Four indicators tell you: China's domestic mobile phone-how far is it to catch up with
Apple, China Mobile phone,
Apple, iPhone-IT information
Thanks to IT the information user Thorn ° submission
Recently, Huawei P10 event, its consumer business CEO Yu said Huawei mobile phone products and technologies beyond Apple, the next step to improve the Android ecosystem, ecological and catch up with Apple on the service. This isn't the first time Yu put words to catch up with Apple, funny, ren zhengfei, President of Huawei has said, "who want to go beyond Apple, Samsung and a fine of 100 Yuan."
So here's the thing: represented by Huawei of China-made mobile phones can catch up with Apple?
Please look at a few key indicators of comparative analysis.
, The market share of China-made mobile phones began to rise
Earlier, IDC (International Data Corporation), according to data published by 2016 shipped 1.47 billion global smart-phone market, hit a record high, but compared with the 2015 only 2.3% and mainstream markets such as China, the United States, an end to the past trend of rapid growth.
Figure 1 2016 global smartphone sales in the top five (source: IDC cartography: NetEase's Research Department)
As shown in Figure 1, sales of the top five mobile phone manufacturers are the Samsung, Apple, Huawei, OPPO and vivo, sales accounted for respectively 21.2%, 14.6%, 9.5%, and 5.3%. Meanwhile, Samsung and Apple's market share shrunk, down 3% and 7%; Huawei, OPPO and vivo's market share, an increase of 30.2%, 132.9% and 103.2%.
Second, the profit margin: the lack of profitability of China-made mobile phones
Figure 2 2016 global mobile phone manufacturers profit (source: SA mapping: NetEase's Research Department)
According to market research firm Strategy Analytics statistics 2016 cell phone industry's total profit of $53.7 billion, Apple's taken $44.9 billion, accounting for 79.2% of the industry's total profits; Samsung has encountered storm Note 7 battery explosion, received 8.3 billion dollar profit, than 14.6%. In other words, Apple and Samsung 93.8% per cent of total industry profits, other handset makers share the remaining 6.2% profits.
Although Huawei handset shipments came up, but hard to rival Samsung and Apple on the profitability. Strategy Analytics data show that Huawei sold 139 million handsets last year, total income of $929 million, sold a cell phone only earn $6.68 on average (about 46 million). It is not surprising that media reports, ren zhengfei, President of Huawei mobile phone business profit is not satisfied.
Lack of profitability is not just the Huawei cell phone problems, the collective problem of China-made mobile phones. According to League Secretary General Wang yanhui, China Mobile phone watch in 2016, Huawei, OPPO, VIVO's profit forecasts differ, are around 10 billion yuan renminbi; sound-Jin in the second camp, and is expected to exceed 1 billion yuan of profits; most of the other brands at a loss.
Third, control of the supply chain: China-made mobile phones "on his throat throat"
A cell phone involved dozens of parts suppliers, even hundreds. IPhone 6 as an example, involving a total of 793 handset component suppliers, distribution in the United States, France, Mexico, Brazil, Japan and other countries. It can be said that grip on the supply chain almost decides the life and death of a cell phone manufacturer.
Millet, hammer in the early days across the supply chain, because when a mobile phone manufacturers had not reached sufficient magnitude, there would be no ability to negotiate and supply chain, upstream supply chain will give priority to assign an item to Apple, Samsung and other big manufacturers.
In the mobile phone industry, the main chip, storage, screens are known as mobile phone three essential, China after years of imitating the handset supply chain development, production screen is no longer a problem, but still weaker than the Japanese and Korean manufacturers; the main chip, Qualcomm and mediatek is still market leader; storage is in the early stages to follow stages.
Remove individual Chinese cell phone makers have some independent research and development capacity, and almost all other manufacturers need materials to be imported. Once the upstream supply chain out of the delivery, mobile phone factory will be delayed or even missed the golden age of sale of mobile phone.
Different from the millet, hammer, OPPO, VIVO 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. Generally speaking, voice is still in control of the supply chain of mobile phone manufacturers in China in foreign hands.
Four, core competency: Apple has a very strong ecological adhesive
Apple's biggest weapon was the iOS system, based on this, Apple has a strong eco-sticky. Apple stores, Apple music, iCloud, payment and other business than mobile hardware more profitable and to increase user stickiness, once users join the Apple ecosystem, will buy more hardware products, forming a virtuous circle.
In 2016, the Apple App Store revenue reached US $28.5 billion, Apple got into 30%, about $8.5 billion. China made three Huawei, OPPO, VIVO, overall profits of about $2 billion of its smartphones, Apple App Store profits are Chinese-made three strong profit four times!
Apple's fast-growing service revenues, China's domestic mobile phone manufacturers still rely too heavily on a single hardware revenue. Popular Internet thinking the past two years, many Chinese-made eco-phone manufacturers rushed to layouts, advocated by eco-money services and software and hardware does not make money.
Millet and TV plus representatives of ecological thinking mode and the Internet. But with falling sales of mobile phones and low-end users is difficult to continue paying for the software application services, relying on ecological tell stories became more and more difficult to make money in software and millet after years of shifting hardware chain, other Chinese-made mobile phones rely on voice of eco software service to make money are getting smaller and smaller.
Popular content from the current payment, live tours and other content consumption trend can be seen, people's consumer demand is growing, which is why Apple can't sell, but important causes of software services revenue growth.
According to analyst projections, between now and fiscal year 2021, Apple service revenue growth is estimated to be 17%, App Store revenue will continue to maintain the annual growth rate of about 30%, but hardware revenue growth every year 2.4%. Fiscal year 2021, Apple's gross margins of approximately 75% will come from the services business.
It can be said that Chinese domestic brands and Apple's greatest gap is in ecological systems. Huawei is also catching up with Apple's iOS system, it is understood that the 2016 Huawei applications market cumulative number reached 600 million users, application download amounted to 45 billion, an increase of 157%, but the number of developers just 240,000, while third quarter of 2016 iOS developers there is more than 1 million people in China, gaps remain.
China-made mobile phones to catch Apple take time, Apple's strong profitability for China's domestic mobile phone manufacturers a heads up: how to sell hardware at the same time, binding and innovation and its own app store, games, music, mobile and other emerging business software revenue, will be the future of mobile phone manufacturers to break deadlock in important key to revenue growth.
四个指标告诉你：中国国产
手机离赶超
苹果还有多远 - 中国国产
手机,
苹果,iPhone - IT资讯
感谢IT资讯网友 Thorn ° 的投稿
近日华为P10发布会上，华为消费者业务CEO余承东表示，华为手机已在产品和技术上超越苹果，下一步要完善安卓生态体系，在生态和服务上赶超苹果。这不是余承东第一次放话要赶超苹果，有意思的是，华为总裁任正非也曾表态，“谁要再提超越苹果三星，罚款100元”。
那么问题来了：以华为为代表的中国国产手机究竟能否赶上苹果呢?
请看几个关键指标的对比分析。
一、市场份额：中国国产手机开始崛起
此前，IDC(国际数据公司)公布的数据显示，2016年全球智能手机市场共出货14.7亿台，创下历史最高纪录，但与2015年相比仅增长了2.3%;而中国、美国等主流市场，都结束了以往迅猛增长的趋势。
图1 2016年全球智能手机销量排名前五(数据来源:IDC制图:网易研究局)
如图1所示，销量排名前五的手机厂商分别是三星、苹果、华为、OPPO和vivo，销售占比分别为21.2%、14.6%、9.5%、6.8%和5.3%。与此同时，三星和苹果的市场份额缩减，同比下降3%和7%;华为、OPPO和vivo的市场份额上升，同比提高30.2%，132.9%和103.2%。
二、利润率：中国国产手机盈利能力不足
图2 2016年全球手机厂商盈利状况(数据来源:SA制图:网易研究局)
据市场研究机构Strategy Analytics统计，2016年手机行业总利润537亿美元，苹果拿走449亿美元，占行业总利润的79.2%;三星虽遭遇Note 7电池爆炸风波，仍获得83亿美元利润，占比14.6%。也就是说，苹果与三星占行业总利润的93.8%，其他手机厂商分食剩余6.2%的利润。
尽管华为手机出货量上来了，但在盈利能力上难与苹果三星匹敌。Strategy Analytics数据显示，去年华为卖出1.39亿部手机，总利润9.29亿美元，平均每卖出一部手机仅赚6.68美元(约46元人民币)。难怪有媒体报道，华为总裁任正非对手机业务的利润不满意。
盈利能力不足不光是华为手机的问题，也是中国国产手机的集体问题。据手机中国联盟秘书长王艳辉观察，2016年华为、OPPO、vivo的利润预估相差不大，都在100亿元人民币左右;第二阵营的金立、传音利润预计超过10亿元人民币;其他品牌绝大部分处于亏损状态。
三、供应链掌控力：中国国产手机“被扼咽喉”
一款手机所牵涉的零部件供应商动辄几十家，甚至上百家。以iPhone 6为例，共涉及793家手机零部件供应商，分布在美国、法国、墨西哥、巴西、日本等多个国家。可以说，对供应链的掌控几乎决定着一家手机厂商的生死。
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，就没有和供应链谈判的能力，上游供应链会优先把物料分配给苹果、三星等巨头厂商。
在手机行业，主芯片、存储、屏幕被称为手机必不可少的三大件，中国手机供应链经过多年的模仿式发展，生产屏幕已不成问题，但仍弱于日韩厂商;主芯片方面，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要进口。一旦上游供应链拿不到货，手机出厂就会延迟，甚至错过销售手机的黄金时期。
与小米、锤子不同，OPPO、vivo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。总的来说，中国手机厂商的供应链话语权仍掌控在国外厂商手中。
四、核心竞争力：苹果拥有极强的生态粘性
苹果最大的杀手锏是iOS系统，基于此，苹果拥有极强的生态粘性。苹果商店、苹果音乐、iCloud、苹果支付等业务，比手机硬件利润更高，而且能够增加用户黏性，用户一旦加入了苹果的生态系统，将会购买更多硬件产品，形成良性循环。
2016年，苹果App Store营收达到285亿美元，苹果从中获得了30%的分成，约85亿美元。而中国国产三强华为、OPPO、vivo，其智能手机的整体利润只有约20亿美元，苹果光App Store的利润就是中国国产三强利润的四倍!
相对苹果高速增长的服务收入来说，中国国产手机厂商仍过于依赖单一硬件的营收。过去两年互联网思维大行其道，许多中国国产厂商争相布局生态手机，倡导通过服务和软件生态挣钱、硬件不赚钱。
小米与乐视是生态模式与互联网思维的代表。但随着手机销量下跌，低端用户很难持续为其软件应用服务买单，依赖软件生态赚钱的故事越来越难讲，因此小米此后几年的重心转向硬件生态链，其他中国国产手机要依赖软件服务生态赚钱的声音也越来越小。
从目前风靡的内容付费、直播打赏等内容消费趋势可以看出，人们的精神消费需求日益增长，这也是为什么苹果手机卖不动了，但软件服务营收高速增长的重要原因。
据分析师推算，从现在开始到2021财年，苹果服务营收每年增长率预计为17%，其中App Store营收将继续维持约30%的年增长率，但硬件营收每年才增长2.4%。到2021财年，苹果大约75%的毛利润将来自服务业务。
可以说，中国国产品牌与苹果最大的差距就在于生态系统。华为也在追赶苹果的iOS系统，据了解，2016年华为应用市场累计用户数达到6亿，应用下载量达450亿，同比增长157%，但开发者数量仅为24万，而2016年第三季度中国iOS开发者人数已超过100万人，差距仍在。
中国国产手机想要赶上苹果尚需时日，苹果强大的盈利能力也给中国国产手机厂商提了一个醒：如何在销售硬件的同时，绑定并创新自身的应用商店、游戏、音乐、移动支付等新兴软件营收业务，将是未来手机厂商打破营收增长僵局的重要关键。