Is it really necessary to release "full screen mobile phone"?

The exhausted smartphone market has encountered a full screen. It is like finding a prescription for life-saving drugs. Although it is bitter, try it out.

Especially in the absence of the iPhone X this month, looking at the flagship models in the mobile phone market, most of them are related to the overall screen, so that it is ridiculous to spread the word “It's not a full screen now, it's embarrassing to develop the cloth”.

In fact, the full-screen mobile phone is not a fresh product. As early as three years ago, Sharp launched a full-screen mobile phone EDGEST302SH, but Sharp's core technology is to do the screen, appealing to the screen technology in the industry chain, so put the right The relatively simple resources, combined with the limited supply of finished products due to the traditional supply chain, have not caused excessive waves in the market.

However, from a technical point of view, Sharp uses the form of bevel cutting and refraction, and uses stacking technology to bring the left, right, and upper direction of the display frame to an infinite distance. This has also become the earliest solution for a full-screen mobile phone.

The outbreak of the market requires lighters.

With the first-line mobile phone manufacturers such as Apple, Samsung, and Huawei entering the R&D end and the marketing end for the past two years, the full-screen mobile phone is considered a “new born”.

Although the overall screen has been overwhelming in marketing, but from the perspective of shipments disclosed by the above analysis agencies, this year is still in the initial stage of distribution.

After talking with a number of Taiwanese supply chain analysts, the author found that if this year's full-screen mobile phone shipments are viewed as 10 points, Samsung and Apple will take down 6 points, and the remaining 4 points will be used by Android. The camp partitioned. According to Huawei's shipments last year, if it did not make mistakes, it will account for more than two points, and the remaining two points are the "full screen outlets" in the current market.

Unfamiliar market, in fact, this is an open "secret", but before the enthusiasm, no one dared to relax, adventure and caution, choose to follow or not, when a large-scale distribution, are a multiple choice.

From this point of view, the 3,000-yuan market is the best place for domestic mobile phone manufacturers to “smile and dance”. In this price segment, it is difficult for Samsung and Apple to gain more profits and share, especially in the Chinese market. This price is a price segment of "advance and retreat, retreat and guard". Instead of loosing supply chain resources such as screens by first-tier manufacturers at this stage, it is better to pay higher costs for quality control, to make small-step run, and to wait for the market. After the supply chain has taken off, it is fully rolled out.

There is no shortage of spoilers in the market, breaking the "security line," and many manufacturers have started to make full-screen products worth several hundred yuan.

For example, an "18-line" mobile phone manufacturer shouted the slogan of "the world's first thousand-thousand full-screen mobile phone," and even made the price 899 yuan. A supply chain source told the author after looking at its configuration. “It's just awkward. A better chip may not be available to them, and the cost won’t stay.”

In fact, if you want to carry a full screen in the thousands-yuan machine market where the profit margin is already limited, it means that you need to make more compromises in configuration, screen, etc. But from the consumer's point of view, a full-screen mobile phone with a screen resolution of only 720P can really retain users.

More importantly, in the face of spoilers, the mobile phone giants have begun to take action in advance, gloriously launched the "redefining the thousand full screen" dual camera phone glory 7X, and millet 6C equipped with its own chips will be released soon, in supply Under the chain resources blessing, the industry standard for the full screen of thousands of machines is rapidly being pushed up.

For this full-screen battle, President Zhao Ming told the author that the sales volume of the X-series glory was ten million. In order to make a full-screen product, the previous stage was just a test link and used 15,000 mobile phones. Although there are pressures on costs, he frankly stated that he would maximize the product and dilute the cost by making big sales.

Zhao Ming said that the bottom line of the glory 7X sales volume will go to more than 15 million units before it is possible to make profits. For this reason, the whole team has played 12 points.

So, whether the small and medium brands have the opportunity to win this full screen campaign? A pessimistic view is that it is difficult.

A mobile phone industry chain ODM manufacturer said that the current market situation is here, only the big brands and large ODM manufacturers can guarantee to obtain superior prices, and get priority protection of the supply chain, so in the thousand Yuan machine market, small brands will be very Quickly washed out of the market. "Glory and Xiaomi seized the site. The third place was very sad."

The core of competition seems to have returned to its original point. Under the effect of Matthew, a full screen of this battle seems to be more fierce than any competition in the past.

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