March 29, 2024

Layout of overseas domestic smartphones

Recently, the Ministry of Industry and Information Technology issued the "Guiding Opinions on Accelerating Brand Building in China's Mobile Phone Industry". According to the guidance, the current global mobile phone industry is accelerating its transformation. The competition in the mobile phone industry is mainly based on the cost-effectiveness of products and the integration and control of the entire industry chain. The industry resources are further concentrated to the dominant brands.

At present, China's mobile phone production and sales rank first in the world, the market share continues to increase, and the industrial system is increasingly complete. With the increasingly fierce competition in the domestic smart phone market, the speed of domestic mobile phones “going out to sea” is increasing. The industry believes that the international market for domestic mobile phones may bring new development opportunities. But what are the "roadblocks" that will be encountered on the way to the sea? The brand influence that has been plaguing domestic mobile phones, the core technology of chips, and the shortcomings of domestic manufacturers - patents and other issues?

Domestic manufacturers "out of the sea" expansion map

At the 2014 World Mobile Communications Conference (MWC2014), domestic mobile phone manufacturers such as Huawei, ZTE, Lenovo, Coolpad, Gionee, and OPPO each brought new products, and they made their debut in the world's highest stage of communication, and they blew out the assembly numbers overseas.

On January 30 this year, Lenovo spent $2.91 billion to acquire Motorola Mobility, which is considered to be another signal of the “internationalization” of domestic mobile phone brands. Lenovo has successfully entered emerging markets such as Russia, India, Vietnam and the Philippines, with a market share of 12% in Indonesia. “Lenovo Group is rapidly transforming into a prominent player in the mobile Internet field including smartphones and tablets. This year is also the first large-scale participation of Lenovo in the World Mobile Communications Conference, aiming to fully demonstrate its 'soft power'. Lu Jiangbo, vice president of the China Electronics Chamber of Commerce, said.

“In 2013, nearly 70% of Huawei’s profits came from overseas markets.” Yu Chengdong, CEO of Huawei’s consumer business, said that the popularity of Huawei’s brands in Europe has increased significantly, with Spain, Germany and the United Kingdom being the most obvious. "In the US market known as the 'Huawei restricted zone', mobile phone terminal sales in 2013 also made a big breakthrough. This year, Huawei's global shipments of smartphones are expected to reach 80 million units, and the global market share is expected to increase from 4.8% last year. 8%-10% this year."

ZTE, which is expanding its market overseas by “3C Strategy”, has been deeply involved in the European and Latin American market segments, and has exhibited a series of high-performance, innovative and excellent user experience smartphones at MWC2014 Mobile World Congress. . The first batch of mobile phones, Open C, which was developed by ZTE and Telefonica, and which is the world's first version of Firefox OS 1.3, has attracted the attention of foreign consumers.

Yulong Coolpad has always attached great importance to overseas markets, and has long established an overseas strategy of “focusing on the big country market and focusing on big operators”. "At present, Coolpad has entered more than 10 countries and regions such as the United States, Britain, France, Germany, etc., achieving an overseas share of 10%." Lu Jiangbo said.

The reporter was informed that in addition to the above-mentioned domestic mobile phone giants, many new brands have joined the ranks of overseas expansion, and Meizu technology from Zhuhai is an example. At the 2014 International Consumer Electronics Show (CES), the Meizu flagship mobile phone MX3 debuted in the US for the first time and will enter the US market in the third quarter of this year. At present, Meizu has entered the Hong Kong region of China and the Russian, French, Israeli and Ukrainian markets.

Guotai Junan's latest statistics show that the global market share of domestic smartphones has increased year by year, and now it has a market share of 33%.

"China Core Strategy" is imperative

As an important application field of integrated circuits, mobile chips have unlimited market potential. But for a long time, China's integrated circuit (chip) industry has always been subject to people.

This year's government work report first mentioned the integrated circuit (chip) industry. The report clearly pointed out that it is necessary to set up an emerging industry entrepreneurial innovation platform to catch up with advanced in the new generation of mobile communications, integrated circuits, big data, advanced manufacturing, new energy, new materials, etc., and lead the future industrial development.

According to the latest data released by the Ministry of Industry and Information Technology, China’s imports of integrated circuits reached US$231.3 billion in 2013, a year-on-year increase of 20.5%. According to market research firm Gartner, the total demand for chips for smartphones and tablets surpassed that of personal computers for the first time in 2013, and this pattern change will continue to increase in the future. "China manufactures 1.18 billion mobile phones every year, 350 million computers and 130 million color TVs. The production and sales volume is the highest in the world, but the patent fees embedded in the chips have made Chinese companies a migrant worker of international manufacturers. If the mobile phone wants to really go out and fly into the homes of ordinary people in the country, the 'China Core Strategy' is imperative.” Zhou Shengming, director of the National Integrated Circuit Design Shenzhen Industrialization Base, said.

The shipment of communication chips has maintained rapid growth in recent years, reaching 1.1 billion in the first half of 2013. Zhou Shengming used the communication chip as the main carrier of the mobile phone industry as an example. "Because Qualcomm has monopolized a high-end chip with more than 4 cores, a mobile phone that sells for $300, Qualcomm has to take around $70."

With the formulation of relevant support policies, Lu Jianbo and other professionals expect that the era of full integration of the domestic chip industry has arrived. “In the past, the scattered, multi- and small enterprises were about to be integrated by large enterprise groups, and the country’s next step would be Increase efforts to support the integrated circuit industry, the industry will usher in a new round of peak period." Lu Jianbo said.

In the 4G era, the localization of chips is the trend of the times, and the group has taken up, let people also see the dawn of domestic chip revitalization. Coupled with the unprecedented support policies and new ideas of the central and local governments, it has become possible to rapidly grow a group of internationally competitive chip companies.

"With the strong driving of the domestic market and the active use of international open technology achievements, China has initially achieved a double breakthrough in the core technology and market applications in the field of mobile chips. This will in turn boost domestic mobile phones to accelerate the capture of foreign markets. Chinese-made mobile phones will also contain more elements of China's 'intelligence'," Lu said.

Take the road of brand internationalization

Domestic mobile phones must really "go out", and the melee and layout in the low-end market is far from enough. To expand overseas markets, there is no influence without brand advantage, and there is no profitability. According to the latest data released by market research firm IDC, Apple captured 56% of the market's profits in 2013 with only 15% of shipments. "In order to improve brand and profit margin, domestic mobile phone manufacturers will have to extend to the middle and high end." Mobile phone industry analyst, independent telecommunications expert Fu Liang said.

Fu Liang believes that although the development of domestic mobile phones has been fierce in the past, most of them belong to the accumulation of quantity, and the qualitative leap has never appeared. Behind the half of the smart phone share, technology, profit, and brand are still the three pain points in the hearts of domestic mobile phone manufacturers.

Nowadays, to change the inherent positioning of the market for its low-end, the first thing to do with domestic mobile phones is to reshape the brand image. Fei Liwang, president of Feixiang.com, said that patents are the most easily encountered “roadblocks” in the process of overseas expansion of Chinese mobile phone manufacturers. The huge patent fees are even higher than those of domestic brands. Domestic brand manufacturers need to increase research and development, paying attention to technology and patent accumulation. "Unlike the 'cottage out of the sea', which was dominated by GSM function machines a few years ago, the domestic brands that have risen rapidly in the era of smart phones must fade away from the 'cottage' label and strive to realize brand internationalization as soon as possible."

On March 27th, at the special seminar on "Merger and Monopoly in the Age of Smart Phones" held at Peking University, experts at the conference said that based on the technology accumulation of Microsoft and Nokia in related fields, "Microsoft acquired Nokia" is bound to be completed. It will have an important impact on the world mobile phone industry, especially the Chinese mobile phone industry, in the licensing of patents and authorized users.

In addition, domestic brand mobile phones need to accumulate and opportunity to enter foreign markets: ZTE's achievements in foreign markets have benefited from its good relationship with local operators over the years; Lenovo may rely on the acquisition of Motorola, which has just acquired, to open up the US market. .

However, compared with enterprises such as Apple and Samsung, domestic mobile phones still have a large gap in the combination of terminals and software and application services, and further improvement of product innovation capability and core competitiveness is needed. Experts said that in the 4G era, after the initial scale expansion, domestic mobile phone manufacturers need to further transform, focus on the innovation of brand building, products and technology, take the internationalization of the brand, and gradually enter the high-end market to seek Profitability, this is also the key factor for the future of domestic mobile phones to complete.

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