Smartphone brands are adopting more aggressive product specifications and pricing strategies, said Joyce Tsai, display analyst at MIC (Market Intelligence & Consulting Institute). "Xiaomi's launch of 720HD models at 999 RMB (US$160; US$1 =6.2 RMB) and FHD models at 1,999 RMB (US$322.4) has intensified the cost-performance competition in China's smartphone market."
Chinese Brands' 720HD Smartphone Deployment by Price, 2014
|
RMB
|
Total
|
Huawei,
ZTE,
Lenovo,
Coolpad
|
Xiaomi
|
Foreign Smartphone Vendors
|
Other Chinese Smartphone Vendors
|
Chinese Home Appliance Vendors
|
|
Less than 1,000
|
O
|
O
|
●
|
X
|
V
|
O
|
|
1,000~1,999
|
●
|
●
|
O
|
●
|
●
|
●
|
|
2,000~2,999
|
V
|
V
|
X
|
●
|
O
|
V
|
|
3,000~3,999
|
V
|
X
|
X
|
O
|
X
|
X
|
|
Above 4,000
|
V
|
X
|
X
|
V
|
X
|
X
|
|
Note: ● indicates the largest number of models; ○ indicates the second largest number of models; △ indicates a small number of models; ’ indicates no models at all
Source: MIC, March 2015
|
| |
|
|
|
|
|
|
Unlike Xiaomi which has priced its 720HD (1280x720) models at lower than 1,000 RMB (US$162.3), Huawei, ZTE, Lenovo, and Coolpad have focused on extensive product deployment by pricing their 720HD models at between 1,000 RMB and 1,999 RMB and lower than 1,000 RMB. As a result, other Chinese brands' 720HD products have come under price pressure.
While vendors will concentrate their efforts on promoting FHD models in 2015, as evidenced by their newly released products recently, 720HD models will continue to penetrate into the mainstream. As panel size growth slows down, pixel density will become a new battlefield for Chinese smartphone vendors.
Smartphone resolution in China will continue to upgrade annually. Due to the low yield rate of FHD smartphone panels using a-Si technology, LTPS (Low Temperature Poly-silicon) technology is still the leading technology for such panels. Therefore, LTPS panel vendors will have more competitive edges amid the trend of rising panel resolution.
To see more about this report, please visit: Development Trends of Smartphone Panels in China
For future receipt of press releases, or more information about MIC research findings, please contact MIC Public Relations.
About MIC
Market Intelligence & Consulting Institute (MIC), based in Taipei, Taiwan, was founded in 1987. MIC is Taiwan's premier IT industry research and consulting firm providing intelligence, in-depth analysis, and strategic consulting services on global IT product and technology trends, focusing on markets and industries in Asia-Pacific. MIC is part of the Institute for Information Industry. https://mic.iii.org.tw/english