not up to the amount the goal, high prices and not sell out. Apple, Samsung, while global markets remains strong, but too much pressure Alexander.

Millet as an example, the IDC data showed shipments for the year 2016 millet-36%, market share fell to 2015 in 8.9%, ranking directly below fifth. Millet examples tell us that fall from the top to the foot, just a year's time.

Perhaps Lei have long been aware of the type of the result, millet cheer him ahead of the annual meeting at the end of last year said that the worst is over, and in 2017 breakthrough billion target.

So, for billions of mobile phone to target contributions to how much? Lei does not express. But he said publicly before that of millet sold too cheap.

Money earned, hunger, market, is millet's stock-in-trade, but want to achieve billions of target, mobile phones businesses make profits, even if not profitable or at least not lose. Pursuit of value for low prices in the past, give millet full make money, plus synchronized downturn in sales, Lei more abashed.

From this point of view, for profit, phone prices are inevitable. Like Meizu, one and other mobile phone manufacturers price increases, also aims to be profitable and enhance the brand premium.

However, there is also a key factor behind this, that is, from the effects of currency devaluations, tariff policy, mobile collective rise in materials prices, upstream supply chain capacity does not increase in the number of mobile phones, causing a lot of components only rush to get orders in advance.

2017 is not so much competition among mobile phone manufacturers, but rather is a game with the relations between supply chain. Mobile phone manufacturers have faced problems are not able to sell mobile phones, but users need to be based on the number of mobile phone, components can be supplied and assembled in a timely manner.

Users never concerned about the supply chain in the past, this one has to really go to the front desk.

Supply chain so important?

Can without exaggerated of said, on supply chain of control almost decided with a home manufacturers of death, initially millet, and hammer in founded early are stepped on had supply chain of pit, because Dang a phone manufacturers, no reached enough of volume level, on fundamental no and supply chain negotiations of capacity, upstream supply chain also will priority put material distribution to Apple, and Samsung single products even reached 30 million Taiwan like of giant manufacturers. Different from the millet, hammer, OV initially choose to build factories, buy materials to build their own, has a strictly on quality control, plus the two-year surge in sales, the upstream supply chain also has the right to speak.

I believe many people will recall that millet the first mobile phone models for consumers, the biggest problem is not all get, which is considered to be the hungry market. But millet was originally just a very small phone companies, capacity is very limited, lead has been unable to meet the needs of users.

Hammer too, long-term cell phone capacity and quality control problems at the beginning was plagued by Luo Yonghao, openly said he underestimated the capacity of mobile phone, leading to betray users again and again.

So once the upstream supply chain out of the delivery, mobile phone factory will delay future behavior occurs, and even missed the golden age of sale of mobile phone.

In particular, it is regrettable that, Chinese mobile phone manufacturer's sales are up, but the voice is still in control of the supply chain in the hands of foreign manufacturers.

In the mobile phone industry, the main CPU, storage, and display three devices known as mobile essential Chinese imitation handset supply chain after more than 10 years development, production screen is no problem, but still weaker than the Japanese and Korean manufacturers, the main chip, Spreadtrum, Hass also is struggling to catch up phase, Qualcomm, mediatek is still the market leader, storage is in the early stages to follow stages.

Remove individual Chinese cell phone makers have some independent research and development ability, and other needed items, almost all imports.

Not only that, but a cell phone from scratch, the supply chain vendors involved dozens of or even hundreds. Apple, for example, launch in 2014 iPhone 6 o'clock, 793 plants as a supplier of apples, in the United States, France, Mexico, Brazil, Japan and other regions. Securities Research at Credit Suisse reported that County businesses to 349 the number of top 139 factories in Japan, the United States and Taiwan suppliers are 60, 42.

This shows that want it all reached a cooperation agreement, not in a day, needs a strong grip, once a link problem, capacity will not keep up, phone failing to market a stillborn products are possible.

Supply chain management and control properly, lying down can make money

Compared to other mobile phone manufacturers award-supply chain, and Samsung is holy. Because it is not just a mobile phone manufacturer, is an upstream supply chain manufacturers can achieve self-sufficiency. Samsung phones powerful supply chain, covering the screen, CPU, memory, camera module, batteries, resistors, capacitors, inductors, motors, intelligent machines of all kinds of components such as PCB, highly collaborative.

So we can save the cost of management, in order to better control the rhythm of production and yield, more profitable, and other mobile phone manufacturers are also seen on the face.

On January 23 this year, Samsung announced the Note7 the cause of the blast, 2016 of fourth quarter and full year financial results were announced the following day. Surprising is that in 2016, Samsung's operating profits of 29.24 trillion won, up 10.7%; operating income of 201.87 trillion won, compared with 200.65 trillion won last year.

Note 7 after the explosion in the fourth quarter, Samsung's operating profit 9.2 trillion won (about 7.89 billion dollars), compared to 6.14 trillion yuan in the same period last year grew by 50.11%; compared to the previous quarter, and rose 77.34%.

Such results is surprising to many people, even performed the first three quarters, but the fourth quarter seems to Note 7 explosion did not cause any negative impact, at least earnings completely fail to see.

Under the bottom, you will find the results mainly from the semiconductor business and business! Among them, the business operating profit of 1.34 trillion won in the fourth quarter, an increase of 346.7%; operating income was 7.42 trillion won, up 13.6%. Semiconductor revenue profit of 4.95 trillion won, up 76.8%; operating income of 14.86 trillion won, 12.5% more than last year.

Turns out, while his cell phone explosion, but growth in other phones, Samsung grip with the components lying still counting the money.

It makes people think, ever keen to tear forcing Chinese manufacturers, Samsung Note 7 during the explosion, no other manufacturers too much comment on Samsung, caliber is amazingly consistent: Samsung, as a powerful manufacturers, we believe that it can deal with the bombing.

Sales growth of mobile phone manufacturers in China, and also had a place in the international market, however, profitability level in the supply chain is too trivial. If Chinese manufacturers can supply chains, profitability has a voice like Samsung, Apple, real world out of the days are not far off.

中国国产手机崛起背后的隐患：利润太低，供应链太弱 - 中国国产手机,中国制造 - IT资讯

手机行业从来不缺乏主角，更不乏热点和战争。进入智能机时代的头几年，是苹果、三星国际厂商的天下，如今华为、OV中国国产厂商迅速崛起，步步紧逼。

销量不差，为何利润却很低？

事实上，单是从销量看来，IDC的数据显示全球总销量排名前五的手机厂商是三星、苹果、华为、OPPO和vivo，前五大手机厂商市场份额占比为：21.2%、14.6%、9.5%、6.8%，5.3%，中国国产手机占了三个。中国市场的数据则显示，OPPO以16.8%的市场份额超越华为的16.4%，成为国内第一大智能手机厂商，十分看重中国市场的苹果，却同比下降23.2%，三星更是被挤出前五。

不过市场调研公司Canaccord Genuity的数据却显示，虽然苹果在2016年第四季度销量全球所占份额约为18%，但是它所获得的利润占据整个产业的92%。其次三星占了智能手机产业利润的9%，索尼只有1%，黑莓连1%都不到。

另一家市场调研机构Strategy Analytics的报告也可以看到，2016年第三季度91%的手机市场利润被苹果拿下，而利润排名2-4位的厂商均来自中国，分别是华为、vivo和OPPO。

那么问题来了，三星、华为、OV的销量都不差，苹果和三星两家智能手机出货量也只是相差80万部，但为什么苹果的利润却疯狂的瓜分了90%以上？

这就要先算一笔账了，引用Walkley的研究数据，2016年第四季度，三星智能机的平均售价为182美元，而苹果的高达695美元，后者几乎是前者的四倍。市场研究公司IHS也曾分析，苹果手机的零部件成本为224.90美元。

然而回到国内手机厂商，OV、华为的定价虽然偏向中高端，但是在推广、研发、营销层面的开销也是一笔天文数字，大大增加了一部手机的生产成本。

也就是说，苹果施行了最大化定价，然而花费的是最小化生产成本。

这对于中国国产手机厂商来说，实在是一个暴击，销量飞速的涨，然而盈利能力却如此低，甚至很多都在亏损，卖一部赔一部。

所以接下来如何加速市场扩张的同时，也能提升品牌溢价获得盈利的能力则成为中国国产手机必须跨过的一个坎。

涨价是必然，但背后是供应链的管控

如果要总结2016年的手机行业，逃脱不了存量市场、线下渠道称王、高端机趋势明显、价格战转为品牌战等等关键词。

但是，被众人感知最明显的是手机价格的普遍上涨，这也是用户关心的焦点。

事实上，从最近几家第三方机构发布的数据来看，国内厂商除了华为、OV，其他几家都很苦逼，低价达不到走量目的，高价又卖不出去。苹果、三星虽然在全球市场依然坚挺，但也甚觉压力山大。

以小米为例，IDC数据显示2016年小米全年出货量同比下跌36%，市场份额也从2015年的15.1%下跌到如今的8.9%，排名直接降到第五。小米的例子告诉我们，从巅峰落到山脚，只需一年时间。

或许雷军早就意识到是这样的结果，去年底小米年会上他就提前给打气说，最坏的时候已经过去了，并且要在2017年突破千亿元目标。

那么，手机能够为千亿目标贡献多少呢？雷军并没有明示。不过在此之前他曾公开说小米卖的太便宜了。

赔钱赚吆喝、饥饿营销，向来是小米的拿手好戏，但是想要实现千亿目标，手机业务就得盈利啊，即便不能盈利至少不能亏。以往追求性价比的低价策略，让小米完全赚不到钱，加上销量同步下滑，雷军更心急了。

从这个角度看，为了盈利，小米手机涨价是必然。诸如魅族、一加其他手机厂商涨价，目的也是为了盈利，同时提升品牌溢价能力。

不过，这背后还有一个关键因素，那就是受人民币贬值、关税政策的影响，手机物料价格集体上涨，上游供应链的产能无法满足手机数量的增长，导致很多元器件只有提前抢购才能够拿到订单。

与其说2017年是手机厂商之间的竞争，倒不如说是与供应链之间关系的博弈。手机厂商们面临的问题不是能够卖出多少台手机，而是用户需要的手机数量基础上，元器件能否及时供应并组装完成。

以往用户从来不会关注到的供应链，这一次也不得不真正走向前台了。

供应链为何如此重要？

可以毫不夸张的说，对供应链的掌控几乎决定着一家厂商的生死，最初小米、锤子在创立初期都踩过供应链的坑，因为当一家手机厂商，没有达到足够的量级，就根本没有和供应链谈判的能力，上游供应链也会优先把物料分发给苹果、三星单品甚至达到3000万台之类的巨头厂商。与小米、锤子不同，OV最初就选择自建工厂，买来物料自己组装，对品控有着严格把关，加上这两年销量猛增，在上游供应链也加大了话语权。

相信很多人都记得，小米最初几款手机对于消费者来说，最大的问题就是抢都抢不到，这被认为是饥饿营销。但是实际上小米最初只不过是一个非常小的手机公司，产能非常有限，导致一直无法满足用户需求。

锤子也一样，初期长期的手机产能不足和品控问题让罗永浩备受困扰，就连他自己都公开表示低估了做手机的产能，导致一次次失信于用户。

所以一旦上游供应链拿不到货，手机出厂就会延迟，出现期货现象，甚至错过销售手机的黄金时期。

尤其遗憾的是，中国手机厂商的销量是上去了，但是供应链的话语权仍旧掌控在国外厂商手中。

在手机行业，主芯片、存储、屏幕被称为手机必不可少的三大器件，中国手机供应链历经十多年的模仿式发展，生产屏幕已经没问题，但仍弱于日韩厂商，主芯片层面，也有展讯、海思奋力追赶阶段，高通、联发科仍是市场霸主，存储更是处于早期跟随阶段。

除去个别中国手机厂商有一定的自主研发能力，其他厂商所需要的物料，几乎全部都要进口。

不仅如此，一款手机从无到有，所牵涉到的供应链厂商动辄几十家甚至上百家。以苹果为例，2014年推出iPhone 6时，793家工厂作为苹果的供应商，分布在美国、法国、墨西哥、巴西、日本等各个地区。当时瑞信证券研报称，中国大陆厂商以349家的数量位居榜首，日本139家厂商，美国和中国台湾地区供应商分别是60家、42家。

由此可见，想要全部达成合作协议，并非一日之功，更需要强大的掌控能力，一旦一个环节出现问题，产能就会跟不上，手机无法按时推向市场，一款产品胎死腹中都有可能。

供应链管控得当，躺着也能赚钱

相对于其他手机厂商倍受供应链折磨，三星就显得运筹帷幄了。因为它不只是一个手机厂商，更是一个可以实现自给自足的上游供应链厂商。三星手机强大的供应链，覆盖了屏幕、CPU、存储器、摄像头模组、电池、电阻、电容、电感、马达、PCB等智能机的各类部件，协同性极强。

这样不仅节省管理成本，也便于更好控制生产节奏和产量，让利润更丰厚，其他手机厂商也都要看它的脸色。

今年1月23日，三星公布了Note7爆炸原因，次日便公布了2016年第四季度及全年财报。令人诧异的是，2016年全年，三星的营业利润为29.24万亿韩元，同比增长10.7%；营业收入为201.87万亿韩元，去年同期为200.65万亿韩元。

就在Note 7爆炸之后的第四季度，三星的营业利润为9.2万亿韩元（约合78.9亿美元），相比去年同期的6.14万亿元增长50.11%；相比上一季度，环比增长77.34%。

这样的财报数据令不少人感到诧异，即便前三季度表现不凡，但第四季度似乎Note 7爆炸并未造成任何负面影响，至少财报完全看不出。

深究之下，你会发现这样的业绩主要得益于半导体业务和面板业务！其中，第四季度面板业务营业利润为1.34万亿韩元，同比增长346.7%；营业收入为7.42万亿韩元，同比增长13.6%。半导体业务营收利润为4.95万亿韩元，同比增长76.8%；营业收入为14.86万亿韩元，比去年同期增长12.5%。

事实证明，虽然自家手机爆炸，但是只要其他手机有增长，三星照样凭借对元器件的掌控躺着数钱。

这让人不禁想起，以往很热衷撕逼的中国厂商们，在三星Note 7爆炸期间，没有任何一家厂商对三星做过多评论，口径却出奇的一致：三星作为一家实力雄厚的厂商，我们相信它可以处理好这次爆炸事件。

中国手机厂商的销量是增长了，在国际市场也占有一席之地，但是在供应链、盈利能力层面就太微不足道了。如果某一天中国厂商也能在供应链、盈利能力拥有如三星、苹果一般的话语权，距离真正走出世界的日子也就不远了。