Huang Yinghua: When Will the Mobile Phone Foundry See You Again?

When the focus of the spotlight has been concentrated for a while on Apple and Samsung, the two giants of the trend, the old fashioned mobile phone makers can only cure themselves in the dark. In particular, when two companies, Apple and Samsung, joined forces to eat more than half of the global smart phone market, other mobile phone makers can only survive in the cracks. Nokia, RIM, and even HTC, the plunge in stock prices has already explained everything.

In the past, giants have lost their strength

Global mobile phone dominance, market leader, this title is full with Nokia for 14 years, but in the first quarter of this year, it was formally won by South Korea's Samsung. Samsung's market share in the global mobile phone market (including functional and smart phones) was 20% in the first quarter. Seven percent surpass Nokia's nineteen. Eight percent, and Nokia's mobile phone sales in the first quarter hit a second-half year-on-year decline. Seven percent of ugly results.

Nokia's stalling has not only fallen from the top 40% of the global mobile phone market to less than 20% of the global mobile phone market. In the smart mobile phone market where the military battle is controversial, the market share in the first quarter was only 8%. Two percent, far behind Samsung's twenty-nine. One percent and Apple's two or four. two%. As for the performance of the stock price is even more miserable. In June 2000, it was once written down to a historic price of 65 Euros, but today it is only one. Less than five euros, has become a veritable egg dumplings, the market value evaporation rate of up to 98%.

The key to all this lies in the rise of smart phones, which completely changed the ecology of the market. Nokia could not keep pace with Apple or even Samsung in the high-end market. In the low-end market, it was eroded by China’s ZTE and Huawei. Last year The WP7 smart phone launched in cooperation with Microsoft, however, has been thunderous and rainy, and it has been unable to recover its momentum. Not only has the financial report suffered losses in the four seasons, but it has recently announced a fifth-degree layoff, involving as many as 10,000.

From the standpoint of the OEM strategy of each mobile phone brand factory, Apple's mobile phone assembly orders were almost covered by Hon Hai, and Samsung did not release assembly OEM orders. Therefore, other assembly foundry orders came from Nokia, Motorola and Sony. Waiting for customers, but in the case that these brand factories are unable to guarantee themselves, the foundry is of course unable to return to heaven. In particular, the orders are mostly in the low-end models, and the gross profit rate is also relatively low.

Huabao won the Nokia WP7 OEM bill in the fourth quarter of last year, and the operation once saw a turnaround. Nokia accounted for 80% of the company's revenue; however, the shipment of the Lumia 610 in the second quarter was not as expected, and the unit shipment price was lower. , making the second quarter revenue reduction rate of 12%, lower than expected outside. In particular, the mobile phone equipped with the Microsoft WP8 system will be available in the fourth quarter, but the existing WP7 phone cannot be upgraded to the WP8, and will inevitably greatly impact the current WP7 mobile phone sales. The third quarter results are difficult to watch, and the biggest drop in the stock price this year has been nearly six. to make.

Mobile phone foundry shares tumbled

The mobile phone foundry listed on the other side seems to be equally fierce. In particular, as the Chinese people's consumption power has increased, the consumption habits have shifted to the selection of products from well-known brand factories, which has resulted in a marked decline in the price of low-priced white-brand mobile phones, and has affected the orders of mobile phone assembly plants. .

Among them, although Foxconn is affiliated with the Hon Hai Group, Foxconn found OEMs for Nokia, Motorola, Sony and Chinese mobile phone factories because Foxconn left Apple fertilizers in its parent company. Foxconn turned losses into profits in the second half of last year. It was just a flash in the pan, and a profit warning was issued at the end of April this year, indicating that the losses may have increased in the first half of the year. It is clear that the foundry road has been severely tested and the stock price has fallen from the highest of six Hong Kong dollars to the lowest in the near future. 62 Hong Kong dollars.

Will the situation be worse? In the face of the fast-growing Apple iPhone 5 that was launched in late August, other brand factories may still be the only ones who have been pressured to fight. In the future, Nokia's WP8 mobile phone cooperation with Microsoft and Motorola's transformation after Google’s blessing will be the focus of future observations.