MIC ENGLISH

Report Categories

ALL China Research Communications Computing Semiconductor Software and Consumer Electronics TAIWAN

Display

The Impact of Chinese Smartphones' Low-Price Trend on Small and Medium Area Panel Industry

July 17, 2015 / Joy Tsai

19 Page, Topical Report

US$1,500 (Single User License)

Abstract

The knockout success of Xiaomi phones in 2014 coupled with the reduced subsidies from telecom operators for smartphone buyers as result of the government's adjustments to tax policy have both significantly affected decisions of Chinese smartphone vendors when it comes to product planning and high C/P ratio marketing strategy. As a result, vendors have been rushing into launching sub-brands for their e-commerce platforms. Those sub-brands either feature same specs at lower prices, higher specs at similar prices or higher specs at lower prices, compared to their major branded products. Other than squeezing margins that have resulted from the increasing adoption of high-end panels for smartphones, the continued low-price trend remains a worry for panel makers. This report examines the impact of this low price trend on the display panel industry, especially small and medium panel sector.

Table of Contents
1.Development of the Chinese Smartphone Market
1.1 Sub-brands for e-Commerce Exert Downward Price Pressure
1.2 Resolution of Smartphones Entering the Stagnation Phase
1.3 Smartphone Ecosystem Smartens Up with Cross-platform Cooperation
2. Impacts on Panel Makers
2.1 Panal Makers Aim for Order Placement at the Cost of Profit Margins
2.2 LTPS Expansion Depends Highly on Chinese Panel Manufacturing Yields
2.3 Adjustments to Product and Customer Mix
3. Conclusion
3.1 e-Commerce Retailors Gearing Up for Smartphone Manufacturing
3.2 More Investments Needed for Technology R&D amid the Low-price Trend
Appendix
Glossary of Terms
List of Companies

List of Topics
Overview of the Chinese smartphone market development, touching on the availability of sub-brands of Lenovo, Meizu and Gionee for e-commerce, and the development of smartphone resolutions and ecosystem in China

Detailed analysis of low-price trend and its impact on small-and-medium area panel makers and their product and customer portfolios

Development of HD panels like those using LTPS technology and the market share of small and medium LTPS panels produced in Japan, Korea, China and Taiwan

A brief touch on possible countermeasures to break away from the low-price trend

List of Figures
Figure 1: Influence of e-Commerce Sub-brands on Smartphone Prices
Figure 2: Chinese Smartphone Panel Size Share by Number of Models and Shipment Volume, 2H 2014
Figure 3: Chinese Smartphone Panel Resolution Share by Number of Models and Shipment Volume, 2H 2014
Figure 4: Small-and-medium LTPS Panel Production Share by Nationality, 2014 - 2016

List of Tables
Table 1: Benchmarking Chinese Smartphone Display Sizes and Resolutions
Table 2: Online Retailers' Smartphone Manufacturing Business Deployment

Companies covered
Alibab, BOE, Compal, Coolpad, Dazen, Dongguan Zhaoxin, Gionee, Hitachi, HTC, IUNI, JDI, Lemon, Lenovo, LeTV, Meizu, NoBlue, Qihoo 360, Sharp, Sony, Tianma, Toshiba, Xiaomi

Recommended Research Reports

Consumer Brain-Computer Interface: Market and Product Development Trends (pre-order)
Coupang's Cross-border Pivot: Navigating Strategies in Taiwan Following Its Exit from Japan
Leading Mobile Payment Providers and Their Cross-Border Financial Services: Ant Group, Paysend, and Nium (pre-order)
Green Strategic Thinking of PC Brands From The Perspective of Product Lifecycle Stages (pre-order)
Product Development and Supply Chain Deployment of Leading Chinese Automotive Battery Supplier: CATL (pre-order)

To get MIC's complete insight, please log in.