2016 is about to pass. In this year, the growth rate of the global smartphone industry has slowed down, but the competition is extremely fierce, and the market structure has undergone no small changes. Some of these manufacturers are proud, and naturally there are also many people who are frustrated.
Samsung: Accidental "explosive machine" ruined a good hand long-term loss is difficult to estimate
It is said that the most frustrated mobile phone manufacturers this year are not Samsung. The reason is naturally known in the industry, its generally optimistic Note7 due to battery defects caused the "fried machine" was forced to recall and stop selling. It is said that Samsung’s losses related to this “explosive machine†amounted to US$6 billion, and this has been confirmed by Samsung’s latest third-quarter earnings report, which is the third quarter of Samsung Electronics, which belongs to its smartphone business. Operating profit fell 30% to 5.2 trillion won, of which the operating profit of the mobile sector fell 96% from last year, setting a record low since the launch of the Galaxy series. And in the next quarter will be reflected in revenue and profits.
If the decline in revenue and profits is only a short-term negative effect of the "fried machine" on Samsung, then it is a long-term unpredictable loss to make the Samsung brand image of the public greatly discounted. According to the latest survey data from Market Strategies, overall, 33% of Samsung users expressed their willingness to purchase iPhone 7. More interestingly, nearly half (45%) of Galaxy Note users want to buy the latest iPhone models, which is significantly higher than other Samsung device users. It seems that Galaxy Note 7's "explosive" is indeed for Samsung. The brand has had a considerable negative impact.
Apple: Innovation lacks the opportunity to rebound from the opponent
In the past two years, Apple in the United States has never encountered such a good market environment, first of all, its iPhone 6 sells, and then the rival Galaxy Note 7 of Samsung is discontinued due to the "explosive machine". However, this year, Apple has largely failed to take advantage of the opportunities that Samsung Electronics has given itself. In terms of sales, its iPhone business is also declining. According to the latest data from market research firm Gartner, Apple's market share in global smartphones has been almost lost since 2014.
For example, in the third quarter of this year, Apple sold 43 million iPhones, which fell for three consecutive quarters, and its iOS market share was only over 10%. According to a report released by the market statistics agency CIRP, compared with last year's iPhone 6s/6s Plus, the appeal of this year's iPhone 7 series mobile phone to Android users has dropped significantly, that is, since the iPhone 7 is listed, only 17 % of buyers originally used Android phones. And a year ago, 26% of iPhone 6s/6s Plus buyers were Android users. In other words, the promotion of iPhone 7 series mobile phone sales is still from the old Apple users. This also reflects that the innovation of Apple's iPhone is really lacking. On the other hand, this kind of innovation is weakened by missing the opportunity of Samsung Note7 "explosive machine".
Blackberry: Repeatedly save yourself and turn off the mobile phone business
Once upon a time, the BlackBerry was synonymous with high-end smartphones, especially after the 9/11 terrorist attacks in North America and around the world. The design of the physical full keyboard also became the iconic feature of the BlackBerry, but this year BlackBerry announced that it will stop the smartphone business (outsourcing To other manufacturers).
Although BlackBerry launched a new version of the mobile operating system a few years ago, and has repeatedly saved itself, it still can not stop the decline in market share. In important markets such as North America and Europe, the share of BlackBerry has already fallen to single digits. For some reason, BlackBerry has been positioning its mobile phone products for business phones for many years, but for consumers, business phones are not out of the ranks of consumer electronics. BlackBerry can't make its mobile phone products popular after the iPhone appears. This is a big reason why the BlackBerry market share has been compressed.
In addition, the self-service Shouzong took over as the BlackBerry CEO, and opened his own BBM and other core applications to the competitor's platform, until he gave up his mobile phone operating system and invested in the Android camp, which to some extent greatly weakened the BlackBerry in intelligence. The competitive strength of the mobile phone market.
Microsoft: Shutdown and asset write-down Windows Phone name is dead
In 2016, the main theme of Microsoft's mobile phone business was layoffs, suspension of sales and asset write-downs. For example, on the basis of last year's write-down of Nokia, the M&A Nokia has once again reduced the value of 950 million US dollars. It can be said that the value of Nokia's mobile phone business, which was purchased by Microsoft for about $7.2 billion, has been lost. It is worth mentioning that the only smartphone brand Lumia has announced the suspension of sales, and is widely regarded by the industry as a precursor to Microsoft's exit from the smartphone industry.
Industry forecasts are not without market fundamentals. According to Kantar's latest statistics, the sales share of Windows Phone continued to decline in 2016 compared with 2015, and the sales share in almost every single market showed a downward trend. For example, in Germany, Windows Phone sales fell from 7.6% to 3.3%, a decline of no less than 4.3%, while in the UK, sales fell from 9.8% to 3.6% (down 6.2%). According to Kantar data, Windows Phone sales share decreased by 7.1% year-on-year, and in the Italian market, this figure was 7.8%. It is worth mentioning that Microsoft's Windows Phone has zero share in the Chinese smartphone market. Faced with this situation, although Microsoft claims that it will not withdraw from the mobile phone market, it is an indisputable fact that it is in name only.
Xiaomi: Shipment plummeted, China's "Apple" is not fresh
I don't know if the industry remembers that when Xiaomi, known as China's "Apple", raised funds in 2014, the company's valuation reached 46 billion US dollars, and once became the world's most valuable startup. At the time, Xiaomi was also the most popular smartphone manufacturer in China with the largest market share, and plans to expand the global market. But last year, Xiaomi failed to achieve the global smartphone sales target. According to IDC data, in the third quarter of this year, sales of smartphones in Xiaomi's China market fell by 45%. At this point, Xiaomi not only lost the throne in China's smart phone championship this year, but also fell out of the top five in the global smartphone market.
For Xiaomi's decline in shipments this year, the industry analysts believe that the main "price-performance" mobile phone model that Xiaomi had previously suffered from the impact of Huawei's, OPPO and vivo's "quality-price ratio" mobile phone model, coupled with the Chinese mobile phone market user purchase method. From online to offline and online, the competitiveness of Xiaomi’s tried and tested Internet marketing methods has fallen sharply, and the shortcomings of offline channels have become increasingly prominent. From the product level, in addition to the Xiaomi MIX released before the end of this year, the design has caused concern, and others have not caused repercussions in the market and users. The Xiaomi mobile phone that supports Xiaomi mobile phone is still a thousand-meter red rice series mobile phone. The industry is worried that even so, Xiaomi has announced that its mobile phone business is not making money.
Lenovo: Frequent "changing coaches"
Similar to Xiaomi, Lenovo was the third in the global smartphone market and the second in the Chinese mobile phone market. However, due to weak product competition, especially after the acquisition of Motorola Mobile, Lenovo has been in the “reform†and continued to this year. . The most typical performance is that the head of the mobile phone business this year is changing again. With the "change coaching", Lenovo's mobile phone strategy is always in the swing. For example, in the future, Lenovo's mobile phones will all adopt the Motorola brand acquired, and Lenovo's own brands Vibe and ZUK will disappear (as early as today, why must it be). Despite this adjustment, Lenovo's mobile phones have not stopped falling in both shipments and revenue. The latest statistics show that Lenovo's mobile phone shipments in the Chinese market have fallen below 10 million, although overseas markets, In particular, the Indian market is growing rapidly, but it is still difficult to make up for the loss in the Chinese market, and the future is worrying.
LeTV: The break of the capital chain triggered the industry to question its ecological model
The reason why we listed LeTV as one of the frustrated mobile phone manufacturers in 2016 is not because it is still selling the mobile phone and the huge losses of the business at the cost price, but the break of the capital chain that was exposed to the end of the year. The industry's domino effect on its all-ecological model, in other words, the break of LeTV's mobile capital chain is the trigger for LeTV's recent doubts and crises in the industry. And given LeTV's mobile phone, whether it is from the perspective of revenue or loss, it is already an important part of LeEco's ecology. Although LeTV and the industry believe that auto is the future business of LeTV, we believe that the future LeTV model is successful. Still failing, how the performance of the mobile phone business is actually the key, the so-called Cheng also lost the mobile phone, if you don't believe it, let's go!
Hammer; "sentimental" has passed away and good products are also homogenized
Perhaps the industry believes that we have listed the hammer as a frustrated mobile phone manufacturer. After all, the third-generation mobile phones SmarTIsan M1 and M1L released by Hammer this year have been well received in the industry and the market, but we want to say that in the current smart phone industry, domestic and foreign rivals. Today, such as Lin, there is no unique mobile phone-related industry chain and marketing advantages of the hammer mobile phone can be better to go or what is the difference in its real advantage for users to buy? One of the biggest selling points of Lenovo's hammer mobile phone before is the "sentiment" of its founder Luo Yonghao, and from the SmarTIsan M1 and M1L products, this "feeling" has apparently ceased to exist. When a company's products from the beginning are not innovative and differentiated, they are only maintained by "sentimental feelings". After being crushed by reality, they are reluctant to return to reality. Perhaps the existence of hammer mobile phones is a commercial paradox.
Meizu: It seems to be profitable but the debts owed are always
Similar to the hammer, the industry will also have objections to the fact that we will list Meizu as the most frustrated manufacturer, because this year Meizu not only released new products like “concert†(it is said to have released 14 new mobile phones), especially recently announced This year, its mobile phone business is profitable, but we look at the profitability of China's mobile phone companies Huawei, OPPO and vivo (in combination with shipments) from the previous survey by the market analyst Strategy AnalyTIcs on the profit of the global smartphone industry, even if Meizu is profitable. I am afraid there are very few, but there is a point that Meizu did not mention that this year's patent litigation by Qualcomm in China and overseas markets still has no results until today, and from this year, Chinese mobile phone companies have signed a patent licensing agreement with Qualcomm. This account (whether it is a judgment or a settlement) will be paid sooner or later. As for the account, what is the profitability of Meizu? Perhaps this year's seemingly profitable earnings may lurk more frustration.
Cool: The name of the real life has become the "Xianglin" of the mobile phone industry
Since the establishment of the joint venture with 360 and the acquisition of LeTV, Coolpad has not been lucky. Coolpad Group previously announced that it expects the company to have a net loss of HK$3 billion (approximately RMB2.6661 billion) this year, which is in stark contrast to the 2015 Coolpad’s net profit of HK$2.325 billion. In this regard, Credit Suisse issued a research report to reduce the target price of Cool Group from HK$1.2 to HK$0.9, maintaining the “underperform†rating. In fact, it is not terrible for a company to lose money because of temporary difficulties. The terrible thing is to lose the courage to re-emerge and re-emerge. This is evident from its disguise in selling 360 and LeTV. It is also a member of the Chinese mobile phone industry "China Cool Alliance". Looking at Renminbi and ZTE, although the performance is declining or not ideal, it is still supporting. And we listed Coolpad as one of the most frustrated manufacturers this year, mainly because it lost the independence and tonality of the company. We don’t know which pedigree is used in the future Coolpad mobile phone, but it is a mobile phone. The Xianglin of the industry is an indisputable fact.
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