"Horizontal expansion, vertical deep excavation" is the inevitable trend of the development of mobil

Since the mobile phone market development, after 2016 years after the big reshuffle, terminal market direction has been basically said or done, according to mobile news online observation, in the domestic market, 2015 shipments of the top five brands occupied at 59.7% market share, but by the end of 2016, the rapidly rising to 66.5%, single in the fourth quarter of 2016, the proportion reached nearly 70%.

At the same time, in the global market, five shipments as a share of 51.5%, 2015 years ago, but in 2016, the data also climbed to 57.8%, from the fourth quarter of 2016, the top five market share reached 60%. 

 Through the comparison of the above data, we can clearly see that the brand benefit has become more intense, and the polarization of the situation has intensified. 

In the terminal market to "bar shape", and the same is true of the supply chain, in the past two years, the market often spread the news of many business failures or bankruptcy, and the cause of the phenomenon appear mainly lies in two aspects, on the one hand is the terminal market centralization, lead to some small terminal manufacturers shipments fell and end to the mobile phone business, affected its supply orders were cut off.

 on the other hand, the relative terminal brand quantity is limited, the mobile phone supply chain end is relatively a big oven ": first, the field of supply chain includes is various, especially in some non-core business, enterprise number ten points layout; Second, the supply chain competition is very fierce, and also in some non-core business, and even some core areas, such as processor market, early qualcomm, mediatek, spreadtrum, core, LG, zte, etc., up to now, qualcomm mediatek to continuous, mediatek spreadtrum fireworks, recently, qualcomm is partnership with united core, which means it goes without saying. 

   Market, such as panel again after samsung in the OLED panel market layout so long story, but in 2016, terminal manufacturers of OLED panel is simply, one important reason lies in the domestic market OPPO and vivo shipments surged last year, and at the same time, samsung exit in OLED and LCD market market marketing success, thus promote the domestic panel factory, terminal manufacturers layers of follow up. 

  The same is true of the current market for touch chips and the current fingerprint chip market. It can be learned from the case summary that in the mobile phone supply chain, the competition pattern becomes more and more fierce. 

   There are two main reasons. Firstly, it is guided by the terminal market, and the number of enterprises in the same field in the supply chain is shrinking rapidly in the direction of the terminal market. Secondly, from the perspective of the development of mobile phone product, at present it has faced a serious technical bottlenecks, this from the last two years of the so-called "new technology", "black technology" can be seen, such as double photo, full screen, etc. 

   From the perspective of the whole industry chain, the trend of industrial chain can be described as "horizontal expansion and vertical deep excavation". In fact, it is the same with the general trend of mobile phone industry chain. 

  First to look at the "scale", the so-called "horizontal scalability", simply put is mainly some of the industry merger or consolidation, the class was divided into two categories: one is for industry consolidation or whole and original, which is divided into horizontal integration of similar enterprises or consolidation and upstream and downstream integration and consolidation. From 2016 to present, the merger and acquisition of the mobile phone industry chain has been further enumerated. 

   Integration and the concept of the whole and upstream and downstream just a big, relative to develop, is the most direct and effective acquisition, merger and acquisition, in addition, there is a relatively "euphemism" is to grab the order, for the latter, the need to have a certain strength and the enterprise itself, and the number of companies expand their business in this way, more and more in the whole mobile phone industry chain across the amplitude is becoming more and more big. 

    In guangdong hong qing electronic materials technology co., LTD. (hereinafter referred to as the "hong qing"), for example, according to the author understands the message is that the company was originally a layout in the oil companies in the field of rubber and thermal curing acrylic glue, through continuous research and development of advanced technology, its starting in 2010 into the light curing pressure sensitive adhesive and light curing acrylic glue. 

    At the same time, the company is a supplier of 3M, a company that supplies 3M supplies of off-form paper, off-type membranes and conductive fabrics. Mentioned above, on the other hand, the company has been in the field have a certain strength and adhesive tape, glue for adhesive tape manufacturer for core elements, in this case, hong qing is directly across the tape market. 

   According to mobile phone news online, China has lagged behind industry demand for the development of domestic adhesive materials. Especially with the explosion of the consumer electronics manufacturing industry in recent years, China's domestic adhesion materials rely heavily on the import situation still not solved. 

   Because of this, hong qing to glue in field, and enter the field of glue, the cross into the tape market again, from the point of the company development, we can clearly see that layer upon layer thorough framework. 

   Take a look at vertical "dig", the so-called "vertical dig" mainly reflects in some emerging markets, since the second half of 2016, operation of capital in the mobile phone industry chain is very frequent, the main reason has two aspects, on the one hand is to the layout of the future market, on the other hand, for the listed companies, capital operation can be said to be "grafting" risk, or "minimal risk". 

   Such as the OLED panel market, the current of the domestic panel makers of the OLED love is beyond words, at the same time, under the push of south Korean manufacturers, the biggest benefit is the panel makers in South Korea and Japan equipment manufacturers, domestic shipments of OLED panel are not big, can't meet the market demand, capacity control mainly in samsung. 

Again, such as 3 d camera, 3 d glass, pottery and porcelain, full screen, etc., are the hotspot in the field of mobile phone, 3 d camera under the impetus of the apple phone makers have a peek at already a long time, and 3 d glass and ceramics as the main competitors of the future mobile phone casing, each big manufacturer of investment is also emerge in endlessly. 

   3D glass, for example, it is a gradual evolution process, from the initial plane glass, the glass to the previous 2.5 D, to the current 3 D glass, this is a process of "vertical deep digging", but from the point of environment, mobile phone casing, from plastic to metal and glass or ceramic, belong to the same vertical "dig". 

   Above mentioned hong qing, too, as the OLED panel market more and more hot, the market demand for high-quality adhesive material products are rising, and as early as two years ago, it was already engaged in UV type environmental protection adhesive material products, last year the company application on the LCD display and touch the product sales have soared. 

Along with the rise of OLED panel market, the more into the OLED market, compared with the LCD panel, OLED panel has high requirements in dust, anti-static, resulting in each a smartphone product cost increase at least a high quality adhesive materials! For hongqing, it is also "longitudinal deep excavation"! 

   Hong qing is mobile phone industry chain to the "horizontal extension, vertical dig", a typical example, according to the author understands, this is just a hong qing's current development situation, as for the future, the plan into the car tape market in 2018, in 2019, will also enter the medical adhesive tape market. In "horizontal", hongqing strengthens the original business while expanding the new market, and in the "vertical", as the emerging market erupts, it also rises with the wind! 

    Terminal market, it is worth mentioning that in the smartphone in the past two years, with the domestic mobile phone brand to globalization, many mobile phone brands in the process encountered overseas enterprise patent wars, the cause for the development of domestic mobile phone in the global high barriers. 

   And domestic mobile phone industry enterprise can say is learned lesson, at present is active layout patent. Hongqing is no exception, its own research and development of various adhesive materials production, synthesis, reaction process, all obtained patent authorization. The acquisition of patents, no doubt, has gone to foreign markets for its products, smoothing out patent barriers. 

   In short, from the perspective of a large mobile supply chain environment, has been to "horizontal extension, vertical dig" direction, on the one hand, on the basis of the original business continues to expand the surrounding business, such as upstream and downstream industries. In emerging markets, new growth is being sustained. 

   Lead to appear this kind of circumstance of the reason lies in the industrial chain integration, supplied by constant size, the smaller the trend has become a foregone conclusion, for the moment it is difficult to have the supply chain enterprises in terms of traditional business in a short period of time to break, so annexed surrounding industry maintain profits at the same time, further investment in emerging markets.

 The 3D full screen opens the smartphone era 

Time: June 15, 2017 location: intercontinental hotel, shenzhen 

BBS background 

 Process of mobile phone industry is accelerated, the ups and downs of the supply chain, the screen as an eternal topic, from hyperbolic screen, LCD, OLED, the flexible screen, full screen, constantly refresh phone "appearance". With the upgrading of upstream technologies and the increasing demand for the market, mobile phone companies have become more and more focused on the full screen since 2017. With millet 6 release, everybody long-awaited products already face in public, surprisingly, millet MIX has continued full screen products not again, this is why, is a full screen produces no validated by the market, and consumers don't pay, or the supply chain is not mature. More and more terminal and the supply chain are drawn to full screen, how will overthrow the new pattern of mobile phone industry chain, for such problems, mobile news online will be held in May, the 3 d full screen to upset the new pattern of mobile phone industry chain "peak BBS. 

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