Nearly 80 new mobile phones released in the first half of 2016 (including multiple versions of the same product). Among them, domestic brands accounted for more than 90%, and they almost felt the presence in the industry at an average rate of 10 new machines per month.
The smartphone camera deployed in the first seven months has been equipped with an 800- and 13-megapixel camera that has almost become the standard for branded phones. (The specific product distribution is as shown below)
In the 14 brands under the brand value of less than 1,000 yuan, the rear camera pixels are 13 million, of which, the glory 5C camera pixels reached 16 million.
Double-camera market leads the first-line module factory to grab the chip industry or the new pattern
Since the terminal market has a clear trend, there will be related changes in the camera supply chain. The most obvious point is that with the popularity of dual-camera first-line terminal brands at home and abroad, the market has begun to increase significantly, and several module factories with dual-capacity production capabilities have begun to look at this market.
Also worthy of attention is the camera chip industry in the first half of this year. In addition to the previous product price adjustment incident, it highlighted the fierce competition among domestic chip manufacturers; the recent major asset reorganization event of the company is likely to rewrite the current chip industry structure. Therefore, the incident also triggered industry hot debate.
In contrast, the lens and motor industries are relatively stable. This paper mainly focuses on the brief analysis of the camera module and chip industry that have undergone significant changes in the first half of the year.
First-line module factory divides double-shot market share
Due to the popularity of the terminal, the domestic dual-camera supply chain market space has increased. As we all know, the most mainstream double shots can be classified as "big + small" and "big + big".
"Lar + small" mainly refers to a combination of a high-pixel main lens + a depth of field lens. The red rice Pro released yesterday officially adopted such a mode. “Large + Big†refers to the most popular “RGB+MONO†combination. The most typical example is 360 mobile phone and Huawei P9. In addition, it also includes two high-pixel parallel dual-camera combination modes, such as Huawei. The glory of the glory series 6plus, glory V8.
Based on the “big + small†mode process, the process has become mature. The direct throughput rates of several first-line module factories in China, such as Haoyu, Guangbao, Oufei, Dongju and Qiu Ti, can reach more than 90%. Having said that, for the rest of the module manufacturers, "large + small" may still be somewhat difficult, and the main difficulty at present is the accuracy of the module.
In contrast, the “big + big†model is more difficult in terms of production difficulty, algorithms, and manufacturing costs. It is reported that the current domestic (including Taiwan) module manufacturers produce such double-shot yields of up to 80%. Moreover, there are only a handful of such module manufacturers with dual-capacity module mass production capabilities.
Thanks to Huawei's long-standing dual-camera research and development, its main module suppliers, Guangbao and Haoyu, have increasingly rich experience in this field. In addition to supplying HTC's first dual-camera, Dongju is also involved in Qualcomm. MTK's two-chip platform's dual-camera reference design. The recently released Red Rice Pro dual-camera module is supplied by Qiu Ti and Ou Feiguang.
It is undecidable that the two module factories of Lite-On and Haoyu are regarded as the vanguards in the domestic dual-camera manufacturing industry. The above-mentioned situation in the industry this year, so that several module manufacturers with dual-capacity production capacity have begun to grab the domestic double-shot market big cake.
In addition to facing competition from each other, several domestic giants (including Taiwan) will face a strong enemy in the short term - Samsung Electric. According to the author's understanding: Samsung's dual-camera module will be mass-produced in August this year; and the dual-camera module will also be one of the most important products in the second half of this year.
According to reports, Samsung Electronics now accounts for 60% of Samsung's total motor module shipments, and the remaining 40% is self-sufficient by Samsung Electronics. In order to develop a more robust customer system, Samsung Motor attaches great importance to domestic terminal brand customers. . There is no doubt that domestic terminals will also become the main target of its dual-camera products.
But what makes the other party worry is the “low price strategy†that is common in the domestic module market. This situation has gradually emerged as the industry's dual-camera manufacturing yields have increased.
Prior to this, the product gross margin of the dual camera module has been good. However, the good times are not long, according to the author's understanding: With the popularity of dual-camera, terminal manufacturers have begun to suppress the unit price of a product, a "RGB + MONO" dual-camera module from the original 30 dollars / group, Press down to 25 dollars / group.
A "RGB+MONO" dual-camera module costs almost twice as much as a single-camera module. If the production yield is ideal, perhaps several module industry giants are still profitable.
As the price threshold of dual-camera mobile phones is lowered and product yields are improved, the supply chain gross profit is bound to be affected. When the remaining module manufacturers can share food orders in the future, the profit of this product may have become increasingly popular.
The chip industry is on the rise
Compared with the module industry, the more attractive one in the first half of the year should be the camera chip industry.
In the half-year period, the industry has been turbulent, and the most interesting ones are the price wars of the previous period and the well-known chip makers OV, Sibike or the company that will be acquired by Beijing Junzheng.
In May of this year, the domestic chip maker Ge Kewei made a substantial price adjustment for its 5M1/5" image sensor named GC5005.
It is reported that in order to completely open the domestic 5M chip market, Geke Micro decided to take a TSMC BSI process, and at the same time get the price of the officially certified 5M1/5" chip of Spreadtrum 7731C, MTK35, Qualcomm 8937 three platforms reduced from 0.82 US dollars to 0.73 US dollars, before other manufacturers with the same specification chip price is more than 0.8 US dollars.
After the difference with the original price of 0.09 US dollars, Ge Kewei also said: "If necessary, the unit price of this product is likely to be reduced.
It didn't take long for this matter, and Sibike, one of the representatives of domestic chip manufacturers, also issued a news of price cuts. According to the news published by its official WeChat: "SP5506 is the biggest price drop to push 0.7 dollars." This product is still a 5M1/5" chip.
This time, the price reduction of the same size chip is even 0.03 US dollars lower than that of Geke Micro. The intention is obvious.
Not only the domestic two major chip makers are competing in price, Hynix, a chip manufacturer from South Korea, intends to join the "war" in the Chinese camera chip market.
Although the camera IC business is not a big deal for Hynix's total business volume, according to the information I have learned, Hynix has not stopped working in the high-end market of Chinese camera chips.
It is reported that the main camera chip products that Hynix currently sells are mainly 2M, 5M and 8M, of which 2M accounts for 20% of the total, and 5M and 8M each account for about 40%.
At present, in the domestic high-end market, Samsung and OV have undoubtedly formed the biggest obstacle to Hynix, and 5M and 8M chips are relatively mature. In contrast, Hynix does not have obvious technical advantages.
Some domestic counterparts said: "At the moment, Hynix wants to grab a piece of cake, only the way to kill the price. What's more, the price of the other party will be lower than some domestic chip manufacturers."
In addition to the unit price war, the industry has also come out with a surprise.
Beijing Junzheng issued a notice on the progress of major asset restructuring and postponement of resumption of trading. According to the announcement, the target assets of this transaction are 100% equity of “Beijing Haowei Technology Co., Ltd.†(hereinafter referred to as “Beijing Haoweiâ€) and a company listed in the national SME share transfer system (hereinafter referred to as “new†The three-board company, together with Beijing Haowei, is the "standard company" 100% equity.
In short, Beijing Junzheng will acquire chip industry giant OV and a 100% stake in a new three board company by issuing shares and paying cash.
The current trading results are still undecided, and the scope of Beijing Junzheng's purchase of the underlying assets may be adjusted. Another new three-board company mentioned in the announcement, the industry speculation is Sibic.
At present, the high-end camera chip market of thousands of pixels in the world is almost monopolized by Sony, and the remaining chip manufacturers are mainly in the 5M and 8M markets.
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